WHY SHOULD I?

A short talk about logistics,

going to market and

staying focused

FEB 6TH | 2017

hello eric!

LET'S TALK SHOP

before you go ballistic,

let's explore some realities

1. WHY ARE WE AT THE SHOW?

We're going to convince an audience of 30K participants,

ACE Corporate and key players in the market that Flo-X is

worth consideration.

For 99.99% of participants, it will be a

FIRST IMPRESSION.

2. Why should I care about
First Impressions?

Who cares anyway?

30k people will care.

And it can take up to 8 months to get that 1st Impression

out of those people's heads, costing you millions

of lost revenue, support and trust in your brand.

3. What informs the design
process anyway?

Is it MAGIC?

Is it Witchcraft?

Nice meals at the Beverly Whilshire, perhaps?

How about a creamy bagel and lox at Wexlers?

Nope. It's branding.

4. Don't Do It! / Do It!
pros and cons

If you DON'T do it, you save money.

But when you DO do it, you'll have to revamp everything at the expense of first impressions, confusing everybody.

This is potentially confusing, messy and disorganized.

Welcome to AMATEUR HOUR.

Penny Wise and Pound foolish thinking has now cost
you millions in marketshare.

5. Don't Do It! / Do It!
pros and cons

If you DO it, you're investing in your brand and start strong.

First Impressions will be compelling and your on the path to ultimately increase sales.

You get a chance to "blow their minds" and impress ACE!

You'll create a language to unify all marketing.

All things in their place, a place for all things.

The brand gains focus and moves forward.

WHAT'S ACE SAYING:

Mission Statement:

“Our vision to be the best, most helpful hardware stores on the

planet requires both a differentiated retail strategy and a

world-class wholesale strategy. Keeping a promise shows integrity.

That's true in personal relationships, and it's equally true for the

relationships between brands and their customers.

Keeping our promise is absolutely critical to our success.”

- John Venhuizen, President and CEO

What's you partner Ace Spending?

Total revenue grew to $5.05 Billion in 2015,

a 7.3% increase from last year.

10.43% was spent on branding and marketing.

which roughly translates into a 100 million dollar

advertising budget.

What's the average spend?

Some mind-blowing stats:

Sales forces spent 53% of their revenue into sales and marketing. The following year they grew 33%. - 2014

Constant Contact spent 33% of their revenue ( 331 million)
on sales and marketing. They grew 16%. - 2014

LinkedIn typically spends 35% of their revenue,
$774 million, on sales and marketing. They grow 45% each year.

OKAY, but what should you spend?

According to a 2014 Gartner Research Study:

"companies spent on average 10.2% of their annual budget revenue on overall marketing."