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Drugstore.com

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    Drugstore.com Drugstore.com Presentation Transcript

    • By:
      Tayler Layne Ansel
    • In Her Bag
    • What We Know
      People enjoy shopping in a bookstore, but they go to a drugstore because it’s a chore on their list.
      No one likes browsing the isle for Preperation-H
      Drugstore.com is the prescription for online shopping success, allowing customers to purchase products for the body from the privacy of their homes.
    • Challenges
      Customers who feel uneasy about buying important products like prescription drugs online.
      Overall complexity of running a drugstore online and dealing with insurance.
      Attracting new users
    • The use of New Media
      Authenticity trumps celebrity
      Niche is the new norm
      Bite-size communications dominate
      Personal Utility Drive Adoption
      Consumers Own Brands
      By leveraging previous established media channels we will be able to promote through consumer to consumer interactions with the brand.
    • WOM Blogging
      Targets
      Beauty and fashion blogs.
      We will contact 50 blogs throughout a 6 month period
      And ask them to check out drugstore.com and tell their followers in a post about drugstore.com. She will then choose her favorite item and that will be a giveaway prize to anyone who writes a comment on their experience with Drugstore.com.
      Spread the word through positive interactions with the site.
    • YouTube
      Make them laugh…Meet Kenny!

    • This viral video will showcase the pitch that drugstore.com is not only user friendly but also private.
      A very small number of people would care to share some of the intimate items purchased at a drugstore with the rest of the world and we would leverage that case in point through a viral video.
    • Metrics of Success
      We will be able to track the metrics of success through blog comments and hits and to determine where our traffic is coming through google analytics.
      We will be able to track what people are saying on blogs through Radian6.
      We will further promote through social networking sites such as Facebook and Twitter.
    • Budgeting
       The methods that we have selected are very low in cost.
      The only cost will be the cost of the giveaway merchandise and cost of shipping.
      Also the cost of making the youtubevideo commercial.
      Estimated campaign cost for a 6 month period = $ 7,000