Digital Marketing for Sales Agencies

1. DIGITAL MARKETING FOR SALES AGENCIES Gift & Home Trade Association Conference2014 | Presented by: Brianne Houck

2. @BRIANNEHOUCK LINKEDIN.COM/IN/BRIANNEHOUCK BHOUCK@BRANDWISE.COM BRIANNE HOUCK DIRECTOR OF MARKETING, BRANDWISE Breakout Session Moderator| Digital Marketing for Sales Agencies

3.  SILENCE YOUR PHONES & PLEASE DO NOT CHECK EMAIL  MINIMIZE SIDE CONVERSATIONS  RAISE YOUR HAND FOR MICROPHONE FOR COMMENTS & QUESTIONS  BEFORE TALKING, PLEASE INTRODUCE YOURSELF & YOUR COMPANY

4. W H Y I S A D O P T I N G DIGITAL MARKETING SO IMPORTANT TO MY BUSINESS? ?

5. DIGITAL MARKETING, IF I DON’T GET ON BOARD WITH I WON’T HAVE A FUTURE BUSINESS. -PRE CONFERENCE BREAKOUT SURVEY ANSWER “

6. SALES AGENCY MARKETING A BRIEF HISTORY  MARKETING STREET TEAM  BRAND EVANGELISTS  RELATIONSHIPS BUILT ON SERVICE  EVENT DRIVEN THE HISTORY

7. IT’S TIME FOR A CHANGE.

8. SMALL. SCALABLE. MEASURABLE. BASIC STEPS FOR CREATING A DIGITAL MARKETING PLAN  GOALS  PLANNING  STRATEGY  CREATION  MEASUREMENT THE PLAN

9. 1. GOALS IF YOU MAKE AN INVESTMENT IN TIME AND RESOURCES INTO DIGITAL MARKETING – WHAT DO YOU WANT TO GET OUT OF IT?  NEW CUSTOMERS?  INCREASED REVENUE – NEW REVENUE OR INCREASED ORDER SIZE?  NEW SUPPLIERS?  MORE SATISFIED CUSTOMERS?  MORE SALES REPS? GOALS

10. 2. PLANNING WHERE DO YOUR GOALS ALIGN WITH YOUR BUYER’S NEEDS?  KNOW YOUR BUYERS  PLAN YOUR STRATEGY ACCORDINGLY PLANNING

11. “Your buyers are the source of the insights that will clarify all decisions. By channeling the buyer’s voice – clearly, accurately and persuasively – the buyer persona gives marketing the confidence to say “This is what really matters to our buyers. So here’s the plan.” -Adele Revella, President, Buyer Persona Institute

12. UTILIZING BUYER PERSONAS IN AN EMAIL CAMPAIGN RESULTED IN: 2X THE OPEN RATE 5X THE CLICK THRU RATE -FORRESTER RESEARCH

13. HOW TO CREATE BUYER PERSONAS CONSULT INTERNAL STAKEHOLDERS. SOURCE: Sales Reps, Back Office, Customer Service, Vendors PROS: Fast and simple; makes it easy to leverage existing knowledge CONS: Provides a limited and recycled view of what you already know about your buyers; no new insights. OPTION #1 Source: the Buyer Persona Institute

14. HOW TO CREATE BUYER PERSONAS LEVERAGE FAMILIAR TOOLS. SOURCE: Online surveys, social media, web research, analyst reports, web analytics, etc. PROS: Low cost, statistical data, validates existing opinions CONS: Misses offline buying behavior; focuses on historical behavior and responses to internally generated questions OPTION #2 Source: the Buyer Persona Institute

15. Out of these three methods, ONLY INTERVIEWING BUYERS tells you something you didn’t already know. Source: the Buyer Persona Institute HOW TO CREATE BUYER PERSONAS INTERVIEW REAL BUYERS. SOURCE: Buyers who recently became engaged with your agency or reps or your competitors, suppliers, etc. PROS: Provides in-depth and non-obvious details about how, when and why buyers make the decision you want to influence CONS: Requires strong listening and interviewing skills OPTION #3 !

16. HOW TO CREATE BUYER PERSONAS  WHAT ARE YOU BIGGEST CHALLENGES AS A BUYER / BUSINESS OWNER  WHAT ARE YOUR GOALS AS A BUYER / BUSINESS OWNER  WHERE DO YOU LOOK FOR INFORMATION ON NEW PRODUCTS, LINES, TRENDS, ETC.  DO YOU UTILIZE SOCIAL MEDIA – IF SO WHAT CHANNELS  HOW DO YOU PREFER TO RECEIVE INFORMATION EXAMPLE INTERVIEW QUESTIONS  WHAT DO YOU FIND MOST HELPFUL ABOUT WORKING WITH SALES REPS  WHAT DO YOU WISH YOUR REPS PROVIDED THAT THEY CURRENTLY DO NOT

17. HOW TO CREATE BUYER PERSONAS  CHALLENGES: PERSONNEL, COMPETING WITH VENDORS AND BIG BOX STORES, RIGHT PRODUCTS / RIGHT PRICE  GOALS: CUSTOMER SATISFACTION, IMPLEMENTING ECOMMERCE, STAY ON TOP OF TRENDS, GROWTH  INFORMATION GATHERING: ATLANTA MARKET, OTHER RETAILERS  SOCIAL MEDIA: FACEBOOK, INSTAGRAM  COMMUNICATION: 1 – EMAIL, 2 – PHONE, 3 – IN PERSON FINDINGS  WHAT IS HELPFUL: REPS HELPING WITH INVENTORY, WEEDING OUT NEW ITEMS TO ONLY ITEMS THAT PERTAIN TO US  NOTES: WOULD LOVE TO ORDER ONLINE AS LONG AS REP STILL GETS COMMISSION

18. 3. STRATEGY PUT YOUR PLAN TOGETHER AND CREATE THE NECESSAIRY COMPONENTS  CONVERSION WATERFALL  LOOK FOR AREAS TO IMPACT  FOCUS EFFORTS ON IMPROVING CONVERSION STRATEGY

19. CUSTOMER DATABASE $650 Average Order Size 1 0 , 0 0 0 7 3 0 8 2 1 4 8 29.4% Average Open Rate of Email List 9.1% Average Click Thru Rate of Email List 1 9 5 73.08% Of customersare subscribed to emails 30% Estimated Conversion of Click-to-buy 5 8 $ 3 8 , 1 2 6 15% Agency Commission $ 5 7 1 8 EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

20. CUSTOMER DATABASE $650 Average Order Size 9 1 , 1 3 6 6 6 , 5 3 0 1 9 , 5 6 0 29.4% Historical Open Rate of Email List 9.1% Historical Click Thru Rate of Email List 1 7 8 0 73.08% Of customersare subscribed to emails 30% Estimated Conversion of Click-to-buy 5 3 4 $ 3 4 6 , 6 6 6 15% Agency Commission $ 5 2 , 0 0 0 EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

21. CUSTOMER DATABASE $650 Average Order Size 1 0 , 0 0 0 7 3 0 8 2 1 4 8 29.4% Historical Open Rate of Email List 9.1% Historical Click Thru Rate of Email List 1 9 5 73.08% Of customersare subscribed to emails 30% Estimated Conversion of Click-to-buy 5 8 $ 3 8 , 1 2 6 15% Agency Commission $ 5 7 1 8 EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

22. CUSTOMER DATABASE $650 Average Order Size 1 0 , 0 0 0 7 3 0 8 2 7 1 4 29.4% Historical Open Rate of Email List 9.1% Historical Click Thru Rate of Email List 2 4 7 73.08% Of customersare subscribed to emails 30% Estimated Conversion of Click-to-buy 7 4 $ 4 8 , 0 0 0 15% Agency Commission EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE INCREASE CUSTOMER EMAIL LIST TO 100%  STANDARD OPERATING PROCEDURE TO COLLECT EMAIL ADDRESSES  OPT-IN AT TIME OF PURCHASE  CUSTOMER DATABASE MAINTENANCE $ 7 8 2 5 DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

23. CUSTOMER DATABASE $650 Average Order Size 1 0 , 0 0 0 1 0 , 0 0 0 2 7 1 4 29.4% Historical Open Rate of Email List 9.1% Historical Click Thru Rate of Email List 2 4 7 100% Of customersare subscribed to emails 30% Estimated Conversion of Click-to-buy 7 4 $ 4 8 , 0 0 0 15% Agency Commission EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE CONVERSION WATERFALL INCREASE OPEN RATE TO 35%  TARGET BUYER PERSONAS  A/B TEST SUBJECT LINES & SEND TIMES  SEND FROM REPS TO KEEP PERSONAL RELATIONSHIPS *Average email open rate for eCommerce: 17.35% -MailChimp $ 9 3 1 6 EMAIL TO ONLINE ORDERING CONVERSION

24. CUSTOMER DATABASE $650 Average Order Size 1 0 , 0 0 0 1 0 , 0 0 0 3 5 0 0 35% Historical Open Rate of Email List 9.1% Historical Click Thru Rate of Email List 2 4 7 100% Of customersare subscribed to emails 30% Estimated Conversion of Click-to-buy 7 4 $ 4 8 , 0 0 0 15% Agency Commission EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE INCREASE CLICK THRU RATE TO 20%  EMAILS SEGMENTED BASED ON PRODUCT CATEGORY, OCCASION, PROMOTION  BENEFIT DRIVEN LANGUAGE  CONSISTENCY *Average email click thru rate for eCommerce: 3% -MailChimp $ 2 0 , 4 7 5 DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

25. CUSTOMER DATABASE $650 Average Order Size 1 0 , 0 0 0 1 0 , 0 0 0 3 5 0 0 35% Historical Open Rate of Email List 20% Historical Click Thru Rate of Email List 7 0 0 100% Of customersare subscribed to emails 30% Estimated Conversion of Click-to-buy 7 4 $ 4 8 , 0 0 0 15% Agency Commission EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE $ 2 3 , 8 8 7 INCREASE CLICK TO BUY CONVERSION TO 35%  LINK DIRECTLY TO PRODUCTS  POSITIVE ONLINE SHOPPING EXPERIENCE  CONSISTENT VISUALS – PRODUCT IMAGES / CATALOGS  INCORPORATE VALUE-ADDED SERVICES DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

26. CUSTOMER DATABASE $650 Average Order Size 1 0 , 0 0 0 1 0 , 0 0 0 3 5 0 0 35% Historical Open Rate of Email List 20% Historical Click Thru Rate of Email List 7 0 0 100% Of customersare subscribed to emails 35% Estimated Conversion of Click-to-buy 2 4 5 $ 4 8 , 0 0 0 15% Agency Commission EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE $ 3 3 , 0 7 5 INCREASE AVERAGE ORDER SIZE TO $900  INCORPORATE SUPPLIER PROMOTIONS  UP-SELL, CROSS-SELL  ENGAGE REPS TO UP-SELL, CROSS-SELL DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

27. CUSTOMER DATABASE $900 Average Order Size 1 0 , 0 0 0 1 0 , 0 0 0 3 5 0 0 35% Historical Open Rate of Email List 20% Historical Click Thru Rate of Email List 7 0 0 100% Of customersare subscribed to emails 35% Estimated Conversion of Click-to-buy 2 4 5 $ 2 2 0 , 5 0 0 15% Agency Commission $ 3 6 , 3 8 2 EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE TOTAL ORDER VALUE: $220,500 = HAPPY SUPPLIERS DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

28. CUSTOMER DATABASE $900 Average Order Size 1 0 , 0 0 0 1 0 , 0 0 0 3 5 0 0 35% Historical Open Rate of Email List 20% Historical Click Thru Rate of Email List 7 0 0 100% Of customersare subscribed to emails 35% Estimated Conversion of Click-to-buy 2 4 5 $ 2 2 0 , 5 0 0 15% Agency Commission $ 3 6 , 3 8 2 EMAIL LIST EMAIL OPENS CLICK THRUS ORDERS PLACED TOTAL ORDER VALUE REVENUE EMAIL MARKETING ONLY REVENUE INCREASE: $30,664 DIGITAL MARKETING HOW-TO #2: CONVERSION WATERFALL EMAIL TO ONLINE ORDERING CONVERSION

29. 4. CREATION PUT THE INTERNET TO WORK FOR YOU  CONTENT CREATION  CONTENT REPURPOSING CREATION

30. INTORDUCING OUR NEWEST LINE: C WONDER FREE FREIGHT ON ORDERS OVER $300  GIFT  FASION ACCESSORIES  HOME ACCENTS  PROMOTIONS  NEW SUPPLIER ANNOUNCEMENTS  MEMORIAL DAY / MOTHER’S DAY TARGETED EMAIL TO BUYERS WHO HAVE EXPRESSED INTEREST IN:

31. DIGITAL MARKETING HOW-TO #3 CONTENT REPURPOSING SOCIAL MEDIA ACTIVITIES BASED ON ONE EMAIL ANNOUNCEMENT OF NEW VENDOR • Email Title and Archive URL • Email Image and Archive URL • Email Image and Product URL • Status Update and Archive URL • Individual Product Images and Product URL • Custom Image of Product/email and homepage URL www.darrahreps.com SIGN UP FOR EMAIL NEWS REGISTER TO BUY ONLINE CUSTOMER DATABASE EMAIL SUBSCRIBERS

32. MEASUREMENT 5. MEASUREMENT YOU CAN’T MANAGE WHAT YOU DON’T MEASURE  CONVERSION WATERFALL  GOOGLE ANALYTICS  BUFFERAPP REPORTS

Digital Marketing for Sales Agencies

Digital Marketing for Sales Agencies

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