ASSIGNMENT THREE

Marketing Strategy Plan - Assignment

Heather Randall

B00139314

Heather Randall

Department of Business

School of Business & Humanities

Technological University Dublin,

Blanchardstown Campus,

Dublin 15.

Word Limit for Assignment : 2,500 words.

Certificate in Digital Enterprise

Submission Date: Sunday December 7th, 2020

Table of Contents.

1 Introduction.. 3

1.1 Your Introduction.. 3

2 Target Audiences.

2.1 Customer Definition and Target Outline. 5-9

3 Product or Service Analysis. 10

3.1 Outline the Product or Service. 21

4 Campaign Plan Objectives. 11

5 Channels. 12-15

6 Features. 16

6.1

7 Customer Services. 18

7.1

8 Advertising and Promotion.. 19

9 Initiatives and Planning Tools. 19

10 Budget. 19

11 The Website. 20

11.1 Describe the website. 21

12 References & Appendices. 23-27

1.1 Introduction

DressMyParty: Natural, Rustic and Enchanting Party and Home Decorations - for Online Purchase & Rental

As a former event dresser, my job involved sourcing many unusual props from European suppliers & florist wholesalers. I received very positive feedback from families observing my shop window props, showing interest in party decor beyond the typical disposable ranges widely available.

The seed was planted to establish an - company, Dnatural, rustic and enchanting parties.Decor can also be used for bedroom or garden styling.

Market Research

Initial market research using sample products at school fetes and local markets which supported the demand for these decor selections.I also carried out focus groups with local community to assess

demand and pricing strategy.

Located in Dublin, I will initially act as a sole trader, expanding a workforce to meet company growth. DressMyParty is projecting a launch date of July 1, 2021.

Mission Statement: Our mission is to help our clients to create a memorable and imaginative party setting, giving innovative ideas, resources, and professional expertise in the party decor industry.

Categories will include:

Garden & Party Room décor
Tablewear and Table decorations
Gift Wrap, Invitations, Celebration and Thank You Cards,
Prop Rental to Local Market: Toadstool tables and stools; large Fairy House centrepiece;
Craft / Party activities
Floral & Craft Sundries

Growth Prospects

Addition of seasonal lines
Expansion of Prop Rental Range
Development of party decorating service
Partnership with Venues / Parks with Fairy Trails

Current Industry Trends

According to Yahoo Finance “The global party supplies market was valued at $12,657.9 million in 2019, and is projected to reach $20,291.7 million by 2027, registering a CAGR (compound annual growth rate) of 8.8% from 2021 to 2027.

A rise in awareness through the internet has made party supplies an essential requirement when organising any kind of party, mostly manufactured on a mass scale. The theme party is one of the leading global market trends featuring customisation of party supplies.”

1 Target Audiences

1.1 Customer Definition and Broad Target Audience …. All consumers with an interest in party /event decorations.

According to my initial market research using sample products at school fetes, local markets and friend’s focus groups, the following sub divisions, and three personas significantly represent the target market.

3.1 The products are rustic, natural and enchanting party decorations and props.

The Market Need

Our initial research has shown that the current party decor market is lacking quality, innovative party décor which serves the more creative target audience.

The benefits of DressMyParty products versus the competition.

Enables the customer to create enchanting party decor
Educates in party decorating
The customer earns kudos from children and peers
Meets conscience
Meets need for quality and beautiful products

Points of parity and difference for DressMyParty

Products dual purpose & also useable for bedroom / garden decor
Quality orientated
product range
Not mass produced
Offers an experience-not just a product
Excellent Customer Service

Digital Marketing Objectives/ Campaign

Our 9-month digital marketing plan will outline the start-up strategies, tactics, channels and tools needed to reach our target audience.

4.1 As DressMyParty is a start-up, initially objectives will be short term goals, to ensure the mechanism is correct.

New Online Customers

Boost Brand Awareness attract 250 customers in first six months of business.

Mechanism – quality UX – clear and functional navigation

Maximized SEO
Blog: high quality & informative blog content
- Use of Google Analytics to measure results & monitor strategy
- Social Media promotion

Email Subscriptions

Receive 75 email subscriptions in Q3 2021 – increase leads.

Mechanism: On Home page – aim to convert first time visitors

Floating Bar -top of Home Page - Offer 15% off First Order to Sign Up
Run a competition for Party Décor prize if Sign Up

Shopping Cart recovery

By end of Q4 achieve 20% improvement in abandoned shopping cart

Mechanism:

Target cart abandoners with remarketing emails
Reduce page load times
Shipping costs – ensure are clear from onset
T&Cs- ensure money back guarantee offered
Guest check out option – so customers doesn’t have to register

Maximise Order Value

By beginning Q1 2022 increase the average order value of online sales to €65 from €50 per customer.

Offer of free shipping threshold
Provide bundle deals
Offer first time user offers
Show cross-sell and up-sell items
Offer Time-Sensitive Deals

Social Media – add 700 followers by start of Q4, and boost engagement on Facebook and Instagram. Launch summer garden party campaign at start Q2 2022 to increase website visits by 30% from these channels and convert 10% of these to hard sales.

These objectives will continue on an ongoing basis, tweaking the channels and mechanisms according to results.

Digital Marketing Channels

Mobile marketing

Optimise -all of website, but especially landing page for mobile
Visuals - well placed & high quality to share message quickly
Fast loading time
Videos / photos optimized for mobile download
CTAs – ensure are simple with short steps
Text subscription option for sale / promotion offers
Coupons / codes
Email marketing easily readable

SEO Marketing: According to Webfx.com“research shows that around 93% of online experiences begin with a search engine”. So, SEO is a vital tool for reaching the target audience as people who are already looking for a product are targeted

Attracting New Customers

Ensuring content relevant & interesting
Use Google Keyword Planner
Page Optimisations- punch meta descriptions; image alt tags etc
Effective Link building
Facilitate reviews
Use of Google Analytics & Google Search Console
Blog – weekly update with relevant & interesting content
Videos of party decorating

Social Media – Facebook/Twitter/LinkedIn/Google+/You Tube/Instagram/Pinterest

When correctly used, social media marketing reaches the target audience, increasing brand awareness and loyalty. It creates more inbound traffic; improves search engine rankings; increases conversion rates; provides better customer satisfaction and can be very cost effective

Instagram Advertising

Accurate target audience
Most engaged user base among social network channels
Additional regular unpaid posts – will use with relevant hashtags- customer intent to discover content)
Add clickable hashtags to profile section of DressMyParty bio

Facebook

Most diverse SM platform in age, income, gender and ethnicity

Very saturated with ads

Can be targeted to FB users’ interests - can use “Liked” pages to determine ad reach

Pinterest Has very clearly defined user base, mostly female users

HootSuite claims many have significant disposable income

Can also drive traffic through free and paid methods

PPC Advertising – Google AdWords

Quickest way to get targeted traffic – can begin with low startup budgets
Use Kit – free Shopify App to gain more knowledge
Use Google Keyword Tool to choose most appropriate key words

E-Commerce

Use of Shopify Payments- Shop Pay
Saves customer shipping & payment info
Accelerated checkout buttons
GDPR laws mean customer’s information needs to be removed after a certain time period.

Google Analytics – Website and Mobile Tracking

Invaluable tool which provides data to drive and guide digital marketing strategy.

Sources of traffic
Information on visitors- numbers; location, duration of visit; new users;
Page popularity
Bounce rates
Traffic flow
Devices; Browsers Used
Historical data

Email Marketing

Newsletter / email sign up will be used for further business growth (promoting new products/ special offers) & relationship building
Shopify email allows 5 email activities per week allowing targeting of different customer groups
Welcome & Transactional
Lifecycle / triggered emails – eg abandoned cart email;
– for specific seasonal eg Halloween offer of 10% off using discount code;
Frequency - monthly
GDPR compliant -ensure permission marketing is effective – customers can opt in and out.
CTAs – Shop Now; Use code; Start saving today; Free gift with purchase
Use Google analytics to trace conversion

The Essential E-commerce Features

In order to differentiate from the competition, and meet market demands, DressMyParty website will offer a user experience, in addition to selling on Shopify. As the target audience are a creative and imaginative sector, the site will focus on high quality inspiring imagery; informative blogs; videos to educate on party décor secrets.

Extremely clearly displayed on top of website

Mobile Marketing

- Shopping Cart, Search Bar, and Customer Login
- Streamlined, simple checkout process
- Guest as well as registered user facility
- Diverse payment options – Paypal will be offered as well as Shopify pay
- Clear Signs of Security
- Product images in cart
- Order tracking capabilities
Integrated section – weekly articles on:
- Creative product Use
- Imaginative Party Food
- Craft focused party activities
- Sustainability in party planning
- About our suppliers
- description
- Descriptions addressing customers biggest pain points & highlights product benefits
- Detailed descriptions with dimensions, showing useage in party scene
- Several images for each product with Zoom capabilities
- Detail on product composition & eco properties
- Mobile Marketing
  - Optimise - all of website, but especially landing page for mobile
  - Visuals - well placed & high quality to share message quickly
  - Fast loading time
  - Videos / photos optimized for mobile download
  - CTAs – ensure are simple with short steps
  - Text subscription option for sale / promotion offers
  - Coupons / codes
  - Email marketing easily readable
- Customer of the product
- Zendesk reports 90% of respondents who read online reviews said that positive reviews influence their buying decisions
- Reviews provide validation of the product
- How? – Yotpo Shopify App - Integrated Mail sent 5-7 days after delivery
- Who? Start with our best customers – top spenders/number of purchases; integratrion of SM reviews on website
Optimise - all of website, but especially landing page for mobile
Visuals - well placed & high quality to share message quickly
Fast loading time
Videos / photos optimized for mobile download
CTAs – ensure are simple with short steps
Text subscription option for sale / promotion offers
Coupons / codes
Email marketing easily readable

Customer of the product
Zendesk reports 90% of respondents who read online reviews said that positive reviews influence their buying decisions
Reviews provide validation of the product
How? – Yotpo Shopify App - Integrated Mail sent 5-7 days after delivery
Who? Start with our best customers – top spenders/number of purchases; integratrion of SM reviews on website

Competitive shipping options

Free shipping for orders over €50

Superior options

High quality party and product images featured in gallery to best promote party ranges
Appeal to imaginative and creative target base

Security Features

Shopity sites are PCI DSS( Payment Card Industry Data Security Standards) compliant & provides SSL Certificates

SEO - Search Engine Optimisation friendly

Ensuring content relevant & interesting
Use Google Keyword Planner
Page Optimisations- punch meta descriptions; image alt tags etc
Effective Link building
Facilitate reviews
Proof of trustworthiness – link all positive publicity
Use of Google Analytics & Google Search Console
Blog – weekly update with relevant & interesting content
Videos of party decorating

Social Media Integration

Clear use of icons for links to Facebook, Instagram, Twitter

Video Content

According to Bhargava, “A website is 53 times more likely to reach the front page of Google if it includes video
“How To Use Product” videos will be a strong feature

Persuasive Call-to-Actions – Join our Mailing List / Get Free Gift/ Save Money

Customer Support

Clear Set of Policies

Contact Page

Reporting tools and custom report features

Promotion and discount code tools

Business Logo

6.1 Customer Services

Customer Services

As I am from a hospitality background, I am passionate and highly experienced in customer service. This will be an integral part of the ethos of DressMyParty. GLUE – Giving Little Unexpected Extras

Customer Appreciation:

Includes hand written notes with deliveries
Includes branded free gift – –immediate value
Feature tasteful & imaginative & packaging & branded stickers

Convenience:

Support through personalised website (hours of

operation clearly visible)

Respond to Comments on
Email communication – include videos of products using Loom tool

Competence:

Strong knowledge of products and styling
Shipping Costs and Return Policies will be clearly identified
- Reply to within 24 hours
- Out of Stock items – use Notify Me app to advise when back in stock
- Product Photos & Descriptions – ensure are accurate & about any nuances

7.1 Advertising and Promotion & Initiatives and Planning Tools

(see Appendices Tables).

DressMyParty:

In keeping with the natural ethos of the brand, I am using pastel colour palettes, large imagery and clear and simple design to best reflect the company’s branding.

Typography will be classic Arial font allowing for easy readability. The feel and design style will be friendly and informal. Easy loading, simple navigation and communication are also paramount to the design.

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