Presentation on Radical Change and Marketing Investment at Lakeland
•
1 gostou•546 visualizações
Presentation to Cumbria branch of Chartered Institute of Marketing by Tony Preedy, Marketing Director of Lakeland, on February 10th 2009
![Tonight’s talk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Presentation on Radical Change and Marketing Investment at Lakeland
Semelhante a Presentation on Radical Change and Marketing Investment at Lakeland (20)
Presentation on Radical Change and Marketing Investment at Lakeland
- 1. Presentation to Cumbria CIM Tony Preedy Marketing Director
- 11. The Lakeland Brand Outer value Core value Inner value
- 19. Product Showcase
- 20. Digital Lakeland
- 21. Digital Lakeland
- 24. Understanding customer profitability Typically, 80% of sales and >100% of profit will come from 20% of your customers. But which, and where did they come from ? Average Profit (£) 1 2 3 4 5 6 7 8 9 10 100 - 39 32 17 8 3 0 -3 -6 -11 % Contribution to profit % Contribution to profit 10 £30 £85 10 & 9 £49 £104 10 to 6 £121 £176 Decile * Profit Increase Average profit Removing 1 to 10 £55 N/A -300 -200 -100 0 100 200 300 400 500 600
- 25. Marketing Campaign Planning Customer 1 Customer 2 Customer n Time A A A B C D D
- 27. For more, much more, on this … See Kevin Hillstrom’s blog at: http://minethatdata.blogspot.com/
- 32. Sourcing & Ranging + Service + Marketing + Pricing + Presentation + Systems + Organisation = Radical Change
- 34. Sourcing – New Products Week Number 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
- 35. Sourcing – A frequent learning cycle Week Number
- 37. The Long Tail and Virtual Stock
- 38. The Long Tail and Virtual Stock
- 41. Service
- 42. The Race to the Front Door Digital Camera Iron 3 Seat Sofa Casserole Dish DVD Player Coffee Maker
- 43. The Race to the Front Door Kendal
- 44. Tony, your order will be delivered tomorrow
- 45. Customer Service
- 47. Marketing
- 48. Effect of Offline on Online Customers Driven by Paid Search Marketing Week Number 2m recruitment leaflets mailed
- 49. Effect of Offline on Online The impact of offline activity on unit sales in the web shop.
- 50. Managing at the Margins Volume Cost per Order Marginal Cost per Order Limit
- 51. Competing for Search page dominance SEM (Paid Search) SEO (Natural Search) Affiliates (both SEO and SEM)
- 52. Goal-hanger?
- 55. Deal hunters abound online
- 57. Top 20 Social Networks Registered Users
- 58. Myspace – the world’s largest online community
- 59. Social networks also inhabit virtual worlds e.g. Habbo Hotel & Second Life’s millions of ‘residents’
- 61. Pricing
- 63. Pricing – Presentation of Reduced Price Product
- 64. Pricing – Dynamic Bundling
- 65. Pricing – To Meet Demand
- 67. Presentation
- 72. The Value of Product Metadata
- 73. User communities – adding & editing
- 74. Many Creative Assets for Each Product
- 75. … and also for showing off fashion in ‘catwalk’ shows.
- 77. Web broadcasting & shopping
- 80. Systems
- 81. Test, Learn and Optimise A B C
- 82. Or… How do we go from…. Life Expectancy: 100 years Life Expectancy: < 1 day
- 85. thank you for listening www.linkedin.com/in/tonypreedy
Notas do Editor
- Thank you for that kind introduction. It’s a pleasure to be here and a privilege to be able to meet some many fellow Cumbrian Marketers. My name is Tony Preedy and I joined Lakeland last year as Marketing Director, so I’m still very much in the early stages of learning the Lakeland business. I will attempt however to share with you a little bit about the Lakeland brand and our approach to doing business. My previous roles were Group Marketing Director for the UK division of Otto UK, the largest Home Shopping company in the world, and prior to the Director of Targeted Marketing at Littlewoods Shop Direct Group, the UK’s largest home Shopping company. I tell you this only so that you know where I’m coming from. My experience has been in the Home Shopping sector, and has concentrated on Direct Marketing. Much of what I say tonight is going to be concentrated on these areas, but I believe that the issues I’m going to talk about will matter to all who’s business is concerned with selling in some form.