072011 Golds Gym Convention Joel Book V2

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Keynote presentation to Gold\' Gym franchise owners at 2011 Gold\'s Gym Convention in Las Vegas

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072011 Golds Gym Convention Joel Book V2

  1. 1. How Smart Marketers are Using Digital Media to Attract, Engage, & Retain Customers 2011 Gold’s Gym Convention Presented by Joel Book, ExactTarget July 13, 2011
  2. 2. Join the Conversation!Email+Socialis fueling customer engagement!@JoelBook of @ExactTarget Joel Book ExactTarget Joel Book: @joelbook ExactTarget: @ExactTarget
  3. 3. More Than 4,500 Companies Use ExactTarget
  4. 4. Media [R]evolution Mobile Email SMS Mobile Email SMS + MMS IM IM IM IM Email Email Email Email Fax Fax Fax Fax Fax Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2011 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Website Website Website Search Search Search Search Online Display Online Display Online Display Online Display Paid Search Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts Podcasts Wikis Wikis Social Networks Social Networks Mobile Web Behavioral Mobile Web Social Media Ads Virtual Worlds Apps QR Codes
  5. 5. More Budget for Digital MarketingIn 2011, 72% of marketers will increase spending on digital marketing. Source: The DMA “Digital Marketing Practices in the U.S. and Canada: Navigating the Digital Labyrinth” Research conducted by Ipsos Reid Marketing, and the Canadian Marketing Association (CMA) February, 2011
  6. 6. • Aids the Buying Process• Improves Service• Maximizes Retention
  7. 7. How Online Consumers Begin Their Day58% of OnlineConsumers Beginthe Day With Email.Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERSReport #1, Digital Morning Full report available at www.exacttarget.com/sff
  8. 8. “Those who buyproductsmarketed throughemail spend 138%more than non-readers of email.”Source: Forrester Research“E-Mail Marketing Comes of Age.”
  9. 9. Email Keeps You Connected with the Customer The Customer Life Cycle Product Product Product Product Repurchase/ BrandAwareness Evaluation Purchase Usage Renewal Loyalty Business Getting Business Keeping Once a person gives you permission . . .• Email aids the buying process.• Email drives repeat purchase, referrals.• Email keeps customers connected to your company.
  10. 10. EMAIL FUELS WORD OF MOUTH MARKETING 93% of internet users turn to email to share content. Source: “Content is the Fuel of the Social Web” AOL and Nielsen Online, April 2011
  11. 11. PAPA JOHN’S USES EMAIL TO DRIVEREPEAT PURCHASE
  12. 12. BEST BUY STAYSCONNECTED WITHCUSTOMERS WELL AFTER THE SALE
  13. 13. THE GOLD’S GYM “STRONG START”CAMPAIGN GETS NEW Dear Joel, MEMBERS ENGAGED
  14. 14. • Amplifies Your Message• Fuels the Conversation• Attracts New Customers
  15. 15. Social Media Users Facebook: 620M Worldwide / 116.8M U.S. (1) (2) Twitter: 190M Worldwide / 16.4M U.S. (1) (2) LinkedIn: 100M Worldwide / 49.0M U.S. (3) (3) YouTube: 2B Views/Day; Avg. View: 15 Min. (4)Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube
  16. 16. Social Media has Revolutionized the Way Brands are Defined
  17. 17. Whole Foods Leverages Twitter• 1,804,829 Followers• Tweets respond to customer questions,and invite customers to opt-in to WholeFoods’ email newsletter
  18. 18. Why Twitter?Whole Foods Chicago Uses Twitter Too!• 5,473 Followers100 @WholeFoodsCHI 66% of Fortune for companies engagecustomers via Twitter• Tweets highlight in-store events, promote• Twitter usersand answer customer engagespecial offers, are 2X more likely towith brands than users of other socialquestionsnetworks
  19. 19. Meet & Greet PromotionMerchandise PromotionRace Tune-In ReminderFan Alert Promotion
  20. 20. Andretti Autosport will combine the speed ofIZOD IndyCar Series racing and the real-timeengagement of social media with the #27 Teamcar, driven by Mike Conway, at the Honda IndyToronto and Edmonton Indy races on July 10 andJuly 24.Featuring the teams Twitter handle@FollowAndretti, the car is a first in the series toprominently invite fans to interact with teamdrivers, strategists and crew on and off the trackvia Twitter.
  21. 21. • Engages Consumers• Delivers Exclusive Offers• A Service Differentiator
  22. 22. Smartphones Accelerate Mobile Marketing Smartphones such as the iPhone from Apple are now outselling personal computers! Source: The Huffington Post (Based on IDC Report) February 8, 2011 65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps. Source: comScore MobiLens 2011 U.S. Mobile Subscriber Market Share March , 2011
  23. 23. How Consumers Use their Smartphones www.ExactTarget.com/sff
  24. 24. Belk Uses Mobile Updates to Promote SpecialIn-Store Events and Sales
  25. 25. SCOTTS USES TEXT ALERTS TO REMIND CUSTOMERS WHEN IT’S TIME TO APPLY SCOTTS PRODUCTS
  26. 26. THE GOLD’S GYM iPHONE APP KEEPSMEMBERS FOCUSEDON ACHIEVING THEIRFITNESS OBJECTIVE
  27. 27. Best Use of Digital Mediafor Consumer Packaged Goods Marketing
  28. 28. THE GRASS IS GREENERIF YOU’RE A SCOTTS CUSTOMER
  29. 29. At Scotts, it’s all about a Consistent Customer Experience!• All website content - articles, forums, videos, and product information - is regionalized• One preference center drives website content, email content and text alerts• One Content Management System (CMS) is used to personalize web and email contentScotts.com Home Page
  30. 30. Lawn Care Update• Started in Spring 2000• Subscribers: 1,500,000+• 355 unique geo-demographic versionsScotts Uses Lawn Care Update. . .• To Educate Consumers• To Drive Traffic to Channel Partners• To Create Brand AdvocatesContent is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
  31. 31. WHAT MAKES LAWN CARE UPDATE SO EFFECTIVE?• Relevant Content• Exclusive offers• Links to Product Usage Tutorials• Personalized Recommendations• Social Sharing (Forward to a Friend)• It works! (*)(*)Lawn Care Update subscribersapply 1.1 more applications/yearthan non-subscribers
  32. 32. SCOTTS INVITES FACEBOOK FANS TOBECOME SUBSCRIBERS. ( And 50% Convert! )
  33. 33. SCOTTS SALUTES MLB GROUNDSKEEPERS;INVITES FANS TO BECOME EMAIL SUBSCRIBERS Thx 4 ur interest in Scotts Lawn Care monthly email. Reply LAWN [space] email address (ex:LAWN mlb@mlb.com) 2 complete signup. H help Std rates apply
  34. 34. “This is the largestprogram partnershipwe have ever done.The program helpeddrive double-digitgrowth for thecategory.”– Sr. Executive, Lowes
  35. 35. Best Use of Digital Media for Local Franchise or Retailer Sales Support
  36. 36. GYMBOREE USES EMAIL TO STAY CONNECTED WITH MOMS & DADS Elisabeth Rohm reads for Jumpstart’s ReadCarmel12524 N. Gray Road for the Record at Gymboree Play & Music in Los AngelesCarmel ,Indiana 46033 Map and Driving Directions(317) 574-9626carmelin@gymboreeclasses.com
  37. 37. Gymboree Monthly Email Gymboree Blog: “Gymbo Buzz”
  38. 38. “We use our email newsletter to encourage Momsand Dads to visit our blog, “Gymbo Buzz.”Our blog provides direct access to informationabout Gymboree Play & Music classes, includingvideos and comments from parents. This enablesMoms and Dads to see the benefits of our classeson child development.”Kathleen McFerrinGymboree Play & MusicRegional Field Consultant
  39. 39. Best Use of Email + Social Media to Promote Retail Product Sales
  40. 40. Website visitors are invitedto sign up for membership inthe Heavy Duty Club
  41. 41. Milwaukee Tools created itsown social network, the“Heavy Duty Club,” toprovide members access toproduct information,videos, tips from users,rebates and promotions.
  42. 42. Heavy Duty Newskeeps MilwaukeeElectric Toolconnected with itscustomers
  43. 43. “Heavy Duty Club” members are passionate aboutMilwaukee Tools .
  44. 44. Milwaukee Tools Since MilwaukeeLaunched using Tools beganMETToolTV onits video to show tools in action,YouTube in website traffic hasNovember 2008 increased 36%!To Date:• 76 Videos Uploaded• 381,165 Videos Viewed
  45. 45. VOLVO USES EMAIL TO HELPDEALERS SELL NEW EQUIPMENT
  46. 46. The Monthly eMail Newsletter delivers latest news on Volvo products and services to 85,000 customers.1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.2. Interactive Functionality – Adding video links has allowed Volvo to attract customers to product microsites, educate the buyer and generate leads.3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re- design.4. Performance Metrics – Average 12% Open Rate – Average a 7% Click Through Rate
  47. 47. VOLVO USES EMAIL TO HELPDEALERS SELL USED EQUIPMENT
  48. 48. The Remarketing Email is for select customers who request used equipment alerts.1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30% and generated thousands of leads.2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 60% by automatically capturing content from websites.3. Performance Metrics – – 75% Email Open Rate – 11% Click Through Rate – 20% increase in speed of equipment sales
  49. 49. Volvo ConstructionEquipment’s e-marketingstrategy helps dealers sellmillions of dollars ofequipment, parts, and serviceeach year.
  50. 50. Times Have Changed Marketing has shifted from a slowOne Size one-way broadcast to a high-speed Fits All interactive conversation.
  51. 51. Cross-Channel Integration is a Must Managing the Customer ConversationRequires Integration of Outbound & Inbound Channels
  52. 52. Engaged Customers Buy More and Stay Longer
  53. 53. Thank You!Joel BookExactTarget, Inc. jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook
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