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80% of Chrysler’s prospects are coming from
online inquiries. |
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“800 numbers are just falling off a cliff” |
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- Bonita Stewart |
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Director of Interactive Communication
Chrysler |
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2/11/04 AdAge.com |
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3,000 media impressions daily* |
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Media fragmentation |
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Consumer fragmentation, too |
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(Coke
33-20; Pepsi 23-13)^ |
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More research and consultation done today |
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Growing consumer (prospect) power |
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* The
Economist |
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^ “There’s No Business That’s Not Show Business”
Page xvi |
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“Brands such as Kimberly-Clark Corp’s Huggies,
have shifted 50% of their marketing budgets to relationship programs, much
of that online” |
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--Grad Conn, Grey Global Group |
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60% have negative opinion of marketing |
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61% feel amount is out of control |
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65% feel constantly bombarded |
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59% feel marketing has very little relevance |
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Direct
Newsline, 4/15/04 and Yankelovich Partners |
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Definition |
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Purpose |
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How
they are reached |
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Pros |
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Points
to Remember |
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Facts |
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Examples |
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Conclusion |
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Microsite: |
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A small Web site (a single web page or
collection of pages) that is a separate part of a larger Web site, used for
a specific and focused purpose. |
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Microsite for new Mitsubishi Galant |
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Customers driven to Microsite URL in TV
commercial during the Super Bowl |
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The Microsite received more than 11 million hits
in the first six hours after the spot ran |
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“The ad boosted visitors to Mitsubishi's brand
Web site by 200% above previous averages the day after the game and drew
170,000 visitors to the site for the finale, according to ComScore Media
Metrix.” |
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To target specific customers with a niche
focus to take some type of action. |
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TO INFORM: |
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Introduce a new product/service/brand |
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Publicize a special sale, event or promotion |
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Provide self-service information and tools |
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to
visitors/customers |
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TO CREATE A CALL TO ACTION: |
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Sell a particular product/service |
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Generate registrations for a special event |
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Generate permission-based e-mail lists |
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Generate entries for a sweepstakes promotion or
survey |
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TO CREATE A CALL TO ACTION: |
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Generate sign-ups for more information (rfqs,
e-newsletters, media packets, product-specific offerings, sales calls,
etc.) |
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Recruit qualified job candidates |
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TO CREATE A SENSE OF EXCLUSIVITY: |
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Tailor to a specific niche |
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Provide exclusive offers |
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Offer a secure environment for employees or
customers to share or collect info, or conduct business |
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Many Web sites are still publishing content that
is not core to their businesses, says Web-content management consultant
Gerry McGovern. |
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"Generally, when people come to your Web
site, they are on a mission," he says. "If the mission is to buy
your product, you don't want to distract them in any way.” |
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TM Tipline 4/21/04 |
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Link from an e-mail |
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Link from an e-newsletter |
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Link from an existing page of your website |
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Link from someone else’s website |
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URL printed in direct mail |
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URL in other media, such as advertising, TV and
radio |
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Search engine results |
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Blogs |
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Microsites are efficient! With a smaller scope and targeted
approach, they are typically easy and inexpensive to create, launch,
change, reuse and version. |
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Track targeted user activity by monitoring how
the user arrives at your Microsite and where the user clicks on the
page(s). |
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Track targeted user with customized URLs for
each campaign. |
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Controls the user experience with focused
content |
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Opportunity to gather user information |
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Research shows users give out more
information about themselves on Microsites than general-purpose Web sites. |
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Leverage existing content by repackaging it. |
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Save $ |
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augmenting direct mail campaigns |
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replacing telephone and fax communication |
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automating processes |
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(e.g.,
event registration, etc.) |
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Make $ |
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selling products |
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attracting advertisers by offering to build
Microsite advertorials |
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Give life to HTML non-compatible e-mails |
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They ARE a direct response medium |
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They are TESTABLE |
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Test different URLs with different media |
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Track and test click-throughs |
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Test different copy |
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Test different looks |
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Test simplified Vs. complex |
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Test headlines |
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Test offers… |
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Less than 10% of Microsites* are tested or
measured |
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Recent Survey: less than 25% of marketing
professionals test campaigns before roll-out.^ |
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*According to Seth Godin |
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^ Sales Lead Newsletter and Chief Marketer
(Primedia) |
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27% test “occasionally” |
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34% “seldom” |
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15% “never” |
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8% “don’t need to test” |
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Why??? People cited Lack of time & budget |
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*According to Seth Godin |
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^ Sales Lead Newsletter and Chief Marketer
(Primedia) |
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Always TEST |
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Here’s why . . . |
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Use simple, easy-to-remember URLs |
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Ensure that your Microsite has the same look and
voice as its originator (main website, direct mail, e-mail, etc.) |
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Design for Search Engine Optimization |
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Up to 85% find new sites, new sources for
products and services |
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Understand Meta Tags and use them |
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Include links to your primary website for users
that may want more information on: |
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your company in general |
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other products and services |
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other events |
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Treat your Microsite as if your users have never
visited your main Web site – include key components to enhance the micro
site's “validity,” such as your logo, contact information, copyright &
privacy info, etc. |
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Users may bookmark your Microsite. If your Microsite is time-sensitive,
then either update the content or redirect the URL. |
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“IBM reported that it has achieved
click-through rates as high as 42.5% with e-mail campaigns for its
Microsites. The company also drives traffic through banner ads, direct
mail, print and TV ads. But the most successful driver of all for IBM
Microsites is its own Web site, www.ibm.com, which gets 4 million to 5
million site visits per week.” |
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Microsite Rewards Anything But Small -- Mitch Wagner |
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Return on Investment (ROI) Results: |
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Direct sales 32% |
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Networking/referrals 21% |
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Homepage/online outreach 15% |
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Source: Thomas Register, August 2002 |
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042884 ©2002 eMarketer, Inc.
www.eMarketer.com |
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Advertising Media Type that Has Most Influenced US “Business Decion
Makers” to Make a Purchase or Obtain Services for Their Business, 2002 (as
a % of respondents) |
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Internet 47% Television 20% |
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Magazines 35% Radio 10% |
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Newspapers 24% None of these 28% |
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Source: Nielsen//NetRatings @Plan, MORI Research
and washingtonpost.com , September 2002 043445 ©2002 eMarketer, Inc. www.eMarketer.com |
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United.com/fly3fly6 |
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United Airlines promotion exclusively for
Mileage Plus frequent fliers |
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Customers driven to Microsite by URL on direct
mail postcard |
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After users register for the promotion, they are
given a promotion code and taken to the “Book Now” link to book their
travel |
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Also a menu of secondary calls to action -- to
sign up for other promotions (credit cards, long distance phone service,
etc.) by which to qualify to for extra frequent flyer miles |
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This campaign follows last year’s similar
United.com/fly3flyfree promotion |
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LDV hired Johnson Direct to |
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prepare an 2004 media plan and |
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advertising campaign. |
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Challenge: |
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Generate highly qualified leads from a
specific marketplace via advertising. |
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Solution: |
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Create an appealing and relevant ad and
feature a two-pronged offer. The ad
provides a very quick, almost effortless method of responding to the offer
… a dedicated 800 number and a dedicated Website. |
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Results: |
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The most leads any LDV ad had generated in
2003 was 9 in one month. Our ad
generated 58 leads in its first month … 6 phone leads and 52 online
leads. And, more than 95 percent of
these leads fit LDV’s target audience profile. The campaign beat this record in its second day! |
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Maximize your direct marketing campaigns by
empowering them with Microsites -- targeted little Web sites that pack a
punch! |
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Grant Johnson |
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Johnson Direct |
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1-800-710-2750 |
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Notes