zou for kids
TRANSCRIPT
INTERACTIVE PLAN
AGENDA● Interactive
Plan○ Objectives○ Strategies○ Execution
■ Creative
INTERACTIVEOBJECTIVES
● Increase Awareness by 30%● Share Information● Increase in-store traffic +
purchases by 30%
INTERACTIVESTRATEGIES
STRATEGY
Owned MediaPaid Media
Earned Media
Social Media Campaigns
INTERACTIVESTRATEGIES
OWNED MEDIA
Website
Mobile App
Social Media
WEBSITE
● A way to connect the brand to the consumer
● 24/7 access○ helps with overall brand image and
information sharing● Used to compete with intratype
competitor, The Children’s Place
WEBSITELAYOUT
● Clean and organized● The header, footer and navigational tools
will be consistent throughout all pages● The header will take up less than 25-30%
of the page● The home page content will draw the
visitors attention through the use of a large photo slider that showcases featured product
● The URL of the site will be http://www.zouforkids.ca
WEBSITELAYOUT
WEBSITELAYOUT
WEBSITELAYOUT
WEBSITENAVIGATION
● The navigation of the site will be organized and easy to use
● The tool will be consistent throughout the site
● The navigational tool will include fully functional drop down menus
WEBSITENAVIGATION
WEBSITEFUNCTIONALITY
● Completely functional and interactive● Includes a customer registration tool and
login page● Visitors will be able to find the location of
the store easily● Visitors will be able to search for products
and information, using a functional search bar
WEBSITEFUNCTIONALITY
WEBSITECOLOURS
+ GRAPHICS
● Photos/graphics serve a clear purpose and are relevant to the brand and products
● Colour palette:○ blue, pink, grey, black and white○ provides a good contrast and not
distract the eye
WEBSITECOLOURS
+ GRAPHICS
WEBSITECONTENT
● Content of the website will be used to inform the visitors
● Content will be available through the navigational tool
● Product content will include:○ product names○ price○ description○ associated age etc.
WEBSITECONTENT
WEBSITECONTENT
WEBSITEMULTIMEDIA
● Will include photos of products offered and the store
● Little flash content on the site○ Allows site to load quickly○ Would distract from site purpose
● Offers a mobile app for the visitors convenience
WEBSITEMULTIMEDIA
WEBSITEENGAGEMENT
● Will engage the visitor through the login and register feature
● Will include a page for all ZOU FOR KIDS social media links
● Social media will link back to the website
WEBSITEENGAGEMENT
WEBSITEADVERTISING
● No advertising space to keep the site clean and free from clutter
TRAFFICBUILDING
STRATEGIES
● Will be the center of online connection for consumers
● Social media○ builds traffic to the site
● Paid search, email marketing and online advertising
● HTML meta-tagging keywords:○ “Oakville Childrenswear”, ○ “Organic Childrenswear”, ○ “Hypoallergenic Childrenswear”, ○ “High Quality Childrenswear” etc.○ Traffic increase by 20%
WEBSITESUMMARY
MOBILE APP
● Used to create a more interactive experience for the consumers.
● Visitors will be able to register for the ZOU FOR YOU rewards program
● View the products offered, ● Give directions to the store from
their current location● Contact information.
MOBILE APP
● Layout will match the desktop website○ Colour scheme○ Content○ Functionality
● Will be optimized solely for mobile
● Website will include a direct link to app stores
● The URL for the mobile site will be http://www.zouforkids.ca
MOBILE APP
SOCIALMEDIA
● Most popular social media network used worldwide, with 1.4 billion registered users (Global Social Networks Ranked By Number of Users, 2015).
● Allows users to interact with brands ● Allows brands to
○ “boost” posts○ promote pages○ reach more users who fit within their
demographic, geographic and psychographic targets.
SOCIALMEDIA
● Facebook Insights○ view analytical information about the
brand● ZOU FOR KIDS can promote and inform
users of the ZOU FOR KIDS rewards program● GOAL: 300-500 followers by EOY
SOCIALMEDIA
SOCIALMEDIA
● Potential to reach consumers is great○ 300 million registered users, as of March 2015
● Users can follow brand accounts, as well as like and comment on posts.
● ZOU FOR KIDS can post: ○ photos of product○ the store atmosphere, promotional material○ other relevant content to entice the consumer
● Utilize relevant hashtags to acquire more brand awareness and increase the number of likes and follows on the account.
○ #Childrenswear ○ #Fashion ○ #ForKidsOnly
○ #KidsFashion etc.
SOCIALMEDIA
● Promote/inform users of the ZOU FOR KIDS rewards program
● GOAL: 300-500 followers by EOY
SOCIALMEDIA
SOCIALMEDIA
● “Helps people discover the things they want to plan, buy and do”
● Users can follow accounts, follow specific boards, as well as like and comment pins.
● ZOU FOR KIDS could show: ○ latest collections○ consumer generated content○ inspirational content○ other relevant information.
● Pinterest For Business offers analytical information
○ website traffic (when a “Pin” button is added to the brand website)
○ metrics about visitors who engage with the brand.● GOAL: 300-500 followers by EOY
SOCIALMEDIA
SOCIALMEDIA
- FOURSQUARE
● Allows users to:○ “Check-in” to businesses they visit○ Write reviews about the brand○ Discover new businesses.
● Businesses can:○ target their listings to specific targets, based on
location○ see who is searching for what the business offers○ who have visited similar businesses
● Learn more about the customers who visit the store:
○ Who is visiting the store on a weekly basis ○ Who is a first time visitor etc.
SOCIALMEDIA
- FOURSQUARE
● ZOU FOR KIDS could promote: ○ the business○ any promotional offers and sales, as well as ○ receive feedback directly from consumers.
● ZOU FOR KIDS can create and offer special promotions to customers ○ Can be redeemed through showing their
phone to one of the customer service reps in the store.
○ Some offers will be exclusive to ZOU FOR YOU rewards cardholders
● EXAMPLE: Buy 1, Get 1 free on accessories
SOCIALMEDIA
SOCIALMEDIA
INTERACTIVESTRATEGIES
PAID MEDIA
Paid SearchOnline Advertising
PAID SEARCH● Allow more people to become aware of the
stores existence○ when searching for childrenswear online.
● Paid search tactics are manageable ● Offers immediate analytical information
PAID SEARCH
● Used to generate brand awareness, by sharing information with the consumers.
● Google AdWords:○ Pay-Per-Click tool allows brands to advertise
websites in the Sponsored Links section of the Search Engine Results Page
○ Helps boost traffic● ZOU FOR KIDS, could use paid keywords:
○ “Organic Childrenswear”○ “Childrenswear Store in Oakville”○ “New Childrenswear Store” etc.
● Measured through the analytics system provided by Google AdWords.
ONLINE ADS● Direct consumers to the website and/or other
links○ Would result in in-store traffic or online purchase.
● Provide consumers with more information about the products offered
○ would generate more brand awareness.
ONLINE ADS
● Consumers would be directed to the ZOU FOR KIDS website directly.
● Would be designed to look like the traditional advertising
○ consistent brand image● Content would include
○ store information○ sales○ promotional offers○ contests etc.
● Types of ads:○ banners○ buttons○ rich media○ pre-roll/post-roll on videos
ONLINE ADS
ONLINE ADS
EMAILMARKETING
● Cost-efficient way to reach mobile consumers○ Results in higher returns on
investments than other traditional methods of marketing
○ 21% of consumers use their mobile devices to check emails at least once a day
○ Sending newsletters, event invitations, store announcements, sales, promotional materials etc.
EMAILMARKETING
● Store is new○ Database for email marketing will have to be
created● ZOU FOR KIDS could buy a list.
○ People on this list would have already agreed to receive emails
● Visitors would be able to register as ZOU FOR KIDS customers
○ help to build the database○ will be able to opt-in for emails from ZOU FOR
KIDS.● GOAL: 100 customers in database by EOY
EMAILMARKETING
EMAILMARKETING
INTERACTIVESTRATEGIES
EARNED MEDIA
Social Media
Reviews
SOCIALMEDIA
INTERACTION
● Fastest, most efficient way to connect to the target consumer.
○ aids in the understanding of the consumer purchasing preferences.
● Social media interactions are important● ZOU FOR KIDS can get direct insight:
○ about what the consumer likes about the brand
○ get an understanding of their concerns.● Can lead to an increase in brand
awareness and brand image, ● Increase the effectiveness of sharing
information with consumers
SOCIALMEDIA
● Users can participate in discussions with the brand/other users
● ZOU FOR KIDS can get a better understanding of how consumers feel about their brand
● Can use Facebook to communicate on an individual basis with users,
○ Can lead to an increase of brand awareness and positive brand image
○ offers more information to the consumer.● Measured through:
○ analysis of likes on posts○ the sharing of posts○ use of hashtags in user comments/posts○ other engagement metrics.
SOCIALMEDIA
● Posts must be eye catching and reflect the best quality products in high definition
○ effectively communicate the message with the consumers.
● Followers and users can like, comment and repost ZOU FOR KIDS’ posts.
● More users will be likely to follow the ZOU FOR KIDS Instagram page, if interactions are exceptional
○ increases brand awareness. ● Measured through:
○ monitoring of impact of post based on several variables (eg. time of day, frequency of likes, number of likes and comments)
Pinterest● Users and followers of the ZOU FOR KIDS Pinterest
account have the opportunity to like, comment and re-pin posts generated by ZOU FOR KIDS which can increase brand awareness and share information with users who have not experienced the brand before
● All ZOU FOR KIDS pins will be directed back to the official website, which will drive online traffic and potentially lead to increased in-store traffic.
● Pinterest interactions can be measured by analyzing number of ZOU FOR KIDS related pins, likes and re-pins.
SOCIALMEDIA
● Users are able to “check-in” whenever they visit the ZOU FOR KIDS location
● Users are also able to post reviews on the ZOU FOR KIDS page
○ can drive more in-store traffic○ sharing information with other consumers
● Measure the interactions:○ analyzing how users have ranked them out of 10○ number of visitors○ number of reviews○ nature of reviews (positive, neutral, negative),
etc.
SOCIALMEDIA
- FOURSQUARE
SOCIALMEDIA
Advantages ● Allows consumers to interact with the brand and other users
● ZOU FOR KIDS can easily measure the interactions on social media
● Consumers can build trust with the brandObjectives Satisfied
● Generate awareness of ZOU FOR KIDS● Share information with the target● Drive in-store traffic
CUSTOMERREVIEW
● Drives awareness● Informs the target of ZOU FOR KIDS as
a brand and the products offered.● Social media likes, comments and
sharing on particular posts and pages can help ZOU FOR KIDS understand consumer preferences
● Customer feedback and interaction is imperative to providing customers with the quality service
EXPERT REVIEW
● The reviews of ZOU FOR KIDS by expert children’s fashion blogs and/or Mom blogs has the potential to increase brand awareness, as consumers will trust their opinions.
● Consumers feel comfortable trusting a credible source when making their purchasing decisions
● Expert reviews of ZOU FOR KIDS can cause consumer demand to increase, therefore driving in-store and online traffic.
REVIEWS
Advantages ● Will give ZOU FOR KIDS a better understanding of consumers preferences, concerns and needs
● Consumers value the opinion of other consumers and experts who have experienced the brand and products
Objectives Satisfied
● Generate awareness of ZOU FOR KIDS● Share information with the target● Drive in-store traffic
CONCLUSION
Interactive plan can achieve objectives:● Increase Awareness by 30%● Share Information● Increase in-store traffic + purchases by 30%
Through the use of interactive strategies:● paid media● owned media● earned media
CONCLUSION
● ZOU FOR KIDS will have opportunities to communicate their message to parents with children under the age of five.
● The tactics of the interactive plan include: ○ a website○ mobile website ○ mobile app○ social media○ search engine marketing○ online advertising○ email marketing○ consumer and expert reviews.
CONCLUSION
● By using these tactics, consumers will begin understand the brand and therefore
● Will be provided with an exceptional online experience.
● Interactive plan has the great potential to provide ZOU FOR KIDS with a successful launch campaign.