Tradelink

Devnet Presentation

25/10/2007

Get the ball rolling…

Agenda

• Introduction• Background• Objectives• Mandatories• Response to Brief - Option A

• Content Information Architecture Document & Design

• Stand-Alone Program• Strategy Document

• Assumptions• Marketing in the Google Era• Response Option B

• Marketing Examples• Sample email invitation• Interactive Media Centre• Advantages of IMC• Reporting

• Case Study• Sample competition• Social networking• Ideas• Directory

Introduction

Crane Distribution limited (Tradelink) are planning to upgrade their website to leverage its brand positioning, specifically to the retail market, launching early 2008

Background

Tradelink• 198 Branches, 135 Showrooms, 3 Retail Offers

Customer Breakdown

• Tradelink Plumbers – currently approx 30,000 accounts• Retail Customers – planning a bathroom renovation or new home,

currently approx 50,000 visitors per month.

Unique Selling Proposition

• Knowledgeable consultants• Ideas & inspiration• There is no unique selling point has been established to differentiate

from leading competitor REECE

Background

Retail Target Market

• Home owners current or prospective• Female• Age 25-54• Married/living with a partner• Seeking ideas & inspiration• House Proud• Seek knowledge & skills of professional Tradesperson

Objectives

Aim

Grow retail spend to 20% in two years then to 25% of Tradelinks overall sales over four years.

Overall Goal

The overall goal is to have an industry leading website catering for both trade & retail customers, maintaining high visitation rate over the next three years.

Mandatories

• Cater for Trade & Retail customers

• Focus primarily on presenting and promoting Bathroom Specialist positioning

• Not to alienate core trade customers

• Link internal systems such as JDE and Boulevard

Response Outline

Our Response is provided in two options:

• Option A directly responds to the brief provided

• Option B takes Tradelink to No. 1 in the Google Marketing Era

Response to Brief – Option A

Response to the brief incorporates the following three elements:

• CIA Document & Design options

• Stand Alone Programs

• Strategy Document

Project Components - Option A

CIA Document & three design options. Elements of these include:

• Site Structure - Retail & Trade• Functional requirements• Non Functional requirements (CMS system)• Third party requirements• Navigational Requirements• Audience characteristics – Use cases / scenarios• Research findings• Competitors• Target market• Creative

Project Components - Option A

2 Site Entry Points» New Retail site entry point e.g www.bathlink.com.au» Traditional Tradelink site

Project Components - Option A

• Approach• Project plan • Project management• Bi weekly meetings• Update document

Project Components – Option A

Stand-alone Programs within site:

Bathroom Renovation Planner / Quote Builder• Product Lookup / Purchase Online• Inspirational Side to the Planner• Imagery & examples• Ideas• Ask for help

Branch / Showroom lookup (Find your nearest)

• Google Map friendly– Import store locators from a spreadsheet, text file, or database– Search Capabilities– Search by Postcode

Bathroom Planner – Example Ikea

Offers customers the choice of planning their bathroom with the latest products

Offers different ways to plan the bathroom.

Design by: Inspirational

models/imagery Architectural Planner Individual Products

Inspirational Design - Example Ikea

Click on the spots & it displays the product Thumbnail visual Slideshow of inspirational designsClick thumbnail to link to new inspirational designNavigate thumbnails

Google Mapping - Examples

Offers different ways to search locality information. Interactive Informative Movable maps Customise to target audience Audio Visual

Project Components - Option A

Strategy Document

• Identity & Branding• Promotion• Optimisation• Marketing• Link Strategy• Measurement & Review

Assumptions

• Footy Tipping Competition stand-alone program - Tradelink to incorporate.

• Loyalty Program / redemption procedure (linking to external site) – Tradelink to incorporate.

• Product lookup could be extended to online order & fulfillment via Bathroom Centres in a future.

• Product details are provided via CSV file.• Web services to be incorporated in following phase.• FTP access available to vendor.• Boulevard & TradeDoor to be available via website (password

protected)

• JDE data provided where required.

Option B

Taking Tradelink to No. 1 in the Google Marketing Era

Marketing In the Google Era

Our World Today

Google Era

If it’s a World,

What does that mean for Marketers?

Are you an Internet Marketer? The 60 Second Test…

How many people came to your website yesterday?

Where did they come from?

What keywords did they use to find you?

How many of them did you capture?

What will those metrics be tomorrow?

Website is the Primary Marketing Vehicle

Invest in your Web Properties

• Flash Videos• Breeze Presentations• Product Diagrams• Clear Graphics• Compelling Copy• Self-service• Effective Information

Architecture• Simplicity• Web Offers• Above the Fold?

Invest in Search Marketing

Think Globally, Advertise Locally

Make Your Message Relevant

Keep it Simple and Relevant

Create Landing pages for Every Program

Building your Conversion FunnelIntegrated Marketing and Sales. Integrated Terminology.

Measure Everything in Real Time

Never Stop Split TestingOptimise the Conversion Funnel

Use the Web for PR

Blogging - The New PR

Engage Your Community

Engage the CommunityBlogs, Breeze, Podcasts, Lithium, YouTube

Option B

Online Marketing Strategy • 12 Month marketing plan run quarterly• Email• Search• Adwords• Video – run on Plasma screens in showroom• Competitions e.g. Win a Bathroom renovator• Tradesperson Directory• Research with Female Design Agency

Option B

Option B

• explanation

Retail Friendly Graphics Images

Marketing – Email Invitation Example

Registration Page

Email Invitation

Example Interactive Media Centre - IP Evolution Series

Demonstrations

Case Studies

Q & A

Welcome

Feedback Forms

Customer Branded

Advantages of a Media Centre

A Multimedia Centre provides added contact to a customer and allows them to be tracked on what is important to their Business.

Successfully utilised for the following purposes:

A customers journey can be tracked Supports content being discussed at the seminar Useful as a customer sales tool for Salesforce Reinforces the product to internal stakeholders Customers had the ability to update their details Customers were given the opportunity to submit feedback

online Customers had the ability to “Refer a Colleague” Additional data could be collected for DM purposes

Reporting Features

Manage Unsubscribes Manage Registrations Manage customer lists Manage customers whom

have not responded Create task schedules Interactive Client Feedback Track individual media

items visited Track time spent on a

particular media item Measure total time spent in

Media Centre Media management Implement secure access

to online Media Centre

Case Study – Telstra Country WideDrive Your Business Further Event Series

The Business Challenge

Telstra Country Wide had a need to communicate to their Portfolio Managed customers, who have historically received little to no direct communication from Telstra, introducing them to Mobile Business solutions in a “soft sell” environment.

Leveraging off the V8 Supercar Championships a series of breakfasts were organised. Devnet were engaged to:

• Project Manage the 13 event series and the communications between three agencies

• Complete customer data management

• Full design and build of the registration website, reminder and email invitation sends.

Case Study – Telstra Country WideDrive Your Business Further Event Series

Invitation Registration

Case Study – Telstra Country WideDrive Your Business Further Event Series

The Solution

•Devnet worked closely with all external agencies to ensure a complete understanding of their processes and individual needs. Devnet

•Developed a schedule of work that was achievable by all parties.

•Regularly communicated and to individual agencies to ensure highlighted issues were addressed and resolved.

•Customer data is managed centrally within Devnet’s Campaign Manager Database to ensure its integrity.

•Series of event email invitations and reminders sent to customers to build interest in the events and ensure successful response

Example Competitions / Quiz

Tradelink to run regular competitions – e.g. Win a Bathroom Makeover, Post up pictures of the worst bathroom, Your ideal bathroom design…

Social Networking Examples

Facebook46 million active users of which half return daily. 200,000 sign up daily

Social Networking Examples

Other examples include Friendster & Linkme

Ideas

Kiosks are a innovative great way to XXXXX. Below are some examples on how these could look

HomeSite Website

Take some scrreen shots from homesite.

Eg Video, ask a renovator, find a tradesmen.

Tradelink Plumbers Directory

Questions

• What are the key renovator magazines in Australia?

– Australian House and Garden– Kitchen & Bathroom Quarterly– Inside Out– Australia Vogue Living– Australian Home Beautiful

Leverage – Key Properties

Smart Community Project

Page 52

TSC – Retail Application• Customised CRM• Provides task-based management of lot

sales and subsequent management of service installations.

• Developed and hosted at WebCentral • Production Pilot

Blessed Bra’s