Total Sale Funnel Solutions

Innovate or EvaporateOver the past year digital growth has slowed whilst print has continued its decline. To survive we needed to innovate to achieve a sustainable revenue model whereby digital revenue growth offsets print decline. We accepted managing decline is no longer an option. A root and branch review quickly identified three significant priorities:

● Our digital product set was unremarkable, it contained over 1000 products very similar to our competitors, delivering top-of-sale-funnel Stranger to Visitor solutions via mass impressions in a print “Reach Format”.

● The integrated digital/print sales teams are ineffective due to their dual focus, for example, 60% of time was being spent on generating 10% of total revenue in digital.

● Across the team processes and systems were wildly inconsistent leading to numerous challenges prioritising rep prospecting activities.

The Failing Sales Metrics

Managing the Print Decline had become the norm and with digital growth slowing over the last 12 months, the future looked bleak.

Over 1000 digital products that basically did the same thing. We were addicted in selling new products rather than effective products.

Poor Prospecting, limited product performance coupled with lengthy post sale admin process made for an inefficient and often average customer experience

High percentage of singular traffic product sales were the norm resulting in Low Average Order Values.

Combined Digital & Print focus by Sales reps was an inefficient model with a disportionate high % of time spent on chasing low value digital $.

Average Customer

Experience

Addiction to Selling

New Products

Managing Decline

the Norm

Combined Digital +

Print Focus

Low Average

Order Value

Campaign Objectives

Design new digital solutions that customers actually need rather than

products based on mass impression “print” reach format .

Form a Digital Business Acquisition Team of five FTEs to achieve a

systemised quality approach to win and retain new digital customers.

Secure new digital customers and revenues to offset print decline

New Digital Solutions From Reach to Each Culture Products

We set about creating a differentiated “Each Culture” through new digital products that provide:

● Personalised - “Stranger to Promoter” Sales Funnel Outcomes.

● Precision - pay for success “Cost per Click” Products

● Transactions - Popshop Product for e-Commerce Sales

● Total Transparency through Real Time Campaign Management

To help solve these problems we engaged with internal and external stakeholders via focus groups. We discovered we were offering digital in a print-focused reach culture by delivering Stranger to Visitor only solutions.

We embraced the challenge of owning the entire Sales funnel, rather than part of it, we designed products for each life stage of the process. This enabled us to provide each prospective client with a Stranger to Promoter solution to significantly expand our Auckland market-share.

The Stuff Total Sales Funnel Solution

Designed new digital solutions that

customers actually need rather than

products based on print mass impression

reach format.

A “Soup to Nuts” Stranger to Promoter

Solution in 3 easy options:

Step 1: Strangers to Prospects -

Local Deals Carousel

Step 2: Prospects to Customers - Popshop

Step 3: Customers to Promoters -

Neighbourly Sponsored Posts

Strangers to Prospects Native cost per click

Strangers to Customers: Popshop

Customers to Promoters: Neighbourly Sponsored Post

Strangers

Prospects

Customers

Promoters

NEW DIGITAL SOLUTIONS - TOTAL SALES FUNNEL OUTCOMES

1: Strangers to Prospects

● Mobile only

● Native display ads

● Convert strangers to visitors

● Cost per click

● Highly visual non-intrusive ads

● High click through rate

● Inform, educate and

drive traffic

SALES PRESENTATION SLIDE EXPLAINING THE PRODUCT

2: Prospects to Customers

● Popshop is an e-commerce website built and managed by Stuff

● Converts Strangers to customers● Easy and cost effective for the

advertisers to launch their products online.

● Efficient way to market test a product

● Start selling online immediately, without any significant investment in an ecommerce website and driving traffic.

SALES PRESENTATION SLIDE EXPLAINING THE PRODUCT

3: Customers to Promoters

● Find and connect with local businesses

● Engage with neighbours ● Converts customers to

promoters● Seek and share advice● Buy, sell, trade and give away

items● Get local, community news

updates● Create local events● Interact with interest groups

and organisationsSALES PRESENTATION SLIDE EXPLAINING THE PRODUCT

Systemised Approach to Customer Acquisition

After a thorough review of all sales processes we created a digital only sales team of 5 FTEs that emphasised them maximising time in front of high propensity to buy prospects.

These included:● Automated digital lead qualifying, specialist appointment

setting teams chasing prospects that were active in digital advertising. (High propensity digital leads)

● Systemisation of all processes and handing of all non core customer facing processes to third party sales support providers. (Outsourced all non core Sales Activity)

● Real time campaign management, leading to successful campaigns being increased immediately and less successful campaigns being modified just as quickly.

Redesigned Needs Analysis

How developed is your Sales Funnel Effectiveness at converting…...

● Strangers to Visitors? ● Visitors to Leads?● Leads to Customers?● Customers to Promoters?

See Supporting Sales Funnel Effectiveness Appraisal

Systemised Approach to Customer Acquisition● Our new “game plan” requires us all to work productively together as a team.● The process will be supported with tools, templates and reports ready for go-live.

Source Quality Lead

STEP 1

Secure Appt.

STEP 2

Pursue lead

STEP 3

Activate & Manage campaign

STEP 4

Team members involved

Lead SpecialistOutsourced Service

Digital Acquisition Specialists (DAS)

Digital Campaign Manager

• Source Leads from both online & traditional sources

• Market Analysis to source high propensity leads

• Competitor media• Lead database• EDM Campaigns

• Call & Quality the leads• Use market data to trigger interest

• Book Appointments to relevant DAS

• Use market research to create interest

• Build a database for future opportunities

• Campaign Activation• Ongoing Optimization• Campaign updates to DAS & Clients

• Alert DAS for potential opportunities & Risks

• Campaign performance report

Tools, Templates & Reports

• Thorough Needs Analysis

• Research Market & competitor insights

• Pitch Relevant Solutions

• Handle Objections• Set right campaign expectations

Measuring our improvementKeeping tally of our successes

● The progress of any successful team is always clearly reflected in its team statistics.● Measuring team and individual stats enabled us to celebrate our successes.

Team metrics

• Revenue from new customers

• Number of new customers from industry types and cultural focus

• Percentage of new customers that are high value accounts

• Average revenue per customer

• Lead conversion rate• Lapsed customer rate

Individual metrics

• High Digital Propensity Leads

• Appointments secured

• Leads for industry types and cultural focus

Lead Specialists

• Revenue from new customers

• Number of new customers from industry types and cultural focus

• Ave # products per campaign

• Sale conversions

Digital Acquisition Specialists

• Number of new accounts activated

• Campaign success %

• Number of campaigns renewed

• Retention of accounts

Campaign ActivationTeam

Systemised Campaign Metrics

New Business Appointments per week secured by a dedicated outbound team increased the appointments per person from 3 to 15 per week

Booking process The redesigned sales process reduced the order processing time from 48 hours to 2 hours

Created a qualified database of 900 high propensity to buy digital leads

Average Campaign duration The new approach & pitch to advertisers shifted the campaigns from being largely one-off to 3, 6 and 12 month commitments

Prospect generation softwareDramatically Improved efficiency from 20 manual Prospects per day to 100 per minute

900LEADS

2hrs+500%100 PROSPECTS

/MIN

The Campaign Scorecard

Secured 220 new digital Customers from the Auckland Market

Average Order Value increased from $1200 to $5000 (+317% Increase)

Increased Auckland Digital % of Total Sales (print & digital) from 18% to over 40%

For the first time in Stuff’s history, this new digital revenue offset Auckland’s print decline to deliver year on year growth.

Total New Revenue over $1.05 Million NZD(Sept 2018 - Nov 2018)

$1M+ 220 New

CustomersNEW REVENUE

$5KAVG. ORDER

VALUE

18%40%

TO

Delighted Clients

"The Stuff sales funnel solutions is one of the best

marketing decisions we have made. Previously we

had been doing Facebook etc and with Stuff's total

solution, from the results, we now consider

ourselves long term sales funnel partners."

Satyan Prasaad, Director

Enterprise Motor Group NZ

Being our first significant campaign with Stuff, I was

highly impressed by the pro-active quality service that

you and you team provided, from campaign consulting,

placement strategy through to excellent support with

digital productions and fast turnaround. The Stuff

Digital Sales Funnel solution has certainly helped our

brand to connect and grow their target audience –

evidenced by great customer feedback, sales and

measured online conversions. The use of Stuff digital

media is one of the best marketing channels Phase3

have engaged.Brett Killip, Director Phase3 Strategic Creative Ltd

What did we learn?

● Opportunity cost is real - Right people focus on right things can deliver significant success

Own the funnel rather than part of it - Design digital products that solve more than “stranger

to visitor” traffic problems.

A Simplified Digital Sales focus on Needs Analysis, Pitch and Close is far more effective

There remains a long tail of low tier print centric SME’s that don’t fully understand or trust

digital. See details of the new designed print to digital bridging product in Appendix A

Slides 19-21

APPENDICES

Appendix A Appendix A - Bridging Print SME’s to Digital (Slides 19-21)

Appendix B Appendix B - Systemised Approach to Customer Acquisition Maps (Slides 22-24)

Appendix A

Appendix A - Bridging Print SME’s to Digital

What did we Learn - Bridging the Gap

There remains a long tail of print centric SME’s that don’t fully understand or trust digital, these prospects required a fixed tenancy "bridging product" that can be easily viewed and could be purchased on a daily rate similar to Print.

SOLUTION:

We developed Local Leaders a fixed tenancy carousel product that could be purchased daily

similar to a print product whereby clients could view their ads. This product has facilitated a

bridge between print and digital adoption to enable prospects and our own print centric clients

to be transitioned to digital before our competitors do.

Bridging Strategy - Print to Digital

LOCAL LEADERS CAROUSEL

● An easy and highly effective way

to promote your business online

● Fixed position on Desktop

● Brand exposure for 10 days

● Drive local online traffic

● Compliments the customers

print advertising

SALES PRESENTATION SLIDE EXPLAINING THE PRODUCT

Propensity to buy digital

50% of SME businesses have a higher propensity to buy digital

50% of advertisers still have trust issues resulting in an opportunity for a bridging product (a hybrid digital product similar to print to transition this segment)

HIGH LOW

Digital Laggards a market gap

Appendix A

Appendix B - Systemised Approach to Customer Acquisition Maps Appendix B

Acquisition - Redesigned Sales Process

Automation of Lead Generation /

prospect pool

Appointment set by Lead Specialist

Needs Analysis with the client by Digital

Acquisition Specialist

Automation of Sales proposal

STEP 1 STEP 2 STEP 3 STEP 4

YES

NO

Engagement & Recognition

Campaign Activation & Management

Pitch & Close on the second meeting

STEP 7 STEP 5STEP 6

Retention & Growth

STEP 8

Acquisition - Systemised Approach

STEP 1: Automation of Lead Generation Using third party applications to source leads.E.g. Cloudera

STEP 2: Appointments by Expert Lead specialists (Outbound team) Internal team of cold calling experts to qualify the prospects & set appointments

STEP 3:Systemized Needs Analysis by the Digital Acquisition Specialists Structured Needs Analysis to be completed with clients

STEP 4:Automation of Sales proposals Using third party service provider to build sales proposals based on the clients needs.E.g. 2adpro

STEP 5:Pitch & Close by the Digital Acquisition Specialists Pitch solutions that are relevant to the client’s sales funnel. Close the sale

STEP 6:Campaign Activation & Management Digital Operations team to follow up the sold clients for creatives, landing page links, UTM trackers etc.

STEP 7:Engagement & Recognition Using edm’s to seek feedback on the campaign, process and experience

STEP 8:Retention & Growth Ongoing engagement by the Digital Acquisition Specialists & Digital operations team to optimize, retain and grow the clients spend. Real time campaign management. Campaign optimization supplied to clients enabled successful campaigns to be dialed up and less successful campaigns to be quickly modified.

Thank You