Final presentation

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