Gigasavvy: Data is Great, But Don't Forget the Basics #LSS2016

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Presentation by: Kyle Johnston, Gigasavvy Agency Brands Are Going Local Local is Personal Basic Local Tactics Search / Local Listings / Aggregators Data & Attribution Micromoments & Optimization #LSS2016

Business

PRESENTATION: DATA IS GREAT, BUT DON’T FORGET THE BASICS
Kyle Johnston
Partner/VP Marketing
Gigasavvy
@kylevjohnston
#LSS2016
@kylevjohnston / @gigasavvy

#LSS2016

BRANDS ARE GOING LOCAL
@kylevjohnston / @gigasavvy

•  U.S. local advertising
revenues to exceed $146
Billion in 2016
•  40% of that total ($61.2B)
spent by national brands to
“localize” their campaigns
•  Expected to grow to
$73.2B in 2020
•  Brands that improve their
accuracy and reach of
location data by only 20%
saw conversions increase
by 216%
http://www.biakelsey.com/Company/Press-Releases/151102-U.S.-Local-Advertising-
Revenues-to-Exceed-$146-Billion-in-2016.asp

#LSS2016

BRING ON THE TACTICS
@kylevjohnston / @gigasavvy

Keys Tactics: Local Digital
Marketing
•  Search/Local Listings/
Aggregators - RioSEO
•  Social Media – Facebook,
Yelp etc.
•  Data leveraged ad tech
partners – mobile vs.
desktop, audience building,
attribution

#LSS2016

DATA & ATTRIBUTION EXAMPLE: JOHNNY ROCKETS
@kylevjohnston / @gigasavvy

•  Geo-fence strategy
(parking lots vs. malls)
•  Optimize budgets &
spend in real-time,
based on engagement
•  Tied campaigns to real
business metrics
(traffic/walk-ins, food
sales & LTO sales)
Ø  ~$100,000 in
attributed revenue
Ø  ~1,800 Verified Walk-
Ins
Ø  4x ROAS
Ø  76% Campaign
Conversion Rate
Ø  ~$5 Cost Per
Restaurant Visit
Ø  Highest % LTO Sales

#LSS2016

TAKEAWAYS
@kylevjohnston / @gigasavvy

•  Lean on data & technology to
help formulate your strategy
•  Employ a full spectrum tactical
plan – search, social & ad tech
•  Data & technology is only as
good as your messaging
•  Know your micromoments and
optimize around them

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Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...

Falcon Invoice Discounting

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Gigasavvy: Data is Great, But Don't Forget the Basics #LSS2016

1. PRESENTATION: DATA IS GREAT, BUT DON’T FORGET THE BASICS Kyle Johnston Partner/VP Marketing Gigasavvy @kylevjohnston #LSS2016 @kylevjohnston / @gigasavvy

2. #LSS2016 WHO IS GIGASAVVY? •  35+ Person Creative Marketing Agency •  8 years Located in Irvine, CA •  Full Service Digital Agency •  Do Everything in House •  Focus Areas: Brand, Strategy, Search, Social, Content, Display, Web Design & Development @kylevjohnston / @gigasavvy

3. #LSS2016 BRANDS ARE GOING LOCAL @kylevjohnston / @gigasavvy •  U.S. local advertising revenues to exceed $146 Billion in 2016 •  40% of that total ($61.2B) spent by national brands to “localize” their campaigns •  Expected to grow to $73.2B in 2020 •  Brands that improve their accuracy and reach of location data by only 20% saw conversions increase by 216% http://www.biakelsey.com/Company/Press-Releases/151102-U.S.-Local-Advertising- Revenues-to-Exceed-$146-Billion-in-2016.asp

4. #LSS2016 LOCAL IS PERSONAL @kylevjohnston / @gigasavvy •  Today’s internet experience is “curated” by nature, so customers are asking for more •  Traditional banners = SPAM •  People engage with meaningful brand stories or personalized messages & offers •  This means right person/ place, right time, right message is even more important

5. #LSS2016 BACK TO BASICS @kylevjohnston / @gigasavvy •  Google’s Micromoments •  Right Person/Place – demos, geo-fencing, 1st/3rd party data •  Right Time – optimal time of day, based on the desired action •  Right Message – “Brand” message vs. local/moment based message – know the difference https://www.thinkwithgoogle.com/collections/micromoments.html

6. #LSS2016 BRING ON THE TACTICS @kylevjohnston / @gigasavvy Keys Tactics: Local Digital Marketing •  Search/Local Listings/ Aggregators - RioSEO •  Social Media – Facebook, Yelp etc. •  Data leveraged ad tech partners – mobile vs. desktop, audience building, attribution

7. #LSS2016 DATA & ATTRIBUTION EXAMPLE: JOHNNY ROCKETS @kylevjohnston / @gigasavvy •  Geo-fence strategy (parking lots vs. malls) •  Optimize budgets & spend in real-time, based on engagement •  Tied campaigns to real business metrics (traffic/walk-ins, food sales & LTO sales) Ø  ~$100,000 in attributed revenue Ø  ~1,800 Verified Walk- Ins Ø  4x ROAS Ø  76% Campaign Conversion Rate Ø  ~$5 Cost Per Restaurant Visit Ø  Highest % LTO Sales

8. #LSS2016 TAKEAWAYS @kylevjohnston / @gigasavvy •  Lean on data & technology to help formulate your strategy •  Employ a full spectrum tactical plan – search, social & ad tech •  Data & technology is only as good as your messaging •  Know your micromoments and optimize around them

9. #LSS2016 @kylevjohnston / @gigasavvy

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