Red Wing Shoes Case Study: Multi-Channel Marketing
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Transcript of Red Wing Shoes Case Study: Multi-Channel Marketing
Industrial sales is a unique distribution channel for Red Wing Shoes
Large companies subsidize employee shoe purchases
Red Wing provides payment programs to employers
Accounts serviced through 20 industrial sales managers
$
Over time, new acquisition channels were tested
Expanded into rented email lists
Added search and banner ad strategy and re-targeting
Added outbound telemarketing
Added inbound line
If you are having trouble reading this email, read the online version.
Thank YouThank you for the opportunity to provide you with your requested information regarding our Red Wing ShoesHassleFree® Safety Footwear Program. One of our Industrial Sales Managers will be contacting you shortly toschedule an appointment to meet with you at your earliest convenience. To get started download ourHassleFree Brochure.
Red Wing Shoes specializes in fitting your employees with the safest and most reliable work boots designed tomeet the needs of their specific job. We have more than 4000 Retailers and over 170 Mobile Shoe Stores thatblanket North America, which means we either have a store close by or we can bring the store to you with a“Certified Fit Specialist” ready to service you and your employees.
From custom boot fittings to a tailored reporting, billing and invoicing system for your company, to keeping up onthe latest safety regulations, we aim to free you from the frequent demands of a company-sponsored safetyfootwear program.
We hope that you find the whitepapers that you may have requested helpful. To learn more about Red WingShoes, please visit redwingsafety.com or you can download the Red Wing Shoes Industrial FootwearCatalog.
Thank you for your inquiry and we will be in touch soon.
"Red Wing Shoe Company, Inc." <[email protected]>To: Judy JossiWe've Received Your Request
June 10, 2015 1:16 PM
Then, leads receive a drip nurture series If you are having trouble reading this email, read the online version.
Day$one$was$in$1905.$Now,$roughly$5,000$pairs$ofRed$Wing$Shoes$are$made$daily.$Sure,$we’re$darnproud.$Our$craftsmanship$and$critical$eye$for$thehighest$quality$has$made$Red$Wing$Shoes$themost$respected$brand$in$the$industry.$You’ll$findthe$same$thoroughness$and$commitment$in$ourRed$Wing$Shoes$HassleFree®$Safety$FootwearProgram.
Step$one.$Request$a$call.Make$it$easy$for$yourself$and$your$workers.$OurHassleFree$Safety$Footwear$Program$puts$youremployees$in$the$best$industrial$safety$footwearavailable$and$gets$you$out$of$the$shoe$business.The$program$connects$you$to:
Over$4,000$retail$locations$nationwide.150$Mobile$Shoe$Stores$staffed$by$fitspecialists.Over$250$industryPspecific,$taskPorientedsafety$footwear$designs.
See#the#skill#and#pride#that#go#into#Red#Wing#Shoes#safety#footwear.
Learn#how#our#DynaForce#insoletechnology#adds#comfort#and#flexibility.
Red Wing Shoes <[email protected]>To: [email protected]: "Red Wing Shoes" <[email protected]>* TEST * Red Wing Shoes safety footwear. Step one. * TEST *
January 24, 2013 9:48 AM
If you are having trouble reading this email, read the online version.
Safety.(Comfort.(Fit.(Durability.(We(put(it(intoevery(pair(of(Red(Wing(Shoes(safety(footwearwith(skilled(craftsmanship(and(technologyinnovation,(whether(we’re(using(our(Puritanstitch(sewing(machines(we’ve(relied(on(for(morethan(80(years(or(newer(technologies(like:
Forceshield™(Impact(Resistancetechnology.DynaForce®(Insole(technology.BOA(closure(system.King(Toe(technology.
Today's(the(day(to(get(yourworkers(into(the(best(industrialsafety(footwear(available.Only(Red(Wing(Shoes(offers(you(an(extensivesafety(footwear(program(backed(by(more(than100(years(of(hardPworking(footwear(experience.Our(program(connects(you(to:
Over(4,000(retail(locations(nationwide.150(Mobile(Shoe(Stores(staffed(by(fitspecialists.Over(250(industryPspecific,(taskPorientedsafety(footwear(designs.
See#the#skill#and#pride#that#go#into#Red#Wing#Shoes#safety#footwear.
Learn#how#our#DynaForce#insoletechnology#adds#comfort#and#flexibility.
Red Wing Shoes <[email protected]>To: [email protected]: "Red Wing Shoes" <[email protected]>* TEST * Red Wing Shoes. Technology and fit like no other. * TEST *
January 24, 2013 9:48 AM
If you are having trouble reading this email, read the online version.
We#call#it#HassleFree#because#it#gets#you#out#ofthe#shoe#business#with#a#truly#comprehensiveprogram#—#from#administration#to#employeepurchase.
A#dedicated,#professional,#full>time#staff#is#readyto#fit#the#right#program#for#you#and#your#workers.
Come#to#us#or#we'll#come#to#you.Make#it#hassle#free#to#keep#your#worker’s#feet#inpurpose>built#safety#footwear.#Our#fleet#ofMobile#Shoe#Stores#brings#Red#Wing#Shoesquality#and#superior#fit#right#to#your#company’sdoorstep.
Staffed#by#Certified#Safety#Shoe#FitSpecialists.Customized#footwear#inventory#to#yourworkplace#environment.Flexible#program#makes#it#easy#foremployees#to#buy#from#our#mobile#storesand/or#our#traditional#brick#and#mortarstores.
Red#Wing#Shoes,#314#Main#Street,#Red#Wing,#MN#55066#www.redwingsafety.com#1.888.873.5546#
Red Wing Shoes <[email protected]>To: [email protected]: "Red Wing Shoes" <[email protected]>* TEST * Red Wing Shoes safety footwear comes to you. * TEST *
January 24, 2013 9:48 AM
Outbound telemarketing goals
Introduce HassleFree Program
Gather qualifying information
Capture prospect special requests for ISM follow-up
(Ex: Time to call, safety needs)
Warm up prospect to receive call
Share free shoe offer for appointment
Our approach is always to test first
! ? Tests Results
5-market test Positive CPL/roll-out
External lists/SIC priority Neutral
Purchased vs. internal Keeping both Internal leads “always on”
Fitting stool leads – 5-market test
Positive CPL/roll-out
Cold lead test Still testing
We also added an Inbound telemarketing line
Captures qualifying data from prospects
Seamlessly transfers customers
Gathers email addresses for lead notification and for on-going nurturing
External call center was tested against internal resources
! ? Tests Results
3-month external test Better response time
Fewer dropped calls
Improved hold time
More leads captured
More Data captured
What we learned from inbound calls
Use call data to inform PPC and email deploy timeframes
Improved tracking for campaign analysis as calls are accurately tracked to lead source
Allows us to continually monitor dropped calls and hold times
What we are working on
Improving how we collect leads from internal sources, training sales on selecting leads for OBT
Monitoring close rates, adjusting call attempts
Using rich data gathered for messaging and content development
6/10/15
INDUSTRIAL Engagement to Telemarketing
Eloqua Landing Page
Form
Volkart May
Nurture Campaign
‘800’ number on Landing Page
Purchased List - 3rd Party
Email Send
Lead Created Sales Calls
Sales Cold Lead
Closed Sale
Volkart May CC: Form Submit
6/10/15
INDUSTRIAL Telemarketing to Sales
Volkart May Notification
Lead Created Sales Calls
Sales Cold Lead
Nurture Campaign
Closed Sale
*SFTP File pull is setup in the ‘old’ synch process, this way the contacts coming from the files can be processed based on where they are coming from…Inbound vs Outbound.
Not Qualified
Not Qualified
SFTP File pull*
Email send based on
Status
Goals and objectives
Director- Dealer
Development
Redwingshoes.com FranchiseGator Inquiries (leads)
Telemarketing
To continually open new shoe stores
Qualification process needed an update
Qualification calls go to call center (vs. one individual)
Script changes reduced call time
Follow-up emails based on call outcome
Nurture series will qualify leads prior to an outgoing call – reserving outbound calls for
highest value prospect
6/10/15
DEALER RECRUITMENT Engagement to Telemarketing
Website
Franchise Gator
Qual Form Volkart May
Branded Account
International Account
Scoring
Gate: Digital Body Language
& Scoring
Not Qualified Nurture
Campaign
CC: Form Submit
6/10/15
DEALER RECRUITMENT Telemarketing to Sales
Volkart May Notification
Not Qualified
Not Qualified
Lead Created Sales Calls Closed Sale
SFTP File pull*
Sales Cold Lead
Nurture Campaign
Email send based on
Status
*SFTP File pull is setup in the ‘old’ synch process, this way the contacts coming from the files can be processed based on where they are coming from…Inbound vs Outbound.