MARKETING AND CUSTOMER SERVICE

Marketing & Customer Service 2007 Looking Back, Moving Forward  Electronic Marketing revisited  Direct sales from e-marketing are lower than previous years.   Despite increased frequency and volume. Sales may be going elsewhere (Amazon, etc.)  Current web site antiquated   Does not take advantage of current technology and sales tools that are readily available. Too much time and “expertise” to update and manage the site.  William Andrew needs to improve its web presence to build customer participation, viability, and visibility. Moving Forward  A Monster Solution     Network Solutions A true e-commerce solution for our products. DON’T JUST SHOW SELL He’s A Generous Bugger (1)  Easy set up   Build through web interface Direct upload of book database  Bill – Lord of the Database  Search Engine Optimization (SEO)  Auto builds site map Important for Google  Spider-Friendly URLs  He’s A Generous Bugger (2)  Merchandising & Inventory  Backorders allowed  Inventory control (we may not use)      Related products & cross-selling Coupon codes & gift certificates Quantity discounts Upselling Show video & audio demonstrations  Vocal Rescue, Tigers, Plastics Joining  Shopping cart always on screen He’s A Generous Bugger (3)  Shipping & Taxes  Restrict shipping by location  No more Nigerian orders  E-books  Supports downloadable products   Sales Reporting & Analysis    Google Analytics Traffic reports Search query reports  We can then integrate unused query terms into site He’s A Generous Bugger (4)  Customer Service     Customers can view order history and track orders Automated confirmation emails Repeat customer recognition Newsletter manager  Intellicontact   Discounts and loyalty programs Password restricted “dealer” entry  Resellers can order directly from the site, be recognized and have discounts automatically applied In Other Words…  Monster Commerce brings William Andrew to the forefront of electronic commerce, and electronic sales and marketing opportunities via the web site medium. Traditional Marketing  Direct Mail can still be effective    Rubber Brochure Food Technology Sittig  Spring and Fall   Plastics Catalog Full Line Catalog  Spring   Semiconductor Wafer Cleaning Smaller “highly targeted” mailings   Direct mail is only as good as the lists we use. Trade Shows  No more marketing expense Company Branding  Efforts to ensure our marketing is always consistent.    Includes book covers Stationery Logo usage  Marketing will submit a company branding and usage packet by April. Customer Service A revised role…for all of us. Automated Service?  Anonymity is the enemy of civility   Automation is nice…ON A WEB SITE. Automation is bad…ON A PHONE CALL.  If we know nothing about our customers, it becomes increasingly difficult to serve them.   Whether they buy from us Or they buy from someone else What can we do?  Every call is a HOT lead  Capture all information     What is your job? What type of information is most useful? Where do you purchase the bulk of your information?  How did you find us? WHY THERE?   Get product knowledge  A basic understanding goes a long way. If you don’t know, transfer them to someone who might.     Answer their questions  Brent, Bill, Jeri, Martin, Betty, Valerie, etc. Everyone is responsible for serving our customers. If not available, tell them we will call them with an answer and follow up. IT IS APPRECIATED Why do they appreciate it?   When was the last time you were able to get an answer from Amazon? We are asking them to spend a considerable amount of money…  Effort on our part makes them feel better about purchasing  They are not used to having someone serve them correctly.   They will REMEMBER. “Remarkable is something worth talking about” What else can we do?  Establish a newsletter which encourages interacting with William Andrew     Current customers Resellers Agents Authors  Establish a “book club” with true benefits for membership Change Is Critical  “Our future in the workplace is not about time at all. The future is about work that’s really and truly hard, not just time consuming. It’s about the type of work that requires us to push ourselves, not just punch the clock. Hard work is where our job security, our financial profit and our future joy lie.” – Seth Godin