Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

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If a retailer does not recognize the changing dynamics of the consumer; how they will shop and connect with brands in the future, they will not just be punished; they will be punished with impunity.

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Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

  1. 1. Old Dog New Tricks Me Me Again© 2012 Napier Marketing Group All Rights Reserved
  2. 2. Why is it Why is it a man wakes up in the morning, after sleeping on his advertised bed, on his advertised mattress in his advertised pajamas.He will bathe in his advertised tub, shave with his advertised razor and shaving cream, have breakfast with his advertised juice, cereal and toast….toasted in his advertised toaster, put on advertised branded clothes and quickly glance at his advertised watch. He will catch thenews on his new advertised flat screen that he purchased at a heavily advertised store. He will ride to work in his advertised car, sit at his advertised desk and write with his advertised pen or utilize his advertised computer. Yet it’s ironic that when he’s approached to advertise his business, he says advertisingdoesn’t pay…..until his business fails and then he’ll gladly advertise the saleand liquidation of his business……why, so people will come and liquidate his assets.
  3. 3. About The Presenter • 30 Years in Consumer Product Marketing – Promotion Agency Owner • Numerous awards for best strategy, creative and tactics. Engineered many package centered promotions including Patent #5,571,358 • Partner – Napier Marketing Group, Inc. • More information on LinkedIn • 12 years in the Home Furnishing’s Industry – CMO Ashley Furniture, LeatherTrend, Home Line Furniture & Napier Marketing Group. • Winner Gold Reggie - Best Promotion in North America from the Promotional Marketing Association while at Ashley Furniture – implemented the largest promotion ever in the HF Industry. • Published many articles in NHFA Retailer, HFB and more www.napiermkt.com www.social4retail.com Join My Discussion on Bill Napier billnapier@napiermkt.com 612-217-1297© 2012 Napier Marketing Group All Rights Reserved
  4. 4. Integrated Marketing Today’s Consumer “Consume” Marketing (Brand) Messages From A Wide Variety Of Channels (E.G. TV, Cable/Satellite TV, Radio, Newspaper, Outdoor, Internet, Magazines, Direct Mail, Telemarketing, Special Events, Etc). It Is In The Best Interest Of The Retail Community To Make Use Of Multiple Marketing Communications Vehicles And It Is Equally As Important To Insure The Messages Conveyed On The Various Channels Are Coordinated (Integrated) In Order For The Marketing Message To Be Communicated Clearly And With Adequate Frequency. Definitions & Terminology© 2012 Napier Marketing Group All Rights Reserved
  5. 5. Integrated Marketing What’s Missing ???© 2012 Napier Marketing Group All Rights Reserved
  6. 6. Old Dog New Tricks Me Me Again© 2012 Napier Marketing Group All Rights Reserved
  7. 7. If a retailer does not recognize thechanging dynamics of the consumer;how they will shop and connect with brands in the future, they will not just be punished; they will be punished with impunity. 2005
  8. 8. © 2012 Napier Marketing Group All Rights Reserved
  9. 9. The ability to learn faster than your competitor may be the only sustainable competitive advantage© 2012 Napier Marketing Group All Rights Reserved
  10. 10. In The 60’s It Was All About PLASTICS© 2012 Napier Marketing Group All Rights Reserved
  11. 11. Today & Beyond It’s All About Being Connected© 2012 Napier Marketing Group All Rights Reserved
  12. 12. © 2012 Napier Marketing Group All Rights Reserved
  13. 13. The Internet Is The Change Agent Then And Now 2000 2010 79% Of Adults Use Internet 46% Of Adults Use Internet 64% Have Broadband At Home5% With Broadband At Home 82% Own A Cell Phone 50% Own A Cell Phone 59% Connect Wirelessly 0% Connect Wirelessly 66% Use The “Cloud” <10% Use “Cloud” 48% = Tech Social Networkers0% = Tech Social Networkers NOW: Faster, Mobile Connections THEN: Slow, Stationary Built Around Outside Servers AndConnections Built Around My Storage Computer June 24, 2010 13
  14. 14. To Reach 50,000,000 Users… It Took: • Telephone - 38 years • Television - 13 years • Internet - 4 years • iPod - 3 years • Facebook - 2 years© 2012 Napier Marketing Group All Rights Reserved
  15. 15. How We Are Connected • The number of internet devices in 1984 was 1,000 • The number of internet devices in 1992 was 1,000,000 • The number of internet devices in 2008 was 1,000,000,000 • The number of internet devices in 2015 will be 15,000,000,000© 2012 Napier Marketing Group All Rights Reserved
  16. 16. © 2012 Napier Marketing Group All Rights Reserved
  17. 17. © 2012 Napier Marketing Group All Rights Reserved
  18. 18. © 2012 Napier Marketing Group All Rights Reserved
  19. 19. Today The Internet Has Changed Everything In a recent survey, 72+% Of women surveyed said they were doing online research before buying shampoo.The Breck Girl is being replaced by a “shopping bot”.© 2012 Napier Marketing Group All Rights Reserved
  20. 20. Traditional Ways to Get “DEALS”© 2012 Napier Marketing Group All Rights Reserved
  21. 21. The New Way Click & Print - FREE© 2012 Napier Marketing Group All Rights Reserved
  22. 22. Let’s Get Visual How We We Can Items Of How Market 12 WIN Home Furnishings In 30 The Race To The OR Seconds AND…. Bottom With 99% Off The Consumer is Supposed to Retail Retain This Message ???© 2012 Napier Marketing Group All Rights Reserved
  23. 23. Average Time “US adults now spendConsumers Spend “PER more time on mobile devices each day thanDAY” With Major Media they do with print media.” Source: e-Marketer December 2011© 2012 Napier Marketing Group All Rights Reserved
  24. 24. © 2012 Napier Marketing Group All Rights Reserved
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  27. 27. For First Time In History, TV Ownership Declines A.C. Nielsen November 2011
  28. 28. Video – Sharing Site Usage Over Time 2006-2011 Are You Streaming Video on Your Website?© 2012 Napier Marketing Group All Rights Reserved
  29. 29. Visits To Online Video-sharing Sites By Regions A Great Way To show off your store, share your brand platform and more….without trying to cram it into a 30© 2012 Napier Marketing Group All Rights Reserved second spot
  30. 30. MeanwhileMore Than 1,000,000,000,000 (One Trillion) Playbacks On YouTube This Year(Yep, Count ‘Em, 12 Zeroes).That’s About 140 Views For Every Person On The Earth. More Than Twice As Many Stars As In The Milky Way.© 2012 Napier Marketing Group All Rights Reserved
  31. 31. 78% Of The U.S. Is Connected To The Internet 272,100,000 Individuals© 2012 Napier Marketing Group All Rights Reserved
  32. 32. 1 In 2 Smart Phone Users Have Searched On Their Phones For Nearby Stores© 2012 Napier Marketing Group All Rights Reserved
  33. 33. © 2012 Napier Marketing Group All Rights Reserved
  34. 34. © 2012 Napier Marketing Group All Rights Reserved
  35. 35. How Are You Marketing Your Store And To % Whom ? Integrated Marketing?© 2012 Napier Marketing Group All Rights Reserved
  36. 36. Everything Has Changed BUT…. The Most Profound Change Relates To The Demographic Shift in the Past 7 Years© 2012 Napier Marketing Group All Rights Reserved
  37. 37. Older BOOMERS 58 – 63 Years of Age PAST - Primary Target Market for Home Furnishings Total BOOMER Population 76,985,270© 2012 Napier Marketing Group All Rights Reserved
  38. 38. Young BOOMERS 45 – 50 Years of Age PAST - Primary Target Market for Home FurnishingsTotal BOOMER Population 76,985,270
  39. 39. Middle BOOMERS 51 – 57 Years of Age PAST - Primary Target Market for Home Furnishings Total BOOMER Population 76,985,270© 2012 Napier Marketing Group All Rights Reserved
  40. 40. Gen “X” 33 – 44 Years of Age NEW Primary Target Market for Home Furnishings Total “X” Population 49,660,301© 2012 Napier Marketing Group All Rights Reserved
  41. 41. 15– 32 Years of Age NEW Upcoming & Secondary Target Market for Home Furnishings Total GEN “Y” Population 76,370,030© 2012 Napier Marketing Group All Rights Reserved
  42. 42. Total Gen “X” + Gen “Y” Population 126,030,331 Are You Prepared For This Consumer?© 2012 Napier Marketing Group All Rights Reserved
  43. 43. The Vast Majority Of Gen X Is Already Online (88%) And, By 2015, That Figure Will Have Topped 90%. In Fact, The Report Found That Gen Xs Digital Media Consumption Is Strikingly Similar To That Of Gen “Y” - Millennials. They Use Social Networks, Watch Video On Their Computers And Mobile Devices, And Enjoy Shopping Online. They Methodically Research And Evaluate Products Prior To Purchase And Place Great Value On The Opinions Of Their Friends And Family. E-Marketer December 2011© 2012 Napier Marketing Group All Rights Reserved
  44. 44. Big Dog When It Comes To Your Business Model, Who Would You Rather Be? Little Dog© 2012 Napier Marketing Group All Rights Reserved
  45. 45. © 2012 Napier Marketing Group All Rights Reserved
  46. 46. © 2012 Napier Marketing Group All Rights Reserved
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  48. 48. © 2012 Napier Marketing Group All Rights Reserved
  49. 49. Everyone is doing it…..Is Your Store or Brand There to Participate IF They want To Find You?© 2012 Napier Marketing Group All Rights Reserved
  50. 50. © 2012 Napier Marketing Group All Rights Reserved
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  53. 53. 3 Fundamentals Of a Great Internet Marketing Strategy • Attract - Getting found • Engage – engaging them with lots of content and information so they can make an “informed” decision • Connect – consumers with your sales people/ store with sales, marketing and communication tools© 2012 Napier Marketing Group All Rights Reserved
  54. 54. Internet Marketing The Basics…. • Get Found There are 3 fundamental ways Consumers search for Home Furnishings General Searches Category Searches Branded Searches 42% Of Organic Searches In The Last Year Are 4+ Words© 2012 Napier Marketing Group All Rights Reserved
  55. 55. Search Attracting Consumers General Searches General searches are the most common search phrases among non dealer-specific furniture searches. These phrases use terms such as "furniture" or "furniture store" combined with a geographic term such as "Minneapolis" or "Twin Cities." Category Searches Category searches are the next most common type of furniture search. Category or "room" searches are comprised of furniture specific keywords such as "bedroom furniture" or "reclining sofa" combined with geographic terms. Branded Searches Manufacturer branded searches are made up of a manufacturers brand name, collection name or specific item/SKU name combined with a geographic term. You MUST Have Content That Addresses All 3 To Be Successful !!!© 2012 Napier Marketing Group All Rights Reserved
  56. 56. Over the past few years, Google has attracted 65-70% of all internet searches. Around three quarters of all internet users perform local searches while an astonishing 82% of these searches result in an offline phone call, in-store visit or purchase. • 97% of American internet users use the internet to shop of which 57% characterize their behavior as shop online, purchase offline (NPD Group) • 90% of online commercial searches result in offline purchases (comScore) • 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore) • 74% of Internet users perform local searches (Kelsey Group) • 61% of local searches result in purchases (TMP/comScore) • 54% of Internet users would rather use the Internet and local search then phone books (comScore) • 35% of all searches are local (DM News) March 11, 2011© 2012 Napier Marketing Group All Rights Reserved
  57. 57. Once They Find You… Now What? 2.) Engage Them© 2012 Napier Marketing Group All Rights Reserved
  58. 58. © 2012 Napier Marketing Group All Rights Reserved
  59. 59. © 2012 Napier Marketing Group All Rights Reserved
  60. 60. Are You Scared Yet?You Should Be © FurnitureDealer.net 2012 All Rights Reserved Excerpts From Andy Bernstein’s Furniture Today Conference 2011
  61. 61. The 10 Platforms That Will Make You Relevant In Retail
  62. 62. Are YouIrrelevant
  63. 63. We WillShow You How
  64. 64. At The High Point Furniture Market Tuesday 2:30PM April 24 th Retail Resource Center

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