L.l. bean the_way_forward
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L.L. Bean seeks to rebrand to appeal to younger demographics while maintaining its core strengths. The proposal recommends maintaining elements of L.L. Bean's classic brand identity while increasing awareness of its environmental practices. It suggests reallocating advertising budgets to digital marketing and emphasizing a sense of adventure in online ads to compete with other outdoor brands popular among youth. Metrics like conversion rates, unique visitors, and bounce rates will evaluate the strategy's success and inform potential adjustments.
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L.L. Bean seeks to rebrand to appeal to younger demographics while maintaining its core strengths. The proposal recommends maintaining elements of L.L. Bean's classic brand identity while increasing awareness of its environmental practices. It suggests reallocating advertising budgets to digital marketing and emphasizing a sense of adventure in targeted online ads to compete with other outdoor brands popular among youth. Metrics like conversion rates, unique visitors, and bounce rates will evaluate the strategy's success in attracting new customers during the holiday season.
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Redespresso presentation
The sales presentation summarizes the key elements needed for developing an effective sales strategy for the Redespresso brand. It outlines that the strategy will consider the company's core values, vision, objectives and unique selling propositions. It will also analyze competitors, target markets, product offerings and availability. The strategy will focus on increasing sales volumes across all channels in South Africa and expanding the brand's footprint globally. It will employ both a push and pull approach using various promotional activities to drive sales and increase brand awareness. The overall aim is to have a positive impact on the company's bottom line.
copy resume 11-1
Thomas Betts has over 25 years of experience in strategic marketing and multi-channel brand development. He has held several director roles developing marketing strategies that drove over $1 billion in sales for various brands. Most recently, he has been an independent marketing consultant helping companies improve declining sales, outdated creative strategies, weak brands, and ineffective segmentation.
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L.l. bean the_way_forward
- 1. L.L. Bean and The Way Forward Reworking, Rebranding while Remaining on Top
- 2. Current Strengths • Brand Identity • Customer Service – Maintain prominence – Emphasize and of L.L. Bean name continue to live up to with current customers current standards – Build identity with new – Improve recognition of target market other services
- 3. Areas for Improvement • Recognition of brand by younger demographic • Identification with brand by younger demographic • Recognition of brand as comparable to other contemporary outdoor/sportswear labels
- 4. Proposal • Maintain elements of class while rebranding L.L. Bean for the younger demographic • Raise awareness of L.L. Bean’s “green” practices to increase buying incentive with current customers • Reallocate advertising budget for increased SEO and internet marketing strategy
- 5. Rebranding L.L. Bean • Adapt image to resonate with younger demographic – Increase sense of adventure in targeted online ads – Build identity to compete with (and build equal comparison to) Marmot, Patagonia, The North Face, etc.
- 6. Emphasize Environmental Policy • Raise awareness of current environmental practices to increase liking with current customers – Office paper and packaging made of 30% post consumer waste recycled content – Company recycles 83% of waste – Use of solar collectors to run facilities (100% of propane use cut in warmer months)
- 7. Metrics + Evaluation • Google Analytics – Conversion rate (to determine the demographic we should be targeting and realign strategy if necessary) – Focus on unique visitors (to differentiate from catalogue’s repeat visitors) – Bounce rate (to calculate browsing vs. ordering)
- 8. Advertising + Budget • Current deal with Idea Sales City stands at $40 million Brand – Spread budget out Identity across varied media New – Continue push into Media Success YouTube, Facebook, Analysis etc. Catalogue – Analyze success of new strategy, reform if needed
- 9. Targeting + Timing • Institute strategy in time for the holidays • 46% of consumers plan to use search engines for holiday shopping this year • 50% of consumers will begin shopping before December for the holidays • There is a 5% increase in shoppers using social media for their holiday shopping • Search query volume is up 46% over last year
- 10. What to Look Forward to… • As we monitor market trends and L.L. Bean site metrics, we can compare the figures to holiday traffic to prove the success of the strategies and adjust to areas that need to be tweaked.