Talking with…Vintage Tub & Bath CMO Allan Dick

From stockbroker to retail marketing entrepreneur, Allan Dick, CMO at Vintage Tub & Bath, found his niche by selling “everything I could get my hands on” on eBay. What can we learn from the CMO of a mid-sized top 500 online retail company? Easy – how to compete with retail giants. In our latest Talking with…, Allan shares tips for the little guys on niche marketing, the importance of networking, and how to sell online retail to offline manufacturers.

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You’ve got an interesting title: Chief Marketing Officer & Senior Plumbing Evangelist. Talk about the “evangelist” component of your role. Should all retail CMOs should see themselves as evangelists?

I would certainly say that senior managers of any company should be passionate about their work. As for my title, “plumbing evangelist” started in 2004 as a riff on the Google “Search Evangelist” job title. However it quickly became clear to me that I really was an evangelist for selling plumbing online. This sounds a bit odd, but one needs to remember that manufacturers in many industries were (and still are) struggling to figure out how to keep online retailers from diminishing their brand and stripping sales from their off-line retailers. It has taken a lot of work and data digging to show some of the larger plumbing manufacturers that we actually benefit their off-line stores. That’s evangelism.

During your tenure, you’ve implemented SEO and SEM strategies that have assisted in a 1700% increase in gross revenues for the company since 2001. What are some of the best tips or tactics you’ve used, and what’s the best piece of advice you can offer to executives looking to embark on a new SEO campaign?

If you are new to search marketing, register for the next SES or SMX conference and take all the beginner sessions. While you’re there, network like a madman with the speakers. You go to Shop.org when you have the basics down and are ready to move on to more advanced topics.

The Shop.org Content Team credits you with developing the idea for the “40+ Things You Can Do To Make More Money Next Week” sessions, which will be featured again at this year’s Annual Summit. Where did the inspiration for that come from?

We were having a brief sales drop because of a technical issue and I wanted to find some quick replacement revenue. I called a few people I knew and they gave me some tips. Necessity was the mother of that invention.

As a connoisseur of bathrooms, tell us about the most awesome bathroom you’ve ever been in. What about the most off-the-wall?

The bathrooms at the Hearst Castle in California were breathtaking. Rural Italian train station bathrooms are also breath taking but in a much more literal way.

Before Vintage Tub & Bath, your resume included five years as a sales manager at an auto dealership and a few years as a stockbroker. How did you land in retail marketing?

I thought eBay was about the neatest thing ever when I signed on in 1997. I started selling everything I could get my hands on (including a few local small businesses that wanted to liquidate their slow-moving inventory). I discovered that if I misspelled some keywords the number of hits to an auction page would drop dramatically but I would often sell the item for more money or sell it much faster.

What was your first exposure to Shop.org?

I had been attending the search marketing conferences and was looking for a conference that was retailer driven and had a broader agenda. Shop.org events filled the bill nicely.

How has networking with other multi-channel retailers helped improve business operations within your company?

Networking with other business people is critical to business success. We have learned everything from which vendors to use and avoid, marketing tips, manufacturing contacts, etc.

What advice can you offer other small retailers that are trying to compete with the big boys?

1. Don’t hire out the marketing of your products to a vendor until you have done it yourself. You won’t have a clue if they are doing a good job unless you have done it first.
2. Cash is king. Spending money is always a last resort. Example: Don’t buy new equipment if used will do. Our first shipping desk was two saw horses with a door on top.
3. Niche marketing – go deep into a market. The big boys almost always go wide. You can then beat them on service and knowledge in your specific market.

If you had an extra $500,000 to use for marketing, how would you spend it?

I would convince my CEO that a year-long globe-trotting expedition to explore the world’s bathrooms would help me better market the items we sell and find new items to offer. There would be long stops in the South Pacific, Italy (not the train stations), and South Africa.

Seriously – I would get a real social media plan built.