Better Together: An Integrated Online Marketing Case Study Series

Adam Lewis January 2014

About Foghorn Labs

Foghorn Labs develops and executes internet marketing strategies for outdoor and active lifestyle brands across the web. !

Session Objectives

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Online marketing tools that help drive direct-to-consumer sales.

Online marketing strategies that maximize the value of press events.

Using remarketing to reengage site visitors without being creepy.

Best practices for integrated online marketing campaigns

Case Studies

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TREW Gear: Carving a Transition to Direct (15min)

Element Case: Harvesting Demand from the Hype Machine (15min)

Apparel Brand: Converting Blog Visitors into Customers (15min)

Q&A (15min)

Case study series is online at: foghornlabs.com/case-studies/ and this deck will be posted soon after OR.
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Acronym Soup: A Few Definitions

! CPC ! CPM ! PPC ! PLA ! CSE ! ROAS

Cost per click (amount paid for each ad click) Cost per 1,000 impressions (common format for display) Pay-Per-Click advertising (AdWords, Bing Ads, Display) Product Listing Ads (Google Shopping ad format) Comparison Shopping Engines (PLAs, NexTag, Amazon) Return on Ad Spend (media-centric ROI)

Case Studies

1 2 3 4

TREW Gear: Carving a Transition to Direct (15min)

Element Case: Harvesting Demand from the Hype Machine (15min)

Apparel Brand: Converting Blog Visitors into Customers (15min)

Q&A (15min)

Goal: Drive Direct-to-Consumer Sales

Challenges:
1.! First season selling direct-to-consumer 2.! Short window of customer interest (ie. minimal time to test) 3.! Striking a balance between wholesale and direct
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Approach: Generate Awareness, Convert Demand

Generate Awareness and Demand:
1.! Maximize the impact of existing sponsorships, promotions and PR 2.! Appear on key endemic sites through either direct or ad network buys 3.! Buy low-cost ad space on long-tail sites, blogs and forums via Google

DISPLAY

SEARCH

CSE

RE MARKET ING

Convert Demand Into Sales:

1.! Google AdWords text ads for brand and product terms 2.! Google Shopping PLAs for non-brand terms 3.! Develop remarketing lists by product segment to reconnect with visitors
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Approach: Presence Throughout the Buy Cycle

snowboarding bibs backcountry ski gear womens ski bibs technical ski jacket RESEARCH / ENGAGEMENT cool freeride ski pants CONSIDERATION COMPARISON PURCHASE best backcountry bibs fleece lined softshell packable down jackets
SEARCH DISPLAY

PLA

trew cosmic jacket pow funk jacket trew gear trew outerwear

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Results: Return on Ad Spend (ROAS)

Key Result: Increased online sales with an aggregate ROAS of 617%
($6.17 in gross eCommerce revenue for every $1 spent on ads)

ROAS by Channel:
! AdWords Text Ads: 970% ! Google Shopping (PLAs): 620% ! Remarketing (GDN): 159% ! Banner Ads (GDN): 49% ! Banner Ads (Direct CPM): 36%

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Findings: Try Before You Buy With Online Media

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Findings: A Unique Brand Voice Improves CTR and Conv. Rate

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Findings: PLAs Are More Cost-Effective for Non-Brand Terms

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Findings: PLAs Are More Cost-Effective for Non-Brand Terms

Source: http://searchengineland.com/google-plas-may-be-bigger-and-better-than-you-think-181017

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Case Studies

1 2 3 4

TREW Gear: Carving a Transition to Direct (15min)

Element Case: Harvesting Demand from the Hype Machine (15min)

Apparel Brand: Converting Blog Visitors into Customers (15min)

Q&A (15min)

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Goal: Maximize The Value of Press Events

Challenges:
1.! Getting noticed in a crowded, highly competitive market 2.! Differentiating from low-cost, low-quality alternatives 3.! Lack of transparency from device manufacturers 4.! Short window of time to capitalize on traffic spikes
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Approach: Turn Press Events Into Revenue Events

Activate brand campaigns before new product launches
SEARCH

RONIN SECTOR

SOLACE

DISPLAY

Adjust non-brand campaigns based on new device launches

iPhone 5 iPhone 5c iPhone 5s

CSE

RE MARKET ING

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Results: PPC Revenue Growth

Key Result: 2013 PPC revenue grew by 84% year-over-year while staying below the cost per sale goal.

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Findings: Dont Leave Money On The Table

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Findings: Users Search Queries Evolve

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Findings: PLAs are Essential for Non-Brand Terms

Source: http://searchengineland.com/google-plas-may-be-bigger-and-better-than-you-think-181017

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Case Studies

1 2 3 4

TREW Gear: Carving a Transition to Direct (15min)

Element Case: Harvesting Demand from the Hype Machine (15min)

Apparel Brand: Converting Blog Visitors into Customers (15min)

Q&A (15min)

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Goal: Convert Blog Visitors to Customers

ANONYMOUS APPAREL BRAND

Challenges:
1.! High cost of maintaining the blog + multiple social media platforms 2.! Reengaging with visitors who are unfamiliar with the brand 3.! Being compelling without being too obvious or annoying.
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Approach: Segment and Customize

Return Customers

Product Browsers

PR

REVIEWS

Abandoned Carts
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Results: Return on Ad Spend (ROAS)

Key Result: Remarketing campaigns converted blog visitors into customers
with a ROAS of 1,637% -or- $16 of gross revenue for every $1 in ad spend.

Remarketing vs. Brands Traditional Display Ads:

! 17 times more cost-effective at generating view-through conversions ! 30 times more cost-effective at generating direct conversions ! 15 times more directly attributable revenue per $1 spent ($16.37 vs. $1.10)

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Findings: Remarketing Needs Paid Search to Realize its Potential

SEARCH

DISPLAY

CSE

RE MARKET ING

Customers rarely convert directly after clicking on a remarketing ad. They are more likely to conduct a brand or product search as a result of seeing a remarketing ad.

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Findings: Remarketing is a Content-Hungry Monster

Remarketing List

Site Visitors

Content drives page views, page views build remarketing lists.

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Findings: No One Social Media Platform Appeals to All Visitors

Young but getting older, connected, global reach (86% outside US) Marketers, news junkies, mostly urban Female (84%), tablet users, affluent, design & DIY Young (90% under 35), too cool for Facebook, fastest growing. Photographers, photo browsers, self-expressionists

Male (70%), techies, Google employees

1.! Develop a strong presence across platforms relevant to your audience 2.! Segment remarketing lists by platform and tailor ads accordingly

Source: http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9

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Summary: 10 Tips for Successful Integrated Marketing Campaigns

1.! 2.! 3.! 4.! 5.! 6.! 7.! 8.! 9.! Generate demand with PR, social media and display Harvest demand with paid search, comparison shopping engines and remarketing PLAs are more cost-effective than text ads for non-brand terms Establish a brand presence throughout the buy cycle Use your brands unique voice to stand out in search results Use remarketing to reconnect with key visitor segments, but stay relevant and limit ad frequency Effective remarketing campaigns require new content, fresh ads and paid search Determine what each ad platform can bring to the table and launch them together more is not always better Tailor content and messaging to each social media platform
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10.! Use tracking codes and web analytics to measure performance

Case Studies

1 2 3 4

TREW Gear: Carving a Transition to Direct (15min)

Element Case: Harvesting Demand from the Hype Machine (15min)

Apparel Brand: Converting Blog Visitors into Customers (15min)

Q&A (15min)

Case study series is online at: foghornlabs.com/case-studies/

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facebook.com/FoghornLabs twitter.com/FoghornLabs info@foghornlabs.com

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