Nixon Inc. is an exclusive watch and accessories company formed in 1997 in Encinitas, CA that produces custom-built items for skate, surf and snow sports. Its goals are to bring high-quality, exclusive custom watches and accessories to market and increase brand recognition as a small company. Its target audience is young stylish men and women involved in action sports. Nixon's social media and mobile strategies aim to engage users and promote secret releases. It plans to spend $15,000 on internet marketing including search engine optimization, pay-per-click ads and mobile development during the summer of 2012 to boost sales.
2. About Nixon Inc.
Exclusive Watch, Apparel, and
Accessories company
Formed by Andy Laats and Chad DiNenna
in 1997.
Located in Encinitas, CA
“Team Designed, custom built”
Skate, Surf, Snow.
3. Challenges & Goals
Goals:
Bring High quality, exclusive, custom built
watches & accessories to the market.
“We make the little stuff better.”
Challenges
Small watch company
Low brand recognition
Social Media
4. Target Audience
Young, Stylish Men & Women
Action Sports Individuals
Snow, Surf, Skate, Wake.
Stores: Zumiez, Pac Sun, Surf Shops.
5. Social Media Strategy
Facebook, Twitter, Pinterest
Focus: Engagement with users.
Mobile Strategy:
Develop application for
iPhone, Android, and Tablets.
Secret product
releases, contests, promotions, and sales.
SEO & PPC
Search for watches, Nixon shows up.
6. Internet Marketing
Utilize Google ads and Google Keywords.
Use of the following Keywords in search.
Men’s Watches
Surf Watches
Limited Edition Watches
Women’s Watches
Custom Watches
Exclusive Watches
8. Measuring Success
Google Analytics
Site Visits by demographic
See if we are targeting the right people.
Track
sales for the month after a
campaign is ran.
Increase = Success!
9. Budgeting
$15,000 for the summer 2012.
Highest sales in peak summer
Months.
$5,000 allocated towards
mobile strategy.
$10,000 Internet Marketing,
SEO, and PPC.
Social Media Strategy
= No Cost!
