Recommended
More Related Content
What's hot
What's hot (20)
Recently uploaded
Recently uploaded (20)
Steve Madden Digital Marketing Campaign
- 2. Target Audience Men and women age 18-35
- 3. Campaign Goals • Overall: increase brand awareness and sales • Increase website and social media traffic by 20% • Advertisement reach increase by 10%
- 4. Big Idea
- 5. Social Media & Blogging • Social media is the BIG IDEA • Add a blog & it makes it complete! +
- 6. SEOs and Inbound Marketing Keywords: Steve Madden Footwear Women’s heels Women’s shoes Women’s boots Men’s shoes Women’s accessories Handbags etc… “Click for outfits”
- 7. Google AdWords Keywords: Women’s shoes Women’s boots Women’s heels Men’s shoes Men’s sneakers Steve Madden Designer footwear
- 8. Budget
- 10. Summary
Editor's Notes
- Steve Madden’s shoes, handbags, and accessories go along with the current trends in fashion. The brand knows exactly what young men and women are looking for and deliver great style. The people that are looking to stay up with what’s cool in fashion and also have the money to pay for it are young adults and well-established 20 and 30 year olds.
- Through the campaign social media presence should increase because the target audience already has a large presence on many sites such as Twitter, Facebook, and Instagram. Having consumer take pictures and make posts about Steve Madden using certain hashtags and being noticed by the brand through the brand responding, retweeting, and reposting pictures is a great way to get them even more excited and wanting to share more. The campaign will be a success if the brand gains more social media followers, has more shares & retweets, and the hashtags are used more. It will also be a success if we can measure sales before and after the campaign and they have increased and more stores want to collaborate and sell the merchandise. Using Klout and tracking their Klout score as the campaign goes on will be a good way to measure how social media is working as well.
- Getting the target audience more involved on the social media sites is by sharing their photos in the shoes and accessories, doing some contests on social media, and getting more people to know what Steve Madden is about is the big idea. By offering offers via social media it gets more people following the account. By sharing a photo and asking people to share their pictures in Steve Madden shoes and accessories gets them involved and excited and shows their followers the brand. It’s like free advertising! Since social media is such a craze for our target audience it’s the best way to spread the word and increase sales.
- Since the main big idea for the campaign is through social media Klout is going to be a big help. Steve Madden should make sure they have all their main sites connected to check their score as the campaign progresses. Along those same lines it would be a good idea to use Google Analytics to track their website traffic to see how many people are shopping online more and instead of in store. Doing contests on social media once a month for consumers sharing their own photos and using certain hashtags is a great way to get consumers to do some advertising for the brand. Then having a team of people at Steve Madden pick their favorite post and give away some sort of merchandise. It wouldn’t cost much to give something small away once a month and yet a lot of advertising can be done easily. Steve Madden could get people talking even more and sharing their exciting news and offers via a blog. They could use it externally or attach it to the main website to get even more buzz. They could share outfits they put together using their shoes and accessories and have people give their feedback.
- Having great social media, blogs, and website in general are good because if the correct keywords are used for SEOs then there’s more chances for all of them to come up at the top of search engine sites. Using Steve Madden, footwear, women’s heels, women’s shoes, women’s boots, men’s shoes, women’s accessories, handbags, and so on will be good to have all of the sites come up. Specific words on the website are good to use as well. A good way for Steve Madden to use inbound marketing is to pair their accessories and shoes so when you click to view one or the other there would be a button that said “click for outfit ideas” that would show them more. Once at that page they could have people enter their email address for more pairings. Doing this is an easy way to get consumers to click more and pull them into the website and products even more.
- Using Google AdWords to help promote the Steve Madden brand should use similar keywords as the SEO keywords. I chose women’s shoes, women’s boots, women’s heals, men’s shoes, men’s sneakers, clearance shoes, designer shoes, women’s footwear, men’s footwear, Steve Madden, and designer footwear as my keywords. They all tie in with the Steve Madden brand. Anyone who is searching for those things would be able to find something on Steve Madden so even if the website doesn’t come up they’ll at least see the ads and be reminded of the brand.
- There are a few digital marketing budget calculators online and I used one of those to get a base price and I’ve made some changes.
- The Steve Madden campaign should run internationally, not just in the U.S. so I’m thinking it would cost roughly $500,000 to do it in Europe also considering it calculated $546,000 to do it in just the U.S. At a rate of $250/hour for a digital marketing team and the estimate of $48,000/month the team would be working on the campaign 192 hours/month. That would mean the team would spend about four hours a day. I think that seems reasonable as an average. When the campaign kicks off it would be much more work in the beginning and from there it just needs to be kept up. More time would go into it in the beginning and then tapper off toward the end until measuring success.
- All in all I think the best way to get this campaign noticed and have it have the largest impact is to really focus on the social media portion. Since the target audience is so present on social media it makes sense to take the campaign to them and just integrate it into their normal practices. Adding everything else will add even more to the campaign making it the best it can be and generating even more buzz and even better results. I think the Steve Madden brand would get even more attention and sales by implanting a few simple changes.