old dog had to learn new tricks with strategy tactics & social mkt at high point market

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© 2012 Napier Marketing Group All Rights Reserved Old Dog New Tricks Me Me Me Again

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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.

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Page 1: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Old Dog New Tricks

MeMeMe

Again

Page 2: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

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

Page 3: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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

Page 4: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 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

Page 5: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Integrated Marketing

What’s Missing ???

Page 6: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Old Dog New Tricks

MeMeMe

Again

Page 7: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

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

Page 8: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Page 9: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

The ability to learn faster than your competitor may

be the only sustainable competitive advantage

Page 10: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

In The 60’s It Was All AboutPLASTICS

Page 11: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Today & Beyond It’s All About

Being Connected

Page 12: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Page 13: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

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

Page 14: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

To Reach 50,000,000 Users…It Took:

• Telephone - 38 years • Television - 13 years • Internet - 4 years • iPod - 3 years • Facebook - 2 years

Page 15: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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

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© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

Page 19: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 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”.

Page 20: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Traditional Ways to Get “DEALS”

Page 21: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

The New Way

Click & Print - FREE

Page 22: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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

Page 23: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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.”

Page 24: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Page 25: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

Page 27: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

For First Time In History, TV Ownership Declines

A.C. Nielsen

November 2011

Page 28: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Video – Sharing Site Usage Over Time

2006-2011

Are You Streaming Video on Your Website?

Page 29: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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

Page 30: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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.

Page 31: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

78% Of The U.S. Is Connected To The Internet

272,100,000 Individuals

Page 32: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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

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© 2012 Napier Marketing Group All Rights Reserved

Page 35: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

How Are You Marketing Your Store And To Whom ?

Integrated Marketing?

%

Page 36: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Everything Has Changed

BUT….

The Most Profound Change Relates To The Demographic

Shift in the Past 7 Years

Page 37: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Older BOOMERS

58 – 63 Years of Age

PAST - Primary Target Market for Home Furnishings

Total BOOMER Population 76,985,270

Page 38: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

Young BOOMERS

45 – 50 Years of Age

PAST - Primary Target Market for Home Furnishings

Total BOOMER Population 76,985,270

Page 39: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Middle BOOMERS

51 – 57 Years of Age

PAST - Primary Target Market for Home Furnishings

Total BOOMER Population 76,985,270

Page 40: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Gen “X”

33 – 44 Years of Age

NEW Primary Target Market for Home

Furnishings

Total “X” Population 49,660,301

Page 41: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

15– 32 Years of Age

NEW Upcoming & Secondary Target Market for Home

Furnishings

Total GEN “Y” Population 76,370,030

Page 42: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Total Gen “X” + Gen “Y” Population

126,030,331Are You Prepared For This

Consumer?

Page 43: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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

Page 44: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Little Dog

Big DogWhen It Comes To Your Business Model, Who Would You Rather Be?

Page 45: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

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© 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?

Page 50: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

Page 53: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 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

Page 54: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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

Page 55: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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 !!!

Page 56: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

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.

Page 57: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

© 2012 Napier Marketing Group All Rights Reserved

Once They Find You…Now What?

2.) Engage Them

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© 2012 Napier Marketing Group All Rights Reserved

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© 2012 Napier Marketing Group All Rights Reserved

Page 60: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

Are You Scared Yet?

You Should BeYou Should Be© FurnitureDealer.net 2012 All Rights Reserved

Excerpts From Andy Bernstein’s Furniture Today Conference 2011

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The 10 Platforms That Will Make You Relevant In

Retail

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Page 66: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

Are You Irrelevant

Page 67: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

We Will Show You

How

Page 68: Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

At The High Point Furniture Market

Tuesday 2:30PMApril 24th

Retail Resource Center