Iq capabilities 2016 (1)
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Transcript of Iq capabilities 2016 (1)
Copyright © 2016 by IQ Agency 2
CREATIVE INTELLIGENCEIn the digital age successful marketing springs from creative built on a foundation of strategic intelligence. It ensures that we engage the right person, at the right time, with the right message.
IQ is an integrated marketing agency with digital at its core. Our mission is guiding mid-sized companies in the essential work of super serving the demanding, modern consumer.
Copyright © 2016 by IQ Agency
RECOGNIZED FOR INNOVATION AND CREATIVITY
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We have won hundreds of creative awards, including:
Cyber Cannes Grand Prize
Breakthrough of the Year
Copyright © 2016 by IQ Agency
STRATEGY DIGITAL
TECHNOLOGY ADVERTISING
SOCIAL
SEARCH
CONTENT EXPERIENCE SCIENCES ANALYTICS
MOBILE MEDIA PROJECT DELIVERY
COMPREHENSIVE CAPABILITIES
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Copyright © 2016 by IQ Agency
FOUNDER OF THE SODA NETWORK
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IQ’s CEO, Tony Quin founded and is the chairman of the board of SoDA, the Society of Digital Agencies, which today counts 100 of the top digital agencies in the world within its network. SoDA not only provides the affiliated services of its member agencies, but also among other things produces the SoDA report, the most viewed digital trends report in the world.
Click to view latest report
Click for more info
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CLICK TO VIEW
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Our team of writers and designers create print ads, FSIs, mailers, email and more. Combined with list acquisition, CRM and drip marketing strategies we offer comprehensive direct marketing and advertising capabilities.
DIGITAL ADVERTISING, EMAIL, PRINT
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IQ has created numerous award-winning websites and micro-sites.
WEBSITES
Allstate
Yamaha Waverunners
Holland America Cruises
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We have internal social media strategists and community managers who work to ensure our owned and earned opportunities are maximized with compelling content and differentiated strategies across channels.
SOCIAL MEDIA
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TV & VIDEOFor TV and web video, IQ has a history of world class creativity and production. Click to view examples.
GEICO
Pennington
Microsoft
AIG
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Challenge: Launch a re-imagined CPG brand with an integrated campaign.
Brand position: "Great Entertainment for your Yard”
Creative platform: The Wild Bird band
The integrated campaign used local search, social media, banners, content marketing plus TV, radio, print and outdoor in a head-to-head battle with Scott’s for the Walmart account.
INTEGRATED CAMPAIGN CASE STUDY
Copyright © 2012 by IQ Agency 15
Copyright © 2016 by IQ Agency 16
+128Sales Target product lift
%
Ultra Premium Bird Seed
RESULTS
+94 %
Basic Bird Seed
Sales Halo lift
Pennington won the battle against Scott’s with Walmart and secured an nine figure national contract.
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Conversion
YouTube
Blogs
PR/EventMedia
Search
.com
Earned
Paid
Owned
Mobile
In-store
The objective is to create a marketing system that uses less expensive Owned and Earned media to do most of the work, triggered by Paid media. The brand’s website acts as the hub for conversion into the sales channel. The following pages outline our comprehensive strategic process.
THE NEW SYSTEM
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DISCOVERY
ORGANIZATION Objectives & Goals Brand Positioning Lead Gen Methodology Technology Landscape
COMPETITORS Competitive Analysis
CATEGORY Review of Research Secondary Research Business Trends
CONSUMER Segmentation/personas Search analysis Social listening
We start with what information is available, add insights from Social listening and Search analysis, and together decide if and how we will fill in the gaps in our knowledge.
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Next we map the journey that each persona takes, not only to purchase, but also post purchase to loyalty and advocacy. We look for the key interaction and influence points so we can focus our resources.
FIND OUT WHEN & WHERE TO INTERACT CONSUMER JOURNEY MAPPING
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INTERNET
DECIDE WHAT TO SAY & HOW TO COMMUNICATE INTEGRATED CONTENT STRATEGYContent strategy then tells us what to say and how to say it, to each persona, at each of the key interaction points we have identified.
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INTERNET
INTEGRATED CHANNEL STRATEGYThis first results in a channel strategy which tells us the role and purpose of each channel for each persona.
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INTERNET
STRATEGY DRIVES TACTICSAfter a number of additional steps our plans becomes the Playbook, which is a prioritized roadmap of tactics designed to achieve business goals. This includes an estimate of cost and resources required. The Playbook acts as the guide for all marketing activity, including media, and is often used for budgeting.
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Determine Business & Marketing Objectives
Align Key Success Metrics
Develop Data Capture Points
Design Report Templates
• Clearly document business & program objectives
• Identify program learning objectives
• Identify metrics of success for each objective (KPI)
• Develop a measurement plan to quantify each metric of success
• Enable tracking mechanisms across data sources
• Benchmark and forecast KPIs
• Design dashboard layout and frequency
• Determine analysis and optimization needs (monthly trending, quarterly business, campaign performance)
Everything we do is measurable. These metrics provide insights to our analysts that tells us not only what is working and what is not, but how to optimize performance, ROI, and future opportunities.
ANALYTICS APPROACH
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Key KPIsKey KPIs Key KPIs Key KPIs• Increased traffic per test market • Increased revenue per test market • Increased frequency of purchase • Increased Average Sale
• Increased Video/Certification Participation • Increased social sharing • Increased Site Traffic • Increased traffic from email • Increased traffic from influencers
• Increased consumer acquired emails • Increased installer acquired emails • Increase lead database size • Increased rate of new customer
Learning and purchasing Discovering, Sharing, Experiencing
Sales/Consideration Engagement Awareness Marketing Objectives
Key Performance
Indicators
Channel Metrics
Site: Video Path Analysis (video started to certification ‒ fallout) • Rate of Video Completion • Rate of Certification • Hint usage • Page Views • Visits • Trended Referral Traffic to Site • Rate of Consumer Story Shared • Email: Open Rate Click Rate
• Site: Consumer emails acquired Installer emails acquired Velocity of new customer acquisition
Site: Conversion Path Analysis (video, certification, & email) Conversion Funnel (cert to lead to sale) • Rate of Request a quote (at time of certification or in response to email) Certifications by market Traffic by market Sales by market
Acquisition Grow Leads Database Knowledge of Brand
• Increased social sharing • Increased chatter volume
Site: • Traffic to the Share a Story Page • Rate of Social Sharing Social Listening: • Chatter volume
We develop a measurement plan for each initiative as well as for the overall activity of a brand. This allows a brand to understand how their marketing is changing the dynamics of their sales process.
MEASUREMENT PLAN
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This is an example of a monthly analytics dashboard and detailed reporting. We produce weekly, monthly and quarterly reports.
It is extremely valuable to be able to see a single view of all metrics. However the most value comes from the human analysis and their recommendations.
DATA DASHBOARD & REPORTING
Copyright © 2016 by IQ Agency 28
For more information visit www.iqagency.com or contact Scott Solter 678-449-2010 [email protected]