Marketing Stratgey 4

Marketing Plan
Marketing Objectiveß

Our objective is to attract new customers from the US market and

become the most popular boutique for fashion forward contemporary
clothing. We plan to increase our US customer base by 30% annually
through in-store and online purchases. Our goal is to increase our
number of repeat customers by 15% annually.

We plan to use Instagram as a major place to advertise. With

Instagram continiously growing there are an abundant amount
of possible customers that we want to bring in or have visit our
website.

Instagram advertising is method of paying to post sponsored

content on the Instagram platform to reach a larger and more
targeted audience.

The exciting part? Instagram advertising works! In March 2017,

over 120 million Instagrammers visited a website, got directions,
called, emailed, or direct messaged to learn about a business
based on an Instagram ad. According to Instagram, 60% of people
say they discover new products on the platform, and 75% of
Instagrammers take action after being inspired by a post.
 Differential
Advantage
Cafe
While our stores might be larger and more established than a traditional boutique, we want to
create a unique experience while visiting our locations. This would include a cafe with sitting
areas eloquent of a beautiful shopping experience. The cafe will have a drink menu and serve
beverages like water, tea and coffee free of charge, and wines and champagne for an additional
price. The cafe will also serve baked goods and small bites. This “serving” concept is usual-
ly reserved for luxury stores, but we think incorporating this into our store would make the
shopping experience feel more welcoming and exciting for our customers.

Touch ßcreen mirrorß

Our key differential advantage would be having touch screens in our dressing
rooms. These wouldn’t be anything too high-tech, but rather a means to help assist
our customers. When people are trying on clothes, they often times need another
size or color to try on when one product doesn’t work out. These touch screens al-
low them to push a button to call an associate for assistance, or to directly request
another product from the screen. Because each store might not carry everything
shown online, the dressing room screens would be individually customized to
show what that particular store carries. That way, it’s easier to navigate and directly
request products from the floor, back to the dressing room.
Inßtagram Advertißing
1. Set our Marketing Objective
Choosing our campaign goal.
• Brand awareness
• Reach
• Traffic (for clicks to your website or to the app store for your app)
• Engagement (for post engagement only)
• Video views
• Conversions (for conversions on our website or app)

2. Choose our Placements

This is critical if your goal for a campaign is to only show ads on Instagram. If
you choose to ignore this step, Facebook will allow your ads to appear on both
platforms. This isn’t necessarily a negative thing, but if you have content that
you’ve created specifically for Instagram, you should select “Instagram only”.
From here we can specify to Instagram the specific details as a placement, as
well as if you’d like these ads to appear in the feed and/or the stories section of
the platform.

3. Set our Budget and Ad Schedule

We will set a budget then run an ad schedule to target specific times of day and
days of the week when we know our audience is most active on the platform.
This is a super valuable way to optimize your budget.

Via CoSchedule

4. Create our Instagram Ad

Now it is time to create the Instagram ad!
Instagram Ad Formats
Instagram has six ad formats to choose from. Two of those are for Instagram stories, which
appear at the top of the feed in a manner similar to Snapchats. The other four are formats
designed for the Instagram feed, which are more commonly used by advertisers.

#1. Image Feed Ads

This is your most standard ad format, and likely the one you see most often scrolling through
your own feed. These ads are single images that will appear as a native experience as your
target lead is scrolling through their feed. The lovely thing about these ads is that they don’t
feel like ads, especially when done well.

Technical Requirements
• File type: jpg or png
• Maximum file size: 30MB
• Minimum Image Width: 600 pixels
• Image Ratio: 4:5 minimum, 16:9 maximum
• Text length: 2,200 maximum (*although Instagram recommends staying below 90 for
optimal delivery)

#2. Image Story Ads

Same concept as above, but these are for Instagram stories! We plan to do at least four
Instagram stories a week! Details below:

Technical Requirements
• Image Ratio: 9:16 recommended
• Minimum Image Width: 600 pixels

#3. Video Story Ads

Same concept as above, but these are videos for Instagram stories! We plan to do at least four
Instagram stories a week! Details below:

Technical Requirements
• Video Resolution: 1080 x 1920 pixels (at least)
• Maximum file size: 4GB
• Video Ratio: 9:16 maximum
• Video Duration: 15 seconds maximum
• Video Captions: not available

#4. Carousel Feed Ads

This format allows you to show a series of scrollable images rather than just one single image.
This ad type great for very visual brands! The carousel format allows you to choose from up to
10 images within a single ad, each with its own link. You can also put a video in so that is also
an option for these ads.

Technical Requirements
• File type: jpg or png
• Maximum file size: 30MB
• Minimum Image Width: 600 pixels
• Image Ratio: 4:5 minimum, 16:9 maximum
• Text length: 2,200 maximum (*although Instagram recommends staying below 90 for
optimal delivery)
• Video Duration: 60 seconds maximum
4 Inßtagram Advertißing
Beßt Practiceß
#1. Instill Each Ad with Personality
Whether it be a funny goof, an emotional video, or just an intriguing image
showing off your culture, if your Instagram post doesn’t feel humanized then you
will not reach your engagement potential.

#2. Make Sure Your Ad Is Contextually Relevant

Put yourself in your target customer’s shoes and be aware of who and where they
are. Ensure your ads do not feel overly sales-driven because this isn’t typically
what Instagram is used for nor what the viewers want to see.

#3. Use Hashtags…

But don’t just hashtag #food or #love. Get more creative and do some user
research to see which hashtags are more likely to be searched for by your
audience. Also, don’t overdo it with hashtags. This can make your post look a bit
sloppy and desperate.

#4. Run a Contest

Promoting a contest or giveaway is by far one of the most effective ways to
reach your goals faster with Instagram advertising. Why? Because people love
competition and free stuff! What better way to get your audience excited about
your brand?
Experiential Retailing
Perßonalized Store Aßßociateß
Personalized associates take measurements and create
personalized style store profiles with the customers. These
profiles contain previous receipts, pictures of items bought,
associates they worked with, and size measurements. The
associates also put together lookbooks for the customer.

Coat and Bag Check

We will offer a coat and bag check at the entrance of our store,
free of charge. Customers will be able to leave their coats,
purses, and other shopping bags to free them to more easily
shop.
 Pricing Plan
Suiting
Suit Sets 200 400 600
Skirts 100 150 200
Blazers 200 300 400

Average Price Point 283 Bußineßß Wear

Dress Pants 50 200 500
Dresses & Jumpers 100 200 300
Blouses 50 100 200

Average Price Point 188

Caßual
Jeans 100 250 400
Sweaters 80 130 200
Tops 50 250 300

Average Price Point 195 Shoeß

Heels 100 200 400
Flats 100 200 300
Loafers 150 250 400

Boots 50 200 400

Acceßßorieß Average Price Point 210
Jewelry 20 80 150
Belts 25 50 100
Purses & Bags 25 150 300

Hats 25 50 100
Scarves & Wraps 20 50 100
Average Price Point 83
Pricing 54%
Markup
Plan Suiting
Suit Sets

Skirts

Blazers
308
154
308
616
231
462
924
308
508

Average Price Point 653

Bußineßß Wear
Dress Pants 77 308 770
Dresses & Jumpers 154 308 463
Blouses 77 154 462 Caßual
Jeans 154 385 616
Average Price Point 291
Sweaters 123 200 308
Tops 77 385 462

Average Price Point 300

Shoeß
Heels 154 308 616
Flats 154 308 462
Loafers 231 385 616 Acceßßorieß
Boots 77 308 616 Jewelry 31 123 231
Average Price Point 353 Belts 36 77 154
Purses & Bags 36 231 462

Hats 36 77 154
Scarves & Wraps 31 77 154
Average Price Point 130
Saleß June 10% $87,000

Jan 5% $43,500 July 10% $87,000

Feb 5% $43,500 Augußt 10% $87,000

March 5% $43,500 September 5% $43,500

April 5% $43,500 November 15% $130,500

May 10% $87,000 December 20% $174,000