Mobile/Social Marketing Recommendation Prepared By Brad Stageberg August 2011
OverviewAssignmentDevelop and execute a mobile/social marketing plan to convert 300,000 + members of aunique social network devoted to ski/snowboarding to customers and grow member base.Business SituationThe House, a successful catalog/e-tailer of ski/board/skate/water equipment, recentlypurchased a competitor website with 300,000+ registered users that had been using the siteas a social network for adventure sport athletes. The company wants to convert members tocustomers and grow the member base to drive a return on their investment.Challenges•Highly fragmented product market and sales channel•Heavy reliance on discounting to churn inventory•Short peak selling season + impact of annual snow conditions•The House (parent company) relies on push marketing tactics, no social/mobile know-how•The House owns four additional sites that will compete with trusnow for sales 2
Trail Map• Opportunity assessment• Where does Trusnow fit?• How do we enter the community?• How will we know if it’s working?• Action Plan
Opportunity Assessment22M+ snow sport enthusiasts5,000,000 google searches/month for “snowboards” Source: SIA RetailTrak Data 2010/2011
They’re Buying Gear…• 2010-2011 sales hit new high at $3.3B (+12%)• Specialty shops still dominate sales revenue• Internet sales strong, surpassing chain stores
…From Many Places Ski/Board/Skate Specialty ShopsBricks & Mortar Internet Chain Stores Broad Outdoors
Key Online Sales Drivers HighIndustry Importance Medium Low Price Brands Fulfillment Incentives Image Industry Competes On
Primary Internet Competitors• 50-100k daily visitors* • 10-15k daily visitors* • 15k daily visitors*• Skews older, educated, • Primarily Snow and Skate • Snow, skate, water product product focus female (25-34 yrs) focus• 300,000+ facebook fans - • Strong Facebook activity • Brand focused on image (128,000+ followers) high quality content and self expression• Broad outdoors gear • Celebrating snow/skate • Low price guarantee product mix lifestyle• Brand focused on outdoor adventure• Tout their top-notch customer service * source: Alexa.com
A new type of competitor to watch… Deep member discounts on short-term sales Incentives to invite friends into the “community” Broad outdoor category products Not much choice -- have to buy what they have.
Let’s Start With Them…22M+ snow sport enthusiasts– 75% Ski or Board; 35% Ski and Board– 73% of snowboarders < 25 years of ageWhat’s important to them:– “Their Crew”– Mobile technology– Authenticity– Adventure, risk taking Source: SIA RetailTrak Data 2010/2011
Traditional Digital Marketing. SEO/PPC Click on our site We’re like you (image) Buy something…please. Opt-in to our marketing Continuous sales messages
Trusnow Community Is A Golden Opportunity To DeviateFrom The Pack-- They Already Participate. 300,000+ Members
Youth Marketing Trends To Leverage = A Promise ≠ Marketing Strategy How are you going to put me into this story that you’re telling? (It’s tough sledding if you don’t include them in the process) Source: Understanding Mobile Youth Culture Since 2001; slideshare.com
Youth Marketing TrendsSell The Community Selling Social Values To Create MovementsPromote The Influencers Marketing Is Creation (or the Death of Sponsorship) Source: Understanding Mobile Youth Culture Since 2001; slideshare.com
Convergence Teeing Up A Big (Natural) Opportunity Youth Marketing Trends 300,000+ Members Marketing Technology
A Community Of Them, For Them, About Them, By Them.
Initially, Keep A Narrow FocusOn Snow… Ski/Board ecommerce Community + ecommerce Chain Stores Broad Outdoors
…And Play The Game A Little Different trusnow Industry HighIndustry Importance Competitive Advantage Medium Low Price Brands Fulfillment Incentives Image Community Experience Industry Competes On
How Do We Enter The Community? Community Nurturing And Marketing Plan
Marketing Strategy:Engage members in the community with social/mobiletechnology to grow membership, daily site traffic, andsales. Product Nurture Community Marketing Technology
Four Initial Customer Targets Primary Customer Targets 1. Current Members Land Lovers Current Trusnow users 2. Your Friends, Friends Searchers Current members’ social connections Friends Secondary Customer Targets 3. Searchers Current Internet buyers not currently buying Members from trusnow.com 300,000+ 4. Land Lovers Primarily specialty store buyers that search internet in hopes of saving $’s
For This To Work, We Need To Remember ThatSocial/Mobile Marketing Is Not Selling To Them. It’s About Giving Them A Reason To Buy.
Primary Marketing Goals:Target Engage in the community 1 Current Members Invite their friends Strategy: 1. Nurture The Community Show them we’re committed to the community 2. Mobile/Social Plan 300,000+ Members Make it easy and rewarding for them to share 3. Social Cause Marketing Give them something to care about
Primary Nurture The CommunityTarget 1 1. Content Plan Mobile/Social marketing will require a large amount of content -- some user generated and some brand generated. Current Members Brand Content User Content • Preview of manufacturers • Photo/video uploads sponsored riders movies • Area information/conditions • Area snow reports • Best rides • Behind the scenes videos • New product teasers • Stories related to/about community members 2. Trusnow.com Enhancements/Upgrades • Prominently feature the community on the home page. • Live feed of community activity • Clear link to information about the community • Make it easy to join 26
Primary Nurture The CommunityTarget 1 3. Include Them In Your Business And Reward Participation Instead of this... Do this... Current Members We build your board Source board designs from the community, let the community vote, build the winning designs Instead of this... Do this... Rewards when friends join Reward members when their friends join -- daily, weekly, monthly winners. 4. Exclusive Member Opportunities • Exclusive product only available to Trusnow members • Enter to win the ultimate ride vacation • Special opportunities to save money on gear, lift tickets, etc. • Special event attendance 27
Primary Nurture The CommunityTarget 1 5. Get The Community Ofﬂine Trusnow Social Events Trusnow Riding Events Current Members Area Meet-Ups Trusnow Equipment Demo Days Find-a-Ride, Share-a-Ride 28
Primary Mobile/Social PlanTarget 1 The Most Effective Mobile/Social Campaigns Focus On Three Areas: Current Members 1. Convenience • Help people get things done easier • Offer tangible value 2. Context • Curate the most relevant local information • Help people find useful information in real time 3. Fun • Best way to change people’s behaviors • Provide fun in unexpected places and ways • Mix in delight, surprise, and reward to build and retain relationships source: slideshare, mobile trends -2011 - trending the future. 29
Primary Mobile/Social PlanTarget 1 Mobile App Like Vail’s Epic Mix That Allows Trusnow members Current Members to: • Share their adventures and information • Earn rewards points/recognition for sharing • Rate best videos, rides, airtime, etc. Real time ski area information, discounts, social Academy Real time local conditions, hazards, parking information from community members on the hill Share photos/videos from your (working title) day on the hill 30
Primary Cause MarketingTarget Show we’re committed to their passion by providing 1 opportunities for others to learn to ride. Special shopping days where Teach Someone To Ride Day Current Members % of sales donated... • One day a season where community members teach someone how to ride or ride better • Use TS Academy mobile app to share progress of riders - earn member points • Riders at locations all over the country ...to impaired/challenged (or globe) linked by common purpose. riders foundations • Provide special prizes (e.g., most 31 improved), product deals, etc.
Primary Marketing Goals:Target Grow community through invites 2 Your Friends, Friends to join from current members Community Content 300,000+ 1. Member incentives to invite friends Community Content 2. Friend incentives to join Community Content 3. Sell the community value 4. Download Trusnow academy app. Invitation to join
Secondary Marketing Goals: Target Make sure they ﬁnd us Best prices and mitigate online purchase barriers Over deliver on service/fulfillment Sell the community and invite to join Searchers & Land Lovers Design A First-Class Shopping Experience... SEO/PPC Community content helps keep us in top ranks Rigorous SEO and Relentless focus on Multiple help avenues PPC plan to ensure online experience high rankings Live chat Save My Favorites (register to use) Links to help and info Show inventory “How to” videos levels
Secondary Marketing Goals: Target Make sure they ﬁnd us Best prices and mitigate online purchase barriers Over deliver on service/fulﬁllment Sell the community and invite to join Searchers & Land Lovers ...Over Deliver On Service And Fulfillment Make It Easy To Buy Communicate Often Rate My Experience Ensure secure Estimated ship time Provide an incentive purchase process to rate shopping Verify my order experience prior to ship Provide information Your order shipped and invitation to join the community Trained customer service agents
Secondary Marketing Goals: Target Make sure they ﬁnd us Best prices and mitigate online purchase barriers Over deliver on service/fulﬁllment Sell the community and invite to join Searchers & Land Lovers ...And Sell The Community.
Other Considerations • Gaming: Consider developing a mobile app game (e.g., Farmville - Farmers Insurance) that’s easily shared. • Advertising: Launch campaign on popular snow sport websites/magazines (maybe) and destination riding areas. • Member Swap Area: Ski swaps are a traditional part of the sport’s culture. Set up an online/ mobile swap site and charge a small fee to post used equipment.
Down The Road? • Retail store designed around the values of the community. • A “Tru”snow experience • $2B specialty store sales in 2011
Resources Needed• Community director• Web/mobile programmer• Digital graphic design• Customer service/live chat rep• Fulfillment (The House?)
Action PlanWeek 1 Trusnow audit, refine strategy/tactics, begin search for talent resourcesWeek 2 Budget, marketing calendar, site revisions, mobile app developmentWeek 3 Set up key measures, establish baseline levelsWeek 4 Begin content plan roll-out, engagement incentive offers