1 / 24

an IT consultancy for today’s reality

an IT consultancy for today’s reality. Canadian Association of Movers Annual Conference Generating Customer Value Online December 4 th , 2007. Agenda. Market Demographics; Achieving Success Online Customer Relationship Interaction Model Search Engines: SEO vs. SEM

mabli
Download Presentation

an IT consultancy for today’s reality

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. an IT consultancy for today’s reality Canadian Association of Movers Annual Conference Generating Customer Value Online December 4th, 2007

  2. Agenda • Market Demographics; Achieving Success Online • Customer Relationship Interaction Model • Search Engines: SEO vs. SEM • Moving Industry Today: Site Functions to Actions • New Ideas • Understanding Visitors • Moving Industry Online Trends • Summary, Q & A

  3. Does the Web matter to Moving biz? Internet Demographics Today • Two thirds of all Canadians are online1. • Residential: Higher income families more likely online, (90% of $75K+)2 • Corporate: 85% of Businesses are connected via high speed1 • 90% of users aged 18-54 surveyed would use internet 1st to research products, (2005)3 • Residential and Corporate Moving Customers highly likely to research Movers online4 Bottom Line – Your customers will find you and judge you online.

  4. Achieving Success Online Purpose of the Movers/Van Lines Website: • Marketing • Facilitate Sales • Customer Care Ultimately, to drive Lead Generation & Provide Customer Service… Objectives Today to Answer: • What is the Moving industry doing today? Trends? • How a mover can distinguish itself Online? • What can the Mover do Online (Corp website or elsewhere) to drive sales?

  5. Customer Relationship Model In the Moving Industry today, how are online capabilities used to support these activities? How can these capabilities be leveraged to increase sales and customer satisfaction?

  6. How Will They Find You Online? • Internet Search • Intentional name search or generic search (SE) • Independent Service Directories • Public Service/Paid, Printed or Online • Banners (PPC) or 3rd Party Hosted Links • Direct Marketing • Mining the MLS, directing customer to website • Conventional Marketing/Traditional Channels • Drive prospects to website by broadcasting URL

  7. A Little About Search Engines • Search Engines • Market Share • How Do They Rank Results? • Search Engine Optimization (SEO) vs. Search Engine Marketing (SEM) • Improving Placement/Click-throughs • “Free” vs. Paid Traffic: All About Control Bottom Line: Just because they can find you, doesn’t mean they’ll stay…

  8. SE Market Share Search Engine Marketwatch6 (Sept, 2007)

  9. Site Functions: Locate • SEO / SEM • Other Paid Online Marketing • Generalist Directories (eg: yellowpages.ca) • Professional Service Directories (eg: move.ca/gopro) • Geo Directories (eg: foundlocally.com) • Links on related 3rd party sites • eg: Special Offers on Real Estate site • Online Redeemable Coupons at 3rd Party Website • Increases SE traffic, as well…

  10. Site Functions: Navigate • Clear Presentation of Offerings • Layout/Structure • Sitemap • Prominent Gadgets/Helpers • Bilingual Content • Local Search Bottom Line: All “web 1.0” functions, but focus here, first…

  11. Site Functions: Trust • About Us/Executive Message/Mission Statement • Branding Consistency • Blog (Web Log)/Company News • Testimonials • “Know Your Rights” • Co-branding • Professional Associations: Membership/links • Electronic Seal of Approval • Privacy Policy (PIPEDA) • Arbitration/Claims Process Reputation online = “on-the-line” Bottom Line: Build respect and credibility online with visitor.

  12. Site Functions: Educate Content-Based • Frequently Asked Questions (FAQs) • Glossary of Industry Terms • Moving Tips • How-to Videos • Room Packing Guides • Move Planning • Moving Options • Special, LD, or Intl Move Considerations • Static Online Forms (PDF/HTML)

  13. Site Functions: Facilitate Dynamic/Interactive Tools • Dynamic Content • Moving Planner/Calendar/Scheduler • Interactive Forms • Calculators • Packing Materials Calculator, Weight/Volume Calculator • e-Cards "We're Moving...“ Bottom Line: Make the customer’s life easier…

  14. Industry Site Functions: Motivate Value-Added Functions • Freebees: “Free Moving Starter Kit” • Related 3rd Party Service Coupons • Links to Affiliates & Programs • Cross-sell Company-owned Associated Services • Add value by improving proposition ! Bottom Line: Educate+Facilitate+Motivate= Added Value (~trust, gratitude)

  15. Industry Site Functions: Connect • Find a Branch/Local Agent function • Pick an Agent, or let us suggest... • Map Links to Agent/Branch Locations • Email Links • Phone #s • “Free” Quote Request Functions Bottom Line: Key Motivating Factor for Contact = Trust.

  16. Site Functions: Interact Promote: • Payment options • Credit Card relationships • Financing/delayed payment options Post Sales Service: • Login to account; move details; some interactions Bottom Line: Interaction opportunities remain in this area.

  17. 3rd Party Quote Request Facilities Who Are they? • moving.com • Partnered with AMSA to provide a Quote Facility • Compare or request quote from any/all; 6 featured, but pick your own… • Other US: 123movers.com, movesource.com • incl. online estimate • move.ca (go-pro; generic contractor req form) • moveit.ca • vanlines.ca (IMF) • canadianmovers.ca & usamovers.com (Netherlands) • 6 movers per geo, $6 / lead (via fax or email)

  18. Site Functions: Recommend Post-Move Service: • Online Claims Form • Satisfaction Survey/Follow-up • Mine for Testimonials • Importance of Customer Service Bottom Line: Just because there isn’t a damage claim, doesn’t mean a satisfied customer…

  19. Site Functions: Ideas Locate/Motivate • 3rd Party Linking Opportunities/Relationships/Programs • eg: Real Estate Sites – few offer Mover/CAM links Connect • Call Me Know, Chat Now • No Association-certified Quote Request Facility in Canada Trust • Publishing Approval Metrics, (corp or association-published) • Online Calendar/Scheduler (alerts, notices, links to relevant content) • 3rd Party Studies: Hidden Costs of a Cheap Move? • No Secured Online Seal for Moving Industry in Canada

  20. Site Functions: Ideas Educate/Facilitate/Motivate • Site “Moving Wizards”, (interactive survey) • Provide a “MyMove” Facility, (online profiling) • Promotions/Contests: Win your move for free… • Articles stressing damages due to self-packed goods, (a major trouble area) Recommend • Refer a friend function - Free gift? Bottom Line: Many opportunities remain in this area.

  21. Understand your Visitor: Hidden Gold Evaluate: • Site Traffic • One-page hits • Visitor duration • Referring URLs • Track contact conversions • Quote requests • Email (form-based) • Online Ref# for a discount, gift • Search Log • Look at what users are searching for… and provide it! Bottom Line: Need to close the loop on Online successes.

  22. Online Trends in the Moving Industry Evolution of Moving Portals (Value-Aggregators) move.com • 360Ocoverage on the “move event” – one stop shopping • Affiliations • real estate, insurance, mortgage companies, credit reports, school reports, salary reports, city reports, movers (via moving.com) others… • Coupons and discounts for 3rd party services, (redeem online=direct links) • moving.com • Fast moving quotes, in partnership with AMSA • Moving quiz, move type comparisons, many resources move.ca • Quick quote links to paid subscribers • Part of Go Pro Network (services portals) • Real Estate to Cleaning to Plumbing to Moving

  23. Summary, Q & A

  24. About rational eyes Inc. • rational eyes is a value-driven IT consulting firm specializing in online consulting and development services, headquartered in Markham, Ontario. • rational eyes delivers strategy, project management, analysis, and development to optimize customers investments in IT and Online solutions across the entire solution lifecycle. • Through its four key value propositions: Application Development, Strategic Services, Risk Mitigation, and Content Services rational eyes has assisted medium and large customers in financial services, retail, and information technology, and other industries. Carl Visentin is a founding partner and President of rational eyes Inc. rational eyes: "It's what we do, and how we do it"

More Related