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• to watch the video (Part 1)
• to watch the video (Part 2 with Q&A)
• to view the presentation slides

Visco Soft's Gabriel Dungan is offering a presentation on Digital Marketing for RETAILERS. He has exceptional experience with the online arena, and is offering some much-needed insight, tools and a few interesting ideas to help retail stores compete for customers online.

He will be teaching how any retailer can be an active player in the online market, and more importantly - how to capitalize on it.

The 3 main points in his presentation will be:

• How to defend your store’s brand on Google.
• Why it’s so important to be actively testing
the digital waters.
• How to choose partners who will help you
find new customers.

Why it makes sense to defend your brand on Google:  
Gives you an opportunity to make a first impression

• 80% of in-store purchases are now influences by a digital interaction at some point in the buying process

• Google favors local search – definitely dovetails well into retailers physical presence

• The relatively small expense of brand defense to capture digital real estate

Why it makes so much sense to split test:

• Do we speak to everyone in the same way? Obviously not, therefore we shouldn’t do so when we’re trying to engage with potential customers

• Incrementality around what you say can be exponential in terms of reach online

• Local / Social causes and the ability to annunciate them resonate with people given the commoditization of so many things

Partnerships – Mattress / Furniture manufacturers and how they can help

• Ability to understand the digital landscape and drive not just awareness but engaged awareness

• Willingness to “share in the pie”

• Economic model – Is there enough for us all of have sufficient margin in going to market?

• Customizing pages for marketplaces (geographic) or retail partners (cardis.viscosoft.com) as an example of the co-branding