Master Ppt 2010 Roundtable

THE WEB

2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th

We know…THIS IS NOTHING

Taking you from where you are to where you want to go…is going to involve going here:

Today we are going to:

Show you&

Teach you

Tomorrow we are going to:

Give you the roadmap to get you there with products and services we have developed for everything you

have learned about today

Today’s Agenda:10:30 am-12:30 am

Web DesignRafferty Pendery

Marketing IntegrationRick Doran

Today’s Agenda:12:30 pm-1:30 pm

LunchAutism Speaks Speaker

Doug Krinsky

Social NetworkingDavid Lively

Email Marketing/Online SurveysKyle Doran

Today’s Agenda:1:30 pm-4:30 pm cont.

Pay-Per-Click/SEOCarl Wochele

Guest SpeakerClay Campbell

Free Time6:00 pm-7:00 pm

Dinner

Guest SpeakerClay Campbell8:00 pm-???

One on One Time with R&A

Get Cooking with “The New Media”

Prepared by Chef Rick Doran

Recipe Card

Let’s take a look at the ingredients of

“The New Media”

Recipe Card

1 cup “Media and Communication Trends”

½ cup “Search Marketing”

2 tsp “Social Networks”

1 cup “E-Mail Marketing”

1 tsp “Mobile Marketing”

Dash “Other New Media

1 can “Combining Traditional Media with New Media”

Combine all the ingredients with a great plan and learn how to survive in today’s volatile economy!

Recipe Card

A fortress protects you and makes you feel safe. A strongly held belief is a fortress. It protects your view of reality. You

defend your fortress when you feel it’s under attack. But is every strongly held belief true? The sincerity of the believer does not determine the truth of the belief. Don’t panic, I’m not attacking your fortresses. I have no idea what you believe but I do know you have 4 categories of beliefs:1. Beliefs about GodIs he there or not? Does he care or not? Has he spoken to us or not? Is the future written or do you have free will? You have a belief. 2. Beliefs about SelfAre you essentially good or basically bad? Are you broken or whole? Do you matter? You have a belief.3. Beliefs about OthersDo others give to you or take from you? Can they be trusted? What do you mean to them? You have a belief.

A Fortress of Beliefs

4. Beliefs about CircumstancesDo you shape your circumstances or do they shape you? Will they get better or grow worse? What do you really deserve? You have a belief.

Is there a chance that one of your beliefs is wrong and your fortress has become a prison?

I’m not a motivational speaker. I’m a business consultant. Stay with me.

Frances Frei of Harvard Business School says you cannot change a person’s behavior until you change their beliefs. I agree with her.

Feelings are the products of actions. Actions are the products of beliefs.

I teach how to change the behavior of customers by changing what customers believe. But in each instance, the first change of belief must happen in the heart of the business

owner.

Are you up for it?

Roy H. Williams

A Fortress of Beliefs

Ad spending declined in 2009 at 4%Modest growth in 2010 of 2%Traditional media will decline through

2010New Media will experience double-

digit growth through 2010 – Online, Mobile, Videogame, Cinema ads and product placement.

Trends

Source: The Nielsen Company

Ad Sales : 2009 - 2010

Source: Jack Myers Ad Sales Forecasts

2009 2010Media Share Growth Share GrowthNewspapers 14.7 -15% 13.2 -8%Broadcast Network TV 7.9 -4% 7.6 -2%Cable Network TV 8.5 3% 8.7 5%Broadcast Syndicated 1.4 0% 1.4 2%Local and National Spot TV 10.6 -10% 10.1 -3%Local/Regional Cable TV 2.8 -4% 2.8 2%Product Placement 4.9 15% 5.8 20%Videogame Advertising 0.7 45% 1 50%Cinema Advertising 0.4 8% 0.4 8%Terrestrial Radio 7.9 -10% 7.3 -6%Satellite Radio 0.2 20% 0.2 25%Consumer Magazines 4.9 -13% 4.7 -4%B to B Magazines 3.6 -9% 3.6 2%Custom Publishing 9.7 -2% 10.1 7%Online 12.4 14% 14 16%Out-of Home 3.3 2% 3.3 2%Mobile 0.6 40% 0.8 60%Yellow Pages 5.5 -12% 5 -6%Total 100 -4% 100 2%

Why the Shift?

Search Engine Marketing – The practice of employing search engines to help increase website traffic and sell products and services

Organic Search – results based on relevance to a search term or keyword

Paid Search – Ad listing served by keyword relevance

Search Marketing

Community based websites where:

Users post biographical profiles, photos, video, artwork, games and much more

Blog in personal journalsIM and e-mailInvite friends to link to their pagesAdvertise in classifieds and more

Social Networks

80% of affluent consumers use social media ($100,000 income plus average age 45.9 years)

Shop –on line 4 or more hours per week

For the new demographic of younger people – If it’s not on the Internet - It doesn’t exist

Social Networks

ImmediateIntimateAccurateLow CostFocused Audience

E-Mail Marketing

Must be permission-basedBe correctly timed to invite users’

responseBe linked to website or landing pageOffer “forwarding” linksBe “rich” for better click-throughBe creatively comp0sed

E-Mail Marketing

Mobile MarketingWireless content; on-

demand delivery when and where the user says- or not at all

Cost-effective message customization

Highly interactiveIn 2010, over 95% of the US

population will use mobile

SMS (Short Message Marketing) Delivery of text-only messages typically no longer than 160 characters

MMS (Multimedia Messaging Services) Delivery of messages containing text plus multimedia objects

LBS (Location Based Services) Provides relevant content to user groups in a specific place

ALI (Automatic Location Information) Allows for exact pinpointing of cell phone location; combines with LBS to make content more relevant

Mobile Marketing

Reebook’s “Run Easy” Campaign –Texted their favorite place to run – posted on runeasy.com

Website would have offers

Runners could sign up for text messages about special events or offers

Mobile Marketing

It’s hip and hotIt’s cheap, credible and authentic

Dictated by users, not marketers

Not targetedYou Tube

Viral Video

Blogs- online journals expressing individual views and commentary

Webcasting – Video/Audio presentation that occur in real time.

Podcasting – Personally programmable audio media –Add video and it’s Vodcasting

Internet combined with traditional media boosts recall for the traditional media ads – and vice versa!

Advertising works first on a subconscious, emotional level, then on a rational level

Combining Media

Attracting Customers

Media Channels

Traffic

Combining Media

Vote On-LineFacebook SitesBlogsViral Videos

Combining Video

To beat your opponent in a Game of Chess you need to plan every move

To beat your opponent in winning today’s consumer you need to plan every move

The Plan

Execute

Monitor

Analytics E-mail Response and E-Mail

Sign-ups Phone Calls Coupon Redemptions Purchases On-Line

The Plan

Learn as much as you can Think about how to use New

Media for your business Find partners who can help you

learn the ropes and execute campaigns

Mentor employees so digital becomes second nature to them

New Media

Allow advertisers to talk with

customers, not just to customers

New Media

Businesses will live or die by the experience they offer

customers…. at every touch point including

the use of the “New Media”

ROE = Return on Experience

New Media

The Nielsen CompanyJack Myers Ad Sales Forecasts

Second WindMarketresearch.com

Sources

David Lively

Social Media 101

Is it really worth the

How does it end?

Gruntwork Groundwork

What does your

customer do

online?

INFORMATION

COMMUNICATION

EXPRESSION

CONNECTION

Are you leading the pack?

Or are you following the crowd?

What’s the buzz?

Resources

T E C H N O L O G Y

Training

2Auditing

Are youallin?

Barriers

Commitment

Evolution or Revolution?

Before you come out of the closet…

•Training•Expectations•Implementation

3Goals

Quantity

Quality

Who do you want to reach?

•Current Customers•New Customers•Staff

What do you want them to

Now that you can talk to the

world…

what in the world are you going to say?

NO self promotion

Thought leadership

Tips and Trends

Living with your product

Etiquette

Measure success

Technology

Talent

Technology-Spending

People-Spending

Who will lead?

Payoff

Financial Flexibility

Current

Budget

Current Customer Service Budget

Current Store Operations Budget

When it hits the fan…

Refocus

Retrain

Higher Education 5

Any SM geeks out there?

Expectations

Skeptics

Not knowing what to say…

…not knowing when to say it.

Technophobia

Fear of being stranded

Setting Policy

Details, details

What must be said

What must NEVER be said

Code of Conduct

Use of company time and tools

Empowered

Protect yourself

One shot, one opportunity

What do you see?

Imitate

Differentiate

What do you want Ms. Jones to think?

You talk…

But do you listen?

Integration

Evaluation

Workflow

Workforce

Assumptions

People

Communication

Who do you like?

Are you surprised?

So, what?

Get out of the way

Tracking

Email Marketing & Online Surveys/Forms

Kyle Doran

Some Quick Stats247 billion

16,000 copies20 million

13.4 billion

What is email marketing?

Nothing new to the world of marketing

As marketers we evaluate the following with any medium:

1. Who are we speaking to?

2. What is the goal of this medium?

3. How are we going to measure success?

What does deliver?1. Allows for targeting

2. It is data driven

3. It drives direct sales

4. Builds relationships, loyalty and trust

5. Supports sales through other channels

email marketing

How does it work?

You’ve got to remember to

BE all about it!

How does it work?

BE A model representative

How does it work?

BE Honest

How does it work?

BE Respectful

How does it work?

BE Relevant

How does it work?

BE Consistent

How does it work?

BE Personal

How does it work?

BE Up-to-date

How does it work?

BE Smart

How does it work?Free!50% off!Click HereCall now!SubscribeEarn $Discount!Eliminate DebtDouble your incomeYou're a Winner!Reverses Aging"Hidden"Information you requested"Stop" or "Stops"Lose WeightMulti level MarketingMillion Dollars

OpportunityCompareRemovesCollectAmazingCash BonusPromise YouCreditLoansSatisfaction GuaranteedSerious CashSearch Engine Listings

How does it work?

So I can execute it—can I sell from it?

$43.62$6.85 vs. $19.33

11.9 to 27.8 billion

Show me the numbers!Medium Direct Mail Email #1 Email #2

# Sent 10,000 Sent 1,000 sent 10,000

Amount Spent $4200 (.42 per) $100 $100

Response/Open 2% 20% 20%

Closing Rate 35% 2% 2%

Avg. Ticket $999 $999 $99

Cost per Response

$21.00 $.50 $.05

# Buyers 70 4 40

Cost per Buyer $60.00 $25 $2.50

Cost per Person .42 $.10 $.01

I can execute, make money but I have no emails?

I have very few—should I email?

So I’ve been emailing…what’s next?

Continue the Conversation

Online Surveys & Forms1.Online surveys are a great way to:

A. Receive FeedbackB. Showcase EventsC. Conduct Market ResearchD. Communicate with your

employees

Online Surveys & FormsA. Receiving Feedback:

a) Customer Service Evaluation Forms

b) Product Reviewsc) Product Sampling Survey

Online Surveys & FormsA. Receiving Feedback:

Online Surveys & FormsB. Showcase Events:

a) Create an event registration formb) Follow up with a post-event

questionnairec) Send an evaluation form a friends

and family event

Online Surveys & FormsB. Showcase Events:

Online Surveys & FormsC. Market Research:

a) Create an online pollb) Conduct a surveyc) Discover new segments of your

audience

Online Surveys & FormsC. Market Research:

Online Surveys & FormsD. Employees:

a) Send an employee satisfaction survey

b) Create a company suggestion form

c) Publish a quick staff-wide poll

Online Surveys & FormsD. Employees:

Best Practices1.Ensure you are going to get response:

A. Craft a compelling invitationB. Find lots of ways to remind peopleC. Set an expectationD. Offer a reward or incentive of

some kindE. Tell (and show) ‘em why

Best PracticesA. Craft a compelling invitation:

a) Build it into your sales strategyb) Create an online video inviting

open discussion

Best PracticesB. Find lots of ways to remind people:

a) Paste links on your emails, web pages

b) Place information on your delivery packets, POP, in store handouts

Best PracticesC. Set an expectation:

a) Specify how long it will takeb) Let her know how her

answers/comments are going to help

c) Let them know when results will be posted or how they will be

Best PracticesD. Offer a reward:

a) Give them a prize/rewarda) Studies have found that

participation increases 5-20%

Best PracticesE. Tell (and who) ‘em why:

a) Inform what the purpose of the survey is

b) How are answers going to be handled

c) Keep the dialogue open—so they will respond again

Let’s talk about evolution

Search Engine MarketingSearch Engine Optimization

Pay Per Click

Throughout marketing history media has always evolved

The evolution of media…

• SIGNS• NEWSPAPERS• RADIO• NETWORK TV• CABLE TV• SATELLITE TV/RADIO• COMPUTERS/ONLINE• MOBILE

During evolution some things become extinct

…while other things become endangered species that must adapt to survive

The point is…

• The emergence of a new medium is nothing new to any of us

• We know from experience that Ms. Jones preferences/media use will change

• Change creates opportunity for those that embrace it…and leaves behind those who don’t

• BUT…change happens so fast now that it can cause discomfort

The “marketing DNA” we all know does not change online

• Define your target• Establish a relevant position for your products

and services• Reach as many qualified prospects as many

times as possible• Create a compelling reason to respond• Provide unparalleled service• Create a “seamless” experience from the first

point of contact to after the sale

R&A Fundamental Belief

• A website is not just an online portal. It is an open invitation to Ms. Jones that should reflect the same values and ideals that a “brick and mortar” store possesses. Ultimately we are violating our “what you say VS what you do” mentality if the website does not live up to the store or vice versa.

R&A online strategy

• True integration with offline media• Focus first on search strategies…online

advertising can grow as we learn more about Ms. Jones’ online habits

What SEM is NOT

• SEM is not free• SEM is not easy• SEM is not static• SEM is not a replacement for a good web site

SEMSearch Engine Marketing

SEOSearch Engine Optimization

PPCPay Per Click

Relational, organic search Transactional, paid search

What is search?

Paid search

Organic search

SEO: why it’s important to your marketing plan

• Internet use is the only medium growing since ‘04• 74% on the American population is now online and it

grows daily• 80%+ of internet users search sites thru either paid

or organic search (250M searches per day)• Organic searches are more trusted, 61% of searches

click on organic listings• Searchers are 6x more likely to click on the first 3

organic listings VS paid

Search engine optimizationTitles

Description

What to look for in your SEO plan• Keyword use is maximized

– The right words properly placed– Title tag and page headers most important

• All links are fully functional– Frequent but not excessive

• Ideal page “weight”– File size not excessive– Spiders search text, not images

• Proper page indexing– Criteria differs by search engine

What to look for continued….

• Ensure old pages are removed and new ones recognized– Site:yourwebsite.com to check– Fresh content increases searchability

• Effective URL strategy– Keyword, brand, geographic location, etc.

• Proper use of Meta Tags– Header tags, title tags, content tags, image tags

• Backlinks are optimized– Links increase searchability

PPC: why it’s ALSO important to your marketing plan

• Majority of search funds spent today goes to PPC: $8.9B in ‘09

• More immediacy than SEO• Can support timed promotions• Placement is more reliable• Easy/quick to adjust

What to look for in your PPC programs

• Keywords selected to maximize search– Adwords use most common search terms– Use more specific terms

• “Adwords” contain strong offer– Limited space to “hook” the searcher

• Use landing pages, don’t go directly to home page– Clearly reflects Adwords offer/message– Focus on what action you want taken

• Structured to achieve high page quality score– Adwords system looks at factors to determine relevance

• Gets high benchmark scores– Click thru, conversion

Big Furniture Discounts3-way savings ends soonShop now for best selection, savings

AD WORDS LANDING PAGE

Why use both SEO and PPC

• Pre-empts competition from both spots• Multiple listings increases click thru• Covers both long term (relational) and short

term (transactional) needs• Increases pure brand/name exposure

Parting comments

• You will never get started with search engine marketing unless you budget for it

• You will not maximize the benefits of search engine marketing if your web site is not properly designed to turn traffic into sales

WEB PLUS

WHAT IS WEB PLUSEasy

User FriendlySales Driven

WEB PLUS

HOW IS IT EASY?Made by people who understand retailersStraight forward monthly feeFull online product catalog that is set up for youIntegrated marketing intended to deliver results

WEB PLUS

HOW IS IT USER FRIENDLY?Backend user log in where you

make your changesThe web specifics are done for you—just click submitProduct catalog where you select what you want

WEB PLUS

HOW IS IT SALES DRIVEN?Product Catalog built to attract

any female shopperCurrent promotional offers are visible for Ms. Jones to seeGood SEO standards have been put in place to deliver proper search

HOW IS IT SALES DRIVEN?

WEB PLUS

On the sidebar of your website you get:

A sidebar that describes your current promotion

A TV Spot/Video

WEB PLUS

Let’s take a look at the product catalog to show what we mean:

WEB PLUS

6 unique category groupings to display on the front page of your website

All Searchable Items

WEB PLUS

HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/

Very important to good search and relevancy

WEB PLUS

HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/living-room-groups/

WEB PLUS

HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/living-room-groups/tanya-living-room-

Please refer to the handout

WEB PLUS

IT HAS TO WORK ALL TOGETHERA good website is lost without a

good marketing strategyA good marketing strategy is lost without a good website

WEB PLUS

IT HAS TO WORK ALL TOGETHERWEB PLUS

W/CONSULTINGWEB PLUS W/CALENDARWEB PLUS W/TRAVEL PLANNING

WEB PLUS

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