Henri Bendel: Digital Marketing Campaign

by: Lisa Powys

Henri Bendel: Background • Henri Bendel, an upscale jewelry and

accessory boutique, was established in 1895 by Henri Willis Bendel in New York City.

• In 1985, the company was purchased by Limited Brands, which owns stores such as Victoria Secret, Bath & Body Works, etc.

• There are 16 Henri Bendel boutiques all over the United States, with new stores to open this year.

• The target market for Bendel’s is women, ages 18-34.

Henri Bendel: Challenges • Sell accessories and handbags during non-peak

seasons (Peak seasons include: holidays, fashion weeks and back-to-school)

• Appeal to women who are modest shoppers and/or do not pamper themselves

• Compete with other women’s specialty boutiques, such as: Tory Burch, Coach, and Barney’s.

Henri Bendel: Goals • Implement online marketing to

gain awareness from new customers

• Use many social medias to reach and engage target market

• Improve customer service on website to understand the wants and needs of customers

• Use mobile advertising for sales, coupons and events

Henri Bendel: Big Idea • Henri Bendel should focus on

an online and mobile advertising campaign in order to capture their desired target market

• The target market of women, ages 18-34, would be beneficial to Henri Bendel because of their increasing buying habits on the Internet.

• These women are more likely to online shop for handbags and accessories not only for themselves, but for gifts for friends and family.

Henri Bendel: SOCIAL MEDIA • FACEBOOK: Henri Bendel will post pictures of new products,

customers using their products and have contests on their Facebook page.

• TWITTER: tweets about new updates about new store openings, fashion tips and reply to customers who have concerns or comments.

• PINTEREST: boards and pins of what inspires the store, products the store has and customers’ pictures using their product.

Henri Bendel: GOOGLE ADWORDS • Henri Bendel will use Search Engine Optimization and Search

Engine Marketing through Google AdWords • Henri Bendel will have beneficial keywords, such as high-fashion

jewelry, designer jewelry, go-to gifts, fashion handbags, etc. • Google Search will provide Henri Bendel with fast, solid and

reliable search engine results. • Using the internet marketing strategy will gain a measurable new

audience for Henri Bendel that will drive them to the website to increase online purchases.

Henri Bendel: MOBILE MARKETING

• Henri Bendel will have a mobile strategy to reach their new, younger target market.

• With the use of foursquare and mobile ad texts, Henri Bendel will have on-going contests, events and sales to promote their mobile and internet strategy.

• These strategies will help Henri Bendel reach their target market and gain sales from younger audiences.

Henri Bendel: Measures of Success • Henri Bendel will use Google Analytics, which can generate

detailed statistics about website traffic, and can also track consumers and their information.

• Bendel will measure reach through how many coupons are redeemed and the number of applicants in each contests.

• Another way to measure the success of Bendel’s online marketing is the percent increase in online sales on the website.

• Finally, the social media pages will measure awareness by how many likes the FB page has, the amount of followers on Twitter and likes/repins on the Pinterest page.

Henri Bendel: Budget & Timeline • The marketing budget will come from the parent

company, Limited Brands, which is currently set at $200,000 for one year.

• Their will be four different campaigns for the year, including the Spring, Summer, Fashion Week and Holiday seasons.