Ta on the fly - marketing pitch

On the Fly2012 Marketing development proposal

X The Anthologuist | February 2012

Current State of Things

• Marketing is your next step…• You’ve invested time in effort in retention• Now it’s about driving in traffic

• Does it work?• Yes! and it’s necessary with market share decreasing

• Luxury sector has shrunk and will stay this way.• -there are the baby boomers, then there are the aspirational buyers

• Planning for the future of your business• Generation x is a key market for luxury –wwd• It’s all about brand interactive lifestyle, investment pieces

• What you put in is what you get out• Understanding what your money turns into.


Where do we start?

Analysis - Understanding your conversions

X Eyes/ Individual Exposure = Y Walk-ins/Traffic = Z Sales

This is much easier to track with online stores through analytics

Same conversion can be used to project return on alternative marketing


Where you want to go?

• Catalog (Decrease in advertising)– Refinery 29/ nymag Brands opt for their own magazines

• Gentleman's Quiz (unique content/ online)

• Merge of club and retail experience (lifestyle promotion)

• Build diversity in your market (niche targeting)

• Participate in city events (publicity/ niche targeting/ lifestyle promotions)


Plan of Attack

Advertising events

Brand partnershipsGifting/ PR


ONLINESEO

Unique ContentDeal sites with publishers

VS

Moderation & Compromise• Targeting – most impact on your market

• efficient and effective ways to your customer

EXPENSIVE IN -EXPENSIVE

Platforming in SF

• Targeting niche markets• driving traffic to store via events/ promotions

– Giving your market reasons to come in – go to website

• Taking advantage of your clientele catchment/ retention/ sales team


INSTORE--

What is the experience that you

are offering?

PUBLICITY--

Interaction with your market.

CLIENT OUTREACH--

Brand exposure.Turning new markets

on to you.

in-store

publicity

client outreach

CLIENT OUTREACH

• Promotion, Promotion, Promotion• Targeted offerings to niche lifestyle markets

• (new and proven)

• Giveaways/ incentives• Jet blue business traveler tool-kit, etc.• First time offerings

• Brand partnerships• Where else does your client go? • What else do they do?• Shop in shops?


Online Efforts

• 60% increase in online purchases this holiday in retail – NRF

• --

• Utilizing your online store• Driving traffic to purchase online (Applying conversion)

• Utilizing both services to strengthen the other• we’ll have it waiting

• (appointments/ pick-ups)• - we’ll ship it to you


Social Media

Current Media Venues Additional Efforts


Pipelines Twitter -> Facebook

Blog -> twitter -> Facebook

Collaborations with local/ style blogs

Advertising/ promotions on blogs

--Sharing what your clients are buying --

PUBLICITY

A Calendar should address…

• Why should they come in the store?• What problem does this solve for them?

• What else about the lifestyle are you turning them on-to?

• Define the modern gentleman

• Where else can they find you?• What is the company participating in?


IN-STORE

• Visual merchandising• Shop-in-shop execution • Patronage – sf artists • Lifestyle presence

• Sales – Rounds• Seasonal product focus - VM

• Relation to publicity• Calendar of in-store events

• Catalog Production


Making it happen• My capabilities for On the fly

• Build a plan using these elements for 2012• Manage on budget approved

• Instore • Work with store manager for sales rounds• Work with store manager on vm

• Bring in collaborators • Work with online/ traditional publishers to showcase this experience

• Finalize/ publicize/ promote catalog release

• Publicity• Produce calendar of events for specific time periods

• Coordinate with sales rounds• In-store & off-site

• Propose a advertising plan for 2012

• Client Outreach• produce calendar of participation in community events• Produce one off promotional items to leave with brand partners• Develop cross database promotions/ events with brand partners• Pop-up/ temp shop in shops

• Online• Work with store manager to drive traffic/ revenue online

• Work to react and merchandise• Online specific promotions

• Social Media• Develop on the fly’s relationships with local/ fashion bloggers• Propose/ execute online advertising plan

• Proposal/ coordination/ review meets

• We can get more specific


Working Together

If you ask me to dance…

We should make this as painless as possible.

Option 1 - Micro Projectsproject-by-project contract

Option 2 – Retainermonthly fee


Ta on the fly - marketing pitch

Business

online store driving

online efforts

store manager

shops online work

online purchases

online stores

events promotions

lifestyle promotions