Melbourne--Salmat

Salmat, the last company that we visited in Melbourne! Salmat is an advertising and communication agency aims to help organizations research, develop communication strategies, and provide services on designing communication tools to cope with organization current problems.

Sean and Thomas, two nice guys gave us a very detailed presentation according to our research topics. In Tom’s presentation, he explained Salmat’s vision to us: to enhance the engagement our clients have with their customers, improve the efficiency of our clients’ business. He continued: in today’s media environment, noice is everywhere, organizations who want to cut through noice must maximizing ROC by means of focusing on customers, develop database and research programs, decisions must be made based on what customer’s want. In addition, according to different situations, strategies should be varied. For example, push strategy, like catalogue, it did increase frequency of purchasing, however, it did not much effects on consumer final action to purchase. Whereas, pull strategies such as company website, consumers may not go on their website frequently, but they did take action to buy things after visit. Tom also explained the development of catalogue, he talked about ‘’how has the role of catalogue been impacted by multichannel retail and what can we expect in years to come?’’ He further explained, catalogue is not die, but it’s changing, we are not moving away from print but we integrated it together.

There are several facts that support the reasons for using catalogues:

• Australians love their catalogues
• Readership is healthier than ever
• Catalogues find reliant readers
• Reach and frequency are key factors to consider

Tom continued, he said people online because they want to browse the catalogue, catalogue is the best strategies for push. However, for pull strategy, digital marketing is recommended. A digital consumer may have less shopping frequency but they have more choices—more basket size. Retailers can not reach the mass audiences through radio, TV and traditional channels as before. Therefore, digital marketing plays an important role at broader channels selections and increase ease of product purchasing. Consumer is another resource to help company promote, as the word of mouth create effective effects on sales, customers who satisfied with the products are more likely to recommend to their family and friends. Digital marketing provides a platform for these customers to talk about performance of the brands.

In the next 40 minutes, Sean talked about multichannel shoppers. Multichannel shoppers spend two to three times than single channel shoppers and consumers that engage with the brand across three or more channels spend six times more than the average customers. Several questions should be addressed for multichannel retailers:

How to get parts of our stores experience as good as our website.

How to make our website as good as our stores

How to make it easy for customers to find the stuff

Thanks for Tom and Sean who gave us great help in our topics, Salmat is a wonderful company that provide organizations insights for customers and competitors.