Internet Marketing Plan- for small business owners of OB Centric

Online Marketing Plan

Presented By:

Kate Ammerman and Darien Buc

•Opened in September 2009

•Small beach community

•Mom and Pop Shop

•All products made locally

•Very unique souvenirs/gifts

•Seeking to design their first

website

Ocean Beach Gift Shop

Target Audience• Obecians (locals living in OB)• Residence in Mission Beach, Point Loma• Tourists• Appreciators of art, music, and creativity

Store Theme• Environmentally Friendly•Eccentric and unconventional• Locally owned operated and produced• Creative and different

Products Sold

•Art and Music•Beach style jewelry•Handcrafted lamps

•All natural handmade soaps

•Coasts made from vinyl records

•Clothing•Guitar pick necklaces

Goals of the Campaign

To create awareness and increase online and in store traffic.

To bring San Diego locals together by creating unity through the appreciation of the art and talent that is produced locally.

To connect artists with regular local shoppers at a price they can afford

How OB Centric STANDS OUT! STANDS OUT! from competition

Shipping Convenience

Eccentric Theme

Store Uniqueness

Go Green Environment

Local Appeal

SEARCH ENGINE OPTIMIZATION

•Link Popularity

•Local Business Directories

(OBMA, Google, Yahoo, City Beat)

•Press Release

•Viral Marketing

•E-mail Marketing

KEYWORDS:

•San Diego Local Music

•San Diego Art

•Ocean Beach Gift Shop

•Unique Gift Ideas

•Organic Gifts

LOGO

(Background picture of Ocean Beach goes here)

HOME ABOUT US

SHOP NOW

EVENTS GREEN LIVING

SHOPPING CART

CONTACT US

SITE MAP

SHOP BY HOLIDAYThanksgiving

Hanukah

Kwanza

Christmas

SHOP BY CATEGORY

Music

Art

Clothing for Her

Clothing for Him

Accessories

Gift Cards

Trinkets

Clearance

What’s New

Welcome Text Monthly Featured Sale

Newsletter Sign Up

Find us on OBMA

Monthly Featured

Video

Monthly Featured

Band

Monthly Featured

Artist

Home About Us Shop Now Events Green Living Shopping Cart Contact Us Site Map

Find us on Portugalia

Portugalia Gift Package

WEB SITE DESIGN

MEDIA KIT: San Diego City Beat

San Diego’s destination for art, music, food, events, politics, and everything else local.

Similar theme as OB Centric: Eccentric, unique, and different

Similar audience as OB Centric:Unconventional, atypical, local San Diegan

MEDIA KIT MONTHLY BUDGET

Medium Rectangle Ad Buy for MUSIC page............................$1,098.37

Medium Rectangle Ad Buy for ART page………………..…….$1,098.37

Medium Rectangle Ad Buy for NEWS page……………………$1,098.37

Medium Rectangle Ad Buy for SPECIAL ISSUE page............$1,098.37

Online Business DIRECTORY ($99/yr = $8.25/mo)………………..$8.25

TOTAL MONTHLY COSTS…………………………………..$4,401.73

• Congruency- ideals & Customer psychographics

• Unique- only Portuguese Restaurant in SD

• Location- 4 blocks away

Strategic Partnership Development

Why Portugalia?

OB Centric GiftPackage:

customer buysbirthday gift &wrapping andreceives a couponfor a free appetizerat Portugalia


What it Entails?

Portugalia:

• caters OB Centiric special-cause events.

• Features OB artists during their nightly live-music

OB Centric:

• Competitive advantage over other gift retailers

• Discounted Catering

• Increased exposure for music artists


Benefits

Portugalia:• Extended reach to OB C’s

customer base • Catering exclusivity rights• Online PR mention in:

– OB C’s email newsletters– OB C’ event promotions and

reviews.

Banner Ad Trade

Website Referrals

Link Popularity

OB Centric: • Cost of catering expenses

– Entrees for 100 people is approx $1000

– varies on size of event and menu offerings selected

• Cost of printing coupons


Costs

Portugalia:• Cost of free appetizer

redemption

• Cost of paying musicians

• Found through search engines by:– consumers and journalists

• Directly submitted to news orgs.

• Improves search engine ranking by: – Using keywords in content – Keeping your sight up to date – Increase your link popularity.

Online Press Release

“Entertainment Swap” PR

Online Press Release

Posting Recommendations

www.sandiergoreader.com

www.sdnn.com

www.oceanbeachsandiego.com

www.sdcitybeat.com

www.obrag.org

www.944.com/sandiego/

www.discoversd.com

http://www.sandiergoreader.com/

http://www.sdnn.com/



http://www.oceanbeachsandiego.com/



http://www.sdcitybeat.com/



http://www.obrag.org/



http://www.944.com/sandiego/

http://www.944.com/sandiego/

http://www.discoversd.com/



• Raise Awareness of OB Centric and it’s website

• Word of mouth for causes and events

• Incite current customers to bring in prospectives

• Keep top of mind positions with current customers

Viral Marketing

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Objectives

• Embedded in Home Page

• Mention and Link in email newsletter

• OB Centric Youtube Station

Viral Marketing

Seeding Method

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• Frequency: Monthly

• 3 Categories1. “How it’s Made”

– The producer demonstrating the making of their art, music, or product

2. “Informational”– Importance of supporting local artist or musicians

– benefits of using organic products

3. “Causes & Events”– Demonstrate the need for a charitable cause– Explain how the event at OB Centric will benefit the cause

Viral Marketing

The Video Series



Plot Example for "Book Swap”event.

• Begin video with a "public service announcement"

– Mayor of San Diego is proposing to cut days of the week that SD libraries are open for

operation.

• Promote the Book Swap

• Announce that remaining books will be sold to a used bookstore.

• Then the money made from the cause, will be donated to the Ocean Beach Library

• Finish with a clip from the "Fahrenheit 451" movie- about what the world would

be like if society stopped recognizing the value of books.

• Close with a shot of the OB Centric Website’s URL• Provide link to website in the “info section”

The Video Series



1. When a customer shares the video with online, they will gain X amount of points in their OB Centric online shopping cart.

2. For every person the viewer invites to the events, they earn Y amount of points.

3. If their guest attends the event,they will get a "code" at the door for Z-amount of points .

The Incentive Plan

– Points are accumulated in the customers online account to earn increasingly valuable offers.

– For example, once a customer earns XX amount of points, they get free gift wrap on the next purchases.

– In the next tier, when the customer earns YY amount of points they receive 20% off shipping.

The Incentive Plan



Sender Name: OB Centric

Subject Line: Direct, timely, emphasis on the benefit

Body: Personable, approx 500 words

-Content: promotion, pictures, valuable information

-Link to OB Centric’s website to learn more details

Footer:

-Contact Info

-Privacy Policy

-Opt- Out Option

Email Marketing

Components

• Jan: Dry winter? Renew and refresh yourself with organic lotions.

• Feb: Shopping for a One-of-a-kind? Find unique valentines gifts here.

• March: Go Green for St Patties- 20% off all recycled products.

• April: April showers are more fun than ever with our Hand-made soaps.

• May: _Name__Buy & Ship Mom extraordinary gifts.

• June: Going to the OB Street Fair? Stop in for refreshments and savings!

Email Marketing

Subject Lines

• July: __(Name)__looking for ways to save this summer in San Diego?

• Aug: Hosting out of town guests? Get your OB souvenirs here.

• Sept: Fill out our Survey and get 20% off your next purchase.

• Oct: Start the Oktoberfest party off right, come in 10/10/10 to receive 10% off.

• Nov: Showing our Thanks by giving you discounted shipping for gifts.

• Dec: Need a gift idea? Christmas and OB Centric, right around the corner.

Email Marketing

Subject Lines

Measurement tools vary with the email positioning strategy chosen:

1. Promotional and discount emails: track marketing success and conversions using codes, keywords, and coupons for in-store and or online purchases.

2. Informative emails: (intangible) increase credibility as information source, and develop customer loyalty

3. Cause & Event emails: measure change in store traffic, event attendance and their relationship to in-store purchase trends

Email MarketingMeasuring the Success