Marketing Strategies in a Challenging Economy

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26 Ιουν 2012 (πριν από 5 χρόνια και 2 μήνες)

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CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
1
Lynn Elliott
-
Media Demographics, Inc.
In A Challenging Economy
Marketing Strategies
Shift in marketing

INBOUND
-
Increase 65%

OUTBOUND
-
Decreasing

2012
-
Year for Mobile!

Strong internet position

Value
you have
in your
obits
We’ll cover all the pieces

Your current customers

Online surveys

Your image

Traditional Outbound Media

Television

Newspaper

Billboards

Inbound Media

Internet

Google

Websites
-
Landing Pages

Social Media

Mobile Marketing

QR Codes
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
2
Current Customers

Database

EXCEL

NCOA

National Change of Address

MelissaData.com

Direct mail

Twice a year

holiday card

pre need response postcard

Newmaturity.com

60+ mailer

.04
-
.06 per household
Your Impression

Take a look at your
collateral pieces

How does the family feel
when they walk away?

Logo Folder
4imprint.com

Cremated remains returned

Matte bag with rope handles

Large quantity
pouchdepotinc.com

Brochure

Overnightprints.com

Vistaprints.com
Logo items
4imprint.com
Over 60% of your new business is by referral
$1.59 to $1.00 up to 1,000
over 1,000 .80 each
$1.15 to $.70 each up to 1,000
.89 to $.75 each up to 1,000
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
3
Electronic Surveys

Most valuable
information you can
receive

Collect email address
at the arrangement

5 easy questions

Low cost

FREE 60 day trial

$20 per month
www.constantcontact.com
5 Questions to ask
#1
-
Did you attend a service or
arrange a funeral?
#2
-
How likely are you to refer
a friend or family member?
Scale of 1
-
5
#3
-
Would you refer us to a
friend or family member?
Why or why not?
Open ended response
#4
-
How would you rate the
following attributes?
Scale 1
-
5

Customer service

Professionalism

Understanding of
customer’s needs

Cleanliness of mortuary

Overall presentation of
services
Question #5
How did you hear about us?

Referral from family or friend

I have attended a service before

Yellow Pages

Online search

Radio

Billboard

Newspaper

Other
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
4
Outbound Marketing
RADIO

Top three formats

Nostalgia

News

Country

Testimonial spot

Sponsorship news &
weather

www.radio
-
locator.com
TELEVISON

Network
-
Large imprint

ABC, CBS, NBC, FOX

Local News

Judge Judy

Cable TV
-
small imprint

CNN, MSNBC, FOX
NEWS

www.thecab.tv
Billboards
Cheapest cost per impression
advertising
Revenue down 30%
-
50% in some
markets
Fixed board or rotating board
Newspaper

Readership is
dwindling

Paper size is
shrinking

Don’t get into a
large contract

REMNANT
ad
space
No smaller than a
half page
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
5
Yellow Pages
65%
of people already have
the name of a company in
mind when grabbing the
yellow pages

Expensive

Extinct in 2 years
Desktop Search Engine Share
GOOGLE 83.1%
YAHOO 6.5%
BAIDU 4.4%
BING 4.0%
Mobile Search Engine Share
GOOGLE 92.04%
YAHOO 5.63%
BING 1.16%
BAIDU .89%
ASK .12%
AOL .01 %
Source: Netmarketshare .com August 2011
Search Engine Share Desktop/ Mobile Worldwide
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
6
40% of all monthly searching is for
LOCAL businesses, increase of
28% over last year.
Add photos, videos, and offers to show customers why they'll want to choose
you. Highlight special promotions, post live updates, and respond to reviews
from your Places for business account.
FREE
FREE
Set Up

Post your current commercial

Comment on other videos

Creating playlists of your
favorite YouTube videos

Famous Memorials

Celebration of life videos

Add keyword tags on videos

LOCAL
FREE
MUST
for any website
Code is a little tricky to load
Features are:
Page views
Time spent on site
Bounce rate
What pages are most viewed
Where are they coming from?
Incoming Search engines
Incoming referrals
Organic vs. Paid
Mobile
vs
Desktop
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
7
Top Content
Incoming Sources
Maps
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
8
Key words

Difficult to set up

use an
expert

Must be monitored

Increases traffic immediately

Top three position

Ad extensions

Phone numbers

Desktop
vs
Mobile Campaigns

Set up weekly report
Cost per Click (CPC)
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
9
Internet

Must
have a website

HITS

How Idiots Track
Success

Unique Visitors

time
spent on your site
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
10
SEO (Search Engine Optimization)

75% of all users who
search do not go past the
1
st
page.

Paid position with Google
Ad words

Organic position with
good SEO

Meta Tags & Keywords

Landing Pages

Business Reviews
Meta Tags & Keywords

How to check to see if your site has keywords
and meta tags

Right click go to view source
<meta name="keywords" content="national, funeral, director, directors, association,
industry, cremation, burial, green, funeral home, funeral director, cremation, aftercare,
cemetery, casket, preneed, embalming, funeral rule, NFDA, organ, tissue, OSHA, pet
services, veteran, green funeral, ethics, community relations, shipping, arrangements,
obituary, international convention, grief, resource, planning, funeral planning, funeral
ethics, funeral preneed" />
Landing Pages

Geographic Area
Does your trade area cover
another state?
Grab web addresses of close cities

Veterans Benefits
Create packages and show cost of a
standard funeral
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
11
Reviews
-
Business Listings
The biggest players currently are:

Yelp!

Insider Pages

Google Maps

Bing Local

City Search

Yahoo Local

Local.com

Ask.com

Merchant Circle

List, claim, and build

Use it to make you better

Set up alerts

Get proactive

More reviews =
better search
position
Content is King
Service Information

Free traffic to your website

Location on home page

Newspaper obit second
most read section of the
paper over the last 20 years.

You own
the content

You have
the “eyeballs”

Challenges

Tributes has a feed

Social Media
SOCIAL MEDIA
It isn’t a fad.. It’s a social revolution
Any message with
fewer than 140
characters posted to
Twitter
Your website
Automatically posts to
facebook
Facebook feed on
Website
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
12
MOBILE IS A MUST

Is your web site ready for Mobile?

Mobile users outnumber PC users, 4 to 1.
Most websites won't work on a mobile
phone!

Take the test

Different Mobile site layouts

Text

Icons

Free software with Go Daddy
& Network Solutions

Grab your .mobi website on
Go Daddy

Promo code

www.mobi
-
web.us

$249.00

Free preview before you buy
Is your website mobile friendly?
Business Cards
Brochures
Newspaper Ads
Special Events
Email Signature
Mugs
Clothing
Trade Shows
Prayer Cards
Memorial Cards
QR CODES
-
Quick Response
www.qrstuff.com
Plain Text
Website URL
Telephone Number
SMS Message
Email Address
Email Message
Contact Details (VCARD)
Event (VCALENDAR)
Google Maps Location
Wifi
Login (Android
Only)
Paypal
Buy Now Link
Social Media
iTunes Link
YouTube Video
Link up to:
Use on:
CANA/ NFDA CHICAGO 2011
9/22/2011
FHMCOURSE.COM
-
Lynn Elliott
13
7 tips to take home

Keep in touch with your past families

½ page ad ready remnant space newspapers

Get Goolged

Measure your SEO

Think of the obituary as free advertising for your
website and be PROACTIVE

Mobile friendly site is a MUST for 2012

Take advantage of QR technology
Questions?