3. The Future of the Independent
Robert Baldrey
Group CEO Vasanta
4. New
Entrants
Recession
Shift to
selling FS
products
Decline in
Traditional
Office
products
ACCELERATING
CHANGE
OEM brands
or own label?
Demographics
Overcapacity
and
Consolidation
More price
transparenc
y
EOS in
decline –
move to
MPS
New
Models
Channel
Shift
5. Technology and demographics driving
changes in consumption
•Traditional OP in long term decline
•Has EOS peaked? Hard copy now in decline?
•Younger generation print and keep less – read
more on tablets, smart phones
•The mobile office enabled by the internet –
more people are working remotely, or in several
locations
6. Technology driving changes in
consumption
What future for pens, pencils, paper, document
wallets, suspension files, filing cabinets ?
8. Channel shift – Big Box focuses on the
SME market
•Public and Corporate spending being cut
•Spend focused on a smaller number of
cheaper products – less opportunity to
build sales and margin
•Overcapacity from the Big Box and
pressure to deliver results
•Increasing focus on the SME customer –
better margins, less competition
31. How social media will work
best for your business
Steve Phillip
Linked2Success
33. Achieve
measurable
results
Find new clients
& build
relationships
Raise brand
awareness, let
more people know
you exist
Keep in touch
with suppliers –
build on
relationships
Solve client
problems, share
case studies
Client
relationship
management
Find the best
talent to join
your business
34. Accountancy
firm generates
additional £250k
in fees
Financial services
firm – 20 meetings
in 12 weeks
National legal
lobbying body
“Social media will
be the last thing
we cut”
Funding firm
generates
quality meetings
in 15 mins a day
Energy firm
wins contract –
value 33% of
annual target
Teenager lands
contract worth
£15k +
Export firm saves
£60k
35. We need to change our thinking
What appears to be the problem?
48. Creating New Business Leads
Outer Network
Immediate Network
Invite
connections,
followers, likes
Share relevant & useful
content
Your Sales Process
52. Create more
business
relationships &
do more
business
Enhance your
personal &
business brand
reputation
Show your
audience how
you can solve
their business
problems
Network with
millions of other
busy
professionals
locally or globally
53. Resource your social media marketing?
Train internally or will you need to factor out?
Measure your ROI?
60. Twitter is a social
‘messaging ‘ tool
60% of tweets are
sent from mobile
devices
This means in theory
you can engage in
conversation with
anyone else on Twitter
– globally
These tweets are all
publicly visible by
default
On average 400
million+ tweets are
sent per day from 200
million users
It enables you to send
& receive short
messages of 140
characters called
‘tweets’
61. Make your
hashtag
obvious
Mark keywords of
topics on Twitter
Single word or
phrase – no spaces
# at the
beginning of the
word/phrase
Consolidate –
don’t keep
changing
Tag most
important word
2 maximum!!
76. Lets talk about stats
1. 48% of sales people never follow up with a prospect (whats the stats in your business)
2. 25% of sales people make a second contact and stop
3. 12% of sales people only make 3 contacts and stop, and only 10% of businesses make more
than three contacts with a prospect or client
4. How do you compare with those stats? Is this true for you?
5. What does the above stats mean for businesses like yours
6. 2% of sales are made on the first contact
7. 3% of sales are made on the second contact
8. 5% of sales are made on the third contact
9. 10% of sales are made on the fourth contact
10. 80% of sales are made on the 5th to 12th contact
11.Over 68% of people move business because of a companys indifference to them. How do we
stop this, relentless following up. By having a plan
78. Key reasons why your campaign has
not delivered
•
•
•
•
•
•
•
•
•
•
No Plan
Not targeted
Not right offer
Time
Resource
Money
Knowledge
Skill
Waste of time
Not committed
79. Your Managed Marketing Service
•
•
•
•
•
•
•
•
•
•
Budget
Audit
Segmentation
Marketing plan
Conversion
Penetration
Retention
Implementation
Measurement
Results
80. Summarise
•
•
•
•
Marketing is the key to your success
A plan is critical to make it work effectively
Use the tools that ofda can provide FOC
Interested in MMS 7 spaces available
84. The State of e-Commerce
•Online sales are growing and recession
proof.
•The consumerisation of business
technology marches on.
•Mobility goes mainstream, however there
are distinctions between B2C and B2B.
•Social and its impact on traffic and
conversion.
85. Some B2B Stats...
• B2B buyers prefer suppliers that have both
digital and traditional commerce options.
• 81% of buyers would choose a supplier who has
•
•
a digital offering over one who only offers
traditional trading methods.
89% of buyers believe that the buying
experience should be as easy and intuitive as it is
for the consumer shopper.
88% of buyers with a smartphone research a
purchase on the suppliers website using that
device.
Source: Hybris Study - State of B2B ecommerce 2012 224 B2B procurement specialists surveyed
86. What’s your STRATEGY?
•Know your customers & their diverse needs
•Profile, Plan, Attack
•Incentivise to order on-line
•Inform of new products & services
•Raise awareness of key categories
•Promote seasonal offerings
•Win a bigger share of wallet
•Reward loyalty and they’ll love you for it
87. Actions
•Allocate MORE time to your webstore
•Review regularly as a USER
•Improve CONTENT, improve SALES
•Don’t just take orders...SELL
•E-shot prospects AND customers
•Promote most PROFITABLE lines
•Request BANNERS from SUPPLIERS
•Build a STRATEGY
•…...be DIFFERENT….be BETTER!!
92. What will make the web work for you?
1. Your website.
2. Where are your customers?
3. How do you make sure they find you (and how do you
understand what they do when they do)?
99. 2.1 Quiz break!
• What is the number
1 use of mobile in
the UK?
• What is the
second largest
search engine
in the world?
1 Unpacking the Mobile World, Google, 2013
2 UK Digital Future in Focus 2013, comScore
101. 3.1 Where are advertisers spending the
most?
£2.25
billion
£2.16
billion
2011 UK
Adspend
Source: PwC / Internet Advertising
Bureau
/ The Advertising Association / WARC
102. 3.2 Let goals drive online spending
priorities
Product
launch
Brand
awareness
Search ads
Display ads
YouTube
Social
media
Audience
engagement
Online traffic
and
transactions
104. 3.4 What are your customers doing on
your website?
105. What will make the web work for you
1. Make sure your website is your storefront.
2. Be where your customers are.
3. Know what you're trying to do.
107. Challenge #1: There will always be
someone cheaper than you!
• It’s not always about the lowest price
• Together our offer is better than our
competitors
• What can you do to really know your
customers and make it personal
• How do you stand out from the crowd?
108. Challenge #2: Business Supplies
• Open your mind to what you can sell
• What does the customer buy from
someone else?
• What services do they use that you could
supply?
Think Business Supplies and Services, not
Office Products
110. Challenge #3
Q: How do we remain price competitive in
an ever more challenging market?
Q: How are we going to live with reduced
margins across the chain?
Q: How can we make more money
together?
A: Eliminate duplication of cost and effort
wherever possible
111. Cost and Effort Duplication
• Purchasing
• Stockholding
• Delivery
• Customer service
• Invoicing and Credit Control
113. The Future?
Vendor
• Product innovation – finding products that meet the
new office workers
• Brand – creation of attractive brands
Wholesaler
• 25,000 products available for next day delivery
• Pick, pack and deliver to the end user
• Catalogue and marketing
• Customer service
• Invoicing and cash collection
Dealer
Manage the customer relationship
Selling
needs of the
Everyone focuses
on their core
competency
114. • A long and special relationship
• We know each other well
• How do we become even closer and
successful together?
115. Conclusion
We will thrive in our partnership if:
• We open our minds to Business
Supplies and Services
• We all focus on our core
competencies
• We together focus on eliminating cost
and effort from the supply chain
how many of you have a marketing system / plan?
how many have a budget?
did you use our excel tool or any sort of planning tool?
What testing and measuring did you do?
how many of your marketing promotions/ideas are followed up?
The last question focuses on following up what do we mean by following up and what do the statistics tell us
Again – back in your groups next 5 minutes discuss your best or worst marketing idea over the last twelve months and consider. This is about sharing, we share we learn...
What it was (good or bad)
How was it executed
Why was it successful / why was it not successful
Best email campaign ever what was it, how many times do you email per week?
Successful campaigns have you repeatedly, marketing in its very essence is boring, as once you have found out what works it is a case of repeating that process until you have exhausted it.
Fully integrated marketing system and plan which is designed, implemented and managed by the central team to help you deliver your marketing objectives
How i here you ask
The recession to the largest extent was offline - retail, housing - online continued to grow…
Recession Proof
April 2012 Sales Growth - 0.4% retail - 18.1% online.
May 2012 Sales Growth - 3.3% retail - 21.6% online.
June 2012 Sales Growth - 1.9% retail - 14.3% online.
July 2012 Sales Growth - 3.1% retail - 14.2% online.
As the economy shrinks savvy shoppers and corporate buyers headed to the internet to find the best deals and make their limited resources go further.
Consumerisation
BYOD
Consumer experience
Ipad’s and iphones in the enterprise - different from a few years ago when everyone had blackberrys
Social
Value is sentiment / very little impact on conversion / use cases for Social….
Brand building
Customer engagement
Customer support
What are the do’s and dont’s
Benjamin Disraeli Quote
19th Century Politician - “There are 3 types of lies - lies, damn lies and statistics”
Bricks, clicks and flick - multi channel is the way forward
Procurement requirements - punch out - local authority and big business - webstore is table stakes, need one like you need office, telephone, etc….
Again, back to the consumerisation of tech point - OPIPS list and link no longer acceptable - these guys are just consumers.
distinction between B2C and B2B behaviour on mobile - consumers are buying stuff, business is researching and consuming content.
•Welcome
•Me / Ph background
•Session is about
•Your interaction - Ask questions – feedback
Your website is your digital destination... it's the online equivalent of your storefront or office building.
Far too often people put Google first and not their customers when it comes to digital in the offline world business focus on customers (major retialers customers first)
in digital you must do exactly the same
•Your website is your digital destination
•Where does your website fit into your overall marketing strategy?
•most online / offline channels lead to your website and it pages
•Central hub of you strategy
•Lots of marketing effort to bring user to you (attract, capture and convert)
•How hard do you work to engage and convert?
•You train sales people, how hard do you ‘train’ you your website to work harder for you?
•Why do you need to optimise?
•Not just for search – who are more important USERS/CUSTOMERS
•Improving your organic search results (SEO)
•Improving conversion
•We should be optimising for our customers, their experience
•Nothing new really, in the real world this is common practice
•Take these principles to you digital activity
•If you owned a car dealers and I brought 1000 people to you ‘pitch’ and 800 walked away – would you be happy!?
Your website is your digital destination... it's the online equivalent of your storefront or office building.
Far too often people put Google first and not their customers when it comes to digital in the offline world business focus on customers (major retialers customers first)
in digital you must do exactly the same
•Your website is your digital destination
•Where does your website fit into your overall marketing strategy?
•most online / offline channels lead to your website and it pages
•Central hub of you strategy
•Lots of marketing effort to bring user to you (attract, capture and convert)
•How hard do you work to engage and convert?
•You train sales people, how hard do you ‘train’ you your website to work harder for you?
•Why do you need to optimise?
•Not just for search – who are more important USERS/CUSTOMERS
•Improving your organic search results (SEO)
•Improving conversion
•We should be optimising for our customers, their experience
•Nothing new really, in the real world this is common practice
•Take these principles to you digital activity
•If you owned a car dealers and I brought 1000 people to you ‘pitch’ and 800 walked away – would you be happy!?
1. Choose relevant, useful topics. HOW TO , DEMOS, INTERVIEWS, TESTIMONIALS
2. Go for the best quality you can manage. CONTENT MORE IMPORTANT
3. Keep it short and sweet. 40 SECS DOWN FROM ONE MINUTE
4. Promote and optimise your video. TRANSCRIBE, MEASURE
5. Make it easy for others to share. YOUTUBE, SOCIAL ACTIVITY - ASK FOR OPINIONS.
In my opinion there's not really a choice whether to embrace mobile, social and video, its a must.
Three big trends driving transformation of digital marketing are mobile, social media and online video.
Whether you start with only one or use them all together, it's going to be increasingly important to account for these tools in your overall marketing strategy.
These are disrupting marketplaces and providing new opportunities.
need to keep or risk falling behind.
•Generate sales
•not just first time visitors, but repeat customers, helping you build life time value and loyalty
•Generate new leads
•Sales opportunities for your sales teams
•Build brand awareness and perception
•Does you online shop match you offline
•We often see that the perception online doesn't match clients brands online
•Customer service
•world class experience on multiple devices – not just desktop (tesco main chain stores v tesco express
•Help answer and inform you users helping the move further down the buying cycle
•Keep thing familiar – user have an expectation on where information should be
•Logo top left
•Contact number and info top right – don’t make it hard for a user to pick up the phone and speak to you if needed!
•Often we see social share icons top right as well
•Link to blog, login link etc
•Think about how people scan a page - the ‘scanability’ factor
•Just think about how you do it
•The ‘F’ factor:
•This can influence how you place ‘key’ conversion element/components on a landing page
•Think about what the user can see above the ‘fold’
•Remember this can be different on different devices!
•How do you plan for this / take it into consideration
•
In my opinion there's not really a choice whether to embrace mobile, social and video, its a must.
Three big trends driving transformation of digital marketing are mobile, social media and online video.
Whether you start with only one or use them all together, it's going to be increasingly important to account for these tools in your overall marketing strategy.
These are disrupting marketplaces and providing new opportunities.
need to keep or risk falling behind.
Modern consumers are more engaged and in control than ever. They’re active explorers who want immediate, relevant information without delay.
They're spending loads of time on their mobile...and not just for phone calls.
social media is the #1 use of mobile in the UK.
Half of smartphone users access search via their mobile every day.
And video is huge on all devices...66% of smartphone users watch video on their mobile... and YouTube the second largest search engine behind Google!
these 3 areas combined can make a huge difference to your business if you're currently under performing in any of them.
In my opinion there's not really a choice whether to embrace mobile, social and video, its a must.
Three big trends driving transformation of digital marketing are mobile, social media and online video.
Whether you start with only one or use them all together, it's going to be increasingly important to account for these tools in your overall marketing strategy.
These are disrupting marketplaces and providing new opportunities.
need to keep or risk falling behind.
Online advertising, including paid search, display and classified, is now the largest advertising channel in the UK. Advertisers spent more than 2.2 billion pounds on Internet advertising in 2011, accounting for nearly a third of the total advertising market. So what does this mean for you and your business?
Now, let's say that you've now decided to incorporate online marketing into your mix: a typical percentage allocation could range between 15% and 25% (like the example of Sold Out Advertising that we talked about a few minutes ago).
But that's only part of what you need to think about. You also must consider your goals, and how best to distribute that 15 to 25 percent among search, display, social and video.
Google Analytics provides a valuable roadmap that shows how customers are finding and interacting with your business website. For example, here we can see where traffic to a particular site is originating...whether from search or an online display ad or social media.
Google Analytics provides a valuable roadmap that shows how customers are finding and interacting with your business website. For example, here we can see where traffic to a particular site is originating...whether from search or an online display ad or social media.
1. Choose relevant, useful topics. HOW TO , DEMOS, INTERVIEWS, TESTIMONIALS
2. Go for the best quality you can manage. CONTENT MORE IMPORTANT
3. Keep it short and sweet. 40 SECS DOWN FROM ONE MINUTE
4. Promote and optimise your video. TRANSCRIBE, MEASURE
5. Make it easy for others to share. YOUTUBE, SOCIAL ACTIVITY - ASK FOR OPINIONS.