NE Region Mktg Summit Presentation
Transcript of NE Region Mktg Summit Presentation
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Established 1972
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Ken Gjemre & Pat Anderson
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“Books should fill our lives, not our land.”
– Ken Gjemre & Pat Anderson, 1972
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778 RDC Dallas, Texas
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“Be fair to our customers and our employees, promote literacy, be kind to the environment and remain financially viable so that we may
continue.”
– Ken Gjemre & Pat Anderson, 1978
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“The cost of being green can be great, but the cost of not being green is greater.”
– Sharon Anderson Wright, 2008
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043 Garland, Texas
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090 Bloomingdale, Illinois
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001 Dallas, Texas
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062 Pittsburgh, Pennsylvania
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“Being green is just what we all want to be!”– Kermit the Frog, 1970
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In the 2007/2008 Fiscal year, HPB sales $182,208,232 (+14.4%) in total sales, $167,756,751 (+7.7%) comparative sales
NE REGION 2007/2008 Fiscal year $40,696,117 (+19.0%) total $34,138,892 (+6.2%) comparative
2007/2008 Fiscal Year
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The NE REGION sales account for just over 22% of Half Price Books total sales last fiscal year!
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2008 Promotions• 20% Sales• Mailers• Gift Card Promotions• Special promotions
– Black Friday– T-shirt Promotion– Book Lovers’ Weekend
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Viral Marketing: Promotions
• Black Friday– Chain-wide sales up 56% over 2007 Black
Friday– A lot of online “buzz”
• Book Lovers’ Weekend– Email list
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Email List Numbers At-A-Glance
District Total Sign ups Avg per store• Indianapolis 1,771 443• Cincinnati 1,262 316• Dayton 311• Columbus 1,440 288• Cleveland 410 103• Pittsburgh 882 221• Louisville 1,005 503• Lexington 471
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Indiana 25.2%
Kentucky 36.7%
Cleveland 13.0%
Columbus 14.6%
Southern Ohio 36.3%
Pittsburgh 11.5%
Book Lovers' Weekend Email Promotion: 2nd weekend in February
Chain wide sales up 30.1% over previous year
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Upcoming Promotions• Spring 2009 mailer: GOING ON NOW!• Earth Day • Mother’s Day gift card promotion• Memorial Day Sale
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2008/2009 Press Review: Northeast Region
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2008-2009 PR Placements
• More than 50 stories about Half Price Books were in major broadcast and print media in your region. 41 were placed by Half Price Books.
• Last 12 months of PR placements totaled more than $70,000 in equivalent advertising dollars!
• Our stories netted more than 4,000,000 impressions.
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Cause-related PR-generated Press
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Employees are the Voice of HPB
• In many instances media want to talk to employees on the front lines as well as customers in the store.
• Facts are needed quickly by media, and often need to talk to employees within hours of contacting us.
• Why should talking with media be a priority?• Your PR team will prepare you!
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What does your store gain from media exposure?
• Thousands of dollars of advertising value at no cost.
• Stories on our cause-related campaigns build customer loyalty and confidence.
• Reinforces trust in our brand as consumers know information wasn’t paid to be placed.
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How budgets are created
• Based on percentage of sales from previous fiscal year
• Multi vs. Single Store Markets• IT’S WHY SELF-MARKETING IS SO
IMPORTANT
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Radio Advertising Media Market Weekly Impressions
Cincinnati 17,589,000
Cleveland 22,356,000
Columbus 14,749,000
Dayton 6,002,000
Fort Wayne 1,289,000
Indianapolis 3,918,000
Lexington-Fayette 6,063,000
Louisville 8,056,000
Pittsburgh 16,457,000
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Half Price Bookstotal weekly impressions in the
NE REGION
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Radio Advertising: New Jim Swayze Spots
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New 20% Off sale spots
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Mail list sign ups are IMPORTANT
because they target our best customers
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Converting customers to our
email list allows us to contact them
even more
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Internally• Marketing on Open Book
– Familiarize yourself with who does what, check out the updated Marketing Calendar, Current and Upcoming promotions, and more!
• The Marketing Forum– An open discussion forum and marketing idea-share
• Halfpricebooks.com– Encourage your staff to browse our website, it helps
you to know what the customer is seeing about HPB happenings
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External• Halfpricebooks.com
– The first stop for our browsing customers!• b(eco)megreen.info
– The HPB environmental initiative goes global• deletecensorship.org
– Half Price Books takes a stand with our web-based anti-censorship/freedom-to-read initiative
• The Texas Bookman• Facebook
– A social networking tool. Half Price Books has almost 8,000 fans!
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• Great customer experiences count– Where experience is concerned, cheap doesn’t mean
that much• 58% of customers said they would always or often pay
more for a better customer experience during a down economy
– They talk: 58% of consumers say they will recommend a company to someone else, based on a positive experience. This is up from 51% in 2007
• Service outplays both low price(44%) AND quality products (43%)
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What do our customers say?
compliments 2%
product question 32%store location 9%
opt out 7%
info change 14%
buy questions 9%
gift card questions 7%complaints 20%
complaints
compliments
product question
store location
opt out
info change
buy questions
gift card questions
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• Bad customer experiences can affect the bottom line
– More than ever, customers will stop doing business with a company because of a negative experience
• In 2008, 87% said they would stop doing business with a company because of a bad experience, up from 68% in 2006
– Word of mouth works both ways• Consumers are twice as likely to tell about poor
treatment– 84% of consumers said they would tell about a poor
experience, up from 67% in 2006– Women and consumers ages 35-44 are most likely to
tell others about a poor experience
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What do our customers say?• Product requests. “Do you have this book?” • “Please change my information on the mailing list.”• Top complaints center on lack of service, unfriendly
employees and buying policies or offers.• For every compliant, numerous compliments about
you are received as well.• What can you do to proactively reduce complaints
on a corporate level?
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The Future of Customer Care• New and improved online FAQs.• Online form to collect data and more
efficiently measure our customer feedback.
• New ways to obtain and use customer purchasing information for mailing, marketing, etc.
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In-Store IdeasHPB bright ideas from
across the country
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Store Created Signage
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Displays
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Merchandising Aids
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Directionals
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Cross Merchandisin
g
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Custom Signage
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Local Store Marketing• Tools
– Promotion approval form– Promo gift cards– Balloons, stickers, pencils– Educator discount information– Brochures and bookmarks– Generic 15% off coupons– In-store “sales”: Vinyl night, clearance– KEEPING MARKETING INFORMED:
• Store webpage, signage
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Author signings Special guests City festivals
Other ideas on-site and off: Girl scout/Boys scout troupes, local parks and recreation, little league clubs, local libraries, book clubs, senior citizen centers, high school poetry/drama clubs…
Idea Brain Storm
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