crawl inside the minds of your customers
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Crawl Inside the Minds of Your Customers
Today’s TalkOur goal todayAbout GIE MediaOur data-driven worldSocial media and mobile trendsThe new marketing mix for 2014
and beyond
GIE and what we doPrivately held, stable and strongTotally committed to the Green IndustryPartner to OPEI and nearly all of its
membersExcellent content presented in
innovative ways across all viable platforms
Print is still kingThe 10/80/80 ruleThe new mantra: data, engagement and
metrics
Data OverloadWhat do our customers look like?
Data OverloadHow often do they engage?
Data OverloadHow do they engage?
Data OverloadWhat is important to our
customers?
Data OverloadHow do you collect data?
◦Point of sale or distributor housed is easy
◦Web On-line components (social media login) shared data Compelling reason to log-in is key
◦i-App collected data Little investment, little data Paid model a little better Keyed login is data nirvana
In the beginning
The next generation
What landscapers doGet weather reportsSchedule sales calls Send photos of job status reports Troubleshoot equipment problems Track of his employees’ time sheetsOrder materials Write – and close – proposals Take and share photosIt all syncs back to his main file system
at the office
SuperintendentsSharing updates on disease and pest
pressures across their region with other superintendents and with their members.
Apps like TurfPath being used for efficient identification and treatment options for turf and pest problems.
72 percent of superintendents have a smartphone and nearly all use them for texting, email and accessing industry apps.
About a third of supers use their phones to access irrigation data or monitor other course conditions.
Key contractor numbersWhen it comes to contractors, 80%
use a smartphone for work and 10% have laptops in their trucks.
43% of owners give their crews a smartphone and 32 percent give crews a non-feature mobile phone.
8% give their field team a tablet.
Top appsEvernoteDropbox XoraWeather and mapsTurfpathHarrell’s Lawn & LandscapeGCICompany support apps
What it means for you1. Contractors need tools to manage
and track labor, equipment and fuel. 2. Contractors and superintendents
want information on their phones and tablets.
3. Mobile is just a tactic. Contractors and superintendents still need top-notch equipment, support in the field and business management insight to run their operations successfully.
Modern marketing mixAn integrated approach
◦Print◦Web◦Traditional direct◦Digital direct◦Mobile◦Face-to-face tools
Targeted – increasingly able to reach your ideal customer with a focused message on a platform they choose
Measurable
Web branding/reach
E-newsletters
Custom communications
Webinars and outreach
Digital publications
Mobile apps
Going mobile with GIE+EXPO
What should you do?Don’t dismiss what you don’t
understandDon’t assume that social media
is free, digital is cheap and all of this is a way to slash your marketing budget
Rethink how you come to marketCreate a mix that works for you
and your dealers
