applying digital content-marketing tactics at the storefront
Post on 10-May-2015
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Bring Content Marketing In-Store:Your Retail Space
as a Venue
Andrew Kessler, CEO and Founder, @TogatherInc
Monday, February 3, 14
Awesome content
Their Check Out My Check Out
Monday, February 3, 14
The greatest challenge retailers face today is the broken link between social media and
foot traffic.
Monday, February 3, 14
Use what you’ve learned on Twitter to solve your foot traffic
problem.
Monday, February 3, 14
iPads won’t get people in your door.
Monday, February 3, 14
But great content will.
Monday, February 3, 14
Evolve your online content strategy to create new retail
experiences.
Monday, February 3, 14
Great moments in the history of retail.
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You’ve already won, you just don’t know it.
Monday, February 3, 14
Create permanent venues for community:
Information Personalization Conversation
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1. Information:The Age of Tutorials
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Monday, February 3, 14
But we need more to get from here…
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To here.
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Sephora University.
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2. Personalization:It’s All About Me
Monday, February 3, 14
I want to have fun.
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I want to feel special.
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A personal relationship with the brand makes spending feel less
transactional.
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3. Conversation:Something to talk about.
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Where’d you get those shoes?
Monday, February 3, 14
Events drive 50 - 80% of word-of-mouth for all products.
(McKinsey)
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Transactional
vs.Social
“WE’RE HAVING ANOTHER SALE!”
“You’re invited to something great.”
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Create experiences that help shoppers learn, share, and
make new friendsat your store.
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(Remember: use what you’ve learned from social
media)
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Use data to build community in-store and spark real-world conversation.
Monday, February 3, 14
Store = Venue
Information Personalization Conversation
Monday, February 3, 14
Does your store mirror your online presence?
Monday, February 3, 14
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