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REIGNITE YOUR BUSINESS WITH
PERFORMANCE MARKETING
4 WAYS TO FUEL YOUR
REOPENING
This presentation originally
aired as a webinar. Recording
available here:
https://bit.ly/36HUOZx
www.CatalystDigital.comwww.xaxis.com
INSTRUCTIONS
To ask questions
Type your question in the
chat box located on the
left ...
www.CatalystDigital.comwww.xaxis.com
TODAY’S PRESENTERS
SPEAKERSMODERATOR
Meghan Lavin
Partner, Director of Marketing
Cata...
www.CatalystDigital.comwww.xaxis.com
Organic Search | Paid Search | Paid Social Advertising
Retail Media | eShelf
WHAT WE ...
www.CatalystDigital.comwww.xaxis.com
WHAT WE DO
www.CatalystDigital.comwww.xaxis.com
WHAT WE DO
www.CatalystDigital.comwww.xaxis.com
LOTS OF GROUND TO COVER
AGENDA
• The Consumer Mindset
• Fueling Your Reopening:
• Pro...
CONSUMER
MINDSET
ELLIE’S
BACK
Almost 60% of respondents in recent
research are willing to visit shops once
governments lift restrictions.
https://www.st...
BUT…
IT WON’T BE THE SAME
The new physical shopping & dining
experience includes staged re-
openings, occupancy limitation...
“Shoppers will be more
selective in choosing which
stores to visit; the ones that
satisfy their shopping needs
while provi...
MULTICHANNEL PERFORMANCE MARKETING:
MORE IMPORTANT THAN EVER
www.CatalystDigital.comwww.xaxis.com
REACHING ELLIE AT EACH STOP IN HER NEW NORMAL
In the car
Listening to podcasts
Local ...
www.CatalystDigital.comwww.xaxis.com
MULTICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER
of people use search
en...
www.CatalystDigital.comwww.xaxis.com
OMNICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER
growth in mobile searche...
www.CatalystDigital.comwww.xaxis.com
MULTIPLE CHANNELS: ONE AUDIENCE STRATEGY
DOOHAUDIO
KEYWORDS
BROWSING
HABITS
DMA
SOCIA...
GRAB HER EAR WITH
PROGRAMMATIC AUDIO
www.CatalystDigital.comwww.xaxis.com
RESURGENCE OF AUDIO
Of marketers plan to increase
their investment in
programmatic au...
AUDIO CONSUMPTION IS UP
DURING THE COVID-19 CRISIS
DAX Digital Ad Exchange, Audio Consumption Trends Amidst COVID-19
• 17%...
www.CatalystDigital.comwww.xaxis.com
KEY FEATURES AND CAPABILITIES
• Premium Publishers (includes
podcast inventory)
• Hol...
www.CatalystDigital.comwww.xaxis.com
DYNAMIC AUDIO CREATIVE
Possible Triggers
• Weather
• Location
• Day/Time
• 1st Party ...
www.CatalystDigital.comwww.xaxis.com
OUR PUBLISHERS
Our solution sits across some of the largest publishers in the US. We ...
REACH HER ON THE GO WITH
DIGITAL OUT-OF-HOME
ELLIE IS ON THE MOVE
Americans are traveling more
across all 50 states.
The average daily miles traveled
increased 18%.
ht...
www.CatalystDigital.comwww.xaxis.com
REACTIVATING DOOH IN THE TIME OF COVID-19
EVOLUTION OF MOVEMENT AROUND OOH SCREENS
27...
www.CatalystDigital.comwww.xaxis.com
CLOSE THE LOOP
DOOH can be programmatically activated and
incorporated seamlessly int...
www.CatalystDigital.comwww.xaxis.com
PROGRAMMATIC DOOH ACROSS MULTIPLE ENVIRONMENTS
Airports
500+ Screens
10M+ impressions...
www.CatalystDigital.comwww.xaxis.com
DRAW TRUE-TO-LIFE CONCLUSIONS ABOUT AUDIENCES, THEIR PHYSICAL
ACTIVITIES, AND THEIR O...
BE ACCESSIBLE & HELPUL WITH
LOCAL SEARCH
Ellie is spending more
time browsing the
Internet.
Web browsing has
increased by 70%
during later stages of
the pandemic.
...
www.CatalystDigital.comwww.xaxis.com
As businesses, organizations, &
schools adapt to the "new
normal", people want to kno...
www.CatalystDigital.comwww.xaxis.com
As search interest in economy reopening fluctuates depending on the government and lo...
www.CatalystDigital.comwww.xaxis.com
COVID-19 Global Search and Engagement Report, Yext, 4/9/2020.
CONSUMERS DEPEND ON ACC...
www.CatalystDigital.comwww.xaxis.com
COVID-19 Global Search and Engagement Report, Yext, 4/9/2020.
'Fact' updates have
inc...
www.CatalystDigital.comwww.xaxis.com
Address the most common questions through
Search as frequently as needed, using local...
www.CatalystDigital.comwww.xaxis.com
Almost 20 changes in less than 3 months. Use them!
MARCH 2020
• Granted access to mul...
www.CatalystDigital.comwww.xaxis.com
• Be ready to provide answers: Google's
Custom Q&A’s.
• Satisfy consumer expectations...
www.CatalystDigital.comwww.xaxis.com
• Enhance your website experience: Google
AMP Stories.
• Enable new facets or filters...
www.CatalystDigital.comwww.xaxis.com
Local SEO can impact your brand's future performance!
Communicate your safety protoco...
www.CatalystDigital.comwww.xaxis.com
Optimize your meta data accordingly.
Address the conditions relative to your product
...
www.CatalystDigital.comwww.xaxis.com
Using creativity in times of crisis to drive citations and increase your brand awaren...
www.CatalystDigital.comwww.xaxis.com
EVALUATE LOCAL PAID TACTICS
Location Extensions
Display your ads with the
closest sto...
www.CatalystDigital.comwww.xaxis.com
LOCAL INVENTORY ADS
Local inventory ads can
boost sales in brick and
mortar locations...
Local Marketing
at National Scale
National brands are going local
Millions of consumers
turn to Yelp to find a
local business
97% of visitors make a purchase with a
nearby business after s...
Graphic and content from The New York Times as of 5/20/2020: https://www.nytimes.com/interactive/2020/us/states-reopen-map...
Shifts in
Consumer
Behavior
CONSUMER BEHAVIOR
Consumer search
quickly shifted to off-
premise dining
Yelp internal data, 2020
Take-out & Delivery sear...
Yelp internal data, February - March 17th 2020, Measures searches within the Active parent category that also include “onl...
We are all adapting
Business shift
Yelp shift
Consumer shift
In-person AND
online
Delivery, take-out,
pick-up & online onl...
Business
Response to
Covid-19
BUSINESS RESPONSE
Businesses in many
categories have
adapted to
accommodate local
regulations
Category New Approach
Bars 🍷...
Yelp enables
businesses to post
important updates and
announcements
BUSINESS RESPONSE
COVID-19 specific Business Highlights
Brands can highlight
special services and
customize by region or
location
BUSINESS R...
PLACE
SCREEN
UNDER
IPHONE X
PLACE
SCREEN
UNDER
IPHONE X
Businesses can direct
consumers to relevant
services by market or
...
Get a small specialty McCafé drink for just $2. Stop by your
nearest McDonald’s today to kickstart your morning with a
cup...
Yelp Ads deliver strong results for
nationwide fast casual chain in April
CASE STUDY
Store visits measured by third party:...
Direct-to-consumer brands can also leverage local demand
Client Homepage
Tapping into Yelp’s local search on other publisher sites
ESPNYelp App
Casper can reach Ellie on
ESPN afte...
Yelp provides solutions for national brands to scale local marketing
Awareness
Increase brand lift/affinity
Consideration
...
How can Yelp can help your national brand
improve its local strategy?
Contact: dylan@yelp.com
IN SUMMARY
www.CatalystDigital.comwww.xaxis.com
IN SUMMARY
PROGRAMMATIC AUDIO
- Leverage programmatic audio to
reach your target audi...
RESOURCES
OR DROP US A LINE:
Info@CatalystDigital.com
CASE STUDIES & INSIGHTS:
https://www.catalystdigital.com/digital-mar...
www.CatalystDigital.comwww.xaxis.com
Q&A
info@catalystdigital.com
THANK YOU
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Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 1 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 2 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 3 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 4 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 5 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 6 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 7 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 8 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 9 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 10 Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening Slide 11 Reignite Your 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The COVID-19 crisis has forever changed how consumers engage with brick and mortar businesses. As people slowly and cautiously emerge from their homes, how do brands connect with their consumers to fuel their business reopenings and reignite sales? Join our webinar to learn how. We’ll share five ways that advertisers can use performance marketing to reach customers in authentic and helpful ways as they navigate the new physical shopping experience. Our performance marketing experts will share tips for planning and fueling your reopening through:

- DOOH: Learn how to plan for reengaging with consumers as they carefully resume commutes, travel, and shopping experiences outside of home. See how DOOH can keep you top-of-mind as consumers restart public life.

- Programmatic Audio: Discover how to be present as consumers develop new routine of podcasts, playlists, and more. Grab their ears and reengage via programmatic audio as they adapt to their new normal.

- Local Search & Waze Ads: Learn how local search strategies and Waze Ads can increase your visibility as consumers search for conveniently located stores and physical locations. Provide helpful and handy information to assist them on their new shopping journey.

- Yelp: Yelp has launched several new features to help large chains connect with consumers during Covid-19. Learn how brands are leveraging these tools to engage with the 90+ million monthly consumers visiting Yelp looking to transact with a local business. As the most trusted source of local business content, Yelp continues to be an essential tool to connect consumers with brands as locations adapt to the new normal.

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Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your Reopening

  1. 1. REIGNITE YOUR BUSINESS WITH PERFORMANCE MARKETING 4 WAYS TO FUEL YOUR REOPENING
  2. 2. This presentation originally aired as a webinar. Recording available here: https://bit.ly/36HUOZx
  3. 3. www.CatalystDigital.comwww.xaxis.com INSTRUCTIONS To ask questions Type your question in the chat box located on the left side panel. Only the presenters will see the question. Use this for content questions.
  4. 4. www.CatalystDigital.comwww.xaxis.com TODAY’S PRESENTERS SPEAKERSMODERATOR Meghan Lavin Partner, Director of Marketing Catalyst William Álvarez Director, Organic Search Catalyst Roey Franco VP, Product Innovation Xaxis Dylan Swift Sr. Director, Enterprise Marketing Yelp
  5. 5. www.CatalystDigital.comwww.xaxis.com Organic Search | Paid Search | Paid Social Advertising Retail Media | eShelf WHAT WE DO Business Results. Powered by Advanced Marketing Strategy.
  6. 6. www.CatalystDigital.comwww.xaxis.com WHAT WE DO
  7. 7. www.CatalystDigital.comwww.xaxis.com WHAT WE DO
  8. 8. www.CatalystDigital.comwww.xaxis.com LOTS OF GROUND TO COVER AGENDA • The Consumer Mindset • Fueling Your Reopening: • Programmatic Audio • DOOH • Local Search • Yelp Ads Did you miss Part One? View the recording at our webinar hub on CatalystDigital.com.
  9. 9. CONSUMER MINDSET
  10. 10. ELLIE’S BACK
  11. 11. Almost 60% of respondents in recent research are willing to visit shops once governments lift restrictions. https://www.statista.com/statistics/1115037/coronavirus-in-store-shopping-resumption-of-consumers-us/ SHE’S PREPARING TO SAFELY SHOP & DINE AT BRICK & MORTAR
  12. 12. BUT… IT WON’T BE THE SAME The new physical shopping & dining experience includes staged re- openings, occupancy limitations, touch- free processes, limited hours, and more.
  13. 13. “Shoppers will be more selective in choosing which stores to visit; the ones that satisfy their shopping needs while providing a safe environment will be at the top of the list.” https://www.forbes.com/sites/shelleykohan/2020/04/26/retail-stores-create-the-new-normal-as-businesses-begin-to-open-up/#36c8a28f5827
  14. 14. MULTICHANNEL PERFORMANCE MARKETING: MORE IMPORTANT THAN EVER
  15. 15. www.CatalystDigital.comwww.xaxis.com REACHING ELLIE AT EACH STOP IN HER NEW NORMAL In the car Listening to podcasts Local searches Out & about Yelp
  16. 16. www.CatalystDigital.comwww.xaxis.com MULTICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER of people use search engines to learn more after seeing OOH ads 46% Integrating DOOH & Mobile: • 60% Increase in Brand Recall • 3X Higher Mobile CTR • 2X Increase In Store Traffic https://martechtoday.com/why-digital-out-of-home-should-be-integrated-into-your-2019-marketing-mix-231919 https://blog.bannerflow.com/dooh-advertising-trends-2019/
  17. 17. www.CatalystDigital.comwww.xaxis.com OMNICHANNEL PERFORMANCE MARKETING = MORE IMPORTANT THAN EVER growth in mobile searches for “open” + “now” + “near me” 200% of visitors make a purchase at a nearby business after searching “Restaurants” on Yelp 92% https://www.thinkwithgoogle.com/consumer-insights/near-me-searches/ https://blog.yelp.com/2017/05/study-92-consumers-using-yelp-make-purchase-visiting-platform
  18. 18. www.CatalystDigital.comwww.xaxis.com MULTIPLE CHANNELS: ONE AUDIENCE STRATEGY DOOHAUDIO KEYWORDS BROWSING HABITS DMA SOCIAL SEARCH LOCAL SEARCH & APPS EAT AWARENESS ACTION RESEARCH & CONSIDERATION CREDIT CARD PURCHASES
  19. 19. GRAB HER EAR WITH PROGRAMMATIC AUDIO
  20. 20. www.CatalystDigital.comwww.xaxis.com RESURGENCE OF AUDIO Of marketers plan to increase their investment in programmatic audio 60% Average boost smart speakers bring to audio listening time 36% Of advertisers are investing in programmatic audio to help complement their media mix 64% Source: https://www.xaxis.com/wp-content/uploads/2019/07/Xaxis-IAB-EU-Programmatic-Audio-Report-2019.pdf Source: https://mcusercontent.com/beb734f2a405e5168194fa6e4/files/823ba4ff-3df0-412f-9f45-d3887f26be27/Audio_Consumption_Trends_Amidst_COVID_19_DAX_One_Sheet_.pdf
  21. 21. AUDIO CONSUMPTION IS UP DURING THE COVID-19 CRISIS DAX Digital Ad Exchange, Audio Consumption Trends Amidst COVID-19 • 17% growth in overall listening hours • 20% growth in streaming radio • 115% growth in news/talk
  22. 22. www.CatalystDigital.comwww.xaxis.com KEY FEATURES AND CAPABILITIES • Premium Publishers (includes podcast inventory) • Holistic Targeting and Reporting • Dynamic Audio Creative • Proprietary AI Technology • Omnichannel Activations
  23. 23. www.CatalystDigital.comwww.xaxis.com DYNAMIC AUDIO CREATIVE Possible Triggers • Weather • Location • Day/Time • 1st Party Data • Custom (e.g. sports scores) Good morning New York! Want a way to up your Tuesday workout? Natural Activewear is changing the way we workout thanks to our new line of organic fitness apparel & gear. Be the first to workout in clothing made from trees in your next yoga class. Visit our flagship store in SoHo. New York San Francisco Los Angeles Monday Tuesday Wednesday Etc. Yoga class Spin class Boxing class Differentiate your audio with personalized Dynamic Audio Creative Location Day/Time Custom
  24. 24. www.CatalystDigital.comwww.xaxis.com OUR PUBLISHERS Our solution sits across some of the largest publishers in the US. We strive to find your target audience anywhere and everywhere. We reach over 300MM listeners per month.
  25. 25. REACH HER ON THE GO WITH DIGITAL OUT-OF-HOME
  26. 26. ELLIE IS ON THE MOVE Americans are traveling more across all 50 states. The average daily miles traveled increased 18%. https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/brand-marketing/the-ooh-billboard-will-become-prime- advertising-real-estate-as-states-reopen/amp/
  27. 27. www.CatalystDigital.comwww.xaxis.com REACTIVATING DOOH IN THE TIME OF COVID-19 EVOLUTION OF MOVEMENT AROUND OOH SCREENS 27 Panic & Prepare for shelter in place (4 weeks) Flattening curve as people are finding a new routine entering week 8 of quarantined living New Normal Quarantined Living Restricted Living Partial reopening Source: https://www.ubimo.com/blog/
  28. 28. www.CatalystDigital.comwww.xaxis.com CLOSE THE LOOP DOOH can be programmatically activated and incorporated seamlessly into your strategy. While traditional OOH campaigns cannot be executed programmatically, data can be collected and used to optimize your strategy. YOUR HOLISTIC PROGRAMMATIC STRATEGY DOOH MOBILE OTT AUDIO NATIVE VIDEO DISPLAY
  29. 29. www.CatalystDigital.comwww.xaxis.com PROGRAMMATIC DOOH ACROSS MULTIPLE ENVIRONMENTS Airports 500+ Screens 10M+ impressions Roadside and Gas Stations 6,500+ Screens 1.5Bn impressions Gyms 8,000+ Screens 290M+ impressions Casual Dining Restaurants 1,600+ Screens 29M+ impressions Malls 1,800+ Screens 595M+ impressions Bars 14,000+ Screens 286M+ impressions Transit 500+ Screens 68M+ impressions Convenience Stores 5,000+ Screens 190M+ impressions Sports Entertainment 3,000+ Screens 91M+ impressions Movie Theatres 640+ Screens 2.25M+ impressions Retail and Family Entertainment 6,300+ Screens 253M+ impressions Doctor’s Offices 3,300+ Screens 59.7M+ impressions Taxis External 25,000+ Screens 366M+ impressions Offices 1,500+ Screens 282M+ impressions ATM 100+ Screens 2M+ impressions
  30. 30. www.CatalystDigital.comwww.xaxis.com DRAW TRUE-TO-LIFE CONCLUSIONS ABOUT AUDIENCES, THEIR PHYSICAL ACTIVITIES, AND THEIR OOH EXPOSURE Input your desired audiences & filters, then Journeys will show you a map of OOH assets which over- index/score higher for this audience than others. Combinations like: • Millennials, in Boston, who have bought beer in the past 30 days • Female, high-end department store shoppers
  31. 31. BE ACCESSIBLE & HELPUL WITH LOCAL SEARCH
  32. 32. Ellie is spending more time browsing the Internet. Web browsing has increased by 70% during later stages of the pandemic. https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations
  33. 33. www.CatalystDigital.comwww.xaxis.com As businesses, organizations, & schools adapt to the "new normal", people want to know where, how, and when to get the things they need. Source: Google Search data reveals how brands can help during the coronavirus pandemic, Think with Google, April 2020 FIVE DISTINCT BEHAVIORS REFLECT SEARCHERS’ NEEDS
  34. 34. www.CatalystDigital.comwww.xaxis.com As search interest in economy reopening fluctuates depending on the government and local regulations, there is an increased interest from people wanting to know when local businesses are reopening. CONSUMER INTEREST IN ECONOMY & BUSINESS REOPENING
  35. 35. www.CatalystDigital.comwww.xaxis.com COVID-19 Global Search and Engagement Report, Yext, 4/9/2020. CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION Brands rushed to update their local business facts.
  36. 36. www.CatalystDigital.comwww.xaxis.com COVID-19 Global Search and Engagement Report, Yext, 4/9/2020. 'Fact' updates have increased by 84% in the past 30 days vs. the previous period. CONSUMERS DEPEND ON ACCURATE & UPDATED INFORMATION 33,679,737 62,113,313 20,000,000 40,000,000 60,000,000 80,000,000 February 9th - March 9th March 9th - April 7th +84%
  37. 37. www.CatalystDigital.comwww.xaxis.com Address the most common questions through Search as frequently as needed, using local listings, your website, your blogs, social media & more: • Acknowledge the new reality. • Offer credible, detailed, and current information about your operations. Reinforce that you’re there to help. • Be flexible & help customers as much as possible. BRANDS NEED TO BE HELPFUL AS PEOPLE’S NEEDS EVOLVE
  38. 38. www.CatalystDigital.comwww.xaxis.com Almost 20 changes in less than 3 months. Use them! MARCH 2020 • Granted access to multi-location businesses to submit COVID-19 posts. • Take out, dine-in, and delivery highlighted on SERP and Knowledge Panel for dining. APRIL 2020 • Curbside pickup attribute added to retail. • In-store shopping attribute added to retail. • Virtual care link added to healthcare. • COVID-19 Info link added to healthcare. • Online care attribute added to healthcare. • COVID-19 posts extended to last 28 days. • Food orders integration with acquisition of the ordering app. • Dine-in attribute added to dining. • No-contact delivery added to dining. • Pick up, curbside pickup, delivery and in-store shopping attributes highlighted on SERP and Knowledge Panel for retail. • Specify Service Items for your business. MAY 2020 • Add support links to business profile on Google. • Retailers can now link their PayPal and Google Merchant Center accounts. • ‘Curbside Pickup’ badge for local Shopping ads. SEARCH ENGINES & DIRECTORIES QUICKLY ACCOMMODATE THE NEW NORMAL
  39. 39. www.CatalystDigital.comwww.xaxis.com • Be ready to provide answers: Google's Custom Q&A’s. • Satisfy consumer expectations (disposable utensils, free hand sanitizer, etc.) • Implement Covid-19 announcements via structured data markup. • Expand your SERP real estate: Google Posts (excluding Hotels). OTHER AREAS OF OPPORTUNITY
  40. 40. www.CatalystDigital.comwww.xaxis.com • Enhance your website experience: Google AMP Stories. • Enable new facets or filters for product availability on e-commerce (Curbside pickup). • Extend customer support via local listings. • Leverage live chat & chatbots to maintain the physical distance. • Reinvent your business: Drive-in cinemas make a comeback. OTHER AREAS OF OPPORTUNITY (CONTINUED)
  41. 41. www.CatalystDigital.comwww.xaxis.com Local SEO can impact your brand's future performance! Communicate your safety protocol in local listings before customers walk in. DON’T FORGET LOCAL SEO BEST PRACTICES
  42. 42. www.CatalystDigital.comwww.xaxis.com Optimize your meta data accordingly. Address the conditions relative to your product or service offering. DON’T FORGET LOCAL SEO BEST PRACTICES
  43. 43. www.CatalystDigital.comwww.xaxis.com Using creativity in times of crisis to drive citations and increase your brand awareness while being helpful. CITATIONS WILL INCREASE YOUR LOCAL LISTINGS PERFORMANCE Case Study: Barba Men's Grooming Boutique, NYC
  44. 44. www.CatalystDigital.comwww.xaxis.com EVALUATE LOCAL PAID TACTICS Location Extensions Display your ads with the closest store location, directions, & distance Google Maps Opt-in to search partners to appear on Google Maps Affiliate Location Extensions Opt-in to search partners to appear on Google Maps Waze Ads Reach nearby drivers on the Waze navigation app
  45. 45. www.CatalystDigital.comwww.xaxis.com LOCAL INVENTORY ADS Local inventory ads can boost sales in brick and mortar locations by showcasing products and local retail store information to nearby shoppers.
  46. 46. Local Marketing at National Scale
  47. 47. National brands are going local
  48. 48. Millions of consumers turn to Yelp to find a local business 97% of visitors make a purchase with a nearby business after searching on Yelp Based on a survey conducted by SurveyMonkey Audience for Yelp in June 2019. Total sample 6,338 adults ages 18 and older living in the United States, including 5,028 who had gone online to search for a local business. “People on Yelp” sample: reported use of Yelp at least once in the previous 3 months. Data weighted demographically to be representative of U.S. online population. Grocery delivery
  49. 49. Graphic and content from The New York Times as of 5/20/2020: https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html Yelp can help brands promote local offerings at national scale
  50. 50. Shifts in Consumer Behavior
  51. 51. CONSUMER BEHAVIOR Consumer search quickly shifted to off- premise dining Yelp internal data, 2020 Take-out & Delivery searches up 6.2x since March 1st
  52. 52. Yelp internal data, February - March 17th 2020, Measures searches within the Active parent category that also include “online,” “virtual”, “home” or “equipment”; ...and online options for exercise 3x CONSUMER BEHAVIOR
  53. 53. We are all adapting Business shift Yelp shift Consumer shift In-person AND online Delivery, take-out, pick-up & online only Drive in-person AND online actions Contact-less, virtual, remote services Connect customers to in-person experiences Connect customers to contact- less options
  54. 54. Business Response to Covid-19
  55. 55. BUSINESS RESPONSE Businesses in many categories have adapted to accommodate local regulations Category New Approach Bars 🍷 Selling wine and liquor via delivery and/or pick- up Health & Medical ⚕ Offering telemed options, virtual appointments/sessions Hotels 🏨 Promoting future bookings Restaurants 🥡 Offering delivery/takeout and gift cards Retail 🛍️ Offering gift cards; delivery, pick-up, and/or expedited shipping Fitness & Wellness 🏋️‍♀️ Offering virtual classes Grocery Stores 🛒 Pharmacies 💊 Offering “Senior Hours” Offering delivery and/or pick-up, text message ordering Beauty & Spa 💅 Scheduling future appointments Offering gift cards
  56. 56. Yelp enables businesses to post important updates and announcements BUSINESS RESPONSE
  57. 57. COVID-19 specific Business Highlights Brands can highlight special services and customize by region or location BUSINESS RESPONSE
  58. 58. PLACE SCREEN UNDER IPHONE X PLACE SCREEN UNDER IPHONE X Businesses can direct consumers to relevant services by market or location Gift cards Curbside pickup *Business highlights are still being designed as a response to COVID-19 climate and the final design and copy may change. Estimated completion date is 3/27. BUSINESS RESPONSE
  59. 59. Get a small specialty McCafé drink for just $2. Stop by your nearest McDonald’s today to kickstart your morning with a cup of joy! $2 Small McCafé McDonald’s Yelp Connect enables businesses to promote offers and announcements to customers McDonald’s Yelp Inc. Highly confidential preview of product still in exploration - do not distribute BUSINESS RESPONSE
  60. 60. Yelp Ads deliver strong results for nationwide fast casual chain in April CASE STUDY Store visits measured by third party: Placed powered by Foursquare. Results are mid-campaign and reported as of 5/18/2020; Incremental visit defined as standard lift visit and incremental lift defined as standard lift. Yelp campaign live 4/1-6/30 $0.44 cost per incremental visit (takeout orders) 61% incremental lift 6.82x return on ad spend
  61. 61. Direct-to-consumer brands can also leverage local demand
  62. 62. Client Homepage Tapping into Yelp’s local search on other publisher sites ESPNYelp App Casper can reach Ellie on ESPN after she searches for mattresses on Yelp BUSINESS RESPONSE
  63. 63. Yelp provides solutions for national brands to scale local marketing Awareness Increase brand lift/affinity Consideration Reach, Video Views, etc. Conversion Orders, Calls, etc. Retention ● Display campaigns for branding On Yelp Off Yelp Showcase Ads with video Search ads & Competitor ad targeting ● YAP Display campaigns for direct response ● Video campaigns ● Connected TV campaignsSeasonal spotlight ads Yelp Connect Yelp Audience Platform
  64. 64. How can Yelp can help your national brand improve its local strategy? Contact: dylan@yelp.com
  65. 65. IN SUMMARY
  66. 66. www.CatalystDigital.comwww.xaxis.com IN SUMMARY PROGRAMMATIC AUDIO - Leverage programmatic audio to reach your target audience anywhere and everywhere. - Differentiate your audio with personalized Dynamic Audio Creative. DIGITAL OUT-OF-HOME - DOOH can be programmatically activated and incorporated seamlessly into your strategy. - Activate across a large range of environments (ATMs, taxis, transit, gas stations, etc.). LOCAL SEARCH - Address common questions through search as frequently as needed. - Leverage local SEO best practices & take advantage of additional. opportunities, both paid & unpaid. YELP - Yelp pages keep consumers informed & keep you in touch with consumers - Direct consumers to relevant or special services by market, location, or region.
  67. 67. RESOURCES OR DROP US A LINE: Info@CatalystDigital.com CASE STUDIES & INSIGHTS: https://www.catalystdigital.com/digital-marketing-case-studies/ https://www.xaxis.com/insights/casestudies/ MORE WEBINARS: https://www.catalystdigital.com/company/digital-marketing-webinars/ YELP BLOG: https://blog.yelp.com/section/business
  68. 68. www.CatalystDigital.comwww.xaxis.com Q&A info@catalystdigital.com
  69. 69. THANK YOU
  • RajanKhurana

    May. 29, 2021
  • walvarez1976

    May. 29, 2020

The COVID-19 crisis has forever changed how consumers engage with brick and mortar businesses. As people slowly and cautiously emerge from their homes, how do brands connect with their consumers to fuel their business reopenings and reignite sales? Join our webinar to learn how. We’ll share five ways that advertisers can use performance marketing to reach customers in authentic and helpful ways as they navigate the new physical shopping experience. Our performance marketing experts will share tips for planning and fueling your reopening through: - DOOH: Learn how to plan for reengaging with consumers as they carefully resume commutes, travel, and shopping experiences outside of home. See how DOOH can keep you top-of-mind as consumers restart public life. - Programmatic Audio: Discover how to be present as consumers develop new routine of podcasts, playlists, and more. Grab their ears and reengage via programmatic audio as they adapt to their new normal. - Local Search & Waze Ads: Learn how local search strategies and Waze Ads can increase your visibility as consumers search for conveniently located stores and physical locations. Provide helpful and handy information to assist them on their new shopping journey. - Yelp: Yelp has launched several new features to help large chains connect with consumers during Covid-19. Learn how brands are leveraging these tools to engage with the 90+ million monthly consumers visiting Yelp looking to transact with a local business. As the most trusted source of local business content, Yelp continues to be an essential tool to connect consumers with brands as locations adapt to the new normal.

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