interstate batteries for integrated advertising, promotion, and marketing communications, 7e clow...
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Interstate Batteriesfor
Integrated Advertising, Promotion, and Marketing Communications, 7e
Clow & Baack
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Interstate’s all battery centers continue to open across the U.S. and are also in select international locations. These
centers meet the battery needs for all commonly used applications.
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Creative Communication &
Events
Jane Koeneck VP CCE
POP & RETAIL DISPLAYS
BROCHURESPROMOTIONS
WEB & SOCIAL MEDIAINCENTIVE PROGRAMS
VIDEOS
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Video by Tom Gray
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
• Increase brand awareness of All Battery Centers• Drive traffic to Interstate All Battery Centers• Create awareness of key brand messages
Media Objectives
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
• Use on-line display advertising to create awareness of stores and locations.• Drive consumers to geo-specific landing page to find nearest All Battery Store.• Target consumers demographically (ages 25-54) and geographically (zip codes).• Utilize search retargeting to consumers actively looking for a battery solution.
– After Google search of terms such as “car battery” or “laptop battery”– All Battery Center banner ad will appear on next visit to a site.
Media Strategies
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
• Campaign geo-targeted by stores’ zip codes– Ads will appear only in trade areas of stores
• All stores will receive display advertising
Media Planning Parameters
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media PlanLanding Page
Creative
Ties to creative messageStore address & phoneGoogle Map/DirectionsEmail Opt InCoupon/Call To Action
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media PlanLanding Page
CreativeTies to creative messageStore address & phoneGoogle Map/DirectionsEmail Opt InCoupon/Call To Action
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media PlanLanding Page
CreativeTies to creative messageStore address & phoneGoogle Map/DirectionsEmail Opt InCoupon/Call To Action
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media PlanLanding Page
CreativeTies to creative messageStore address & phoneGoogle Map/DirectionsEmail Opt InCoupon/Call To Action
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Landing PageCreative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Creative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Landing PageCreative
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media Plan
Evaluation Online Metrics• Number of clicks on ads
– Click-through average for industry – 0.07% to 0.11%• Campaign goal is 0.09%
– Effective frequency for industry – 3X• Frequency control for campaign will be terminated at 10 to start given
number of impressions and avoid wear-out
• Other “click activity”– Enlarge map– Submit information for e-mail– Print coupon
ClowBaack – Integrated Campaigns in Action Copyright © 2016 Pearson Education, Inc.
Geo-Targeted Online Media PlanEvaluation Monitoring/Reporting
• Coupon redemption rate per store– Industry average is 0.8%
• Changes at retail stores (Year ago, month ago)– Sales– Number of transactions– Dollar value of transactions