Whereoware: Tie Your Offline and Online Experiences Together
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Tying together online and offline marketing. Review how to use QR codes effectively, how to tie catalog marketing to your website and email, giving reps online tools to be more effective and getting the most out of trade show marekting.
![Introductions Eric Dean President and co-founder of Whereoware LLC 11 years running technology company serving consumer product clients Prior to Whereoware: ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Whereoware: Tie Your Offline and Online Experiences Together
- 1. CONVERGENCE TIE YOUR ONLINE + OFFLINE EXPERIENCE TOGETHER
- 3. Sales and marketing manager at Burlington Industries
- 6. Print
- 7. Catalogs
- 8. Sales reps
- 9. Trade shows
- 12. However they want it
- 13. Whenever they want it
- 15. Today Websites Social networks Print Catalogs Telesales Email marketing Trade shows Sales reps
- 16. Today: every channel works together Websites Social networks Print Catalogs Every channel is interconnected Telesales Email marketing Trade shows Sales reps
- 17. Today: convergence Websites Social networks Print Catalogs convergence Telesales Email marketing Trade shows Sales reps
- 19. Print
- 20. Catalogs
- 21. Sales reps
- 22. Trade shows
- 24. Print: social media Post-it billboard CB2 trade show signage Gold + Bob Williams magazine ad Conan live tweeting billboard
- 25. Print NEW OLD Cross your fingers + pray Call to action + measure = = “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” - John Wanamaker
- 26. Print: QR codes 32% of smartphone users have scanned a QR code QR codes are barcodes. 72% say they are more likely to remember an advertisement with a QR code Scan it with a smart phone barcode scanner and automatically open a link, video or image.
- 27. Who’s trying QR codes?
- 28. Movie Posters Print : QR codes
- 29. Print : QR codes Magazine Ads
- 30. Print : QR codes Magazine Ads Billboards
- 31. Print : QR codes
- 32. Creative convergence in action OLD NAVY
- 34. Print
- 35. Catalogs
- 36. Sales reps
- 37. Trade shows
- 39. Catalogs… then and now In the fall of 1965, Sears sent out a 1,810-page catalog. http://www.chron.com/disp/story.mpl/business/7313135.html#ixzz1MFw6yciY In 2010 – 128 pages. http://www.chron.com/disp/story.mpl/business/7313135.html#ixzz1MFw6yciY Catalogs are still important, but the role is changing
- 40. Leaders in the industry say…. “We are a company that grew up with both a catalog and stores. Today, our catalog has become an inspiration piece that drives customers to shop online or in-store. Our goal is to create a customer experience that is seamless across all channels.” -Barbara Turf, CEO Crate + Barrel (Delta in-flight magazine, March 2011)
- 42. 2x more likely to make an online purchase
- 43. Spending 163% more dollars
- 45. Catalogs NEW Inspiration + increase in web traffic and sales = =
- 49. Catalog convergence EMAIL CATALOG WEBSITE
- 51. Catalog convergence Sales reps
- 53. Print
- 54. Catalogs
- 55. Sales reps
- 56. Trade shows
- 58. Sales reps OLD Carry around big out of date catalogs + sales material =
- 59. Sales reps NEW Have up to date material at their fingertips = =
- 60. Sales reps: new tools WEBSITE CRM DATA PRODUCT INFO
- 61. The iPad + business 65% of the Fortune 100 have either deployed or have pilots running with the iPad 25% of all tablet sales are from businesses 47 million iPads to be sold in 2011 Now thousandsof business focused apps are available and rate is accelerating Wall Street Journal - http://digitaldaily.allthingsd.com/20110214/its-business-time-for-apples-ipad/?mod=ATD_skybox “Tablet computers offering several apps to further mobility management for businesses”http://www.visagemobile.com/news/news/understanding-mobility-management-news/6681/tablet-computers-offering-several-apps-to-further-mobility-management-for-businesses/
- 62. Sales reps: Mercedes-Benz “The MB Advantage software allows Mercedes dealers to begin recording key customer information while they are standing next to – or seated in – the car they are selling. It also gives salespeople on the dealership floor access to marketing.” -"Six Smart Business Uses for the iPad". http://www.inc.com/ss/six-smart-business-uses-ipad#5
- 63. Sales reps: personal catalogs Allow reps to access + create up-to-date sales sheets right from your website. Select products Choose the Layout
- 65. Print
- 66. Catalogs
- 67. Sales reps
- 68. Trade shows
- 70. Trade show OLD Card collecting …then what? =
- 71. Trade show NEW Systematic, automated way to follow up = =
- 72. “80% of leads never get follow up” 68% of marketers considered lead generation the top marketing priority When leads need nurturing marketers take the following action: 14% 65% 36% 15% 35%
- 73. Trade show Online + offline channels working together to increase ROI
- 74. Trade show: QR example
- 75. Trade show: QR example
- 76. Trade show Online + offline channels working together to increase ROI
- 77. Trade show: email example Dear Teya, It was a pleasure meeting you during the recent Furniture show. Please take a moment to learn a little more about Whereoware We are an online strategy, development + marketing company. We are Silverpop execution and strategy experts. We have over 40 successful Silverpop clients and seven experts using the platform full time. Learn More about our work>>We can help in several ways: Strategic Consulting:Get The Most Out of Silverpop. Maximize your Silverpop investment. We match your unique business needs to deliver the most effective solutions. We can help with everything from onboarding to metrics to measure success.Learn More>> Execution Services:We Don’t Just Suggest Things, We Do It. Silverpop is a powerful tool and it takes time to learn how to use it effectively. We have 20 years of Silverpop experience, giving us the expertise to efficiently plan, design, build, test and measure your campaigns. Learn More>> Marketing Automation + Web Integration:Tightly Integrate Marketing With Your Website.. Targeted personalized marketing is our key philosophy. We love Silverpop’s platform because we can combine online behavior with customer data to ensure that your users receive the messages they want to hear, when they want to hear them. Learn More>> Thank you for your interest in our services. I will be contacting you shortly. If you would like to reach me, my contact information is listed below Eric Dean edean@whereoware.com
- 78. Trade show: email example DearTeya, Eric Deanedean@whereoware.com
- 79. Convergence! Online + offline channels working together to increase ROI
- 80. Trade show: lead insight
- 82. Print
- 83. Catalogs
- 84. Sales reps
- 85. Trade shows
- 87. Key takeaways Customers are channel-agnostic Whatever, However, Whenever, Wherever Marketing channels must converge on the customer Give them consistent branding and messaging Work together to support, measure + extend the life of your marketing efforts
Notas del editor
- We’ll want to pretty this up some, it will sit on the screen for awhile
- What’s my background? - 11 years supporting CPG companies in home furnishings, home decor Industry. Prior to that my background in sales management, marketing, export management for textile and home décor company.
- Background or who we work with- seeing the changing market from a lot of different perspectives. These transcend both the market makers, the sales agencies, and leading manufacturers in several related industries.
- Buzz word. Lots of discussion. What is it
- This is from a telecom executive who had the title of Chief Convergence Office on his Biz Card. I like it. We’ll take this context and apply it to key elements of our marketing mix
- Each group or department working on their own oblivious to what the other group or department was doing. Even when new elements appeared on the scene in email and web and now Social Media they were often not integrated into full marketing plan.Example: Many times at a show you introduce new product. The department that works on a show may never tell the email department what product they are introducing and so the rest of your customers never hear about the new products.
- But that’s not the way that consumers or retailers behave. More and more your customers behave in a channel-agnostic way. They seamlessly move between anonline store, brick-and-mortar stores, Twitter and Facebook pages, print advertisements, and email campaigns. Two or more channels are used by 78% of consumers to browse, research and make purchases. (ATG, March 2010)Three or more channels for a single transaction are used by 30% of consumers. (ATG, March 2010)QUOTE: Ken Cassar - “Skeptical retailers eyeing fluctuations in the financial market and the increasing failure rates of Internet companies are often blind to the most important issue - specifically, the degree to which their online efforts will affect their off-line business. Online consumers are a very powerful audience and tend to be channel-agnostic. And as consumers increase their use of the Internet, the opportunity for the Web to influence their online and off-line shopping behavior grows. Simply put, businesses must integrate across channels.”Online consumers are becoming precision shoppers. For every $1 spent online, $5.77 is influenced in store. (Macy’s CEO, 2009)
- Customers behave in a channel-agnostic way. They seamlessly move between anonline store, brick-and-mortar stores, Twitter and Facebook pages, print advertisements, and email campaigns.
- Not sure about the target marketing defined
- Not going to bore you with SMM growth stats. I do want to show how it is showing up…
- So how is it changing? Addressing age old problems of visibility into what is working and notJohn Wanamaker (1838-1922, 'father of modern advertising'; 'Wanamaker's' = first department store in Philadelphia, later expanded to NYC, London, and Paris): "only half my advertising works the trouble is, I don't know which half!"Slick ad, measured by impressions…did it work…sometimes the answer was “who knows”Today, accountability is driving a lot of evolution…ROI
- *According to a February survey of U.S. smartphone users by MGH, a Baltimore social-media marketing company, 32% of respondents said they have scanned a QR code.Need an entry statement on QR codes and then animate the facts
- 1200% increase in scanning from July to December 2010 By JumpScanCan we add a graph to show rate of growth or scale in usage, please.
- 1200% increase in scanning from July to December 2010 By JumpScanCan we add a graph to show rate of growth or scale in usage, please.
- 1200% increase in scanning from July to December 2010 By JumpScanCan we add a graph to show rate of growth or scale in usage, please.
- Old Navy placed 15 QR codes around their stores, presumably to highlight certain merchandise, and are doling out discounts and rewards for each code a shopper scans with their smartphone. They put out an email advertising the promotionShow how the Email connected to the Print connected to the store to the websiteAny results we can find on how this worked????
- Not sure about the target marketing defined
- From 2007 to 2009 catalog mail volumes declined by 35%And catalogs are still are an important part of the retail mix, according to Lois Brayfield, president of J. Schmid & Associates, a marketing company based in Mission, Kan.With increases in postage and the cost of paper, brands have to be more thoughtful about how they mail and whom they mail to, she said."It's more efficient to have fewer pages and be more niche-driven, focusing on just one department in the store.“ Sears spokeswoman Kimberly Freely said.Read more: http://www.chron.com/disp/story.mpl/business/7313135.html#ixzz1MFxIf5dF
- Print catalogs, direct mail, brick and mortar retail. Crate and Barrel has been a thought leader in all these categories. SO what are they doing and what do they think is important?Read the last sentence.Motivated customers to visit retail websites more often, stay longer and build a more personalized relationship with a shopperOnline survey of 6,400 shoppers
- NEED SURVEY DATES AND NUMBERS: Online survey of 6,400 shoppers Compared shopping behavior of those that received catalogs vs. those that did notShoppers do homework and research. They do it online, and it affected overall behavior Can we point to results of the smart people are who are following this strategy? Lands End, PB, Amazon?
- How are catalogs changing?? Core of catalogs is a crafted way of presenting products and ideas. Still want to maintain the merchandising element but also make it work across various boundaries
- How are catalogs changing?? Core of catalogs is a crafted way of presenting products and ideas. Still want to maintain the merchandising element but also make it work across various boundaries
- Retailers report that one third of online shoppers start out purchasing items from catalogs, according to the 2007 State of Retailing Online published by Shop.org and Forrester Research Inc. Online retailers generated $220 billion in revenues in 2006 and that's projected to grow 18 percent to $259 billion in 2007, said Scott Silverman, executive director of business development and research at Shop.org. “We have seen in our data that there is a direct correlation between catalog mailing and online sales increasing,” he said. “The role of the catalog for retailers has been changing over the last five to 10 years as the e-commerce channel has grown tremendously,” Okamura said. “Once the catalog was really viewed as a sales channel. We believe that it’s much more of a brand vehicle and a traffic driving tool in driving traffic to both the e-commerce business and the store business.”http://news.medill.northwestern.edu/chicago/news.aspx?id=71929
- Retailers report that one third of online shoppers start out purchasing items from catalogs, according to the 2007 State of Retailing Online published by Shop.org and Forrester Research Inc. Online retailers generated $220 billion in revenues in 2006 and that's projected to grow 18 percent to $259 billion in 2007, said Scott Silverman, executive director of business development and research at Shop.org. “We have seen in our data that there is a direct correlation between catalog mailing and online sales increasing,” he said. “The role of the catalog for retailers has been changing over the last five to 10 years as the e-commerce channel has grown tremendously,” Okamura said. “Once the catalog was really viewed as a sales channel. We believe that it’s much more of a brand vehicle and a traffic driving tool in driving traffic to both the e-commerce business and the store business.”http://news.medill.northwestern.edu/chicago/news.aspx?id=71929
- Retailers report that one third of online shoppers start out purchasing items from catalogs, according to the 2007 State of Retailing Online published by Shop.org and Forrester Research Inc. Online retailers generated $220 billion in revenues in 2006 and that's projected to grow 18 percent to $259 billion in 2007, said Scott Silverman, executive director of business development and research at Shop.org. “We have seen in our data that there is a direct correlation between catalog mailing and online sales increasing,” he said. “The role of the catalog for retailers has been changing over the last five to 10 years as the e-commerce channel has grown tremendously,” Okamura said. “Once the catalog was really viewed as a sales channel. We believe that it’s much more of a brand vehicle and a traffic driving tool in driving traffic to both the e-commerce business and the store business.”http://news.medill.northwestern.edu/chicago/news.aspx?id=71929Good stuff
- Not sure about the target marketing defined
- Quick access to information – higher value added relationshipMore knowledgeable about companyMore knowledgeable about customerBetter able to match value between two More a consultant to customerSFDC
- The Wall Street Journal is reporting that 65 percent of the Fortune 100 have either deployed or have pilots running with the iPad already.
- One automaker, Mercedes, saw an opportunity to use the iPad in its dealership sales process. The MB Advantage software allows Mercedes dealers to begin recording key customer information while they are standing next to – or seated in – the car they are selling. It also gives salespeople on the dealership floor access to marketing. “The iPad will provide a competitive advantage to our dealers by increasing their service levels through a more flexible financing process,” said Andreas Hinrichs, vice president of marketing for Mercedes-Benz Financial, in a release."Six Smart Business Uses for the iPad". http://www.inc.com/ss/six-smart-business-uses-ipad#5 programs for specific models and increases the speed and efficiency on the return of lease vehicles.
- Maintain the personal approach after the call – why do reps work so well? Because it is personalized. Tech enables convergence to happen backwards too- make that personal connection at a show, in a store, on the road, extend beyond the meeting.Go from sales call right back to print or web - in a personalized approach
- Not sure about the target marketing defined
- According to CEIR — which is unable to confirm whether or not the statistic came from any of its research over the past decade or so — even if the data exists, it is likely outdated. Even if it is, in many companies, once leads are handed off to sales, they seem to fall into a black hole, leaving exhibit managers unable to track those leads and, as a result, unable to prove that their programs deliver bottom-line benefits.
- Not sure about the target marketing defined