DIGITAL MARKETING STRATEGY

Final Presentation by Xuefei Peng

TARGET AUDIENCE

“Always changing” is a key to the firm’s strategy. New items replace old ones in a daily cycle.

Young women (teens and 20-somethings) With an eye for the newest fashions A small wallet

BIG IDEA

Forever 21 emphasis on “disposable” clothing at affordable price ( average price for a top< $12).Bring your four OLD Forever 21 clothes to exchange for a NEW one.

EXCHANGE OLD FOR THE NEW

KPI & TOOLS

KPI- Brand EngagementRetweets, forward, sharing, comments, like or rate something, reviews, traffic from social networking sites, time spent on site, response time.

Tools1. Social Media2. Internet Marketing3. Mobile Marketing

SOCIAL MEDIA FacebookPrimary source of interaction with customers. Keep updating daily and keep conversations with fans.

TwitterEncourage fans to post photos.Give quick feedback.Create a custom hash tag for big idea #ExchangeOldforTheNew” or #EOFTN.

SOCIAL MEDIAYouTubeUpload videos talking about creative ways to wear Forever 21’s apparel.

PinterestMore two-way communicationAsk for consumer opinionsCreate a board for fans

INTERNET MARKETING

Google AdWordsIncrease Forever 21’s SEO value. Keywords: exchange old for the new.

Search engine marketing

1. Google2. Yahoo3. Bing

MOBILE MARKETING

Mobile App Development

Current mobile app only got 2.2 starts out of 5.“Discount only for iPhone, not for Android”“It just show random pictures” “No shopping and browsing available”

SOVLE THESE PROBLEMS!

BUDGET

Six months campaign (from January to June). Digital agency works 3 hours a day. $ 140,000. Mobile app development. $10,000. Google AdWords.

$500,000. Other Internet

marketing. $ 500,000.

Total budget would be around $1,150,000.

Budget Distribution

Digital agency

Mobile App

Google AdWords

Search en-gine market-ing

THANK YOU

The campaign may not be profitable for the first six months. However, after we get the big idea spread, target audiences become more used to keep up with the changing fashion, and their old clothes would have already been replaced with the new ones. Forever 21 will make big profits from the campaign for a long run.