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Andy Michaels & Gonz Medina - Blue Chip

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Success Stories Track - ICON14

Success Stories Track - ICON14

Published in: Business, News & Politics

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  • Backstory on Gonz, details of his entrepreneurial background and history of competitive wrestling. Discussion of the journey from the world of Fortune 500 Consulting to the custom apparel business.
  • Discussion of how the business was founded with no safety net and relied completely on word-of-mouth advertising.Learned early on that customer satisfaction was the key to growing the business and keeping the lights on.Talk about the growth of BC from the ‘2 guys in the garage’ days to the multiple expansions and current trajectory.
  • Discussion of the focus of the business, how we got started, and what our primary target markets are.May make mention of how there was no retail business initially, how it was added to better serve the market.
  • Overview of our retail offerings on BCW.com and via events.Lifestyle apparel is the fastest growing segments currently. Maybe talk about t-shirt Tuesday promotions?
  • Discussion of our ideal customer being someone who is active in the wrestling community and can act as an advocate for both a) additional retail sales and b) influencing coaches to generate team business and establish new relationships with coaches / administrators.
  • Strong brand presence built up over more than 10 years of doing 100 – 150 live events every year around the country.Good recognition of the brand, especially in the wrestling community where people refer to “Blue Chip” singlets.We noticed that the bulk of our web search traffic comes from people entering variations on the brand name, and wanted to figure out a way to use that as a lever to help INCREASE our conversions and DECREASE our customer acquisition costs.We don’t have a lot of bounces, but there are a significant number of “browsers” that visit BCW.com and are currently not known to us.We also wanted to see what we could do to really light a fire under those vocal parents and fans by giving them a truly white glove experience.
  • Also incredibly effective – if you do nothing else do this!Discuss how simple variations on this theme were largely responsible for the success that let us to the stage in 2013.This whole process is based more on our schedule than the schedule of the customer, and this basic pre and post purchase follow up has become commonplace enough to be expected and easily ignored by the typical online shopper.
  • Had to recognize the offer, click on it, and go to the page.## Is it possible to determine what the conversion rate was for this old page? ##
  • Review the goals and talk about how we tailored the version 2 approach to address them.Whereas in the past the default action was definitely not to opt in, and only a small percentage of customers ever made it to the lead capture form, we wanted the new version to be impossible to ignoreWe wanted to provide a stronger offer and value exchange to get the individual to give us their contact info and consent to the initial marketing barrageWe wanted to do something unexpected to make ourselves stand out from other ‘digital-only’ online stores, and especially from our competitors in the wrestling market.
  • Top section is the lead capture and free gift fulfillmentBottom section is the post purchase follow up with the VIP upgradesWe’ll go through each one of these in detail.
  • Built in A/B testingCountless templates to choose from, sorted by historical conversion performance
  • This page uses a 2-step opt in form.The theory behind the 2-step form is that it creates less fear of commitment for someone to see a button vs. form fields. Once they’re comfortable and have made the emotional investment to click the button, they are asked for their name and email and given more details about the offer.Tested a few versions of this form with a male vs. female model, different button colors, different text, but this has consistently done the best.
  • Javascript + cookies determine whether or not the user should be shown the welcome gate.The first time they see it, a cookie is placed on their machine so they won’t see it again until we decide enough time has expired or want to change the offer
  • Pre-fill email and any other known information about the contact.Offer to send free bumper sticker if they provide their mailing address
  • Pre-fill email and any other known information about the contact.Offer to send free bumper sticker if they provide their mailing address
  • The sub-$1 investment gives us a totally legitimate reason to follow up with the contact between 3 and 5 additional times after they provide us with their name and email:An email thanking them for signing up and delivering the promised discount informationA ‘checking in’ message to make sure they didn’t have any technical issues with the coupon code if they don’t buy within 3 days of getting the codeA ‘did you want that sticker’ message if they happen to complete step one but not step 2 of the formThe actual sticker that comes in a stamped envelope along with a letter that asks them to take pictures of their bumper sticker to post them on our FB wallA follow up email that says ‘just checking in’ to make sure they got the stickerThe ‘mail sticker’ sequence includes a fullfillment report that is used with a merge template to print a customized letter and the address labels.
  • This slide is used to detail the specific things we do in order to encourage the referral behavior.There are a lot of places to shop online, in order to stand out we need to give them a “WOW” experience that they’ll remember the next time they are around the other wrestling moms.
  • Details of how we initiate the VIP sequence
  • Show the task assigned to internal reps with details of customer history, shipment and order information.This is all pulled in via the API when the task is created.
  • CSR can enter comments, and customize a follow up email to the customer. If they leave a voicemail a “Sorry I missed you” email is automatically triggered.They have the ability to merge in personalizing comments to the post-call email.
  • Anyone who rates a 2, 1, or says they will not order again gets a task assigned for personal follow-up.
  • Do something to spice up these testimonials a bit visually…
  • We have a lot of repeat buyers, so to avoid making it painfully obvious to them that the follow up is automated, we have different paths for those that have ordered once, twice, three times, or four or more.Additionally, there are nudges at 6 months and 10 months to get any customers that have not yet made a repeat purchase to come back and shop with us.
  • For every 100 people that hit the welcome gate, we wind up with 7% of them on our list.Average: 500 Welcome Gate Leads / 30 days450 Offered Sticker
  • For every 100 people that hit the welcome gate, we wind up with 7% of them on our list.Average: 500 Welcome Gate Leads / 30 days450 Offered Sticker
  • For every 100 people that hit the welcome gate, we wind up with 7% of them on our list.Average: 500 Welcome Gate Leads / 30 days450 Offered Sticker
  • Transcript

    • 1. The Ultimate Event for Small Business Success. Pattern Interrupts Taking Online Marketing Offline Gonz Medina & Andy Michaels Blue Chip Athletic @BlueChipTweets @gmedina142 @TheAndyMichaels
    • 2. The Ultimate Event for Small Business Success. Meet Blue Chip More than just apparel
    • 3. The Ultimate Event for Small Business Success. Gonz Medina • Co-Founder of Blue Chip • Wrestled at U Penn • Goodbye, Corporate America @BlueChipTweets
    • 4. The Ultimate Event for Small Business Success. Blue Chip History • Founded 2001 • 100% Referral-Based • Currently have 25+ • Shopping for 4th location @BlueChipTweets
    • 5. The Ultimate Event for Small Business Success. Team and Retail Apparel • 65% of revenue from custom team apparel • Focus on wrestling market • BlueChipWrestling.com for online retail @BlueChipTweets
    • 6. The Ultimate Event for Small Business Success. What we offer • Wrestling Equipment • Singlets • Lifestyle Apparel – NCAA Fan Gear – “Word” Shirts @BlueChipTweets
    • 7. The Ultimate Event for Small Business Success. Our Ideal Customer • Wrestling Parent – Focused on easy, fast transaction – Less price sensitive, premium on service • Access to Influencers – Interacts with other parents or coaches – Vocal about wrestling, shares good experience @BlueChipTweets
    • 8. The Ultimate Event for Small Business Success. Our Marketing Goals • Capitalize on brand equity – Most traffic comes from variations on “Blue Chip” • Get more 2nd chance conversions – Steer ‘evaluators’ back to us • Turbocharge the promoters – Give the vocal parents a “wow” experience @BlueChipTweets
    • 9. The Ultimate Event for Small Business Success. Evolution of a Campaign Adding some interrupts to get ‘sticky’
    • 10. The Ultimate Event for Small Business Success. Version 1 Overview • Simple email-only follow up for non buyers • Basic, linear, time-based follow up for buyers • Easily ignored @BlueChipTweets
    • 11. The Ultimate Event for Small Business Success. Version 1 Lead Capture • Required work for user to find it • Converted well for those who got there • Relatively weak offer (10% off) @BlueChipTweets
    • 12. The Ultimate Event for Small Business Success. Version 2 Overview • Capitalize on brand equity – Make default behavior for all visitors to sign up • Get more 2nd chance conversions – Give compelling reason to share info • Turbocharge the promoters – Make the experience white glove with personal contact @BlueChipTweets
    • 13. The Ultimate Event for Small Business Success. Version 2 Overview @BlueChipTweets
    • 14. The Ultimate Event for Small Business Success. Step 1: Welcome Gate • Page built in 20 minutes with Lead Pages • Effortlessly connect Infusionsoft Forms • Change ‘Attention Optional’ to ‘Attention Mandatory’ @BlueChipTweets
    • 15. The Ultimate Event for Small Business Success. Version 2 Lead Capture @BlueChipTweets
    • 16. The Ultimate Event for Small Business Success. Step 1: How it works @BlueChipTweets BCW.com Specific Page? Arrive at Requested Page Return Visitor? Arrive at Home Page Welcome Gate Yes Yes
    • 17. The Ultimate Event for Small Business Success. Step 1: Welcome Gate • All first time root traffic goes to the Gate • Lead form captures name + email • Kicks off initial follow up • Download redirect script: BlueChipWrestling.com/Gate @BlueChipTweets
    • 18. The Ultimate Event for Small Business Success. LIVE DEMO • Leadpages template options • A/B testing • Publishing options • Thank You Pages @BlueChipTweets
    • 19. The Ultimate Event for Small Business Success. Step 2: Free Offer • Thank you page is 2nd Infusionsoft web form • Asks for physical mailing address • Incremental, low-risk steps @BlueChipTweets
    • 20. The Ultimate Event for Small Business Success. Step 2: Free Offer @BlueChipTweets
    • 21. The Ultimate Event for Small Business Success. Step 3: Pre-Purchase Follow Up @BlueChipTweets Deliver promised Info Nag until purchase Nag if address not given Mail sticker and letter Follow up On sticker
    • 22. The Ultimate Event for Small Business Success.@BlueChipTweets
    • 23. The Ultimate Event for Small Business Success. Step 4: Turbocharge Promoters • Free gift with purchase – Everybody loves a free t-shirt, great for branding! • Lighting fast shipping – 90% of orders shipped same day, couriers for local same-day delivery • High-touch VIP follow up – New customers or big spenders get more love @BlueChipTweets
    • 24. The Ultimate Event for Small Business Success. Step 4: Turbocharge Promoters @BlueChipTweets Filter by orders and total spend Task + Internal Form
    • 25. The Ultimate Event for Small Business Success. Step 4: Mechanics @BlueChipTweets
    • 26. The Ultimate Event for Small Business Success. Step 4: Mechanics @BlueChipTweets
    • 27. The Ultimate Event for Small Business Success. Step 4: Turbocharge Promoters @BlueChipTweets Email follow upHandwritten Thank You card THEN ask for feedback Follow Up if Unhappy
    • 28. The Ultimate Event for Small Business Success. Step 4: Testimonials • Well I ordered 2 singlets for my 2 pee-wee wrestlers. They are awesome on the website and even better in person. My boys were getting compliments like crazy. The customer service was excellent the shipping was reasonable and super fast. Will definitely do business again, and will not order anywhere else. Thanks for everything James David Alamosa,CO (Order # 45044) • Ultra fast shipping great customer service and follow-up. Would never order wrestling gear or supplies from any where else Brian Swaw Lockport,IL (Order # 45103) • Very nice website, and easy to find what I needed! Thanks for always checking up on my shipment so much! Thanks again! I now know where to get all the wrestling stuff I need! Abby Grunden Pittstown,NJ (Order # 44851) @BlueChipTweets
    • 29. The Ultimate Event for Small Business Success. Step 5: Late Stage Followup @BlueChipTweets
    • 30. The Ultimate Event for Small Business Success. Results More leads, more buyers!
    • 31. The Ultimate Event for Small Business Success. Results: Conversion % • Conversion of organic traffic: 7% • Cost of organic leads: Negligible • Last 30 days: – 500 Welcome gate leads – 443 Requested sticker (88%) @BlueChipTweets
    • 32. The Ultimate Event for Small Business Success. Results: Conversion • Cost per mailing: – < $1 • Revenue per Welcome Gate Lead: $22.70 • Revenue per Sticker mailed: $51.43 @BlueChipTweets
    • 33. The Ultimate Event for Small Business Success. Results: Feedback • Total Reviews: – 3499 • Average rating: – 4.5 / 5 • % Ordering Again: – 99.37% @BlueChipTweets
    • 34. The Ultimate Event for Small Business Success. Thank you! • Download redirect script: BlueChipWrestling.com/Gate • @BlueChipTweets • @gmedina142 • @TheAndyMichaels @BlueChipTweets