Presentation Transcript

1. Signsearch Advertising Initiative

   Jackson Cuneo
2. Objectives Gain credibility with current and potential sign shop clients Increase awareness of Signsearch to frequent sign buyers Improve site traffic and increase total buyer contacts Develop strategic relationships
3. Queries Is there a more effective use of advertising budget than buying priority placement on search engines? How can we best develop an established presence among repetitive sign buyers?
4. Repetitive Sign Buyer Industries Commercial real estate developers/owners Multi-unit residential property owners Builders and Contractors Restaurant Owners Franchisors Retail Chains
5. Best Opportunities International Council of Shopping Centers National Retail Federation National Restaurant Association
6. Overview Print Advertising $39,595 Annual Program ($3,300/mo) Newsletter Advertising: $11,400 6-month Program ($1,900/mo) Online Adverting: $24,330 6-month program ($4,055/mo) Combined average monthly spending: $9,255 2 Trade shows and ICSC membership: $6,490
7. Shopping Centers Today (ICSC) SCT is distributed to all 60,000 members of ICSC every month Bonus distribution at trade shows and events Print advertising included in online version SCT Week newsletter distributed to all 60,000 members minus opt outs (58,000+)
8. ICSC.org
9. ICSC.org
10. ICSC.org Overloaded with content, member directories, and events listings Run of site circulation Ads do not appear on homepage 14,724 unique visitors in July (compete.com)
11. ICSC Trade Show ICSC ReCON May 22-25, Las Vegas $2,795 for 10x10 booth member rate $800 membership provides benefits including access to member directory and discounted pricing Around 30,000 attendees in 2010
12. Stores Magazine (NRF) Official magazine of the NRF 38,369 distribution 32,033 receive by direct request Reaches a variety of retailers and industries 90% of readers are in Corporate Management or Information Technology/Operations Management Stores Retail Deals Newsletter (10,000+ circulation) Annual Retail Industry Buying Guide – Free Listings
13. Stores.org (NRF)
14. Stores.org (NRF) Official website of the NRF Stores Magazine 11,521 unique visitors in July 2010 (compete.com) 83,420 unique visitors Aug 2009 (Stores.org media kit) Print magazine available online Magazine content available on website
15. NRA Trade Show National Restaurant Association Show May 21-24, Chicago $28.95/sq ft 58,000 attendees in 2010
16. Goals A new, more effective, sales message. A better answer to the question, “How do sign buyers find Signsearch?” More effective use of advertising spending by reaching repeat buyers and decision makers Initiate business relationships with national industry associations with potential for future cross-promotion
17. Further Opportunities
18. Further Opportunities - Email Follow-up email campaigns NRA Show attendee list ICSC Member Directory Unique industry targeted messages Awareness based
19. Further Opportunities - Content Article submissions for ICSC, Stores, and other industry publication Supplement our print advertising
20. Further Opportunities - Content Stores Knowledge Series “STORES Knowledge Series offers free, interactive web seminars on a variety of retail-related topics.” http://www.stores.org/stores-knowledge-series
21. Further Opportunities - Integration Search engine integration for association websites Duplication of ISA website integration (http://www.signs.org/ISAMembershipDirectoryNew.aspx) Provides a valuable resource for their members, increasing their website traffic and member interactivity Creates more qualified buyer contacts and gives us credibility in the sign industry Ultimately frees available budget for advertising spending in other areas (Banner ads, pay per click) Opportunities for cross-promotion
22. Further Opportunities - Integration Potential candidates for Signsearch integration: www.icsc.org (Shopping Centers) www.nrf.com (Retail Federation) www.abc.org (Builders and Contractors) www.restaurant.org (NRA) www.nfib.com (National Federation of Independent Business)
23. Thank You Questions?
24. Recommendations - Print (6) 2”x2” classified ads in SCT, 1 color: $1,980 (3) Full page ads in SCT: $13,770 (6) ¼ page ads in Stores Magazine(15% discount applied, 10% discount as an online advertiser): $23,845.05 Basic listing in Stores Retail Industry Buying Guide: Free
25. Recommendations - Print SCT Classified Ads run every other month SCT Full Page ads run every 4 months (Not overlapping with classifieds) NRF Stores ¼ Page ad runs every other month Total annual cost: $39,595
26. Recommendations - Newsletters 12 insertions in SCT Week (58,000+ circulation): $5,400 2 top banner advertisements in NRF Stores Retail Deals semi-monthly newsletter (10,000+ circulation): $1,000/mo.
27. Recommendations - Newsletters 6 month run SCT Week Ads run every other week NRF Stores Retail Deals top banner runs in every edition Total 6-month cost: $11,400
28. Recommendations - Online ICSC.org run of site banner (6 months): $8,400 Stores.org Animated Skyscraper (6 months): $15,930
29. Recommendations - Online Total 6-month cost: $24,330
30. Recommendations – Trade Shows ICSC ReCON May 22-25 Las Vegas $2,795 for 10x10 booth ICSC Membership: $800 with access to member directory with email NRA Show May 21-24 Chicago $2,895 for a 10x10 booth Access to attendee list with email