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

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• 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

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HPBExpo 2018

TARGET AUDIENCE

SOURCE: http://smartinsights.com; DanylBosomworth on July 22, 2015

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Buying Habits

HPBExpo 2018

TARGET AUDIENCE

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Buying Habits

HPBExpo 2018

TARGET AUDIENCE

Webrooming vs. Showrooming

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Buying Habits

HPBExpo 2018

CREATIVE MARKETING IDEAS

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In Order of Marketing Spend: Lowest to Highest

HPBExpo 2018

MARKETING VIA YOUR WEBSITE

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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

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Blogging

HPBExpo 2018

MARKETING VIA YOUR WEBSITE

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Portfolio

HPBExpo 2018

MARKETING VIA YOUR WEBSITE

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Videos

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EMAIL MARKETING

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REMEMBER: Current Customers are Low Hanging Fruit

Cross MarketingWebsite: Portfolio, Blog Posts, VideosCo-op

Established Relationships = Loyalty + Easier

Conversions

HPBExpo 2018

EMAIL MARKETING

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Cross Marketing

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EMAIL MARKETING

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Co-op

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EMAIL MARKETING

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Website

HPBExpo 2018

SOCIAL MARKETING

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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

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Facebook Boost

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SOCIAL MARKETING

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Facebook Advertising Campaign

HPBExpo 2018

SOCIAL MARKETING

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Facebook Advertising Campaign: Reporting (co-op)

HPBExpo 2018

SOCIAL MARKETING

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Instagram Advertising

HPBExpo 2018

SOCIAL MARKETING

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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

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Houzz Projects

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SOCIAL MARKETING

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Houzz Idea Books

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Pinterest Boards vs. Pins

Include Links to Specific Page/Catalog on Website

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SOCIAL MARKETING

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Pinterest Pins

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SOCIAL MARKETING

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Pinterest Boards

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SOCIAL MARKETING

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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

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YouTube Video Ideas: How To’s: Lighting Pilot

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SOCIAL MARKETING

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YouTube Video Ideas: How To’s: Signs when service needed

HPBExpo 2018

SOCIAL MARKETING

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YouTube Video Ideas: Education: Difference between fuels, styles of hearth products, heating capacity.

HPBExpo 2018

SOCIAL MARKETING

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YouTube Video Ideas: Featured Products

HPBExpo 2018

SOCIAL MARKETING

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YouTube Video Ideas: Events: Networking, Fundraising

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SOCIAL MARKETING

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YouTube Video Ideas: Showroom

HPBExpo 2018

SOCIAL MARKETING

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YouTube Channel

HPBExpo 2018

SOCIAL MARKETING

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YouTube SEO

HPBExpo 2018

SOCIAL MARKETING

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YouTube Sharing

HPBExpo 2018

SOCIAL MARKETING

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YouTube Sharing

HPBExpo 2018

SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions Consistent Weekly Posts Tuesday Tip Throwback Thursday Friday Featured Product

HPBExpo 2018

SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions Sharing Posts HPBA Manufacturers Hearth & Home Magazine Local News

HPBExpo 2018

SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions Local Events Home Shows Sportsman Shows Community Fairs

HPBExpo 2018

SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions Contests Holiday Mantel New Products Events

HPBExpo 2018

SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions Holidays Father’s & Mother’s DaysValentines Day

HPBExpo 2018

SOCIAL MARKETING

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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!

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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

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