mb - final presentation.docx
TRANSCRIPT
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Executive Summary
Mystique Boutique is an innovative company that ofers women in the Tulsa area an
afordable, yet ashionable way to stay ahead o the latest trends. This proect details a
plan to ocus the company on the best ways to brea! out their ashion resources and
begin building their online presence. Targeted mar!eting will place the Mystique name in
ront o consumers that will "nd interest in the product and will directly impact the
success o the company. This plan emphasi#es the most pro"table areas or Mystique to
advertise as well as the cost bene"ts and the direct impact o these promotions. This will
lead to an increase in brand awareness, customer engagement and overall purchases.
Company Description
Mystique Boutique is located at $%%& 'herry (t. in the downtown 'herry (treet district o
Tulsa, )*. Mystique ofers upscale women+s clothing selections, ranging rom "erce,
sophisticated designs to un, irty, ashion orward apparel. Mystique also ofers
e-clusive personal style services which include a detailed style assessment or ourpatrons. Mystique is a emaleowned partnership that e-tends its products and media
e-posure to Tulsa and the surrounding areas o Bi-by, Bro!en /rrow, 0en!s, )wasso and
(apulpa.
Situation Analysis
Mystique Boutique is a new business, thereore our primary goal is to introduce our
boutique, create brand awareness and to urther maintain this brand awareness as we
grow and evolve. The (1)T /nalysis highlights our internal strengths and wea!nesses
and our e-ternal opportunities and threats. Being aware o our current situation will
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assist us in urthering our strengths and ta!ing advantage o our opportunities, while
"nding ways to minimi#e our wea!nesses and our threats.
SWOT AnalysisStrengths
2ocation
3ours o availability 4close at 5pm, Th(at6
7easonably priced comparatively
)wners have public relationsdegrees
(trong online presenceWeaknesses
2ower pro"t due to reasonableprices
Tedius wor! schedule due to laterhours
7ental costs are e-pensive
2ow stoc! volume
Opportunities
8estivals9events
Partner w9 other 'herry (treetshops ofer :;< discount withreceipt
2oyal customers
7evolving9seasonal ashion trends
Threats
Par!ing
'ompetition o other 'herry (treetboutiques
=conomy 4lac! o necessity6
/dvertising budget o higher endboutiques
Target Audience
O!ective
7each >;< o women in Tulsa and surrounding areas
• ?@,5&& women ages :@%; years old in the target area
• )ur reach goal, at >;
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• Tulsa, B/, 0en!s, )wasso, Bi-by, (apulpa•
(urchaser
• 1omen ma!e @>< o the purchases in the amily, so this boutique is clearly aimedat women speci"cally.
Competitive Analysis
•
1e believe a competitive analysis is crucial or establishing a point o diference or
your brand as well as or developing the competitive attac! plan. Csing a
competitive analysis in a strategic manner can lead to a number o media strategy
decisions. @
Cherry Street "ocal Shops
• )opeD BoutiqueD 'herry (treetD 1omens 'lothing 9 8aceboo! 9 Twitter
• The *est on Cherry St. D 3ome Ecor 9 8aceboo! D Mimosa (aturday eals D
change hours or all shopping D online drawings or ree merchandise• De Shops D 1omens 'lothing 9 8aceboo! 9 Fnstagram D ofer plus si#e clothing
(roduct (urchase Cycle
• :$ minutes to wal! past the window, see a ashionable out"t and decide to stop in
• %; min:.> hours on shopping trip or a speci"c item
• Guarterly (easonal shopping9rebuilding wardrobe 48all9(pring9(ummer91inter6
)each &oal
•
To reach >;< o women :@ %; yrs in Tulsa and surrounding areas• Total emale population :@%; yrs old in Tulsa and surrounding areas is ?@,5&&
according to suburbanstatistics.org.
o TulsaD %>,%5Ho Bi-byD :,%5?o Bro!en /rrowD &,$?5
o )wassoD $,%5@o 0en!sD :,;:>o (apulpaD :,>$>
o
)ur reach goal, at >;
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o
,orms o# Communication
• 8liers 4)peningI(easonal6
• Arand )pening Press 7elease
• (ocial Media Platorms
• (ocial Media /ds
• 'oupons
• 2ocal =vent 'alendars
• Jewspaper /ds
• 2oyalty 'ards
•
•
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,re.uency &oals
April 2/1- Strativity )esearch Study
o /lmost ?;< o customers interact with their avorite company atleast wee!ly, ma!ing the quality o customer interactions veryimportant.:
•
o 8requency o interaction builds loyalty and advocacyD @&< daily,H?< wee!ly, ?5< monthly and %%< ew times9year.:
•
,liers0o (ot )pening 8liers
(end out initial ier two wee!s prior to (ot )pening Jov.$H
(end out reminder ier one wee! prior to (ot )pening ec. %•
o (easonal 8liers (end out quarterly, prior to pea! season change (end out additional holiday advertisements in Jov. K ec.
•
o 'ostD L&;.?? annually
• 2/12 CO Council Direct arketing )eport states that ?;< o
consumers say that they have tried a new business ater receiving direct
mail, and &;< have renewed relationships with businesses that they had
previously ceased using.$
•
• 2/1' Direct ail n#ormation Service )eport highlights that over
&>< o direct mail is opened by the recipients while H%< read the contents.%
&rand Opening (ress )eleaseDo Printed once, prior to Arand )peningI printed ec. :? 487==6o Total Tulsa 1orld (unday 7eadership $5>,5?5o ?H< emale :%H,:%& emale readership o all ages?
Social edia0o 8aceboo! )nce or twice per day 487==6o Fnstagram )nce or twice per day 487==6
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•
•
Social edia Adso aily advertisements, 0anuary ecembero 'ostD L%,HH; annuallyo =stimated aily 7each?:;; women within >; mile radius
•
Coupons0
o )fer special deals and sales $% times per wee!o /dvertise on our social media platorms and event calendars
487==6•
• 2/1+ Capgemini Consulting Analysis only $>< o companies
reward loyalty program members based on nonpurchase interactions.>
• "ocal Event Calendars0
o /dvertise wee!ly as necessary 487==6
• *e4spaper Ads0o :% wee! contract 48ull page ad>w!s, 3al page ad@w!s, plus
banner ad on newspaper website or entire :%w!s6o 'ostD L&,>5$ annuallyo Total Tulsa 1orld (unday 7eadership $5>,5?5
o ?H< emale :%H,:%& emale readership o all ages?
• "oyalty Cards0
o Printed semiannually and presented to customers
•
•
• 2/1- "oyalty )eport states that &H< o /mericans thin! that
loyalty programs are part o their relationships with brands.H•
• The 2/1- )eality o# )etail )eport says ?H< o shoppers who
use loyalty programs consider them to be important in their decision to
purchase.&•
•
• Total Audience mpressions
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•
7eachN - 8requency Total /udience Fmpressions•
•
&rand Opening (ress )eleaseo (unday emale readership 4all ages6 in target area :%H,:%&o :%H,:%& - : (unday Press 7elease 1'361'5 TA
•
• Social edia Ads
o 8emale reach 4all ages6 within >; mile radius ?:;;o ?:;; - %H> 4daily ad6 16+736-// TA
•
• *e4spaper Ads
o (unday emale readership 4all ages6 in target area :%H,:%&
o :%H,:%& - :% (unday /ds 165376581 TA•
•
•
•
•
•
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mplementation (lan
•
edia O!ectives
• Fntroduce our company and
create brand awareness
• Fncrease our online presence
using social media platorms
• 7each $?,?@@ women :@%;
yrs old in target area at least
:; times9wee! using social
media• 7each ?H< o emale
readership 4:%H,:%& all ages6
through print circulation at
least once9wee!?
• Fncrease customer
participation 4li!es, shares,
retweets, hashtags6 by >;<
within % months
• Fncrease sales by :;< within
the "rst %H months o our
media plan
•
•
•
edia Strategies
• 8liers
4)peningI(easonal6• Arand )pening Press
7elease• (ocial Media Platorms
• (ocial Media /ds
• 'oupons
• 2ocal =vent 'alendars
• Jewspaper /ds
• 2oyalty 'ards
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•
•
•
edia Tactics0
So#t Opening ,liers0o Fnvite close riends, ashion bloggers, media outlets, and amily
)J2O or a snea! pea! o the boutique, with the request that
everyone tal! about and share pictures9statuses about our
boutique via Blogs, 8B, Fnstagram and Twitter.9uarterly:Seasonal ,liers0
o Post iers in our window at the boutiqueo Post iers around town and surrounding areas such as Bi-by, B/,
)wassoo Mail9email iers to media outlets and ashion bloggers
nstagram0o Cpload images o latest ashionso Post once or twice per dayo Cse hashtags such as Nmystiqueboutique Ntshirttuesday
Ntan!topthursday
o )fer :;< of coupon when customer uses hashtag showing ofour product
,aceook0
o Post once or twice per day between the times o 5am and >pm.
4Business hours6o Cse hashtags and catch phrasesD Nwearablewednesday
Nirtyridayo Cpload images o latest ashion K new styles in store wee!lyo Promotional giveaway or sharing our brand9store
Coupons0o )fer special deals and sales $% times per wee!o /dvertise on our social media platorms and event calendars
487==6 *e4spaper Ads0
o :% wee! contract 48ull page ad>w!s, 3al page ad@w!s, plus
banner ad on newspaper website or entire :%w!s6
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"oyalty Card0o )fer loyalty cards to all purchasing customerso 'ustomers get a hole punch or every L>; spento 'ustomers will receive :>< of purchase ater getting :; holes
punched•
"oyalty Card
•
•
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•
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So#t Opening ,lier
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;oliday ,lier
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,aceook
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,aceook
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nstagram
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%udget (ie Chart
•
edia ,lo4 Chart
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•
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Testing $ Evaluation
Arand )pening 'ustomer poll 1hat brought you inQ
(ocial Mediao Trac! li!es, shares, comments, customer engagemento Trac! number o coupons and associated discount
2oyalty 'ardso Trac! #ip codes to locate customer base inormationo Trac! loyalty cards given and cards cashed in
Trac! consumer receipts brought in to monitor local shops9competition use
•
•
•
)e#erences
•
: httpsD99strativity.com9aprilnewstheinuenceorequencydelightonloyalty
inographic9
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•$ httpsD99www.cmocouncil.org9actsstatscategories.phpQ
viewallKcategorydirectmar!eting
•% httpsD99www.aabacosmallbusiness.com9advisor9directmailmar!etingsmall
businessadvice :>$%:$;>$.html
•? httpD99www.tulsaworld.com9app9media!it9downloads9rates9Jational.pd
•> httpsD99www.capgemini.com9resource"leaccess9resource9pd9rede"ningRloyaltyR
programsRcapgeminiR consulting. pd
•H httpD99ino.bondbrandloyalty.com9theloyaltyreport$;:>
•& httpD99www.inreality.com9resources9report9$;:>;%%:9
•@ *elley, 2arry ., *im B. (heehan, and onald 1. 0ugenheimer. 'hapter @. Advertising
Media Planning: A Brand Management Approach. %rd ed. /rmon!D M.=. (harpe, $;:$. H;.
Print.
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