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Fifty Shades of Insight into Marketing in the USA
- 1. Fifty Shades of the USA 9 May 2013
- 2. @SoleberryLtd What we’ll cover • The pleasure • And the pain • What we love • And what we really don’t like • A primer
- 3. @SoleberryLtd The pleasure… • It’s a big, developed market
- 4. @SoleberryLtd The pleasure… • We spend a lot Source: Conlumino
- 6. @SoleberryLtd The pleasure… and the pain
- 7. @SoleberryLtd The pain… • It’s a crowded market • 50 states, 50 sales taxes • Labeling (country of origin) • Customs and duties Mickey Drexler, CEO of J.Crew, said: “There are too many retailers. There are too many brands. There are too many designers. There are too many discount stores, and the predator online companies are selling discount like crazy.” Source: Forbes.com
- 8. @SoleberryLtd The pain… InStyle Magazine US edition April 2013 • Marketing is expensive
- 10. @SoleberryLtd We love… • Anything English
- 11. @SoleberryLtd We love… • Anything English • A bargain
- 12. @SoleberryLtd We love… • Anything English • A bargain • Attention
- 13. @SoleberryLtd We love… • Anything English • A bargain • Attention
- 14. @SoleberryLtd We don’t like… • Extra letters and wrong words
- 15. @SoleberryLtd We don’t like… • Extra letters and wrong words • Incorrect calendars
- 16. @SoleberryLtd We don’t like… • Extra letters and wrong words • Wrong calendars • Your sense of humor
- 17. @SoleberryLtd A primer - Holidays Holiday Date Valentine’s Day February 14 Tax Day April 15 Mother’s Day mid-May Memorial Day End May Independence Day July 4 Labor Day Early September Halloween October 31 Thanksgiving End November Christmas That stays the same
- 18. @SoleberryLtd A primer - terms UK (wrong) term US (right) term Delivery Shipping Next – day Delivery Overnight Shipping Pound and pence Dollar and cents 9/5/2013 5/9/2013 Post code Zip code Free (phone call) Toll free Centimetres Inches Knickers Underpants • Great blog post on advertising differences with videos from Curveball Media • Video on language differences • Eddie Izzard at his finest
- 19. @SoleberryLtd Get crackin’! Gabrielle Hase Soleberry Advisory, Ltd. @SoleberryLtd gabrielle@soleberry.com
Editor's Notes
- According to NPD, as of a year ago online accounted for 20% of apparel sales
- Speak about populationOnline purchasingIpad penetration
- What does it mean for your business? What is the model and what is the opportunity (and opportunity cost)?ASOS last quarter results – intl 59% of businessBoden – 30% from US
- What does it mean for your business? What is the model and what is the opportunity (and opportunity cost)?ASOS last quarter results – intl 59% of businessCathKidston has almost 50 stores across asia and has stated that inernational is it’s key strategic focus for this yearBoden – 15% of sales from Continentialeurope, 30% from US
- The U.S. apparel market is the largest in the world, comprising about 28 percent of the global total and has a market value of about 331 billion U.S. dollar
- CPCs in the U.S. continued to be higher, at $0.44, than the U.K. at $0.38 USD.
- http://www.youtube.com/watch?v=dz4Ps55Rx40&feature=youtu.be