R&A Marketing - Imagine Retailer

• 1. V=PE-PValuePersonal experiencePrice

2. WS + WD = MWhat you sayWhat you doMarketing 3. Three Worlds 1. Outside your door 2. Inside your door 3. Inside your office 4. SOVShare of voice xIQ Impact quotient Traffic TxPEPersonal Experience S Sales 5. =MSSalesS MP Market potential Market share 6. Before pouring money into advertising, figure out exactly how much should bespent.Occupancy (rent)Gross sales10-12%Cost of exposureMarkup 7. Step # 110-12% x annual sales volume ThenSales volume x average mark-upYes, mark-up. Not margin. Most of us know our margin by heart. Mark-up is simply GP/COGS 8. Step # 2Deduct your annual occupancy(rent) from the 10% and 12%.The balancerepresents Minimum & Maximum allowable budget for the year. 9. Sadly, the very people we arecounting on to for advice in thisarea will tell us the amount shouldbe 5-7%. Dont you believe them. Itisnt possible to designate apercentage without considering mark-up on your average sale & rent. 10. How it worksTotal Annual Sales $1,000,000Budget for TOTAL Cost of ExposureX 10-12%(Cost of Occupancy + Advertising) $100,000- $120,000Average MarkupX 80.0% Adjusted Budget for $80,000- $96,000Total Cost of ExposureCost of Occupancy$35,000AD BUDGET$45,000- $61,000 11. MediaPrintDirect MailTV/RadioOnline/Social 12. Web VS-Broadcast VS- PrintBothLong termShort term 13. The 4 BasicsMarket Who are you trying to influence?Yourself How do you define success?Competition What is you selling position?Media Who are you going to hire to carry the message? 14. EcommerceThe truth about online sales in thefurniture industry. 15. ! 16. Online marketplace?In 2010 the wheat came off the chaff in onlineretailing, says Nikki Baird, managing partner at research firm RSR Research.The online retailers that just count onbeing the lowest price provider arentgoing to be around for the long term.Theones that survive and grow will be onesthat run a very efficient operation andgive consumers the best customer serviceand shopping experience. 17. The industry iscurrently selling $12.3 billion online,representing about 9% of all category sales, according toresearch firm Forrester Research Inc. These numbers are expected to rise to 11% this year and more than double to $26.7 billion by 2012, basedon our research. 18. TheOnce-familiar Consumer Journey 1. Few touch points, well-choreographed 2. Linear, store-dependent 3. Advertising-inspired View TV Go toCompareChooseJoin/align or print best Buy item store options with brandad optionAWARENESS CONSIDERATIONSELECTIONPURCHASELOYALTY 19. A New Customer Journey1. A proliferation of engaging digital touch points2. Non-linear, cross-channel3. Web-first for many consumer buying decisionsViewResearch designerproduct video Read a Uploadreview or pics ofblogpurchaseSearch for Visit abrandstore SendOrder mobile pic Read outfit Facebook feeds 20. The affordable Signature Design by Ashley site includes the industrys ONLY integratedshopping cart! 21. Feature rich catalog pages include: ratingsystem, up to 10photos, print, email, social share, and add-to cart functionality. 22. Quickly email from smart phone oripad, exactly what the customer is lookingat. 23. Print catalog pages that include all of the detailed information the customer willneed in order to make a buying decision.Encourages the retail sales staff to becertain Ms. Jones doesnt leave the store empty handed. 24. Instantly share catalog content onFacebook, Twitter, and over 1,500 othersocial media outlets. 25. The catalog connects with the customcoupon functionality that allows for everyevent imaginable. *side note- delivery codes are alsocompletely flexible. 26. Single page checkout reducedabandonment by more than 50% 27. Dealer Feedwww.imagineretailer.com/dealer-specific-feed/ 28. Social MediaIntegration of Social Media 29. Facebook Two Types of Facebook Personal Profile Users can add people as friends and send themmessages, and update their personal profiles tonotify friends about themselves. Business Pages Users (Personal Profile) can join networksorganized by workplace, school, or college. 30. Personal Profile 31. Business Page 32. Facebook By The Numbers 900 million active users One person for every fourteen in the world ison Facebook 93% of US adult Internet users are onFacebook. 1 out of every 8 minutes online is spent onFacebook. 67% B2C have acquired a customer viaFacebook. 33. Facebook By The Numbers On average a Facebook fan: Spends $71.84 more than a non-fan McDonalds fans spend $159.79 more than non- Fans Is 28% more likely to continue using a brand Adidas fan 42.55% more likely than a non-fan Is 41% more likely to recommend a product Red Bull fan 49.26% more likely than a non-fan 34. Facebook Applications Integration of Social Media 35. Promotional AppsAn Email Signup thatA Fan Offer App thatlets you build awill grow your fan basesubstantial subscriberto a massive number solist and target themyou can target themwith email marketingwith promotions andcampaigns to help you offers.sell more products andservices.A Sweepstakes App A Share and Save Appthat takes theEach deal is triggeredguesswork out ofonly if a set number ofrunning a sweepstakes people sign up,so you can sit back and thereby creating awatch your business strong incentive forboom! buyers to share dealswith friends and family. 36. Informational Apps Connect your website content directly with your Facebook Page Allow your consumer to find you, learn about you, view your menu and view youroffers Help your Facebook page come up in a search engine with SEO ready applicationsthat pop up on Google, Yahoo & Bing Manage it all from one central dashboard without having to know how to build awebsite 24-7 customer support available to fix your problem and fix it fast 37. Connells Furniture2 StoresCustomer Since 1987Full Line Mid-Priced StoreBedroom Communities of a Major Market 38. Connells Furniture Contests Wall Posts What to post, how to post, and when to post Facebook Events Offer something to just your Facebook fans. 39. Connells Furniture Contests Finding the right contest that meets yourmarketplace and your Facebooks marketing place. Decide whether you want to create Faninteraction or you just want to increase Fans. You have to give away something Remember youre a Furniture Store Make it Fun This is great PR So BUILD it up! 40. Connells Furniture Grand Prize: Sofa Contest Instructions Dress yourself, your family, or your kid up in aHalloween costume, take a picture and you mightjust win Month Long Contest Fans Decide Winner 41. Connells Furniture Promoted On Website Press Release Email Marketing Word of Mouth POP Sales people required to talk about it 42. Connells Furniture 43. Connells Furniture First Place 254 Number of Votes 79 Comments1332 Total Number ofContest Votes Second Place264 Total Number of29 CommentsContest CommentsThird Place 134 Number of VotesSecond and Third Place33 Comments132 Number of Votesboth bought fromConnells after contest! 44. Connells FurnitureWhat to Post Share links to interesting and relevant articles, post thought-provokingor meaningful updates, share a joke, or ask a question. Just keep it lively, interesting, and consistent! The words in updates that triggered the mostlikes and comments are:1. Event2. Win3. Winner4. Sale5. ContestWall PostsWhen & What 45. Connells Furniture Top Post Examples Success is simple. Do whats right, the right way, at theright time. (Quote) 505 Impressions Creating a Reading Nook (Blog) 750 Impressions We have something big to offer just for our FB Fans onFriday. Be Sure to visit our page Friday morning for thisamazing offer! 802 ImpressionsWall PostsWhen & What 46. Connells Furniture Be sure to check your Page Post Insightsto see what your fans react to the most!Wall PostsWhen & What 47. Connells Furniture A report from Buddy Media found thatthe hours companies should post toFacebook dont necessarily coincide withbusiness hours. The four best times for higher engagement rates amongfollowers are at 4 a.m., 7 a.m., 11 p.m., and 5 p.m. I encourage you to approach your timing on a case-by-casebasisWall PostsWhen & What 48. Connells Furniture Offer something to just your Facebook fans They are fans of you for a reason Reward them for being a fan Make it something distinctive Unique enough to stand out above the rest Make it share worthy The more sharable the more likely it will be a better event Events are fun The more fun they have the more likely they remember you when shoppingEvents 49. Connells Furniture 50. Connells Furniture 51. Connells FurnitureLet the Savings BeginWhen Did LikingSomeone Ever Pay Off 52. Connells Furniture 53. Connells Furniture Facebook Fan Offer Only Ran right after a Contest High visit and user rates Offered a greater discountto Facebook fans than thepublic. Reward them for being aFan of your page Made it time sensitive. This will increase customersto visit page.Share and Save 54. Connells FurnitureShare and Save (one day insights) 55. December 2011Offer(s): $50 Online Gift Card once 1000 fan was hit &Discount Equal to the Sales TaxPeriod 11/28-12/31Total Tab View: Wall: 1,487 Fan Offer: 646 Facebook Site: 28365,790 people reached73% Female27% MaleAverage Age 25-34Transactions: 66 as a result of FacebookTotal Sales: $67,000Avg. Ticket: $1,015Total Fan Increase: 220% increaseTotal Monthly Sales Increase: 10% verses Dec 2010 56. Connells Furniture 127% Increase of New Likes after Black Friday Promotionmonth one 95% advertising return 112,539 Post Views 2nd Highest Month in Connells history Average 1% Post Feedbacksduring Room Makeover Contest 136 per month 4% of unique visitors from Facebook 140% more Average Monthly Active to the websiteUsers than Fans Third highest traffic source to Cannot track active personal data Connells Website behind: 4% of Fans Have Bought Direct URL 20% of Share and Saves Redeemed in Googleless than 24 hours Facebook/Bing Average ticket of $1900 Yahoo 2.3 times higher than the national average $800 more than average ticket 24 times unique votes cast for RoomMakeover than enters 57. AnalyticsMeasure What Makes You Money 58. Facebook Analytics 59. What You Should Be Paying AttentionTo?!?! New Likes Lifetime Likes Monthly Active Users Post Views Post Feedback 60. InsightsPage Content Feedback 61. Integration with Google analytics using APIeliminates the need for additional log ins. As a result retailers use analytics about 30% more often. 62. How the site is being used, where the trafficis coming from, and what is being shoppedfor are the keys. 63. Traffic sources and keywords, report theeffectiveness of the companys marketingefforts. 64. Content performance provides detail tomerchandising, advertising, and sales aboutwhat consumers are looking for on the site. 65. Captures the shopping patterns of every sitevisitor, and once we collect their name we have actionable sales information for follow up. 66. Spending over 5 minutes shopping for leather is a clear buying signal! 67. Send them an offer and track their interest using ourthe click overlay tools. 68. Then track the effectiveness of your e-marketingcampaigns using the statistical data. 69. Building The PlanCalendar/ Budget 70. Case Study Three Grand Prize: $2,500 GiftCard Contest Instructions: Take a picture of your room, explainwhy you deserve a room makeover,post it on Facebook, and you couldwin a brand new room! Month Long Contest Fans Decide ThreeFinalists Judges DetermineWinner 71. Thank You [email protected]@imagineretailer.com