Upload
1100broadway
View
795
Download
4
Embed Size (px)
Citation preview
A Digital & Direct Marketing Agency
A Brief Introduction@CFehrmann
@1100BWay
Gplus.to/CFehrmann
[Slideshare.comlink]
About.me/ChrisFehrmann
Facebook.com/1100Broadway
2008
ConceptJune-July 2008
The LaunchOctober-December 2008
The LaunchJanuary 1, 2009
The LaunchFebruary - July 2009
The LaunchFebruary - July 2009
The LaunchJuly 2009 – Jan 2010
The LaunchJanuary 2010
The Evolution
1100 Broadway led to Culture Changes Throughout Advertising Department
Sales Vision
“We are a customer focused sales organization that helps businesses succeed and reach their goals by
providing them with strong advertising and marketing solutions.”
The EvolutionCulture Changes
Today2011
Today
Breakdown of Revenue– Direct Mail 40%– Media Buying 15%– Web Development 15%– SEM 15%– E-Mail 10%– Social Media, Creative 5%
TodaySales Structure
Keys TKA Classifieds
(2) Digital
Specialists
Digital Specialis
tDigital
Specialist
Traditional Sales Staff = Multi-Media RepsConsultative Sales Strategy
TodayFulfillment Structure
Digital Specialist
sAgency Account
ManagersDeveloper
s, Specialists or Vendor
TodayFulfillment Structure• 1 Project Manager
• 2 Agency Account Managers
• 1 Direct Marketing Specialist
• 4 Website Developers• 1 SEM Specialist• 1 Media Buyer• Vendors
– Email Blasts– Direct Mail/Printing– SEM Software– Text Messaging
No Shared Resources!
Agency-Quality Creative Staff
TodayEmployee Recruitment• Mixture of outside and inside talent
– Launch recruitment was outside talent• Website Developers & Programmers• Continue to recruit outside “technical” talent
– Digital Specialists were mostly outside talent• Look for digital agency sales experience including websites,
SEM, email, etc.
– Agency Account Managers were inside talent – Trained!
TodayEmployee Training• New Hires go through “Boot Camp”
– Sales Reps needing extra help will go to specific sessions
• Ongoing “Deep Dive” trainings for Digital Specialists
• Digital Specialists train and build relationships with their teams
TodayMarketing• Separate 1100 Broadway brand
– Website, collateral, sales sheets, etc.• Print & online ads• Feet on the street• Digital Specialists have 1100 Broadway business cards.• THRIVE Seminar Series
– 18 Seminars; 1,000+ attendees– $200k+ in revenue
Ideal Customer
• Spending potential $25,000 - $250,000
• Not sophisticated marketers
• Don’t have marketing resources in-house
• Digital marketing-aware, but not savvy
• Need agency services, but not an ad agency
• Goal is to have a bunch of $75k clients
What We Do
A Digital & Direct Marketing Agency
Products& Services
• Custom Website Development
• Content Management
Systems
• Extensive Capabilities
• Website Hosting
• Google Analytics
• Competitive Pricing• Custom Quoted
Custom Quoted$4k-$20k
Fareway Food Stores“Tummy Nummies” Campaign
3-Month Campaign Website
Recipe Sharing Tools
Coupon Distribution
Video Upload Sweepstakes
Interactive Blog
45,000+ Pageviews
200+ Sweepstakes Entries
Landing Pages• 2-Page Templates• Custom Graphics• Quick Turnaround• Tracking & Analytics
Splash Pages• Custom-Design• 1-Page Website• Quick Turnaround• Tracking & Analytics
A “Micro-Site” Solution
Landing Pages$350 Setup $25/Month
Splash Pages$750+ Setup$25/Month
Lumpy’s“Boutique & Bubbles Fashion Show”
Temporary Landing Page Supporting Campaign
Provided RSVP Registration
Supported Online & Print Advertisements
20+ Online Registrations
200+ Total RSVP Registrations
PPG Porter Paints“Endless Summer Sale”
Custom Designed Splash Page
Supported Inserts & Print Display Ads
Communicated Locations & Provided Directions
Custom URL Address
Google Analytics Tracking & Reporting
• Custom Designed• Mobile-Ready• Auto Detection• Custom URLs
• SMS Capable• Location Maps• Google Analytics
Mobile Websites$750+ Setup $25/Month
Jet’s PizzaAuto-Detect Phone Technology
Displays Locations
Click-To-Call Phone Numbers
SMS Coupon Opt-In Subscription
Bi-Weekly SMS Blasts Back Out to Database Subscribers
1,100+ SMS Registrants
• Google & Bing/Yahoo
• Proxy-Site Tracking
• Human Optimization
• Differentiate From Competitors
• Automatic Reports
• Reporting Portal
• Transparent Billing
Packages Start at $500/Month
30% Management Fee
Brentwood Granite
Google PPC Campaign
Campaigns for Granite, Cabinets and Tile
$500 per Month Budget
1.14% Click-Thru Rate
357% ROI and over $40k in Sales in first 3 Months!
• Exposure in Local Directories• Exposure in Maps Websites
• Listings on Mobile Websites & Platforms
• Submission to 1,050 Places!• Before & After Monthly Reporting• Added SEO Benefits
Local Optimization$499/Year
Avida Healthwear, Inc. Local Franchise Location
Needed Local Exposure in Engines
Submitted to 1,050 Engines, Directories and more!
Images and Coupons Available
SERP Rankings Increasing!
• On-Site & Off-Site
SEO Techniques
• Keyword Blueprinting
• Not Automated
• Monthly Packages
• Monthly Reporting
• Human Optimization
Packages Start at $350/Month
Bob Parks Auction12-Month SEO Program
Search Engine Traffic Increased 665 Visits per Month
Google Traffic Increased 375 Visits per Month
Increased Top 20 Rankings by 16
• Text Keyword Campaigns• Build an Opt-In Database• Reblast Out to Database
• Create Conversions from Print Ads• Simple Campaign Setup• Quick Turnaround
Keyword Campaigns
$450 per 1,000 Messages
ComcastKeyword Text Campaign
Advertised to Hispanic Marketplace
Over 250 RSVP’s
Highest Turnout Ever!
Text “HIRE ME” to
511-511to RSVP for
Career Open House
• Targeted Email Blasts• Geo-Targeted• Demographic Targeted• Open & Click Reporting
• 26.2% Avg. Open Rate• 3.56% Avg. Click- Thru Rate
20,000 MinimumCPMs Start at $35
Floorz, Inc.Geographic Targeting by Zip Codes
Demographically Targeted by Age of Home and Income Level
Open Rate: 23.5%
Click-Thru Rate: 4.23%
Sales: $12,000 in flooring
*Full-service agency client through cold-call
• Facebook Business Page Creation• Custom Tab Design & Programming• Pay-Per-Click Advertising
A La Carte Services$250 Setup
$150-$250 Tabs30% Management Fee
Columbia StateFacebook PPC Advertisements
Geographic Targeting by City
Demographically Targeted by Age Range
Impressions: 653,658
Total Clicks: 724
Mattresses Unlimited
Facebook Business Page Creation
Custom-Designed Facebook Tab
Locations Plotted on Google Map
Location Addresses Listed
Branded Consistent with Website
Our Best and Most Complete
ClientShowcase
Realty Trust AuctionsFull-Service Marketing Agency
Creative Brand Execution
Creative Advertisement Design
Collateral & Business ID Package Creation
Direct Mail Programs
Website Maintenance
Media Planning & Purchases
Ongoing PPC Advertising
Jets PizzaAccount Threatened due to TMC Changes
Supplemented Changes with Direct Mail Program
Now Provide Direct Mail to 20 Markets Nationwide
Print Advertising
Splash Page > Text Messaging & Mobile > Opt-in Database
Billboards
More!
Goodall HomesDeclining Print Advertisement Revenue
New Marketing Director Hired
Business ID & Collateral Package
Community Signage
Billboard Designs
Email Blasts
2011 Contract Included Print & Incremental Revenue!
O’Charley’s Roll ModelCoupons/Give-A-Way’s Awarded for
Submission
Multi-Media Campaign with Print, Online, Radio & In-Store POP
In-Store POP Materials
Encourages Viral Word-of-Mouth Advertising
1,000+ submissions
Heartfelt Stories (Engaged w/Brand)
6,500 Website Visits
Drop In 2 Win Campaign
Goal to Drive Property Traffic/Tours
90-Day Sweepstakes
Full Strategy & Campaign Creation
Multi-Media Approach
Print, Signage, Website, Direct Mail, Online & Media Buys
3,574 Property Tours Delivered!
3 Campaigns So Far – Planning 4th
Our Process
HowWe Work
Our Process
The Right PeopleSales Rep, Digital Specialists, Supervisors, Project Managers, Creative Managers, Strategist and Marketing ProsThe Right InformationClient Objectives, Client Needs Assessments, Market Data, Audience Target Data, Past Results Experiences, etc.Bringing It TogetherConnecting the Pieces, Media Strategies, Marketing Messages, Media Consumption Reports, Strong Creative, Results Tracking, Campaign Optimization
ChangesDoing it Over Again• Project Management System• Processes (Structured fulfillment, forms,
etc.)• Quality Assurance Position• Launch products slower• Agency Account Managers• Social Packages
The FutureWhat’s Next?• Mobile and Portable• Grow Quality vs. Quantity• Continue to Evolve & Refine Products• Catch-up on Internal Projects (Website,
Collateral, Blog & Social) *More Marketing• Further Define Social Offerings• Local Optimization > Reputation Mgmt.
A Digital & Direct Marketing Agency
A Brief Introduction@CFehrmann
@1100BWay
Gplus.to/CFehrmann
[Slideshare.comlink]
About.me/ChrisFehrmann
Facebook.com/1100Broadway
Questions?
The End