bernina presentation 2013

Presented by: Michael Bickerton

CHANGE AND TRANSITION

Today every business is being forced to change. We are in the midst of the information revolution and there is fallout everywhere. This isn't any different than the changes experienced during the industrial revolution of the 1900’s. Ford, Disney & Kroc replaced by the likes of Gates, Jobs & Zuckerberg, all leaders in the process of change.

As you know, the printing business had been decimated by the internet, email and social communication. Newspapers, magazines and direct mail have all been negatively impacted. Since 1996 readership continues to decline, advertisers are moving to digital and modern communications and print has quickly gone the way of the wagon wheel. Naturally publishers are struggling to create profitable revenue streams in the face of this change.

Change and transition are here to stay, and the transition is faster than ever before.

Canada Post revenues have declined steadily, culminating with a 2011 loss of $327 million after 16 years of profitability. Mail declined 4.6%, and has been steadily declining as Canadians have shifted to electronic options. Transaction mail declined for 5 years at a rate of approximately 5% annually. The process of communication has changed.

The Information Revolution

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HOW I GOT HERE

When we talk about change and transition, we talk about something that has impacted almost everyone both personally and professionally. I'm a third generation printer and I witnessed the impact of the internet and digital communications on the printing business back in the year 2000. The advertising and marketing budgets were now focused on websites, email and databases, versus printing and mailing.

We too have changed and transitioned our business from a conventional print communication firm to a digital communication firm. I often say, the wagon wheel was a big seller once too - as was printing.

Google was – and still is – the leader, so my learning started there. First Adwords, then Analytics, and the rest is history. You can find most information you want about me online. We refer to Raven5 as a digital agency, yet it's more akin to an online communications firm.

The take away here, I may use a lot of jargon and terms you don't know the meaning or understand, please just ask, it’s a very big industry and changing daily

The Bickertons

• Canadian Marketing Association Digital Marketing Course• Interactive Advertising Bureau Interactive Master certificate holder• Google Adwords Certification• Google Analytics Certification

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WE ARE RAVEN5

In order to survive in today’s market, brands need a powerful message and an effective way to deliver that message.

At Raven5 we specialize in providing Google Adwords, Email marketing, Social media marketing, Content curation, Contest marketing, Website & Landing development as well as Digital strategy, to create and deliver messages that will build your brand.

You have 5 seconds to capture your consumer’s attention. You need to make them count.

You have 5 seconds, make them count.

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SOCIAL MEDIA REVOLUTION

https://www.youtube.com/watch?v=QUCfFcchw1w&feature=c4-overview&list=UULC9cX5GntaQmTSF6hTqrzA

Social Media Revolution 2012




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WHAT IS INTERACTIVE MARKETING?

Interactive Marketing is a process of continual change, adaptation and improvement. It’s much like chasing a tumbleweed across the frontier

Interactive marketing (also called online advertising) – delivers promotional messages to consumers through the Internet using a variety of tools and techniques. Includes: Google AdWords, Email marketing, Social media marketing, Content marketing, Contest marketing, Display advertising, Search engine marketing and Mobile advertising.

Interactive marketing is the fastest growing segment of marketing revenue and it continues to grow annually.

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INTERNET MARKETING IS BIG BUSINESS

Internet marketing revenue has continued to rise annually at an impressive rate. Almost doubling over a 5 year span.

All statistics are based on current North American research unless otherwise stated.

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Internet marketing revenue has surpassed that of Cable TV and is projected to exceed that of Broadcast TV as well.

INTERNET MARKETING IS BIG BUSINESS


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BREAKING NEWS

Digital Set To Overtake TV Viewing

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OUR WORK

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THE RAVEN5 PILLARS

Pillar 1: Google AdWords

Google AdWords assists advertisers in finding new customers and new market segments.

The AdWords program can include local, national, and international distribution.

Google AdWords assists advertisers in determining exactly what they want to be known for using keywords and key phrases.

Google AdWords assists advertisers by determining what customers are searching for, when they are searching for them and the terms they are using to search for their specific product or service.

AdWords offers various costing formats:• cost-per-click (CPC) advertising• cost-per-thousand-impressions (CPM) advertising • site-targeted advertising for text, banner, and rich-media ads.

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Pillar 2: Email Marketing

Email Marketing is your primary communication tool today.

Email marketing assists:

• Building loyalty, trust and brand awareness.

• Enhancing the relationship of a merchant with its current, prospective and previous customers in order to encourage customer loyalty and repeat business.

• Messaging with the purpose of acquiring new customers or convincing current customers to purchase something immediately.

Researchers estimate that US firms spent over $1.5 billion on email marketing in 2011. This number is expected to grow to $2.5 billion by 2016.

THE RAVEN5 PILLARS

Email Marketing allows advertisers to communicate directly to a specific target with a specific offer at a specific time.

No other marketing tool allows for this.


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Pillar 3: Social Media Marketing

Social Media marketing is the most active area in marketing today.

Social media marketing refers to the process of gaining website traffic and brand awareness through the use of social media sites. Programs center on messages, images and content to attract the attention and encourage readers to engage and share with their friends and followers.

THE RAVEN5 PILLARS

Why social media?

• It is easily accessible to everyone.

• Provides increased communication which helps foster brand awareness.

• improve customer service, build engagement, and create a personal face.

• It is relatively inexpensive.

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Pillar 4: Content Marketing

Content marketing assists advertisers in communicating messages like never before.

Content marketing is any marketing format that involves the creation and sharing of media and content in order to acquire customers. It assists advertisers by providing their customers with a reason to visit, offers, entertainment and education as examples.

It also assists advertisers with being found in search and improves organic ranking.

THE RAVEN5 PILLARS

The focus is not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing, valuable and engaging information.

Formats include: • White papers• E-books• Infographics• Case studies

• How-to guides• Q+A articles• Photos

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Pillar 5: Contest Marketing

Contest marketing assists advertisers in enticing new and existing customers.

Contest marketing assists advertisers in developing new and existing content to attract customers. It builds brand awareness and provides offers to a wider and varied marketplace.

Additionally it provides a higher incentive for customers to opt-in and follow your brand. Everyone loves to win something, most importantly a contest provides favorable brand and company awareness

THE RAVEN5 PILLARS

“Social Currency” is the entirety of actual and potential resources which result from a brands presence in social and online communities.

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OUR WORK

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Local Ads With Google AdWords

Google AdWords makes it simple to advertise your business locally and around the world.

Creating an advertisement to appear on the Google search page is the easiest way to increase traffic to your site and store. You create the ad, choose the keywords and set when & where you want your ads to appear.

The ability to set up budgets for Pay-Per-Click makes it very cost effective for any business.

Advertisers can also include your address and phone number with your ad, allowing searchers to directly contact you or locate your address quickly.

LOCAL AND MOBILE

Local Search: Set your ads to appear to people searching in a particular city, region or country. Making it simple to target customers online in your city or around the world.

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Mobile Ads With Google AdWords

Consumers are using their smart phones and tablets to search more than ever.

Mobile searching is becoming more and more popular with the increase in tablet and smart phone technology. Website traffic for smartphones and tablets has more then doubled in the past year.

LOCAL AND MOBILE

Mobile Search: Mobile search frequency to major e-commerce sites on tablets and smart phones has almost doubled in the last year. Making sure your ads appear in mobile searches and on mobile sites is a key to growing your brand.


88%

7%5%

79%

11%

10%

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Do This!

DO’S AND DON’TS OF GOOGLE ADWORDS

Do understand how your ads get shown:• There are multiple factors influencing how

your ads appear on Google. • Your daily budget .• Your maximum cost per click (or "CPC") per

keyword.• Your competitors' max CPC on the same

keyword.• How popular your search phrase is.• Google's Quality Score.

Do organize keywords into ad groups:• Keywords can easily be used in your ad copy

since they are relevant to the ad group.• When the ads are more relevant to the

audience, your click-through rate (CTR) will increase.

• Higher CTRs help your Quality Score, which in turn will lead to lower click costs for the same position.

Do utilize all match type options to help

control how Google triggers your ad.

Do separate your campaigns (including mobile) to help optimize your visibility and click costs across all campaigns.

Do use free conversion tracking to give you more insight and help you optimize your campaign.

Do test different ad versions to find out which works best to drive customers to your site.

Do take advantage of ad extensions to show products, give locations and phone numbers, or list additional links, all associated with a single ad.

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Don’t Do This!

DO’S AND DON’TS OF GOOGLE ADWORDS

Don’t send all users to your home page without telling them where to go next.

Don’t rely on broad or generic keywords.

Don’t overlook negative keywords i.e in a campaign advertising windows for the home, you'd want to avoid anyone also searching for the word "Microsoft.”

Don’t stick with under-performing keywords.

Don’t forget to connect AdWords to your Google analytics account.

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AdWords is the first step in determining a successful online program.

Understanding what customers and prospects are searching for as related to your business is the cornerstone of any successful digital marketing strategy.

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OUR WORK

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SOCIAL MEDIA IS THE ONLY MEDIA

What is social media?

Social media is a place where people can create, share and exchange information in virtual networks.

Social media is a way for people to communicate and participate in new ways.

Sites like Facebook, Twitter and YouTube have revolutionized how we interact with people around the world.

The most powerful tool social media provides us with is the potential to reach millions of consumers through image posting, content posting and ad placement.

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Social media is one of the opportunities for a business to build its marketing programs as approximately 90% of B2B marketers use social media to distribute their messages.


Social Stats:• There are 2.7 billion “likes” per day on Facebook• 177 million tweets sent everyday• YouTube is the second largest search engine in the world.• 2.7 million LinkedIn business pages• Google’s +1 button is used 5 million times a day• Pinterest averages 1.36 million visitors every day• 10 million + presentations uploaded to Slideshare


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BUT WILL IT REACH OUR TARGET?

The majority of Internet users are on social media.

77% of them are between the ages of 30-49.


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These same people spend a large portion of their day on social media.

30-49 year olds spend an average of 3 hours a day on social media while women spend an average of 3.6 hours a day.


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71% of all female internet users are on social media.



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62% of male internet users are also on social media.



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Facebook is the worlds largest social media site with over 1 billion worldwide users. Individuals and businesses can create their own personal profile page where they can post content and connect with followers.

FACEBOOK

Thumbs-up

Facebook offers a lot of unique marketing opportunities:

• 80% users preferred to connect to brands through Facebook compared to any other social networking site

• There are 2 billion connections between local businesses & users on Facebook

• Facebook users average 645 million local business weekly page views• Facebook users average 13 million local business weekly page comments• Facebook sees 4.5 billion likes per day


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FACEBOOK MARKETING

http://www.youtube.com/watch?v=nlrR5ddYKuM

Facebook Marketing






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Facebook has continued to grow significantly each year. With over 193 million active monthly users in North America

FACEBOOK

The Social Network


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Twitter is a social media network where users create messages of 140 characters or less and share them with other twitter users. Twitter is one of the few social media networks that iscompletely public.

TWITTER

Tweet This!

Twitter offers a lot of unique marketing opportunities:

• Over 460,000 new accounts created everyday• 182% increase in mobile Twitter users in the past year• 67% of Twitter users that follow a brand will purchase that brand• 27% of users log in everyday• 52% update their status everyday


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While not as large as Facebook, Twitter has also continued to grow quickly each year.

Over 288 million users are active each month on Twitter.

#EverybodyLovesTwitter

TWITTER


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YouTube is a video player social network where users upload videos to share within the network. Advertisers can create channels to which other users can subscribe.

YOUTUBE

True On Demand TV

YouTube offers a lot of unique marketing opportunities:

• 800 million + unique monthly visitors• 72 hours + of video uploaded each minute• 46,296 videos viewed every second• Brands that post reviews and product videos on YouTube have a much

greater conversion rate• 98 of AdAge’s Top 100 advertisers have run campaigns on YouTube and the

Google Display Network


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YOUTUBE

There are a staggering 4 billion views per day on YouTube and this number has grown by over 1 billion each year.

Press Play For Subscribers


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LinkedIn is a social media website that lets users create business profiles for themselves. Used primarily as an online resume and recruiting tool for companies.

Slideshare is a social media page created by LinkedIn that allows users to create and share presentations across the internet.

LINKEDIN & SLIDESHARE

Stay Linked

LinkedIn & Slideshare offer a lot of unique marketing opportunities:

• 225 million + users• 42% of users update their pages regularly• 35% of users access the site daily• 50 million + Slideshare users


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Google+ is a social network created by Google that allows users to create unique social circles within their network. Users can like any webpage by using the Google “+1” button. It is now the 2nd largest social network behind Facebook.

GOOGLE+

Positive Growth

Google+ offers a lot of unique marketing opportunities:

• 500 million + registered users• 48% of Fortune 500 companies use Google+• 40% of marketers use Google+• Websites using the +1 button increase site traffic by 350%• Users spend over 60 minutes a day across Google products


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Pinterest is a social media site that allows users to “pin” images to their profile where followers can view the pins and re-pin them to their own profile to share with their followers.

PINTEREST

Pin and Share

Pinterest offers a lot of unique marketing opportunities:

• The average annual household income of Pinterest users is $100,000+• On average users spend an average of 16 minutes on the site (Facebook users

average 12 minutes)• 68.2% of Pinterest users are female• 50% of Pinterest users are between the ages of 25-44 years old


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Do This!

Content is king when it comes to social media. Make sure your posts are relevant and engaging.

Maintain and post on your social pages regularly. But don’t over post.

Be active on your pages and engage with your followers regularly by responding to questions, comments, liking, reposting or re-tweeting.

Link and share articles, sites, blog, videos from other relevant sites that your target network will find useful.

Be personal but not TOO personal. Not everyone in your network wants to see pictures of your cat. Or what you ate for breakfast.

Proof read all your posts. Checking for errors in your posts maintains a level of professionalism with your followers.

Remember your audience. Not everyone shares the same sense of humor or views on the world.

DO’S AND DON’T’S OF SOCIAL MEDIA

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Don’t Do This!

Don’t over post on your social media pages. Too much content will annoy your followers.

Don’t post irrelevant content, if your page represents your business then make sure all your content supports it.

There are a lot of angry people on the internet. If they don’t help you grow your brand, don’t follow or engage them.

Don’t ignore direct messages or comments from followers. Engaging with your target market will help grow your business.

Don’t post content that will alienate you from your followers. If you think it might upset people, it probably will.

Don’t steal other users posts or content. If you are sharing content created or posted by someone else make sure you share it properly.

DO’S AND DON’T’S OF SOCIAL MEDIA

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Social Media Jargon

Post: A post is anything that is created or shared across a social media network.

Share: When a user sees a post they like they can then share the post to their own social network. Shares are the best way to increase reach in social media marketing.

Follow: Users can follow a social media profile or page that they like. This will give them access to your content and allow them to see and share your posts.

Like: Used across most social media sites, the like is the easiest way for users to comment on the content they are seeing. If they like a post they will like it.

Tweet: The term used to describe a post made on Twitter. It can be something original or something you have shared from someone else (Re-Tweet)

Hashtag “#”: Primarily used on Twitter and Facebook it is a way of creating searchable posts. Hashtag your post and users can search for the post using the hashtag.


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Social Media has changed communication across the globe.

Is your business communicating to customers on their social platform of choice?

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EMAIL MARKETING

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EMAIL MARKETING IS HERE TO STAY

Engaging with your customers through email is a great way to increase traffic. The opportunity to drive in-store activity, online traffic and sales with consumers is unprecedented. Those who receive email marketing messages spend 83% more when shopping.

There has been a strong increase in average email open rates, rising from 18.35% to 21.47% in the last 12 months.

For more research on how email marketing can help your business succeed check out this study done by iContact.

http://www.theheavyweights.com/wp-content/uploads/2013/07/EmailMarketing.jpeg

Email marketing is an incredibly cost efficient way to reach your customers. Average return on email marketing investment: $44.25 for every dollar spent.




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Email Marketing is incredibly consistent in reaching consumers.



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Email marketing do’s and don’ts

Email marketing relies on timing and carefully planned emails to be effective.

• Plan your email deployments. Emails issued on Saturdays and Sundays had higher open, click, and transaction rates.

• Make sure your subscribers are available when you email them. Contrary to popular belief, research shows emails issued from 8 p.m. to 4 a.m. had the highest response rate.

• Select the proper subject line. 64% of people say they open an email because of the subject line.

• Keep your subject line short. Simple subject lines (30 or fewer characters) achieve the highest opens and clicks.

• Avoid “spammy” words (Win, Free, Contests) using multiple exclamation marks and capitalized letters.

• Don’t send too many emails. 69% of subscribers say this is the number reason they unsubscribe from email.



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Email Marketing Jargon

Open rate: The term used to describe when a recipient opens your email at any point. A strong subject line is one of the best way to improve your open rate.

Click-through rate: The term used to describe when a subscriber clicks any part of an email to open more content. Includes links to targeted content, to your brand website or to your social media pages.

Bounces: When an email sent to a subscriber isn’t received. A soft bounce can occur because the subscriber is on vacation or their inbox is full. A hard bounce will occur if the email is invalid, misspelled or just doesn’t exist.

HTML: This is the programing language used to create most emails. You don’t need to know how to program to create a dynamic email, but a simple understanding helps.

Triggered Emails: A message that is sent to a list subscriber based on an event. For example, a discount coupon can be sent to a subscriber on their birthday. Events are determined based on information provided by the subscriber.

Spam: Blame the early days of Email Marketing for spam and spam filters. Most users will have a spam filter that will check the emails you send for key words. If it thinks it might be spam it won’t reach the customer.


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This is what a good email looks like

EMAIL EXAMPLES

http://ebm.enews.thebay.com/c/tag/hBR$iOTB8H8DrB80PQFNQ9ED2tF/[email protected]

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What is Spam?

Spam is the use of electronic messaging systems to send unsolicited bulk messages, especially advertising, indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media: instant messaging spam, Usenet newsgroup spam, web search engine spam, spam in blogs, wiki spam, online classified ads spam, mobile phone messaging spam, Internet forum spam, junk fax transmissions, social networking spam, social spam, televisions advertising and file sharing spam.

It is named for Spam, a canned luncheon meat, by way of a Monty Python sketch in which Spam is included in almost every dish.

SPAM, SPAM, SPAM, SPAM

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Spam: The Internets Most Overused Term

Imagine a world of no television commercials, no radio commercials, no newspaper ads, no magazine ads, no ads of any kind. Some of us would like that very much but there is a downside to this kind of thinking.

How does anyone learn about anything new without advertisements? The truth is they won’t. Advertising educates, informs, advises and creates interest.

Spam is the most overused term today associated with the internet. Consumers want and need to know about what's new, what's exciting, what's going on and I'm appreciative of ad spending to keep me informed.

Something to consider: If the government is concerned about spam, how is it that they push millions and millions of print pieces through the mail about the census, about elections, about services. If marketers can't email without permission exactly how will they get a message to you in the future?

Spam in my opinion is something that comes to me only once I've opted out.

Prior to that it's unsolicited mail which is as old as communication itself.

SPAM, SPAM, SPAM, SPAM

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CanSpam

Something new in the works ... Here's the latest, check it out when you have a minute.

http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/eng/gv00521.html#q4http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003http://en.wikipedia.org/wiki/Email_spam_legislation_by_country

CANSPAM AND PRIVACY

Privacy policy is a statement or a legal document (privacy law) that discloses some or all of the ways a party gathers, uses, discloses and manages a customer or client’s data.

http://en.wikipedia.org/wiki/Privacy_policy

We recommend dealers institute a privacy policy on their websites, landing pages and email communications.

http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/eng/gv00521.html%23q4

http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/eng/gv00521.html%23q4

http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003

http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003

http://en.wikipedia.org/wiki/Email_spam_legislation_by_country

http://en.wikipedia.org/wiki/Privacy_policy

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Email Lists

Email list sharing is certainly of the list of Don'ts when it comes to email marketing. Spam and privacy concerns are the main reasons. It's a controversial subject with no clear set of rules. At Raven5 we recognize that consumers and prospects have provided their email to us as a matter of trust. But let's keep in mind, the address been provided for selfish reasons, consumers want and expect something in this process.

As an example, when I provide my email to any company, store, group I'm doing so for my own interest and benefit. I'm interested in what you do, how you do it. I want to know about new products, enhancements, pricing, offers, etc. So once you as a company have collected an email address you have a responsibility to provide information. Sending email that is about selling only is against all areas of good email practice. Email marketing must provide value.

It’s my argument that the consumer is interested in your store and your products. As a consumer I’m looking for product information from BERNINA and other sewing machine companies. Consumers want information, offers, deals and contests that benefit them. If the offer is exclusive, even better, after all that’s why I provided my information.

EMAIL

What is in it for me?

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Email Sharing continued

As a dealer it's not our job or responsibility to filter the information but provide it. Providing filtered information will ultimately alienate the consumer. They have access to more information than you can provide, and can find it any time using Internet searches.

As such, it's critical to add value to your email list by providing information and value from not just your store and your offering, but the offerings of your partner groups. By doing so, you provide additional value, there by ensuring your consumers will stay engaged and trust your messaging.

Open, honest and transparent communications are critical today. Keep in mind, one click and you are gone! Sharing lists with your partners will ensure you provide valuable and varied content to your consumer group.

EMAIL SHARING

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What Consumers Want

"Email is among the most trusted medium of all digital marketing tools - often cited ahead of display media, banner ads and brand website."

• 95% want discounts• 56.5% want product or service updates• 56.1% love the brand

Should your email be brand oriented? Should your email include offers? Should your email include contests? Should your email include content?

Some interesting facts:

• 75% of consumers say a poorly designed email negatively impacts a brand• 70% of consumers delete emails that don't render well on mobile• 69% of consumers have used their mobile device to sort email• 50% of consumers use the "view online" link• 50% of consumers are open to purchasing products from an email• 37% of consumers share emails with social networks

EMAIL SHARING

Digital River "Consumer views of email marketing" Relevance and frequency continue to be the primary reasons for unsubscribing.

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EMAIL

We are pleased to note that we've had 19 dealers participate in the Contests Scaring Savings, 7th Heaven & Hop into Savings

The quantity of emails provided to our group ranged from 75 new emails to 2,928 (of which 70% we anticipate are new email).

All statistics are based on current Statistics Canada research.

Email Development Update

2050 new email addresses

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Email is your primary communication tool today.

It's a privilege to be allowed into their inbox. It is imperative your business provides valuable content , offers and discounts.

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OUR WORK

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MOBILE COMMERCE

http://www.youtube.com/watch?list=PLsn61Zheh8ihny1vDh33LZ_Fb6wF_qiWi&v=QtpTTpgpELg

Mobile Commerce







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E-COMMERCE

BERNINA online exclusives is an e-commerce website dedicated to selling BERNINA products.

This site currently features the bernette line of machines and accessories with links to the other BERNINA machines online that are not available at the dealer level.

When a customer orders a product from BERNINA Online Exclusives they will have the products shipped directly to their homes and will select their local dealer and be registered for their BERNINA support. As if they had purchased the products in-store.

The BERNINA Online Exclusives e-commerce website is a testing tool designed to give BERNINA and its dealers insight into how consumers are using the Internet and mobile devices to access the BERNINA brand.


BERNINA Online Exclusives

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E-COMMERCE

BERNINA Online Exclusives

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E-COMMERCE

• Value of goods purchased online in Canada has more then doubled between 2007 – 2012

• Canadian companies sold more then $122 billion worth of goods online in 2012

• 54% of retail sector enterprises have websites

• 45% of all Canadian companies have websites

• 11% of Canadian firms sold goods or services online in 2012

• 87% of all Canadian companies reported using the internet to conduct some or all of their business in 2012

• Over 50% of companies reported using a tablet or mobile device to conduct their business.


Canadian E-Commerce Statistics

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E-COMMERCE

• The consumer is changing• Shopping is changing• Business is changing• Sewing, embroidery, crafting, business is changing• Commerce is changing

Why Online?

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E-COMMERCE

• To learn about the consumer• To see how consumers embrace

online sales• To see what messaging drives

consumer sales• To see if our internet marketing

strategy effectively drives traffic where we want it

• To understand price points and consumer engagement

• To understand how the "online

model" works for sales, service, warranty, shipping and delivery costs

• To understand the impacts of online marketing for the dealer network and its consumers

• To test and develop a model that will provide both BERNINA Canada and its dealer network with a cost effective and consumer focused strategy

Our Goals

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E-COMMERCE

• BERNINA is committed to developing and building their dealer network

• BERNINA is committed to building brand awareness through internet marketing and online advertising

• BERNINA is committed to sharing information and results of these programs

• BERNINA is committed to sharing the email addresses

• BERNINA is committed to sharing content across the social networks in conjunction with dealers

Partnership

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OUR WORK

66All statistics are taken from Raven5 Reach campaign reports.

The Numbers – Reach Analytics

BERNINA



BERNINA

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The Numbers – Google Analytics

All statistics are taken from Raven5 Google Analytics campaign reports.

BERNINA

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BERNINA

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BERNINA

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BERNINA

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Hop Into Savings: Achieved the highest amount of social media shares, coupon activations, and page views among the three campaigns. The campaign also achieved an opt-in rate of 35%

7th Heaven: campaign achieved the highest amount of page visits, unique visits and campaign responses. Driving the highest amount of traffic to the site.

Scary Savings: Had the smallest list of the campaigns but still managed an opt-in rate of 24%. It also achieved the 2nd highest coupon activation.

BERNINA

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Campaign Survey Results

All statistics are taken from Raven5 survey results.

Out of 21,447 respondents: • 68% say they sew as a hobby• 66% say they own a sewing

machine

• 35% say they sew 1-3 times/month

• 19% say they sew 1-4 times/week

Out of 40,582 respondents: • 54% say they create DIY home decor with their machines• 44% say they create garments with their machines• 43% say they create quilts with their machines

Out of 19,878 respondents: • 52% say they shop primarily at Fabricland• 43% say they shop primarily at a local sewing store

When asked what would encourage users to “Like” BERNINA on Facebook:• 45% asked for contests• 36% asked for project ideas• 35% asked for exclusive deals/offers

BERNINA

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OUR WORK

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GET TO KNOW BERNINA

BERNINA has partnered with 19 dealers to date on various programs in an effort to build and develop Internet marketing and email communications. Our goal is to ensure that BERNINA Canada can communicate to consumers ensuring a consistent BERNINA message that drives consumers primarily in-store, through contests, offers and content.

This program will build brand for both the Dealer and Bernina Canada. Consumers need to know what’s new with both the Dealer and Bernina at various levels. BERNINA and the Dealer network share consumers and messaging. As such messaging needs to blend in the long term to build a strong brand.


Campaign

Consumers want to know about news and events such as in-store activity, lessons, offers, contests and sales.

Discounts, offers, lessons and other information related to sewing, embroidery, quilting, fashion and home decor are examples of the best use of these programs.

Ricky Tims: Great Example

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BERNINA Canada will provide every dealer with a personalized "Get to know BERNINA" Email Template, along with a Facebook Cover & Facebook Ad that can be pinned to the top of your Facebook page.

Consumers will be driven to a landing page to opt-in with a chance to win a BERNINA T-shirt as well. Also one lucky consumer will be provided with a BERNINA 380 to be presented by their local dealer.


How Does It Work

We'll be collecting basic opt-in information - first, last, email, local dealer – so dealers can share in the program and build on communication while at the same time ensure they have maintained their privacy concerns.

GET TO KNOW BERNINA

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BERNINA Canada is asking all Dealers to participate in sending out the "Get to know BERNINA" email and post on Facebook the offer 2 times in the month of January 2014 via email and social accounts.

BERNINA Canada will provide 24 "BERNINA T's" to your store that can be used as part of the promotion, and more can be purchased online.

BERNINA Canada will draw a daily winner and post the daily winner across social media. The grand prize will be provided at the dealer level.

BERNINA will share all incoming emails with partnering dealers (within a 20 mile radius) continuing with our commitment to build and share email at the dealer level. Building shared email and social contacts is a primary long term focus for all our communications.


How Does It Work (continued)

GET TO KNOW BERNINA

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We all know things are changing - in fact much of the transition is happening in real time - and it's tough to keep up and we are in this business. It's not my goal to overwhelm you, but to inform and add some perspective on the change and transition brought to each of us in the digital era and the information age. Keep in mind the digital natives are changing the landscape.

I don't refer to it as a generation gap, I refer to it now as a technology gap.

NEXT STEPS

Digital River "Consumer views of email marketing"

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Here are some recommended next steps

• Continue to gather and build your emails lists • Plan and schedule a carefully planned regular email program• Facebook is the leader. So follow the leader, keep your page interesting and fresh• Leverage the BERNINA Canada Page, it's an open page so feel free to use their similar posts• Facebook Ads are inexpensive and can be highly targeted to your location and age demographic • Google Places, ensure you list your company, address & phone number• If your budget allows run a small search program on Google AdWords• Update your website, ensure it has clear opt-in, provide a reason to visit, post a blog, post

current information, keep it moving

Marketing can be quick, easy and inexpensive, your goal is to engage and entertain your customers. It takes time, but over time you'll see results.

NEXT STEPS

Digital River "Consumer views of email marketing"

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WHAT TECHNOLOGY WILL KILL

http://www.youtube.com/watch?v=Nwwq3l39lqk

What Technology Will Kill






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Interesting Videos To Watch

Social Media Revolution 2011https://www.youtube.com/watch?v=3SuNx0UrnEo

Social Media Revolutionhttps://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Heirloom Creationshttps://www.youtube.com/user/HeirloomCreations

MORE VIDEOS

https://www.youtube.com/watch?v=3SuNx0UrnEo





https://www.youtube.com/watch?v=lFZ0z5Fm-Ng

https://www.youtube.com/watch?v=lFZ0z5Fm-Ng

https://www.youtube.com/user/HeirloomCreations




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Want to touch base?

Raven5 Ltd461 North Service Road W.Unit B31Oakville, ON L6M 2V51-855-543-8345

[email protected]

www.raven5.com/blog-raven5www.raven5.com/vlog-raven5www.facebook.com/raven5ivewww.twitter.com/raven5ive

CONTACT

www.facebook.com/mjbickertonwww.twitter.com/mjbickerton

www.linkedin.com/in/mjbickertonwww.slideshare.net/mjbickerton

www.instagram.com/mjbickerton#www.youtube.com/mjbickerton

www.foursquare.com/mjbickertonwww.plus.google.com/105588647555128136887

mailto:[email protected]

http://www.raven5.com/blog-raven5

http://www.raven5.com/blog-raven5

http://www.raven5.com/vlog-raven5

http://www.raven5.com/vlog-raven5

http://www.raven5.com/vlog


http://www.facebook.com/mjbickerton







https://plus.google.com/105588647555128136887

https://plus.google.com/105588647555128136887

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“Change is the law of life. And those that look only to the past or the present are certain to miss the future.”

- John F Kennedy

Thank You

bernina presentation 2013

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