1. www.interactivereturn.com Search Marketing for the Drinks Industry Presented by Martin Murray CEO, Interactive Return

2. www.interactivereturn.com Agenda Search Marketing Experience in the Drinks Industry The Regulatory Environment Search Marketing Challenges Search Marketing Successes

3. www.interactivereturn.com Diageo Global Brands Guinness Johnnie Walker Smirnoff Cuervo Captain Morgan J&B Baileys Tanqueray

4. www.interactivereturn.com Industry Regulatory Bodies The Century Council Distilled Spirits Council of the United States The European Forum for Responsible Drinking The Portman Group

5. www.interactivereturn.com Ethical Marketing Guidelines Promotional activity should not: Have the alcoholic strength as a dominant theme Encourage immoderate consumption Incorporate images of people under 25 years of age Suggest any association with –anti-social behaviour –illicit drugs –Sexual success –Social success or popularity –Enhanced mental or physical capabilities

6. www.interactivereturn.com Diageo Code of Marketing Practice for Alcohol Beverages “Special attention must be paid to code clearance for brand website and promotional activities on the internet, because they are global media.”

7. www.interactivereturn.com Google’s Content Policy

8. www.interactivereturn.com Sponsored Listings for Wine is permitted

9. www.interactivereturn.com No Sponsored Listings for beer and spirits

10. www.interactivereturn.com Yahoo permits alcohol advertising

11. www.interactivereturn.com Age Verification Page

12. www.interactivereturn.com Responsible Drinking Messages Throughout Website Content

13. www.interactivereturn.com Use of non-Retailing Promotional Material

14. www.interactivereturn.com Search Marketing Vs. Branding Objectives

15. www.interactivereturn.com Search Marketing Techniques Organic Search Engine Optimisation –Content –Link Building –Site Architecture Sponsored Listings (where possible) Blogs and Newsletters Integration with offline marketing Adherence to ethical marketing guidelines

16. www.interactivereturn.com Successes

17. www.interactivereturn.com More Successes

18. www.interactivereturn.com This is the slide that our Sales Director said I had to show or else I can’t collect my travel expenses. Search Marketing Agency since 1999. Working with clients in the US and Europe Deliver really effective organic and sponsored listings search marketing campaigns for global corporations, governmental organisations and small to medium enterprises