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Master Class in Multi-Channel Marketing - Scott Perry, Jerome's Furniture & Rick Backus, CPC Strategy

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Bronto Summit 2017

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Master Class in Multi-Channel Marketing - Scott Perry, Jerome's Furniture & Rick Backus, CPC Strategy

  1. 1. Copyright © 2017 CPC Strategy will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of CPC Strategy and not of Oracle. Oracle has not verified any statements or claims herein and assumes no responsibility for such statements or claims. CAUTIONARY NOTE:
  2. 2. Copyright © 2017 Learn how Jerome’s is Engaging their Best Customers to Boost Store Visits by 70% Master Class in Multi-Channel Marketing: #brontosummit
  3. 3. Copyright © 2017 • Founded CPC Strategy 10 years ago • Father of Emmett! www.cpcstrategy.com/bronto17 ABOUT RICK
  4. 4. Copyright © 2017 www.cpcstrategy.com/bronto17 CPC STRATEGY SERVICES
  5. 5. Copyright © 2017 www.cpcstrategy.com/bronto17 CPC STRATEGY CLIENTS Slides Available Here:
  6. 6. Copyright © 2017 www.cpcstrategy.com/bronto17 ONE OF OUR FAVORITE CLIENTS!
  7. 7. Copyright © 2017 www.cpcstrategy.com/bronto17 JERRY = THE FACE OF JEROME’S SINCE 1973
  8. 8. Copyright © 2017 www.cpcstrategy.com/bronto17 JERRY HAS STARRED IN THOUSANDS OF COMMERCIALS
  9. 9. Copyright © 2017 www.cpcstrategy.com/bronto17 IN 2013… Jerome’s Had: • 5 Retail Locations • Strong Local Brand Recognition • Loyal Offline Customer Base • A Complete Lack of a Digital Strategy
  10. 10. Copyright © 2017 www.cpcstrategy.com/bronto17 ENTER SCOTT PERRY
  11. 11. Copyright © 2017 www.cpcstrategy.com/bronto17 ABOUT SCOTT “I programmed the first website myself with 16 items of furniture. I scanned the images at Kinkos, coded the HTML and uploaded it to the Internet with my 28.8K dial up modem, the fastest around at the time. I can still remember the first time the phone rang and someone placed an order and gave me a credit card number. I knew I was on to something.” • Founded in 1995 • Sold in 2000
  12. 12. Copyright © 2017 www.cpcstrategy.com/bronto17 ABOUT SCOTT • Founded in 1995 • Sold in 2000 +
  13. 13. Copyright © 2017 HALF MAN | HALF MACHINE Attribution Analytics Web/App Development Email PPC SEO CRO Local www.cpcstrategy.com/bronto17
  14. 14. Copyright © 2017 Bridging The Online & Offline Gap Omnichannel in Retail #brontosummit
  15. 15. Copyright © 2017 • 1995 - OfficeFurniture.com / FurnitureOnline.com, Sold in 2000 • 2000 - EverythingFurniture.com, merged in 2011, sold in 2013 • 2013 - Jerome’s Founded 1954, family owned, Southern California based, 13 large store format ABOUT SCOTT www.cpcstrategy.com/bronto17
  16. 16. Copyright © 2017 • It’s Hard to visualize what furniture will look like in your home. • Will it match my wall color? • Will it match my carpet or flooring? • Will it compliment my room's current style? THE PROBLEM www.cpcstrategy.com/bronto17
  17. 17. Copyright © 2017 • My friend Jeremy and his wife PREVENT THIS www.cpcstrategy.com/bronto17
  18. 18. Copyright © 2017 • Visualizing furniture INSIDE your home using Augmented Reality and a smartphone or tablet. THE SOLUTION www.cpcstrategy.com/bronto17
  19. 19. Copyright © 2017 JEROME’S AR TV COMMERCIAL www.cpcstrategy.com/bronto17
  20. 20. Copyright © 2017 LIVE DEMO… www.cpcstrategy.com/bronto17
  21. 21. Copyright © 2017 • Cimagine / Snapchat story • Augment • 3D Models • Photograph or 3D Camera Capture • Product Information / Dimensions TECHNOLOGY & ASSETS www.cpcstrategy.com/bronto17
  22. 22. Copyright © 2017 • 73% Higher eCommerce Conversion Rate • 228% More Time on Site – 14 minutes vs. 4 minutes • 60% More Likely to Click -> Call • 117% More Likely to Fill Out a Credit Application In addition we constantly get feedback in our surveys, people walking into store with the app bringing in their saved pictures in the store, brand equity and street cred from millennials. THE RESULTS www.cpcstrategy.com/bronto17
  23. 23. Copyright © 2017 How Can You Use Email to Bridge The Gap? Omnichannel and Email #brontosummit
  24. 24. Copyright © 2017 Care Guides – All of our customers get a customized care guide depending on what products they buy: • Wood Furniture • Fabric & Leather Care • Mattress Care • Feather & Down Care BRONTO WORKFLOWS www.cpcstrategy.com/bronto17
  25. 25. Copyright © 2017 BRONTO WORKFLOWS FOR RATINGS + REQUESTS www.cpcstrategy.com/bronto17
  26. 26. Copyright © 2017 How We Use Segmentation: • Target Store Specific Users • Target Specific Product Buyers • Ues Custom Data Like Open Credit to Show that to Customers in Email • Target Catalog Mailings to Your Best Customers, Avoid Angry Customers BRONTO SEGMENTATION www.cpcstrategy.com/bronto17
  27. 27. Copyright © 2017 Thank You @redlineshifter

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