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Prepared Deborah Cecatiello              May 28, 2011
 Abundance of existing inventory but limited  sizes, odd lots, etc. Truly unique patent-pending FitWiseTM waistband  tec...
   Currently selling lower priced Capri pant featuring    FitWiseTM technology on JCPenney online (licensee)   Competiti...
Type              Statistics          Type             StatisticsUnique Visitors   3.84-4.58 avg.      Visitors         4....
Type           Statistic              Type      StatisticLoyalty        1 visit; 90-97         Loyalty   2-5 visits; 8-13 ...
Type            Statistic      Type              StatisticCity: San       30 visitors;   City: Union, NJ   20 visitors; 10...
Description     Statistic          Statistic       StatisticPage Views      12 on May 2n       15 on May 6th   17 on May 1...
Domain                  Referrals   Percentagewww.google.com                21         27.63www.pnmag.com                 ...
Visitors                4.58 avg. “unique” visitors and 6.09 avg.                        visitors per dayEntry Page/Time S...
 Effectiveness  of current keywords is  negligible since most people are finding your  site using your brand name. You d...
 Visitors come from all over the USA but there  is interest in other countries…this is  important if you’re considering P...
Business goals Identify, align business relationship between  Vivique, FitWiseTM and Licensees Drive more traffic to web...
 Optimize   Website including solicit email  addresses Aggressively engage with Social Media Focus on months where dema...
 Aggressive  research to find pregnant  celebrities and obtain agent contact  Information Outreach to costumers, dresser...
Generate traffic to                       Generate “buzz”website for purpose                       among the press?  of pu...
 You! Blog posts and LinkedIn Groups Journalists     Pick up story ideas     Reviews the product Bloggers     Pick u...
   Twitter       Especially important in reaching members of the press,        bloggers, magazine publishers, etc.   Fa...
   Always promote Vivique Apparel and FitWiseTM    together to establish solid connection and recognition    among target...
   Promote “websites we like” to drive traffic to online    retail licensees carrying clothing featuring FitWiseTM    tec...
 Monthly posts revolving around holidays and  events Miscellaneous posts including links to helpful  websites or news ar...
June             July               August• Outdoor        • Red, white &      • Tips for  dining           blue holiday  ...
 Search   Engine Optimization    Indexing    Keywords (relevance, density, frequency)    Inbound Links (people, websit...
   Goal of e-mail campaign is to drive traffic to your site to get    more information, promo code, coupon, etc.   Impor...
Shopping          Search Engines          Viviqueapparel.comOrganicSearch                   Paid Search
   Threeseasonsmaternity.com   Magazines       Conceive       Pregnancy & Newborn       Parenting   PR Web   Blogs ...
   Blogs, continued       Jane Has a Job       Style Underdog       Mizhattan       Theory       12:04       Net-a-...
 Blogs,   continued     Mommy-gets-dressed.blogspot.com     Babycenter.com     Maternitywear.toplisted.net     The br...
 Google Pay-per-click Microsoft AdCenter Shopping Search Engines (TBD)    Google Products    Shopzilla.com    Totsy....
 Survey/Feedback forms shipped with every order Personal appearances & In-store demonstrations Schedule seasonal sales...
Vivique Apparel Marketing Plan
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Vivique Apparel Marketing Plan

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Vivique Apparel Marketing Plan

  1. 1. Prepared Deborah Cecatiello May 28, 2011
  2. 2.  Abundance of existing inventory but limited sizes, odd lots, etc. Truly unique patent-pending FitWiseTM waistband technology Offseason challenges (Spring is biggest selling season for maternity clothing since most babies are born between August and November) Products available online and offline Database of existing customers (14) is small and of limited use (women come in and out of the market)
  3. 3.  Currently selling lower priced Capri pant featuring FitWiseTM technology on JCPenney online (licensee) Competition has more product, bigger websites, and more variety…  (more upscale “boutique” shopping site)  (traditional shopping site)  (niche website, accessories)
  4. 4. Type Statistics Type StatisticsUnique Visitors 3.84-4.58 avg. Visitors 4.16-6.09 avg. Per Day Per DayDepth of Visit Pages Visited: 1; Depth of Visit Pages Visited: 2; visits: 77-82 Visits: 30-34Depth of Visit Pages Visited: 3; Depth of Visit Pages Visited: 4; Visits: 10-22 visits: 6-13Time on Site 1 minute; 106- Time on Site 2 minutes: 8 153 visits visits
  5. 5. Type Statistic Type StatisticLoyalty 1 visit; 90-97 Loyalty 2-5 visits; 8-13 visitors visitorsCountry: USA 162 visitors; 81.4 to 85.71%Region : CA 5 up to 44 visitors; 3.88 up to 23.28%Region: NJ 24-38 visitors; 18.6 to 20.11 %Region: 27 visitors; 14.29%Unknown
  6. 6. Type Statistic Type StatisticCity: San 30 visitors; City: Union, NJ 20 visitors; 10.58%Francisco 15.85%Page Exit Link Count Percentage/Pants- Home 4 8.51Jeans_c24.htm/login.sc Contact Us 1 2.13
  7. 7. Description Statistic Statistic StatisticPage Views 12 on May 2n 15 on May 6th 17 on May 11th(Spikes)Pages: Home :27 seconds; 29%pageEntry Page: 70%HomeHome page 94 bounces; 58%Page Exit Link Count Percentage/Home_Page.htm PantsJeans 17 22.67l/ (home page) PantsJeans 11 14.67/Home_Page.htm Skirts 5 6.l
  8. 8. Domain Referrals Percentagewww.google.com 21 27.63www.pnmag.com 21 27.63www.mommieswithsty 11 14.47le.comwww.linkedin.com 6 7.89shop.viviqueapparel.c 2 2.63omwww.facebook.com 2 2.63www.bing.com 2 2.63thestir.cafemom.com 2 2.
  9. 9. Visitors 4.58 avg. “unique” visitors and 6.09 avg. visitors per dayEntry Page/Time Spent Most visitors entered the site via the home page but only spent about :27 seconds thereBest days Mon, Tues, Wed & Friday… NOT on a weekend!County, Region, 85% of visitors from the USA. Regions/cities& City of Origin avg. across the country from .75-6% but there were odd “spikes” from San Francisco, CA and Union, NJExits Link Only 5 people out of 47 exited the site from the “contact us” page v.s.19 from the “home” page
  10. 10.  Effectiveness of current keywords is negligible since most people are finding your site using your brand name. You don’t have enough visitors…so you need to more traffic to your site. Visitors are mainly staying on the home page…and not for very long before they exit the site, probably because they are not finding what they want. Make sure home page is engaging and gives people a reason to navigate to other pages.
  11. 11.  Visitors come from all over the USA but there is interest in other countries…this is important if you’re considering PPC ads Referrals sources offer opportunities for link- building program 36 IT “errors” and “bad resource links” need to be fixed to aid SEO You have no conversions (probably because there was no way to order anything and because people weren’t staying on the site long enough to get this far)
  12. 12. Business goals Identify, align business relationship between Vivique, FitWiseTM and Licensees Drive more traffic to website in order to increase online sales Sell out remaining inventory Increase size of database (obtain email addresses through log ins, e-newsletter sign ups, VIP sales, customer feedback forms, etc.)Marketing Goals Generate awareness of Vivique and FitWiseTM technology Increase exposure among “influencers” Increase referrals
  13. 13.  Optimize Website including solicit email addresses Aggressively engage with Social Media Focus on months where demand is heaviest Copy best practices from competitors where possible Drive referrals and testimonials using existing database i.e. “Tell a friend and get…” Outreach to celebrities Increase off-line promotion
  14. 14.  Aggressive research to find pregnant celebrities and obtain agent contact Information Outreach to costumers, dressers, personal assistants, etc. through LinkedIn Groups i.e. Fashion Marketing Group Determine what does into package? Draft letter to agents Follow-up phone call Follow-up letter/feedback/photos
  15. 15. Generate traffic to Generate “buzz”website for purpose among the press? of purchasing? Set Social Media GoalsIncrease Facebook Increase awareness fan base? among bloggers?
  16. 16.  You! Blog posts and LinkedIn Groups Journalists  Pick up story ideas  Reviews the product Bloggers  Pick up story ideas  Include links to your website  Reviews your product Celebrities  Wears your clothes and is photographed  Wears your clothes and endorses (one can dream!)
  17. 17.  Twitter  Especially important in reaching members of the press, bloggers, magazine publishers, etc. Facebook  Important for engaging with customers Youtube  Videos of models wearing clothing Flikr  Photos of product, you, FitwiseTM waistband, etc. LinkedIn  Personal Profile  Company Profile  Start/participate in groups i.e. “moms extraordinaire” “pregnancy experiences” “MomsToBeDepot”
  18. 18.  Always promote Vivique Apparel and FitWiseTM together to establish solid connection and recognition among target market and bloggers Develop a “library” of content including stories about products, customers, stores, sales, etc. (posts can be repeated since women are coming in and out of the market) Monitor news wires, Twitter feeds and blogs, etc. for interesting links related to pregnancy, babies, maternity clothing, technology, etc. Sync Twitter, Facebook, Youtube, Flickr, Blog posts to maximize exposure
  19. 19.  Promote “websites we like” to drive traffic to online retail licensees carrying clothing featuring FitWiseTM technology. Need to drive sales of lower priced lines. Monitor on a consistent basis and engage in “conversation”, re-tweet, re-post comments, respond to comments in order to build recognition of the Vivique brand Offer free products to important “influencers.” Share on Social Bookmarking and other Fashion Sites: Del.ic.ious, Diggit. Reddit. Chiq.com, Fashiolista.com, etc.
  20. 20.  Monthly posts revolving around holidays and events Miscellaneous posts including links to helpful websites or news articles, tips, quotes Ask readers for ideas on new topics for discussion with a poll or survey etc. Contests (“Like us” and be entered to win…) Customer/product photos and testimonials Planned sales. Sales would have a series of posts associated with them , i.e. “look for upcoming sale” “this week only” “sale ending soon” “you missed it but….”
  21. 21. June July August• Outdoor • Red, white & • Tips for dining blue holiday vacationing• FitWise family while Technology traditions pregnant• Sale: Capri • How Vivique • Maria’s story— pants (link) makes your working in• Who is dollar go summer while Vivique? further in this pregnant economy • Salt: skirts or • Sale: tops or focus on skirts focus on tops
  22. 22.  Search Engine Optimization  Indexing  Keywords (relevance, density, frequency)  Inbound Links (people, websites linking to your site and links from page to page)  Updates (new products, news, sales, etc.) Content, content, content  Store locations, sales, testimonials, videos, blog MonitorGodaddy.com & Google Analytics to evaluate keywords, traffic source, sales, etc.
  23. 23.  Goal of e-mail campaign is to drive traffic to your site to get more information, promo code, coupon, etc. Import all e-mail addresses from Database, LinkedIn, Website, etc. Include customers, prospects and media. Send e-mails that are formatted, scheduled, and offer value Test different offers, creative, etc. Ideas…  Thank you  Referral program  Ask for reviews  Contests  Coupons  News  Tips  Events (come see us at the “….show”, seminars, webinars)
  24. 24. Shopping Search Engines Viviqueapparel.comOrganicSearch Paid Search
  25. 25.  Threeseasonsmaternity.com Magazines  Conceive  Pregnancy & Newborn  Parenting PR Web Blogs  New York Magazine’s The Cut  Fashionista  Paperclippy  The Style Sample  The Working Wardrobe  The New Professional  Shop It To Me  Employed Panache
  26. 26.  Blogs, continued  Jane Has a Job  Style Underdog  Mizhattan  Theory  12:04  Net-a-porter  Lands End  Garance Dore  Cupcakes and Cashmere  Style.com  The Bag Blog  Rags Against the Machine  Refinery 29
  27. 27.  Blogs, continued  Mommy-gets-dressed.blogspot.com  Babycenter.com  Maternitywear.toplisted.net  The bragging mommy.com  Pregnancyfashion.sheknows.com  Celebritybabies.com  Americanbaby.com
  28. 28.  Google Pay-per-click Microsoft AdCenter Shopping Search Engines (TBD)  Google Products  Shopzilla.com  Totsy.com
  29. 29.  Survey/Feedback forms shipped with every order Personal appearances & In-store demonstrations Schedule seasonal sales BtoB: trade & fashion shows/conventions Networking Offline publicity: speaking engagements, radio interviews, letters to fashion & family editors Family charities (gifts-in-kind) QVC (for Three Seasons Maternity brand) Mobile Marketing (up and coming in fashion!) Outreach to Doctor’s offices

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