webinar: how franchises can deliver the power of the national brand locally

presented by:

Webinar: How Franchises Can Deliver the Power of the National Brand Locally Learn the strategies & technology needed to drive engaging online experiences for franchises or dealers.

@bridgeline Bridgeline.com

Jeremy Laduque @jeremyladuque CFE, SVP of Franchise & Large Dealer Networks Bridgeline Digital State University of New York in Brockport, NY [email protected]

Brett Zucker @brettzucker Executive Vice President and Chief Technology Officer Bridgeline Digital BS degree in Electrical Engineering, Cornell University Masters in Business Administration, Harvard Business School [email protected]

About the Presenters

Visit us at: bridgeline.com Follow us: @bridgeline

Please engage with this presentation

We welcome your questions… As the presentation is being given, we welcome your inquiries. Just open the questions pane and ask what you want to know!

Who is Bridgeline Digital

We help our customers achieve their key initiatives by leveraging leading web based technologies

How We Build Customer Success

“No other company in the web engagement marketplace can provide for its customers the integrated solutions Bridgeline provides.”

- Scott Liewehr, DCG

Introduction

- Wayne Gretzky

” “ A good player goes where the puck is, a great

player goes where the puck is going to be.

Introduction

1990's

2000's

2010's

Marketing

Sales

IT

§  Dominated by Traditional Channels

§  Web Is Introduced

§  Emergence of Interactivity

§  Localized Web §  Socialization

§  Mobilization §  Localized Web +

Social + Mobile

Convergence & Interdependence

Introduction

In Today’s World… …it’s not enough to have an effective message,

you have to deliver that message to

customers and get them to engage & convert.

Introduction

The State of Consumers

1.  Customers are on a multitude of devices. Your

marketing message needs to show up & display

properly on all devices.

2.  Customers are distracted easily and

expect content, and marketing messages,

to be tailored to their needs.

3.  Customers expect the experience with your

brand to be easy, from start to finish.

What Is The Holy Grail?

i.  Ranking well organically (Search Engine Optimization)

ii.  Showing up in directories (Local Directories)

iii.  A low cost per click (Pay-Per-Click)

What This Means For Franchises

i.  Make it Convenient by Showing Up Properly

ii.  Deliver a Custom Tailored Experience

iii.  Make it Seamless Through the Entire Customer Life Cycle

Make it Convenient by Showing Up Properly

Showing Up Properly

§  Present your messaging in the right format

§  Build audience uses cases

§  Leverage responsive web design

Omni-‐Channel Marke/ng is a modern approach to crea/ng a seamless consumer experience across all available customer channels.


Did you Know..?

There are 7 billion people on Earth:

§  5.1 billion own a cell phone

§  4.2 billion own a toothbrush


Mobile Opportunity

Mobile web adop/on is happening 8 /mes faster than web adop/on from late 90’s.


Google’s Recommendation

§  RECOMMENDED: Sites that use responsive web design, i.e. sites that serve all

devices on the same set of URLs, with each URL serving the same HTML to all

devices and using just CSS to change how the page is rendered on the device.

§  NOT RECOMMENDED: Sites that dynamically serve all devices on the same set

of URLs, but each URL serves different HTML (and CSS) depending on whether

the user agent is a desktop or a mobile device.

§  NOT RECOMMENDED: Sites that have a separate mobile and desktop sites.


Responsive Web Design §  Easier to Maintain and Publish Content

§  You can future proof your website

§  Create the optimal experience

§  It’s about being ready with the right call to action, at the right time


Responsive Design Case Study: The UPS Store

Deliver a Custom Tailored Experience


§  The power of persuasion – attracting your audience means grabbing

their attention and giving them a reason to stay on your website

§  Persuasive content - automatically present the right content, to the

right audience at the right time

ü  By device

ü  Navigational behavior

ü  Search terms

ü  Site usage



Audience Segmentation

Personalized Experience

Dynamically Varying Content


A Standard Search On Google


Indoor Lighting Indoor LED Lighting



§  You can draw a parallel between the users intent and the traffic source and other

data about the user

§  The traffic source (organic search, paid search) and other data (existing

customer, subscriber) is all information available to you and the software you use

§  The title of the page (organic), or the text that brought them to it (paid), plays a

huge part. The promise of the title or ad copy is what motivates the visit.

Make it Seamless Through the Entire Customer Life Cycle

Life Cycle Marketing

Attract & Acquire

Introduce to Products/Services

Delivery & Satisfy

Grow & Upsell

Cultivate Loyalty &

Re-Acquisition

• Profiling of customer • All customer related data Data • Unified decision supporting platform • Measure customer related metrics Decision


The Value of Data

According to Aberdeen’s survey of 125 organiza/ons, 56% of best-‐in-‐class organiza/ons, report they’re using faster, more complex analy/cs to gain a compe//ve advantage over their peers.


Examples of Decision Engines


Examples of Using Data to Drive Decisions

Acquiring – using persuasive content to change the experience based on

user behavior

Upselling – using actions taken by the customer to upsell and cross sell

Loyalty –

ü  Building loyalty through knowing something about the consumer

(ex. coupons for frequent buyers)

ü  Building referrals through knowing a customers experience as

well as complete profile (social networks, email, physical address)


Examples of Meaningful Metrics

Search Rankings

Traffic / Impressions Fans / Followers

Time On Site Downloads

Posts / Retweets

Walk In Traffic

Form Fills Phone Calls


Engaging & Converting Your Audience

§  Engagement is about keeping the user’s attention while overcoming

their objections. ü  Showing up using the ‘3 Pillars’ of organic, directories and PPC

ü  Showing up properly on all devices using RWD

§  Conversion is about establishing credibility through articulating your

value, being unique and being relevant to the consumers needs.

ü  Understanding the users intent as quickly as possible and showing the

most valuable and relevant information through persuasive content

ü  Establishing credibility and building long term loyalty through life cycle

marketing and the use of dig data

Q&A

Jeremy Laduque @jeremyladuque Senior Vice President Franchise & Large Dealer Networks [email protected]

Brett Zucker @brettzucker Executive Vice President and Chief Technology Officer [email protected]

Thank You for joining the Webinar!

Follow us on twitter: @bridgeline Visit us at: www.bridgeline.com