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Started nearly 30 years ago, Phantom Fireworks is one of the largest distributors of fireworks in the country. Has over 1,200 locations across the U.S. with its headquarters located in Youngstown, Ohio. The company brands itself as “America’s Fireworks Company” and prides itself on quality, value, and selection.
Challenges While Phantom Fireworks is a pioneer of American fireworks, the online and social media strategy has been at just a steady pace for a while. It seems that the loyal customers have remained, but new customers are not coming in. While things like Facebook and Twitter are highly implemented into the digital strategy, things like YouTube and Foursquare still have yet to make a big impact. While the optimization of the site on Google is good, certain keywords words still do not produce the website as one of the first listed on Google. Goals Attract a new variety of consumers through online strategies. Look for new ways to engage user interaction with products and online services. Take optimization to a new level
Create new social media tactics on Facebook and Twitter to attract new users and to also encourage interaction between customers. Focus on SEO and what keywords Phantom Fireworks needs to optimize in search results. Become well known to the mobile marketing world, increasing “check-ins” and interactions. Implement a better YouTube presence.
Facebook 64,558 likes reach 100,000 4,410 talking about reach 10,000 4 check-in’s reach 100 Create new polls, photos, and other content that attract users and interaction Twitter 1,948 followers reach 5,000 619 tweets increase to at least 5 tweets/day Create new #hashtags to engage users
Keywordsthat must be optimized so that Phantom Fireworks appears as #1 search result: Firework USA Firework Firework wholesale Firework manufacturer Sparklers Implementbetter on-page optimization through-out the Phantom Fireworks website.
Foursquare Creating contests and coupons around four- square check-in’s will give incentive for consumers to come to various Phantom Firework locations Examples: 40% off if you check in between April 1st and May 29th “Mayor” of Phantom Fireworks locations on FourSquare get one month unlimited Fireworks Secret “tips” will tell where and when certain Phantom Firework deals will take place.
Phantom Fireworks has an annual revenue of around $1 Million. Taking 15% of this to be spent solely on marketing purposes, we would take 15% of that amount for strictly digital marketing. About $23,000 would be spent on digital marketing and it would be roughly broken down as following: Social Media = $6,000-$7,000 Search Engine Optimization = $6,000 - $7,000 YouTube Contest = $7,000 – 8,000 We would aim for a Spring and Summer season as this is when fireworks are primarily bought and used.
YOUTUBE CONTEST The big idea for the new digital strategy of Phantom Fireworks will be to combine online video marketing and social media together. The contest will consist of filming yourself using a Phantom Fireworks product (safely) but in a unique and fun way and submit their video to Facebook and Twitter for shares and retweets. The video with the most likes, shares, and retweets will be pronounced as the winner. The winner will receive a year supply of Phantom Fireworks, and their video will be displayed on the main page of the Phantom Fireworks website. This idea will engage a variety of consumers to participate and use the products as well. We would begin promotion for this contest around late April/early May and have it end around July 4th holiday.
Google Analytics will be the main metrics of how well the new digital strategy is working. Measurements will include: Website Rank for certain keywords on Google Individual Page Views Number of Visitors to Site Conversions Traffic SourcesWhat will also be measured is: New Facebook, Twitter, YouTube, and FourSquare followers/check-ins Number of participants in YouTube contest.