Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Marketing Proposal 2010:Kinderhouse.co.uk<br />
Paul StratfordCreative Agency Director, Pull Digital<br />Agency client-list range:<br />
Paul StratfordCreative Agency Director, Pull Digital<br />Personal Objectives: Looking for network of ecommerce properties...
KinderhouseObjectives<br />Reduce Google-Adwords ‘PPC’ spend<br />Develop a richer ‘brand’ profile for Kinderhouse<br />In...
Cardboard PlayhousesMarket<br />(Price range: £24.99 – £42.99)<br />
Approach<br />Planning<br />Identify key advantages over competitors (illustrated, one piece & fold away, British, Recycla...
Some simple housekeeping<br />Improve imagery to communicate features<br />Build child-centric brand personality / tone<br...
Cross selling associated products …<br />(Helping create a destination website<br />
Developmental benefits<br />Focus on ESP’s to aid buyer decisions & increase sales<br />Become accredited.<br />
Opinions<br />Kinderhouse is potentially the best on the market. Worldwide.<br />To date, sales have been limited by strat...
Implementation<br />Key stages <br />Sitemap / Wireframe microsite + build<br />Storyboard / create promo video<br />Add t...
Other opportunities<br />Explore Distribution / Export<br />Also, consider Licensing, worldwide<br />Merchandising (link w...
Next steps<br />Challenge 1<br />Domain name / brand name?<br />Opinion: What does the current brand name say? German.<br ...
Next steps<br />Challenge 2<br />Ownership of collateral / database / license etc?<br />Issue: Ownership of the various ma...
Next steps<br />Challenge 3<br />Delivery / Delivery promises – ownership of issues relating to damaged/returns etc & acti...
Next steps<br />Challenge 4<br />Pricing strategy<br />With Kinderhouse available from multiple locations (ebay, Packaging...
Next steps<br />
Upcoming SlideShare
Loading in …5
×

From Paul S.

190 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

From Paul S.

  1. 1. Marketing Proposal 2010:Kinderhouse.co.uk<br />
  2. 2. Paul StratfordCreative Agency Director, Pull Digital<br />Agency client-list range:<br />
  3. 3. Paul StratfordCreative Agency Director, Pull Digital<br />Personal Objectives: Looking for network of ecommerce properties, selling extraordinary products through partnership approach.<br />experience<br />PaulStratfordCreativeDirector.co.uk<br />
  4. 4. KinderhouseObjectives<br />Reduce Google-Adwords ‘PPC’ spend<br />Develop a richer ‘brand’ profile for Kinderhouse<br />Increase demand for ‘Cardboard’ playhouses<br />Raise sales price of Kinderhouse<br />Increase volume of sales<br />Identify & exploit new channels<br />Encourage repeat orders, build database of opt-in candidates<br />Become THE online destination for innovation-seeking parents<br />Sell bulk units through high street channel (Toys-R-Us / ELC/etc) <br />
  5. 5. Cardboard PlayhousesMarket<br />(Price range: £24.99 – £42.99)<br />
  6. 6.
  7. 7. Approach<br />Planning<br />Identify key advantages over competitors (illustrated, one piece & fold away, British, Recyclable, Carbon friendly, interactive community element, history)<br />Highlight educational key aspects(Learning alphabet, motor, creativity, Role-play)<br />Develop Key messaging (approx. 4 phrases)<br />Develop creative approach dramatising key points visually(photographs, videos, icons, statements)<br />
  8. 8. Some simple housekeeping<br />Improve imagery to communicate features<br />Build child-centric brand personality / tone<br />Use social media channels to drive traffic<br />Use video to increase sales conversions<br />Cross-sell associated items to enhance position as child centric (pens, shutters, lights, picture frames)<br />Seed blogs<br />Explore methods for ‘migrating’ ebay users to members*<br />* Cross promotion, viral, discounts etc<br />
  9. 9. Cross selling associated products …<br />(Helping create a destination website<br />
  10. 10. Developmental benefits<br />Focus on ESP’s to aid buyer decisions & increase sales<br />Become accredited.<br />
  11. 11. Opinions<br />Kinderhouse is potentially the best on the market. Worldwide.<br />To date, sales have been limited by strategic marketing. Parents more inclined to buy from a child centric source<br />Kinderhouse needs advantages dramatised over other products<br />Kinderhouse also likely suffering from perceived value<br />Opportunities available in merchandising, & cross selling<br />
  12. 12. Implementation<br />Key stages <br />Sitemap / Wireframe microsite + build<br />Storyboard / create promo video<br />Add to YouTube / stream into website<br />Invite & use reviews<br />List ebay items to establish price points (using video / imagery)<br />Create Google shopping feed<br />Use Key messaging to seed blogs with articles<br />Locate / promote through social evangelists using Twitter, Facebook<br />Migrate customers to ‘community’ <br />
  13. 13. Other opportunities<br />Explore Distribution / Export<br />Also, consider Licensing, worldwide<br />Merchandising (link with popular children’s brands for SEO)<br />Cross Selling additional products<br />
  14. 14. Next steps<br />Challenge 1<br />Domain name / brand name?<br />Opinion: What does the current brand name say? German.<br />Issue: This could potentially lose sales. Potential buyers may;<br />Believe the product will take time to ship<br />Be concerned about returns / complaints<br />Prefer to buy British / consider environmental effect<br />
  15. 15. Next steps<br />Challenge 2<br />Ownership of collateral / database / license etc?<br />Issue: Ownership of the various marketing collateral / Intellectual property could become ambiguous.<br />Agreeing overall objectives from this ‘drive’(Sell / License / Grow / other)? <br />
  16. 16. Next steps<br />Challenge 3<br />Delivery / Delivery promises – ownership of issues relating to damaged/returns etc & actions / agreed responses.<br />In the event of damaged deliveries, missed deadlines and faulty products, an agreed strategy is required. Suggest:<br />Optional delivery methods & costs (consider drop-shipping)<br />Automated responses and timeline<br />Guarantees & insurance<br />Repair kits. (could also be used as cross sells)<br />Packaging – encourage repeat business (inserts & branding) <br />
  17. 17.
  18. 18.
  19. 19. Next steps<br />Challenge 4<br />Pricing strategy<br />With Kinderhouse available from multiple locations (ebay, Packaging store, ‘Own’ store, Distributors, Amazon, Google etc),<br />Set consistent prices <br />Create contingency price for promotions<br />
  20. 20. Next steps<br />

×