2. Introduction
The following presentation will be focusing on ways Piccadilly Lane can
improve upon the current marketing strategy by looking at:
Unique Selling Points
Target Market
Current Consumer Habits
Social Media
Google +
Cost Efficient Advertising and Promotion
Future Advertising
3. The Unique Selling Points
Quality and Originality
Independent designers
Unique Products
Wide variety of products with
various themes
Varied price ranges
Focus on individual stores
Contact
Involves customers
Blog
4. Women aged 25 – 55
Work in a Professional environment
Socio-economic group ABC1
High cultural capital
Interests
Contemporary art
Culture
History
Beauty
The Target Market
5. Over a quarter of adults (27%) claim to prefer shopping at
specialist card shops
Over 4 in 10 people only give cards to close friends and family
Younger consumers aged 15-24 tend to restrict their cards to
close friends
Last minute shopping is a feature of the card market.
Females are more likely to remember to buy cards for special
occasions
Current Consumer Habits
6. Greater interactivity on Facebook & Twitter
Greater integration of Pinterest with the business Twitter
and website
Use Pinterest to gain an increased understanding of
customers and prospects
Build an online community as opposed to just a customer
base
Create Engaging content that people will share
Consider using an intern to optimise social media
Social Media
7. According to Google you can connect with friends and fans who
love you
Easier to recommend other companies and brands with
Google+
Circle feature – allows you to group your contacts according to
interests and demographics
Sense of community
Enables video conferencing
Direct connect – links your Google+ account to the Google
search engines
Makes it easier for small companies to be found
Social Media – Google+
8. Guest Blog on other blogs
Get designers to do feature blogs on the Piccadilly Lane blog
Google ad words
Banner adverts
Anibox – Creates animated videos which can be used as a
marketing tool
Get someone who writes about lifestyle, art, culture etc. to help
with the press releases
Cost-efficient Advertising and Promotion
9. Magazine adverts
Art and culture
Fashion
Sale Promotion
Free gift offers
Exhibitions and trade shows
Promotional stand in retail outlets
Future Advertising
10. Consider using an intern to optimise your social media and its
content - 9 to 10 hours a week
Work with artists - designer of the week in exchange for
promotional material
Wider range of artists not just start up/small businesses
Link the CRM programme to customers to target better
feedback link to target group
Recommendations for follow up projects
Design of promotional material
Social media strategy implementation
Recommendations
Editor's Notes
When people send cards they are declaring not only ‘I like this’, but ‘This represents me’ and even ‘I mean this’, because cards are representations of the self
The first thing we will be looking at today are Piccadilly lane’s Unique selling points. As you can see we were able to find quite a few by looking at the website in comparison to other sites??
The first is the fact that Piccadilly lane places a high level of emphasis on the Quality and Originality of products rather than on the speed of production.
all designers on the website are independent designers which means that the cards or gifts purchased are more likely to be unique as they are not available on the high street.
Piccadilly lane has a wide variety of products with various themes so its likely that anyone can find something they will like
The price ranges from less dear products to those that are premium priced
With Piccadilly lane there is the option of focusing on a particular store if the customer has a preference for the designer making it easier and quicker to find the perfect gift.
Looking at the website’s contact page found that it was incredibly easy to contact Piccadilly lane through post, email, Facebook and other social networking sites. This is unique because not many online companies are that easy to contact however we did agree that as Piccadilly lane becomes more established this may become harder to maintain and control.
Piccadilly lane involves customers and values their opinion. They are able to recommend independent stores they would like to see on the website.
The Blog is another key feature as it is meant to display current trends, recommendations, gift guide and ideas to make buying a gift that little bit easier.
According to Mintel’s report on greeting cards Women buy a wider repertoire of cards than men
Men are likely to buy a card if they find it convenient to do so
Shoppers up to age 44 are more inclined to buy cards for Mother’s Day, Father’s Day and Valentine’s. They are also more likely to buy cards for new babies or for weddings. – reflection of lifestage
consumers with higher cultural capital are more likely to prioritize card design over sentiment; select smaller, simpler designs and sentiments; prefer cards that are handmade, look handmade, or remind them of fine art; and are more likely to use cards ironically
formal education, especially in professional occupations, are more likely to distance themselves from the mass-produced nature of greeting cards (originality/individuality)
