barnes & noble internet marketing strategy by stephanie sundheimer
DESCRIPTION
An internet marketing analysis and proposal for international book store giant, Barnes and Noble.TRANSCRIPT
INTERNET MARKETING PROPOSAL
BY STEPHANIE SUNDHEIMER
COMPANY OVERVIEW
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• Largest book retailer in US• Merchant of movies, music, magazines,
games, gifts• Top competitor in eReader and eBook
sales• Quiet, friendly environment for
studying, socializing
• Amazon.com• Locally owned book stores
• Maintaining interest in traditional, physical copies of books, magazines, music
• Increasing appeal over independent, local retailers
• Interactive social media strategy• Highly targeted search engine
optimization and marketing plans• Local and community focus both online
and in stores
INTERNET MARKETING GOALS
Use the internet as a resource to lure customers into store locations.
Promote and improve social media campaigns to increase online sales.
Focus on local marketing to overcome threat of independently owned competitors.
THE SOLUTION
SEARCH ENGINE MARKETING
SOCIAL MEDIA MARKETING
SEARCH ENGINE STRATEGY
AUDIENCES TO TARGET• Less technologically advanced
consumers• Readers of traditional books
PRODUCTS TO MARKET• Traditional books• Textbooks• Gifts
KEYWORDS• Books• Affordable books• Textbooks• Focus keywords locally
Double online sales as converted from search engines.
Double in store sales as converted from search engines.
GOALS
SEARCH ENGINE BREAKDOWN
ONLINE SALES IN STORE SALES
• Quality landing pages - call to action
• Advertise exclusive online offers in text & ad copy
- Free shipping
- Discount on large orders
• Offer options to pick up products in store same day
• Appeal to local crowds by marketing local stores
• Advertise for in-store events
GOALS
AUDIENCES TO TARGET• Technologically advanced consumers
– social media users• Owners or potential owners of
eReaders (Nook)• Students
PRODUCTS TO MARKET• Nook & Nook products• eBooks/eTextbooks
METHODS OF COMMUNICATION• Facebook• Twitter• YouTube• FourSquare
SOCIAL MEDIA STRATEGY
Double number of Likes, Followers, Subscribers, and Check-ins.
Double online sales converted from social media outlets.
SOCIAL MEDIA BREAKDOWN
YOUTUBE
FOURSQUARE
• Facebook book discussions
• Product reviews
• Individual pages for local stores
• Interviews with popular authors
• Overview of electronic products
• Company news, announcements
• New product announcements
• Engaging, interactive content
• Incentives for checking into stores
• Discounts
• Free gift
BUDGET AND TIMELINE
Search Engine Marketing $500,000Search Engine Optimization $500,000Social Media Marketing $1,000,000
$2,000,000OVER 18 MONTHS
JANUARY 2012to
AUGUST 2013
METRICS OF SUCCESS
TRACK ONLINE CONVERSIONS WITH GOOGLE ANALYTICS• SEO & SEM• Social Media
TRACK IN-STORE SALES INCREASES• Online reservations for
in-store pick-up• Email coupons• Post-transaction
surveys