Handout: How Mobile Friendly Stores are Changing the Landscape of Selling Promotional Products 1

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Allen Holland
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Handouts: How Mobile Friendly Stores Are Changing the Landscape of Selling Promotional Products Presented By: Dan Halama BrightStores, Inc. January 11, 2016 8:00 a.m. 9:00 a.m. It s hard to ignore the role mobile technology plays in our everyday life.

1 Handouts: How Mobile Friendly Stores Are Changing the Landscape of Selling Promotional Products Presented By: Dan Halama BrightStores, Inc. January 11, :00 a.m. 9:00 a.m. It s hard to ignore the role mobile technology plays in our everyday life. Adults in the U.S. own, on average, three connected devices. Studies show that six out of 10 adults expect companies to have a mobile friendly site. Understanding how buyers are utilizing ecommerce sites and how they are conducting research is key to growing any promotional products business. Learn how to generate mobile sales as well as apply current best practices when taking a company store or catalog to a mobile friendly platform. Handout: How Mobile Friendly Stores are Changing the Landscape of Selling Promotional Products 1

2 1. Very Exciting Time to be in the Promo Industry There is a general disengagement from traditional forms of advertising, however, Promotional Products are extremely relevant in the marketing world and serve an important role in creating an effective advertising campaign. Newspapers significant decrease, hardest hit in traditional advertising Radio Ads remain flat, moving to podcast and music streaming TV Ads still strong, but expected to be surpassed by online advertising in 2019 Internet Advertising SEO, Banner Ads, Popups, Podcasts Social Media Advertising Twitter, Facebook, YouTube, Instagram, Blogs According to PPAI s research, 76% of American consumers being able to recall a specific promotional product they ve received, along with the advertiser and the message on the product. Promotional Products remain a constant tool for enhancing any marketing campaign. 2. Statistics The average user looks, or unlocks, their phone 140 times per day to complete a task, such as texting, checking , social media, researching, using an app. 196 million smartphone users in the US alone The average US adult owns 3 connected devices 90% of mobile searches lead to an action 85% of B2B buyers require content on B2B sites to be optimized for mobile devices 3. Defining Mobile The distinction between mobile and desktop is becoming increasingly distorted. It s no longer about being just a phone anymore. Mobile is portable content. Phone Tablet Phablet Surface ipad Touch Screen Devices Responsive Design to provide an optimal, constant viewing experience on multiple size devices from large desktop monitors to laptops to tablets and smart phones. Handout: How Mobile Friendly Stores are Changing the Landscape of Selling Promotional Products 2

3 Example: Cross Screen Advertising Millennials want video ads to be short, 30 seconds or less, and available on every device. Integrated Marketing across TV, smartphones and tablets gives advertisers the ability to tell a seamless story to their target audiences at home and on the go. When people viewed ads across multiple devices, it drove significantly higher results than seeing ads on a single device brand favorability lift was 250% higher for cross device campaigns. 4. Buyer Behavior It is important to note that Buyer Behavior is migrating to mobile. Your clients are constantly using their mobile device, even when they are sitting at their desk staring at their PC. Mobile commerce adaptation is lagging other technologies migrating to mobile, simply due to the UX challenges and the main friction component of payment. But window shopping has moved to smartphones. Mobile is increasingly important for B2B sites because a lot of buyers use mobile devices to access B2B sites content: 56% of respondents say they frequently use mobile phones to access such content, up from 43% a year earlier 42% often use tablets, up from 31%. 5. Friction in the Mobile Commerce Environment The credit card payment process is the biggest barrier in retail M Commerce. Users will browse on mobile devices and then purchase either in store or on desktop, where typing in credit card information is considered more convenient and safe. But, less than 40% of all promotional product Company Stores use credit card as a payment method, so that friction point is often removed in our industry. The artwork required for our industry creates the largest barrier in the mobile purchasing process. The logos and messaging printed on products requires more one on one lead nurturing, demos, and account management. Creating a streamlined ordering process, where decoration is set up in the beginning stages will remove this friction point, thus making promo m commerce easier and safer than retail m commerce. Handout: How Mobile Friendly Stores are Changing the Landscape of Selling Promotional Products 3

6. How are your clients influenced by mobile? Less than $30K $30K 75K Communicating on mobile, using photos and social media to share products. $75K 150K Very tech savvy.

4 6. How are your clients influenced by mobile? Less than $30K $30K 75K Communicating on mobile, using photos and social media to share products. $75K 150K Very tech savvy. Searching for products, visiting distributor sites on $150K 500K mobile devices. $500K 1M Using a PC for purchase, setting up complex corporate processes. $1M+ per year Using mobile devices for employee programs. 7. Shaking Up the Selling and Ordering Process with Responsive Design Initial Contact Catalogs Presentation & Quotes Ordering Artwork Proofs Fulfilment Shipping Integrate Sales Teams with the right technology tools for site visits and presentations. With a responsive site, products and logos displayed on portable device are consistent with viewing on a desktop or a large screen. Sales teams can show any product, anywhere. Instant communication between client and distributor. Reduce and/or eliminate the need for cumbersome catalogs for presentations Enhance credibility and ultimately, competitive edge. Responsive sites create actionable Company Stores and Catalogs on a portable devices for distributors and suppliers alike, streamlining the ordering process. Clients can search for products on the go Utilize mobile programs for in the field employees One click ordering process Handout: How Mobile Friendly Stores are Changing the Landscape of Selling Promotional Products 4

5 8. Implementing Company Stores Tips to Increase Sales Use high quality images product images, graphics, and logos Be consistent with branding and design throughout the site Use appealing content to easily guide shoppers through the store Create a strategic path to products with categories from the homepage Don t overwhelm shoppers with too many products Create short, yet effective product descriptions Streamline the checkout process 9. What Does the Future Look Like for Our Industry? Historically, the Promotional Product industry lags behind the technology world. We are moving more and more to streamline the ordering process between suppliers, decorators, distributors, and finally end users. This includes building systems for people without computers dependent on their mobile device. Example: Sport Clips utilizes responsive company stores for stylists to simply use their portable devices to order supplies as needed, on the spot. PC not required. We need to improve the logo management process and make shopping for products easier across all devices, thus removing the friction from our industry. This will aid in connecting buyers and sellers directly and conveniently, enabling new, nearly capital free business models. 10. What to look for in a technology vendor on the tradeshow floor: Is their technology Mobile Friendly / Responsive Design? What are the system capabilities and features? What is their experience and track record? Are they financially stable? Is their system scalable and how often do they update their technology? Do those updates cost extra? Will the system integrate with other software systems I use to run my business? Is their software secure for me and my clients? How reliable is their Customer Support and does that cost extra? What are they investing in, are they forward thinking? What are they doing to take the friction out of our industry? Handout: How Mobile Friendly Stores are Changing the Landscape of Selling Promotional Products 5

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