2. Company Overview
Home goods shopping destination that offers
eclectic, unique and affordable pieces
First store opened in San Francisco in 1958 by
businessman turned world traveler
Buyers travel to remote villages, old factories and
foreign bazaars for unique products to sell in store
Over 260 brick and mortar stores nation wide
Online store
3. Big Idea
Key selling aspect: unique, authentic and always
affordable
Target audience: young adults (18-34) looking for
unique home goods
Positioning opposite of traditional home good
stores– message will be young, exciting and eclectic
Offering promotional events via social media
Increasing brand awareness by increasing social
media activity
Customers will be rewarded for participation in
promotional events
4. Target Audience
Young Adults, ages 18-34
Specifically females who handle most of the
decorating and shopping for household
Young, financially independent, beginning life as
young adult
Interested in travel, purchasing eclectic, unique
pieces
Tech savvy and knowledgeable of social media
outlets
5. Tools and Tactics
Facebook
Huge draw to possible customers of online and brick
and mortar stores
“Liking” Facebook pages gives access to private sales,
coupons, promotional sales, valuable information
Providing feeling of exclusivity to customer
Twitter
More interactive, allows for immediate
communication directly with World Market
Tweet about in store experience, latest purchases,
voice criticisms
Twitter contests, offering incentives to winners
6. Tools and Tactics
Pinterest
Allows for more creativity from World
Market, customers and Pinterest followers
Promote current merchandise in store
Promotional contests– “Pin it to Win it”
Instagram
Promoting store products
Posting pictures of current merchandise, store
locations, happy customers
Posting pictures will help customers visualize
products in their own home
7. Key Performance Indicators
Increase in social media and website visitors
Leading to increasing sales and total revenue
Increased communication between World
Market and customers via social media
Increase in social media followers
Engagement in social media promotional events
Increased brand awareness nation wide
8. Budget
Main cost coming from man-hours to get social
media sites launched and interactive
At least 100 hours from team of developers
$300 per hour X 100 hours= $30,000
Developers run sites for first 3 months to gain
followers, keep sites running, train World Market
employees
100,000 per site…$400,000 total
Cost of running competitions and giveaways
Grand Total: no less than $500,000
9. Summary
Home goods shopping destination for unique,
eclectic and affordable home goods
Lack of brand awareness, constantly being
overshadowed by mainstream home goods stores
Targeting younger, hipper target audience (18-34
year olds)
Engaging social media sites, including competitions
and giveaways
Increase brand awareness and sales by increasing
social media activity
