Retail Brand Co-op. December 15, 2016

Transcription

1 Retail Brand Co-op December 15, 2016

2 2017 Retail Brand Co-op What is it? 2.5% of 2016 Retail BAC Impression driving efforts that increase awareness for the brand in local RTA s Incremental initiatives that are not currently on your lead gen plan When does it start? Dollars can be spent beginning in May 2017 What are the creative requirements? Use only pre-approved brand campaign materials that deliver the brand message No offers No local business names

3 2017 Retail Brand Co-op How can it be spent? Corporate Brand program Ability to leverage the broader Brand buy, but localized to maximize impact Will have tiers of options based on spend available Program will be opt-out Local Brand dollars to be focused in local RTA s Incremental funding can be added

4 2017 Retail Brand Co-op National Brand Campaign The retail brand co-op will align with Pella s 2017 national brand campaign, which will use a mix of media to reach and engage key audiences to drive demand for the brand. National Network TV will create mass reach scale and impact through engaging sight, sound and motion. Digital Display & Video will more narrowly but efficiently reach targets to build frequency of message and continual presence. Print & Social Media will engage audiences through contextually relevant, native and highimpact content.

5 2017 Retail Brand Co-op What are the benefits? Increased market presence and impact of brand messaging in local RTAs Increased local market reach and frequency Greater continuity of message Leverage Pella s volume investment across national and local efforts Digital media offers greatest efficiencies Greater effectiveness of marketing efforts Digital media provides most precise targeting at scale Increased response rates for local efforts More holistic analysis across campaigns for better learning and optimization

6 Planning Recommendation Media Investment Plan $5K- $50K IMPRESSIONS MAXIMIZATION: Digital display (no pre-roll)

7 Impressions maximization Digital Display: $5K - $50K media investment Digital display ads will be purchased via real-time bidding (RTB) through an ad exchange across thousands of ad networks and sites Ad units will be delivered using technology and algorithms that identify targeted users across the Internet Audiences will be reached through contextual and behavioral targeting, retargeting, as well as geo-targeted by market/zip code NOTE: Ad units will be designed to IAB standard unit sizes: Example: $30k budget = ~3.75MM impressions

8 Planning Recommendation Media Investment Plan $5K- $50K $50K- $100K IMPRESSIONS MAXIMIZATION: Digital display (no pre-roll) ENGAGING DIGITAL Pre-roll video + digital display (add pre-roll)

9 Engaging digital Pre Roll Video: $50K-$100K investment Video ads will be served to users before they view their requested content online Pre roll campaigns will showcase Pella s brand campaign video ads using a variety of audience targeting technologies similar to the digital display program NOTE: Actual site placements will vary based on ad network. Example: $75k budget = ~5.4MM impressions

10 Planning Recommendation Media Investment $5K- $50K $50K- $100K $100K+ OR IMPRESSIONS MAXIMIZATION: Digital display (no pre-roll) ENGAGING DIGITAL Pre-roll video + digital display (add pre-roll) Plan PREMIUM DIGITAL Mix of digital display, pre-roll and/or premium placements (add premium site placements such as Houzz, Pandora, Hulu) $ $100K+ Custom Local Market Media Plan

11 Premium Digital Site placements: $100K+ investment Digital display and/or pre roll video placed on premium sites will create contextual brand relevance Custom media plans, including a mix of online and local TV, may also be developed based upon individual branch budgets, objectives and markets NOTE: Actual site placements will vary by branch plan based upon budget. Example: $150k budget = ~8.3MM impressions

12 Paid Media Approach Co-op advertising timeline reflects ideal timing to coincide with national brand campaigns and key retail promos Length of co-op campaigns will vary by individual branch based upon investment levels Timing of custom plans will also vary based on media mix and investment level Custom landing page created on pella.com with PDSN value prop

13 Corporate Brand Program Participation Form completion deadline: JANUARY 15, 2017 Custom New Brand Local Market Media Creative Plan Available Discussion Custom Local Market Media Plans Provided New Brand Creative Available (Ability to add incremental funds if desired.) Corporate Brand Co-op Program Begins Corporate Brand Co-op Program Begins

14 Corporate Brand Program Participation Form completion deadline: JANUARY 15, 2017 Alternate plan deadline: FEBRUARY 28, 2017 Retail Portal Launches New Brand Creative Available

15 Opt-out approved tactics If opting out How can co-op be spent? Other approved tactics based on prior approval (impression driving media) Local brand building endorsements & sponsorships Radio Newspaper Magazine TV Out of Home (billboard) Programmatic Digital Event Sponsorship Alternate Brand Co-op plan must be pre-approved by Retail SBM. All creative must be pre-approved.

16 Non-approved tactics What is NOT approved? Local Social Local Web Local PR SEO/SEM Showrooms (signs, displays, product, etc.) Vehicle Graphics Promotional Items PYP Event space, displays, product, staffing Not on the list? Ask.

17 Opt-Out Verification Process SBM approved plans will need to be loaded to the new Retail portal. ALL creative will be required to be preapproved. Invoices will need to be uploaded to the Retail portal with a copy of the creative that was placed. Approved reimbursements will happen quarterly. (Additional Net Conference in Q1 to train on portal and process. Applies to local lead gen too.)

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