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L.L. Bean final marketing strategy for the New Media Driver's License Spring 2012
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L.L. Bean Marketing StrategyHeather Wenzel
Company ValuesThe Golden Rule: “Sell good merchandise
at a reasonable profit, treat your customers like human beings and they will always come back for more.”
–Leon Leonwood Bean
Business, Challenges & Goals
Key Components
Metrics of Success
Budget/Timeline
Business, Challenges & Goals
Target Market- Active outdoorsmen- Men and women ages
35-541
- Adventure-seekers- Increasingly targeting
younger active consumers
1http://www.nytimes.com/2002/08/27/business/ll-bean-
tries-to-escape-the-mail-order-wilderness.html?
pagewanted=all&src=pm
Challenges- Utilization of social
media and keeping hometown, small business feel
- Positioning the brand to the younger generation
- Marketing new “L.L. Bean Signature” line
Business, Challenges & Goals
Goals- Become and stay
active on Facebook- Continue and form
relationships with customers on Twitter
- Develop YouTube channel and create relevant content
Business, Challenges & Goals
Key Components
Metrics of Success
Budget/Timeline
Social Media- 6 people in charge of
Facebook, Twitter, and YouTube
- 2 employees for each social media outlet
- These employees will spend time responding to customers and updating content
Key ComponentsSocial Media- Twitter: 2 employees will
respond to customer tweets, will tweet about current deals, and will hold contests online. All content will be relevant to the current day
- Facebook: 2 employees will post online version of most recent catalogue and post customer photos. All content will be relevant to the current month and upcoming events
Social Media, cont.- YouTube: 2 employees are
responsible for creating videos for all products. Videos will have specifications and show details which otherwise cannot be seen unless in person. All community and company events will be filmed and posted on YouTube, along with videos showing L.L. Bean products in use.
Key Components
Internet Marketing- L.L. Bean will utilize Google
AdWords to a fuller extent, creating more specific keywords.
- Will create banner ads for related websites, such as travel and outdoors websites
- Will utilize consumer-specific Facebook advertisements
Public Relations- 3 employees will be
responsible for monitoring mentions of L.L. Bean on Twitter and respond to customer complaints
- All complaints on Facebook will be promptly addressed
- All comments on Facebook, whether positive or negative, will be responded to within one week.
Business, Challenges & Goals
Key Components
Metrics of Success
Budget/Timeline
- Utilizing Google AdWords, all “clicks” will be recorded.
- Keywords which are less ineffective will no longer be used, replaced by variations of that keyword phrase
- Google Analytics will be used to monitor AdWords campaigns
- If AdWords budget is being reached before 3pm during the day, budget will be increased
Budget- Google AdWords:
$1500 per month, will increase as needed
- Facebook Ads: $1000 per month
- Total Digital Strategy: $4 million per year (1/10 of current advertising budget)
Business, Challenges & Goals
Key Components
Metrics of Success
Budget/Timeline
1-6 Months:- Create and maintain
Facebook, Twitter, and YouTube pages with relevant content posted at least twice a week. Develop AdWords campaign with at least 5 keyword phrases.
6 Months-1 Year:- Have set AdWords campaign
with at least 1000 hits/day, have set Facebook ads campaign with at least 500 hits/day. Have 5000 fans on Facebook and 13,000 followers on Twitter.
Budget/Timeline