merchandising your content: inspirations from the retail world
DESCRIPTION
Content Merchandising Presentation from #LMAMN Annual Conference.TRANSCRIPT
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Merchandising Your Content: Inspirations from the Retail World
Jen Bullett
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The Idea Behind Content Merchandising
+Hello My Name Is
Julie Smith
In-Store Marketer
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Shelves are crammed full of products
Websites are crammed full of content
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Products compete for attention
Attorney/practices compete for attention
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Every product thinks it’s the best
No comment
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Product Development is costly
Content Development is costly
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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
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Improve content ROI through better audience engagement, new cross-sell opportunities and the possibility of incremental sales
Key Takeaway for Today
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Principles from Merchandising
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In-Store Product Positioning
• Departmental• Vertical• Product• Cross-aisle
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Departmental “Head to Toe” Look
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Vertical “Category” Expert
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Strategic Product Grouping
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Cross-Aisle Promotions
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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
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Cross-Aisle: Slightly Disturbing
The most surprising cross-merchandising result came from the successful placement of disposable
diapers near beer and wine
+
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Visual Merchandising
• Pyramids
• Odd Numbers
• Storytelling
• Colorization
• Focus
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Pyramids Bring Eyes Up then Down
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Pyramids Bring Eyes Up then Down
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Odd Numbers Keeps Things Balanced
5 Olympic
Rings
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3 Pharrell Fragrances
Odd Numbers Keeps Things Balanced
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Storytelling Improves Engagement
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Colorization Visually Unites
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Colorization Visually Unites
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Focal Point Highlights One Piece
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Focal Point Highlights One Piece
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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?
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Head To Toe LookTheme Section of
Website
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Le Creuset “Experts”
Vertical Emails
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Interesting Product Groupings
Fresh Ways to Present Content
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Compelling StorytellingContent
Packaging
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A Very Clear Focus
AbsoluteFocus
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Intriguing Use of ColorSimple Color Cues
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Typical Search
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Use Storytelling to Show Content
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Experts in Local Neighborhoods
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Present In Engaging Fashion
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Use Channels to Focus on Content
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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?
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Present Head to Toe “Look”
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Present Head to Toe “Look”
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“Vertical” Expertise
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“Vertical” Expertise
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Focus on What Differentiates
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Focus on What Differentiates
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Use “Themes” & Solutions
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Use “Themes” & Solutions
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Cross-Promote Content
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Cross-Promote Content
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Compelling Storytelling “Hook”
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Compelling Storytelling “Hook”
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Compelling Storytelling “Hook”
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Attention-Grabbing Visuals
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Attention-Grabbing Visuals
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Attention-Grabbing Visuals
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Content “Packaging”
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Content “Packaging”
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Content “Packaging”
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Content “Packaging”
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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?
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Take a few risks
Be smart
Test it out
Have some fun