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PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
71WHO WE ARE
• Founded in 1942 • Optical component
manufacturer and distributor
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
72
• Research & University • Industrial Optics • Test & Measurement
• Imaging • Defense • Life Sciences
MARKETS WE SERVE
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
FOUR CORE CHALLENGES: OPTICAL COMPONENTS ARE NOT APPLICATION SPECIFIC
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
FOUR CORE CHALLENGES: UNIQUE PERSONAS, UNIQUE NEEDS
Students or professionals seeking knowledge, but
not a purchase
Engineers or other technical professionals looking to
influence a purchase decision
Typically non-technical buyers who have been told
what to purchase
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
FOUR CORE CHALLENGES: GLOBAL BUYING HABITS ARE NOT ONE SIZE FITS ALL
• High brand recognition
• Susceptible to changes in U.S. government spending
• Difficulty increasing brand awareness in universities
• Low brand recognition
• High degree of purchasing structure and country regulations that make attribution difficult
• Diversity of languages and cultures
• Measuring the results of our direct mail plan is difficult due to the local mail delivery services
• Medium brand recognition
• Diversity of languages and cultures requires unique approach to verbiage. For instance, we found “Products and Shop” more appropriate for our German customers than simply “Products” which is used on all other domains
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
76FOUR CORE CHALLENGES: WE'RE NOT THE ONLY ONES SELLING OPTICS
Industry Competitors
Distribution Platforms
Amazon eBay
Google Alibaba
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
YOU'RE NOT JUST SELLING A PRODUCT, YOU'RE ALSO SELLING...
Solution +
Expertise +
Shopping experience +
Customer service =
Your brand
Does this solve my problem?
Can I make an informed decision?
Is purchasing simple?
Can I get help now or in the future?
Can I trust them?
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
THE EDMUND OPTICS CASE STUDY: GETTING CLOSER TO OUR CUSTOMERS DURING THE LIFECYCLE
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
79
Today • Qubit • Live chat • Bulk email provider
Tomorrow • Website CMS with CRM compatibility • Automation platform: lead scoring,
landing page generation, email personalization
INVESTING IN TECHNOLOGY TO MOVE FORWARD
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
80USING SEGMENTATION AND PERSONALIZATION IN INTEGRATED MARKETING COMMUNICATIONS
DIRECT MAIL EMAIL
SOCIAL WEB
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
PERSONALIZED DIRECT MAIL
• Welcome kits for high value, new customers that include relevant information
• Mailing list segmentation by industry vertical
• Targeted campaigns influenced by purchase behavior or predictive modeling
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
82PERSONALIZED EMAILS
• Leverage industry segments for mail lists and content generation
• A/B test content for high performers
• Basic automated emails drivenby first purchase, new account signups, and certain purchase behaviors (this will be expandedin the future)
• Personalized lead follow-ups
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
83SOCIAL
• Unique messaging to target the different audiences present on LinkedIn, Facebook, Twitter, and Google+
• A/B test messages to optimize engagement
• Paid advertising via Sponsored Updates to groups on LinkedIn
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
84WEB TESTING WELCOME MESSAGING
• AB testing different welcome banner messaging to better serve first-time customers
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
WEB BRIDGING LANGUAGE BARRIERS
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
WEB PERSONALIZING BY TRAFFIC SOURCE
• Naver requires that Edmund Optics can only pay to advertise our .COM domain, rather than the regionally appropriate .CO.KR domain
• Qubit detects the PPC traffic source and offers users coming from Naver PPC the opportunity to go to the .CO.KR domain’s version of the page they landed on
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
WEB TESTING VIDEO CONTENT FOR RESEARCHERS
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
WEB PROVING ROI ON CONTENT CREATION
• Content marketing is the foundation of EO’s marketing strategy - by becoming the industry’s primary source of technical content, EO can increase brand awareness and ultimately increase ROI
• A/B testing content has allowed EO to determine what content is most effective for the given audience and generate measurable increases in conversion rates
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
WEB LEARNING FROM EXISTING CUSTOMERS
• Repeat visitors and those who view a certain amount of content on site are asked to complete a survey
• Qualitative feedback is usedto assess and improve the customer experience beyond traditional on-site metrics