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Business Performance Natural Search Marketing Paid Search Marketing Search Engine Marketing

Looking for a RBYes Mortgage or Rabies? RBS Campaign Fail

https://youtu.be/YpQYgCxCF5c

In my previous post, I talked about how Natwest’s new ad campaign fell short because TV and digital were not integrated. The TV advert creative contained the call to action ‘Search NatYes‘ yet NatWest did not have a listing in the organic results for that search phrase. They effectively paid twice by running PPC ads to try convert the visitor.

The post generated a lot of shares, comments on the blog and some twitter conversations. Whilst reading further around the subject I discovered a couple of interesting things.

Firstly, Natwest are owned by RBS and it transpires that the same advert has been shot twice – once for NatWest and once for RBS – with different accented boy actors to cater for different regional markets.

Both use a similar call to action in the TV ads – either ‘search NatYes‘ or ‘Search RBYes‘.

Secondly, as you’d expect given the same marketers & agency, both campaigns experience similar digital integration problems. However, to compound it, the RBYes campaign has encountered another unfortunate issue.

When you type in ‘RBYes‘ to Google, the search engine has tried to helpfully correct what it believes to be a misspelling. So instead of information on RBS mortgages you get…

Rabies.

I’m guessing this isn’t what the bank wants prospective customers to see.

There is another link that says ‘search instead for rbyes‘ but it is below the adjusted search term and much smaller. By this point the searcher has already noticed the links to rabies information and the YouTube video thumbnails of unfortunate canines.

To RBS’ credit, they do have a PPC ad present in the top slot, albeit surrounded by less appealing links.

In my Natwest NatYes post I was critical regarding the lack of a listing atop the organic results. In that instance it would have strengthened their position, reduced their dependency on a 24/7 PPC presence and protected against guerrilla shenanigans by competitors. With the RBYes campaign, an optimised landing page in the organic listings is again a necessity but it wouldn’t help one bit with this particular issue.

Now, you could defend RBS by saying who could have predicted this? And that may well be a fair comment. However, I can’t help but feel this could have been discovered a lot earlier in the planning and preparation stage – before the ads and tag lines were signed off. Surely someone typed it into Google when the idea was to proposed to include ‘search RBYes’ in the TV advert?

Though tangential, this brings to mind the classic mistakes companies have experienced when trying to launch products into foreign markets without doing thorough research into the local translation of the brand name. Whilst amusing to read, it can be embarrassing for the business and costly to remedy.

So what happens if you click the ‘search instead for rbyes‘ link?

Thankfully a RBYes mortgage page appears near the top of the organic listings (as well as a PPC ad). Over the course of the past couple of days I’ve watched it move up from the bottom of page one to the number two position behind a Youtube video. I’m sure it’ll only be a matter of time before it takes the top slot, as the algorithm adjusts.

Incidentally, I performed the same search for ‘rbyes‘ on Youtube to find the TV advert video to embed in this post and the same unfortunate substitution occurs:

So what are the lessons to take from this for your own campaigns?

Preparation and detail. The planning stage of a campaign is crucial, especially when you need to account for customer journeys across multiple channels and platforms. You have to map out exactly where you need to be, with which assets and with a clear, consistent message. All that requires an eye for detail. The big themes, the messaging, the story, all are obviously essential for a campaign, but it’s the little details that hold it together and influence the outcome.

Categories
Business Performance Customer Experience Search Engine Marketing

NatYes or NatLess: NatWest Campaign Lacking TV & Digital Integration

https://youtu.be/jiN-cNJxvN0

From personal experience, I know TV campaigns cost a lot. Digital campaigns can be no small change either. But regardless of the size of your budget you need to be smart about getting maximum return on your spend.

This requires joined up thinking across your campaigns (or preferably your single integrated campaign) and plenty of forward planning.

With this in mind it’s disappointing to see the latest campaign from NatWest.

Check the video below of the new TV advert and watch out for the call to action in the penultimate ‘frame’.

Did you catch it? ‘Search NatYes‘.

Go search for NatYes – what do you find?

Nothing. Well, except for that paid adwords ad at the top of the page. Absolutely nothing about NatYes in the free listings.

This is a missed opportunity for NatWest – and an opportunity for a competitor to jump in and steal some traffic.

  1. If you’re going to ask your prospective customers to search for a keyword, then you need to make sure your website or landing page appears if someone searches on it. This requires preparation. You need to create your landing pages in advance of your campaign and given the gap between storyboarding a TV advert and the ad going live you have plenty of time to get this sorted.
  2. The advantage of using a phrase like ‘NatYes’ is that it is a unique word that no one is using – see the above search results as a case in point. Therefore, it should be easy to optimise for your chosen term(s)and get a top listing quickly.
  3. You might also want to go grab the URLs – natyes.co.uk, natyes.com, etc. Customers will likely just search for the phrase, but you never know if some cheeky competitor or affiliate marketer might jump in and secure a higher listing than your page
  4. At the very least NatWest have sponsored the term on Adwords. This is essential if you have no organic listings. Even if you do you’ll need to be prepared to spend some money on PPC to support the campaign just in case any of your competitors decide to sponsor the term too.

Where NatWest have done well is the landing page. Whilst you can only get to it from the paid ad, there are a couple of things they’ve got right:

  1. Firstly they have scent. They have continued the visual design from the ad onto the landing page, using the image of the boy actor in the Indian headdress. This gives the user confidence that they have arrived in the right place. Removing doubt in the customer’s mind is a key objective of every landing page.
  2. They have reused the slogan ‘NatYes’ from the TV ad on the landing page. The only thing I’d suggest is using it a little higher up the page. Currently it is beneath the fold and not visible in that crucial first second when the user scans the page.
natwest_lp

In summary, think about the customer journey from end to end. Everything must be consistent and flow. At no point do you want the flow to be interrupted – those are the moments you lose your customers. Even worse, is if you lose the customer to a competitor who was smart enough to optimise their activity around your campaign.

Say Yes to smart, joined up thinking.

Update 10/06/13:

The story doesn’t stop there. NatWest’s sister brand RBS are using the same approach, with a call to action of ‘Search RBYes’ in their TV advert. This time though there is a rather unfortunate run-in with Google spelling auto-correct feature that renders quite different results…