Nordstrom

Christian Louboutin

Rollout

Ted Marzolf

Nordstrom Digital

Advertising Strategy

Nordstrom buyers connected with CL

Luxury Good Distribution and Marketing – KEY

Focus on Digital with sampling of Traditional techniques

Very Concentrated Targets and duration

Overview

Target Market

Women 35-60

Midwest Metropolitan

Areas

Individualistic Reach

Concentration aids Personal Sales and

Brand Equity

Duration

Run in tandem with fashion cycles

Spring 2016 rollout

February through June

Preempt and outlast luxury competitors

Saks, Niemans, Barneys etc.

Increase in spending for luxury wardrobe as beginning of Spring

Happiness for end of Winter

Largest style overhaul next to Fall shows

KPI

Exposure: 1.5 Million

Digital Engagement Minimum: 500,000

Focus on Digital over Mortar and Brick stores

Ease of purchase online

Lack of retail locations for populous

Must sell entire line

Low buyer quantities

No outlet capabilities

Tools & Tactics: Digital

SEM – for website

Gain traction over competitors with have no exclusive

collaboration like Nordstrom

Captures both serious and flaky consumers

Social Media Placement

Facebook Primarily – Average Age: 40+

Google AdWords

Youtube and Vevo

Search Engine Queries

Tools & Tactics: Traditional

• Magazine placement for March Issues

• Largest issue published (500+ pages usually)

• Buys in Vogue and Harpers Bazaar

• Educates + Elevates Brand Equity

Budget

500-550 hours for initial set up and maintenance over

Quarter

2 million for ad purchases

Highest on magazine

Hourly Rate (first 500 hours): $375

Hourly Rate (After initial estimates): $250

Total Estimate: $2.5 - 3 Million

Summary

Small Targets

Spring 2016 Rollout

February 1 – June 1

KPI:

Exposure: 1.5 million (Min.)

Engagement: 500,000 (Min.)

Focus on Digital

Spillover into Traditional – necessary

Budget: $2.5 – 3 Million

Examples

Google Ad Words

Social Media Advertisement – Landing Page for Digital Advertisement