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Pros
Display ads - Instant
- Closest equivalent to booth or street fair.
(Can use animation)
Algorithmic Search
Sponsored
search
Social
media
Interactive
content
Online
distributors
A/B
Testing
Easily accessible
SEO possibilities
Budgetary Cost control can set budget
and limit how much you spend on a daily
basis
Targeting can control who is seeing
your ads making every dollar you spend
is accounted.
Easy access, daily usage
Large user, prospect consumers are high
Low cost, mostly free advertising
(testimonials,
Wallet selection guide to educate
consumers on wallet selection
Contests (high entertainment value,
increase visitor engagement)
Themes (Save the cows)
No additional hiring needed for
fulfillment expenses
Establish strong online retail platforms
Brand positioning
Get clear evidence
Test new ideas
Optimize one step at a time
Cons
- Distracting or annoying
- Users used to ignore display ads
- Google DoubleClick report 0.1%
only
- Doesnt comply with mobile devices
- Low click through rates + pay-perimpression pricing = risky
- No guarantee the site will appear in
response to particular search
- Slow search
- Complex management of campaigns
- Required keyword bidding strategy
and rates of conversion increased
competition in getting keywords
increased cost
-
Instinctual choices
Consumes time and resources
Only works for specific goals
Online Marketing
Offline Marketing
- Just-in-time delivery with integration of both online and offline activities
- Product demonstration available for both approaches
- Priority on brand development
Cost
Cheaper
Costly
Focus
Mass audience (Above The Line)
Limited audience (Below The Line)
Time
Fast
Time consuming
Positioning
7 listed in the case (prioritized) Printed materials, booths, retailers and
worldwide
wholesalers
Accessibility Internet connections (easy)
Tangible platforms (difficult)
Benefits
Convenient, cost effective, low manpower Product ready (creates brand loyalty)
Challenges
Abundance of tools, lack of knowledge in
High capital causing lower profit margins
optimizing each tool.
Customer
Manageable since many channels cater
Difficult since 1 to 1 intervention, requires
Care
more customers
time, cost, and locations
Intense Competition
Solely relied on offline market.
Social media and internet threat
Phishing, Fake web site, Link manipulation,
Spoofed website
Solution
Protecting personal privacy
using secured outsourced phishing-proof
services (CIMB Bank) using trade association
and online trust seals such as VeriSign
Recommended privacy setting, access lvl,
antivirus
ONLINE MARKETING
Opportunity
Modify Big Skinny site so that different site users would see different material(SEO
consultant suggested)
Variants in text , layout, pricing options, images, content, call to buy actions, sign-up
options, subscrive RSS feeds option, Logo and strapline,
use of trade association and online trust seals such as VeriSign
Challenge
Need new variation and tracking systems the site did not support
Complexity of full-scale A/B testing(even though the system is free) would
require hiring a software engineering consultant of a full time employee
Other Options (3 options)
Affiliate marketing = let any interested sites even blogs send traffic to Big Skinny in
exchange for commissions
Email marketing = in touch with existing customers
Coupon sites (Groupon or LivingSocial) = promote Big Skinny in daily emails to their
members offering large discounts to entice/induce/lure purchase
3. How should Big Skinny convince those site visitors to buy wallets?
a. Powerful & engaging marketing video
b. Satisfied customer testimonial video who strongly suggest this product with rating
system(star award) when in comparison on other online distribution platforms such as
Amazon or Ebay
c. Highlight the health implication of using thick wallets and use the strength of product
to create awareness converting into interest and intention to purchase.
d. Highlight the only wallet in the world to provide 1 year warranty and money back
guarantee within 30 days if not satisfied.
4. Leather Wallet ??
a. Big skinny does not sell or manufacture leather wallets but does sell a leather like
material wallet
5. What is the Priority for Big Skinny
Lowest priority
Testimonial
Online shop
Channels
A/B testing - costly
Highest Priority
SOLUTIONS
1. Narrow target market
a. Men & women18-30 still active in social scene
2. Improve traditional media
a. Focus target market print magazines- how wallet blends well with watches or pants or
shirt(new style launch)
b. Character role with celebrities & socialist save the cow - in return for advertisement and
sales via environment friendly product.
c. Door-to-door marketing : department storess and nightclubs to demo products collaborate
with designers (H&M, zara, forever 21)
d. Design a more attractive logo
e. Evolve impulse purchase with attractive customer service
Delivery
Warranty
Material care
Privacy policy RFID block
Exchange and return
Trade in old wallet for certain price.
3. Increase digital engagement & social media presence
a. Brand Engagement :
Content rich website( young, fun, sleekly, sophisticated and classy look)
Gift ideas or customize wallets on request as a respond to signature look.
b. Brand awareness
Lifespan of each product trend analysis using Data Collection Tools
creating buzz youtuberadioworld sensation measuring metric through Data
Analysis softwares which provides model and statictics
c. Assessment & metric:
Review-analyze-expand on display ads & SEO Search (algorithm & sponsored)
Weekly special coupon on website
Trending key phrases : clutch, purse, organizer, best gift for dad
Increase Hastag marketing & sharing incentives
4. Minimal presence on Amazon and buy.com