LoudClick Enterprise: Reindeer Coffee

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How big brands can use store websites to drive local marketing and sales.

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LoudClick Enterprise: Reindeer Coffee

  1. 1. LoudClick Enterprise<br />How big brands can use store websites to drive local marketing and sales<br />
  2. 2. The Customer Relationship<br />Customer relationships and transactions occur at a local level<br />At the local store<br />With store employees<br />CUSTOMERS<br />BOSTON<br />DALLAS<br />MPLS<br />ST. PAUL<br />
  3. 3. The Brand<br />CUSTOMERS<br />Customer relationships on the web are directly with corporate<br />With a place they’ve never been<br />With people they’ve never met<br />BOSTON<br />DALLAS<br />MPLS<br />ST. PAUL<br />Corporate<br />Website<br />
  4. 4. What if customers had the same relationships online as they have offline?<br />
  5. 5. Store Websites<br />CUSTOMERS<br />The web becomes about personal connections<br />With real people we know<br />With real places we go<br />BOSTON<br />DALLAS<br />MPLS<br />ST. PAUL<br />Corporate<br />Website<br />
  6. 6. Corporate Syndication<br />CUSTOMERS<br />The corporate website becomes a broadcast platform syndicating content to hundreds of local websites<br />Corporate info, news and campaigns originate on corporate website and are broadcast to all store websites<br />Brand consistency is maintained across all stores<br />Corporate has ultimate control over messaging & content<br />BOSTON<br />DALLAS<br />MPLS<br />ST. PAUL<br />Corporate<br />Website<br />
  7. 7. Video Demo: Corporate syndication<br />
  8. 8. Corporate Benefits<br />Corporate web footprint increases from one website to hundreds of web properties with thousands of pages of content<br />Corporate maintains control over all store website branding, design & content<br />Corporate demonstrates a belief in their stores, managers & employees<br />
  9. 9. Video Demo: Employee Engagement<br />
  10. 10. Store Benefits<br />Stores are given a marketing tool essential for any small business today<br />Social media connections & content is local, authentic and relevant to customers<br />Store website becomes the “home-base” promoted through social media, email & RSS<br />Stores are able to customize their website for their local market<br />Local campaigns are targeted & result in higher redemption<br />
  11. 11. The Business Case for Local Websites<br />
  12. 12. Corporate Profile<br />Reindeer Coffee:<br />500 Stores<br />$250,000,000 annual sales<br />5,000+ employees<br />
  13. 13. Local Store<br />Minneapolis Location:<br />$500k annual sales<br />10employees<br />
  14. 14. Video Demo: Local Marketing<br />
  15. 15. Store Reach<br />After posting the update to the local website, the manager sends out updates to customers via…<br /><ul><li>Email list
  16. 16. RSS feed
  17. 17. Twitter
  18. 18. Facebook</li></ul>Store Reach<br />200 Subscribers<br />86 Subscribers<br />38 Followers<br />56 Fans<br />Total Store Reach 380 People<br />
  19. 19. Employee Reach<br />Engaged employees also tell their friends via… <br /><ul><li>Twitter
  20. 20. Facebook</li></ul>Angela<br />Avery<br />John<br />33 Followers<br />42 Followers<br />50 Followers<br />92 Friends<br />120 Friends<br />200 Friends<br />Employee Reach = 537 People<br />
  21. 21. Total Reach<br />Store Reach = 380<br />Employee Reach = 537<br />------------------------<br />Total Reach = 917 <br />
  22. 22. Results<br />Store Sales <br />917 people receive update<br />68 store visits (7.5%)<br />$5 average customer visit<br />$340 additional sales from this campaign<br />
  23. 23. Store ROI<br />After one year:<br /><ul><li>$79,300 additional sales
  24. 24. 15.86% increase in annual sales
  25. 25. 11,480 followers</li></li></ul><li>Corporate ROI<br />After one year:<br /><ul><li>$39,650,000.00 additional sales
  26. 26. 15.86% increase in sales
  27. 27. 5,740,000 followers</li></li></ul><li>Assumptions<br /><ul><li>Weekly Campaigns
  28. 28. 5% conversion rate (new followers)
  29. 29. 7.5% redemption rate (purchases)
  30. 30. $5 average purchase</li></li></ul><li>Intangible Results <br /><ul><li>Local content that drives social media
  31. 31. Community connection
  32. 32. Improved franchisee relations
  33. 33. Stronger franchise offering
  34. 34. Positive press opportunity
  35. 35. More engaged workforce</li></li></ul><li>How does LoudClick make this happen?<br />
  36. 36. LoudClick websites are mash-ups of local, regional and corporate content<br />
  37. 37. Corporate Content<br />
  38. 38. Local Content<br />
  39. 39. Provides multiple syndication possibilities<br />
  40. 40. Syndicated Content<br />
  41. 41. Syndicated Content<br />Corporate Website<br />Syndication<br />Store Website<br />Store Website<br />
  42. 42. Syndicated Content<br />v<br />Store Website<br />Corporate Website<br />Syndication<br />
  43. 43. While providing consistent look and feel across all store websites<br />
  44. 44. Consistent Branding<br />Minneapolis Store Website<br />St. Paul Store Website<br />
  45. 45. LoudClick even provides multiple layers of collaboration<br />
  46. 46. Local Store Content<br />Updated by Store Manager<br />
  47. 47. Local Employee Content<br />Updated by Store Employees<br />Published by Store Manager<br />
  48. 48. Local Customer Content<br />Updated by Store Customers<br />Published by Store Manager<br />
  49. 49. LoudClick helps you determine the appropriate levels of collaboration & syndication<br />
  50. 50. Technology<br /><ul><li>The first web CMS designed specifically for multi-unit corporations
  51. 51. 100% Managed Technology, Infrastructure & Operations
  52. 52. Social media API integration
  53. 53. Simple, easy-to-use interface
  54. 54. Private Branding
  55. 55. Proven Technology
  56. 56. Thousands of Websites
  57. 57. Thousands of Users</li></li></ul><li>LoudClick supports and mentors you and/or your people<br />
  58. 58. Training & Support<br /><ul><li>Online marketing training for store managers & employees
  59. 59. Social media training
  60. 60. Search engine marketing training
  61. 61. Content development best practices
  62. 62. Live support
  63. 63. Corporate reporting
  64. 64. Content monitoring</li></li></ul><li>Demo Websites<br />Reindeer Coffee Corporate Website:http://reindeercoffee.com<br />Reindeer Coffee Minneapolis Website:<br />http://minneapolis.reindeercoffee.com<br />Reindeer Coffee St. Paul Website: <br />http://stpaul.reindeercoffee.com<br />
  65. 65. Contact LoudClick<br />LoudClick, Inc.<br />http://loudclick.net/<br />http://loudclick.net/ContactInfo.aspx<br />612.208.3788<br />

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