ADV 420

1. By: Michelle Badia

2. Goals
• Increase sales by 40% a year
• Attract a new younger audience
• Generate traffic flow with social media channels and
websites
• Increase Brand Awareness

3. Digital Strategy Overview
• Inbound Marketing
o engage his social media followers
• contest
• Games
• Mobile marketing
• 1 year round campaign

4. Target Market
• Men and Women ages 25-54 years old
o Jet-setter lifestyle
o Adventurous
o Fashion conscious
o Looking for quality and luxury products
• Upper-middle class

5. Budget
• 25% of its total expenditures
• Michael Kors annual budget for advertising and
marketing expenses all around the world is about 103.6
million.
• Michael Kors should consider to increase their budget on
mobile advertisements and mobile interaction to engage
their consumer.

6. Inbound Marketing
Social Media
• Attract a younger segment to the websites
• Create a contest
o Upload pictures using MK product
o Picture getting more coverage: WINS
o Winner will meet MK and get promotional giveaways
• Brand awareness
• Visual appeal to his brand
• Consumers motivation
• News coverage.

7. Mobile Marketing
• Short game
o Build a MK Character
o Play the game
o Depending on the results they will win a coupon or get product giveaways
• Exclusive deal available for the first 300 people, for a
short period of time
• 1 day per month

8. Mobile Marketing
Snapchat
• Snap chat filter
• Available all over the world
o When buying in stores
o Fashion shows
• Every 3 months have a snap chat geo-tag

9. Metrics Used:
• CPC
• Click-through
• Amount of views
• Number of people who try to play the game
• Use SEO for sites visits

10. Conclusion
• Increase visibility
• Increase Brand awareness
• Target a younger audience
• Innovative Digital strategies in Snapchat and social
media
• Expansion of global presence
• Top brand in consumers mind