Transcript Martin Murray

Search Marketing for
the Drinks Industry
Presented by Martin Murray
CEO, Interactive Return
www.interactivereturn.com
Agenda
• Search Marketing Experience
in the Drinks Industry
• The Regulatory Environment
• Search Marketing Challenges
• Search Marketing Successes
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Diageo Global Brands
Smirnoff
Johnnie
Walker
Guinness
Baileys
J&B
Captain
Morgan
Cuervo
Tanqueray
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Industry Regulatory Bodies
• The Century Council
• Distilled Spirits Council of the United States
• The European Forum for Responsible Drinking
• The Portman Group
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Ethical Marketing Guidelines
Promotional activity should not:
• Have the alcoholic strength as a dominant theme
• Encourage immoderate consumption
• Incorporate images of people under 25 years of age
• Suggest any association with
– anti-social behaviour
– illicit drugs
– Sexual success
– Social success or popularity
– Enhanced mental or physical capabilities
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Diageo Code of Marketing
Practice for Alcohol Beverages
“Special attention must be paid to code
clearance for brand website and promotional
activities on the internet, because they are
global media.”
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Google’s Content Policy
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Sponsored Listings for Wine is permitted
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No Sponsored Listings for beer and spirits
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Yahoo permits alcohol advertising
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Age Verification Page
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Responsible Drinking Messages
Throughout Website Content
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Use of non-Retailing Promotional Material
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Search Marketing Vs. Branding Objectives
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Search Marketing Techniques
• Organic Search Engine Optimisation
– Content
– Link Building
– Site Architecture
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Sponsored Listings (where possible)
Blogs and Newsletters
Integration with offline marketing
Adherence to ethical marketing guidelines
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Successes
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More Successes
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This is the slide that our Sales Director
said I had to show or else I can’t collect
my travel expenses.
• Search Marketing Agency
since 1999.
• Working with clients in the
US and Europe
• Deliver really effective
organic and sponsored
listings search marketing
campaigns for global
corporations, governmental
organisations and small to
medium enterprises
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