3 Vintage Chicks Marketing Plan
Top Priority
Increase daily foot traffic in the store.
Goal:
To develop a steady stream of “buying” customers through the week.
Objectives:
- Customer Retention – Create loyalty among existing customers through ongoing engagement marketing
- Customer Acquisition – Create a growing base of new customers through online and local advertising, events and promotions
Quantify: What amount of daily traffic is acceptable; over what time-frame
Customer Retention
1. Preparation
- Import customer email addresses from Clover and Square into Excel spreadsheet.
- Get new photos of merchandise into Photo Bucket
- Determine how to measure increase in foot traffic and customer responsiveness (need to provide that to me)
- What percentage of increase is considered acceptable
Responsibility: Sue
Timeframe: by 6/26/2015
2. Create Email Campaigns – Trial Period (The Vintage Value Blast)
- 1st email: vote for Vintage Chicks in www.phoenixmag.com/bestof. Invite people into store during the week. Cull the list – offer people to subscribe
- 2nd email: blast reminder to Chicks Night Out; remind customers to follow 3VintageChicks on Facebook, Instagram and Pinterest
- 3rd email: survey on who’s shopping, how often, what they like about vintage in general, what they like about 3 Vintage Chicks. Feature a vendor.
Tasks:
- Create email database in Mailchimp
- Write email content
- Analyze email data from trial period, are we meeting goal
Responsibility: Diane
Timeframe: 6/28, 7/12 and 7/26, 8/9
2. Optimize Facebook:
- continue to boost posts (Sue)
- create an ad inviting customers in during the week (Sue/Diane)
- link Instagram and Pinterest to Facebook page (Sue/Diane)
- link informational posts from blogs or websites (Diane)
Timeframe: 6/28, 7/12 and 7/26, 8/9
Fee: $125.00
Customer Acquisition
Goal: Grow email list by ____%
- Google Adwords
- Pinterest Marketing
- Website – Configuration, client supplied content and graphic elements – standard pricing. No hacking or code modifications.
Responsibility: Diane
Timeframe: TBD
Fee: $250.00