Name: Le Thy Han

Student ID: 31211023731

Class: FTC01
Classroom: B2.403

DEVON’S MARKETING CAMPAIGN

I. Introduction

- Devon is an Italian Home Furniture Brand having a history of more than 10 years in
the field of furniture. In recent years, the name has approached the Vietnam market,
and despite many successes, they have made during 2 years, the sales and profit
figures were not that impressive.
- The main reason for the decrease in profit is that Devon does not have offline stores,
it mainly sells products through online channels (such as websites, Facebook, and
Instagram). This somehow prevents customers from experiencing the materials of
their furniture, which is a crucial point. In order to improve the business situation,
Devon’s founder decided to open the first official store in Vietnam, which is located
in District 1
- Before launching the offline stores, Devon wants to invite its partners as well as
online customers to join the Grand Opening Ceremony. Furthermore, it wants to keep
track the number of emails sent to customers, as well as

II. Grand Opening Information

- Name: Devon’s Grand Opening
- Location: 141 Nguyen Hue Street, Ben Nghe Ward, District 1
- Date: 17/12/2022 (Saturday)
- Time: 8 am to 8 pm
- Reason: Celebrating the first official store of Devon
- Guest: Devon’s Partners, and Online customers
- Maximum number of participants: 150
- Theme: Navy blue, black, and white

III. Implementation
- Step 1: Gather customers' email
Link: Customers' Emails

- Step 2: Design invitation letter + email content

 - Link Canva: https://bit.ly/3Fgzeyp

- Email Content:

Dear [Name],

It is my pleasure to extend the invitation to you on behalf of DEVON for celebrating our
company’s first official store. On that occasion, we arrange a meeting on Saturday, December
17th, 2022
The meeting is organized at 141 Nguyen Hue Street, Ben Nghe Ward, District 1, and as you
are also a part of our journey, your presence is expected in the program.
It would be my honor to welcome you to this event. I would like to thank you for giving us
your support over the past years and I hope you will also enjoy our upcoming collaboration.
For strengthening our bonding, your presence is important to us.

Visit our website: https://ladizone.com/PRUUHFS2/devon

Please let us know if you can take part in our Grand Opening Ceremony by completing the
Confirmation Form: https://forms.gle/KLfc47TMnRVeDdfy6
We look forward to seeing you at the event.

Thank you

Yours Sincerely

Le Thy Han

- Step 3: Using Streak to automatically send personalized emails to customers

3.1 Download Streak and Import Data
- Search “Streak” on Google, and then click the first link

- After that, you will go straight to the official website of Streak as below
- Click “Add to Chrome”
→ After finishing, it will take you back to your Gmail account, and now you will continue
logging in Streak by your email
- Click “Loggin with Google”

- When it’s done, you can now create your own pipeline, I have already shown in the
attached video.
- I will show you my pipeline here:

- And you will get the result of your pipeline

- In order to import data to Streak, you have to download the Streak CRM Importer
- Do the same process as Streak, you will see the official website, and now just click
the “Download” button as below

- The process of importing data to your Streak is quite simple, you can follow the
instruction in my video
- After finishing, you go back to Streak, and see all the emails have been imported as
below
3.2 Sending personalized emails

- In order to send emails simultaneously for every customers, you have to merge mails
- Click exactly as below

- I have the email content already

- Since these are personalized emails, in each email, the Name of customers will show
differently

'
- When you are done with the content, you just Merge mails and send
- Here is the confirmation form of mine

- Step 4: Follow Streak to check the unread/ read emails

 - Step 5: Check the Confirmation form

IV. Budget for Grand Opening Ceremony

Name Number Unit Price (VNĐ)

Decorations 5.000.000

Lightning and Music 1 1.800.000

Amenities 2.500.000

MC 1 1.500.000

Staff 3 1.000.000 x 3

Food and drinks 5 2.000.000 x 5

Gifts 100 300.000 x 100

 V. Evaluation & Suggestions
- Evaluation:

- Pipeline includes 3 stages:

+ Send emails: 49
+ Seen: 39
+ Complete the confirmation form: 15
→ The number of people who are interested in our products equals ¼ of the number of email
receivers. This figure is not too bad, especially since this is our first official store.
→ If Devon can send more emails to more customers, the pipeline will contain more stages,
and the number of those who complete the confirmation form will increase as well
→ Thanks to the customizable emails, the number of people who actually read the emails is
comparatively high, which is 39. Even though there were 60 people got the emails, but since
these may not be their working gmail account, but their personal ones, and they don’t
frequently check it out

- Suggestions
+ With the humble number of online customers and partners in Ho Chi Minh City,
Devon should create more attractive and creative marketing campaign to attract new
customers
+ Devon should also release many exclusive discount programs for the past and
present customers to keep them repurchasing its products. Besides, the loyalty
program, which allows customers to get more discount when they buy more than 1 or
2 products every month, can be a good idea
+ E-commerce platforms, such as Lazada, Shopee, can be another way to help Devon
approach new customers
+ In terms of a website, Devon should keep updating new information about the brand,
as well as new products on a daily basis. The customers will lay their trust in some
other well-informed websites

VI. Website:
 - Evaluation:
+ There are a total of 62 views of Devon’s website over 5 days
+ On December 5th, the highest number of views was recorded, just under 40
+ On 02/12 and 06/12, the views were comparatively low. On the contrary, the 3rd and
the 4th contained a humble number of views
+ However, since this is not the real website, customers cannot click to purchase
products, and the submit application is zero
→ Conclusion: When sending personalized emails, with the link of the website
attached, people will tend to be curious about your website. They want to know more
about the brand, what it sells, and why it can know customers’ names.
Link website: https://ladizone.com/PRUUHFS2/devon