Merchandising Your Content: Inspirations from the Retail World
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Content Merchandising Presentation from #LMAMN Annual Conference.
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Merchandising Your Content: Inspirations from the Retail World
- 2. Merchandising Your Content: Inspirations from the Retail World Jen Bullett
- 3. The Idea Behind Content Merchandising + Hello My Name Is Julie Smith In-Store Marketer
- 4. Shelves are crammed full of products Websites are crammed full of content
- 5. Products compete for attention Attorney/practices compete for attention
- 6. Every product thinks it’s the best No comment
- 7. Product Development is costly Content Development is costly
- 8. The Goal is the Same Get the right eyeballs in front of the right products and drive selection Get the right eyeballs in front of the right content to drive selection
- 9. Key Takeaway for Today Improve content ROI through better audience engagement, new cross-sell opportunities and the possibility of incremental sales
- 11. In-Store Product Positioning • Departmental • Vertical • Product • Cross-aisle
- 12. Departmental “Head to Toe” Look
- 16. Cross-Aisle Promotions A case in point is the combination of chips and soft drinks. When displayed across from one another, soft drink sales increased up to nine percent while chips remained the same. http://www.retailwire.com/discussion/14773/study-cross-merchandising- drives-sales Texas A & M Study
- 17. Cross-Aisle: Slightly Disturbing + The most surprising cross-merchandising result came from the successful placement of disposable diapers near beer and wine
- 18. Visual Merchandising • Pyramids • Odd Numbers • Storytelling • Colorization • Focus
- 19. Pyramids Bring Eyes Up then Down
- 20. Pyramids Bring Eyes Up then Down
- 21. Odd Numbers Keeps Things Balanced 5 Olympic Rings
- 22. Odd Numbers Keeps Things Balanced 3 Pharrell Fragrances
- 26. Focal Point Highlights One Piece
- 27. Focal Point Highlights One Piece
- 28. Takeaways For You 1. Use visuals to make your content more interesting and engaging? 2. Present your content with an eye towards optimize cross-promotion, repurpose in new context and drive selection/action?
- 29. Head To Toe Look Theme Section of Website
- 30. Le Creuset “Experts” Vertical Emails
- 31. Interesting Product Groupings Fresh Ways to Present Content
- 32. Compelling Storytelling Content Packaging
- 33. A Very Clear Focus Absolute Focus
- 34. Intriguing Use of Color Simple Color Cues
- 36. Typical Search
- 37. Use Storytelling to Show Content
- 38. Experts in Local Neighborhoods
- 39. Present In Engaging Fashion
- 40. Use Channels to Focus on Content
- 41. Exercise (5 minutes) 1. Make a list of content you’ve recently created 2. Are there new/better/different ways to present that content? 3. Could you make it more visually appealing or engaging?
- 42. Present Head to Toe “Look”
- 43. Present Head to Toe “Look”
- 46. Focus on What Differentiates
- 47. Focus on What Differentiates
- 48. Use “Themes” & Solutions
- 49. Use “Themes” & Solutions
- 62. Exercise--Group 1. What merchandising principles do you think are most applicable to law firms? 2. Share one of the pieces of content you identified earlier and brainstorm how you could make it more visually appealing or position it differently? 3. As a team, come up with one cool content merchandising “big” idea you would love to see a firm implement?
- 63. Take a few risks Be smart Test it out Have some fun
- 64. Thank You & Questions jbullett@onenorth.com @jbullett
Notas do Editor
- Thank you so much for having me. I’m so delighted to be here. Like many of you I’ve worked within the legal industry for some time. I find that to keep things fresh I often look outside of legal to see if there are any trends or ideas that I can learn from and incorporate in the marketing that I do or that our clients do. Today I’m going to look at some best practices in the retail industry and highlight some ideas that I think are relevant to legal. So I ask you just to keep an open mind…and prepare to have some fun.
- The idea for this presentation came from an after work trip to Whole Foods. I had been talking to a colleague at work about content and content marketing so the topic was fresh in my head. I stopped at Whole Foods to pick up some things for dinner. As I got off the elevator, I saw a Whole Foods employee with an interesting name tag. Her title was in-store marketer. I never really thought about that title before, but I was pretty intrigued by the concepts Shelves are crammed full of products. Websites are crammed full of content Products compete for attention. Attorney/practices compete for attention Every product thinks it’s the best. No comment Product Development is costly. Content Development is costly
- As I pushed my cart through the aisle…I started to think that Whole Foods really wasn’t that different from a law firm website—I mean obviously right? Shelves are crammed full of products….just like websites are crammed full of content.
- Products compete for attention…similarly to how Attorney and practices compete for attention
- Every product thinks it’s the best.
- Create products is extremely costly. Considering R & D, Production, Distribution, Promotion. It’s the same with content. Creating content—I mean good high-value content—takes time, money, planning.
- Funny enough…the ultimate goal is pretty similar. As marketers—legal marketers or in-store marketers—we’re just trying to drive demand, engagement and ultimately selection. It’s all about getting the right eyeballs in front of the right product or content.
- As it so happens, the first few years of college—anyone here go to Syracuse? I didn’t think so. I was a retail major. So once I had this vague notion of content merchandising, I dusted off my old notes and started to look at some of the key principles that I thought might apply to law firms.
- DEPARTMENTAL DISPLAYS • Stores should be set up to encourage extra sales • Displaying related items together builds impulse sales VERTICAL MERCHANDISING • Vertical merchandising groups items for maximum visual impact and lets the customer “see” more of the entire assortment from one spot. It also lets you show every size, shade ect for one product. PRODUCT GROUPINGS This is a strategy where you take disparate products but group them together in a way that actually helps your buyer. This is one of the premier examples of cross-selling or cross-merchandising CROSS-AISLE MERCHANDISING • Cross-aisle merchandising expose shoppers to related items on both sides of the aisle • Cross-aisle merchandising increases impulse sales These are all things in the store. So retailers spend a lot of time thinking about how a store is constructed—not that dissimilar to how we spend a lot of time thinking about how a website’s information is structured.
- So the idea behind department displays is that the merchandising is pulling together a complete look for a buyer. The image here is of a men’s department at what looks to be a high-end department store—the display looks to be a ‘weekend’ wear. Essentially the buyer could get the head to toe look—they look like they are going to someone’s hunting lodge in England, but that is besides the point. The merchandiser doesn’t anticipate that you are actually going to buy the pants and the shirt and the sweater and the jacket and the bag. BUT you may buy the shirt and the sweater OR the shirt and the pants. They are really interested in one incremental purchase. It’s not that dissimilart to how some firms structure their practice areas. Take for instance pharmaceutical/healthcare practice. Law firms provide assistance from Clinical trials to Healthcare litigitation to regulation. You list the areas of services that you offer with the hope that a buyer may consider you for the head to toe look or in the least one or two services. AREAS OF FOCUS Clinical Trials Due Diligence FCPA/Anti-Corruption Healthcare Antitrust Healthcare Enforcement Healthcare Fraud Healthcare Litigation Healthcare Public Policy and Governmental Affairs Healthcare Regulatory Healthcare Reimbursement Medical Devices Pharmaceuticals Clinical Diagnostic Laboratories and Genetic Testing
- Vertical merchandising is intended to be an optical illusion. It overwhelms your eye from floor to ceiling with every color and size of one particular product. In this instance we’re looking at the crocs store. If you want crocs, this is your store. They are obviously “experts” at the croc. Not that dissimilar to building out content around a practice or topical area. You want to demonstrate that as it relates to that topic your firm is the expert.
- This is one of the most interesting merchandising strategies. This essentially is when a store groups unrelated products together—in a way that actually makes sense to the buyer—and in my opinion helps the buyer solve a problem they have. In the case above…Wholefoods has grouped cheese, crackers and wine together—so if you are going to a cocktail party and you need something to bring—they’ve solved your problem for you…but cleverly grouping everything together in a simple, easy display.
- This is the typical merchandising scheme….cross-aisle merchandising. Chips and soda for instance.
- Texas A & M did a study…found that when displayed across from one another soft drink sales increased up to 9% while chips remained the same.
- This is slightly disturbing…from the same study.
- Ok. So we just talked about the ways products are displayed in the store and how they are strategically grouped. Now I want to talk about the creative elements of merchandising. These are the strategies used to make displays, creative, intriguing, engaging and compelling. Think department store windows during the holiday seasons. We’re going to talk about five different elements. When I was at school, I had the really good fortune of studying in London for semester—and eventhough I ws not longer a retail major, I was about to take a visual merchandising class with a top visual merchandiser in London….I have to say the English have the best windows. So I’ve got a lot of examples from London!
- PRINCIPLE 1: DEPARTMENTAL DISPLAYS • Stores should be set up to encourage extra sales • Displaying related items together builds impulse sales PRINCIPLE 2: CROSS-AISLE MERCHANDISING • Cross-aisle merchandising expose shoppers to related items on both sides of the aisle • Cross-aisle merchandising creates the impression of larger departments and assortments • Cross-aisle merchandising increases impulse sales PRINCIPLES 3: VERTICAL MERCHANDISING • Horizontal merchandising limits visibility and makes the shopper walk to buy • Vertical merchandising groups items for maximum visual impact and lets the customer “see” more of the entire assortment from one spot • Customers “read” left to right scanning the length of an aisle not top to bottom • Think of every display as a series of vertical display modules of varying widths
- And Example. PWC Brand Purpose = Value for Business and CEOs. Every year they develop a CEO Survey, which they pre-release to thought leaders (Bloggers/HBR). They also accompany that with an interactive web features that allows you to see the top trends as it relates to key value drivers at business. Videos of Chairman are made available through YouTube—slides available via Slideshare. Excellent LinkedIn profile by Chairman of PWC…and google search can take you to a “benchmarking” tool so you can see how your company stacks up to other similar businesses.