Red Wing Shoes Case Study: Multi-Channel Marketing

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    03-Aug-2015
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Transcript of Red Wing Shoes Case Study: Multi-Channel Marketing

1. Integrating Telemarketing into a Multi-Channel Marketing Plan 2. The perception Boots 3. The perceptionthe reality Boots + 170 mobile shoe trucks + 4,000 retail locations 4. were not really talking to this guy Safety Director 150+ employees were talking to this guy 5. 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 $ 6. Red Wing Shoes Multi-Channel Marketing Plan 7. For years, direct mail was the primary channel for lead generaton 8. 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 9. And a PPC Campaign 10. One way we reach our audiences is via emails to rented subscriber lists 11. If you are having trouble reading this email, read the online version. Thank You Thank you for the opportunity to provide you with your requested information regarding our Red Wing Shoes HassleFree Safety Footwear Program. One of our Industrial Sales Managers will be contacting you shortly to schedule an appointment to meet with you at your earliest convenience. To get started download our HassleFree Brochure. Red Wing Shoes specializes in fitting your employees with the safest and most reliable work boots designed to meet the needs of their specific job. We have more than 4000 Retailers and over 170 Mobile Shoe Stores that blanket 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 on the latest safety regulations, we aim to free you from the frequent demands of a company-sponsored safety footwear program. We hope that you find the whitepapers that you may have requested helpful. To learn more about Red Wing Shoes, please visit redwingsafety.com or you can download the Red Wing Shoes Industrial Footwear Catalog. Thank you for your inquiry and we will be in touch soon. 12. 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$of Red$Wing$Shoes$are$made$daily.$Sure,$were$darn proud.$Our$craftsmanship$and$critical$eye$for$the highest$quality$has$made$Red$Wing$Shoes$the most$respected$brand$in$the$industry.$Youll$find the$same$thoroughness$and$commitment$in$our Red$Wing$Shoes$HassleFree$Safety$Footwear Program. Step$one.$Request$a$call. Make$it$easy$for$yourself$and$your$workers.$Our HassleFree$Safety$Footwear$Program$puts$your employees$in$the$best$industrial$safety$footwear available$and$gets$you$out$of$the$shoe$business. The$program$connects$you$to: Over$4,000$retail$locations$nationwide. 150$Mobile$Shoe$Stores$staffed$by$fit specialists. Over$250$industryPspecific,$taskPoriented safety$footwear$designs. See#the#skill#and#pride#that#go#into# Red#Wing#Shoes#safety#footwear. Learn#how#our#DynaForce#insole technology#adds#comfort#and#flexibility. Red Wing Shoes To: [email protected] Reply-To: "Red Wing Shoes" * 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(into every(pair(of(Red(Wing(Shoes(safety(footwear with(skilled(craftsmanship(and(technology innovation,(whether(were(using(our(Puritan stitch(sewing(machines(weve(relied(on(for(more than(80(years(or(newer(technologies(like: Forceshield(Impact(Resistance technology. DynaForce(Insole(technology. BOA(closure(system. King(Toe(technology. Today's(the(day(to(get(your workers(into(the(best(industrial safety(footwear(available. Only(Red(Wing(Shoes(offers(you(an(extensive safety(footwear(program(backed(by(more(than 100(years(of(hardPworking(footwear(experience. Our(program(connects(you(to: Over(4,000(retail(locations(nationwide. 150(Mobile(Shoe(Stores(staffed(by(fit specialists. Over(250(industryPspecific,(taskPoriented safety(footwear(designs. See#the#skill#and#pride#that#go#into# Red#Wing#Shoes#safety#footwear. Learn#how#our#DynaForce#insole technology#adds#comfort#and#flexibility. Red Wing Shoes To: [email protected] Reply-To: "Red Wing Shoes" * TEST * Red Wing Shoes. Technology and t 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#of the#shoe#business#with#a#truly#comprehensive program##from#administration#to#employee purchase. A#dedicated,#professional,#full>time#staff#is#ready to#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#workers#feet#in purpose>built#safety#footwear.#Our#fleet#of Mobile#Shoe#Stores#brings#Red#Wing#Shoes quality#and#superior#fit#right#to#your#companys doorstep. Staffed#by#Certified#Safety#Shoe#Fit Specialists. Customized#footwear#inventory#to#your workplace#environment. Flexible#program#makes#it#easy#for employees#to#buy#from#our#mobile#stores and/or#our#traditional#brick#and#mortar stores. Red#Wing#Shoes,#314#Main#Street,#Red#Wing,#MN#55066# www.redwingsafety.com#1.888.873.5546# Red Wing Shoes To: [email protected] Reply-To: "Red Wing Shoes" * TEST * Red Wing Shoes safety footwear comes to you. * TEST * January 24, 2013 9:48 AM 13. Outbound Telemarketing 14. 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 15. 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 16. 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 17. 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 18. 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 19. 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 20. 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 MayCC: Form Submit 21. 6/10/15 INDUSTRIAL Telemarketing to Sales Volkart May Notication 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 les can be processed based on where they are coming fromInbound vs Outbound. Not Qualied Not Qualied SFTP File pull* Email send based on Status 22. Dealer Recruitment Outbound Telemarketing 23. Goals and objectives Director- Dealer Development Redwingshoes.com FranchiseGator Inquiries (leads) Telemarketing To continually open new shoe stores 24. 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 25. Email examples 26. 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 Qualied Nurture Campaign CC: Form Submit 27. 6/10/15 DEALER RECRUITMENT Telemarketing to Sales Volkart May Notication Not Qualied Not Qualied 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 les can be processed based on where they are coming fromInbound vs Outbound. 28. thank you. questions?