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behaviour changing – market intelligence
Internet Marketing:
Why Bother and where to start
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behaviour changing – market intelligence
Agenda
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Facts about online
Trends
Key needs
Must do
How to get started and or better – over to Susie
later
behaviour changing – market intelligence
Just to set the mood ...
What a few owners think about vets ......
behaviour changing – market intelligence
behaviour changing – market intelligence
Why web is crucial ?
“Its just for young folks ?”
• Over fifties count for 17 % of all web traffic on dating
sites
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66% of people 50-64 use web regularly
• Demographic profile 25-45 ,web is everything
Target pet owning demographic is 25-45
behaviour changing – market intelligence
“My clients aren't on line “ ...................
behaviour changing – market intelligence
What did you last buy online ?
• What do you buy on line ?
• What do you buy on mobile ? m –commerce?
• What services do you access on line?
behaviour changing – market intelligence
Owners are consumers first
• Watch TV – ads send you to web and facebook
• Look at all businesses you deal with – paperless
communication growing- normal for many !
• Buying flights, hotels, banking , ..........
behaviour changing – market intelligence
Smart phones
• Who has one ?
• How many have purchased goods with on phone ?
behaviour changing – market intelligence
Your key learning's for later
• Web is normal -You have to be active online
• M-commerce is normal and growing – 1 in 3 mobiles
are smart phones – will be 50% by end of this year
• Owner forums and social media is commercially
useful
• Owners want us to be in “ that space “....21st Century
!
behaviour changing – market intelligence
So where does web fit in your plans
• Web is part of your marketing mix
• Web is a key part of reaching current owners and
potential new ones
• Purpose of your marketing is what?
behaviour changing – market intelligence
Purpose of my marketing is ........
Write it down .....what is it that you want to happen ?
behaviour changing – market intelligence
Purpose of any marketing
........................is to drive owner
behaviour
Create awareness.....
Inform decision making .........
Generate trial ..........
MAKE PHONE RING!
behaviour changing – market intelligence
The Footfall plan
behaviour changing – market intelligence
More vets .....
• 4413 vet sites in UK as of February 1st 2012
• 2300 sites in 2000 *
...and it will keep growing in areas where we have OOH
covered by 3rd party
* Vetfile Data
behaviour changing – market intelligence
behaviour changing – market intelligence
More new owners
• Never had a pet before
behaviour changing – market intelligence
My new pet ...........
behaviour changing – market intelligence
Owners behaviour
• All surveys indicate that owners use web as a
resource to
“ check you out ”
• Owners use web to see you and your team
• Owners use web to research vet stuff
behaviour changing – market intelligence
Choosing my horse vet .....
behaviour changing – market intelligence
How owners use web
• Web is used in many ways !
behaviour changing – market intelligence
Web usage …..
behaviour changing – market intelligence
behaviour changing – market intelligence
Facebook matters !
behaviour changing – market intelligence
Web is the start of a journey to local
awareness
The awareness journey is critical – you have to be found
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• Awareness
• Information
• Consideration
• Selection
Experience
Repeat experience
Recommendations
Brand ambassador
behaviour changing – market intelligence
Test your self
• Type in “ vets in xxxxxxxx “ or “ horse vet in xxxxxx”
• What comes up ?
• Where are you ?
• Who else is there ?
• Take a moment to look at those around you on
google
behaviour changing – market intelligence
Search traffic
behaviour changing – market intelligence
Time of day known
behaviour changing – market intelligence
Day of week known
behaviour changing – market intelligence
Referral traffic
behaviour changing – market intelligence
Source info
behaviour changing – market intelligence
Mobile search
behaviour changing – market intelligence
Make phone ring
behaviour changing – market intelligence
4539 a month
55,080 a year
YELL 890 a year!!
behaviour changing – market intelligence
Make phone ring then what ?
FGF +KOL + brand+ CE
Phone call
what happens next ?
behaviour changing – market intelligence
Make an appointment
behaviour changing – market intelligence
Onswitch Index
Onswitch Index
100%
Index measures
75%
50%
25%
0%
Q1-2009 Q2-2009 Q3-2009 Q4-2009 Q1-2010 Q2-2010 Q3-2010 Q4-2010 Q1-2011 Q2-2011 Q3-2011
Onswitch Index
Max
The Onswitch Index Winter 2011
Min
37
behaviour changing – market intelligence
Summary
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Online key to you being chosen
Online key to your awareness
Online key to your WOM
Online key to making the phone ring
Online is normal !
behaviour changing – market intelligence
Must haves
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Easy to find – google test
Easy to open – not too clever – simple web
Easy to navigate
Pictures !
Less words – not text heavy
• Home page – ALL key info clear – OOH , contact info
address
behaviour changing – market intelligence
Vet web sites
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More pictures
More warmth
Less words
More community
Essential info page 1
behaviour changing – market intelligence
...and finally
...after all that hard work , effort and energy please,
please , please, please
offer an appointment or visit !