How to Build Successful Cross Media Programs. Perianne Grignon Vice President, Media Services Sears Holdings Corporation

Transcription

1 How to Build Successful Cross Media Programs Perianne Grignon Vice President, Media Services Sears Holdings Corporation 1

2 2 Clients are seeking a better marketing product New ways of thinking New ways of engaging our customers Creating new assets

3 3 Online media usage is growing at SHC Online $MM 10 Non-search Goingin 2006 Final 2007 Goingin 2007 Final 2008 Goingin % Spend

4 4 The mix of online media is broadening % of Online Spend Converged 50 Portals & Ad Networks 40 Behavioral Targeting Advanced Targeting Going-in 2006 Final 2007 Going-in 2007 Final $MM

5 5 How did we get here? Organization shift Senior Management Endorsement Cultural change Hired talent Developed Partnerships Internally & Externally Made some good decisions We measured our progress

6 6 What we have learned Hire the best talent Invest in education Evolve the media currency Focus on Goal Alignment External Partners are growing & learning too Focus efforts across the purchase funnel

7 7 Engage customers throughout the purchase funnel Awareness Consideration Magazine, TV, Catalog, Online Website TV, Radio, Direct Mail, Website, Preprint, Catalog, Online, Credit, , Search A Few Hours to A few years 1-5 Days Trial Purchase TV, Radio, Direct Mail, Website, Preprint, Online, , Credit, ROP Store Experience Now Cross-sell Loyalty Promotional Program, Bounce Backs, Adjacency In-store up sell, Direct Mail, Online, Website, Data capture, Store Experience, Now Lifetime

8 8 Success metrics vary across the funnel Awareness Qualitative Studies Consideration Qualitative Studies Trial Visits, Engagement metrics Purchase Sales, Margin, Revenue Cross-sell Category Sales Loyalty Opt-ins, transaction trends

9 9 Three case studies New ways of thinking New ways of engaging our customers Creating new assets

10 New ways of thinking 10

11 11 Why Yahoo! as a cross media partner? Fall of 06: Relationship was Purely Transactional Technology Capabilities Scale - 70% of global Internet population Culture dedicated to Strategic Goal Alignment Experience and Know How Fall of 06 Awareness Consideration Trial Purchase Cross-sell Loyalty

12 The Long Tail approach to media Audience Segments Media Impression Spill Mass Hand Raisers Passionates Today: Tomorrow: 95% 5% 0% 60% 25% 15% # of people that began a DIY project in the past 12 months 57 million Audience # of M on Y! Mail in a month - 23,821,000 # of M on Y! that participated in woodwork or carpentry in the last 6 months - 3,917,000 # of monthly searches on Yahoo! for Tools - 1,751,805 # of pictures tagged Tool in Flickr- 121,086 # of monthly searches on Yahoo! for Craftsman -25,707 # of questions pertaining to Tools in Yahoo Answers -14,645 # of Tools groups 10,235 # of members in The Real Craftsman Club group for Craftsman and Sears owners - 1,716 Engagement Source: comscore Media Metrix, October 2006; AIM, Summer Release 2006 and Internal Yahoo! Data 12

13 Nascar 13 Behavioral targeting to Craftsman audiences Craftsman. com is the hub for DIY Know-How Yahoo/Craftsman communities Associate Know- How training (Sears & Kmart) Know-How innovation Stations Online In- Store Craftsman- Yahoo! DIY Page Official tools of NASCAR Partnerships INSPIRING KNOW HOW Products Today- Know-How Inspired Products: Cross Force Compu-Carve, & Edger/Blower Tomorrow- Project Planning Blue Prints Marketing Customer Services Evolution of the Craftsman Club: Club Experts, Project Suggestions, New Tool Exclusives 80 years of knowhow campaign Online Advisor - which tool, when, etc After sale: Craftsman Help Line Craftsman Delivery Trucks

14 14 The Holiday 07 Challenge Engage consumers to be on the alert for special short-window time periods to realize extra savings and incredible deals to help make holiday wishes come true.

15 15 Bringing it all together The Holiday Wishing Hub Bix Bix polling polling module module to to generate generate consumer consumer interaction interaction with with top top gift gift items items across across 6 6 categories categories Video Video module module plays plays web web versions versions of of TV TV ads ads and and links links to to other other Wish Wish videos videos Static Static panel panel with with active active links links to to Sears.com, Sears.com, weekly weekly updates updates to to drive drive opt-ins opt-ins to to database, database, and and sweeps sweeps entries entries Yahoo Yahoo Answers Answers feature feature about about Wishing Wishing and and gifting gifting for for the the Holiday Holiday season. season. Rotating Rotating ad ad unit. unit. Launch Launch phase phase on on unit unit designed designed to to capture capture Wishes. Wishes. Downloadable Downloadable Wishing Wishing Hours Hours widget widget and and countdown countdown to to next next Wishing Wishing Hour. Hour. Links Links to to Sears.com Sears.com to to download download widget. widget. Yahoo Flickr module enables visitors to view Yahoo Flickr module enables visitors to view and share Holiday and Wish themed and share Holiday and Wish themed photographs with others. photographs with others.

16 16 Wishing Hours Results Drove approx. 500M new customers 60% engaged at a higher level by entering the sweepstakes Drove a positive ROI

17 17 Expanded touch points Awareness Consideration Trial Purchase Cross-sell Loyalty

18 18 New ways of thinking Follow Consumer Behavior Full Full complement of of Online: Banner, Video, Video, Photos, Voting, Answers Targeting the right audiences Long Long tail tail planning leveraging Y! Y! & Sears Sears customer data data Delivering relevant Messages Build Build better better promotional offers offers and and step-up creative production Accountable measurement Daily Daily score-carding drove drove Holiday contingency plan plan

19 New ways of engaging our customers 19

20 20 A behemoth marketing partnership TV Show, Custom Creative Cause-Related, Online-Micro Site Website Authentic Embedments Website, Preprint, Online Micro Site Awareness Consideration Trial Advertising, Website, as seen on Purchase In-Store, Experiential Events Cross-sell Loyalty

21 Rich Micro Site 21

22 22 Fall 07 Launch a new Brand New Sears Holdings Brand that lives on the web File-cabinet for all the working parts of your house Basic repairs and maintenance Ideas & Know-How Big ideas about remodeling

23 23 Traffic & registration lifts % 12.0% 10.0% 8.0% 6.0% Substantial increase in traffic and conversion rate WTW Visits Conversion rate % % Sun., Oct. 7 3, % 0 9/30/ /1/ /2/ /3/ /4/ /5/ /6/ /7/ /8/ /9/ % Sun., Sept. 30 2, % Visits Conv. Rate 600 Change +48% +168% Sunday, October 7 Hourly Traffic 9/30/ /1/ /2/ /3/ /4/ /5/ /6/ /7/ /8/ /9/2007 Registrations Registrations increased 301% WTW, from 130 on Sunday, Sept. 30 to 522 on Sunday, Oct. 7 Traffic spike driven between 7pm and 12 am Central time

24 24 Deeper user engagement /30/ /1/ /2/ /3/ /4/ /5/ /6/ /7/ /8/ /9/ categories 3-5 categories 6-10 categories categories categories Depth of home profiles created increased significantly starting on Sunday 33% of Sunday new members creating home profile populated at least 3 home profile categories Average percentage of new members creating home profile with at least 3 categories: 3% 1,200 1, /30/ /1/ /2/ /3/ /4/ /5/ /6/ /7/ /8/ /9/2007 Manual search visits Product Manual searches increased 70% WTW, from 536 on Sunday, Sept. 30 to 911 on Sunday, Oct. 7

25 25 New ways of engaging our customers Drive Consideration Deepen Customer Relationships Multi-channel Marketing Platform Authenticity We ve re-invented & elevated product placement together A deep, rich rich micro-site backed up up by by the the sears.com shopping experience from -- Gate-keeper to to -- Partner relationship Two Two core beliefs: pay pay off off Sears Brand Positioning and and the the Viewer Experience

26 Creating new assets 26

27 27 The climate was cloudy Sears in August 07 Not buying NFL games Buying Sports only opportunistically The tide was moving against doing a big converged deal: Online media was shifting away from cross-media deals to Advanced Targeting projects

28 28 A focused solution Leveraged knowledge of the retail calendar Built a new, multi-channel asset TV Online Associates Cause - related

29 29 NFL Network Sponsorship: Total Access On-Location presented by Sears Add screen shot of pre-game w/ Sears signage

30 NFL.com Thanksgiving Week Sponsorship x90 Sears Leader board 50% SOV Customized sponsored page header 100% fixed placement :15 Pre roll ad placement w/ 300x60 companion ad 100% SOV Bonus sponsorship of Exclusive Thanksgiving week POLL w/ custom Sears brand integration

31 Heroes at Home launch platform 31

32 32 Multi-channel NFL MEDIA SPONSORSHIP CALENDAR Holiday Décor Thanksgiving Christmas Last Minute Gift Ideas Post X-Mas Apperal Home HA, Apperal, HE, SAC, HE, HE Tools, HE Tools, HE Tools, HHG, HomFassions, Fashions, HE, HHG, Tools, Tools, HA, Tools, Apperal, FJ, Apperal, FJ, Apperal, FJ, Apperal, FJ, 2007 HHG, Paint HE, Trim shop, Home Apperal, Toys Apperal, Toys/Game, Toys/Game, Toys/Game, HA, Tools, SEPT OCT NOV DEC JAN Kickoff 2007 Thanksgiving 2007 PLAYOFFS FEB Customized Sears PSA/Vignettes Countdown to Kickoff SEARS PRE-GAME SHOW IN-STORE FEATURE SEGMENTS BLACK FRIDAY ROADBLOCK NFL SUNDAY TICKET HOLIDAY PACKAGE THANKSGIVING WEEK/CYBER MONDAY/HOLIDAY

33 Integrated messaging 33

34 34 Zero to big in 6 weeks NFL Network on-air & Online Pre-Game Sponsorship Of Thursday Night Football Sears Holdings Cause - related Hero s at Home Vignettes Associate awareness Awareness Consideration Trial Media Buy across TV & Online Black Friday & Cyber Monday Sponsorship Purchase Cross-sell Loyalty

35 35 Creating new assets Breakthrough New New Thanksgiving & Thursday night Marketing asset Cause Related Authentic Fit Fit between SHC & The The NFL NFL Network Associates Enthusiasm & Pride

36 36 Score-card New ways of thinking New ways of engaging our customers Creating new assets Actionable Long-Tail Marketing Solution delivered by by capabilities New New Web Brand Launched Within Authentic TV TV Content Know the the Marketer s Objectives Bring it it all all Together

37 37 Looking forward New ways of thinking New ways of engaging our customers Creating new assets Blow-Up the the RFP RFP what part part of of the the purchase funnel are are we we trying to to drive to? to? Do Do the the success metrics match-up with with the the objectives? Think beyond the the media buy buy to to the the business objectives Create stickiness by by creating new new content that that goes beyond sponsorship

38 How to Build Successful Cross Media Programs Thank you! 38