Internet Marketing Plan- for small business owners of OB Centric


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  • emphasis on art, local music, and uniqueness. The interior = art pieces, cultural murals and has live music every evening. performing blues, reggae, classic rock, blue-grass, and jazz. authentic Portuguese cuisine is prepared by the owner himself, Jason Agrella.
  • Internet Marketing Plan- for small business owners of OB Centric

    1. 1. OB Centric Online Marketing Plan Presented By: Kate Ammerman and Darien Buc
    2. 2. <ul><li>Opened in September 2009 </li></ul><ul><li>Small beach community </li></ul><ul><li>Mom and Pop Shop </li></ul><ul><li>All products made locally </li></ul><ul><li>Very unique souvenirs/gifts </li></ul><ul><li>Seeking to design their first website </li></ul>OB Centric Ocean Beach Gift Shop
    3. 3. OB Centric <ul><li>Target Audience </li></ul><ul><li>Obecians (locals living in OB) </li></ul><ul><li>Residence in Mission Beach, Point Loma </li></ul><ul><li>Tourists </li></ul><ul><li>Appreciators of art, music, and creativity </li></ul><ul><li>Store Theme </li></ul><ul><li>Environmentally Friendly </li></ul><ul><li>Eccentric and unconventional </li></ul><ul><li>Locally owned operated and produced </li></ul><ul><li>Creative and different </li></ul>
    4. 4. OB Centric Products Sold <ul><li>Art and Music </li></ul><ul><li>Beach style jewelry </li></ul><ul><li>Handcrafted lamps </li></ul><ul><li>All natural handmade soaps </li></ul><ul><li>Coasts made from vinyl records </li></ul><ul><li>Clothing </li></ul><ul><li>Guitar pick necklaces </li></ul>
    5. 5. OB Centric Goals of the Campaign To create awareness and increase online and in store traffic. To bring San Diego locals together by creating unity through the appreciation of the art and talent that is produced locally. To connect artists with regular local shoppers at a price they can afford
    6. 6. OB Centric How OB Centric STANDS OUT! from competition Shipping Convenience Eccentric Theme Store Uniqueness Go Green Environment Local Appeal
    7. 7. OB Centric SEARCH ENGINE OPTIMIZATION <ul><li>Link Popularity </li></ul><ul><li>Local Business Directories </li></ul><ul><li>(OBMA, Google, Yahoo, City Beat) </li></ul><ul><li>Press Release </li></ul><ul><li>Viral Marketing </li></ul><ul><li>E-mail Marketing </li></ul><ul><li>KEYWORDS: </li></ul><ul><li>San Diego Local Music </li></ul><ul><li>San Diego Art </li></ul><ul><li>Ocean Beach Gift Shop </li></ul><ul><li>Unique Gift Ideas </li></ul><ul><li>Organic Gifts </li></ul>
    8. 8. WEB SITE DESIGN OB Centric LOGO (Background picture of Ocean Beach goes here) HOME ABOUT US SHOP NOW EVENTS GREEN LIVING SHOPPING CART CONTACT US SITE MAP SHOP BY HOLIDAY Thanksgiving Hanukah Kwanza Christmas SHOP BY CATEGORY Music Art Clothing for Her Clothing for Him Accessories Gift Cards Trinkets Clearance What’s New Welcome Text Monthly Featured Sale Newsletter Sign Up Find us on OBMA Monthly Featured Video Monthly Featured Band Monthly Featured Artist Home About Us Shop Now Events Green Living Shopping Cart Contact Us Site Map Find us on Portugalia Portugalia Gift Package
    9. 9. OB Centric MEDIA KIT: San Diego City Beat San Diego’s destination for art, music, food, events, politics, and everything else local. Similar theme as OB Centric: Eccentric, unique, and different Similar audience as OB Centric: Unconventional, atypical, local San Diegan
    10. 10. OB Centric MEDIA KIT MONTHLY BUDGET Medium Rectangle Ad Buy for MUSIC page............................$1,098.37 Medium Rectangle Ad Buy for ART page………………..…….$1,098.37 Medium Rectangle Ad Buy for NEWS page……………………$1,098.37 Medium Rectangle Ad Buy for SPECIAL ISSUE page............$1,098.37 Online Business DIRECTORY ($99/yr = $8.25/mo)………………..$8.25 TOTAL MONTHLY COSTS………………………………….. $4,401.73
    11. 11. <ul><li>Congruency - ideals & Customer psychographics </li></ul><ul><li>Unique - only Portuguese Restaurant in SD </li></ul><ul><li>Location - 4 blocks away </li></ul>Strategic Partnership Development OB Centric Why Portugalia?
    12. 12. <ul><li>OB Centric Gift </li></ul><ul><li>Package : </li></ul><ul><li>customer buys </li></ul><ul><li>birthday gift & </li></ul><ul><li>wrapping and </li></ul><ul><li>receives a coupon </li></ul><ul><li>for a free appetizer </li></ul><ul><li>at Portugalia </li></ul>Strategic Partnership Development OB Centric What it Entails? <ul><li>Portugalia : </li></ul><ul><li>caters OB Centiric special-cause events. </li></ul><ul><li>Features OB artists during their nightly live-music </li></ul>
    13. 13. <ul><li>OB Centric : </li></ul><ul><li>Competitive advantage over other gift retailers </li></ul><ul><li>Discounted Catering </li></ul><ul><li>Increased exposure for music artists </li></ul>Strategic Partnership Development OB Centric Benefits <ul><li>Portugalia : </li></ul><ul><li>Extended reach to OB C’s customer base </li></ul><ul><li>Catering exclusivity rights </li></ul><ul><li>Online PR mention in: </li></ul><ul><ul><li>OB C’s email newsletters </li></ul></ul><ul><ul><li>OB C’ event promotions and </li></ul></ul><ul><ul><li>reviews . </li></ul></ul>Banner Ad Trade Website Referrals Link Popularity
    14. 14. <ul><li>OB Centric : </li></ul><ul><li>Cost of catering expenses </li></ul><ul><ul><li>Entrees for 100 people is approx $1000 </li></ul></ul><ul><ul><li>varies on size of event and menu offerings selected </li></ul></ul><ul><li>Cost of printing coupons </li></ul>Strategic Partnership Development OB Centric Costs <ul><li>Portugalia : </li></ul><ul><li>Cost of free appetizer redemption </li></ul><ul><li>Cost of paying musicians </li></ul>
    15. 15. <ul><li>Found through search engines by: </li></ul><ul><ul><li>consumers and journalists </li></ul></ul><ul><li>Directly submitted to news orgs. </li></ul><ul><li>Improves search engine ranking by : </li></ul><ul><ul><li>Using keywords in content </li></ul></ul><ul><ul><li>Keeping your sight up to date </li></ul></ul><ul><ul><li>Increase your link popularity. </li></ul></ul>Online Press Release OB Centric
    16. 16. “ Entertainment Swap” PR OB Centric
    17. 17. Online Press Release OB Centric Posting Recommendations www. sdnn .com www. oceanbeachsandiego .com www. sdcitybeat .com www. obrag .org www.944. com/sandiego/ www. discoversd .com
    18. 18. <ul><li>Raise Awareness of OB Centric and it’s website </li></ul><ul><li>Word of mouth for causes and events </li></ul><ul><li>Incite current customers to bring in prospectives </li></ul><ul><li>Keep top of mind positions with current customers </li></ul>Viral Marketing OB Centric Objectives
    19. 19. <ul><li>Embedded in Home Page </li></ul><ul><li>Mention and Link in email newsletter </li></ul><ul><li>OB Centric Youtube Station </li></ul>Viral Marketing OB Centric Seeding Method
    20. 20. <ul><li>Frequency: Monthly </li></ul><ul><li>3 Categories </li></ul><ul><ul><li>“ How it’s Made” </li></ul></ul><ul><ul><ul><li>The producer demonstrating the making of their art, music, or product </li></ul></ul></ul><ul><ul><li>“ Informational” </li></ul></ul><ul><ul><ul><li>Importance of supporting local artist or musicians </li></ul></ul></ul><ul><ul><ul><li>benefits of using organic products </li></ul></ul></ul><ul><ul><li>“ Causes & Events” </li></ul></ul><ul><ul><ul><li>Demonstrate the need for a charitable cause </li></ul></ul></ul><ul><ul><ul><li>Explain how the event at OB Centric will benefit the cause </li></ul></ul></ul>Viral Marketing OB Centric The Video Series
    21. 21. <ul><ul><li>Plot Example for &quot;Book Swap”event. </li></ul></ul><ul><li>Begin video with a &quot;public service announcement&quot; </li></ul><ul><ul><li>Mayor of San Diego is proposing to cut days of the week that SD libraries are open for operation. </li></ul></ul><ul><li>Promote the Book Swap </li></ul><ul><li>Announce that remaining books will be sold to a used bookstore. </li></ul><ul><li>Then the money made from the cause, will be donated to the Ocean Beach Library </li></ul><ul><li>Finish with a clip from the &quot;Fahrenheit 451&quot; movie- about what the world would be like if society stopped recognizing the value of books. </li></ul><ul><li>Close with a shot of the OB Centric Website’s URL </li></ul><ul><li>Provide link to website in the “info section” </li></ul>OB Centric The Video Series
    22. 22. <ul><li>When a customer shares t he video with online, they will gain X amount of points in their OB Centric online shopping cart. </li></ul><ul><li>2. For every person the viewer invites t o the events, they earn Y amount of points. </li></ul><ul><li>3. If their guest a ttends the event,they will get a &quot;code&quot; at the door for Z-amount of points . </li></ul>OB Centric The Incentive Plan
    23. 23. <ul><li>Points are accumulated in the customers online account to earn increasingly valuable offers. </li></ul><ul><li>For example, once a customer earns XX amount of points, they get free gift wrap on the next purchases. </li></ul><ul><li>In the next tier, when the customer earns YY amount of points they receive 20% off shipping. </li></ul>OB Centric The Incentive Plan
    24. 24. <ul><li>Sender Name: OB Centric </li></ul><ul><li>Subject Line: Direct, timely, emphasis on the benefit </li></ul><ul><li>Body: Personable, approx 500 words </li></ul><ul><li>-Content: promotion, pictures, valuable information </li></ul><ul><li>-Link to OB Centric’s website to learn more details </li></ul><ul><li>Footer: </li></ul><ul><li>-Contact Info </li></ul><ul><li>-Privacy Policy </li></ul><ul><li>-Opt- Out Option </li></ul>Email Marketing OB Centric Components
    25. 25. <ul><li>Jan : D r y winter? Renew and refresh yourself with organic lotions. </li></ul><ul><li>Feb : S h opping for a One-of-a-kind? Find unique valentines gifts here . </li></ul><ul><li>March : Go Green for St Patties- 20% off all recycled products. </li></ul><ul><li>April: A p ril showers are more fun than ever with our Hand-made soaps. </li></ul><ul><li>May : _ Name__Buy & Ship Mom extraordinary gifts. </li></ul><ul><li>June : G o ing to the OB Street Fair? Stop in for refreshments and savings! </li></ul>Email Marketing OB Centric Subject Lines
    26. 26. <ul><li>July: __( Name) _ _looking for ways to save this summer in San Diego? </li></ul><ul><li>Aug: Hosting out of town guests? Get your OB souvenirs here. </li></ul><ul><li>Sept: F i ll out our Survey and get 20% off your next purchase. </li></ul><ul><li>Oct : S t art the Oktoberfest party off right, come in 10/10/10 to receive 10% off. </li></ul><ul><li>Nov: S h owing our Thanks by giving you discounted shipping for gifts. </li></ul><ul><li>Dec: N e ed a gift idea? Christmas and OB Centric, right around the corner. </li></ul>Email Marketing OB Centric Subject Lines
    27. 27. <ul><li>Measurement tools vary with the email positioning strategy chosen: </li></ul><ul><li>Promotional and discount emails : track marketing success and conversions using codes, keywords, and coupons for in-store and or online purchases. </li></ul><ul><li>Informative emails: (intangible) increase credibility as information source, and develop customer loyalty </li></ul><ul><li>Cause & Event emails: measure change in store traffic, event attendance and their relationship to in-store purchase trends </li></ul>Email Marketing OB Centric Measuring the Success