HPBA18 presentation Creative Ideas on Marketing Indoor and … · 2018-02-22 · Creative Ideas on Marketing Indoor and Outdoor Living Spaces Shannon Good Good Marketing Group Course

Creative Ideas on Marketing Indoor and Outdoor Living Spaces

Shannon Good Good Marketing Group

Course Description

This interactive class will inspire and educate attendees on the various traditional and new advertising resources available online and offline to promote a dealer’s business, products and services. We will also share case studies of successful marketing strategies and advertising campaigns using social media, direct marketing and online marketing while considering budget and co-op funds.

Creative Ideas on Marketing Indoor and Outdoor Living Spaces-HPBExpo18

3/7/18

Presented by: Good Marketing Group-www.GoodMarketingGroup.com 1

CREATIVE IDEAS ON

MARKETINGINDOOR & OUTDOOR

LIVING SPACES

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OVERVIEW

• Who is your Target Audience & How do you Reach Them?• Website• Email Marketing• Social Marketing• Networking & B2B• Online Marketing• Direct Mail

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TARGET AUDIENCE

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• Convenience

• Cheaper (is it really?)

• In the Forefront

Buying Habits: Online Shopping


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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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TARGET AUDIENCE

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

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Buying Habits

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TARGET AUDIENCE

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Buying Habits


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TARGET AUDIENCE

Webrooming vs. Showrooming

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Buying Habits

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CREATIVE MARKETING IDEAS

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In Order of Marketing Spend: Lowest to Highest

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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


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Blogging

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Portfolio

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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

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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

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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

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SOCIAL MARKETING

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Facebook Boost


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SOCIAL MARKETING

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Facebook Advertising Campaign

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SOCIAL MARKETING

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Facebook Advertising Campaign: Reporting (co-op)

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SOCIAL MARKETING

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Instagram Advertising


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SOCIAL MARKETING

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Houzz To Pay or Not to Pay Projects vs. Idea Books

‘Find a Pro’: Don’t forget your service department!

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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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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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YouTube Videos vs. Playlists vs. Channels Tags/Keywords, Categories, Description Share: website & social media

Are You an Actor ORa Voiceover?

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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


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SOCIAL MARKETING

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

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SOCIAL MARKETING

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YouTube Video Ideas: Featured Products

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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

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SOCIAL MARKETING

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YouTube Channel

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SOCIAL MARKETING

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YouTube SEO


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SOCIAL MARKETING

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YouTube Sharing

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SOCIAL MARKETING

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YouTube Sharing

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SOCIAL MARKETING

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Posting Ideas & Suggestions Consistent Weekly Posts Tuesday Tip

Throwback Thursday

Friday Featured Product


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SOCIAL MARKETING

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Posting Ideas & Suggestions Sharing Posts HPBA

Manufacturers

Hearth & Home Magazine

Local News

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SOCIAL MARKETING

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Posting Ideas & Suggestions Contests Holiday Mantel

New Products

Events

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SOCIAL MARKETING

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Posting Ideas & Suggestions Holidays Father’s & Mother’s Days

Valentines Day


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SOCIAL MARKETING

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Posting Ideas & Suggestions Featured or New Products Holiday Gift Ideas

Co-op (trackable)

Add to Shop Tab

Add to Offer Tab

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SOCIAL MARKETING

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Posting Ideas & Suggestions Events & Sales/Promotions Co-op (trackable)

Add to Events Tab

Share with Networks

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SOCIAL MARKETING

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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!


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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!

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Cross Promote Social Media Email MarketingWebsite Product Tags

Meta

Hyperlinks

Search Engines Like Keywords, Tags and Cross Links

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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)


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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

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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.

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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.


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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%

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Q & A

Your Experiences,Your Questions

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WANT GOOD MARKETING ADVICE?VISIT OUR BOOTH #2059

FREE 15 MINUTE CONSULTATION

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Member Benefit


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WANT GREAT MARKETING… GET GOOD ADVICE

Shannon 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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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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Documents

HPBA18 presentation Creative Ideas on Marketing Indoor and … · 2018-02-22 · Creative Ideas on Marketing Indoor and Outdoor Living Spaces Shannon Good Good Marketing Group Course