Interstate Batteries for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow & Baack.

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Presentation transcript:

Interstate Batteries for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow & Baack

Interstate’s all battery centers continue to open across the U.S. and are also in select international locations. These centers meet the battery needs for all commonly used applications.

Creative Communication & Events Jane Koeneck VP CCE POP & RETAIL DISPLAYS BROCHURES PROMOTIONS WEB & SOCIAL MEDIA INCENTIVE PROGRAMS VIDEOS

Video by Tom Gray

Geo-Targeted Online Media Plan Increase brand awareness of All Battery Centers Drive traffic to Interstate All Battery Centers Create awareness of key brand messages

Geo-Targeted Online Media Plan Use on-line display advertising to create awareness of stores and locations. Drive consumers to geo-specific landing page to find nearest All Battery Store. Target consumers demographically (ages 25-54) and geographically (zip codes). Utilize search retargeting to consumers actively looking for a battery solution. – After Google search of terms such as “car battery” or “laptop battery” – All Battery Center banner ad will appear on next visit to a site.

Geo-Targeted Online Media Plan Campaign geo-targeted by stores’ zip codes – Ads will appear only in trade areas of stores All stores will receive display advertising

Geo-Targeted Online Media Plan

 Ties to creative message  Store address & phone  Google Map/Directions  Opt In  Coupon/Call To Action

Geo-Targeted Online Media Plan  Ties to creative message  Store address & phone  Google Map/Directions  Opt In  Coupon/Call To Action

Geo-Targeted Online Media Plan  Ties to creative message  Store address & phone  Google Map/Directions  Opt In  Coupon/Call To Action

Geo-Targeted Online Media Plan  Ties to creative message  Store address & phone  Google Map/Directions  Opt In  Coupon/Call To Action

Geo-Targeted Online Media Plan

Number of clicks on ads – Click-through average for industry – 0.07% to 0.11% Campaign goal is 0.09% – Effective frequency for industry – 3X Frequency control for campaign will be terminated at 10 to start given number of impressions and avoid wear-out Other “click activity” – Enlarge map – Submit information for – Print coupon

Geo-Targeted Online Media Plan Coupon redemption rate per store – Industry average is 0.8% Changes at retail stores (Year ago, month ago) – Sales – Number of transactions – Dollar value of transactions