smart-e or smart-pants retail marketing & advertising: how are we doing?

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Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

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Page 1: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Smart-e or Smart-pants

Retail Marketing & Advertising: How are we doing?

Page 2: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Retail MarketingFirst lets take a look at some elements

of retail marketing that prompt purchasing and customer loyalty

Page 3: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Where are we at? Ambience of store

Luxuriant, opulent, eminence Merchandise

10,000s linked, only 100s of own Own not promoted / highlighted enough

Customer Service Number at top, but does not Stand out as a strong point

Store Communication Doesn’t tell me to buy Doesn’t tell me what or how to buy

Page 4: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Where are we at? Visual Merchandising

Very good, photography, Magazine etc.

Price / Value Not promoted, not suggested

Quality of Service Not promoted, not suggested

Uniqueness Ambience suggests this as Does quality of photography

Convenience Not promoted, not suggested

Page 5: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Recommendations Merchandise

Must really make our products stand out More of the Focus on boxes

Can we have price and click to order in these Highlight ours in the directory and searches Magazine is gorgeous

but must focus on our products more Can we have price and click to order in these

Use seasonal prompts (Mothers Day) Tell editorial their job is to sell our products.

Review some of the hot retail sites. Emphasis too much on featuring products at present.

Page 6: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Recommendations Customer Service

The number is great BUT That just isn’t enough Lets shout about it.

Lets even call it Customer Care Lets have links and graphics suggesting good

service all over the place Lets have a whole page to tell people how proud

we are of our service. Lets really go out of our way to deliver it. Write some procedures. Brief the staff.

Page 7: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

RecommendationsStore Communication

Where are the seasonal promotions Where are the offers Where are the prices How do I actually buy something? Why not tempt me with something

irresistible. Possibly even FREE!

Page 8: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

RecommendationsPrice / Value

Lets be proud of the prices We could even be expensive and proud of it

Lets tell them out the exclusivity and uniqueness

Site ambience already helps here Lets have some great £ sign graphics

Old English, high quality, but good reliable, dependable value

Page 9: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Recommendations Quality of service

Need help? & Customer Care links on home page please

How do we source / select products How are the manufactured What guarantees are provided What quality of materials What workmanship About Smarte link a bit too investor orientated.

What about the consumer. We are not raising money, we are making it!!

Page 10: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Recommendations Convenience

One click ordering? How and when is it delivered Will you find my house What if I am out Why is this better than high street shopping

We’ve done the hard slog No queues No transport problems etc…

Lets remind them of this stuff

Page 11: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

Retail Marketing In summary,

Lovely new redesign Next phase needs to fix:-

Merchandise Customer Service Store Communication Price / Value Quality of Service Uniqueness Convenience

Page 12: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

AdvertisingNow lets take a look at how we get the

customers into our store.Here I accept that you have limited

marketing money, although I do have some concern that you are focussing on keeping operations going as opposed to making sales the main focus.

Page 13: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summaryCriteria for successJoint VentureShared advertisingMass emailUnderground advertisingGuerrilla marketingOnline advertising

Page 14: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summary Criteria for success

Cost per £ spent Cost per visitor Be analytical and kill anything that doesn’t work

immediately. E.g PR

3k per month, 4 placements, 100k readers of publications, 10k readers of page 7, 500 of column 4. 50 read the article to the end and see your name. 1 visited the site. Cost per user £3000!

E.g. FS Property

Page 15: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summary Joint Venture

Does someone have suitable distribution Promote in their store Promote in their adverts Promote in their direct marketing Promote on their Intranet / Internet Promote in their emails Promote on web sites where massive traffic

Page 16: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summaryShared advertising

Does another organisation need to talk to the same customers

Who has compatible brand values What about your suppliers

Page 17: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summaryMass email

This stuff really works well It is very cheap to buy Could we go the wrong side of legit?

Page 18: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summaryUnderground advertising

Find some big retail queues Find some big exhibitions Hand out big offers

Page 19: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summaryGuerrilla marketing

Get every site and his dog to link you Get all the search engines sorted

Tell google about the above Create micro sites Send micro sites to editors MLMs, News groups, etc. Stop all operation for 3 days and do this

Page 20: Smart-e or Smart-pants Retail Marketing & Advertising: How are we doing?

My ideas in summary Online advertising

I know you had some problems My last 3 campaigns

8%, 5% and 3% CPM (not .3%) < 8k banners Click here grey windows buttons Topical (foot and mouth, mothers day) Larger than banner graphics

Drop poor visited tenancies, go for the users big time. 16m impressions on FS home. 800k on property.