Slide 1: The Overview
- The Market of luxury goods in USA.
- The Local Market of luxury goods in Michigan
Slide 2: Introduction of Burberry
- History of Burberry
- The Characteristics of Burberry
- Description of Burberry’s Target Audience
Burberry is a British luxury fashion house, manufacturing clothing, fragrance, and fashion accessories. Its distinctive tartanpattern has become one of its most widely copied trademarks. Burberry is most famous for its iconic trench coat, which was invented by founder Thomas Burberry.
Slide 2: Situation Analysis
- Burberry’s Inn Current Internet Activities
- Current Problems
The emergence of online business and the online presence play a more important role than ever. After examining Burberry current internet activities, I found that the company website is impeccable, pages are coherently stylized and all information is easily accessible. However, we still have several suggestions in digital marketing for Burberry to perfect the digital marketing plan and attract more customers.
Slide 3-6: Digital Marketing Plan
- The Goal
- How to Reach the Goal
- Suggestions
1) Social Media Tactics
2) Corporate Blog
3) Online Advertisings
Social media tools:
Facebook and Twitter account to target to different areas of
Platforms:such as Youtube, Flickr and SCVNGR or Foursquare.
Google AdWords and Youtube advertising are several customized advertising tools to use.
Those tools need to update daily, because many fans like to see what is the new product looks like and where could buy them. There must be the tracking system about the product move form one place to another.
Slide 7: Online Monitor Strategy
High-quality visual tasks are the most important thing for selling the luxury product. The monitor system must track the customer’s feedback and next activities. This is good for future management.
Slide: 8: Budget Allocation
Slide 9: Evaluation
The evaluation will focus on media outputs and actual outcomes. Media outputs include the blog click rate, Facebook fans rate, Twitter Hashtag rate, and YouTube view rate while actual outcomes include annual sales revenue.
6. Goal of Burberry Engaging with social media is a critical part of the Group’s strategy to connect customers with the Burberry brand. New reaching goal: inspire people across generations to share their experiences of the iconic trench coat in Michigan
12. Online Monitor Strategy High-quality visual tasks are the most important thing for selling the luxury product. The monitor system must track the customer’s feedback and next activities.
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