C3 2012 Inside Look, REI - Jordan LeBaron

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REI is an outdoor recreation retailer that faced challenges with changing landscapes, lack of visibility, and siloed teams. The plan to address these issues included telling REI's story with data, visualizations, and content like product information, expert advice, and infographics. The plan also focused on agile development with cross-functional teams, bias towards action, and iterative improvements. This approach resulted in a 96% increase and positions REI to continue with agile SEO, marketing, and content strategy development.

Marketing

#C3ny

Inspire, educate and outfit for a lifetime
of outdoor adventure and stewardship

#C3ny

http://www.flickr.com/photos/cabbit/4405135791/
We faced changing
LANDSCAPES
http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/

#C3ny

http://www.flickr.com/photos/cabbit/4405135791/
We lacked
VISIBILITY

#C3ny

+ SEO

+ ≠
+ “STORE ENTERED ORDERS”

#C3ny

Too busy avoiding
HIPPOS
http://www.flickr.com/photos/digitalart/2556546177

#C3ny

We were
SILOED
http://www.flickr.com/photos/wili/3956062575/

#C3ny

We lacked
AGILITY
http://www.flickr.com/photos/26112504@N05/3031027248/

#C3ny

http://www.starwars.com/explore/encyclopedia/characters/hansolo/

#C3ny

•  Telling our Story
•  Agile
•  Content
•  Soft Skills

#C3ny

Telling our story
http://www.flickr.com/photos/reedinglessons/2251782928

#C3ny

with
DATA
http://www.flickr.com/photos/inque3/6175310592

#C3ny

with
VISUALIZATIONS
http://www.flickr.com/photos/birgerking/3145391821

#C3ny

http://www.flickr.com/photos/pasukaru76/3998209007
Shrink the Change

#C3ny

AGILE DEVELOPMENT
http://www.flickr.com/photos/jamiepatra/5232251602/

#C3ny

http://www.flickr.com/photos/joriel/2193885168
Cross-functional teams

#C3ny

Bias towardsaction
http://www.flickr.com/photos/bitzcelt/4787422150

#C3ny

http://www.flickr.com/photos/st3f4n/4193370268
Don’t Hate. Iterate

#C3ny

CONTENT
http://www.flickr.com/photos/paolomargari/3551552239

#C3ny

Content:
Expert
advice

Expert Advice

#C3ny

SOFT SKILLS
http://www.flickr.com/photos/sweenpole2001/3915441536

#C3ny

Customers First
http://www.flickr.com/photos/seandreilinger/4208435158

#C3ny

http://www.flickr.com/photos/swang168/368748525
Practice Transparency

#C3ny

Relationships Matter
http://www.flickr.com/photos/9619972@N08/1350940605

#C3ny

Tell YOUR story
http://www.flickr.com/photos/reedinglessons/2251782928

#C3ny

Adopt Agile Elements
http://www.flickr.com/photos/jamiepatra/5232251602/

#C3ny

Content with Utility
http://www.flickr.com/photos/paolomargari/3551552239

#C3ny

Develop the Soft Skills
http://www.flickr.com/photos/sweenpole2001/3915441536

#C3ny

QUESTIONS?
email: jlebaro@rei.com
twitter: @jordanlebaron

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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.

Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover