NWACC & WhyteSpyder - Item Storytelling (June 6-7)

Northwest Arkansas Community College’s Retail & Supplier Education and WhyteSpyder present: Item Storytelling for the Omnichannel Shopper. A two-day course designed to help you create outstanding content for ecommerce.

Register Now

We’ve been listening to all your questions regarding marketing data and content. WhyteSpyder works with suppliers and manufacturers every day, helping them meet the needs of item storytelling for today’s omnichannel shoppers.

This two-part course is designed to give you the answers to providing data and content that will attract, convert, and retain your shoppers across all channels.

Current marketing professionals and students have likely come up in a push-marketing world. But as the landscape continues its shift toward pull-marketing, shoppers are searching for exactly what solutions your individual items can provide. Item storytelling through optimized and enhanced content attracts their attention and converts their purchase – online and in-store.

June 6th & 7th, 2017 • 9:30 AM – 12:30 PM

Location: Northwest Arkansas Community College,
Shewmaker Center for Workforce Technologies, Room B103

Eric Howerton
Eric Howerton is the Chief Executive Officer of WhyteSpyder, Inc. He has more than 15 years of experience in marketing, advertising, and publishing – the three essential components necessary to comprehend, strategize, execute, and deliver effective content marketing.

Joyce Grippi
Joyce Grippi is WhyteSpyder’s Senior Director of Account Services. Welcomed to the WhyteSpyder team after 17 years of communications management at Walmart, Joyce has extensive expertise in providing innovative and effective retail and digital marketing communication solutions.

WhyteSpyder, a digital marketing firm located in Fayetteville, Arkansas, is a leader in item storytelling for Walmart and its suppliers. This course responds to the primary concerns expressed by the supplier community recognizing the continuing and compelling need for suppliers to comply with Walmart’s call for higher quality data and content for every item.

NorthWest Arkansas Community College seeks to make a difference in the lives of individuals in this community. The college’s mission is to empower lives, inspire learning and strengthen the community through accessible, affordable, quality education.

Workforce and Economic Development forges strategic partnerships to provide world-class training designed to close performance gaps and increase overall productivity and efficiency. This program, created in collaboration with Walmart, continues to gain respect in the supplier community and helps individuals break into the retail industry and have successful careers. The Retail and Supplier Education division, led by Director Teresa Warren, is expanding its focus on Continuing Education for retail professionals seeking to advance their career and improve skillsets.

© 2017 WhyteSpyder, Inc.
NWACC’s Retail & Supplier Continuing Education course offerings are not associated with or endorsed by Walmart Stores, Incorporated or its affiliates. All students enrolled in these courses must have a valid Retail Link Userid. Retail Link© is a registered trademark of Walmart Stores, Inc.

Marketing Constipation

I asked one of my long-time friends, mentors and honestly, the best writer I have ever met, Mark Zweig, to write a quick message about marketing planning. Within five minutes, on his BlackBerry (yes, he still uses one), he sent me the below.


The big problem with marketing planning is that rarely do the individual or individuals charged with developing it know what the overall business plan for the organization is. It either doesn’t exist–or, in the case of many small, privately-held companies, the owners don’t want to share it. So, in essence, you’re flying blind.

Another big issue is that many times too many people are allowed to have input to it and/or have veto rights over anything in the plan. That cannot be the case or the whole process gets constipated. One person should have ultimate authority to say “yay” or “nay” to everything in the plan.

Mark C. Zweig, Chairman and CEO


Marketing Analysis Paralysis

The other day, I a client of mine called that I haven’t spoken with in five years. She is such a wonderful person and a successful real estate agent. Although she has had some success with her marketing, she was frustrated with marketing in general.

Reason: analysis paralysis. I run across this with about every consultation. So many channels to choose from, so many options, so many suggestions and so much data that it leaves even the most savvy business person staring at a chaotic, never ending hole of opportunities.
Marketing today is as much of what not to do as it is what to do. My client, like so many others, either end up spending too much money, spreading too thin or simply frustrated and quitting.
Answer: relax, sit back, discover what you are naturally good at, make a list of all the marketing you have done and consult with a trusted advisor to audit your efforts.
A major key point to this exercise is to get an objective, professional and trusted opinion. Similar to an attorney or doctor, an objective opinion will help sort through the cloud of confusion. I always tell clients, my most difficult client is myself, because everything is so subjective.
We have a meeting coming up in the next week or so, and I already know much of what my advice will be for her. Since her budget is not currently adequate for full service strategy and execution with WhyteSpyder, she needs to initiate specific projects and campaigns that she can afford, then do what she is good at: setting appointments, showing properties and closing deals.
One major initiative is her website. A website is so critical these days. It must have a purpose, which in this case is converting visitors into leads. Without a useful website, all other efforts will never reach their full potential.
Another effort will include leveraging the one existing effort that has worked. She needs to maximize this opportunity and expand on it. Though this seems obvious, in too many casis I have witnessed clients not doing more of what is working because they spend so much energy and dollars trying to everything else. When they try to do everything for everyone, they are too busy to even analyze what has worked.
Two other efforts will include PPC and email marketing. With a limited budget, these two direct marketing efforts are cost controllable, immediate, personable, data-filled and reactive. They also bring in interested visitors to the site versus taking a shotgun approach at an entire market.
Stay tuned as we move forward on this one. Although this is a small business case study, it’s very much applicable to all business sizes. Every business, and I mean every business, all shapes and sizes, face the exact same issue – just on different scales.

What marketing analysis paralysis experience have you had lately? What’s your marketing frustration? Comment below, I would enjoy hearing from you.

Eric Howerton, WhyteSpyder

Senior Marketing Consultant
479-200-9342 m