Qi Liu NMDLZara Digital Marketing Qi Liu ADV892 NMDL
Profile• Spanish clothing and accessories retailer based in Arteixo, Galicia.• Founded in 1975• Just-in-time (JIT) system• Presence in over 73 countries• High-end with relative lower price• Cover most countries• The number one best selling clothing, titled “fast fashion”• Over 200 designers• Manufactories all in Europe not Asia, fastest shipping
Mission• Keep high quality and raise revenue.• Maintain neat, fashion and high-end image• Upgrade digital marketing strategy for better branding and sales volume
Target Audience• Primary: Men and women age 18-45• Secondary: Children and teens, accessories
Social Media StrategyFacebook Twitter• Pictures/ videos of • Sales / discountWho seasonal clothing line retweets posts will updates with URL to get discount or the official site. present offers• Pictures of fashion • limited-time online clothes and fashion sales reminders lifestyle with URL to the official site
Pinterest Youtube• Subscribe • Subscribe• Clothing line updates pictures • Campaign Videos• Campaign pictures• ZARA promotion discount• ZARA contest
• Search Engine Marketing Google, Yahoo, BingGoogle AdWords Campaign• Official Website Free shipping and free returns promotion 4 main categories (Woman,TRF,Man,Kids) Campaign Videos of main categories Show different Follow Us methods except official website with information of SNS,newsletter,Youtube,Apps.
Mobile Marketing Strategy• ZARA webpage for IPHONE / IPAD / ANDROID BLACKBERRY 10• Free App Clothing line updates Direct shopping available on Apps
Budget and Timeline• Annual Promotion Budget Facebook pages, twitter, pinterest YouTube($100,000) Special sales promotions ($20,000) Search Engine Marketing: $5,000-10,000 Google AdWords Campaign: $15,000- 20,000 Mobile App Development: $5,000-8,000
Big Idea“ ZARA Model ”• Encourage ZARA fans to post the picture of themselves in stylish clothes in any season and location.• Any participants will get a 50%discount on any regular purchase from ZARA.• The winners will get one piece of ZARA clothing of their choice.• Winners have the opportunity to be selected as ZARA models.