Media Plan 4

Media Plan 4

4.1 Using e-commerce the most important channels for accomplishing my KPI of having 100 email subscribers or account profiles to my website are:

a. Online PR 5%

Social Media 25%

Paid Search/PPC 0%

Display Advertising 5%

Email Marketing 40%

Search/SEO 5%

Affiliate Marketing 20% 

b. Metrics

Online PR: How the company is perceived through surveys, how much demand and buzz is created around the product

Social Media: Number of likes on Facebook or blog posts, number of followers on Twitter

Paid Search:Not used

Display Advertising: Number of visits to company website that result in purchase

Email Marketing: subscriptions per e-mail and site registration, number of pre-orders on a product

Search/SEO:Keyword searches for my company

Affiliate Marketing: How many sales are coming from affiliates

4.2

a. Value of a conversion

Assumption:(1 in 4 will purchase a shirt) %25 conversion rate

A subscriber is worth $30

b. Cost of a conversion in each channel

Sales     Budget     Cost

Online PR:                           15           $500       $33

Social Media:                      8             $464        $58       

Paid Search/PPC:             0              $0

Display Advertising:        8              $500      $62.50

Email Marketing:               4             $232       $58

Search/SEO:                       0             $0

Affiliate Marketing:           15           $75           $5

4.3 Based on the review of my channels. My costs are more than the actual value of each subscriber. One thing to change is the assumption that 1 in 4 will purchase a shirt. My goal is to have a %50 purchase rate. So if 100 people visited the website 50 of them would actually purchase a shirt. I should assume that less than 50 will make a purchase. In addition the results are from my initial month long campaign in which I expect to lose money during the first year and a half of my business.

Affiliate marketing would be the best channel based on the assumptions. I would also like to decrease the email marketing.

Media Plan 3 (Revised)

Media Plan 3

1. Channels

Search Engine Optimization My website and blog posts will incorporate popular word searches that are common in my industry. For example, graphic tees is one of the highest ranked keyword combinations when looking for t-shirts according to google. I also have google analytics to measure traffic and geographical locations of unique visitors. 

Social Media is very important for brands like mine that want to create a personalized experience when purchasing my shirts. My brand influencer Johnny Cupcakes has given me a good platform on how to utilize social media to build and strengthen my brand. I currently have a blog on tumblr and I use it to give insight on things that are inspiring or interesting. My sites include rss feeds, subscription buttons, discussion windows, and links to share with others.

Email updates will be used to keep the subscribers on the forefront of new item releases. In addition there will be an incentive program for loyal customers, such as discounts or pre-orders for future release items.

Pay Per-Click I do not feel the need to use pay per click because I do not want my brand to become saturated. I want to maintain the niche of exclusivity and control how my adds are placed on my sites.

Affiliates So far I have two clothing boutiques that are willing to help me promote my shirts through their various channels. Reign of Florida and Burn Rubber of Detroit. I will use the affiliate approach to wedge my brand in the mix of a few competitors to gain exposure and notoriety.

Viral Marketing  will be used to spread product awareness and create demand. Videos and still images of the brand will be produced and placed on the company website, blog, as well as email blasts for subscribers only. The material will be readily available to re-distribute for other bloggers,etc.

Promotion/Display Advertising my version of display advertising would be to have someone like Eminem or Jay-Z or any other artist with a mass following wearing my shirts. I have plans to give shirts to up and coming as well as established artists such as Mike Posner, Big Sean, Curren$y, that have a fan base of 10,000 or more via Twitter followers or any other social media site.

2. Campaign Budget

a. Total budget $1696 

b. Search Engine Optimization $0

    Social Media $0___________%15 

    Email $0________________  %10

    Pay Per Click $0__________  %0

    Affiliates $500_____________ %30

    Viral Marketing $500________%30

    Promotional/Display $0______%15

c. Social Media 2hrs/day $464

    Email 1hr/day $232

    Affiliates: Costs would include mailing samples and travel to locations, Detroit, and Orlando. $500

    Viral marketing: Cost includes production and editing video clips.(4 videos 1 week estimate editing time for all 4 videos)

   Promotion Display: 4 times per month via website and blog. $500

The campaign will last for one month starting in March and ending April 3rd 2011.

10 Questions

10 Questions: Thats All I Ask. Please Respond.

The questions are based on entertainment. Movies and video games. If you can answer in less than 30 seconds you are the fastest survey taker, ever.

Media Plan 3

Media Plan 3

1. Selected Channels

Channels : SEO, Social Media, Viral Marketing, and Promotional, Display Advertising. I will utilize these channels because my top competitor Johnny Cupcakes uses some of the same channels. I feel that paid searches/pay-per click are a form of spam.

2. Campaign Budget

a. My campaign budget for Paul The BeatSmith Clothing will be about $500.

(percentages reflect how often the channels will be used)

b. SEO:$ 0 %5

My blog posts will have keywords that are most used for t-shirt companies.

Social Media $0 %40

I have a twitter account set up and I will tweet special offers and promotions as wells sneak peeks of upcoming t-shirt designs.

Affiliates: $0 Cross promotion and marketing with other clothing brands. %25

I will have a few clothing boutiques sponsor my brand through their websites and blogs. 

Viral Marketing: $500 for the production of short videos.%30 

I will create video shorts of the brand in use and how people perceive it. The videos will be funny and some may be controversial others inspiring.

c. Social Media will be managed within the company for at least 2hrs/day. Constant twitter, blog, and Facebook posts will be made a daily or weekly basis. The goal is to create a cult-like following and to engage customers in the brand building.

3. Campaign Duration

a. The campaign will be an ongoing process. Each time a new shirt is released there will be some sort of buzz or discussion about the shirts due to their limited nature. The shirts will be on affiliate blogs and websites. The most successful brands such as Johnny Cupcakes is constantly rebranding and expanding his brand. He has tours in which he sells shirts out of a van which reflects upon his roots when he sold shirts out of his trunk. My campaign my last for the life of the company. I will constantly change with the times and grow as a company. 

Social Media Integration

I notice that Nike has a twitter account and they tweet a question and use a #(hashtag). For example, "What is your favorite Air Jordan ? #mynikes. Nikestore has about 22,000 followers. They respond to each tweet from their followers and they also give release dates, sizes, and locations about where their products can be purchased. This is a good model to use to get customers actively involved in the brand.

I may incorporate twitpics of people wearing the shirts in different locations and hold a contest to see who wins and give them a prize.

Digital Media Plan 2

Business Model: My company makes money from the sale of t-shirts. Currently the only thing my company provides is tangible products. The customers are the purchasers of the products. My format is a business to consumer format. My brand is new to the market so it will need an introduction.

Under the current budget we will only be able to produce a fraction of the projected supply of at least 50-100 shirts per month. The design team currently consists of one designer who will have to run the entire business until enough income is made or a growing demand for the brand exists.

Media Plan 2: Overview

1.1 Objective: With my digital media plan I want to sell 50-100 shirts per month.

1.2 Goals: Create a presence in the t-shirt industry by making my brand more relevant through digital marketing. To become affiliated with popular and up and coming T-shirt brands. Currently customink.com is the most visited sight for graphic and custom design shirts. Some of my niche market leaders consist of hypebeast, freshnessmag,highsnobriety, and complex magazine. These are all websites that blog about trends in the clothing and entertainment industry. I am currently following their sites as a subscriber.

1.3 Key Performance Indicators (KPIs): My KPI is the number of persons who visit the website compared to actual sales. My ratio from visitor to purchaser is 10:5.

1.4 Target: KPI with an income of $2250-4500/month in sales for the first 3 months. The next stage would be to increase sales monthly with seasonal considerations taken (see graph below.

Online Search Trends in the T-shirt industry

Graphic tees search Year Over Year-via Google

Graphic Tees Search Monthly (Seasonal)

Exercise 2-Internet Security

Internet Credibility

Champskicks vs. Eastbay
Champskicks sells Air Jordans by Nike and other footwear. Eastbay sells the same products.

Champskicks sells Jordans that are not in production or are not yet released. Also they sell their shoes below retail value. Eastbay is bizrate certified. They sell their products as they are released and they are priced at the suggested retail value. I would highly conclude that the items sold on Champskicks are counterfeit.

Media Plan 1

Media Plan 1

1.1 Business Model: Business Concept and revenue stream

1.1 My product offering is graphic t-shirts that are produced in limited quantities. The shirts will be sold online and possibly in boutiques such as Burn Rubber and Reign. Online shopping trends increase each year according to ComScore

1.1.2 The dollar value of a typical sale of a t-shirt would be $45.

1.2 Competition:

1.2.1 My company is in the apparel and clothing industry. The clothing and apparel industry is currently the same despite economic woes. People still shop and spend money on clothing regardless of how the economy stands. 

1.2.2 The alternatives to my services would be to sell online only or in major retail chains such as Macy's, Dillards, and Nordstroms, etc. The price of my shirts falls within the range of $30-45. My shirts will retail for $45. One of my competitors BBC/Ice Cream sells shirts for $85, however they have celebrity endorsements and a niche market. Pharrell Williams is the owner of BBC/Ice Cream and has millions of fans that support his group N.E.R.D.

1.3 Customers: Demographics, your customer, what you're promoting

1.3.1 The visitors of my competitors sites are mostly female. They have some college education and they have an income greater than $25K.

1.3.2 My target audience are persons 18-34 who have some college education,also the "hypebeast" demographic is a term used for people who want to be in on the latest trends. I would also like to target young women who are in the upper class and have access to dad's credit card. I would like to use word of mouth and celebrity appeal to promote my shirts. My company will be a business to consumer format.

Ad Planner Results