Reload Media Quarterly Breakfast Series - 'Planning Your Digital for the New Financial Year'

Presentation from the Reload Media Quarterly Breakfast held on the 25th May, 2018.

Topic:
Planning your Digital Marketing for FY18/19

Speakers:
Craig Somervile - Managing Director, Reload Media
Libby O'Brien - Head of Digital, Flight Center Travel Group

1. EOFY Digital Planning 25 th May 2018 at Reload Media

2. Trusted by over 300 businesses with their digital initiatives and growth activities. About Reload Our Valued Clients 2

3. Today’s Speakers Our two speakers for this morning’s Breakfast Event. 3 Libby O’Brien Head of Digital at Flight Centre Travel Group Craig Somerville Managing Director at Reload Media

4. EOFY Digital Planning Libby O’Brien – Head of Digital 25 th May 2018 – Flight Centre Travel Group

5. Libby’s Top Five Tips To Plan for FY 18/19

6. Who am I?

7. So you get asked about your “plan”

8. LT#1: Objectives Ask the business Force the business USE THE INTERNET Give up, manage your own

9. LT#2: Produce a plan

10. LT#3: Think Small

11. LT#4: Value Story

12. LR#5 Structure for Success

13. THANK YOU

14. EOFY Digital Planning Craig Somerville – Managing Director 25 th May 2018 – Reload Media

15. What I’ll Cover Today The areas I’ll cover off in regards to preparing your digital for the new FY. 15 1 Digital Tactics We Expect to See Rise in FY19 A quick bit of future gazing into what is firming as FY19’s most effective tactics for digital marketing. 2 How We Plan Digital for New Financial Years A summary of the process we use for planning financial year activities for our clients’ digital marketing. 3 Top Tips for Digital in FY19 A few tips for helping to plan your digital in FY19.

16. 16 FY19 Digital Marketing Trends & Predictions Online & Offline Merging Further Sales Coming From More Channels Websites Focused on Intent Customers will expect online and offline experiences to match This will lead to a continual blending of digital and the real world Multi-channel shopping and researching is becoming the norm We’re seeing a much more diverse set of channels generating sales and enquiries as a result With more focus on customer experience and the user journey, websites will be re-built to focus on intent This will change how navigation and layout is organised

17. 17 Planning Digital for the New FY

18. Step 1: Mapping the Customer Journey How do your typical clients go on a purchase or enquiry journey? Where are the gaps? 18 Need Recognition / Trigger What triggers occur within the target decision maker or business that gets them starting to think about your products/services? Research How does that person go about their research from there? What questions do they want answered? Evaluation of Alternatives Who are they comparing you against? What factors go into a comparison of the alternatives? Online/Offline? Satisfaction? How satisfied are customers generally? Referrals? Online reviews? Testimonials? Service/Product Experience How does the actual service delivery play out? What’s it like living with the product? Where does digital intersect? The Sale How does the sale unfold? What is your process to “winning” a sale?

19. Step 2: Overlaying on the Calendar How we structure sessions to plan new financial year activities. 19 Jul FY18: $10k spent FY18: $30k return 80% impression share ------------------------------------ FY19: $12.5k allocation Aug Sep New Product Launch Extra $10k for promotion Oct “Test & Learn” on Audience Expansion = $5k Nov Black Friday / Cyber Monday Dec Christmas Campaigns Live Jan FY18: $15k spent FY18: $60k return 20% impression share ------------------------------------ FY19: $75k allocation Feb Summer Clearance Sale - $5k allocated Mar New Website Launched Apr FY18: $15k spent FY18: $15k return 100% impression share ------------------------------------ FY19: $10k allocation May Jun EOFY Sale

20. Step 3: How We Validate & Forecast Use data to back up assumptions and forecast impact. 20 Extrapolate Year on Year Audience & Reach Estimates Setup Reporting Dashboards Schedule Review Points & Adjust Both Analytics and AdWords have abilities to use historic data to extrapolate and forecast future impact. Most platforms (AdWords, LinkedIn, Twitter, etc ) allow you to estimate search demand and/or audience sizes, which can be used to forecast reach and impressions. Once planned, you can setup dashboards to validate your estimates as real-time data becomes available. Choose appropriate metrics for the objective. Based on early results in the first 3 months, schedule a review point to assess results and forecast assumptions and re-calibrate remaining months accordingly.

21. Step 4: Project Planning Working backwards to plan the moving parts. 21 You’ll Need to Think About… Landing Pages or Website Content Creative Assets for Various Ad Formats Pre-Campaign Build-Up + Post-Campaign Follow Up Any Other Third Parties Required Internal Stakeholder or Head Office Signoff Ad Platform Launch Times Tracking & Measurement. The more elaborate your digital plans, the earlier you will need to start planning a campaign launch.

22. Craig’s Top Tips For planning your digital marketing for FY19. 22 1 Start Planning Early The best campaign results come from those digital activities planned out well ahead of time. 2 Use Data Where Possible to Forecast Your own historic data is still the best place to start when forecasting future impact, budgets and results. 3 Create Real-Time Reporting Dashboards Platforms such as Google Data Studio allow for real-time performance insights that can be fed back into campaigns.

23. Any Questions? Presented by Craig Somerville 25 th May 2018 Please feel free to connect with me: [email protected] @ca_somerville www.linkedin.com/ in/ craigsomerville

24. Panel Discussion Short Q&A – Get Your Questions Ready!

25. Thank You For Coming! Stay Tuned for More Info on Our Next Quarterly Breakfast Event