Digital Marketing- The Body ShopJun Kyung Kim

Promoting Seasonal Items

New Seasonal Fragrances- Cranberry, Vanilla, Ginger

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Target Audience

• Women• All ages• Interested in body care• Like ginger, cranberry or vanilla

smell

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Twitter

• Create new Twitter account for The Body Shop’s winter season items.

• Interactive connection with follow-ers

• Interesting, witted mentions

• Key performance indicator: the number of followers.

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Blog

SEO

Other Blogs

• Use blog effectively to promote The Body Shop’s seasonal items.• Posting promotions of the new products.• Sharing how I personally feel about the products.

• Other strategies

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Utilizing Blog - SEO

• Using appropriate keywords in the blog posts.

• Using “Wordtracker” to finds keywords

• Using both popular keywords & Low competi-tion keywords

• Google Analytics-to find out who visit the blog, which pages catch visitor’s attention longest, and what pages people leave the blog.

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Utilizing Blog – Other blogs

• Giving out samples of the seasonal items to famous bloggers.

• Asking them to write reviews about the new seasonal items on their blogs-directly con-nected to The Body Shop’s blog. It will be helpful to get more visitors.

• Giving out coupons or promotions to people who write reviews on The Body Shop’s blog.

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Google Adwords

• Important keywords in the advertisement

• Targeted Audience- people who live in U.S., want to find gift ideas, interested in body care & good fragrances

• Add plural keywords & misspelled words• Consider negative keywords

• Limited Budget: $250 per day• Maximum cost-per-click: $2.09• Clicks per day would be: 171.08• Impressions per day: 7245• Total cost per day: $248.05

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Facebook Page

• Facebook: 1.19 billion monthly active users• Effective PR without costs

• Create a Facebook page about the seasonal items

• Give promotions on the Facebook page• Communicate with customers constantly• Prepare negative comments to give positive image of The Body

Shop

• Emphasize The Body Shop is against animal testing, supports community fair trade, & protect the planet using recycled con-tainers.

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Mobile Strategy

• The primary access point to SNS is mobile• Mobile users share contents twice as often

• Update information about beauty products through The Body Shop’s mobile app

• Use Instagram mobile apps• Focusing on sharing images outside of what

we sell• Pictures related to companies’ culture & helpful to connect with customers