Tradelink Presentation 6

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Tradelink Presentation 6

  1. 1. Tradelink Devnet Presentation 25/10/2007 Get the ball rolling…
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Background </li></ul><ul><li>Objectives </li></ul><ul><li>Mandatories </li></ul><ul><li>Response to Brief - Option A </li></ul><ul><ul><ul><li>Content Information Architecture Document & Design </li></ul></ul></ul><ul><ul><ul><li>Stand-Alone Program </li></ul></ul></ul><ul><ul><ul><li>Strategy Document </li></ul></ul></ul><ul><li>Assumptions </li></ul><ul><li>Marketing in the Google Era </li></ul><ul><li>Response Option B </li></ul><ul><li>Marketing Examples </li></ul><ul><ul><ul><li>Sample email invitation </li></ul></ul></ul><ul><ul><ul><li>Interactive Media Centre </li></ul></ul></ul><ul><ul><ul><li>Advantages of IMC </li></ul></ul></ul><ul><ul><ul><li>Reporting </li></ul></ul></ul><ul><li>Case Study </li></ul><ul><li>Sample competition </li></ul><ul><li>Social networking </li></ul><ul><li>Ideas </li></ul><ul><li>Directory </li></ul>
  3. 3. Introduction <ul><li>Crane Distribution limited (Tradelink) are planning to upgrade their website to leverage its brand positioning, specifically to the retail market, launching early 2008 </li></ul>
  4. 4. Background <ul><li>Tradelink </li></ul><ul><ul><ul><li>198 Branches, 135 Showrooms, 3 Retail Offers </li></ul></ul></ul><ul><li>Customer Breakdown </li></ul><ul><ul><ul><li>Tradelink Plumbers – currently approx 30,000 accounts </li></ul></ul></ul><ul><ul><ul><li>Retail Customers – planning a bathroom renovation or new home, currently approx 50,000 visitors per month. </li></ul></ul></ul><ul><li>Unique Selling Proposition </li></ul><ul><ul><ul><li>Knowledgeable consultants </li></ul></ul></ul><ul><ul><ul><li>Ideas & inspiration </li></ul></ul></ul><ul><ul><ul><li>There is no unique selling point has been established to differentiate from leading competitor REECE </li></ul></ul></ul>
  5. 5. Background <ul><li>Retail Target Market </li></ul><ul><ul><ul><li>Home owners current or prospective </li></ul></ul></ul><ul><ul><ul><li>Female </li></ul></ul></ul><ul><ul><ul><li>Age 25-54 </li></ul></ul></ul><ul><ul><ul><li>Married/living with a partner </li></ul></ul></ul><ul><ul><ul><li>Seeking ideas & inspiration </li></ul></ul></ul><ul><ul><ul><li>House Proud </li></ul></ul></ul><ul><ul><ul><li>Seek knowledge & skills of professional Tradesperson </li></ul></ul></ul>
  6. 6. Objectives <ul><li>Aim </li></ul><ul><li>Grow retail spend to 20% in two years then to 25% of Tradelinks overall sales over four years. </li></ul><ul><li>Overall Goal </li></ul><ul><li>The overall goal is to have an industry leading website catering for both trade & retail customers, maintaining high visitation rate over the next three years. </li></ul>
  7. 7. Mandatories <ul><li>Cater for Trade & Retail customers </li></ul><ul><li>Focus primarily on presenting and promoting Bathroom Specialist positioning </li></ul><ul><li>Not to alienate core trade customers </li></ul><ul><li>Link internal systems such as JDE and Boulevard </li></ul>
  8. 8. Response Outline <ul><li>Our Response is provided in two options: </li></ul><ul><li>Option A directly responds to the brief provided </li></ul><ul><li>Option B takes Tradelink to No. 1 in the Google Marketing Era </li></ul>
  9. 9. Response to Brief – Option A <ul><li>Response to the brief incorporates the following three elements: </li></ul><ul><ul><li>CIA Document & Design options </li></ul></ul><ul><ul><li>Stand Alone Programs </li></ul></ul><ul><ul><li>Strategy Document </li></ul></ul>
  10. 10. Project Components - Option A <ul><li>CIA Document & three design options. Elements of these include: </li></ul><ul><ul><ul><li>Site Structure - Retail & Trade </li></ul></ul></ul><ul><ul><ul><li>Functional requirements </li></ul></ul></ul><ul><ul><ul><li>Non Functional requirements (CMS system) </li></ul></ul></ul><ul><ul><ul><li>Third party requirements </li></ul></ul></ul><ul><ul><ul><li>Navigational Requirements </li></ul></ul></ul><ul><ul><ul><li>Audience characteristics – Use cases / scenarios </li></ul></ul></ul><ul><ul><ul><li>Research findings </li></ul></ul></ul><ul><ul><ul><li>Competitors </li></ul></ul></ul><ul><ul><ul><li>Target market </li></ul></ul></ul><ul><ul><ul><li>Creative </li></ul></ul></ul>
  11. 11. Project Components - Option A <ul><li>2 Site Entry Points </li></ul><ul><ul><ul><ul><ul><li>New Retail site entry point e.g www.bathlink.com.au </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Traditional Tradelink site </li></ul></ul></ul></ul></ul>
  12. 12. Project Components - Option A <ul><li>Approach </li></ul><ul><li>Project plan </li></ul><ul><li>Project management </li></ul><ul><li>Bi weekly meetings </li></ul><ul><li>Update document </li></ul>
  13. 13. Project Components – Option A <ul><li>Stand-alone Programs within site: </li></ul><ul><li>Bathroom Renovation Planner / Quote Builder </li></ul><ul><ul><ul><li>Product Lookup / Purchase Online </li></ul></ul></ul><ul><ul><ul><li>Inspirational Side to the Planner </li></ul></ul></ul><ul><ul><ul><li>Imagery & examples </li></ul></ul></ul><ul><ul><ul><li>Ideas </li></ul></ul></ul><ul><ul><ul><li>Ask for help </li></ul></ul></ul><ul><li>Branch / Showroom lookup (Find your nearest) </li></ul><ul><ul><ul><li>Google Map friendly </li></ul></ul></ul><ul><ul><ul><ul><li>Import store locators from a spreadsheet, text file, or database </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Search Capabilities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Search by Postcode </li></ul></ul></ul></ul>
  14. 14. Bathroom Planner – Example Ikea Offers customers the choice of planning their bathroom with the latest products <ul><li>Offers different ways to plan the bathroom. </li></ul><ul><li>Design by: </li></ul><ul><li>Inspirational models/imagery </li></ul><ul><li>Architectural Planner </li></ul><ul><li>Individual Products </li></ul>
  15. 15. Inspirational Design - Example Ikea Click on the spots & it displays the product Thumbnail visual Slideshow of inspirational designs Click thumbnail to link to new inspirational design Navigate thumbnails
  16. 16. Google Mapping - Examples <ul><li>Offers different ways to search locality information. </li></ul><ul><li>Interactive </li></ul><ul><li>Informative </li></ul><ul><li>Movable maps </li></ul><ul><li>Customise to target audience </li></ul><ul><li>Audio Visual </li></ul>
  17. 17. Project Components - Option A <ul><li>Strategy Document </li></ul><ul><ul><ul><li>Identity & Branding </li></ul></ul></ul><ul><ul><ul><li>Promotion </li></ul></ul></ul><ul><ul><ul><li>Optimisation </li></ul></ul></ul><ul><ul><ul><li>Marketing </li></ul></ul></ul><ul><ul><ul><li>Link Strategy </li></ul></ul></ul><ul><ul><ul><li>Measurement & Review </li></ul></ul></ul>
  18. 18. Assumptions <ul><li>Footy Tipping Competition stand-alone program - Tradelink to incorporate. </li></ul><ul><li>Loyalty Program / redemption procedure (linking to external site) – Tradelink to incorporate. </li></ul><ul><li>Product lookup could be extended to online order & fulfillment via Bathroom Centres in a future. </li></ul><ul><li>Product details are provided via CSV file. </li></ul><ul><li>Web services to be incorporated in following phase. </li></ul><ul><li>FTP access available to vendor. </li></ul><ul><li>Boulevard & TradeDoor to be available via website (password protected) </li></ul><ul><li>JDE data provided where required. </li></ul>
  19. 19. Option B <ul><li>Taking Tradelink to No. 1 in the Google Marketing Era </li></ul>
  20. 20. Marketing In the Google Era
  21. 21. Our World Today
  22. 22. Google Era If it’s a World, What does that mean for Marketers?
  23. 23. Are you an Internet Marketer? The 60 Second Test… <ul><li>How many people came to your website yesterday? </li></ul><ul><li>Where did they come from? </li></ul><ul><li>What keywords did they use to find you? </li></ul><ul><li>How many of them did you capture? </li></ul><ul><li>What will those metrics be tomorrow? </li></ul>
  24. 24. Website is the Primary Marketing Vehicle
  25. 25. Invest in your Web Properties <ul><li>Flash Videos </li></ul><ul><li>Breeze Presentations </li></ul><ul><li>Product Diagrams </li></ul><ul><li>Clear Graphics </li></ul><ul><li>Compelling Copy </li></ul><ul><li>Self-service </li></ul><ul><li>Effective Information Architecture </li></ul><ul><li>Simplicity </li></ul><ul><li>Web Offers </li></ul><ul><li>Above the Fold? </li></ul>
  26. 26. Invest in Search Marketing <ul><li>Think Globally, Advertise Locally </li></ul>
  27. 27. Make Your Message Relevant <ul><li>Keep it Simple and Relevant </li></ul>
  28. 28. Create Landing pages for Every Program <ul><li>Building your Conversion Funnel </li></ul><ul><li>Integrated Marketing and Sales. Integrated Terminology . </li></ul>
  29. 29. Measure Everything in Real Time <ul><li>Never Stop Split Testing </li></ul><ul><li>Optimise the Conversion Funnel </li></ul>
  30. 30. Use the Web for PR <ul><li>Blogging - The New PR </li></ul>
  31. 31. Engage Your Community <ul><li>Engage the Community </li></ul><ul><li>Blogs, Breeze, Podcasts, Lithium, YouTube </li></ul>
  32. 32. Option B <ul><li>Online Marketing Strategy </li></ul><ul><li>12 Month marketing plan run quarterly </li></ul><ul><li>Email </li></ul><ul><li>Search </li></ul><ul><li>Adwords </li></ul><ul><li>Video – run on Plasma screens in showroom </li></ul><ul><li>Competitions e.g. Win a Bathroom renovator </li></ul><ul><li>Tradesperson Directory </li></ul><ul><li>Research with Female Design Agency </li></ul>
  33. 33. Option B
  34. 34. Option B <ul><li>explanation </li></ul>
  35. 35. Retail Friendly Graphics Images
  36. 36. Marketing – Email Invitation Example Registration Page Email Invitation
  37. 37. Example Interactive Media Centre - IP Evolution Series Demonstrations Case Studies Q & A Welcome Feedback Forms Customer Branded
  38. 38. Advantages of a Media Centre <ul><li>A Multimedia Centre provides added contact to a customer and allows them to be tracked on what is important to their Business. </li></ul><ul><li>Successfully utilised for the following purposes: </li></ul><ul><ul><li>A customers journey can be tracked </li></ul></ul><ul><ul><li>Supports content being discussed at the seminar </li></ul></ul><ul><ul><li>Useful as a customer sales tool for Salesforce </li></ul></ul><ul><ul><li>Reinforces the product to internal stakeholders </li></ul></ul><ul><ul><li>Customers had the ability to update their details </li></ul></ul><ul><ul><li>Customers were given the opportunity to submit feedback online </li></ul></ul><ul><ul><li>Customers had the ability to “Refer a Colleague” </li></ul></ul><ul><ul><li>Additional data could be collected for DM purposes </li></ul></ul>
  39. 39. Reporting Features <ul><li>Manage Unsubscribes </li></ul><ul><li>Manage Registrations </li></ul><ul><li>Manage customer lists </li></ul><ul><li>Manage customers whom have not responded </li></ul><ul><li>Create task schedules </li></ul><ul><li>Interactive Client Feedback </li></ul><ul><li>Track individual media items visited </li></ul><ul><li>Track time spent on a particular media item </li></ul><ul><li>Measure total time spent in Media Centre </li></ul><ul><li>Media management </li></ul><ul><li>Implement secure access to online Media Centre </li></ul>
  40. 40. Case Study – Telstra Country Wide Drive Your Business Further Event Series <ul><li>The Business Challenge </li></ul><ul><li>Telstra Country Wide had a need to communicate to their Portfolio Managed customers, who have historically received little to no direct communication from Telstra, introducing them to Mobile Business solutions in a “soft sell” environment. </li></ul><ul><li>Leveraging off the V8 Supercar Championships a series of breakfasts were organised. Devnet were engaged to: </li></ul><ul><li>Project Manage the 13 event series and the communications between three agencies </li></ul><ul><li>Complete customer data management </li></ul><ul><li>Full design and build of the registration website, reminder and email invitation sends. </li></ul>
  41. 41. Case Study – Telstra Country Wide Drive Your Business Further Event Series <ul><li>Invitation </li></ul>Registration
  42. 42. Case Study – Telstra Country Wide Drive Your Business Further Event Series <ul><li>The Solution </li></ul><ul><li>Devnet worked closely with all external agencies to ensure a complete understanding of their processes and individual needs. Devnet </li></ul><ul><li>Developed a schedule of work that was achievable by all parties. </li></ul><ul><li>Regularly communicated and to individual agencies to ensure highlighted issues were addressed and resolved. </li></ul><ul><li>Customer data is managed centrally within Devnet’s Campaign Manager Database to ensure its integrity. </li></ul><ul><li>Series of event email invitations and reminders sent to customers to build interest in the events and ensure successful response </li></ul>
  43. 43. Example Competitions / Quiz <ul><li>Tradelink to run regular competitions – e.g. Win a Bathroom Makeover, Post up pictures of the worst bathroom, Your ideal bathroom design… </li></ul>
  44. 44. Social Networking Examples <ul><li>Facebook </li></ul><ul><li>46 million active users of which half return daily. 200,000 sign up daily </li></ul>
  45. 45. Social Networking Examples <ul><li>Other examples include Friendster & Linkme </li></ul>
  46. 46. Ideas Kiosks are a innovative great way to XXXXX. Below are some examples on how these could look
  47. 47. HomeSite Website Take some scrreen shots from homesite. Eg Video, ask a renovator, find a tradesmen.
  48. 48. Tradelink Plumbers Directory
  49. 49. Questions <ul><li>What are the key renovator magazines in Australia? </li></ul><ul><ul><ul><ul><li>Australian House and Garden </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Kitchen & Bathroom Quarterly </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Inside Out </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Australia Vogue Living </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Australian Home Beautiful </li></ul></ul></ul></ul>
  50. 50. Leverage – Key Properties
  51. 51. Smart Community Project
  52. 52. TSC – Retail Application <ul><li>Customised CRM </li></ul><ul><li>Provides task-based management of lot sales and subsequent management of service installations. </li></ul><ul><li>Developed and hosted at WebCentral </li></ul><ul><li>Production Pilot </li></ul>Page
  53. 53. Blessed Bra’s

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