The marketing plan summary includes goals of increasing revenue to $1.1M, traffic by 20% to 344,400 visitors, conversions to 2.9%, and average order size to $95. Key strategies are conversion builders like PPC, retargeting, and email marketing. Traffic builders include SEO, email, PPC, and comparison shopping sites. Average order size will be increased through on-site merchandising, promotions, bundles, and free shipping thresholds. Tactics focus on increasing PPC spending and new campaigns, retargeting visitors, frequent email promotions, shopping feeds, customer service incentives, and lead generation programs. Performance of channels like PPC, email, affiliates, and retargeting are identified

1. PLAN
Marketing
Theme
Messaging
Schedule
Content
Calendar
Financial
Goals
Strategies
Tactics
Initiatives
Channels

2. Situation Analysis
FY13-14
Financials Monthly Breakdown
Visit Increases + Conversions + AOS
1. Conversion
1. Affiliates/cj
2. Reviews
3. Old customers
4. Referrals
5. PPC
6. Retargeting
2. Traffic
retargeting
PPC
3. AOS
Bundles
Free Shipping
GWP
Merchandising in cart = you may also like
Corporate gifting

3. • Theme to Rationale to Segments to tactics

4. Financial
1. Goals >
1. Revenue (1.1M)
2. Traffic (344,400) a 20% increase over 2011
3. Conversions (2.9%) .12 increase over 2011
4. AOS ($95) an 11% increase over 2011
2. Strategies > Tactics/Initiatives
3. Strategies > Channels

5. Strategies
Tactics & Initiatives
• Conversion builders
– PPC
– Retargeting
– Email Marketing
– Shopping Feeds
– Customer Service
– Lead Gen
– Customer Reviews
– Bring the customer back

6. Strategies
Tactics & Initiatives
• Traffic builders
– SEO
– Email
– PPC
– Comparison Shopping sites
– Lead Gen - referral program, loyalty program,
contests, retargeting

7. Strategies
Tactics & Initiatives
• AOS builders
– Merchandising more on the site
– Promotions / gwp $100 or more
– Bundles
– Free shipping on orders $100 or more/same day
ship

8. PPC
• Increase traffic and revenue by:
– Increase spend on current campaigns to be show
more frequently
– Activate new promotions for holiday
– Activate new campaigns for new products
• Dynamo
• Gecko

9. Retargeting
• Increase traffic and revenue by bringing the
potential customer back to the site.
– Be in the face of potential customers
– Retarget Static Branding ads
– Retarget Static Branding Holiday ads
• Smart Living, Smart Giving

10. Email Marketing
• Increase revenue and traffic by with current
customers.
– Frequent (weekly) emails to our 140,000 list
– Focus on holiday gift giving
– Focus on new product awareness
– Focus on promotions
– Focus on the leader of Smart Living / Smart Giving

11. Shopping Feeds
• Increase traffic and conversions with bundles
and other offers.
– Create a product feed of our best offers

12. Customer Service
• Increase conversions by:
– Offering Customer Service a special bonus through
holiday
– Weekly contact with CS lead on promos and e-
comm highlights which they can convey to our CS
specialists.

13. Lead Gen
• Increase new customers and conversions
– Add back to the site - a sign-up offer - 15% off
your 1st order with email sign up.
– Add an additional Network Affiliate
– PPC with non-branded ads

14. Strategies
Channels
• Re-cap on the channels
– PPC has the potential drive 53% of sales
– Email has potential to drive 7% of revenue
– Affiliate 5.4%
– Customer Service 8.8%
– Retargeting 1.3%

15. Theme
• Smart Giving
• Smart Living

16. Marketing Sales Parameters
• Discounts/offers/bundles
• Shipping – free shipping/same day shipping
• Email frequency
• Mktg. mix / intergration
• Pricing MSRP

17. + Control / Management Tools
• Weekly cycle> daily cycle-
ship, analyze, /optimize mktg mix.
• Staging of campaign
Stepped Discounts
Site
Capacity/servers