Bom T xi BOUTIQUE

Bom T xi i

Com ti & In u t Tre s➢ Olive + Piper➢ The Boho Boutique ➢ Etsy Freelance boutiques ➢ Kendra Scott➢ Kate Spade Jewelry

➢ Delicate pieces ➢ Pearls and diamonds over gems➢ Dark pieces stones and color in jewelry and

flowers for weddings

How w e p?➢ Increase traffic to website

➢ Increase awareness of company

➢ Clarify and attract other target audiences

Go l d O ec ➢ Growing new relationships with potential customers

➢ Find ways to get customers to complete their purchase, instead of leaving items in

the chart

➢ Grow interest for company by explaining the uniqueness of the products, which are

one of a kind pieces from India and they are authentic statement pieces

➢ Expressing that the company gives back to the Cleveland Community

“The global fine jewelry market, comprising items made from precious metals and gemstones, has

shown a pattern of consistent growth over the past decade, almost doubling in size in terms of value”

Euromonitor for S&P Global Market Intelligence

Sta n Je l M r e b he N r

December is the most popular month for the

jewelry market ($5 billion in sales); January is the

least popular month (less than $1.5 billion in sales)

U.S. online jewelry market is

an $8 billion/year

industry

(Grown 12.3% since 2012).

The global gems & statement jewelry

market is projected to surpass $443 billion by

2022

Tar A di➢ Primary Target: Women 28-46➢ Secondary Target: Special Occasion (women)➢ Third Target: Men ➢ Other Channels:

○ Influencers○ Media ○ Business Partners

Pri y T et: Wom 28-46Greater Cleveland Area:

Lauren - Working woman establishing career, wants statement pieces to stand out while attending events, $75,000 + salary, online shopper to save time, shops locally, loves Cleveland companies

Likes → Convenience, high quality, trendy & unique conversation pieces, Free People, Anthropologie

Responds to → Facebook, Pinterest, Instagram, giving back to CLE, CLE events (Cleveland Flea, trunk shows, etc)

More women than ever are self-sufficient professionals who

have their own disposable incomes to spend on their own

jewelry.

Sec r Ta g : Spe Oc a n (Wom )Brides to-be, mothers of the bride, bridal party, wedding goers:

Kate - young, hip and unique, looking to give a unique gift to her bridal party with sentimental value

Likes → planning, being detail-oriented, having unique style, high quality, impressing her wedding party and wedding goers

Dislikes → being stressed, tradition

Responds to → Facebook, Pinterest, Instagram, bridal blogs, bridal magazines

“Edgy Brides” and “Vintage Romantic Brides” are most likely to opt for bold and colorful jewelry choices,

according to InStyleMag.Today’s 20-30 year-old brides are

described as environmentally conscious, preferring silver, mixed

metals, and colorful stones.

Thi r : Men Boyfriend / Husband / Partner:

Jared - looking for a simple and easy gift by finding jewelry for partner

Likes → Giving interesting gifts, being able to find gifts easily (especially without having to leave home - online), knows that jewelry is a good gift for their partner, quick online purchases

Dislikes → Unhappy wife / girlfriend / partner, not knowing what to get

Responds to → Holidays specials, easy to shop, familiar products, Facebook

88% of jewelry purchased in the U.S. is for someone within the buyers household.

Currently:

➢ 2,984 followers➢ 2,874 following➢ About 2,000 posts➢ About 100 likes per post➢ No reviews/testimonials➢ Busy photos➢ Content is both personal & professional

Cre e Dr

Limited. Luxury. Love it.

Don’t be a minimalist when it comes to jewelry. &

Med O e v➢ Digital Plan

➢ Media & Influencer Strategy

➢ Social Media Strategy

➢ Content Calendar

➢ On-Going “Buzzworthy” Events

➢ Key Points for Press Releases

➢ Potential Business Partnerships

Dig Dom i n1. Obtain a DSP Company2. Pick the Platforms 3. Determine Details4. Run5. Measure6. Repeat

Med i - Wom Cle n➢ Newspapers

○ (e.g. The Plain Dealer, Cleveland Jewish News “J Style”)➢ Magazines

○ (e.g. Cleveland Magazine, Mimi Magazine)➢ Local News Stations

○ (e.g. WKYC, Channel 5 News, Live on Lakeside)

Med & In u n s Li - Wom O si Cle n

Potential Cities to Target:

➢ Pittsburgh➢ Chicago➢ Columbus➢ Cincinnati➢ Detroit

Overall Target Media Criteria:

➢ Lifestyle and fashion focused➢ Morning and noon TV news

stations➢ Major media outlets relevant to

area (broadcast, magazines, etc.)

➢ “Micro” influencers with a follower base of 10,000 or below

In u n Pro m - In i /Out of C laDevelop a customized incentive program.

➢ Influencers receive an exclusive discount code to Bombay Taxi Boutique that they can share on social media.

➢ In exchange, influencer receives one free item or discount for Bombay Taxi Boutique.○ E.x. Daniel Wellington, a watch company

■ Influencers receive a free watch■ Promote a discount code to followers

In u n s Li - Wom I Cle n➢ Bloggers/Influencers

○ Cleveland based “micro influencers,” at least 10,000+ followers

Med & In u n s Li - Spe Oc a nMedia Outlets (Cleveland specific):

➢ The Knot➢ Weddings In Cleveland➢ Today’s Bridal➢ Style Me Pretty➢ Wedding Wire

Influencers:

➢ Weddings Planners➢ Bloggers planning their own weddings➢ Bridal Shop Owners

Med i - Boy n , Hus d , Par r➢ Online

○ Potential trend/holiday articles Bombay Taxi Boutique can contribute to (ex. “10 Local Artisans That Your Valentine Will Love”)

➢ Overall, big push for paid digital advertising (as seen from the paid team)○ Digital Banners○ Mobile Ads○ Boosted Social Media Posts○ Search Engine Optimization on

Blog Posts

Pri d aBronze Package Includes: $100

per month➢ Today’s Bride Planner Local Love

Ad➢ Weekly Prospecting Leads➢ Classic Profile Page on

TodaysBride.com➢ Table Top at either the Spring,

Summer or Fall Bridal Show➢ Extra marketing incentives at the

bridal show

Pre l a - Key s➢ Women

○ Female-owned company○ Pieces are made in India and exclusive○ Pieces are versatile for any life event○ 10% of proceeds go to various charities

➢ Special Occasion○ Pieces are unique and one of a kind○ Pieces are versatile and reusable○ Fair price points○ Unique jewelry is a meaningful gift

➢ Boyfriend/Husband/Partner○ Jewelry is “a love language

between partners”○ Pieces are unique; cannot be

found anywhere else○ Various price points depending

on the occasion

Soc Me - Bes c es P s i g

Media Platform When to Post Posts Per Day

Facebook Weekdays 1-4 pmWeekends 12-1 pm

2

Instagram Weekdays 11am-1pm,7-9pm

Weekends 12-1 pm

1.5

Pinterest Thursdays and Weekends 8-11pm

5-10

Blog Thursdays, Wednesdays, and Weekends by 11am

1

In ag P s

In ag P s

Con t C e d

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Blog Posts Partnership Monday

Motivation Monday

Travel Tuesday

Wedding Wednesday

Tip Thursday

Feature Friday

Number of #MotivationalMonday Posts on Instagram: 1,083,266

Mot i n Mo d - Exa l(Overlay quote to slightly match specific jewelry if at all.)

Quotes:

➢ “Power’s not given to you. You have to take it.” - Beyoncé Knowles Carter➢ “The most difficult thing is the decision to act, the rest is merely tenacity.” - Amelia Earhart➢ “If you don’t risk anything, you risk even more.” - Erica Jong➢ “You can never leave footprints that last if you are always walking on tiptoe.” - Leymah Gbowee➢ “Step out of the history that is holding you back. Step into the new story you are willing to create.” -

Oprah Winfrey➢ “Spread love everywhere you go. Let no one ever come to you without leaving happier.” - Mother

Teresa➢ “A surplus of effort could overcome a deficit of confidence.” - Sonia Sotomayor➢ “You can be the lead in your own life.” - Kerry Washington➢ “If you can’t go straight ahead, you go around the corner.” - Cher➢ “Don’t live life in the past lane.” - Samantha Ettus➢ “Many receive advice, only the wise profit from it.” - Harper Lee

Con t C e d

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Blog Posts Partnership Monday

Motivation Monday

Travel Tuesday

Wedding Wednesday

Tip Thursday

Feature Friday

Number of #TravelTuesday Posts on Instagram: 688,665

Tra T es

Con t C e d

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Blog Posts Partnership Monday

Motivation Monday

Travel Tuesday

Wedding Wednesday

Tip Thursday

Feature Friday

Number of #WeddingWednesday Posts on Instagram: 672,719

Wed g W es - Exa l

Con t C e d

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Blog Posts Partnership Monday

Motivation Monday

Travel Tuesday

Wedding Wednesday

Tip Thursday

Feature Friday

Number of #TipThursday Posts on Instagram: 6,447

Tip s

Con t C e d

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Blog Posts Partnership Monday

Motivation Monday

Travel Tuesday

Wedding Wednesday

Tip Thursday

Feature Friday

Number of #FeatureFriday Posts on Instagram: 120,965

Cus r P o s➢ Use of customer photos

with the jewelry pieces will create interaction.

➢ Have them write a short description on why they like the piece.

➢ Request photos through the newsletter.

Fe t e F d

Soc Me am n ➢ Social media takeovers

○ Drives a large variety of audiences i. Approx. 1 campaign/monthii. Stand out in the market by

collaborating and bringing in broad audiences

iii. Low cost

Med a er

The Ide :

➢ Why Facebook?○ Billions of users○ Post sharing○ Budget friendly○ Versatility on ad choice

Fac o Ad ➢ Advertisement costs

○ Set daily or lifetime budget

○ Given the best advertising options for desired budget

○ Performance will be tracked

○ Option to edit

On-Go n “Buz r y” Eve s

➢ Women○ International Women’s Month events○ Women’s Summit○ Christmas Parties

➢ Special Occasion○ Cleveland Bridal Show○ Michigan Bridal Fashion Show○ Pittsburgh Bridal Showcase

➢ Boyfriend/Husband/Partner○ Valentine's Day/Sweetest Day○ Christmas○ Birthday○ Anniversary

Pot al B es P t s i s➢ Wedding

planners

➢ Bridal stores

➢ Trendy boutiques

Cre e - Out

Brand colors: Logo fonts:

Log le :

Tar n Me➢ Introduce a new line of tie

clips, cufflinks, etc. ➢ Social Campaigns

○ Infographics for social (primarily Facebook)

○ Use comedy/brevity to grab attention quickly

○ Make an easy CTA

Web Bes c es

➢ Use a different website platform/ better leveraging

➢ Simplify product shots while still keeping color

Nex p➢ Partner with local shops

➢ Highlight community involvement

➢ Hire an intern

An u s o s?

We hope you enjoyed!