Dinner & A Show
Or How I learned to love random
comments
Cinmar
• Oh yeah, I remember, catalogs right?
• Where do you find feedback?
• Dinner with Frontgate
• Grandin Road’s Hallo...
Oh yeah, I remember, catalogs
right?
• Frontgate Catalog Launched 1991
• Grandin Road Catalog Launched 2003
• 63% of Deman...
Where do we find feedback
• Dig Deeper
– Beyond social
• Email
• Call centers
• Customer dinners/focus groups
• On Site Se...
Dinner with Frontgate
• 3 Markets – New York, Dallas & Los Angeles
• 6 Frontgate Homes
• 36 Customers
• 3 Markets – New Yo...
What We Heard
• Quality is expected
• Surprise and delight
• Striving For Perfection Is Out - Maximizing
Function Is In
• ...
What are we doing
• Lifestyle and Content Focus
– Editorial Based Content
– Entertainment Offerings – Wine/Cheese Club
• D...
ROI
“Paul,
I am actually crying. Full on crying after reading that. And then I
look over at Brent and HE IS TOO!!!!! It's ...
ROI
“Paul:
I looked through your summer catalog and was pleasantly surprised to see diversity. You had pics
of the differe...
Grandin Road’s Halloween Haven
• Growing Part of GR’s Product Offering
• 47 pages in 2012 Catalog out of 96
• Over 388 Exc...
What We Heard
• Real excitement in the marketplace
• Halloween #1 term for onsite search in May
• 107 pages of comments on...
What We Did
• Launched one month earlier
• Launched a 74pg dedicated HH Catalog
• 150 New Halloween Haven Products
• Devel...
Halloween Haven 2013 Performance (thru Sept)
• 17k Views of Teaser HH
Video
• 45k+ Views of HH video
• 109% YOY increase i...
Things We Learned
• Extend your listening channels beyond the
norm
• Leverage Free Data Sources
• Content is King
• Connec...
Shop.org ad23 sep13
Shop.org ad23 sep13
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Shop.org ad23 sep13

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this is my presentation from last year at Shop.org 2013 in Chicago

Published in: Internet, Technology, Spiritual
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Shop.org ad23 sep13

  1. 1. Dinner & A Show Or How I learned to love random comments
  2. 2. Cinmar • Oh yeah, I remember, catalogs right? • Where do you find feedback? • Dinner with Frontgate • Grandin Road’s Halloween Haven
  3. 3. Oh yeah, I remember, catalogs right? • Frontgate Catalog Launched 1991 • Grandin Road Catalog Launched 2003 • 63% of Demand Comes Through Digital
  4. 4. Where do we find feedback • Dig Deeper – Beyond social • Email • Call centers • Customer dinners/focus groups • On Site Search terms • Chat Forums – Look for patterns and don’t overreact to individual comments
  5. 5. Dinner with Frontgate • 3 Markets – New York, Dallas & Los Angeles • 6 Frontgate Homes • 36 Customers • 3 Markets – New York, Dallas & Los Angeles • 6 Frontgate Homes • 36 Customers
  6. 6. What We Heard • Quality is expected • Surprise and delight • Striving For Perfection Is Out - Maximizing Function Is In • Lifestyle resonates • Always in Inspiration Mode • It’s About the Experience
  7. 7. What are we doing • Lifestyle and Content Focus – Editorial Based Content – Entertainment Offerings – Wine/Cheese Club • Developing Authority in the Space – More Design Specialists – Online Design Guides – Assisted Selling Tools – Extending Our Offering
  8. 8. ROI “Paul, I am actually crying. Full on crying after reading that. And then I look over at Brent and HE IS TOO!!!!! It's the most beautiful spread you've ever done. I'm so happy I could scream. I don't even have the words to describe how pleased we are. Dayna D.”
  9. 9. ROI “Paul: I looked through your summer catalog and was pleasantly surprised to see diversity. You had pics of the different children playing together. It could have been a blended family. Lastly, there was the pic of the man and woman floating in the pool together. It looks like your company supports people loving whoever they want. I could be wrong. Just the same, I enjoyed seeing this in the context of selling an idea of quality living. I'm sure there are plenty of people that fit this mold. Seeing this layout would improve the chances of me purchasing from Frontgate as opposed to a competitor. I thought it was important for you to hear from potential customers and know we support who you are targeting in your advertising. Sincerely,Barry A.”
  10. 10. Grandin Road’s Halloween Haven • Growing Part of GR’s Product Offering • 47 pages in 2012 Catalog out of 96 • Over 388 Exclusive Products Offered • Only 13,000 Views of last year’s video • 30% of 2012 Overall Demand • 70% of Demand is Digital
  11. 11. What We Heard • Real excitement in the marketplace • Halloween #1 term for onsite search in May • 107 pages of comments on HalloweenForum.com • First mention of HH on HalloweenForum.com this year – 13 March • Constant stream of Facebook and Twitter comments in anticipation of the HH launch
  12. 12. What We Did • Launched one month earlier • Launched a 74pg dedicated HH Catalog • 150 New Halloween Haven Products • Developed integrated content and social marketing plan • 4 Different Videos • Blog Launch • Top 10 Lists – Movies, Products, Makeup Tips, etc. • Spooky Décor Photo Galleries • All Content seeded, tweeted, pinned, fb’ed and houzzed • Continued to monitor onsite search and social channels
  13. 13. Halloween Haven 2013 Performance (thru Sept) • 17k Views of Teaser HH Video • 45k+ Views of HH video • 109% YOY increase in Revenue
  14. 14. Things We Learned • Extend your listening channels beyond the norm • Leverage Free Data Sources • Content is King • Connect On A Human Level • ROI is not always revenue based • React to Patterns

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