In this 4th draft of a presentation to be given to the Vermont / New Hampshire Marketing Group on March 31, 2016, Kevin Hillstrom, shares reasons why customer acquisition is the most important story of the next five years, and illustrates how numerous businesses approach the task of acquiring new customers. Finally, Kevin discusses a new department, called a "Brand Response Marketing Team".
This Presentation is all about the ideal customer acquisition in Indian Market and the Strategies which can be taken care of by "Mera Medicare" from the indian customer point of view.
Startup Customer Acquisition - Marketing Channels for StartupsIvan Lim
My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013.
I give an overview of the various startup customer acquisition channels available as well as pros and cons of each channel. We cover things such as PPC, SEO, Facebook ads, Retargeting, Email, Business Development and Growth Hacking.
I also jump into the importance of building great marketing systems so that founders can fire themselves from the process and scale up fast.
5 Prover Customer Acquisition Strategies For B2C StartupsMarketing Masala
When it comes to customer acquisition strategy, most startups struggle with it. Here are 5 proven ways to gain more customers today for your B2C startup.
Your company IS a media company (or at least it can be). Convince & Convert's media division and our consulting division converge to provide outstanding digital media advice and counsel to major companies like Insight, Cisco, and The Motley Fool.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
This Presentation is all about the ideal customer acquisition in Indian Market and the Strategies which can be taken care of by "Mera Medicare" from the indian customer point of view.
Startup Customer Acquisition - Marketing Channels for StartupsIvan Lim
My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013.
I give an overview of the various startup customer acquisition channels available as well as pros and cons of each channel. We cover things such as PPC, SEO, Facebook ads, Retargeting, Email, Business Development and Growth Hacking.
I also jump into the importance of building great marketing systems so that founders can fire themselves from the process and scale up fast.
5 Prover Customer Acquisition Strategies For B2C StartupsMarketing Masala
When it comes to customer acquisition strategy, most startups struggle with it. Here are 5 proven ways to gain more customers today for your B2C startup.
Your company IS a media company (or at least it can be). Convince & Convert's media division and our consulting division converge to provide outstanding digital media advice and counsel to major companies like Insight, Cisco, and The Motley Fool.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
SaaStock 2016 Keynote: Win by Design, Not by Chance: Customer Success as a Gr...Lincoln Murphy
On September 22, 2016 in Dublin, Ireland, Lincoln Murphy gave a keynote presentation called Win by Design, Not by Chance: Customer Success as a Growth Engine.
The presentation covers everything from what Customer Success is to how it impacts company valuation. From Onboarding to ongoing engagement, and from sales to land-and-expand, this presentation was designed to introduce the audience to Customer Success-driven Growth.
9 CRO Hacks to Accelerate the B2B FunnelDemandWave
Effective CRO can dramatically improve lead quality, lead volume, cost per acquisition, and length of sales cycle. Check out "9 CRO Hacks to Accelerate the B2B Funnel" to get started today.
Understanding The Power of Dynamic Search Ads Cat Birch
In this presentation we look into the advanced ad optimisation strategies and techniques available for brands to take advantage of across multiple ad platforms. Some of the strategies covered include: dynamic search ads, dynamic keyword insertion, ad customers, IF function ads, countdown ads, dynamic remarketing — and much more.
Grow and scale customer acquisition (and retention)Gary Corcoran
This presentation is for startups who understand who their customers are and have their product market fit.
We take a look at how you can scale and grow your acquisition and retention. Looking at some cool tips and techniques for both customer acquisition and retention.
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and our consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
Knoxville HUG: Why Personalization Matters and How to Use It to Drive Convers...Knoxville HUG
HubSpot's Sarah Posnak joined our 3rd quarter HubSpot User Group meetup to talk about personalization. Did you know that smart content can help cut the number of steps to conversion?!
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
A simple but powerful slide deck that I use to explain the mission, structure, and guiding principles of an effective B2B marketing team. I use the analogy of a flywheel to show how the key components of the org revolve around and pick up energy from, the brand, website, content assets and marketing automation system.
SaaS Marketing: Top 10 B2B Strategies to Improve ConversionsNemanja Zivkovic
There are a lot of SaaS companies out there, but only a few truly understand how to market their products and services.
You’ve probably seen this before: A company has an amazing product, but they never seem to get the word out about it.
Why is that?
They don’t use the right marketing strategies or they use the outdated ones from years ago. This results in low conversions and ultimately leads to failure for these businesses.
If you don’t want to be one of those companies, you are in the right place.
In this webinar, we covered 10 strategies that can help improve your conversions and grow your business as a result!
Find recordings here: https://www.youtube.com/watch?v=V-m87nXAcqg
Digital marketing: Best practices for e-commercePOSSIBLE
POSSIBLE was invited to speak at the E-Commerce Seminar for SMEs organised by SPRING Singapore, DBS Bank. Living, Breathing Asia and SingTel where our Experience Design Director of APAC, Melissa Wilfey, dishes out some sound advice on embarking on E-Commerce.
When it comes to online advertising, it isn't about how much you spend, it's about how you spend it.
Should you be spending more on Facebook or Google?
What is the best budget for your industry?
When should you stop putting money behind a poor-performing campaign?
For these answers and more, join our live webinar with our in-house pay-per-click expert.
You'll learn:
- How to use 2018's results to set the best budget for your business in 2019
- What processes you can set up now to keep wasted spend in check all year long
- How to quickly determine which ad types are actually worth putting your budget behind
- What signs you should be looking for when managing your bids
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales FunnelDOZ.com
No matter where a salesperson finds themselves in the sales funnel there is a role for content marketing. Whether it's attracting qualified prospects with fun, interesting, and shareable content at the ToFu stage, educating and informing prospects with longform content at the MoFu stage, or converting those prospects at the BoFu stage, content marketing can deliver for salespeople. This SlideShare not only explains how the funnel works, but what content should do and even what content to employ at each stage.
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
8 page, quarterly customizable newsletter for printers and mailers. You customize, print and distribute. Great content to make your company stand out from the competition. Includes email, blog and social media components.
Kevin hillstrom mine_thatdata_catalogu2015Sarah Fletcher
What a great Pub Talk! If you haven't had the pleasure of listening to Kevin Hillstrom, you're in for a treat. If you are already familiar with Kevin and his Mine That Data blog, sit back and enjoy, this is well worth your time.
The Funny changing world of catalogs
Using his remarkable career with companies like Lands' End, Eddie Bauer and Nordstroms, Kevin starts off with a cartoon strewn review of the major shifts in the industry, from the heyday of catalogs through the advent of the internet, co-ops and the demographic disconnect we are seeing today.
Different Paths
When marketers look at E-commerce versus catalogs they sometimes miss the inherent differences that shape the selling space and customers for each channel. Kevin presents the different paths each takes and the different outcomes that result from the different paths. It's an eye opener.
Trend #1 = Merchandise Productivity
Merchandising forensics have taught Kevin that the number one threat to catalogers is the decline of merchandise productivity. He explains both the short term results and the longterm impact of reduced merchandise productivity and offers a fun way for merchants, marketers and creative to compete together in a tournament of success.
Trend #2 = How will We Acquire a New Customer in 2020?
Did you know that Buzzed is getting 37% of it's traffic through Facebook? Snapchat is another 21%. That is an enormous shift from 10 or even 5 years ago. With such an ever-changing landscape of customer focus how can merchants stay relevant? Kevin offers his view into the future and lays out several ways to look at which direction different companies should be heading.
Trend #3 = How will We Avoid Paying Tolls?
Tolls, (aka expenses) are killing catalogs. How can you reduce those tolls? First you have to know where they are and what they cost. The smartest companies identify low-cost customer acquisition programs that bypass the toll collecting process. Kevin offers some benchmarking to see if you're paying too much and shows how understanding your customer can show you where to focus your toll reducing efforts. He offers ten tips to help you bypass some of those costs.
This is one of our favorite Pub Talks so far. Let us know what you think and if you have any questions for Kevin he'd love to hear from you as well.
SaaStock 2016 Keynote: Win by Design, Not by Chance: Customer Success as a Gr...Lincoln Murphy
On September 22, 2016 in Dublin, Ireland, Lincoln Murphy gave a keynote presentation called Win by Design, Not by Chance: Customer Success as a Growth Engine.
The presentation covers everything from what Customer Success is to how it impacts company valuation. From Onboarding to ongoing engagement, and from sales to land-and-expand, this presentation was designed to introduce the audience to Customer Success-driven Growth.
9 CRO Hacks to Accelerate the B2B FunnelDemandWave
Effective CRO can dramatically improve lead quality, lead volume, cost per acquisition, and length of sales cycle. Check out "9 CRO Hacks to Accelerate the B2B Funnel" to get started today.
Understanding The Power of Dynamic Search Ads Cat Birch
In this presentation we look into the advanced ad optimisation strategies and techniques available for brands to take advantage of across multiple ad platforms. Some of the strategies covered include: dynamic search ads, dynamic keyword insertion, ad customers, IF function ads, countdown ads, dynamic remarketing — and much more.
Grow and scale customer acquisition (and retention)Gary Corcoran
This presentation is for startups who understand who their customers are and have their product market fit.
We take a look at how you can scale and grow your acquisition and retention. Looking at some cool tips and techniques for both customer acquisition and retention.
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and our consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
Knoxville HUG: Why Personalization Matters and How to Use It to Drive Convers...Knoxville HUG
HubSpot's Sarah Posnak joined our 3rd quarter HubSpot User Group meetup to talk about personalization. Did you know that smart content can help cut the number of steps to conversion?!
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
A simple but powerful slide deck that I use to explain the mission, structure, and guiding principles of an effective B2B marketing team. I use the analogy of a flywheel to show how the key components of the org revolve around and pick up energy from, the brand, website, content assets and marketing automation system.
SaaS Marketing: Top 10 B2B Strategies to Improve ConversionsNemanja Zivkovic
There are a lot of SaaS companies out there, but only a few truly understand how to market their products and services.
You’ve probably seen this before: A company has an amazing product, but they never seem to get the word out about it.
Why is that?
They don’t use the right marketing strategies or they use the outdated ones from years ago. This results in low conversions and ultimately leads to failure for these businesses.
If you don’t want to be one of those companies, you are in the right place.
In this webinar, we covered 10 strategies that can help improve your conversions and grow your business as a result!
Find recordings here: https://www.youtube.com/watch?v=V-m87nXAcqg
Digital marketing: Best practices for e-commercePOSSIBLE
POSSIBLE was invited to speak at the E-Commerce Seminar for SMEs organised by SPRING Singapore, DBS Bank. Living, Breathing Asia and SingTel where our Experience Design Director of APAC, Melissa Wilfey, dishes out some sound advice on embarking on E-Commerce.
When it comes to online advertising, it isn't about how much you spend, it's about how you spend it.
Should you be spending more on Facebook or Google?
What is the best budget for your industry?
When should you stop putting money behind a poor-performing campaign?
For these answers and more, join our live webinar with our in-house pay-per-click expert.
You'll learn:
- How to use 2018's results to set the best budget for your business in 2019
- What processes you can set up now to keep wasted spend in check all year long
- How to quickly determine which ad types are actually worth putting your budget behind
- What signs you should be looking for when managing your bids
ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales FunnelDOZ.com
No matter where a salesperson finds themselves in the sales funnel there is a role for content marketing. Whether it's attracting qualified prospects with fun, interesting, and shareable content at the ToFu stage, educating and informing prospects with longform content at the MoFu stage, or converting those prospects at the BoFu stage, content marketing can deliver for salespeople. This SlideShare not only explains how the funnel works, but what content should do and even what content to employ at each stage.
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
8 page, quarterly customizable newsletter for printers and mailers. You customize, print and distribute. Great content to make your company stand out from the competition. Includes email, blog and social media components.
Kevin hillstrom mine_thatdata_catalogu2015Sarah Fletcher
What a great Pub Talk! If you haven't had the pleasure of listening to Kevin Hillstrom, you're in for a treat. If you are already familiar with Kevin and his Mine That Data blog, sit back and enjoy, this is well worth your time.
The Funny changing world of catalogs
Using his remarkable career with companies like Lands' End, Eddie Bauer and Nordstroms, Kevin starts off with a cartoon strewn review of the major shifts in the industry, from the heyday of catalogs through the advent of the internet, co-ops and the demographic disconnect we are seeing today.
Different Paths
When marketers look at E-commerce versus catalogs they sometimes miss the inherent differences that shape the selling space and customers for each channel. Kevin presents the different paths each takes and the different outcomes that result from the different paths. It's an eye opener.
Trend #1 = Merchandise Productivity
Merchandising forensics have taught Kevin that the number one threat to catalogers is the decline of merchandise productivity. He explains both the short term results and the longterm impact of reduced merchandise productivity and offers a fun way for merchants, marketers and creative to compete together in a tournament of success.
Trend #2 = How will We Acquire a New Customer in 2020?
Did you know that Buzzed is getting 37% of it's traffic through Facebook? Snapchat is another 21%. That is an enormous shift from 10 or even 5 years ago. With such an ever-changing landscape of customer focus how can merchants stay relevant? Kevin offers his view into the future and lays out several ways to look at which direction different companies should be heading.
Trend #3 = How will We Avoid Paying Tolls?
Tolls, (aka expenses) are killing catalogs. How can you reduce those tolls? First you have to know where they are and what they cost. The smartest companies identify low-cost customer acquisition programs that bypass the toll collecting process. Kevin offers some benchmarking to see if you're paying too much and shows how understanding your customer can show you where to focus your toll reducing efforts. He offers ten tips to help you bypass some of those costs.
This is one of our favorite Pub Talks so far. Let us know what you think and if you have any questions for Kevin he'd love to hear from you as well.
Your Retention Please - The Ecommerce Growth StrategyIan Rhodes
How to grow your ecommerce business through advancing customer retention strategies. This is a slidedeck from a 30min keynote presentation in Athens, Greece April 2019.
As per the report, B2B sellers in India increasingly rely on AI for tasks like prospect research and lead generation, with 90% seeing it as crucial for future success.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
Black Friday is a critical event in the retail calendar in MENA. This event which was first launched by Souq (now Amazon) as a 3-day online only event has now expanded to over six weeks of Q4. The event has been so popular that ~20% of annual online retail sales happen during the Black Friday sale period.
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D
The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019!
It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday.
Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
In what manner do the prophets speak to the following 3 issues id.docxbradburgess22840
In what manner do the prophets speak to the following 3 issues: idolatry, social injustice, and religious ritualism? Cite examples of the prophets speaking to each of these issues. Knowing what the prophets had to say about these issues, what practical applications can be drawn from those teachings for today?
To our shareowners:
As regular readers of this letter will know, our energy at Amazon comes from the desire to impress
customers rather than the zeal to best competitors. We don’t take a view on which of these approaches is more
likely to maximize business success. There are pros and cons to both and many examples of highly successful
competitor-focused companies. We do work to pay attention to competitors and be inspired by them, but it is a
fact that the customer-centric way is at this point a defining element of our culture.
One advantage – perhaps a somewhat subtle one – of a customer-driven focus is that it aids a certain type of
proactivity. When we’re at our best, we don’t wait for external pressures. We are internally driven to improve
our services, adding benefits and features, before we have to. We lower prices and increase value for customers
before we have to. We invent before we have to. These investments are motivated by customer focus rather than
by reaction to competition. We think this approach earns more trust with customers and drives rapid
improvements in customer experience – importantly – even in those areas where we are already the leader.
“Thank you. Every time I see that white paper on the front page of Amazon, I know that I’m about to get
more for my money than I thought I would. I signed up for Prime for the shipping, yet now I get movies, and TV
and books. You keep adding more, but not charging more. So thanks again for the additions.” We now have more
than 15 million items in Prime, up 15x since we launched in 2005. Prime Instant Video selection tripled in just
over a year to more than 38,000 movies and TV episodes. The Kindle Owners’ Lending Library has also more
than tripled to over 300,000 books, including an investment of millions of dollars to make the entire Harry Potter
series available as part of that selection. We didn’t “have to” make these improvements in Prime. We did so
proactively. A related investment – a major, multi-year one – is Fulfillment by Amazon. FBA gives third-party
sellers the option of warehousing their inventory alongside ours in our fulfillment center network. It has been a
game changer for our seller customers because their items become eligible for Prime benefits, which drives their
sales, while at the same time benefitting consumers with additional Prime selection.
We build automated systems that look for occasions when we’ve provided a customer experience that isn’t
up to our standards, and those systems then proactively refund customers. One industry observer recently
received an automated email from us that said, “We noticed that you experienced poor video playback.
Understanding customer experiences and their journey is the key to survive business completion in the ever-changing marketing landscape. The presentation attempts to explain the customer intelligence signs of insights from the standpoint of situation analysis, human thinking & nature complexity and the advent of innovative technologies. Brands should design customer experience in a way that customer insights can be used as a competitive advantage over other businesses and at the same time can save millions of dollars.
How to make returns your competitive edgeRaff Paquin
The definitive guide to making returns your competitive edge. In this guide you will learn tons of insights such as:
1) The state of returns in 2017 based on a survey of over 1,000 consumers globally
2) How merchants win with returns, growing revenue and profit
3) 11 tips and tools to make your returns magical
Please don’t think we’re presumptuous when we say we know your needs.
We do.
Because they were our needs, too.
As owners of independent retail stores, we walked millions of miles in your shoes. You don’t need to explain how hard it is to raise a family and run the company and pay the bills and hire and fire people - because the soles of our shoes are still dusty from walking down your road.
Today, we only offer services that we already spent our own money on.
Let’s start talking about your better life.
Similar to Customer Acquisition: The Story of 2016 - 2020 (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
4. Lizard Logic: A term created by Dave Johnson (a current
Executive at Orchard Brands) in the early 1990s, when he
worked at Lands’ End. Simply put, “Lizard Logic” is marketing
talk that sound seductive, rational, and well thought out … but
is in fact illogical and bad for your business.
6. Engagement
If we say crazy
things, more
people engage
with our content! You will damage
your brand if you
do that!
But that doesn’t
mean you sell
more
merchandise.
Merchandise pays
your salary.
#OhBoy.
We tried to
produce great
content, nobody
read it. Say
something crazy,
and people will
pay attention!
I get a bonus when
engagement
increases by 30%.
Lies and crazy
content pay my
salary!
7. Customer Loyalty
It costs nine times
as much to
acquire a
customer as it
costs to retain a
customer.
Our annual
repurchase rate
among twelve-
month buyers is
37%. Without new
customers, we
don’t have any
customers!
How much has our
loyalty program
lost over the past
five years? And
did our annual
repurchase rate
change at all?
#OhBoy.
If we calibrate our
loyalty program
properly, we can
tickle the buying
bone. We just
haven’t cracked
the code yet.
You have to spend
money to make
money. Wait, that
contradicts my
original statement.
8. Omnichannel
Everybody knows
that customers
who purchase in
multiple channels
are worth nine
times as much as
are single channel
buyers.
If that is true, then
why is it that we
expanded by
dozens of
channels in the
past twenty years
and yet, our
repurchase rate is
still 37%?
Woodside
Research loves
Macy’s. But the
more Macy’s
embraces
Omnichannel, the
more their
business fails.
Explain that one.
#OhBoy.
Woodside
Research says
that brands who
do not embrace
channels are
destined for the
scrap heap of
commerce history.
Think how bad
their business
would be if they
hadn’t embraced
omnichannel!
9. Net Promoter Score
Our net promoter
score has
increased for each
of the past six
quarters. Our
marketing strategy
is working!
If that is true, then
why is it that our
repurchase rate is
still 37%?
If we generate
more profit, we
win. Our Net
Promoter Score is
not correlated with
company
profitability.
Without profit, you
don’t get paid.
#OhBoy.
But it makes
logical sense. If
more customers
like you than
dislike you, you
are winning. Don’t
you want to win?
You are a silly
bean counter.
10. Mobile
We invested
millions in a
sound mobile
strategy. Mobile
first or die, right?
And our strategy
is working. Our
best customers
love mobile.
If that is true, then
why is it that our
repurchase rate is
still 37%?
Our core customer
is 63 years old.
She cannot even
read the small text
on a mobile
device, much less
transact with the
device.
#OhBoy.
Millennials adore
mobile. They don’t
care about our
website or offline
marketing. Don’t
you want more
Millennial
shoppers? I do!
I’ll make sure our
app has large
fonts. Then our
mobile strategy
will driven
increased
engagement.
11. Print
Look, when we
matched catalog
mailings to online
orders, we learned
that catalogs were
responsible for
every order. Print
drives a ton of
customer loyalty.
If that is true, then
why is it that our
repurchase rate is
still 37%?
I thought she
purchased
because she was
given 60% off plus
free shipping on
catalog orders?
#OhBoy.
My 18 year old
daughter bought a
dog collar from a
catalog I gave her.
Young shoppers
love catalogs.
Yup, print works
when you offer
60% off plus free
shipping!
12. The Organic Percentage
Our matchbacks,
our keycode
analytics, and the
three attribution
vendors we
employ all proved
that marketing
drives customer
orders.
If that is true, then
why did 50% of
our demand still
exist when we
tested not mailing
catalogs and
emails during
2015?
The results were
statistically
significant!
#OhBoy.
You cannot trust
tests. The sample
sizes aren’t big
enough, and you
lose sales if you
withhold
marketing from
customers.
Meh! I don’t
believe the
results. You can
manipulate tests
to say anything.
13. Catalog Co-Ops
More competition
will do nothing but
sharpen the
models used by all
of the co-ops. We
will reap the
rewards!
How many new
customers did we
acquire per ad $
spent in 2015?
How about in
2010? And how
old is the
customer we
acquire?
We’ve had twenty
years to crack the
model!
#OhBoy.
I wouldn’t worry
about acquiring
30% fewer 63 year
old customers
over the past five
years. We just
haven’t cracked
the proper model
yet.
I heard that
increased
competition will
improve the
models. Let’s just
wait and see what
happens.
14. Buzzwords
I think our
problem is that we
haven’t found a
relevant content
strategy that
engages loyal
buyers.
Wut?
Do you even
believe in the
words you just
uttered?
#OhBoy.
If we personalize
campaigns and
optimize results
and get the right
message in front
of the right
customer at the
right time, we will
engage the buyer.
It’s a quote from a
$795 report I
purchased from
Woodside
Research, so the
quote must be
meaningful.
15. What Did Lizard Logic Buy Us?
We believed the stories told by vendors, trade journalists
(paid by vendors), conference organizers (who are paid by
vendors), research brands (paid by vendors), and industry
pundits.
We distracted ourselves. Instead of diving head-first into new
merchandise and new customers, we dove head-first into new
buzzwords. Our results (predictably) have been tepid. That’s
our fault.
18. The Three Mega-Trends
Trend #1 = Merchandise Productivity
Trend #2 = How Will We Acquire A New Customer In 2020?
Trend #3 = How Will We Avoid Paying Tolls?
19. Merchandise Productivity is Killing Us!
I have performed a Merchandise Forensics analysis on
approximately 50 catalog brands in the past three years.
In 80% of the cases, there is a decline in merchandise
productivity that can easily be explained and reversed.
In most cases, the decline in merchandise productivity is
explained by the inability of a cataloger to generate productive
new items to replace dying existing items.
20. Merchandise Productivity & E-Commerce
My e-commerce clients relentlessly seek to improve merchandise
productivity.
Personalization – making sure that customers see the
merchandise they are most likely to purchase.
Optimization – constantly changing the home page, landing
pages, email campaigns, apps – via non-stop testing.
Print-based brands do not approach commerce this way, and as a
consequence, merchandise productivity suffers.
25. The Three Mega-Trends
Trend #1 = Merchandise Productivity
Trend #2 = How Will We Acquire A New Customer In 2020?
Trend #3 = How Will We Avoid Paying Tolls?
26. Watch How Quickly A Business Is
Consumed By The Customer Acquisition
Channel It Prefers
29. Within Two Years – The File Is Already Consumed
The average catalog brand (with a 37% annual repurchase
rate and 85% of new customers from co-ops) evolves quickly.
If no historical names came from the co-ops … it only takes 2
years … 2 YEARS … for 60% of the customer file to be
sourced from co-ops.
34. For Most Catalogers …
… business is what it is because the majority of the twelve-
month buyer file has been sourced from co-ops.
Repurchase Rates … Purchase Frequency … Price Points
Purchased From … Merchandise Item Success … Profitability
… all are +/- 70% determined not by you, the Executive at
your company … but by Jr. Level employees at four
companies who build statistical equations that you are not
allowed to see and/or understand and/or influence.
35. Your Customer Acquisition Sources
Define What Your Brand Will Become
It should not be a surprise to anybody that four major co-ops
use algorithmic techniques to send sixty year old customers
to catalogers.
It should not be a surprise to anybody that Google / Facebook
dominate online/mobile customer acquisition, sending Gen-X /
Millennial traffic to the brands that leverage these platforms.
Consequently, your merchandise assortment shifts in
response to the customers you acquire, & vice versa!
36. Worse, Customers Are Acquired In December.
Those Customers Have Low Lifetime Value
37. And The Trend Holds As The Customer
Migrates Through The Life Cycle
38. To Recap:
Non-Employees Determine
Who Our New Customers Are
Our New Customers Are
Disproportionately Sourced At Christmas
Christmas Customers Have Low Lifetime Value (And Christmas Orders
Are Generated Via Discounts/Promotions, Lowering Profit)
We Wonder Why Customer Loyalty Is Lousy?
Our Customer Files Are Consumed By Outside Forces
39. Re-Focus
1 – Plant Seeds In Jan-Aug
2 – Harvest Your Bumper Crop Through October
3 – Generate Profit Next Year
40. The Three Mega-Trends
Trend #1 = Merchandise Productivity
Trend #2 = How Will We Acquire A New Customer In 2020?
Trend #3 = How Will We Avoid Paying Tolls?
42. Different Tolls
20% Off = A Major Toll.
Free Shipping = A Major Toll (maybe 10% of sales).
Paper Costs (pushing to bigger page counts that benefit a printer
… pushing to deeper circ levels that benefit a paper rep).
Postage.
Co-Op Rental Fees (repeatedly paying $0.06 for the same name
12x a year).
43. Different Tolls
Paid Search / Google = Pay a toll for access to a name that you
already paid a series of tolls to obtain access to via co-ops and
printers and merge/purge houses and paper reps and the USPS.
Retargeting = Pay a toll for access to a name that you already
paid a series of tolls to … hoping to stalk the customer online.
Pinterest = Pay a toll to get a customer to purchase using
creative you gave to Pinterest to free – creative that Pinterest will
now use to charge you a toll that helps Pinterest.
44. Different Tolls
Free Shipping = A toll caused by not having merchandise that is
sufficiently differentiated from the competition.
Television / Radio / Print / Magazines = Rampant tolls.
The smartest companies identify low-cost customer acquisition
programs that bypass the toll collecting process.
45. Measure Your Marketing Toll Rate
Sum discounts, promotions, free shipping, catalog paper
expense, catalog postage expense, catalog printing expense, list
rental and co-op fees, merge/purge fees, online marketing
expense, housefile vendor modeling expense,
TV/Radio/Magazine/Print expenses. Call this sum “tolls paid”.
Calculation: Toll Rate = Tolls Paid / Demand Generated.
If your Toll Rate > 30%, you have problems.
If your Toll Rate > 50%, you are in trouble!!
47. The Modern Print-Based Ecosystem
Minimal
Tolls (Low Ad $)
Teamwork
(Chemistry)
Merchandise
Productivity
Your
Strategy
Customer
Acquisition
Golden Gate Bridge
Catalog Cul-de-sac
Ranch-Style Remodel
Abandoned Warehouse
48. My Thesis: Four Paths
Golden Gate Bridge
Catalog Cul-de-sac
Ranch-Style Remodel
Abandoned Warehouse
49. Golden Gate Bridge
Direct Marketers with a < 50 year old customer base have the
option to “Cross The Bridge” and become fully-fledged e-
commerce brands.
These businesses will fully adopt low-cost customer acquisition
programs designed to fuel online/mobile traffic.
Expect these businesses to leverage print as a support vehicle for
the overall online/mobile brand experience.
Example: Duluth Trading Company.
50. Catalog Cul-de-sac
Direct Mailers with a 50-70 year old customer base love print, and
love working with co-ops and lists.
Many businesses in this segment do not want to change.
The only way to make this strategy work is to have a
neighborhood of great homes in a cul-de-sac, making it a great
destination.
Great Homes = Great Merchandise.
51. Ranch-Style Remodel
Another set of direct mailers with 50-70 year old customers will
pursue hyper-targeted print-based strategies.
Larger print pieces will become smaller print pieces with the best
merchandise at the best prices.
Smaller print pieces will become even smaller print pieces with a
personalized merchandise offering for segments of customers, or
individual customers.
52. Abandoned Warehouse
This is where print-based brands will go to die.
My guess … there will be +/- 12 “Holding Companies”. Think
“Potpourri Group” without a soul.
The Holding Company will attempt to get to the “Magic 8,000,000”
level … they will buy brands that help them get to the 8,000,000
catalog households that love shopping via direct mail. This allows
the Holding Company to bypass the co-ops and encourage cross-
shopping to grow each individual brand.
53. Which Business Do You Want To Be?
Golden Gate Bridge = Crossing over to e-commerce with a low-
cost customer acquisition program.
Catalog Cul-de-sac = Traditional print-based business with
improved merchandise productivity.
Ranch-Style Remodel = Optimization & Personalization to drive
marketing efficiency, which increases circ depth & new names.
Abandoned Warehouse = Sell to a Holding Company in the
future, generate profit & names, then disband.
54. The Modern Print-Based Ecosystem
Minimal
Tolls (Low Ad $)
Teamwork
(Chemistry)
Merchandise
Productivity
Your
Strategy
Customer
Acquisition
Golden Gate Bridge
Catalog Cul-de-sac
Ranch-Style Remodel
Abandoned Warehouse
55. Teamwork / Chemistry
Missing from most catalog-centric brands.
In-fighting between merchants & creative, marketing and
merchandising, online and offline. IT thinks they can and should
be performing all analytics. Operations think they can be
marketers. Marketers hate the CFO and would rather spend time
with vendors than with in-house co-workers (happens all the
time).
Lack of teamwork / chemistry leads to hopelessly futile channel-
centric tactics.
56. The Problem With Channels
Channels speak to “best customers”. When catalogers utilize
“multi-channel” strategies and retailers leverage
“omnichannel”, both theories focus on the existing, core (best)
customer who uses multiple channels. What about everybody
else? Good question!
Over the course of five years – we lose most of our “multi-
channel” and “omnichannel” customers … it’s simple retention
math. Then, we’re forced to find new customers. How do we
do that when we only understand disconnected tactics?
57. Avoid Lizard Logic. Focus On What Matters
Merchandise Productivity.
Stop Paying Tolls.
Teamwork / Chemistry.
Low Cost Customer Acquisition & New Customers.
Brand Response Marketing.
60. 5 Companies Earned 50% Of Black Friday Online
Sales In 2015. Makes It Hard To Compete!
http://techcrunch.com/2015/12/01/amazon-dominated-36-of-online-black-friday-sales-says-slice/
61. Lands’ End Struggles With Tactics – But
Understands The Overarching Story
http://seekingalpha.com/article/3731336-lands-ends-le-ceo-federica-marchionni-on-q3-2015-results-earnings-call-transcript?all=true&find=lands%2Bend
“In our catalog business, we see a significant opportunity to improve
productivity. We would use our catalog circulation and shift investment
away from lapsed and less profitable customers to marketing initiatives
designed to capture new customers. While this resulted in a reduction in
sales, we achieved meaningful cost savings that are being reinvested in
marketing initiatives designed to drive new customer acquisition and
increase brand awareness over time”.
64. Time To Get Busy Fixing The Problem, And If
We Cannot Fix The Problem, It’s Time To Take
Market Share From The Competition.
65. Read A Book – How Brands Grow
This book goes against “conventional
wisdom” … strongly suggesting that the
secret to business success lies in recruiting
the infrequent shopper, while ignoring
customer loyalty initiatives.
The book argues for “brand advertising” that
is not immediately ROI-centric.
I know, I know, you don’t like either topic!!
66. Loyalty Didn’t Save A Video Store In Portland
If you love retail, customer loyalty initiatives,
or both, go read this article about the
closure of a video store.
http://www.vox.com/2015/11/20/9757186/ne
tflix-video-rental-store
Convenience (omnichannel) kills retail, but
thrives in the digital realm.
Loyal customer efforts cannot offset
declines in customer acquisition activities.
Customer acquisition is the secret to
success (or the signal that something is
structurally wrong).
67. Most Of My Clients = Infrequent Shopper Base
Turns out that, for most of
us, loyalty is vastly
overrated.
Over time, some demand
comes from a small slice
of customers …
everybody else =
infrequent / low volume
customers.
68. For My Average Client …
The annual repurchase rate (% of those who purchased last year
buying again this year) is …
37%.
69. For My Average Client …
If 100 customers purchased last year, we have to find this
quantity of new + reactivated buyers just to keep the customer
file flat:
63.
70. If My Average Client Has To Replace 63 Out Of
Every 100 Customers Every Year, Where
Should The Vast Majority Of Your Energy,
Effort, And Marketing Spend Occur?
73. How Do I Know If I Have A New Customer
Acquisition Problem? (See The Red Numbers)
74. Catalogers Went Way, Way, Way Too Far
Typical Cataloger New Customer Acquisition Mix:
35% = Co-Op #1.
24% = Co-Op #2.
16% = Co-Op #3.
10% = Co-Op #4.
15% = Online Marketing.
Would you manage your 401k by investing in Apple, Google,
Facebook, and Twitter, or would you diversify your portfolio?
81. Customer Acquisition Tactics
Marketing Executive: “We believe that nearly every one of our
purchasers in 2014 saw at least one retargeting ad.”
What did prospects who know nothing about the brand see?
How does a prospect learn about what you sell and how you
sell it if the prospect has no idea who you are?
82. Customer Acquisition Tactics
High Cost Customer Acquisition = New York Yankees, Boston
Red Sox, McDonalds, Geico, Progressive.
Low Cost Customer Acquisition = Kansas City Royals, Tampa
Bay Rays, Oakland As, MailChimp, Betabrand.
Most of us no longer know how to approach low-cost
customer acquisition. We only know easy (and expensive)
channel-centric tactics that require minimal co-operation
with employees from non-marketing departments.
83. How We Display Products And How We Tell
Stories Dictates How We Convert Customers
Who Have Yet To Purchase
103. Merchandise = Customer Acquisition Strategy
Zara has achieved global success with almost zero advertising, which the
founder calls a ‘pointless distraction’.
Speed and disposability are the new black.
Nearly 2,000 stores in 77 countries.
Staff churn out 30,000 designs per year – near carbon copies of fashion’s big names.
Lightning fast, locally targeted designs.
Vertically integrated business model limits outsourcing, making most of carbon copy merchandise in-house, guaranteeing quality
levels.
Garments hit floors within three weeks of design, vs. six month industry average.
Fashion used to be sold in four seasons. Zara wants you to buy in 104 seasons (2x per week).
Styles arrive in stores twice a week, days known by customers as “Z” days, or “zed days”. This fuels the need to turn over your
wardrobe.
104. Merchandise = Customer Acquisition Strategy
Zara has achieved global success with almost zero advertising, which the
founder calls a ‘pointless distraction’.
Items are ironed, and price tags are affixed prior to shipping to a store, saving store staff time so that they can sell.
Records are kept of any item tried on but not purchased.
Customers visit the store six times as often as customers visit competing brand stores.
When Zara opened a store in Sidney AU last April, 80% of the stock was snapped up within three minutes.
“We spend a fortune researching and working up ideas, and then Zara comes along and walks off with them for nothing.”
Zara has achieved global success with almost zero advertising, which the founder calls a ‘pointless distraction’.
A business built for speed, designed for addiction.
http://kottke.org/15/11/the-secret-to-zaras-success
106. Be Different = Customer Acquisition Strategy
Cards Against Humanity ran this Black Friday promotion … you give them $5 …
they give you nothing in return. > $63,000 raised. Needless to say, the “trade
press” ran with this promotion, giving Cards Against Humanity “free marketing”.
Free Marketing leads to new customers.
109. Switching = Customer Acquisition Strategy
$200 to switch from Sprint to T-Mobile. I know, I know, you sell Widgets and
cannot do this because you cannot lock a customer in to your brand. Fine. How
about thinking about what you could offer that would lock your customer in to
your brand?
111. Social = Customer Acquisition Strategy
Think of social as your “prospecting list” … you expect to convert a tiny
percentage of your prospects over time. This list is not monetized in the short
term (if ever).
112. Product Review = Customer Acquisition Strategy
Example From Evil Supply Company
113. Send More = Customer Acquisition Strategy
Ariana Bee ♥ @amosborne
How does @EvilSupplyCo
make any money I just got twice
as much as I ordered AND
maybe a friendly ghost
houseguest.
115. Packaging = Customer Acquisition Strategy
Frostbeard Studios in Minneapolis – Based on Stories.
116. Word of Mouth = Customer Acquisition Strategy
If we fail to acquire new customers, or fail to do so in a cost- effective manner, we may not be able to
increase net revenue per active customer or achieve profitability.
Our success depends on our ability to acquire customers in a cost effective manner.
In order to expand our customer base, we must appeal to and acquire customers who have historically
used other means of commerce to purchase home goods and may prefer alternatives to our offerings,
such as traditional brick and mortar retailers, the websites of our competitors or our suppliers’ own
websites. We have made significant investments related to customer acquisition and expect to continue
to spend significant amounts to acquire additional customers. For example, we have continued to expand
our national U.S. television branding and advertising campaigns. Such campaigns are expensive and
may not result in the cost effective acquisition of customers.
We believe that many of our new customers originate from word-of-mouth and other non-paid
referrals from existing customers.
Wayfair Fiscal 2014 10-K Statement
118. Software = Customer Acquisition Strategy
Personalization of merchandise typically leads to 15% - 50% increases in sales per visit / conversion,
and consequently, more new customers. And it isn’t hard – vendors are ready to help. Just do it!!
120. Personalization = Customer Acquisition Strategy
The question of how to provide personalized shopping experiences to
consumers is one that has long puzzled digital retailers. But Stitch Fix, an
online personal styling service for women, thinks it has the answer.
According to Chief Operating Officer Julie Bornstein, “the founder of Stitch
Fix, Katrina Lake, had the theory that there is probably someone out there
better at shopping for me” than me.
So how do they do it? A new client fills out an online quiz where she
provides her “size, her fit, her budget and her style preferences.”
Stitch Fix then looks to its team of personal stylists — assisted by an
algorithm — to select five items that will fit the client’s needs. Once
the client receives her stylist’s picks, she keeps the things she likes and
returns the rest, along with feedback explaining why she did or didn’t like
the items.
As the company comes to fully understand the client’s style and needs,
Stitch Fix becomes an indispensable part of the client’s shopping
experience. And it shows: “80 percent of our first-time clients come back
within 90 days to have a second fix,” Bornstein said.
121. Ship Something = Customer Acquisition Strategy
Sure, your return rates might be 65% … but that also means that 35% of the
folks you shipped something to became new customers … that’s a bit higher
than the 0.4% response rate on a co-op mailed catalog, don’t you think?
125. Employees = Customer Acquisition Strategy
Nordstrom pays retail employees a commission, often close to 7% of the sale.
The most successful employees earn in excess of $100,000 per year.
Competing retailers pay employees $10.00 per hour.
Which business model is going to attract highly motivated employees who love
to “sell” merchandise, and consequently, which business model is able to
generate new customers easier?
135. TV + PR + Stores = Customer Acquisition
Strategy
136. Read What Duluth Trading Said In Their S-1
Statement (24 Consecutive Quarters Of Growth)
Building Brand Awareness to Continue Customer Acquisition. We are a rapidly growing lifestyle brand, have built strong brand
awareness and have successfully acquired customers over the past five years. As a relatively young brand, we believe that we
have a significant opportunity to build even greater brand awareness. According to IRI, once we bring customers to our brand, they
are more satisfied with Duluth Trading than any other brand in our competitive set. We intend to leverage our unique and compelling
marketing strategy, retail expansion and continued catalog prospecting to capture potential new customers.
Humorous and Distinctive Marketing: We make shopping for our products fun by using attention-grabbing advertisements that are
humorous, irreverent and quirky. Our national advertising campaigns that feature characters such as our Giant Angry Beaver, Buck
Naked Guy and Grab-Happy Grizzly continue to increase our brand awareness and drive customers to our brand. We use
storytelling to differentiate our products in the marketplace and create emotional connections with our customers. For
example, we inspire our female customers by featuring women of “grit and substance” whose professions range from ranching to
horse training to dog sled racing to landscape design. We believe our approach to marketing gives our products a distinct identity,
enhances our brand and helps us stand out in the market.
We have a long history of product innovation. We have introduced a number of solution-based products.
+/-10% Pre-Tax Profit, > 30% Growth. Catalog-Centric Company That Is Evolving Outside Of Catalogs
137. Duluth Trading S-1 Marketing Tactics
We pursue our marketing strategy through multiple forms of media, which gives our products an identity and
enhances our brand.
Television: We advertise on cable and broadcast television networks to build brand awareness for both men’s and
women’s products and to reach a large, national audience. These advertisements feature our animated characters and
are intended to be humorous, irreverent and quirky in order to grab the viewer’s attention, while highlighting the
particularly innovative, solution-based features of our core products and the Duluth Trading name.
Catalogs: Our catalogs are an important part of our heritage and represent a tangible vehicle for our authentic and
humorous storytelling. In fiscal 2014, we published 35 issues and distributed over 43 million catalogs, approximately
19 million of which were mailed to prospective customers. Our catalogs support both sales channels, and we believe
they serve as an important customer acquisition tool by driving visits to our website and retail stores.
Other Tactics: Digital and Email Marketing (display, digital video, search, targeted email), Social Media, Radio,
Collateral Print, Outdoor Marketing, Event Sponsorships.
138. I Know, I Know.
“You Are Unique.”
“You Are Different.”
“Their Success Doesn’t Apply To Your Business.”
But They Are Growing. Your Business??
150. Knowledge = Customer Acquisition Strategy
Going Pro
Beginning in 2014, Threadless A/B tested every single campaign they sent for a year and a half: subject
lines, from names, send times, the works. This summer, when we launched MailChimp Pro, Lance jumped at the
chance to learn even more using the new Multivariate Testing features.
Since upgrading, they’ve been able to get even more granular, testing the placement and length of content
modules, the number and size of images, and the effectiveness of underlined links versus linked buttons.
Sometimes, the results are inconclusive (for instance, their subscribers didn’t strongly respond to one type of link
over another), which gives their email designers room to play with visuals without worrying about negatively
impacting engagement.
Other times, test results are more nuanced. “The tests with promotion-based subject lines versus non-promotion
subject lines have resulted in the most learning,” Lance says. “In our tests, a bigger percentage of
people open the non-promotion subject lines—which you would suspect. But there’s something interesting once
you look at clicks. Far more people click the promotion-based subject lines. That’s resulted in creating 2
segments: people that care about promotions, and people that might not.”
181. Baby Boomer site conversion rates are mostly
similar to Millennial brand conversion rates.
Therefore, we can conclude that creative doesn’t
dictate conversion rates.
Yet, put Millennial creative in a Baby Boomer brand,
and it “won’t work” – it will be viewed as “wasteful
branding”. Similarly, Boomer creative in a Millennial
brand won’t work – it will be viewed as “antiquated”.
Creative aligns with demographics. Use
appropriately.
182. How One Brand Uses Low-Cost Advertising
And Viral Techniques And Website/Mobile To
Clearly Communicate A Customer Acquisition
Focus
192. “Our brand is unique.”
“Our brand is different.”
“These tactics won’t work for us, we sell
Widgets. We tried this stuff and it didn’t work.
Where are the good ideas that work?”
“Do you have any free ideas we can borrow
from your client base? What do they do?”
193. No Wonder Omnichannel Theory Is Trendy
Among Publicly Traded Retailers Who Are Out
Of Customer Acquisition Ideas
1 – Digital = Cheaper.
2 – Stores Will Close = More Cash Available.
3 – Cash Goes To Ownership Via Stock
Buybacks And Dividends
197. Three Steps To Customer Management
1 = Low Cost Customer Acquisition.
2 = Care/Feeding Of 0-3 Month 1x / 2x Buyers
To Help Them Move To Frequent Status Faster.
3 = Harvest Profit From Loyal Buyers.
200. Three Steps To Customer Management
We focus our efforts on loyal buyers. But there
aren’t enough loyal buyers to “push the
peanut”.
The bulk of profit comes from recent, low
frequency buyers. The key is to acquire many
customers at a low cost, and then rapidly move
those customers along the life-cycle.
201. The Modern Print-Based Ecosystem
Minimal
Tolls (Low Ad $)
Teamwork
(Chemistry)
Merchandise
Productivity
Your
Strategy
Customer
Acquisition
Golden Gate Bridge
Catalog Cul-de-sac
Ranch-Style Remodel
Abandoned Warehouse
202. What Is Holding Us Back?
Decreasing Merchandise Productivity makes all
marketing efforts less productive.
Tolls drive up the cost per new customer, drive down
the number of new customers we can acquire.
Teamwork / Chemistry is, in so many cases, non-
existent. Makes it hard to do new/interesting things.
203. New Concept =
Brand Response Marketing Team
A cross-functional team comprised of Marketers,
Merchants, Creative Staffers, and Online Experts.
The team has one job, and one job only … Increase
The Number Of New Customers On An Annual Basis
At An Ever-Decreasing Cost Per New Customer.
204. Brand Response Marketing Team
The cross-functional team is given authority to
change the website, change catalog creative and
catalog format, and is given authority to invest in
new areas that will lead to an increase in new
customers at a decrease in cost per new customer.
Without the authority to make changes, change will
not happen.
205. Brand Response Marketing Team
The team is comprised of 30-39 year old
professionals. Once you are 40 years old, you are
out. We want new ideas for improvement.
The team earns a 50% salary bonus if New Customer
and Cost Per New Customer goals are exceeded. All
other employees earn a 20% bonus (shared
responsibility).
206. Brand Response Marketing Team
Success is measured annually, not (I repeat, NOT) on
a campaign-by-campaign basis. Who cares if an
individual campaign works or not? This team plants
seeds in April that are part of a bumper crop harvest
in October. This team is not measured like Direct
Marketers. This team is far more accountable than
are Brand Marketers. Hence, the term “Brand
Response Marketing”.
207. Brand Response Marketing Team
If goals are not exceeded, new marketing /
merchandising / creative members are brought in.
If goals are exceeded, Brand Response Marketing
Team members are promoted to Executive roles.
This is your “AAA” Farm System, if you will … this is
the place you develop future Executives.
208. Brand Response Marketing Team
Do you have the courage to give a team of 4-8
Director-Level professionals accountability for
New Customer Acquisition counts at a lower
Cost per New Customer?
209. Brand Response Marketing Team
Are you willing to pay these employees a 50%
annual salary bonus when they exceed your
goals and objectives?
Are you willing to pay all other employees a
20% annual salary bonus to encourage them to
support the Brand Response Marketing Team?
210. Brand Response Marketing Team
Are you willing to go beyond simplistic
channel-centric tactics that yield tepid results,
focusing instead on the slides in this
presentation, slides that illustrate how other
Brand Response Marketers approach Customer
Acquisition?
211. Brand Response Marketing Team
Do you agree that Customer Acquisition is the
most important issue we face in the next five
years?
No? Then let’s have a discussion, right now,
about what is more important. Because what
we’ve always done & how we’ve always done it
is not working. It’s time for change.
212. Avoid Lizard Logic. Focus On What Matters
Merchandise Productivity.
Stop Paying Tolls.
Teamwork / Chemistry.
Low Cost Customer Acquisition & New Customers.
Brand Response Marketing.
213.
214. Re-Focus
1 – Plant Seeds In Jan-Aug
2 – Harvest Your Bumper Crop Through October
3 – Generate Profit Next Year
215. Need Help Determining If You Have A Customer
Acquisition Problem??
Kevin Hillstrom
President, MineThatData
Blog - http://blog.minethatdata.com
http://minethatdata.com
kevinh@minethatdata.com
Twitter - @minethatdata
Podcast – http://soundcloud.com/minethatdata