ta on the fly - marketing pitch
TRANSCRIPT
On the Fly2012 Marketing development proposal
X The Anthologuist | February 2012
Current State of Things
• Marketing is your next step…• You’ve invested time in effort in retention• Now it’s about driving in traffic
• Does it work?• Yes! and it’s necessary with market share decreasing
• Luxury sector has shrunk and will stay this way.• -there are the baby boomers, then there are the aspirational buyers
• Planning for the future of your business• Generation x is a key market for luxury –wwd• It’s all about brand interactive lifestyle, investment pieces
• What you put in is what you get out• Understanding what your money turns into.
X The Anthologuist | February 2012
Where do we start?
Analysis - Understanding your conversions
X Eyes/ Individual Exposure = Y Walk-ins/Traffic = Z Sales
This is much easier to track with online stores through analytics
Same conversion can be used to project return on alternative marketing
X The Anthologuist | February 2012
Where you want to go?
• Catalog (Decrease in advertising)– Refinery 29/ nymag Brands opt for their own magazines
• Gentleman's Quiz (unique content/ online)
• Merge of club and retail experience (lifestyle promotion)
• Build diversity in your market (niche targeting)
• Participate in city events (publicity/ niche targeting/ lifestyle promotions)
X The Anthologuist | February 2012
Plan of Attack
Advertising events
Brand partnershipsGifting/ PR
X The Anthologuist | February 2012
ONLINESEO
Unique ContentDeal sites with publishers
VS
Moderation & Compromise• Targeting – most impact on your market
• efficient and effective ways to your customer
EXPENSIVE IN -EXPENSIVE
Platforming in SF
• Targeting niche markets• driving traffic to store via events/ promotions
– Giving your market reasons to come in – go to website
• Taking advantage of your clientele catchment/ retention/ sales team
X The Anthologuist | February 2012
INSTORE--
What is the experience that you
are offering?
PUBLICITY--
Interaction with your market.
CLIENT OUTREACH--
Brand exposure.Turning new markets
on to you.
in-store
publicity
client outreach
CLIENT OUTREACH
• Promotion, Promotion, Promotion• Targeted offerings to niche lifestyle markets
• (new and proven)
• Giveaways/ incentives• Jet blue business traveler tool-kit, etc.• First time offerings
• Brand partnerships• Where else does your client go? • What else do they do?• Shop in shops?
X The Anthologuist | February 2012
Online Efforts
• 60% increase in online purchases this holiday in retail – NRF
• --
• Utilizing your online store• Driving traffic to purchase online (Applying conversion)
• Utilizing both services to strengthen the other• we’ll have it waiting
• (appointments/ pick-ups)• - we’ll ship it to you
X The Anthologuist | February 2012
Social Media
Current Media Venues Additional Efforts
X The Anthologuist | February 2012
Pipelines Twitter -> Facebook
Blog -> twitter -> Facebook
Collaborations with local/ style blogs
Advertising/ promotions on blogs
--Sharing what your clients are buying --
PUBLICITY
A Calendar should address…
• Why should they come in the store?• What problem does this solve for them?
• What else about the lifestyle are you turning them on-to?
• Define the modern gentleman
• Where else can they find you?• What is the company participating in?
X The Anthologuist | February 2012
IN-STORE
• Visual merchandising• Shop-in-shop execution • Patronage – sf artists • Lifestyle presence
• Sales – Rounds• Seasonal product focus - VM
• Relation to publicity• Calendar of in-store events
• Catalog Production
X The Anthologuist | February 2012
Making it happen• My capabilities for On the fly
• Build a plan using these elements for 2012• Manage on budget approved
• Instore • Work with store manager for sales rounds• Work with store manager on vm
• Bring in collaborators • Work with online/ traditional publishers to showcase this experience
• Finalize/ publicize/ promote catalog release
• Publicity• Produce calendar of events for specific time periods
• Coordinate with sales rounds• In-store & off-site
• Propose a advertising plan for 2012
• Client Outreach• produce calendar of participation in community events• Produce one off promotional items to leave with brand partners• Develop cross database promotions/ events with brand partners• Pop-up/ temp shop in shops
• Online• Work with store manager to drive traffic/ revenue online
• Work to react and merchandise• Online specific promotions
• Social Media• Develop on the fly’s relationships with local/ fashion bloggers• Propose/ execute online advertising plan
• Proposal/ coordination/ review meets
• We can get more specific
X The Anthologuist | February 2012
Working Together
If you ask me to dance…
We should make this as painless as possible.
Option 1 - Micro Projectsproject-by-project contract
Option 2 – Retainermonthly fee
X The Anthologuist | February 2012