creative ideas on marketing...behaviors, psychographics & buying habits for hpb industry:...
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CREATIVE IDEAS ON
MARKETINGINDOOR & OUTDOOR
LIVING SPACES
MAHPBA 2018
OVERVIEW
• Who is your Target Audience & How do you Reach Them?
• Website
• Email Marketing
• Social Marketing
• Networking & B2B
• Online Marketing
• Direct Mail
MAHPBA 2018
MAHPBA 2018
Demographics for HPB Industry: Ownership & Future Purchases
Highlights from the study on ownership and purchase intent trends include:
7 in 10 U.S. adults own a grill or smoker, and in Canada, ownership is 8 in 10.
More than a third (35%) of U.S. adults plan to purchase a new grill or smoker in 2017.
Gas is the most popular grill type (64%), followed by charcoal (44%), then electric (9%).
Wood pellet grill ownership is currently 3%, but 11% of the prospective buyers plan to purchase one in the coming year.
Adding fireplaces and heaters to outdoor kitchens (1 in 10 consumers) is a growing trend.
56% of grills were purchased as replacements, while 29% were first time purchases.
The majority of consumers (83%) have three or more accessories, indicating that consumers have invested in ways to customize their grilling experiences.
SOURCE: HPBA website: https://www.hpba.org/Resources/PressRoom/ID/516/2017-State-of-the-Barbecue-Industry-HPBAs-Consumer-Survey-Reveals-Grilling-and-Barbecuing-Is-a-Growing-Year-Round-Lifestyle
TARGET AUDIENCE
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MAHPBA 2018
Behaviors, Psychographics & Buying Habits for HPB Industry: Ownership & Future Purchases
Highlights from the study on ownership and purchase intent trends for Barbecue:
7 in 10 U.S. adults own a grill or smoker, and in Canada, ownership is 8 in 10.
More than a third (35%) of U.S. adults plan to purchase a new grill or smoker in 2017.
Gas is the most popular grill type (64%), followed by charcoal (44%), then electric (9%).
Wood pellet grill ownership is currently 3%, but 11% of the prospective buyers plan to purchase one in the coming year.
Adding fireplaces and heaters to outdoor kitchens (1 in 10 consumers) is a growing trend.
56% of grills were purchased as replacements, while 29% were first time purchases.
The majority of consumers (83%) have three or more accessories, indicating that consumers have invested in ways to customize their grilling experiences.
SOURCE: HPBA website: https://www.hpba.org/Resources/PressRoom/ID/516/2017-State-of-the-Barbecue-Industry-HPBAs-Consumer-Survey-Reveals-Grilling-and-Barbecuing-Is-a-Growing-Year-Round-Lifestyle
TARGET AUDIENCE
4
MAHPBA 2018
Behaviors, Psychographics & Buying Habits for HPB Industry: Ownership & Future Purchases
Highlights from the study on ownership and purchase intent trends for Hearth:
7 in 10 U.S. adults own a grill or smoker, and in Canada, ownership is 8 in 10.
More than a third (35%) of U.S. adults plan to purchase a new grill or smoker in 2017.
Gas is the most popular grill type (64%), followed by charcoal (44%), then electric (9%).
Wood pellet grill ownership is currently 3%, but 11% of the prospective buyers plan to purchase one in the coming year.
Adding fireplaces and heaters to outdoor kitchens (1 in 10 consumers) is a growing trend.
56% of grills were purchased as replacements, while 29% were first time purchases.
The majority of consumers (83%) have three or more accessories, indicating that consumers have invested in ways to customize their grilling experiences.
SOURCE: HPBA website: https://www.hpba.org/Resources/PressRoom/ID/516/2017-State-of-the-Barbecue-Industry-HPBAs-Consumer-Survey-Reveals-Grilling-and-Barbecuing-Is-a-Growing-Year-Round-Lifestyle
TARGET AUDIENCE
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MAHPBA 2018
TARGET AUDIENCE
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• Convenience
• Cheaper (is it really?)
• In the Forefront
Buying Habits: Online Shopping
MAHPBA 2018
Buying Habits
81% of shoppers conduct online research before buying
72% U.S. consumers own smartphones and 38% own tablets.
In 2014, searches made on mobile devices surpassed desktop searches – and continues to grow!
70% online transactions occur on a mobile device.
SOURCE: http://searchengineland.com; Myles Anderson on July 7,
2014
TARGET AUDIENCE
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MAHPBA 2018
Buying Habits By Age:
• Gen Z: 18-24
• Gen Y or Millennial: 25-34
• Gen X: 35-54
• Baby Boomers: 55+
SOURCE: RetailDive.com 5/17/17: "Why
researching online, shopping offline is the new
norm" 442754
TARGET AUDIENCE
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MAHPBA 2018
TARGET AUDIENCE
SOURCE:
http://smartinsights.com; Danyl
Bosomworth on July 22, 2015
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Buying Habits
MAHPBA 2018
TARGET AUDIENCE
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Buying Habits
MAHPBA 2018
TARGET AUDIENCE
Webrooming vs. Showrooming
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Buying Habits
MAHPBA 2018
CREATIVE MARKETING IDEAS
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In Order of Marketing Spend: Lowest to Highest
MAHPBA 2018
MARKETING VIA YOUR WEBSITE
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REMEMBER: Your Time = Money
Blog: Relevant Content is King for SEO
Portfolio: Before & After Pictures
Videos: New or Featured Products
Promote on Social Media
with Links to Website
MAHPBA 2018
MARKETING VIA YOUR WEBSITE
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Blogging
MAHPBA 2018
MARKETING VIA YOUR WEBSITE
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Portfolio
MAHPBA 2018
MARKETING VIA YOUR WEBSITE
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Videos
MAHPBA 2018
EMAIL MARKETING
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REMEMBER: Current Customers are Low Hanging Fruit
Cross Marketing
Website: Portfolio, Blog Posts, Videos
Co-op
Established Relationships =
Loyalty + Easier
Conversions
MAHPBA 2018
EMAIL MARKETING
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Cross Marketing
MAHPBA 2018
EMAIL MARKETING
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Co-op
MAHPBA 2018
EMAIL MARKETING
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Website
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Boosts vs. Advertising: Facebook & Instagram
➢ Identify Audience Groups
➢ Budget vs. Length of Time
➢ Consider ROI
➢ Don’t Forget Co-op!
Include Links to Specific
Page/Catalog on Website
MAHPBA 2018
SOCIAL MARKETING
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Facebook Boost
MAHPBA 2018
SOCIAL MARKETING
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Facebook Advertising Campaign
MAHPBA 2018
SOCIAL MARKETING
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Facebook Advertising Campaign: Reporting (co-op)
MAHPBA 2018
SOCIAL MARKETING
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Instagram Advertising
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Houzz
➢ To Pay or Not to Pay
➢ Projects vs. Idea Books
‘Find a Pro’: Don’t forget
your service department!
MAHPBA 2018
SOCIAL MARKETING
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Houzz Projects
MAHPBA 2018
SOCIAL MARKETING
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Houzz Idea Books
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
➢ Boards vs. Pins
Include Links to Specific
Page/Catalog on Website
MAHPBA 2018
SOCIAL MARKETING
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Pinterest Pins
MAHPBA 2018
SOCIAL MARKETING
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Pinterest Boards
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
YouTube
➢ Videos vs. Playlists vs. Channels
➢ Tags/Keywords, Categories, Description
➢ Share: website & social media
Are You an Actor OR
a Voiceover?
MAHPBA 2018
SOCIAL MARKETING
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YouTube Video Ideas:
How To’s: Lighting Pilot
MAHPBA 2018
SOCIAL MARKETING
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YouTube Video Ideas:
How To’s: Signs when service needed
MAHPBA 2018
SOCIAL MARKETING
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YouTube Video Ideas:
Education: Difference between fuels, styles of hearth products, heating capacity.
MAHPBA 2018
SOCIAL MARKETING
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YouTube Video Ideas:
Featured Products
MAHPBA 2018
SOCIAL MARKETING
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YouTube Video Ideas:
Events: Networking, Fundraising
MAHPBA 2018
SOCIAL MARKETING
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YouTube Video Ideas:
Showroom
MAHPBA 2018
SOCIAL MARKETING
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YouTube Channel
MAHPBA 2018
SOCIAL MARKETING
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YouTube SEO
MAHPBA 2018
SOCIAL MARKETING
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YouTube Sharing
MAHPBA 2018
SOCIAL MARKETING
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YouTube Sharing
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions
➢ Consistent Weekly Posts
✓ Tuesday Tip
✓ Throwback Thursday
✓ Friday Featured Product
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions
➢ Sharing Posts
✓ HPBA
✓ Manufacturers
✓ Hearth & Home Magazine
✓ Local News
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions
➢ Contests
✓ Holiday Mantel
✓ New Products
✓ Events
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions
➢ Holidays
✓ Father’s & Mother’s Days
✓Valentines Day
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions
➢ Featured or New Products
✓ Holiday Gift Ideas
✓ Co-op (trackable)
✓ Add to Shop Tab
✓ Add to Offer Tab
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions
➢ Events & Sales/Promotions
✓ Co-op (trackable)
✓ Add to Events Tab
✓ Share with Networks
MAHPBA 2018
SOCIAL MARKETING
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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits
Posting Ideas & Suggestions
➢ Service
✓ Pictures: cob webs, spiders, rodent nests, chimney cap
✓ Before & After: flame after logs and/or embers are moved/replaced
✓ Add to Services Tab
A Picture is Worth a
Thousand Words!
MAHPBA 2018
NETWORKING & B2B MARKETING
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REMEMBER: It’s Who You Know!
Host Events and/or Meetings
➢ Chambers
➢ Buyer’s Groups
➢ Industry-Specific
✓ Contractors
✓ Designers
✓ Real Estate
Business Owners are
Potential Customers Too!
MAHPBA 2018
NETWORKING & B2B MARKETING
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REMEMBER: It’s Who You Know!
Cross Promote
➢ Social Media
➢ Email Marketing
➢ Website
✓ Product Tags
✓ Meta
✓ Hyperlinks
Search Engines Like Keywords,
Tags and Cross Links
MAHPBA 2018
NETWORKING & B2B MARKETING
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REMEMBER: It’s Who You Know!
Sponsorships
➢ Events at 55+ Communities
➢ Local Sports Leagues, Churches, Scout Groups
✓ Donate outdoor furniture and/or grill (Opening Day or Award Ceremonies, Picnics)
✓ Donate new grill and/or firepit (snack stands, scout campground, youth group)
MAHPBA 2018
NETWORKING & B2B MARKETING
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REMEMBER: It’s Who You Know!
Commercial Discounts/Barter
➢ Ski Shops and/or Lodges
➢ Spas
➢ Medical Practices
➢ Golf Courses
➢ 55+ Community Clubhouse
➢ Retirement Communities
➢ Restaurants
➢ Universities
Offer Service Discounts for
Event Promotions
MAHPBA 2018
ONLINE MARKETING
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REMEMBER: Stalking Ads are Effective Because the Prospect had Visited Your Website at One Time.
Design & Message
➢ Co-op: co-branded
➢ Seasonality
Retargeting can boost ad
response up to 400%!
30% of consumers have a
positive or very positive
reaction to retargeted ads.
MAHPBA 2018
DIRECT MAIL
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REMEMBER: Quality vs. Quantity = Increased ROI.ALSO REMEMBER: Response rate does not equal conversion rate.
Direct Mail should be Targeted
➢ Radius Mail Programs = Keeping Up with the Jones’
Direct mail averaged a 2.9% response rate for prospect lists
and
a 5.3% response rate for lists companies had built in-house.
MAHPBA 2018
DIRECT MAIL
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REMEMBER: Quality vs. Quantity = Increased ROI.ALSO REMEMBER: Response rate does not equal conversion rate.
Direct Mail should be Targeted
➢ Targeted Neighborhoods by Age Built = Rip Out & Reinstall
Average Direct Mail Response Rate = 3% - 5%
MAHPBA 2018
WANT GREAT MARKETING… GET GOOD ADVICE
Shannon Good
Shannon takes pride in her years of marketing experience and willingness to continue to stay current and forward-thinking in the ever changing marketing and advertising world.
Shannon founded The Good Marketing Group in 2003, which has given her the opportunity to develop customized marketing strategies for all sizes and types of trade and service businesses. Her background includes helping hearth dealers grow their businesses with targeted marketing strategies – online and offline - including: account management, graphic design, media planning, SEO/SEM (pay-per-click google adwords campaigns). As a member benefit for HPBA, Shannon and her team looks at the unique goals of the client and creatively integrates various media to accomplish those goals, on any marketing budget!
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