dsw final presentation
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ADV 420 New Media Driver's License Final presentationBy: Alyssa SattlerTRANSCRIPT
DSW DIGITAL MARKETING STRATEGYBy: Alyssa Sattler
DSW INC
TARGET MARKET Women ages 18-45 Fashion-Forward Enjoy keeping up on the
latest trends Want style, quality and
affordable prices
COMPANY OVERVIEW Wide variety of shoes for
women, men and kids As of April 2012, Total
Worth of $2B
CHALLENGES AND GOALS
STRENGTHS
-Wide Designer Product Offerings-DSW Rewards Loyalty Program-Overall Value of Products
WEAKNESSES
-Concentration on one market-Lack of Product Offerings
OPPORTUNITIES
-Sales from DSW Website-Growing Trend of Digital Commerce-Business Growth/Expansion-DSW Rewards to attract new customers-Digital Marketing
THREATS
-Major Competition from other shoe retailers
CAMPAIGN FOR DSW
DSW’s new Campaign should focus on their overall brand message
Since DSW is about giving their customer great designer fashions at affordable prices, their new campaign will consist of starting a community of their customers best designer finds at their store.
Incorporate a mix of social media, mobile marketing, internet marketing and a weekly style blog written by a different style expert each week
“Life’s too Short to Sacrifice Great Designer Fashion, find great deals at DSW”
FACEBOOK STRATEGY
Encourage Facebook Fans to post pictures of their favorite DSW finds and their savings at DSW
Optimize Facebook Content by positing videos, pictures and building a vibrant online community
Create Contests for Fans and give exclusive deals to Facebook fans Utilize Facebook’s advertising options to better reach target
market
TWITTER AND YOUTUBE STRATEGY
Twitter Gain More Twitter followers
by posting Tweets to Facebook
Interact with followers and make content engaging
YouTube Post weekly Video Blogs
featuring different style experts
Encourage Fans to post videos of their favorite DSW shoes
GOOGLE ADWORDS AND INTERNET MARKETING
GOOGLE ADWORDS Through Adwords, make DSW
the top search result Create top awareness in
consumer’s mindsINTERNET MARKETING Build awareness of DSW by
placing well-designed ad on a variety of websites
Reach target market by making sure internet ad reaches the right people
Place ads on Facebook
MOBILE MARKETING
Develop a Mobile App where Customers can easily shop on DSW’s website on the go on both Apple and Android interfaces
Place Ads on Application to earn revenue
Incorporate Mobile Shopping as well as Style Tips and Blogging on App
BUDGET ALLOCATIONCATEGORY NAME BUDGET
SOCIAL MEDIA FACEBOOK $2M
SOCIAL MEDIA TWITTER $250,000
SOCIAL MEDIA YOUTUBE $250,000
MOBILE MARKETING MOBILE APP $1M
BLOGGING $250,000
INTERNET ADVERTISING
$2M
GOOGLE ADWORDS $250,000
TOTAL $6M
Allocate Digital Marketing Budget over a 6 month period between March 2013-September 2013 to advertise new
spring/summer and fall/winter shoes during this time period
METRICS TO MEASURE SUCCESS
Use Google Analytics to track web traffic on blogs, ads, Facebook and Twitter
Use YouTube likes/comments, Facebook Fans and Twitter Followers to measure success
With PPC through digital advertising, measure the amount of clicks on advertisements