"In 2023, MOEVA has revolutionized its marketing approach by integrating advanced digital marketing strategies and leveraging the power of social media marketing. Emphasizing on influencer partnerships and Instagram campaigns, MOEVA has significantly enhanced brand visibility and customer engagement. The brand's focus on SEO optimization and content marketing has improved its online presence, driving organic traffic to its luxury swimwear collections. Email marketing campaigns, tailored to customer preferences and behaviors, have boosted online sales and customer retention. MOEVA's strategic use of data analytics in marketing decision-making has led to a more targeted and efficient approach, positioning it as a leader in the luxury fashion industry.

1. 2023 MARKETING
STRATEGY

2. 2023 MARKETING STRATEGIES
2023 MOEVA TARGET & OKR
YEARLY CALENDAR
MARKETING
E-COMMERCE
1.Digital Marketing
Strategies
1.1 Digital Advertisement
1.2 Social Media
1.3 E-mail Marketing
PR STRATEGIES

3. MARKETING

4. MARKETING
● Marketing is the art of creating real customer value.
Quality / Service / Value
● Marketing is the department of a company that generates customers.
● Production exists to support marketing.
● Sales start when you have a product / Marketing starts even when there is no product yet.
● Marketing continues after the sale.
● Marketing management is the art and science of selecting target markets, creating customer value,
acquiring, and retaining customers.
● It involves identifying unmet needs and demands, assessing their magnitude and potential profitability,
determining which target markets the organization can serve, deciding on the services and products for
these selected markets, and ensuring everyone in the organization thinks about the customer and
transforms people's needs into opportunities.

5. MARKETING
Customer Segmentation
Effective marketing connects with your customer base by building a real relationship between the client and your brand.
As with any relationship, however, you’ll need to get to know your target customers before they begin to see you as a reliable,
trustworthy resource.
These people share similar characteristics that influence their potential need for your business offerings. Most basic customer
segment templates describe each of your target markets in four key areas:
● Demographics: Gender, age, career, and stage of life (single or married with kids, for example)
● Geography: Region and population density (rural, urban, or suburban areas)
● Behavioral: Includes data about how your customers interact with your business to help you understand how your
product or service could fit their needs
● Psychographic: Lifestyle, hobbies and interests, and socioeconomic status
These aren’t the only ways to break down your customer segments, however. Other segmentation types may include:
● Needs: The “must” features your clients require from your solutions
● Technographic: Whether customers access content through their mobile device or a desktop computer and what software
they frequently use
● Values: May include social justice concerns or economic considerations of particular populations

6. CUSTOMER ENGAGEMENT
● Companies should strive for the following to enhance their reputation:
To be the supplier of choice for customers.
To be the employer of choice for employees.
To be the partner of choice for distributors.
To be the preferred choice for investors.
● Setting specific goals.
Management according to objectives.
● "If you set off without knowing where you're going, you're doomed to find yourself somewhere else…"
Will a customer search for another store when there is no Heinz ketchup left, or will they choose another brand?
A BMW customer usually doesn't switch to Mercedes.
An average company loses up to 50% of its customers in less than five years, whereas firms with high brand loyalty lose
at most 20% of their customers.
To create loyal customers, a company must differentiate between customers. Not racially or religiously, but as beneficial
and non-beneficial customers. It's crucial to identify the beneficial customers worth winning over. Those with the
highest likelihood of remaining loyal are the most beneficial customers.

7. MOEVA.COM OKR
Objective: Increase brand awareness and drive traffic to the website.
Key Results:
● Increase website traffic by 30% through SEO optimization and social media campaigns.
● Grow the brand's social media following by 20%.
● Increase the number of newsletter subscribers by 15%.
● Achieve a return on ad spend (ROAS) of at least 3:1 for paid advertising campaigns.
● Increase the number of referral customers by 10% through referral marketing campaigns.
● Improve the website's bounce rate by 10% through improved website design and user experience.
● Increase the average order value by 10% through upselling and cross-selling techniques.
● Achieve a customer satisfaction score (CSAT) of at least 90% through excellent customer service and
prompt resolution of issues.

8. MOEVA KEY RESULTS
Key Results: Grow the brand's social media following by 20%.
Create high-quality content: MOEVA should create visually appealing content that is relevant to its target audience. This
can include images, videos, and stories that showcase its products in a creative and engaging way.
Consistency is key: MOEVA should post regularly on its social media platforms to keep its audience engaged. A consistent
posting schedule helps keep the brand top of mind and makes it more likely that its followers will see its content.
Use relevant hashtags: Hashtags are an important way for MOEVA to reach a wider audience. MOEVA should research popular
hashtags that are relevant to its brand and incorporate them into its posts.
Partner with influencers: MOEVA can partner with influencers who have a large following in its target market. By partnering
with influencers, MOEVA can reach a wider audience and potentially gain new followers.
Run social media contests: MOEVA can run contests on its social media platforms to encourage engagement and increase its
following. For example, MOEVA could run a contest where followers can win a prize by tagging their friends in the comments
or by sharing a post.
Engage with followers: MOEVA should engage with its followers by responding to comments and direct messages. By engaging
with followers, MOEVA can build relationships and create a sense of community around its brand.
Use paid social media advertising: MOEVA can use paid social media advertising to reach a wider audience and promote its
social media profiles. For example, MOEVA could run targeted ads on Instagram or Facebook to reach potential followers in
its target market.
By implementing these strategies, MOEVA can grow its social media following by 20% and increase its brand awareness on
social media.

9. E-COMMERCE

10. E-commerce
Moeva can offer several things to their customers to attract and retain them, including:
● High-Quality Products: Moeva should prioritize quality craftsmanship and materials in their swimwear and resort
wear products to ensure that their customers are satisfied with their purchases. They should also regularly
update their designs to keep up with the latest fashion trends.
● Unique and Stylish Designs: Moeva's swimwear collection should offer unique designs and styles that stand out
from competitors, such as swimsuits with unexpected cutouts, bold prints, or intricate details.
● Personalized Experience: Moeva can offer personalized experiences to their customers, such as customized fit
consultations, styling advice, or special promotions based on their purchase history.
● Fast and Free Shipping: Moeva can offer free and fast shipping to their customers to make the purchasing process
more convenient and seamless.
● Loyalty Rewards: Moeva can offer loyalty rewards to their customers to incentivize repeat purchases, such as
exclusive discounts, early access to new collections, or special gifts.
● Sustainability: Moeva can prioritize sustainability in their production process by using eco-friendly materials
and reducing their carbon footprint. They can communicate this to their customers through their marketing
materials and packaging, as more customers are becoming conscious of the impact of their purchases on the
environment.
● Exceptional Customer Service: Moeva should provide exceptional customer service to ensure that their customers
are satisfied with their purchases and the overall experience. They can offer 24/7 customer support, easy
returns and exchanges, and quick response times to inquiries and concerns.

11. E-commerce
Essentials for Success in E-Commerce
Achieving success and becoming a growing, evolving brand in online commerce involves numerous steps. These include:
● Ensuring customer satisfaction.
● Creating an impressive backstory for your brand.
● Paying close attention to product quality, and meticulously managing packaging and shipping processes.
● Understanding your target audience and developing an e-commerce plan tailored to them.
● Offering a seamless online experience to gain customer trust.
● Mastering digital marketing techniques, using necessary tactics to stay ahead of competitors, and integrating
digital advertising techniques with your brand.

12. MOEVA Persona
A brand personality can be defined as the set of human traits or characteristics associated with a specific brand
name. The characteristics of a brand personality can be described by demographics, lifestyle or human personality
traits, such as for example age, gender, activities, opinions and agreeableness.The brand personality is who the brand
has decided to be, how the brand views itself and ultimately how it wants to be viewed by others.Personality is
important for the public relations.If the brand were to come alive as a person, what would it be like? What would it
do? Where would it live? What would it wear? Who would it talk to if it went to a party (and what would it talk
about)?

13. Digital Marketing Strategies
Digital marketing encompasses any marketing effort to promote an online store and generate sales. It is effective
both for acquiring new customers (customer acquisition) and encouraging repeat purchases from existing ones
(customer retention).
There are multiple digital marketing strategies that an e-commerce brand can utilize. Key among these are:
● Various brand advertisements through social media platforms.
● SEO (Search Engine Optimization) efforts to improve online visibility.
● Email marketing campaigns targeting both new and existing customers.
Influencer marketing initiatives on platforms like Instagram and YouTube through collaborations with influencers.
● Additionally, to enhance customer experience, it’s essential to make adjustments to the website structure
based on negative feedback. Post-purchase surveys can measure customer experience, positively or
negatively. Areas needing improvement can thus be identified and addressed.

14. 1.1 Digital Advertising
Retargeting Ads for E-Commerce Engagement: A Key Strategy for Moeva
Retargeting Ads are crucial for targeting users who have visited the website but haven't made a purchase. By displaying
personalized ads based on their browsing behavior, we can encourage them to return to the website and potentially
complete a conversion.
Moeva must clearly define its target audience to ensure its digital ads reach the right people. Continuous analysis and
updating of the target audience are essential to display ads on the right platforms to the correct demographic.
Testing and Optimizing Ads for Enhanced Performance
Moeva can continually test and optimize its ads to improve performance. This includes:
● Adapting ads based on competitor analysis to stay ahead in the market.
● Tailoring marketing campaigns, especially sales-focused ones, to the specific needs of the target audience.
By implementing these strategies, Moeva can significantly improve its digital marketing efficacy, driving more
conversions and enhancing customer engagement.

15. 1.2 Social Media
Moeva’s Strategy for Engaging Content Creation in Social Media
● Moeva should focus on creating visually appealing and informative high-quality content. We can showcase the
latest collections, behind-the-scenes footage, customer reviews, and user-generated content.
● Social media content that provides value to the audience, such as style tips, travel guides, and product
reviews, can be developed. To increase social media followers, Instagram ads can be utilized effectively.
Pinterest should be regularly updated to maintain engagement. Additionally, starting to be active on
different social media platforms, like TikTok, can broaden the reach. To differentiate social media
content, visual enhancement is key.
● By implementing these strategies, Moeva can significantly enhance its online presence, engaging more
effectively with its audience through diverse and appealing social media content.

16. 1.3 Email Marketing
Email Marketing: A Key Tool for Moeva's Customer Engagement and Online Sales Boost
● Email marketing is an excellent way for Moeva to connect with its customers and increase online sales.
Moeva should segment its email lists based on customer behaviors such as past purchases, abandoned carts,
and interests. This will enable sending targeted and relevant emails to subscribers, potentially leading to
higher open and click-through rates.
● Moeva can offer exclusive promotions, discounts, and coupon codes to its email subscribers. These
incentives can encourage customers to make a purchase and increase the likelihood of repeat business.
● Moeva can utilize email marketing to highlight its best-selling products or new arrivals. Regular
monitoring and optimization of email campaign performance are crucial. Using A/B testing to optimize emails
and tracking metrics such as open rates, click-through rates, and conversion rates can help identify which
emails boost online sales the most.
● Remarketing automations should be utilized. Email subjects like "You've left items in your cart,"
"Exclusive pieces just for you," or "Complete your purchase" can create a sense of urgency among customers.
● By implementing these strategies, Moeva can effectively use email marketing to enhance customer
relationships and drive online sales.

17. PR ACTIVITIES

18. PR is how brands manage the spread of their information it focuses on communication and reputation.
● Developing an authentic PR strategy requires a collaborative approach to communication. Sharing a
point of view about climate change, diversity, equity, body positivity, sustainability and inclusion
is no longer optional for brands.( It’s a must to do)
● Brand’s story, history and philosophy has a huge impact, in terms of pr.(Örnek olarak Hermès, at
arabaları için aksesuarlar üreten koşum takımı dükkanından, sanayi devriminden sonra ulaşımdaki
değişikliklere kadar, çalışma şeklini değiştirerek değişen trendlere ve gelgitlere uyum sağladı,
hikayesi güçlüydü.) Aynı zamanda tüketici detaylarına özen göstererek hizmet veren Hermes ürünlerinin
belirli sayıda olması (kıtlık pazarlaması), Hermes tüketicilerine ürünü satın aldığında statü
kazandırdı. Ürün odaklı
● Hermès, VIP müşterilerini özel eventlere katılmaya davet eder, bu da hem statü kazanmada hem de
benzer değerlere sahip aynı toplulukla özel,lüks,komün bir deneyim yaşatılması ve bunun sadece
alışveriş deneyimi olmadığını, lifestyle bir deneyim olduğunu hissettirmektedir.
● The core of a good public relations campaign is creating relationships with the right stylists,
journalists, and bloggers.
PR

19. PR GENERAL POINTS
● Brand Story- If PR is about getting your story out there, then it’s important to first have one to
tell. This starts with the history and backstory narrative: communicating your brand story in a
compelling way that intrigues audiences and makes them want to share your journey.
● Share a point of view - Sustainable olmaya çalışan ve buna önem veren bir markayız ama bunun için neler
yapıyoruz? Örnek olarak sustainable kumaştan bir ürün tasarladık ama bunu bunları yaptık diye değil,
bir şeyleri değiştirerek başladık önümüzdeki sene bunları hedefliyoruz şeklinde ayrıntılı ve dürüst bir
yaklaşım marka güvenirliğini arttırmaktadır. Sustainability pr için büyük bir önem taşımaya başladı,
çoğu iyi blogger ve influencer artık sustainable olmayan markalardan hediye kabul etmiyor.
● Supporting Body Positivity - As a resort wear brand we’re trying to support the idea of every body
shape is important to us, we’re trying to enhance the confidence to all women in every body shapes.
Idea büyük beden influencer,bloggerlarla desteklenebilir.
● Using Emotions - For every campaign emotional messages are important for the audience. Whether it’s
something that creates emotion like a vintage thing, whether its a sentimental message about the
special days.When people feel a sense of connection to the brand, they are more likely to turn into
paying customers and develop loyalty to the brand.
● Feedbacks- Burberry creates platforms to interact with people. These people can then leave feedback on
any aspect of the products, services, or even the store layout. We can collect feedbacks from
influencers.

20. ● Still life images: Needed in terms of press connections, except cut out images press mostly wants
still life images to be used in magazines.
● If it’s a great editor that we’re sending samples everytime consider gifting to the editor not only
on special days, maybe for their birthday day etc.
● Focus on sustainability: Highlight Moeva's commitment to sustainability and ethical production
practices in outreach efforts. This can help differentiate Moeva from other swimwear brands and
appeal to media and influencers who prioritize sustainability in their coverage.
● Send thank-you notes: After receiving coverage from a media outlet or influencer, send a thank-you
note expressing your appreciation for the coverage. This can help build goodwill and foster a
positive relationship with the editor or influencer.
● Offer exclusives: Offer media outlets and influencers exclusive access to new collections or
products before they are released to the general public. This can help generate buzz and excitement
around Moeva's brand and products.
PR

21. ● They asked fashion editors about their favorite formats of email pitches they get from PR people. They said what
works best for them is a short message with three-four bullet points presenting the key details about the
subject.
● Dergilere numune gönderirken not eklemek : Numuneyi isteyen editör ya da stylist ile düzenli olarak e-posta
gönderiyor olsak bile, kısaca tekrar merhaba ve personalize bir not eklenebilir.
● Saat farkı olan ülkeler için zaman ayarlı mail göndermek- gmt+3 e göre akşam saatlerinde gönderilen maillere
dönüş USA için daha hızlı sağlanıyor.
● Don’t send anything unless requested! Blind sample submittals are often times returned unopened, or simply lost
in the fashion closets.
● As soon as that request comes over, make it a priority and send ASAP. Efficiency will win points with an
editorial department.
● More is not better. Don’t throw in a bunch of additional styles think the editor might like.
● Include a sample return address & phone number in the box. This way, saving them time by not having to follow up
for this information.
● Gifting editors on special days, not by analyzing their style through instagram, asking them what they want to
receive works better, because usually they don’t answer when they receive an unwanted gifting from out of blue.
● Stylists usually answers more quickly from instagram, if the message is more simple and short. After sending an
e-mail, we can send a dm if they’ve received the email or not and on which platform they prefer to receive
messages.
● Keep in touch: Building a strong relationship with them can lead to more coverage and collaborations in the
future.
PR SAMPLE / MAILING

22. Define influencer/blogger fit for Moeva:
● Does the influencer post content relevant to Moeva brand?
● Does the influencer have a credible engagement ratio?
● Has this influencer worked with similar brands in the past?
● Does the influencer’s style and personality fit Moeva?
● We can also work with an Influencer/blogger with a budget that fits Moeva.
● Offering a discount with an influencer can increases the sales plus followers already
trust whom they following.
INFLUENCER / BLOGGER

23. ● Collaborate with luxury hotels and resorts: Partner with luxury hotels and resorts to offer Moeva's
swimwear to guests. This can include branded swimsuits, beach towels, and other accessories, as well as in-
room product displays and recommendations.
● Host pop-up shops: Host pop-up shops in key locations such as upscale shopping districts, beach resorts,
and luxury hotels. This can help increase brand awareness and drive sales while also providing a unique
shopping experience for customers.
● Leverage high-end events: Sponsor or participate in high-end events such as fashion shows, charity galas,
and exclusive parties. This can help position Moeva as a luxury brand and create opportunities to showcase
new products and collections.
● Utilize targeted advertising: Use targeted advertising to reach Moeva's ideal customers, such as affluent
travelers, fashion enthusiasts, and swimwear collectors. This can include targeting based on interests,
behaviors, and demographic data.
● Partner with other luxury brands: Partner with other luxury brands in the fashion and beauty industries to
co-host events. This can help increase brand awareness and provide opportunities for cross-promotion and
collaboration.
● Add story and concept to event: Story and concepts can effectively change events outcomes as media
relations and shares.
EVENTS

24. CONTACT
https://moeva.com/