Ta on the fly - marketing pitch

14
On the Fly 2012 Marketing development proposal X The Anthologuist | February 2012

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Transcript of Ta on the fly - marketing pitch

Page 1: Ta on the fly - marketing pitch

On the Fly2012 Marketing development proposal

X The Anthologuist | February 2012

Page 2: Ta on the fly - marketing pitch

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

Page 3: Ta on the fly - marketing pitch

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

Page 4: Ta on the fly - marketing pitch

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

Page 5: Ta on the fly - marketing pitch

Plan of Attack

Expensive

• Advertising• events• Brand partnerships• Gifting/ PR

X The Anthologuist | February 2012

IN-expensive

ONLINE• SEO

• Unique Content

• Deal sites with publishers

VS

Moderation & Compromise• Targeting – most impact on your market

• efficient and effective ways to your customer

Page 6: Ta on the fly - marketing pitch

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.

Page 7: Ta on the fly - marketing pitch

in-store

publicity

client outreach

Page 8: Ta on the fly - marketing pitch

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

Page 9: Ta on the fly - marketing pitch

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

Page 10: Ta on the fly - marketing pitch

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 --

Page 11: Ta on the fly - marketing pitch

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

Page 12: Ta on the fly - marketing pitch

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

Page 13: Ta on the fly - marketing pitch

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

Page 14: Ta on the fly - marketing pitch

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


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