1 This Session – 45 minutes, then Q and A Understand: Why Your Company Should Participate How Your Company Can Drive Down Costs BSA Standards and.

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This Session – 45 minutes, then Q and A

Understand:

Why Your Company Should Participate

How Your Company Can Drive Down Costs

BSA Standards and Best Practices

What your company is expected to do

Learn about composing more effective copy content

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Enabling accurate and complete flow of content throughout the BSA Supply Chain

OK BSA Introduction

Rick Bushnell Jack Householder

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Digital Marketing

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Who Published that Report?

http://www.emarketer.com/Article/Which-Content-Marketing-Tactics-Best-ROI/1009706

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Where Do You Get This?

http://www.invodo.com/

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Digital Marketing

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Digital Marketing

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Digital Marketing

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Digital Marketing

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Digital Marketing – Require Standards

What Product

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Digital Marketing – Require Standards

What content

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Why Comply

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Content Information

Mobile

Codes

Imag

es

Videos

Why Comply

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Dirty Little Secret - Wholesaler

Yes, even just a simple character count would be helpful. You would not believe how often descriptions are too long.

Name withheld to protect the

guilty

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Dirty Little Secret - Wholesaler

Improved content?...Suppliers do not even have the right U.P.C. s matched to the right product!

Name withheld to protect the

guilty

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Dirty Little Secret - Supplier

I’m hopeful UPC’s are correct – but I can’t be 100% at this point.  We’ve had various folks maintaining this data over the years, and in a variety of places....Unfortunately, updates haven’t  always been made in all respective places.  

Name withheld to protect the

guilty

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Dirty Little Secret - Supplier

Unfortunately, our item descriptions are internal in nature, as they’re pulled directly from our operating system.  If these require further modification down the road, that will have to be a separate project.

Name withheld to protect the

guilty

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Dirty Little Secret - Supplier

Our operating system only allows for so many digits – hence the check digits themselves are omitted.  That’s why we’re forced to house the data in various other forms and places.  I can’t wait until we invest in a content management software program!!!

Name withheld to protect the

guilty

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Evaluation Output – 3M19

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Problems in RED20

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Problems RED – UPC, Name, Short Name

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More Problems22

Note BSA Std.

Note User Field Name

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More problems23

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Why Comply Value Calculator for Company to Provide and Update Product Content Files To Buyer

Note: Time in hours Excellent Good Fair Poor Best Practice

Identify need for information 0.25 0.25 0.25 0.25 0.25

Contact Buyer 0.1 0.1 0.2 0.5 0.1

Research request 0 0.25 0.25 0.5 0

Contact person needing the information 0.1 0.1 0.2 0.25 0.1

Determine how information can be exchanged 0 1 0.25 0.5 0

Contact Buyer IT 0 0 0.1 0.2 0

Contact Internal IT 0 0 0.5 0.5 0

Provide transaction file 0.1 0.1 0.25 0.25 0.1

OTHER Task ? ? ? ?  ?

Filter unwanted information 0.1 0.1 0.1 0.25 0

Time (hours) 0.65 1.9 2.1 3.2 Total 0.55

Number of suppliers per month 12 6 6 8 32 32

Time per month (hours) 7.8 11.4 12.6 25.6 17.6

Cost per hour (Fully Loaded Cost) $35 $35 $35 $35 Total $35

Cost to Obtain information $273 $399 $441 $896 $2,009 $616

Total cost per month $2,009  

Total cost using Best Practice $616  

Total Savings $1,393          

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What OK BSA Does……

Checks your data format against

approved BSA Industry Standards

Removes redundancy

Eliminates additional staff work!

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What OK BSA DOES NOT do….

DOES NOT check against specifications NOT in the Approved Industry Standards

Does NOT validate additional requirements by wholesalers or other customers or groups

Does NOT check for quality or goodness

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Standards Reduce Costs

Value Calculator for Company to Provide and Update Product Content Files To Buyer

Note: Time in hours Excellent Good Fair Poor  Best

Practice

Identify need for information 0.25 0.25 0.25 0.25   0.25

Contact Buyer 0.1 0.1 0.2 0.5   0.1

Research request 0 0.25 0.25 0.5   0

Contact person needing the information 0.1 0.1 0.2 0.25   0.1

Determine how information can be exchanged 0 1 0.25 0.5   0

Contact Buyer IT 0 0 0.1 0.2   0

Contact Internal IT 0 0 0.5 0.5   0

Provide transaction file 0.1 0.1 0.25 0.25   0.1

OTHER Task            

Filter unwanted information 0.1 0.1 0.1 0.25   0

Time (hours) 0.65 1.9 2.1 3.2 Total 0.55

Number of suppliers per month 12 6 6 8 32 32

Time per month (hours) 7.8 11.4 12.6 25.6   17.6

Cost per hour (Fully Loaded Cost) $35 $35 $35 $35 Total $35

Cost to Obtain information $273 $399 $441 $896 $2,009 $616

Total cost per month $2,009          

Total cost using Best Practice $616          

Total Savings $1,393          

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Cost to Obtain Information $273 $399 $441 $896 $2,009

$616

Total Cost per Month $2,009

Total Cost Using Best Practice $616

Total Monthly Savings $1,393

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OK BSA Roadmap

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• Define and publish basic rich product content standards.

• Align and expand basic operational content standards.

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• Define and publish advanced rich product content standards.

• Focus on data exchange best practices

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• Define and publish non product content standards.

• Focus on content marketing best practices.

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Best Practices - Guidelineshttp://www.insightu.org/bsa/index.htm

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Content Management Committee Standards and Best Practices OK BSA - Company

Coordinator

Directory Point of Contact

Information Available

Education Sessions Field Definitions and File Template

Pieces to the OK BSA Puzzle

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Goal = OK BSA Suppliers and Buyers to Share Content

Request files from each supplier

Provide files to buyers

The Buyer

The Supplier

The Internet

Compliance file in Open Standard

Compliance file in Open Standard

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The Template Definition

OK Approved Sample file availableOK Files in Use

Common Denominator = CSV or other file

Field Number 1 6 7 8 9 38 39 46 47

Field Name EAN / U.P.C.

Product Name

Short Name

Product Title

Manufacture's SKU #

PhotoPhoto

DescriptionConsumer Copy-Long

Consumer Copy-Bullets

Product Data                  Product Data                  

Field Name of Field

1 EAN / U.P.C.

6 Product Name

7 Short Name

8 Product Title

9 Manufacture's SKU #

38 Photo

39 Photo Description

46 Consumer Copy-Long

47 Consumer Copy-Bullets

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Field Name Preceded by Field Number1 EAN / U.P.C. 6 Product Name7 Short Name8 Product Title9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo39 Photo Description40 Video41 Video Description44 Product Long Description45 Customer Copy - Short46 Customer Copy - Long47 Customer Copy - Bullets

Standard is Independent of Company, Technology and Network

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I need the name of your new

XYZZZ

Name - field 6, Short,- field 7, or consumer copy fields 44,

45, 46, 47?

BSA Standard - Field Name preceded by Field number1 EAN / U.P.C. 6 Product Name7 Short Name8 Product Title9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo40 Video44 Product Long Description45 Consumer Copy-Short46 Consumer Copy-Long47 Consumer Copy-Bullets

Facilitates Human to Human and System to System Understanding

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Send it all to me.

Sure, just so I get the right content for the right product, what is our MFR SKU and U.P.C. for the item

U.P.C. and Manufacturer SKU

Field Number 1 6 7 8 9 38 39 40 41 42

Field Name EAN / U.P.C. Product Name

Short Name

Product Title

Manufacture's SKU #

PhotoPhoto

DescriptionVideo

Video Description

Mobile Code

Product Data                

Product Data

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Established methods of providing product information - Network, software, portal

Buying Groups, Chains, Others

Some Things Don’t Change

SupplierSupplierSupplierSupplier

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Photos same size etc.

Buying Groups, Chains, Others

Video same - frame rate etc

Consumer content - same definitions

Mobile codes - same definitions etc. Supplier

Supplier

Supplier

Supplier

What Has Changed The details for Video, Photo, Consumer Copy, Mobile Code

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Meeting the Technical Standard

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BSA Web Site Support

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3. Prepare the OK BSA Standard Content File and evaluate the results

1. Register with the OK BSA Program

2. Attend OK BSA Starter Session

4. Add Content as it becomes available

5. Maintain Compliance

The OK BSA Process

Field Number 1 6 7 8 9 38 39 40 41 42 43 44

Field Name EAN / U.P.C. Product Name

Short Name

Product Title

Manufacture's SKU #

PhotoPhoto

DescriptionVideo

Video Description

Mobile Code

Mobile Code Description

Product Long

DescriptionProduct Data                    

Product Data

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Preparing FilesField Name of Field Size Type Description Example

1 EAN / U.P.C. 13/12 n See Note #1  6 Product Name 80 a/n Primary Description See Note #9  7 Short Name 27 a/n Short: See Note #9a  8 Product Title 150 a/n Not extension of Field 6 Note #9b  

9Manufacture's SKU #

20 a/n Mfg. Item Number Use OPIDS Std - MAC

DPR2936

12Consumer Purch Unit

2 a/n ea=each, yd=yard, ft=feet (OPIDS Std)

36 Color 3 n OPIDS Standard  

37 Generic    Size & Use determined by Trading Partners

  CONTENT        38 Photo     URL Containing Photo Standard   39 Photo Description 80 a/n Side, Top, Group etc.   40 Video     URL Containing Video Standard  

41 Video Description 80 a/n Safety, How to use - Kids, How to service

42 Mobile Code     URL Containing Mobile Standard  

43 Mobile Description 80 a/n Nature of the deal, kind of support info

44Product Long Description 400 a/n See "Field Naming"  

45Consumer Copy-Short 500 a/n See "Field Naming"  

46Consumer Copy-Long 1000 a/n See "Field Naming"  

47 Consumer Copy-Bullets 1500 a/n See "Field Naming"  

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Field Name Preceded by Field Number1 EAN / U.P.C. 6 Product Name7 Short Name8 Product Title9 Manufacture's SKU # 38 Photo39 Photo Description40 Video41 Video Description42 Mobile Code

Match content held in internal records to OK BSA standard definitions

Output CSV or Excel

Preparing the Standard Content File

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Valid EAN/U.P.C.

Field content and length

Valid URLs for video and photos

Verification of Samples

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Actual Compliance File Example

INPUT DATA HERE….STARTING IN CELL A7 Input Expected Prefix below:

EsselteESS

BSA Standard Label EAN/U.P.C. Product Name Manufacture's SKU #

User Field Names bar code    Record Line Number 1 6 9

1 078787005150 FOLDER,HOT POCKET,AST ESS005152 078787011199 FILE,13PKT EXP POLY,NVBE 011193 078787011212 FILE,13PKT EXP POLY,SMK 011214 078787011328 CASE,CARRY,26PKT,SMK 011325 078787011519 FILE,BOX POLY DSKTP,BK 011516 078787011564 FILE,PORTBLE,PORTAFILE,BK 011567 078787011588 FILE,7PKT SWIRL POLY,BE 011588 078787011632 FILE,13PKT SWIRL POLY,BE 011639 078787011670 CASE,CARRY POLY SWIRL,BE 0116710 089612011857 PROTECTOR,SHT,LTR,STD,CLR 0118511 078787013513 FILE,CARD,PLAS,3X5,BK 0135112 078787013650 FILE,10X12,A-Z,BANKERS 0136513 078787014619 FILE,CARD,PLAS,4X6,BK 0146114 078787015814 FILE,CARD,PLAS,5X8,BK 0158115 078787020351 CARD,GRID INDEX 3X5,WHT 0203516 078787020863 FOLDER,FILE,LTR,30/PK,AST 0208617 078787023277 FILE,13PCKT,EXP,SLDCVR,BK 0232718 078787026025 FOLDER,PSBD,6SEC,LTR,GN 0260219 078787026049 FOLDER,PSBD,6SEC,LTR,LBE 0260420 078787026117 FOLDER,PSBD,4SEC,LTR,ERRD 02611

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OK BSA Participating Members will add and / or

change records as they see fit in accordance with the

guidelines.

If a Participating Member has a problem he or she

can use the OK BSA Contact Directory to contact the

supplier directly or notify OK BSA

Each year Participating Members will send a file or a

link to the file to OK BSA.

Maintaining Compliance

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List of Products with – 1. EAN/U.P.C.2. Product Name 3. Manufacturer SKU # 4. GTIN

Rich Content Provided

1.Photos 2.Customer

content and Descriptions

3.Mobile Codes4.Video OK BSA Files

Evaluated1.Sample file

available2.OK Files in Use

Compliance Reporting

Level 1

Level 2

Level 3

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What Does the Industry Want From Me?

Support the OK BSA Program

Get registered: www.businesssolutionsassociation.com

Begin to use the standards

Encourage other companies to participate

Write your check - $400 plus $1 per SKU

Maximum amount for BSA Members $3,000

Maximum amount for non BSA Members $6,000

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Questions?

?