I need a thorough marketing startegy/6 month roadmap for innovative shoe brand
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- Proposals: 3
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Description
There are three parts to the project:
1. Research
- Research the target audience and break down into target buyer personas (4 primary, 4 secondary)
- Create core messaging for each target group
- Identify 20-30 bloggers/journalists we can approach as part of our outreach strategy
2. Review and reccommend
- Review current website, alongside Google Analytics and make reccomendations about how we can improve lead
genration and sales.
- Review branding/messaging in line with buyer persona research and reccommend changes where necessary
- List what we need to impement to be able to carry out the marketing plan you are suggesting, i.e. Facebook pixels
on website, lead generation pop-ups with offers (what offers?), automated emails, video content etc...
3. A six-month actionable roadmap to get us to £100k in sales - month-by-month activity, broken down by channel and estimated acquisition from each. This wil be used as a working document which we can review and amend depending on success of activity carried out each month. The product is approx £50 so we expect to acquire a degree through direct sales, and the rest through lead generation and nurture. The channel plan should include;
- Social media (Instagram, Twitter & Facebook)
- PPC (Facebook to start with - including target CPA month on month)
- Partnerships/PR (this is a big one, we expect that if we can target the right people and get them actually wearing
the shoes they will love them!)
- Email (automated campaign directed at new leads from website pop-up and ongoing plan)
- Affiliate marketing
You can suggest anything you think might work from a campaign point of view - competitions, flash sales, partnerships etc (although in balance, we can't saturate the market with 'special offers' as it will de-value the product.)
Initially, there will be a £500 budget for Facebook advertising so we can test ads to find the 'sweet spot', but this will be increased to £1k from month 2 as long as we have hit on a strategy that works.
I can't stress enough that this must be an actionable document. We are not looking for 20 pages on competitors followed by two pages of bullet points recommending which channels we should use. We want a plan to mobilise all available channels. The primary goal being to hit £100k in sales - the finished document should make it absolutely clear how this can be done - it should be measurable in every way.
I would appreciate seeing extracts of similar documents you've created so I can see you understand the level of detail required.
I look forward to receiving your proposals!
Charis T.
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Sure Charts, I and others cant wait to provide you with similar templates that you may end up using for your own uses.
I'm a bit agaßt at the budget too, it's about 0.5 to 0.75 of someone's day of someone who could provide the mkt traction you seek. 500 pounds for 100k plus if brand value.
Anyway re practicalities what demographic are you hoping to sell to, your brief only mentions sales value per unitCharis T.27 Oct 2016You make a good point about the template, not something I had considered. However, I think there's perhaps a less aggressive/more constructive way you could raise the point to a prospective client.
I am not sure quite what you are getting at with your next point. The starting Facebook ads budget is £500, but this will increase if we see success. The budget for this project (i.e. the marketing strategy/plan) has been left open for you to bid on as you see fit.
I think this is one of the most in-depth briefs you will find on PPH, so for you to pull out the one thing I haven't covered as if it is absolutely pivotal to your pitch, seems unnecessary. However, to answer your question, the demographic is anyone who likes to wear comfortable, yet well-styled shoes - men and women, aged 18-65, UK & US. Finding profitable audiences within that is part of the brief.Francis E.27 Oct 2016Not many shoe stores stock ranges that are suited to 18-65 year olds....I'm not a Facebook type of person so I won't bid on that specific channel.
I would humbly suggest that there are Winter markets coming up some of which have significant turnouts from what I know - Chatsworth House, Ludlow, Birmingham and others. That maybe a good way to get under the radar exposure, lots of feedback and is a low cost way to test the market. I'm not sure that I read anything about market testing in your brief and in fact you must be at an early stage to offer that range of ages.
As a final thought Charis some of your Facebook marketing will surely be a bit haphazard unless you can target customers more accurately..?