Survivalism

The marketing of the apocalypse is refocused on primary needs while the practices
generally aim to stimulate secondary needs: self-marketing for the needs of
accomplishment, consumption of prestigious brands for the needs of esteem, love for
so-called brands. community for the needs of belonging.
Despite the differences, survivalist marketing nonetheless draws inspiration from
certain so-called "classic" actions to thrive. In this time of Covid-19, good digital
practices are applied in particular with "Storytelling" and "brand content".

Marketing objectives and strategy

Increase awareness
The primary goal of our marketing strategy, and ultimately inherent in all other goals,
is to improve awareness of Survivre.com.

Our strategy will be determined following a marketing analysis and focused on 3

specific objectives :

- to attract (seduction: attractive offer)

- Motivate (federation and involvement: customer at the heart of the act of
purchase)
- Build loyalty (reward, added value for returning customers)

The conclusions of our analysis will improve every point of our strategy. An increase
in the flow on the site and the conversion rate should be visible with the help of
previously defined indicators.

In the case of an effective digital marketing strategy and to improve brand

awareness, we will favor actions that allow greater visibility of the brand.

Marketing tactics : the lines of action

Marketing mix 7P
Product
Survival.com is a product / equipment reseller dedicated to survivalism. The site
offers a wide range of products from all over the world.
Price
The range is quite large, although some models aim for a higher range (emergency
water supply system € 8,980.
Place
The official website and social networks are the only links to consult the offers and
products for purchases, they are only made on the website "survive.com"
Promotion
The company gives in its communication a raw image of survivalism. unlike its
products, some at the cutting edge of technology, it gives a rustic and very wild
image of survivalism.
People
the emphasis is on the competence of passionate managers, made possible by a
good perfect knowledge of the products. The idea is that a "novice" can be advised in
the best possible way but also to offer the best products to future consumers.
Process
Buying on the website is relatively simple with a free delivery service for the sum of
70 euros reached.
Delivery is 48/72 hours for some products that were not available in France.
Physical evidence
No physical point of sale has been set up

The lines of action to be taken into account and improved are the place and
promotion.
From a previous analysis we realize that survivre.com does not convey enough
information about their products or a very basic and old image of survivalism.
Networks and the web are communication tools to be used wisely and with caution.

Digital marketing and communication

80% of prospects say they seek information before buying a product or service. we
therefore have every interest in creating web content to answer the questions that it
might ask.

While searching the internet for information about a product or service, a prospect
could find dozens or even hundreds of responses in the form of blog posts, videos,
infographics, or images.

we therefore have every interest in being visible on a majority of queries in the

survivalism sector.
the fact that our content is often visible will give us this expert guarantee in our field
as indicated on our site, and will increase our notoriety.
State of play of our presence on the web :
in terms of digital communication we have a website, a Facebook page (used to
communicate on news which has no connection with survivalism) and a Youtube
page (with tests and tutorial of use which dates back more than 4 years). years for
the most recent)

Goals definition :
in view of the previous analyzes, we must develop digital objectives in line with the
marketing objectives which are:
- Attract (seduction: attractive offer)
-Motivate (federation and involvement: customer at the heart of the act of purchase)
-Loyalty (reward, added value for returning customers)

Using digital means such as the web and social networks we must:
-Modify our brand image
-Change the view of survivalism in the minds of consumers
-Involve consumers
-Create a link with consumers

Choice of target:
survivalism is a sector that can affect all categories of target. From the 40-year-old
father who lives in the countryside to the 22-year-old marketing student living in
Paris.
Our wide range makes it possible to meet all possible target categories

choice of means to be implemented:

the plan is carried out according to 4 stages which will meet the objectives mentioned
above
Networks:
1 addition of a new network: given the very broad targeting, we must be
present on as many fronts as possible. We will add Linkedin (a very developed
and complete professional information network with a large flow as well as the
ideal sector to find partnerships) and Instagram (network with a significant
flow, prized by 18-30 year olds for its very visual functioning) to our
communication networks.
 2 Creation of informative content: this action aims to attract visitors to our
site or page and transform them into consumers through an editorial strategy,
a targeted and valuable message, as well as storytelling techniques or an
attractive visual. It increases our visibility with the audience, on search engines
and social networks. It differs from traditional advertising, considered too
intrusive by the consumer.
The creation of interesting content then makes it possible to attract the
attention of qualified prospects, to influence the behavior of potential
consumers and to raise awareness of your brand or business.
This content conveyed with posts on the networks as well as Youtube videos
will aim to swap the rustic image of the caveman alone in front of nature for a
more modern and less trying of survivalism
3 A presence built on the networks: By animating our community of fans, or
subscribers on our social networks, we build a strong relationship with them.
An active community grows quickly, increases engagement on our
publications, and their visibility with their loved ones.
a growing and constant flow will not only allow us to inform our prospects
about our activity, our services, generate new customers, but it will also allow
us to be better referenced by Google and other search engines.
Increasing our online visibility is a first step towards increasing your notoriety.
Human action is the best way to unite a community and retain it.

Physical :
4 Loyalty through human contact: As with a test drive to buy a vehicle, real
and tangible experience is the best way to encourage the prospect to buy.
A one-day event will be organized to show new products, flagship products or
other products in the range.
A real opportunity for the future customer to try and be convinced by the
products we will be offering. but it is also an opportunity to discuss and advise
customers on their needs and the use of products.
And to end the day with prizes won in a raffle.