Gina’s Boutique Marketing Plan 2012 Messaging Gina’s Boutique specializes in bringing trendy and unique fashions to Grand Rapids through exclusive, contemporary clothing and accessories. Three key words that describe Gina’s Boutique are:
Unique o Unique is defined as being the only one, distinctively characteristic or being the only one. Exclusive o Exclusive is described as limiting or limited to possession, restricted in distribution, use or appeal Trendy o Trendy is described as being fashionable, up-to-date and currently popular
Target Audience Primary: Gina’s Boutique primarily attracts customers that are characterized as the below:
Women 25-40 Caucasian Higher income level o Have disposable income Sized between 2 to 8 Grand Rapids Residents Employed in downtown Grand Rapids
Secondary:
Men 28-45 (who buy gifts for females)
Marketing Goals The below bullet points outline the marketing goals for 2012.
Increase sales by 10% overall from the previous year Increase Twitter followers by 50% Increase Facebook fans by 30% Launch online store with approximately 1,000 in sales in a 6 month period Increase web traffic by 20% Host 3 Sip and Shop events within a 6 month time period Host or Sponsor 2 events within a 12 months Increase of media coverage o 10 media mentions within a 12 month period
Marketing Tools To obtain the outlined marketing goals, a mixture of the below marketing tools are recommended:
Social Media o Facebook o Twitter o Pinterest o Blog Events o These will be outlined in the next section Public Relations o Story ideas and mediums are outlined in next section Website o Online store Email Marketing Loyalty Program o Perkville
Public Relations Through the use of PR, 834 will increase awareness around any upcoming events, current style trends, sponsorships, contests and future endeavors etc. Media Outreach will include, but is not limited to the below mediums:
Women’s Lifestyle Magazine Revue Magazine Rapid Growth Media The Mode Life Take Five & Company EightWest GR Now GR Press
Story Ideas:
Season trends Launch of new lines Online store launch Upcoming events Business owner profile Charity outreach
Social Media Facebook: The Facebook page for Gina’s Boutique will be used to drive online sales, deliver fashion news, report upcoming sales, run contests and raise event attendance. Facebook Campaigns:
Weekly Trivia: o A trivia question will be asked once a week and the winner will be rewarded with a prize. o This will also give us the opportunity to conduct market research. Look who’s wearing Gina’s o This will be a contest run on Facebook & Twitter that will ask fans to take pictures of themselves wearing their latest Gina’s Boutique purchase. At the end of 60 days a winner will be chosen. The prize package will include (we will work to get this donated): Session with local photographer in Gina’s Boutique outfits. 2 hours in store $150 gift certificate to Gina’s Boutique $50 gift certificate to Cheeky Strut for hair & make-up
Custom Tabs:
Sip, Shop & Save o This will communicate the benefits of having a party Sign-up for Savings o Collect emails and send $15 coupon to expand email list. Welcome Tab o Overview of Gina’s Boutique
Twitter Gina’s Boutique will use Twitter for media outreach, promotion of upcoming sales and events, pictures of new arrivals, promotion of current contests with the goal of increasing followers to drive sales. Twitter Campaigns:
Picture Contest: o Tweet about what is your favorite Rosa’s purchase or what is your favorite look of the season and have followers upload to twitter and vote via twitter for the winner. The winner will receive a gift certificate.
Yelp.com Yelp will be used to gather reviews from customers that will increase the store’s profile. The reviews will be gathered through:
Email Marketing Twitter Facebook
Pinterest Need to explore this more. Blog Once the new website is launched, Gina’s Boutique will blog bi-weekly on the following topics:
Seasonal trends Celebrity looks for less How-tos o Tie a scarf Video o Look who’s wearing Gina’s Boutique Wardrobe must-haves Work wear Interview looks
Perkville Through the use of Perkville, Gina’s Boutique will be able to reward loyal customers, build buzz, increase loyalty, collect referrals and manage the program simply from the store. Perkville Recommendations:
For every $20 spent, a customer earns 3 points For every referral, that turns into a customer they will receive 5 points For every Twitter shout-out a customer will receive 3 points For every Facebook shout-out a customer will receive 3 points Once a customer has earned 150 points they will receive a $15 credit to be used at the store.
Promotion of Perkville:
Website link to Gina’s Boutique Perkville account Counter sign Window stick Social media promotion
Website By launching a new website with an online store, Gina’s Boutique will be able to move old merchandise, jewelry and increase sales surrounding new arrivals. Website Overview:
Navigation o About Us o Clothing o Accessories o Sale/Clearance o Our Customers Look who’s wearing Gina’s Boutique Event Photos Testimonials o Blog o News & Events o Contact Us Online store o Through the creation of the online store customers will have the ability to shop new arrivals, accessories and sales.
Events Through the below events, Gina’s Boutique will create unique and fun ways to shop and as a result increase their presence and sales in the community.
Sip, Shop & Save Experience Pink o By partnering with Susan G. Komen West Michigan, Gina’s Boutique is able to unite with other local businesses and hotels to fight breast cancer. To celebrate the month of February, Gina’s will do the following: $10 off to survivors A pink storefront Pink-themed giveaways Donation box College Outreach o Sorority Outreach Formals Hold Special events for sororities around Formal season (which is approaching fast) Stay open a little later and pull dresses from stock that would be appropriate to wear to a semi-formal event (cocktail attire is worn). Give discounts upon purchase. PRSSA o Dress to Impress Come to a PRSSA meeting to discuss what attire is appropriate in the work place as well as what to wear to interviews. Could also be relevant to AMA student chapter
10% discount will be offered to students. Single Girl Swag o Create a match-making event for ladies. Focus on special discounts for those that are single and have a relationship expert on-hand to give advice and assist them with building an online dating profile. Valentine’s Day o Partner with a local florist to put together a package that men could buy for the girlfriends, wives, etc. Promote through social media and perhaps take an ad out in college newspaper to get the college kids. This will help capture the secondary target audience o For example: The package could include a bokay of flowers with a gift certificate, a piece of jewelry and a $20 gift certificate to City Flats Hotel. Charity Event o This event will benefit a local charity. Once the charity is chosen, an event outline can be developed.
Email Marketing Through the use of MailChimp email marketing, Gina’s Boutique will communicate the following:
Upcoming events Fashion news Contests Sales Customer testimonials Trends How-tos Coupons
The schedule for the email blast will be mid-month, around the 15th.
Timeline February 2012 - May 2012 February 2012
Twitter o 3 tweets a day, 21 tweets a week o Messaging for the month of February will focus on: Experience Pink Breast cancer facts Spring trends New arrivals Facebook trivia Valentine’s Day Facebook o Wednesday giveaway at 11:30 a.m. Focus on ‘pink’ items o Experience Pink o Posting of new arrivals o Valentine’s Day package o Creation of Welcome Tab Pinterest o Explore benefits Website o Creation of ‘needs’ list to be delivered by Gina VanGessel o Set-up of Shopify accounts Email Marketing o New arrivals o Experience Pink o Look who’s wearing Gina’s o Valentine’s Day package o Facebook contests Events o Contact PRSSA to chat about interview attire o Experience Pink – entire month Perkville o Set-up account o Determine points
March 2012
Twitter o 3 tweets a day, 21 tweets a week o Messaging for the month of March will focus on: Spring Trends Sip, Shop & Save
New arrivals Facebook trivia Loyalty program launch party Perkville Facebook o Wednesday giveaway at 11:30 a.m. o Loyalty program launch party o Posting of new arrivals Website o First draft of website for Gina’s review Email Marketing o New arrivals o Perkville/Loyalty Program Launch Party o Look who’s wearing Gina’s o Facebook contests Events o Perkville Launch Party – date TBD Perkville o Print counter signage o Put up window sticks
April 2012
Twitter o 3 tweets a day, 21 tweets a week o Messaging for the month of April will focus on: New arrivals Facebook trivia Perkville Sip, Shop & Save Website Launch Formal Season Facebook o Wednesday giveaway at 11:30 a.m. o Posting of new arrivals Pinterest o TBD Website o Tweaks to website Email Marketing o New arrivals o Online store launch o Look who’s wearing Gina’s o Facebook contests o Formal Season
Perkville o Integrate with website Public Relations o Website Launch Blog o Why online? o What to wear to your formal
May 2012
Twitter o 3 tweets a day, 21 tweets a week o Messaging for the month of February will focus on: Perkville Online sales Summer trends New arrivals Facebook trivia Facebook o Wednesday giveaway at 11:30 a.m. o Posting of new arrivals Pinterest o TBD Website o Continue to update with new arrivals o Posting of new blogs Email Marketing o New arrivals o Summer trends o Look who’s wearing Gina’s o Online sales Events o Sip, Shop & Save party Perkville o Continue to update and add in contacts Blog o Summer trends o Video testimonials Public Relations o GR Press Style blog