How Franchises Can Deliver the Power of the National Brand Locally In the online space, competition is fierce to gain customers attention. Your Franchise website may offer a superior product, but if it is not positioning itself properly then you may be losing out to others who have taken time to build a digital strategy. Air Date: Wednesday, March 12th, 2014, 2:00pm EST Duration: 1 hour Customers expect a seamless digital experience with, from start to finish. Join our webinar to learn how you can: Use Omni-Channel Marketing to Create a Continuous Consumer Experience Across all Available Customer Channels Deliver a Custom Tailored Experience through Persuasive Content Make it Seamless Through The Entire customer Life Cycle Speakers: Brett Zucker Executive Vice President and Chief Technology Officer Bridgeline Digital Jeremy LaDuque Senior Vice President of Franchise & Large Dealer Networks Bridgeline Digital

1. presented by:
Webinar:
How Franchises Can Deliver the
Power of the National Brand Locally
Learn the strategies & technology
needed to drive engaging
online experiences for
franchises or dealers.
@bridgeline
Bridgeline.com

2. Jeremy Laduque @jeremyladuque
CFE, SVP of Franchise & Large Dealer Networks
Bridgeline Digital
State University of New York in Brockport, NY
jladuque@bridgeline.com
Brett Zucker @brettzucker
Executive Vice President and Chief Technology Officer
Bridgeline Digital
BS degree in Electrical Engineering, Cornell University
Masters in Business Administration, Harvard Business School
bzucker@bridgeline.com
About the Presenters
Visit us at: bridgeline.com
Follow us: @bridgeline

3. Please engage with this presentation
We welcome your questions…
As the presentation is being given, we welcome your inquiries.
Just open the questions pane and ask what you want to know!

4. Who is Bridgeline Digital

5. We help our customers achieve their key initiatives by
leveraging leading web based technologies
How We Build Customer Success
“No other company in the web engagement marketplace can provide for its customers
the integrated solutions Bridgeline provides.”
- Scott Liewehr, DCG

6. Introduction
- Wayne Gretzky
”“ A good player goes where the puck is, a great
player goes where the puck is going to be.

7. Introduction
1990's
2000's
2010's
Marketing
Sales
IT
§ Dominated by
Traditional Channels
§ Web Is Introduced
§ Emergence of
Interactivity
§ Localized Web
§ Socialization
§ Mobilization
§ Localized Web +
Social + Mobile
Convergence & Interdependence

8. Introduction
In Today’s World…
…it’s not enough to have an effective message,
you have to deliver that message to
customers and get them to engage & convert.

9. Introduction
The State of Consumers
1. Customers are on a multitude of devices. Your
marketing message needs to show up & display
properly on all devices.
2. Customers are distracted easily and
expect content, and marketing messages,
to be tailored to their needs.
3. Customers expect the experience with your
brand to be easy, from start to finish.

11. What Is The Holy Grail?
i. Ranking well organically (Search Engine Optimization)
ii. Showing up in directories (Local Directories)
iii. A low cost per click (Pay-Per-Click)

16. What This Means For Franchises
i. Make it Convenient by Showing Up Properly
ii. Deliver a Custom Tailored Experience
iii. Make it Seamless Through the Entire Customer Life Cycle

17. What This Means For Franchises
i. Make it Convenient by Showing Up Properly
ii. Deliver a Custom Tailored Experience
iii. Make it Seamless Through the Entire Customer Life Cycle

18. Make it Convenient by Showing Up Properly
Showing Up Properly
§ Present your messaging in the right format
§ Build audience uses cases
§ Leverage responsive web design
Omni-­‐Channel
Marke/ng
is
a
modern
approach
to
crea/ng
a
seamless
consumer
experience
across
all
available
customer
channels.

19. Make it Convenient by Showing Up Properly
Did you Know..?
There are 7 billion people on Earth:
§ 5.1 billion own a cell phone
§ 4.2 billion own a toothbrush

20. Make it Convenient by Showing Up Properly
Mobile Opportunity
Mobile
web
adop/on
is
happening
8
/mes
faster
than
web
adop/on
from
late
90’s.

21. Make it Convenient by Showing Up Properly
Google’s Recommendation
§ RECOMMENDED: Sites that use responsive web design, i.e. sites that serve all
devices on the same set of URLs, with each URL serving the same HTML to all
devices and using just CSS to change how the page is rendered on the device.
§ NOT RECOMMENDED: Sites that dynamically serve all devices on the same set
of URLs, but each URL serves different HTML (and CSS) depending on whether
the user agent is a desktop or a mobile device.
§ NOT RECOMMENDED: Sites that have a separate mobile and desktop sites.

22. Make it Convenient by Showing Up Properly
Responsive Web Design
§ Easier to Maintain and Publish Content
§ You can future proof your website
§ Create the optimal experience
§ It’s about being ready with the right call to action, at the right time

23. Make it Convenient by Showing Up Properly
Responsive Design Case Study: The UPS Store

24. Make it Convenient by Showing Up Properly

25. Make it Convenient by Showing Up Properly

26. What This Means For Franchises
i. Make it Convenient by Showing Up Properly
ii. Deliver a Custom Tailored Experience
iii. Make it Seamless Through the Entire Customer Life Cycle

27. Deliver a Custom Tailored Experience
Deliver a Custom Tailored Experience
§ The power of persuasion – attracting your audience means grabbing
their attention and giving them a reason to stay on your website
§ Persuasive content - automatically present the right content, to the
right audience at the right time
ü By device
ü Navigational behavior
ü Search terms
ü Site usage

28. Deliver a Custom Tailored Experience
Deliver a Custom Tailored Experience
Audience Segmentation
Personalized Experience
Dynamically Varying Content

29. Deliver a Custom Tailored Experience

30. Deliver a Custom Tailored Experience
A Standard Search On Google

31. Deliver a Custom Tailored Experience

32. Deliver a Custom Tailored Experience

33. Deliver a Custom Tailored Experience

34. Deliver a Custom Tailored Experience

35. Deliver a Custom Tailored Experience
Indoor Lighting
Indoor LED Lighting

36. Deliver a Custom Tailored Experience

37. Deliver a Custom Tailored Experience

38. Deliver a Custom Tailored Experience

39. Deliver a Custom Tailored Experience
Deliver a Custom Tailored Experience
§ You can draw a parallel between the users intent and the traffic source and other
data about the user
§ The traffic source (organic search, paid search) and other data (existing
customer, subscriber) is all information available to you and the software you use
§ The title of the page (organic), or the text that brought them to it (paid), plays a
huge part. The promise of the title or ad copy is what motivates the visit.

40. What This Means For Franchises
i. Make it Convenient by Showing Up Properly
ii. Deliver a Custom Tailored Experience
iii. Make it Seamless Through the Entire Customer Life Cycle

41. Make it Seamless Through the Entire Customer Life Cycle
Life Cycle Marketing
Attract &
Acquire
Introduce to
Products/
Services
Delivery &
Satisfy
Grow &
Upsell
Cultivate
Loyalty &
Re-
Acquisition
• Profiling of customer
• All customer related dataData
• Unified decision supporting platform
• Measure customer related metricsDecision

42. Make it Seamless Through the Entire Customer Life Cycle
The Value of Data
According
to
Aberdeen’s
survey
of
125
organiza/ons,
56%
of
best-­‐in-­‐class
organiza/ons,
report
they’re
using
faster,
more
complex
analy/cs
to
gain
a
compe//ve
advantage
over
their
peers.

43. Make it Seamless Through the Entire Customer Life Cycle
Examples of Decision Engines

44. Make it Seamless Through the Entire Customer Life Cycle
Examples of Decision Engines

45. Make it Seamless Through the Entire Customer Life Cycle
Examples of Using Data to Drive Decisions
Acquiring – using persuasive content to change the experience based on
user behavior
Upselling – using actions taken by the customer to upsell and cross sell
Loyalty –
ü Building loyalty through knowing something about the consumer
(ex. coupons for frequent buyers)
ü Building referrals through knowing a customers experience as
well as complete profile (social networks, email, physical address)

46. Make it Seamless Through the Entire Customer Life Cycle
Examples of Meaningful Metrics
Search Rankings
Traffic / Impressions
Fans / Followers
Time On Site
Downloads
Posts / Retweets
Walk In Traffic
Form Fills
Phone Calls

47. Make it Seamless Through the Entire Customer Life Cycle
Engaging & Converting Your Audience
§ Engagement is about keeping the user’s attention while overcoming
their objections.
ü Showing up using the ‘3 Pillars’ of organic, directories and PPC
ü Showing up properly on all devices using RWD
§ Conversion is about establishing credibility through articulating your
value, being unique and being relevant to the consumers needs.
ü Understanding the users intent as quickly as possible and showing the
most valuable and relevant information through persuasive content
ü Establishing credibility and building long term loyalty through life cycle
marketing and the use of dig data

48. Make it Seamless Through the Entire Customer Life Cycle

49. Q&A
Jeremy Laduque @jeremyladuque
Senior Vice President Franchise & Large Dealer Networks
jladuque@bridgeline.com
Brett Zucker @brettzucker
Executive Vice President and Chief Technology Officer
bzucker@bridgeline.com

50. Thank You for joining the Webinar!
Follow us on twitter: @bridgeline
Visit us at: www.bridgeline.com