BACKGROUNDFOUNDED IN 1999 BY NATALIE MASSENET ONLINE RETAILER, LUXURY FASHIONGLOBAL REACH ANDACCESS TO HIGH-END DESIGNERSTARGET AUDIENCE ISWOMEN AGES 18-34
CHALLENGESCUSTOMER RETENTION INCREASE IN ONLINE LUXURY RETAILERS INCREASINGCONVERSATION WITH CUSTOMERS VIA SOCIAL MEDIA
GOALSINCREASE ONLINE SALESINCREASE AMOUNT OF UNIQUE VISITORSENGAGE WITH CUSTOMERS AND RECEIVE FEEDBACKBUILD RELATIONSHIPS WITH POTENTIAL & CURRENT CUSTOMERS
BIG IDEANET-A-PORTER needs to focus on online and mobile marketing/advertising campaign to reach their intended customers The target market of women ages 18-34 would be beneficial to NET-A-PORTER because the majority of the products they sell are geared for women and they alsohave higher tendency to buy products online regularly Women are very active users of socialmedia; NET-A-PORTER has the opportunityto reach more potential customers throughcommunicating with current customers and encouraging sharing of posted content.
SOCIAL MEDIA FACEBOOK Post editorial images of new productlines, share photos, promote sales and discounts, have contests on Facebook page PINTERESTBoards and pins of what inspires their designer lines, the products theycarry, and customers’ pictures of their products and packaging TWITTER Tweets for new products, sales &promotions, retweet contests, fashion tips and trend alerts.
GOOGLE ADWORDSNET-A-PORTER will use Search Engine Optimization and Search Engine Marketing through Google AdwordsKeywords to drive website visits and purchases: luxury, designer, net-a-porter, luxury clothing, high-end, etc. NET-A-PORTER will be provided with effective and measureable search engine results through Google Adwords This campaign will achieve the objectives to increase website trafficand to gain new visitors and customers
MOBILE MARKETING A mobile app that provides discounts, contests, andproduct/trend updates will be beneficial to creating interest and awareness among the target audienceMajority of the target audience hasSmartphonesor tabletsMobile app will increase amount of product purchases and site visits
MEASUREMENTGoogle Analytics: track keyword searches, ad clicks, website traffic, social mediainteractions, and consumer informationCampaign reach will be measured by the number of contest applicants and theamount of discount coupon redemptions Social media campaign awareness and effectiveness will be measured bycomparing pre-and post-campaign social media statistics Evaluate the change in online sales
BUDGET & TIMELINE The marketing budget was determined from last year, 2011, advertising budget and ananalysis of NET-A-PORTER’s SEO value, keyword and ad value, and social media mentions. Category Name Budget Social Media Twitter $20,000 The campaign will run for duration Social Media Facebook $30,000 of 12-months. The budget will be Social Media Pinterest $10,000 allocated to the specific market Google AdWords $ 60,000 categories accordingly and will Mobile Marketing Mobile app $30,000 change per month due to seasonal Website $85,000 trends, holidays, etc. Email Marketing $60,000 Total: $400,000 The months that will receive the highest budget allocation are as follows: January, February, March, May, and June Months with medium amount of budget: April and July