A retail presentation done by Mike Root and Sev Ritchie for the NHFA

1. Presented By: Mike Root And Social Media Expert: Sev Ritchie

2. Questions to Consider…
How Can the Home Furnishings Industry
Effectively Use Internet Tools and Social Media
to Attract More Customers Into Stores?
What are the strategies successful furniture retailers
are using to create an online marketing system?

3. Topics we will cover today…
Versus

4. Get
Customers
Right
Now
Using
Online
Marketing
And
Social
Media

5. The Easy Button to Get Customers
Into the Store from Online…

6. Social Media

7. Elephant in the Room
What Sev and Mike know
doesn’t apply to my store.
They aren’t retailers or an
advertising agency
2 Big Advantages We Have Over
Being a Retailer or
A Traditional Marketing Agency
1. Our Clients are Some of the
Most Successful Furniture
Retailers in the Country
2. Mike and Sev Both Focus
Primarily on Furniture Industry
Marketing
Besides What We Are Really
Talking About Is How To Build A
Marketing System

8. Recovering
Furniture
Retailer

9. A Little Bit About Mike Root. . .
Photos are a way
for customers to
get to know, like
and trust you!

10. A Little Bit About Sev Ritchie…
• Executive Vice-President of Web4retail
• Involved with internet marketing since the early 1990′s
• Has earned the prestigious C.E.C. designation, Certified
E-Commerce expert.
• Is widely recognized as the North American expert in
e-commerce retailing, email list formation, and Internet
Marketing for the furnishings and home related
industries.

11. Your Sales & Marketing Objectives
• To Bond With Buyers
• Identify Their Hot Buttons
• Present Products That Meet Their Needs
• Follow Through To The Sale
• Get Repeat And Referral Business

12. There Are Two Entirely Different
Audiences For Your Marketing Message
1. Marketing To Bring In New Prospects
2. Marketing To Your Existing Customers
You Need to Talk to Each Differently
• Different Goals For Customers & Prospects
• Different Promotions For Each

13. For Prospects
The Real Purpose of the Sale
Is NOT to Make the Sale
The Real Purpose of the Sale Is To
Make A New Customer Who Will
Buy From You Time And Again

14. For Existing Customers,
You Want To Maximize The
Selling Experience
1. Increase the Size of the
Transactions
2. Increase the Frequency of
Transactions
3. Increase the Referrals

15. You Can Be In The Transaction
Business Where You Just Sell
Products To People
Or You Can Be In The Relationship
Business Where You Develop
Ongoing Relationships That Lead
to Additional Visits and Referrals

17. A Retailer’s Dilemma:
Where To Advertise With All The Choices?
Need To Be Where
• Customers Are Spending Their Time
• You Can Target Your Prospect Directly
• Your Returns On Investment Are Measurable
• You Can Create A Personal Relationship With
Customers And Prospects
That Is Not Traditional Mass Media!

18. Three Big Problems Mass Market Media
• Ineffectiveness of mass media to deliver in a
cost effective way customers that are looking
for your product.
• There is no accountability with TV, Radio,
Newspaper and the Yellow Pages for what
media is delivering you what customers.
• Traditional Mass Media Does Not Appeal To
the Younger Generations. They Have
Facebook, YouTube, & Google.

20. Why Social Media?

21. Consumers are Interacting In Social Media
• Over 600 Million Facebook Users
• Average user spends 25 hours a month online
• Fastest Growing Segment is Aged 55 and Up
(Second Fastest Growing is 35 and Up)
• Facebook fans spend on average $71.84 more money

22. Demographics
Favor
Social Media
Generation

23. Social Media is all encompassing from search
engines to social networking to reviews

24. Of Course Social Media is a Great Place
To Communicate with Your Customers

26. #1 way to make your marketing message stand out
The Power of Personalization
You Know from your Retail Store
Personalization is Key
The Success of Social Media is all
about PERSONALIZATION

27. The real purpose of
developing a robust
Online & Social Media
marketing system …

29. Let’s Get Started With Some Knock Out
Strategies To Fill Your Stores With Customers

30. Step 1:
Create a List with Name Capture from Retailer’s
Website & Facebook Page

31. #1.
Request
Contact
Information
Directly On
Your Website
In Exchange
For Some
Offer

32. Step 2:
Capture Contact Information in a Robust Database…

33. Step 3:
Make a Big Bribe to get prospects
from online into the store

34. Step 4:
Communicate with Prospect Immediately
to Encourage Usage of the Offer

35. Step 5:
Communicate with Prospect to Build a
Relationship to the Store

36. Facebook Fan Pages

37. Step 6:
Tie All This Personalization into an Active Facebook
and Social Media Presence

38. Teach Your
Customers
About
Your Store

39. Step 7:
Use Facebook to Build a List and Brand Your Store

40. Name
Capture
Box

43. Step 8:
To Be Successful In Social Media
Someone Has To See Your Message
It’s a whole New language
• Liking
• Friending
• Sharing
• Following
• Favoriting
• Referring

48. Step 9:
Coordinate Online Marketing with Social Media
Marketing For Maximum Exposure to Prospects
and Customers Looking to Buy Furniture
• Facebook Posts
• Twitter Tweets
• YouTube videos
• Customer Reviews
• Google Places
• Design Tips Online and Emailed
• Social Media Outposts like Yahoo, City Search
• Reputation Management
• Blogs
• Online TV show
• Online Coupon Offers
• Personalized Web pages
• Mobile Phone Accessible

55. Personalize Your Online Personality
We have our own Web TV show!!!

56. Step 10:
Customize a Facebook Fan Page Utilizing
The Content a Furniture Retailer Already
Has Developed For Their Website

58. What You Should Consider in Social Media…
•Facebook Fan Page Set Up
•Twitter account tied in with Facebook Fan Page
•Google Places is set up and optimized
•Other Social Media outposts as necessary including
Yahoo
City Search
You Tube
•Analytics and metrics reporting and monitoring

59. But there’s more than just setup…
Online Relevant Monthly Content is Critical
Utilize existing web content with status posting to Twitter and Facebook
Links back to website
Photo uploads
Video uploads
Proprietary Company information circulated throughout the month
• Logo uploads
• Mission statement
• Customer pledges
• Company mottos
• Customer Guarantees
• Store Tag Lines
• Customer Testimonials

61. Google Search for
FURNITURE SALES
4 Times page 1
845,000,000
search results

62. Here’s What Social
Media Can Do For You
On Search Engines…
8 Times on Page 1
•Google Plus
•MikeRoot.com Blog
•LinkedIn profile
•Furniture Today Blog
•Facebook
•Link to Furniture
Promotions videos
•2 Different Pictures

64. To Get The Slides and Notes of
Today’s Presentation Go to
www.FurnitureSecret.com
Free Video Seminar on How to
Get Customers Right Now Online. com
www.GetCustomersRightNowOnline.com