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Henri Bendel: Digital Marketing Campaign
- 1. Henri Bendel: Digital Marketing Campaign by: Lisa Powys
- 2. Henri Bendel: Background • Henri Bendel, an upscale jewelry and accessory boutique, was established in 1895 by Henri Willis Bendel in New York City. • In 1985, the company was purchased by Limited Brands, which owns stores such as Victoria Secret, Bath & Body Works, etc. • There are 16 Henri Bendel boutiques all over the United States, with new stores to open this year. • The target market for Bendel’s is women, ages 18-34.
- 3. Henri Bendel: Challenges • Sell accessories and handbags during non-peak seasons (Peak seasons include: holidays, fashion weeks and back-to-school) • Appeal to women who are modest shoppers and/or do not pamper themselves • Compete with other women’s specialty boutiques, such as: Tory Burch, Coach, and Barney’s.
- 4. Henri Bendel: Goals • Implement online marketing to gain awareness from new customers • Use many social medias to reach and engage target market • Improve customer service on website to understand the wants and needs of customers • Use mobile advertising for sales, coupons and events
- 5. Henri Bendel: Big Idea • Henri Bendel should focus on an online and mobile advertising campaign in order to capture their desired target market • The target market of women, ages 18-34, would be beneficial to Henri Bendel because of their increasing buying habits on the Internet. • These women are more likely to online shop for handbags and accessories not only for themselves, but for gifts for friends and family.
- 6. Henri Bendel: SOCIAL MEDIA • FACEBOOK: Henri Bendel will post pictures of new products, customers using their products and have contests on their Facebook page. • TWITTER: tweets about new updates about new store openings, fashion tips and reply to customers who have concerns or comments. • PINTEREST: boards and pins of what inspires the store, products the store has and customers’ pictures using their product.
- 7. Henri Bendel: GOOGLE ADWORDS • Henri Bendel will use Search Engine Optimization and Search Engine Marketing through Google AdWords • Henri Bendel will have beneficial keywords, such as high-fashion jewelry, designer jewelry, go-to gifts, fashion handbags, etc. • Google Search will provide Henri Bendel with fast, solid and reliable search engine results. • Using the internet marketing strategy will gain a measurable new audience for Henri Bendel that will drive them to the website to increase online purchases.
- 8. Henri Bendel: MOBILE MARKETING • Henri Bendel will have a mobile strategy to reach their new, younger target market. • With the use of foursquare and mobile ad texts, Henri Bendel will have on-going contests, events and sales to promote their mobile and internet strategy. • These strategies will help Henri Bendel reach their target market and gain sales from younger audiences.
- 9. Henri Bendel: Measures of Success • Henri Bendel will use Google Analytics, which can generate detailed statistics about website traffic, and can also track consumers and their information. • Bendel will measure reach through how many coupons are redeemed and the number of applicants in each contests. • Another way to measure the success of Bendel’s online marketing is the percent increase in online sales on the website. • Finally, the social media pages will measure awareness by how many likes the FB page has, the amount of followers on Twitter and likes/repins on the Pinterest page.
- 10. Henri Bendel: Budget & Timeline • The marketing budget will come from the parent company, Limited Brands, which is currently set at $200,000 for one year. • Their will be four different campaigns for the year, including the Spring, Summer, Fashion Week and Holiday seasons.