Social Tool
Minimax Digital Package - Google Search Network Ads - Bing Search Network Ads - Landing pages on the brand site - Ongoing optimisation of landing pages - Repeat advertising to brand site visitors - Analysis and reporting Google Search Network ads ● The largest PPC network - $51.8 billion revenue in 2015 ● Mature in terms of reach and targeting settings ● Reliable, credible and robust ● Proven track record - 10,000 leads in 2015
Bing Search Network ads ● Second largest PPC market share ● Very cost effective - lower cost per lead (CPA) ● Higher AB1 user base ● More ‘money’ keyword traffic ● 97% search volume
Reviews Google Article ‘Understanding Your Seller Rating’
Landing pages on the brand site ● A landing page is where a visitor arrives Keyword on a website Link ● The goal of a page should be clear - Ad what does it achieve for the customer? Link ● Centralising the landing pages allows for Landing Page a more thorough process Aligning Customer Goals & Business Goals
WHO Existing Customers are they? WHAT I have agreed to an installation / trial of your I want to buy more salt / washing powder are they trying to do? water softeners and want to know more I'm not sure what to expect on the installation day WHY and have some questions about the trial/payment I have run out of supply or am about to run out What are the motivations for this? terms. Clear understanding and expectation of the installation process, trial, payment terms, I need to be able to restock my supply for good NEEDS timelines and impact to my home and kitchen. period of time, be offered pickup or delivery What do they need to accomplish this? How do I know when I need to replace the options and different pack sizes to suit my needs salt/filters? I'm not sure what I've signed up for and if it's PAINS worth the money. I don't know what impact this Chore of having to continually buy more supply Fears, frustrations & Obstacles? will have on my kitchen. I don't know when they and remember to do so are going to install it and how long it might take. GAINS Improving the water in our home and as a result Sufficient supply for the needs of my family and What is the benefit to the customer ? the health and life quality of my family home Ongoing optimisation of landing pages ● Centralising means more data ● Conversion rate optimisation (CRO)
Key The centralised solution Harvey Managed Dealer Managed ● Harvey’s acts as an Minimax Brand Site intermediary for a dealer’s own Link managed site Interim Page ● Interim page has clear calls to Link action (CTA) to secure the lead Dealer Site ● Link to dealer sites Brand site
Interim page ● Similar to the car dealerships ● Dealer imagery to be added ● Local testimonials
eCommerce ready - Salt & Powder ● eCommerce gateways supported - SagePay, Stripe & PayPal ● Centralising payments is a possibility Remarketing ● Put site visitors into ‘audiences’ ● Target them when they look at certain websites ● Highly effective
Measurement Framework EDUCATION OPTIMISATION CONVERSION ENGAGEMENT INNOVATION REACH Better Improve the Differentiate Grow your Increase leads, Build customer OBJECTIVE communicate the Customer through thought audience and sales and loyalty and benefits of our Experience leadership & market share overall revenue advocacy product innovation product across channels UNIQUE VISITORS TIME ON SITE CUSTOMER SALES REPEAT PURCHASE REPUTATION & SOCIAL FOLLOWERS ONLINE LEADS SATISFACTION SCORE LEADS BY CHANNEL (WEB) SALES OF CONSUMABLES PERCEPTION CUSTOMER BASE SALES NET PROMOTER SCORE OVERALL LEADS CUSTOMER LIFETIME FIRST TO MARKET OVERALL LEADS FREQUENCY OF VISITS COST PER SALE APPOINTMENTS VALUE PR KEY MEASURES PERIOD FROM LEAD TO LEADS ON MOBILE COST PER SALE REFERRALS VALUE OF INTELLECTUAL SALE DEVICES CUSTOMER SATISFACTION COST PER SALE PROPERTY BOUNCE RATE SCORE NET PROMOTER SCORE CANCELLATIONS REMOVAL RATE SOCIAL SENTIMENT OVERALL LEADS NET PROMOTER SCORE APPOINTMENTS PERIOD FROM LEAD TO SALES SALE Measurement - KPIs ● Conversion ● Sales ● Social metrics ● On site engagement metrics
Benefits of the new model ● Mitigates cannibalisation in the search results (Google AdWords suspension or deletion) ● Clear offering and defined level of service ● Short waiting times for work to be carried out ● Clearer brand positioning leading to a better customer experience Digital Summary ● We will support all Harvey managed websites ● Dealers running their own PPC activity are welcome to discuss this afterwards ● Where we require copy and images etc we ask that these are provided in a timely manner by the dealer ● We will support marketing activities for Minimax and Minimax ancillary products only
Offline marketing M2 product brochure
New build leaflet
Folder Inside Front & Back
Quote pad Softener label
Working together SCHEDULE & DELIVERY PDF APPROVAL ONLINE BRIEF ARTWORK
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