thelittlemarket.com
The Little Market is an online social enterprise, combining business
and social justice. We measure our success by the pos...
Brand Brief
Personality Values Definition Promise
The Little Market
is your fashion
forward friend who is
also a citizen of...
Empathy Map
Think & Feel? Hear?
See? Say & Do?
People like their style - Red Carpet Gossip -
That fair trade stuff is not ...
Customer Segment
Millennial Women
25-34 Years Old (+18-24)
Educated
Optimistic/Altruistic
Professional/Creative
Lauren Con...
Business History
thelittlemarket.com
*Weekly Metrics*
Jan 1 - May 31 2014
!
	
  Sessions:	
  	
   	
   	
   	
   22,772	
 ...
Summer campaign for TLM’s New! Half Moon Bay
Overnight Bag.
KPIs
Paid !
CTR!
Conversions!
ROAS
Organic	
  	
  
CTR!
Conversions!
Paid Conversion Funnel
START
Paid Conversion Funnel
!
$$$ !
END
Organic Conversion Funnel
START
Organic Conversion Funnel
!
$$$ !
END
Website Optimization
• Feature seasonal products on
landing page.
• Re-organize category banners
to feature seasonal produ...
Media Plan: Organic Social Media Content - Strategy
!
!
Mimic social media tactics that work for like-minded brands -
Toms...
Media Plan: Organic Social Media Content - Facebook
!
• Post product driven content 3x per week
• Maintain a balance betwe...
Media Plan: Organic Social Media Content - Twitter
!
• Re-post from product driven content from FB/
Instagram 3x per week
...
Media Plan: Organic Social Media Content - Instagram
!
• Post lifestyle driven product shots 3x per week
• Push Instagram ...
Media Plan: Organic Social Media Content - Pinterest
!
• Create new Pinterest board for ‘Bags’ including images of
- Overn...
Paid Media Content & Results - Facebook
Ran Campaign June 9 - June 14

- Website Clicks: 231
- Reach: 136,331
- CTR: .17%
...
Paid Media Content & Results - Google AdWords
Top 3 Keyword Phrases
Women’s Weekend Bag .65%
The Little Market .60%
Women’...
Organic Media Content & Results - Facebook 	
  
22 Clicks to Website
0 Conversions
457 Clicks to Website
0 Conversions
32 ...
Organic Media Content & Results - Twitter 	
  
457 Clicks to Website
0 Conversions
32 Clicks to Website
0 Conversions
457 ...
!
• Establish normalcy across site traffic/analytics and all unpaid media channels
• Optimize highest performing channels -...
Operational Challenges:
• Timing, commitment and internal alignment challenges with TLM team
• Communication between GA-DM...
Thank You!
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The Little Market - Marketing and Media Plan

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Digital Marketing and Media Plan for TheLittleMarket.com

Final Project for General Assembly's Digital Marketing Course.

Team Members: Jack Reed, Angelica Coral, Rebecca Whitney

Publié dans : Technologie, Business
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The Little Market - Marketing and Media Plan

  1. 1. thelittlemarket.com
  2. 2. The Little Market is an online social enterprise, combining business and social justice. We measure our success by the positive social and economic impact on our artisans and their communities. Founded in 2013 by Lauren Conrad and Hannah Skvarla.
  3. 3. Brand Brief Personality Values Definition Promise The Little Market is your fashion forward friend who is also a citizen of the world. ! A conscious consumer, she likes to stay on trend while making purchases that positively impact the lives of others. ! Collaborative Social Responsibility ! Empowerment of Women ! Fair Wages Safe Workplace ! Craftsmanship, Design, & Style ! An online marketplace for fashion forward fair trade goods. Your purchase will always be ethically sourced and directly benefit global artisans and their communities.
  4. 4. Empathy Map Think & Feel? Hear? See? Say & Do? People like their style - Red Carpet Gossip - That fair trade stuff is not chic, but that TLM is different - News stories like the Bangladesh factory collapse and Malala. Instagram their lifestyle - Travel - Work for creative or cause oriented companies, or aspire to - Volunteer - Watch Ted Talks & E! - Have brand literate fashion conversations. “Cute, Cool, Ethical, from XYZ Brand” - Set and follow trends. The Little Market on social channels, LaurenConrad.com and TLM press in Teen Vogue, InStyle, People Magazine - Notice other people’s style - Activist campaigns like Amy Pohler’s Smart Girls and MTV Act - The impact of impact of consumerism on the environment. Stylish- Love Lauren Conrad’s style - Care about social justice - Feel empowered and want to empower others - Appreciate art, design, & style. Gain?Pain? Price Point - The range of ethnically inspired options from other brands like Madewell and Anthropolgy - Can’t see TLM products in person. Curated by taste-maker, Lauren Conrad - Unique, One of a Kind - Hand Made - Supports a good cause. #FashionForwardFairTrade Understanding The Little Market Customer
  5. 5. Customer Segment Millennial Women 25-34 Years Old (+18-24) Educated Optimistic/Altruistic Professional/Creative Lauren Conrad Fan Fashion Forward Posh + Boho Socially Conscious Inspired by Nature Global Citizen Influencer ! !
  6. 6. Business History thelittlemarket.com *Weekly Metrics* Jan 1 - May 31 2014 !  Sessions:           22,772    Users:                     17,  139    Revenue:         $2,762    Conversion  Rate:     0.13%   ! The Overnight Bag !  Sessions:            1,388        Users:            695    Conversions:        1.2% Goals
  7. 7. Summer campaign for TLM’s New! Half Moon Bay Overnight Bag.
  8. 8. KPIs Paid ! CTR! Conversions! ROAS Organic     CTR! Conversions!
  9. 9. Paid Conversion Funnel START
  10. 10. Paid Conversion Funnel ! $$$ ! END
  11. 11. Organic Conversion Funnel START
  12. 12. Organic Conversion Funnel ! $$$ ! END
  13. 13. Website Optimization • Feature seasonal products on landing page. • Re-organize category banners to feature seasonal products.     • Change header color. • Optimize site architecture and navigation.
  14. 14. Media Plan: Organic Social Media Content - Strategy ! ! Mimic social media tactics that work for like-minded brands - Toms, Madewell, and J.Crew. Impact/Artisan Cute Bomb In Situ Product Detail
  15. 15. Media Plan: Organic Social Media Content - Facebook ! • Post product driven content 3x per week • Maintain a balance between product driven, lifestyle, and social impact content • Include CTA and bit.ly link to landing page to drive sales • Include CTA to join highest referral social channels - Pinterest • Run posts in tandem with Facebook Right Sidebar Ad *actual posts
  16. 16. Media Plan: Organic Social Media Content - Twitter ! • Re-post from product driven content from FB/ Instagram 3x per week • Maintain a balance between product driven, lifestyle and social impact content • Include CTA and bit.ly link to landing page to drive sales
  17. 17. Media Plan: Organic Social Media Content - Instagram ! • Post lifestyle driven product shots 3x per week • Push Instagram posts to Twitter • Include CTA and landing page link in bio to drive traffic and sales
  18. 18. Media Plan: Organic Social Media Content - Pinterest ! • Create new Pinterest board for ‘Bags’ including images of - Overnight Bag in all styles - Overnight Bag in clean product shots - Overnight Bag in user generated content shots - Details and lifestyle scenes - Maintain a balance between product driven, lifestyle and social impact content • Include direct links to landing pages for each product • Post a “Follow us on Pinterst” CTA on Facebook, Twitter, Instagram
  19. 19. Paid Media Content & Results - Facebook Ran Campaign June 9 - June 14 - Website Clicks: 231 - Reach: 136,331 - CTR: .17% - Avg. CPC: $0.43 - ROAS - $100 - Transactions: 0
  20. 20. Paid Media Content & Results - Google AdWords Top 3 Keyword Phrases Women’s Weekend Bag .65% The Little Market .60% Women’s Overnight Bag .47% Ran Campaign June 9 - June 14! - Impression: 96,652 - Sessions: 388 - CTR: .4% - New Sessions: 91.49% - New Users: 355 - Bounce Rate: 26.80% - Transactions: 1 - Revenue: $267.35 - Conversion Rate: 0.26% - ROAS: $117.35
  21. 21. Organic Media Content & Results - Facebook   22 Clicks to Website 0 Conversions 457 Clicks to Website 0 Conversions 32 Clicks to Website 0 Conversions
  22. 22. Organic Media Content & Results - Twitter   457 Clicks to Website 0 Conversions 32 Clicks to Website 0 Conversions 457 Clicks to Website 0 Conversions *Same bit.ly links were used across Twitter. Multiple posts contributed to total click count.
  23. 23. ! • Establish normalcy across site traffic/analytics and all unpaid media channels • Optimize highest performing channels - social media + website • Test first paid ad campaign • Develop organic social media strategy • Focus on a new product campaign • Combine organic and paid media to increase conversions Part B - Approach & Strategy
  24. 24. Operational Challenges: • Timing, commitment and internal alignment challenges with TLM team • Communication between GA-DM team and TLM Web team around site changes ! Execution Challenges: • Organic social media posts did not include the correct product links • Infrequent posting during campaign, not at optimal traffic times ! Missed Opportunities: • Instagram • Pinterest • No clear product shots in social media posts ! Recommendations: • Achieve a balance of organic, earned, and paid media • Optimize UX • Implement a comprehensive digital marketing strategy • Accelerate growth to achieve The Little Market’s social impact promise Key Takeaways & Recommendations
  25. 25. Thank You!

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