10. Summery
• Need to maintain and adjust the
budget
• Need to record purchases and adjust
campaign
• Need calculations
Thank You
Notas do Editor
Hi everyone, I’m Yushan Li. Today I’m gonna present the advertising campaign for Steve Madden.
Let’s take a brief look at Steve Madden. Steve Madden sells shoes, handbags and accessories of women and men. There are roughly 100 Steve Madden retail stores across the United States.
But what’s the meaning of “young”? “Young” is a definition without the boundary of age. Whoever wants to chase after fashion and has young people’s attitude could be young. Generally, we target both male and female who are 18 to 35 years old. Due to the prices of the goods are not so high, they are quite affordable to college students and people who just began to make their own money, especially some shoes and handbags that are on sale.
Brand awareness can be reflected by the Facebook likes. We plan to increase the Facebook likes by 5,000 per month. Second, use the sale activity to take customers out of the market, thus decrease their purchase from other brands.
For digital marketing tools, firstly, we will use Facebook fan page to post the sales activity. People can also invite their friends to this page to see what’s going on. Secondly, we will use people’s browsing cookies on their computer to promote advertisement on the websites they visit. The format of these advertising can be banners, popups, etc. Thirdly, we can send emails. We can spend money to purchase mailing list and send emails to people, which is not expensive but very effective. Last but not least, Google AdWords. I plan to spend $50 per day, which can generates 731+ clicks and 83 showing times every day. Beside these, website development and maintenance like SEO are also need to be done.
It’s intriguing for people to see such information, especially for women. People always want free sample and gifts when buying stuff, so our free “sample” is a pair of shoes. Why? One the one hand, the shoes that are given for free are already on sale, which means they maybe not new arrivals or on season, thus deduct our cost. On the other hand, from the point of customers, when they are not sure whether to buy shoes of Steve Madden, seeing such big event could cause their mind directly to purchase action.
Secondly, we can launch a mobile application for our brand. It may cost much money, but it will worth it. To persuade people download our mobile app, we give them 10 percent off discount when showing us their app (not suitable for buy one get one for free). App sends notifications on their smart phones, which include the new arrival styles, the discount information, and also some tips of daily dressing.
Thirdly, we will relate our brand to social events. For example, we can sponsor the National Breast Cancer Foundation by letting customers know they are doing good things when buying our stuff because of some of the money they pay are directly giving to the foundation. This could also generate more purchase activities.
Website Design: $1050
Email: $4500
App development basic-$50000, plus all kinds of capabilities, total 115312.5
Website development and maintenance:
Web planning, design, and development Time: 120 hours*$250 per hour= $30000
Plus Marketing website online for a month: $750
Plus Domain name per year: $10
Plus Hosting per year: 100$
Plus Continued website maintenance: $500
Plus interface design: $3500
Plus image and graphics: $100 per image or icon*100= $10000
Plus customize content management system: $20000
Plus document editing: $1500
Plus SNSs share: $10000
Plus e-commerce (cart, catalog, payment process): $8000
Plus branding/identity development: $3500
Plus online style guide: $1440
Plus Targeted landing pages of email: $450
Plus news feeds: $400
Plus content form and survey: $500
Plus metrics: $2000
Plus SEO (on-page optimization and off-page optimization): $4000
Plus social media account registrations: $2000
5000 Facebook likes: $5000
Google AdWords: $50 per day, $1500 per month
Total: $287,512.5
To sum up, this campaign is a big one. It includes social media, Internet marketing, mobile strategy, inbound marketing, Google AdWords. To make the campaign goes sufficiently, we need to maintain and adjust the budget daily or weekly. We also need to record all of the purchase actions and adjust the whole campaign slightly all the time. We also need to calculate how much we actually spend and how much we earn everyday. This campaign costs much money, but we’ll get big return.
