Gina GerhardZazzler CandidateJune 19, 2015

Zazzle Invitation & Announcement Sample Strategy

The Challenge? • Crowded, entrenched competition with greater brand recognition• New start-ups encroaching on market share• The “over-the-top” “one-upsmanship” of today’s mom/bride/hostess willingness to spend

more $ to have the most unique, quality, “WOW” factor for their event is at an all time high. However, many lack the time to pull this off and will pay for simplicity

What do we need to do? • Leverage the amazing breadth of Zazzle’s customized inventory and create

Zazzle as THE go to destination for not only your customized, one-of-a-kind invitations, but EVERYTHING else needed for your ENTIRE event.

• P.S. we make it EASY, FAST and FUN.

What’s the Story?

How We’ll Do It

Build Brand Awareness

•Influencer Campaigns•Referral Rewards•Product Placements

Grow Key

Lines•Partnerships to enhance existing lines & building new ones

Increase Share

of Check

Out•Cross product groupings•One stop shop•Party in a box•Parity with competitive features

Objective

Key Tactics

Long Term Mid Term Short Term

Influencer Campaign Product Placement

Building Brand

AwarenessIdentify event bloggers, stylists,

industry event leaders & icons and bring them on-board as our “in-house style council”

advocates

User-base triggered emails & paid placements/re-targeting campaign with top referrer’s

getting 25% off next purchases

Content integration in highly rated TV shows that feature

possibility of events & parties 25% off!

Long Term Opportunities that Grow Revenue

• Augment breadth and/or depth of a line by partnering with other “boutique” sites

• Highlight our strength of printing locally• Example of “My Little Pony” invitations at

Zazzle are “lack-luster” at best.

Partnerships that Grow Key Lines

Etsy gets more customers

Zazzle gets printing & shipping

revenue

Increase Share of Checkout•Build “One-Stop-Shop” by grouping all possible related products on

invitation page. (shown in “More Essential Items” after clicking on invite)•Offer a “Party-in-a-box” concept: Invites, balloons, streamers, table cloth,

napkins, cups, candles, cake/cupcake toppers or rice paper for a flat price. Include upsell items for additional price: t-shirts, favor bags, candy wrappers, i-pad covers, etc.

•Build features that give us parity with competitors sights. ▫Ability to upload address book, stamp and send out directly to list. (I won’t

leave Shutterfly for my Christmas cards for this ONE reason)

One Stop Shop for Gianna’s 1st Birthday…..not so much

These are not “essential” for my party, so what are they doing here? I needed

to see, thank you cards, plates, napkins, balloons…not a “forever box”?

YES!!!!

Where I had to go to find the rest of the party

Campaign Goal KPI

Influencer Increase Awareness Brand Ambassador Index

Referral Rewards Increase Awareness & Drive Adoption

Conversion Rate

Product Placement & Sponsorship Increase Awareness

Visitor Loyalty, Recency, Length & Depth

Partnerships Integration Increase Awareness & Drive Adoption

Task Completion Rate (purchase)

Product Page Groupings/Parity Fixes

Increase Order Size (Share of Checkout)

Task Completion Rate (purchase)

What Does Success Look Like?

As prescribed by Google Analytics Guru Avinash Kaushik http://www.kaushik.net/avinash/

There are some very exciting invitation growth opportunities that can be implemented from a long term to short term time frame. This is a just sample of the creativity, strategy and thoughtfulness I can bring to Zazzle. Whether adding value to an existing line or taking a new product to market, I’ve got this!

In Summary