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  2. 2. In Her Bag
  3. 3. What We Know  People enjoy shopping in a bookstore, but they go to a drugstore because it’s a chore on their list.  No one likes browsing the isle for Preperation-H  Drugstore.com is the prescription for online shopping success, allowing customers to purchase products for the body from the privacy of their homes.
  4. 4. Challenges  Customers who feel uneasy about buying important products like prescription drugs online.  Overall complexity of running a drugstore online and dealing with insurance.  Attracting new users
  5. 5. The use of New Media  Authenticity trumps celebrity  Niche is the new norm  Bite-size communications dominate  Personal Utility Drive Adoption  Consumers Own Brands  By leveraging previous established media channels we will be able to promote through consumer to consumer interactions with the brand.
  6. 6. WOM Blogging  Targets  Beauty and fashion blogs.  We will contact 50 blogs throughout a 6 month period  And ask them to check out drugstore.com and tell their followers in a post about drugstore.com. She will then choose her favorite item and that will be a giveaway prize to anyone who writes a comment on their experience with Drugstore.com.  Spread the word through positive interactions with the site.
  7. 7. YouTube  Make them laugh…Meet Kenny!
  8. 8. …  This viral video will showcase the pitch that drugstore.com is not only user friendly but also private.  A very small number of people would care to share some of the intimate items purchased at a drugstore with the rest of the world and we would leverage that case in point through a viral video.
  9. 9. Metrics of Success  We will be able to track the metrics of success through blog comments and hits and to determine where our traffic is coming through google analytics.  We will be able to track what people are saying on blogs through Radian6.  We will further promote through social networking sites such as Facebook and Twitter.
  10. 10. Budgeting  The methods that we have selected are very low in cost.  The only cost will be the cost of the giveaway merchandise and cost of shipping.  Also the cost of making the youtube video commercial.  Estimated campaign cost for a 6 month period = $ 7,000