building a luxury brand online via search engine marketing
DESCRIPTION
Chris Bishop talks through his experience of building a luxury brand via search engine marketing at a Mad.co.uk search conference. His take on true multi-channel marketing being set holistically into a marketing strategyTRANSCRIPT
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Sweet Search - Building a Luxury Brand Online
Chris BishopOnline Marketing
ManagerHotel Chocolat Ltd
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Contents
• A little about Hotel Chocolat• Branding with search
– Organic– Sponsored
• Tie your SEM strategy into your brand message
• Integrating SEM with a multi-channel strategy• Q & A’s
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A natural step-by-step evolution built on solid foundations
NICHE
B – R – O – A - D
2003 Hotel chocolate gifts
B to C Chocolat + for yourself & B to B mail order
+ retail
1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF
by mail order
1993 Choc chocolate GIFTS B to C Express by mail order
1991 Geneiva chocolates & B to B Chocolates mints
1988 B to B MMC mints only
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With growth comes change….becoming Multi-Channel
Mail Order1993
Internet1997
Re-branding 2003
Stores 2005
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Hotel Chocolat Stores
• London & South East: Kensington, Moorgate, Knightsbridge, Bluewater, Lakeside, Maidstone, Canterbury, Bromley, Basingstoke, Watford, St. Albans, Reading
• East of England: Norwich, Cambridge
• Midlands: Telford, Solihull, Dudley, Milton Keynes, Nottingham
• North West: Manchester
• North East: Gateshead
• South West: Plymouth
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Branding with Search
• Branding– Importance– What it brings
• Search Listings boosting brand– Why– How
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Importance of Branding
• Identity
• Perceptions
• Experience
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Branding with Search
• Advertising Concepts
• Top Listings
• Landing Pages
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Prominent search listings can build/boost your brand
• Front of mind
• Positive associations
• Authority & Creditability
• Brand Messages (Ethical)
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Branding – What it brings!
• Aids acquisition
• Loyal Customers
• Customer Relations
• Key to profitability!
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Making your brand keywords work
• PPC just direct response?
• Credibility Exposure, brand equity
• Brand Lift
• Single to Multi-Keyword Search
• Rules - affiliates
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5 Tips to build your brand
• Campaign keyword selection
• Keyword bidding
• Display URL
• Ad copy
• Landing pages
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Tie your SEM strategy into your brand message
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The seductive worldof Hotel Chocolat.
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The seductive worldof Hotel Chocolat.
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PersonalityPersonality• • AuthenticAuthentic• • TrustworthyTrustworthy• • Excited by chocolateExcited by chocolate• • SeductiveSeductive• • WelcomingWelcoming• • Engaging & wittyEngaging & witty• • Expert (not arrogant)Expert (not arrogant)• • Best from the world of Best from the world of chocolatechocolate
AttributesAttributes• • AuthenticAuthentic• • ReputationReputation• • Customer loyaltyCustomer loyalty• • DeliciousDelicious• • MemorableMemorable• • ServiceService• • LifestyleLifestyle
USPUSPss• • AuthenticAuthentic• • For everyoneFor everyone• • EnticingEnticing• • UnsurpassedUnsurpassed• • Global Global SelectionSelection• • RangeRange• • EthicalEthical
CredibilityCredibility• • AuthenticAuthentic• • A trusted brandA trusted brand• • Strong guaranteeStrong guarantee• • Consumer championConsumer champion• • EthicalEthical
The seductive worldof Hotel Chocolat.
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TasteTaste• • Best in classBest in class• • FreshFresh• • Real ingredientsReal ingredients• • Passion & flairPassion & flair
The ExperienceThe Experience• • Sheer pleasureSheer pleasure• • More than the chocolateMore than the chocolate• • A brand experienceA brand experience
DisplayDisplay• • EvocativeEvocative• • Original, with flairOriginal, with flair• • InformativeInformative• • Clean & clearClean & clear
CredibilityCredibility• • AuthenticAuthentic• • A trusted brandA trusted brand• • Strong guaranteeStrong guarantee• • Consumer championConsumer champion• • EthicalEthical
ConsumersConsumers• • Male & femaleMale & female• • For everyoneFor everyone
StandardStandard• • Exceptional qualityExceptional quality• • Unexpected attentionUnexpected attention to detail to detail• • Friendly serviceFriendly service• • Efficient companyEfficient company
The seductive worldof Hotel Chocolat.
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The allure & indulgence ofThe allure & indulgence ofauthentic chocolate brought to youauthentic chocolate brought to you
Brand EssenceEmotion…wanting itEmotion…wanting it• Need for pleasureNeed for pleasure• Need for comfort, cocooningNeed for comfort, cocooning• Want for lifestyleWant for lifestyle• Want to discoverWant to discover• Need for giftNeed for gift• Want to make the right impressionWant to make the right impression• Want to be excitedWant to be excited
• Experience…consuming itExperience…consuming it• Bliss pointBliss point• Me timeMe time• Sharing, givingSharing, giving• People, moments, chocolatePeople, moments, chocolate• Relaxed, pleasurableRelaxed, pleasurable• It’s a chocolate thingIt’s a chocolate thing
The delivery of promiseThe delivery of promise• FriendlyFriendly• Open to allOpen to all• Easy to buyEasy to buy• Self-serve, giving clear informationSelf-serve, giving clear information• Efficient, quickEfficient, quick• TrustworthyTrustworthy• Guaranteed, consumer championsGuaranteed, consumer champions
Credibility…knowing it’s the bestCredibility…knowing it’s the best• Real chocolate Real chocolate • Made with passion & flairMade with passion & flair• By real people (not faceless multi-national)By real people (not faceless multi-national)• Original & unique productsOriginal & unique products• Trustworthy companyTrustworthy company• Informed & expertInformed & expert• EthicalEthical
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Measuring Search Branding
• How do you measure the effects of branding in a search engine marketing campaign?
• …a web analytics program such as Lynchpin or Google Analytics (free!)
• Below are some of the data points that can be used
to measure the brand impact of an SEM campaign. – Average Time On Site– Page Views Per Visitor: – Path Views to Registration or Subscription Sign-Ups:
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Successfully integrating search with a multi-channel strategy
Definition - Multichannel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores.
•Brick – Stores
•Click – Web
•Flip – Catalogue pages
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The New Shopper
• Has polarised consumer behaviour• Loyal to strong brands• Disloyal to weak
• Technically savvy, literate and competent with IT• Crosses all ages, all socio-economic groups• Sophisticated comparison shoppers• Demand speed of availability and delivery
increasingly crucial. “I want it now!”• Not a slave to a channel – ingenious users of
channels for their advantage• Rely on convenience and certainty
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Activity
Think about the way you would go about buying various products or services
1.Skiing Holiday
2.Digital Camera
3.Chocolat (Johnny Depp) on DVD
4.Set of bath towels
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Store Information
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Marketing Campaigns
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So what? Search & Stores…
• Multichannel shoppers are more valuable than customers who shop via a single sales channel. They
have a 12% greater buying frequency and a 32% higher annual spending history than customers who shop at
stores only.
• Trichannel (retail, catalog, Internet) shoppers are more loyal than otherwise similar customers who purchase from only one or two channels. The study found that
customers who purchased from all three channels had a 73% likelihood to make similar purchases from that
retailer.Source – Shop.org (01/05/06)
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Thank You & Questions
Thanks to…
Ambergreen Internet Marketing Lynchpin Analytics