Presented by Steve Gehlen for InnoTech Austin on October 20, 2011

1. The Art of Structuring Your
eMarketing Mix
♫
Steve Gehlen
General Manager, Global eCommerce
Icebreaker Nature Clothing

2. Questions for You

3. What’s in it for You?
• You will most likely think about your eMarketing Mix
in a new way.
• If you don’t already know it, you will learn how songs
are structured with chords.
• You will have content for your next social status post:
“This dude played the banjo during his presentation at
the InnoTech eMarketing Summit #keepaustinwierd”

4. The Art of Structuring Your
eMarketing Mix
♫
Steve Gehlen
General Manager, Global eCommerce
Icebreaker Nature Clothing

7. eMarketing Mix: Part Science, Part Art
Test & Measure
1) Focus on financial results
 Learn from interaction results
2) Treat everything as a pilot
 Manage internal expectations
Manage Time
1) Prioritize & Slice
2) Buy some time
 Contract outside expert help
3) Earn some time
 Grow revenue to hire additional people

8. 7-figure $ start
18 months
same products, territory, site
100% $ growth

9. Visits Growth
108%
Page View Growth
62%

10. The Analogy
eMarketing Channels Music Chords
eMail I
Search IV
Social V
Result$ Song

11. Root Chord Primary Channel
I ?
Start & End

12. Song Structure
I
V IV
Chord Progression

13. Chord progression through time
I IV I V I
-- I N T E N T I O N A L --
eMarketing focus through time
eMail Search eMail Social eMail

14. 315% $ growth from previous 18 months
(35% list growth)

15. Minor Chord
VIm
Chord progression
I VIm I VIm I V I
adding Affiliate marketing
eM A eM A eM S eM

16. % of Revenue by Channel
eMail Search Affiliate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
Mar-11

17. II
I IV I IV I II V I
Sweepstakes

18. Relative Revenue by Channel
eMail Search Affiliate
Sep-09
Oct-09 Buy Some Time
Nov-09 (contract help)
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10 Earn Some Time
Aug-10 (hire help)
Sep-10 Sweepstakes
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11

19. What about Social Media?
• What we used it for
– Customer listening and response
• Customer Service
– Complimenting a campaign or promotion
• Outbound messaging
• Separate strategies
– Twitter: Media & Influencers
– Facebook: Consumer engagement
– YouTube: Product information

20. The rest of the story…
24 months
same products, territory, site
69% $ growth

21. eMarketing Mix: Part Science, Part Art
Test & Measure
1) Focus on financial results
 Learn from interaction results
2) Treat everything as a pilot
 Manage internal expectations
Manage Time
1) Prioritize & Slice
2) Buy some time
 Contract outside expert help
3) Earn some time
 Grow revenue to hire additional people

22. Questions?

23. Thank you.
steve@gehlen.name
linkedin.com/in/SteveGehlen
@SteveGehlen