Kristen

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  • The Challenge:   Well-known apparel & housewares retailer wants to drive in-store traffic to their 1,500 locations nationwide using social and mobile.
  • In this age of mass produced, manufactured products, people have lost the personal connection with the product designer. There’s no way to express the love of a product directly to the producer of a product anymore.
  • Designers and buyers used to have an intimate relationship with each other. A shared love around art. The buyer wants to know why the designer picked a certain fabric or how he or she came up with that design. The designer wants to know what inspires the buyer about his or her latest line.
  • Echo invites you to empower your shoppers to connect….
  • Host a live social event that is produced by the national, centralized marketing team, with support from the local in-store teams. Feature an opportunity to chat live with the celebrity designer of the retailer’s hottest Spring clothing line.
  • Invite them via email. Immediate. Trackable. Available on their mobile phones later, assuming they have a smart phone.
  • Theming would be managed by the store’s merchandising department, but one of the central features would be large screens showcasing…
  • + which trends that retailer sells are trending.
  • When users reach a certain engagement level, they are eligible to receive a covetable, limited edition bag with purchase, hand-picked by the designer. The engagement level should be low enough that it’s easy to achieve… for example, by checking in and asking a question or by voting about their favorite product.
  • Kristen

    1. 1. Instant RFP! Driving Traffic to a Local Retailer <ul><li>Kristin Hersant, VP of Marketing, Echo </li></ul><ul><li>www.aboutecho.com </li></ul><ul><li>@kristinhersant </li></ul>
    2. 2. <ul><li>In the age of mass-produced, manufactured products, people have lost a personal connection with the product designer. </li></ul>
    3. 3. <ul><li>Loss of voice. Loss of commonality. </li></ul>
    4. 4. <ul><li>Empower shoppers to connect with your products on a deeper level. </li></ul>
    5. 5. <ul><li>Reconnect the innovator with the buyer of that product through social media. </li></ul>
    6. 6. Host a Live, Real-time Social Event <ul><li>Give shoppers the opportunity to chat live with the celebrity designer of one of your hottest Spring clothing lines. </li></ul>
    7. 7. The Concept <ul><li>Shoppers are invited to visit 1,500 local retail locations and try on items from the clothing line. </li></ul><ul><li>Ask questions directly to Michael Kors about fit, style, and inspiration from their mobile phones. </li></ul>
    8. 8. In-Store Environment <ul><li>Departments selling Michael Kors in 1,500 locations would be specially themed for the event. </li></ul><ul><li>Big screens showcase nationwide and local real-time activity from the event. </li></ul><ul><ul><li>Check-in Demographics </li></ul></ul><ul><ul><li>Live Q&A Stream </li></ul></ul><ul><ul><li>Tweets/Posts/Comments/Replies </li></ul></ul><ul><ul><li>Badges & Rewards </li></ul></ul><ul><ul><li>Event Lifestream </li></ul></ul>
    9. 9. Live, Real-time Q&A <ul><li>Shoppers submit questions via mobile/web . </li></ul><ul><li>Shoppers can vote questions up or down. </li></ul><ul><li>Questions trend in real-time based on # of votes. </li></ul><ul><li>Top questions are sent to a “green room” and fielded to Michael Kors, who answers them personally. </li></ul>
    10. 10. Social Log-in, Sharing & Comments <ul><li>Shoppers can log-in via over 20+ social platforms. </li></ul><ul><li>Shoppers can share their favorite comments and reply to each other’s posts in real-time . </li></ul><ul><li>Each comment instantly folds into the stream. </li></ul><ul><ul><li>All crowd-sourced activity is captured in a live stream on in-store screens and the web. </li></ul></ul>
    11. 11. Real-time Data Trending <ul><li>In-Store screens also feature real-time data trending to show: </li></ul><ul><ul><li>The most popular items as voted by shoppers compared to the designer’s favorite picks. </li></ul></ul><ul><ul><li># and types of items sold would change in real-time as people purchased/voted. </li></ul></ul>
    12. 12. Purchase Incentive / Gamification <ul><li>Users are rewarded with badges and points for each log-in, check-in or action, which feeds into the live activity stream . </li></ul><ul><li>When users reach a certain engagement level, they are eligible to receive an exclusive gift with purchase . </li></ul><ul><ul><li>Level is low enough that it’s easy to achieve. </li></ul></ul><ul><ul><li>Gift is highly sought after/covetable. </li></ul></ul>
    13. 13. Timeframe <ul><li>A week-long event with the live, real-time Q&A taking place on a Monday night. </li></ul><ul><li>After the Q&A is over, the designer can continue to interact with fans via Twitter in the event Lifestream . </li></ul><ul><li>Real-time activity is woven into the retailer’s e-commerce site to drive post-event buzz and engagement . </li></ul>
    14. 14. Mutual Upside = Recurring Revenue <ul><li>Retail Brand Gets: </li></ul><ul><li>In-store traffic </li></ul><ul><li>Increased shopper engagement </li></ul><ul><li>Registration data from social log-in </li></ul><ul><li>Ability to opt-in to email </li></ul><ul><li>X% lift in sales </li></ul><ul><li>PR Buzz/positioned as a leader in social/mobile </li></ul><ul><li>A repeatable model (4X/year) </li></ul><ul><li>Shoppers Get: </li></ul><ul><li>A once in a lifetime opportunity to connect with their favorite designer. </li></ul><ul><li>Exclusive access to future events. </li></ul><ul><li>New merchandise + a hot bag + a story to tell all of their friends . </li></ul>
    15. 15. Program Cost & Execution <ul><li>Central marketing department will arrange for the designer’s time, secure the covetable bag, send invites. </li></ul><ul><li>Local marketing teams will theme & staff departments, offer free in-store WiFi, rent large screens. </li></ul><ul><li>Echo enables all cross-platform social functionality as part of a real-time interactive experience. </li></ul><ul><li>Echo cost will range between $150K - $250K depending on the number of real-time streams served. </li></ul>Kristin Hersant, VP of Marketing (415) 295-4515 [email_address] @kristinhersant

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