Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

Old Dog New Tricks

Me
Me
Again

© 2012 Napier Marketing Group All Rights Reserved

Why is it
Why is it a man wakes up in the morning, after sleeping on his
advertised bed, on his advertised mattress in his advertised pajamas.
He will bathe in his advertised tub, shave with his advertised razor and
shaving cream, have breakfast with his advertised juice, cereal and
toast….toasted in his advertised toaster, put on advertised branded
clothes and quickly glance at his advertised watch. He will catch the
news on his new advertised flat screen that he purchased at a heavily
advertised store. He will ride to work in his advertised car, sit at his
advertised desk and write with his advertised pen or utilize his
advertised computer.
Yet it’s ironic that when he’s approached to advertise his business, he says advertising
doesn’t pay…..until his business fails and then he’ll gladly advertise the sale
and liquidation of his business……why, so people will come and liquidate his
assets.

About The Presenter
• 30 Years in Consumer Product Marketing
– Promotion Agency Owner
• Numerous awards for best strategy, creative and tactics.
Engineered many package centered promotions including Patent
#5,571,358
• Partner – Napier Marketing Group, Inc.
• More information on LinkedIn
• 12 years in the Home Furnishing’s Industry
– CMO Ashley Furniture, LeatherTrend, Home Line Furniture & Napier
Marketing Group.
• Winner Gold Reggie - Best Promotion in North America from the
Promotional Marketing Association while at Ashley Furniture –
implemented the largest promotion ever in the HF Industry.
• Published many articles in NHFA Retailer, HFB and more
www.napiermkt.com www.social4retail.com
Join My Discussion on
Bill Napier
billnapier@napiermkt.com
612-217-1297

Integrated Marketing
Today’s Consumer “Consume” Marketing (Brand) Messages
From A Wide Variety Of Channels (E.G. TV,
Cable/Satellite TV, Radio, Newspaper, Outdoor, Internet,
Magazines, Direct Mail, Telemarketing, Special Events,
Etc). It Is In The Best Interest Of The Retail Community
To Make Use Of Multiple Marketing Communications
Vehicles And

It Is Equally As Important To Insure The Messages
Conveyed On The Various Channels Are Coordinated
(Integrated) In Order For The Marketing Message To Be
Communicated Clearly And With Adequate Frequency.

Definitions & Terminology

Integrated Marketing

What’s Missing ???


If a retailer does not recognize the
changing dynamics of the consumer;
how they will shop and connect with
brands in the future, they will not
just be punished; they will be
punished with impunity.

2005

The ability to learn faster
than your competitor may
be the only sustainable
competitive advantage


In The 60’s It Was All About
PLASTICS


Today & Beyond It’s All About

Being
Connected


The Internet Is The Change Agent
Then And Now
2000 2010
79% Of Adults Use Internet
46% Of Adults Use Internet
64% Have Broadband At Home
5% With Broadband At Home
82% Own A Cell Phone
50% Own A Cell Phone
59% Connect Wirelessly
0% Connect Wirelessly
66% Use The “Cloud”
<10% Use “Cloud”
48% = Tech Social Networkers
0% = Tech Social Networkers
NOW: Faster, Mobile Connections
THEN: Slow, Stationary
Built Around Outside Servers And
Connections Built Around My
Storage
Computer
June 24, 2010

13

To Reach 50,000,000 Users…
It Took:
• Telephone - 38 years
• Television - 13 years
• Internet - 4 years
• iPod - 3 years
• Facebook - 2 years

How We Are Connected
• The number of internet devices in 1984 was
1,000
1,000,000
1,000,000,000
• The number of internet devices in 2015 will be
15,000,000,000


Today
The Internet Has Changed Everything

In a recent survey, 72+% Of
women surveyed said they were
doing online research before
buying shampoo.

The Breck Girl is being replaced by
a “shopping bot”.


Traditional Ways to Get “DEALS”


The New Way
Click & Print -
FREE


Let’s Get Visual

How We We Can Items Of
How Market 12 WIN
Home Furnishings In 30
The Race To The
OR
Seconds AND….
Bottom With 99% Off
The Consumer is Supposed to
Retail
Retain This Message ???


Average Time “US adults now spend
Consumers Spend “PER more time on mobile
devices each day than
DAY” With Major Media they do with print
media.”

Source: e-Marketer December 2011

For First Time In History, TV
Ownership Declines

A.C. Nielsen
November 2011

Video – Sharing Site Usage Over Time
2006-2011

Are You Streaming Video on Your Website?

Visits To Online Video-sharing Sites By
Regions

A Great Way To show off your store, share your brand
platform and more….without trying to cram it into a 30
© 2012 Napier Marketing Group All Rights Reserved second spot

Meanwhile
More Than 1,000,000,000,000
(One Trillion)
Playbacks On YouTube
This Year
(Yep, Count ‘Em, 12 Zeroes).

That’s About 140 Views For Every Person On The Earth. More
Than Twice As Many Stars As In The Milky Way.


78% Of The U.S. Is Connected
To The Internet
272,100,000 Individuals


1 In 2 Smart Phone Users Have Searched On
Their Phones For Nearby Stores


How Are You Marketing Your Store And To

%
Whom ?

Integrated Marketing?

Everything Has Changed
BUT….
The Most Profound Change
Relates To The Demographic
Shift in the Past 7 Years


Older BOOMERS
58 – 63 Years of Age
PAST - Primary
Target Market for
Home Furnishings

Total BOOMER Population 76,985,270

Young BOOMERS
PAST - Primary
Target Market for
Home Furnishings


Middle BOOMERS
PAST - Primary
Target Market for
Home Furnishings


Gen “X”
NEW Primary Target
Market for Home
Furnishings

Total “X” Population 49,660,301

15– 32 Years of Age
NEW Upcoming &
Secondary Target
Market for Home
Furnishings

Total GEN “Y” Population 76,370,030

Total Gen “X” + Gen “Y”
Population

126,030,331
Are You Prepared For This
Consumer?


The Vast Majority Of Gen X Is Already Online (88%) And,
By 2015, That Figure Will Have Topped 90%.
In Fact, The Report Found That Gen X's Digital Media Consumption
Is Strikingly Similar To That Of Gen “Y” - Millennials.
They Use Social Networks, Watch Video On Their Computers And Mobile Devices, And Enjoy
Shopping Online. They Methodically Research And Evaluate Products Prior To Purchase And Place
Great Value On The Opinions Of Their Friends And Family.

E-Marketer
December 2011

Big Dog
When It Comes To Your
Business Model, Who
Would You Rather Be?

Little Dog


Everyone is doing it…..Is Your Store or Brand
There to Participate IF They want To Find
You?


3 Fundamentals Of a Great Internet
Marketing Strategy
• Attract - Getting found
• Engage – engaging them with lots of content
and information so they can make an
“informed” decision
• Connect – consumers with your sales people/
store with sales, marketing and
communication tools


Internet Marketing
The Basics….
• Get Found
There are 3 fundamental ways Consumers
search for Home Furnishings
General Searches
Category Searches
Branded Searches
42% Of Organic Searches In The Last Year Are 4+ Words

Search
Attracting Consumers
General Searches
General searches are the most common search phrases among non dealer-specific
furniture searches. These phrases use terms such as "furniture" or "furniture store"
combined with a geographic term such as "Minneapolis" or "Twin Cities."

Category Searches
Category searches are the next most common type of furniture search. Category or
"room" searches are comprised of furniture specific keywords such as "bedroom
furniture" or "reclining sofa" combined with geographic terms.

Branded Searches
Manufacturer branded searches are made up of a manufacturer's brand name,
collection name or specific item/SKU name combined with a geographic term.

You MUST Have Content That
Addresses All 3 To Be Successful !!!

Over the past few years, Google has
attracted 65-70% of all internet
searches.
Around three quarters of all internet users perform local searches while an
astonishing 82% of these searches result in an offline phone call, in-store visit or
purchase.

• 97% of American internet users use the internet to shop of which 57%
characterize their behavior as shop online, purchase offline (NPD Group)
• 90% of online commercial searches result in offline purchases
(comScore)
• 82% of local searchers follow up offline via an in-store visit, phone call or
purchase (TMP/comScore)
• 74% of Internet users perform local searches (Kelsey Group)
• 61% of local searches result in purchases (TMP/comScore)
• 54% of Internet users would rather use the Internet and local search
then phone books (comScore)
• 35% of all searches are local (DM News)

March 11, 2011

Once They Find You…
Now What?
2.) Engage Them


The 10 Platforms
That Will Make
You Relevant In
Retail

At The High Point Furniture
Market

Tuesday 2:30PM
April 24 th

Retail Resource Center

Old Dog Had To Learn New Tricks With Strategy Tactics & Social Mkt At High Point Market

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