Phone Number - eCommerce Merchants Trade Association

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Phone In:
Phone Number:
(616) 883-8055
Access Code:
311-789-143
eCommerce Merchants & Professional eBay Sellers Alliance (PESA)
We are a 5 year old trade association focused
on helping online retailers grow their businesses
by providing the tools, information, resources
and relationships collectively for everyone’s
benefit.
4 Pillars of eCommerce Merchants
• Community
• Community Forum & Summits
• Commerce
Jody Rogers
Beachcombers Bazaar
“If I only had one summit
to do, this would be it.
Not only are the classes
really great, the
presenters are always
very well spoken.”
• Benefit Partners & PESA Rewards
• Collective
• eBay, Amazon, Microsoft, Yahoo! &
Google
• Education
• Webinars & Regional Meetings
Don’t Go Alone
Many eCommerce Merchants :
• Work from home
John Lawson
www.3rdpo.com
“The best benefit of this
group is to find like
minded people. You get
to talk to people that
understand your world.”
• Are starting from scratch
• Have limited exposure to other
people in a similar industry
Build a Support Network
• Learn from people who understand
you
Andy Mowery
www.debnroo.com
“Everybody is very
friendly and open about
sharing information. The
friendships you develop
is half the fun.”
• Learn from people who have already
“built the wheel”
• Learn from people who have made
the mistakes
• Learn from people who have made
the successes
Become an eCommerce Merchant Today!
David Yaskulka
Blueberry Consulting
“It’s the place I go for
inside information for
people who sell on eBay
and how to take your
business beyond.”
www.ECMTA.org
Coupon code: MERCH
$1.00 – 90 day trial
Online Marketing Methods to Find Customers and Drive Sales…
The Marketplace
Shopping
destination sites,
affiliate programs,
and mobile
shopping sites
should be integrated
with other online
marketing strategies
to drive consumers
to the merchant
storefront.
Shopping Destination Sites Compliment
Existing Marketing Efforts
The Marketplace
The Value-Add of Shopping Destination Sites:
Comparison Shopping Engines (“CSE”s), Affiliate Sites,
Marketplaces, and Mobile Sites
The online shopping
environment is vast,
well funded, growing,
and reaches millions
of potential
consumers...that is
the good news!
The Marketplace
Why Online Merchants Should Expand Reach
Channel
2007 Unique Visits Per Month
Established Channels
Across all comparison
shopping engines and
marketplaces, yearover-year visits
increased 13%-18%
from 2005-2007…that
is better news!
Amazon
~ 45 M
Ebay
~ 60 M
Google Product Search
~ 35 M
NexTag
~ 15 M
PriceGrabber
~ 18 M
Pronto
~ 15 M
Shopping
~ 20 M
Shopzilla
~ 19 M
Yahoo! Shopping
~ 22 M
New and Growing….
Become
~3M
Buy
~5M
PriceRunner
~ 1.5 M
Smarter
~2M
Online Shopping Engines Drive Sales
~12% of all customer acquisitions arrive via Shopping Destination Sites, including:
comparison shopping engines, marketplaces, affiliate sites, and other shopping destination
sites. Examples include:
Established and known…
Smaller and effective…
New and niche…
There Are Hundreds of Online Shopping Engines
150+ shopping channels with new engines coming online each month
7 Steps to Reach
Customers
Step 1: Clean Up Your Storefront!
Make sure your Web
Store is worthy to
come to...Focus on
professional look,
navigation, and
functionality and
asks friends the
simple question:
“Would you buy
from me?
Why? Why not?”
Check out – you may not do all they do but you will
find out what not to do and some of it you can do:
• REI.com
• ProFlowers.com
7 Steps to Reach
Customers
Step 2: Break Down Marketing Channel Landscape
Free & Inexpensive
Taming the
beast…know what
each CSE requires to
work with them and
the amount of time
and money you can
afford to invest to
work with them.
Costs can add up
Large
Free…unsure of
click-to-sale ratios,
but free…love that!
Lots of traffic but need to manage click-to-sales
ratio and margins carefully.
Small…er
Commission based or
pay-per-redemption
and ability to manage
margins…love that!
Can work very well but need to manage daily
to ensure click-to-sale ratios are “good”.
7 Steps to Reach
Customers
Step 3: Understand What You Can Afford Right Now!
Stage 1: Marketing Campaign Expense
Monthly Budget
$1,000
SKU Count
500
Average Margins
30%
Average Price Point
$25
Per month
MerchantAdvantage – Lite (for eCommerce Merchant Members)
Web-based tool to manage product catalog data feed
$125
(normal $145)
eCommerce Merchants Membership – Pro Rata Year One
-- $1 first 3 months & $19.99 thereafter --
$15
4 Free Shopping Destination Sites:
Google Shopping, Microsoft CashBack, MSN Live Search, theFind.com
$0
JellyFish.com; myCoupons ; etc… (commission -- manage margins)
$0
Measured Keyword/Adword Search Campaigns (Google/Yahoo!/MSN)
Email Service Provider (~ 10,000+ emails)
Your Cost = Can You Afford to Wait?
4 FREE Sites -- flat fee sites -commission based sites – and then try
pay-per-click sites.
$500
$100
TOTAL SPEND:
Stage 2: Experiment with other CSEs, as you start making
money and increase budgets & knowledge base
$740
Additional per
month
Flat Fee Per Month CSE: SortPrice.com
$250-$500
Add 1 or 2 PPC CSEs: Pronto.com, Shop.com, Shopzilla.com…etc…
$200-???
Marketplaces: Amazon, eBay,! Shop.com, Yahoo! and others…
(manage feeds and margins)
varies
Mobile Commerce: mShopper. mPoria and others…
$99 +
7 Steps to Reach
Customers
Step 4: Start Small…Start Free…Start Now!
Comparison
Shopping
So…this is what your marketing strategy
using CSEs will look like to start.
Coupons
Start with four free
comparison
shopping engines
and build from there.
“Rome was not built
in a day…” but you
need to start feeding
now to take
advantage of holiday
traffic.
WORK WITH THESE CHANNELS
WHEN YOU ARE COMFORTABLE
Marketplaces
Mobile Commerce
7 Steps to Reach
Customers
Merchants recognize
that they must be
involved in this
growing marketplace
and now have
effective solutions to
use CSEs cost
effectively.
Steps 5-7: Do It Yourself or Use Online Marketing Tools
Step 5:
•
Educate yourself on what shopping destination sites might work
best for your product catalog and how to best to work with these
channels.
Step 6:
•
Ensure that your feeds are optimized exactly the way a particular
channel asks for your data, or else it will not be marketed
properly.
Step 7:
•
“Catalog Dip” = not every product will sell well in a channel
so… analyze how products are performing and then send only
those products that sell well and pull the non performing products.
BONUS -- Step 8:
•
Test, test, and test various online shopping comparison engines =
-- Please, DON’T let anyone tell you that they know all of the
channels that will work for you…you may be surprised to find
that the channels that work best over the long haul are the
ones you are not working with today.
Q&A
Please type your questions in the question box provided by GoToWebinar
Chip Arndt
EVP &Co-founder
Brandon Dupsky
Managing Director
Interested in MerchantAdvantage?
[email protected]
Interested in eCommerce Merchants?
[email protected]
www.ecmta.org
800-550-9466
For a Free Live 15 min. Demo of Channel Management
www.MerchantAdvantage.com/Demo