CREATIVE IDEAS ON MARKETING...Behaviors, Psychographics & Buying Habits for HPB Industry: Ownership...

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CREATIVE IDEAS ON MARKETING INDOOR & OUTDOOR LIVING SPACES MAHPBA 2018

Transcript of CREATIVE IDEAS ON MARKETING...Behaviors, Psychographics & Buying Habits for HPB Industry: Ownership...

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CREATIVE IDEAS ON

MARKETINGINDOOR & OUTDOOR

LIVING SPACES

MAHPBA 2018

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OVERVIEW

• Who is your Target Audience & How do you Reach Them?

• Website

• Email Marketing

• Social Marketing

• Networking & B2B

• Online Marketing

• Direct Mail

MAHPBA 2018

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MAHPBA 2018

Demographics for HPB Industry: Ownership & Future Purchases

Highlights from the study on ownership and purchase intent trends include:

7 in 10 U.S. adults own a grill or smoker, and in Canada, ownership is 8 in 10.

More than a third (35%) of U.S. adults plan to purchase a new grill or smoker in 2017.

Gas is the most popular grill type (64%), followed by charcoal (44%), then electric (9%).

Wood pellet grill ownership is currently 3%, but 11% of the prospective buyers plan to purchase one in the coming year.

Adding fireplaces and heaters to outdoor kitchens (1 in 10 consumers) is a growing trend.

56% of grills were purchased as replacements, while 29% were first time purchases.

The majority of consumers (83%) have three or more accessories, indicating that consumers have invested in ways to customize their grilling experiences.

SOURCE: HPBA website: https://www.hpba.org/Resources/PressRoom/ID/516/2017-State-of-the-Barbecue-Industry-HPBAs-Consumer-Survey-Reveals-Grilling-and-Barbecuing-Is-a-Growing-Year-Round-Lifestyle

TARGET AUDIENCE

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MAHPBA 2018

Behaviors, Psychographics & Buying Habits for HPB Industry: Ownership & Future Purchases

Highlights from the study on ownership and purchase intent trends for Barbecue:

7 in 10 U.S. adults own a grill or smoker, and in Canada, ownership is 8 in 10.

More than a third (35%) of U.S. adults plan to purchase a new grill or smoker in 2017.

Gas is the most popular grill type (64%), followed by charcoal (44%), then electric (9%).

Wood pellet grill ownership is currently 3%, but 11% of the prospective buyers plan to purchase one in the coming year.

Adding fireplaces and heaters to outdoor kitchens (1 in 10 consumers) is a growing trend.

56% of grills were purchased as replacements, while 29% were first time purchases.

The majority of consumers (83%) have three or more accessories, indicating that consumers have invested in ways to customize their grilling experiences.

SOURCE: HPBA website: https://www.hpba.org/Resources/PressRoom/ID/516/2017-State-of-the-Barbecue-Industry-HPBAs-Consumer-Survey-Reveals-Grilling-and-Barbecuing-Is-a-Growing-Year-Round-Lifestyle

TARGET AUDIENCE

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MAHPBA 2018

Behaviors, Psychographics & Buying Habits for HPB Industry: Ownership & Future Purchases

Highlights from the study on ownership and purchase intent trends for Hearth:

7 in 10 U.S. adults own a grill or smoker, and in Canada, ownership is 8 in 10.

More than a third (35%) of U.S. adults plan to purchase a new grill or smoker in 2017.

Gas is the most popular grill type (64%), followed by charcoal (44%), then electric (9%).

Wood pellet grill ownership is currently 3%, but 11% of the prospective buyers plan to purchase one in the coming year.

Adding fireplaces and heaters to outdoor kitchens (1 in 10 consumers) is a growing trend.

56% of grills were purchased as replacements, while 29% were first time purchases.

The majority of consumers (83%) have three or more accessories, indicating that consumers have invested in ways to customize their grilling experiences.

SOURCE: HPBA website: https://www.hpba.org/Resources/PressRoom/ID/516/2017-State-of-the-Barbecue-Industry-HPBAs-Consumer-Survey-Reveals-Grilling-and-Barbecuing-Is-a-Growing-Year-Round-Lifestyle

TARGET AUDIENCE

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• Convenience

• Cheaper (is it really?)

• In the Forefront

Buying Habits: Online Shopping

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MAHPBA 2018

Buying Habits

81% of shoppers conduct online research before buying

72% U.S. consumers own smartphones and 38% own tablets.

In 2014, searches made on mobile devices surpassed desktop searches – and continues to grow!

70% online transactions occur on a mobile device.

SOURCE: http://searchengineland.com; Myles Anderson on July 7,

2014

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Buying Habits By Age:

• Gen Z: 18-24

• Gen Y or Millennial: 25-34

• Gen X: 35-54

• Baby Boomers: 55+

SOURCE: RetailDive.com 5/17/17: "Why

researching online, shopping offline is the new

norm" 442754

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TARGET AUDIENCE

SOURCE:

http://smartinsights.com; Danyl

Bosomworth on July 22, 2015

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Buying Habits

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TARGET AUDIENCE

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Buying Habits

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TARGET AUDIENCE

Webrooming vs. Showrooming

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Buying Habits

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CREATIVE MARKETING IDEAS

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In Order of Marketing Spend: Lowest to Highest

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MARKETING VIA YOUR WEBSITE

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REMEMBER: Your Time = Money

Blog: Relevant Content is King for SEO

Portfolio: Before & After Pictures

Videos: New or Featured Products

Promote on Social Media

with Links to Website

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MARKETING VIA YOUR WEBSITE

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Blogging

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MARKETING VIA YOUR WEBSITE

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Portfolio

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MARKETING VIA YOUR WEBSITE

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Videos

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EMAIL MARKETING

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REMEMBER: Current Customers are Low Hanging Fruit

Cross Marketing

Website: Portfolio, Blog Posts, Videos

Co-op

Established Relationships =

Loyalty + Easier

Conversions

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EMAIL MARKETING

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Cross Marketing

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EMAIL MARKETING

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Co-op

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EMAIL MARKETING

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Website

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Boosts vs. Advertising: Facebook & Instagram

➢ Identify Audience Groups

➢ Budget vs. Length of Time

➢ Consider ROI

➢ Don’t Forget Co-op!

Include Links to Specific

Page/Catalog on Website

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SOCIAL MARKETING

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Facebook Boost

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SOCIAL MARKETING

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Facebook Advertising Campaign

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SOCIAL MARKETING

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Facebook Advertising Campaign: Reporting (co-op)

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SOCIAL MARKETING

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Instagram Advertising

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Houzz

➢ To Pay or Not to Pay

➢ Projects vs. Idea Books

‘Find a Pro’: Don’t forget

your service department!

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SOCIAL MARKETING

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Houzz Projects

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SOCIAL MARKETING

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Houzz Idea Books

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Pinterest

➢ Boards vs. Pins

Include Links to Specific

Page/Catalog on Website

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SOCIAL MARKETING

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Pinterest Pins

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Pinterest Boards

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

YouTube

➢ Videos vs. Playlists vs. Channels

➢ Tags/Keywords, Categories, Description

➢ Share: website & social media

Are You an Actor OR

a Voiceover?

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SOCIAL MARKETING

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YouTube Video Ideas:

How To’s: Lighting Pilot

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YouTube Video Ideas:

How To’s: Signs when service needed

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YouTube Video Ideas:

Education: Difference between fuels, styles of hearth products, heating capacity.

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YouTube Video Ideas:

Featured Products

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YouTube Video Ideas:

Events: Networking, Fundraising

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YouTube Video Ideas:

Showroom

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SOCIAL MARKETING

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YouTube Channel

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SOCIAL MARKETING

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YouTube SEO

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SOCIAL MARKETING

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YouTube Sharing

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SOCIAL MARKETING

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YouTube Sharing

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions

➢ Consistent Weekly Posts

✓ Tuesday Tip

✓ Throwback Thursday

✓ Friday Featured Product

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions

➢ Sharing Posts

✓ HPBA

✓ Manufacturers

✓ Hearth & Home Magazine

✓ Local News

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions

➢ Contests

✓ Holiday Mantel

✓ New Products

✓ Events

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions

➢ Holidays

✓ Father’s & Mother’s Days

✓Valentines Day

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions

➢ Featured or New Products

✓ Holiday Gift Ideas

✓ Co-op (trackable)

✓ Add to Shop Tab

✓ Add to Offer Tab

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions

➢ Events & Sales/Promotions

✓ Co-op (trackable)

✓ Add to Events Tab

✓ Share with Networks

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SOCIAL MARKETING

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REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits

Posting Ideas & Suggestions

➢ Service

✓ Pictures: cob webs, spiders, rodent nests, chimney cap

✓ Before & After: flame after logs and/or embers are moved/replaced

✓ Add to Services Tab

A Picture is Worth a

Thousand Words!

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NETWORKING & B2B MARKETING

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REMEMBER: It’s Who You Know!

Host Events and/or Meetings

➢ Chambers

➢ Buyer’s Groups

➢ Industry-Specific

✓ Contractors

✓ Designers

✓ Real Estate

Business Owners are

Potential Customers Too!

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REMEMBER: It’s Who You Know!

Cross Promote

➢ Social Media

➢ Email Marketing

➢ Website

✓ Product Tags

✓ Meta

✓ Hyperlinks

Search Engines Like Keywords,

Tags and Cross Links

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REMEMBER: It’s Who You Know!

Sponsorships

➢ Events at 55+ Communities

➢ Local Sports Leagues, Churches, Scout Groups

✓ Donate outdoor furniture and/or grill (Opening Day or Award Ceremonies, Picnics)

✓ Donate new grill and/or firepit (snack stands, scout campground, youth group)

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REMEMBER: It’s Who You Know!

Commercial Discounts/Barter

➢ Ski Shops and/or Lodges

➢ Spas

➢ Medical Practices

➢ Golf Courses

➢ 55+ Community Clubhouse

➢ Retirement Communities

➢ Restaurants

➢ Universities

Offer Service Discounts for

Event Promotions

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ONLINE MARKETING

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REMEMBER: Stalking Ads are Effective Because the Prospect had Visited Your Website at One Time.

Design & Message

➢ Co-op: co-branded

➢ Seasonality

Retargeting can boost ad

response up to 400%!

30% of consumers have a

positive or very positive

reaction to retargeted ads.

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DIRECT MAIL

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REMEMBER: Quality vs. Quantity = Increased ROI.ALSO REMEMBER: Response rate does not equal conversion rate.

Direct Mail should be Targeted

➢ Radius Mail Programs = Keeping Up with the Jones’

Direct mail averaged a 2.9% response rate for prospect lists

and

a 5.3% response rate for lists companies had built in-house.

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DIRECT MAIL

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REMEMBER: Quality vs. Quantity = Increased ROI.ALSO REMEMBER: Response rate does not equal conversion rate.

Direct Mail should be Targeted

➢ Targeted Neighborhoods by Age Built = Rip Out & Reinstall

Average Direct Mail Response Rate = 3% - 5%

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WANT GREAT MARKETING… GET GOOD ADVICE

Shannon Good

Shannon takes pride in her years of marketing experience and willingness to continue to stay current and forward-thinking in the ever changing marketing and advertising world.

Shannon founded The Good Marketing Group in 2003, which has given her the opportunity to develop customized marketing strategies for all sizes and types of trade and service businesses. Her background includes helping hearth dealers grow their businesses with targeted marketing strategies – online and offline - including: account management, graphic design, media planning, SEO/SEM (pay-per-click google adwords campaigns). As a member benefit for HPBA, Shannon and her team looks at the unique goals of the client and creatively integrates various media to accomplish those goals, on any marketing budget!

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