Posts tagged: product

Sitting in the “Marketing Hot Seat”

My good buddy Adam Cohen, a Rosetta partner who heads up their Search, Online and Social Media businesses, issued a challenge called “The Marketing Hot

You’re the CMO.  You
have a marketing budget of $1M.  Your company is a consumer product
company, relatively unknown / early stage.  Customers who know the
product like it. CEO wants ROI within 12 months.  What do you do?

I thought this would be a fun exercise to take on, particularly because the scenario placed me in the seat of a manufacturer, publisher or product company. Would my retail oriented perspective provide a different line of thinking than would typically come from a manufacturer, and would that perspective be worthwhile? I’d certainly love to know your thoughts.

My take is actually the first one Adam posted on his blog, A Thousand Cuts. Check things out over there over the next few weeks to see perspectives from the other 12 bloggers.

Here’s my answer to Adam’s challenge:

OK.
Setting aside all the caveats about the fact that I don’t know what the product is, what it costs to make and what our margins are, here’s generically how I would approach the situation:

Strategy

  1. Thoroughly understand the customers who like our product
    The customers who know our product like it. We need to find out why, in their words, and determine what personality traits, hobbies, demographics, etc. in those customers are relevant to their liking our products so that we can speak to others like them.
  2. Get our online destinations right
    With a relatively small marketing budget, we’re going to need to maximize our online strategy. (Actually, we should do that even if have a large marketing budget.) We need to make sure our website and our retailer websites are highly usable and highly effective in merchandising our product and providing the ability for customers to easily spread the word about us.
  3. Drive traffic with whatever budget is left
    Only when we have ensured that we have solid destinations for our traffic will we start to actively search for traffic.


Tactics

  1. Learn as much as we can about the customers who most love the product.
    Why do they like it? What are there personality types; let’s use the Myers-Briggs personality test and really get a  thorough understanding of these folks. How do they describe our product? Let’s pay attention to the words they  use as we’re going to reuse those words in our copy.
  2. Hire ForeSee Results to measure our site’s effectiveness from our customers’ perspectives.
    I realize this may seem self-serving since it’s my company, but I was a client for seven years before joining the  company three months ago, and I’ve see how well it works.  So, I want it in this role. So there! We’ll use  measurements, analysis, Session Replay and usability audits to ensure we’re providing the best experience  we can.
  3. Hire Bryan Eisenberg to develop archetypes and to implement Persuasion Architecture on our site.
    We need to speak to customers in language that resonates, and Bryan understands how to do that. We’ll also use  his language for product descriptions and other content we give to retailers for their sites.
  4. Create a high quality product video.
    We’ll use this video on our own site and we’ll give it to retailers for their sites. We’ll focus on the key aspects  customers love and use copy that includes words that resonate with those customers. We’ll also show real  customer testimonials.
  5. Launch customer reviews and customer forums on our site
    We need to make sure our customers can openly provide their thoughts about our product, even when  they’re negative.
  6. Launch several blogs on our site
    Since we only have one product, we need to provide some fresh and compelling content on our site to give people a reason to come back. The content doesn’t need to be about the product all the time. It can be able anything, as  long as it’s compelling. I’ll focus on general marketing, our CEO can blog about leadership, and we’ll find some  people to blog about topics our customers are interested in. All of this blog content will also be great for SEO.
  7. Launch a marketing campaign to retailers informing them about key customers and teaching them how to sell the product
    Our initial marketing efforts will essentially be internal. Let’s get the sellers pumped up and doing their jobs well  before we send customers their way.
  8. Develop a widget for retailers that gives customers the ability to easily share information about the product
    We need to give our customers ways to share information about our product on their own in a way that is easy and  positive. Let’s create a fun widget that people want to share on Facebook, Twitter, email, etc.
  9. Get our SEO right, buy search terms, send emails, run re-marketing campaigns, etc.
    I don’t want to minimize the value of these techniques, but we really need to make sure our destinations are right  before we add lots of traffic.So there you have it. My main point here is to focus on the customers first, the destination second and the traffic driving last.

What do you think? Does my strategy make sense? How would you have addressed the challenge? Do your manufacturer/publisher/product partners address your needs?

Conversion tip: Don’t block the product with window signs

My friend Bryan Eisenberg is always telling retailers, “You don’t have traffic problems. You have conversion problems.” When 95+% of the people who come to a site don’t purchase, it’s a hard point to deny. Could giving customers quicker and better access to the product be one way to start to solve the conversion problem? My experience says Yes.

A quick story

Imagine walking into a store and smacking into a giant promotional banner that stretches from the ceiling to chest level. Below it and to its right hang a series of smaller promotional banners. A few feet behind the banners, you see a series of doors with signs above them that appear to represent different product categories. You push through the banners and open the door under the “Dresses” sign. There you step into a room where a flashy video projected on a large wall highlights stylish dresses and beautiful models and also runs copy about the same promotion you saw on the banner at the front of the store. The wall to the right features several smaller signs for various promotions. The wall to the left is littered with 20 or 30 doors, each with a sign above it for what appears to be a type of dress.

Nowhere in the room are there any dresses.

You pass through the door labeled “Casual dresses” and finally see actual merchandise.

Does that story seem ludicrous? Then why is that basically the experience on so many retail websites?

In brick and mortar retail, we use promotional signs in our windows to draw people into the store, where we expertly display lots and lots of product to customers the moment they walk in the door. We certainly reinforce our promotional messages with signage throughout the store, but we never block the product with the signs. On our sites, our promotions seem to be more important than our products. What message are we sending to our customers about the value of our products when promotions get more prominence than the merchandise?

When customers arrive at our home page, they’ve already effectively entered the store. So, why are our “window signs” blocking the product?

Apparel and department store sites seem to have almost uniformly adopted the experience described above, but most other retail sites that I’ve seen don’t stray too far from “the window sign” experience. Consumer electronics and computer sites often feature a few specific deals or featured products, but otherwise they generally follow a similar approach. In fact, about half of the Internet Retailer Top 25 sites on my recent viewing didn’t show any products on their home pages, and the remainder only displayed a very few select products.

Are we missing conversion opportunities by taking too many pages to get to the products?

Certain retail categories, like apparel, books, jewelry and flowers/gifts to name a few, seem to have large customer contingencies who are prone to browsing to see what’s new. Physical stores in those categories absolutely cater to the desire of customers to check out the latest stuff, but the web sites seem to assume customers are only interested in promotions. Or are the promotions simply the result of our own self-interest? What percentage of customers click on the promo spots versus hitting the search box or clicking into a department or sub-department? If it’s a fairly small percentage, perhaps a different approach might pay off.

A case study

When we launched the new Borders.com last year, we knew that about half our customers came to the store looking for something new to read without a specific book in mind. As a result, we created the Magic Shelf, a virtual and interactive book shelf that housed up to 120 books in an easily browsed application.
And we placed the Magic Shelf in the most prominent position on our home page — front and center. The decision to offer such valuable real estate to this new feature was hardly unanimous, but those of us who supported it won at least enough support to give it a try.

The result? Not only did customers say they loved it, those who interacted with the Magic Shelf converted at a rate 62% higher than those who didn’t. As we dug deeper, we discovered that the reason they converted more was that they viewed about 41% more products than those who didn’t interact with the Magic Shelf. (If you’re interested in more detail, you can download the case study we did with Allurent, the vendor we used to develop the Magic Shelf).

How might the shopping experience change on an apparel site if there was prominently placed virtual rack of some sort that allowed customers to easily browse, on one page, a wide selection of the latest styles? How about virtual jewelry cases or flower bins?

Ann Taylor trendsetting

The new Ann Taylor site design has made some strong strides towards a nice product browsing experience. While they still seem to feature window signs on the home page, their landing pages provide a very nice browsing experience where customers can easily peruse lots of merchandise. The product images are very clean and easy to see, and the page layout lends itself to the ability to occasionally replace one of the product spots with a visible but unobtrusive promo spot. Bravo to Matthew Seigel and the team at AnnTaylor.com!

I’m not sure it’s necessary to replicate a physical fixture to achieve the benefits of great product browsing. To me, the key is giving customers easy access to our merchandise and letting them very easily view lots of different items. That basic concept is something we discovered long ago in the physical retail world. How did we lose sight of it online?

What do you think? What is the thinking at your company? What sites have you seen that do a good job giving access to the product? Or, are the current methods working for you?


Retail: Shaken Not Stirred by Kevin Ertell


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