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This Session – 45 minutes, then Q and A

This Session – 45 minutes, then Q and A. Understand: Why Your Company Should Participate How Your Company Can Drive Down Costs BSA Standards and Best Practices What your company is expected to do Learn about composing more effective copy content. OK BSA Introduction.

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This Session – 45 minutes, then Q and A

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  1. This Session – 45 minutes, then Q and A • Understand: • Why Your Company Should Participate • How Your Company Can Drive Down Costs • BSA Standards and Best Practices • What your company is expected to do • Learn about composing more effective copy content

  2. OK BSA Introduction Enabling accurate and complete flow of content throughout the BSA Supply Chain Rick Bushnell Jack Householder

  3. Digital Marketing

  4. Who Published that Report? http://www.emarketer.com/Article/Which-Content-Marketing-Tactics-Best-ROI/1009706

  5. Where Do You Get This? http://www.invodo.com/

  6. Digital Marketing

  7. Digital Marketing

  8. Digital Marketing

  9. Digital Marketing

  10. Digital Marketing – Require Standards What Product

  11. Digital Marketing – Require Standards What content

  12. Why Comply

  13. Why Comply Content Information Images Mobile Codes Videos

  14. Dirty Little Secret - Wholesaler Yes, even just a simple character count would be helpful. You would not believe how often descriptions are too long. Name withheld to protect the guilty

  15. Dirty Little Secret - Wholesaler Improved content?...Suppliers do not even have the right U.P.C. s matched to the right product! Name withheld to protect the guilty

  16. Dirty Little Secret - Supplier I’m hopeful UPC’s are correct – but I can’t be 100% at this point.  We’ve had various folks maintaining this data over the years, and in a variety of places....Unfortunately, updates haven’t  always been made in all respective places.   Name withheld to protect the guilty

  17. Dirty Little Secret - Supplier Unfortunately, our item descriptions are internal in nature, as they’re pulled directly from our operating system.  If these require further modification down the road, that will have to be a separate project. Name withheld to protect the guilty

  18. Dirty Little Secret - Supplier Our operating system only allows for so many digits – hence the check digits themselves are omitted.  That’s why we’re forced to house the data in various other forms and places.  I can’t wait until we invest in a content management software program!!! Name withheld to protect the guilty

  19. Evaluation Output – 3M

  20. Problems in RED

  21. Problems RED – UPC, Name, Short Name

  22. More Problems Note BSA Std. Note User Field Name

  23. More problems

  24. Why Comply

  25. What OK BSA Does…… • Checks your data format against approved BSA Industry Standards • Removes redundancy • Eliminates additional staff work!

  26. What OK BSA DOES NOT do…. • DOES NOT check against specifications NOT in the Approved Industry Standards • Does NOT validate additional requirements by wholesalers or other customers or groups • Does NOT check for quality or goodness 26

  27. Standards Reduce Costs

  28. Cost to Obtain Information $273 $399 $441 $896 $2,009$616 Total Cost per Month $2,009 Total Cost Using Best Practice $616 Total Monthly Savings$1,393

  29. OK BSA Roadmap

  30. Best Practices - Guidelines http://www.insightu.org/bsa/index.htm

  31. Pieces to the OK BSA Puzzle • Content Management Committee • Standards and Best Practices • OK BSA - Company • Coordinator • Directory • Point of Contact • Information Available • Education Sessions • Field Definitions and File Template

  32. Provide files to buyers Goal = OK BSA Suppliers and Buyers to Share Content Request files from each supplier Compliance file in Open Standard The Supplier The Internet Compliance file in Open Standard The Buyer

  33. The Template Definition OK Approved Sample file available OK Files in Use Common Denominator = CSV or other file

  34. Standard is Independent of Company, Technology and Network Field Name Preceded by Field Number 1 EAN / U.P.C. 6 Product Name 7 Short Name 8 Product Title 9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo 39 Photo Description 40 Video 41 Video Description 44 Product Long Description 45 Customer Copy - Short 46 Customer Copy - Long 47 Customer Copy - Bullets

  35. Facilitates Human to Human and System to System Understanding I need the name of your new XYZZZ Name - field 6, Short,- field 7, or consumer copy fields 44, 45, 46, 47? BSA Standard - Field Name preceded by Field number 1 EAN / U.P.C. 6 Product Name 7 Short Name 8 Product Title 9 Manufacture's SKU # 12 Consumer Purch Unit 38 Photo 40 Video 44 Product Long Description 45 Consumer Copy-Short 46 Consumer Copy-Long 47 Consumer Copy-Bullets

  36. Sure, just so I get the right content for the right product, what is our MFR SKU and U.P.C. for the item Send it all to me. U.P.C. and Manufacturer SKU

  37. Supplier Supplier Supplier Supplier Some Things Don’t Change Established methods of providing product information - Network, software, portal Buying Groups, Chains, Others

  38. Mobile codes - same definitions etc. Supplier Supplier Supplier Supplier What Has Changed The details for Video, Photo, Consumer Copy, Mobile Code Video same - frame rate etc Photos same size etc. Consumer content - same definitions Buying Groups, Chains, Others

  39. Meeting the Technical Standard

  40. BSA Web Site Support

  41. The OK BSA Process 1. Register with the OK BSA Program 2. Attend OK BSA Starter Session 3. Prepare the OK BSA Standard Content File and evaluate the results 4. Add Content as it becomes available 5. Maintain Compliance

  42. Preparing Files

  43. Preparing the Standard Content File Match content held in internal records to OK BSA standard definitions Field Name Preceded by Field Number 1 EAN / U.P.C. 6 Product Name 7 Short Name 8 Product Title 9 Manufacture's SKU # 38 Photo 39 Photo Description 40 Video 41 Video Description 42 Mobile Code Output CSV or Excel

  44. Verification of Samples • Valid EAN/U.P.C. • Field content and length • Valid URLs for video and photos

  45. Actual Compliance File Example

  46. Maintaining Compliance • OK BSA Participating Members will add and / or change records as they see fit in accordance with the guidelines. • If a Participating Member has a problem he or she can use the OK BSA Contact Directory to contact the supplier directly or notify OK BSA • Each year Participating Members will send a file or a link to the file to OK BSA.

  47. Compliance Reporting Level 1 List of Products with – 1. EAN/U.P.C. 2. Product Name 3. Manufacturer SKU # 4. GTIN Level 2 • Rich Content Provided • Photos • Customer content and Descriptions • Mobile Codes • Video Level 3 • OK BSA Files Evaluated • Sample file available • OK Files in Use

  48. What Does the Industry Want From Me? • Support the OK BSA Program • Get registered: www.businesssolutionsassociation.com • Begin to use the standards • Encourage other companies to participate • Write your check - $400 plus $1 per SKU • Maximum amount for BSA Members $3,000 • Maximum amount for non BSA Members $6,000

  49. Questions? ?

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