View
1
Download
0
Category
Preview:
Citation preview
CREATIVE IDEAS ON
MARKETINGINDOOR & OUTDOOR
LIVING SPACES
HPBExpo 2018
OVERVIEW• Who is your Target Audience & How do you Reach Them?• Website• Email Marketing• Social Marketing• Networking & B2B• Online Marketing• Direct Mail
HPBExpo 2018
HPBExpo 2018
TARGET AUDIENCE
3
• Convenience• Cheaper (is it really?)• In the Forefront
Buying Habits: Online Shopping
HPBExpo 2018
Buying Habits
81% of shoppers conduct online research before buying 72% U.S. consumers own smartphones and
38% own tablets. In 2014, searches made on mobile devices
surpassed desktop searches – and continues to grow! 70% online transactions occur on a mobile
device.
SOURCE: http://searchengineland.com; Myles Anderson on July 7, 2014
TARGET AUDIENCE
4
HPBExpo 2018
TARGET AUDIENCE
SOURCE: http://smartinsights.com; DanylBosomworth on July 22, 2015
5
Buying Habits
HPBExpo 2018
TARGET AUDIENCE
6
Buying Habits
HPBExpo 2018
TARGET AUDIENCE
Webrooming vs. Showrooming
7
Buying Habits
HPBExpo 2018
CREATIVE MARKETING IDEAS
8
In Order of Marketing Spend: Lowest to Highest
HPBExpo 2018
MARKETING VIA YOUR WEBSITE
9
REMEMBER: Your Time = Money
Blog: Relevant Content is King for SEO Portfolio: Before & After PicturesVideos: New or Featured Products
Promote on Social Media with Links to Website
HPBExpo 2018
MARKETING VIA YOUR WEBSITE
10
Blogging
HPBExpo 2018
MARKETING VIA YOUR WEBSITE
11
Portfolio
HPBExpo 2018
MARKETING VIA YOUR WEBSITE
12
Videos
HPBExpo 2018
EMAIL MARKETING
13
REMEMBER: Current Customers are Low Hanging Fruit
Cross MarketingWebsite: Portfolio, Blog Posts, VideosCo-op
Established Relationships = Loyalty + Easier
Conversions
HPBExpo 2018
EMAIL MARKETING
14
Cross Marketing
HPBExpo 2018
EMAIL MARKETING
15
Co-op
HPBExpo 2018
EMAIL MARKETING
16
Website
HPBExpo 2018
SOCIAL MARKETING
17
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Boosts vs. Advertising: Facebook & Instagram Identify Audience Groups Budget vs. Length of Time Consider ROI Don’t Forget Co-op!
Include Links to Specific Page/Catalog on Website
HPBExpo 2018
SOCIAL MARKETING
18
Facebook Boost
HPBExpo 2018
SOCIAL MARKETING
19
Facebook Advertising Campaign
HPBExpo 2018
SOCIAL MARKETING
20
Facebook Advertising Campaign: Reporting (co-op)
HPBExpo 2018
SOCIAL MARKETING
21
Instagram Advertising
HPBExpo 2018
SOCIAL MARKETING
22
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Houzz To Pay or Not to Pay Projects vs. Idea Books
‘Find a Pro’: Don’t forget your service department!
HPBExpo 2018
SOCIAL MARKETING
23
Houzz Projects
HPBExpo 2018
SOCIAL MARKETING
24
Houzz Idea Books
HPBExpo 2018
SOCIAL MARKETING
25
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Pinterest Boards vs. Pins
Include Links to Specific Page/Catalog on Website
HPBExpo 2018
SOCIAL MARKETING
26
Pinterest Pins
HPBExpo 2018
SOCIAL MARKETING
27
Pinterest Boards
HPBExpo 2018
SOCIAL MARKETING
28
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
YouTube Videos vs. Playlists vs. Channels Tags/Keywords, Categories, Description Share: website & social media
Are You an Actor ORa Voiceover?
HPBExpo 2018
SOCIAL MARKETING
29
YouTube Video Ideas: How To’s: Lighting Pilot
HPBExpo 2018
SOCIAL MARKETING
30
YouTube Video Ideas: How To’s: Signs when service needed
HPBExpo 2018
SOCIAL MARKETING
31
YouTube Video Ideas: Education: Difference between fuels, styles of hearth products, heating capacity.
HPBExpo 2018
SOCIAL MARKETING
32
YouTube Video Ideas: Featured Products
HPBExpo 2018
SOCIAL MARKETING
33
YouTube Video Ideas: Events: Networking, Fundraising
HPBExpo 2018
SOCIAL MARKETING
34
YouTube Video Ideas: Showroom
HPBExpo 2018
SOCIAL MARKETING
35
YouTube Channel
HPBExpo 2018
SOCIAL MARKETING
36
YouTube SEO
HPBExpo 2018
SOCIAL MARKETING
37
YouTube Sharing
HPBExpo 2018
SOCIAL MARKETING
38
YouTube Sharing
HPBExpo 2018
SOCIAL MARKETING
39
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Consistent Weekly Posts Tuesday Tip Throwback Thursday Friday Featured Product
HPBExpo 2018
SOCIAL MARKETING
40
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Sharing Posts HPBA Manufacturers Hearth & Home Magazine Local News
HPBExpo 2018
SOCIAL MARKETING
41
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Local Events Home Shows Sportsman Shows Community Fairs
HPBExpo 2018
SOCIAL MARKETING
42
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Contests Holiday Mantel New Products Events
HPBExpo 2018
SOCIAL MARKETING
43
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Holidays Father’s & Mother’s DaysValentines Day
HPBExpo 2018
SOCIAL MARKETING
44
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Featured or New Products Holiday Gift Ideas Co-op (trackable) Add to Shop Tab Add to Offer Tab
HPBExpo 2018
SOCIAL MARKETING
45
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Events & Sales/Promotions Co-op (trackable) Add to Events Tab Share with Networks
HPBExpo 2018
SOCIAL MARKETING
46
REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions Service Pictures: cob webs, spiders, rodent nests, chimney cap Before & After: flame after logs and/or embers are moved/replaced Add to Services Tab
A Picture is Worth a Thousand Words!
HPBExpo 2018
NETWORKING & B2B MARKETING
47
REMEMBER: It’s Who You Know!
Host Events and/or Meetings Chambers Buyer’s Groups Industry-Specific Contractors Designers Real Estate
Business Owners are Potential Customers Too!
HPBExpo 2018
NETWORKING & B2B MARKETING
48
REMEMBER: It’s Who You Know!
Cross Promote Social Media Email MarketingWebsite Product Tags Meta Hyperlinks
Search Engines Like Keywords, Tags and Cross Links
HPBExpo 2018
NETWORKING & B2B MARKETING
49
REMEMBER: It’s Who You Know!
Sponsorships Events at 55+ Communities Local Sports Leagues, Churches, Scout Groups Donate outdoor furniture and/or grill (Opening Day or Award Ceremonies, Picnics) Donate new grill and/or firepit (snack stands, scout campground, youth group)
HPBExpo 2018
NETWORKING & B2B MARKETING
50
REMEMBER: It’s Who You Know!
Commercial Discounts/Barter Ski Shops and/or Lodges Spas Medical Practices Golf Courses 55+ Community Clubhouse Retirement Communities Restaurants Universities
Offer Service Discounts for Event Promotions
HPBExpo 2018
ONLINE MARKETING
51
REMEMBER: Stalking Ads are Effective Because The Prospect had Visited Your Website at One Time.
Design & Message Co-op: co-branded Seasonality
Retargeting can boost ad response up to 400%!
30% of consumers have a positive or very positive
reaction to retargeted ads.
HPBExpo 2018
DIRECT MAIL
52
REMEMBER: Quality vs. Quantity = Increased ROI.ALSO REMEMBER: Response rate does not equal conversion rate.
Direct Mail should be Targeted Radius Mail Programs = Keeping Up with the Jones’
Direct mail averaged a 2.9% response rate for prospect lists and
a 5.3% response rate for lists companies had built in-house.
HPBExpo 2018
DIRECT MAIL
53
REMEMBER: Quality vs. Quantity = Increased ROI.ALSO REMEMBER: Response rate does not equal conversion rate.
Direct Mail should be Targeted Targeted Neighborhoods by Age Built = Rip Out & Reinstall
Average Direct Mail Response Rate = 3% - 5%
HPBExpo 2018
Q & A
Your Experiences,Your Questions
54
WANT GOOD MARKETING ADVICE?VISIT OUR BOOTH #2059
FREE 15 MINUTE CONSULTATION
HPBExpo 2017
Member Benefit
HPBExpo 2018
WANT GREAT MARKETING… GET GOOD ADVICEShannon Good
Shannon takes pride in her years of marketing experience and willingness to continue to stay current and forward-thinking in the ever changing marketing and advertising world.
Her background includes client services and account management for major international advertising agencies, J. Walter Thompson and TMP Worldwide. Her experience in the large agency world focused on campaign and marketing management for companies such as Monster.com and First Union National Bank (Now Wells Fargo).
Shannon founded The Good Marketing Group in 2003, which has given her the opportunity to develop customized marketing strategies for all sizes and types of businesses. Specializing in campaign management, graphic design, media planning, on-line marketing and SEO/SEM, Shannon looks at the unique goals of her clients and creatively 'integrates' various media to accomplish those goals, on any marketing budget!
56
HPBExpo 2018
Brad Good
Brad has an extensive background in direct marketing working for internationally recognized companies such as Tribune Media, (parent company of the Chicago Tribune, Los Angeles Times and WGN), Hearst Communications, First Union National Bank (Now Wells Fargo) and Advanta Corp.
While at Hearst Magazines, Brad worked on customer subscription and acquisitions for Good Housekeeping Magazine, Popular Mechanics, Town & Country Magazine and Esquire. At First Union National Bank, he was responsible for managing direct marketing fulfillment operations for the Capital Management Group and Evergreen Funds. Brad also served as Direct Marketing Manager/Manager of New Business Acquisitions with Advanta Corp, a business finance company and national bank.
Before taking on day-to-day operations at the Good Marketing Group, Brad served as General Manager of the northeast branch of Tribune Direct, a national direct marketing company, overseeing sales, marketing and operations.
WANT GREAT MARKETING… GET GOOD ADVICE
57
Recommended