Presentation to Integrated Marketing Grad class at NYU 10/17/2013

1. NYU
DIGITAL PRESENTATION
October 17, 2013

2. Michelle M McCormack
DIGITAL DIRECTOR

4. STARTED OFFLINE
Working with
magazines taught
me how to see.
Strong visual
communication
ability is CRUCIAL to
online success.
PHOTO ASSISTANT
STYLIST
PRINTER
GAFFER (FILM)
PHOTOGRAPHER

5. CAREER CHANGE!
Moved to LONDON +
became a Web/Flash
designer.
Ran an agency for 2
years.
All WEB 1.0
(looking back, 1.0 sucked)

6. MOVED HOME!
Digital Producer for a
Global ad agency.
It was 2007 and no one
was budgeting for
digital…
(+ boy did that suck)
…man are they
budgeting now

7. STARTED OWN BIZ!
LoveTheCool started as a
popular fashion/tech blog.
Became a digital agency
+ umbrella for my
projects.
DIGITAL DIRECTOR
EVENT PRODUCER
COMMUNITY BLDR
CMO
BLOGGER
PUBLIC SPEAKER

8. NOW!
✗
Launched shopping site
LoveTheCool12 in
September.
“bad ass*d shopping site selling
one RAD item a month for $12
bucks”
PRIORITIES
UX
Google optimized
Visual branding
Cool products
Partnerships

9. PRODUCTS
SEPTEMBER
Brass Knuckle iPhone 5 Case
OCTOBER
Fake DIY Chanel Bag

10. MARKETING
DIGITIAL OPTIMIZATION + EMAIL
WAY MORE IMPORTANT THAN SOCIAL

11. MARKETING

12. MARKETING
AD SPEND FORMULA
Budget should be based off of site traffic. $60/month for every
1,000 monthly unique visitors. So, if your site sees 5,000
monthly uniques, then you could spend around $300/month.

13. http://PINTEREST.com/LoveTheCool/NYU-Contest
Include hashtag  #LTC12xNYU

14. OUTREACH

15. BRANDING

16. WHY?
SIMPLE: logical UX for designing, no CSS necessary. FEATURES:
includes all social and SEO plugins. APPS: very useful, affordable from
reputable platforms. CHEAP $14 starter. HELP: good CS and
community.
SIMPLE: easy to use/hack templates. CUSTOMIZABLE: design
beautiful forms, templates are drag + drop (great for design
conscious). ANALYTICS: drilled down reports. HELP: best CS and
community. Fantastic how-to videos
CRUCIAL: get on Google Product Search, which is separate from
organic search. You must submit data feed – not easy! And set up
Adwords (don’t need pay, though)

17. OTHER TOOLS

18. 5 BIG MISTAKES
1. Not collecting email addresses from the start
(especially on my Facebook communities)
2. Starting on Tictail instead of Shopify
3. Taking CMO title
4. Doing stuff alone
5. Not advertising on Facebook

19. PRESENTED TO
Professor: Yorke E. Rhodes III
Course: E-Commerce Marketing
Program: Masters Program in Integrated Marketing
Department of Strategic Communication,
Marketing and Media Management Programs (SCM3)
NYU