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The Marketing StrategyAdejisola Omibiyi
Alex GayleMariam Adamu
Peter TurayVanessa Dias Costa
Introduction
The following presentation will be focusing on ways Piccadilly Lane can improve upon the current marketing strategy by looking at: Unique Selling Points Target Market Current Consumer Habits Social Media Google + Cost Efficient Advertising and Promotion Future Advertising
The Unique Selling Points Quality and Originality Independent designers Unique Products Wide variety of
products with various themes
Varied price ranges
Focus on individual stores
Contact Involves customers Blog
Women aged 25 – 55 Work in a Professional environment Socio-economic group ABC1 High cultural capital Interests
Contemporary art Culture History Beauty
The Target Market
Over a quarter of adults (27%) claim to prefer shopping at specialist card shops
Over 4 in 10 people only give cards to close friends and family
Younger consumers aged 15-24 tend to restrict their cards to close friends
Last minute shopping is a feature of the card market.
Females are more likely to remember to buy cards for special occasions
Current Consumer Habits
Greater interactivity on Facebook & Twitter Greater integration of Pinterest with the
business Twitter and website Use Pinterest to gain an increased
understanding of customers and prospects Build an online community as opposed to just
a customer base Create Engaging content that people will
share Consider using an intern to optimise social
media
Social Media
According to Google you can connect with friends and fans who love you
Easier to recommend other companies and brands with Google+
Circle feature – allows you to group your contacts according to interests and demographics
Sense of community Enables video conferencing Direct connect – links your Google+ account to
the Google search engines Makes it easier for small companies to be found
Social Media – Google+
Guest Blog on other blogs Get designers to do feature blogs on the
Piccadilly Lane blog Google ad words Banner adverts Anibox – Creates animated videos which can be
used as a marketing tool Get someone who writes about lifestyle, art,
culture etc. to help with the press releases
Cost-efficient Advertising and Promotion
Magazine adverts Art and culture Fashion
Sale Promotion Free gift offers
Exhibitions and trade shows Promotional stand in retail outlets
Future Advertising
Consider using an intern to optimise your social media and its content - 9 to 10 hours a week
Work with artists - designer of the week in exchange for promotional material
Wider range of artists not just start up/small businesses
Link the CRM programme to customers to target better
feedback link to target group Recommendations for follow up projects
Design of promotional material Social media strategy implementation
Recommendations
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