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Office Friendly Conference Presentations 2013
Industry Experts Panel
Robert BaldreyVasanta Group
Robert BaldreyGroup CEO Vasanta
The Future of the Independent
ACCELERATING CHANGE
Recession
Decline in Traditional
Office products
Demographics
ChannelShift
Overcapacity and
Consolidation
NewEntrants
NewModels
Shift to selling FS products
EOS in decline – move to
MPS
More price transparency
OEM brands or own label?
Technology and demographics driving changes in consumption
•Traditional OP in long term decline•Has EOS peaked? Hard copy now in decline?•Younger generation print and keep less – read more on tablets, smart phones•The mobile office enabled by the internet – more people are working remotely, or in several locations
Technology driving changes in consumption
What future for pens, pencils, paper, document wallets, suspension files, filing cabinets ?
Channel shift – the rise of B2B e-tail?
Channel shift – Big Box focuses on the SME market
•Public and Corporate spending being cut•Spend focused on a smaller number of cheaper products – less opportunity to build sales and margin•Overcapacity from the Big Box and pressure to deliver results•Increasing focus on the SME customer – better margins, less competition
9
Dealers – the Squeezed Middle
Conclusion?
• Traditional Office Products and now also potentially EOS in decline
• SME customers under attack from eTailers and Big Box
Conclusion?
Conclusion
...or are we?
Industry Experts Panel
Martin ShawD3 Office
Industry Experts Panel
Simon DrakefordEuroffice
Future of the Independent Channel
OFDA
16th November 2013Simon Drakeford
SWOTStrengths•Personal & Personalised•Flexible •Local •Specialised
What’s the Future = Darwinism
• Change and Adapt• M & A• Efficiencies• Partnerships and Co-operations that add real
value. • Technology • Customer Focus
THANKS & HAPPY CAROL SINGING…
How social media will work best for your business
Steve PhillipLinked2Success
Solve client problems, share
case studies
Achieve measurable
results
Raise brand awareness, let
more people know you exist
Keep in touch with suppliers –
build on relationships
Find the best talent to join your business
Client relationship
management
Find new clients & build
relationships
National legal lobbying body
“Social media will be the last thing
we cut”
Accountancy firm generates
additional £250k in fees
Energy firm wins contract –
value 33% of annual target
Teenager lands contract worth
£15k +
Export firm saves £60k
Funding firm generates
quality meetings in 15 mins a day
Financial services firm – 20 meetings
in 12 weeks
We need to change our thinkingWhat appears to be the problem?
Fundamental principles of networking
Your actions and behaviours speak volumes
Social media marketing increases your visibility & reach
Solve problems
Creating New Business Leads
Invite
Share relevant & usefulconnections,
followers, likes content
Outer Network
Immediate Network
Your Sales Process
Enhance your personal &
business brand reputation
Create more business
relationships & do more business
Show your audience how you can solve their business
problems
Network with millions of other
busy professionals
locally or globally
Resource your social media marketing?
Train internally or will you need to factor out?
Measure your ROI?
Business Discussion Sessions
Why Hashtags & RetweetSteve Phillip, Linked2Success
Understand how to use hashtags
Know what to retweet & why
Win big Linked2Success
prizes
Win big Linked2Success
prizes
The update was…
Twitter is a social ‘messaging ‘ tool
It enables you to send It enables you to send & receive short & receive short
messages of 140 messages of 140 characters called characters called
‘tweets’‘tweets’
These tweets are all publicly visible by
default
On average 400 million+ tweets are
sent per day from 200 million users
60% of tweets are sent from mobile
devices
This means in theory you can engage in conversation with
anyone else on Twitter – globally
Consolidate – don’t keep changing
Make your hashtag obvious
Single word or phrase – no spaces
# at the beginning of the
word/phrase
2 maximum!!Tag most important word
Mark keywords of topics on Twitter
30 Seconds
To start a conversation
To reach other relevant users &
not just your followers
Promote events, conferences – create a buzz
Promote events, conferences – create a buzz
Susan’s Album Party became…
1. To raise your profile with a client or key contact
2. To share content that resonates with your followers
1819
Created March 2006/Launched July 2006
1. Tweet useful content at least 3
times a day
2. Build your followers
4. Listen out for mentions of your
business & respond
4. Listen out for mentions of your
business & respond
Business Discussion Sessions
The Dirty MChris Nichols, Office Friendly
The Dirty M
The next 20 minutes
Lets talk about stats1. 48% of sales people never follow up with a prospect (whats the stats in your business)2. 25% of sales people make a second contact and stop3. 12% of sales people only make 3 contacts and stop, and only 10% of businesses make more
than three contacts with a prospect or client
4. How do you compare with those stats? Is this true for you?
5. What does the above stats mean for businesses like yours6. 2% of sales are made on the first contact7. 3% of sales are made on the second contact8. 5% of sales are made on the third contact9. 10% of sales are made on the fourth contact10. 80% of sales are made on the 5th to 12th contact
11.Over 68% of people move business because of a companys indifference to them. How do we stop this, relentless following up. By having a plan
Key reasons why your campaign has not delivered
• No Plan• Not targeted• Not right offer• Time• Resource• Money• Knowledge• Skill• Waste of time• Not committed
Your Managed Marketing Service
• Budget• Audit• Segmentation• Marketing plan• Conversion• Penetration• Retention• Implementation• Measurement• Results
Summarise
• Marketing is the key to your success• A plan is critical to make it work effectively• Use the tools that ofda can provide FOC• Interested in MMS 7 spaces available
Business Discussion Sessions
The Importance of the InternetSteve Bilton, Evolution Software
Welcome OFDA Members
Webstore 101
The State of e-Commerce
•Online sales are growing and recession proof.
•The consumerisation of business technology marches on.
•Mobility goes mainstream, however there are distinctions between B2C and B2B.
•Social and its impact on traffic and conversion.
Some B2B Stats...
•B2B buyers prefer suppliers that have both digital and traditional commerce options.
•81% of buyers would choose a supplier who has a digital offering over one who only offers traditional trading methods.
•89% of buyers believe that the buying experience should be as easy and intuitive as it is for the consumer shopper.
•88% of buyers with a smartphone research a purchase on the suppliers website using that device.
Source: Hybris Study - State of B2B ecommerce 2012 - 224 B2B procurement specialists surveyed
What’s your STRATEGY?
•Know your customers & their diverse needs•Profile, Plan, Attack•Incentivise to order on-line•Inform of new products & services•Raise awareness of key categories•Promote seasonal offerings•Win a bigger share of wallet•Reward loyalty and they’ll love you for it
Actions
•Allocate MORE time to your webstore•Review regularly as a USER•Improve CONTENT, improve SALES•Don’t just take orders...SELL•E-shot prospects AND customers•Promote most PROFITABLE lines•Request BANNERS from SUPPLIERS•Build a STRATEGY•…...be DIFFERENT….be BETTER!!
Making the Web Work
Eli Z. LassmanGoogle
What can make the web work for you?
Presented by: Eli Z. Lassman, Google
Don't you want to buy this car?
Why it takes work
1. Your website.2. Where are your customers?3. How do you make sure they find you (and how do you understand what they do when they do)?
What will make the web work for you?
1. How does your website work for your
business?
1.2 What does your website need to do?
oGenerate sales?oGenerate new leads?oBuild brand awareness and perception?
1.3 Google Ads pages
1.4 Choose your own adventure: for what should we search?
2. Where are your customers
online?
2.1 Quiz break!
1 Unpacking the Mobile World, Google, 2013 2 UK Digital Future in Focus 2013, comScore
• What is the number 1 use of mobile in the UK?
• What is the second largest search engine in the world?
3. How do you reach them?
3.1 Where are advertisers spending the most?
Source: PwC / Internet Advertising Bureau / The Advertising Association / WARC
2011 UK Adspend
£2.25 billion
£2.16 billion
3.2 Let goals drive online spending priorities
Product launch
Brand awareness
Audience engagement
Online traffic and
transactions
Search adsDisplay
ads
Social media
YouTube
3.3 Paid and earned? Choose your own adventure
3.4 What are your customers doing on your website?
1. Make sure your website is your storefront.2. Be where your customers are.3. Know what you're trying to do.
What will make the web work for you
Robert BaldreyVasanta Group
Challenge #1: There will always be someone cheaper than you!
• It’s not always about the lowest price• Together our offer is better than our
competitors• What can you do to really know your
customers and make it personal• How do you stand out from the crowd?
Challenge #2: Business Supplies• Open your mind to what you can sell • What does the customer buy from
someone else?• What services do they use that you could
supply?Think Business Supplies and Services, not
Office Products
Business Supplies and Services
FS is a £5bn market opportunity!
Challenge #3Q: How do we remain price competitive in
an ever more challenging market?Q: How are we going to live with reduced
margins across the chain?Q: How can we make more money
together?A: Eliminate duplication of cost and effort
wherever possible
Cost and Effort Duplication
• Purchasing• Stockholding• Delivery• Customer service• Invoicing and Credit Control
New models: everyone’s at it!
Superstat CadabraIntegraXPD
The Future?Vendor• Product innovation – finding products that meet the needs of the
new office workers• Brand – creation of attractive brandsWholesaler• 25,000 products available for next day delivery• Pick, pack and deliver to the end user• Catalogue and marketing• Customer service• Invoicing and cash collectionDealerManage the customer relationshipSelling
Everyone focuses on their core competency
• A long and special relationship• We know each other well• How do we become even closer and
successful together?
Conclusion
We will thrive in our partnership if:• We open our minds to Business
Supplies and Services• We all focus on our core competencies• We together focus on eliminating cost
and effort from the supply chain
Finally...
Thank You!