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Adv420 final presentation
- 1. Digital Strategy: Lululemon Created by: Bryanna Ellul
- 2. Big Idea • Target audience: “Sweat-minded” people. • Big idea: • Build more value • Engagement through new tools, • Less ads • One message/theme amongst all digital platforms, consistency. • Areas to cover • Social Media platforms • Website • Budget • Goals/measuring success
- 3. Social Media • Social media goal: • Keep platforms cohesive • Building more value while asking less • More engagement • Hashtags • Polls • Live video tool • Twitter • Using more attention grabbing tweets • Facebook • Live video • Value: Healthy recipes, classes, tips, etc. • Instagram • Eye catching pictures • Live video • YouTube • Posting • Strong message based videos • Customer focused
- 4. Mobile App • More consistency with actual website • Quicker check out functions • Become more user friendly
- 5. Website: Design, SEO, Analytics • Design: • Landing page • New/featured products • A variety of all types of clothing • Sales/deals
- 6. Website: SEO/Analytics • Key focuses: • Dominate more “key” words other than just ”yoga” • “workout gear” • “cute workout clothes” • Analytics • SEO keyword ranking/traffic • Website traffic • Website • Cart abandonment • Average order value • Bounce rates • Ecommerce conversion rates
- 7. KPI-Metrics (timeline, expected goals, measuring success) • Timeline • 4-9 months • Implement digital media optimization • Transform touchpoints to conversion points • Build satisfaction/feedback • Budget • 6% of overall revenue • Save some for non-digital marketing
- 8. KPI-Metrics (timeline, expected goals, measuring success) • Expected Goals • More direct engagement with consumers through new tools • More value building/less asking • Consistency within all digital platforms • A more socially involved company • More focus on tying in consumers with message
- 9. KPI-Metrics (timeline, expected goals, measuring success) • Measuring success • Customer feedback • Increasing leads • Goal conversion rate, traffic, cost per conversion • Building brand awareness • Impressions/reach, click through rate • Generating ecommerce sales
- 10. Tools and Tactics • Social Media • Website 2 different types: • Growing the brand into a more personable company with stronger customer relationships • Becoming less ad driven, products speak for themselves • Delivering one message/theme across all platforms Summary