Lynda Rathbone discusses 'Offline and Online Spending' at cScape's 'Winners and Losers in a Troubled Economy' book launch.

1. Story Offline and online spending Lynda Rathbone MD, Four Square Media

2. Case study: major UK campaign for top 10 charity The Challenge: to continue the user journey online for 7 offline campaign activities that all drive traffic to the website home page. The activities included: - TV (brand and DRTV) - Print (door drops, inserts) - Shops/posters - Events - Transvision - Press/celebrity

3. Case study: major charity - UK campaign activity The story : all the campaign activities were driving potential supporters to the website home page, although 95% of the budget was spent on the offline activities. Once users landed on the home page, there was nothing from the campaign they recognised, leading to an 81% bounce rate, very low donations and confusing user journeys.

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