Audiovox Accessories Corporation : : Online Brand Management

Audiovox Accessories Corporation : : Online Brand Management : : 09.02.09
1
Situational Analysis
online brand management :: situational analysis
The online space is the most critical arena for growing
and maintaining Consumer Electronics brands today.
online brand management :: situational analysis
In 2006, roughly 77% of consumer electronics purchases
were researched online. That number has continued to
trend upward since 2006.
Source: Marketing Vox report on Yahoo / CEA joint study, October 25, 2006
online brand management :: situational analysis
Of the $32.5 billion (USD) spent on CE products tracked
by the 2006 study, online research influenced $25.1 billion.
online brand management :: situational analysis
The era of the static, lifeless user experience
is unequivocally over. Consumers no longer
compartmentalize online and traditional brand
experiences. Neither should strategists.
online brand management :: situational analysis
An online strategy cannot succeed without great
products, conventional support and immediate
adaptability to meet changing market demands.
online brand management :: situational analysis
Today’s electronics consumer prizes both the
informative and entertainment value of digital media.
Failure to provide either results in short visits, limited
interactions and negative brand associations.
online brand management :: situational analysis
On the retailer side, widespread availability of
modular components, XML frameworks, Content
Management Systems, and platform-agnostic solutions
for publishing and distribution have changed how
online marketing tools are developed and deployed.
online brand management :: benefits
In the last few years, the user-defined nature of
XML and advances in its integration have significantly
undermined a lot of old thinking about development
costs, complexity, transaction speeds and the limits
of volume-based site administration.
online brand management :: situational analysis
Redevelopment of any online brand represents
a unique opportunity to realign the brand with
new paradigms and technology.
2
Realtime Solutions
online brand management :: realtime solutions
Today’s CE product marketplace is constantly
evolving and being redefined. Every day. Every hour.
Every minute counts.
online brand management :: realtime solutions
To remain competitive, marketers the world over
are assuming direct control of online publishing,
tracking and distribution.
online brand management :: realtime solutions
Globally administrating instances of their branded
content to the fullest possible extent allows marketers
the flexibility to meet shifting demand in the digital
retail space.
online brand management :: realtime solutions
Content Management Systems can empower
non-technical personnel to instantly generate
and edit sophisticated online experiences directly
from the desktop.
online brand management :: realtime solutions
CMS Modules offer scalable realtime control
of front end website content through a simple
GUI-driven Admin site. These sites have become
a standard back end brand management tool
for global enterprise.
online brand management :: realtime solutions
Brand managers without programming knowledge
can still maintain content on their websites themselves
by using a single Master Admin Console built into the
back end of the individual AVAC websites.
online brand management :: realtime solutions
Because the content variables are so similar,
AVAC brand sites could share the same Admin
architecture on the back end.
This would provide significant economies of scale
and greatly increase implementation speed.
online brand management :: realtime solutions
Although each Content Management System would
share source code with the others, the actual websites
would have a branded “skin”.
This means that each site could appear completely unique
to the public on the front end.
online brand management :: realtime solutions
An XML and XHTML-based Content Management
System for each brand website would even be capable
of generating Flash interface components and navigation
elements on the fly.
3
How it Works
online brand management :: how it works
The database architecture would allow content
updates from one CMS Module to be reflected
across the entire brand site – and on retailer sites –
by autogenerating exposed URLs for feed indexing.
online brand management :: how it works
Here’s the Master Admin Console operation process:
online brand management :: how it works
Marketing personnel select a Brand Admin website
from a single AVAC Brand Portal.
1
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RCA Accessories
AR Accessories
Jensen Accessories
Surface-Clean
TERK
online brand management :: how it works
2
After providing a username and password to
access the Admin Console, they can then globally
add / edit all content on that site.
online brand management :: how it works
3
To do so, they would simply select one of the
options from the Brand Admin’s Main Menu.
online brand management :: how it works
4
Each item in the Brand Site Admin’s Main Menu
represents a CMS Module that manages a specific
area of the website.
online brand management :: how it works
5
Brand Site Admin Main Menu:
Manage Homepage
Manage Product Category Pages
Manage Product Subcategory Pages
Manage Product Pages
Manage Brand Page
Manage News Pages
Manage Media Galleries
Manage Support Pages
Manage Retailers Page
Manage Contact / Links Pages
online brand management :: how it works
6
This simple, branded GUI on the back end
handshakes with a database-driven platform
which generates the actual code; changing
how the website displays it on the front end.
online brand management :: how it works
7
Marketers can now build pages for new products
and categories; add, edit and delete Website content
(including links, navigation, images, text, and specifications);
globally update across the site with a single change;
even autogenerate or add custom Flash content without
any actual knowledge of Flash or HTML.
online brand management :: how it works
Every major area of the site can be controlled
through the Content Management Systems’ Modules.
The following slides represent the key Modules and
corresponding site functions.
Brand Homepage CMS
Homepage Controls
Back End
Front End
Brand Homepage
*
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A
B
C
D
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Main Image / Flash Content (or)
Image / Text XML Slideshow
Featured Product / News Images
Featured Product / News Descriptions
Primary Copy Block
Meta Tags for Homepage
Names / Icons / URLs Linked to Page
Social Media Names / Icons / URLs
RSS Button / Link
Third-Party Banner
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Not indicative of actual site design.
F
Product Category CMS
Category Controls
Back End
Front End
Product Category Page
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A
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Category Name
Category Description Text
Category Thumbnail Image(s)
Meta Tags for Category Page
Names / Icons / URLs Linked to Page
Associated Subcategories
Categories Navigation
Categories
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Product Subcategory CMS
Back End
Subcategory Controls
Front End
Product Subcategory Pages
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[ reorder items ]
[ add / delete / reorder ]
A
B
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Subcategory Name
Subcategory Description Text
Subcategory Thumbnail Image(s)
Meta Tags for Subcategory Page
Names / Icons / URLs Linked to Page
Associated Categories
Subcategories Navigation
Subcategories
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* Wireframe shown for illustrative purposes only.
Not indicative of actual site design.
Product Page CMS
Back End
Product Controls
Front End
Product Detail Pages
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[ add / edit / delete ]
[ upload / delete / name ]
[ add / delete ]
[ add / delete ]
[ add / delete ]
[ add / edit / delete ]
[ add / edit / delete ]
[ add / edit / delete ]
[ autogenerate ]
[ add / delete / reorder ]
A
B
C
D
E
F
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M
Product Name
Product Model No.
Short Descriptive Copy
Long Descriptive Copy
Features / Benefits Bullets
Product Specifications
Associated PDF Documents
Associated Names / Icons / URLs
Thumbnails / Full Size Product Images
Thumbnails / Product FLV Movies
Associated Categories / Subcategories
Associated Keywords for Site Search
Meta Tags for Product Page
Exposed URL for Retailer XML Feeds
Product Pages
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* Wireframe shown for illustrative purposes only.
Not indicative of actual site design.
Brand Page CMS
News Page CMS
Gallery Page CMS
Support Page CMS
Contact Page CMS
Retailer Page CMS
Front End
Simplified Brand Site Platform
Homepage
Product Category
Product Subcategory
Product Detail
Brand
News
Gallery
News Item
Video
Photo
Support
Contact
RightNow
Retailers
Exposed URL
4
Benefits
online brand management :: benefits
Content Management System
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cost-effective
fast development time
non-proprietary and transparent
infinitely expandable
core technologies are robust and widely used
online brand management :: benefits
Content Management System
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self-sufficient brand management process
significant productivity savings over time
consolidation of online brand presence
parallels broader direction of online retail technologies
offers both handoff and handshaking options for
legacy Middleware platforms and other tools
online brand management :: benefits
XML
XML and related technologies can be found at the
heart of all kinds of applications; from commerce and
syndication to navigation and animation. A properly
designed / engineered XML architecture offers security,
scalability, proprietary functionality and handshaking speeds
unattainable with Java.
online brand management :: benefits
XML
Third-party content syndication can be simultaneously
administered on multiple levels. Example:
Whenever changes are made to an existing page or a
new page is added, the CMS (re)generates an exposed
URL for the product. Current product info is now always
available to retailers for content feed purposes.
online brand management :: benefits
XML
OTS Component and Application-Level Flash
Action Script can also be driven by XML.
This means that the most advanced, deep-linked Flash
content can now be controlled by a GUI-driven CMS
on the back end. Non-technical personnel can then add /
edit / create Flash content, including navigation, images,
text, movies and slideshows.
online brand management :: benefits
XML / XHTML Platform
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transparent components sit on Audiovox-owned server
flexible, scalable platform able to meet future needs
widely adopted markup architecture
easily indexed by search engines for fast, effective SEO
allows automation of dynamic third-party retailer feeds
allows organic creation of Flash content on the fly
by personnel without programming or Flash skills
online brand management :: benefits
XML / XHTML Platform
:: wide availability of OTS development
tools to cut development time / cost
:: able to power everything from Flash to commerce
:: fast transaction speed / handshaking
:: universally available content w/ one change
:: secure and proprietary format employed by
financial institutions
online brand management :: benefits
Additional Features
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standards-based
CMS controls content at every level
file upload (SWF, FLV, PNG, PDF) to site from desktop
searchable product document manager is built in
indexable content / analytics / RSS
able to support mobile devices via autodetect
online brand management :: benefits
Additional Features
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direct retailer feeds
Flash becomes organic element controlled by CMS
implement on SQL Server or Linux
flexible display choices for front end websites
no programming skill required for daily maintenance
handoff to third-party tools for fast setup with option
to upgrade to handshaking in the future
5
AVAC Implementation
online brand management :: implementation
Staged Development
Due to the inherently nonlinear nature of
developing proprietary applications, effective
implementation of a brand management CMS
should be considered as separate Stages, rather
than a linear series of Phases. Each Stage can be
executed either individually or in succession.
online brand management :: implementation
Content Portability
There are many benefits (including cost efficiency)
to implementing this site architecture on a
corporate level. Each product page for a major
brand site is now become a “portable” asset
which can be plugged into the other brand sites
and associated with similar products as necessary.
online brand management :: implementation
Site Addition / Removal
When a licensed brand is no longer in service,
it can be quickly and easily excised from the
global architecture without any impact on the
surrounding sites.
online brand management :: implementation
Multi-Site Administration
There are 2 levels of Administrative Access
to the specified Content Management System:
Master Admins can add / edit / delete content on any site.
Site Admins can add / edit / delete content on a particular site.
online brand management :: implementation
Stage I
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establish overall parameters for CMS
server setup / hardening
select single brand website for prototype development
build Brand Site Admin to use as template
build website (display site) on front end
tie in SEO / Social Media
populate content with Admin (images / text / specs / links, etc.)
online brand management :: implementation
Stage II
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database / display / application servers
mirroring / load balancing
unique front ends for remaining AVAC brand sites
complete duplication of back end Phase I Admin tool
and components from display site to achieve economies
of scale for remaining AVAC sites
:: Master Admin Console to integrate individual Admin tools
:: port / populate content for sites with Admin
online brand management :: implementation
Ballpark Stage I & II Development Costs
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RCA Accessories CMS / website:
AR Accessories CMS / website:
TERK CMS / website:
Jensen Accessories CMS / website:
Surface-Clean CMS / website:
approx.
approx.
approx.
approx.
approx.
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
Notes: 1. Copy services, training, CMS manual and some content population included.
2. Limited media provision (photography, video, animation and SWF content) included.
3. Hosting services and server licensing (if applicable) not included.
4. Ballpark costs are speculative and assume all 5 websites will be developed.
5. Includes exposed URL source code, not customized retailer feeds.
6
Scalability
online brand management :: scalability
Stage III
:: expanded 2-tiered Master Console for Audiovox
Corporate sites and Microbrand sites (see following slides)
:: SEO strategy integrated in CMS
:: standalone social media platform
:: additional value-added still / motion content
:: reskin Infinite Radio and Pursuitrak portals / forms
:: customized XML feeds for retailers for automatic
product updates / additions
online brand management :: scalability
Stage III: Vox Corporate Site
XHTML / XML / Action Script
:: Audiovox Corporate
(CMS Brand Page links to all
sites on following slides)
online brand management :: scalability
Stage III: Vox Consumer Sites
XHTML / XML
:: Audiovox Consumer
:: Audiovox Accessories
:: Audiovox Mobile
(CMS Brand Page links to sites below)
(CMS Landing Page)
(CMS Landing Page)
online brand management :: scalability
Stage III: RCA Sites
XHTML / XML
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(CMS Brand Page links to sites below)
(CMS Landing Page)
(CMS Landing Page)
(CMS Microsite)
(Portal Reskin)
RCA Accessories & AV
RCA Accessories
RCA Audio / Video
RCA Gemline
RCA Inifinite Radio
online brand management :: scalability
Stage III: Acoustic Research Sites XHTML / XML
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Acoustic Research
AR Accessories
AR Home
AR Inifinite Radio
(CMS Brand Page links to sites below)
(CMS Landing Page)
(CMS Landing Page)
(Portal Reskin)
online brand management :: scalability
Stage III: Jensen Sites
XHTML / XML
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(CMS Brand Page links to sites below)
(CMS Landing Page)
(CMS Landing Page)
(CMS Landing Page)
(CMS Landing Page)
Jensen
Jensen Mobile
Jensen Accessories
Jensen Marine
Jensen Home
online brand management :: scalability
Stage III: Microbrand Sites
XML / Action Script
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(CMS Homepage)
(CMS Homepage)
(CMS Homepage)*
(CMS Homepage)
(CMS Homepage)
(CMS Homepage)**
(CMS Homepage)
*
TERK
Surface-Clean
Code Alarm
Advent
Spike Master
Energizer
XM-Direct
Recommend immediate URL display revision to Code Alarm site to address exposed port information.
** Energizer Rechargable / Camcorder Microsite can be partitioned or created as unique Homepages.
online brand management :: scalability
Stage III: Standalone Pages / Portals / Forms
:: Pursuitrak
:: StayTuned2TV
:: KeepMyTV
(Portal Reskin)
(stet)
(stet)
Front End
Expanded Brand Platform
Brand Page
Audiovox / AR / Jensen / RCA*
* Not all RCA brands licensed by
Audiovox. AVAR-owned RCA Brand
Page directly linked to RCA.com.
** Boutique brands with smaller product lines
(see following slide) follow Microbrand model.
Landing Page
EX: Audiovox Consumer / AR Accesories /
Jensen Mobile / RCA* Accessories
Product Category
Product Subcategory
Product Detail
Brand
News
Gallery
News Item
Video
Photo
Support
Contact
RightNow
Retailers
Retailer Feed
Retailer
Front End
Expanded Microbrand Platform
* Microbrand sites use customized XML-driven
Flash skin controlled through Microbrand
Admin Console (offshoot of Master Admin Console)
Microbrand Page
EX: TERK / Surface-Clean / Spike Master /
XM-Direct / Advent / Code Alarm
Product Category
Subcategory (if
Product Detail
Brand
News
Gallery
News Item
Video
Photo
Support
Contact
RightNow
Retailers
Retailer Feed
Brand Admins
Master Admin Console
CMS toolsets for the following:
Portal with links to Admin tools for the following:
Audiovox CMS
Audiovox
Back End
RCA
Expanded CMS Platform
Optional Modules
Stage IV: Possible Additions to Master Console
Corporate
Consumers
Accessories
Mobile
Acoustic Research
Jensen
Social Media Dashboard
SEO Dashboard
RCA CMS
Retailer Dashboard
Microsites
CMS Sitebuilder*
Accessories Gemline
Audio / Video
Jensen CMS
Microbrand Admin
Accessories
Mobile
AR CMS
Accessories
Links to Admin tools for the following:
Marine
Home
Home
TERK
Energizer
Code Alarm
Advent
XM-Direct
Surface-Clean
Jensen
Sitebuilder Adds
* Site Builder CMS creates /
adds microsites to console.
©2009
online brand management :: implementation
Speculative Stage III Development Costs by Microbrand
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RCA:
Acoustic Research:
Audiovox:
Jensen:
approx.
approx.
approx.
approx.
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
Notes: 1. Numbers assume all brand would be handled concurrently.
2. If Stage II is undertaken prior to Stage III, cost reductions will apply.
3. Significant variables exist which may potentially could influence
overall development costs. Detailed itemization of costs and
architecture design available on consultative basis.
online brand management :: implementation
Speculative Stage III Development Costs by Microbrand
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TERK:
approx.
Surface-Clean
approx.
Energizer
approx.
Code Alarm
approx.
Advent
approx.
Spike Master
approx.
XM-Direct
approx.
Infinite Radio (2) approx.
Pursuitrak
approx.
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
$ XXXXX
online brand management :: implementation
Stage III: Speculative Summary of Costs
:: Major Brands: approx. $ XXXXX
:: Microbrands: approx. $ XXXXX
Total:
approx.
$ XXXXX
online brand management :: implementation
Stage III Options
:: optional middleware integration upgrade
(from handoff to handshake)
:: optional integration of Social Media Dashboard* in MC
:: optional integration of retail-level management in MC
:: optional integration of SEO Dashboard in MC
:: optional provision of new still / motion site content
:: possible direct port of original data from current sites
online brand management :: implementation
Stage IV Options
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optional SEO / social media campaign
optional mass mailing / viral campaign
proprietary hardware upgrade / server administration
optional Sitebuilder tool to allow creation of new
microsites on the fly using GUI-based application