prosource winter convention€¦ · prosource 2015 winter convention 2014 recap ... your 2015...
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ProSource 2015 Winter Convention
ProSource 2015 Winter Convention
2015 Marketing
ProSource 2015 Winter Convention
Lisa BakerDirector of Marketing Programs
ProSource 2015 Winter Convention
2014 Recap: The Power Is In the Mix
ProSource 2015 Winter Convention
2014 Marketing Mix
► Digital investment more than doubled in 2014
► Direct Mail reduced from 37% to 32%
ProSource 2015 Winter Convention
2014 Digital Enhancement Results
► Showroom microsite traffic +18%
► Total Leads +35% (1,900 – 2,500/month)
► Persona Capture 50% of leads tracked are homeowners
ProSource 2015 Winter Convention
2014 Recap
►More Segmentation and unique offers to each business category
► New Web Redesign Enhance current website design & content; capture more projects; integrate with marketing plan
ProSource 2015 Winter Convention
2014 Objectives
►More new, repeat & reactivated business► Enhance ProSource Membership & Brand► K&B conversion support, plus K&B mature >2yr showroom support
ProSource 2015 Winter Convention
Under Performing Member Segments
ProSource 2015 Winter Convention
2015: Our Plan
ProSource 2015 Winter Convention
2015 Objectives
► Improve new member recruitment and lead quality
► Improved Member Performance: Find More New Members Convert More New Members Grow our Top Member segment
►Website transition to Digital 3.0
► Increase Sales Event Productivity
ProSource 2015 Winter Convention
2015 Media Mix
► More shift in spend to digital► 24 Enhancements ► Spend relatively the same in
marketing as 2014*► Premier is best value with
$1,800 more corporate subsidy than last year
ProSource 2015 Winter Convention
Prospect Leads
► New Pre‐Screened Leads
►More Focused email strategy
ProSource 2015 Winter Convention
Business Category Focus
ProSource 2015 Winter Convention
Top Members
► Protect & Retain Loyalty
► Step up existing to top► Add More
ProSource 2015 Winter Convention
Web Enhancements
► New Enhanced Content Strategy
► New Organic Call Tracking
► National SEM► Project information & inspiration
ProSource 2015 Winter Convention
Kitchen & Bath Business
► Find more K&B Customers New K&B Clearance Event New K&B Bath Trends and Savings
ProSource 2015 Winter Convention
Your 2015 Marketing Plan
PREMIER The Plan for Peak Performance
ProSource 2015 Winter Convention
Your 2015 Marketing Plan
► If continuing your current plan of Premier – DO NOTHING
► If remaining in Base or Enhanced or upgrading to Premier – Stop by the Marketing booth
► If customizing or modifying your plan – Stop by the Marketing booth
ProSource 2015 Winter Convention
2015 Marketing Plan
► Easy to Execute, PS does all of the work► Customizable, flexible► New marketing newsletter to keep you in the know
ProSource 2015 Winter Convention