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  • Since all of our customers had dogs, we added a few lines of premium dog food ,
  • 1997 E-commerce consulting specializing in Y! Yahoo! let’s me write and speak to their 50,000 retailers Write my own blog, do Seminars
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • Which features are important
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • We spent hundreds of hours working on this thing: writing descriptions, and taking pictures, and re-designing a completely updated version of our dog-supply catalog. We printed 5000 copies, and mailed a catalog to every single former customer on our mailing list. I’m exhausted. And what happened? Nothing. We got virtually no response — in six months we took in about $5,000 in orders, which was nowhere near enough to offset our lost sales.
  • The trend in retail in the United States over the past 20 years is for these huge companies, these big box "category killer" stores to come into a market and just take over. It's not just Wal-Mart, it's every category. And it kills these mom and pop businesses. And the PET MARKET is no different.
  • 641

    1. 1. Real World Ecommerce ROB SNELL robsnell.com
    2. 2. @clickthedog
    3. 3. @gundogsupply
    4. 4. 1972
    5. 5. catalog
    6. 8. Classified ads
    7. 9. Old catalog
    8. 10. 1979
    9. 11. Flood house pic
    10. 13. 1983
    11. 15. Dog Store
    12. 16. 1988
    13. 18. 1996
    14. 20. 1989-Mar 1997: Dog Store
    15. 21. B&w catalog Plan B
    16. 25. 2001
    17. 26. Year 4: Store vs. Web
    18. 28. 2004
    19. 29. Web Sales February-June 2003 “ normal”
    20. 30. Web Sales February-June 2004 “ not normal”
    21. 31. What’s wrong with our Yahoo! Store? We need to have a “conversation”
    22. 32. One big honking change
    23. 34. Web Sales Before 1997 2004 2010
    24. 35. Web Sales Before 1997 2004 2010
    25. 36. Web Sales After 1997 2004 2010
    26. 37. Web Sales Actual Lift 1997 2004 2010 $10 million
    27. 38. $10,354,767.23 additional sales
    28. 39. Not just for ecommerce sites…
    29. 40. Need to communicate 3 things:
    30. 41. Steve is an expert in dog training & supplies.
    31. 42. Steve says this product is what you need for your dog .
    32. 43. Please buy it from us.
    33. 45. Steve is an expert.
    34. 46. pic Establish authority.
    35. 47. Show, don’t tell.
    36. 48. (Steve’s been doing this for a while)
    37. 51. (Steve has 16 dogs.)
    38. 53. pic
    39. 54. Example
    40. 64. (Steve knows dog training gear.)
    41. 68. “ I have been using the same model e-collar since 1998. I have tried at least 50 or 60 new systems over the last 11 years …I started using a prototype in September 2008 and have not looked back..”
    42. 69. (Steve knows hunting.)
    43. 71. PIC: Better in the field
    44. 72. PIC: Better in the field
    45. 74. Put it on the Web site, Blog, Facebook, Flickr, and Youtube
    46. 75. Put a name and a face on your site Make a name for yourself online.
    47. 76. homepage
    48. 77. pic
    49. 78. People buy from people
    50. 79. Stats tell what works
    51. 80. … Google’s even better
    52. 81. Steve says this product is what you need for your dog.
    53. 82. Recommend products that solve customers’ problems “ Tired of losing your dog? Buy this tracking collar!” :
    54. 83. Tell folks what to buy w/ buyers’ guides
    55. 84. Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
    56. 86. Quick Picks: Collar Chart
    57. 87. Explain Concepts
    58. 88. Help Me Choose
    59. 89. Help Me Choose
    60. 90. >>>>>>>
    61. 91. Express your opinions with product reviews
    62. 92. Example Review
    63. 93. Provide commentary on product pages
    64. 94. And this
    65. 95. “ The SD-1825 is so cool it is now the only training collar I will use on my bird dogs and retrievers.” Endorse products you use:
    66. 96. “ To get the full range out of a system there should be nothing between the transmitter and the receiver. Realistically, this isn't going to happen in most of the places that we spend time with our dogs, so the actual usable range will be less …” Be honest:
    67. 97. “ My expectations for the Garmin Astro were really high. I wanted it to be amazing but I expected it to fall short. Boy, was I wrong .” -- Steve Snell Show enthusiasm:
    68. 98. more content drives more traffic opinions provided since 2003
    69. 99. How do you make all of this content?
    70. 101. Write unique product descriptions
    71. 102. Provide more info than anyone
    72. 103. Tip: Write one new paragraph for every $10 in item price
    73. 104. You have this
    74. 105. Google loves unique content
    75. 106. Tired of searching for your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog’s position and shows you exactly where he is, even when you can’t see or hear him. Manufacturer’s product description:
    76. 107. 1-10 of 1770 Lazy And this
    77. 109. Provide more photos than anyone
    78. 114. Product shots: LiteStage.com
    79. 115. >>>>>>>
    80. 116. 1) Record everything
    81. 117. Got $60? Get an Olympus VN-6200 PC.
    82. 119. 2) Interview folks. Transcribe audio into text.
    83. 121. Rob: How do you teach a dog how to sit? Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and make him sit. You just physically take him by the collar. You put your hand on his back right below the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do. They are small and they are wiggly, but they can’t fight you. You make him sit there for about five seconds tops. All we are trying to do is get him in the position and physically make him understand that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and then you release him. You release him with whatever command you want it to be. I use, “All right. OK.” Just be consistent with it. Rob: How long does it take him to learn? Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little short training sessions. Each time you increase it a second or two. Now you have got him sitting there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man; that is all it is.
    84. 122. 3) Take products and play “ 20 Questions”
    85. 123. Who ? What? When? Where? Why? How Much?
    86. 124. 4) Take photos of everything!
    87. 129. 5) Shoot video of anything you can demo
    88. 137. 5) Turn your answers to customer emails into product FAQs
    89. 138. WORD.doc > 1000 page Warner’s wisdom
    90. 140. “ Liberate ” manufacturer created content
    91. 141. *It’s easier to get forgiveness than permission: Nothing contained on this web site should be construed as granting, by implication, estoppel, or otherwise, any license or right to distribute, modify, transmit, use, re-use, or re-post any of Innotek®, Inc. Intellectual Property displayed on this web site without the express written permission of Innotek®, Inc.
    92. 144. Transcribe DVDs & Videos
    93. 145. Text from packaging & POP
    94. 146. Make manufacturer images your own Make stock MFG images your own
    95. 149. Guy: How can I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!
    96. 151. Why buy?
    97. 152. Be price competitive
    98. 153. Tell folks why they should pick you!
    99. 155. Tell folks there’s no risk shopping with you
    100. 157. Tell folks you have it & when they’ll get it
    101. 159. Get answers to your questions, fast
    102. 161. You can always talk to a human
    103. 162. Everyone says they give great customer service
    104. 163. If it’s an opinion , let your customers do the talking.
    105. 164. “ Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time! ”
    106. 166. Find your Steve
    107. 167. who | what | why compelling content: text, pix, video
    108. 168. Web Sales Actual Lift 1997 2004 2010 $10 million
    109. 169. more info / free stuff: RobSnell.com 4:15pm Spotlight Session: C

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