ADV 420 Presentation

1. By Paige Huszarik

2.  Young Adults / Coming of Age (18-34)
 Adventure Seekers
 Environmentally Friendly
 Want Reliable Gear

3.  Digital Advertising is key!
 This is the main form of advertising this age group sees
 Focusing on platforms they use such as Instagram
 Building a good mobile website that is aesthetically pleasing and easy to navigate

4.  3 Million Followers
 Important aspect of Patagonia’s Digital Marketing Plan because a large amount of
their target audience uses the platform
 Currently:
 Patagonia's largest social media following
 Focus on pictures of customers using their product in action
 They could grow by utilizing Instagram Stories
 These do not require as much production as general post
 They can be posted more frequently are increase their exposure
 You can create polls with Instagram stories to increases the interaction with
customers
 You can provide direct access to your website

5.  Currently:
 Is aesthetically pleasing
 Easy to navigate
 The Website can improve by improving search engine optimization
 Currently Patagonia generalizes around outdoor gear
 Patagonia can make their search words specific using specialty sports they cater
to
 Hiking
 Surfing
 Rock Climbing

6.  Use to track sales of products on their website
 To see how long the users interact with the website
 Goals
 Sell 1 product per every 10 clicks
 Grow online sales by 10% by 2019
 Increase the amount of people who view our website for more than 10 seconds
by 25%

7.  Patagonia should use Facebook and Instagram paid advertising
 Recommend using video instead of banners
 Both these platforms have a high rate of usage from the target
market
 Patagonia should utilize Twitters paid advertising as well
 Post blend in with the twitter feed
 Not as many advertisements which decrease clutter
 Recommend paying per click

8.  Persona 1 (Steve)
 Young male
 Age: 20
 Active hiker
 Loyal Patagonia customer
 Persona 2 (Chloe)
 Young Female
 Age: 18
 College Student
 Looking for good quality
clothing

9.  Currently:
 Easy to Navigate
 Easy to find specific products
 Can improve activity with virtual reality
 Creates a hands on experience
 Makes customer feel like they are in a store from their
living room
 This technology is on the rise many people have a VR
device
 Can improve accessibility with an App
 Easy access to products
 Can notify customer when new products are released
 Could be combatable with virtual reality

10.  Budget: $65,000
 Advertise on Twitter, Instagram, and Facebook
 Cost-per-click
 Build a new app
 Look more into virtual reality
 Look into analytics
 Grow social media platforms
 Before 2019 grow Patagonia’s following by 25%