Brooks Brothers Display Strategic Planning Apr12
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Transcript of Brooks Brothers Display Strategic Planning Apr12
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II.1
BROOKS BROTHERS
Display Strategy Planning
April 2012
Charles de Gruchy
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Ideal DTC digital marketing funnel approach
The ideal comprehensive digital marketing funnel is calling out to the target audience with strong marketing messages/offers regardless of where the consumer mindset is within the funnel. And utilizes a media portfolio approach in media planning/execution. Each media channel/placement serves a role in each section of this funnel. Best practices are applied to the media plan, buy, optimization and founded on 360 tracking/measurement
Awareness
Interest
Desire
Decision
Action
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Problematic DTC Digital Marketing Approach
Awareness
Interest
Desire
Decision
Action
Focusing on bottom of the funnel only (affiliate, paid and organic search) inhibits ability to prospect and scale.
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By Channel DTC Digital Marketing Approach
Awareness
Interest
Desire
Decision
Action
Display (Prospecting)
Non Brand Search
Social Media
Organic Non Branded Search
Display (Targeted)
Display (Facebook)
Display (Retargeting)
Branded Paid Search
Branded Organic Search
Affiliate
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By Channel DTC ROAS Expectations
Awareness
Interest
Desire
Decision
Action
0.5
0.71.0
2.0
4.0
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Display Drives Awareness
• Effect of Display on the rest of the Funnel…
• According to Comscore, Retargeting increases branded search by over 1000% within 4 weeks of ad exposure.
• Typical attribution report (Convertro example) showing path and influence by channel.
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Attribution
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Nordstrom Mix Seasonality• Nordstrom’s relies most heavily on Display and Search during holidays
Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 June 2012 Jul 2012 Aug 2012
TOTAL 7.7 5.4 4.6 4.6 1.9 2.8 9.2 2.9 2.9 1.5 3.3 2.2
Outdoor - 0.0 0.0 0.0 0.0 0.1 0.1 0.1 0.2 0.0 - -
Search 1.8 2.6 2.7 2.8 1.5 1.5 1.6 1.6 1.7 0.9 1.1 0.7
Display 1.1 2.2 1.5 0.7 0.3 0.9 0.6 0.6 0.2 0.3 0.8 0.7
Radio 0.3 0.1 - - 0.0 0.1 0.1 0.1 0.1 0.0 0.0 0.0
Newspaper 0.1 0.1 0.4 0.5 0.0 0.0 0.1 0.1 0.1 0.2 0.9 0.2
B2B - - - - - - - - - - - -
Print 4.1 0.3 - 0.6 - 0.1 6.6 0.4 0.5 0.1 0.4 0.5
TV 0.3 0.1 - - 0.0 0.1 0.1 0.1 0.1 0.0 0.0 0.0
Last Year 3.3 3.5 3.0 1.8 1.6 6.2 8.2 1.9 1.8 5.4 2.1
-
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
TOTAL
Outdoor
Search
Display
Radio
Newspaper
B2B
TV
Last Year
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Ralph Lauren Banners
Source: Moat.com
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Burberry Banners
Source: Moat.com
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JCrew Banners
Source: Moat.com
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Tommy Hilfiger Banners
Source: Moat.com
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Banana Republic Banners
Source: Moat.com
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Vineyard Vines Banners
Source: Moat.com
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Ann Taylor Banners
Source: Moat.com
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Macy’s Banners
Source: Moat.com
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Nordstrom Banners
Source: Moat.com
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Jos A Bank Banners
Source: Moat.com