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Sturtevant Mini Project


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Sturtevant Mini Project

  1. 1. Sturtevant’s Marketing Analysis<br />Marketing Manager Mini ProjectJonathan Wong<br />
  2. 2. Design a campaign to facilitate the expansion of an online customer base for a website that is less than 2 years old.<br />Objective<br />
  3. 3. In order to expand their online customer base, Sturtevant’s will need to acquire web presence and fulfill the demand for it.<br />By increasing traffic to website it will increase brand awareness and ultimately increase brick & mortar traffic.<br />How?<br />Through effective marketing that is not only viral but also with the use of guerrilla tactics.<br />Introduction<br />
  4. 4. Market Research<br />More consumers are spending more money now on snow sports gears. <br />This should be the primary target for online purchases.<br />However, due to the seasonal nature of the sport, water sports should be a strong focus for any summer season marketing.<br />What is the primary competitive advantage in products sold from vs other online retailers?<br />
  5. 5. In order to fine tune and attain more traffic to the website, the company website must align with company strategy and overall mission.<br />Once aligned, the theme of the website should be parallel to the store to retain traditional feel of company.<br />Emphasize the strengths of the company that made Sturtevant’s the 2009 Gold Medal Shop Of The Year Award.<br />Sturtevant’s Mission<br />
  6. 6. Find out target market for your web store.<br />Customers who look to<br />Find information about store<br />Find great deals on sporting goods<br />Learn about new gear in the industry<br />Demographics/Persona (as big companies use)<br />Age, Gender, Family v.s. Individual, Which Sport…etc.<br />Product life cycle<br />Seasons, Economy<br />Target Market<br />
  7. 7. Based on the target market, what medium would attract your online customers to generate word of mouth and attract new visitors?<br />Find a penetration strategy for this new group of demographic from site analytics and unique visitor counts.<br />Target Market<br />
  8. 8. SEO Research<br />Note:<br />These results only show up for local searches.<br />Need to increase visitor counts to attract out of state customers to website.<br />No first page results for:<br /><ul><li>Wakeboard
  9. 9. Watersports
  10. 10. Golf, Golf Gear
  11. 11. Tennis Gear</li></li></ul><li>
  12. 12. Facebook likes for discounts<br />Promotion codes for products through Twitter<br />Viral Youtube campaign videos (advertising)<br />Reinforce positive web PR<br />Utilize SEO to bring traffic to all forms of web presence (Yelp, Google, 4Square… etc.)<br />Social Media Campaign Examples<br />
  13. 13. Facebook Likes for Discount Example<br />Generates word of mouth and referrals to achieve collective goal of discounts.<br />Other variations include giveaways, contests, photo hunts, puzzles, riddles… etc.<br />
  14. 14. Skier/Snowboarder Business Cards<br />QR Codes directed to viral videos or website<br />Public advertising spots with website<br />Sponsorship and presence to sporting events<br />Snow angels with branding<br />Publicize outstanding awards<br />Utilize Seattle’s weather to advertise water sports.<br />Guerrilla Marketing Examples<br />
  15. 15. Skier Business Card Example<br />.com<br />Best Ski Shop in the Northwest<br />Example from<br />Similar low cost advertising could be done with variations to business card example.<br />
  16. 16. Do you need to reposition your website?<br />What is the company mission of online website?<br />Where do your competitors stand in comparison to your company?<br />What is your marketing budget?<br />What improvements to the website can make user experience easier and commit a purchase?<br />Choices in SEM/SEO clients and programs?<br />Questions to Consider<br />
  17. 17. Find and discover target audience for web store and initiate campaigns that leverage their interests.<br />Engage in guerrilla marketing and further utilize social media platforms to advertise and position brand.<br />Increase word of mouth through creative campaigns and grow customer base.<br />Locate and distinguish between potential unique visitors and point anomalies from search engine optimization programs.<br />Recommendations<br />
  18. 18. The first step for most brick and mortar consumers is through the web, to find information about the store.<br />Sturtevant is a long standing brand name (40 years) use the web to spread company mission and story as well as award recognition.<br />With little knowledge on how the marketing team works at Sturtevant’s, further research is needed to correctly strategize and execute a marketing campaign for Sturtevant’s web presence.<br />Recap<br />
  19. 19. Guerrilla Campaign<br />Marketing Manager Mini ProjectJonathan Wong<br />
  20. 20. Problem<br />Objectives<br />Process<br />Pros and Cons<br />Proposed Budget<br />Final Thoughts<br />Overview<br />
  21. 21. Sturtevant’s is known for their local ski shops and sporting gear.<br />Sturtevant’s new website is fairly young and requires an expansion of online customer base.<br />Problem<br />
  22. 22. Objectives<br />
  23. 23. Annual precipitation in Seattle averages 39 inches (990 millimeters)<br />Source "Seattle (Washington)" The New Book of Knowledge. Scholastic Library Publishing, 2006.<br />This is a perfect scenario to advertise watersports equipment.<br />How?<br />
  24. 24. By utilizing Seattle’s rainy weather to simulate the fun in water sports.<br />Create window stickers of characters having fun in the water with the company website and logo.<br />Place window stickers on car windows while it is raining.<br />Generate buzz through guerrilla marketing.<br />Low cost project that will takes very little preparation.<br />Process<br />
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  27. 27. Pros & Cons<br />
  28. 28. 4”x4” Custom Color Decal (<br />Approximately 1000+ window stickers at 87 cents a piece totaling about $900 with shipping.<br />One sticker could potentially hold infinite impressions.<br />4.8” x 4.8” Custom Color Decal (<br />250 custom window stickers for $499 ($1.96/ea)<br />But with certain discounts, prices are negotiable.<br />Proposed Budget<br />
  29. 29. There is potential to placing window stickers on more than just car windows. Applicable to bus stops, marinas, beaches… any flat surface could be an advertising space.<br />Could host social media photo contests with window stickers for a grand prize, coupon, or discount.<br />Having a clear message or slogan for campaign would be essential to gaining buzz worthy word of mouth.<br />Final Thoughts<br />