Digital Marketing for Sales Agencies

DIGITAL MARKETING
FOR SALES AGENCIES
Gift & Home Trade Association Conference2014 | Presented by: Brianne Houck

@BRIANNEHOUCK
LINKEDIN.COM/IN/BRIANNEHOUCK
BHOUCK@BRANDWISE.COM
BRIANNE HOUCK
DIRECTOR OF MARKETING, BRANDWISE
Breakout Session Moderator| Digital Marketing for Sales Agencies

 SILENCE YOUR PHONES & PLEASE DO NOT CHECK EMAIL
 MINIMIZE SIDE CONVERSATIONS
 RAISE YOUR HAND FOR MICROPHONE FOR COMMENTS & QUESTIONS
 BEFORE TALKING, PLEASE INTRODUCE YOURSELF & YOUR COMPANY

W H Y I S A D O P T I N G
DIGITAL MARKETING
SO IMPORTANT TO MY BUSINESS?
?

DIGITAL MARKETING,
IF I DON’T GET ON BOARD WITH
I WON’T HAVE A FUTURE BUSINESS.
-PRE CONFERENCE BREAKOUT SURVEY ANSWER
“

SALES AGENCY
MARKETING
A BRIEF HISTORY
 MARKETING STREET TEAM
 BRAND EVANGELISTS
 RELATIONSHIPS BUILT ON SERVICE
 EVENT DRIVEN
THE HISTORY

SMALL. SCALABLE.
MEASURABLE.
BASIC STEPS FOR CREATING A DIGITAL
MARKETING PLAN
 GOALS
 PLANNING
 STRATEGY
 CREATION
 MEASUREMENT
THE PLAN

1. GOALS
IF YOU MAKE AN INVESTMENT IN TIME AND
RESOURCES INTO
DIGITAL MARKETING – WHAT DO YOU
WANT TO GET OUT OF IT?
 NEW CUSTOMERS?
 INCREASED REVENUE – NEW REVENUE OR
INCREASED ORDER SIZE?
 NEW SUPPLIERS?
 MORE SATISFIED CUSTOMERS?
 MORE SALES REPS?
GOALS

2. PLANNING
WHERE DO YOUR GOALS ALIGN WITH YOUR
BUYER’S NEEDS?
 KNOW YOUR BUYERS
 PLAN YOUR STRATEGY ACCORDINGLY
PLANNING

“Your buyers are the source of the insights that will
clarify all decisions. By channeling
the buyer’s voice –
clearly, accurately and
persuasively –
the buyer persona gives
marketing the confidence
to say “This is what really
matters to our buyers.
So here’s the plan.”
-Adele Revella, President,
Buyer Persona Institute

UTILIZING BUYER
PERSONAS IN AN EMAIL
CAMPAIGN RESULTED IN:
2X THE OPEN RATE
5X THE CLICK THRU RATE
-FORRESTER RESEARCH

HOW TO CREATE BUYER PERSONAS
CONSULT INTERNAL
STAKEHOLDERS.
SOURCE: Sales Reps, Back Office, Customer Service, Vendors
PROS: Fast and simple; makes it easy to leverage existing
knowledge
CONS: Provides a limited and recycled view of what you
already know about your buyers; no new insights.
OPTION
#1
Source: the Buyer Persona Institute

LEVERAGE FAMILIAR TOOLS.
SOURCE: Online surveys, social media, web research, analyst
reports, web analytics, etc.
PROS: Low cost, statistical data, validates existing opinions
CONS: Misses offline buying behavior; focuses on historical
behavior and responses to internally generated questions
OPTION
#2

Out of these three
methods, ONLY
INTERVIEWING
BUYERS tells you
something you didn’t
already know.
INTERVIEW REAL BUYERS.
SOURCE: Buyers who recently became engaged with your agency
or reps or your competitors, suppliers, etc.
PROS: Provides in-depth and non-obvious details about how, when
and why buyers make the decision you want to influence
CONS: Requires strong listening and interviewing skills
OPTION
#3
!

 WHAT ARE YOU BIGGEST CHALLENGES AS A BUYER / BUSINESS OWNER
 WHAT ARE YOUR GOALS AS A BUYER / BUSINESS OWNER
 WHERE DO YOU LOOK FOR INFORMATION ON NEW PRODUCTS, LINES, TRENDS, ETC.
 DO YOU UTILIZE SOCIAL MEDIA – IF SO WHAT CHANNELS
 HOW DO YOU PREFER TO RECEIVE INFORMATION
EXAMPLE INTERVIEW QUESTIONS
 WHAT DO YOU FIND MOST HELPFUL
ABOUT WORKING WITH SALES REPS
 WHAT DO YOU WISH YOUR REPS
PROVIDED THAT THEY CURRENTLY DO NOT

 CHALLENGES: PERSONNEL, COMPETING WITH VENDORS AND BIG BOX STORES, RIGHT PRODUCTS / RIGHT PRICE
 GOALS: CUSTOMER SATISFACTION, IMPLEMENTING ECOMMERCE, STAY ON TOP OF TRENDS, GROWTH
 INFORMATION GATHERING: ATLANTA MARKET, OTHER RETAILERS
 SOCIAL MEDIA: FACEBOOK, INSTAGRAM
 COMMUNICATION: 1 – EMAIL, 2 – PHONE, 3 – IN PERSON
FINDINGS
 WHAT IS HELPFUL: REPS HELPING WITH
INVENTORY, WEEDING OUT NEW ITEMS TO
ONLY ITEMS THAT PERTAIN TO US
 NOTES: WOULD LOVE TO ORDER ONLINE AS
LONG AS REP STILL GETS COMMISSION

3. STRATEGY
PUT YOUR PLAN TOGETHER AND CREATE THE
NECESSAIRY COMPONENTS
 CONVERSION WATERFALL
 LOOK FOR AREAS TO IMPACT
 FOCUS EFFORTS ON IMPROVING
CONVERSION
STRATEGY

CUSTOMER
DATABASE
$650
Average
Order Size
1 0 , 0 0 0
7 3 0 8
2 1 4 8
29.4%
Average Open Rate
of Email List
9.1%
Average Click Thru
Rate of Email List
1 9 5
73.08%
Of customersare
subscribed to emails
30%
Estimated
Conversion of
Click-to-buy
5 8
$ 3 8 , 1 2 6
15%
Agency
Commission
$ 5 7 1 8
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL
EMAIL TO ONLINE ORDERING CONVERSION

CUSTOMER
DATABASE
$650
Average
Order Size
9 1 , 1 3 6
6 6 , 5 3 0
1 9 , 5 6 0
29.4%
Historical Open
Rate of Email List
9.1%
Historical Click Thru
Rate of Email List
1 7 8 0
73.08%
Of customersare
30%
Estimated
Conversion of
Click-to-buy
5 3 4
$ 3 4 6 , 6 6 6
15%
Agency
Commission
$ 5 2 , 0 0 0
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE

CUSTOMER
DATABASE
$650
Average
Order Size
1 0 , 0 0 0
7 3 0 8
2 1 4 8
29.4%
Historical Open
Rate of Email List
9.1%
Rate of Email List
1 9 5
73.08%
Of customersare
30%
Estimated
Conversion of
Click-to-buy
5 8
$ 3 8 , 1 2 6
15%
Agency
Commission
$ 5 7 1 8
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE

CUSTOMER
DATABASE
$650
Average
Order Size
1 0 , 0 0 0
7 3 0 8
2 7 1 4
29.4%
Historical Open
Rate of Email List
9.1%
Rate of Email List
2 4 7
73.08%
Of customersare
30%
Estimated
Conversion of
Click-to-buy
7 4
$ 4 8 , 0 0 0
15%
Agency
Commission
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
INCREASE CUSTOMER
EMAIL LIST TO 100%
 STANDARD OPERATING PROCEDURE TO
COLLECT EMAIL ADDRESSES
 OPT-IN AT TIME OF PURCHASE
 CUSTOMER DATABASE MAINTENANCE
$ 7 8 2 5

CUSTOMER
DATABASE
$650
Average
Order Size
1 0 , 0 0 0
1 0 , 0 0 0
2 7 1 4
29.4%
Historical Open
Rate of Email List
9.1%
Rate of Email List
2 4 7
100%
Of customersare
30%
Estimated
Conversion of
Click-to-buy
7 4
$ 4 8 , 0 0 0
15%
Agency
Commission
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
CONVERSION WATERFALL
INCREASE OPEN RATE TO
35%
 TARGET BUYER PERSONAS
 A/B TEST SUBJECT LINES & SEND TIMES
 SEND FROM REPS TO KEEP PERSONAL
RELATIONSHIPS
*Average email open rate for
eCommerce: 17.35%
-MailChimp
$ 9 3 1 6

CUSTOMER
DATABASE
$650
Average
Order Size
1 0 , 0 0 0
1 0 , 0 0 0
3 5 0 0
35%
Historical Open
Rate of Email List
9.1%
Rate of Email List
2 4 7
100%
Of customersare
30%
Estimated
Conversion of
Click-to-buy
7 4
$ 4 8 , 0 0 0
15%
Agency
Commission
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
INCREASE CLICK THRU
RATE TO 20%
 EMAILS SEGMENTED BASED ON
PRODUCT CATEGORY, OCCASION,
PROMOTION
 BENEFIT DRIVEN LANGUAGE
 CONSISTENCY
*Average email click thru rate for
eCommerce: 3%
-MailChimp
$ 2 0 , 4 7 5

CUSTOMER
DATABASE
$650
Average
Order Size
1 0 , 0 0 0
1 0 , 0 0 0
3 5 0 0
35%
Historical Open
Rate of Email List
20%
Rate of Email List
7 0 0
100%
Of customersare
30%
Estimated
Conversion of
Click-to-buy
7 4
$ 4 8 , 0 0 0
15%
Agency
Commission
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
$ 2 3 , 8 8 7
INCREASE CLICK TO BUY
CONVERSION TO 35%
 LINK DIRECTLY TO PRODUCTS
 POSITIVE ONLINE SHOPPING
EXPERIENCE
 CONSISTENT VISUALS – PRODUCT
IMAGES / CATALOGS
 INCORPORATE VALUE-ADDED SERVICES

CUSTOMER
DATABASE
$650
Average
Order Size
1 0 , 0 0 0
1 0 , 0 0 0
3 5 0 0
35%
Historical Open
Rate of Email List
20%
Rate of Email List
7 0 0
100%
Of customersare
35%
Estimated
Conversion of
Click-to-buy
2 4 5
$ 4 8 , 0 0 0
15%
Agency
Commission
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
$ 3 3 , 0 7 5
INCREASE AVERAGE
ORDER SIZE TO $900
 INCORPORATE SUPPLIER PROMOTIONS
 UP-SELL, CROSS-SELL
 ENGAGE REPS TO UP-SELL, CROSS-SELL

CUSTOMER
DATABASE
$900
Average
Order Size
1 0 , 0 0 0
1 0 , 0 0 0
3 5 0 0
35%
Historical Open
Rate of Email List
20%
Rate of Email List
7 0 0
100%
Of customersare
35%
Estimated
Conversion of
Click-to-buy
2 4 5
$ 2 2 0 , 5 0 0
15%
Agency
Commission
$ 3 6 , 3 8 2
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
TOTAL ORDER VALUE:
$220,500
= HAPPY SUPPLIERS

CUSTOMER
DATABASE
$900
Average
Order Size
1 0 , 0 0 0
1 0 , 0 0 0
3 5 0 0
35%
Historical Open
Rate of Email List
20%
Rate of Email List
7 0 0
100%
Of customersare
35%
Estimated
Conversion of
Click-to-buy
2 4 5
$ 2 2 0 , 5 0 0
15%
Agency
Commission
$ 3 6 , 3 8 2
EMAIL
LIST
EMAIL
OPENS
CLICK
THRUS
ORDERS
PLACED
TOTAL
ORDER VALUE
REVENUE
EMAIL MARKETING ONLY
REVENUE INCREASE: $30,664

4. CREATION
PUT THE INTERNET TO WORK FOR YOU
 CONTENT CREATION
 CONTENT REPURPOSING
CREATION

INTORDUCING OUR NEWEST
LINE: C WONDER
FREE FREIGHT ON ORDERS
OVER $300
 GIFT
 FASION ACCESSORIES
 HOME ACCENTS
 PROMOTIONS
 NEW SUPPLIER ANNOUNCEMENTS
 MEMORIAL DAY / MOTHER’S DAY
TARGETED EMAIL TO BUYERS WHO
HAVE EXPRESSED INTEREST IN:

DIGITAL MARKETING HOW-TO #3
CONTENT REPURPOSING
SOCIAL MEDIA ACTIVITIES BASED ON ONE EMAIL ANNOUNCEMENT OF NEW VENDOR
• Email Title and Archive URL
• Email Image and Archive URL
• Email Image and Product URL
• Status Update and Archive URL
• Individual Product Images and Product URL
• Custom Image of Product/email and
homepage URL
www.darrahreps.com
SIGN UP FOR EMAIL NEWS REGISTER TO BUY ONLINE
CUSTOMER DATABASE
EMAIL SUBSCRIBERS

MEASUREMENT
5. MEASUREMENT
YOU CAN’T MANAGE WHAT YOU DON’T
MEASURE
 CONVERSION WATERFALL
 GOOGLE ANALYTICS
 BUFFERAPP REPORTS

Digital Marketing for Sales Agencies

Digital Marketing for Sales Agencies

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