Lincolnshire Marketing Conference 2018

TOM
DISTRACT
DEAN
CITYX
FOOD SUZANNE
AMICA HR
KELLY
SKY
PETER
DISTRACT

TOM JACOBS
HEAD OF ADVERTISING, DISTRACT

visit: distract.co.uk tweet us: @distracthq
Getting Found On Paid Search
in 2018
by Tom Jacobs

Tom Jacobs
Head of Advertising, Distract
• One of the fastest growing Advertising Agencies in the East
Midlands
• Winner of ‘Best Digital Marketing Campaign’ in Lincolnshire
• Finalist for “Best Paid Social Media Campaign” at the UK
Biddable Awards

87%
of smartphone owners turn to
Search FIRST in a moment of
need.

SEARCH has become the
go-to path for assistance.
An opportunity

Getting found, getting chosen
Relevant | Size | Clickable

Voice
As experiences improve, more people will adopt

As more people search, we
have more opportunity to sell

70% of people who
bought something in a store
first turned to search for
relevant information

Driving footfall through search

Final Thought…
There are people searching
for what you do
RIGHT NOW.

Searches for ‘accountant’
40,000

Searches for ‘electrician’
55,000

Searches for ‘estate agent’
110,000

Business is waiting for you
on SEARCH.

Thanks for listening
web: distract.co.uk
call: 01522 71 61 71
email: tom@distract.co.uk

Dean Graham
Digital Publishing
Where hundreds of years of knowledge means absolutely nothing.
1

Dean Graham
Profile
X
DEAN GRAHAM
MCIM Chartered
“The digital world
offers anyone the
opportunity to become
a pioneer”
Experience
Owner/Publisher of Stonebow Media, a
digital publishing house based in
Lincoln.
Founder of CityX, a digital platform for
business people and their companies.
Skills
Qualified as a Chartered Marketer
specialising in digital marketing, Google
Partner, e-commerce specialist, national
award winning digital publisher.
Enterprise
Investing in the technical innovation of
news and information in order to lead
the digital disruption of the publishing
industry.

Dean Graham
2017/18
Stonebow Media
X
2010
2014
2015
2016
Stonebow Media launches
The Lincolnite
The Lincolnite hits first
500,000 monthly visits
• Lincolnite reaches
50,000 Facebook
followers
• Lincolnshire Digital
Awards Launched
• Lincolnshire Business
Magazine Launched
• The Lincolnite reaches
first 1,000,000 visits in
a month
• Lincolnshire Reporter
daily news website
launched
• Lincolnshire Business
daily news website
launched
• Over 100,000 Facebook
followers combined
• Lincolnshire Tech Week
launched
• Lincolnshire Tech Expo
launched
• Pistons in the Park
launched
• Visit Expo launched
• CityX Magazine launched
• CityX launched
• LincolnX launched
• Director’s Conference
launched

Dean Graham
Our Services
X
Statistics
Our stats are measured using Google Analytics, the industry standard tool for web statistics, preferred by most
publishers across the globe. Different systems employed by some national chain publishers, such as Adobe
Omniture, tend to report higher numbers for some metrics, including unique visitors.
Over 125,000
social media
followers
Over 2 million
pages viewed per
month
Over 500,000
readers per
month
Over 1.6 million
visits per month
Over 10 million
advert impressions
per month

Dean Graham
Marketing Changes
X
The internet has completely
changed how multiple generations
interact with each other, which has
meant the entire industry of online
publishing and marketing has had
to have a re-think.
Biggest changes to marketing -

Dean Graham X
Marketing Changes
1
Starbucks not
paying a ‘fair
share’ of tax
Companies are held to account far
more easily. News which was often
front page one day and chip wrapping
the next was far easier to manage.

Dean Graham
Marketing Changes
X
2
Remarketing
How companies find and engage with
their audience is more targeted than
was ever thought possible.

Dean Graham X
Marketing Changes
3
ROI
“Half of the money I spend on
advertising is wasted, the problem is I
don’t know which half”
– John Wanamaker

Dean Graham
Barbour
SPOT THE DIFFERENCE
Eqvvs
X
Eqvvs

Dean Graham
Eqvvs
X
Knowing your audience
means you can find your
audience, which
massively reduces
marketing wastage.

Dean Graham
Eqvvs
X
JAN 2014
1,200
followers
JULY 2014
10,000
followers
JAN 2015
30,000
followers
JULY 2015
60,000
followers
JAN 2016
130,000
followers
JULY 2016
170,000
followers
JAN 2017
183,000
followers
MAY 2018
230,000
followers

Dean Graham X
Privacy
With the ability to read your
emails, track your location, and
monitor your spending habits,
when does it go a step too far?

Dean Graham
Digital Publishing
X
Digital Publishing, where
hundreds of years of
knowledge means absolutely
nothing.

Dean Graham
Tech
X
Tech industry, where
businesses with £0 of
revenue can be valued at
Billions
(Snapchat infamously turned down a £3bn
buy out before it had ever made a penny
of revenue)

Dean Graham
Social Media
X
Social Media, where the
most valuable platforms are
barely a decade old and
new ones are being created
all the time.

Dean Graham
THANK YOU
FOR YOUR TIME
X
ANY QUESTIONS?

SUZANNE TRICKER
DIRECTOR, AMICA HR

How to Market Your Company as
An Employer of Choice
www.amicahr.co.uk

v Employees are an organisation’s biggest cost and its biggest
risk
v It means that people will choose to work for you.
v It means that people will choose to really dedicate
themselves to your success
v It means that people will choose to stay with you
v Recruitment will be easier and less costly
v Higher calibre of people bring the benefits = increase in
productivity, efficiencyand increased profits.
www.amicahr.co.uk
Why?

v Competitive salaries and benefits
v Flexible working
v Working environment
v Highlighting employees reaching milestone
anniversaries
v Investing in professional/personal development
v Promoting sustainable practices
www.amicahr.co.uk
What is your offer?

v Strong employer branding
- What differentiates you from other employers?
v Marketing from the inside out
- whole company effort - at every touch point between your
company and the outside world.
- share key messages with employees, so they can easily talk to
their friends/network about the company and how great you are!
vwww.amicahr.co.uk
Marketing your offer

Promoting how you develop your
people
v Openly praising awards such as published articles
v Publishing a yearly review of employees promoted
v Promote any awards you receive ‘quickest growing
business’, ‘best company to work for’
v Publish quotes/case studies of employees on why they
like working for you
www.amicahr.co.uk

Outcomes
v If employees understands the branding messages the marketing
will stay in their memories
v Employers of choice that focus on their people are generally
happier places to work, where people have more fun
v Attendance levels are higher
v Staff retention levels are increased – avoiding costly
recruitment/training.
v Employers of choice are more attractive to investors
www.amicahr.co.uk

KELLY DIVER
ADSMART SALES, SKY

DON’T FORGET YOUR
FEEDBACK SHEETS!

visit: distract.co.uk tweet us: @distracthq tweet me: @pjwatto
Marketing is easy, right?
by Peter Watson

Peter Watson
MD, Distract
• One of the fastest growing Advertising Agencies in
the East Midlands
• Winner of ‘Best Digital Marketing Campaign’ in
Lincolnshire
• Finalist for “Best Paid Social Media Campaign” In
the UK Biddable Awards
• National and Local Brands.

Some big brands offered me
to advertise their products.

People started asking where
to buy parts?

If you help someone, they will buy
from you.
If you sell to them, they will
ignore.

When I first started in
Marketing

Nobody has marketed your
business today.

Naked Marshmallow -
Valentines Day Campaign
We found out people bough product for 3
reasons, one being a cheap date night.
Where did it start?

It helped create the biggest
stars

2000 – Launches Google
Adwords

2002-2008 – Largest Google
Ads Spend

2007 – Launches Advertising
Product

2015 – £100,000,000 Per
Annum

When Marketing changes, be
at the front of it.

Brand makes selling cheaper.
100% Chance of buying
0% chance of buying
Brand
Credibility
Marketing
Required

Then I realised what I just did.

I wasn’t forced to buy through
Facebook

My Girlfriend wasn’t held
hostage

But, I perceived this brand as
the “go-to”.
They had me on BRAND.

Create your own niche.
Creating an experience increases user spend.

Nudges of video viewers
Showing relevance to event.

visit: distract.co.uk tweet us: @distracthq tweet me: @pjwattovisit: distract.co.uk tweet us: @distracthq tweet me: @pjwatto
Return on Investment
• Video Views = 259,820
• Clicks to product = 2,088
• Impressions = 1,624,499
• Unique Consumers Reached = 1,224,989
Advertising Multiplier
x7.18

Facebook gives weight to new
features.

Track everything
Freebie for the B2B’s out there
Connect on
LinkedIn
Create Specific
Lead Page
Using emails from
LinkedIn ->
Send Email
Advertise to Email
Addresses
(Facebook)

Google Advertising
Facebook Advertising

Marketing is about long-term
return. It’s not a cost.

Great marketing hasn’t
changed.
It’s just noisier now.

Thanks for listening
web: distract.co.uk
call: 01522 71 61 71
email: pete@distract.co.uk

Voice.
20% of ALL mobile searches are
through voice.

Personal Branding
People buy people.

Death of Print
Growth of Digital, means the
death of something.

Change of Retail
Experience vs Convenience

Change of TV consumption
(Watch)

Lincolnshire Marketing Conference 2018

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