making a digital shift - steve whittington, flaman group of companies
TRANSCRIPT
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
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
Web
Sea
rch
Web
site
Call
into
stor
e
Tran
sfer
red
wron
g
Righ
t per
son
Righ
t Adv
iceGo
od P
rice
Com
mit
Wal
k in
to st
ore
Gree
ted
in st
ore
Help
foun
d Pa
y
Hook
up
of u
nit
First
Use
Call
for h
elp
Cust
omer
Fol
low
up
Refe
rral/R
ecom
men
d
Next
Pur
chas
e
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
