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GPM Associates

GPM Associates. Web Strategy and SWOT May 2012. A Brief History. Significant web presence since 2005 Web Analytics since May 2008 Visit to Lead tracking since May 2009 Visit to Sale or Fail since April 2012 Approaching our 500,000 th visitor since 2008 Approaching $15m in Total Web Sales.

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GPM Associates

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  1. GPM Associates Web Strategy and SWOT May 2012

  2. A Brief History • Significant web presence since 2005 • Web Analytics since May 2008 • Visit to Lead tracking since May 2009 • Visit to Sale or Fail since April 2012 • Approaching our 500,000th visitor since 2008 • Approaching $15m in Total Web Sales

  3. GPM SWOT – Internet Marketing The Road Map Forbes: Further defining and Expanding the Product Set Graphik: Actively Pursuing Web Related Distributor Partnerships

  4. Forbes Strengths -Data The ZOHO integration turns us into a data driven business with the ability to study customer acquisition in minute detail. Costs, successes, failures, and opportunities.

  5. Forbes Strengths - Acumen • Seasoned SEO and SEM professional • Willing writers with expansive knowledge • Substantial industry knowledge as a team • 65 Years as an organization

  6. Forbes Strengths – Strategy • Clear, defined web strategy. • Effective, light, fast website. • Content plan and execution. • Scalable content and application platform.

  7. Forbes Weakness - Audience • Under our traditional strategy, the audience is shrinking at somewhere between 10 and 20% per year. Custom binders:

  8. Forbes Weakness – Audience • Vinyl Holders and Envelopes

  9. Forbes Weakness – Design • Limited in house design capability for website art, advertising, PDFs etc. • Currently no budget earmarked for design work.

  10. Forbes Weakness - Manpower • The Competition in Head Count (LinkedIn)

  11. Forbes Opportunity - Poly • The Poly versus Vinyl Markets

  12. Forbes Opportunity – Large Orders and Fulfillment • Previously, only 8% of our web leads went to the outside reps. • While the percentage is unimportant, the result is. • Focus on Fulfillment, RFP/RFQ coaching, and large company case studies.

  13. Forbes Opportunity – E-Commerce

  14. Forbes Threat – Increased PPC Costs • ThePaperWorker, COLAD, Vulcan all spending heavily. • Increased Promo Distributor participation. • Average cost per click has doubled or tripled in 5 years.

  15. Forbes Threat – Market Blending • Technology innovations in our competitors blend B2C and B2B. (PaperWorker, Zazzle) • Establishing loyalty and fans on the personal level, influencing B2B buying decisions down the road. • Able to engage early, often, socially.

  16. Graphik – Strengths • Solid website/content foundation • Solid positioning in ESP/ASI for our core product sets. • Increased “outside presence” increases online visibility. • Email marketing list outperforms industry/vertical standards.

  17. Graphik - Weaknesses • Lack of internal design capabilities slows creative process. • ASI/ESP reporting is STILL a mystery. • Lack of compelling reason for Distributors to register or log in to the website. • Limited SKU’s/Products.

  18. Graphik - Opportunities • Increased coaster line has opened some doors. There’s more left to exploit. • Leverage our technical skills (SEO, SEM, datafeeds) to position ourselves on key distributor websites. • Engaging distributors online: ESP, Sage etc have online chat tools. We lack the manpower to appropriately participate.

  19. Graphik - Threats • Large distributors are developing/have developed their own sourcing platforms, bypassing our advertising budget. • Seems to be more direct importers in the ESP interface, clouding our best advertising stream. • Advertising remains product based and passive.

  20. GPM Direction – Products • Find a way to sell padfolios without generating a conflict. Potentially 8 times more Google searches than “custom binders”. • Dig into Poly – E-com, custom. Tough competition, but worth it. • Packaging – On the rise. Search volume two times that of binders.

  21. GPM Direction – Service Based • Offer design services that incorporate our core products. Bring PHYSICAL information presentation back to the fore. • Service level contracts on web based ordering systems. Target franchises. Packaging, collateral, etc.

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