1. Marketing Proposal 2010:Kinderhouse.co.uk

2. Paul StratfordCreative Agency Director, Pull Digital Agency client-list range:

3. Paul StratfordCreative Agency Director, Pull Digital Personal Objectives: Looking for network of ecommerce properties, selling extraordinary products through partnership approach. experience PaulStratfordCreativeDirector.co.uk

4. KinderhouseObjectives Reduce Google-Adwords ‘PPC’ spend Develop a richer ‘brand’ profile for Kinderhouse Increase demand for ‘Cardboard’ playhouses Raise sales price of Kinderhouse Increase volume of sales Identify & exploit new channels Encourage repeat orders, build database of opt-in candidates Become THE online destination for innovation-seeking parents Sell bulk units through high street channel (Toys-R-Us / ELC/etc)

5. Cardboard PlayhousesMarket (Price range: £24.99 – £42.99)

7. Approach Planning Identify key advantages over competitors (illustrated, one piece & fold away, British, Recyclable, Carbon friendly, interactive community element, history) Highlight educational key aspects(Learning alphabet, motor, creativity, Role-play) Develop Key messaging (approx. 4 phrases) Develop creative approach dramatising key points visually(photographs, videos, icons, statements)

8. Some simple housekeeping Improve imagery to communicate features Build child-centric brand personality / tone Use social media channels to drive traffic Use video to increase sales conversions Cross-sell associated items to enhance position as child centric (pens, shutters, lights, picture frames) Seed blogs Explore methods for ‘migrating’ ebay users to members* * Cross promotion, viral, discounts etc

9. Cross selling associated products … (Helping create a destination website

10. Developmental benefits Focus on ESP’s to aid buyer decisions & increase sales Become accredited.

11. Opinions Kinderhouse is potentially the best on the market. Worldwide. To date, sales have been limited by strategic marketing. Parents more inclined to buy from a child centric source Kinderhouse needs advantages dramatised over other products Kinderhouse also likely suffering from perceived value Opportunities available in merchandising, & cross selling

12. Implementation Key stages Sitemap / Wireframe microsite + build Storyboard / create promo video Add to YouTube / stream into website Invite & use reviews List ebay items to establish price points (using video / imagery) Create Google shopping feed Use Key messaging to seed blogs with articles Locate / promote through social evangelists using Twitter, Facebook Migrate customers to ‘community’

13. Other opportunities Explore Distribution / Export Also, consider Licensing, worldwide Merchandising (link with popular children’s brands for SEO) Cross Selling additional products

14. Next steps Challenge 1 Domain name / brand name? Opinion: What does the current brand name say? German. Issue: This could potentially lose sales. Potential buyers may; Believe the product will take time to ship Be concerned about returns / complaints Prefer to buy British / consider environmental effect

15. Next steps Challenge 2 Ownership of collateral / database / license etc? Issue: Ownership of the various marketing collateral / Intellectual property could become ambiguous. Agreeing overall objectives from this ‘drive’(Sell / License / Grow / other)?

16. Next steps Challenge 3 Delivery / Delivery promises – ownership of issues relating to damaged/returns etc & actions / agreed responses. In the event of damaged deliveries, missed deadlines and faulty products, an agreed strategy is required. Suggest: Optional delivery methods & costs (consider drop-shipping) Automated responses and timeline Guarantees & insurance Repair kits. (could also be used as cross sells) Packaging – encourage repeat business (inserts & branding)

19. Next steps Challenge 4 Pricing strategy With Kinderhouse available from multiple locations (ebay, Packaging store, ‘Own’ store, Distributors, Amazon, Google etc), Set consistent prices Create contingency price for promotions

20. Next steps