“Dean’s List Deals for Back to School”

on

Shane Torrey, 8.10.13

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What is amazon.com?

A multibillion-dollar Seattle, WA based company launched in 1995.

The largest online retailer who sells everything from books to clothing, electronics to auto parts.

amazon.com is customer-focused. The company offers competitive prices, free shipping and other incentives to improve the shopping experience. This is a key to drawing customers back in.

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Who is the Target Audience?

17-24 year olds

Parents, family

Fans of the college sports teams

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“Dean’s List Deals for Back to College on amazon.com”

Centered around back to school sales. Runs from Mid-May until the end of September.

Campaign operates with the help of

Social Media (Facebook, Twitter, Google+, Instagram)

Blogs

Google AdWords

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What are the Goals of the Campaign?

The campaign will feature deals on school supplies, dorm and apartment furniture, decorations, school fan gear, etc.

Create a webpage that is easy to navigate and lists all products and deals associated with the campaign.

- Increase sales by at least 15% compared to last year’s back to school promotion.

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Social Media: Facebook, Twitter, Google +, Instagram

amazon.com will run promotions, deals on FB, Twitter, Google+.

Encourages “Likes”, follows, and “+1” with chance to enter raffle for one of five $100 gift cards.

Only gain access to some deals if a follower on social media.

Instagram Contest

Contestants can post pictures of themselves in school apparel with a hashtag to win a $100 gift card.

Tweet Weekly Deals

amazon.com can tweet deals that change weekly throughout the campaign.

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Blogs

Blogs can be promoted and linked to from all of the social media pages

They can unveil new deals in this campaign, as well as new features of the website as a whole.

Thought leadership marketing: offer tips for going away to college, staying safe on campus, getting the best grades.

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Google AdWords

Keyword Tool

Gives excellent ideas of what terms should be used in posts/ads to be more findable in searches.

Ads

Using terms like “college checklists,” “college dorm accessories,” and “apartment accessories” are good terms to use in ads and posts.

To create an ad using these terms (and others in their AdGroups), avg cost-per-click is $2.79, which would allow 5,240 clicks per day when following the budget.

Sample AdCollege Shopping @ Amazon

Low Cost College Dorm Furniture

20% OFF if you Order in Next Week!

amazon.com/furniture

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How much will this cost?

AdWords: $5,500/day x 30 days x 4 months =$660,000.

Contests: $100 x 5 social media raffle gift cards;$100 x 1 gift card from Instagram contest = $600

Social Media Strategist: $250/hr x 4 hr weeks x 5 days/week x 4 weeks x 4 months = $80,000

Total Cost: $740,600

amazon.com spent ~$2 billion in 2012 on ads. This campaign costs only .04% of that figure.

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What Measures the Campaign’s Success?

Key Indicators

Click counters will monitor any amazon.com ads being run through Google AdWords

Analyze the rate of increase in followers, “Likes”, and “+1”s and compare to other times of the year.

Compare sales revenue to campaign cost from previous years to this year.

Measure sales figures compared to past amazon.com “Back to School” campaigns.

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