Transcript
A Digital Media Strategy Spence Sowulewski NMDL Spring 2016
Background
• Founded in 1979• Based in Memphis, TN• 2nd-largest Retailer of Auto Parts & Accessories in US• 5,600+ Stores Across the US, Mexico, and Brazil
Digital Media S.W.O.T Analysis
• Strengths: • Large Social Media Presence • Search Engine Optimization • Positive Brand Image (USP)
• Weaknesses:• Fiercely Competitive Market Share• Price Sensitive Target Market
• Opportunities:• Mobile Application • Website Functionality
• Threats:• Over-Expansion of Corporate Image
Website Overview • Optimized for Mobile/Desktop Display• Enormous Product Marketplace• User Profile Capabilities
• “MyZone” • Repair/Help Section
Unique Selling Proposition • Positive Brand Image
• Positioned as “Friendly Neighborhood Mechanic”• Consumers Trust Auto Zone
• Friendly & Knowledgeable Staff• Quality Products & Services • Separates from Competitors
Big Idea • AutoZone.com – Streamline Consumer Experience • Create “MyGarage” Feature
• Select Car’s Make/Model upon Profile Registration • Product marketplace refined & specified
• Promotes Relationships Between Users & Auto Zone
Target Market • Auto Owners & Enthusiasts
• Every Age, Gender, Background, and Level of Experience • Price Sensitive
• Seeking Out the Best Deal • Non-Loyal to Brand
Key Performance Indicators • eCommerce
• Conversion Rate, User Registrations, Repeat Shoppers • Social Media/SEO
• Visits, Likes, Shares, Retweets, Followers, etc.
Budget • MyGarage Feature
• Inexpensive – Internal Web Design• Promotional Spending
• Reallocation of Digital Ad Budget to Promote “MyGarage” Online• Social Media/Paid Search Campaigns• Actual Figures Unavailable
Plan of Action 1. Budget for “MyGarage” Design & Implementation2. Collect Sampling Data from Users3. Plan/Reallocate Promotional Budget4. Advertise Improved User Experience 5. Profit!
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