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Willa Boutique
Katie McBroom Chelsey Bobalek Yvette Ibrarra Linda Pedraza Yao Lu
Company Background
• Extensions of Em&Lee
• First store in College Station, TX
• Specialty Boutique
• Offering contemporary apparel at an affordable price
Willa Boutique
Current Marketing Strategy
The Willa Marketing strategy is novice; virtually nonexistent and relies on the marketing success of mother store, Em & Lee for consumer awareness of the Willa Brand.
Locations• Plano, Montgomery, Houston, College Station
Website• Reliant on getting notice via the Em & Lee
website – the Em & Lee website is lacking in many digital marketing aspects
Social Networking• Em & Lee Facebook - Facebook is readily
updated every other day if not dailyWilla Boutique
SWOT Analysis
Strengths• Specialty selection
• Price points• Location
Weaknesses• E-commerce
-website -online store
-social networks -mother retailer: E-
commerce• Location
Opportunities• Technology development• Product development
• Partnership
Threats• Power house retail companies• Neighboring boutiques• Reliance on E-commerce
Willa Boutique
• Willa Boutique is a retailer that has multiple deficiencies in their current marketing strategy
• Not using tradigital marketing to its full potential
• No traditional marketing presence – No local advertising (magazines, radio, TV
ads)
• Website doesn’t appear to be an e-commerce website where consumers can shop or order online
• Separate Willa Boutique and Em & Lee – Willa website, Twitter, & Facebook
Deficiencies in the Current Marketing Strategy
Willa Boutique
Current Website
Deficiencies in the Current Social Media Marketing Strategy
• Not using social media tools to full potential
• Only tweeted once since August 5, 2011
• Vimeo link takes visitors to the Vimeo homepage
• Website has dead links which take visitors to pages with no content
• Definitely increase bounce rates
• YouTube link takes visitors to a video that is promoting an event at Willa but the YouTube channel & other videos on the channel are unrelated to the Willa brand.
• Not using these social media outlets to their full potential could possibly be hurting their online traffic and traffic into brick & mortar locations.
Willa Boutique
Traditional Marketing Strategies
• Email Blasts (once or bi-weekly)
• Advertising in Local Houston & Dallas Periodicals
• Philanthropy Involvement: fashion shows & community Events
• Press Releases
Willa Boutique
Digital Marketing Strategy
• Willa Boutique has not developed well, we suggest using Google and Twitter as our tools for their advancement.
• In order to grow, Willa Boutique must have excellent social media metrics: Digital communications , collect demographic database to analyze our consumers.
Willa Boutique
Digital Marketing Strategies
• Organic & Paid Search: Google Adwords
• Social Media: Facebook, Twitter, Tumblr, Pinterest, Vimeo, YouTube
• Website Improvements: Navigation, Color Scheme, Dead Links, etc.
Willa Boutique
Store Locator Gift Cards Jobs Privacy Policy
Willa Boutique
New Summer Arrivals Are Here!
Keyword or item # GO
Color Me Denim!Shop Our New Arrivals
Its All About The Shoe: Shop Our Wedges
Bold & Beautiful: Shop Our Handbags
Copyright 2012. www.willaboutique.com All Rights Reserved.
My Account Sign In Shopping Bag
Sign Up to get News, Emails, & Offers or Follow Us on Facebook & Twitter
Email Address
ReferencesDonston, M. D. (2012). 5 Social media metrics that matter now. Information Week. Retrieved form
http://www.informationweek.com/thebrainyard/news/social_crm/232800254.
Kevin, M. (2011). Google tools: informing your digital strategy. New Media Drivers License. Retrieved from http://newmediadl.cas.msu.edu/homework/283/68735
Maguire, J. (2006, January 30). E-commerce site design: Category pages. Retrieved from http://www.ecommerceguide.com/solutions/building/article.ph_/E-Commerce-Site-Design-Category-Pages.htm
Roberts, J. (2012, March 28). Marketing terms that will reach the boardroom in 2012. Retrieved from http://www.marketingweek.co.uk/strategies-and-tactics/cmo-strategy/marketing-terms-that-will-reach-the-boardroom-in-2012/4000930.article
Wilcox, D. (Designer). (2010). Social media direct marketing brand marketing . [Web Graphic]. Retrieved from
http://www.maxwave.com.my/pull-marketing-why-small-businesses-do-it-better/