NMDL presentation - Payless
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Payless ShoeSource aims to integrate social media like Facebook, Twitter, and Scvngr into their marketing strategy to build relationships with customers and promote weekly/monthly deals. They will use social media to share deals, conduct contests, and link to their website while also using Google Adwords and analyzing customer feedback and site traffic metrics to measure the success of their social media marketing campaign during peak back-to-school, cruise, and seasonal periods within an allocated budget and timeline.
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Payless Shoesource is a discount shoe retailer founded in 1965 with 4,500 stores worldwide. It aims to make fashionable footwear affordable and appeal to target customers with a range of brands. Challenges include positioning products as affordable rather than cheap and competing with stores offering more services. The proposal recommends a full online strategy including social media management, banner ads, mobile ads, and increased advertising during peak seasons. The $150,000 proposed annual budget would fund a social media manager, various digital advertisements, and extra promotion during seasonal changes.
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- 1. PAYLESS SHOESOURCE MARKETING STRATEGY By: Jasmine Winton
- 2. PAYLESS SHOESOURCE COMPANY OVERVIEW
- 3. Challenges & Goals You aren’tcool unless you buy thinks I wear. Little do they know… You can get a similar styled product for sometimes 1/10th of the cost.
- 4. Let’s Integrate! FACEBOOK TWITTER SCVNGR
- 6. Direct links to store website
- 10. Be responsive to the consumers (followers)
- 11. Creating links for the store’s website
- 13. Show up. Check in. SHOW UP. DO CHALLENGES. EARN REWARDS.
- 14. Google Adwords. Site Traffic. Click. Click. Click.
- 16. Clicks with Google Adwords
- 19. Major season change (Winter & Summer)BUDGET DIVISIONS