How Circa Lighting's Integrated Digital Marketing Strategy Drives
Effective Customer Engagement at Every Touch PointPresented by: Al Bessin, COO, Circa Lighting
Udayan Bose, Founder & CEO, NetElixir
April 24-25, 2019
Optimize our business for B2B and consumer markets
Normalize and automate digital assets to support webs as well as digital displays
What our partners, such as NetElixir, do to support and extend our marketing across channels
Integrating outside sales, showroom, call center and online sales by leveraging our ERP across desktop and mobile platform
2Objectives
Mission To be the premier merchant of designer-inspired lighting to designers and consumers, providing inspiration, world class service and support
Founded 1998 by Gale Singer
Growing organically and through showroom expansion
3Circa Lighting Highlights
Manufacturing and Distribution• Visual Comfort – premium designer-inspired decorative lighting
• Tech Lighting – modern decorative and architectural lighting
• Generation Lighting – popularly priced decorative lighting
• Monte Carlo Fans – full range of fans
Direct Sales• Circa Lighting – direct sales to trade and consumers
4Circa Lighting – Vertical Integration
Manufacturing & Distribution Direct
Channels• Websites
• Phone
• Showroom
• Outside Sales
5Markets and Channels
Tip: Ensure channels work with each other rather than compete
MarketsHybrid B2B, B2SP, B2C across the US
• Trade• Designers• Builders• Architects• Electrical Suppliers
• Consumers
Do business how your customers want, not how you want
Websites• circalighting.com• clarksonlighting.com
Email• Targeted and triggered
Marketplaces• Trade and Consumer
Social Media• Facebook• Pinterest• Instagram
Trade Media:• Active management
6Digital Media – Online
Tip 1: Be where your customers areTip 2: Segment Media by Market
Mission Helping Retailers Get Found Online, Win New Customers and Acquire Actionable Business Insights
Founded in 2004 by Udayan Bose
Premier Google and Bing Partner.
UPS Ready Partner.
Services Offered:
Full Service Demand Gen Solutions:
Paid Search, SEO, Paid Social, Amazon Ads
Analytics Consulting and CRO,
On-Demand Ecommerce Tech Development
7About NetElixir
120+ Clients. 130 Team Members.
83+ YEARS OF PARTNERSHIP: CIRCA + NETELIXIR
+176%
SESSIONS
+154%
NEW USERS
+317%
REVENUE
9
Completes the purchases (mostly)
between 11 AM and 2 PM
Lives mainly in
CA, NY, MA, CT, and TN
Uses long tail, specific and intent
driven queries between
4 and 7 words long when searching
Completes purchases mainly on
Mondays when Purchasing
Valuable Items on Wednesdays
In Top 20% (by Household Incomes)
Takes time before making a purchase
Waits for 3 – 7 days after beginning
the purchase journey (latency)
Visits the site 7-11 times before
completing the purchase (latency)
Mostly women
in the age group 35 - 44
She is a Luxury Shopper, Business
Traveler, and Home Décor Enthusiast
and loves to shop in stores as well
Uses 2.2 devices during the search-
shop-buy process but is most likely to
complete her purchase on a computer
HIGH VALUE CUSTOMER PERSONA
10
Push Geos with High Value Traffic
Potential
Use Cross-Device Data to Determine
Device Level Investments
Maximize Visibility During Key
Shopping and Research Hours
and Days
Align Latency with Audience Targeting
Strategies
Be Found By Top Income Groups
During End to End Purchase Journeys
Be There For All Demographics with
Always Available for Female Customers
Maximize The Coverage of Long
Tail Queries Across Ad Formats
Reach out to the Potential and
Relevant In-Market Audiences at the
Right Moment
Targeted Search + Social Advertising for Profitably Winning High Value Customers
11MODERN SEARCH
AUTOMATIONSmart Campaigns
Smart Bidding
CREATIVE
EXCELLENCEResponsive Search Ads
Responsive Display Ads
MEASUREMENTProminence Metrics
Non-Last Click Attribution
Experiments
AUDIENCEDetailed Demographics
Advanced Audience Segments
Dynamic Search Ads
12AI is changing paid search.. forever
Source: Prediction Machines by Prof. Ajay Agarwal, Prof.Joshua Gans, Prof. Avi Goldfarb
13Modern Search Features Already Introduced by Google
Audience Automation Creative Excellence Measurement
Dynamic Search Ads Smart campaigns Responsive search ads Non Last Click Attributions
Detailed demographics
• Age
• Gender
• Household income
• Parental Status
• Marital Status
• Education
• Homeownership Status
Smart bidding Responsive display ads
Page Locations/Prominence Metrics
instead of Avg. Position
• Abs. Top IS,
• Top IS,
• Click Share for Search
and Shopping Campaigns
Dynamic Remarketing & Prospecting Drafts & experiments
Detailed Audience Targeting
• Past Visitors,
• Lookalikes,
• Email Lists,
• In-Market,
• Detailed Demographics,
• Custom Combinations,
• Third Party Audiences,
• Affinity,
• Custom Intent/Affinity
Voice Search & Local Search
Online channels are ever evolving. NX keeps on testing new and relevant features to learn how to adopt them permanently.
Below are some major features that NX has adopted for Circa Lighting over last few years.
14Modern Search Adoption Drive for Circa: <10% to 62% of paid search revenue in 15 months
Smart Bidding
Dynamic Search Ads
Responsive Search Ads
New Detailed Targeting Variables – For e.g.
Household Incomes
Customer Match
Smart Display Campaigns
Gmail Ads
Audience Maximization around Site Visitors, In-
Market, Lookalikes and Custom Combinations
Smart Bidding with Human Manipulations drives 69% of
Sessions that have 154% better CTR, 27% lower CPC and
227% better ROAS than manual bidding
Circa DSA had a ROAS which is about 200% higher industry
benchmark for this campaign type.
Helped us with driving more qualified searches which reduced
CPC by 66% and improved ROAS by 208%
Helped us with increase the traffic and revenue from top 10% of
US Households by 122% and 112% YoY between Oct and Mar
Traffic, Spend, Orders and Revenue grew by 4251%, 3597%,
1268%, and 1161% YoY in Google in 2019 across all audience
types
Helped us with driving traffic with a CPC at 25% cheaper CPC
and drive revenue with maximum efficiency
Helped us drive 600K incremental impressions at 62% lower
CPC than all campaigns with a 9X Assist Ratio
Helped us win new inventories for trademark keywords with
CPCs 68% lower than SERP placement for trademark keywords
15The Impact of Modern Search: Audience Campaigns
+375%
CTR
-7%
CPC
+62%
CVR
+75%
ROAS
16Best Practices: Audience
• Test all audience types. Identify the “must-have” audiences from each type
(the “high-value” persona).
• Allocate spend to focus on the top performing segments.
• Determine if you need just an audience layer vs. standalone targeting.
• Test Combined Audiences (intersection of two audience segments) as part
of a larger campaign.
• Apply Smart Bidding with select audiences to maximize the impact of
Google’s machine learning algorithms.
• Engage in continuous performance testing and invest/divest on different
audience segments per business goals.
17Learn NetElixir’s Best Practices for Modern Search
• Join our Modern Search Webinar Series in May:
- May 8 & 9: Fundamentals & Best Practices
- May 17: Updates from Google Marketing Live in SFO
- May 30: Bing and Modern Search (co-hosted by a Bing Product Expert).
• Download our Modern Search Best Practices Checklists.
netelixir.com/modernsearch
Data• Disparate feeds from four sister companies
• Mapping, Transformation, and Loading all digital tools and ERP-CRM
Images• Studio Photography
• Application Shots
• Instagram: crowd-sourced hosted by Olapic
• CAD Block Images
Tear Sheets• Dynamic: data-driven
Installation Instructions
18Asset Normalization
Tip 1: Leverage the same assets across all mediaTip 2: ”Productionize” as much as possible
M-T-L
ERP-CRM
Online
Showrooms
Websites
Endless Aisle Displays
Full Size Displays
iPad Applications
ERP-CRM
19Digital Media Across Channels
Tip: Brand the look everywhere
websites
mobile app endless aisle
ERP-CRM
ERP-CRM fully integrated
Website bi-directional integration
iPad ERP-CRM
Endless Aisle integration
20ERP-CRM Integration
M-T-L
ERP-CRM
Online
Showrooms
Tip: Integrate everything
Al Bessin
512.745.9070
21
Thank You!
Udayan Bose
609.356.5112 ext 102
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