You have a new product, and you are very excited to bring the product to market; so, now what do you do? How to market a product? You need a carefully crafted plan in place to successfully launching a new product. Let me show you a ten-step framework for product marketing, whether you market a product in Singapore or anywhere else. [Read more…] about 10-Step Product Marketing Framework: The Ultimate Launch Guide
It’s not unusual to see print ads hanging in MRT (Singapore’s subway) trains; but today, TANGS’ Great Singapore Sale promotion ad got my attention. Though mentioned before, I decide to illustrate how to track offline campaigns with this short case study.
Let’s take a look at the print ads first:
And the other side:
Having searched for “tangs” in Google easily help find the site; and, the site has very good fashion looking. The first thing I found is the above ads on front page. Another plus! But, do you see the problem? The URL is not on the print ads.
Put company / brand URL on all print ads. Better yet, one URL per campaign. For the above ads, TANGS can have www.tangs.com/mrt on and along with web analytics, effectiveness of campaign in MRT trains could be tracked.
You may argue that not all people interested in the offerings may land on the site by typing www.tangs.com/mrt, however, you can compare relatively the effectiveness between campaigns in different media channels.
From marketing perspective, the color and theme of this print ad is nice and appealing; it could be better with a stronger “call to action”, though.
David, regional head of search of Neo@Ogilvy asked an interesting question in LinkedIn,
What synergies exist between email marketing and search marketing. Can you provide an example of how the sum is greater than the parts?
Search recent years is gaining more and more popularity among marketers. According to a recent MarketingSherpa’s annual survey of ad:tech:
Email marketing from house lists, a top tactic of 47% of marketers in 2006, was cited by 42% in 2007.
SEO is gaining in popularity among marketers: 57% of those surveyed in 2007 said it outperforms other tactics (â€great ROI – outperforms other tacticsâ€), compared with 45% in 2006.
Paid search remains a strong money maker for 34% of those surveyed, but thatâ€™s down from 49% in 2006, likely due to increased competition that raised keyword prices and lowered ROI.
Email marketing is overall the best marketing tactic though I personally favor search marketing over email (too tedious to me). So, is it true that “email + search > email | search”?
My experience tells that email marketing is much more cost effective and I definitely would do that. But, is the combined effort better than individual input from each channel? I can’t tell that as I haven’t really done or found any research on that. However, I personally believe so.
Web analytics can help find out. This is how:
- Plan your campaign (for one product) to integrate your email marketing with search. This is another topic, I won’t cover it here; but, the least you can do is:
- Keep your marketing message consistent.
- Use the same images for things like logo, products
- Use the same color theme
- Make sure the landing page continues from where you entice your customer to click.
- Select a web analytics software, which allows you to:
- track the conversions from each traffic source, which most web analytics tools can do. And,
- track the direct and the other “contributors”. If someone clicks on a link in the email and converts, email is the direct contributor. However, that may not be the whole picture. He/she maybe have clicked on a PPC listing 2 days ago, which contributes to the conversion.
- Spend $1000 on PPC, with tracking implemented, allowing at least 30 days for cookies to expire (so that if a guy comes back later from other channels can be tracked).
- Spend $1000 on email, with the similar tracking implemented.
- When the campaign ends (within the cookie expire days), find out conversions from
- email only, E
- PPC only, P
- conversions from both, C
- Compare the “E + P” with C
This is not a scientific experiment. But, it definitely gives you some insight.
Budgets seem always tight on internet marketing, which is especially true for search marketing. Some of our clients spent tens of thousands of dollars every month on print advertising, outdoor advertising, TV advertising, and etc. When it comes to online, they are very careful.
The power of internet marketing/advertising is the ability to track return on investment (ROI). Even if you don’t have online presence or are not doing any internet marketing, you can still make use of Internet to track your offline marketing campaigns.
Benefit of Integrated Marketing
Let’s say you spend every month $10k on outdoor advertising and $10k on prints; how to you measure the effectiveness of your offline marketing efforts? How do you know which of your offline marketing channels works better? Integrate your offline marketing with online efforts, you can better understand your return on offline marketing investment.
How To Track and Integrate Offline Campaigns
- Name matters. Imagine a name like Penallizeaniere (don’t try the dictionary; I just made this up), how could you expect your customers to remember that? Internet has become part of many people’s life; what people would do when they see something new is to search for information.
- Online presence to provide details about the product. Make contents with rich text, attracting images, and videos. Make your site a place your consumers can interact with your products or brands. The question now is, how do they reach this page? Continue reading.
- Optimized pages (search engine marketing).Â
- If you can’t hire an SEO specialist for any reason, read this post (brief) or this (detailed info). Have no idea what “keyword” is? Take it as your brand/product name (sometimes people search for the phrase you use in your marketing message).
- Then, build some links from relevant web pages of external domains. If your brand name is unique like for example takefire9, it won’t take you much efforts to optimize.
- Once the page is optimized, you can expect to receive traffic once you launch offline campaign. If your brand name is a phrase with multiple words or general term, it may not be easy to do search engine optimization.
- To ensure you get people to your site who search for information about your brands, you better do a small pay-per-click (PPC) search engine marketing campaign. And, you better start a small PPC campaign before you launch your marketing campaign.
- Consistent message across online and offline campaigns.
- Use the same image, photo, or logo displayed outdoor on the web page as well to reduce the bounce rate; you don’t expect most people to leave the site short after they land on the page, do you? Visitors need to instantly feel they land on the exactly the right page.
- If it involves online transactions, make sure the same price is clearly shown as well.
- URL tactics.Â
- Have different URL at different offline marketing channels. For example:
TV commercial: http://www.companyname.com/tv
Bus stop poster: http://www.companyname.com/cool
- If your company name is not well known or domain name companyname is not easy to remember like dell.com, pick another name. Sometimes, people might only remember companyname but not the sub-folder name. Or, some people are too lazy to do that. It could be a better strategy to have a short, memorable, and descriptive name as domain name on off-line channels. Choose a local domain extension like .sg would make your life easier as it’s very hard to find a good domain name on .com.
- You can still host the contents at your main website; ask your webmaster to set up the web analytics tracking properly and redirect people to the main site. Here are some hints from Google.
- Have different URL at different offline marketing channels. For example:
To summarize: collaborate all your marketing efforts, reinforce your message, and integrate offline and online campaigns.