072011 Golds Gym Convention Joel Book V2
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How Smart Marketers are Using Digital Media to Attract, Engage, & Retain Customers 2011 Gold’s Gym Convention Presented by Joel Book, ExactTarget July 13, 2011
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Keynote presentation to Gold\' Gym franchise owners at 2011 Gold\'s Gym Convention in Las Vegas
Transcript of 072011 Golds Gym Convention Joel Book V2
How Smart Marketers are Using Digital Media to Attract, Engage, & Retain Customers
2011 Gold’s Gym ConventionPresented by Joel Book, ExactTarget
July 13, 2011
Email+Socialis fueling customer engagement! @JoelBookof @ExactTarget
Joel BookExactTarget
Join the Conversation!
Joel Book: @joelbookExactTarget: @ExactTarget
More Than 4,500 Companies Use ExactTarget
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Mobile EmailSMSIMEmailFaxDirect MailTelephone
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Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media AdsVirtual WorldsAppsQR Codes
Media [R]evolution
In 2011, 72% of marketers will increase spending on digital marketing.
More Budget for Digital Marketing
Source: The DMA“Digital Marketing Practices in the U.S. and Canada: Navigating the Digital Labyrinth”Research conducted by Ipsos Reid Marketing, and the Canadian Marketing Association (CMA)February, 2011
• Aids the Buying Process• Improves Service• Maximizes Retention
How Online Consumers Begin Their Day
58% of Online Consumers Begin the Day With Email.
Full report available at www.exacttarget.com/sff
Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research“E-Mail Marketing Comes of Age.”
The Customer Life Cycle
Product Awareness
Product Evaluation
Product Purchase
Product Usage
Brand Loyalty
Repurchase/Renewal
Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat purchase, referrals.• Email keeps customers connected to your company.
Business Getting Business Keeping
Email Keeps You Connected with the Customer
93% of internet users turn to email to share content.Source: “Content is the Fuel of the Social Web”AOL and Nielsen Online, April 2011
EMAIL FUELS WORD OF MOUTH MARKETING
PAPA JOHN’S USES EMAIL TO DRIVE
REPEAT PURCHASE
BEST BUY STAYS CONNECTED WITH CUSTOMERS WELL
AFTER THE SALE
THE GOLD’S GYM “STRONG START”
CAMPAIGN GETS NEW MEMBERS ENGAGED
Dear Joel,
• Amplifies Your Message• Fuels the Conversation• Attracts New Customers
Social Media UsersFacebook: 620M Worldwide(1) / 116.8M U.S.(2)
Twitter: 190M Worldwide(1) / 16.4M U.S.(2)
LinkedIn: 100M Worldwide(3) / 49.0M U.S.(3)
YouTube: 2B Views/Day; Avg. View: 15 Min.(4)
Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube
Social Media has Revolutionized the Way Brands are Defined
Whole Foods Leverages Twitter• 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter
Whole Foods Chicago Uses Twitter Too!• 5,473 Followers for @WholeFoodsCHI• Tweets highlight in-store events, promote special offers, and answer customer questions
Why Twitter?• 66% of Fortune 100 companies engage customers via Twitter• Twitter users are 2X more likely to engage with brands than users of other social networks
Meet & Greet Promotion
Merchandise Promotion
Race Tune-In Reminder
Fan Alert Promotion
Andretti Autosport will combine the speed of IZOD IndyCar Series racing and the real-time engagement of social media with the #27 Team car, driven by Mike Conway, at the Honda Indy Toronto and Edmonton Indy races on July 10 and July 24.
Featuring the team's Twitter handle @FollowAndretti, the car is a first in the series to prominently invite fans to interact with team drivers, strategists and crew on and off the track via Twitter.
• Engages Consumers • Delivers Exclusive Offers• A Service Differentiator
Smartphones Accelerate Mobile Marketing
Source: The Huffington Post(Based on IDC Report) February 8, 2011
Smartphones such as the iPhone from Apple are now outselling personal computers!
65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps.Source: comScore MobiLens2011 U.S. Mobile Subscriber Market ShareMarch , 2011
How Consumers Use their Smartphones
www.ExactTarget.com/sff
Belk Uses Mobile Updates to Promote Special In-Store Events and Sales
SCOTTS USES TEXT ALERTS TO REMIND CUSTOMERS
WHEN IT’S TIME TO APPLY SCOTTS PRODUCTS
THE GOLD’S GYM iPHONE APP KEEPS
MEMBERS FOCUSED ON ACHIEVING THEIR FITNESS OBJECTIVE
Best Use of Digital Media for Consumer Packaged
Goods Marketing
THE GRASS IS GREENERIF YOU’RE A SCOTTS CUSTOMER
At Scotts, it’s all about a Consistent Customer
Experience!• All website content - articles,
forums, videos, and product information - is regionalized
• One preference center drives website content, email content and text alerts
• One Content Management System (CMS) is used to personalize web and email content
Scotts.com Home Page
Content is Personalized based on:• Consumer’s Grass Type• Consumer’s Zip Code (Climate Zone)• Weed and Insect Problems
Scotts Uses Lawn Care Update. . .• To Educate Consumers • To Drive Traffic to Channel Partners• To Create Brand Advocates
Lawn Care Update• Started in Spring 2000• Subscribers: 1,500,000+• 355 unique geo-demographic versions
WHAT MAKES LAWN CARE UPDATE SO EFFECTIVE?
• Relevant Content• Exclusive offers• Links to Product Usage Tutorials• Personalized Recommendations• Social Sharing (Forward to a Friend)• It works! (*) (*)Lawn Care Update subscribers apply 1.1 more applications/year than non-subscribers
SCOTTS INVITES FACEBOOK FANS TO
BECOME SUBSCRIBERS.( And 50% Convert! )
SCOTTS SALUTES MLB GROUNDSKEEPERS; INVITES FANS TO BECOME EMAIL SUBSCRIBERS
Thx 4 ur interest in Scotts Lawn Care monthly email. Reply LAWN [space] email address (ex:[email protected]) 2 complete signup. H help Std rates apply
“This is the largest program partnership we have ever done. The program helped drive double-digit growth for the category.” – Sr. Executive, Lowes
Best Use of Digital Media for Local Franchise or
Retailer Sales Support
Carmel12524 N. Gray RoadCarmel ,Indiana 46033(317) [email protected]
Map and Driving Directions
GYMBOREE USES EMAIL TO STAY CONNECTED WITH
MOMS & DADS
Elisabeth Rohm reads for Jumpstart’s Read for the Record at Gymboree Play & Music in Los Angeles
Gymboree Monthly Email Gymboree Blog: “Gymbo Buzz”
“We use our email newsletter to encourage Moms and Dads to visit our blog, “Gymbo Buzz.”
Our blog provides direct access to information about Gymboree Play & Music classes, including videos and comments from parents. This enables Moms and Dads to see the benefits of our classes on child development.”
Kathleen McFerrinGymboree Play & MusicRegional Field Consultant
Best Use of Email + Social Media to Promote Retail
Product Sales
Website visitors are invited to sign up for membership in the Heavy Duty Club
Milwaukee Tools created its own social network, the “Heavy Duty Club,” to provide members access to product information, videos, tips from users, rebates and promotions.
Heavy Duty News keeps Milwaukee Electric Tool connected with its customers
“Heavy Duty Club” members are
passionate about Milwaukee Tools .
Milwaukee Tools Launched METToolTV on YouTube in November 2008
To Date:• 76 Videos Uploaded• 381,165 Videos Viewed
Since Milwaukee Tools began using video to show its
tools in action, website traffic has
increased 36%!
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
The Monthly eMail Newsletter delivers latest news on Volvo products and
services to 85,000 customers.
1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.
2. Interactive Functionality – Adding video links has allowed Volvo to attract customers to product microsites, educate the buyer and generate leads.
3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re-design.
4. Performance Metrics– Average 12% Open Rate– Average a 7% Click Through Rate
VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT
1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30% and generated thousands of leads.
2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 60% by automatically capturing content from websites.
3. Performance Metrics –– 75% Email Open Rate– 11% Click Through Rate– 20% increase in speed of equipment sales
The Remarketing Email is for select customers who request
used equipment alerts.
Volvo Construction Equipment’s e-marketing strategy helps dealers sell millions of dollars of equipment, parts, and service each year.
Marketing has shifted from a slow one-way broadcast to a high-speed interactive conversation.
One Size Fits All
Times Have Changed
Cross-Channel Integration is a Must
Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels
Engaged Customers Buy More and Stay Longer
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