Luke Quilter talks through a case study for Spicers of Hythe to explain how Sleeping Giant Media take an integrated approach to marketing online to get good growth and through good marketing practices.

1. Delivering Growth Through Search Marketing

2. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
2
Recap: The Challenges

3. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
The Challenges
3

4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
4
Client Case Study

5. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Spicers of Hythe
5
-Local business founded in 1926 as a
high street grocers
-Now sources, packages and distributes
luxury hampers
-Huge white label contracts as well as
good direct sales

6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
6
The Brief

7. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The Brief
7
-Support during the new site development
-Grow their direct sales
-Lower their reliance on white label contracts

8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
8
Stay focused on good
marketing

10. beforeDigital Marketing

11. Just because we can,
doesn’t mean we should

12. WhoWhat
How
When
WhereThen

13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Who
13
- Who do you want to be engaging with?
- Define your target audience
- Think about their persona
- For Sleeping Giant Media
- Business owners
- Marketing managers
- New to search marketing

14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
What
14
- Now we can consider the what
- What would they be interested in?
- What are their drivers, motivations & influencers?
Audience Interest Topics Key Influencers
Business Owners
Driving revenue through search, Low
cost search solutions
@ukstartup, @kentbusinesses,
@invictachamber
Marketing Managers
Customer acquisition using PPC,
How to engage withYouTube
@ppchero, @sejournal,
@marketingland
New To Search
What is PPC? What is Search
Marketing and how to us it?
@googleanalytics, @moz, @adwords

15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Where, When & How
15
Audience
groups
Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
Influencers
Tracking
and analytics
Create content that will
connect and engage
Once created, share
it with the people
your audience listen
too already
As ever, monitor what
works and do more of it

16. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
16
What we did for Spicers of Hythe

17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2B
B2C
Identify Audience
17
- PA’s
- Business Owners
- General Present Buyers
- Frugals & Thrifties
- Gift Givers
- Mums

18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
18
Search
Ads
Google
Shopping
PPC - Pay Per Click
(Google Advertising)
“business hampers”
“Corporate Christmas gifts”
“Corporate christmas hampers”
“Gift hampers”“Corporate hampers”
“Client gifts”

19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
19
Search
Ads
Google
Shopping
PPC - Pay Per Click
(Google Advertising)
- Key considerations
- Don’t get hung up on position
- Make the most of your budget
- Pick your battles

20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
20
Blog
Articles
Social
Distribution
Content Creation
PA Life>
Site
Content

21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
21
Emails Key Pages
Remarketing
(Making more of
your efforts)
Offer
Messages
>
Blog
Articles

22. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2C - Business 2 Consumer
22
“Hampers by Christmas”
“Xmas hampers”
“Christmas food hampers”
“Chocolate hampers”
“Christmas hampers”
“Cheap hampers”
PPC - Pay Per Click
Audience Search Ads
- Frugals & Thrifties
- Gift Givers
- Mums
Google
Shopping

23. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2C - Business 2 Consumer
23
Content
Contextually
Relevant
Audience
Targeted

24. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
B2C - Business 2 Consumer
24
Build
Relationships
Prizes
Outreach &
Competitions
Increased
Exposure
>
Product
Reviews

25. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
25
The results

26. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
GIANT results
-Page 1 rankings across a wide range of
competitive terms
-Huge uplift in traffic at key seasonal times
-The highest SEO revenue ever generated by
Spicers of Hythe
-We didn’t focus on SEO, just good marketing
26

27. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
GIANT results
-Overall 2014 was the biggest year ever for
Spicers of Hythe
-By the Dec peak the business was at complete
capacity
-Spicers now have a network of solid online
relationships
-Their Social assets are stronger than ever
-Poised for a bigger 2015
27

28. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
28
Key takeaways

29. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The who first
-Think about “who” first
-The drivers and motivators of your audience
-What can you do for them?
-Embrace the integrated approach
-Think about good marketing
-Don’t be distracted by the challenges
29

30. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 30

31. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk

32. London Kent
St. Pancras Folkestone, Kent

33. Thanks very much!
Myself and the team are
around to answer any
questions