Channel crossing: creative offline to inform online

As Paid Search and Display advertising specialists we are passionate about running great campaigns, and are always looking to see how we can drive even more performance from them. So, when a fashion retail client invited us to attend a recent launch of their new product range, we jumped at the chance. Little did we know that it would have a wide ranging influence on the future strategy for our Paid Search and Display campaigns, not only at a strategic level, but tactically also.

 

In this article, we share some of the insights gained from this day, and highlight just how important offline marketing activity is for driving more performance from your online marketing campaigns.

 

Here we share our top 4 key takeaways from the day:

1. Planning for campaign preparation:

The day proved invaluable in helping us to create a plan for a new high performing campaign, well in advance of its launch date. Following the day, we have:

  • Created a schedule for each campaign, and are working collaboratively with the client on key campaign elements such as the development of new landing pages for the separate collections and new remarketing lists. This means that we will be able to coordinate launch times and product pushes with consistent messaging and creative to offline marketing activity.
  • Gained insight into the trends that will be directing fashion over the next 6 months. We also learned what the press had picked out as ‘the next big thing’, which since the press ultimately dictates fashion is really important. This means that we can prepare specific campaigns to push these target products – and capitalise on the buzz that the press interest will generate around them.

 

2. Understanding consumer engagement behaviours:

We gained a number of insights on the target audience from the client’s in-house marketing team. As a result we have been able to further refine our online marketing efforts to reach our core target audience with a specific interest in this new product range. The insights gained have:

  • Informed our optimisation strategy so that campaigns can be fully optimised with known contributors to high converting opportunities – such as time of day, device targeting and seasonality factors.
  • Improved our understanding of our target demographic which has helped us to develop highly specific remarketing lists.
  • Informed our website placement and topic targets for Display marketing. As a result we can find new ways to add further influence to the target consumer through the purchasing funnel.

 

3. Getting the terminology right:

We learned about the new terms that consumers and the media will use to search, find and talk about the new product range. New words entered our vocabulary, such as double-sided bags and trophy skirts. As a result we have:

  • Found new keywords to match future search queries to inform long tail keywords and additionally expand our existing keyword selection to capture more traffic.
  • Developed compelling messaging which incorporates the new terms that consumers will be using to talk about products. This will ensure that our ad copy is in tune with the latest consumer trends and terms.

 

4. Bringing creative synergies:

We learned more about the offline creative that will be used to promote the range and gained ideas of creative styles and imagery – in terms of colour palette, tones and formats. As a result we have:

  • Identified the best images to use for image ad extensions in our Paid Search campaigns that will present a look and feel consistent with offline marketing activity, while bringing consumers to the site.
  • Developed the most impactful creative banners to continue connecting with consumers through Display advertising while they browse other websites.
  • Applied the most effective imagery to develop compelling land pages that will keep consumers onsite and drive conversions.

 

In summary:

Attending this press day has not only enabled us to bring brand new ideas to our Paid Search and Display campaigns, it has given us a better view of the target audience and a clearer picture of our client’s overall strategy.

 

Sometimes it can be all too easy to get set in what is happening in your Paid Search and Display campaigns so that you miss the bigger picture of the overall marketing strategy.

 

Paid Search and Display is just one cog in the marketing machine. Gaining new business insights allows this cog to be better cut, better positioned and better oiled for what is to come, and to help the marketing machine work at maximum capacity. Seeing how the business operates first-hand has helped to drive our campaign direction over the first half of the year and we look forward to delivering some fantastic results!

 

Watch this space!