Applying Digital Content-Marketing Tactics at the Storefront
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Transcript of Applying Digital Content-Marketing Tactics at the Storefront
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Bring Content Marketing In-Store:Your Retail Space
as a Venue
Andrew Kessler, CEO and Founder, @TogatherInc
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Awesome content
Their Check Out My Check Out
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The greatest challenge retailers face today is the broken link between social media and
foot traffic.
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Use what you’ve learned on Twitter to solve your foot traffic
problem.
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iPads won’t get people in your door.
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But great content will.
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Evolve your online content strategy to create new retail
experiences.
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Great moments in the history of retail.
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You’ve already won, you just don’t know it.
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Create permanent venues for community:
Information Personalization Conversation
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1. Information:The Age of Tutorials
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But we need more to get from here…
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To here.
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Sephora University.
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2. Personalization:It’s All About Me
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I want to have fun.
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I want to feel special.
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A personal relationship with the brand makes spending feel less
transactional.
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3. Conversation:Something to talk about.
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Where’d you get those shoes?
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Events drive 50 - 80% of word-of-mouth for all products.
(McKinsey)
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Transactional
vs.Social
“WE’RE HAVING ANOTHER SALE!”
“You’re invited to something great.”
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Create experiences that help shoppers learn, share, and
make new friendsat your store.
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(Remember: use what you’ve learned from social
media)
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Use data to build community in-store and spark real-world conversation.
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Store = Venue
Information Personalization Conversation
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Does your store mirror your online presence?
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