Presentation to COMDDAP

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Presentation to COMDDAP

• Hotel Intercontinental Makati City
• Philippines
• (03.24.04)

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The YEHEY! Bus The Search For The Top 10
Filipinos
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(No Transcript)
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Whats the message?

• Whatever medium you choose on-line, off-line or
  below the line, you got to know whats your
  message and you have to deliver it properly.
• Going on-line does not change the rules. Only the
  approach differs and advertisers should know the
  basics.

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Internet Marketing 101
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Outline

• Basic Building Blocks
• Delivering Your Message On-line
• Case Studies
• YEHEY! Idea

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Basic Building Blocks
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First, you got to have an on-line strategy!
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Basic Building Blocks

• Build
• Deploy
• Maintain

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Basic Building Blocks - Build

• Objectives
• Data Gathering
• Very important !!!
• You might not need an on-line presence _at_ all
• Whats the purpose
• Extension of your physical store
• Catalogue site
• On-line brochure
• Extension of your off-line business . etc. etc.

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Basic Building Blocks - Build

• Strategy
• Approach
• One shot approach
• Phase approach
• Who do you want to target?
• Existing customers
• New customers
• Business/organization
• Who will manage the site within the organization?

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Basic Building Blocks - Deploy

• How will users/clients know that the site exist?
• How do you plan to advertise the website
• Does your employee even know that the site exist?

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Basic Building Blocks - Maintain

• Who will maintain the site?
• Whats your regular update schedule?
• MIS, Marketing or both?
• A site that is not updated is worse than not
  having a site at all!

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Delivering Your Message (Going) On-line
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Going On-line

• Know what you want to promote?
• Corporate website
• Product site
• Dont confuse the two

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Going On-line

• Focus on call to action
• I cant highlight this enough its interactive
  so make use of it
• Know more about the product you are selling
• Tell your friends about the product
• Buy

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Going On-line

• What on-line format to use?
• On-line ads
• Basic units
• Paid listings
• Direct mailers

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Going On-line - Billboards
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Going On-line - Banners
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Going On-line - Skyscrapers
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Going On-line Page Crossings
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Going On-line Direct Mailers
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Going On-line Top Key Word
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Going On-line

• How much?
• Not a per month, per day or per spot pricing
• Dont be misled
• Impressions
• CPMs Cost per thousand impressions

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Going On-line

• What to ask your on-line publisher
• Total page-views per month (PVs) Traffic
• Unique users (U) Reach / Audience
• Share of voice (SOV) Where do users go?

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Going On-line

• User behavior
• How many times users surf the site each month
• How many unique users access the site per month
• How many pages per user per session

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Going On-line

• Advertiser A
• 100,000 users
• Entire audience set of portal X
• How many impressions do I need to purchase?
• Where to allocate the impressions?

• Portal X
• Total page-views 10m
• Unique users 1m
• PVs / user 10 pvs
• SOV
• Front page 30
• News 20
• Entertainment 50

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Going On-line

• Answer
• Advertiser A needs to purchase 1,000,000
  impressions divided into the following
• 300,000 Front Page
• 500,000 Entertainment
• 200,000 News

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Case Studies
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Case Studies

• Working The Brand
• www.smbplay.com for San Miguel Beer
• www.redhorsebeer.com for Red Horse Beer
• Straight to the point
• Nike Slam Nation
• Nike Basketball
• WOW!!
• Nokia

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Working the Brand - SMBPLAY.COM
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SMBPLAY.COM
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Working the Brand - SMBPLAY.COM

• Offer privilege card to entice loyalty
• Leverage the popularity of its basketball team
• Work with MTV Asia to target the youth market
• Feature billiard tournaments for mass appeal
• Hip Active

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Working the Brand - REDHORSEBEER.COM
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REDHORSEBEER.COM
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Working the Brand - REDHORSEBEER.COM

• Launch their MusicLaban Rock Challenge
• Associate with rock stations like Nu107
• Feature Rock Bands
• Extreme Strong

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Working the Brand

• Red Horse Beer and San Miguel
• Work their brands through association
• Entice loyalty

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Straight and Sweet

• www.nikebasketball.com
• Full Page Intercept Ad
• Super Banners
• www.slamnation.net
• Premium Banners
• Medallions

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Straight and Sweet - Nike
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Straight and Sweet - Nike
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Straight and Sweet - Nike
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Straight and Sweet - Nike
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Straight and Sweet Slam Nation
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Straight and Sweet Slam Nation
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Straight and Sweet Slam Nation
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Straight and Sweet

• Call to action
• Nike Basketball Earn A Nickname
• Slam Nation Live in Manila
• Product/Event site
• www.nikebasketball.com
• Slam Nation microsite in YEHEY!

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YEHEY! Idea

• (end to end ad execution)

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Whats the idea? YEHEY! Idea

• Encourage users to access more YEHEY! services
• Build database
• Launch the latest ad formats

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Whats the idea? YEHEY! Idea

• Big Box Plaid

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Before I go .

• You can download a copy of my presentation at
• www.yehey.com/advertise/presentations/comddap
• To learn more about the different ad formats, you
  can go to
• www.yehey.com/advertise
• To get in touch with me, you can email me at
• kevin_at_teamyehey.com