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Over the Road Gadget Overload …

Do you have any fingers left to drive your vehicle?

Technology can be a marvelous thing. You can be “live” from virtually anywhere anytime, including your car.  As gadgets go on the road in your car, the technology can be overwhelming … not to mention making a mess of your car.  If you are a live road warrior, it may be safer to fly!

Transformation of the “cigarette lighter”

Full disclosure upfront.  I have a 1983 Ford truck that I drive in my rural neck of the woods.  It has a radio, but not a “cassette tape” deck.  The other day, I managed to convince a youth that he would not die if he entered the beast to ride to town with me. He asked me what that “round stick” was in my “dash”, I replied that it was a “cigarette lighter”.  I knew that I was old when he had no idea what that was.

It is indeed a good health thing that the ubiquitous cigarette lighter of the 80s has been transformed into today’s mobility power source.  In fact, my more modern diesel truck doesn’t have any “lighters” … it has multiple “power outlets” front and rear for charging multiple portable gadgets.  And today, you just might need a truck to haul all of them with you.

 

Photo from: Reid Brown, The Plain Dealer

Mobile Gadget Explosion … what’s in your car today?

In ancient times when you took a “road trip”, you maybe took a folded paper map … or splurged on an “atlas”.  Today, there is a GPS navigation system, and maybe a GPS app on your phone.  You can probably add to the list of the potential mobile road warrior gadgets:

· Mobile phone … most definitely

· Phone headset … preferably blue tooth

· Portable music player … alright maybe it’s in your phone

· Portable computer

· GPS navigation

· Entertainment … portable gaming or movie player?

Now, add to that all of the chargers to keep it all running. There aren’t enough power outlets.  With all the charger wires strung across the car it looks like you have been snarled in bizarre black spider web.  

Thank goodness for convergence of some devices, but chances are you have at least three going as you drive your technomobile to the meeting.

So your hands are on the wheel … right?

So, as the phone rings you either have to answer that, and turn up the blue tooth headset so you can hear. At the same time, you need to turn down music so it doesn’t interfere with the call.  And, while doing all of that, you need to reach for the GPS touch screen to change the view so you don’t miss the next turn (can’t use the sexy voice on GPS because you are on the call).  And your computer, phone, or both are beeping with an urgent text alert.

So, about now you are steering with your elbows or knees as you get the message to bring up the PowerPoint for changes.  Let’s don’t even go near how to open the deck on your phone or computer during your call, while attempting to drive with no eyes anywhere near the road.

Many joke about women applying makeup while successfully driving to work, but there is nothing worse than a man trying to “multi-task” with gadgets while attempting to drive.

Morale of the story – “Live Management”

Of course, the preceding is intended as a hyperbole, but it is probably not stretching the truth by much.  All road warriors have probably committed two or more gadget sins while driving, jeopardizing everyone’s safety.  

There is a time and place to “be live … online”.  Despite what some may believe, the world still spins when you are not live 24/7.  Statistically, you will live longer if you do not attempt to be “plugged in” while driving.

There is something to be said about airplanes, which limit gadget time and use.  While WiFi is now invading some planes, there is nothing like quality time to think in the cocoon of an airline seat. Yes, there are plenty of airline hassles!  But, there is nothing quite like the pleasure of enjoying a fine whiskey or cabernet from the safety of your plane seat.

So how about you, do you use OOF messages to detach, or are your fingers occupied with being live while you drive?

Even though I’m now classified as “old”, I’ve decided that I want to live another day.  You will start seeing OOF messages from me about driving my ‘83 Ford … where I can’t possibly take calls, because the cigarette lighter no longer works to charge my phone.

Build it and they will come … Maybe not.

Critical success factors for finding “brand fans”

Which is more important … building a Facebook fan page or an i-Phone app? Given the recent triple digit growth of social networks, many would argue that “fan pages” are more valuable in building brand relationships.  But, if you invest to build a fan page will they come?  Which companies have successful fan pages, which have missed the mark … and why?

Brands seek fans – Rush to “social media”

Facebook is the current darling of social media.  Not only is Facebook one of the few that is turning a profit (staying power), it is by far the most popular of social sites.  Facebook is estimated to have 40% share of the social media traffic, with more than 300 million members.  According to Nielson, users average six hours per month on just Facebook. Power social media users are on social networks more than email.

It is no surprise that major brands have rushed to build fan pages in order reach customers on Facebook.  Not only can you build a base of loyal fans for your brand, the communication can be highly interactive.  Even better, the cost of Facebook “fan pages” is essentially free. Ads to potential fans are optional. And even better yet, there are built in metrics:  number of fans, visits, and unique page views!  

So, what’s not to like?  Indeed, well known brands have been building multiple fan pages, especially on Facebook.  But, the success in creating loyal fans varies dramatically … even within the same line of business.

Ad Week recently published a very insightful article by Brian Morrissey regarding the success factors for Facebook fan pages. Morrisey provides some fan stats, as well as key insights regarding fan page success.  Here are some interesting highlights on the “winners” and “misses” by key competitors:

 

·   Winner – Coke;  3.7 million fans

Uses regular promos, events and solicits interaction from fans, including fan videos for a chance to be in a Coke commercial

·   Missed – Pepsi:  250,000 fans

Primarily uses fan page to provide updates on marketing activities

 

·   Winner – Best Buy:  850,000 fans

Highly interactive, shop & share between fans, gift ideas

·   Missed – Walmart:  17,000 fans!

Little or no content, no promotion of green initiatives or value

·   Winner – Southwest: 80,000 fans, but this is an airline!

Highly interactive, personal chat hosts, solicits customer feedback

·   Missed – United:   11,000 “potential fans”

Pitiful communication, no posts for months, no fan involvement

 

Building fan pages does NOT mean they will come, or stay

I encourage you to read the rest of Morrissey’s article on fan page success factors.  Even if you are the largest in your category, or the most well know brand, it doesn’t mean a fan page will attract fans.  In fact, a lousy fan page can have the opposite effect and drive away customers.   A key take away is that even though building a fan page might be free, it takes consistent hard work and investment in creating value to attract loyal fans, and to keep them coming back.  

 Key factors in building and keeping loyal fans:

1. Marketing of the fan page to create awareness of  fan page itself

2. Promotions that create a reason to come and become a fan

3. Value – unique content and/or interactions

4. Consistent and regular posts, updates, content

5. Highly interactive, with high regard for consumer input

6. Connection opportunities between fans

7. Tone, voice, atmosphere consistent with brand

 

If you have flown United Airlines recently you will clearly understand the last point and why they only have 11,000 one time fans!  The interesting paradox about social media is that it takes synergistic execution of traditional marketing media, advertising, promotions, events and messaging to create a successful fan page. Said another way, a large fan base on Facebook is perhaps more of an outcome of holistic marketing, rather than a low cost means to an end.

Life with PowerPoint … Beyond the Bullets

How to tell a great story in harmony with technology

I can’t quite get over the reaction to our recent article on the “Art of Storytelling”.  It had more viewers and comments than any recent post.   In fact, many readers requested more articles on success and best practices beyond retail.  So, here is a sequel.  It’s not a question of either or … it’s a question of how to use technology to tell great stories that engage.

Great presenters engage audiences beyond words

The trouble with technology is that it too often becomes the crutch for logging ideas and content.  Slides with just words are boring beyond belief, and rarely engage audiences. The presentation software today can truly be multi-media.  Although, there is also a danger of using media because it is sexy.  The key is synergy with the main story line.  

 

There was a great article in Business Week by Carmine Gallo about the mastery of Steven Jobs as the consummate presenter.  Say what you will about Jobs and his ego, there is almost no one better on stage.  Steve Jobs is the premier tech showman and storyteller.  If you have not seen one of Jobs product introductions at MacWorld, it’s worth a quick look on YouTube.

Using the technology to highlight the fundamentals

Steve Jobs is not a mystical zen artist.  He just works very hard at mastering the fundamentals of great storytelling.  And, Jobs certainly doesn’t use PowerPoint.  He does use Apple’s Keynote in a very minimalistic way to highlight the best attributes of telling great stories:

· Set the theme … story line

· Tell them what you are going to tell them … simply

· Present simple ideas … with aspiration

· Use few words … very few words

· More pictures … or short video clips

· Wow them by demos with real world examples

· Write the memorable headlines for them

When you watch a YouTube video of Jobs telling a story, notice how few words are on his slides. And if there is an image on a slide, how simple and minimalist the image is.  Also notice how the screen goes dark when Jobs launches into the drama of telling a good story or unveiling a product in a visual way to dramatize benefits.

Beyond the Bullets – Tips for all of Us

While I have been “giving presentations” for more than three decades, I have rediscovered the need to get better at storytelling.  One of the readers of our post on the Art of Storytelling referred me to a compelling book and web site:  http://www.beyondbullets.com. My key take away from Cliff Atkinson’s clever title is to focus on the main story line, not the details.  In fact, the book and web site even has “story templates” as a reference guide of how to become more effective.

I will spend over 150 hours teaching Retail U workshops this year. After watching thousands of participants’ reactions to “slides”, I have personally made the commitment to find more effective ways to use technology to tell “the story”.  I am very interested in hearing from you about more ways to engage the audience.  

I am finding that less is more, particularly in terms of engaging audiences to take away ideas and to take action.

A major insight is that with the proliferation of email and social media, people are looking for ready made headlines that they can use as subject lines in email, tweets and posts.  The headlines need to be more than factoids or features … they need to communicate value – WIIFM.   

In addition to the headlines, people need visualization.  They are looking for photos, drawings and links to videos.  There is no time today to search all of that out.  Make it easy to “re-tweet” and link to media that helps visualize the story and the key ideas.

Seven ways to tell better stories

Here are my seven ideas that can help you focus on using technology to help tell a more memorable story which captivates your audience:

1. Start with no slides – script your story on one page

2. Start your “deck” with just 10 slides

3. Write only the titles on each slide – no bullets

4. Write ready made headlines that you want to your audience to remember and rebroadcast

5. Reshuffle the headlines until they fit your story line

6. Find a visual for every main idea

7. Summarize everything in 3 to 5 “sound bites”

The sound bites of this story …

It’s not a question of either or, but one of changing personal habits of how to use technology to tell stories that engage.  The best presentations should tell the story in 10 slides or less.  And, the very best presentations have headlines written as ready-made sound bites that the audience will re-tweet and post.

How did we do in telling this story … does it have all the elements?

Life before PowerPoint … The art of storytelling

If a picture is worth a 1000 words, what is a story worth?

I can remember teaching in graduate school when there was no PowerPoint.  The only projector was an “overhead”, with hand drawn transparencies. And, if you wanted handouts, you braved the purple ink stains of mimeograph machines.  To grab and hold attention in those “ancient times” required great stories and anecdotes.  This is still true today.

PowerPoint – Crutch or Tool?

Before we go any further, I need to make a full, self disclosure.  I’m the Retail U Prof with PowerPoint decks of over 400 slides.  After teaching in ancient times (the ‘70s) with no tools, I am big fan of using PowerPoint to capture and portray key concepts … especially ones requiring complex visuals. But, I’m probably also guilty of “packaging too much” for “reference”.  In my humble defense, I try to use a lot of photos.

We’ve all experienced “PowerPoint Death”.  The sins of PowerPoint are too numerous to mention, but here are five of my pet peeves:

· Too much detail and information on a slide

· Fonts so small you can’t read what is there

· Since you can’t read it, the presenter reads all slides for you

· So much flash and bling you don’t know where to focus

· No key messages … no “wow” or key take aways

One of the greatest PowerPoint presentations I ever witnessed was less than 10 slides.  No more than 3 or 4 bullet points on a slide, and most of them were single words.  The “presenter”, who held the audience spell bound for two hours, was a master story teller.  No one remembered the “slides”, but they remembered the powerful stories … and repeated them to others, adding their personal reflections.  Now that’s engagement!

I sincerely believe that with PowerPoint we have become lazy.  Just put it all on the slide … they will get it.  With PowerPoint you can package it all up and not worry that the details will be missed.  But in doing so,  haven’t we also lost the art of using the rich medium of telling stories to engage others at a personal level beyond mere facts?

Plea from Retail Sales Staff - More Stories … Less Slides!

I have the opportunity to visit a lot of retail stores and visit with store staff worldwide.  If there is one common outcry, it’s about all of the vendor PowerPoint decks used for staff training.  Many of these vendor decks currently exceed 50 slides or more!  How big is your “training deck”?

Retailers and staff are not looking for more specs and details … most of that is already on the web anyway!  What really makes a difference in staff training is 3 to 5 reasons to buy – backed up with personal stories of how to illustrate benefits and value.  Training is even better if the stories can be aligned with personal demos, which engage consumers.  No, we are not talking about “scripts” or even “talking points”.  The goal is being able to engage consumers in dialog about how the products create a solution personally relevant for them.

What makes a great story

There is something about being gathered around a camp fire that engenders good story telling.   Maybe it goes back to our genetics, or the need for stories to transmit oral history before PowerPoint.  As a sidebar, I guess you might argue that the poor story tellers had to resort to drawing petroglyphs … the first “slide decks” recorded on cave walls.

Something seems to have happened between the camp fire and the corporate hallways.  In the haste for instant communication and “file sharing”, the art of using stories seems to have been lost.  PowerPoint engages the “head” and primarily focuses on the facts.  It is impersonal without a “story” or an emotional attachment.  Great stories engage both the heart and mind in ways that move people to action. 

Great leaders and sales people can boil down the essence of their message in a story of two minutes or less.  The really powerful stories will contain all of the following elements:  

1. Draws on your personal experience and past

2. Draws upon “heart” and resonates emotionally with your audience 

3. Inspires your audience to take action because it’s fueled by passion

4. Illustrates with a vivid, personalized example

5. Engages your audience through lifestyle relationships

6. Teaches an important lesson and/or provides key take aways

7. And describes what it feels like when you have found a solution

Don’t believe in the power of stories at retail?  Go book a studio session at Apple.  Then count all of the personalized stories and examples!

Your Litmus Test:  Can you and your staff tell a compelling personalized story about your products in two minutes or less?

You want more weeks in a year? Wait till 2012

NRF Releases 4-5-4 Calendars for 2011 and 2012

 

What day is it in retail?  For US retailers at least, the 4-5-4 Calendar has become the official means of keeping things consistent to enable detailed planning and year-over-year comparisons.  I’m always amazed at how few vendors have a copy or bother to look ahead.  There is no excuse, NRF just published the 4-5-4 Calendars for 2011 & 2012.

Next 53 week year in retail is 2012

We have already posted on the history and reasons for the 4-5-4 Calendar in retail.  We did leave one dangling question from that last post … when is the next 53 week retail calendar year?

As it turns out, 365 days a year is a pain for all calendars organized in weeks.  The 4-5-4 Calendar juggles the days so that the 52 weeks have the major holidays in the same calendar weeks so that sales history is more comparable and planning is more consistent.

But, with only 52 weeks in a year, there is “calendar creep”.  About every six years a week has to be added to the 4-5-4 Calendar in order to rebalance the weeks.  

The last 53 week year in retail was in 2000.  The next one will be in 2012. This is a BIG deal in retail … it creates an extra selling week to reach annual sales and sell down inventory.  The best of breed retailers and vendors plan for it well in advance!

There is no excuse -  Go Get your 4-5-4 Retail Calendars for Free

In the US, the National Retail Federation is the principle source for the “official” 4-5-4 Calendar.  They just released retail calendars for 2011 and 2012.  They are free PDF files … no excuse not to have a copy. Go get yours today at NRF!

In the tradition of leaving dangling questions about retail calendars, what day is the last day of the retail month of July on the retail 4-5-4 Calendar?

We need a worldwide retail calendar!

Where’s the online “App” for retail holidays & events?

As I was sitting on several worldwide conference calls with Asia last evening, I realized that they did not have a clue that July 4^th is a big family holiday celebrated in US this weekend.  Likewise, I didn’t realize “The Festival of Lights” was celebrated as a holiday in Hyderabad, India.  An absolutely “killer app” would be a worldwide calendar of holidays and festivals … especially those impacting retail.

Local holidays have huge seasonal impact on retail sales

Most working in retail recognize the seasonal nature of the business.  In the US, “Black Friday” (the day after Thanksgiving) is one of the two largest shopping days of the entire year.  The largest day on the internet in the US is “Cyber Monday” (the Monday after Black Friday).  The holiday seasonality associated with November and December is so dramatic in the US that retailers start locking plan-o-grams and advertising as early as June, so as not to miss peak sales seasonality.

The US is certainly not unique.  December holiday seasonality impacts sales in much of Europe, where countries also celebrate similar holidays and traditions.  However, neither the holidays nor retail sales seasonality is universal.  For example,  retail seasonality is greatly impacted by the lunar New Year in much of Asia [Year of the Ox].

With global retailing – We need a Global Retail Calendar!

The nature of retail has become global.  Walmart and Carrefour have hundreds of stores spread across many countries.  Best Buy, Apple and European CE retailers are also expanding internationally. 

Each retailer must have an internal calendar of key holidays and events by country.  Such an international retailer calendar would be essential in planning effective ads, promotions and inventory to support them.  But, I can honestly say:  “I don’t know … I’ve never seen an international calendar from within a retailer”.

What I do know is that I rarely if ever see a consumer electronics manufacturer with a current, up-to-date global retailer calendar that marks significant holidays and events by country.  If  there are any vendors who have one, it has to be in the packaged goods and food categories.  The sales in packaged goods categories are highly impacted by local customs and holidays.

Who knows how many “Independence” Days are in July?

If you don’t travel or live in another country, it’s very easy to become parochial.  Americans tend to think that Independence Day is celebrated on July 4^th and unique to the US.

Since I lived in Canada for awhile, I do remember that July 1^st is “Canada Day”, and it truly is a “bank holiday” that impacts retailing and planning.  There must be something about the heat of July that makes for a good celebration in the northern hemisphere. 

Can you name all of the “independence day” celebrations by country in July? … can you even look them up?

In searching for a worldwide calendar, I have found one that is very simple, easy to search with worldwide holidays and celebrations.  And, it is a non-profit website!  While Earth Calendar comes with a disclaimer that holidays listed may not correspond to bank or store closings, it is one of the simplest, searchable sources I have found on the web to date.  Check out the “Wikipedia” of worldwide holiday calendars:

            www.EarthCalendar.net

Major Opportunity – Create a Worldwide Retail Calendar App!

Ok, I’m probably one of the last people not to have an iPhone, so I don’t know how to search the 45,000+ iPhone Apps to find a worldwide calendar.  What retail professionals and vendors need is a worldwide retail calendar “app” that can be downloaded to any “smartphone” or calendar system.  I would gladly pay to have the Earth Calendar downloaded to my Outlook.

Note to anyone who develops this “killer app” and makes tons of money …

Please note that the US has a dearth of “bank holidays” that create 3 day weekends. We desperately need the time off for July 4^th without conference calls, so that we have time to go shopping to celebrate … with enough time to “recover” from celebrating.

Happy Independence Day to all those celebrating in July!

 

Join Retail University now on Facebook

Facebook @  IMS Retail University

In an effort to reach out to all of the recent participants in Retail University, as well as the 12,000 past graduates, IMS has created a fan page on Facebook.  If you have a Facebook profile, simply use the search bar to search for:  IMS Retail University (spaces between).  Click on option to “become a fan” and you will receive updates as the fan page is updated. You can also click on the Facebook badge that is located on the bottom right of our blog. It will take you directly to our fan page, if you have a Facebook profile.

The IMS Retail University fan page will provide information on upcoming events … and future sessions like those planned in Vietnam, China and Australia this July.  You will also see periodic retail news headlines and links to retail articles that are noteworthy.

The Retail U fan page is not intended to replace the ResultsCount.  We will continue to post in-depth insights and observations on the blog weekly, and send monthly e-newsletters to subscribers monthly.  

Become a Facebook fan today:  IMS Retail University

 

Retail University held in Redmond, WA

So what works best in these economic times?

How the best retailers grow sales beyond circular ads

As the economy slumped, retailing has gotten even tougher!  To survive, retailers are turning to other forms of marketing, which are more efficient and cost effective than traditional print ads.  There are at least four major strategies: SEO, direct, social and mobile. So, where are retailers investing?  What works best to grow sales?

SEO - Search Engine Optimization

Consumers are increasingly turning to the web for both research and to make the purchase.  As a result, keywords customers use to search become prime targets for getting traffic and a major source of revenue for search engines like Google.

Retailers are indicating that they will increase spending on paid search as much as 50% or more.  In these economic times, the real key is not just clicks, but “search optimization”.  SEO is focused on increasing efficiency and effectiveness, especially sales conversion rates and average order volume.

With paid search, you literally get real time data on the results of clicks and conversion.  But, with some keywords costing more than $2 per click, it can also be very expensive!  The best retailers and vendors are now focused on optimizing for “organic” or natural search that leads consumers to their websites and products.

Direct – Email, e-newsletters and even snail mail

While direct marketing may seem “ancient” in terms of the new media and social networking, it is still around and effective.  Direct marketing to known customers and prospect lists takes many forms:  electronic email and newsletters to using regular mail to deliver brochures, offers, catalogs, etc.

Some retailers are reporting that email offers are producing 20% to 50% greater results than keyword search and optimization.  This is particularly true if the email lists are “opt-in”.  In fact, direct marketing always works better with targeted lists and produces the greatest results with the most loyal customers.  The results from direct marketing are very measurable and indicate that it will continue to increase, albeit in a variety of formats.

Social – Social networks … Facebook, Twitter

Social networks have received a lot of hype recently.  For example, Pizza Hut selling pizza on Facebook gets a lot of press.  Now, both retailers and vendors are scrambling to use Twitter to launch viral marketing campaigns for a variety of new products.

While there are those who plan to invest as much in “social” as search, the data on results seems very thin.  While social networks can drive brand awareness and even aspiration, they do NOT have a “cash register”.  Social networks may drive brand connections, but search drives customers with “cash” to purchase.

Mobile – Marketing via Smartphones

Mobile marketing might be considered a hybrid between “direct” and “social”.   From the social perspective, marketers can direct messages and even “text” to networks of users on their mobile devices.  Billboards or locations can direct promotional offers to a phone, or have a “tag” that consumers can read to take them to a site. In the best forms, the mobile phone enables marketers another screen to reach consumers with “directed” marketing.

While the mobile is often the darling of the media, there is little research to show that marketing to phones is cost effective, at least for retail.  Retailers and marketing are only spending a small fraction of their budgets on mobile.   Mobile truly becomes effective when it becomes a “smartphone” that enables internet search and direct marketing.

So what works best? … Results Count!

Retailers and vendors are investing heavily in search and SEO.  It is the one form of the new media that can lead to real-time measurement of actions and results.  With effective optimization strategies, search leads consumers to sites with a “check out” to take payment on their original item, plus recommended accessories.  Compared to massively expensive ad circulars and TV commercials, expenditures on search and SEO can produce much better ROI.

However, many retailers maintain the best results come from direct marketing that reaches targeted consumers with affinity and loyalty.  The key here is, and has always been CRM (Customer Relationship Management).  With carefully managed lists or email opt-in lists to enable target messaging, direct marketing via email can outperform search and social in terms of ROI.

Bottom Line:  The clear winners, regardless of media are those that measure both results, and the efficacy in terms of the ROI.

How to “land” more web sales and loyalty

Clicks mean nothing without “landing pages” to convert

While considerable time and money is being spent on keyword search and banner ads, the value and impact of “landing pages” have gone almost unnoticed.  If you are going to “pay to play” on the web, the most powerful way to increase both your awareness and sales is through optimization of “landing pages”.  Most importantly, your results that count for landing pages can be rapidly tested and measured.

Landing pages are critical to consumer loyalty and sales

Consumers either use keyword search to find sources, or go to their favorite websites to start their search for products and information.   Where they “land” after clicking is the “landing page”.  Any page can become the “point of entry”, or the landing page for a website.  The fundamental rules of marketing apply to landing pages:  you never get a second chance to make a first impression.  More importantly, if consumers can’t find what they are searching for … they leave!

An analogy for a poor landing page would be to dump you into a physical retail store blindfolded.  If you weren’t dropped somewhere “close” to what you’re interested in, how long would you search to find what you wanted?  What if you took the blindfold off, and the store signage was poor?  What if there were no Associates available to direct you?  How long would you stay in the store, and would you ever come back?  

Effective landing pages are consumer centric

In the past, it was enough to get a postage stamp size product shot and features listed on a retail website.  With today’s expanding virtual assortments on the web, there are literally hundreds of products listed on a single site.  It is simply not enough to “pump” product content to e-tailers and let them post it in their product categories.

The costs of paid keyword search and banner ads are dramatically increasing.  In this economy, retailers are searching for new ways to increase marketing funds, especially online.  If you are paying for keyword or ads, the question is not the number of “click-throughs”, but where are your consumers landing once you’ve paid to get them to click?

Is it a landing page with a “mash up” of potential products mixed in with the retailer’s hot deals and promos?  Or, do your consumers land on a page where they can quickly find and buy your product(s), with the option to go to a place to learn more?

Effective landing pages drive one of 5 key actions

To get a click through today means little or nothing.  On the crowded e-tailing sites, building it and hoping “they will come” is both futile and very costly without results.  To paraphrase Seth Godin, an effective landing page can only result in one of 5 key consumer actions:

• Get a consumer to buy
• Get a consumer to click (to go to another page, preferably on your site or someone else’s)
• Get a consumer to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
• Get a consumer to tell a friend
• Get a consumer to learn something … and return or refer

If you are going to invest considerable time and money for click-throughs to visit a landing page on your site, or an e-tailer’s site, you will be most effective if you try to accomplish just one, no more than two of the above actions.  When in doubt, focus on the “buy”, and give your consumers personalized reasons to buy beyond price and specs.

What will get retailers to change their landing pages?

Before casting any stones, make sure your own house is in order!  The landing pages on many vendor sites are appalling, difficult, and accomplish none of the 5 key actions.  Start by modeling best practices!

The real answer for retailer change is almost too obvious and simple:  Test and measure!  The web offers the ability for real time testing and tracking.  Retailers are quick studies who understand ROI.  The key is joint measures of more effective landing pages which:  increase conversion rates, AOV (market basket), sales of items and the overall category.

There is no need for conversation or debate … landing pages that improved results, which count for both partners, can be quickly measured with ROI quantified.  

Why wait … Do your own landing page research NOW!

The impact of landing pages is not theory.  You do not have to wait for a research budget.  You can go start right now from your laptop wherever you are … test where you land as a consumer on key websites.

Go to three of your well know consumer electronics retailers in your region, and do search on the keyword “laptops” within their site.  For my case study, I searched on keyword “laptops” on the following retail sites:

            www.Target.com

            www.Walmart.com

            www.BestBuy.com

On Target’s site, I was taken to a “mash up” of laptop furniture, laptop bags and accessories.  The only laptop “computer” listed on the first Target landing page was a toy Barbie computer.

 On Walmart’s site, I was taken to a laptop landing page with a number of category links.  It was easy to navigate if you identified with Walmart’s categories.  There were literally thousands of “hits” for “laptops”.

On Best Buy’s site, the top of the landing page is all about how to select the right laptop for you!  Featured categories related to laptops were listed below the banner “learning option”, along with category and banner ads to appropriate laptops and accessory links

All retailers are NOT created equal … especially on the web! 

Do your “homework” on your retail partners.  They have different approaches on how they approach the web, categories and landing pages. How effective are they?  What does the consumer see on the landing pages appropriate for your products and keywords?  And most importantly, identify what you can negotiate for on landing pages that will drive measurable actions … and sales for both partners!

The next big “social” thing – Location Tracking

Are you willing to give up your location to join a “tribe”?

Mobile devices not only enable instant access to social networks, they create a behavioral trail.  Companies with the ability to track individual cell phone locations are now identifying behavioral patterns in order to better target consumers.  Are you willing to disclose your cell location in order to become part of the “tribe” with similar patterns and tastes?

Segmentation based on cell phone location tracking

Stephen Baker, author of Numerati, has a posted a great BusinessWeek video on how marketers are starting to tap the behavioral data collected from cell phone location tracking.  Two of the top companies pioneering location tracking of cell phones are Location Sense … and, you guessed it – Google!

 

 

 

 

 

 

 

 

 

 

Stephen Baker BusinessWeek Location Tracking Video

Which Behavioral Tribe do you belong to? Do you care?

Location Sense has currently identified twelve “tribes” based on location tracking data from cell phones.  For example, the behavioral patterns of the “young and edgy” tribe like to go out at night and party, while the “stay at home” tribe tend to be more homebodies who make functional trips based on work and family needs.  The ability to identify consumer patterns based on actual behavior of what they visit, where and when has immediate target marketing implications which go beyond the usual demographic segmentation profiles.

Are you willing to risk having someone track you?

Tracking via your cell phone is a voluntary subscription with either Location Sense, or with friends via Google Latitude.  Both assure consumers that all data is anonymous and only consolidated to discover patterns.  But, your various locations tracked from your cell phone are definitely stored in a database.  Can those records ultimately be subpoenaed by a court?  Do you really want targeted marketing offers based on where you visit shop and go for entertainment?

Why Location Tracking is the next killer “social” app

Why would anyone want to share their location data?  The answer seems to lie in the rush to share information in new ways with friends and networks.  Just look at the success of Flikr, Facebook, and Twitter.  All made it incredibly easy to share personal information, thoughts and even family photos, without having to use even a computer.

The emerging critical success factors of social networks:

·         FREE to the consumer

·         Incredibly easy search, establish connections

·         Easily managed and accessed on Smartphones

·         Rich personal exchange not easily accomplished anywhere else

·         Real time … in the moment information

Location tracking software meets all of these criteria.  It creates a unique, personal data available nowhere else.  While you may not want it turned on all the time, imagine being able to track family on vacation, or seeing who in your network is nearby to have a drink and dinner.  Yes, there will be those more than willing to sign up to have cell phone tracking … thousands are signing up this week as you read this.

The big winners - The location tracking providers

IF … and this is the big if, the location tracking services can ensure anonymity, confidentiality and ease of use … the enlighten leaders like Google and Location Sense will be huge winners sitting on top of a gold mine of real time consumer behavioral data based on their actual patterns and choices.