Date post: | 01-Jul-2015 |
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Technology |
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DSW Digital Marketing Strategy
By: Kathryn Lesniak
History of DSW
January 1969DSW began business under the name of Shonac Corporation
July 1991 DSW opened its first store in Dublin, Ohio
May 2012 DSW now owns 336 stores in 41 states
Designer Shoes. Warehouse Prices.
• Any men, women or children of all ages interested in comfortable, brand name shoes or accessories at affordable prices– Although most of
the advertising is catered towards women
• Fashion forward individuals looking for seasonal trends
ProsDesigner
products at lower prices
A variety of shoes and the availability
of accessories
Online accessibility
A rewards program for loyal customers
ConsMore competitors offering just as low
of prices
Most ads are geared towards women
only
Products that are available in stores
may not be available online and
vice versa
New Social Media Marketing Strategy
• Goal: gain a larger customer base that includes advertising towards men and children and keeping their loyal customers happy
• Utilize Facebook, Twitter and fashion blog posts to keep customers aware of DSW news, events and upcoming sales
• New slogan: “Amazing Shoes. Amazing Prices. For everyone.”
• Goal: Approximately 300-500 likes per month
• Interact with customers• Ask fans questions
weekly– Example: What is your
favorite DSW shoe this week? Post a picture of you rocking those shoes!
• Post deals and upcoming sales
• This will gain more Facebook page views and keep customers loyal
• Goal: Gain more followers, retweets and replies
• Update at least two times per week
• Link to Facebook and fashion blog
• DSW will retweet their fans and reply to customer’s tweets
Fashion Blog
• Create fashion blog– Update weekly– Include fashion tips and tricks– “Feature shoe of the week”
for Men, Women and Children• Involving everyone to reach a
greater audience
– Company news and upcoming events
• Goal: Create a company brand that more people will want to be a part of
Internet Marketing• DSW can create online
advertisements towards men and children along with their campaigns towards women
• Place ads on various websites to increase brand awareness
Mobile Marketing
• Smart phone applications– Can hold a “wish list” of
what products consumers want
– Recommendations for men, women and children
• Foursqaure– Check in’s available for
DSW customers that offer points towards their rewards program for every check in
Measuring Success
• Facebook– Amount of likes company page has– Allows company to track the number of
engaged users
• Twitter– Amount of followers company has
• Google Analytics– Amount of traffic the company receives
on the fashion blog and on each blog post
Budget PlanFACEBOOK $15,000 per month
TWITTER $10,000 per month
BLOG $10,000 per month
INTERNET MARKETING/ADVERTISING
$80,000 per month
MOBILE MARKETING $10,000 per month
TOTAL 12 MONTH BUDGET
$612,000 per year