making a digital shift - steve whittington, flaman group of companies

PRESENTED BY:STEVE WHITT INGTON

VICE PRESIDENT OF MARKETING FLAMAN GROUP OF COMPANIES

MAKING A DIGITAL SHIFT

2009

137

2009

WHERE IT ALL STARTED…2001

2006

2008

TRAILERS

STATE OF FLAMANMARKETING 2009

Eight Locations Multiple logos Eight pricing structures Different websites, multiple website addresses Advertising was adhoc and made without consultation In store POS…what ever was created locally. Individual sale team members did classifieds and their own

radio ads

FGC INTERNET OF THINGS

Two main Url’s - www.flaman.com | www.flamanfitness.com Division Url’s www.flamantrailers.com www.flamanagriculture.com

www.flamanrentals.com www.flamangraincleaning.com Two contests - www.stuckinthemuck.com | www.slednsnap.com Mobile Ap 100,000- 130,000 visits per month 1200 online inquiries/month for the Trailer Division Ecommerce platform for Fitness 1500 – 2500 blogs read/month 700 – 800 downloads per month 5,000,000 targeted paid social impressions/month 3,000,0000 targeted SEM impressions/month

FLAMAN.COM

FLAMANTRAILERS.COM

CLASSIFIED

EDUCATION

FITNESS

LEARN

TODAY: ONE MESSAGE

10 Short Line Locations; 44 Fitness Locations Integrated Marketing Standard Products Standard Pricing Same Promotion Digital First Focus

SO HOW DID WE GET FROM THIS

TO THIS

$5000

WHAT HAPPENED

1. Had a Big Dream and committed to the dream2. Found Help3. Took Risks -Got Wins4. Promoted our success5. Solidified a team6. Amplified our successes - Educated the organization on

Digital7. Reflected and regrouped8. Integrated the entire organization into digital

FOUND HELP

In August 2009 the Marketing team at Flaman was one guy that had been hired less than 30 days prior, Mike has a computer science degree.

Dug into my past and assembled a bunch of independents Read around 20 books in four months; took courses Found members of the sales team, and other managers that

were interested asked them for help. Hobbled together this unlikely team

THE FIRST 12 MONTHS

New Flaman Home Page New Trailer Site Fitness E- commerce site The Great Stuck in the Muck Photo Contest

THE RISK

THE RESULT

THE WIN

THE NEXT 12 MONTHS

Rentals Ag Grain CleaningSled n Snap Contest

PROMOTED OUR SUCCESS

SOLIDIFIED A TEAM

Find people with passion Invest in your team Take Risks with them Create a movement –internally brand We called our websites – The Ninth Store

THE NINTH STORE

AMPLIFIED OUR SUCCESSES

Recreation Trailer Campaign Sept 15th – Feb 28th

In Bound Out Bound

PPC/Classified

Used/KijijiSnow Riders

Snow/Mud/AssocLocal Portals

Facebook

Google Ad Words

Flamantrailers.com

Contests

MB

SKAB

G3Stuck in the Muck

Sled’n Snap

Featured Products

Social MediaBlogsVideos

Search Engine Opt

Daily DealsE-Newsletter

Prices/Product

In store POS

Trailer Talk DM

Print Advertising

Radio Advertising

Trade Shows

Long Tail

Financing

ProgramBinder

Nisku

Saskatoon

SK BusinessAB BusinessMB Business

AssociationsRental Dealers

Sled Show SKSled Show AB

Trader ABBargain ABCompass SKWestern ProdSled trail MapsSnow Zone

Snow RidersDestination SK

Snow GoerRider Games

Bull/Blades650

CJWW

Lethbridge

CREATED OUR OWN KPI

COMPARING MEDIUMS

Determining Cost per Acquisition Gather Facts:

Impression Frequency Distribution Costs per medium

Print versus online SK Print Publication 13,000 distribution $440 week profile 30 trailers =

$1760/month SK online Classified 17,401 visits per month (Average) in Trailers section

$260 week profile 120 units $1040/monthCost per impression: $.05 for online versus $.13 print (100% attribution) @ 10% attribution = $1.34

TEACHING CHANGED CONSUMER BEHAVIOR

81% of consumers research online before buying Consumers spend an average of 79 days gathering information

before making a major purchase 60% of consumers start their research with a search engine

before heading to a specific website 88% of consumers made their final purchase in store 66% of shoppers conducted their research on a PC or laptop at

home and 15% conducted their research on a mobile device at  home

19% think it’s very important that retailers have mobile friendly websites

79% of shoppers feel empowered by technology because it provides access to information* According to Retail Today

* Slide Share from DK New Media

EMBRACED ALL CHANNELS

NOW WHAT

REFLECTED AND REGROUPED

Lost Team Members Stagnant growth – (no more low hanging fruit) Hired Experts Added to the team Team members returned Refocused and re-energized

THE CUSTOMER JOURNEY

CUSTOMER TOUCH POINTS

Negative ExperienceNeutral Experience

Positive Experience

Touchpoints for buying a conveyor

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FUTURE CHALLENGES

Making the customer journey digital Truly making our website another lot or the “first lot” Content fatigue Pace of technology change Testing, testing, testing – never stop improving

WHAT HAPPENED

1. Had a BIG DREAM and committed to the dream2. Found Help3. Took Risks -Got Wins4. Promoted our success5. Solidified a team6. Amplified our successes - Educated the organization on

digital7. Reflected and regrouped8. Integrated the entire organization into digital

QUESTIONS?

Contact Information:

steve.whittington@flaman.comwww.stevewhittington.com www.graphicintuitions.com @sbwhittington