Online Marketing at Big Skinny notes

Ceo:-Kiril Alexandrov.

Started:-2010.

Deals:-manufacturing of wallets.

Strategy:-go for online marketing.

Mission:-to sell world’s thinnest Wallets.

Solving:-5 key problems.

Size Weight Card Pocket size slipperiness Lack of versatility

Quality:-small, lightweight, thinner walls are healthier.

Sales through:-Retail store, wholesale tradeshows, direct buying.

First advertisement:-Boston subway, New York and Chicago.

‘Taking Big Skinny Online’-Outline

-Internet was a tough puzzle.

-opted for 7 different marketing strategies.

-Online marketing seemed the key to achieving maximal growth.

Display Ads

-Primary model

-Internet’s closet equivalent to booth at street fairs.

-Internet users were conditioned against Display ads-irrelevant & irritating.

-Sold on pay per impression.

Algorithmic Search -Organic search results based- Proprietary ranking algorithm of search engine.

-E.g.- Frequency of keywords, page linking to item, Location of such links.

-For ranking high-Search Engine Optimisation (SEO) techniques.

Sponsored Search -advertisers buy specific target keywords.

-Corresponding advertisement will presented if users searched those Keywords.

-Listings were sorted mainly on highest bids and click through rates.

Social Media -Filmed and posted ‘Happy Customer’s’’ testimonial on website.

-Blogging on-how to select and buy wallets?.

-Big skinny website was being shared in social platforms like-FB, MySpace, Twitter etc.

-Especially-FB and twitter was used to interact with customers, visitors and other promotions.

Interactive Content -interactive components like wallet guide, users choice and lifestyle.

-Essay contests for its fans.

Online Distributors

-Establish sales presence on 3online portals

Amazon.com Ebay.com Buy.com

-Retailers take challenge-Finding customers, remit payments timely

-Had Strong brand value.

A/B testing -Aimed to show different advertisements to different users- to compare response rates.

-to evaluate alternative sponsored search engines Campaigns.

-it helps in varying the site in terms of layout, text, pricing etc.

-was not ready in terms of skill set and resources.

Other options -Affiliate marketing, email marketing, Coupon sites.

Recommendation Big Skinny should raise the online marketing approach by taking only one strategy at a time, making it’s a

success and then jump into another.