old dog had to learn new tricks with strategy tactics & social mkt at high point market
DESCRIPTION
If a retailer does not recognize the changing dynamics of the consumer; how they will shop and connect with brands in the future, they will not just be punished; they will be punished with impunity.TRANSCRIPT
© 2012 Napier Marketing Group All Rights Reserved
Old Dog New Tricks
MeMeMe
Again
Why is itWhy is it a man wakes up in the morning, after sleeping on his
advertised bed, on his advertised mattress in his advertised pajamas. He will bathe in his advertised tub, shave with his advertised razor and
shaving cream, have breakfast with his advertised juice, cereal and toast….toasted in his advertised toaster, put on advertised branded clothes and quickly glance at his advertised watch. He will catch the
news on his new advertised flat screen that he purchased at a heavily advertised store. He will ride to work in his advertised car, sit at his
advertised desk and write with his advertised pen or utilize his advertised computer.
Yet it’s ironic that when he’s approached to advertise his business, he says advertising doesn’t
pay…..until his business fails and then he’ll gladly advertise the sale and liquidation of his business……why, so people will come and liquidate his assets.
Why is it
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About The Presenter• 30 Years in Consumer Product Marketing
– Promotion Agency Owner• Numerous awards for best strategy, creative and tactics.
Engineered many package centered promotions including Patent #5,571,358
• Partner – Napier Marketing Group, Inc.• More information on LinkedIn
• 12 years in the Home Furnishing’s Industry– CMO Ashley Furniture, LeatherTrend, Home Line Furniture & Napier
Marketing Group.• Winner Gold Reggie - Best Promotion in North America from the
Promotional Marketing Association while at Ashley Furniture – implemented the largest promotion ever in the HF Industry.
• Published many articles in NHFA Retailer, HFB and more
Bill [email protected]
612-217-1297
Join My Discussion on
www.napiermkt.com www.social4retail.com
© 2012 Napier Marketing Group All Rights Reserved
Integrated MarketingToday’s Consumer “Consume” Marketing (Brand) Messages
From A Wide Variety Of Channels (E.G. TV, Cable/Satellite TV, Radio, Newspaper, Outdoor, Internet,
Magazines, Direct Mail, Telemarketing, Special Events, Etc). It Is In The Best Interest Of The Retail Community To Make Use Of Multiple Marketing Communications
Vehicles And
It Is Equally As Important To Insure The Messages Conveyed On The Various Channels Are Coordinated
(Integrated) In Order For The Marketing Message To Be Communicated Clearly And With Adequate Frequency.
Definitions & Terminology
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Integrated Marketing
What’s Missing ???
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Old Dog New Tricks
MeMeMe
Again
If a retailer does not recognize the changing dynamics of the consumer; how they will shop and connect with
brands in the future, they will not just be punished; they will be
punished with impunity.
2005
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© 2012 Napier Marketing Group All Rights Reserved
The ability to learn faster than your competitor may
be the only sustainable competitive advantage
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In The 60’s It Was All AboutPLASTICS
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Today & Beyond It’s All About
Being Connected
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June 24, 2010
13
200046% Of Adults Use Internet
5% With Broadband At Home
50% Own A Cell Phone
0% Connect Wirelessly
<10% Use “Cloud”
0% = Tech Social Networkers
THEN: Slow, Stationary Connections Built Around My
Computer
The Internet Is The Change Agent Then And Now
201079% Of Adults Use Internet
64% Have Broadband At Home
82% Own A Cell Phone
59% Connect Wirelessly
66% Use The “Cloud”
48% = Tech Social Networkers
NOW: Faster, Mobile Connections Built Around Outside Servers And
Storage
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To Reach 50,000,000 Users…It Took:
• Telephone - 38 years • Television - 13 years • Internet - 4 years • iPod - 3 years • Facebook - 2 years
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How We Are Connected
• The number of internet devices in 1984 was 1,000
• The number of internet devices in 1992 was 1,000,000
• The number of internet devices in 2008 was 1,000,000,000
• The number of internet devices in 2015 will be 15,000,000,000
© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
TodayThe Internet Has Changed Everything
In a recent survey, 72+% Of women surveyed said they were
doing online research before buying shampoo.
The Breck Girl is being replaced by a “shopping bot”.
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Traditional Ways to Get “DEALS”
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The New Way
Click & Print - FREE
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How We Market 12 Items Of Home Furnishings In 30
Seconds AND….The Consumer is Supposed to
Retain This Message ???
ORHow We Can WIN The Race To The
Bottom With 99% Off Retail
Let’s Get Visual
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Average Time Consumers Spend “PER DAY” With Major Media
Source: e-Marketer December 2011
“US adults now spend more time on mobile
devices each day than they do with print
media.”
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© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
For First Time In History, TV Ownership Declines
A.C. Nielsen
November 2011
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Video – Sharing Site Usage Over Time
2006-2011
Are You Streaming Video on Your Website?
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Visits To Online Video-sharing Sites By Regions
A Great Way To show off your store, share your brand platform and more….without trying to cram it into a 30
second spot
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MeanwhileMore Than 1,000,000,000,000
(One Trillion) Playbacks On YouTube
This Year (Yep, Count ‘Em, 12 Zeroes).
That’s About 140 Views For Every Person On The Earth. More Than Twice As Many Stars As In The Milky Way.
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78% Of The U.S. Is Connected To The Internet
272,100,000 Individuals
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1 In 2 Smart Phone Users Have Searched On Their Phones For Nearby Stores
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© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
How Are You Marketing Your Store And To Whom ?
Integrated Marketing?
%
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Everything Has Changed
BUT….
The Most Profound Change Relates To The Demographic
Shift in the Past 7 Years
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Older BOOMERS
58 – 63 Years of Age
PAST - Primary Target Market for Home Furnishings
Total BOOMER Population 76,985,270
Young BOOMERS
45 – 50 Years of Age
PAST - Primary Target Market for Home Furnishings
Total BOOMER Population 76,985,270
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Middle BOOMERS
51 – 57 Years of Age
PAST - Primary Target Market for Home Furnishings
Total BOOMER Population 76,985,270
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Gen “X”
33 – 44 Years of Age
NEW Primary Target Market for Home
Furnishings
Total “X” Population 49,660,301
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15– 32 Years of Age
NEW Upcoming & Secondary Target Market for Home
Furnishings
Total GEN “Y” Population 76,370,030
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Total Gen “X” + Gen “Y” Population
126,030,331Are You Prepared For This
Consumer?
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The Vast Majority Of Gen X Is Already Online (88%) And,
By 2015, That Figure Will Have Topped 90%.
In Fact, The Report Found That Gen X's Digital Media Consumption Is Strikingly Similar To That Of Gen “Y” - Millennials.
They Use Social Networks, Watch Video On Their Computers And Mobile Devices, And Enjoy Shopping Online. They Methodically Research And Evaluate Products Prior To Purchase And Place
Great Value On The Opinions Of Their Friends And Family.
E-Marketer
December 2011
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Little Dog
Big DogWhen It Comes To Your Business Model, Who Would You Rather Be?
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© 2012 Napier Marketing Group All Rights Reserved
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© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
Everyone is doing it…..Is Your Store or Brand There to Participate IF They want To Find
You?
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© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
© 2012 Napier Marketing Group All Rights Reserved
3 Fundamentals Of a Great Internet Marketing Strategy
• Attract - Getting found• Engage – engaging them with lots of content
and information so they can make an “informed” decision
• Connect – consumers with your sales people/store with sales, marketing and communication tools
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Internet MarketingThe Basics….
1) Get Found
There are 3 fundamental ways Consumers search for Home Furnishings
General Searches
Category Searches
Branded Searches
42% Of Organic Searches In The Last Year Are 4+ Words
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SearchAttracting Consumers
General SearchesGeneral searches are the most common search phrases among non dealer-specific furniture searches. These phrases use terms such as "furniture" or "furniture store" combined with a geographic term such as "Minneapolis" or "Twin Cities."
Category Searches
Category searches are the next most common type of furniture search. Category or "room" searches are comprised of furniture specific keywords such as "bedroom furniture" or "reclining sofa" combined with geographic terms.
Branded Searches Manufacturer branded searches are made up of a manufacturer's brand name, collection name or specific item/SKU name combined with a geographic term.
You MUST Have Content That Addresses All 3 To Be Successful !!!
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Over the past few years, Google has attracted 65-70% of all internet
searches.
• 97% of American internet users use the internet to shop of which 57% characterize their behavior as shop online, purchase offline (NPD Group)
• 90% of online commercial searches result in offline purchases (comScore)
• 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore)
• 74% of Internet users perform local searches (Kelsey Group)• 61% of local searches result in purchases (TMP/comScore)• 54% of Internet users would rather use the Internet and local search
then phone books (comScore)• 35% of all searches are local (DM News)
March 11, 2011
Around three quarters of all internet users perform local searches while an astonishing 82% of these searches result in an offline phone call, in-store visit or
purchase.
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Once They Find You…Now What?
2.) Engage Them
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© 2012 Napier Marketing Group All Rights Reserved
Are You Scared Yet?
You Should BeYou Should Be© FurnitureDealer.net 2012 All Rights Reserved
Excerpts From Andy Bernstein’s Furniture Today Conference 2011
The 10 Platforms That Will Make You Relevant In
Retail
Are You Irrelevant
We Will Show You
How
At The High Point Furniture Market
Tuesday 2:30PMApril 24th
Retail Resource Center