whereoware: tie your offline and online experiences together
DESCRIPTION
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.TRANSCRIPT
CONVERGENCETIE YOUR ONLINE + OFFLINE EXPERIENCE TOGETHER
Introductions
Eric DeanPresident and co-founder of Whereoware LLC11 years running technology company serving consumer product clients
Prior to Whereoware: Owner - Mosaic Design Works, Virginia-based
home decor producer Sales and marketing manager at Burlington
Industries Export manager for textile/gift company – Bacova
Guild
Introductions
Trade Shows, Markets, Rep Groups
Home Furnishings Gifts, Tabletop, Toys, Garden
smart online solutions
Plan for today
• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways
Convergence
Convergence defined
Customers can get:
Whatever they wantHowever they want itWhenever they want itWherever they are
The way we were…Departments and channels lived in silos…
Shows WebEmail
Reps Direct Mail Catalogs
Social Media
TodayWebsitesSocial networks
Telesales
Sales reps
Email marketingTrade shows
Catalogs
Today: every channel works togetherWebsitesSocial networks
Telesales
Sales reps
Email marketingTrade shows
CatalogsEvery channel is interconnected
Today: convergenceWebsitesSocial networks
Telesales
Sales reps
Email marketingTrade shows
Catalogsconvergence
Plan for today
• Convergence• Print
• Catalogs• Sales reps• Trade shows• Key takeaways
Print: social media
CB2 trade show
signage
Conan live tweeting
billboard
Post-it billboard
Gold + Bob Williams
magazine ad
== Call to action + measureCross your fingers + pray
NEWOLD
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”- John Wanamaker
Print: QR codes
32% of smartphone users have scanned a QR code
72% say they are
more likely to
remember an
advertisement with a
QR code
QR codes are barcodes.
Scan it with a smart phone barcode scanner and automatically open a link, video or image.
Who’s trying QR codes?
Movie Posters
Print : QR codes
Print : QR codes
Magazine Ads
Print : QR codes
Magazine AdsBillboards
Print : QR codes
Creative convergence in action
OLD NAVY
Plan for today
• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways
Catalogs
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
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)
ComScore/Postal Service case study
Those that were sent catalogs are:
54% more likely to shop2x more likely to make an
online purchaseSpending 163% more dollarsMore likely to visit your site -
60% of catalog recipients were influenced to visit the web
Catalogs
= transactional
OLD
Catalogs
==
Inspiration + increase in web traffic and sales
NEW
Bringing it online
Bringing it online
Bringing it online
Catalog convergence
CATALOG
WEBSITE
Catalog convergence
Catalog convergence
Sales reps
Plan for today
• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways
Sales reps
Sales reps
= Carry around big out of date catalogs + sales material
OLD
Sales reps
==
Have up to date material at their fingertips
NEW
Sales reps: new toolsWEBSITE CRM
DATAPRODUCT INFO
The iPad + business
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/
65% of the Fortune 100 have either deployed or have pilots running with the iPad
Now thousands of business focused apps are available and rate is accelerating
25% of all tablet sales are from businesses
47 million iPads to be sold in 2011
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
Sales reps: personal catalogs
Select products Choose the Layout
Allow reps to access + create up-to-date sales sheets right from your website.
Plan for today
• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways
Trade shows
Trade show
=Card collecting
…then what?
OLD
Trade show
==
Systematic, automated way to follow up
NEW
Assign a sales personUse marketing automation toolsUse CRM remindersDo nothing
“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:
Assign a sales person
Use marketing automation tools
Use CRM reminders
Do nothing
65%
15%
14%
35%
36%
Trade showOnline + offline channels working together to increase ROI
Trade show: QR example
Trade show: QR example
Trade showOnline + offline channels working together to increase ROI
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 [email protected]
Convergence! Online + offline channels working together to increase ROI
Trade show: lead insight
Plan for today
• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeawaysKey takeaways
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
Questions + answers
