My way

Marketing stories worth reading 7

Our lesson learned was how to improve email marketing. Our challenge wasn’t so much the opt-in database, but getting the folks in that base to read (open/click on) the newsletter and the stories in it. Our first move was to create a sense of involvement or empowerment for the recipients. We provided them an opportunity (raffle for five) for a discount on a significant service, which many of them already utilized, for those who responded with suggestions/requests for topics about which they’d like to read. We offered the respondents the chance to be credited with the topic suggestion, which would give their business promotion to our audience.
This improved our click through rates on the newsletters by more than 25% (a rate maintained after the second issue with these changes implemented). It improved our click through rates into the stories  (usually two stories per issue) by more than 30%. Our second move was to switch the TO line to be from the company, not an individual. This, implemented two issues after the above change, had an  immediate impact with open rates improving another 15%.
Our third change was to the subject line, changing it to highlight the main story in the following format: NEWSLETTER TITLE: You asked for: TOPIC. From this, we saw another 8% increase. Our fourth change was to follow up more thoroughly with those who clicked through and opened the newsletters and the stories. We were establishing patterns from the recipients that suggested additional services in which they’d be interested. We found that specific and personal emails to these people by email and phone resulted in improved customer service at a minimum. Some of the recipients did not necessarily jump at
new offerings, but many had questions/concerns about existing services or even services they were  getting from other vendors. Now they’re more engaged and more satisfied/impressed.

Michael Beresford, President, NetScope, www.net-scope.com

Marketing stories worth reading 1

We learned from some failures. I was retained by a client to send an emailing to about 2,300 names gathered from a trade show event. The campaign was a disaster. I had requested daily uploads of the prospect list (so our first email in a series of 6 emails would be waiting for people when they got back from the show). However, the client did not get me the list until a week AFTER the event. In addition, an  overwhelming majority of the names had little, if any, contact with anyone at the booth. No memorable impression will not help other efforts! I scrambled to tweak the entire campaign, adding a sweepstakes for a flat panel monitor and giving away a few other cool prices and free trials. The campaign as a whole pulled only a 1.67% click through with a peak of 3.2% on our second mailing. Oh, and total conversions… ZERO!

Allan Sabo, Marketing Strategist, ALTI Business Upgrade Consulting,
www.alticonsulting.com

Good news for the online retailers

Online sales grew by 30 per cent in December, according to the British Retail Consortium (BRC), despite the fact that store sales in December were the worst in the BRC's survey history. December 2008 saw UK retail sales values falling by 3.3 per cent on a like-for-like basis and by 1.4 per cent on a total basis, says the BRC, and by both measures this was the worst December since the survey began 14 years ago. But for online and multichannel retailers, the BRC statistics are hugely encouraging. In November 2008, the BRC recorded an increase in non-food non-store sales of only 16.6 per cent and there were concerns that December would see only a similar rise. The news that December's non-food non-store sales were up 30 per cent on a year ago is a definite boost. The BRC remains determinedly gloomy, though. "While this is a fast-growing sector, it still represents too small a part of total spending to compensate the poor performance of retailing overall," says Sharon Hardiman, BRC's head of non-store retailing. "The sharp contrast between December's strong non-store sales growth and the previous month indicates customers are increasingly confident with leaving internet shopping until nearer Christmas."

2008 was not a good year for security

The Open Security Foundation reports 272 data breaches in the U.S. this year totaling 30.9 million records. There were five breaches of over one million records and three of them were at financial institutions. This frauds affects everybody in the industry. The more cards details are out there, the harder is for a payment gateway or e-merchants to prevent frauds. Is getting harder and harder every year and that is not normal. Now, based on Merchant911 (Fraud Prevention for Merchants), here are the Top Fraud Incidents in 2008:

Bank of New York Mellon and Archive Systems, Inc.

An unencrypted backup tape with 12.5 million customers of the Bank of New York Mellon went missing on Feb. 27, after it was sent to a storage facility. The missing tape contains social security numbers and bank account information on 12.5 million customers. You would think that financial institutions would be more careful.

Hannaford Data Breach

In March, the Maine-based Hannaford Brothers grocery store chain announced that 4.2 million customer card transactions had been compromised by the hackers. This one was more interesting for two reasons. Over 1800 cards were used soon after the breach; we don’t see that often. Even more telling is that Hannaford appears to have been PCI compliant.

Countrywide Home Loans

2.2 million social security numbers and other ‘identity theft’ information stolen by an employee. Financial institutions need to screen employees and be ever-vigilant for signs of internal fraud.

Compass Bank

One million social security numbers stolen when a hard drive is stolen. Another inside job at a financial institution that makes us wonder just how safe out information really is.

GE Money and Iron Mountain

650,000 people were affected by the loss of a backup tape containing customer data of JC Penney and 100 other retailers. At least 150,000 social security numbers were also on the tapes. Here we have a credit card processor and a data security company loosing data. How bad is that!

You gotta see this

Just a question...

Update 1: Nine answers and ... all of them optimistic. Looks like there will be no "marketing budget cuts" in the next period. Somehow I'm still not sure about that ( and no, I didn't already made up my mind), because I do receive different signals from press and news. So... what Your opinion ? I'm still waiting for more answers here ( even if you want to reply on my blog please do post the same reply on LinkedIn Q&A area). I'm using & enjoying LinkedIn services for almost 3 years now but I never used their Q&A area. Until today when I had one question that is spinning into my mind for some 2 weeks: "There are companies all over the world that, as a first measure on crisis, cut the marketing budget. I know that is absurd but I see this stupidity all over the world. My problem is that, even if you want to cut the advertising budget -which I agree-, marketing can be the savior not the expense they can cut first. The companies should rely on new and bright marketing plans to overcome this crisis and yet they seem not to understand the meaning of marketing. Did you faced the same problems? How had you handled this situation?" So... what's your story/opinion? Please answer directly in LinkedIn HERE. And make sure you see others opinion and share some ideas.

Upcoming event. Meet me there.

My next conference will be in Iasi at "Iashington". As you can see the list of speakers is impressive. Iashington represents an international conference, organized by AIESEC IASI (Romania), whose purpose is to bring 160 participants from different countries, merging them around the ideea of multiculturalism and professional growth and development. For an unique learning experience, this conference intends to combine themes of present interest with distinguished speakers, keen elements and a friendly format and last but not least relaxation and entertainment with educative activity. I will be speaking for 2 hours on 3rd of September. My speech topic is : New Marketing. New ways to succes. Keywords: viral marketing, permission marketing, e-commerce, blogging, e-identity, time management, entrepreneurship. So... meet me there ! After this event I will take a 1 week break heading to seaside with my family. But I have a busy agenda in September. At least 3 more conferences.

"Cum sa scurtezi drumul pana la usa clientului "

In Business Standard -Antreprenor a aparut un articol interesant despre e-commerce cu focusare pe Stock Management. Apar citeva recomandari pe care le-am facut antreprenorilor. Articolul poate fi citit AICI . Textul original este acesta :

Cum ar putea detinatorii de magazine online sa evite terminarea stocurilor de produse si oferirea catre clienti de servicii corespunzatoare?

Sunt de fapt aici doua intrebari distincte. Din pacate nici una din ele nu are un raspuns “simplu”. Dar nu exista o diferenta in politicile de stock ale unui magazin virtual si cele ale unui magazin fizic. Problema stocurilor este o decizie de management si trebuie sa se constitutie intr-o politica de stocuri. Aceasta politica de stocuri ulterior trebuie sa genereze un flux de management al stocurilor. Versiunea scurta este : defineste o politica de stocuri adaptata modelului de business creat la initiarea magazinului real, comunic-o clar cumparatorilor si incearca sa o respecti. Problema “serviciilor corespunzatoare” este prea generala sa poata suporta un raspuns punctual. Fiecare business isi defineste individual “normalitatea” si o impune cumparatorilor ( daca si acestia o accepta) sau incearca sa acomodeze cerintele clare ale cumparatorilor, moment in care se supune dorintelor si cerintelor (uneori aberante) ale acestora.

 

 

Ce sfaturi ati da antreprenorilor pentru a nu se confrunta cu “problema stocurilor”?

Sa isi defineasca foarte bine relatia cu furnizorii si sa inteleaga “viteza de vanzare” a produselor pentru a putea crea stocuri tampon adaptate realitatii si care sa nu impovareze financiar compania in mod inutil. Desigur ramin la opinia mea favorita : un magazin virtual creat cu inteligenta si cu atentie are stocuri zero.

 

 

 

Cum ar putea un proprietar de magazin online sa evite intarzierea produselor la cumparator?

Sa aiba o relatie bine definita cu cel putin un curier ( recomand un alt curier de backup) si sa implementeze un sistem ( oricat de rudimentar) de urmarire a comenzilor. Dar aceste “detalii” care fac drumul spre Iad sunt imposibil de tratat intr-un interviu. De fapt pentru subiectele “stock management”, “client satisfaction” si “delivery procedures” exista MBA-uri specializate si sute de carti pe aceste teme.

Dar lipsa de cultura manageriala si/sau de marketing poate fi compensata instinctual de catre un antreprenor de succes.

 

Cum si-ar putea imbunatati proprietarii de magazine virtuale relatia cu curierii?

Cred ca primul pas ar fi sa le comunice clar acestora dorintele, asteptarile si nemultumirile existente in cadrul contractului. Mult prea des managerii comunica la o cafea/bere altor manageri acest probleme nerealizand faptul ca o problema Necomunicata nu va fi rezolvata. Nu fac “consiliere de cuplu” dar acest prim pas poate rezolva circa 80% din probleme.

 

Cum ar putea avea tot timpul produsele comandate de cumparatori pe stoc?

Sincer nu am nici cea mai vaga idee. Poate singura solutie ar fi “pacalirea” unui importator/distribuitor sa constituie un stoc imens in depozitul magazinului virtual. Lucru care e greu de facut. Nici Amazon nu are toate produsele pe stoc dar 90% din magazinele virtuale din Romania mint in acest sens generand frustrari. Revin asupra complexitatii acestor probleme care nu suporta raspunsuri simple. Dar cred ca daca e-antreprenorii ar incerca sa raspunda ei ( in scris eventual) acestor intrebari ar gasi raspunsurile proprii.

 

I need you !

Companie dinamica (cu peste 3 ani de existenta - dar nu DotCommerce ci o companie din acelasi grup de interese economice) isi creaza un nou departament de programare/dezvoltare Flash pentru un nou business stream. Echipa dorita este formata din cinci dezvoltatori de Flash in modulul : doi master developer si trei dezvoltatori medii condusi de un Project Manager cu experienta. Echipa va avea proiecte punctuale, clare si girate de deadline-uri realiste. Contractele existente acopera o perioada de 2 ani de activitate (minim). Mediul de lucru este tanar, open-minded si salariul oferit este atractiv. Aplicantii sunt rugati sa trimita un CV si neaparat linkuri catre proiecte la care au lucrat sau pe care le-au administrat. Cunoasterea limbii engleze este obligatorie . Alte limbaje de programare constituie un plus in checklist. Graphical skills are highly appreciated. So..if you know Flash join us asap !

PS: Mai avem nevoie de un Guru/Senior programmer pe Php pentru alt departament. No beginners please.

Nu vindeti de toate pentru toti! / Business Standard

Articolul poate fi vizionat aici. "Pe masura ce exemplele de afaceri online de succes se inmultesc, antreprenorii sunt incurajati sa investeasca in acest domeniu, care, de altfel, nici nu necesita investitii mari. Dezvoltarea unui magazin online propriu, poate fi o solutie, cu conditia sa nu vindeti “de toate pentru toti”, ci sa alegeti o nisa, dupa studiul nevoilor de pe piata. Daca aparitia comertului electronic in Romania s-a produs in 2004, cand s-a efectuat prima plata prin card in tara noastra, la nivel mondial, termenul de “Electronic Business” a devenit popular in anii 1990, printr-o campanie publicitara a companiei IBM. Cu toate acestea, in momentul de fata, preferintele romanilor evolueaza conform tendintelor de la nivel mondial, conform carora succesul in e-business pare sa nu mai fie adus de vanzarile de produse IT&C. Anul trecut, in SUA, vanzarile de electrocasnice si IT&C au pierdut primul loc din topul preferintelor consumatorilor in favoarea textilelor. “O bluza costa undeva in jur de zece dolari, un laptop costa 2.000 de dolari. Cat de multe bluze trebuie sa vinzi ca sa bati toata industria care vinde IT&C pe internetul american? Iar acesta inseamna Dell, IBM, HP, reprezinta software care in SUA se cumpara, la noi nu. Totusi, industria textila a batut-o pe cea de IT&C anul trecut”, spune Madalin Matica, directorul pentru operatiuni europene al companiei americane DotCommerce Ltd. Boston. Daca pana de curand, in Romania, 80% dintre magazinele electronice erau de IT&C, acestea au inceput sa ofere si alte produse. “Eu, personal, nu cumpar un laptop mai des de doi-trei ani. Cat de des am eu nevoie de aceste magazine de IT&C? Destul de rar. Dar vestea buna este ca in ultimii doi ani au inceput sa apara magazine de imbracaminte, produse de care avem nevoie mult mai des. Magazinele de incaltaminte, de flori, de cadouri, aici apare succesul, in largirea gamei de produse comercializate pe internet”, spune Matica. Platformele necesare unei aplicatii de tip e-commerce, care costau pana acum cativa ani 500-1.000 de euro sunt, in prezent, gratuite, designul este usor de realizat, deoarece softurile de creare si procesare a imaginii pot fi gratuite si de foarte buna calitate. “Promovarea imaginii site-ului poate fi, de asemenea, gratuita, prin activarea retelei sociale in care oricine poate sa penetreze, catre prieteni, facand recomandari si girand cu credibilitatea. Promovarile se pot face inclusiv pe bloguri, acestea fiind un vehicul foarte puternic si gratuit”, afirma Matica. Acesta recomanda antreprenorilor sa nu vanda “de toate pentru toti”, ci sa aleaga o nisa, dupa studiul nevoilor de pe piata. Exista cateva reguli simple pentru o asemenea initiativa. In primul rand, trebuie identificata piata si nevoia existenta in societate. “In momentul in care v-ati deschide un magazin virtual cu cosmetice, de exemplu, pe care le alegeti foarte clar si le promovati direct prietenilor, facand recomandari pentru cumpararea acelor produse care nu sunt foarte multe, dar bine alese, rata de success va fi, cu siguranta, mai mare decat in cazul unui magazin generalist care are de toate pentru toata lumea. In general, conceptul de mass marketing pe internet este perdant. In momentul in care vinzi de toate pentru toata lumea, nu vinzi nimic pentru nimeni”, afirma Matica. De aceeasi parere este si Dragos Manac, proprietarul magazinului virtual ghelir.ro, site-ul care vinde un produs pe zi. Pretul redus al produselor este determinat de negocieri cu furnizorii, Ghelir.ro, avand deja un renume in piata. “Firma obtine un pret destul de mic prin negociere, avem deja un track-record. Intotdeauna, produsele noastre sunt cele mai ieftine de pe piata, deoarece facem o cercetare aprofundata”, spune Manac. In prezent, 90% dintre companiile inregistrate din Romania nu au o pagina de internet. Astfel, considera specialistul DotCommerce, managerii companiilor, retailerilor si distribuitorilor trebuie sa se adapteze ideilor si conceptului vanzarilor pe internet, deoarece “oricat de puternici ar fi in clipa de fata si oricat de bine s-ar simti in fotoliile si in magazinele lor fizice, internetul va veni peste ei si va genera vanzari foarte mari, iar ei trebuie sa-si pregateasca companiile pentru a intra pe internet”. Tips & Tricks O solutie de e-commerce trebuie sa aiba: * Un program asistent pentru instalare “Wizard” Complet: Cei mai multi comercianti au nevoie de un sistem de instalare complet, care sa-ti ofere asistenta de la inceput pana ce magazinul online devine complet operational. * Multe modele: un provider de solutii de e-commerce ar trebui sa ofere mai multe modele pentru a intampina nevoile diversilor clienti. * Encriptie securizata SSL: sistemul trebuie sa contina optiunea de encriptie SSL, un protocol prin care poti trimite documente personale prin internet, astfel incat informatiile de pe cardurile de credit ale clientilor si adresele lor sa fie transmise in siguranta. * Conexiune la baza de date: aceasta permite sistemului sa se integreze in baza ta de date cu clienti, ca sa poti trimite e-mailuri cu promotii. * Sistem de efectuare a platilor aditional PayPal: Paypal este util pentru multi e-comercianti, dar nu pentru toti. Cei mai multi vanzatori online ofera mai multe solutii de plata. * Cum iti optimizezi site-ul pentru vanzari online * Testeaza-ti site-ul din timp si fa-o des. Gandeste-te dinainte cum va suporta site-ul tau un trafic mare de vanzari. * Verifica-ti continutul, pentru a nu avea cuvinte scrise gresit, poze nepotrivite, link-uri rupte etc. * Testeaza cat trafic suporta site-ul tau printr-un “Load test”. Un serviciu web de mentenanta iti poate fi de ajutor. * Fa tranzactii-test. Acestea pot simula traficul la care te astepti din tranzactiile online. Creand tranzactii-test in mod periodic, la fiecare 15 minute poti detecta o problema, inainte ca aceasta sa fie detectata de clientii tai. * Creeaza oportunitati de vanzari incrucisate si de upsell. Asta inseamna, de exemplu, sa creezi pagini cu fete de masa, articole pentru servirea cinei, tacamuri de argint si sticlarie. Creeaza sectiuni cu sugestii de genul “topul cadourilor”, “cel mai bine vandute”, pentru a imbunatati si impulsiona vanzarile. * >Asigura-te ca este usor ca serviciul clienti sa fie contactat. Ofera un numar de telefon usor de gasit, iar clientii tai se vor simti mai in siguranta. Formuleaza-ti politica de rambursare in mod explicit. * >Fa-ti motorul de cautare sa functioneze mai eficient. Functia de “search” ar trebui sa mearga si in cazul scrierii gresite a cuvintelor, indicand denumiri asemanatoare ale produselor care au fost cele mai cautate pe site-ul tau.sursa: www.entrepreneur. com"