The document discusses several strategies for promoting Tamar Collection's website and products, including: 1) A multi-promotional header area that can feature different products and promotions, with flexibility on how many items are promoted. 2) Integrating Instagram, Twitter, and Facebook posts tagged with #tamarcollection directly onto the site and linking to relevant product pages. 3) Developing an editorial blog within the site to provide a personalized look into the brand and establish it as a lifestyle. 4) Creating "Look Books" showcasing various items together to emphasize Tamar as a lifestyle and tie into blog content and email promotions. 5) Expanding Facebook retargeting ads and testing

1. TAMARCOLLECTION.COM

2. HEADER PROMOS
Multi-Promotional area in the
header of the site that enables us to
direct customers through our site
for different promotional
opportunities.
- Tamar’s photo will always be
present
- Flexibility on how many items we
can promote, it can be one or
several
- Bring focus to several product
categories at the same time
Next Steps
- Calendar of promo ideas
- Discover varying levels of
promotional opportunities
- A/B Test promo graphics &
messaging

3. SOCIAL INTEGRATION
Tamar Collection now pulls photos
directly from Instagram, Twitter and
Facebook that are tagged
#tamarcollection
- We scrape for the #tamarcollection
- Moderation Tool
- Feed is constantly updated
- We can tag the photo with the
product
- Links to internal product pages
- Internal pages have product
specific galleries
Next Steps
- Celebrate the best photos on
Tamar Collection socials w/ call
outs
- Suggesting Tamar calls out a photo
on a agreed upon schedule
- We can provide discount codes or
exclusive offers to highly participant
customers as rewards
- Create a deeper level of integration
with actively participating
customers

4. THE BLOG
Editorial destination within the
store. Give customers and fans a
personalized look into the brand,
establishing it as a lifestyle.
Provide a secondary reason to
constantly come back to the store.
- Store navigation is a constant
presence above the blog
- Blog will feature products within the
context of the stories, linking
directly to the product pages for
purchase
- Will feature Image, Video & Text
- Can share blogs on social networks
Feature Ideas
- Tamar Features; interviews, how to
wear items, teasers to future
product, discussing her product,
creative process and at events
- Guest stylist features
- Glam Team features
- Celebrities raving about the product
- Brand Ambassador content
Next Steps
- Develop editorial calendar

5. LOOK BOOKS
Our girl loves when we tell her how
to wear Tamar Collection. We will
create fashion stories that highlight
various items together, helping to
emphasize Tamar as a lifestyle.
- Calendar of features
- Featured in the promotional space
on the homepage
- “Look Books” will be added to the
main navigation as a site section
- Email & corresponding promotional
assets will be created for marketing
- Older stories will continue to be
accessible
- Tie-ins with Blog
Next Steps
- Create a calendar with features
- Shoot & Design needed assets
- Work with PR to publicize the
features elsewhere

6. Facebook Retargeting
Online ads are targeted to consumers
on Facebook who have visited
TamarCollection.com and bounced (left)
without purchasing.
Ads can appear on Facebook in 3
locations…
- Newsfeed
- Right Rail
- Mobile (Newsfeed)
Strategy:
- Strong emphasis on mobile. Mobile
ads are cheaper… and with over
80% of our current users shopping on
mobile (above industry standards, but
they’re catching up to us) it makes
sense to focus on mobile
- Testing - We test all three ad
positions, different types of imagery
(product, on figure, featuring Tamar),
and copy (sale copy, fashion copy,
more colorful copy v. more traditional
copy.
Mobile Right RailNewfeed

7. Facebook Retargeting
ROI (Return on Investment):
418.423%
CPA (Cost per Acquisition): $19.66
Current Weekly Spend: $2000
Projected Weekly Spend: $5000
Next Steps
- Continue testing and learning what
produces the greatest ROI.
- Gain access to Tamar’s Facebook
solely for the purpose of creating a
Custom Audience so we can target
our ads to her core fans.
- Increase weekly spend to $5000
Insights

8. Affiliate Marketing
Utilizing a marketplace tool
We recruit and sign affiliate partners into
an marketing program. We agree to pay our
affiliates a referral fee for each sale that is
generated. Normally a % of that sale. In
exchange, they promote our sale to their
audience.
- We offer a commission % of 10% - 15%
- We pay or negotiate for free placements
in prime locations on affiliate sites with
large followings: RetailMeNot
- We pay or negotiate for free placement
in newsletters emailed to the affiliates
customer database.
- We currently have 130+ affiliates
enrolled in our program. They include
Groupon, RetailMeNot,
Breakfastdeals.com, etc.
ROI (Return on Investment):
799.715%
CPA (Cost per Acquisition): $9.62
Current Weekly Spend: $300
Projected Weekly Spend: $500

9. Affiliate Marketing
Next Steps
- Test placements on different
websites to see which yield the
greatest ROI
- Focus on growing our top 10 partners
revenue. They’ve shown early
results… with some attention they
should perform nicely.
SEO
By adding in keywords we know our likely
customer is searching into non visible fields
on the back end of our website we are able
to affect the visibility of a website or a web
page in a search engine's "natural"
or un-paid ("organic") search results.
- Identify those keywords our customer is
searching by in depth marketing
research of our existing customer base.
- Adding those keywords we identify into
the backend for product and content
pages.