Archive for December, 2010

I remember the first time we walked into Chintz, we talked about how much we liked what they sold and how cool it would be to have them as a client, so I handed someone a business card and told them I would really like to produce work for them.  Three months later, I was asked to produce their advertising for Christmas.

As always, we came up with a positioning statement first and began work on the creative from there. It’s a Beautiful Thing was easy to come up with… everything in the store was.

We knew we wanted to approach the subject in a fashion that would elevate the small business to a national level, so the ads were designed to feature product with lots of white space and clever but limited copy.

Over a period of the next 12 -16 weeks, we conceived, designed, photographed, wrote and placed advertisement on a national scope with full page color ads in the Globe and Mail, National Post and other major papers in Edmonton, Vancouver, Calgay and Victoria. At the end of their Christmas, Boxing Day and annual January Sales, their sales were up 17% over the previous year.

Loggerheads are amazing… highly migratory and particularly vulnerable to accidental capture in the nets and long-lines of the world’s fisheries. Although Turtle Excluder Devices (TED), fitted into shrimp nets in some countries have lessened the threat, the use of these devices is not yet mandatory everywhere. Longline by catch mitigation trials are also being conducted in several places across the world, but will they be in time to halt the decline? Their present population is 60,000 + nesting females.

I have had the pleasure of spending a fair amount of time with Loggerhead Turtles off the coast of Belize from 1999 – 2003. At certain times of the year, they were fairly present along the outer edge of the barrier reef.

On several occasions, I could watch them rising from the depths along the edge of the reef until they were quite literally right beside me. On more than one occasion, they would spot a crab nearby and make a meal of one, seemingly oblivious to my presence. One I saw so often that I named him Seven Barnacles for the seven large barnacles he carried with him (see photo at right). On more than one occasion, I attempted to swim alongside them until they seemed to realize I was there and with a few powerful fin sweeps, would leave me breathing far too heavy 60 feet under the water.

On one particular dive, it became quite apparent how poor their visibility was when one large Loggerhead swam straight towards myself and a student until it was literally so close that I had to reach out and place my two arms on the shell and push it away for fear that it was simply going to swim directly into the student I was teaching.

Physical Description

The loggerhead turtle has a rusty coloured carapace. It is one of the largest turtles, weighing about 155 kg and carries more encrusting organisms such as barnacles on its shell than the other marine turtle species. This species is distinguished mainly by its large head and strong jaws. As with leatherbacks, loggerheads are highly migratory, making some of the longest journeys known of all marine turtle species. The possibility that juvenile loggerheads cross the Pacific Ocean has been corroborated by studies showing Baja Californian loggerheads have a genetic affinity with those found in Japan, and recently the first trans-Pacific migration of a loggerhead was recorded with a satellite transmitter. It is thought that an ability to detect wave direction and the Earth’s magnetic field enables this species to navigate across open oceans.

Nesting Range States

Angola, Australia, Bahamas, Bangladesh, Belize, Brazil, Cape Verde, most of the Caribbean, China, Colombia, Costa Rica, Cuba, Cyprus, Egypt, Greece, Guatemala, Honduras, India, Indonesia, Israel, Italy, Jamaica, Japan, Libya, Madagascar, Mexico, Morocco, Mozambique, Namibia, New Caledonia, Nicaragua, Oman, Panama, Philippines, Senegal, South Africa, Sri Lanka, Turkey, Turks and Caicos Islands, USA, Venezuela, British Virgin Islands.

Why is this species important?

Marine turtles fulfill important roles in marine ecosystems. Loggerhead turtles eat many types of invertebrates, in particular molluscs and crustaceans, and can change the seabed by “mining” the sediments for their favourite prey. Also, loggerhead turtles carry veritable animal and plant cities on their shell. You can see from my photos just why I named one of these turtles Seven Barnacles. As many as 100 species of animals and plants have been recorded living on one single loggerhead turtle. These animals and plants depend on turtles to have somewhere to live and to prosper.

The future for many of these species is intimately linked to our care of the oceans.

The Steve Roper Group uses the following metrics to track SEO/SEM success.

Referring Domains

Top Referring Keywords

Click Paths

Paid vs. Natural

Geographic Referrals

Visiting Trends

Top Landing pages

Bounce Rate

Conversion Rates

Referring Domains

Who sends your traffic?  Major search engines often make up a large percentage of traffic for many sites.  However, you should also pay attention to what other sites send referrals.  Your referrals can help measure link building success and find new possible link relationships by cataloguing site themes and verticals that you may be able to generate buzz through.  Knowing your audience is one of the first steps in linking campaigns.

Top Referring Keywords

There are millions of people that are using search engines each day.  That means that there are searches that will never cross your mind to target that you just naturally speak to.  We search your logs to find these frequent keywords that may help you expand your visibility and better focus where you point your campaigns in the future.

Click Paths

If you see many people end up in the same section, or page, of your site within a few clicks, it would indicate that there’s an opportunity to engage people more effectively by creating more targeted content for that theme.

Paid vs. Natural

If you are seeing more that 30% of your traffic from paid search, you should be looking into driving traffic in other ways.  Paid search is great for measured ROI and immediate pay off, but it lacks the longevity of referral and search traffic.  On the other side of the coin, a paid campaign can help you collect data on long-tail searches more quickly and jump starts your SEO campaigns by putting immediate visibility on your new content.

Geographic Referrals

For marketing campaigns that include offline advertising, geo-targeting is very important to establish the results.  You can pair the airing (printing) of offline promotions with changes in traffic by region.  When you section out these groups you may find opportunities to create region specific promotions (landing pages or service offerings) to maximize your value.

Visiting Trends

Tracking seasonality is an often overlooked metric.  Your visitor trends should be looked at in relation to expected changes in your business.  You should compare current trends with past trends, search trends and economic trends to get the most value.

Top Landing Pages

The first step in determining your top landing pages should be to sectionalize your data.  Look at organic, paid and referral traffic as separate.  Landing page should also be paired with click path if you are creating common paths.  You should be looking at how to improve customer experience along that path, or by better targeting the path end in your organic/paid campaigns.

Bounce Rate

This metric is how many people arrive on a page and immediately leave.  Good bounce rates vary greatly depending on your vertical and traffic source.  What is important in determining this value is to pair bounce rate with another metric.  Find a connection so you can make a clear assessment of what aspect of the page is losing the customer.  It may be that users can’t find what they want, that some portion of your page is broken, or a number of other issues.  The important information you get from bounce rate is largely in conjunction with another metric.

Conversion Rates

A conversion rate is a measurement, also often referred to as a metric, which is defined as the percentage of visitors who take or complete a desired action. This is probably the most important metric you can measure.

For the past five years, we have been actively working on increasing the visibility and success of Partymart.com.

This company has always held a special interest to me since I developed their identity for them in 2004. For a year or so, we went separate ways and in 2006, we reunited and it has been a successful partnership ever since.

Here are a few metrics of just how successful.

In 2007, Partymart received 120,086 visitors annually.

In 2008, with a variety of tactics, that visitation number increased to 387,001 Visitors

In 2009, with much more aggressive tactics and strategy, that increased to 810,771 Visitors

In 2010, by aggressively producing micro-sites and newsletters designed to drive traffic to the site, we will have increased that number to over 1,000,000 Visitors while decreasing our ad spending.