Consumer Engagement in Digital Channels

The Marketing Strategy

2nd Street By Amanda ValdezJacqueline FalconYuan Yuan Tian

http://www.youtube.com/watch?v=nyzb0ARJl4Y

Background of 2nd Street

- Location: Denton, TX. Located on the square

- Size of company:

- Products/ services: • Offers men’s and women’s new, recycled,

vintage merchandise as well as home furnishings, local music and art and accessories

• Buys gently used apparel and shoes for resale

Background of 2nd Street- Target market: upper middle class men and women ranging in age 16-50

- Value Proposition: 2nd Street’s motto is “A place where fashion, art and music collide”. They encourage buying local and love to support local artists and musicians. 2nd Street’s sells their signature t-shirts that say “Keep It Local” and “Support Local Music”.

- Competitors: competition varies from local businesses to stores at the mall, but the main competitors are local shops on the Denton Square such as La Di Da, Rhinestone’s Boutique, and Circa 77 Vintage.

Current Strategies - use of coupons in College Guide Magazine, weekly sales promoted on Facebook, and in store concerts by local musicians.

www.shopsecondstreet.com

SWOT

- Strength: brand originality ,

- Weakness: brand exposure

- Opportunities: being present on social media and have interaction with consumers

- Threats: increase of competitors

New Paradigm- Problems:

• not enough brand exposure• Absent of online shopping or catalog• Market is limited

- Solutions: • putting more banner ad on Facebook• Create online catalog• Extend the range of local

- Future : • Based on research from eMarketer, banner ad is most

effective way , by using it on Facebook, this will attract more young consumers

• Online shopping is becoming a more essential component of businesses, this will increase income with low cost

• Just having Denton as local is not important, the definition of local can be wider