Aldo – Media plan

(Name)
About the company (Aldo, n.d.)

• A fashion footwear and accessories company.

• Among the first companies to support e-commerce transactions.

• Integrated social media features to their website.

• An engaging marketing site.

Competitors
• Pedro

• Ninewest

• Charles and Keith

• The Jonas Group

• Steve Madden
Media Objectives
• Target Market: men and women aged 16 to 45, with a chic, trendy,
bold fashion sense, medium to high purchasing power and willingness
to spend on their appearance and image

• Adheres to pull effect marketing (Chambers, 2016)

• Does not offer discounts via social media posts (O'Shea, 2017)

• Does not market via emails anymore

Media Strategies
• Facebook page of Aldo shoes has 3,956,451 likes

• Instagram account has 1 million followers

• 140,000 followers on twitter

• 5135 subscribers on Youtube

• 27,948 followers on pinterest

 Cont.
• App on iTunes which provides Aldo collections and help customers follow latest
trends, newest look book, news and promotions of the brands.

• Campaign with Aimee Song: fashion designer blogger and her blog is the most
famous one for accessories and shoes fashion

• A reality TV spot ‘Your chance – Your change’ by Aldo shoes x Aimee Song
 Media Strategies
• Competitors like Nine West,
Charles and Keith and Pedro
adhere to print advertising
and TV ads.

• This is how Aldo strategizes its

media campaigns.
Best Times for Social Media Ads (CM, 2018)
• Facebook are Thursdays & Fridays & weekends, between 7:30 to 8:30
am and 4:30 to 6:30 pm

• For Instagram, the best time is after 6pm, near or after midnight.

• Best time to advertise at twitter is Wednesday at 12 pm, 3 pm, 5 pm

or 6 pm
Factors affecting budget for marketing plan
• Size of Customer Base: 36 million (approx.)

• Degree of Competition: High degree of competition as globalization is very

high and trends are changing rapidly.

• Stage in the Product Life Cycle: Maturity Stage

Costs for Marketing (Anderson, 2018)
Facebook ads’ cost: The cost per click for FB ad is $0.27.

Instagram ad’s cost: The cost per click for Instagram is $0.70.

Twitter ad’s cost: The cost per click for Twitter is $0.5.

YouTube ad’s cost: The cost per click for YouTube is $0.10 to $0.30.

Time Magazine ad’s cost: The cost for advertising in Time magazine is
approximately $500.