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Boxed campaign
- 3. Who is Boxed? Boxed was founded by Chieh Huang in 2013. Boxed is a company that ships products in bulk to its customers without a membership fee that you would normally find at Amazon or Costco. Boxed shipped the first order out of Huang’s parents’ garage in August of 2013 servicing New York City. They own distribution centers in New Jersey, Nevada, Georgia and Texas. Boxed pays for its employee’s children to attend college and pays for its employees to get married. They also joined the fight to end unfair pricing on women’s hygiene products
- 4. Situation Analysis Customers of Boxed are looking for convenience of shipped products, low cost and items in bulk. Amazon is one of its biggest competitors which offers 2-day shipping on almost anything with a $99 yearly membership fee. Wal Mart stores have launched free 2-day shipping on certain items and they have purchased jet.com which is most similar to Boxed.com.
- 5. SWOT Analysis Strengths: No membership fee in order to shop in bulk ◦ Free delivery on orders over $49 throughout the U.S. in an average of 2 days ◦ Free samples offered ◦ Multiple categories such as home/cleaning, food/drinks, and bath/body ◦ Good company values that customers are proud to support Weaknesses: ◦ Must pay for shipping on orders less than $49 ◦ Limited numbers of brands offered ◦ Customers must create an account to browse products even if they might not purchase
- 6. SWOT Analysis Opportunities: Boxed Fresh is not available everywhere yet Boxed has an opportunity to use Boxed Fresh even if the customer doesn’t shop in bulk on Boxed.com Boxed is not just for families Threats: ◦ Boxed business model is easy to recreate, and larger companies are rivaling this company using their current customers
- 7. Marketing Objectives Increase traffic and sales among mothers in the Washington DC/Virginia/Maryland suburbs Identify Social Media most utilized among this market and their trends Identify tactics most likely to work among this market and how they will be used to drive sales at Boxed.com
- 8. Target Market Description Moms who live in the Washington DC/Virginia/Maryland suburbs. Frequent social media users Working professional moms Moms of big families and small families Moms who frequent the gym Moms who attend school
- 9. Marketing Strategies •Social Media Platforms such as Facebook & Instagram •Hashtag Campaign •Word-of-mouth communication •Email Marketing
- 10. Advantages Of Using Boxed •Offering samples on new products •Cash Back Program •Ordering in bulk without Annual fees •Express Delivery •Excellent Customer Service
- 11. Customer Retention •Engaging customers •Personalizing hand written notes for each order •No questions asked return policy •Review Requests •Fast Q&A response time
- 12. Strategic Summary Chart Research Finding Strategic/ Tactical Action 70% of women work full time & have limited shopping time. Boxed has fast delivery times & moms can purchase in bulk. Business ordering delivery Tax exemption available Credit and invoicing options High quantity order discounts Perishable product availability Freshness guaranteed and delivered express delivery
- 13. Campaign Strategy •Increase brand awareness, sales, and brand equity •Create a strong brand attachment to busy mothers who are looking to simplify their shopping experience •Utilize a hashtags with the campaign top encourage sharing •#BoxedOut •Associate hashtag with activities or places people can go enjoy now that they are not shopping at the store •Encourage sharing of mothers “out” and about. (with kids at parks, sports games, on date with spouse, out at the spa, etc.) •#MailBoxed •Associate hashtag with arrival and unboxing of packages •Encourage sharing of images related to the arrival of the product (box at front door, opening of box, piles of empty boxes, etc.) •#BoxedForts •Create a challenge for mothers to create a fort with their kids using Boxed cardboard boxes. Provide prizes and coupons to winners and participants •Attach prize giveaways, coupons, etc. to those who are sharing and actively engaging on social media accounts •Allow Coupons to be shared with friends to encourage word of mouth recommendations
- 14. Message Strategy 1.Boxed simplifies shopping and restocking of supplies for busy mothers 2.Boxed will allow mothers to spend more time with their family, relax, or go places they would rather enjoy 3.Boxed services are reliable and easy to use, so they become a part of a mother’s lifestyle
- 15. Media Plan •Maintain presence on the following social media platforms. Encourage sharing of hash tag related campaigns, operate the #BoxedForts challenge, and provide shareable coupons •Facebook •Engage directly with people sharing their stories and reviews online about the service •Instagram •Encourage extensive sharing among mothers with the hashtags and associated campaigns •Twitter •Encourage extensive sharing among mothers with the hashtags and associated campaigns •Pinterest •Post shopping lists created by Boxed that are checklists for moms. Include common list ideas for all categories of the house hold •Post ideas on how to create forts for the #BoxedForts challenge
- 16. Budget •Primary focus will be on social media platforms that are free to post •Only cost will be labor to manage social media platforms •Coupons or discounts will be the primary spend for this campaign •#BoxedForts Campaign should have very large awards to encourage many entries • The rest of the coupons can be distributed to customers who share content •Some money may be spent on web ads to promote interest in the #BoxedForts campaign
- 17. Evaluation Plan •Looking for an increase in web traffic and responses across: •Primary Website •Facebook •Instagram •Twitter •Pinterest •Measure new customer usage of the product during the campaign with shareable coupons for friends
- 18. Boxed Roadmap Campaign Launch ◦ BIG IDEA: We encourage shoppers to think outside the box and get #boxed with our successful social media campaign sparking a new level of online bulk-shopping experience. Social Media Platform Kickoff ◦ Brand awareness ◦ Brand Attatchment ◦ Challenge – Experience Engagement via Social Media ◦ Creating Experience Word of Mouth ◦ Monitor and follow-up Evaluate
- 19. Creative Brief Objective: Create successful social media marketing campaign to promote Boxed Target: ◦ Market: Washington DC / Virginia / Maryland Suburbs ◦ Demographic: Affluent moms Consumer Insights ◦ Shopping Patterns and other online/social media behavior Desired Response ◦ Increase in traffic, sales, and word of mouth recognition What we’ll portray A world class experience to be had via social media platforms
- 20. Competitive Advantage / Value Prop Boxed supports our target market and demographic in a way in which no other brand or competitor does as effectively. No other shopping platform puts our target market and demographic first. Boxed facilitates online purchase in bulk and consolidation; while looking out for the mothers, their families, their livelihood, etc. Sort of a domino effect in terms of value proposition.
- 21. Activity Metrics ◦ Utilization of analysis platforms such as Google and Similar Web to measure activity levels, trends, and patterns
- 22. Return on Investment ◦ Utilization of financial figures to evaluate Return on investment ◦ Calculation of costs vs budget vs return ◦ Below figures for illustration only