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Brooks Brothers Display Strategic Planning Apr12

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This document provided important input into the Brooks Brothers display planning session. I was used along with additional inputs from CRM and the agency to craft the 2013 plan.

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Brooks Brothers Display Strategic Planning Apr12

  1. 1. II.1 BROOKS BROTHERS Display Strategy Planning April 2012 Charles de Gruchy
  2. 2. 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
  3. 3. 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.
  4. 4. 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
  5. 5. By Channel DTC ROAS Expectations Awareness Interest Desire Decision Action 0.5 0.7 1.0 2.0 4.0
  6. 6. 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.
  7. 7. Attribution
  8. 8. 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 Print TV Last Year
  9. 9. Ralph Lauren Banners Source: Moat.com
  10. 10. Burberry Banners Source: Moat.com
  11. 11. JCrew Banners Source: Moat.com
  12. 12. Tommy Hilfiger Banners Source: Moat.com
  13. 13. Banana Republic Banners Source: Moat.com
  14. 14. Vineyard Vines Banners Source: Moat.com
  15. 15. Ann Taylor Banners Source: Moat.com
  16. 16. Macy’s Banners Source: Moat.com
  17. 17. Nordstrom Banners Source: Moat.com
  18. 18. Jos A Bank Banners Source: Moat.com

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