The document outlines Target's digital marketing strategy for promoting its holiday collection from luxury brand Neiman Marcus. The strategy focused on social media platforms like Twitter, Pinterest, and blogs to showcase products and drive engagement. It also included a Pinterest contest with the goal of increasing online conversation around the collection and measuring the performance of the various social initiatives.
Target has developed a holistic well-being program to support the health of its 365,000 employees. The program focuses on 5 elements and uses innovative engagement strategies. It aims to make healthcare more accessible and help employees be healthier. Target's well-being strategy invests in employees, leads by example, and shares its story. Enterprise leadership is engaged through well-being captains. Communication efforts educate and empower employees. Programs like workshops and an employee assistance program enhance the well-being culture. Research found Target's culture is better than industry averages, giving it a competitive advantage for attracting and retaining employees. Next steps include growing prevention programs and further establishing measurement systems.
Target Stores is a major discount retail chain operating over 1,600 stores across the United States. [1] It differentiated itself from competitors by offering trendy merchandise at affordable prices in a clean and attractive store environment. [2] Target's positioning and branding focused on providing an upscale shopping experience at discount prices through innovative merchandising strategies that anticipated customer trends. [3]
Content marketing is everywhere. The internet can simply NOT exist without content. But a big misconception is that content marketing requires as such a big team or budget.
In this presentation I'll explain you what content marketing is and how you can start with it. Even as a small company...
I'll give you some ideas & tips on how you can rely on your existing marketeers & other team members to create all together a succesfull content marketing strategy.
Tips on how to improve your social networking strategy.
For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/
World Newspaper Congress 11: Session Digital, Madhav ChinnappaWAN-IFRA
The speaker, Madhav Chinnappa of Google News EMEA, gave a presentation at the 63rd World Newspaper Congress on digital transformation in the news industry. He discussed how the internet has disrupted traditional models of newsgathering, reporting, and audience interaction. Newspapers now face challenges balancing costs of journalism with new sources of online revenue. The age of experimentation is upon the news industry as organizations seek innovative ways to engage audiences and generate revenue through platforms like Google News, Google Search, YouTube, and Android. The dynamic interplay between content, audience, and technology will be key to the industry's evolution.
Maximizing the value of an existing database requires insight gathering, developing an effective strategy, and proper implementation. The presenter shares how RNIB raised an extra £1M annually through a raffle to committed giving initiative. They called 500,000 raffle players to thank them and ask for direct debit donations, resulting in 20,000 new donors. Through testing, stakeholder buy-in, predictive modeling, and cross-department communication, they improved supporter experience and generated reliable ongoing income. The key is to get insight right, focus on supporters, set measurable goals, and ensure stakeholders support the strategy.
Distinguishing Between Healthy and Unhealthy Mistakes: How to Fail Like A ProHighland
The Failure Revolution is well underway—a celebration of missteps, failures, and errors as pivotal moments of learning and growth. But how is a blunder different from a moment of growth? What types of mistakes are worth the learning, and which costly ones would rather be avoided?
In launching over 250 digital products over the past 20 years, Highland is well-versed in the language of failure. We’re taking a moment to reflect on which failures are an intentional part of the process, which ones take us by surprise, and which ones we help organizations avoid.
Come join us for some memorable stories of hits and misses.
Attendees will learn:
• The most common failure patterns in the digital innovation process, with examples from our lived experience.
• How to recognize and avoid the most common failure points and patterns.
• How to discern learning moments from expected failures, or worse—unexpected failures.
• How to move from fearing failure to living failure, and dodging fatal failure.
313 digital objectives strategies - march 14Bob Tacy
This document discusses the importance of well-defined objectives, strategies, and tactics for planning purposes. It provides definitions and examples of each. Objectives state what the plan aims to accomplish, strategies describe how the objectives will be achieved, and tactics define the specific actions that will be taken as part of the strategies. Setting objectives that are specific, measurable, and have a defined timeframe is important for evaluating success. Key performance indicators should also be identified to measure whether objectives were achieved.
Target has developed a holistic well-being program to support the health of its 365,000 employees. The program focuses on 5 elements and uses innovative engagement strategies. It aims to make healthcare more accessible and help employees be healthier. Target's well-being strategy invests in employees, leads by example, and shares its story. Enterprise leadership is engaged through well-being captains. Communication efforts educate and empower employees. Programs like workshops and an employee assistance program enhance the well-being culture. Research found Target's culture is better than industry averages, giving it a competitive advantage for attracting and retaining employees. Next steps include growing prevention programs and further establishing measurement systems.
Target Stores is a major discount retail chain operating over 1,600 stores across the United States. [1] It differentiated itself from competitors by offering trendy merchandise at affordable prices in a clean and attractive store environment. [2] Target's positioning and branding focused on providing an upscale shopping experience at discount prices through innovative merchandising strategies that anticipated customer trends. [3]
Content marketing is everywhere. The internet can simply NOT exist without content. But a big misconception is that content marketing requires as such a big team or budget.
In this presentation I'll explain you what content marketing is and how you can start with it. Even as a small company...
I'll give you some ideas & tips on how you can rely on your existing marketeers & other team members to create all together a succesfull content marketing strategy.
Tips on how to improve your social networking strategy.
For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/
World Newspaper Congress 11: Session Digital, Madhav ChinnappaWAN-IFRA
The speaker, Madhav Chinnappa of Google News EMEA, gave a presentation at the 63rd World Newspaper Congress on digital transformation in the news industry. He discussed how the internet has disrupted traditional models of newsgathering, reporting, and audience interaction. Newspapers now face challenges balancing costs of journalism with new sources of online revenue. The age of experimentation is upon the news industry as organizations seek innovative ways to engage audiences and generate revenue through platforms like Google News, Google Search, YouTube, and Android. The dynamic interplay between content, audience, and technology will be key to the industry's evolution.
Maximizing the value of an existing database requires insight gathering, developing an effective strategy, and proper implementation. The presenter shares how RNIB raised an extra £1M annually through a raffle to committed giving initiative. They called 500,000 raffle players to thank them and ask for direct debit donations, resulting in 20,000 new donors. Through testing, stakeholder buy-in, predictive modeling, and cross-department communication, they improved supporter experience and generated reliable ongoing income. The key is to get insight right, focus on supporters, set measurable goals, and ensure stakeholders support the strategy.
Distinguishing Between Healthy and Unhealthy Mistakes: How to Fail Like A ProHighland
The Failure Revolution is well underway—a celebration of missteps, failures, and errors as pivotal moments of learning and growth. But how is a blunder different from a moment of growth? What types of mistakes are worth the learning, and which costly ones would rather be avoided?
In launching over 250 digital products over the past 20 years, Highland is well-versed in the language of failure. We’re taking a moment to reflect on which failures are an intentional part of the process, which ones take us by surprise, and which ones we help organizations avoid.
Come join us for some memorable stories of hits and misses.
Attendees will learn:
• The most common failure patterns in the digital innovation process, with examples from our lived experience.
• How to recognize and avoid the most common failure points and patterns.
• How to discern learning moments from expected failures, or worse—unexpected failures.
• How to move from fearing failure to living failure, and dodging fatal failure.
313 digital objectives strategies - march 14Bob Tacy
This document discusses the importance of well-defined objectives, strategies, and tactics for planning purposes. It provides definitions and examples of each. Objectives state what the plan aims to accomplish, strategies describe how the objectives will be achieved, and tactics define the specific actions that will be taken as part of the strategies. Setting objectives that are specific, measurable, and have a defined timeframe is important for evaluating success. Key performance indicators should also be identified to measure whether objectives were achieved.
Geoff Pickering & I hosted January's SMCKC Professional lunch and shared Barkley's social infrastructure and explained the agency/brand relationship in 2013
How to Utilize Product Design Sprints by Blue Bottle Coffee PMProduct School
If you're resource-strapped or if you're not quite sure the Minimum Viable Product is going to be impactful, try the Google Design Sprint process. Over the course of 5 days, you work in a cross-functional team to solve for a core problem together. The best part? You build a high-fidelity prototype and validate the experience with your target audience.
Out of one of these Design Sprints, a team at Blue Bottle developed the Welcome Kit experience, which increased their new customer lifetime value by 11x! In this talk, Oriana walked through the experience using the Design Sprint process, how you can facilitate one with your team, and why you might want to consider running a Design Sprint yourself!
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
Strategy is the combined set of potential business models an organization can implement in response to changes in its environment. It includes models that are not currently in use but could be if needed. An organization's vision provides long-term goals, its mission outlines its purpose and responsibilities, and its business model is how it creates value through its current operations. Blizzard Entertainment's mission is to create epic entertainment experiences. Its realized strategy involves providing a reliable virtual world through World of Warcraft to attract and retain paying players through monthly fees and expansions. Its potential strategies include exploring microtransactions. Blizzard's stated strategy is to be the most appreciated and trustworthy entertainment provider by 2015 through high quality experiences.
This document outlines 10 trends for 2019: 1) Increased use of augmented reality, 2) Growth of micro influencers with small followings, 3) Continued growth of Instagram, 4) TripAdvisor focusing more on social media, 5) Rise in short "micro" trips, 6) Focus on wellness experiences, 7) Continued importance of video content, 8) Internal upskilling of teams, 9) Growth in online vouchers, and 10) Reallocating more budgets to digital marketing. The advice emphasizes using these trends to enhance customer experience, engage niche audiences, share video and create value through experiences.
BlogWell Social Media Case Study: The Home Depot, presented by Nick AyresSocialMedia.org
BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice and answer your questions.
To learn more about BlogWell, visit the event site here:
http://gaspedal.com/blogwell/
For $200, attendees spend the afternoon hearing case studies from companies like:
* Walmart
* The Home Depot
* Allstate
* H&R Block
* Mayo Clinic
* Sharpie
* Procter & Gamble
* UPS
* Cisco
* Kaiser Permanente
* US Coast Guard
* Graco
* Intel
Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts.
In his BlogWell San Jose presentation, "You Can Do It. We Can (Still) Help," Nick covers how The Home Depot got started in social media and how the company uses tools like Twitter to reach customers.
The document discusses developing a web strategy for a client called IRL to leverage its science research business online. It proposes generating ideas and a roadmap for IRL's use of the internet. The strategy aims to help IRL improve its online presence from being disorganized to a successful case study. It emphasizes the importance of focus in strategic planning, identifying key areas to consider when designing a website, and creating focus when an organization lacks a clear vision statement.
How can companies form their Social Strategy? Where should you begin to have the best chance for success? This presentation describes a Social Action plan for companies who want to have a social strategy.
This document provides an overview of strategies for developing an effective digital signage playbook. It discusses developing a strategic plan that includes defining goals, objectives, target audiences, and action plans. It emphasizes creating relevant content and considering the timing of messages. Various engagement tactics are also outlined, such as using customer testimonials, direct response marketing, entertaining content, and special greetings. The overall aim is to guide readers in creating compelling visual communications that enhance their digital signage investment.
Goodpatch Berlin, Boris Milkowski - Guest Talk @EINSICHTEN, HTW BERLIN
Das Thema Prototyping ist aus der Welt des digitalen Designs kaum noch wegzudenken. Häufig wird dabei vergessen, dass es nicht nur um den Prozess selber geht, sondern darum, diesen als Werkzeug zu verstehen, um schneller bessere Ergebnisse zu erzielen. Boris Milkowski und Jan Bisson berichten in ihrem Vortrag darüber, wie sie versuchen iterative Prozesse in alle Bereiche des Agenturalltags zu integrieren: angefangen beim UX/UI-Design, über die Kommunikation im Team bis hin zur Arbeit mit den Auftraggebern. Außerdem geben sie einen Einblick in das Prototyping Tool Prott, das sie für ihre eigenen Agenturbedürfnisse entwickelt haben.
Product Strategy - How to figure out a plan for your product?Julie Knibbe
- What is product strategy?
- How do you evaluate your current position and performance (KPIs, metrics, Kano..)
- Can you be agile and have a vision?
- How to master the art of roadmapping when you have to juggle short term gains and longer term projects?
A planner is responsible for developing strategic communication plans and creative executions for brands based on business goals and audience insights. The role originated in the 1960s in UK advertising agencies to better incorporate consumer research into advertising. Key aspects of planning include strategic planning to develop objectives and plans, and creative planning by writing creative briefs with powerful audience insights to guide idea generation. A planner's job involves determining objectives, understanding audiences, and developing digital interaction strategies, as well as leading creative processes and trend monitoring. The creative brief is a key document that frames the creative task with a series of questions focused on audience insight.
Working in Harmony with Interactive Agencies and End ClientsCharles Wiedenhoft
1) The document discusses best practices for product stakeholders, interactive agencies, and research teams to work in harmony on projects. It provides tips on understanding individual motivations, establishing consensus on goals, and maintaining aligned visions.
2) A case study describes challenges when redesigning a retail website, such as inflexible deadlines and communication issues. Solutions included assigning one point of contact and improved communication.
3) Key tips include focusing on shared objectives, defining roles, and preserving relationships to avoid conflicts between parties with different perspectives. The goal is for all involved to feel engaged and for the product to benefit from everyone's contributions.
The Marketing Playbook for API & SDK AdoptionKate Pietrelli
Beyond a doubt, the marketplace for application distribution is crowded, and fatigue is setting in among developers. How do you rise above the rest, and get developers to prioritize implementing your API or SDK over the competition? What are the best channels to market and what outcomes can you anticipate to achieve? Kate Pietrelli shares tactics and insights regarding API and SDK marketing for developers from traditional lead gen and demand programs to media and events to messaging strategies.
REM 2017 Digital Engagement StrategiesDuane Bailey
The document discusses challenges and strategies for customer engagement in a digital world. It provides tips for energy companies to reach residential customers online, such as defining the problem, establishing thought leadership, connecting with audiences, optimizing the customer experience, and measuring results. Capturing people's attention is challenging due to short attention spans. Social media should facilitate conversations rather than just sales. Rewards of engagement include some consumers using social media to choose utilities and most needing to trust a brand first before interacting.
This webinar discusses best practices for bringing an idea to implementation, including defining project cycles and audience, assembling a team, setting goals and metrics, developing product requirements, establishing milestones and schedules, engaging communities, and planning for sustainability and revenue generation. Key recommendations include persona building for audiences, using project management tools, conducting user testing, regularly reviewing metrics, and developing multiple revenue strategies. Resources like circuit riders and publications are also suggested for additional guidance.
This webinar discusses best practices for bringing an idea to implementation, including defining project cycles and audience, assembling a team, setting goals and metrics, developing product requirements, establishing milestones and schedules, engaging communities, and planning for sustainability and revenue generation. Key recommendations include persona building for audiences, using project management tools, conducting user testing, regularly reviewing metrics and making adjustments, and developing multiple revenue strategies. Resources like circuit riders and publications are also suggested for additional guidance.
This document outlines an online social media strategy for a company called Billie Hats. It begins by reviewing key lessons learned about social media over 5 weeks. It then introduces Billie Hats and its goals of establishing brand awareness as a startup company using social media. The proposed strategy includes establishing a brand personality, creating an online community hub, engaging existing social networks, developing branded content, building local opportunities, taking the brand mobile, hiring social media managers, and measuring success.
REM 2017 Digital Engagement StrategiesDuane Bailey
The document outlines digital strategies for utility companies to engage residential customers. It recommends defining the problem being solved, establishing thought leadership by freely sharing valuable content, connecting with customers by building relationships with people, optimizing the customer experience by making it easy to do business, and measuring key metrics like attribution, lead generation, revenue, and profit. Capturing customers' attention is challenging due to short attention spans, and social media is best used to facilitate conversations rather than one-click purchases. Establishing trust is important, as most consumers will not engage with a brand until trust has been built.
Geoff Pickering & I hosted January's SMCKC Professional lunch and shared Barkley's social infrastructure and explained the agency/brand relationship in 2013
How to Utilize Product Design Sprints by Blue Bottle Coffee PMProduct School
If you're resource-strapped or if you're not quite sure the Minimum Viable Product is going to be impactful, try the Google Design Sprint process. Over the course of 5 days, you work in a cross-functional team to solve for a core problem together. The best part? You build a high-fidelity prototype and validate the experience with your target audience.
Out of one of these Design Sprints, a team at Blue Bottle developed the Welcome Kit experience, which increased their new customer lifetime value by 11x! In this talk, Oriana walked through the experience using the Design Sprint process, how you can facilitate one with your team, and why you might want to consider running a Design Sprint yourself!
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
Strategy is the combined set of potential business models an organization can implement in response to changes in its environment. It includes models that are not currently in use but could be if needed. An organization's vision provides long-term goals, its mission outlines its purpose and responsibilities, and its business model is how it creates value through its current operations. Blizzard Entertainment's mission is to create epic entertainment experiences. Its realized strategy involves providing a reliable virtual world through World of Warcraft to attract and retain paying players through monthly fees and expansions. Its potential strategies include exploring microtransactions. Blizzard's stated strategy is to be the most appreciated and trustworthy entertainment provider by 2015 through high quality experiences.
This document outlines 10 trends for 2019: 1) Increased use of augmented reality, 2) Growth of micro influencers with small followings, 3) Continued growth of Instagram, 4) TripAdvisor focusing more on social media, 5) Rise in short "micro" trips, 6) Focus on wellness experiences, 7) Continued importance of video content, 8) Internal upskilling of teams, 9) Growth in online vouchers, and 10) Reallocating more budgets to digital marketing. The advice emphasizes using these trends to enhance customer experience, engage niche audiences, share video and create value through experiences.
BlogWell Social Media Case Study: The Home Depot, presented by Nick AyresSocialMedia.org
BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice and answer your questions.
To learn more about BlogWell, visit the event site here:
http://gaspedal.com/blogwell/
For $200, attendees spend the afternoon hearing case studies from companies like:
* Walmart
* The Home Depot
* Allstate
* H&R Block
* Mayo Clinic
* Sharpie
* Procter & Gamble
* UPS
* Cisco
* Kaiser Permanente
* US Coast Guard
* Graco
* Intel
Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts.
In his BlogWell San Jose presentation, "You Can Do It. We Can (Still) Help," Nick covers how The Home Depot got started in social media and how the company uses tools like Twitter to reach customers.
The document discusses developing a web strategy for a client called IRL to leverage its science research business online. It proposes generating ideas and a roadmap for IRL's use of the internet. The strategy aims to help IRL improve its online presence from being disorganized to a successful case study. It emphasizes the importance of focus in strategic planning, identifying key areas to consider when designing a website, and creating focus when an organization lacks a clear vision statement.
How can companies form their Social Strategy? Where should you begin to have the best chance for success? This presentation describes a Social Action plan for companies who want to have a social strategy.
This document provides an overview of strategies for developing an effective digital signage playbook. It discusses developing a strategic plan that includes defining goals, objectives, target audiences, and action plans. It emphasizes creating relevant content and considering the timing of messages. Various engagement tactics are also outlined, such as using customer testimonials, direct response marketing, entertaining content, and special greetings. The overall aim is to guide readers in creating compelling visual communications that enhance their digital signage investment.
Goodpatch Berlin, Boris Milkowski - Guest Talk @EINSICHTEN, HTW BERLIN
Das Thema Prototyping ist aus der Welt des digitalen Designs kaum noch wegzudenken. Häufig wird dabei vergessen, dass es nicht nur um den Prozess selber geht, sondern darum, diesen als Werkzeug zu verstehen, um schneller bessere Ergebnisse zu erzielen. Boris Milkowski und Jan Bisson berichten in ihrem Vortrag darüber, wie sie versuchen iterative Prozesse in alle Bereiche des Agenturalltags zu integrieren: angefangen beim UX/UI-Design, über die Kommunikation im Team bis hin zur Arbeit mit den Auftraggebern. Außerdem geben sie einen Einblick in das Prototyping Tool Prott, das sie für ihre eigenen Agenturbedürfnisse entwickelt haben.
Product Strategy - How to figure out a plan for your product?Julie Knibbe
- What is product strategy?
- How do you evaluate your current position and performance (KPIs, metrics, Kano..)
- Can you be agile and have a vision?
- How to master the art of roadmapping when you have to juggle short term gains and longer term projects?
A planner is responsible for developing strategic communication plans and creative executions for brands based on business goals and audience insights. The role originated in the 1960s in UK advertising agencies to better incorporate consumer research into advertising. Key aspects of planning include strategic planning to develop objectives and plans, and creative planning by writing creative briefs with powerful audience insights to guide idea generation. A planner's job involves determining objectives, understanding audiences, and developing digital interaction strategies, as well as leading creative processes and trend monitoring. The creative brief is a key document that frames the creative task with a series of questions focused on audience insight.
Working in Harmony with Interactive Agencies and End ClientsCharles Wiedenhoft
1) The document discusses best practices for product stakeholders, interactive agencies, and research teams to work in harmony on projects. It provides tips on understanding individual motivations, establishing consensus on goals, and maintaining aligned visions.
2) A case study describes challenges when redesigning a retail website, such as inflexible deadlines and communication issues. Solutions included assigning one point of contact and improved communication.
3) Key tips include focusing on shared objectives, defining roles, and preserving relationships to avoid conflicts between parties with different perspectives. The goal is for all involved to feel engaged and for the product to benefit from everyone's contributions.
The Marketing Playbook for API & SDK AdoptionKate Pietrelli
Beyond a doubt, the marketplace for application distribution is crowded, and fatigue is setting in among developers. How do you rise above the rest, and get developers to prioritize implementing your API or SDK over the competition? What are the best channels to market and what outcomes can you anticipate to achieve? Kate Pietrelli shares tactics and insights regarding API and SDK marketing for developers from traditional lead gen and demand programs to media and events to messaging strategies.
REM 2017 Digital Engagement StrategiesDuane Bailey
The document discusses challenges and strategies for customer engagement in a digital world. It provides tips for energy companies to reach residential customers online, such as defining the problem, establishing thought leadership, connecting with audiences, optimizing the customer experience, and measuring results. Capturing people's attention is challenging due to short attention spans. Social media should facilitate conversations rather than just sales. Rewards of engagement include some consumers using social media to choose utilities and most needing to trust a brand first before interacting.
This webinar discusses best practices for bringing an idea to implementation, including defining project cycles and audience, assembling a team, setting goals and metrics, developing product requirements, establishing milestones and schedules, engaging communities, and planning for sustainability and revenue generation. Key recommendations include persona building for audiences, using project management tools, conducting user testing, regularly reviewing metrics, and developing multiple revenue strategies. Resources like circuit riders and publications are also suggested for additional guidance.
This webinar discusses best practices for bringing an idea to implementation, including defining project cycles and audience, assembling a team, setting goals and metrics, developing product requirements, establishing milestones and schedules, engaging communities, and planning for sustainability and revenue generation. Key recommendations include persona building for audiences, using project management tools, conducting user testing, regularly reviewing metrics and making adjustments, and developing multiple revenue strategies. Resources like circuit riders and publications are also suggested for additional guidance.
This document outlines an online social media strategy for a company called Billie Hats. It begins by reviewing key lessons learned about social media over 5 weeks. It then introduces Billie Hats and its goals of establishing brand awareness as a startup company using social media. The proposed strategy includes establishing a brand personality, creating an online community hub, engaging existing social networks, developing branded content, building local opportunities, taking the brand mobile, hiring social media managers, and measuring success.
REM 2017 Digital Engagement StrategiesDuane Bailey
The document outlines digital strategies for utility companies to engage residential customers. It recommends defining the problem being solved, establishing thought leadership by freely sharing valuable content, connecting with customers by building relationships with people, optimizing the customer experience by making it easy to do business, and measuring key metrics like attribution, lead generation, revenue, and profit. Capturing customers' attention is challenging due to short attention spans, and social media is best used to facilitate conversations rather than one-click purchases. Establishing trust is important, as most consumers will not engage with a brand until trust has been built.
7. Strategy: “Fast Beautiful Photo Sharing”
●Post creative photos of the ●Link to twitter and Pinterest
●Incorporate with the Blog
products
●Incorporate Designers
7
9. Strategy: “Blog-it”
●Create Blog for the
Holiday Collection.
●Provoke buyer
comments and
conversation.
●Observe, Adapt, and
Stimulate to the
conversation.
9
This slide will introduce the presentation talking about how Target teamed up with Neiman Marcus to bring designer products into Target stores that were created by 24 different designers. This is a holiday collection that will be brought to the stores. This is why the presentation will have a small Christmas theme. Target is a company that is attempting to position itself the fashion and apparel segment so this campaign is huge for them.
The agenda will simply explain what the course of the presentation will say. Starting off with the target audience for the campaign. Then Talking about all that goes into the digital strategy. Then the big idea for the campaign which is the Pinterest contest. The will talk about how to measure the work we have done and the budget. The wrap it all up in a summary.
The target audience for this campaign would be a fashion forward affluent female who is aged 16-45. Target’s usual “guests” (their word for customer) is a late thirties to early forties female who has two kids, makes $63,000 a year and spends on average $42.52 each visit to a Target store. So we want to hit that demographic. This is the audience that will be most excited about these products and will be buying nearly all of them thus they are the target.
One of the main points of the strategy will be to involve social media. We will be using Facebook, twitter, instagram and Pinterest.
Facebook will be a key part of the strategy. The strategy behind the Facebook page will be to post pictures of the products and create posts that will encourage people to comment and provide feedback. Ideally this page will gain a great deal of likes and shares. We want likes because it will gain us attention online and theoretically drive and increase in sales.
Twitter will be another key part of the digital strategy in that we will plan to tweet about our products. The “Target” and “Target Style” twitter will be a major promoters of the holiday collection. Then we will retweet the designers as well as people who tweet creative ideas about the collection and its products. The idea behind this is to get a stronger presence on social media. This will get us more customer awareness and ultimately drive sales.
Instagram will act in the same way as Facebook and twitter have in that it is another form of social media. Here we will post pictures of the 50 products. We will also tweet the pictures and put some of them on instagram as well as incorporate them with the blog. Most of the pictures that we will be taking of the products will be through the instagram. From here we will send them off to the Facebook, Twitter, and Pinterest accounts. We want to make the photos as creative as possible and possible incorporate the designers into the photos anything that will encourage comments and responses from people.
Pinterest will be the biggest for us in terms of social media because this is where we can influence our target audience the most because they are very active on it. You could say Pinterest was invented for us to display our Holiday Collection because we can post all of the products and get the designers to post their products. We would like to get as many repins as possible and start getting other people to post pictures of our products and uses for them. This will create a greater demand for our products and ultimately drive the business.
One other key component of the digital strategy is to create a blog. The blog will talk about the products, how they were created, how they should be used and any fun facts about them. All with the idea of informing the buyers about the products. Additionally we will use the blog as a place where people can give us feedback about our products and what we might be doing right or wrong. We won’t specifically ask for the feedback but we will simply observe. Also the blog will be linked to all of our social media sites using sharaholics.
We will be using Google AdWords to help advertise the holiday collection. We will use the pay per click plan and create a budget that will satisfy. Additionally we will add key words to use in the AdWords campaign that include: Target, Holiday, Collection, holiday collection, the names of the designers, Neiman Marcus, and various others. The idea would be to create more awareness online for the holiday collection. Also attempt to increase online sales, as Target has put a huge amount of money into creating a better online shopping experience at Target.com.
The big idea of the digital strategy is to create a contest on Pinterest. The contest will consist of liking the Facebook page, following the twitter and Instagram, and then creating a board on Pinterest. The submission will be the board, which will be very open-ended and will be judged based on creativity. The only requirement is that is must have a product from the holiday collection in it. The winner will receive a shopping day with one of the 24 designers (they don’t get to chose) as well as $10,000 to spend on the shopping spree. This will create a tremendous increase in the social media usage as well as increased publicity about the collection.
In measuring the success of the digital strategy we must look at a few factors. First an most important would be increase sales online and in the stores. The idea of the campaign is to drive sales and the business. But ways to measure the online success is to look at the likes on the holiday collection Facebook page to see how much traffic there was through the page. Then look at how many people commented on the blog and how good the comments were. Meaning were they intelligent comments and worth while to look at. Additionally we will look at all of the followers of twitter and Instagram and see how many retweets and favorites we received on twitter and how many favorites and comments on instagram. The final measure will be to see how many more likes there were on the Target Facebook page then there usually would.
In creating the budget we had to look at a great deal of factors including how much time would need to be billed out to people running the social media platforms, the blog and then the Google AdWords account. We thought those would all be budgeted separate then the contest. The contest will have a high budget because it includes the prize money, paying the people working on it, paying the designer to go on the shopping spree, as well as logistical expenses for the prize winner. Thus in combination we believe it will cost about $200,000.
Defining a demographic for the target audience of the digital strategy of women ages 16-45 really allows Target to narrow down whom to focus their attention to. Using social media as the number one tactic and creating a contest on Pinterest that will garner even more participation on the social media platforms and ultimately drive the business. Using a blog to get people talking about it for advertising and observation purposes. Creating a pay per click Google AdWords account and advertising on Google’s Ad Platform. Will all create a terrific digital strategy that will reach the ultimate goal of a high sell through rate.