Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
CONVERGENCE<br />TIE YOUR ONLINE + OFFLINE EXPERIENCE TOGETHER<br />
Introductions<br />Eric Dean<br />President and co-founder of Whereoware LLC<br />11 years running technology company serv...
Sales and marketing manager at Burlington Industries
Export manager for textile/gift company – Bacova Guild</li></li></ul><li>Introductions<br />smart online solutions<br />Tr...
Plan for today<br /><ul><li>Convergence
Print
Catalogs
Sales reps
Trade shows
Key takeaways</li></ul>Convergence<br />
Convergence defined<br />Customers can get:<br /><ul><li>Whatever they want
However they want it
Whenever they want it
Wherever they are</li></li></ul><li>The way we were…<br />Departments and channels lived in silos…<br />Catalogs<br />Reps...
Today<br />Websites<br />Social networks<br />Print<br />Catalogs<br />Telesales<br />Email marketing<br />Trade shows<br ...
Today: every channel works together<br />Websites<br />Social networks<br />Print<br />Catalogs<br />Every channel is inte...
Today: convergence<br />Websites<br />Social networks<br />Print<br />Catalogs<br />convergence<br />Telesales<br />Email ...
Plan for today<br /><ul><li>Convergence
Print
Catalogs
Sales reps
Trade shows
Key takeaways</li></ul>Print<br />
Print: social media<br />Post-it billboard<br />CB2 trade show signage<br />Gold + Bob Williams magazine ad<br />Conan liv...
Print<br />NEW<br />OLD <br />Cross your fingers + pray<br />Call to action + measure<br />=<br />=<br />“Half the money I...
Print: QR codes<br />32% of smartphone users have scanned a QR code<br />QR codes are barcodes.  <br />72% say they are mo...
Who’s trying QR codes?<br />
Movie Posters<br />Print : QR codes<br />
Print : QR codes<br />Magazine Ads<br />
Print : QR codes<br />Magazine Ads<br />Billboards<br />
Print : QR codes<br />
Creative convergence in action<br />OLD NAVY<br />
Plan for today<br /><ul><li>Convergence
Print
Catalogs
Sales reps
Trade shows
Key takeaways</li></ul>Catalogs<br />
Catalogs… then and now<br />In the fall of 1965, Sears sent out a 1,810-page catalog. <br />http://www.chron.com/disp/stor...
Leaders in the industry say….<br />“We are a company that grew up with both a catalog and stores. Today, our catalog has b...
ComScore/Postal Service case study<br />Those that were sent catalogs are:<br /><ul><li>54% more likely to shop
2x more likely to make an online purchase
Spending 163% more dollars
More likely to visit your site - 60% of catalog recipients were influenced to visit the web</li></li></ul><li>Catalogs<br ...
Catalogs<br />NEW<br />Inspiration + increase in web traffic and sales<br />=<br />= <br />
Bringing it online<br />
Bringing it online<br />
Bringing it online<br />
Catalog convergence<br />EMAIL<br />CATALOG<br />WEBSITE<br />
Catalog convergence<br />
Catalog convergence<br />Sales reps<br />
Plan for today<br /><ul><li>Convergence
Print
Catalogs
Upcoming SlideShare
Loading in …5
×

Whereoware: Tie Your Offline and Online Experiences Together

2,178 views

Published on

Tying together online and offline marketing. Review how to use QR codes effectively, how to tie catalog marketing to your website and email, giving reps online tools to be more effective and getting the most out of trade show marekting.

Published in: Education
  • Be the first to comment

Whereoware: Tie Your Offline and Online Experiences Together

  1. 1. CONVERGENCE<br />TIE YOUR ONLINE + OFFLINE EXPERIENCE TOGETHER<br />
  2. 2. Introductions<br />Eric Dean<br />President and co-founder of Whereoware LLC<br />11 years running technology company serving consumer product clients<br />Prior to Whereoware:<br /><ul><li>Owner - Mosaic Design Works, Virginia-based home decor producer
  3. 3. Sales and marketing manager at Burlington Industries
  4. 4. Export manager for textile/gift company – Bacova Guild</li></li></ul><li>Introductions<br />smart online solutions<br />Trade Shows, Markets, Rep Groups<br />Gifts, Tabletop, Toys, Garden<br />Home Furnishings<br />
  5. 5. Plan for today<br /><ul><li>Convergence
  6. 6. Print
  7. 7. Catalogs
  8. 8. Sales reps
  9. 9. Trade shows
  10. 10. Key takeaways</li></ul>Convergence<br />
  11. 11. Convergence defined<br />Customers can get:<br /><ul><li>Whatever they want
  12. 12. However they want it
  13. 13. Whenever they want it
  14. 14. Wherever they are</li></li></ul><li>The way we were…<br />Departments and channels lived in silos…<br />Catalogs<br />Reps<br />Direct Mail<br />Shows<br />Email<br />Web<br />Social Media<br />
  15. 15. Today<br />Websites<br />Social networks<br />Print<br />Catalogs<br />Telesales<br />Email marketing<br />Trade shows<br />Sales reps<br />
  16. 16. Today: every channel works together<br />Websites<br />Social networks<br />Print<br />Catalogs<br />Every channel is interconnected<br />Telesales<br />Email marketing<br />Trade shows<br />Sales reps<br />
  17. 17. Today: convergence<br />Websites<br />Social networks<br />Print<br />Catalogs<br />convergence<br />Telesales<br />Email marketing<br />Trade shows<br />Sales reps<br />
  18. 18. Plan for today<br /><ul><li>Convergence
  19. 19. Print
  20. 20. Catalogs
  21. 21. Sales reps
  22. 22. Trade shows
  23. 23. Key takeaways</li></ul>Print<br />
  24. 24. Print: social media<br />Post-it billboard<br />CB2 trade show signage<br />Gold + Bob Williams magazine ad<br />Conan live tweeting billboard<br />
  25. 25. Print<br />NEW<br />OLD <br />Cross your fingers + pray<br />Call to action + measure<br />=<br />=<br />“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”<br />- John Wanamaker<br />
  26. 26. Print: QR codes<br />32% of smartphone users have scanned a QR code<br />QR codes are barcodes. <br />72% say they are more likely to remember an advertisement with a QR code <br />Scan it with a smart phone barcode scanner and automatically open a link, video or image.<br />
  27. 27. Who’s trying QR codes?<br />
  28. 28. Movie Posters<br />Print : QR codes<br />
  29. 29. Print : QR codes<br />Magazine Ads<br />
  30. 30. Print : QR codes<br />Magazine Ads<br />Billboards<br />
  31. 31. Print : QR codes<br />
  32. 32. Creative convergence in action<br />OLD NAVY<br />
  33. 33. Plan for today<br /><ul><li>Convergence
  34. 34. Print
  35. 35. Catalogs
  36. 36. Sales reps
  37. 37. Trade shows
  38. 38. Key takeaways</li></ul>Catalogs<br />
  39. 39. Catalogs… then and now<br />In the fall of 1965, Sears sent out a 1,810-page catalog. <br />http://www.chron.com/disp/story.mpl/business/7313135.html#ixzz1MFw6yciY<br />In 2010 –<br />128 pages.<br />http://www.chron.com/disp/story.mpl/business/7313135.html#ixzz1MFw6yciY<br />Catalogs are still important, but the role is changing<br />
  40. 40. Leaders in the industry say….<br />“We are a company that grew up with both a catalog and stores. Today, our catalog has become an inspiration piece that drives customers to shop online or in-store. Our goal is to create a customer experience that is seamless across all channels.”<br />-Barbara Turf, CEO Crate + Barrel (Delta in-flight magazine, March 2011)<br />
  41. 41. ComScore/Postal Service case study<br />Those that were sent catalogs are:<br /><ul><li>54% more likely to shop
  42. 42. 2x more likely to make an online purchase
  43. 43. Spending 163% more dollars
  44. 44. More likely to visit your site - 60% of catalog recipients were influenced to visit the web</li></li></ul><li>Catalogs<br />OLD<br />=<br />transactional<br />
  45. 45. Catalogs<br />NEW<br />Inspiration + increase in web traffic and sales<br />=<br />= <br />
  46. 46. Bringing it online<br />
  47. 47. Bringing it online<br />
  48. 48. Bringing it online<br />
  49. 49. Catalog convergence<br />EMAIL<br />CATALOG<br />WEBSITE<br />
  50. 50. Catalog convergence<br />
  51. 51. Catalog convergence<br />Sales reps<br />
  52. 52. Plan for today<br /><ul><li>Convergence
  53. 53. Print
  54. 54. Catalogs
  55. 55. Sales reps
  56. 56. Trade shows
  57. 57. Key takeaways</li></ul>Sales reps<br />
  58. 58. Sales reps<br />OLD<br />Carry around big out of date catalogs + sales material<br />=<br />
  59. 59. Sales reps<br />NEW<br />Have up to date material at their fingertips<br />=<br />= <br />
  60. 60. Sales reps: new tools<br />WEBSITE<br />CRM<br />DATA<br />PRODUCT INFO<br />
  61. 61. The iPad + business<br />65% of the Fortune 100 have either deployed or have pilots running with the iPad<br />25% of all tablet sales are from businesses<br />47 million iPads to be sold in 2011<br />Now thousandsof business focused apps are available and rate is accelerating<br />Wall Street Journal - http://digitaldaily.allthingsd.com/20110214/its-business-time-for-apples-ipad/?mod=ATD_skybox<br />“Tablet computers offering several apps to further mobility management for businesses”http://www.visagemobile.com/news/news/understanding-mobility-management-news/6681/tablet-computers-offering-several-apps-to-further-mobility-management-for-businesses/<br />
  62. 62. Sales reps: Mercedes-Benz <br />“The MB Advantage software allows Mercedes dealers to begin recording key customer information while they are standing next to – or seated in – the car they are selling. It also gives salespeople on the dealership floor access to marketing.”<br />-"Six Smart Business Uses for the iPad".  http://www.inc.com/ss/six-smart-business-uses-ipad#5<br />
  63. 63. Sales reps: personal catalogs<br />Allow reps to access + create up-to-date sales sheets right from your website. <br />Select products<br />Choose the Layout<br />
  64. 64. Plan for today<br /><ul><li>Convergence
  65. 65. Print
  66. 66. Catalogs
  67. 67. Sales reps
  68. 68. Trade shows
  69. 69. Key takeaways</li></ul>Trade shows<br />
  70. 70. Trade show<br />OLD<br />Card collecting<br />…then what?<br />=<br />
  71. 71. Trade show<br />NEW<br />Systematic, automated way to follow up<br />= <br />=<br />
  72. 72. “80% of leads never get follow up”<br />68% of marketers considered lead generation the top marketing priority<br />When leads need nurturing marketers take the following action:<br />14%<br />65%<br />36%<br />15%<br />35%<br />
  73. 73. Trade show<br />Online + offline channels working together to increase ROI<br />
  74. 74. Trade show: QR example<br />
  75. 75. Trade show: QR example<br />
  76. 76. Trade show<br />Online + offline channels working together to increase ROI<br />
  77. 77. Trade show: email example<br />Dear Teya, <br />It was a pleasure meeting you during the recent Furniture show. Please take a moment to learn a little more about Whereoware<br />We are an online strategy, development + marketing company. We are Silverpop execution and strategy experts. We have over 40 successful Silverpop clients and seven experts using the platform full time. Learn More about our work>>We can help in several ways: <br />Strategic Consulting:Get The Most Out of Silverpop. Maximize your Silverpop investment. We match your unique business needs to deliver the most effective solutions. We can help with everything from onboarding to metrics to measure success.Learn More>><br />Execution Services:We Don’t Just Suggest Things, We Do It. Silverpop is a powerful tool and it takes time to learn how to use it effectively. We have 20 years of Silverpop experience, giving us the expertise to efficiently plan, design, build, test and measure your campaigns. Learn More>> <br />Marketing Automation + Web Integration:Tightly Integrate Marketing With Your Website.. Targeted personalized marketing is our key philosophy. We love Silverpop’s platform because we can combine online behavior with customer data to ensure that your users receive the messages they want to hear, when they want to hear them. Learn More>><br />Thank you for your interest in our services.   I will be contacting you shortly.  If you would like to reach me, my contact information is listed below<br />Eric Dean<br />edean@whereoware.com<br />
  78. 78. Trade show: email example<br />DearTeya,<br />Eric Deanedean@whereoware.com<br />
  79. 79. Convergence! <br />Online + offline channels working together to increase ROI<br />
  80. 80. Trade show: lead insight<br />
  81. 81. Plan for today<br /><ul><li>Convergence
  82. 82. Print
  83. 83. Catalogs
  84. 84. Sales reps
  85. 85. Trade shows
  86. 86. Key takeaways</li></ul>Key takeaways<br />
  87. 87. Key takeaways<br />Customers are channel-agnostic<br />Whatever, However, Whenever, Wherever <br />Marketing channels must converge on the customer<br />Give them consistent branding and messaging<br />Work together to support, measure + extend the life of your marketing efforts<br />
  88. 88. Questions + answers<br />

×