behaviour changing – market intelligence Internet Marketing: Why Bother and where to start Like us and get the slides !

behaviour changing – market intelligence Agenda Facts about online Trends Key needs Must do How to get started and or better – over to Susie later

behaviour changing – market intelligence Just to set the mood... What a few owners think about vets......

behaviour changing – market intelligence

Why web is crucial ? “Its just for young folks ?” Over fifties count for 17 % of all web traffic on dating sites 66% of people use web regularly Demographic profile 25-45,web is everything Target pet owning demographic is 25-45

behaviour changing – market intelligence “My clients aren't on line “

behaviour changing – market intelligence What did you last buy online ? What do you buy on line ? What do you buy on mobile ? m –commerce? What services do you access on line?

behaviour changing – market intelligence Owners are consumers first Watch TV – ads send you to web and facebook Look at all businesses you deal with – paperless communication growing- normal for many ! Buying flights, hotels, banking,

behaviour changing – market intelligence Smart phones Who has one ? How many have purchased goods with on phone ?

behaviour changing – market intelligence Your key learning's for later Web is normal -You have to be active online M-commerce is normal and growing – 1 in 3 mobiles are smart phones – will be 50% by end of this year Owner forums and social media is commercially useful Owners want us to be in “ that space “ st Century !

behaviour changing – market intelligence So where does web fit in your plans Web is part of your marketing mix Web is a key part of reaching current owners and potential new ones Purpose of your marketing is what?

behaviour changing – market intelligence Purpose of my marketing is Write it down.....what is it that you want to happen ?

behaviour changing – market intelligence Purpose of any marketing is to drive owner behaviour Create awareness..... Inform decision making Generate trial MAKE PHONE RING!

behaviour changing – market intelligence The Footfall plan

behaviour changing – market intelligence More vets vet sites in UK as of February 1 st sites in 2000 *...and it will keep growing in areas where we have OOH covered by 3 rd party * Vetfile Data

behaviour changing – market intelligence

More new owners Never had a pet before

behaviour changing – market intelligence My new pet

behaviour changing – market intelligence Owners behaviour All surveys indicate that owners use web as a resource to “ check you out ” Owners use web to see you and your team Owners use web to research vet stuff

behaviour changing – market intelligence Choosing my horse vet.....

behaviour changing – market intelligence How owners use web Web is used in many ways !

behaviour changing – market intelligence Web usage …..

behaviour changing – market intelligence

Facebook matters !

behaviour changing – market intelligence Web is the start of a journey to local awareness The awareness journey is critical – you have to be found Awareness Information Consideration Selection –Experience –Repeat experience –Recommendations –Brand ambassador

behaviour changing – market intelligence Test your self Type in “ vets in xxxxxxxx “ or “ horse vet in xxxxxx” What comes up ? Where are you ? Who else is there ? Take a moment to look at those around you on google

behaviour changing – market intelligence Search traffic

behaviour changing – market intelligence Time of day known

behaviour changing – market intelligence Day of week known

behaviour changing – market intelligence Referral traffic

behaviour changing – market intelligence Source info

behaviour changing – market intelligence Mobile search

behaviour changing – market intelligence Make phone ring

behaviour changing – market intelligence 4539 a month 55,080 a year YELL 890 a year!!

behaviour changing – market intelligence Make phone ring then what ? FGF +KOL + brand+ CE Phone call what happens next ?

behaviour changing – market intelligence Make an appointment

behaviour changing – market intelligence 37The Onswitch Index Winter 2011 Onswitch Index

behaviour changing – market intelligence Summary Online key to you being chosen Online key to your awareness Online key to your WOM Online key to making the phone ring Online is normal !

behaviour changing – market intelligence Must haves Easy to find – google test Easy to open – not too clever – simple web Easy to navigate Pictures ! Less words – not text heavy Home page – ALL key info clear – OOH, contact info address

behaviour changing – market intelligence Vet web sites More pictures More warmth Less words More community Essential info page 1

behaviour changing – market intelligence...and finally...after all that hard work, effort and energy please, please, please, please offer an appointment or visit !