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tmgemedia

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Step #4: Good landing pages. Tweak to reflect where they came from. ... One white paper in the top 20 of syndicated system for over a year. ... – PowerPoint PPT presentation

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Title: tmgemedia

1
tmg-emedia

Webinar for B2B AdvertisersJune 9, 2005

2
The Data
3
By Sector
4
Some Facts 2004A Year in Review

Use of media sites is becoming habitual with 44
of respondents saying they visit national news
sites out of habit. (Online Publishers
Association, Feb 2004)
The internet is encroaching on TVs turf as the
most influential medium for those who want to
make a purchase. (DoubleClick, March 2004)

5
More Facts

63 of online newspaper readers check news online
daily. (MORI Research, March 2004)
74 of executive women spend more than 1 hour
online each day. 60 recommend the use of online
ads to reach them (Washington Post/Newsweek/
Nielsen/NetRatings, March 2004)

6
More Facts

99 of senior executives at large U.S.
corporations go online at work. 97 go online at
home. (Harris Interactive and the Wall Street
Journal, May 2004)
18-54 year-olds prefer the Internet over all
other media. 45.6 for web. 34.6 for TV. (OPA,
September 2004)

7
More Facts

Broadband passes 50 of online population.
Broadband users spend significantly more time
online that dialup. (Nielsen/NetRatings, November
2004)
People spent 853 million on paid online content
in the first six months of 2004.

8
Case Studies

MetLife
Using online media to increase prospects and
purchase intent.
Tektronix
How to get 300 more completions on your sales
lead form.
ServiceWare
How to promote white papers that Fortune 500
prospects find irresistible.

9
MetLife

Challenge
Institutional Business Unit, sells non-medical
benefits
Variety of decision makers
Need to change perceptions MetLife as a source
for life insurance and retirement plans.
Long Sales Cycle (12-18 months)
Strategy
Choose B2B publications with vibrant websites
Use online media aggressively

10
MetLife

Online Strategy
Message frequency education goal of online
media.
Trigger visits to the website
Use free seminars and webcasts
Collect user profiles

11
MetLife

Results
Significant boost in awareness purchase intent.
Dramatic increase in
Number of Fortune 500 HR people making visits to
the website
Amount of time spent during each visit
Division has double-digit growth, the most
profitable area in MetLife.

12
Tektronix

Company offers a wide array of test, measurement,
and monitoring equipment to the broadcast and
cable industry.
Challenge
Many different products, lots of potential
customers in different roles means the
qualification form can scroll to Spain.
Longer form lower completion rate fewer
potential customers.

13
Tektronix

Offer to prospects collected at a trade show.
Educational offer for a free report.

14
Tektronix
15
Tektronix

Interactive survey used to qualify leads.
A virtual conversation with Tektronix.
Easy, branching, as few questions as possible.
A total of 20 questions, but average respondent
will see only 8-10.

16
Tektronix
17
Tektronix

Results
30-40 completion rate
So effective,15 similar campaigns run
Hints
Useful offer, not a product pitch.
Tell them up-front there will be a dialogue.
Track where they drop off, change questions.
Dont ask irrelevant questions.

18
ServiceWare

Call-center and customer-support technology
provider.
Customers are Fortune 500 (HP, Microsoft, Novell,
Verizon, Wachovia, eBay.)
Challenge
Small budget, big customers.
White papers a good way to go.

19
ServiceWare

Whitepapers break through barriers
69 prospects who download and like your white
paper PDF will actively pass it on to their
colleagues.
36 of total downloads will be passed on to a
direct supervisor.
Most white paperszzzzzzzzz.

20
ServiceWare

Steps to Success
Step 1 Research topics. Ask current customers,
employees, water-cooler friends. Any focus group
is better than none.
Step 2 Get input. Rewrite. For executive
audience 6-8 pithy pages is best.

21
ServiceWare

Step 3 Catchy title
Secrets of
Insiders Guide
Top 10
Step 4 Good landing pages
Tweak to reflect where they came from.
Cover of the white paper there so they know
theyre in the right place.
Bare minimum of required fields.

22
ServiceWare

Step 5 Consider promoting the white paper
outside your own system.
Results
One white paper in the top 20 of syndicated
system for over a year.
40 of people who reach the landing page, fill
out the form and get the white paper.

23
ServiceWare

Example of ad promoting white paper

24
ServiceWare

Abstract on Bitpipe

25
ServiceWare

Landing
Page

26
The Creative Imperative

Good creative does make a difference.
Online is an exacting space.

27
Rich Media Performs Better
28
Know What Youre Measuring

Branding or Direct Response?
Branding
Measure awareness, recall, favorability, purchase
intent
Tools surveys, customer feedback
Creative is emotional, intended to move
perception.
DR
Measure click-through, landing page conversion,
downloads
Measure each step. (Dont forget the landing
page!)
Creative is action-based.

29
Minor Differences Make a Major Difference
Before
Source Marketing Evolution
30
Minor Difference-Major Difference
86 increase (in all brand metrics)
31
Creative Guidelines

Reduce clutter Use few elements in a banner. Say
more with fewer words. Clear, singular images
without a lot of clutter have the most impact and
highest recall.
Make logos prominent. Keep logo consistent
throughout the creative.
Include larger ad formats in the campaign. They
are more noticeable in a cluttered environment.
Include a likeness of a face and animation in the
creative where appropriate.

32
Creative Guidelines

Run the campaign with an ad-exposure frequency of
three or more.
Use powerful images that pop. Similar to print,
bright colors on a black background receive much
higher scores than ads with less distinct and
eye-catching images (avoid white backgrounds).
Benefits first. Ads must containing specific,
immediate benefits. Ads that answer the question
"What's in it for me?" have much higher scores
than those that do not.

33
Creative Guidelines

Ads that look cheap or that do not stand out on
the page consistently under-perform, regardless
of the contextual relevance or messaging. Strive
for dynamic, high quality, and clear.
Ads convey both a distinct rational benefit and
also have an emotional component to them (i.e.
excitement, fear, enthusiasm, humor, etc.)
greatly outperform ads that do not.
Not all ads are created equal. Creative
executions when built across various ad sizes
often do not translate. Ads must takes into
consideration the size, shape, position, and
placement.