Red Wing Shoes Case Study: Multi-Channel Marketing

Integrating Telemarketing into a Multi-Channel Marketing Plan

The perception…

Boots

The perception …the reality

Boots + 170 mobile shoe trucks + 4,000 retail

locations

…we’re not really talking to this guy

Safety Director 150+ employees

we’re talking to this guy

Industrial sales is a unique distribution channel for Red Wing Shoes

Large companies subsidize employee shoe purchases

Red Wing provides payment programs to employers

Accounts serviced through 20 industrial sales managers

$

Red Wing Shoes Multi-Channel Marketing Plan

For years, direct mail was the primary channel for lead generaton

Over time, new acquisition channels were tested

Expanded into rented email lists

Added search and banner ad strategy and re-targeting

Added outbound telemarketing

Added inbound line

And a PPC Campaign

One way we reach our audiences is via emails to rented subscriber lists

If you are having trouble reading this email, read the online version.

Thank YouThank you for the opportunity to provide you with your requested information regarding our Red Wing ShoesHassleFree® Safety Footwear Program. One of our Industrial Sales Managers will be contacting you shortly toschedule an appointment to meet with you at your earliest convenience. To get started download ourHassleFree Brochure.

Red Wing Shoes specializes in fitting your employees with the safest and most reliable work boots designed tomeet the needs of their specific job. We have more than 4000 Retailers and over 170 Mobile Shoe Stores thatblanket North America, which means we either have a store close by or we can bring the store to you with a“Certified Fit Specialist” ready to service you and your employees.

From custom boot fittings to a tailored reporting, billing and invoicing system for your company, to keeping up onthe latest safety regulations, we aim to free you from the frequent demands of a company-sponsored safetyfootwear program.

We hope that you find the whitepapers that you may have requested helpful. To learn more about Red WingShoes, please visit redwingsafety.com or you can download the Red Wing Shoes Industrial FootwearCatalog.

Thank you for your inquiry and we will be in touch soon.

"Red Wing Shoe Company, Inc." <[email protected]>To: Judy JossiWe've Received Your Request

June 10, 2015 1:16 PM

Then, leads receive a drip nurture series If you are having trouble reading this email, read the online version.

Day$one$was$in$1905.$Now,$roughly$5,000$pairs$ofRed$Wing$Shoes$are$made$daily.$Sure,$we’re$darnproud.$Our$craftsmanship$and$critical$eye$for$thehighest$quality$has$made$Red$Wing$Shoes$themost$respected$brand$in$the$industry.$You’ll$findthe$same$thoroughness$and$commitment$in$ourRed$Wing$Shoes$HassleFree®$Safety$FootwearProgram.

Step$one.$Request$a$call.Make$it$easy$for$yourself$and$your$workers.$OurHassleFree$Safety$Footwear$Program$puts$youremployees$in$the$best$industrial$safety$footwearavailable$and$gets$you$out$of$the$shoe$business.The$program$connects$you$to:

Over$4,000$retail$locations$nationwide.150$Mobile$Shoe$Stores$staffed$by$fitspecialists.Over$250$industryPspecific,$taskPorientedsafety$footwear$designs.

See#the#skill#and#pride#that#go#into#Red#Wing#Shoes#safety#footwear.

Learn#how#our#DynaForce#insoletechnology#adds#comfort#and#flexibility.

Red Wing Shoes <[email protected]>To: [email protected]: "Red Wing Shoes" <[email protected]>* TEST * Red Wing Shoes safety footwear. Step one. * TEST *

January 24, 2013 9:48 AM

If you are having trouble reading this email, read the online version.

Safety.(Comfort.(Fit.(Durability.(We(put(it(intoevery(pair(of(Red(Wing(Shoes(safety(footwearwith(skilled(craftsmanship(and(technologyinnovation,(whether(we’re(using(our(Puritanstitch(sewing(machines(we’ve(relied(on(for(morethan(80(years(or(newer(technologies(like:

Forceshield™(Impact(Resistancetechnology.DynaForce®(Insole(technology.BOA(closure(system.King(Toe(technology.

Today's(the(day(to(get(yourworkers(into(the(best(industrialsafety(footwear(available.Only(Red(Wing(Shoes(offers(you(an(extensivesafety(footwear(program(backed(by(more(than100(years(of(hardPworking(footwear(experience.Our(program(connects(you(to:

Over(4,000(retail(locations(nationwide.150(Mobile(Shoe(Stores(staffed(by(fitspecialists.Over(250(industryPspecific,(taskPorientedsafety(footwear(designs.

See#the#skill#and#pride#that#go#into#Red#Wing#Shoes#safety#footwear.

Learn#how#our#DynaForce#insoletechnology#adds#comfort#and#flexibility.

Red Wing Shoes <[email protected]>To: [email protected]: "Red Wing Shoes" <[email protected]>* TEST * Red Wing Shoes. Technology and fit like no other. * TEST *

January 24, 2013 9:48 AM

If you are having trouble reading this email, read the online version.

We#call#it#HassleFree#because#it#gets#you#out#ofthe#shoe#business#with#a#truly#comprehensiveprogram#—#from#administration#to#employeepurchase.

A#dedicated,#professional,#full>time#staff#is#readyto#fit#the#right#program#for#you#and#your#workers.

Come#to#us#or#we'll#come#to#you.Make#it#hassle#free#to#keep#your#worker’s#feet#inpurpose>built#safety#footwear.#Our#fleet#ofMobile#Shoe#Stores#brings#Red#Wing#Shoesquality#and#superior#fit#right#to#your#company’sdoorstep.

Staffed#by#Certified#Safety#Shoe#FitSpecialists.Customized#footwear#inventory#to#yourworkplace#environment.Flexible#program#makes#it#easy#foremployees#to#buy#from#our#mobile#storesand/or#our#traditional#brick#and#mortarstores.

Red#Wing#Shoes,#314#Main#Street,#Red#Wing,#MN#55066#www.redwingsafety.com#1.888.873.5546#

Red Wing Shoes <[email protected]>To: [email protected]: "Red Wing Shoes" <[email protected]>* TEST * Red Wing Shoes safety footwear comes to you. * TEST *

January 24, 2013 9:48 AM

Outbound Telemarketing

Outbound telemarketing goals

Introduce HassleFree Program

Gather qualifying information

Capture prospect special requests for ISM follow-up

(Ex: Time to call, safety needs)

Warm up prospect to receive call

Share free shoe offer for appointment

Our approach is always to test first

! ? Tests Results

5-market test Positive CPL/roll-out

External lists/SIC priority Neutral

Purchased vs. internal Keeping both Internal leads “always on”

Fitting stool leads – 5-market test

Positive CPL/roll-out

Cold lead test Still testing

We also added an Inbound telemarketing line

Captures qualifying data from prospects

Seamlessly transfers customers

Gathers email addresses for lead notification and for on-going nurturing

External call center was tested against internal resources

! ? Tests Results

3-month external test Better response time

Fewer dropped calls

Improved hold time

More leads captured

More Data captured

What we learned from inbound calls

Use call data to inform PPC and email deploy timeframes

Improved tracking for campaign analysis as calls are accurately tracked to lead source

Allows us to continually monitor dropped calls and hold times

What we are working on

Improving how we collect leads from internal sources, training sales on selecting leads for OBT

Monitoring close rates, adjusting call attempts

Using rich data gathered for messaging and content development

6/10/15

INDUSTRIAL Engagement to Telemarketing

Eloqua Landing Page

Form

Volkart May

Nurture Campaign

‘800’ number on Landing Page

Purchased List - 3rd Party

Email Send

Lead Created Sales Calls

Sales Cold Lead

Closed Sale

Volkart May CC: Form Submit

6/10/15

INDUSTRIAL Telemarketing to Sales

Volkart May Notification

Lead Created Sales Calls

Sales Cold Lead

Nurture Campaign

Closed Sale

*SFTP File pull is setup in the ‘old’ synch process, this way the contacts coming from the files can be processed based on where they are coming from…Inbound vs Outbound.

Not Qualified

Not Qualified

SFTP File pull*

Email send based on

Status

Dealer Recruitment Outbound Telemarketing

Goals and objectives

Director- Dealer

Development

Redwingshoes.com FranchiseGator Inquiries (leads)

Telemarketing

To continually open new shoe stores

Qualification process needed an update

Qualification calls go to call center (vs. one individual)

Script changes reduced call time

Follow-up emails based on call outcome

Nurture series will qualify leads prior to an outgoing call – reserving outbound calls for

highest value prospect

Email examples

6/10/15

DEALER RECRUITMENT Engagement to Telemarketing

Website

Franchise Gator

Qual Form Volkart May

Branded Account

International Account

Scoring

Gate: Digital Body Language

& Scoring

Not Qualified Nurture

Campaign

CC: Form Submit

6/10/15

DEALER RECRUITMENT Telemarketing to Sales

Volkart May Notification

Not Qualified

Not Qualified

Lead Created Sales Calls Closed Sale

SFTP File pull*

Sales Cold Lead

Nurture Campaign

Email send based on

Status

*SFTP File pull is setup in the ‘old’ synch process, this way the contacts coming from the files can be processed based on where they are coming from…Inbound vs Outbound.

thank you.

questions?