2. COMPANY OVERVIEW
STRENGTHS WEAKNESSES
• Largest book retailer in US • Maintaining interest in traditional,
• Merchant of movies, music, magazines, physical copies of books, magazines,
games, gifts music
• Top competitor in eReader and eBook • Increasing appeal over independent,
sales local retailers
• Quiet, friendly environment for
studying, socializing
OPPORTUNITIES THREATS
• Interactive social media strategy • Amazon.com
• Highly targeted search engine • Locally owned book stores
optimization and marketing plans
• Local and community focus both online
and in stores
3. INTERNET MARKETING GOALS
Use the internet as a resource to lure customers
into store locations.
Promote and improve social media campaigns to
increase online sales.
Focus on local marketing to overcome threat of
independently owned competitors.
5. SEARCH ENGINE STRATEGY
AUDIENCES TO TARGET
• Less technologically advanced
consumers
• Readers of traditional books GOALS
PRODUCTS TO MARKET Double online sales as
• Traditional books converted from search
• Textbooks engines.
• Gifts
Double in store sales as
converted from search
KEYWORDS engines.
• Books
• Affordable books
• Textbooks
• Focus keywords locally
6. SEARCH ENGINE BREAKDOWN
ONLINE SALES IN STORE SALES
• Quality landing pages - call • Offer options to pick up
to action products in store same day
• Advertise exclusive online • Appeal to local crowds by
offers in text & ad copy marketing local stores
- Free shipping • Advertise for in-store events
- Discount on large
orders
7. SOCIAL MEDIA STRATEGY
AUDIENCES TO TARGET
• Technologically advanced consumers
– social media users
• Owners or potential owners of
eReaders (Nook) GOALS
• Students
Double number of Likes,
Followers, Subscribers,
PRODUCTS TO MARKET and Check-ins.
• Nook & Nook products
• eBooks/eTextbooks Double online sales
converted from social
METHODS OF media outlets.
COMMUNICATION
• Facebook
• Twitter
• YouTube
8. SOCIAL MEDIA BREAKDOWN
FACEBOOK TWITTER
• Facebook book discussions • Company news, announcements
• Product reviews • New product announcements
• Individual pages for local stores • Engaging, interactive content
YOUTUBE FOURSQUARE
• Interviews with popular authors • Incentives for checking into stores
• Overview of electronic products • Discounts
• Free gift
9. BUDGET AND TIMELINE
Search Engine Marketing $500,000
Search Engine Optimization $500,000
Social Media Marketing $1,000,000
10. METRICS OF SUCCESS
TRACK ONLINE CONVERSIONS WITH GOOGLE
ANALYTICS
• SEO & SEM
• Social Media
TRACK IN-STORE SALES INCREASES
• Online reservations for
in-store pick-up
• Email coupons
• Post-transaction
surveys