This document outlines a marketing plan to promote an online drugstore called Drugstore.com. It discusses using word-of-mouth blogging by partnering with 50 beauty and fashion blogs over 6 months to spread positive reviews. A viral YouTube video will showcase the privacy and ease of online shopping at Drugstore.com. Success will be measured through blog comments, website traffic analytics, and social media mentions. The estimated budget for the 6 month campaign is $7,000.

1. BY:
TAYLER LAYNE
ANSEL

2. In Her Bag

3. What We Know
 People enjoy shopping in a bookstore, but they go to
a drugstore because it’s a chore on their list.
 No one likes browsing the isle for Preperation-H
 Drugstore.com is the prescription for online
shopping success, allowing customers to purchase
products for the body from the privacy of their
homes.

4. Challenges
 Customers who feel uneasy about buying important
products like prescription drugs online.
 Overall complexity of running a drugstore online and
dealing with insurance.
 Attracting new users

5. The use of New Media
 Authenticity trumps celebrity
 Niche is the new norm
 Bite-size communications dominate
 Personal Utility Drive Adoption
 Consumers Own Brands
 By leveraging previous established media channels we will be
able to promote through consumer to consumer interactions
with the brand.

6. WOM Blogging
 Targets
 Beauty and fashion blogs.
 We will contact 50 blogs throughout a 6 month period
 And ask them to check out drugstore.com and tell their
followers in a post about drugstore.com. She will then choose
her favorite item and that will be a giveaway prize to anyone
who writes a comment on their experience with
Drugstore.com.
 Spread the word through positive interactions with
the site.

7. YouTube
 Make them laugh…Meet Kenny!

8. …
 This viral video will showcase the pitch
that drugstore.com is not only user
friendly but also private.
 A very small number of people would
care to share some of the intimate items
purchased at a drugstore with the rest
of the world and we would leverage that
case in point through a viral video.

9. Metrics of Success
 We will be able to track the metrics of
success through blog comments and hits
and to determine where our traffic is
coming through google analytics.
 We will be able to track what people are
saying on blogs through Radian6.
 We will further promote through social
networking sites such as Facebook and
Twitter.

10. Budgeting
 The methods that we have selected are
very low in cost.
 The only cost will be the cost of the
giveaway merchandise and cost of
shipping.
 Also the cost of making the youtube video
commercial.
 Estimated campaign cost for a 6 month
period = $ 7,000