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Adv final presentation
- 1. Schuler Books: Digital Marketing Plan Alice Hoffman
- 2. Introduction Schuler Books offers similar products to other booksellers: New books Journals Café food and beverages Gifts for readers So what makes Schuler unique?.....Used books
- 3. Target audience Used books attract a very specific kind of audience People often buy used book rather than new books if they are trying to spend less money but still need/want to buy books College students
- 4. Metrics and KPI Goals and measures To increase traffic on the Schuler Books website - This will be measured through website clicks To increase sales, with a specific focus on used book - This will be measured through both number of items purchased, and total revenue for the year To increase traffic in Schuler Books stores - This will be measured by the number of visitors that visit the stores
- 5. Timeline 1 year (5 time sections, each with a theme) Time Period Theme January/February Curl up by the fire with a good book March-May April showers? Stay inside and read a good book June-August Summer beach books September-November Save money on books for school December Give books as winter holiday gifts
- 6. Social Media Facebook Twitter Example tweets After you take out the garbage, read a trashy romance novel Book it over to Schuler after class to save on used books What building has the most stories? The bookstore. Visit Schuler today to browse cheap, used stories Do your holiday shopping at Schuler this year to give novel gifts I like big books and I cannot lie
- 7. Inbound marketing Employees will be trained in inbound marketing strategies Monitor website to track customer interests Can adapt goals and strategies accordingly
- 8. Paid Marketing Google AdWords State News Ads Distributes 15,000 copies per day Liner ads have highest rate of exposure Keyword Max clicks Max CPC Used books 1870 $4.20 New and used books 7.4 $4.50 Cheap used books 19 $4.80
- 9. Budget Tactic/Strategy Cost Google AdWords $7,945.20 Digital agency contract $33,5000 State News Ads $1,642 TOTAL $43,087.20
- 10. Summary By using the effective marketing strategy outlined above, Schuler Books can increase their sales and store traffic. Rather than blending in with other bookstores, Schuler should highlight the pieces that make it unique, such as the extensive used book collections. College students often need to buy books for class or for pleasure, but operate on a limited budget. Making them more aware of Schuler used books presents them with a solution to that problem. Through the tools and tactics described, Schuler can increase sales, increase the number of people visiting stores, and increase website viewership
Notes de l'éditeur
- Schuler offers a variety of products and services, including new and used books, journals, stationary, and café food and drinks. These products are similar to those offered by other booksellers, with the exception of used books. Schuler not only is unique in selling used books, but most stores have a significant collection to browse through and purchase. This unique characteristic should be used to their advantage, and doing so through digital marketing has the potential to better promote the store and increase visitors and sales.
- Used books attract a very specific kind of audience. People are more likely to buy used books (as compared to new books) if they are trying to spend less money. A campaign to increase sales and visitors at Schuler should specifically target people with lower income that still need or want to buy books. College students fit this description quite well. Most college students only work part time if at all, and most still need to buy books for classes, other than textbooks (i.e., novels for English and literature classes).
- Timeline – the digital marketing campaign will run throughout 2016 and be divided into different sections, each with a specific theme
- Schuler employees will be trained in inbound marketing as part of the digital marketing contract. This will help them monitor users on their website, to see where most customer interest lies. This way, if website users are turning their attention to as aspect of the store not part of this strategy, it can be adjusted.
- Based on the results, the phrase “used books” will be the main keywords used in the Google AdWords campaign. “Cheap used books” will be secondary keywords