Final presentation
- 1. Payless Shoesource By: Rebecca Eaton New Med ia Drivers License Final Presentation
- 2. Payless Shoesource • Discount shoe retailer founded in Topeka, Kansas in 1965 by Louis and Shaol Pozez • 4,500 retail stores worldwide portfolio brands: Airwalk, Dexter, Champion, American Eagle by Payless, and Zoe&Zac
- 3. Goals & Challenges • Goals make fashionable footwear affordable • offer a wide range of different brands to appeal to their target customers • Challenges positioning their products in the eyes of the consumers as affordable shoes versus cheap shoes • competing against other retail stores that offer more “one-stop shopping” (i.e. Target, Kohl’s, Meijer)
- 4. Key Components • Full force online strategy implementing different online strategies to optimize their presences Social Media: • hire a social media manager to manage their social media presence and stay up-to-date with each of their sites • Twitter: use for interacting with customers, tweet daily updates, current promotions, etc FaceBook: utilize picture, “like”, and comment features • LinkedIn: professional attitude, post available careers
- 5. Key Components • Internet Marketing Place banner ads on strategic websites • FaceBook, Amazon, Ebay • utilize Amazon and Ebay’s feature of only placing ads when shoes are searched • utilizes recency and relevance
- 6. Key Components • Mobile Strategy improve upon current phone app • place ads in popular mobile games • Words With Friends, Draw Something, Angry Birds • This is expand Payless’s daily exposure to mobile consumers worldwide
- 7. Metrics of Success • Evaluation Measure the number of banner ad clicks • Keeping track of SEO, and competitor's SEO Social media manager will measure increase in Twitter followers, FaceBook page “likes”, number of times our promotional tweets are RT
- 8. Proposed Timeline • Peak Times: when seasons are beginning to change at this time people look for new shoes for the new season • In efforts to go along with this peak period I propose to implement a pulsing style of digital advertising • continual advertising in the proposed digital areas throughout the year during peak periods (seasonal changes) increase the number of banner ads, as well as Tweets & Facebook comments • makes customers aware of their new shoes for the season
- 9. Proposed Budget • My proposed budget is $150,000 annually This includes • the salary of a Social Media Manager • buying advertisement space within mobile games buying banner ads on websites such as FaceBook, Ebay and Amazon • additional advertising within “peak” periods
- 10. Proposed Budget Distribution • $150,000 Budget $30,000 salary for social media manager • $50,000 for banner advertisements • $30,000 mobile advertisements $10,000 social media management • $30,000 additional budget for peak season advertisement