smart-e or smart-pants retail marketing & advertising: how are we doing?
TRANSCRIPT
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
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
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
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.
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.
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!
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
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!!
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
Retail Marketing In summary,
Lovely new redesign Next phase needs to fix:-
Merchandise Customer Service Store Communication Price / Value Quality of Service Uniqueness Convenience
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.
My ideas in summaryCriteria for successJoint VentureShared advertisingMass emailUnderground advertisingGuerrilla marketingOnline advertising
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
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
My ideas in summaryShared advertising
Does another organisation need to talk to the same customers
Who has compatible brand values What about your suppliers
My ideas in summaryMass email
This stuff really works well It is very cheap to buy Could we go the wrong side of legit?
My ideas in summaryUnderground advertising
Find some big retail queues Find some big exhibitions Hand out big offers
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
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.