Transcript Document

New and Upcoming with the web!
July 16, 2015
May 2009
Agenda
Growing Channel
Q1 Recap
eMusic
Channel Intelligence
Employee Purchase Programs
SEM
July 16, 2015
Growing Channel
• Projected that from 2011 to 2013
online sales will see double-digit
growth.
• Current economic conditions has
weakened many traditional retailers,
putting consumers’ wallets up for
grabs
• From an online perspective we need
to provide superior customer service,
rich product information and great
shopping experience to have a
chance to win new customers for life
(viral marketing / Kensington brand
ambassadors)
July 16, 2015
Q1 Recap
•Kensington.com is an internal focus from both a brand
and sales perspective
•In support of this direction we have allocated resources
and budget to drive our online sales
•We have put together a well balanced portfolio of
marketing programs touching various facets of marketing
and vertical channels
•The programs we are currently running and in the
process of implementing adhere to both the executive
direction and 2H GTM plans
July 16, 2015
Q1 Recap
YTD Revenue
$250,000.00
$200,000.00
Revenue
$150,000.00
January
$68,934
$100,000.00
February
$56,552
March
$85,665
Total
$211,152
$50,000.00
$0.00
Revenue
January
February
March
Total
$68,934.18
$56,552.75
$85,665.28
$211,152.21
YTD Units
4,500
4,000
Units
3,500
January
3,000
2,500
1,485
2,000
1,500
1,000
500
0
Units
July 16, 2015
January
February
March
Total
1,485
1,233
1,573
4,291
February
1,233
March
1,573
Total
4,291
Q1 Recap
Web Promotions
$5,000.00
$4,500.00
$4,000.00
$3,500.00
Monthly Web Promos
$3,000.00
$2,500.00
$2,000.00
Jan
Jan
Feb
Mar
Mar
$1,874
$679
$4,821
$2,049
$4,452
21
6
49
13
56
$1,500.00
$1,000.00
$500.00
$0.00
Revenue
Units
January
January
February
March
March
$1,874.73
$679.94
$4,821.33
$2,049.78
$4,452.19
21
6
49
13
56
YTD Traffic
1,400,000
Traffic
1,200,000
1,000,000
Jan
Feb
Mar
Total
422,921
457,738
1,375,269
800,000
494,610
600,000
400,000
200,000
0
Traffic
July 16, 2015
January
February
March
Total
494,610
422,921
457,738
1,375,269
Q1 Recap
January
MacWorld Pre/Post Show
July 16, 2015
February
President's Day
March
St. Patrick’s Day
eMusic
•eMusic is one of the largest music
download sites
•Broad compatibility: works on iPod,
zune and all MP3 Players
•With purchase at kensington.com,
receive 50 FREE music down loads + 1
audible book
•Revenue sharing opportunity –
Kensington will receive $8 for every new
eMusic subscription
•Great consumer value and aggressive
promo without compromising our pricing
•No cost to Kensington
Timing: May
July 16, 2015
Channel Intelligence
A 3rd party agency that has direct relationships with
most major retailers
Simplifying the Buying Process
for our Consumers!
•
*58% of consumers go first to the
manufacturer’s site to learn more
about products
•
*46% are going there to buy or
find where to make a purchase
•
Retailers account for a large
portion of sales
– Help drive consumers to purchase
through effective where-to-buy
programs
Timing: May
*Source: Channel Intelligence 2006 Referral Site Survey, conducted in conjunction with Forrester Research
July 16, 2015
Channel Intelligence
•Place ‘where to buy’ buttons, pricing, availability, and product
description per product
•Simplifies the buying process for the consumer
July 16, 2015
Channel Intelligence
Robust Reporting!
*Leads
*Orders
*Conversions rates
*Units
*Sales
*Per customer and product!
July 16, 2015
EPP Programs
•Corporate Employee Purchase
Programs
•Offer employee purchase pricing to
top corporations
•The community base is estimated
at 10 million
•The community will shop via a
“private site” not accessible to the
general public
•Great for brand awareness and
fostering new relationships
Timing: June
July 16, 2015
“Happy corporate customer –
he just save $’s shopping at
Kensington.com”
Sample EPP Store Front
July 16, 2015
Sample EPP Store Front
July 16, 2015
Sample EPP Store Front
July 16, 2015
What is SEO/SEM
Search engine optimization (SEO) is the process of
improving the volume or quality of traffic to a web site
from search engines via "natural" ("organic" or
"algorithmic") search results.
Search engine marketing (SEM) is a form of Internet
marketing used to promote websites by increasing
visibility in search engine result pages - 'the practice of
buying paid search listings'
July 16, 2015
Growth of SEM
Top Three U. S. Online Advertising
Spending Formats
2006 – 2011 (in billions)
$35
16%
$30
$25
$20
26%
$15
$3.6
$10
$5
17%
28%
$3.0
$3.7
$6.8
$4.7
$8.6
$6.9
$6.3
$5.5
$4.7
$6.6
$5.9
$11.0
11%
$12.9
$7.5
$14.9
$8.2
$16.6
$0
2006
2007
2008
2009
Over 90% of internet users between
13 – 75 years old utilize search
engines weekly.2
Search Marketing
In 2007, paid search will account for
40.3% of all US online ad spending.3
#
Paid Search
Growth %
Source: eMarketer, Advertising Trends, page 17, October 2007
July 16, 2015
2011
U.S. internet users are expected to
grow from 188.1 million in 2007 to
211.3 million in 2011.1
Paid Search
Classifieds
Display
2010
Internet
1.Source: eMarketer, Internet Access, page 2, October 2007
2.Source: eMarketer, Internet Usage, page 7, October 2007
3.Source: eMarketer, Internet Usage, page 18, October 2007
SEO/SEM
– Increase traffic to kensington.com
through search engine optimization
and paid search
– Creating multiple paid search
campaigns from Google for core
competency products based upon
our 2H 2009 Strategy
•
•
•
•
Power
Security
Play
Corporate
– Drives brand awareness and
increases conversion rate
Timing: Started May 1st!
July 16, 2015
Develop
Comprehen
sive
Keyword
List
Analyze
and
Optimize
Keyword
Bids
Maximiz
e
The Optimization Cycle
Revenue Ongoing testing and analysis
for All across all variables to achieve
Campaig
maximum results
ns
Create
SearchSpecific
Promotio
ns
Develop
and Test
Ad Copy
for All Ad
Groups
Design
and Test
Custom
Landing
Page
Designs
Top Search Terms
• Hands free car kits
• Car adapters
• MP3 car adapter
• iPhone battery
• Car charger
• Power inverter
• Power inverters
• Power adapters
• Power adapter
• Mobile power
• Kensington lock
• Kensington Expert Mouse
• Laptop locks
• Laptop lock
• Notebook lock
• Laptop security
• Computer lock
Average CPC (cost per click) $.38
July 16, 2015
SEM Laptop Locks
July 16, 2015
SEM Laptop Locks
If someone clicks on our ad – it takes them right to our product
detail page on kensington.com and hopefully a conversion!
July 16, 2015
SEM Exposure
SEM Impressions
300,000
250,000
200,000
150,000
100,000
50,000
0
Im pressions
Corporate
Pow er
Security
Play it
Totals
126,210
73,066
57,901
42,771
299,948
Since beginning we have 299,948 impressions!
Great exposure!!!
July 16, 2015
SEM Clicks
SEM Clicks
3,000
2,500
2,000
1,500
1,000
500
0
Clicks
Corporate
Pow er
Security
Play it
Totals
1,955
435
282
237
2,909
With almost 3,000 clicks.
Conversions: 40, $2,137.60 in sales
July 16, 2015
What Sold
SmartSockets® Table Top
12
827.88
ComboSaver® Combination Notebook Lock
6
179.94
Wall/Auto/Air Ultra Portable Notebook Power Adapter
2
154.98
Wireless Presenter with Laser Pointer
2
119.98
Si750m Wireless Notebook Laser Mouse
2
99.98
Expert Mouse®
2
54.98
MicroSaver® Keyed Notebook Lock
1
34.99
1
29.99
1
19.99
1
19.99
9
534.91
1
59.99
40
2137.6
Mouse•in•a•Box® Optical Elite
Universal Notebook AC Power Adapter (refurbished)
Travel Plug Adapter
July 16, 2015
Conclusions
•We should have a much better idea of the conversion performance
over the next few weeks and will adjust our campaigns accordingly
•We are expecting a conversion rate of 1-3%
•All in all, a strong start with much more exciting activity to come
•This is just the beginning of increase our position within the SEM
world and increasing our overall web presence (and sales)!
July 16, 2015
Power and Play it!
May 2009
Market Trends/Drivers
• Explosion of mobile devices worldwide
– Gartner claims mobile devices sales grew by 7.4% in 2008 to 1.238
billion. Smart phones grew by 18% in 2008 representing about 12%
of total sales. They will grow at a rate of 32% in 2009.
– 2008 smart phone units surpasses laptops 145M vs. 143M - Gartner
– 2008 Study shows only 20% of smart phone owners utilize as multifunction device - NPD
– 2009 survey shows that smart phone users purchase 27% greater
accessories (52% vs. 41%) than basic phone users - NPD
• Standardization of mobile device connector
– 30-Pin Connector
– Mini -> Micro USB
July 16, 2015
26
Consumer Behavior
•
iPhone 3.0 Release – June/July
–
–
•
Multiple mobile devices at home and on the go
–
–
–
•
GPS replacement:
• Apple and iPhone are taking aim at the world wide GPS navigation market.
• If the user starts to use their iPhone as a GPS the screen will be on during all driving &
there will also be a constant stream of 3G data traffic.
• These two combined will consume a significant amount of battery life.
Stereo music over Bluetooth
• User can stream audio from their phone to a BT speaker set - which is a much better
user experience for music navigation
• Battery on the phone will be consumed very quickly.
Cell/smart phones for each person in the family
Multiple iPods
More and more Bluetooth devices
Mobile device explosion in average households today
NEED FOR POWER!
July 16, 2015
27
Living Space
Trends in Focus
Trends:
Nature inspired us to bring the outside in,
through color, pattern, texture.
Stabilizing neutrals provide
practicality in a changing
economic landscape.
Neutrals are grounded in the
environment, with hues inspired by
wood, stone, and natural fibers.
Grays range from cool to warm,
inspired by the juxtaposition of
high tech steel and decades old
urban concrete.
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28
Trends in our areas
•
CMF Trends in the Living Space
•
Fresh, fun, playful, classic, neutral yet optimistic...
•
Cool grays, whites, and when appropriate a quick hint of color
•
Although neutral, this palette is flexible and brings balance to any landscape
Who else is @ home?
Our CMF approach to fresh emerging markets in the Living Space
July 16, 2015
29
What is left behind?
• When the device is gone, what lives in the home?
• Color palette needs to blend in full time environment.
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30
Category Themes
Introducing…………
• HOME is the RECHARGING station
– K38038US: 4-Port USB Charging Station for Mobile Devices
– K33457US: Charging Dock with Mini Battery Pack for iPhone & iPod
– K33458US: Nightstand Charging Dock for iPhone
• The POWER to TRAVEL Light
– K33456US: Travel Battery Pack and Charger for iPhone and iPod
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31
4-Port USB Charging Stand for Mobile Devices
idea: Stay charged, four devices at a time.
• Charges up to 4 device at a time
• Unique spool design manages
unsightly cable clutter
• Space saving footprint fits almost
anywhere in your home
• Includes charging cable for Apple
iPhone or iPod®
• Also includes Mini & Micro USB
cables to charge other devices
SKU: K38038US
Street Price: $49.99USD
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32
Ours vs. Competition
• less obtrusive in the home, blends in to the environment
• smaller footprint, takes up less space
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33
Charging Dock with Mini Battery Pack
for iPhone and iPod
idea: Power at home, power on the go.
• Dock simultaneously charges your
iPhone or iPod® and Mini Battery Pack
• Includes rechargeable Mini Battery
Pack adds hours of power on the go
• Includes detachable USB charge and
sync cable
• Sleek, compact design reduces cable
clutter and blends into home
environment
SKU: K33457US
Street Price: $69.99USD
July 16, 2015
34
Nightstand Charging Dock for iPhone
idea: The charging dock that knows the time and weather.
• Charging dock doubles as a
kickstand to display the time and
weather
• Includes FREE download of the
Kensington Nightstand Clock &
Weather application from the
Apple® App store
• Large, landscape display that
doesn’t go into sleep mode
• Compact, simple design, eliminates
nightstand clutter by replacing your
bedside clock
SKU: K33458US
Street Price: $39.99USD
July 16, 2015
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@ Home Family Story
idea: Home is where you go to recharge.
July 16, 2015
36
Travel Battery Pack and Charger for
iPhone and iPod
idea: The power to take your shows on the road
• Power pack with Built-in dock
connector and USB connector to
charge your iPhone or iPod without
the mess of extra cables
• Kickstand included for hands-free
landscape viewing of movies and
video
• LED battery meter displays
remaining power level
• Perfect for long flights and small
travel bags
SKU: K33456US
Street Price: $79.99
July 16, 2015
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Travel Battery Pack and Charger
for iPhone and iPod
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A family of products…
a family of marketing support
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39
In-Store Activities
• Product displays: communicating
the product value and usage
• Flip Charts / Info Shades: that
draw attention to the category and
quickly identify the consumers’
needs
• Store sampling program: allowing
the consumer to have a hands-on
experience, clearly demonstrating
the product purpose and benefit
• Shelf Talkers / danglers: simple,
yet eye-catching elements to
engage the consumer
July 16, 2015
Web Based Activities
•
Microsites: landing page offering product
information: purpose, usage, product
simplicity, compatibility and overall benefits.
•
Web Banners: Clean, graphically appeasing
banners that either link to the product pages,
microsite and/or landing pages
•
E-Flip Charts: electronic version of the instore that draw attention to the category and
quickly identify the consumers’ needs
•
Flash Demos / videos: product usage
demos/video
•
Animated gifs: great additional photography
elements that show the product in-use A nice
alternative for accounts that charge to post
demos and/or reluctant
•
Product configurators….
July 16, 2015
Web Based Marketing Activities –
custom configurators
It’s easy – pick your device and the configurator will tell you what
Kensington accessories you need!
We can create, customize and host based upon your customer needs
July 16, 2015
July 16, 2015