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Tradelink
Devnet Presentation
25/10/2007
Get the ball rolling…
Agenda
• Introduction• Background• Objectives• Mandatories• Response to Brief - Option A
• Content Information Architecture Document & Design
• Stand-Alone Program• Strategy Document
• Assumptions• Marketing in the Google Era• Response Option B
• Marketing Examples• Sample email invitation• Interactive Media Centre• Advantages of IMC• Reporting
• Case Study• Sample competition• Social networking• Ideas• Directory
Introduction
Crane Distribution limited (Tradelink) are planning to upgrade their website to leverage its brand positioning, specifically to the retail market, launching early 2008
Background
Tradelink• 198 Branches, 135 Showrooms, 3 Retail Offers
Customer Breakdown
• Tradelink Plumbers – currently approx 30,000 accounts• Retail Customers – planning a bathroom renovation or new home,
currently approx 50,000 visitors per month.
Unique Selling Proposition
• Knowledgeable consultants• Ideas & inspiration• There is no unique selling point has been established to differentiate
from leading competitor REECE
Background
Retail Target Market
• Home owners current or prospective• Female• Age 25-54• Married/living with a partner• Seeking ideas & inspiration• House Proud• Seek knowledge & skills of professional Tradesperson
Objectives
Aim
Grow retail spend to 20% in two years then to 25% of Tradelinks overall sales over four years.
Overall Goal
The overall goal is to have an industry leading website catering for both trade & retail customers, maintaining high visitation rate over the next three years.
Mandatories
• Cater for Trade & Retail customers
• Focus primarily on presenting and promoting Bathroom Specialist positioning
• Not to alienate core trade customers
• Link internal systems such as JDE and Boulevard
Response Outline
Our Response is provided in two options:
• Option A directly responds to the brief provided
• Option B takes Tradelink to No. 1 in the Google Marketing Era
Response to Brief – Option A
Response to the brief incorporates the following three elements:
• CIA Document & Design options
• Stand Alone Programs
• Strategy Document
Project Components - Option A
CIA Document & three design options. Elements of these include:
• Site Structure - Retail & Trade• Functional requirements• Non Functional requirements (CMS system)• Third party requirements• Navigational Requirements• Audience characteristics – Use cases / scenarios• Research findings• Competitors• Target market• Creative
Project Components - Option A
2 Site Entry Points» New Retail site entry point e.g www.bathlink.com.au» Traditional Tradelink site
Project Components - Option A
• Approach• Project plan • Project management• Bi weekly meetings• Update document
Project Components – Option A
Stand-alone Programs within site:
Bathroom Renovation Planner / Quote Builder• Product Lookup / Purchase Online• Inspirational Side to the Planner• Imagery & examples• Ideas• Ask for help
Branch / Showroom lookup (Find your nearest)
• Google Map friendly– Import store locators from a spreadsheet, text file, or database– Search Capabilities– Search by Postcode
Bathroom Planner – Example Ikea
Offers customers the choice of planning their bathroom with the latest products
Offers different ways to plan the bathroom.
Design by: Inspirational
models/imagery Architectural Planner Individual Products
Inspirational Design - Example Ikea
Click on the spots & it displays the product Thumbnail visual Slideshow of inspirational designsClick thumbnail to link to new inspirational designNavigate thumbnails
Google Mapping - Examples
Offers different ways to search locality information. Interactive Informative Movable maps Customise to target audience Audio Visual
Project Components - Option A
Strategy Document
• Identity & Branding• Promotion• Optimisation• Marketing• Link Strategy• Measurement & Review
Assumptions
• Footy Tipping Competition stand-alone program - Tradelink to incorporate.
• Loyalty Program / redemption procedure (linking to external site) – Tradelink to incorporate.
• Product lookup could be extended to online order & fulfillment via Bathroom Centres in a future.
• Product details are provided via CSV file.• Web services to be incorporated in following phase.• FTP access available to vendor.• Boulevard & TradeDoor to be available via website (password
protected)
• JDE data provided where required.
Option B
Taking Tradelink to No. 1 in the Google Marketing Era
Marketing In the Google Era
Our World Today
Google Era
If it’s a World,
What does that mean for Marketers?
Are you an Internet Marketer? The 60 Second Test…
How many people came to your website yesterday?
Where did they come from?
What keywords did they use to find you?
How many of them did you capture?
What will those metrics be tomorrow?
Website is the Primary Marketing Vehicle
Invest in your Web Properties
• Flash Videos• Breeze Presentations• Product Diagrams• Clear Graphics• Compelling Copy• Self-service• Effective Information
Architecture• Simplicity• Web Offers• Above the Fold?
Invest in Search Marketing
Think Globally, Advertise Locally
Make Your Message Relevant
Keep it Simple and Relevant
Create Landing pages for Every Program
Building your Conversion FunnelIntegrated Marketing and Sales. Integrated Terminology.
Measure Everything in Real Time
Never Stop Split TestingOptimise the Conversion Funnel
Use the Web for PR
Blogging - The New PR
Engage Your Community
Engage the CommunityBlogs, Breeze, Podcasts, Lithium, YouTube
Option B
Online Marketing Strategy • 12 Month marketing plan run quarterly• Email• Search• Adwords• Video – run on Plasma screens in showroom• Competitions e.g. Win a Bathroom renovator• Tradesperson Directory• Research with Female Design Agency
Option B
Option B
• explanation
Retail Friendly Graphics Images
Marketing – Email Invitation Example
Registration Page
Email Invitation
Example Interactive Media Centre - IP Evolution Series
Demonstrations
Case Studies
Q & A
Welcome
Feedback Forms
Customer Branded
Advantages of a Media Centre
A Multimedia Centre provides added contact to a customer and allows them to be tracked on what is important to their Business.
Successfully utilised for the following purposes:
A customers journey can be tracked Supports content being discussed at the seminar Useful as a customer sales tool for Salesforce Reinforces the product to internal stakeholders Customers had the ability to update their details Customers were given the opportunity to submit feedback
online Customers had the ability to “Refer a Colleague” Additional data could be collected for DM purposes
Reporting Features
Manage Unsubscribes Manage Registrations Manage customer lists Manage customers whom
have not responded Create task schedules Interactive Client Feedback Track individual media
items visited Track time spent on a
particular media item Measure total time spent in
Media Centre Media management Implement secure access
to online Media Centre
Case Study – Telstra Country WideDrive Your Business Further Event Series
The Business Challenge
Telstra Country Wide had a need to communicate to their Portfolio Managed customers, who have historically received little to no direct communication from Telstra, introducing them to Mobile Business solutions in a “soft sell” environment.
Leveraging off the V8 Supercar Championships a series of breakfasts were organised. Devnet were engaged to:
• Project Manage the 13 event series and the communications between three agencies
• Complete customer data management
• Full design and build of the registration website, reminder and email invitation sends.
Case Study – Telstra Country WideDrive Your Business Further Event Series
Invitation Registration
Case Study – Telstra Country WideDrive Your Business Further Event Series
The Solution
•Devnet worked closely with all external agencies to ensure a complete understanding of their processes and individual needs. Devnet
•Developed a schedule of work that was achievable by all parties.
•Regularly communicated and to individual agencies to ensure highlighted issues were addressed and resolved.
•Customer data is managed centrally within Devnet’s Campaign Manager Database to ensure its integrity.
•Series of event email invitations and reminders sent to customers to build interest in the events and ensure successful response
Example Competitions / Quiz
Tradelink to run regular competitions – e.g. Win a Bathroom Makeover, Post up pictures of the worst bathroom, Your ideal bathroom design…
Social Networking Examples
Facebook46 million active users of which half return daily. 200,000 sign up daily
Social Networking Examples
Other examples include Friendster & Linkme
Ideas
Kiosks are a innovative great way to XXXXX. Below are some examples on how these could look
HomeSite Website
Take some scrreen shots from homesite.
Eg Video, ask a renovator, find a tradesmen.
Tradelink Plumbers Directory
Questions
• What are the key renovator magazines in Australia?
– Australian House and Garden– Kitchen & Bathroom Quarterly– Inside Out– Australia Vogue Living– Australian Home Beautiful
Leverage – Key Properties
Smart Community Project
Page 52
TSC – Retail Application• Customised CRM• Provides task-based management of lot
sales and subsequent management of service installations.
• Developed and hosted at WebCentral • Production Pilot
Blessed Bra’s