Instant RFP! Driving Traffic to a Local RetailerKristin Hersant, VP of Marketing, Echo

www.aboutecho.com

@kristinhersant

In the age of mass-produced, manufactured products, people have lost a personal connection with the product designer.

Loss of voice. Loss of commonality.

Empower shoppers to connect with your products on a deeper level.

Reconnect the innovator with the buyer of that product through social media.

Host a Live, Real-time Social Event

Give shoppers the opportunity to chat live with the celebrity designer of one of your hottest Spring clothing lines.

The Concept• Shoppers are

invited to visit 1,500 local retail locations and try on items from the clothing line.

• Ask questions directly to Michael Kors about fit, style, and inspiration from their mobile phones.

In-Store Environment• Departments selling

Michael Kors in 1,500 locations would be specially themed for the event.

• Big screens showcase nationwide and local real-time activity from the event.– Check-in Demographics– Live Q&A Stream– Tweets/Posts/

Comments/Replies– Badges & Rewards– Event Lifestream

Live, Real-time Q&A• Shoppers submit

questions via mobile/web.

• Shoppers can vote questions up or down.

• Questions trend in real-time based on #

of votes.

• Top questions are sent to a “green room” and fielded to Michael Kors, who answers them personally.

Social Log-in, Sharing & Comments

• Shoppers can log-in via over 20+ social platforms.

• Shoppers can share their favorite comments and reply to each other’s posts in real-time.

• Each comment instantly folds into the stream.

• All crowd-sourced activity is captured in a live stream on in-store screens and the web.

Real-time Data Trending

• In-Store screens also feature real-time data trending to show:

– The most popular items as voted by shoppers compared to the designer’s favorite picks.

– # and types of items sold would change in real-time as people purchased/voted.

Purchase Incentive / Gamification

• Users are rewarded with badges and points for each log-in, check-in or action, which feeds into the live activity stream.

• When users reach a certain engagement level, they are eligible to receive an exclusive gift with purchase.– Level is low enough that

it’s easy to achieve.– Gift is highly sought

after/covetable.

Timeframe

• A week-long event with the live, real-time Q&A taking place on a Monday night.

• After the Q&A is over, the designer can continue to interact with fans via Twitter in the event Lifestream.

• Real-time activity is woven into the retailer’s e-commerce site to drive post-event buzz and engagement.

Mutual Upside = Recurring RevenueRetail Brand Gets:•In-store traffic •Increased shopper engagement•Registration data from social log-in•Ability to opt-in to email•X% lift in sales•PR Buzz/positioned as a leader in social/mobile•A repeatable model (4X/year)

Shoppers Get:•A once in a lifetime opportunity to connect with their favorite designer.•Exclusive access to future events.•New merchandise + a hot bag + a story to tell all of their friends.

Program Cost & Execution

• Central marketing department will arrange for the designer’s time, secure the covetable bag, send invites.

• Local marketing teams will theme & staff departments, offer free in-store WiFi, rent large screens.

• Echo enables all cross-platform social functionality as part of a real-time interactive experience.

• Echo cost will range between $150K - $250K depending on the number of real-time streams served.Kristin Hersant, VP of Marketing(415) 295-4515kristin@aboutecho.com@kristinhersant