Transcript
Zara Digital Marketing Qi Liu ADV892 NMDL
Qi LiuNMDL
Profile
• Spanish clothing and accessories retailer based in Arteixo, Galicia.
• Founded in 1975• Just-in-time (JIT) system • Presence in over 73 countries• High-end with relative lower price • Cover most countries• The number one best selling
clothing, titled “fast fashion”• Over 200 designers• Manufactories all in Europe not
Asia, fastest shipping
Mission• Keep high quality and
raise revenue.• Maintain neat, fashion
and high-end image• Upgrade digital marketing
strategy for better branding and sales volume
Target Audience
• Primary: Men and women age 18-45
• Secondary: Children and teens, accessories
Social Media StrategyFacebook • Pictures/ videos of
seasonal clothing line updates with URL to the official site.
• Pictures of fashion clothes and fashion lifestyle with URL to the official site
Twitter• Sales / discountWho
retweets posts will get discount or present offers
• limited-time online sales reminders
Pinterest• Subscribe• Clothing line updates
pictures• Campaign pictures• ZARA promotion
discount• ZARA contest
Youtube• Subscribe• Campaign Videos
• Search Engine Marketing Google, Yahoo, BingGoogle AdWords
Campaign
• Official Website Free shipping and free returns
promotion 4 main categories
(Woman,TRF,Man,Kids) Campaign Videos of main categories Show different Follow Us methods
except official website with information of
SNS,newsletter,Youtube,Apps.
Mobile Marketing Strategy
• ZARA webpage for IPHONE / IPAD / ANDROID BLACKBERRY 10
• Free App
Clothing line updates
Direct shopping available on Apps
• Annual Promotion Budget
Facebook pages, twitter, pinterest YouTube($100,000)
Special sales promotions ($20,000)
Search Engine Marketing: $5,000-10,000
Google AdWords Campaign: $15,000-20,000
Mobile App Development: $5,000-8,000
Budget and Timeline
Big Idea“ ZARA Model ”
• Encourage ZARA fans to post the picture of themselves in stylish clothes in any season and location.
• Any participants will get a 50%discount on any regular purchase from ZARA.
• The winners will get one piece of ZARA clothing of their choice.
• Winners have the opportunity to be selected as ZARA models.
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