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Hallmark Presentation Strategy
- 1. Hallmark Digital Presentation Strategyby Rebecca Noble
- 2. • Mothers, daughters, wives •Aged 25-65 • Middle/upper-middle class • Seek gratification from Hallmark visit
- 3. • Increase website visits/sales •Improve customer service • Secure repetitive online purchasing • gratification
- 4. Boost Online Activity and Purchasing Targeted OnlineAds Google AdWords Simple, Quick Checkout Text Message, E-mail Coupons
- 5. $540.00$660.00/month Google AdWords $70,000/ customer complaintsand package processing/coupons Grand Total = $466,250. $50,000/1,000,000 messages $0.05 per text $106,250.00./Total Wages cost
- 6. “mothersday ideas” ($0.12) “gifts for friends” ($1.47) “thankyou gifts” ($1.76) “anniversary gift” ($0.28) “aniversary gift” ($0.00) misspell
- 7. "It’s the Gold Crown that Counts" "Give the Giftof Gratitude" "Be Their Person, Make it Personalized with Hallmark" "Blessings be Counted: 1, 2 Many" "Warm Hearts this Holiday with Hallmark"
- 8. 33.7 - 41.2 Clicks 1.64K2.00K Impressions 2.10 - 2.57 Avg. position $18.00 $22.00 Cost I set up my budget with a $2.05 bid with an $800.00 maximum cost per day.
- 9. Secure Secure repetitive online purchasing Develop simple and easy touse checkout Option of saving payment information
- 10. By discovering purchasing habits, coupons becomeavailable according to their tastes. Coupons show the customers that we value their choice and appreciate them, increasing customer loyalty.
Editor's Notes
- #3 The audience is middle–aged mothers/daughters/wives that are looking to spend a little extra on someone special to them. Their income may be middle/upper-middle class. They are most likely married. They are thoughtful, compassionate, and making someone else happy makes them feel good. They never miss their loved ones birthdays, that’s why they take special time out of their day to browse online for them in advance. They want to see ads that click with who they are, who their loved one is, and their potential gift in mind. They are habitual online shoppers, but have never used or have had the incentive to visit Hallmark's website at any given time. They enjoy the experience from visiting a Hallmark, and want that same type of gratification when going onto the website.
- #4 By planning to use a variety of avenues, we can secure our strategy. The goals are to see an increase in website sales and visits. Most of our shoppers have experienced the joys and fantastic customer service within the four walls of our stores. We want to increase their online purchasing potential and turn it into a repeated action.
- #5 Our definite goal is to improve online activity and purchasing. Boosting sales, e-card subscriptions, and visits is the priority. Online advertising will be targeted towards the market chosen. Google AdWords will uncover and direct those searching for gifts and cards to our promotional pages. Developing an eye-pleasing and simple maneuvering checkout, offering to join our club and keep payment information locked in for future convenience makes payments smooth and enjoyable.
- #7 My Ad Group keywords were selected from the “Mothers Day Gifts” group. Not only was it directed towards Mothers, but friendship, husbands, friends, and unique/novelty. My appeal keywords were, “mothersday ideas” ($0.12) “gifts for friends” ($1.47) “thank you gifts” ($1.76) “anniversary gift” ($0.28) as well as “aniversary gift” ($0.00) in case there was a misspell, much more common than you think! I tried to mix up some of the top choices with high competition along with those that were cheaper that would give me a higher spot on the page. Not being too trusting with Google's recommendation as my own homework is always required! Nothing can beat trial and error just starting out.
- #8 Our big idea is the gift of giving at your convenience and sending powerful messages in tiny gestures with Hallmark. It’s the few moments out of your day on Hallmark’s site thinking of a loved one. By simply being on our website, we want them to feel like they are doing something good and something full of happiness towards another.
- #9 The spending budget is between approx. $540.00-$660.00 per month on Google Adwords until I learn my campaigns patterns. This is still over a $240,000.00 yearly investment and although the numbers don't seem big, if my sales increase dramatically Hallmark will be successful. My cost is dependent on the amount of clicks I receive. I can specifically place a bid and give myself a budget, but an unlimited daily budget, the more potential clicks and impressions there will be. This means more of a chance for success. A budget must be put in place for wages and planning so $250.00 an hour for approx. five hours a day. $1250 five days a week, and giving us around 4 months to collectively bring everything together and fine tune it would be 17 weeks would give us a total budgeted wages cost of $106,250.00.
- #10 Online advertising is crucial. This will lead our shoppers onto our site, which then give them the power to choose and shop at their own convenience. Developing an eye-pleasing and simple maneuvering checkout, offering to join our club and keep payment information locked in for future convenience. By making it as smooth and enjoyable as possible, our customers will be sure to return.
- #11 Tiny promotions sent via email and in the mail to promote online codes and discounts will increase traffic. New online customers will receive a discount on items purchased online and then receive more coupons in the packaging from Hallmark. With reward comes repetitive nature.