01.10.13

Merchandising Your Content:

Inspirations from the Retail World

Webinar

Introductions

Agenda

• The Content Merchandising Idea and Relevance

• Inside the Mind of a Retailer

• Inspirations from the World of Retail Merchandising

• Inspirations from the World of Online Merchandising

• Example for Law Firms

• Getting Started

The Idea Behind Content Merchandising

+ Hello My Name Is

Julie Smith

In-Store Marketer

Shelves are crammed full of products

Websites are crammed full of content

Products compete for attention

Attorney/practices compete for attention

Every product thinks it’s the best

No comment

Product Development is costly

Content Development is costly

Get the right eyeballs in front of the

right products and drive selection

Get the right eyeballs in front of the

right content to drive selection

Insights from a Retail Merchandiser

Insights from a Retail Merchandiser

• Structuring the Store to Sell: Hot items, Basics & Sales

• Creating a Head to Toe Look & Sell More

• Knowing What Sells: Regionalization & buyers

• Innovation & Inspiration: Cutting-Edge Products

Ideas for Law Firms: Breakdown Aisles

Aisles of “content” with no cross-merchandising strategy

Ideas for Law Firms: Package Product

Ideas for Law Firms: Know your Buyer

A Few Thoughts About Analytics

• Retailers focused on maximizing sales – Numbers guide store merchandising decisions

• Positioning in store, distribution in region

– Numbers also guide future investment and distribution

– But this is always balanced with forward-thinking • Introducing untested fresh ideas, new looks (Europe trips)

• For law firms – Analyze true “sales”

• Use billings to figure out which areas are hot and which need more “front of store attention”

– Use website analytics to understand what is getting traction on your website • Use that knowledge to package content and seize “trend” opportunities

– Know how to sell the content • Public interest/people stories often most effective (see yourself wearing that)

– Build business cases and plans based on analysis and fact • This helps keep decisions objective

– But balance this with forward-thinking • What are you seeing in the marketplace that your clients haven’t seen yet?

Principles from

Merchandising

In-Store Display

• Department displays

• Vertical merchandising

• Product groupings

Department Display

Visual Displays

• Pyramids

• Odd Numbers

• Storytelling

• Colorization

Pyramid

Pyramid

Odd Numbers

Colorization

Web Examples: Airbnb

Storytelling

Pyramid

Vertical

Colorization

Departmental display

Product Grouping

Content Merchandising on a Law Firm Website:

We Started Imagining How it Might Work

How to Get Started

• Understand the needs of your audience

• Review your analytics

• Map out your current content

• Plan for future content needs

• Always consider cross-sell opportunities

• Think about grabbing the attention of reader

• Include a call to action

• Keep an eye out for what’s next

Inspired by: business2community.com

Thank You &

Questions