applying digital content-marketing tactics at the storefront
DESCRIPTION
As customers increasingly expect authentic, value-driven content from the brands they love— whether it's humor, inspiration, or a collective experience (the knowledge that a brand represents other people "like me") — tangible experiences that go from online to offline will be invaluable. When one minute of attention turns to an hour, with friends, in your town, with people you admire, the value return is extraordinary. From Vitamix to The Apple Store, we'll look at the brands that have incorporated social, real-world experiences into retail strategy with extraordinary success, and the innovations in social, e-commerce, big data, and more that will facilitate this in the digital age.TRANSCRIPT
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
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The greatest challenge retailers face today is the broken link between social media and
foot traffic.
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Use what you’ve learned on Twitter to solve your foot traffic
problem.
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iPads won’t get people in your door.
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But great content will.
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Evolve your online content strategy to create new retail
experiences.
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Great moments in the history of retail.
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You’ve already won, you just don’t know it.
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Create permanent venues for community:
Information Personalization Conversation
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1. Information:The Age of Tutorials
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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
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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?
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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.
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Store = Venue
Information Personalization Conversation
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Does your store mirror your online presence?
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