whereoware: tie your offline and online experiences together

CONVERGENCETIE YOUR ONLINE + OFFLINE EXPERIENCE TOGETHER

Introductions

Eric DeanPresident and co-founder of Whereoware LLC11 years running technology company serving consumer product clients

Prior to Whereoware: Owner - Mosaic Design Works, Virginia-based

home decor producer Sales and marketing manager at Burlington

Industries Export manager for textile/gift company – Bacova

Guild

Introductions

Trade Shows, Markets, Rep Groups

Home Furnishings Gifts, Tabletop, Toys, Garden

smart online solutions

Plan for today

• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways

Convergence

Convergence defined

Customers can get:

Whatever they wantHowever they want itWhenever they want itWherever they are

The way we were…Departments and channels lived in silos…

Shows WebEmail

Reps Direct Mail Catalogs

Social Media

TodayWebsitesSocial networks

Print

Telesales

Sales reps

Email marketingTrade shows

Catalogs

Today: every channel works togetherWebsitesSocial networks

Print

Telesales

Sales reps

Email marketingTrade shows

CatalogsEvery channel is interconnected

Today: convergenceWebsitesSocial networks

Print

Telesales

Sales reps

Email marketingTrade shows

Catalogsconvergence

Plan for today

• Convergence• Print

• Catalogs• Sales reps• Trade shows• Key takeaways

Print

Print: social media

CB2 trade show

signage

Conan live tweeting

billboard

Post-it billboard

Gold + Bob Williams

magazine ad

Print

== Call to action + measureCross your fingers + pray

NEWOLD

“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”- John Wanamaker

Print: QR codes

32% of smartphone users have scanned a QR code

72% say they are

more likely to

remember an

advertisement with a

QR code

QR codes are barcodes.

Scan it with a smart phone barcode scanner and automatically open a link, video or image.

Who’s trying QR codes?

Movie Posters

Print : QR codes

Print : QR codes

Magazine Ads

Print : QR codes

Magazine AdsBillboards

Print : QR codes

Creative convergence in action

OLD NAVY

Plan for today

• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways

Catalogs

Catalogs… then and now

In the fall of 1965, Sears sent out a 1,810-page catalog. http://www.chron.com/disp/story.mpl/business/7313135.html#ixzz1MFw6yciY

In 2010 –

128 pages.http://www.chron.com/disp/story.mpl/business/7313135.html#ixzz1MFw6yciY

Catalogs are still important, but the role is changing

Leaders in the industry say….

“We are a company that grew up with both a catalog and stores. Today, our catalog has become an inspiration piece that drives customers to shop online or in-store. Our goal is to create a customer experience that is seamless across all channels.”

-Barbara Turf, CEO Crate + Barrel (Delta in-flight magazine, March 2011)

ComScore/Postal Service case study

Those that were sent catalogs are:

54% more likely to shop2x more likely to make an

online purchaseSpending 163% more dollarsMore likely to visit your site -

60% of catalog recipients were influenced to visit the web

Catalogs

= transactional

OLD

Catalogs

==

Inspiration + increase in web traffic and sales

NEW

Bringing it online

Bringing it online

Bringing it online

Catalog convergence

CATALOG

WEBSITE

EMAIL

Catalog convergence

Catalog convergence

Sales reps

Plan for today

• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways

Sales reps

Sales reps

= Carry around big out of date catalogs + sales material

OLD

Sales reps

==

Have up to date material at their fingertips

NEW

Sales reps: new toolsWEBSITE CRM

DATAPRODUCT INFO

The iPad + business

Wall Street Journal - http://digitaldaily.allthingsd.com/20110214/its-business-time-for-apples-ipad/?mod=ATD_skybox

“Tablet computers offering several apps to further mobility management for businesses” http://www.visagemobile.com/news/news/understanding-mobility-management-news/6681/tablet-computers-offering-several-apps-to-further-mobility-management-for-businesses/

65% of the Fortune 100 have either deployed or have pilots running with the iPad

Now thousands of business focused apps are available and rate is accelerating

25% of all tablet sales are from businesses

47 million iPads to be sold in 2011

Sales reps: Mercedes-Benz

“The MB Advantage software allows Mercedes dealers to begin recording key customer information while they are standing next to – or seated in – the car they are selling. It also gives salespeople on the dealership floor access to marketing.”

-"Six Smart Business Uses for the iPad".  http://www.inc.com/ss/six-smart-business-uses-ipad#5

Sales reps: personal catalogs

Select products Choose the Layout

Allow reps to access + create up-to-date sales sheets right from your website.

Plan for today

• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeaways

Trade shows

Trade show

=Card collecting

…then what?

OLD

Trade show

==

Systematic, automated way to follow up

NEW

Assign a sales personUse marketing automation toolsUse CRM remindersDo nothing

“80% of leads never get follow up”• 68% of marketers considered lead generation the top marketing

priority• When leads need nurturing marketers take the following action:

Assign a sales person

Use marketing automation tools

Use CRM reminders

Do nothing

65%

15%

14%

35%

36%

Trade showOnline + offline channels working together to increase ROI

Trade show: QR example

Trade show: QR example

Trade showOnline + offline channels working together to increase ROI

Trade show: email example

Dear Teya,

It was a pleasure meeting you during the recent Furniture show. Please take a moment to learn a little more about Whereoware

We are an online strategy, development + marketing company. We are Silverpop execution and strategy experts. We have over 40 successful Silverpop clients and seven experts using the platform full time. Learn More about our work>>

We can help in several ways:

Strategic Consulting: Get The Most Out of Silverpop. Maximize your Silverpop investment. We match your unique business needs to deliver the most effective solutions. We can help with everything from onboarding to metrics to measure success. Learn More>>

Execution Services: We Don’t Just Suggest Things, We Do It. Silverpop is a powerful tool and it takes time to learn how to use it effectively. We have 20 years of Silverpop experience, giving us the expertise to efficiently plan, design, build, test and measure your campaigns. Learn More>>

Marketing Automation + Web Integration: Tightly Integrate Marketing With Your Website.. Targeted personalized marketing is our key philosophy. We love Silverpop’s platform because we can combine online behavior with customer data to ensure that your users receive the messages they want to hear, when they want to hear them. Learn More>>

Thank you for your interest in our services.   I will be contacting you shortly.  If you would like to reach me, my contact information is listed below

Eric Deanedean@whereoware.com

Trade show: email example

Dear Teya,

Eric Deanedean@whereoware.com

Convergence! Online + offline channels working together to increase ROI

Trade show: lead insight

Plan for today

• Convergence• Print• Catalogs• Sales reps• Trade shows• Key takeawaysKey takeaways

Key takeaways• Customers are channel-agnostic

Whatever, However, Whenever, Wherever

• Marketing channels must converge on the customer• Give them consistent branding

and messaging• Work together to support,

measure + extend the life of your marketing efforts

Questions + answers