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Payless Shoesource Final PresentationTRANSCRIPT
New Media Drivers License Final
Presentation
Payless ShoesourceBy: Rebecca Eaton
Payless Shoesource
Discount shoe retailer
founded in Topeka, Kansas in 1965 by Louis and Shaol Pozez
4,500 retail stores worldwide
portfolio brands: Airwalk, Dexter, Champion, American Eagle by Payless, and Zoe&Zac
Goals & ChallengesGoals
make fashionable footwear affordable
offer a wide range of different brands to appeal to their target customers
Challenges
positioning their products in the eyes of the consumers as affordable shoes versus cheap shoes
competing against other retail stores that offer more “one-stop shopping” (i.e. Target, Kohl’s, Meijer)
Key ComponentsFull force online strategy implementing different online strategies to optimize their presences
Social Media:
hire a social media manager to manage their social media presence and stay up-to-date with each of their sites
Twitter: use for interacting with customers, tweet daily updates, current promotions, etc
FaceBook: utilize picture, “like”, and comment features
LinkedIn: professional attitude, post available careers
Key Components
Internet Marketing
Place banner ads on strategic websites
FaceBook, Amazon, Ebay
utilize Amazon and Ebay’s feature of only placing ads when shoes are searched
utilizes recency and relevance
Key Components
Mobile Strategy
improve upon current phone app
place ads in popular mobile games
Words With Friends, Draw Something, Angry Birds
This is expand Payless’s daily exposure to mobile consumers worldwide
Metrics of Success
Evaluation
Measure the number of banner ad clicks
Keeping track of SEO, and competitor's SEO
Social media manager will measure increase in Twitter followers, FaceBook page “likes”, number of times our promotional tweets are RT
Proposed TimelinePeak Times: when seasons are beginning to change
at this time people look for new shoes for the new season
In efforts to go along with this peak period I propose to implement a pulsing style of digital advertising
continual advertising in the proposed digital areas throughout the year
during peak periods (seasonal changes) increase the number of banner ads, as well as Tweets & Facebook comments
makes customers aware of their new shoes for the season
Proposed BudgetMy proposed budget is $150,000 annually
This includes
the salary of a Social Media Manager
buying advertisement space within mobile games
buying banner ads on websites such as FaceBook, Ebay and Amazon
additional advertising within “peak” periods
Proposed Budget Distribution
$150,000 Budget
$30,000 salary for social media manager
$50,000 for banner advertisements
$30,000 mobile advertisements
$10,000 social media management
$30,000 additional budget for peak season advertisement