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E-Marketing Plan


E-marketing Plan

E-marketing Plan

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  • 1. E-marketing Plan
    • Team 3
    • Mktg 461 Winter 09
    • Vasa Boony
    • Donnych Diaz
    • Stephanie Fixl
    • Tera Phinney
    • Ming-Wei
  • 2. Marketing Audit Overview
    • Company Overview
      • is a company located in Portland, Oregon that is revolutionizing the fashion trade show industry.
      • The company has developed an efficient way for buyers and sellers to come together through an online trade show.
      • The value benefit of for the qualified fashion buyer is access to designer’s product lines and information that enable the buyer to plan entire buying seasons online.
      •’s current marketing mix consists of personal selling during fashion trade shows; e-mail to target fashion industry professionals; PPC and
      • New partnership with ENK, International Trade Events
  • 3. Marketing Audit Overview
    • Industry Overview
      • 20,000 fashion designers U.S.- wide in 2006
      • Almost 30% of these worked in apparel industry
      • A quarter of these are self-employed
      • Remainder worked for corporate offices, managing companies, clothing stores or specialized design service firms
      • Most of them were concentrated in regional fashion centers in New York and California
      • A major trend outsourcing manufacturing activities to low-wage countries
      • Apparel imports now account for over 50% of the $100 billion industry
      • Movement away from runways shows and towards trade shows
      • E-commerce is growing within the fashion industry
  • 4. Marketing Audit Overview
    • Competitor Analysis
      • No other company offering same or similar technological innovation that tailors to the fashion industry
      • Assessment based on current established methodology of designers displaying their lines for buyers at sponsored trade shows
      • Several shows during year or “season”
      • Competition is not in the traditional sense - online trade show vs. physical trade show is a competition of two different channels of delivery each offering a unique experience
      • Revenue model of the major fashion trade show organizers relies on the selling of physical space 
      •’s business model threatens to reduce the number of designers and buyers attending the physical trade show
  • 5. Marketing Audit Overview
    • Competitor Analysis
      • Magic
      • ENK, International
      • Designers and Agents
      • Other trade shows
      • Premium pricing model
      • Range from $3,000 to over $10,000
      • Downturn in economy not seriously affecting
  • 6. Marketing Audit Overview
    • Customer Analysis: Designers
      • 37,680 design companies in the U.S.
      • Highest concentration in New York, California, New Jersey, Connecticut, and Massachusetts
      • Europe and Asia 35,000 design companies
      • Paris, Milan, London, Hong Kong, Tokyo
      • Designer’s produce quality fashion designs
      • Expect reasonable compensation for work
  • 7. Marketing Audit Overview
    • Customer Analysis: Buyers
      • Approximately 185,000 retail buyers in U.S.
      • Approximate 58,144 total design companies in the U.S., Europe and Asia
      • Buyers need access to designers to stay ahead of fashion trends
      • Buyers exhort a strong influence in the fashion trade shows
      • Buyers will focus on price, quality and service
      • Buyers buy based on accessibility, price points, current trends, demographics and flexibility of distribution
  • 8. Marketing Audit Overview
    • Company & SWOT Analysis
      • Internal – Strengths
        •’s online trade show is unique idea
        • Provides an alternative to traditional trade shows and a is cost effective
        • Technical expertise to extend the platform as its business increases
      • Internal – Weaknesses
        • Does not have a targeted e-marketing plan
        • Target market segment not clearly defined
        • Value benefit of online trade show not effectively communicated
  • 9. Marketing Audit Overview
    • Company & SWOT Analysis
      • External Opportunities
        • Downturn in U.S. economy can prove beneficial to
        • Designers looking for cost effective solutions to attending fashion trade shows
        • Globalization and e-commerce enables small designers
      • External Threats
        • Few barriers to entry into the online fashion trade show
        • The concept of the online trade show is not a protectable business model
        • does not have an established presence
        • Competitors like Magic could easily decide to expand into the online world as a brand expansion
  • 10. Marketing Audit Overview
    • Conclusions
      • A viable alternative to existing fashion trade shows
      • Key factor ability to effectively communicate the value benefit of the online trade show to potential clients
      • Developing a sound e-marketing strategy to build brand awareness
      • Identify a target market segment to drive MarCom strategy
  • 11. MarCom Strategy
    • Objectives and Strategies
      • Problem : Lack of brand awareness
        • Value benefits of not brought across to target audience
      • Objectives: Increase brand awareness
        • Increase number of designers on by 100 within 6 months
        • Increase number of buyers by 750 within 6 months
        • Increase traffic to the site by 1000 unique hits within 6 months
        • Increase time spent on site by 100% of current February level
      • Positioning
        • Economical alternative to the physical fashion trade show and offers buyers and designers year round trading.
        • Buyers: Convenient access 24-7
        • Designers: Save tradeshow costs/enable smaller designers to offer their products sell/showcase products all year long more spread out ordering & production no bottleneck problems
  • 12. MarCom Strategy
    • Value Proposition Designers
      • Convenience
      • Cost Effective
      • Qualified buyers
      • Traditional trade shows are not convenient for designers. In most cases the traditional trade shows are cost prohibitive and to not guarantee qualified buyers. can be a convenient and cost effective for designers.
    •   Value Proposition Buyer
      • Convenient access 24-7 out of their home
      • Free membership
      • Cost Effective
      • Privy to unique designs
      • Trade shows limit buying to a few specific days and drastically cut margins on any sales generated. Also buyers need a way to discover new designers to stay ahead of fashion trends.
  • 13. MarCom Strategy
    • Target market personas - Designers
      • Independent fashion designers with at least a minimum of 2 year in business with an established line.
      • Target Market Analysis
        • Needs – Ability to display their products to as many buyers as possible
        • Motivations – To make Money and acquire recognition
        • Problems – A lack of capital, low ROI and lack of brand exposure
        • Media Relied – Trade magazines, online communities, personal websites, blogs
  • 14. MarCom Strategy
    • Target market personas-Buyers
      • The target buyer for is the buyer for small to mid-sized retail establishment.
        • Target Market Analysis
        • Needs –To purchase fashion for retail clients
        • Motivation - To find unique trend setting designs
        • Problem - New brand’s credibility, cost of acquisition, finding new trends
        • Media Relied – Trade magazines, trade journals online and offline, associations, online communities
  • 15. MarCom Strategy
    • Marketing Mix recommendations
      • Product:
        • The site should also provide a place for onsite blogging, e-mail capture and a community link
        • Facilitate the designers’ public advertising efforts
        • Incorporate video clips for the designer to display on publicly and privately viewed pages
        • Add an Exit survey to gain instant feedback
      • Price – maintain current pricing strategy; however, they may be able to charge designers more if services are extended
      • Place - Business model is based on an online e-commerce site - delivery of the service online
      • Promotion – Direct personal selling to buyers also based on MarCom strategy recommendations
  • 16. MarCom Strategy
    • MarCom Strategy
      • The implementation of the MarCom plan builds on small strategic gains to increase WOM (word of mouth) and brand awareness.
      • Paid Strategy
        • SEO - retain the services of an established well qualified SEO firm
        • Paid Digital Strategy – Research and identify paid digital media placements, niche media sites, non-traditional placements arranged through partnerships and non-traditional partnerships are arranged and media placements are bought
        • E-mail marketing – Retain the service of an e-mail marketing service to incorporate Opt-In e-mail marketing
  • 17. MarCom Strategy
    • MarCom Strategy
      • Video – Make a Video and showcase it as a centerpiece on the web site
      • Blog – Create a blog for
      • Web Site – Update and create an e-mail capture tool and add a community link where user generated content is added
      • Unpaid - Use social media marketing to increase online presence in various community based websites
  • 18. MarCom Strategy
    • Internal Com
      • Focus on the following questions: what we think, what we say, what we do, how we are perceived?
      • Answers to these questions will assist in navigating and shoring up the evaluation of the MarCom strategy
      • Should directly impact and assist in meeting the overall objective to increase brand awareness
      • Imperative that communication of relevant, timely and targeted content be on new social marketing tools
      • Provide a framework for the blog and community links and impart the site’s value benefit to the target market 
  • 19. MarCom Strategy
    • MarCom strategy schedule
      • The MarCom strategy is set for a 6 month target
      • Implementation schedule is defined as a micro strategy process where rapid assessment, measurement, adjustment and re-launch are focus
      • The incremental strategies are to be carried out every 4 weeks/monthly
      • At the end of each micro strategy schedule the processes of evaluation is conducted
      • The cycle is repeated with the goal of learning - what worked and what didn’t work and why?
  • 20. MarCom Strategy
    • Budget
    SEO $3,000 Paid Digital Media $21,000 Affiliate marketing $5,000 E-mail marketing $7,000 Video $4,000 Website development: video added to designer pages, blog and community link, newsletter, updates to content $10,000 Total $50,000
  • 21. MarCom Strategy
    • Evaluation
      • Review marketing communications strategy using Google Web Analytics to gain insight on who is visiting site and to confirm segmentation strategy.
      • Review of monthly micro-strategies per MarCom schedule.
      • Evaluation and review of the results from the “4Q” exit surveys to gain direct feedback that can then be incorporating into MarCom strategy.