Download - Piccadilly Lane Presentation (1)
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The Marketing StrategyAdejisola Omibiyi
Alex GayleMariam Adamu
Peter TurayVanessa Dias Costa
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Introduction
The following presentation will be focusing on ways Piccadilly Lane can improve upon the current marketing strategy by looking at: Unique Selling Points Target Market Current Consumer Habits Social Media Google + Cost Efficient Advertising and Promotion Future Advertising
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The Unique Selling Points Quality and Originality Independent designers Unique Products Wide variety of
products with various themes
Varied price ranges
Focus on individual stores
Contact Involves customers Blog
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Women aged 25 – 55 Work in a Professional environment Socio-economic group ABC1 High cultural capital Interests
Contemporary art Culture History Beauty
The Target Market
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Over a quarter of adults (27%) claim to prefer shopping at specialist card shops
Over 4 in 10 people only give cards to close friends and family
Younger consumers aged 15-24 tend to restrict their cards to close friends
Last minute shopping is a feature of the card market.
Females are more likely to remember to buy cards for special occasions
Current Consumer Habits
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Greater interactivity on Facebook & Twitter Greater integration of Pinterest with the
business Twitter and website Use Pinterest to gain an increased
understanding of customers and prospects Build an online community as opposed to just
a customer base Create Engaging content that people will
share Consider using an intern to optimise social
media
Social Media
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According to Google you can connect with friends and fans who love you
Easier to recommend other companies and brands with Google+
Circle feature – allows you to group your contacts according to interests and demographics
Sense of community Enables video conferencing Direct connect – links your Google+ account to
the Google search engines Makes it easier for small companies to be found
Social Media – Google+
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Guest Blog on other blogs Get designers to do feature blogs on the
Piccadilly Lane blog Google ad words Banner adverts Anibox – Creates animated videos which can be
used as a marketing tool Get someone who writes about lifestyle, art,
culture etc. to help with the press releases
Cost-efficient Advertising and Promotion
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Magazine adverts Art and culture Fashion
Sale Promotion Free gift offers
Exhibitions and trade shows Promotional stand in retail outlets
Future Advertising
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Consider using an intern to optimise your social media and its content - 9 to 10 hours a week
Work with artists - designer of the week in exchange for promotional material
Wider range of artists not just start up/small businesses
Link the CRM programme to customers to target better
feedback link to target group Recommendations for follow up projects
Design of promotional material Social media strategy implementation
Recommendations