Fenton Area Chamber of Commerce

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WELCOME

• Fenton Area Chamber of Commerce
• In Partnership with
• Creative Web Spinner

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Click Mortar

• Plan Your Work
• Work Your Plan

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Agenda

• Channel Review
• Branding
• Interactive Advertising

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Web Statistics Review

• 90 of US firms use the Internet
• Small businesses spent 340B
• 75 of small businesses are on the web
• 02 Sales were up 73

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Channel Synergies Review
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Synergistic Plan

• Begin collecting client info
• Cross media campaign
• Capture Metrics

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Synergistic Plan

• 360 degree marketing
• They will receive, retain and believe your
  message
• Extend your focus
• Target message to focused group
• Call to action
• What do you want client to do

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Brand Is King

• A brand is an emotional shortcut between a
  company and its customer

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Brand Is King

• Create a brand position
• Link brand w/emotion
• Consistency counts

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Brand Is King
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Brand Is King
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Brand Is King
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Brand Is King
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Brand Is King
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Brand Implications

• Seven Internet companies have become recognized
  by one out of four adults in as little as six
  months. It used to take 10 20 years to
  achieve.

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Execute

• Create synergy plan
• Create a brand message
• Execute Plans

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EXECUTE!

• Now you know what has to be done
• Here is how you can do it

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Execute Your Plans

• Online AdvertisingIt Works
• Creative vs. Frequency
• Effective Metrics

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Online Advertising

• Interactive Advertising
• Not just for click-through anymore
• Build brand
• Focus message

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The Internets Billboard
Lift 12
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Online Advertising Works

• eBrands Dynamic Logic test project
• Launch a service that doesnt exist
• Campaign uses only online advertising
• Measure on brand awareness message association

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Yes Sir No Sir

• The creatives used in the campaign included
  animated standard size banners, skyscrapers and
  buttons

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Yes Sir No Sir
Exposing consumers to the ads three times or more
optimised the impact of the brand
95 Lift
72 Lift
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Yes Sir No Sir

• Online advertising builds brands!
• This campaign was able to increase Brand
  Awareness for YesSir/NoSir, a fictitious brand,
  from virtually 0 to 11 in just 6 weeks
• Among the primary target audience of
  professionals aged 18-49, Brand Awareness lift
  was 428
• Among affluent men in this group, the lift in
  Brand Awareness is an impressive 429
• Outside the target, Brand Awareness increased
  140

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Yes Sir No Sir

• Strong relationship between frequency of exposure
  and brand metrics
• Brand Awareness shows a significant lift of 95
  for those exposed 3 or more times to an ad
• Message Association is also influenced by the
  frequency of ads. Those who were exposed more
  than 3 times showed a lift of 44
• The message, we do things, so you dont have
  to, resonates more, in general, with men
• Skyscrapers proved to be more effective than
  standard banners

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Creative vs. Frequency

• Creative
• Cut the clutter
• Uncluttered banners lift awareness by 14
• Cluttered banners lift message 3
• Clutter gt16 elements

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Creative vs. Frequency

• Frequency
• Increase exposure from 1 to 4 or more
• Double the impact of the ad
• 1 exposure 5.6 lift
• 4 exposures 10.4 lift

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Creative vs. Frequency
Lift 5.6
Lift 6.4
Lift 10.4
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Effective Metrics

• Reach vs. Effective Reach
• Reach of people who are exposed to a
  particular ad at least once within a given time
  period
• Effective Reach of people who are exposed to
  a particular ad at a particular frequency

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Effective Reach

• This is the goal for small businesses
• Increase the average frequencies your ad can have
  with a visitor.

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Who Can Help

• Fenton Area Chamber of Commerce
• Creative Web Spinner, Inc

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Users Tell Us

• Fewer bigger ads receive moreattention
• Ads clearly need to beidentifiable
• Keep sizes to no more that 4
• Dynamic ads are moreinteresting

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Banner Size Specifications

• Utilize a variety to increase your ROI

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Creation Costs

• Static
• Button - 50.00
• Skyscraper - 75.00
• Banner - 75.00
• Dynamic
• Buy quote

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FentonChamber.org

• Opportunities for every budget
• Banner, run of site
• Skyscraper, run of site
• Button ads, independent pages
• Contact Shelly Day
• Opportunities are limited!