Stalk them until the heat death of the universe Digital marketing Benjamin Hale
June 2007 Two men walk into an advertising agency while the owner is trying to close it down
Being ugly So healthy. So taSty. JuSt a little bit ugly. didn’t stop it becoming a prawn star. It missed out in the looks department, but Queensland’s own Endeavour Prawn has been voted the best tasting prawn in Australia. If that wasn’t reason enough to try some, you’ll be amazed at just how good Endeavours are for you. With far fewer calories and less than ¼ the fat of lean beef, skinless chicken, pork, or lamb, Endeavour Prawns can add variety to any low fat diet. They also have over 4 times the “good” Omega 3 fatty acids contained in beef, chicken, lamb or pork. So keep your good looks with an ugly prawn and ask for Endeavour’s Although unimpressive in the looks department, The Endeavour Prawn has been voted best tasting wild caught prawn in Australian waters*. wherever you buy seafood. If you agree with the judges and believe beauty is a matter of taste, buy some Queensland Endeavour Prawns right here, or visit endeavourprawns.com.au Go to endeavourprawns.com.au to find stockists, endeavourprawns.com.au to find out more and for great hints on cooking, buying and storing Endeavour P recipes and nutritional information. *National Prawn Fisheries Conference Adelaide Feb 2007
For the cost of slipping and refitting a single trawler, marketing helped revive the fortunes of the whole fleet. (and became a victim of its own success)
So why was I shutting down my traditional media advertising agency?
What the smartphone did to all those gadgets, social and digital is doing to traditional media
11 years later
The market for something to believe in is infinite It’s no longer just enough for people to believe that your product does what it says on the label. They want to believe in you, what you do and why you do it.
Love Australian Prawns Can’t a ff ord a traditional mass media approach. You can buy social media like traditional media - 60% of Australians are active on Facebook. It’s the TV reach equivalent like an Origin Final every day, but you can segment that audience by a bewildering array of dimensions. But the more things change, the more they stay the same marketing will always require two things Inspiration and education motivation and ease
LAP is not a digital first campaign
Australia Day Father’s Day 1st day of summer End of Winter Anniversaries Spring Racing Payday INSPIRE
EDUCATE
Investment: $5,000 Cost per completed video view 10c Love Australian Prawns Facebook Video Performance 2018. Metric Total Detail 637,392 All videos total reach Total number of people exposed to an LAP video in their Facebook or Instagram feed (organic or paid). 413,600 Lifetime total video views Total number of videos viewed for more than 3 secs 59,125 Lifetime total 30 second views Number of videos viewed for 30 seconds or more 50,008 Lifetime watches at 95% Times a video was watched at least 95% of the way through (organic and paid) 46,772 Lifetime unique watches 95% Number of individuals watching a video at least 95% of the way through. 229,218 Lifetime Auto-played video views Number of times an LAP video started playing automatically in someone’s feed. 111,847 Lifetime Clicked to play views Number of times someone manually clicked to play a video in their feed. 39,432 Lifetime autoplayed 95% viewed The number of times a video autoplayed in someone’s feed and was watched at least 95% of the way through 43,984 Lifetime paid video views at 95% Video views watched at least 95% of the way through as part of paid promotion. 6,024 Lifetime organic video views at 95% Video views watched at least 95% of they way through - achieved through organic reach (unpaid) 514 Total comments Total number of comments made on videos 1,361 Total shares Number of times people or pages shared an LAP video. 3,558 Total Likes Total likes for all videos.
MARKETING WITH A GUN TO YOUR HEAD AND NO MONEY. • Invest in your story - begin with words. • Invest in images both product, people, provenance, try video, make your website the centre of everything. • Don’t give the responsibility to your best “tech” person, give it to your best communicator. • Email. Still the best way to connect directly with people. Services like Mailchimp make it easy. Your customer list is gold because Facebook can analyse it and find “more people like them”. • Pay for social media, think of it like any media and tell your story with one of a few goals in mind. It’s still incredible value but watch out for vanity metrics - know the difference between impressions, clicks, views, conversions, leads. Always thing about what you want people to do next. • Use services like www.canva.com or FB’s own tools, it’s made to be a DIY platform. • Pick a platform and go for it. Don’t spread yourself too thin.
Good social marketing needs 3 things need to come together. 1. Knowing and defining your target person (not market) 2. Creative that intrigues them enough to watch/click 3. A post click experience that fulfils the promise
And now the dark arts
Campaigns triggered by life events Promoted 365 days a year. Ads are served whenever anyone is within 30 days o f their anniversary. (27,500 people/month). Rich vein o f li f e events to target f or celebrations - birthday, anniversary, on holiday.
Bytes are cheaper than atoms when done right 10c per completed download 16c per 16 page Booklet in store 100,000 3,000,000 (+5,000 email addresses)
The super secret sauce Lookalike Audiences Retargeting
Ambient Promotion When served in restaurants the sticker remains above the rim of the ice bucket. Also high visibility in bottle shop environment. No wastage, every one will be consumed.
s i h t k c i T r u o y o f t e k c u b t s i l Half a kilo of Australian Prawns $22.9 Reinventing the prawn bucket for food service
Every new technology doesn’t completely replace the one before it, only dilutes it. But people connected directly to people is powerful and where we’re headed. The cool kids might not be on Facebook, but we aren’t marketing to kids The revolution is not evenly distributed. Newspapers dying. Local newspapers are not. Purchasing (unbranded) seafood online might not take o ff … ever. But from what I’ve learned, marketing seafood online works well enough that you’ll need big hessian sacks to take home all the money you’ll make if you do it well.
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