An internet marketing analysis and proposal for international book store giant, Barnes and Noble.

1. INTERNET MARKETING PROPOSAL
BY STEPHANIE SUNDHEIMER

2. COMPANY OVERVIEW
STRENGTHS WEAKNESSES
• Largest
book
retailer
in
US
• Maintaining
interest
in
tradi=onal,
• Merchant
of
movies,
music,
magazines,
physical
copies
of
books,
magazines,
games,
gi:s
music
• Top
compe=tor
in
eReader
and
eBook
• Increasing
appeal
over
independent,
sales
local
retailers
• Quiet,
friendly
environment
for
studying,
socializing
OPPORTUNITIES THREATS
• Interac=ve
social
media
strategy
• Amazon.com
• Highly
targeted
search
engine
• Locally
owned
book
stores
op=miza=on
and
marke=ng
plans
• Local
and
community
focus
both
online
and
in
stores

3. INTERNET MARKETING GOALS
Use
the
internet
as
a
resource
to
lure
customers
into
store
loca=ons.
Promote
and
improve
social
media
campaigns
to
increase
online
sales.
Focus
on
local
marke=ng
to
overcome
threat
of
independently
owned
compe=tors.

4. THE SOLUTION
SEARCH ENGINE MARKETING
SOCIAL MEDIA MARKETING

5. SEARCH ENGINE STRATEGY
AUDIENCES TO TARGET
• Less
technologically
advanced
consumers
• Readers
of
tradi=onal
books
GOALS
PRODUCTS TO MARKET ü Double
online
sales
as
• Tradi=onal
books
converted
from
search
• Textbooks
engines.
• Gi:s
ü Double
in
store
sales
as
KEYWORDS converted
from
search
engines.
• Books
• Affordable
books
• Textbooks
•
Focus
keywords
locally

6. SEARCH ENGINE BREAKDOWN
ONLINE SALES IN STORE SALES
• Quality
landing
pages
-­‐
call
• Offer
op=ons
to
pick
up
to
ac=on
products
in
store
same
day
• Adver=se
exclusive
online
• Appeal
to
local
crowds
by
offers
in
text
&
ad
copy
marke=ng
local
stores
-­‐ Free
shipping
• Adver=se
for
in-­‐store
events
-­‐ Discount
on
large
orders

7. SOCIAL MEDIA STRATEGY
AUDIENCES TO TARGET
• Technologically
advanced
consumers
–
social
media
users
• Owners
or
poten=al
owners
of
eReaders
(Nook)
GOALS
• Students
ü Double
number
of
Likes,
PRODUCTS TO MARKET Followers,
Subscribers,
and
Check-­‐ins.
• Nook
&
Nook
products
• eBooks/eTextbooks
ü Double
online
sales
converted
from
social
METHODS OF COMMUNICATION media
outlets.
• Facebook
• TwiVer
• YouTube
• FourSquare

8. SOCIAL MEDIA BREAKDOWN
FACEBOOK TWITTER
• Facebook
book
discussions
• Company
news,
announcements
• Product
reviews
• New
product
announcements
• Individual
pages
for
local
stores
• Engaging,
interac=ve
content
YOUTUBE FOURSQUARE
• Interviews
with
popular
authors
• Incen=ves
for
checking
into
stores
• Overview
of
electronic
products
• Discounts
• Free
gi:

9. BUDGET AND TIMELINE
$2,000,000
ONTHS
OVER 18 M
JANUARY 2
012
to
AUGUST 20
13
Search
Engine
Marke=ng
$500,000
Search
Engine
Op=miza=on
$500,000
Social
Media
Marke=ng
$1,000,000

10. METRICS OF SUCCESS
TRACK ONLINE CONVERSIONS WITH GOOGLE ANALYTICS
• SEO
&
SEM
• Social
Media
TRACK IN-STORE SALES INCREASES
• Online
reserva2ons
for
in-­‐store
pick-­‐up
• Email
coupons
• Post-­‐transac2on
surveys