The Marketing StrategyAdejisola Omibiyi

Alex GayleMariam Adamu

Peter TurayVanessa Dias Costa

Introduction

The following presentation will be focusing on ways Piccadilly Lane can improve upon the current marketing strategy by looking at: Unique Selling Points Target Market Current Consumer Habits Social Media Google + Cost Efficient Advertising and Promotion Future Advertising

The Unique Selling Points Quality and Originality Independent designers Unique Products Wide variety of

products with various themes

Varied price ranges

Focus on individual stores

Contact Involves customers Blog

Women aged 25 – 55 Work in a Professional environment Socio-economic group ABC1 High cultural capital Interests

Contemporary art Culture History Beauty

The Target Market

Over a quarter of adults (27%) claim to prefer shopping at specialist card shops

Over 4 in 10 people only give cards to close friends and family

Younger consumers aged 15-24 tend to restrict their cards to close friends

Last minute shopping is a feature of the card market.

Females are more likely to remember to buy cards for special occasions

Current Consumer Habits

Greater interactivity on Facebook & Twitter Greater integration of Pinterest with the

business Twitter and website Use Pinterest to gain an increased

understanding of customers and prospects Build an online community as opposed to just

a customer base Create Engaging content that people will

share Consider using an intern to optimise social

media

Social Media

According to Google you can connect with friends and fans who love you

Easier to recommend other companies and brands with Google+

Circle feature – allows you to group your contacts according to interests and demographics

Sense of community Enables video conferencing Direct connect – links your Google+ account to

the Google search engines Makes it easier for small companies to be found

Social Media – Google+

Guest Blog on other blogs Get designers to do feature blogs on the

Piccadilly Lane blog Google ad words Banner adverts Anibox – Creates animated videos which can be

used as a marketing tool Get someone who writes about lifestyle, art,

culture etc. to help with the press releases

Cost-efficient Advertising and Promotion

Magazine adverts Art and culture Fashion

Sale Promotion Free gift offers

Exhibitions and trade shows Promotional stand in retail outlets

Future Advertising

Consider using an intern to optimise your social media and its content - 9 to 10 hours a week

Work with artists - designer of the week in exchange for promotional material

Wider range of artists not just start up/small businesses

Link the CRM programme to customers to target better

feedback link to target group Recommendations for follow up projects

Design of promotional material Social media strategy implementation

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