Transcript
Alicia RockmanNMDL Fall 2012
Target Market
http://www.annualreports.com/HostedData/AnnualReports/PDFArchive/dsw2006.pdf
64% of sales were made by women, followed by 17% from males, 14% athletics and 5% from accessories.
-Trendy- Fashion-Forward- Seeking affordable name-brand styles
The BIG Idea
DSW’s new campaign should be very involved with social media
Pink and grey color schemes will be used in both their logos and their wed ads
Promotion via contests and web presence
Facebook & Twitter Marketing
Facebook Picture Contests› Submit pictures of people in their favorite
DSW shoes, most ‘likes’ wins. Facebook Quizzes
› Find your perfect shoe with a shoe style quiz
Twitter Tweets› Most tweets in one month receives a gift
card.
Other Internet Marketing
Google AdWords› Optimize for best search results
YouTube Blogs - Fashion blogs Pinterest - Pin contests for the most repinned
photos of people in their favorite DSW shoes
Other Internet Marketing
Use web ads to advertise to women’s pages
Shoe Design Contests› Best original design wins a DSW gift card
Mobile Marketing
Mobile App› This will make it easier for people to keep
up with DSW and to make purchases via cell phone
Style Alert App› An alert app can keep users up to date on
trending styles
Mobile Marketing
Map App› The easiest way to find the closest DSW
Voting App› Vote for your favorite DSW trends
Key Performance Indicators
In-store sales increases Number of friends/followers in social
media Increases in store traffic Increases in online sales
Budget
Social Media Employees Gift Card Giveaways Web Developer Web Ads
$30,000,000 Total
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