increasing the sales of wall words, inc. report by: do duong dennis ravelo ken smith cynthia soriano
TRANSCRIPT
Proposal Purpose
• The purpose of our proposal is to increase the sales Wall Words, Inc.
• Our proposal will increase sales by marketing to a new demographic
2010 Sales
56%
4%5%
5%
30%
Words Logos Business PurchasesGift Cards Graphics
• The majority of sales came from decals in the form of words, sentences, and phrases
2010 Quote Sales
7%
8%
51%
11%
21%
1%
Custom Quote
Funny Quote
Inspirational Quote
Religious Quote
Sentimental Quote
Single Letter
2008 2010
$856,258.91
$653,900.73
Sales Comparison (in thousands)
Source: Wall Words’ Sales Reports
• Sales dropped 30% from 2008 to 2010
Problem
Generation Y
Composed of individuals aged 18-34
AKA Millenials, Gen buY and Generation Me
$200 billion annual spending power
First generation to be exposed to technology from an early age
Demands personalized attention from businesses
Increase Sales by marketing to Generation Y
Alternative 1: Magazine Advertising: Pros
• Pros• Loves
magazines• Magazines are
the most effective traditional advertising method Pe
ople
Cosm
opolita
n
ESPN
The
Mag
azine
Spor
ts Illustra
ted
Max
im
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Gen Y Readers by Magazine
Number of readers projected to total population
Alternative 1: Magazine Advertising: Cons
• Cons• Limited reach• Expensive: Minimum $24,403
per year
Alternative 2: Social Media: Pros
• Pros• Inexpensive• Reach many
users daily• Most
effective method
Source: L2 Gen Y Affluents: Media Survey
Relative Audience: Facebook Reach vs Circulation Reach
Alternative 3: Social Media: Cons
• Cons• Competition with established brands• Older generation may have a hard
time• It will take some time for Wall Words
to fully establish itself on social media sites
Alternative 3: University Campuses and Dormitories• Pros• Direct contact
with Generation Y• Inexpensive
marketing strategy
• Cons• Least effective
marketing strategy
Conclusion
• Alt. 1: Magazine Advertisements• Effective but expensive
• Alt. 2: University Advertising• Direct contact with Gen Y but flyers
are easily dismissed
• Alt. 3: Social Media• Most effective but must compete
with established brands for Gen Y’s attention
Recommendation
Wall Words can most effectively increase
its sales by using social media to advertise to Generation
Y.
Moving Forward
1. Hire Gen Y consultant
2. Immediately create Facebook page
3. Redesign website to attract Gen Y
4. First mover advantage