• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Chicago irce 731
 

Chicago irce 731

on

  • 401 views

 

Statistics

Views

Total Views
401
Views on SlideShare
401
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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.
  • 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.

Chicago irce 731 Chicago irce 731 Presentation Transcript

  • 10,354,767 ROB SNELL robsnell.com Reasons to be Real
  • Kitchen table
  • @clickthedog
  • Old school folks on WWW
  •  
  •  
  • 2004
  • Web Sales March-June 2003 “ normal”
  • Web Sales March-June 2004 “ not normal”
  •  
  • What’s wrong with our store? We need to have a “conversation”
  • dogs
  •  
  •  
  • hunting
  • One big change
  •  
  • Web Sales Before 1997 2004 2010
  • Web Sales Before 1997 2004 2010
  • Web Sales After 1997 2004 2010
  • Web Sales Actual Lift 1997 2004 2010 $10 million
  • $10,354,767.23 additional sales
  • Need to communicate 3 things:
  • Steve Snell is a dog training supplies expert.
  • This product is what you should buy.
  • Please buy it from us.
  •  
  • Put a name and a face online
  • homepage
  • People buy from people Be personal…
  • #1
  • Steve Snell is a dog training supplies expert.
  • pic Establish authority.
  • Steve’s been doing this for a while
  •  
  • Steve has 16 dogs
  • pic
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  • Example
  •  
  •  
  • Steve knows hunting
  •  
  • gear
  • PIC: Better in the field
  • PIC: Better in the field
  •  
  • # 2
  • This product is what you should buy.
  • Steve knows dog training gear
  •  
  • “ I have tried at least 50 or 60 new systems over the last 11 years…”
  •  
  •  
  • Recommend products that solve customers’ problems “ Tired of losing your dog? Buy this tracking collar!” :
  • Tell folks what to buy w/ buyers’ guides
  • Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
  •  
  • Quick Picks: Collar Chart
  • Explain Concepts
  • Help Me Choose
  • Express your opinions with product reviews
  • Example Review
  • And this
  • “ So cool it is now the only training collar I will use on my bird dogs and retrievers.” Endorse products you use:
  • {MFG CLAIM XYZ} “ 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 …”
  • “ 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:
  • How do you make all of this content?
  •  
  •  
  • Interview folks. Then transcribe audio into text.
  • 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.
  • Take best products and play “ 20 Questions”
  • Who ? What? When? Where? Why? How Much?
  • Record everything
  •  
  • Got $60? Get an Olympus VN-6200 PC.
  •  
  • Turn customer questions into product FAQs
  • WORD.doc > 1000 page Warner’s wisdom
  • Write unique product descriptions
  • 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:
  • 1-10 of 1770 Lazy And this
  • Provide more info than anyone
  • Tip: Write one new paragraph for every $10 in item price
  • You have this
  • Google loves unique content
  • Take photos of everything!
  •  
  •  
  •  
  •  
  •  
  • Provide more product photos than anyone
  • Product shots: LiteStage.com
  •  
  •  
  •  
  •  
  • Shoot video of anything you can demo
  •  
  •  
  •  
  •  
  •  
  • “ Liberate ” manufacturer created content
  • *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.
  • Text hidden in FLASH movies
  • Text from PDF owner’s manuals
  • Transcribe DVDs & Videos
  • Text from packaging & POP
  • # 3
  • Please buy it from us.
  • Be price competitive
  • Tell folks why they should pick you!
  •  
  • Tell folks there’s no risk shopping with you
  •  
  • Tell folks you have it & when they’ll get it
  •  
  • Get answers to your questions, fast
  •  
  • You can always talk to a human
  • Everyone says they give great customer service
  • If it’s an opinion , let your customers do the talking.
  • “ Customer service at Gun Dog Supply is excellent! If you shop anywhere else, you are wasting your time! ”
  •  
  • Guy: How can I stop my barking dog? Steve: I love my bark limiter! It works! Buy one!
  •  
  • Find your Steve
  • Web Sales Actual Lift 1997 2004 2010 $10 million
  • more info / free stuff: RobSnell.com