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Agency Presentation Le Chateau
Table of Contents
INTRODUCTION
OVERVIEW
» Who we are
» Services
» Experience
» Our clients
» Your online competitive landscape
CAPABILITIES
MARKETING
» Media Services
» eCRM
» Affiliates
» Search
CREATIVE
Online advertising, web design
TECHNOLOGY
~flow, e-commerce & booking engines
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MEET THE AGENCY
SERVICES AT A GLANCE
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
SINCE 1999
Worldmedia: Specialists in interactive media
“ Strategic online marketing. Synergistic creative & technology
“ Proven track record across a variety of verticals, including retail, travel, and finance - experience to know
what placements and targeting will drive traffic and sales
“ Buying power - Leverage existing relationships with Media to negotiate discounts, further site integration,
and Bonus placements
“ Customized reporting to your specifications, 3 rd-party accuracy
“ Results-driven ” We execute based on your metrics & aim to exceed
“ Size of agency ” Senior Account Management, principal attention
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CLIENT EXPERIENCE OUR BRANDS
Expertise across various industries. Primary verticals: travel, retail, finance
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
EXPERIENCE SUCCESS LEAVE THE WORK TO US
Spirit Airlines ” 5 years
Task: Run all online media, new web site
Results:
”Maintained 3% total cost of doing business. Total marketing budget is online only.
”Redesign: Raised bookings significantly. Scored high in 3 rd-party usability study.
Alienware USA ” 2 years
Task: Run online media, affiliates, search
Results:
- Doubled sales. 115% increase in ROI since program inception.
” Expanded sales across untapped channels, enjoying worldwide reach.
Aloha Airlines ” 1 year
Task: Run online media, affiliates, search, E-CRM, new web site with 3-tier booking engine (only two other airlines have something similar)
Results:
- Started at $30,000 spend per month and increased to $140,000 spend per month due to great results
” Maintained cost of doing business between 3-5% (average in airline industry is 10%).
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
EXPERIENCE AIR CANADA
Air Canada
”World Media was asked to bring Air Canada online in the US with a new product and package.
”Charged with branding a Canadian product in the US by being creative leaders and communicating
effectively with the US population and current customers.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
EXPERIENCE WE KNOW RETAIL
UBid
”Second largest auction site online
”Managed an online budget of $3 million per year
”Created our proprietary software ‚~FLOW‛ (see slide 49), which allowed UBid to push live auctions into
banners and let the user interact by clicking over to their site
”Instrumental in redesigning UBid’s homepage
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
COMPETITIVE LANDSCAPE SIZING UP THE MARKET
Le Chateau has a huge opportunity:
- This year, 14.9 million Canadians will shop online: an increase of 4.3% over 2004. By 2008, 16.1 million Canadians will
shop online.*
- Non-Canadian retailers are getting a higher volume of online sales because only 38.2% of Canadian retailers have a
website and 13.1% were selling products online.
-22% of products purchased by online buyers in Canada are clothing products.
e-Marketer September 2005 ” ‚Canada E-Commerce‛
*
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
COMPETITIVE LANDSCAPE SIZING UP THE MARKET
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
COMPETITIVE LANDSCAPE SIZING UP THE MARKET
Top 10 Favorite Internet Retailers among Online Buyers in Canada, 2003 & 2004
2003 2004
FutureShop.ca 1 1
eBay.ca 2 2
Amazon.ca 4 3
NCIX.com 5 4
Chapters.Indigo.ca 6 5
BestBuy.ca - 6
TigerDirect.ca 7 6
Sears.ca 9 7
CanadianTire.ca 8 8
Staples.ca 3 9
DealsOutlet.ca - 10
Source: RedFlagDeals.com, December 2004
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
Capabilities MARKETING
MARKETING MEDIA
MEDIA PLANNING/BUYING
“ Evaluation
“ Client Input, Goal Setting, Business Review, Past Online Activity, Current Obligations, Budgets
“ Target Audience
“ Review Current Mix, Determine Future Mix
“ Media RFP
“ From Approved Media Brief, Submission With Requirements Sites, Networks and ISPs
“ Analyze, Report, Identify
“ Based on research, determine appropriate CPM/CPC level and negotiate buys aggressively
“ Build and present negotiated media plan including all associated costs
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING MEDIA
MEDIA PROCESS: MANAGE / ANALYZE / OPTIMIZE
“ From approved and signed plan, submit authorized insertion orders to the media
“ Monitor campaign daily and optimize for best performance, verify placement accuracy, remove poor
performing creative or ending promotions
“ Receive media invoices, reconcile, and approve for billing
“ Negotiate bonuses and ‘make goods’ to improve overall site performance
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING MEDIA
AD SERVING
“ Independent from an agency or buying group
“ Reliable ad-serving technology by MediaPlex
“ Complete management platform
“ Ability to deliver rich media
“ Automatic Creative Optimization
“ Segmentation, behavioral targeting
“ Integrated Messaging with Worldmedia Push!
“ Real-time report data available
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING MEDIA
REPORTING & ANALYTICS
“ Track post-click and post-view data
“ Low Server side discrepancy rates
(below 5% compared to a 25% industry average)
“ Financial Analysis: Order Values Per Placement
“ Campaign Reach & Frequency Reports
“ Campaign Audience Reports
“ Publisher Overlap Reports
“ Post Impression Time Lag reports
“ Click, Creative, Best ROI
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
REPORTING SAMPLE (AIRLINE CLIENT)
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
eCRM:
MARKETING Electronic Costumer Relationship Management
MARKETING eCRM
Benefits of eCRM:
“ Retain Customers: Reach out through targeted,
personalized e-mail
“ Permission-based marketing returns on average 35% ROI
compared to 25% for traditional marketing
“ Measure Results in Real-Time
“ Lower total cost than most marketing
“ Actively optimized customer database
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING eCRM
- built on MediaPlex
“ Powerful. Features such as segmentation and
targeting
“ Integrated Tracking: identifying how customers
react to promotions weeks later
“ Backups, de-dups, replies,
opt-out, bounces, typos, etc.
“ Enhanced by >send ” an app of Worldmedia
~flow. Enables on-demand content changes
from your browser ” no code!
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING eCRM
eCRM delivery optimization
Relevance:
Personalized to the recipient’s specific prior actions, interests or demographics.
Optimized Timing:
Each email send can be determined by responses to prior messages.
WM eCRM team:
Services all outbound marketing needs.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
ONLINE MARKETING SEND eCRM
Mini case study
Alo ha eCRM Creative
Loyal Aloha Airline customers have come to
expect their weekly email.
This is across the board: Spirit Airlines
reported a high volume of customer service
on a week they did not have a promotion.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
Capabilities SEARCH ENGINE MARKETING
ONLINE MARKETING SEARCH
SEARCH ENGINE MARKETING
PAY-FOR-PERFORMANCE
Bid for position on top engines
such as Yahoo and Google
Our dedicated team
maintains best keyword
buy to ensure high ROI
“Best analysis in industry
“Fast reaction times
“Precise targeting
“Superb return on investment
“Proven CPC track record
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING SEARCH
SEARCH ENGINE OPTIMIZATION
ORGANIC SEARCH ” A KEY WORLD MEDIA ABILITY
- 80% of traffic in some industries
- Years of doing SEO overhauls for clients of all sizes
- Tight relationships with key vendors
- Worldmedia’s high volume buying power means we have more pull at the search engines
- Some of our code runs Yahoo! Peru and North Korea
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING SEARCH
SEARCH ENGINE OPTIMIZATION
- Don’t be fooled. There are no quick fixes.
- Changes in search engine algorithms will bump you.
- SEO efforts by your competitors will bump you.
- Thus, true SEO is an ongoing effort.
Our 4-step process to effective SEO
1. Target
2. Optimize
3. Analyze
4. Refine
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING SEARCH
SEARCH ENGINE OPTIMIZATION
(1) TARGETING THE CAMPAIGN AND KEYWORDS
- No sense in targeting too many keywords
- Use data from many sources
- Less density = higher rewards
- Rank goals by sales, not traffic
- Competitor analysis
- Imitate
- Change
- Innovate
- Review targets with campaign management tools
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING SEARCH
SEARCH ENGINE OPTIMIZATION
(2) OPTIMIZE SITE MATERIALS
- Make the site search engine friendly (‚white hat‛ techniques)
- Traditional optimization
- META tags
- Page titles, alternative text, sitemaps
- Masked URLs (package.php?pkgId=9235929 -> cheap-trips.php)
- External optimization
- Incoming links: quality, placement, frequency, text
- Fix Page Not Founds (404s) and doorway pages
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING SEARCH
SEARCH ENGINE OPTIMIZATION
(3) ANALYZE
- WM utilizes best intelligence software in the industry,
a combination of search engine apps & website statistics
- Dedicated campaign manager means rapid response
- Everything tagged, all efforts accountable
- We control the hosting; we manage logging; we keep all data for future analysis of how web
site changes affected SEO
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING SEARCH
SEARCH ENGINE OPTIMIZATION
(4) REFINE AND MAINTAIN
- Search engines are very dynamic
- No ‚one true technique‛: combination of tactics most effective
- Analyze search engine placement report
- Analyze traffic and sales levels
- Worldmedia will integrate SEO effort with other media
- Weekly analysis, bi-weekly tweaks, quarterly overhauls
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING AFFILIATES
MARKETING AFFILIATES
WORLDMEDIA & COMMISSION JUNCTION
“ Build your own network of ‚low paid‛ retail salespeople with affiliates
“ Commission Junction, a ValueClick company, is the largest performance-based online marketing network. 47% of
the Internet’s top 300 use CJ
“ Build, track and manage affiliates daily through dedicated WM/CJ teams
“ Customized transaction, cost analysis and financial reporting
“ Tailored commission structures and performance initiatives
“ Pay-for-performance, integrated reporting prevents media crossover
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
ONLINE MARKETING SEND eCRM
Mini case study
Affiliates powered by
WM ~flow technology
Instant auctions for your web site, live
from uBid.
Publishers can assemble their own
banners based on their target
audience
and theme as their own!
Banners never age ” offer is always
fresh, updated remotely.
Pick up your data feed (specials,
inventory, etc) for syndication.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING TO THE EDGE
MARKETING TO THE EDGE
DESKTOP MARKETING
“ Delivers opt-in messages on demand
“ Branding on user’s PC even when user is offline
“ Always fresh - updates like a web page
“ Powerful ” integrates with any web service
“ Extremely cost effective, similar to a mini web site
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
MARKETING TO THE EDGE
CASE STUDY: LELE
“ This playful program retrieves useful flight
information, allows online bookings, and plays
games.
“ Southwest’s similar DING! Program is said to have
brought the company $30m in revenue last year.
“ Aloha LELE by Worldmedia is scheduled to launch
Q1 of 2006
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
Capabilities CREATIVE
CREATIVE BRANDING
Be Noticed.
“ WEB.
“ PRINT.
“ CDROM.
“ KIOSK.
“ MOBILE.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE ONLINE ADS
Traditional
or as a page
takeover…
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE GRAPHIC DESIGN
Mini case study
Air Canada
Air Canada is introducing
prepaid airfare to the American
market.
Creative is making sure this is
NOT a quiet announcement.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE WEB DESIGN
From E-commerce, Online Gallery, Blog, to Search
engine portals, intranets, extranets, communities
and games… we’ve been there.
Most notably, we launched a redesign for Spirit
Airlines which boasted stellar usability reviews and
marketing automation features, such as the
marketing window on their site, powered by
Worldmedia ~flow.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE WEB DESIGN
Mini case study
Metropolitan Deluxe
Web design:
Not stuck in one
style.
Our team approaches
communication challenges from
every angle.
This is a succession of revisions
to a style started on the lower
right.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE GRAPHIC DESIGN
Mini case study
Aloha Airlines
CLICK AROUND!
Highly interactive flight
route map lets you surf the
islands and connect to web
site content.
This application is reusable
in kiosks, mobile devices,
web, and advertising.
Notice the proportions.
We know what's important
here ” and its not accurate
topography.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE WEB DESIGN
Mini case study
Monarch Management Group
We can make web sites
feel like interactive CD-
Roms, with music and
motifs like Monarch’s
sliding doors.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE WEB DESIGN
Mini case study
Spirit Airlines
This tongue in cheek minisite
was a playful way to start a
buzz about their business class
seats.
The site features e-cards, a
contest, a sweepstakes, and a lot
of fun user-submitted content.
Mini sites are a fantastic way to
experiment and extend your
brand.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
CREATIVE SERVICES
Mini case study
Miami Institute
There are over 500 pages on this site,
so keeping it simple was a challenge
at first.
Solution:
Navigation was streamlined into 2
accordion menus, which expand to
reveal more options guiding you on
your way.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
Capabilities TECHNOLOGY
ONLINE MARKETING TECHNOLOGY
Make the most of your push! Intranet with ~flow tools. Update any media on the fly:
banners, emails, etc.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
TECHNOLOGY ~FLOW
Wash out expensive, manual processes.
~flow your data to email, banners, web sites, xml feeds, desktops, pdas...
~flow makes online creative more agile.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
TECHNOLOGY ~FLOW
Instant updates across media
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
TECHNOLOGY E-COMMERCE
OPEN SHOP ONLINE
“ Custom e-commerce system.
Implemented for vast range of clients ” from Atlantis
Resort’s gift shop to M-deluxe Furniture shop.
“ Fully featured. Supports 100,000+ products, variants,
fabrics, multiple photo angles, dynamic shipping,
reporting.
“ Remember returning customers, schedule auto orders,
store credit cards.
“ Integrates with eCRM.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
TECHNOLOGY CONTENT MGMT
WEB EDITS ON DEMAND
with Worldmedia {} change
“ No programming ” just login to push!, go
into your content manager, and click to edit
your page on demand.
“ Add pages & side menus on the fly based on
templates.
“ Multi-user and editor support. Roll back old
edits, approve /deny changes. Rotate content
into buckets to add site variety.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
TECHNOLOGY BOOKING ENGINE
“ FAST. Uses latest AJAX browser technology,
partially researched and developed by
Worldmedia’s own techies.
“ SIMPLE. Three step checkout process.
Unlike most airline sites, its as easy as
shopping on Amazon.
“ SCALABLE. Can be tailored to packages, cars,
cruises, etc.
“ INTEGRATED. Hooks into your eCRM,
loyalty programs.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
www.LECHATEAU.ca A sample approach
www.LECHATEAU.ca A sample approach
1-6 MONTHS
“ Discovery of Diesel back office tools & features
“ Update photography to new line, refresh content as needed on a flexible
‚webmaster-style‛ agreement
“ Support offline marketing with online equivalents
“ Establish progress metrics ” track request a catalog, register for email specials, find
a store near me, etc.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
www.LECHATEAU.ca A sample approach
1-6 MONTHS
We know you trust Alexa. Here are 2 reasons not to.
Your Alexa ranking is a correlation of LeChateau shoppers that happen to have Alexa installed. Thus, the best methods to
raise your Alexa rank are absurd.
1) Target Canadian women with media that entices them to install the Alexa
toolbar, with no mention of LeChateau. Your ranking will go up by accidental
probability, as will the rest of Canadian web sites that women frequent.
2) Make all LeChateau employees install Alexa on their systems and at home.
Purchase many cheap computers on Ebay, and install a web surfing emulator
called Alexa booster. Alexa will believe your site has become more popular.
Instead, lets track the trends of unique users. We’ll show you how.
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
www.LECHATEAU.ca A sample approach
6-12 MONTHS
“ Expand web site functionality. Sample ideas:
” Tools that support in-store shopping, loyalty, brand coolness
” Add send-2-friend & other viral features ” get people talking
” Print a ‚want list‛ to bring into the store (or share online)
” My.LeChateau.Community ” upload your photo with this item
“ Create landing pages to test effectiveness of media conversion ” guerilla style 1-
pagers vs. whole catalog
“ Fix your SEO problem. Flash sites can be SEI (invisible)
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
www.LECHATEAU.ca A sample approach
12-24 MONTHS
“ Guide you through the transition to E-Commerce
“ Support a slow ramp-up effort, best security practices, best returning customer functionalities, choose best
technology based on a budget.
“ Automate the entire web effort so that it can be managed by one individual through your own iteration of the
Worldmedia Push intranet
“ Open your database up to monetize syndication opportunities and integration with 3rd party tools like your Gift
Card project, eCRM, shopper sites, etc.
“ Test new ideas and Optimize, Optimize, Optimize!
AGENCY PRESENTATION w w w .w o r l d m e d i a . n e t | 305.572.0404
THANK YOU When can we start?
