Web Summit 3.0

Welcome
Is your online strategy struggling? Do you even have an online strategy? The third release of the Industry-Wide Web Summit will unite home furnishings retailers, manufacturers, representatives and suppliers to:
Brainstorm new solutions
Work through existing conflicts
Bury old misconceptions
You CAN show and sell
furniture online.
We’ll show you how.

The Agenda
1:00 to 1:15 // Welcome
1:15 to 1:45 // How to Implement Email Marketing and Social Media for Results David McMahon | PROFITconsulting
1:45 to 2:15 // Throw Web-Based Marketing Into Your Mix
Ron Carpenter | Strategic Marketing Solutions LLC
2:15 to 2:45 // Create an Engaging Website that Brings Your Brand to Life Online Renee Loper | Aspenhome
2:45 to 3:15 // Demystifying the Online Furniture Shopper |
David Lively | The Lively Merchant
3:20 to 4:00 // Roundtable expert discussion

Mary Frye

How to Implement Email
Marketing and Social Media
And Get the Best Results
David W. McMahon
PROFITconsulting
davidm@profitsystems.com
http://twitter.com/profitcoaches
www.profitconsultingblog.com
www.profitconsulting.net

They Go to Your Web Site – Invite Them To Join Your Club!

Give Communication Options

Show Relevance to Your Customer

Ask For Information But Don’t Require Everything

Auto Confirm Subscription Immediately While They Are Hot

Customers Come Into Your Store – Most Do Not Buy, Yet
Get their information so that you can follow up –
increasing the chance of a be back.
Export these opportunities from your system!

Send Them a Simple Thank You and Ask a Question!

Follow Up With an Offer of Additional Assistance

Ask Them for Their Feedback With a Survey – You Will Get Additional Leads

Give Them More Ideas and Link Back to Your Website So They Can Continue Shopping

If a Customer Is Not Ready to Buy, Offer Them a Quote
This is a less intrusive way of getting their information. It
provides the customer with value and you with a FOLLOW UP tool!
Export quotes also – some will lead to sales.

Offer Assistance and Make a Call to Action

Offer an Incentive

When You Do Make a Sale, Send a Thank You With Value
Export a couple times per week
and send thank you notes on your written sales.

Most Sales Need Follow Up. Assure the Customer That They Will Be Taken Care Of!

Give Back to Your Customers For the Next Time. It is Great Word of Mouth.

Schedule Delivery, Pick Up, or Service
Save time on playing telephone tag and export all those
customers whose merchandise is ready and send one email
a few times per week.

Save Time on Playing Telephone Tag - Send One Email a Few Times Per Week to All Those Customers Whose Merchandise is Ready

Confirmation of Delivery, Pick Up, or Service
After scheduling your deliveries export to send your customers
a delivery reminder.

Set Yourself Apart - Include Time Window, Date, Delivery Address, and COD balance in One Classy Format

Survey Again After Delivery and Keep It Simple!

What’s Next?
Ask your customers, “What is your future home furnishings project?” – Export this data and send to the next purchase contacts.

Target Your Best Customers at the Right Time With Relevant Contact

…and There Is No Better Time Than Their Birthday!

What About General e-Blasts?
Export and send to your entire database with caution!
This is permission marketing – customers can opt-out.

e-Newsletters are Great e-Blasts

Personal Invites to Events Are Also Good e-Blasts If Sent From the Salesperson

It’s Time to Build a Following – Look What Others Are Doing

Your Customer Will Follow You if You Give Them What They Want – “Creative Ideas”

People Communicate Now With Computers and Mobile Devices

How to Start? Sign Up, Follow, Place Follow Me Links on Your Web Site, Tweet Something of Relevance. Don’t Stop.

Some companies get it: simmons.com

And For Those Who Are on the Move – Get Mobile Software for Your Smart Phone

Results – Email Marketing

Results – Twitter and Facebook
http://siteanalytics.compete.com/twitter.com+facebook.com/

What Message Are
You Sending
Your Customers?

Thank You!
David W. McMahon
PROFITconsulting
davidm@profitsystems.com
http://twitter.com/profitcoaches
www.profitconsultingblog.com
www.profitconsulting.net

Strategies For Integrating Web-Based Interactive Marketing Into Your Store's Marketing Mix

The Marketing Environment IsChanging Faster Than We Are

Ron CarpenterStrategic Marketing Solutions
Strategic Marketing Solutions is a management consulting firm based in Greensboro, NC.
SMS serves manufacturers, retailers, and suppliers in the home furnishings industry, providing consulting services to clients in the following areas:
Recent clients Include the NHFA, Broyhill, Home Meridian, Custom Decorators Inc., & Thomas Hahn & Home
Previously served in senior marketing and consulting positionsat Magnussen Home, Lea Industries, & BDO Seidman

Topics For Discussion This Afternoon
Your Cheese Has Moved!! Why This Summit May Be Your Most Productive Afternoon at This Market
How Do You Move Your Website and Interactive Marketing Program Up The Continuum? Enhancing Your Site's Capabilities Over Time
Key Tactics To Leverage Your Web Investment Interactive Marketing Strategies
1 + 1 Can Equal 3Integrating Your Store's Web Site Into Your Marketing Mix
You Don’t Have To Do This Alone!! Selecting The Right Key Vendors and Resources

Why This Summit May Be Your Most Productive Afternoon at This Market
Your Cheese Has Moved!!

Change In The Furniture Retail SectorChanging Business Models and Practices
How Do
Consumers
Sort Through
These Options?
They Use
The Web
To Decide
What To Buy
And Where
To Shop
Before They
Leave Home!
Source: Furniture Digest –
Mann, Armistead, & Epperson

Who Moved My Cheese? by Dr. Spencer M. Johnson
A Parable For The Furniture Industry
Change Happens
They Keep Moving The Cheese
Anticipate Change
Get Ready For The Cheese To Move
Monitor Change
Smell The Cheese Often So You Know When It Is Getting Old
Adapt To Change Quickly
The Quicker You Let Go Of Old Cheese, The Sooner You Can Enjoy New Cheese
Change
Move With The Cheese
Enjoy Change!
Savor The Adventure And Enjoy The Taste Of New Cheese!
Be Ready To Change Quickly And Enjoy It Again & Again
They Keep Moving The Cheese.
- “Haw” – Wall of Cheese Station N

Traditional marketing tactics are not as effective as in the past
They will be even less
effective tomorrow

The Internet is the New Yellow Pages

Internet Is Mainstream76% of all U.S. Households are online
US Online Adults by Age
(in 000’s)
Today, 70% of adults are actively online
Source: MRI Spring 2008. Based on Adults 18+

100%
80%
60%
40%
20%
0%
1999
2000
2001
2002
2003
2004
2005
Audience Penetration by Media
Audience Penetration, By Media (U.S. Adults, 18+)‏
73.0% Internet
60.5% Sunday Newspapers
52.5% Daily Newspapers
36.7% TV, Prime Time
21.4% Radio, AM Drive
17.7% Radio, PM Drive
13.7% Cable, Prime Time
53

Consumers are Spending More Time Online
Total US Advertising Spend
Media Consumption
$303 Billion (2007E)‏
The Opportunity
6% Online
Going Online
14 hours per week
41% of their time
Retailers
Reallocating
Their
Marketing
Budgets
To Reflect
Consumers’
Media
Preferences
22% TV
20% Direct Mail
Watching TV
14 hours per week
14% Newspapers
5% Yellow Pages
4% Magazines
7% Radio
Listening to Radio
4 hours per week
21% Other Media
Reading Magazines, 2 hours
Reading Newspapers, 1 hour
Source: “US Entertainment and Media Consumer Survey Report 2007” JupiterResearch (April 2007); Universal McCann (June 2007); eMarketer (Feb 2007); Google internal estimates

Enhancing Your Site's Capabilities Over Time
How Do You Move Your Website and Interactive Marketing Program Up The EVOLUTIONARY lADDER?

Where Is Your Store Now In Its Web Evolution?
Missing In Action Site - No Site or Program
Dragnet Site – A Site With Just The Facts
Movin’ On Up Site – Templated, Buying Group Site
Web Committed Site - Proactive Site
Fully Engaged Site - Website Part Of An Integrated Marketing Mix
E-Enabled Business - Traffic To Integrated Website Driven By OnLine Advertising

Missing In Action Site No Website
No URL
No Website
Your Name Is
Serving Other
Retailers
Your Brand Identity On the
Web Is For Sale

Dragnet SiteJust The Facts
Basic Store and Corporate Information
USP or Positioning Presented
Not Interactive, Relatively Static

Movin’ On Up SiteTemplated Site, Often Buying Group Association
Sites Developed On Buying Group Template
All About Product
Product & Promo Updated Periodically
Undifferentiated Presentation, Brand Identity Indistinct
Examples Developed ByAYR1 and FurnitureDealer.Net

Web Committed SiteProactive Site
Differentiated, Distinct Brand Position Presented
Product & Promotions Updated Monthly/Quarterly
Content Updated Monthly/Quarterly
Look & Feel Updated Every 12 – 24 Months

Fully Engaged SiteWebsite & OnLine Marketing Integrated Into Marketing Mix
Differentiated Brand Position Presented
Marketing and Positioning of Website Fully Integrated Into The Other Elements of the Store’s Marketing Mix
Ads
Direct Mail
Promotions
Signage/POP
Truck Graphics
PR

E-Enabled BusinessOnLine Advertising Drives Traffic To Integrated Website
Streaming
Video of
Ads On Website
Website
Free Standing Insert

1st Listing, Highest PPC
Through Simmons
3rd Highest Listing PPC
On Store’s Own Purchase
1st Listing On SEO Organic
Search

Customers within Rotman’s Delivery Area Can Shop, Buy OnLine or Complete A Purchase after Visiting Their Store

Interactive Marketing Strategies
Key Tactics To Leverage Your Web Investment1 + 1 Can = 3
Slide Graphics - Credit To E-Storm

Online Marketing
Search Engine Optimization (SEO) – Organic Search
Search Engine Marketing (SEM) - Pay Per Click (PPC)
OnLine Display Advertising
Social Media Marketing
complemented by and integrated with
Off Line Advertising & Promotion (Awareness & Branding)
ROP
Free Standing Inserts
Direct Mail/Direct Email
Broadcast (TV & Radio)
Outdoor
Viral/Word of Mouth (WoM)
PR
Event Merchandising/Promotion

Customers Consume Online Media

What Does This Mean For Your Business?

Customers Use All Channels
So Should You

Search Marketing

First Choice
Total Choice
RESEARCH/ENGAGEMENT
CONSIDERATION/COMPARISON
PURCHASE
Search Is Preferred By Your Customers
Search engine
Manufacturer’s website
Colleague
Blog review
Content website
Magazine/Trade publication
Manufacturer’s email
Trade show
Online retailer
Local retailer
Community websites
E-mail newsletter
Manufacture’s Blog
IAB Engagement studies 2007

The Search “Funnel”
They Use It Time And Again In The Shopping Process
% Gathered Information
It’s not a funnel!
Be there at each stage
Do you know when & where your audience is searching?
Are you rotating ads based on searches?
Do you use keyword insertion to customize product ads in Google, Yahoo and MSN?
Source: Long & Winding Road

When 1+1 = 3: SEO & PPC

Why Search?

What Can You Do With Search?
Don’t just spend, spend wisely
Competitive analysis
Pre-launch optimization (SEO, PPC)
Creative & offer testing
Website optimization & analysis
Targeting: Geotarget, dayparting, etc
Multichannel analytics
With minimal effort, improve performance by 20-30%

Online Advertising

When 1+1 = 3: Online Display and Search

Effective Channels to Test
Local marketing
Targeted Campaigns
Portals
Sales
Social Media Advertising
Contextual

Online Advertising – Best Practices
Online Advertising is effective when
Media is well selected
Messaging is differentiated
Tracking is in place
Offer is easy to act on

Social Media Marketing

Why Has Social Media Exploded?

Why Social Media Marketing?
Because it works!
7% increase in word of mouth advocacy unlocks 1% additional company growth
2% reduction in negative word of mouth boosts sales growth by 1%

Business Adoption of Web 2.0 Tools

Integrating Your Store's Web Site Into Your Marketing Mix
1 + 1 Can Equal 3

Define Your Brand & Leverage It
A Brand Is…
A Personality
A Promise From the Retailer to their Customer
An Expectation
An Asset with a Financial Value

Brand Development Pyramid
The Essence Of Branding
Emotional
+
Personality
Values
Margin
Reward
Features
Price
-
Rational
Function

Strategic Market Planning
Customer Needs,
Market Products
Strategy
Message/Positioning, Media,
Target Distribution Channels
Tactics
Advertising & Promotion, Direct Consumer Communication, Website, Public Relations, Merchandising Asst, Sales Process, Visual Merchandising
Marketing Mix

Elements of a Retail Marketing Mix
Advertising & Promotion
Broadcast – TV/Radio
ROP
Free Standing Inserts
Outdoor
Direct consumer communication
Direct mail
Email blasts
Newsletter
Interactive
Pay Per Click
Banner Ads
Sales associate training & sales process/tools
Merchandising
Store Design/POS
Store design
Sales aids/signage
Public relations
Corporate
Community activities
Affinity marketing
&
Website
SEO / SEM
Corporate positioning
Product positioning
Promotion positioinng

The Marketing Funnel
Every Element Of The Marketing Mix Should
Consistently Support Your Brand Position
Advertising / PR/ Direct Consumer Communication, OnLine Advertising
Suspects
Website
Prospects
Merchandise Assortment/Display
Sales Process
Close
Customers
The Result: Sales Growth,
Higher Margins, Increased Consumer
Satisfaction and Brand Loyalty

Integrated Marketing Can Drive Superior Results
Sales Training/Process
PR
Merchandise Asst/
Display
Website/
Interactive Marketing
Advertising
& Promotion
Individual Project Approach
Integrated Marketing
1 + 1 Can Equal 3!!

Selecting The Right Key Vendors and Resources
You Don’t Have To DO This Alone!!

Change is Necessary
Your Cheese Has Moved
“Old Days” are gone
Vendors provide limited interactive marketing help
Old tools work at the top of the funnel, but interactive marketing is a requirement
Ten years ago, - average consumer visited over 5 stores
Today, its less than 2
The web and our time short culture is the difference.

Help Is Available
Within The Industry & Outside Of It
Inside The Industry
Your Trade Associations
Vendors At the Retailer Resource Center
Web Developers
E-Enabled Product Database Vendors
Advertising & Marketing Service Providers With Interactive Capability
Talk To A Wide Mix Of Potential Resources
The Upside Is That They Understand The Industry & Your Business
The Downside Is That There Are A Lot Of Canned Solutions Out There That Will Not Make Your Brand and Your Store Distinct
If You Don’t Have Time, Get A Third Party To Help You Find The Right Solution

Help Is Available
Within The Industry & Outside Of It
Outside The Industry
Interactive Marketing Trade Association & Groups
Local and Regional Vendors
Web Developers
Advertising & Marketing Service Providers With Interactive Capability
Try Your Local Ad Club
Look At Peer Retailer Websites For Ideas & Potential Vendors
Talk To A Wide Mix Of Potential Resources
The Downside Is That They Often Don’t Understand Our Industry & Your Business
The Upside Is That They Often Are Ahead Of The Market Technologically, Will Look At Your Business With A Fresh Eye, And Can Make Your Brand and Your Store Distinct
Again, If You Don’t Have Time, Get A Third Party To Help You Find The Right Solution

The Key Is To Act!!
Change Is Hard,
But Delay Will Erode
Your Competitive Position

Every Business Has Its Own Culture & ProcessesThe Way We Do Things Here
Our Current Marketing Mix Made Us Successful In The PastYet, Our Cheese Has Moved!!!
If You Have No Web or Interactive Marketing Strategy, You Must Get Started & Make It A Part Of Your Marketing Mix
If You Have A Web Site And/Or An Interactive Marketing Program, Has It Been Integrated Into The Balance Of Your Store’s Marketing Mix?
Are You Giving The Consumer The Information They Want When They Want It?
Will Your Store Be Found In Their Search Process?

Change Can Be Hard
Technological Change Can Be Intimidating

Change Can Be Hard
The Challenge Is Changing Your Culture & The “Way We Do Things Here” - It’s All About People

Change Can Be Hard
At The End Of The Day, It’s About You And Your Willingness To Grow & Adapt

Conclusion4 Key Success Factors
Urgency and Adaptability: Increase your velocity and agility in dealing with the accelerating rate of change and its unpredictability
Become Distinct or Extinct: Compete more effectively for your “share” of the consumers’ mind and shopping dollar by defining your brand and unique selling proposition.
Compete in the Information Economy: The Internet has changed the rules. Adapt and leverage this opportunity or lose the game.
Build the Intellectual Capital To Compete: Put together the right team of internal and external partners to address these issues. Commit to enhancing your personal intellectual capital regarding interactive media. Your business depends on it.

Reneé Loper
Director of Marketing & Communications
601 N. 75th Avenue
Phoenix, Arizona 85043
Office: 602-442-5611
Cell: 917-923-4236
Fax: 602-442-5718

before

601 N. 75th Avenue

PROCESSGetting from then to now
Gather FeedbackDifferent users have different needs and priorities online
Example
1

Identify & Prioritize
Site Fixes
Overlaps among user needs
Most important
Gather Feedback Different users have different needs and priorities online
Example
1
2

Site Fixes
Most important
Example
1
2
Plan & Allocate Resources
Leverage existing content & assets where possible
Resources: Roles, Inhouse/Outsource
Roadmap
3

Site Fixes
Most important
Example
1
2
Roadmap
Execute
3
4

Site Fixes
Most important
Example
1
2
5
Roadmap
Execute
3
4

DESIGN PRICIPLESConsistent brand image
catalog
In-store banner
online

DESIGN PRICIPLESConsistent brand image
print
online

Repurpose existing content wherever possible
Set up schedule and content to make refreshes easy
Know when or what to outsource
Content Management System
It’s never “done” and that’s a GOOD thing
MAINTENANCETips to make it easier

Demystifying the Online Furniture Shopper
David Lively

Previous research has estimated that between 70% and 80% of U.S. adults have purchased something online. And according to Furniture/Today and HGTV's 2009 Consumer Views Survey, 44% of adult U.S. consumers have purchased home furnishings online. Occasional tables, entertainment furniture and youth furniture are the leading furniture categories purchased online, followed by desks and master bedroom. Home accents, such as wall décor and area rugs, have higher purchase rates through the Web. ~Furniture Today 7/2009
This reality has presented online retailers with opportunities to grab consumers wanting to buy. And they've done just that. The 20 online-only home furnishings retailers highlighted in this report alone sold about $1 billion worth of furniture during 2008. ~Furniture Today July 2009
~Furniture Today July 2009

The experts are
saying...
"If you're not converting to commerce at your Web site, I don't think you'll be around 10 years from now,”
said Ed Stevens, chief executive of Shopatron. His San Luis Obispo, Calif., firm provides e-commerce applications. It is a growing business, especially within home furnishings.

The industry is currently selling
$12.3 billion online, representing9% of all category sales, according to research firm Forrester Research Inc. These numbers are expected to rise to 11% this year and more than double to $26.7 billion by 2012, the firm estimates.

Jewelry and furniture will pace online sales this holiday, comScore says…
“The most robust growth in online holiday shopping will occur in Jewelry & Watches, where sales are expected to increase 67% year-over-year to $739 million in November and December of this year from $443 million a year ago, comScore Networks Inc. projects. The next strongest growth will occur in Furniture, where November-December sales will be up 58% to $1.7 billion from $1 billion a year ago, comScore says.”

Proportion of ecommerce sales as a % of retailing subsectors (US market)
source: Forrester 2008, Morgan Stanley

"One cannot afford to not be in e-commerce," said Ethan Allen Chairman and Chief Executive Farooq Kathwari in an interview.

"We knew that the longer we waited on the Web, the more risk that someone else would be capturing that demand," said Jason Camp, senior vice president of retail.

“We estimate between 60% and 70% of people spend some time on the Web before or during the purchase process," said La-Z-Boy Chief Marketing Officer Doug Collier. With "more than a few million" visitors to its site each year, Collier said, La-Z-Boy wants to convert as many of those to sales as possible.”

Online marketplace?
“In 2009 the wheat came off the chaff in online retailing,” says Nikki Baird, managing partner at research firm RSR Research. “The online retailers that just count on being the lowest price provider aren’t going to be around for the long term.The ones that survive and grow will be ones that run a very efficient operation and give consumers the best customer service and shopping experience.”

The strategy for identifying your marketing targets is based on two tried and true observations:
The best customers for your product are existing customers. The people who have already used your product or a similar one or other people like your existing customers are most likely your best customers.
Birds of a feather flock together. In choosing a place to live, people tend to seek out neighborhoods compatible with their lifestyles, where they find others in similar circumstances with similar consumer behavior patterns. Once established, the character of a neighborhood tends to persist over time, even though individual residents come and go.

Nielsen Claritas
PRIZM® Profile Analysis
● ● ● ● ● ● ● ●
Lively Merchant
Buy Home Furnishings by Internet

The nature of the research
Where
Understanding Market Potential Index | Market Potential Index Report |
89 Locations - 50 mile radius
Who
Understanding PRIZM Profile Reports | Profile Charts & Reports
Appendix
PRIZM Cluster Narratives

We then use MPI reports which illustrate the PRIZM market potential for each of the DMAs in the study. DMAs are ranked by potential. Each of
the MPIs shown on the report is part of a national index of the propensity to be online furniture buyers, weighted to reflect the PRIZM Clusters present within the market, using PRIZM
An MPI of 122 shows that residents
of this DMA should be 22% more likely than the national average to buy furniture online.
To compute MPIs, Claritas calculates (1) the percentage of households within each Cluster in
each of the markets reported on and (2) the equivalent of a sixty-six Cluster PRIZM profile
report for the product, and then calculates a weight-averaged MPI for each of the markets.

Buy Home Furnishings by Internet, 1yr (A) (4.31%)
percentage of MRI survey households that fit the profile.

Game Plan Categories Charts are useful in sizing your marketplace. PRIZM Clusters are
scored according to their cross section of likelihood to be a customer by their likelihood to purchase a product in general. The resulting matrix consists of a grid of four likely
scenarios: High penetration of the households using a product coupled by a high propensity
to use the product, followed by High/Low,Low/High, and Low/Low combinations. This
opportunity information is directional and does not replace the effectiveness of but instead complements the use of target groups. Custom target groups focus more on inherent
demographic characteristics as opposed to sales opportunity characteristics.
Game Plan Categories Charts assign PRIZM Clusters to one of four categories as indicated in the chart described on the following page.

So WHAT IS A prizm?

PRIZM culminated years of research and development in a groundbreaking methodology that allows marketers to seamlessly shift from the ZIP Code level through the block group, ZIP+4, or ZIP+6 level—all the way down to the individual household level—using the same set of 66 segments. This single set of segments affords marketers the benefits of household-level precision in applications such as
direct mail, while at the same time maintaining the broad market linkages, usability, and cost-effectiveness of geodemographics for applications such as market sizing and site selection.

PRIZM Profiling
Claritas provided specifications for a PRIZM profile “Buy Home Furnishings by Internet, 1yr” using the Mediamark Research Inc. (MRI) Survey of American Consumers data. The profile was created from counts of survey participants who made online purchases of home furnishings in the last 12 months. Each MRI survey participant is assigned to one of the sixty-six PRIZM neighborhood lifestyle clusters. Each PRIZM Cluster represents a distinct consumer market segment comprised of households with similar demographics, lifestyles, and consumer behavior.

Who buys furniture online?
Nielsen Claritas
● ● ● ● ● ● ● ● ●

Age 35-54
Age 45-64
● ● ● ● ● ● ● ● ●
Age 25-44

~Keith Miller -The Becomers 1973
“Through the skill and aggressiveness of modern advertising – particularly on television – we know more about each other’s homes and personal habits than any previous generation has. Advertising has created an illusion of intimacy… I know something about what kind of cereal you eat, what you shave with, and what kind of clothes you wear in every room in your house.”

Three Essential Questions
Who needs to be persuaded?
What actions does this person need to take?
How will you most effectively persuade that person?

Personas vs. Demographics
With personas psychographics are more important than demographics.
Psychographics provide insight into how an individual
perceives the world, along with their belief structures and
core personality traits.
Have a documented effectiveness at predicting decision
making styles and behaviors - including buying behaviors.
Demographics, on the other hand, are only loosely
correlated to behavior and often unhelpful in predicting
marketing response.
So why add demographics to the mix? Why embody
psychographics in a specific persona?

What Makes Personas Actionable?
“A lost wallet lies on a Manhattan street,
stuffed with cash. A white middle-income
male New Yorker, between 30 and 44,
picks it up. Will he look for the rightful
owner, or pocket the cash? Who knows?”

What Makes Personas Actionable?
But what if its George
Costanza, the white
middle-income male
New Yorker between
30 and 44 from
Seinfeld, picks it up,
everyone knows
exactly what he’ll
do...”

In order to create personas, you will have to make perhaps the most concerted and in depth effort you've ever made to truly understand your customers. But the result will be representations of your customer base that you can use to model persuasive systems that address the why of customer behavior.

Meet some “real” Ms. Joneses from real our retailer’s files (and see if you can recognize the 43 separate data points woven into these excerpts):
MEET CYNTHIA JONES: “A relatively new concept in jewelry stores that Cynthia had discovered on a trip to Spain two years ago, her little boutique was catching on here in [city]. Her husband, Tim, had used part of their investment portfolio and his contacts in the banking world to arrange the financing, and her artistic background lent itself easily to the buying and merchandising that made her store unique.”

MEET AMY JONES: “Amy pulled into the garage and grabbed the dry cleaning out of the trunk of the BMW. She paused in her home office to check her email and quickly responded to several messages. Grabbing the laptop, she sat in her sitting room off the master bedroom and went online to check flights. Paul had mentioned he wanted to give his new skis a try, and they had read about a resort in the Berkshires that sounded very nice. She logged on to their frequent flyer program site to verify they had enough miles for the airfare.”

Meet some “real” Ms. Joneses from real our retailer’s files (and see if you can recognize the 43 separate data points woven into these excerpts):
MEET LISA JONES: “I was mortified!” Lisa laughed. “When we showed up in the same golf skirt, I thought I would die of embarrassment! But the golf pro at the club let me start on the back nine, and no one seemed to notice. Hmmm… I think I’ll try the TuttiFrutti Pink.” Lisa and her manicurist laughed over the faux pas and Lisa settled into the chair for her weekly treatment. “What else has been happening in [city]? John and I just got back from Italy – no, we didn’t take the kids, it was for our 20th anniversary – and I haven’t had a chance to catch up on all the latest gossip!”

MEET KIM JONES: “I’m so glad to be home!” Kim Jones took off her smock and hung it behind the door. “I’m starving!” She picked up the cordless telephone pressed speed dial #1 for mark’s cell. “Mark, it’s me. I’m ordering from Papa John’s. Do you want green peppers on the pizza? The movie starts at 7:10. Yes, yes – I promise I’ll be ready this time! But you’ll have to drive me through the bank if we’re going out afterwards; I need to cash my paycheck. Do you want to go dancing or to the pool hall? Or both!”

MEET MICHELLE JONES: “True, it took two incomes to keep them afloat. Michelle’s part time job in the office at a printing company in [city] offered flexibility in her hours and the extra income was appreciated. Her schedule allowed her to be home shortly after the children got home from elementary school. She turned the minivan into a mini-retreat during the 20-minute commute, listening to the local Christian radio station or singing along to a country tune.”

WHO, WHERE, WHAT, WHY & HOW – NOW WHEN?
Persona based advertising can help you discover who you need to attract to your store. You can learn where she lives, what she does and even why she does it. You can figure out how you’re going to speak to the right Ms. Jones with the right media and the right message and deliver the right moment.

The “when” is entirely up to you. Advertising in the past may have created an illusion of intimacy, but you have the ability to create a reality where Ms. Jones will love to spend her furniture dollars.

She will respond when you use persona based advertising to speak to her personally.

Web Summit 3.0
Thank You

Web Summit 3.0

by TheLivelyMerchant on Sep 18, 2009

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