Kidlandia Marketing Strategy 2011


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Kidlandia Marketing Strategy 2011

  1. 1. Marketing Q1 2011:Consumer Engagement Lauren Ricks January 4, 2011
  2. 2. Marketing Goals – Q1 2011• Increase awareness of Kidlandia brand• Establish consistent marketing message• Track and measure• Earned media focus; Paid media testing• Generate revenue (sales)• Establish development resources for marketing
  3. 3. Current Challenges Impacting Marketing• Lack of contact with customer after order is placed• Customer information not readily accessible• Tracking issues• Lack of flexibility on website• Development resources already committed• Current allocated budget is limiting
  4. 4. Marketing Initiatives – Q1 2011Email Marketing • Simple to set-up, low cost • Allows marketing to easily engage with current and prospective customers • Collection of consumer data (behavior, demographics) enables proper planning for additional marketing engagementsKidlandia Blog • Provides marketing a controlled platform to develop content • Set up is cheap, scalable, and easy to manage • Content dissemination can be automated • Does not require internal web developmentKidlandia Affiliate Program • Provides controlled sales tracking • Low cost after upfront investment • May generate sales with proper promotion • Creative may also be used for online ad campaigns
  5. 5. Email MarketingPhase I• Segment current email list – Users that have purchased – Registered users – Dev writes query to enable marketing to pull lists• Begin email marketing campaign using email solution – Latest new products – Testimonials/feedback – Contests and promotions• Simple email survey/follow up for core customers• Weekly promotion and engagement campaigns
  6. 6. Email MarketingPhase II• Customer segmentation• Capture info before customer enters the “funnel” – Demographic and consumer behavior information – Helps segment the list: core vs. committed vs. latent – Allows campaign optimization based on the consumers needs/interest• Enhance email marketing capabilities – Improve email sign up by adding optional information fields • Customer’s gender, zip code, & product preferences. • I would like to receive updates on girl products • I would like to receive updates on boy Products • I would like to receive updates on all Kidlandia products
  7. 7. Kidlandia Blog• Develop unique content to drive traffic and awareness• SEO friendly content = search indexing = traffic• Enables functionality for e-newsletter• Leverage blog to support Kidlandia content programs – Hero of the Week – Fan Reviews – Mommy Blogger Interview Series – School Teacher Interviews – Parent/Kid Articles
  8. 8. Hero of the Week.Ryan Mason: Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae. Teach your child geography with a Kidlandia Temporibus autem quibusdam et customized map of the United States. Bold aut officiis debitis aut rerum colors and rich texture make this decorative necessitatibus map an excellent addition to any room. saepe eveniet ut et voluptates Go>> repudiandae sint et molestiae.Temporibus autem quibusdam et aut officiis debitis aut Tell us your child should be:rerum necessitatibus Kidlandia’ssaepe eveniet ut et voluptates repudiandae sint etmolestiae. Hero of the WeekTemporibus autem quibusdam et aut officiis debitis autrerum necessitatibussaepe eveniet ut et voluptates repudiandae sint etmolestiae.
  9. 9. Teacher’s CornerInterview seriesQ: Describe the best lesson you havedelivered. Why was it successful?Q: What techniques would you use to be surethat students understandQ: How would you apply technology toenhance daily instruction and increase student About Ms. Connerlearning? Temporibus autem quibusdam et autQ: What activities has this technology officiis debitis aut rerum necessitatibusreplaced, if any? saepe eveniet ut et voluptatesQ: Are you comfortable with the use of repudiandae sint et in the classroom? Temporibus autem quibusdam et autQ: What are your computer skills? What officiis debitis aut rerum necessitatibuscomputer software have you used?Q: What technology-based activities do youhave your students
  10. 10. Kidlandia Affiliate Program• Establishes new advertising creative – Creative (banners) are re-usable (affiliates, CPM campaigns, etc.) – Text with links embedded in content drives traffic and sales – Creative promotes consistent marketing messages• Performance Based – Only pay affiliate when sale is generated• Provides backend for new Friends & Family Promotion – Leverage trackable offer while creating a viral marketing campaign – Drive sales and awareness