lululemon digital marketing strategy
DESCRIPTION
Digital marketing strategy for the brand/company Lululemon Athletica.TRANSCRIPT
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Digital Marketing StrategyBy Nikki Wickham
+Company Overview
Company Type: Athletic apparel.
Target Market: Yoga practitioners and runners, men and women, between 18 and 55 with an income of $40,000+
Known for their high-performance, trade marked fabrics which boast comfort and sweat-wicking capabilities in fashionable designs.
+Challenges and Goals
Challenge - Continued Growth: Earned $1 billion in fiscal 2011 and 2012 sales are forecast at $1.3 billion, the company would like to continue this growth.
Challenge - Community: With a large number of social media outlets, the company reaches a large number of customers but builds no real sense of loyalty.
Goal – Industry Leader: Lululemon has grown tremendously since its inception but wants to continue that growth in the athletic apparel market.
Goal – Further Reach: The company needs to connect even more with customers in the future.
+Integrated Theme
Be Comfortable, Be Free, Be You.
A very uplifting message for all customers. Lululemon empowers you to reach your goals.
+Digital Marketing Strategy
Budget: $1 million (1% of profits)
Timeline: January to April People are usually trying to get into shape because of a New Years
resolution or trying to get fit for summer. We want to hit that audience.
Company Website & Email, Online Advertising & Mobile, and Social Media
+Company Website & Email
Website ($250,000) SEO strategy with keywords placed in the HTML code Help drive search traffic to the site Targeted landing pages
Email ($50,000) Loyalty program Quarterly discounts Weekly updates on what’s new
+Online Advertising & Mobile
Online Advertising ($300,000) Google ads to help drive search traffic Facebook ads Banner ads on blogs and relevant sites
Mobile ($300,000) Mobile website Create an app Interactive mobile ads Mobile banner ads
+Social Media
Facebook ($100,000) Current Facebook page markets the brand Needs to engage more with customers, give them an incentive
Twitter & Pinterest ($100,000) Current methods of engaging with customers are working Great ways to bring customers to the Lululemon website
YouTube $500,000) Currently has product demo videos Could create instructional videos and allows users to view for free or as part of a
loyalty program
Blog ($200,000) Provides useful information for customers on yoga, running, and leading an active
lifestyle Would be a great place for loyalty program offers and discounts
Expansion/Emergency Fund $100,000) Other social media sites like Tumblr could also be used to connect with consumers Money to spare in case we need more in one area
+Metrics of Success
Increased ROI of 20% or higher Compare ROI before and after marketing strategy
implementation.
Increased customer engagement Compare customer engagement by viewing number of
Tweets, Facebook hits, and blog responses logged compared to the past.
Increased traffic to the Lululemon website View Google analytics to see if traffic to the site has
increased since the marketing strategy launched.
+Conclusion & Thank You
Lululemon is a growing and successful company. With strategies suggested in this marketing plan, along with
strategies currently implemented, Lululemon should see an even greater increase in sales for many years to come.
THANK YOU!