Retail Boot Camp 2019
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Curriculum for the marketing strategy and social media marketing component of TechTown's Retail Boot Camp.
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Retail Boot Camp 2019
- 1. Retail Boot Camp: Marketing Strategy Overview TECHTOWN April 23, 2019
- 2. Are you marketing with intention? p. 2
- 3. You define the relationship between your brand and your customers p. 3 Identifying mark Idea Experience Relationship https://hbr.org/2016/05/build-your-brand-as-a-relationship Disney’s cast member/guest (instead of operator/rider) Evolution of Brands
- 4. p. 4 A measureable mental model can expand possibilities If ellell & co. were not in the web development business, it’d be: • In the image renovation business • In the instilling confidence and pride business • In the trusted guide business • In the amplifying/clarifying business Amazon’s metrics help them track how well they’re helping customers achieve their goals https://hbr.org/2017/05/to-change-your-strategy-first-change-how-you-think
- 5. Your mental model can expand your narrative p. 5 Pot & Box is a friendly force of local creativity, utilizing floral design and horticultural décor to interact with its community
- 6. p. 6 Do business with people who believe what you believe “People don’t buy what you do. They buy why you do it.” – Simon Sinek WHAT HOW WHY
- 7. Reverse the order of what you communicate p. 7 WHAT HOW
- 8. Lead with your why p. 8 Lead with your WHY
- 9. There is a recipe for building your positioning statement p. 9 1. What are you? 2. To/for whom? 3. What are your 1-3 RATIONAL benefits? Ex. “People depend upon me to get my work done.” 4. What are your 1-3 EMOTIONAL benefits? Ex. “People trust me to lead them through ambiguity.” 5. What do you do UNIQUELY?
- 10. There is a framework for developing your messaging platform p. 10 Customer Priorities & Needs Target customer persona and their needs in brief Positioning Statement Statement that summarizes desired position and differentiation Key Message 1 Short statement that summarizes benefit Key Message 2 Short statement that summarizes benefit Key Message 3 Short statement that summarizes benefit Proof Point 1 Support for key message Proof Point 2 Support for key message Proof Point 3 Support for key message Mission Statement One sentence that summarizes your position and your WHY Additional Copy Blocks Longer 25, 50, and 100 word descriptions of your offering/service/organization. STRATEGY DELIVERY
- 11. The t-shirt pitch is the new elevator pitch JUMPSTART CHANGE You have six seconds to make an impression – Chris Grindem, The Utmost Marketing Group
- 12. How are you driving traffic? p. 12 In Store + Online
- 13. p. 13 Why shop small? 638 likes http://www.thegaragegroup.com/insights-from-small-business-saturday-how-can-corporates-share-in-the-love https://www.l2inc.com/no-mercy-no-malice/the-long-tail-has-new-life Deloitte 2016 Holiday Survey “Disposable income wants special, not big.” - L2/Gartner Group
- 14. Local love megatrend is a useful weapon against amazon p. 14
- 15. p. 15 https://www.l2inc.com/no-mercy-no-malice/the-long-tail-has-new-life 46 percent of shoppers will go to the store as soon as possible after deciding they want a product.
- 16. Who is your minimum viable audience? p. 16 “Stake out the smallest market you can imagine. The smallest market that can sustain you, the smallest market you can adequately serve … it's the simplest way to matter. Your quality, your story and your impact will all get better. And then, ironically enough, the word will spread.” – Seth Godin
- 17. p. 17
- 18. Inventory what you do and don’t know p. 18
- 19. How can you be more discoverable? p. 19 Word of mouth (friends, family) NOT our topic today Paid/strategic word of mouth (influencers) NOT our topic today, but see me if you’d like a referral Past experience with you (saw you at another event) NOT our topic today, but be sure to drive traffic w/ALL marketing material/effort Online search results • Search engine (Google, Yelp) • Social media (Instagram,Facebook) BINGO!
- 20. p. 20 What are your customers searching for? Organic: dependent on the Google algorithm, but impacted by your web content, site SEO, cross links, etc. Paid: sponsored positions • Featured Yelp listing (~$300/month) • Sponsored Google Map (based on keywords)
- 21. p. 21 What are your customers searching for? Paid: results of keywords or phrases you purchase with the help of the AdWords Keyword Planning tool Paid: purchased ads where you set the title and description of the ad Ads cost more than keywords, typically The more relevant, the less expensive the ad (so make sure your ad matches the content on your landing page)
- 22. p. 22 Experiment to find out what works $1/click is probably too high $0.25-$0.30/click is probably about right to drive quantity of views You need to drive a high volume of views in order to get some conversion (e.g., people that will come to the store b/c of the ad)
- 23. p. 23 Q: Is your Google Places information set up? Q: Is your Facebook page set up with your address and to allow online reviews? Q: Do you have any Facebook or Yelp or Google reviews? Q: Does your home page have your address, a map, a phone number, easily located on it? Q: Are your social links enabled/easy to locate? DO YOU LOOK LEGIT?
- 24. Is your website ready? p. 24
- 25. p. 25 Drive traffic to your store? Drive online sales? Drive registration to your online newsletter/mailing list (e.g., discount code when you sign up for styling tips)? Drive awareness and attendance to pop-up/other events? Something else? WHAT ARE YOUR EXPLICIT WEBSITE GOALS?
- 26. p. 26 Is your site search engine optimized (SEO)? What are you using on your backend? Wordpress: • Visible title (use at least one keyword) • Metadata title (optimized) • Description (2 sentences about what the page/post is about; INCLUDE location names, especially local/neighborhoods) Is your site mobile responsive? If not, Google will not allow you in their results Is your address and location spelled out? Are you blogging?
- 27. p. 27 HOW ARE YOU MEASURING SITE TRAFFIC? Does your site have tracking set up? Weekly/monthly traffic numbers … notice any spikes? Any lulls? What’s the bounce rate? How much time on the site per visit? What are the most visited pages?
- 28. p. 28 How can you tell if it’s working? Is traffic improving? Are sales improving? Review Google Analytics monthly Ask shoppers how they found you, record it, and analyze it over time Incent traffic in your ad: • Mention this ad when you come for 10% off
- 29. What are your Social media goals? p. 29
- 30. p. 30 How buzzworthy is it? 1. Social currency: give your brand remarkability and that gives social discusser currency 2. Triggers: associate your brand with ideas in people’s lives (Kit Kat = breaks, coffee breaks) 3. Emotion: inspire awe or greatness 4. Public: make stories/artifacts easy to copy 5. Practical value: “news you can use” 6. Stories: easy to share/built in hook
- 31. Deliberate types of posts reinforce branding/inspire sharing p. 31 1. Examples of compelling, funny, misdirected signage 2. “What is that face?” 3. Little details that might otherwise escape notice 4. Reposts of #DetroitLocals I admire or clients doing cool stuff 5. Interesting, accessible #dataviz examples 6. Books I recommend (covers) Consider posting at least one time per day Choose posting time aligned with when targets are engaged in relevant activity Event-related posting should align with event timing Vary content on Instagram and Facebook Continue to use personal social to recruit brand ambassadors and drive brand page engagement
- 32. Prioritize platforms based on where you can find your audience p. 32 • Most popular • Mostly women • Millennials + Gen X • Better than TV • Mostly men • More 18-34 and 35-49 YOs than any US cable network • Fastest growing • Mostly women • 53% follow brands • Professional & B2B • Slightly more men • 45% users making $75K+ • Mostly women • Pinterest referrals are 10% more likely to purchase than from other platforms • Pins have longevity (content that lasts) • Content that expires after 24 hours • Air of exclusivity • Good for ‘behind-the- scenes’ content http://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
- 33. Thank you & good luck! @early_works @Connect4Mary Earlyworksllc.com/blog
Notas do Editor
- “A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.” – Scott Cook cofounder of Intuitv (https://www.pwc.com/gx/en/advisory-services/assets/customers-are-calling-the-shots.pdf) You can define your brand as a particular kind of relationship Ideally, reciprocal and collaborative Opportunity = create a relationship based on co-creation and collaboration It is up to you to define the roles and responsibilities of your clients and your company What about entrepreneur/entrepreneur or reflection (clarity)/perception or amplifier/ideator or or demystifier/seeker or renovator/artist?
- Service company NOT an airline Technology platform currently hosted by automobile Has redefined itself as a technology company that sells pizza
- “People like us do things like this.” – Seth What is your “golden circle”? What do you believe? We exist to [instill in our clients a sense of pride in their most significant, publicly-facing reflection of their business]
- Sets the tone for your brand, brand architecture Helps to direct visual choices, for example, concerning imagery Lays the foundation for your: Future marketing communications platform Future product design Future customer experience
- What is the JOB to be done? Ponder Answer the questions Plug them in Finesse
- Why shop small? They strengthen the community (60 percent) They represent something unique (56 percent) They provide an outlet for people to demonstrate their values/beliefs They provide support for someone’s dreams
- “We are in the age of the artisan, where consumers are only a few searches away from discovering the specific product (or service) that matches their exact needs...”
- What do you know about your target audience? Does your messaging reflect this understanding? Internal features: What do they like to do? What do they fear? Where do they shop? What do they do for fun? What events do they like to attend? What do they need help with? Wants & Needs: What do they want most? What’s hard for them? What problem can you solve for them? What do you know about their values? Their aspirations?
- This will save you $ in the long run It will help you identify your magical RESEARCH OBJECTIVE It will help you select a vendor/partner It will better set them (and thus you) up for success Unknown Unknowns are where the project ahas surface and where new insights can emerge. Carvel ex. Smaller cake insight = new product opportunity instead of advertising campaign. Unknown Knowns are opportunities to help connect previously unconnected dots.
- Use search signals to understand more about what your customers/potential customers are looking for.
- Tips: Best ROI = good understanding of your customer Look at the high competition search terms and consider going with a few of those, but with the location (Detroit, Royal Oak, Ferndale, and specific neighborhood names) added on Think of the local events that are relevant to your product/services (what problem(s) do you solve for your customers?)
- …both in terms of activity and for your budget Tips: Call to action should be “come to the store to” … and the link should be to a RELEVANT landing page on your site with your address and phone number Test the success of your ads by running 2 or more at the same time and changing one thing on each (e.g., ONLY the title)
- Tips: FB MUST HAVE for event promotion and group participation Affordable targeted advertising (hyper local) Can be good for testing/gauging interest in products/messages (love travels imports (stories) & Redesign & Restoration (Motown chairs) Don’t use # Insta MUST for physical products, as humans we are highly visual Allows storytelling (via stories) Use # for searchability, position them in the first comment for friendly scrolling Use color, use a few emojis YouTube Highly searchable Great place to give your brand personality (Glamour House of Hair example, how-tos) LinkedIn Use for professional networking, show you know your industry/trends (to investors, influencers) You can have personal and company pages Good for recruiting Twitter ”The water cooler of our society” – Gary V Attach to trending topics B2B/influencer exchange Real-time customer service 2 hashtags + 1 image for most engagement