1. B2B Marketing Class Four Promotion Kent Lewis kent@anvil-media.com http://www.anvil-media.comhttp://www.anvil-media.com/b2b

2. Agenda Class Project Update Guest Speaker Promotion Advertising Public relations Site promotion Case study: goodguys.com News

3. Project Drafts due today Final marketing plan due next week Questions?

4. Guest Speaker Tom Byrnes spark! Brand Marketing Communications tomby@easystreet.com

5. Advertising Traditional Print Outdoor Broadcast POP Internet Banners Sponsorships Text ads Pay-per-click search engines Paid directory listings

6. Internet Advertising Banners are performing as poorly as ever Overall ad spending continues to grow Still confusion on measurement and ROI Revisit objectives: branding or sales Banners are best for brand protection or extension Don’t let technology confuse the issue Consider partnerships and sponsorships Avoid intrusive ads METRICS: impressions, clicks, leads, sales

7. Public Relations Traditional Collateral development and distribution Editorial calendar proactive pitching Events and press tours Product placement, reviews and awards Investor relations, public affairs Internet Online publications, e-zines and e-newsletters Newsgroups and discussion lists Hot site awards Link development

8. Public Relations Develop a strong news room Press releases, coverage Case studies, backgrounders Drive offline traffic online Integrate online PR activities Ezines and newsletters Newsgroups and discussion lists Leverage partnerships for additional coverage Understand online editors Deadlines Email-based communications METRICS: quality and quantity of ink, perception

9. Site Promotion – Paid Search engines drive a majority of traffic Optimization and promotion time consuming Pay-per-click engines guarantee placement Minimum bid:.01 to.05 Average monthly minimum cost: $25 Bid management software available Popular PPC engines: Google Overture FindWhat Sprinks

10. Site Promotion – Unpaid Engine algorithms evaluate text and tags Develop targeted keywords and description Focus on accepted industry terms Stay on top of latest developments Promote and track site regularly Automate process with WebPosition Things to avoid: Frames Dynamic URL strings Overuse of graphical text Flash and intro pages METRICS: unique visitors, referring URLs

11. Case Study: Schering Plough Objective: Generate customers for Hep C treatment Challenges: FDA regulations Low-brow competition Strategy: Develop functional site for search engines Generate traffic from online resources Qualify visitors for Be In Charge program Results: Generated over 200 links in 4 months Increased top 30 rankings by over 250% Averaging 21% click-through on PPC

12. Case Study: goodguys.com Market research Content development Site Marketing Metrics

13. Market Research Customer feedback – BizRate Visitor feedback – Tell Our Boss Log file analysis – WebTrends Primary research – i-op, phone survey Secondary research – IPA Usability analysis – ExpertEye

14. BizRate Survey

15. Tell Our Boss (modified)

16. Tell Our Boss – Tracking

17. Content Development Why Buy From Us Tell Our Boss Manufacturer links Press Room Clearance section Email newsletter signup Affiliate signup

18. Home Page

19. Manufacturer Links

20. Press Room (defunct)

21. Email Newsletter – Signup

22. Affiliate Program – Signup

23. Clearance Section (defunct)

24. Site Marketing Optimization and submission – WebPosition Keyword testing – Overture Public relations – Oregonian Advertising – Reel.com tradeout Contests and promotions – Lockergnome Shopping engines – techbargains Email newsletter – Good News Strategic partnerships – Tower Records Affiliate program – BeFree

25. Shopping Engines

26. Affiliate Program

27. Metrics Customer feedback – BizRate Visitor feedback – Tell Our Boss Log file analysis – WebTrends Secondary research – IPA Sales data – conversion, customers, av. sales Results: BizRate rating increased 1 point to 8.5 Customer and visitor feedback improved Site traffic up: uniques, frequency, duration Visibility increased: more inbound links, search results Sales up: improved conversion, more new customers

28. Resources www.befree.com cyberatlas.internet.com www.goodguys.com www.i-op.com www.overture.com www.payperclicksearchengines.com www.webposition.com www.webtrends.com

29. B2B Marketing Final plan due next week Finish Silverstein Bring in news, questions and comments See you next week Kent Lewis kent@anvil-media.com http://www.anvil-media.comhttp://www.anvil-media.com/b2b