L.L. Bean Marketing StrategyHeather Wenzel

Company ValuesThe Golden Rule: “Sell good merchandise

at a reasonable profit, treat your customers like human beings and they will always come back for more.”

–Leon Leonwood Bean

Business, Challenges & Goals

Key Components

Metrics of Success

Budget/Timeline

Business, Challenges & Goals

Target Market- Active outdoorsmen- Men and women ages

35-541

- Adventure-seekers- Increasingly targeting

younger active consumers

1http://www.nytimes.com/2002/08/27/business/ll-bean-

tries-to-escape-the-mail-order-wilderness.html?

pagewanted=all&src=pm

Challenges- Utilization of social

media and keeping hometown, small business feel

- Positioning the brand to the younger generation

- Marketing new “L.L. Bean Signature” line

Business, Challenges & Goals

Goals- Become and stay

active on Facebook- Continue and form

relationships with customers on Twitter

- Develop YouTube channel and create relevant content

Business, Challenges & Goals

Key Components

Metrics of Success

Budget/Timeline

Social Media- 6 people in charge of

Facebook, Twitter, and YouTube

- 2 employees for each social media outlet

- These employees will spend time responding to customers and updating content

Key ComponentsSocial Media- Twitter: 2 employees will

respond to customer tweets, will tweet about current deals, and will hold contests online. All content will be relevant to the current day

- Facebook: 2 employees will post online version of most recent catalogue and post customer photos. All content will be relevant to the current month and upcoming events

Social Media, cont.- YouTube: 2 employees are

responsible for creating videos for all products. Videos will have specifications and show details which otherwise cannot be seen unless in person. All community and company events will be filmed and posted on YouTube, along with videos showing L.L. Bean products in use.

Key Components

Internet Marketing- L.L. Bean will utilize Google

AdWords to a fuller extent, creating more specific keywords.

- Will create banner ads for related websites, such as travel and outdoors websites

- Will utilize consumer-specific Facebook advertisements

Public Relations- 3 employees will be

responsible for monitoring mentions of L.L. Bean on Twitter and respond to customer complaints

- All complaints on Facebook will be promptly addressed

- All comments on Facebook, whether positive or negative, will be responded to within one week.

Business, Challenges & Goals

Key Components

Metrics of Success

Budget/Timeline

- Utilizing Google AdWords, all “clicks” will be recorded.

- Keywords which are less ineffective will no longer be used, replaced by variations of that keyword phrase

- Google Analytics will be used to monitor AdWords campaigns

- If AdWords budget is being reached before 3pm during the day, budget will be increased

Budget- Google AdWords:

$1500 per month, will increase as needed

- Facebook Ads: $1000 per month

- Total Digital Strategy: $4 million per year (1/10 of current advertising budget)

Business, Challenges & Goals

Key Components

Metrics of Success

Budget/Timeline

1-6 Months:- Create and maintain

Facebook, Twitter, and YouTube pages with relevant content posted at least twice a week. Develop AdWords campaign with at least 5 keyword phrases.

6 Months-1 Year:- Have set AdWords campaign

with at least 1000 hits/day, have set Facebook ads campaign with at least 500 hits/day. Have 5000 fans on Facebook and 13,000 followers on Twitter.

Budget/Timeline