Zed Pizza - Late Night Pizza Parlor in Toronto, Ontario (Fictitious)
Basic SEM/SNM Package Example
Zed Pizza, located in Toronto, Canada, is one of the City's most recognized late night pizza delivery parlors. Core objectives for its three (3) month advertising campaign are:
- Target Toronto, Ontario
- Feature ads from 2 PM through 1 AM daily
- Offer a 15% discount for customers celebrating a birthday
- Gather analytics for campaign analysis
With these goals in mind, Zed Pizza sends a quick email to Altitude Search Marketing, which in turn manages the details of the campaign.
Target
To best target potential visitors in the Toronto area that fall under Zed Pizza’s requirements, Altitude Search Marketing takes advantage of Search Engine Marketing (SEM) and Social Network Marketing (SNM).
1) SEM - Search Engine Marketing's core advantages lie in its ability to accurately track ad impressions and visitors, plus geographically target-searched key words, plus relevant online articles. Think of SEM as targeted advertising to the online general public. Much like the targeted sections of the old Yellow Pages™, you know the searcher is looking for your product, but you don't know too many specifics about what demographic they come from. That's where SNM comes in...
2) SNM - Social Network Marketing accurately targets demographic profiles linked to social networks like Facebook™. This allows organizations to target specific metrics like occupation, gender, employer, and in this case, birthdates. SNM's ability to so accurately target specific demographics is unprecedented and really has no counter-part in traditional advertising.
To target potential customers in Toronto looking for the best pizza in the City from 2 PM through 1 AM daily, Altitude Search Marketing utilizes the features of SEM. To target customers celebrating birthdays, SNM is used.
Monitor
Campaigns are monitored and refined on an ongoing basis by Altitude Search Marketing. To give Zed Pizza an accurate illustration of campaign performance, it receives a tailored overview report (MS Excel) each month (also available on a weekly basis).
Analyze
After the three (3) month campaign is complete, Altitude Search Marketing sends Zed Pizza an optional campaign summary that shows total performance. This is a great tool for post-campaign education and a tangible asset for assessing success.
Want More Tracking?
For an example of a larger campaign with more tracking, where the return on investment (ROI) can be measured, please see our Boutique Hotel Demo Company Tour.
