Marketing

I recently had the honor of presenting a case study to the executive management team from Wegmans. For those not familiar, Wegmans is the pinnacle of grocery shopping, having created a shopping experience unlike any other.

People leaving the Rochester area actually include Wegmans as a must-have when deciding where to move.

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The case study presented include some of the online technology solutions and social media guidelines I created for Auction Direct USA. Regardless of the market segment, basic underlying tenets can be applied to creating and managing a successful online campaign.

Create A Unique Online Experience

• Does the design stand out above your competitors?
• Is your website memorable?
• Are key items easily called out and identifiable?
• Can visitors provide instant feedback?
• Are you leveraging social channels and tools to extend your online reach?

Create a Continuous Improvement Process

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• Are you actually listening to your visitors feedback and comments?
• Are you gaining real-time feedback with questions and polls via blogs and micr-blogging platforms?
• Who will manage customer feedback; is there an escalation process?
• Is the feedback directed to the appropriate contacts and departments?
• Is your online brand being managed  (ie: Brand mentions, keywords and competitors?)

Create Metrics to Measure Performance & Ensure Growth

• Have you implemented a management process to measure past performance, marketing results and benchmarks for your segment?
• Are you measuring traffic performance with items such as visitor locations, exit/entry locations and bounce rates?
• Are you monitoring analytics to ensure efficient web activity? (ie: Key sections, effective ad channels, conversions)

Create a Social Media Presence with Specific Objectives

• Activities on the major networks are a must: Facebook, Flickr, Twitter & YouTube
• Communicate the overall plans with your internal staff; be sure everyone is on the same page
• Keep the message congruent between online & offline channels – consistency is so important
• Emphasize your visitors – not you or your company; create authority, build confidence and earn their trust
• Develop specific objectives and measure them. (ie: New sign-ups, leads, appointments, revenue, etc.)

What has helped improve your online presence?

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