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Forever 21 Digital Marketing Strategy
- 1. Digital Marketing Strategy Stephanie Kline ADV 420
- 2. • Anyone and everyone • Women, Plus Size, Men, Girls and Beauty Lovers • Main focus is on women • Anyone who is on a tight budget, but still wants to keep a trendy closet • Online shoppers
- 3. Create an algorithm where customers can upload any photo of a clothing piece, and have results of Forever 21’s similar items pop up
- 4. Facebook Continue to interact with customers through Facebook, and encourage customers to post their success stories from photo searching Twitter Post photos of popular outfits worn by celebrities with a side comparison to what Forever 21 sells that’s similar Instagram Create the hashtag #PhotoShoppingF21 and encourage customers to post photos of outfits that they have bought through the photo search engine, along with the photo they entered into the search engine
- 5. SEOs Keywords: photo search shop, image search shop Mobile Create a location on the app where customers can easily upload a photo and find similar items they can buy
- 6. Social Media Platforms are the best form for online advertising Forever 21 will be able to: • Connect with customers • Promote photo searching • Provide coupons to followers
- 7. Email Marketing • Send emails with subject bars such as “Want Celebrity Similar Clothes?” • Send coupons to customers that use the image search to find their clothes
- 8. KPI Record how many retweets, comments, likes, favorite, and times the hashtag was used on social media Tools/Tactics • Social Media • “Latest Trends” blog
- 9. Hire a programer to code algorithm • 12 weeks to program • 40 hrs/week • $150/hr • = $72,000 Miscellaneous Advertisment Costs • =$45,000 Social Media Advertisments • =$60,000 Total Budget • $177,000
- 10. If Forever 21 created this image search algorithm, they would be one step above the competition. Their online store could create a lot more traffic, which could lead to more sales.