Full in depth Internet Marketing Plan for OB Centric

1. Introduction
OB Centric is a fun and unique, locally owned gift shop centered in the authentic beach town
of Ocean Beach, California. As San Diego’s destination for fine antique and vintage
shopping, OB primarily consists of locally owned mom and pop shops that represent the
small beach community. Products sold include unique, one of a kind trinkets such as beach
style jewelry, music, art, organic soaps, and a large variety of unthinkable gifts like guitar
pick necklaces and coasters made from vinyl records. What sets them apart from the typical
gift shop however is that 90% of their products are locally made by artists and designers in
San Diego County. They also offer a wide collection of green sustainable, organic, and
recycled products to promote an earth friendly environment. OB Centric’s target audience
consists primarily of Obecians (locals living in OB), as well as locals from the neighboring
towns of Point Loma and Mission Beach and the occasional tourist. OB Centric’s ideal
customer is someone who appreciates art and creativity, and values the originality of Ocean
Beach. Also very important to the company are People searching to give and/or ship gifts to
these creative types. Competitors include other local merchandising stores in OB, art
galleries, and gift shops. OB Centric is so unique however, that it is hard to have such a
direct competition. There is no other shop like OB Centric.
Goals of the Campaign
The store itself opened in September of 2009, and is now constructing its website to create
awareness and increase store traffic. The main purpose of OB Centric is to connect artists
with regular local shoppers at a price they can afford. The theme of the website will be the
same as the ambiance of the store: Eccentric, earth friendly and unique, with a local OB
feel. The goal of this campaign is to bring San Diego locals together by creating unity
through the appreciation of the art and talent that is produced locally. Another objective is
to increase awareness of the new establishment, and increase sales both online and in
store.
There are several features that set OB Centric apart from the typical OB merchandising
store or gift shop. One already mentioned is the store’s uniqueness. Nowhere else can you
find individually hand crafted lamps, all natural handmade soaps, coasters and notebooks
made out of recycled vinyl records, beer and coffee mugs made from recycled wine bottles,
and art and music produced by local San Diegan artists. Another feature that sets them
apart is they are a one stop shop for gift purchasing and shipping needs. The 400 square
foot space is shared by 2 businesses. The left half is the OB Centric gift shop, and the right
half is a local packing and shipping company called Saffran Packaging, both managed by the
same owner. This creates a convenient combination for the customer, especially around the
holidays. A customer can come in to pick a couple of gifts, and have them shipped right
then and there. This also reduces lead time when consumers start to make purchases
online. The convenience of having a packaging company right in the store increases
customer service by getting their merchandise to them promptly and without delay.
Another major element of the store that attracts the interest of the green living customers
is their Packing Peanuts Recycling Center for the Plastic Loose Fill Council (PLFC). The
council operates the Peanut Hotline which is America’s most successful packaging reuse
program that allows consumers to drop off their plastic loose fill, or “packing peanuts”, for
reuse. This service is more geared toward the Saffran Packaging business, but still lets the
customer know that they are an environmentally friendly store. Majority of their products
are also made from recycled goods, and have an all natural organic appeal to promote
green living.

2. The eccentric theme, store uniqueness, go green environment, shipping convenience and
local appeal are all features to use in order to make OB Centric stand out in consumer’s
minds. The goal of the campaign is to successfully portray these advantages and themes on
the website to be. By using the internet to market this brand, it will spread awareness, get
local Obecians involved, and increase sales either through e-commerce or through in store
purchases.
Measuring the Success of the Campaign
The success of this campaign will be measured through several different avenues. First use
the website traffic software, Google Analytics, to see how many people are visiting the
website, where the traffic is coming from, what keywords they are using, what pages are
popular, and what the top exit pages are. Do not rely completely on e-commerce sales as
criteria for evaluating the website success because in store purchases and offline marketing
are also being used. However do, keep an eye on sales increases overall. Measure the
online branding success by examining the percentage of direct requests, the top keywords
searched, and the number returning visitors and repeat buyers overtime. How to measure
the success of online ad buys, partnership development, PR efforts, viral marketing, and
email marketing campaigns is discussed in each of their respective sections.
Search Engine Optimization
Because of the size and budget of the company, do not purchase any keywords. Instead
plan to use keywords to create organic results. These Keywords include: San Diego Local
Music, San Diego Art, Unique Gift Ideas, Ocean Beach Gift Shop and Organic Gifts. Also
register OB Centric into a couple of local online directories such as the OBMA’s Local
Business Directory and Google’s Local Business Center. Through these, track how
consumers are most likely to find the company and what keywords they are searching. Also
increase link popularity to better the search engine optimization. All of the musicians,
artists, and craft makers whose items are retailed through the company will have a link to
OB Centric’s website, and therefore increasing the incoming links. Whichever musicians,
artists and craft makers show to be popular, will be used as keywords on the homepage.
Since everything is done locally, optimizing the search engine will not be hard because
everything is done on a much smaller scale (as opposed to optimizing a company
nationally).
Website Design
Structure
The structure of the website is going to be focused on e-commerce. As mentioned before,
the goal of this campaign is to gain awareness and increase sales by bringing together the
locals of OB through appreciation of art and creativity. The target audience being a typical
green living, eccentric, OB local; and tailor the website just for them. The top banner of the
homepage will display a background picture of the OB pier, to make the viewer feel at
home. Then, to attract their creative side, feature a monthly piece of art next to the
welcome text. Change the featured artists monthly to keep returning visitors interested.
Every page throughout the website should give the viewer an earth friendly, unique, Ocean
Beach feel.
Content

3. Gear the website to provide informational web content. By providing detailed product
information and constructing a safe and easy purchase outlet, it will increase both online
and in store sales. In this way customers can know what they are purchasing with the
confidence it will be delivered in a safe and timely manner. To create this feeling, announce
in the “about us” section that OB Centric shares ownership with Saffran Packaging. By
giving detailed information about Saffran’s safe shipping policy, the customer will feel at
ease making an online purchase. Second, offer enough product information that new
viewers will leave with a clear understanding of OB Centric’s products and brand image.
In addition to informational web content, also offer a sense of community. In order to bring
San Diegans together, take pride in the fact that 90% of OB Centric's products are locally
made. Under each product description there will be information regarding who made it,
where it was made, and the history behind it. The goal here is to create unity and
appreciation for the creative arts produced locally.
Navigation
Another feature of the website that is imperative is the user friendly shopping navigation.
The left column of the homepage is a set of categorical links to make searching for products
easy. First, the customer can “shop by holiday” (holidays will change seasonally). Currently
listed is Thanksgiving, Christmas, Hanukah, and Kwanza. Clicking on one of these links will
show the viewer a variety of products themed for the chosen holiday. Next, the customer
can “shop by category”. Categories include what’s new, music, art, clothing for her, clothing
for him, accessories, gift cards, trinkets, and clearance. There is also a search bar on the
top right of every page.
Online Ad Buys- SDCityBeat.com
The online publication that recommended for OB Centric is San Diego City Beat.
SDCityBeat.com is San Diego County’s destination for arts, events, music, food, politics and
everything that is local. The weekly magazine and website publication portray a similar
theme as OB Centric, and therefore, have a similar audience. It follows an unconventional
method and draws in those with an unusual lifestyle. By featuring news articles such as
“Homeless Person of the Week” and “Dope Deliberations” they are drawing in the same
eccentric, atypical person that OB Centric is after. It has an online readership of 99,000 and
is only distributed in San Diego County, so there will be no demographic waste coverage.
OB Centric however is mainly seeking awareness from people based on the psychographic
qualities similar to City Beat; so, this publication suits their needs perfectly.
SDCityBeat.com will provide OB Centric with the freedom to advertise various promotions
based on subject matter. The publications website has tabs separated by news, blogs,
music, arts, events, eats, and special issue. All are updated weekly. This will allow OB
Centric to create several different promotions geared towards each page. For example, they
can use the “music” page to create a banner ad that appeals to people searching for music.
Create the same banner for each page, promoting the same benefit and the same call to
action, only with different words to attract their attention. Each banner will have the same
feel and the same logo; it will just appeal differently depending on whether it is selling
music, art, gifts or an event. The call to actions will be “Come to our store”, and the benefit
will be, “We have what you need”, communicated better of course. For the best results, the
ads will also communicate the same theme as the editorial content of the magazine;
eccentric, unconventional and creative.
(picture examples)

4. The Numbers
Given the $5,000 monthly advertising budget, it is recommended to purchase an online
media kit at SDCityBeat.com. First, enter the Online Business Directory for $99/year. This
can be done on Google’s local business center and Yahoo Local as well (for free!). Second,
construct 3 different “medium rectangle” banner ads, one for music, art, and gifts. Place the
music banner add on City Beat’s music page. When the viewer clicks on it, it will take them
to OB Centric’s “Shop by Music” landing page. Place the art banner ad on City Beat’s art
page. Clicking on this ad will take the viewer to OB Centric’s “Shop by Art” landing page.
And lastly, place the gifts banner ad on City Beat’s news page and on their special issues
page. Clicking on this ad will take the viewer to OB Centric’s “Shop by What’s New” landing
page.
Chose to advertise on only specific pages to ensure quality of impressions over quantity.
The “medium rectangle” ad is recommended to buy because it is placed more toward the
center of the screen. This makes the ad look like it is part of the website, not an
advertisement. Because everything is done online, there is also the option of switching out
different banner ads to test for effectiveness. Google analytics will help measure the success
of each of these ad buys.
Choosing a payment method is easy because they only offer rates by impression. Cost per
action and cost per click through are not options. So, with an average page view of 109,
837 per month and at $10/CPM, each banner ad will cost $1,098.37 per month. Multiply
that by 4 banner ads (music, art, and 2 gifts) and it will total $4,393.48 per month. Finally,
add the online business directory fee and the total monthly cost is $4,401.73. The left over
$600 from the proposed ad budget can be used sporadically to advertise an upcoming event
such as the OB Centric Entertainment Swap.
For more information about City Beat’s media kit, go to www.sdcitybeat.com and click the
“ADVERTISE” link at the bottom. They can also be reached at (619) 281-7526, or 3047
University Ave, Suite 202, San Diego, CA 92104.
Strategic Partnership Development (Co-
Branding)
Portugalia is San Diego's first and only Portuguese Restaurant. Located at 4839
Newport Ave- only a few blocks away from OB Centric, this establishment is a prime
prospect for a partnership. Not only because of the congruence in ideals as businesses, and
the psychographic similarities between customers. Like OB Centric, Portugalia has a strong
emphasis on art, local music, and uniqueness. The interior is filled with art pieces, cultural
murals and has live music every evening. Musical entertainment features local bands and
songwriters performing blues, reggae, classic rock, blue-grass, and jazz. And above all, the
authentic Portuguese cuisine is prepared by the owner himself, Jason Agrella.
In the first part of this co-branding strategy OB Centric can offer a promotion: in
which a customer who buys an Anniversary, Valentines, Birthday gift for their loved one,
also receives a coupon for a free appetizer at Portugalia. In offering this, OB Centric
increases value to their customers gift by adding an enjoyable experience for the couple to
the special occasion. This offering also adds extra incentive for the customer to buy their
gifts at OB Centric rather than finding a similar product at another store, who does not offer
such a promotion. Portugalia benefits from this promotion by extending it’s reach to OB

5. Centric’s customer base. Secondly, Portugalia gets customers in the door. Meaning they’re
more likely to stick around to enjoy the music, order a few drinks, and or purchase entrees.
In return, Portugalia would cater events at OB Centric. For example their “Clothing
Swap” event or any future art-showings, cause or theme related events. Then Portugalia
can benefit from online PR by being mentioned in press releases and event reviews when
catering for OB Centric. Secondly Portugalia would host performances by the OB Centric’s
musicians during their nightly live music entertainment.
The Costs related in this partnership include: Portugalia offering free appetizers.
These range from $3-9, however Jason may decide the coupon covers a select a few of the
appetizers, that work best logistics wise. Also any costs associated with paying the music
entertainers. For OB Centric, the costs include the catering expense is approximately $1,000
for meals for 100 people. This amount varies with menu selections, party size, and other
event details. Of course negotiations of payment prices should be re-approximated to
consider the traded value via promotions. Banner Ad placement on web pages should free of
charge. By forming a partnership, it is mutually beneficial for both parties by providing an
opportunity to increase brand equity, produce/service value, and extend customer reach, all
at minimal costs.
This partnership can be marketed online in the email newsletters, and advertising
the promotion on both company's websites. The coupon offer should be available for online
or in-store purchase. Each company can promote the other’s establishment in a banner ad
on their website (use a trackable URL for the banner ad). Also Portugalia will receive online
PR by being mentioned in press releases and event reviews when catering for OB Centric-
also be sure to use trackable URLs from the redirects from the PR articles.
Ways of tracking the success of the partnership include: how many people click
through to the landing page when the promotion is mentioned in the newsletter. By
measuring the coupon redemption rates. By using web analytics to focus on the trackable
URL on banner ads to see how many referrals your website is receiving via the banner ads,
and then measuring the trackable URLs from the press release links. If web referrals
between the two web pages increase, awareness and interests levels are on the rise. If the
coupon promotion’s landing page is viewed often there is potential that these views may
lead to delayed or offline conversions. The most tangible success level and optimal action is
for the coupon to redeemed- driving OB Centric product sales, and bringing traffic and
potential increased sales into Portugalia.
If you’re interested in taking the next step towards implementing this partnership, the
owner’s name is Jason Agrella. His contact info is (619) 222-(7678) and email is
jasonagrella@aol.com.
Online PR
Online Press Releases serve not only as a way to get media exposure, but help to
optimize search engine ranking. An online press release is a condensed news-like article
that can be found by consumers and journalists through search engines, or submitted to
news organizations directly. Posting Press-releases online improves search engine ranking
by: increasing your opportunity to use keywords within the PR content, keeps your sight up
to date, and helps increase your link popularity. Attached at the end of the paper is a press

6. release on the upcoming "Entertainment Swap" at OB Centric. Immediately following are a
number of recommended websites to submit the release to.
Viral Marketing
Viral marketing can be a very successful marketing tool to employ when having a
new store and launching a new website. People find out about new websites in one of two
ways: either by the use of search engines (which is why SEO is so important) or by word of
mouth. Word of mouth that is highly efficient is known as Viral Marketing. The undertone of
the viral communications are to indirectly convey OB Centrics exemplary customer
service (due to the locally produced products, and the ability for customers to have direct
communication with the owners). More importantly the key concept of the videos should be
newsworthy information and/or have entertainment value.
The objective with this viral campaign is to raise awareness of OB Centric, it's
website. Also to get people talking about the events and causes that OB Centric supports.
The secondary objectives are to give incentives to the people who are framiliar with the
store, (a) to invite and (b) to get prospective customers to the events. Lastly, keep a top of
mind position with current customers and continue to provide them with information to
gives them cognitive affirmation.
Once a month, embed a video on the home page. Give a brief mention of the topic
in the email marketing for the month, along with a link that will re-direct them to the video.
Also begin an OB Centric station on youtube, to post the monthly videos. In the email
newsletters and in the "info" section on youtube mention the incentive very briefly and post
a link to find out the full details of the promotion (create a separate landing page for this
incentive offering). End all videos with the final shot being the URL to the OB Centric
website.
The incentive is has three tiers and likely to have both, long and short term benefits
for the company. For every person the viewer "shares" the video with online, they will gain
X amount of points in their OB Centric shopping cart. For every person the
viewer "invites" to the events to as a guest, they earn Y amount of points. If the
guest attends, the person who extended the invitation, will get a "code" at the door for Z-
amount of points. This code has the highest point value of all the prizes and is to be
redeemed online. These points are accumulated in the customers online account to earn
increasingly valuable offers. For example, once a customer earns XX amount of points they
get free gift wrap on the next purchases. After a customer reaches the initial prize, they
move onto the next tier. In which if the customer earns YY amount of points they receive
20% off shipping.
The benefits of viral are to use entertainment and interesting information as a
means to spread the company's name and website around the community. Getting more
people to the website will increase search engine rankings, and more importantly gets them
to view your products- the first step in purchasing. Viral marketing is a great way to get
people turned onto OB Centric because it's one of few ways to really convey the company's
ideals and beliefs. The use of the incentive point system gets customers to continually stay
connected with your website, is an avenue to reach new customers, and get them to come
into the store during events. Helping new customers to have an enjoyable experience at the
store and see your product selection.

7. The video series can have a three different themes for videos. One theme being a
"How its Made" video, beginning with an intro on the what the product, art piece, or music
is. This video can feature the producer themselves, briefly going through the process of
creating it. Introduce the step that they're doing, and then use a "fast forward" editing
technique to keep down the length of video. The final stage of this video is the creator
presenting the final product, and placing it on it's shelf in OB Centric. The second theme of
the film series can be informational, on topics that OB Centric products embody. These
video topics may include subjects like, the importance of supporting local artist or
musicians, the benefits of using organic products ect. The third theme for this viral series
can be "Special Cause & Event" related. For example when holding a "Clothing Swap" create
a video explaining the experience and activities that will take place at the OB Centric event.
Then explain the social cause this event is going to support, such as donating clothes to the
homeless. Another example for the cause type of video would be to promote the "Book
Swap" taking place. For this you can start the video off with a "public service
announcement" of how the Mayor of San Diego is proposing to cut back the days of the
week that SD libraries are open for operation. Then promote the book swap and state that
whatever books have been donated at the end of the day will be sold to a used bookstore.
With the money made from the cause , X percent of it will be donated to the Ocean Beach
Library to help it stay afloat, even during these budget cuts. And finally finish it up, with a
clip from the "Fahrenheit 451" movie- about what the world would be like if society stopped
recognizing the value of books.
Email Marketing
Continually build a customer email database by collecting email address in-store
either by using a sign up list, or business card fishbowl at the register. The other means for
building your list is by providing a sign-up option on your website. When you are ready to
begin the email campaign, here are some general guidelines on tips and things to include in
all emails to make theses marketing communications as effective as possible.
Be sure to use the Sender Name: “OBCentric”, in doing so it is clear it’s from a
source the receiver trusts and is interested in hearing from. The next step is creating an
effective subject line. Here are some general rules of thumb to use for writing a subject
line: be direct, stress the benefit inside (i.e. discount/ promotion vs. event info vs.
informative articles), ask a question, be personal (use their name in the subject line and in
greeting), and tie in upcoming events/holidays. Some things to be sure not to use when
writing a subject line are: using all caps, exclamation points, and hard-sell terms like “free”
and “buy now”.
In writing the body, Give a personal greeting, and then follow up on what you
hinted at in the subject line. If you offered a discount or promotion, tell the reader details
on the time period the offer stands, what products are included, how to redeem the coupon
or discount ect. In emails such as product promotions or gift ideas it’s very important to
show pictures in the email. These pictures would be as detailed and of as high of quality as
possible. Aside from sales and promotion emails, you may choose to offer other services to
the reader such as upcoming event information- possibly information about your featured
artists’, musicians’, & craft-makers shows or the OBMA events. The third type of email may
serve to give the reader informative content on subjects such as: why to be green, ways to
be green, green gift ideas, innovative “refreshed” (recycled & reincarnated products). In the
Body it is important to keep the content short and focused- Roughly 500 is recommended.
This is convenient for readers and most efficient in enticing the reader to learn more by

8. visiting the website. Near the end of the body provide a reason for them to click on the link
to be redirected to OB Centric website.
At the end of every email letter there are 3 elements that are necessary to include.
The first being the companies Contact Info (website, phone, and address). The next is a link
to view OB Centric's privacy policy. The privacy policy basically states that your company
will not sell customers’ information to any outside parties, and this gives customers
confidence in registering, and remaining on the email list. Lastly, always provide an Opt-
Out option. This allows the customer to unsubscribe from your emails, and benefits OB
Centric by keeping your list of the highest quality and effectiveness as possible.
Below are monthly examples of subject line suggestions for OBCentric and a brief
description of what to include in the body of the email. In-order to further expand these into
a full email campaign, be sure to reference the guidelines listed above.
Jan: “Dry winter? Renew and refresh yourself with organic lotions.”
· Show pictures of the lotions, include benefits of organic usage, list the different
fragrances and variety of lotions available, stress that it’s locally produced and an affordable
price
<Measure increase in Sales for lotions>
Feb: “Shopping for a One-of-a-kind? Find unique Valentines gifts here.”
· Show detailed pictures of variety of special gift items for a loved one.
· Segment suggestions to make them efficient for the reader: for him, for her, for the art
lover, for the musician
· Market the partnership with Portugalia (see co-branding section above) about the
promotion for “buying a gift at OBCentric, and receive a coupon for a free appetizer at
Portugalia.
· Market the convenience of buy, wrap, ship all in one spot
<Measure Website Analysis of” the visitors’ journey through the website, time spent on pages or
the funnel from the landing page link in the email, through the gift search process leading up to
conversions online. This may also increase in-store sales, by those people who prefer to research
online and buy in person.>
March: “Go Green for St Patties- 20% off all recycled products.”
· Position this as an informative article on the topic of benefits of recycling, organic, &
reincarnated products and how they have been made into the very best- for both you and the
environment
· Link to the website to redeem the printable 20% off coupon (for in-store) or if purchasing
online- use the code provided in the email.
<Measure the effectiveness promotion code and coupons usages. >
April: “April showers are more fun than ever with our Hand-made soaps”
· Do a feature article on the maker of your line of Hand-made soaps
· Post picture of the Soaps and the Creator
· Post a link to the viral marketing video about the process of making them on your
website.
<Measure video views, and change in sales of Hand-made soaps in-store and online>
May: “__(Name)__Buy & Ship Mom extraordinary gifts”

9. · Show a few example product pictures- organized in categories of: jewelry, art, music,
clothing. And add a link to see more of each category on the websites landing page for
Mothers day.
· Also market the “personal gift shopper” feature available in the store or on the website
with Keyword for free wrapping. For those shoppers who are interested in saving time, or
simply needing help picking a suitable gift.
o The customer provides: price range, selects the relationship to gift receiver,
the occasion, receiver’s interest (from select all the apply boxes).
o The personal shopper comes up with 3 items that match the criteria, and
contact the customer for final selection and confirmation
o Then Gift wraps it, and option of shipping
<Measure the success of the Mother’s Day Landing page, product suggestion views, click-
throughs & conversions. Use the Keyword promotion for gift-wrap to track which customers
learned about this new shopping service via your online marketing. >
June: “Going to the OB Street Fair? Stop in for refreshments and savings”
· While at the OB Street Fair come in for free water or lemonade and save on OB brand
clothing. Visit our website to get printable coupon
· List features of the OB Street fair, and that stopping by your store for the perfect OB
souvenir/ memento to remember the day’s fun.
<Measure: printable coupon printed vs. redeemed, and using web analytics- track how the
number of people who redirected to view OB Street Fair page. >
July: “ __(Name)__looking for ways to save this summer in San Diego?
· This informational email can be offer up affordable things to do in ocean beach such as
going to dog beach, watching the fireworks on the OB pier, Surfing by the pier, or watching
surf competitions- (list some of the suggestion, but have the full list viewable on a landing
page “to see the complete list click here”
· In this list include a few events at OBCentric like an “art show” (possibly catered by
Portugalia- your co-branding partner), or “A Day With The Creatives”: use the back patio
area to interact with customers in creating low cost crafts, or have the ability to choose the
stones/ feathers used in personalized jewelry made on the spot
· Have a landing page on the website to go into more detail on the OBCentric event
including things like date/time and featured artists & their respective products.
<Measure: redirects/ Landing page hits for “Ways to Save” article, and secondly the number of
click throughs to view more about the OBCentric event. >
Aug: “Hosting out of town guests? Get your OB souvenirs here”
· Include a short blurb on the characteristic and uniqueness of OB
· In this email showcase your “OB labeled items” with pictures
· Suitable for people visiting OB, or to send to friends and family
· Stress that nearly all your products are locally produced
<Intangible Objectives: Increase awareness that OBCentric offers many OB label products, and
secondly nearly all products are produced locally. Measure: the change in OB label product
sales. >
Sept: “Fill out our Survey and get 20% off your next purchase”

10. · Tell the reader by filling out this survey you can better serve their interests, likes, and
provide them with the products their looking for.
· Use an online Survey link to get them to take the survey, and once they’ve completed
the survey, Print their completion certificate/coupon for 20% off of their next purchase.
· Post a link to your website, and have this promotion on your website as well. Incase they
delete the email, or decide at a later time, they’d like to complete it.
<Measure: number of people that clicked the link for the survey, compared with the number of
people who completed the survey, compared with the number of coupons redeemed.
Oct: “Start the Oktoberfest party off right, come in 10/10/10 to receive 10% off “
· By riding the coat tails of all the Oktoberfest traffic, offer people an incentive to stop in
your store that day to take advantage of the 10% off sale at OBCentric since they’re just up
the street.
· Use the OBMA to get the event info for Oktoberfest and highlight some of it the email.
· Post a link to a printable coupon on your website.
< Measure: printable coupon redemption, in-store traffic, & again using web analytics- track how
the number of people who redirected to view Oktoberfest page
Nov: “Showing our Thanks by giving you discounted shipping for gifts”
· Purchase $20 or more from OBCentric in November and the cost of shipping for it will be
10%
· Use Code in email to redeem discount for online purchases
<Measure campaign through discount code redemption>
Dec: “Need a gift idea? Christmas and OB Centric, right around the corner”
· Show a few example product pictures- organized in categories of: jewelry, art, music,
clothing. And add a link to see more of each category on the website’s landing page for
Christmas gift suggestions.
· Also market the “personal gift shopper” feature available in the store or on the website
with Keyword for free wrapping. For those shoppers who are interested in saving time, or
simply needing help picking a suitable gift.
o The customer provides: price range, selects the relationship to gift receiver,
the occasion, receiver’s interest (from select all the apply boxes).
o The personal shopper comes up with 3 items that match the criteria, and
contact the customer for final selection and confirmation
o Then Gift wraps it, and option of shipping
<Measure the success of the Christmas gift Landing page, product suggestion views and click-
throughs & conversions. Use the Keyword promotion for gift-wrap to track which customers
learned about this new shopping service via your online marketing. >
Measuring the Success Email Marketing. In the list monthly marketing suggestions for
email subject lines and content, the last sentences enclosed in <carrots> gives suggestions
on ways to measure the successfulness of each marketing email. In a general sense, here
are the typical ways to measure effectiveness depending on the function/ positioning chosen
for each email. The promotional and discount type emails offer a tactic to track marketing
success and conversions using codes, keywords, and coupons for in-store and or online
purchases. The Event/social type emails are directed to take advantage of the increased
number of people attending events on Newport Ave, and aiming to increase store traffic and
coinciding increasing purchases by marketing the products that tie-in well with the specific
event taking place. The Informative types of emails make your company more credible by

11. serving as an information source, and develop an intangible relationship and loyalty with
customers.