Info about R&A Marketing Services and Imagine Retailer technology services.

3. V=PE-P
Value
Personal
experience
Price

4. WS + WD = M
What you say
What you do
Marketing

5. Three Worlds
1. Outside your door
2. Inside your door
3. Inside your office

6. SOV Share of voice
xIQ
Impact quotient
Traffic
T
xPE Personal Experience
S Sales

7. =MS Sales
S MP
Market potential
Market share

8. Before pouring money into advertising,
figure out exactly how much should be
spent.
Occupancy (rent)
Gross sales
10-12%
Cost of exposure
Markup

9. Step # 1
10-12% x annual sales volume
Then
Sales volume x average mark-up
Yes, mark-up. Not margin.
Most of us know our margin by heart.
Mark-up is simply GP/COGS

10. Step # 2
Deduct your annual occupancy
(rent) from the 10% and 12%.
The balance
represents
Minimum & Maximum
allowable budget for the year.

11. Sadly, the very people we are
counting on to for advice in this
area will tell us the amount should
be 5-7%. Don’t you believe them. It
isn’t possible to designate a
percentage without considering
mark-up on your average sale &
rent.

12. How it works…
Total Annual Sales $1,000,000
Budget for TOTAL Cost of Exposure
X 10-12%
(Cost of Occupancy + Advertising) $100,000- $120,000
Average Markup X 80.0%
Adjusted Budget for $80,000- $96,000
Total Cost of Exposure
Cost of Occupancy $35,000
AD BUDGET $45,000- $61,000

13. Media
Print
Direct Mail
TV/Radio
Online/Social

14. Web –VS-Broadcast –VS- Print
Both
Long term
Short term

15. The 4 Basics
Market – Who are you trying to influence?
Yourself – How do you define success?
Competition – What is you selling position?
Media – Who are you going to hire to carry
the message?

17. Ecommerce
The truth about online sales in the
furniture industry.

18. !

19. Online marketplace?
“In 2010 the wheat came off the chaff in online
retailing,” says Nikki Baird, managing partner at research firm RSR Research.
“The online retailers that just count on
being the lowest price provider aren’t
going to be around for the long term.The
ones that survive and grow will be ones
that run a very efficient operation and
give consumers the best customer service
and shopping experience.”

20. The industry is
currently selling
$12.3 billion online, representing
about 9% of all category sales, according to
research firm Forrester Research Inc. These
numbers are expected to rise to 11% this
year and more than double to $26.7
billion by 2012, based
on our research.

21. TheOnce-familiar Consumer Journey
1. Few touch points, well-choreographed
2. Linear, store-dependent
3. Advertising-inspired
View TV Go to Compare Choose Join/align
or print best Buy item
store options with brand
ad option
AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY

22. A New Customer Journey
1. A proliferation of engaging digital touch points
2. Non-linear, cross-channel
3. Web-first for many consumer buying decisions
View
Research designer
product video
Read a
Upload
review or
pics of
blog
purchase
Search for Visit a
brand store
Send
Order
mobile pic
Read outfit
Facebook
feeds

23. The affordable Signature Design by Ashley site
includes the industry’s ONLY integrated
shopping cart!

24. Feature rich catalog pages include: rating
system, up to 10
photos, print, email, social share, and add-
to cart functionality.

25. Quickly email from smart phone or
ipad, exactly what the customer is looking
at.

26. Print catalog pages that include all of the
detailed information the customer will
need in order to make a buying decision.
Encourages the retail sales staff to be
certain Ms. Jones doesn’t leave the store
empty handed.

27. Instantly share catalog content on
Facebook, Twitter, and over 1,500 other
social media outlets.

28. The catalog connects with the custom
coupon functionality that allows for every
event imaginable.
*side note- delivery codes are also
completely flexible.

29. Single page checkout reduced
abandonment by more than 50%

30. Dealer Feed
www.imagineretailer.com/dealer-specific-feed/

31. Social Media
Integration of Social Media

33. Facebook
• Two Types of Facebook
• Personal Profile
– Users can add people as friends and send them
messages, and update their personal profiles to
notify friends about themselves.
• Business Pages
– Users (Personal Profile) can join networks
organized by workplace, school, or college.

34. Personal Profile

35. Business Page

36. Facebook By The Numbers
• 900 million active users
• One person for every fourteen in the world is
on Facebook
• 93% of US adult Internet users are on
Facebook.
• 1 out of every “8 minutes” online is spent on
Facebook.
• 67% B2C have acquired a customer via
Facebook.

37. Facebook By The Numbers
• On average a Facebook fan:
• Spends $71.84 more than a non-fan
• McDonalds fans spend $159.79 more than non-
Fans
• Is 28% more likely to continue using a brand
• Adidas fan 42.55% more likely than a non-fan
• Is 41% more likely to recommend a product
• Red Bull fan 49.26% more likely than a non-fan

38. Facebook Applications
Integration of Social Media

39. Promotional Apps
An Email Signup that A Fan Offer App that
lets you build a will grow your fan base
substantial subscriber to a massive number so
list and target them you can target them
with email marketing with promotions and
campaigns to help you offers.
sell more products and
services.
A Sweepstakes App A Share and Save App
that takes the Each deal is ‘triggered’
guesswork out of only if a set number of
running a sweepstakes people ‘sign up,’
so you can sit back and thereby creating a
watch your business strong incentive for
boom! buyers to share deals
with friends and family.

40. Informational Apps
• Connect your website content directly with your Facebook Page
• Allow your consumer to find you, learn about you, view your menu and view your
offers
• Help your Facebook page come up in a search engine with SEO ready applications
that pop up on Google, Yahoo & Bing
• Manage it all from one central dashboard without having to know how to build a
website
• 24-7 customer support available to fix your problem and fix it fast

41. Connells Furniture
•2 Stores
•Customer Since 1987
•Full Line Mid-Priced Store
•Bedroom Communities of a Major Market

42. Connells Furniture
• Contests
• Wall Posts
– What to post, how to post, and when to post
• Facebook Events
– Offer something to just your Facebook fans.

43. Connells Furniture
• Contests
– Finding the right contest that meets your
marketplace and your Facebook’s marketing place.
– Decide whether you want to create Fan
interaction or you just want to increase Fans.
– You have to give away something
• Remember you’re a Furniture Store
– Make it Fun
– This is great PR… So BUILD it up!

44. Connells Furniture
• Grand Prize: Sofa
• Contest Instructions
– Dress yourself, your family, or your kid up in a
Halloween costume, take a picture and you might
just win
• Month Long Contest
• Fans Decide Winner

45. Connells Furniture
• Promoted On Website
• Press Release
• Email Marketing
• Word of Mouth
• POP
• Sales people required to talk about it

46. Connells Furniture

47. Connells Furniture
First Place
254 Number of Votes
79 Comments
•1332 Total Number of
Contest Votes
Second Place
•264 Total Number of
29 Comments
Contest Comments
Third Place 134 Number of Votes
•Second and Third Place
33 Comments
132 Number of Votes
both bought from
Connells after contest!

48. Connells Furniture
What to Post
– Share links to interesting and relevant articles, post thought-provoking
or meaningful updates, share a joke, or ask a question.
– Just keep it lively, interesting, and consistent!
• The words in updates that triggered the most
“likes” and comments are:
1. Event
2. Win
3. Winner
4. Sale
5. Contest
Wall Posts—When & What

49. Connells Furniture
• Top Post Examples
– “Success is simple. Do what's right, the right way, at the
right time.” (Quote)
• 505 Impressions
– “Creating a Reading Nook” (Blog)
• 750 Impressions
– “We have something big to offer just for our FB Fans on
Friday. Be Sure to visit our page Friday morning for this
amazing offer!”
• 802 Impressions
Wall Posts—When & What

50. Connells Furniture
• Be sure to check your Page Post Insights
to see what your fans react to the most!
Wall Posts—When & What

51. Connells Furniture
• A report from Buddy Media found that
the hours companies should post to
Facebook don’t necessarily coincide with
business hours.
– The four best times for higher engagement rates among
followers are at 4 a.m., 7 a.m., 11 p.m., and 5 p.m.
– I encourage you to approach your timing on a case-by-case
basis
Wall Posts—When & What

52. Connells Furniture
– Offer something to just your Facebook fans
– They are fans of you for a reason
» Reward them for being a fan
– Make it something distinctive
» Unique enough to stand out above the rest
– Make it share worthy
» The more sharable the more likely it will be a better event
– Events are fun
» The more fun they have the more likely they remember you when
shopping
Events

53. Connells Furniture

54. Connells Furniture

55. Connells Furniture
“Let the Savings Begin”
“When Did Liking
Someone Ever Pay Off”

56. Connells Furniture

57. Connells Furniture
• Facebook Fan Offer Only
• Ran right after a Contest
– High visit and user rates
• Offered a greater discount
to Facebook fans than the
public.
– Reward them for being a
Fan of your page
• Made it time sensitive.
– This will increase customers
to visit page.
Share and Save

58. Connells Furniture
Share and Save (one day insights)

59. December 2011
•Offer(s): $50 Online Gift Card once 1000 fan was hit &
Discount Equal to the Sales Tax
•Period 11/28-12/31
•Total Tab View:
•Wall: 1,487
•Fan Offer: 646
•Facebook Site: 283
•65,790 people reached
•73% Female
•27% Male
•Average Age 25-34
•Transactions: 66 as a result of Facebook
•Total Sales: $67,000
•Avg. Ticket: $1,015
•Total Fan Increase: 220% increase
•Total Monthly Sales Increase: 10% verses Dec 2010

60. Connells Furniture
• 127% Increase of New Likes after • Black Friday Promotion
month one – 95% advertising return
• 112,539 Post Views • 2nd Highest Month in Connell’s history
• Average 1% Post Feedbacks during Room Makeover Contest
– 136 per month • 4% of unique visitor's from Facebook
• 140% more Average Monthly Active to the website
Users than Fans – Third highest traffic source to
– Cannot track active personal data Connells Website behind:
• 4% of Fans Have Bought • Direct URL
• 20% of Share and Saves Redeemed in • Google
less than 24 hours • Facebook/Bing
– Average ticket of $1900 • Yahoo
– 2.3 times higher than the national
average
– $800 more than average ticket
• 24 times unique votes cast for Room
Makeover than enters

61. Analytics
Measure What Makes You Money

62. Facebook Analytics

63. What You Should Be Paying Attention
To?!?!
New Likes
Lifetime Likes
Monthly Active Users
Post Views
Post Feedback

64. Insights
Page Content Feedback

65. Integration with Google analytics using API
eliminates the need for additional log ins. As
a result retailers use analytics about 30%
more often.

66. How the site is being used, where the traffic
is coming from, and what is being shopped
for are the keys.

67. Traffic sources and keywords, report the
effectiveness of the company’s marketing
efforts.

68. Content performance provides detail to
merchandising, advertising, and sales about
what consumers are looking for on the site.

69. Captures the shopping patterns of every site
visitor, and once we collect their name we have
actionable sales information for follow up.

70. Spending over 5 minutes shopping for
leather is a clear buying signal!

71. Send them an offer and track their interest using our
the click overlay tools.

72. Then track the effectiveness of your e-marketing
campaigns using the statistical data.

73. Building The Plan
Calendar/ Budget

76. Case Study Three
• Grand Prize: $2,500 Gift
Card
• Contest Instructions:
– Take a picture of your room, explain
why you deserve a room makeover,
post it on Facebook, and you could
win a brand new room!
• Month Long Contest
• Fans Decide Three
Finalists
• Judges Determine
Winner

79. Thank You
kevin@ramarketing.com
david@imagineretailer.com