I was interested to see a survey by the American based Software & Information Industry Association that reported that more than ninety percent of marketing professionals use social platforms for lead generation, and ultimately, sales conversions.
Whilst I appreciate that this statistic has come from the US, it is still a large number and my feeling is that many international brands with big marketing budgets have embraced these new channels and given us some great examples of what can be done. However I believe that things are a little different at grass roots level.
There may be over 950 million users of Facebook and 500 million people using Twitter but what is the average KBB retailer doing to integrate social media into their business?
It appears that the KBB industry may have some way to go to fully embrace the world of digital marketing based on our own experiences. It is fair to say that KBB retailers do not have a reputation for blazing a trail in embracing new technology. Indeed the internet is still viewed by some with suspicion, especially as the debate about internet selling versus showroom selling rumbles on.
We would be the first to admit that we are not utilising the power of the internet to its fullest but we have always had a policy of improving procedures and systems with technology wherever we can.
We have taken our first tentative steps into the world of social media but we are keen to learn more. We understand the benefits of increased visibility and awareness, we know that results from our activities are measurable and that we can engage in two way communication rather than one way marketing with our customers.
As a supplier to the trade our customers are the retailers that sell Hepplewhite products to the consumer and our relationship with them is vital to our success and theirs.
We are working with these retailers to share our experience and to join in the conversation. We have a Facebook page and a Twitter profile and have begun to encourage our retailers to engage with us via these platforms.
A recent presentation by entrepreneur Nigel Botterill at the KBSA national meeting illustrated the point well. He was not afraid to say that everyone in the room was failing to embrace new technology and that we need to wise up.
So in the coming months you will hear more from us and we would encourage all KBB retailers to take some time out and learn how they too can join in the conversation.
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