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Drew Holmgreen
- 1. TTIA Regional Workshop A little advertising chatter 11.04.2010
- 2. TTIA Regional Workshop Abilene November 4, 2010 AGENDA Who am I? Creating a Hook Finding the Sites Right for You Measuring Success
- 3. TTIA Regional Workshop Abilene November 4, 2010 WHO AM I? Account Director, Belmont Icehouse Ten years in the business Digital, traditional and experiential Texas Tourism for six+ years Austin CVB, Rodeo Austin, Hilton Austin, and Byron Nelson Championship Bell Helicopter, Texas A&M, Sport Chalet, E-Z-GO, Baylor University, and 7-Eleven
- 4. TTIA Regional Workshop Abilene November 4, 2010 WHO AM I? Most used iPhone app (lost 35 lbs) Most recent iPad movie (my kinda Halloween flick) Most played track on iPod (great running tune) Currently growing a moustache (movember.com)
- 5. TTIA Regional Workshop Abilene November 4, 2010 Creating a HOOK
- 6. TTIA Regional Workshop Abilene November 4, 2010 CREATING A HOOK Economy stinks, but people still indulge Top five non-travel attachment brands 1. iPod 2. iPhone 2. Xbox 3. Microsoft Office 4. Nintendo Wii Top five travel attachment brands 3. Disney Parks 28. Universal Studios 29. JetBlue 40. Six Flags 41. SeaWorld *Source: 2010 NewMediaMetrics Leap Index
- 7. TTIA Regional Workshop Abilene November 4, 2010 WHY?
- 8. TTIA Regional Workshop Abilene November 4, 2010 EMOTIONAL CONNECTIONS
- 9. TTIA Regional Workshop Abilene November 4, 2010 CREATING A HOOK Find your connecting point Who is the audience? Why will you stand out? Why would they need you? Why would they share, aka endorse, you?
- 10. TTIA Regional Workshop Abilene November 4, 2010 Finding the Right Sites for You Fish where the fish are
- 11. TTIA Regional Workshop Abilene November 4, 2010 But first, you gotta know a few things
- 12. TTIA Regional Workshop Abilene November 4, 2010 FINDING THE RIGHT SITES FOR YOU Know your objectives Generating awareness? Driving response? Pumping a specific promotion Driving orders or downloads? Targeting a specific audience? Communicating a particular message?
- 13. TTIA Regional Workshop Abilene November 4, 2010 FINDING THE RIGHT SITES FOR YOU Know who you are you talking to Demographic profile Age, gender, HHI, kids, college Psychographic profile Interests, activities, lifestyles Geographic location Long-haul vs. short-haul Product knowledge Aware vs. unaware
- 14. TTIA Regional Workshop Abilene November 4, 2010 FINDING THE RIGHT SITES FOR YOU Get your website ready for traffic Relevant messaging Speak to the audience Be sticky Update consistently Search engine optimized Equipped for tracking
- 15. TTIA Regional Workshop Abilene November 4, 2010 CHOICES, CHOICES, CHOICES
- 16. TTIA Regional Workshop Abilene November 4, 2010
- 17. TTIA Regional Workshop Abilene November 4, 2010 FINDING THE RIGHT SITES FOR YOU Start with search, but do it right Buy relevant, specific search terms Dont bid on everything Bid on whats important for the brand Dont spend on the big terms (let others) Monitor and optimize your buy Put the site and/or agency to work 72% of all web searches 30% of those searches are on travel 14% of all web searches 113M monthly unique viewers
- 18. TTIA Regional Workshop Abilene November 4, 2010 FINDING THE RIGHT SITES FOR YOU Ever heard of ad networks? Theres 300 of them! Benefits of ad networks High volume Relatively lower cost Behavioral targeting (BT) Downside of ad networks Loss of premium placement control, based on spend Requires close attention to site lists New laws forthcoming for BT 20M monthly U.S. unique visitors 90 publishers, making over 300 sites 146M monthly unique visitors 260 audience segments to choose from (including Travel)
- 19. TTIA Regional Workshop Abilene November 4, 2010 FINDING THE RIGHT SITES FOR YOU Get local Ad networks Find where the locals hang outonline Geo-target national travel sites 19M monthly unique visitors One rep for local community sites
- 20. TTIA Regional Workshop Abilene November 4, 2010 FINDING THE RIGHT SITES FOR YOU Get more for your dollar Make the sites work for your biz Negotiate value-add Sponsorships Sweepstakes/giveaways (especially local) Joint venture placements
- 21. TTIA Regional Workshop Abilene November 4, 2010 Measuring Success
- 22. TTIA Regional Workshop Abilene November 4, 2010 MEASURING SUCCESS Based on your objectives, what is success? Collateral orders Changes in brand perception Total website visits Visits to a certain site feature Site visits from a certain audience Offer downloads Calls to your 800# Room bookings
- 23. TTIA Regional Workshop Abilene November 4, 2010 MEASURING SUCCESS Talk to your audience Online surveys Email to your database Poll on Facebook Website survey Formal or informal focus groups Onsite visitor polls or questionnaires INCENT participants for their time Focus questions on objectives Did perception change? Did they download the offer/order the guide? Monitor them pre/post advertising Compare the results Gauge specific improvement areas
- 24. TTIA Regional Workshop Abilene November 4, 2010 MEASURING SUCCESS For digital, use secondary tracking services Site measurement Traffic spikes/trends Visitor profiles Suppliers: Google Analytics, WebTrends Third party ad serving Reliable performance tracking (click and post-click analysis) Activity conversion rates (downloads, etc.) Suppliers: Doubleclick, Atlas Dont rely on click thru rate* 16% of users clicked an ad in 2009 32% of users clicked an ad in 2007 *Source: How Online Advertising Works: Whither the Click, comScore 2009
- 25. TTIA Regional Workshop Abilene November 4, 2010 drew@belmonticehouse.com facebook.com/drewdaddio twitter.com/drewdaddio facebook.com/pages/Belmont-Icehouse/45965307265