Presentation overviewing the marketing communication strategies of Moosejaw

1. Marketing News: Chapter 10
Alyssa Clemente and Casey Macken
MGT 390
10/25/11
Working in small teams, assess the direct-marketing components at the
website of Moosejaw, the athletic apparel retailer popular on college
campuses (http://www.moosejaw.com). For each direct marketing
appeal that you can identify on the site, explain how the company would
be able to measure the effectiveness of the appeal. As you evaluate the
site, also identify any and all opportunities for the company to gather
customer information that could enhance its database marketing efforts.

2. • Athletic Apparel Retailer
– Jackets
– Clothing
– Gear
– Footwear

3. Direct Marketing
• Close Sales
• Cultivate Prospects
• Engage Customers

4. Database Marketing
• Create An Account
– Personal Information
– Links for MySpace, Facebook, Twitter
• Order a Catalog
• E-mail List
• Shipping and Billing
• PayPal

5. Media Use
• Direct mail
– Catalog Option
• E-mail
– Moosejaw E-mail List
• Other Media
– Twitter, Facebook, MySpace, Blog, Flickr
• Infomercials
– Video Gallery

6. Measuring Effectiveness
• Number of twitter followers
• Likes on Facebook
• Friends on MySpace
• Video Views
• Photo Uploads
• Live Chats
• E-Mail Sign Ups
• Reward Points
• Customer Product Reviews