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Holiday Campaign Countdown - Making online work for offline sales
Tuesday, September 22, 2009
Today, September 22nd, marks the start of fall, which means we're only 3 months away from the start of winter...and the winter holidays.
The Agency Ad Solutions Blog Team has another quick post to help you prepare your clients' accounts for the winter shopping season. This week we're featuring an oldie but goodie on driving in-store business with online marketing.
Earlier this year the
Agency
and
Retail
blog teams wrote about the success Pier 1 had using online marketing campaigns to increase in-store sales for select furniture lines. The client effectively used geographic targeting and the Google Content Network to improve sales and ROI for strategic DMAs, despite launching the campaign at the peak of the economic crisis.
How did the client achieve this success? The client recognized that the decision process is rarely made exclusively online or offline - users go back and forth between the Internet and stores to research, select, quality and purchase goods. Marketing efforts therefore needed to also be "non-line."[1] In addition, the client had a sound test design, including specific geographic targets and ROI goals, making it easy to measure impact and assess success.
To implement similar campaigns for your clients, check out resources for
geographic targeting
and the
Google Content Network
, or visit the
Google Retail Advertising Blog
.
[1]
http://www.nonlinemarketing.com/
Posted by Katie Wasilenko, Agency Marketing
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