Stalk them until the heat death of the universe Digital marketing - - PowerPoint PPT Presentation

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stalk them until the heat death of the universe
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Stalk them until the heat death of the universe Digital marketing - - PowerPoint PPT Presentation

Sep 11, 2023 13 likes •244 views

Stalk them until the heat death of the universe Digital marketing Benjamin Hale June 2007 Two men walk into an advertising agency while the owner is trying to close it down Being ugly So healthy. So taSty. JuSt a little bit ugly.

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Stalk them until the heat death

  • f the universe

Digital marketing Benjamin Hale

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June 2007 Two men walk into an advertising agency while the owner is trying to close it down

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Being ugly didn’t stop it becoming a prawn star.

Although unimpressive in the looks department, The Endeavour Prawn has been voted best tasting wild caught prawn in Australian waters*. If you agree with the judges and believe beauty is a matter of taste, buy some Queensland Endeavour Prawns right here, or visit endeavourprawns.com.au *National Prawn Fisheries Conference Adelaide Feb 2007 It missed out in the looks department, but Queensland’s own Endeavour Prawn has been voted the best tasting prawn in Australia. If that wasn’t reason enough to try some, you’ll be amazed at just how good Endeavours are for you. With far fewer calories and less than ¼ the fat of lean beef, skinless chicken, pork, or lamb, Endeavour Prawns can add variety to any low fat diet. They also have over 4 times the “good” Omega 3 fatty acids contained in beef, chicken, lamb or pork. So keep your good looks with an ugly prawn and ask for Endeavour’s wherever you buy seafood.

endeavourprawns.com.au to find out more and for great hints on cooking, buying and storing Endeavour P

So healthy. So taSty. JuSt a little bit ugly.

Go to endeavourprawns.com.au to find stockists, recipes and nutritional information.
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For the cost of slipping and refitting a single trawler, marketing helped revive the fortunes of the whole fleet. (and became a victim of its own success)

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So why was I shutting down my traditional media advertising agency?

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What the smartphone did to all those gadgets, social and digital is doing to traditional media

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11 years later

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The market for something to believe in is infinite

It’s no longer just enough for people to believe that your product does what it says on the label.
 They want to believe in you, what you do and why you do it.

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Love Australian Prawns Can’t afford a traditional mass media approach. You can buy social media like traditional media - 60% of Australians are active on

  • Facebook. It’s the TV reach equivalent like an Origin Final every day, but you can segment

that audience by a bewildering array of dimensions. But the more things change, the more they stay the same marketing will always require two things Inspiration and education motivation and ease

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LAP is not a digital first campaign

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INSPIRE

Australia Day Father’s Day 1st day of summer End of Winter Anniversaries Spring Racing Payday

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EDUCATE

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Love Australian Prawns Facebook Video Performance 2018. Metric Total Detail All videos total reach

637,392

Total number of people exposed to an LAP video in their Facebook or Instagram feed (organic or paid). Lifetime total video views

413,600

Total number of videos viewed for more than 3 secs Lifetime total 30 second views

59,125

Number of videos viewed for 30 seconds or more Lifetime watches at 95%

50,008

Times a video was watched at least 95% of the way through (organic and paid) Lifetime unique watches 95%

46,772

Number of individuals watching a video at least 95% of the way through. Lifetime Auto-played video views

229,218

Number of times an LAP video started playing automatically in someone’s feed. Lifetime Clicked to play views

111,847

Number of times someone manually clicked to play a video in their feed. Lifetime autoplayed 95% viewed

39,432

The number of times a video autoplayed in someone’s feed and was watched at least 95% of the way through Lifetime paid video views at 95%

43,984

Video views watched at least 95% of the way through as part of paid promotion. Lifetime organic video views at 95%

6,024

Video views watched at least 95% of they way through - achieved through

  • rganic reach (unpaid)

Total comments

514

Total number of comments made on videos Total shares

1,361

Number of times people or pages shared an LAP video. Total Likes

3,558

Total likes for all videos.

Investment: $5,000 Cost per completed video view 10c

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MARKETING WITH A GUN TO YOUR HEAD AND NO MONEY.

  • Invest in your story - begin with words.
  • Invest in images both product, people, provenance, try video, make your website the centre of everything.
  • Don’t give the responsibility to your best “tech” person, give it to your best communicator.
  • Email. Still the best way to connect directly with people. Services like Mailchimp make it easy.

Your customer list is gold because Facebook can analyse it and find “more people like them”.

  • Pay for social media, think of it like any media and tell your story with one of a few goals in mind. It’s still incredible value but

watch out for vanity metrics - know the difference between impressions, clicks, views, conversions, leads. Always thing about what you want people to do next.

  • Use services like www.canva.com or FB’s own tools, it’s made to be a DIY platform.
  • Pick a platform and go for it. Don’t spread yourself too thin.
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Good social marketing needs 3 things need to come together. 1. Knowing and defining your target person (not market) 2. Creative that intrigues them enough to watch/click 3. A post click experience that fulfils the promise

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And now the dark arts

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Campaigns triggered by life events

Promoted 365 days a year. Ads are served whenever anyone is within 30 days of their anniversary. (27,500 people/month). Rich vein of life events to target for celebrations - birthday, anniversary, on holiday.

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16c per 16 page Booklet in store 3,000,000 10c per completed download 100,000 (+5,000 email addresses)

Bytes are cheaper than atoms when done right

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The super secret sauce Lookalike Audiences Retargeting

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Ambient Promotion

When served in restaurants the sticker remains
 above the rim of the ice bucket. Also high visibility in bottle shop environment. No wastage, every one will be consumed.

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Reinventing the prawn bucket for food service

T i c k t h i s

  • f

y

  • u

r b u c k e t l i s t

Half a kilo of Australian Prawns

$22.9

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Every new technology doesn’t completely replace the

  • ne before it, only dilutes it.

But people connected directly to people is powerful and where we’re headed. The cool kids might not be on Facebook, but we aren’t marketing to kids The revolution is not evenly distributed. Newspapers

  • dying. Local newspapers are not.

Purchasing (unbranded) seafood online might not take

  • ff… ever.

But from what I’ve learned, marketing seafood online works well enough that you’ll need big hessian sacks to take home all the money you’ll make if you do it well.