7. Maximize Your Market Spend Across Channels
In determining its potential market spend for the three channels Williams-Sonoma and its other trichannel units, such as Pottery Barn, use, the housewares and home furnishings marketer looks at the following metrics:
* Matchback information to people who received catalogs.
* In 2008, give paid search a portion of marketing expenses, taking into consideration both the revenue and cost sides.
* Learn from on-site searches. “If something shows up as no results, that’s a big red flag for our merchandising team. If a customer is looking for a recipe on the Williams-Sonoma site, we look to have a technique class in our stores.”
* Search engine optimization will drive incremental revenue. Many multichannel marketers have let SEO lapse a bit due to a greater focus on paid search programs. “But we see a potential big boost in 2008. The biggest question for us is that attribution and measure for us so we can answer to our CFO. SEO dollars that are free to us should be leveraged to the max.” — Angela Caltagirone, director of direct marketing services, Williams-Sonoma
8. Relieve Tech Support Reps With Customer-Provided Solutions
Dell has discovered that its customers like to get solutions for their product issues from other customers via Dell’s own customer bulletin boards. They prefer when other customers offer advice to being put on hold by Dell tech support reps and like the idea of getting their issues resolved right away. —Sean McDonald, director, global online, Dell
9. Rethink Your Approach to Matchbacks
If you use matchbacks, revisit them. Most catalogers assume all sales are driven by the print catalog until proven otherwise. Look at each marketing stimulus and attribute it to channels. Use a fairly rigorous process. In Norm Thompson’s case, the cataloger looks at the last marketing tool customers are exposed to and works backward from there. “It’s very involved, and the demonstrations are in the details.” —Nandkeolyar, Norm Thompson