3. Paul StratfordCreative Agency Director, Pull Digital Personal Objectives: Looking for network of ecommerce properties, selling extraordinary products through partnership approach. experience PaulStratfordCreativeDirector.co.uk
4. KinderhouseObjectives Reduce Google-Adwords ‘PPC’ spend Develop a richer ‘brand’ profile for Kinderhouse Increase demand for ‘Cardboard’ playhouses Raise sales price of Kinderhouse Increase volume of sales Identify & exploit new channels Encourage repeat orders, build database of opt-in candidates Become THE online destination for innovation-seeking parents Sell bulk units through high street channel (Toys-R-Us / ELC/etc)
8. Some simple housekeeping Improve imagery to communicate features Build child-centric brand personality / tone Use social media channels to drive traffic Use video to increase sales conversions Cross-sell associated items to enhance position as child centric (pens, shutters, lights, picture frames) Seed blogs Explore methods for ‘migrating’ ebay users to members* * Cross promotion, viral, discounts etc
11. Opinions Kinderhouse is potentially the best on the market. Worldwide. To date, sales have been limited by strategic marketing. Parents more inclined to buy from a child centric source Kinderhouse needs advantages dramatised over other products Kinderhouse also likely suffering from perceived value Opportunities available in merchandising, & cross selling
12. Implementation Key stages Sitemap / Wireframe microsite + build Storyboard / create promo video Add to YouTube / stream into website Invite & use reviews List ebay items to establish price points (using video / imagery) Create Google shopping feed Use Key messaging to seed blogs with articles Locate / promote through social evangelists using Twitter, Facebook Migrate customers to ‘community’
13. Other opportunities Explore Distribution / Export Also, consider Licensing, worldwide Merchandising (link with popular children’s brands for SEO) Cross Selling additional products
14. Next steps Challenge 1 Domain name / brand name? Opinion: What does the current brand name say? German. Issue: This could potentially lose sales. Potential buyers may; Believe the product will take time to ship Be concerned about returns / complaints Prefer to buy British / consider environmental effect
15. Next steps Challenge 2 Ownership of collateral / database / license etc? Issue: Ownership of the various marketing collateral / Intellectual property could become ambiguous. Agreeing overall objectives from this ‘drive’(Sell / License / Grow / other)?
16. Next steps Challenge 3 Delivery / Delivery promises – ownership of issues relating to damaged/returns etc & actions / agreed responses. In the event of damaged deliveries, missed deadlines and faulty products, an agreed strategy is required. Suggest: Optional delivery methods & costs (consider drop-shipping) Automated responses and timeline Guarantees & insurance Repair kits. (could also be used as cross sells) Packaging – encourage repeat business (inserts & branding)
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19. Next steps Challenge 4 Pricing strategy With Kinderhouse available from multiple locations (ebay, Packaging store, ‘Own’ store, Distributors, Amazon, Google etc), Set consistent prices Create contingency price for promotions
