Catherine Monson. CEO and President, FASTSIGNS International,

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2 Catherine Monson CEO and President, FASTSIGNS International,

3 About FASTSIGNS 590 Locations 9 Countries Business-to-Business

4 The FASTSIGNS Brand Idea

5 Our Brand Promise FASTSIGNS is more than fast, and more than signs. We re a visual ideas company. Our marketing-savvy consultants create solutions for a wide array of communications challenges. So you can increase your business visibility, reach more customers and accomplish more than you ever thought possible.

6 Comprehensive Solution Example

7 Comprehensive Solution Example

8 Comprehensive Solution Example

9 Comprehensive Solution Example

10 The Changing Local, Social and Mobile Digital Landscape

11 Today s Digital Marketing Ecosystem

12 Amount of Content Generated Growing 52% Internet users share photos 4 million search queries per minute on Google 684,478 pieces of content created each minute on Facebook Sources: User generated content in the U.S., Statistta.com

13 Internet, Mobile and Social Usage Growing Mobile Users 3.7 BILLION Internet Users 3.2 BILLION Social Media Users 1.9 BILLION Sources: statista.com, wearesocial.sg, InternetLiveStats

14 Speed of Mobile Adoption 2/3 of Americans are now smartphone owners, a key entry point to our online world Sources: U.S. Smartphone use in 2015, pewinternet.org

15 The Importance of One Experience Cross device usage Responsive web design

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17 First Impressions Matter

18 7 Impressions Has Become 12+

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20 Most Popular Social Media Outlets

21 Mobile and Digital Central to Our Marketing SEO Pay-Per-Click Public Relations Content Marketing Remarketing Display Ads Non-Paid Paid Marketing Social Channels Content Amplification Promoted Social Local Listings Video

22 All Works Together Desktop and Mobile

23 Mobile and Digital Not Silos Sell Sheet Web Banner Marketing Web Banner

24 Content: Multi-Use and Multi-Channel Case Study FASTMAIL Content example: BRYN & DANE S Blog Social Media

25 Content: Multi-Use and Multi-Channel FASTSIGNS Blog Case Study National News Release Social Media

26 Content: Multi-Use and Multi-Channel FASTSIGNS Blog Social Media Case Study National News Release

27 Case Study #1: Franchise Development

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29 Helping Franchisees Grow their Inquiries and Revenue

30 Initiatives to Build Franchisees Revenue Operation Consultation (TV Web) Web Editors Engage 121 Listen 360 Reviews Retargeting Ads

31 Initiatives to Build Franchisees Revenue PPC term restructuring Banner ads on websites that match our TV audience via Collective Provide social media content suggestions to network quarterly Create and use a lot of video on social media, website, YouTube

32 Case Study #2: Helping Franchisees Grow their Inquiries and Revenue

33 Incremental Spend Pay-Per-Click Program Concern Local franchisees not spending enough to keep local Pay-Per-Click ads running throughout business day Effect Missing out on calls and possible opportunities as competitors were getting more visual space on screen

34 Incremental Spend Pay-Per-Click Program Idea Demonstrate that more spending would generate more targeted clicks and calls (opportunities) How Ad Fund added $250 per month of incremental funding to each location s existing Pay-Per-Click campaign of $150 or greater during September and October, 2014

35 Incremental Spend Pay-Per-Click Program Goal At end of program, franchisees would see the value and increase their own Pay-Per-Click spending Key Tactics to Spending 1) Bid optimization to ensure 1-3 positioning 2) Up 8am 5pm on Google; then add Bing 3) Add evenings/weekends 4) Add Google Display Network

36 Incremental Spend Pay-Per-Click Program Campaign Metrics Good results: 16% more website visits 47% lift in center website visits 13% more tracked calls Average position = 2 (from 2.5) 21 % more web actions taken 81% lift in impressions Campaign Metrics Not as good results: Click through rates dropped 20% Cost per click increased about 20%

37 Incremental Spend Pay-Per-Click Program Success: Monthly Franchisee Spending Increased 22% Prior to program: $189,000 During program: $310, One year later, monthly spend is $230,000 and increasing each month Success: Launched Campaign Key Word Restructure Began Rolling Out in June, 2015 Used analytics to improve key word targeting, improve web traffic and increase actions 26% lower Cost-Per-Click 129% increase in ad impressions 39% increase in web actions

38 Rapid Changes in Digital Marketing

39 How Will You Embrace The Change?