INTERNET MARKETING PROPOSAL

BY STEPHANIE SUNDHEIMER

COMPANY OVERVIEW

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Largest book retailer in US• Merchant of movies, music, magazines,

games, gifts• Top competitor in eReader and eBook

sales• Quiet, friendly environment for

studying, socializing

• Amazon.com• Locally owned book stores

• Maintaining interest in traditional, physical copies of books, magazines, music

• Increasing appeal over independent, local retailers

• Interactive social media strategy• Highly targeted search engine

optimization and marketing plans• Local and community focus both online

and in stores

INTERNET MARKETING GOALS

Use the internet as a resource to lure customers into store locations.

Promote and improve social media campaigns to increase online sales.

Focus on local marketing to overcome threat of independently owned competitors.

THE SOLUTION

SEARCH ENGINE MARKETING

SOCIAL MEDIA MARKETING

SEARCH ENGINE STRATEGY

AUDIENCES TO TARGET• Less technologically advanced

consumers• Readers of traditional books

PRODUCTS TO MARKET• Traditional books• Textbooks• Gifts

KEYWORDS• Books• Affordable books• Textbooks• Focus keywords locally

Double online sales as converted from search engines.

Double in store sales as converted from search engines.

GOALS

SEARCH ENGINE BREAKDOWN

ONLINE SALES IN STORE SALES

• Quality landing pages - call to action

• Advertise exclusive online offers in text & ad copy

- Free shipping

- Discount on large orders

• Offer options to pick up products in store same day

• Appeal to local crowds by marketing local stores

• Advertise for in-store events

GOALS

AUDIENCES TO TARGET• Technologically advanced consumers

– social media users• Owners or potential owners of

eReaders (Nook)• Students

PRODUCTS TO MARKET• Nook & Nook products• eBooks/eTextbooks

METHODS OF COMMUNICATION• Facebook• Twitter• YouTube• FourSquare

SOCIAL MEDIA STRATEGY

Double number of Likes, Followers, Subscribers, and Check-ins.

Double online sales converted from social media outlets.

SOCIAL MEDIA BREAKDOWN

FACEBOOK

YOUTUBE

TWITTER

FOURSQUARE

• Facebook book discussions

• Product reviews

• Individual pages for local stores

• Interviews with popular authors

• Overview of electronic products

• Company news, announcements

• New product announcements

• Engaging, interactive content

• Incentives for checking into stores

• Discounts

• Free gift

BUDGET AND TIMELINE

Search Engine Marketing $500,000Search Engine Optimization $500,000Social Media Marketing $1,000,000

$2,000,000OVER 18 MONTHS

JANUARY 2012to

AUGUST 2013

METRICS OF SUCCESS

TRACK ONLINE CONVERSIONS WITH GOOGLE ANALYTICS• SEO & SEM• Social Media

TRACK IN-STORE SALES INCREASES• Online reservations for

in-store pick-up• Email coupons• Post-transaction

surveys