• Generate & allocate locksmith leads to in turn leverage Lockwood sales

  • Develop a fair process for lead generation & allocation

  • Develop and incentive for locksmith participation

  • Develop a way to keep the locksmiths accountable; in turn relieving Lockwood from any management

  • Develop a way to ensure that Lockwood products are being used by locksmiths wearing the brand on their vehicles, clothing, etc

  • Website development with eCommerce

  • SEO Strategy

  • Social strategy

  • High tech products campaign - The traveling mobile home

  • Suggest strategy to leverage user data obtained on the website

  • Target audiences

  • Other marketing efforts

  • 3 Step

  • Workshop

  • Brief

  • Social Strategy

  • Potentially a three phased process

    • Generate and fairly allocate leads from the websites eCommerce area to the Lockwood community of locksmiths
    • Create an endorsement/point based system to bring an incentive into high performance/quick response times by locksmith
    • Use leads allocated vs. products sold to enforce a ‘accreditation’ based sales incentive for locksmiths
  • Create accountability for the locksmiths to follow through with the generated lead

  • Generating leads and allocating without a strategy in place is essentially delivering business to trades people that doesn’t come back to Lockwood

  • Allocate to all locksmiths within postcode as a first in first serve; ordered by endorsements

  • Bidding system has been discussed and vetoed as it promotes a drop in margin

  • Mobile site targeted at users locked out - allocate lead to closest locksmith via reverse geo location code

  • Give the end user the choice of closest 5 locksmiths
    ‘Go Catch’ - Taxi app as a model; locksmiths are listed by distance & accompanied by endorsements for user choice

  • Based on point based system; endorsements (not reviews) to ensure that there are no bad reviews, in turn driving locksmiths away

  • Endorsements could be split to different areas;
    Use of Lockwood products - 5 point
    Response on lead - 3 points
    Quality of work - 2 points

  • Point based system based on endorsements to give preference of leads to high rated locksmiths

  • Point based system will allow Lockwood to track leads fulfilled Vs. products bought buy locksmith/sold to end user

  • As accreditation program is introduced, accredited Lockwood locksmiths get first preference on leads

  • How to ensure receipt of leads & follow through of job

  • How to measure response times

  • If SMS notification is preferred, how to we track a first in first serve principle?

  • Build in a Lockwood accreditation to ensure that locksmiths are ‘ambassadors’ for the brand and are using the products.

  • Loose the Lockwood brand for your business & loose the Lockwood trust for your service

  • Build a digital process that target the end user

  • Create multiple site targeting multiple audiences
    VS.
    Create conversion funnels in website design to take the audiences through different paths

  • AdWords mobile

  • High Tech products campaign

  • V8 Racing team

  • Parallax micro site taking the user through the journey of the vehicle

  • End user
    Locksmiths
    Architects
    Safe security

  • V8 - ‘Having a beer with the tradies”, building on a relationship that was damaged by the corporate image of the brand

  • Free home security check on installation

{"cards":[{"_id":"35773621879d75ef43000083","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":null,"content":"#**Lockwood**\n\n"},{"_id":"357736b4879d75ef43000084","treeId":"35772eda879d75ef4300003f","seq":1,"position":1.25,"parentId":null,"content":"#Objectives"},{"_id":"35d193883727a3c13a0000b3","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.0625,"parentId":"357736b4879d75ef43000084","content":"Generate & allocate locksmith leads to in turn leverage Lockwood sales"},{"_id":"36f25febe8d669db4c000076","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.5,"parentId":"35d193883727a3c13a0000b3","content":"Potentially a three phased process\n* Generate and fairly allocate leads from the websites eCommerce area to the Lockwood community of locksmiths\n* Create an endorsement/point based system to bring an incentive into high performance/quick response times by locksmith\n* Use leads allocated vs. products sold to enforce a 'accreditation' based sales incentive for locksmiths"},{"_id":"36f19e23e8d669db4c00005b","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"35d193883727a3c13a0000b3","content":"Create accountability for the locksmiths to follow through with the generated lead"},{"_id":"36f1cbf0e8d669db4c00006d","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"35d193883727a3c13a0000b3","content":"Generating leads and allocating without a strategy in place is essentially delivering business to trades people that doesn't come back to Lockwood"},{"_id":"36f17365e8d669db4c00004a","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.734375,"parentId":"357736b4879d75ef43000084","content":"Develop a fair process for lead generation & allocation\n"},{"_id":"36f173fee8d669db4c00004b","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f17365e8d669db4c00004a","content":"Allocate to all locksmiths within postcode as a first in first serve; ordered by endorsements\n\n"},{"_id":"36f1975ce8d669db4c000059","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"36f17365e8d669db4c00004a","content":"Bidding system has been discussed and vetoed as it promotes a drop in margin\n"},{"_id":"36f1a450e8d669db4c00005e","treeId":"35772eda879d75ef4300003f","seq":1,"position":4,"parentId":"36f17365e8d669db4c00004a","content":"Mobile site targeted at users locked out - allocate lead to closest locksmith via reverse geo location code"},{"_id":"36f1a952e8d669db4c00005f","treeId":"35772eda879d75ef4300003f","seq":1,"position":5,"parentId":"36f17365e8d669db4c00004a","content":"Give the end user the choice of closest 5 locksmiths\n'Go Catch' - Taxi app as a model; locksmiths are listed by distance & accompanied by endorsements for user choice\n"},{"_id":"36f17773e8d669db4c00004e","treeId":"35772eda879d75ef4300003f","seq":1,"position":1.0703125,"parentId":"357736b4879d75ef43000084","content":"Develop and incentive for locksmith participation"},{"_id":"36f179c2e8d669db4c000050","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f17773e8d669db4c00004e","content":"Based on point based system; endorsements (not reviews) to ensure that there are no bad reviews, in turn driving locksmiths away"},{"_id":"36f1c0bee8d669db4c000067","treeId":"35772eda879d75ef4300003f","seq":1,"position":1.25,"parentId":"36f17773e8d669db4c00004e","content":"Endorsements could be split to different areas;\nUse of Lockwood products - 5 point\nResponse on lead - 3 points\nQuality of work - 2 points"},{"_id":"36f1ac53e8d669db4c000061","treeId":"35772eda879d75ef4300003f","seq":1,"position":1.5,"parentId":"36f17773e8d669db4c00004e","content":"Point based system based on endorsements to give preference of leads to high rated locksmiths"},{"_id":"36f1aab3e8d669db4c000060","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"36f17773e8d669db4c00004e","content":"Point based system will allow Lockwood to track leads fulfilled Vs. products bought buy locksmith/sold to end user"},{"_id":"36f1c5bde8d669db4c000069","treeId":"35772eda879d75ef4300003f","seq":1,"position":3,"parentId":"36f17773e8d669db4c00004e","content":"As accreditation program is introduced, accredited Lockwood locksmiths get first preference on leads"},{"_id":"36f1b941e8d669db4c000063","treeId":"35772eda879d75ef4300003f","seq":1,"position":1.40625,"parentId":"357736b4879d75ef43000084","content":"Develop a way to keep the locksmiths accountable; in turn relieving Lockwood from any management\n"},{"_id":"36f1ba49e8d669db4c000064","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f1b941e8d669db4c000063","content":"How to ensure receipt of leads & follow through of job"},{"_id":"36f1bacfe8d669db4c000065","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"36f1b941e8d669db4c000063","content":"How to measure response times"},{"_id":"36f1d53ce8d669db4c00006f","treeId":"35772eda879d75ef4300003f","seq":1,"position":3,"parentId":"36f1b941e8d669db4c000063","content":"If SMS notification is preferred, how to we track a first in first serve principle?"},{"_id":"36f1a132e8d669db4c00005d","treeId":"35772eda879d75ef4300003f","seq":1,"position":3,"parentId":"357736b4879d75ef43000084","content":"Develop a way to ensure that Lockwood products are being used by locksmiths wearing the brand on their vehicles, clothing, etc\n"},{"_id":"36f17b9ae8d669db4c000051","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f1a132e8d669db4c00005d","content":"Build in a Lockwood accreditation to ensure that locksmiths are 'ambassadors' for the brand and are using the products.\n"},{"_id":"36f1c3b6e8d669db4c000068","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"36f1a132e8d669db4c00005d","content":"Loose the Lockwood brand for your business & loose the Lockwood trust for your service"},{"_id":"36f16884e8d669db4c000043","treeId":"35772eda879d75ef4300003f","seq":1,"position":1.5,"parentId":null,"content":"#Requirements\n"},{"_id":"36f18e30e8d669db4c000053","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.1640625,"parentId":"36f16884e8d669db4c000043","content":"Website development with eCommerce"},{"_id":"36f16c39e8d669db4c000045","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.5,"parentId":"36f18e30e8d669db4c000053","content":"Build a digital process that target the end user\n"},{"_id":"36f18e99e8d669db4c000054","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f18e30e8d669db4c000053","content":"Create multiple site targeting multiple audiences \nVS.\nCreate conversion funnels in website design to take the audiences through different paths"},{"_id":"36f18ddee8d669db4c000052","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.2421875,"parentId":"36f16884e8d669db4c000043","content":"SEO Strategy"},{"_id":"36f1d708e8d669db4c000070","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f18ddee8d669db4c000052","content":"AdWords mobile"},{"_id":"36f1ef25e8d669db4c000073","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.28125,"parentId":"36f16884e8d669db4c000043","content":"Social strategy"},{"_id":"36f1eff0e8d669db4c000074","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f1ef25e8d669db4c000073","content":"High Tech products campaign"},{"_id":"36f1f05ee8d669db4c000075","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"36f1ef25e8d669db4c000073","content":"V8 Racing team\n"},{"_id":"36f16f97e8d669db4c000047","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.3203125,"parentId":"36f16884e8d669db4c000043","content":"High tech products campaign - The traveling mobile home"},{"_id":"36f17059e8d669db4c000048","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f16f97e8d669db4c000047","content":"Parallax micro site taking the user through the journey of the vehicle"},{"_id":"36f1ed80e8d669db4c000072","treeId":"35772eda879d75ef4300003f","seq":1,"position":0.359375,"parentId":"36f16884e8d669db4c000043","content":"Suggest strategy to leverage user data obtained on the website"},{"_id":"357739ba879d75ef43000085","treeId":"35772eda879d75ef4300003f","seq":1,"position":3,"parentId":null,"content":"#Findings"},{"_id":"36f19304e8d669db4c000056","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"357739ba879d75ef43000085","content":"Target audiences"},{"_id":"36f193d6e8d669db4c000058","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f19304e8d669db4c000056","content":"End user\nLocksmiths\nArchitects\nSafe security"},{"_id":"36f1c775e8d669db4c00006a","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"357739ba879d75ef43000085","content":"Other marketing efforts"},{"_id":"36f1c7c8e8d669db4c00006b","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"36f1c775e8d669db4c00006a","content":"V8 - 'Having a beer with the tradies\", building on a relationship that was damaged by the corporate image of the brand"},{"_id":"36f1c91ae8d669db4c00006c","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"36f1c775e8d669db4c00006a","content":"Free home security check on installation"},{"_id":"36f1dca4e8d669db4c000071","treeId":"35772eda879d75ef4300003f","seq":1,"position":3.75,"parentId":null,"content":"#Workshop Plan"},{"_id":"35773a36879d75ef43000086","treeId":"35772eda879d75ef4300003f","seq":1,"position":4.5,"parentId":null,"content":"#Find"},{"_id":"35d1353c3727a3c13a000062","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"35773a36879d75ef43000086","content":"3 Step"},{"_id":"35d1358b3727a3c13a000063","treeId":"35772eda879d75ef4300003f","seq":1,"position":2,"parentId":"35773a36879d75ef43000086","content":"Workshop"},{"_id":"35773a72879d75ef43000087","treeId":"35772eda879d75ef4300003f","seq":1,"position":5,"parentId":null,"content":"#Make"},{"_id":"3577556b879d75ef43000127","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"35773a72879d75ef43000087","content":"Brief"},{"_id":"35773a93879d75ef43000088","treeId":"35772eda879d75ef4300003f","seq":1,"position":6,"parentId":null,"content":"#Grow"},{"_id":"35d0df053727a3c13a00005d","treeId":"35772eda879d75ef4300003f","seq":1,"position":1,"parentId":"35773a93879d75ef43000088","content":"Social Strategy\n"},{"_id":"35773b5f879d75ef430000cd","treeId":"35772eda879d75ef4300003f","seq":1,"position":7,"parentId":null,"content":"##Value Add"}],"tree":{"_id":"35772eda879d75ef4300003f","name":"Lockwood","publicUrl":"lockwood"}}