Vivique Apparel Marketing Plan
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Transcript of Vivique Apparel Marketing Plan
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MARKETING & SOCIAL MEDIA
PLANPrepared Deborah Cecatiello
May 28, 2011
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SITUATION ANALYSIS Abundance of existing inventory but limited
sizes, odd lots, etc. Truly unique patent-pending FitWiseTM
waistband technology Offseason challenges (Spring is biggest
selling season for maternity clothing since most babies are born between August and November)
Products available online and offline Database of existing customers (14) is
small and of limited use (women come in and out of the market)
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SITUATION ANALYSIS Currently selling lower priced Capri pant featuring
FitWiseTM technology on JCPenney online (licensee) Competition has more product, bigger websites, and
more variety…
(more upscale “boutique” shopping site)
(traditional shopping site)
(niche website, accessories)
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WEBSITE ANALYTICS: KEYWORDS 4/22/11-5/22/11 (VISITS/%)
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WEBSITE ANALYTICS 4/22/11-5/22/11 (TOP STATS)
Type Statistics Type Statistics
Unique Visitors 3.84-4.58 avg. Per Day
Visitors 4.16-6.09 avg. Per Day
Depth of Visit Pages Visited: 1; visits: 77-82
Depth of Visit Pages Visited: 2; Visits: 30-34
Depth of Visit Pages Visited: 3; Visits: 10-22
Depth of Visit Pages Visited: 4; visits: 6-13
Time on Site 1 minute; 106-153 visits
Time on Site 2 minutes: 8 visits
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WEBSITE ANALYTICS 4/22/11-5/22/11 (TOP STATS)
Type Statistic Type Statistic
Loyalty 1 visit; 90-97 visitors
Loyalty 2-5 visits; 8-13 visitors
Country: USA 162 visitors; 81.4 to 85.71%
Region : CA 5 up to 44 visitors; 3.88 up to 23.28%
Region: NJ 24-38 visitors; 18.6 to 20.11 %
Region: Unknown
27 visitors; 14.29%
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WEBSITE ANALYTICS4/22/11-5/22/11 (TOP STATS)
Type Statistic Type Statistic
City: San Francisco
30 visitors; 15.85%
City: Union, NJ 20 visitors; 10.58%
Page Exit Link Count Percentage
/Pants-Jeans_c24.htm
Home 4 8.51
/login.sc Contact Us 1 2.13
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WEBSITE ANALYTICS4/22/11-5/22/11 (TOP STATS)
Description Statistic Statistic Statistic
Page Views (Spikes)
12 on May 2n 15 on May 6th 17 on May 11th
Pages: Home page
:27 seconds; 29%
Entry Page: Home 70%
Home page 94 bounces; 58%
Page Exit Link Count Percentage
/Home_Page.html
PantsJeans 17 22.67
/ (home page) PantsJeans 11 14.67
/Home_Page.html
Skirts 5 6.
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WEBSITE ANALYTICS 4/22/11-5/22/11 (TOP STATS)
Domain Referrals Percentage
www.google.com 21 27.63
www.pnmag.com 21 27.63
www.mommieswithstyle.com
11 14.47
www.linkedin.com 6 7.89
shop.viviqueapparel.com
2 2.63
www.facebook.com 2 2.63
www.bing.com 2 2.63
thestir.cafemom.com
2 2.
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WEBSITE ANALYTICS 4/22/11-5/22/11(SUMMARY)
Visitors 4.58 avg. “unique” visitors and 6.09 avg. visitors per day
Entry Page/Time Spent
Most visitors entered the site via the home page but only spent about :27 seconds there
Best days Mon, Tues, Wed & Friday… NOT on a weekend!
County, Region, & City of Origin
85% of visitors from the USA. Regions/cities avg. across the country from .75-6% but there were odd “spikes” from San Francisco, CA and Union, NJ
Exits Link Only 5 people out of 47 exited the site from the “contact us” page v.s.19 from the “home” page
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WEBSITE ANALYTICS: CONCLUSIONS Effectiveness of current keywords is
negligible since most people are finding your site using your brand name.
You don’t have enough visitors…so you need to more traffic to your site.
Visitors are mainly staying on the home page…and not for very long before they exit the site, probably because they are not finding what they want. Make sure home page is engaging and gives people a reason to navigate to other pages.
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WEBSITE ANALYTICS CONCLUSIONS Visitors come from all over the USA but
there is interest in other countries…this is important if you’re considering PPC ads
Referrals sources offer opportunities for link-building program
36 IT “errors” and “bad resource links” need to be fixed to aid SEO
You have no conversions (probably because there was no way to order anything and because people weren’t staying on the site long enough to get this far)
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GOALS AND OBJECTIVESBusiness goals Identify, align business relationship between
Vivique, FitWiseTM and Licensees Drive more traffic to website in order to increase
online sales Sell out remaining inventory Increase size of database (obtain email addresses
through log ins, e-newsletter sign ups, VIP sales, customer feedback forms, etc.)
Marketing Goals Generate awareness of Vivique and FitWiseTM
technology Increase exposure among “influencers” Increase referrals
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OVERALL MARKETING STRATEGY Optimize Website including solicit email
addresses Aggressively engage with Social Media Focus on months where demand is
heaviest Copy best practices from competitors
where possible Drive referrals and testimonials using
existing database i.e. “Tell a friend and get…”
Outreach to celebrities Increase off-line promotion
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CELEBRITY/COSTUMER PACKAGES Aggressive research to find pregnant
celebrities and obtain agent contact Information
Outreach to costumers, dressers, personal assistants, etc. through LinkedIn Groups i.e. Fashion Marketing Group
Determine what does into package? Draft letter to agents Follow-up phone call Follow-up letter/feedback/photos
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Generate traffic to website for purpose of
purchasing?
Generate “buzz” among the press?
Increase Facebook fan base?
Increase awareness among
bloggers?
Set Social Media Goals
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SOCIAL MEDIA “INFLUENCERS” You! Blog posts and LinkedIn Groups Journalists
Pick up story ideas Reviews the product
Bloggers Pick up story ideas Include links to your website Reviews your product
Celebrities Wears your clothes and is photographed Wears your clothes and endorses (one can
dream!)
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SOCIAL MEDIA WEBSITES Twitter
Especially important in reaching members of the press, bloggers, magazine publishers, etc.
Facebook Important for engaging with customers
Youtube Videos of models wearing clothing
Flikr Photos of product, you, FitwiseTM waistband, etc.
LinkedIn Personal Profile Company Profile Start/participate in groups i.e. “moms extraordinaire”
“pregnancy experiences” “MomsToBeDepot”
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SOCIAL MEDIA STRATEGY Always promote Vivique Apparel and FitWiseTM
together to establish solid connection and recognition among target market and bloggers
Develop a “library” of content including stories about products, customers, stores, sales, etc. (posts can be repeated since women are coming in and out of the market)
Monitor news wires, Twitter feeds and blogs, etc. for interesting links related to pregnancy, babies, maternity clothing, technology, etc.
Sync Twitter, Facebook, Youtube, Flickr, Blog posts to maximize exposure
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SOCIAL MEDIA STRATEGY Promote “websites we like” to drive traffic to online
retail licensees carrying clothing featuring FitWiseTM technology. Need to drive sales of lower priced lines.
Monitor on a consistent basis and engage in “conversation”, re-tweet, re-post comments, respond to comments in order to build recognition of the Vivique brand
Offer free products to important “influencers.”
Share on Social Bookmarking and other Fashion Sites: Del.ic.ious, Diggit. Reddit. Chiq.com, Fashiolista.com, etc.
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SOCIAL MEDIA CONTENT DEVELOPMENT Monthly posts revolving around holidays
and events Miscellaneous posts including links to
helpful websites or news articles, tips, quotes
Ask readers for ideas on new topics for discussion with a poll or survey etc.
Contests (“Like us” and be entered to win…)
Customer/product photos and testimonials Planned sales. Sales would have a series of
posts associated with them , i.e. “look for upcoming sale” “this week only” “sale ending soon” “you missed it but….”
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SOCIAL MEDIA TOPICS
June
• Outdoor dining
• FitWise Technology
• Sale: Capri pants (link)
• Who is Vivique?
July
• Red, white & blue holiday family traditions
• How Vivique makes your dollar go further in this economy
• Sale: tops or focus on tops
August
• Tips for vacationing while pregnant
• Maria’s story—working in summer while pregnant
• Salt: skirts or focus on skirts
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WEBSITE RECOMMENDATIONS Search Engine Optimization
Indexing Keywords (relevance, density, frequency) Inbound Links (people, websites linking to
your site and links from page to page)Updates (new products, news, sales, etc.)
Content, content, contentStore locations, sales, testimonials, videos,
blog Monitor Godaddy.com & Google
Analytics to evaluate keywords, traffic source, sales, etc.
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E-MAIL CAMPAIGN Goal of e-mail campaign is to drive traffic to your site to
get more information, promo code, coupon, etc. Import all e-mail addresses from Database, LinkedIn,
Website, etc. Include customers, prospects and media. Send e-mails that are formatted, scheduled, and offer
value Test different offers, creative, etc. Ideas…
Thank you Referral program Ask for reviews Contests Coupons News Tips Events (come see us at the “….show”, seminars,
webinars)
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SEARCH MARKETING OPTIONS
Viviqueapparel.com
Shopping Search Engines
Paid SearchOrganic Search
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ON LINE MEDIA Threeseasonsmaternity.com Magazines
Conceive Pregnancy & Newborn Parenting
PR Web Blogs
New York Magazine’s The Cut Fashionista Paperclippy The Style Sample The Working Wardrobe The New Professional Shop It To Me Employed Panache
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ON LINE MEDIA Blogs, continued
Jane Has a Job Style Underdog Mizhattan Theory 12:04 Net-a-porter Lands End Garance Dore Cupcakes and Cashmere Style.com The Bag Blog Rags Against the Machine Refinery 29
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ON LINE MEDIA Blogs, continued
Mommy-gets-dressed.blogspot.comBabycenter.comMaternitywear.toplisted.netThe bragging mommy.comPregnancyfashion.sheknows.comCelebritybabies.comAmericanbaby.com
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PAY-PER-CLICK & SHOPPING SEARCH Google Pay-per-click Microsoft AdCenter Shopping Search Engines (TBD)
Google ProductsShopzilla.comTotsy.com
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MISCELLANEOUS IDEAS Survey/Feedback forms shipped with every
order Personal appearances & In-store demonstrations Schedule seasonal sales BtoB: trade & fashion shows/conventions Networking Offline publicity: speaking engagements, radio
interviews, letters to fashion & family editors Family charities (gifts-in-kind) QVC (for Three Seasons Maternity brand) Mobile Marketing (up and coming in fashion!) Outreach to Doctor’s offices