Digital Marketing presentation, City University London - fashion - Teach Digital, www.teachdigital.uk

1. Adam Walker
Raquel Abella
Robin Edwards
Silvia Vaccaro
Digital marketing 2014
Serendipity Vintage

2. • 1 What is Serendipity?
• Brand
• Audience
• Competitors
• 2 Digital marketing plan
• Website
– Design
– SEO- Metadata
• Social Media
– Facebook
– Twitter
– Pinterest
– Instragram
– Google+
• Customer engagement
- Blog
- Emails
- eNewsletters
- Mobile text messages
- Use of QR codes

3. Small boutique store
-Located on a busy street in Mallorca (Spain).
-Clean minimalist interior drawing attention to
the clothes.
Products
-Clothing and accesories.
-Clothing has a vintage style.
-Good value for money Eg. t-shirt = 20 euros.
Hight product rotation-> making the store unique.
-Every week new clothing in stock.
-Only five items from a brand’s collection in store
at any one time, ensuring fast rotation of
products.
-People often visit to check the newly arrived
products, we aim to make checking what is
currently in store easier and encourage them to
buy.
What is Serendipity Vintage?
Brand

5. What is Serendipity?
Our Audience
Customer profile: Local women 20-35 years old.
They like:
-Vintage style fashion and are highly aware of trends.
- Functional and comfortable clothes.
- To buy for themselves.
- Small independent stores with no crowds.
Their wardrobe is an extension of their personality.
Young, urban women, confident in their style
with mid-range spending habits.

6. What is Serendipity?
Competitors
Direct:
New products: Piel de Gallina/ Algo Bonito/ Renew.
Second hand products: Rita’s House/ Seattlevintage.
-Small vintage shops in the area.
-They sell name Brand clothes, quite expensive.
-No profesional website or blog (except Renew)
-Active on a few digital channels: Facebook, Twitter
however they do not post daily.
Indirect:
Multinational fashion brands.
-Competitive prices.
-High product rotation
-Very good comunications and advertising.
-However, they sell to the crowd, have no individuality.

7. Digital plan: Website
Goals
How can the website help our customers?
-Inform: Let them know who we are, where we are and what we sell.
-Entertain: Let them browse products currently in stock, like and share them on social media
and read our blog, etc.
-Engage: newsletter, online form, promotions and vouchers, options to “follow us” on social
media, etc.
What don’t we do?
-eCommerce: Due to the frequent rotation of stock we cannot sell directly over the website.

8. Digital plan Website
Design

9. Easy usage/ easy navigation/ visual design is consistent with our overall Brand.
The original email was changed to vintagestyle@hotmail.com to improve SEO ranking.

10. Use of external links, the blog aims to Entertain and engage with our audience.
Use of headings to optimise SEO.

11. Online form <- internal links. Google maps <- external link.
Image and text relevant. Handful of great keywords.

12. Make it easy on the user.

13. Digital plan Website
Metadata
Title: company’s name at the end.
Use of relevant keywords. Short title.- easier to read and better for SEO.
Use of languages: English, Catalan, Spanish to improve SEO.

14. Digital plan Website
SOCIAL MEDIA
What has Serendipity been doing on social media so far?
The owner of the shop handles social media herself. She posts images of a new outfit every day and
informs followers of any new arrivals in-store on facebook and instragram. However she has not yet
motivated her costumers to create a virtual community and open conversations about her business
and products.
Our Goals
• Increasing the store’s presence on social media channels: Facebook, Twitter, Instagram, Google+ and
Pinterest.
• Building/strengthening the brand.
• Driving conversations in order to build and maintain a relationship with our target audience.
• Raising awareness of our brand and building customer loyalty.
• Driving traffic to our website and blog.
Content
• Uploading plenty of images of new clothes in stock and suggesting how/where they could be worn.
• Offering style and wardrobe advice.
• Advertising promotions and offers.
• Creating competitions, eg. encourage customers to share images of themselves wearing our clothes
and using hashtags.
• Tweeting about local fashion events and big news in the fashion world.
• Posting links to new blog posts.
• Identifying organisations and groups who are also followed by our target audience and interacting
with/following them.

15. Digital plan Website
SOCIAL MEDIA. Facebook
Day to day:
 Post once per day.
 Like new pages , eg. Vintage shoes, cupcake shops, celebrities, bloggers, etc.
 Answer and like audience replies.
We amended the name of our Facebook name adding the word “fashion” to improve SEO/ use of english-spanish/ Don’t
overdo the post with hashtags/ Drive traffic to our website.
OLD NEW

16. Digital plan Website
SOCIAL MEDIA. Twitter
Day to day:
 Post: 3 tweets and retweets per day.
 Use hashtags where appropriate.
 Look for new users and add to our list.
 Follow new users.
 Answer and like audience replies and mentions.
http://www.tagsforlikes.com/
New account Serendipity@serendipityVintage
Use of spanish-english
Use of more popular hashtags.
Linking to instagram

17. Digital plan Website
SOCIAL MEDIA. Pinterest
Day to day:
 Create new folder every week, keep it up to date and easy to use.
 Pin our products, promotions and offers. Use hashtags and keywords.
 Link content with our blog and website.
 Pin content from other websites or blogs at least once per week.
 Follow new folders and users.
.

18. Digital plan Website
SOCIAL MEDIA. Instagram
Day to day:
 Use hashtags and connect
account to Facebook profile.
 Post info on our products,
promotions and offers.
 Post funny related images.
 Link content with blog and
website.
 Follow our followers back (both
brands and people).
 Follow and like others.
Change Name to “SerendipityVinage”
Use of spanish-english
Use of more popular/relevant hashtags.
Link it to the blog.

19. Digital plan Website
SOCIAL MEDIA. Google +
Day to day:
 Post: once per day.
 Look for new users and add to
our list.
Create a new profile linked with our website
“SerendipityVinageblanquerna”
Use of spanish-english
Use relevant hashtags.
Link to another channel (ex: serendipity/blog).

20. Blogging plan
An image depicting how the blog would look on the website
Digital plan: Blog
• New posts every week
• At least 1 guest author per month
• Readers can subscribe to receive an
email each time blog updates
• Provide useful and interesting
content NOT self promotion
List of possible topics
• A case study of a customer,
their style, their favourite
purchase, how they found the
store etc.
• What to pack for a holiday
• The writers’ current favourite
item of clothing
• Product comparisons
• An inspirational story

21. Digital plan: Email Marketing
• Emails will be sent sparingly, to avoid
annoying subscribers.
• Announce events, promotions and new
products available in store.
• Customers will be prompted to subscribe
when visiting the store and while on the
website, the subscribe button will be visible
on all pages of the site.
• Customers given the option of telling us
their age range (18-24, 25-32 etc.) and other
data to help with targeting.
• Some promotions will only be available via
the emails, adding incentive to subscribe.
An email from Serendipity vintage in an inbox

22. Digital plan: Newsletter
Monthly News-Letter
• Newsletters will be sent out every month using
MailChimp or some other platform that lets us track
our statistics such as bounce and open rates.
• The option to sign up to the newsletter will be present
on all pages of the site along with incentives.
• Just like our blog posts, the newsletter should be
integrated with our SEO strategy and contain
keywords and phrases.
An average news-letter will contain:
•A link to our guest blog of the month with a
summary of the writer and their article.
•Updates on the store and light-hearted news on
local events.
•In-store promotions and vouchers for the next
month.
An idea of what the newsletter might look like.

23. Digital plan: Mobile text
Group SMS texting is one of the most cost-effective, time-
efficient ways to reach customers. Research has shown
that more smartphone users pay attention to text
advertisements than to emails, so having an efficient
group SMS app in your marketing arsenal is crucial.
•SMS texts will be sent in special occasions as
promotions, new arrivals, events at the shop.
•Customers will be organized in different list for different
typologies.
Vente al
Serendipity Village!
Hoy y manana
-20% sobre todo lo
nuevo!
esperamos!

24. QR Code advertising
• They are quickly and easily created, extremely cost-
effective and visually appealing when designed with
custom colors and a logo. The reach and ease of use of
open-source QR codes for both users and advertisers
make them the greatest mobile connector so far,
linking all the other mass media to the digital world
to engage mobile consumers.
• Combined with the fact that QR Codes can be placed
almost anywhere and everywhere, whether in print,
online or on outdoor campaigns, there are endless
possibilities of how we can use them.
• The QR code will be use outside some cafè, restaurant
and tourist shops, with the name of the brand and some
key words to invite people find more info about the shop
through the code.
• The QR code could be uses also in leaflets and for
special promotions.

25. Thanks For Listening