0
Bring Content
Marketing In-Store:
Your Retail Space
as a Venue
Andrew Kessler, CEO and Founder, @TogatherInc

Monday, Febr...
Awesome
content
Their Check Out

Monday, February 3, 14

My Check Out
The greatest challenge retailers face today
is the broken link between social media and
foot traffic.

Monday, February 3, ...
Use what you’ve learned on
Twitter to solve your foot traffic
problem.

Monday, February 3, 14
iPads won’t get people
in your door.

Monday, February 3, 14
But great
content will.

Monday, February 3, 14
Evolve your online content
strategy to create new retail
experiences.

Monday, February 3, 14
Great moments in the
history of retail.

Monday, February 3, 14
You’ve already won, you
just don’t know it.

Monday, February 3, 14
Create permanent venues for
community:

Information

Monday, February 3, 14

Personalization

Conversation
1. Information:
The Age of Tutorials

Monday, February 3, 14
Monday, February 3, 14
But we need more to
get from here…

Monday, February 3, 14
To here.

Monday, February 3, 14
Sephora University.

Monday, February 3, 14
2. Personalization:
It’s All About Me

Monday, February 3, 14
I want to have fun.

Monday, February 3, 14
I want to feel special.

Monday, February 3, 14
A personal relationship with the
brand makes spending feel less
transactional.

Monday, February 3, 14
3. Conversation:
Something to talk about.

Monday, February 3, 14
Where’d you get those
shoes?

Monday, February 3, 14
Events drive 50 - 80% of
word-of-mouth for all products.
(McKinsey)

Monday, February 3, 14
Transactional
“WE’RE HAVING
ANOTHER SALE!”

Monday, February 3, 14

Social

vs.

“You’re invited to
something great.”
Create experiences that help
shoppers learn, share, and
make new friends
at your store.

Monday, February 3, 14
(Remember: use what
you’ve learned from social
media)

Monday, February 3, 14
Use data to build community in-store and
spark real-world conversation.

Monday, February 3, 14
Store = Venue

Information

Monday, February 3, 14

Personalization

Conversation
Does your store mirror
your online presence?

Monday, February 3, 14
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Applying Digital Content-Marketing Tactics at the Storefront

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As customers increasingly expect authentic, value-driven content from the brands they love— whether it's humor, inspiration, or a collective experience (the knowledge that a brand represents other people "like me") — tangible experiences that go from online to offline will be invaluable. When one minute of attention turns to an hour, with friends, in your town, with people you admire, the value return is extraordinary. From Vitamix to The Apple Store, we'll look at the brands that have incorporated social, real-world experiences into retail strategy with extraordinary success, and the innovations in social, e-commerce, big data, and more that will facilitate this in the digital age.

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Transcript of "Applying Digital Content-Marketing Tactics at the Storefront"

  1. 1. Bring Content Marketing In-Store: Your Retail Space as a Venue Andrew Kessler, CEO and Founder, @TogatherInc Monday, February 3, 14
  2. 2. Awesome content Their Check Out Monday, February 3, 14 My Check Out
  3. 3. The greatest challenge retailers face today is the broken link between social media and foot traffic. Monday, February 3, 14
  4. 4. Use what you’ve learned on Twitter to solve your foot traffic problem. Monday, February 3, 14
  5. 5. iPads won’t get people in your door. Monday, February 3, 14
  6. 6. But great content will. Monday, February 3, 14
  7. 7. Evolve your online content strategy to create new retail experiences. Monday, February 3, 14
  8. 8. Great moments in the history of retail. Monday, February 3, 14
  9. 9. You’ve already won, you just don’t know it. Monday, February 3, 14
  10. 10. Create permanent venues for community: Information Monday, February 3, 14 Personalization Conversation
  11. 11. 1. Information: The Age of Tutorials Monday, February 3, 14
  12. 12. Monday, February 3, 14
  13. 13. But we need more to get from here… Monday, February 3, 14
  14. 14. To here. Monday, February 3, 14
  15. 15. Sephora University. Monday, February 3, 14
  16. 16. 2. Personalization: It’s All About Me Monday, February 3, 14
  17. 17. I want to have fun. Monday, February 3, 14
  18. 18. I want to feel special. Monday, February 3, 14
  19. 19. A personal relationship with the brand makes spending feel less transactional. Monday, February 3, 14
  20. 20. 3. Conversation: Something to talk about. Monday, February 3, 14
  21. 21. Where’d you get those shoes? Monday, February 3, 14
  22. 22. Events drive 50 - 80% of word-of-mouth for all products. (McKinsey) Monday, February 3, 14
  23. 23. Transactional “WE’RE HAVING ANOTHER SALE!” Monday, February 3, 14 Social vs. “You’re invited to something great.”
  24. 24. Create experiences that help shoppers learn, share, and make new friends at your store. Monday, February 3, 14
  25. 25. (Remember: use what you’ve learned from social media) Monday, February 3, 14
  26. 26. Use data to build community in-store and spark real-world conversation. Monday, February 3, 14
  27. 27. Store = Venue Information Monday, February 3, 14 Personalization Conversation
  28. 28. Does your store mirror your online presence? Monday, February 3, 14
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