Office Friendly Conference Presentations 2013

Industry Experts Panel

Robert BaldreyVasanta Group

Robert BaldreyGroup CEO Vasanta

The Future of the Independent

ACCELERATING CHANGE

Recession

Decline in Traditional

Office products

Demographics

ChannelShift

Overcapacity and

Consolidation

NewEntrants

NewModels

Shift to selling FS products

EOS in decline – move to

MPS

More price transparency

OEM brands or own label?

Technology and demographics driving changes in consumption

•Traditional OP in long term decline•Has EOS peaked? Hard copy now in decline?•Younger generation print and keep less – read more on tablets, smart phones•The mobile office enabled by the internet – more people are working remotely, or in several locations

Technology driving changes in consumption

What future for pens, pencils, paper, document wallets, suspension files, filing cabinets ?

Channel shift – the rise of B2B e-tail?

Channel shift – Big Box focuses on the SME market

•Public and Corporate spending being cut•Spend focused on a smaller number of cheaper products – less opportunity to build sales and margin•Overcapacity from the Big Box and pressure to deliver results•Increasing focus on the SME customer – better margins, less competition

9

Dealers – the Squeezed Middle

Conclusion?

• Traditional Office Products and now also potentially EOS in decline

• SME customers under attack from eTailers and Big Box

Conclusion?

Conclusion

...or are we?

Industry Experts Panel

Martin ShawD3 Office

Industry Experts Panel

Simon DrakefordEuroffice

Future of the Independent Channel

OFDA

16th November 2013Simon Drakeford

SWOTStrengths•Personal & Personalised•Flexible •Local •Specialised

What’s the Future = Darwinism

• Change and Adapt• M & A• Efficiencies• Partnerships and Co-operations that add real

value. • Technology • Customer Focus

THANKS & HAPPY CAROL SINGING…

How social media will work best for your business

Steve PhillipLinked2Success

Solve client problems, share

case studies

Achieve measurable

results

Raise brand awareness, let

more people know you exist

Keep in touch with suppliers –

build on relationships

Find the best talent to join your business

Client relationship

management

Find new clients & build

relationships

National legal lobbying body

“Social media will be the last thing

we cut”

Accountancy firm generates

additional £250k in fees

Energy firm wins contract –

value 33% of annual target

Teenager lands contract worth

£15k +

Export firm saves £60k

Funding firm generates

quality meetings in 15 mins a day

Financial services firm – 20 meetings

in 12 weeks

We need to change our thinkingWhat appears to be the problem?

Fundamental principles of networking

Your actions and behaviours speak volumes

Social media marketing increases your visibility & reach

Solve problems

Creating New Business Leads

Invite

Share relevant & usefulconnections,

followers, likes content

Outer Network

Immediate Network

Your Sales Process

Enhance your personal &

business brand reputation

Create more business

relationships & do more business

Show your audience how you can solve their business

problems

Network with millions of other

busy professionals

locally or globally

Resource your social media marketing?

Train internally or will you need to factor out?

Measure your ROI?

Business Discussion Sessions

Why Hashtags & RetweetSteve Phillip, Linked2Success

Understand how to use hashtags

Know what to retweet & why

Win big Linked2Success

prizes

Win big Linked2Success

prizes

The update was…

Twitter is a social ‘messaging ‘ tool

It enables you to send It enables you to send & receive short & receive short

messages of 140 messages of 140 characters called characters called

‘tweets’‘tweets’

These tweets are all publicly visible by

default

On average 400 million+ tweets are

sent per day from 200 million users

60% of tweets are sent from mobile

devices

This means in theory you can engage in conversation with

anyone else on Twitter – globally

Consolidate – don’t keep changing

Make your hashtag obvious

Single word or phrase – no spaces

# at the beginning of the

word/phrase

2 maximum!!Tag most important word

Mark keywords of topics on Twitter

30 Seconds

To start a conversation

To reach other relevant users &

not just your followers

Promote events, conferences – create a buzz

Promote events, conferences – create a buzz

Susan’s Album Party became…

1. To raise your profile with a client or key contact

2. To share content that resonates with your followers

1819

Created March 2006/Launched July 2006

1. Tweet useful content at least 3

times a day

2. Build your followers

4. Listen out for mentions of your

business & respond

4. Listen out for mentions of your

business & respond

Business Discussion Sessions

The Dirty MChris Nichols, Office Friendly

The Dirty M

The next 20 minutes

Lets talk about stats1. 48% of sales people never follow up with a prospect (whats the stats in your business)2. 25% of sales people make a second contact and stop3. 12% of sales people only make 3 contacts and stop, and only 10% of businesses make more

than three contacts with a prospect or client

4. How do you compare with those stats? Is this true for you?

5. What does the above stats mean for businesses like yours6. 2% of sales are made on the first contact7. 3% of sales are made on the second contact8. 5% of sales are made on the third contact9. 10% of sales are made on the fourth contact10. 80% of sales are made on the 5th to 12th contact

11.Over 68% of people move business because of a companys indifference to them. How do we stop this, relentless following up. By having a plan

Key reasons why your campaign has not delivered

• No Plan• Not targeted• Not right offer• Time• Resource• Money• Knowledge• Skill• Waste of time• Not committed

Your Managed Marketing Service

• Budget• Audit• Segmentation• Marketing plan• Conversion• Penetration• Retention• Implementation• Measurement• Results

Summarise

• Marketing is the key to your success• A plan is critical to make it work effectively• Use the tools that ofda can provide FOC• Interested in MMS 7 spaces available

Business Discussion Sessions

The Importance of the InternetSteve Bilton, Evolution Software

Welcome OFDA Members

Webstore 101

The State of e-Commerce

•Online sales are growing and recession proof.

•The consumerisation of business technology marches on.

•Mobility goes mainstream, however there are distinctions between B2C and B2B.

•Social and its impact on traffic and conversion.

Some B2B Stats...

•B2B buyers prefer suppliers that have both digital and traditional commerce options.

•81% of buyers would choose a supplier who has a digital offering over one who only offers traditional trading methods.

•89% of buyers believe that the buying experience should be as easy and intuitive as it is for the consumer shopper.

•88% of buyers with a smartphone research a purchase on the suppliers website using that device.

Source: Hybris Study - State of B2B ecommerce 2012 - 224 B2B procurement specialists surveyed

What’s your STRATEGY?

•Know your customers & their diverse needs•Profile, Plan, Attack•Incentivise to order on-line•Inform of new products & services•Raise awareness of key categories•Promote seasonal offerings•Win a bigger share of wallet•Reward loyalty and they’ll love you for it

Actions

•Allocate MORE time to your webstore•Review regularly as a USER•Improve CONTENT, improve SALES•Don’t just take orders...SELL•E-shot prospects AND customers•Promote most PROFITABLE lines•Request BANNERS from SUPPLIERS•Build a STRATEGY•…...be DIFFERENT….be BETTER!!

Making the Web Work

Eli Z. LassmanGoogle

What can make the web work for you?

Presented by: Eli Z. Lassman, Google

Don't you want to buy this car?

Why it takes work

1. Your website.2. Where are your customers?3. How do you make sure they find you (and how do you understand what they do when they do)?

What will make the web work for you?

1. How does your website work for your

business?

1.1 Online checkout in real life

1.2 What does your website need to do?

oGenerate sales?oGenerate new leads?oBuild brand awareness and perception?

1.3 Google Ads pages

1.4 Choose your own adventure: for what should we search?

2. Where are your customers

online?

2.1 Quiz break!

1 Unpacking the Mobile World, Google, 2013 2 UK Digital Future in Focus 2013, comScore

• What is the number 1 use of mobile in the UK?

• What is the second largest search engine in the world?

3. How do you reach them?

3.1 Where are advertisers spending the most?

Source: PwC / Internet Advertising Bureau / The Advertising Association / WARC

2011 UK Adspend

£2.25 billion

£2.16 billion

3.2 Let goals drive online spending priorities

Product launch

Brand awareness

Audience engagement

Online traffic and

transactions

Search adsDisplay

ads

Social media

YouTube

3.3 Paid and earned? Choose your own adventure

3.4 What are your customers doing on your website?

1. Make sure your website is your storefront.2. Be where your customers are.3. Know what you're trying to do.

What will make the web work for you

Robert BaldreyVasanta Group

Challenge #1: There will always be someone cheaper than you!

• It’s not always about the lowest price• Together our offer is better than our

competitors• What can you do to really know your

customers and make it personal• How do you stand out from the crowd?

Challenge #2: Business Supplies• Open your mind to what you can sell • What does the customer buy from

someone else?• What services do they use that you could

supply?Think Business Supplies and Services, not

Office Products

Business Supplies and Services

FS is a £5bn market opportunity!

Challenge #3Q: How do we remain price competitive in

an ever more challenging market?Q: How are we going to live with reduced

margins across the chain?Q: How can we make more money

together?A: Eliminate duplication of cost and effort

wherever possible

Cost and Effort Duplication

• Purchasing• Stockholding• Delivery• Customer service• Invoicing and Credit Control

New models: everyone’s at it!

Superstat CadabraIntegraXPD

The Future?Vendor• Product innovation – finding products that meet the needs of the

new office workers• Brand – creation of attractive brandsWholesaler• 25,000 products available for next day delivery• Pick, pack and deliver to the end user• Catalogue and marketing• Customer service• Invoicing and cash collectionDealerManage the customer relationshipSelling

Everyone focuses on their core competency

• A long and special relationship• We know each other well• How do we become even closer and

successful together?

Conclusion

We will thrive in our partnership if:• We open our minds to Business

Supplies and Services• We all focus on our core competencies• We together focus on eliminating cost

and effort from the supply chain

Finally...

Thank You!