DESERT BLUES BRAND

THANK YOU
MARKETING STRATEGY AND GOING FORWARD PLAN

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SIGNIFICANCE OF A STRONG
BRAND

WHY IS BRANDING SO IMPORTANT ?
People have too many choices and too little time
Most offerings have similar quality and features
People tend to base their buying choices on trust
Brand is About Being Different

IS THIS HOW OUR CUSTOMERS SEE US ?

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UNDERSTANDING OFTHE BRAND

OBSERVATIONOF BRANDCOMMITTEMENTOF DESERT BLUES
PERSONAL OBSERVATION:
The brand Desert Blues is consistent in its visual appeal. The primary brand colors are Zest and Black. The
color zest is mostly associated with fun and happiness. The website and creative seem in-line with brand
guidelines.
The brand is positioned as discounted multi brand outlet selling the premium brands products at unbeatable
prices. However the brand does not seem to give great shopping experience to it’s customers as the
creatives and website do not portray this feeling nor there was any campaign or initiatives done.

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CERTAIN FACTS OF DIGITAL MEDIA UAE

CONSUMER BEHAVIOUR INSIGHT - UAE
SOURCE : MCKINSEY & COMPANY COVID-19 UAE CONSUMER PULSE SURVEY 10/1/2021

CONSUMER BEHAVIOUR INSIGHT - UAE
 65% of customers expect brands to know them personally and
treat them individually.
 Dubai alone accounts for 30% of the Middle East’s luxury market.
 Female Emirati citizens spend 43% of their income on fashion
shopping.

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GOING FORWARD ROADMAP - SOCIAL MEDIA MANAGEMENT

SOCIAL MEDIA CONTENT & APPROACH
INCREASE FACEBOOK PAGE LIKES . DEFINE WHY WOULD THEY
FOLLOW
RUN SOCIAL MEDIA CAMPAIGNS, CONTEST,
GIVEAWAYS AND QUIZZES TO CREATE
ENGAGEMENT
PROFESSIONAL OUTDOOR PHOTOSHOOT OF NEW ARRIVALS TO
SHARE ON SOCIAL MEDIA

SOCIAL MEDIA CONTENT & APPROACH
BRAND VIDEO WHERE THE CHAIRMAN
SPEAKING ABOUT DESERT BLUE AND IT’S
SISTER BRAND PALMON GROUP.
THIS VIDEO WILL GIVE POSITIVE IMPACT
ON CUSTOMERS BECAUSE PALMON GROUP
CHAIRMAN HAS BEEN INCLUDED IN THE
FORBES LIST FOR TOP INDIAN LEADERS IN
ARAB WORLD AND TOP INDIAN
BUSINESSMAN IN THE GCC.

CONTENT & APPROACH
CUSTOMER VIDEO TESTIMONIALS TO CREATE
ENDORSEMENTS
CUSTOMER SHOPPING VIDEOS IN STORE
BEHIND THE SCENES VIDEOS TO HUMANIZE THE BRAND
AND MAKING IT MORE APPROACHABLE
LOOKBOOKS TO SELL A LOOK & INSPIRE SHOPPERS

CONTENT & APPROACH
BEAUTY TIPS TO ENTICE CUSTOMERS
STYLE GUIDE TO STAND OUT AND BE NOTICED
HOST KIDS FASHION COMPETITION
FACEBOOK LIVE WHILE LAUNCHING NEW
COLLECTION IN STORE TO CREATE BUZZ

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CREATIONOFYOUTUBECHANNEL

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VIDEO IS THE MOST POWERFUL FORM OF CONTENT IN E-COMMERCE.
SOCIAL VIDEO GENERATES 1200% MORE SHARES.
1.9 BILLION LOGGED IN MONTHLY USERS.
THE WATCH TIME IS 1 BILLION HOURS OF YOUTUBE VIDEOS A DAY.
40% OF YOUTUBE USERS TURNED TO THE PLATFORM TO LEARN MORE ABOUT
A PRODUCT BEFORE THEY BOUGHT IT.
YOUTUBE ALLOWS YOU TO BUILD BRAND AWARENESS BUT ALSO EDUCATE AND
INFORM USERS AND ATTRACT NEW CUSTOMERS.

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YOUTUBE CONTENT STRATEGY TO INCREASE SUBSCRIBERS AND VIDEO VIEWS
REGULAR MAKE UP TUTORIALS
SHORT 10 TO 15 SEC OF NEW COLLECTION OF PROFESSIONALLY SHOT VIDEOS WITH PROPER MODELS WEARING THE DESERT BLUE
PRODUCTS.
FASHION STYLISTS SHOWCASING HOW TO ACHIEVE A PARTICULAR LOOK TO ATTRACT THE AUDIENCE TOWARDS THE BRAND.
VIDEOS OF FASHION INFLUENCERS WEARING DESERT BLUE PRODUCTS.
VIDEOS OF HAPPY CUSTOMER TESTIMONIALS TO CREATE ENDORSEMENTS.
PRODUCT VIDEOS INCLUDING CLOTHING, SHOES, AND ACCESSORIES TO CREATE BRAND AWARENESS.
YOUTUBE CHANNEL OPTIMIZATION STRATEGY
TITLE AND TAG VIDEOS FOR SEARCH – PROPER NAMING OF THE VIDEO TITLES THAT ARE DESCRIPTIVE FOR BOTH IN SEARCH ENGINE
RANKING AND CASUAL YOUTUBE VIEWER.
ASK FOR COMMENTS, SHARES, AND BUILD INTERACTIVITY – ASK VIEWERS TO SUBSCRIBE TO DESERT BLUE CHANNEL AND MONITOR
VIDEOS FOR COMMENTS AND RESPOND. WILL CREATE VIDEOS BASED ON FEEDBACK OR IN RESPONSE TO CUSTOMER QUESTIONS.
QUICK INTERVIEWS WITH STYLISTS, MAKE UP ARTISTS ARE OF GREAT VALUE TO THE CUSTOMERS.
SHARE, EMBED, TWEET, AND REPEAT – CROSS POSTING OF THESE VIDEOS TO THE FACEBOOK PAGE AND TWITTER.

GOOGLE PAID ADS
Google Search Ads Google Display Ads YouTube Ads
TARGETING BY:
• Keywords
• Location (Custom
Radius)
• Language
• Gender
• Device (Mob/Laptop/Tab)
• Income Range
• Parental Status
PROS & CONS OF SEARCH ADS::
• Easily target your audience at the
time when they have the highest
intent
• Gives better conversions
• Geographic reach
• Quick to execute and troubleshoot
• Expensive due to high competition
• Landing Page Plays a Critical Role
• Brands target each other brand
names
FORMATS
• Simple
• Bold
• Relatable
• Image Or Video
PROS & CONS:
• Good for brand awareness
• Cost-effective
• GDN – Huge Network
• Limited space for content and
design
• Doesn’t lead to much conversions
FORMATS
• Videos (Customised)
PROS & CONS:
• Good for brand awareness
• Cost-effective
• Attention Span is less
• Doesn’t lead to much conversions

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INSTAGRAM MARKETING
SHOPPABLE POSTS – MAKE IT EASIER
FOR PEOPLE TO SHOP THE PRODUCTS
THEY FIND ON INSTAGRAM BY
TAGGING PRODUCTS IN POSTS.
THE PICTURES COULD BE TREATED AS
SEPARATE AND DISTINCT PIECES BUT THE
ENTIRE FEED MUST NECESSARILY APPEAR
AS ONE SINGLE ORGANIC OUTFIT.
STORIES SHOPPABLE STICKERS – WHEN
WATCHING A STORY, THE FOLLOWERS
CAN NOW TAP ON EACH STICKER TO
LEARN MORE ABOUT THE PRODUCT
AND ULTIMATELY MAKE A PURCHASE.

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INSTAGRAM MARKETING
THE NEW SHOPPING CHANNEL – A USER
WILL BE ABLE TO FIND PRODUCT
RELATED POSTS FROM THE BRANDS HE
FOLLOW AND BRANDS HE MIGHT LIKE.
THE INSTAGRAM STORIES TO CREATE
ENGAGEMENT AND DRIVE SALES:
USE LINKS IN INSTAGRAM STORIES
SHARE POLLS & EMOJI SLIDERS
ASK QUESTIONS
USE THE COUNTDOWN STICKER
SHARE GIFS

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SAMPLE – FACEBOOK ADS
There are different types of
Objectives that can be defined
when running facebook Ads
Target the:
Followers
Email list
Website visitors
Lookalike audience

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INFLUENCER MARKETING
73% OF MILLENNIAL CUSTOMERS SAY IT’S
IMPORTANT TO THEM TO READ OTHER
PEOPLE’S OPINIONS BEFORE THEY BUY
PROMO CODES – INFLUENCERS CAN PROMOTE
THE DESERT BLUE’S PRODUCTS IN THEIR POSTS,
PROMO CODES GIVE THEIR AUDIENCE A CALL-
TO-ACTION

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EMAIL MARKETINGAPPROACH
Email marketing enables fashion brands to get their latest styles into the
minds, inboxes, and ultimately the closet of their customers.
WELCOME EMAIL – HELP CREATE FIRST
IMPRESSION. INCLUDE A 10-20% DISCOUNTED
COUPON CODE TO LURE SUBSCRIBERS BACK TO
THE DESERT BLUE WEBSITE AND MAKE THEIR
FIRST PURCHASE.
USE CONTENT EMAILS TO EDUCATE YOUR
AUDIENCE ON STYLES AND TRENDS.
USE PROMOTIONAL EMAILS TO LET
CUSTOMERS KNOW ABOUT YOUR NEW
OFFER.

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EMAIL MARKETING
EMAILS WITH PERSONALIZED PRODUCT
RECOMMENDATIONS
ABANDONED CART EMAILS – THESE
EMAILS CAN CONVERT 68% OF
CUSTOMERS WHO HAVE NOT FINISHED
THEIR PURCHASE ON THEIR SITE.
NOTIFYING ABOUT NEW STOCK

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EMAIL MARKETING
 Post purchase emails – should be sent as an opportunity
to offer :
 Coupon code for next purchase
 Referral codes
 Cross selling & upselling
 Links to social media pages
 Links to share their purchases on social media
 Post purchase surveys
 Feedback and review links

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EMAIL MARKETING
EMAILS TO REACTIVATE CUSTOMERS – SEND
REACTIVATION EMAILS WITH DYNAMIC COUPONS
AND OTHER INCENTIVES TO THOSE CUSTOMERS
WHO HAVE NOT PLACED AN ORDER IN SOME
TIME.
HOLIDAY/ SPECIAL EVENTS EMAILS

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SEARCH ENGINEOPTIMIZATION (SEO)
SEO HELP YOUR WEBSITE APPEAR IN FRONT OF FASHION LOVERS WHO WANT TO BUY YOUR PRODUCTS.
TASKS TO BE PERFORMED TO OPTIMIZE THE WEBSITE ON SEARCH ENGINE RESULT PAGES:
RESEARCH KEYWORDS WITH TRENDS IN MIND – MUST FIND TARGETED KEYWORDS WHICH USERS ARE SEARCHING TO SHOP
CLOTHING BRANDS.
BE GENEROUS WITH IMAGES AND OPTIMIZE THEM – USE IMAGES THAT ARE JUST AS STUNNING AS WHAT YOU SELL.
CREATE OUTSTANDING CONTENT –
EMPHASIZE YOUR PRODUCTS STRONGEST BENEFITS.
USE POWER WORDS SUITED FOR PSYCHOLOGICAL NEEDS OF YOUR PRODUCT
LEVERAGE SOCIAL INFLUENCE AND PRODUCT REVIEWS
ANTICIPATE QUESTIONS ABOUT YOUR PRODUCT AND CONNECT THESE QUESTIONS TO PRODUCT FEATURES
PUT PRODUCTS IN CATEGORIES – LET EVERY CATEGORY HAVE IT’S OWN DESCRIPTION THAT FITS THE INCLUDED PRODUCTS.
LEAVE NO PAGE UNLINKED – A PAGE WITHOUT ANY INBOUND LINKS CAN’T BE RECORDED INTO A SEARCH ENGINE’S INDEX AND
CAN’T BE FOUND BY YOUR POTENTIAL CUSTOMER.
BUILD BACKLINKS FROM OTHER SITES IN FASHION INDUSTRY – YOU NEED BACKLINKS FROM OTHER FASHION RELATED WEBSITES.

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LOCAL SEARCH ENGINEOPTIMIZATION
Local SEO pulls geographic location
into the equation.
Benefits of Local SEO –
 Improve online visibility
 More relevant traffic
 Local return customers
 Increase sales

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 Professional photoshoot and short videos of products with models both indoor and outdoor on
regular basis to be used on website and social media.
 Offer great customer service via online medium, customers will feel immediate gratification
which makes them wonder how well they will be treated if they were to visit the actual store.
 Provide an unforgettable and unique in-store experience by providing customers with fast
service with real time in-store inventory, hospitable sales person, immersed ambiance that
appeals to everyone and an amiable atmosphere overall.
 Sale need to be changed with different offers. For example, buy 1 get 1 free, combo offers, flash
sale, clearance sale, 2 for 1, etc
 Have a branded hashtag as it can improve the discoverability of your brand on social networks.
OTHER RECOMMENDATIONS

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EXECUTION &TIMELINES
TIME PLANNED CONTENT
1st Month
• Monitor social platforms & Respond to Queries
• Creation of YouTube channel
• Run Facebook adv to increase page followers
• Analyze new E-Commerce website and recommend any possible changes
• Visit desert blue stores and understand the products displayed and inventory management.
2nd Month
• Create weekly social media content calendar and share it with management for feedback and approval.
• Run Facebook and Instagram adv to increase traffic to website and instore
• Meeting with store sales person to know about the customers and the kind of treatment they follow.
• Monthly sales analysis and campaigns to figure out what is working and what is not.
• Consistent website data analytics through Google Analytics
3rd Month
• Creation of weekly emailers and email series to cart abandoners
• Liaise with model agency for product photoshoot.
• Perform outdoor shoot (image & video)
• Perform stores shoot
4th Month
• Share Content with designer for designing of creative
• Run Google search campaigns
• Select happy customers and contact them for video testimonials with production team
• Identify insta influencers and promote discounted products.
• Liaise with SEO agency to optimize the desert blue e-commerce website on Google for selected keywords
5th Month
• Analyze the campaigns which are working and which not
• Refine the campaigns to generate better results for non performing campaigns
• Gather the data for best seller designs & promote them
• Decide for next month Campaigns

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DIGITAL
MARKETING
PLATFORMS
ACTIVITIES ACTIVITIES IN
DETAIL
FREQUENCY OF POSTS COMMENT
DAILY WEEKLY MONTHLY WHEN
APPROVED
CONTENT
MARKETING
STRATEGY
FACEBOOK &
INSTAGRAM
Product posts
including
images and
videos
The content type shared will be
posted on all social media channels.
Some of the content type for
example, video testimonials, behind
the scenes, etc will be posted as when
provided. The frequency of posts and
posts type can change according to
the result.
Social media
contests
YOUTUBE
Make up
tutorials
Creation of video content is
expensive. Desert Blue can hire
professional photographer and
models for one day and complete the
shoot which can be used for the
whole month. For the outdoor shoot,
the places need to be selected in
advance so it will be easy to complete
the shoot in one single day.
Interviews of
customers
Product videos
Lookbook
Behind the
scenes
ADWORDS
Search and
display
campaign
The adwords campaign will be run on
daily basis with a budget as per Desert
Blue's consent. Both search and
remarketing campaigns will be tried
and and tested. The budget will be
allocated higher to the best
performing campaign
Remarketing

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THANKYOU
DIGITAL
MARKETING
PLATFORMS
DETAIL
APPROVED
SEARCH
ENGINE
OPTIMIZATION
(SEO)
On Page
Optimizatio
n
Title Tags, Meta
Descriptions, Image
ALT Tags, Internal
Linking etc
High search volume keywords should be
targeted
Off Page
Optimizatio
n
Directory
Submission, Link
building, Photo
Submission etc
Site Traffic, Page loading time, Bounce
Rate, Avg Time spent and other
parameters should be regularly monitored
FACEBOOK/TW
ITTER
Daily
Posting
Copywriting posts &
content updates
including design of i
mages
Banner
covers
Campaign
Led Social
Media
Approach
Social Media
Campaign Idea
There will be weekly or monthly social
media campaigns to promote sales and
based on these campaigns types the
creatives need to be done and all the
cover images website banners to be
updated.
Each Campaign to
have a design
template
Change of cover
image as per the
campaign
Community
Manageme
nt
Conversation moni
toring & reponding
All the notifications will be attended on
daily basis.

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THANKYOU
DIGITAL
MARKETING
PLATFORMS
DETAIL
DAILY WEEKLY MONTHL
Y
WHEN
APPROVED
YOUTUBE
Dedicated
YouTube channel
of Desert Blues
Cover Image and
linking of all other
social media
channels &
website with the
channel. Auto Run
Video
One time only
Descriptions &
Tagging of Videos
Video Uploading
INSTAGRAM
Images/videos/st
ory highlight
Run a giveaway
competition
Weekly content calendar will be shared for approval
and once approved the creatives need to be
prepared in advance based on the content type. The
result of the content will be analyzed on weekly basis
and frequency of the content type may change as per
the results.
product post
(images & videos)
More focus will be on video posts
behind the scenes behind the scenes videos to be of 20 to 30 sec
customer
testimonials
The length should be of 1 to 1.30 minutes of each
video
announce a new
product
New product pre launch announcement to create
awareness
beauty tips Weekly beauty tips on insta story highlights
discounted
campaigns
Awareness of the commencement of discounted
campaigns on my story highlights
ask questions,
polls, and quizzes
asking questions, polls, and quizzes to audience
create engagement both through posts and my story
highlights
Advertising to divert traffic to
website
Run photo ads, video ads, shopping ads, carousal ads,
story ads

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THANKYOU
DIGITAL
MARKETING
PLATFORMS
ACTIVITIES ACTIVITIES IN DETAIL FREQUENCY OF POSTS COMMENT
APPROVED
GOOGLE
ADWORDS
Search
Campaign
Search campaign is more economical than
display campaigns. Proper targeting to be done
with moderate budget
Display Ads Selection of keywords
(Brand & Industry relevant
Keywords) & locations
(Geotargeting)
Important kpi to be monitored like cpm, ctr, cpc,
conversions
Product Listing
Ads
get more traffic to the
website
Remarketing setup remarketing code on
the site
Remarketing to be tried with a minimum budget
EMAIL
MARKETING
Special Offer /
Discounts
Conversion code should be setup for each
emailer to analyse the effectiveness of the
campaign
New Collection
Launch
Target relevant audience
and interests
Campaign
Abandoned Cart
INFLUENCER
MARKETING
Identify key
influencers
They will be asked to
promote the desert blue
discounted products on
their insta handle through
video posts and tag Desert
blue to create brand
awareness and divert traffic
to website
Fashion or clothing based influencers who have
high no of followers and engagement is seen on
their insta pages based on UAE will be identified
once in a fortnight or month depending on the
identification of influencers
Approach them

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ING
 OUTSOURCING TASKS
 Search Engine Optimization for limited keywords to optimize the website.
 Since this is a daily task and it must be assigned to an SEO specialized agency to
deliver the results within a given time period.
 The creatives for social media including images and videos.

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