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Adv 492 final ppt
 

Adv 492 final ppt

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Barnes and Noble social media campaign developed for my New Media Drivers License class at Michigan State University.

Barnes and Noble social media campaign developed for my New Media Drivers License class at Michigan State University.

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    Adv 492 final ppt Adv 492 final ppt Presentation Transcript

    • BUSINESS CHALLENGES
      Competition:
      • Borders was leading competitor,
      however recent bankrupcy
      • Follett Higher Education is second
      • Increased competition from
      internet retailers and wholesalers
      (ie Amazon.com, Wal-Mart)
      Current State
      • More than 1,300 stores across all 50 states
      • CDs, DVDs, children’s books, etc directly to customers
      • Holds 36% of the market share in the book store industry
      • Broke in to the electronic reader market in 2009
      • Has the internet’s largest bookstore – over 1 million books
      • In 2009 became the leader in e-books
      • Annually pours 60 million beverages & bake more than 6
      million cookies
      Nicole Brooks
      April 11, 2011
      Adv 492: New Media Drivers License
    • SWOT
      Strengths
      • Holds highest market share
      • Have their own e-reader, the Nook
      • Partnership with Starbucks
      • Offer free wi-fi
      • Offer rewards membership
      • Loyal customer base
      Weaknesses
      • Do not offer used books
      • Offer expensive electronics, such as CDs and DVDs
      • Cannot use Starbucks gift cards in coffee shop
      • - High cost of research and development of the Nook
      Opportunities
      • Take advantage of the electronic book market
      • Increasing use of the internet allows for online shopping
      • Other book stores are closing, decreasing physical retail competition
      Threats
      - Industry has negative growth rate
      - Increased competition of online retailers
      - Poor economic situation
      - The popularity of e-readers
      - Time spent on leisure activities is decreasing
      - Electronic books are cheaper than paper books
      - Many magazines are being read electronically
    • CAMPAIGN STRATEGY
      Must promote the Nook while also not losing sight of that “in-store, coffee lounge” feel.
      THEME AND TONE:
      “Come grab a cup of coffee, on us”
      We invite you to come curl up, relax, and unwind with your favorite book – whether it be paperback, hardcover, leather bound, or electronic
    • IMPLEMENTATION
      How do we get there?
      • Bloggers and Consumer Review Sites
      • Create company blog
      • Utilize electronic check in applications
      • Twitter
      • Facebook
    • CONSUMER REVIEWS
      Consumer reviews are the most influential factor in electronic reader purchases
      B&N should connect with popular book and e-reader review sites to gain positive reviews
      Not only that, they must be looking at the consumer feedback and tailor their products to fit consumers needs and wants
      Do so by starting their own blog and linking to other blogs, and also by hiring someone to specifically monitor consumer reviews.
    • ELECTRONIC CHECK-INS
      A motivating way to get consumers to physically go to the store.
      Offer deals such as:
      “On your fourth check in receive 10% off your final purchase”
      “Check in to the B&N café today to receive a free tall beverage of your choice”
      These check in applications also have a ‘consumer comment’ section, and like previously stated, positive reviews are key.
    • TWITTER
      Constant Twitter attention is a great way to keep your brand at the top-of-mind
      • Twitter Tweets and updates should be happening daily
      • At least 10 Tweets a day
      • Tweet about new books coming out, special sales, and B&N news and special events, such as author signings
      - If consumers Tweet to B&N, they should respond in a timely manner. That allows them to stay connected with the consumer
      • Use Twitter to promote electronic check-in deals and to offer daily deals around peak buying seasons, which is August and September when people are back-to-school shopping, and around the holiday season between November and December.
    • FACEBOOK
      Most effective and direct way to reach the most consumers
      • Currently their Facebook page has 584,873 ‘likes’
      • Content is key to drive action
      • Should update page daily
      • Before students go back to school, and before the holiday shopping season offer promotions through check-in applications, and make people aware through status updates
      - Facebook’s mobile application lets consumers get updates on the go
    • COST AND MEASUREMENT
      MONTHLY COST:
      MEASURE SUCCESS:
      • Blog: $1,500
      • launch and maintain comments
      • Electronic Check-Ins: $6,500
      • get connected with existing check in sites and cover the cost of the deals
      • Twitter: $2,000
      • reconstruct existing Twitter to meet campaign needs
      • Facebook: $1,000
      • revamp existing Facebook page to include content relevant to electronic check-ins
      • Become leader in e-reader market and grow market share by 10%
      • Increase sales by 15%, which is 1.6% higher growth than last year
      • In a declining market that is a lot to ask for
      • Increase number of internet sales to 15% of total profit, a 5.2% increase from last year
      • Increase revenue by 18%, 2% higher than they increased in 2011
    • MEDIA FLOW CHART