LOCAL * MOBILE * SEARCH * SOCIALFOR BRICK & MORTAR RETAILERS
MAGIC s.l.a.t.e.
Red Door Interactive
Director, Cross Channel Marketing @ Red Door Interactive
Offices in San Diego, Carlsbad & Denver
Acquire Convert
RetainExtendContact [email protected]: @jfaris
Red Door Interactive
Local Marketing
Red Door Interactive
“All Politics is Local”
Red Door Interactive
Increased relevancy can be achieved by developing & distributing compelling messaging specific to different geographic markets or user locations
GeoMessage
Website
Display
Social
Search
Mobile
Red Door Interactive
Increased relevancy can be achieved by developing & distributing compelling messaging specific to different geographic markets or user locations
GeoMessage
Website
Display
Social
Search
Mobile
Red Door Interactive
Mobile
Red Door Interactive
>
Red Door Interactive
Red Door Interactive
Red Door Interactive
Red Door Interactive
Google Think Mobile
Red Door Interactive
Google Think Mobile
Red Door Interactive
Google Think Mobile
Red Door Interactive
Google Think Mobile
Red Door Interactive
PAID
Local/Mobile Organic Search
Red Door Interactive
70% of local business searches are now conducted online
TMP Directional Marketing, Google/IPSOS
Red Door Interactive
Red Door Interactive
Red Door Interactive
Red Door Interactive
Red Door Interactive
Red Door Interactive
Red Door Interactive
Red Door Interactive
Organic
Local/Mobile Paid Search
Red Door Interactive
Red Door Interactive
Google Agency Land
Red Door Interactive
Red Door Interactive
Red Door Interactive
Google Agency Land
Red Door Interactive
Red Door Interactive
Cabela’s Test Paid search pushed traffic to
Cabela’s retail stores during a key holiday sales event
Customized ad copy, with retail store coupons
Geo-targeted within 200 miles of each store
Relevant landing pages
Retail Results Paid search successfully
pushed traffic into retail locations
10% Coupon download conversion rate
40% redemption rate
Red Door Interactive
Drive-To Advertising Network
Red Door Interactive
Red Door Interactive
Check-Ins, Deals, and Reviews
Local/Mobile Social
Red Door Interactive
ComScore Global Y/Y change Jan 2010 - Jan 2011
-21%
+52%
+1%
Social
Portals
Search
Red Door Interactive
“37% of shoppers find online social sources to be an influential driver when making decisions” Google 2011
Source: Brian Solis & Jesse Thomas
Red Door Interactive
Red Door Interactive
Only 19% of ‘new customers’ return to the retailer/service provider after initial dealInc Magazine
Red Door Interactive
TIPS FOR DEALS
Capture deal customer emails/phone numbers in-store with an incentive to return through an instant bounce-back coupon
Incentivize deal customers to “like” and check-in Check-in deal for repeat purchases
Be prepared, provide stellar service, and ask for a local review Pair up with a manufacturer/retailer for a co-op coupon or deal
Bid on coupon terms in Search (brand & non-brand) Use PPC ads and a “fangate” to offer a coupon on Facebook Make your web-based coupons mobile-friendly
TIPS FOR OWNED COUPONS
Red Door Interactive
10 Million Users1 Billion Check-ins
Red Door Interactive
TIPS FOR CHECK-IN
Add/Claim & Optimize your location profile with specials Create a brand page & create your own tips
Make them interesting and not 100% sales focused Monitor and reward mayors & other frequent customers Pair up with a brand for a co-op check-in special Pair up with a charity (e.g. Surfaid, Surfrider Foundation,
etc…) Monitor tips, many of which are essentially reviews Review check-in data for trends Promote the special
Red Door Interactive
Red Door Interactive
TIPS FOR FACEBOOK CHECK-IN DEALS
Pair up with a brand or charity for a co-op check-in deal Simple copy is more engaging
Mention any restrictions Include a clear call-to-action
Be mindful of deal fatigue and the number of deals you run
Logistics matter Promote the deal
Red Door Interactive
Red Door Interactive
1/11 - 1M users 1/12 – 15M users Will hit 1B photos this year
Red Door Interactive
TIPS FOR SOCIAL PHOTO SHARING
Create, share, and pin photos that reflect your brand Set up Boards using your city name Name a Board after your business type and products Try to post only high quality shots Give your audience a behind the scenes look
Always use descriptive text Cross-promote on other social platforms Don’t be lame
Do more than just post product or other self-serving shots
Follow other users and participate
Red Door Interactive
“83% of consumers say online customer reviews influence their purchase decisions”Opinion Research Corp.
Red Door Interactive
TIPS FOR RETAIL REVIEWS Don’t fake reviews Request reviews from loyal customers
In-store, email, social, website Segment email by domain (Gmail, Yahoo!)
Red Door Interactive
TIPS FOR BRAND REVIEWS
"Write-a-Review" link on product pages
Email solicitation Order confirmation follow-up Provide past reviewers with
samples Ask reviewers to describe
themselves and how they use the product
Monitor & engage wherever possible
Leverage your best reviews as testimonials
Take feedback to heart
Red Door Interactive
QUESTIONS?Contact [email protected]: @jfaris