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Farm 101019081904-phpapp02

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Farm 101019081904-phpapp02

  1. 1. SEARCH MARKETING - FAE
  2. 2. 1997 à 1999 1999 à 2003 2003 à 2004
  3. 3. 2004 à 2005 2005 à 2009 2009 à 2012
  4. 4. Alguns números: - Investimento inicial de R$ 1.200. Faturament hoje: 100 milhões/ano - Iguatemi SP – vende 8.000 peças por mês. Na primeira Babilônia, venderam 80. - As 5 melhores vendas da rede são fora do mercado carioca, a 1ª maior venda do Rio é a 6ª da rede. - 47% do público que compra tem mais de 30 anos. - 2002 - Inauguração loja Centro RJ - aumento de 20% do faturamento da rede.
  5. 5. - Gera tráfego, porém, pouco dialoga - A menina extrovertida parece tímida nos monossílabos do twitter
  6. 6. • Apropriaç ão da marca • Twites para tornar públicas as últimas aquisiç ões • Adesão das Farmetes cariocas de Minas, cariocas de Goiás >> Posts replicados de imediato pelas "Farmetes"
  7. 7. SITE - Dar destaque às redes sociais na home. - Melhorar a exposição das informações sobre o "Eu Quero Farm!": a) Criar um campo para cadastro deste programa de relacionamento, dentro da área no site para gerar banco de dados; b) Integração com as redes sociais das promoções através do site; c) No blog, não há um botão ou link para retornar ao site. O blog abre em outra janela, para busca seria melhor ter os 2 integrados. d) não há uma caixa de busca. Colocar uma com "busca inteligente" para auxiliar o usuário. - Site extremamente pesado, demora para carregar. Reestruturação do site: html + flash + CSS > SEO e a Navegação. - Desenvolver uma estrutura de e-commerce para que os produtos estejam disponíveis para outros estados e até outros países.
  8. 8. RELACIONAMENTO - Explicitar o desconto de aniversário no site e no blog. - Em outros Estados, para satisfazer as "farmetes" e se aproximar mais da cultura e da realidade local de cada uma, criar algumas peças da coleção com temas regionais. - Muitas clientes reclamam em não receber o catálogo da loja em casa, apesar de todo o investimento no meio digital e nas lojas. - A ação "Bazar universitário" foi feita recentemente no RJ e foi um sucesso. No entanto, clientes de outros Estados ficaram insatisfeitas > Criar pequenos eventos, bazares para atender as regiões onde a FARM é muito forte (Ex: SP e BH). - A base de dados da marca hoje é feita basicamente através do cadastro nas lojas. Um cadastro online, facilitaria e aumentaria a base de dados. Oportunidade de disparo de e-mail marketing com avisos de promoções, aniversário, bazares, dicas de moda, nova coleção.
  9. 9. EVENTOS - Eventos exclusivos para clientes VIPs .(para não perder o foco, atenção deste nicho) - Conheça o Mundo FARM ( convidar blogueiros importantes para evento exclusivo e visita a fabrica em São Cristóvão; - Investir em eventos beneficente e que explicitem ainda mais a imagem sustentável da marca (corridas, caminhadas, reciclagem, operação praia limpa, adote!). - Patrocinio de eventos no estilo FARM ( ex: Bailinho, Lual, festas típicas - festa junina, carnaval, eventos de moda de universidades ligadas à esta área)
  10. 10. PREÇO E PAGAMENTO - O preço é diferenciado em varias regiões. Isso gera muita insatisfação > unificar o preço. - Só dividem o pagamento acima de R$500,00. Desenvolver brindes fofos e exclusivos para clientes que comprarem acima deste valor - toalha de praia, camiseta, espelho de bolsa, necessaire, lenços, porta celulares, tops - criar descontos para pagamentos à vista e em peças-chave)
  11. 11. REDES SOCIAIS - Desconto e exposição da marca nos sites de clubes de compra (Peixe Urbano , BrandsClub e Privalia..) a) As ações no Peixe Urbano, seriam focadas na valorização da marca atreladas a uma experiência e não somente a compra dos seus produtos. ex: Luau no Clube Med.. b) Bazar Off no Privalia e BrandsClub. - Explorar mais o canal da marca no Youtube, e estar presente no Videolog. Convidar as clientes, fãs a participar de concursos culturais com envio de vídeos. ( "O que é a FARM para você?" e até mesmo fazer um FARM Seleciona - profissionais de moda para trabalharem) - Incentivar a participação dos usuários em todas as ações. "Curti", "Não Curti" direcionando para o Facebook.

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