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Content Merchandising Presentation from #LMAMN Annual Conference.
Citation preview
Merchandising Your Content: Inspirations from the Retail World
Jen Bullett
The Idea Behind Content Merchandising
+Hello My Name Is
Julie Smith
In-Store Marketer
Shelves are crammed full of products
Websites are crammed full of content
Products compete for attention
Attorney/practices compete for attention
Every product thinks it’s the best
No comment
Product Development is costly
Content Development is costly
Get the right eyeballs in front of the right products and drive selection
Get the right eyeballs in front of the right content to drive selection
The Goal is the Same
Improve content ROI through better audience engagement, new cross-sell opportunities and the possibility of incremental sales
Key Takeaway for Today
Principles from Merchandising
In-Store Product Positioning
• Departmental• Vertical• Product• Cross-aisle
Departmental “Head to Toe” Look
Vertical “Category” Expert
Strategic Product Grouping
Cross-Aisle Promotions
Cross-Aisle Promotions
A case in point is the combination of chips and soft drinks. When displayed across from one another, soft drink sales increased up to nine percent while chips remained the same.
http://www.retailwire.com/discussion/14773/study-cross-merchandising-drives-sales Texas A & M Study
Cross-Aisle: Slightly Disturbing
The most surprising cross-merchandising result came from the successful placement of disposable
diapers near beer and wine
+
Visual Merchandising
• Pyramids
• Odd Numbers
• Storytelling
• Colorization
• Focus
Pyramids Bring Eyes Up then Down
Pyramids Bring Eyes Up then Down
Odd Numbers Keeps Things Balanced
5 Olympic
Rings
3 Pharrell Fragrances
Odd Numbers Keeps Things Balanced
Storytelling Improves Engagement
Colorization Visually Unites
Colorization Visually Unites
Focal Point Highlights One Piece
Focal Point Highlights One Piece
Takeaways For You
1. Use visuals to make your content more interesting and engaging?
2. Present your content with an eye towards optimize cross-promotion, repurpose in new context and drive selection/action?
Head To Toe LookTheme Section of
Website
Le Creuset “Experts”
Vertical Emails
Interesting Product Groupings
Fresh Ways to Present Content
Compelling StorytellingContent
Packaging
A Very Clear Focus
AbsoluteFocus
Intriguing Use of ColorSimple Color Cues
Typical Search
Use Storytelling to Show Content
Experts in Local Neighborhoods
Present In Engaging Fashion
Use Channels to Focus on Content
Exercise (5 minutes)
1. Make a list of content you’ve recently created
2. Are there new/better/different ways to present that content?
3. Could you make it more visually appealing or engaging?
Present Head to Toe “Look”
Present Head to Toe “Look”
“Vertical” Expertise
“Vertical” Expertise
Focus on What Differentiates
Focus on What Differentiates
Use “Themes” & Solutions
Use “Themes” & Solutions
Cross-Promote Content
Cross-Promote Content
Compelling Storytelling “Hook”
Compelling Storytelling “Hook”
Compelling Storytelling “Hook”
Attention-Grabbing Visuals
Attention-Grabbing Visuals
Attention-Grabbing Visuals
Content “Packaging”
Content “Packaging”
Content “Packaging”
Content “Packaging”
Exercise--Group
1. What merchandising principles do you think are most applicable to law firms?
2. Share one of the pieces of content you identified earlier and brainstorm how you could make it more visually appealing or position it differently?
3. As a team, come up with one cool content merchandising “big” idea you would love to see a firm implement?
Take a few risks
Be smart
Test it out
Have some fun