Digital marketing strategy about The Body Shop

1. Digital Marketing- The Body Shop
Jun Kyung Kim

2. Promoting Seasonal Items
New Seasonal Fragrances- Cranberry, Vanilla, Ginger

3. Target Audience
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Women
All ages
Interested in body care
Like ginger, cranberry or vanilla smell
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4. Twitter
• Create new Twitter account for
The Body Shop’s winter season items.
• Interactive connection with followers
• Interesting, witted mentions
• Key performance indicator:
the number of followers.
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5. Blog
• Use blog effectively to promote The Body Shop’s seasonal items.
• Posting promotions of the new products.
• Sharing how I personally feel about the products.
• Other strategies
SEO
Other
Blogs
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6. Utilizing Blog - SEO
• Using appropriate keywords in the blog posts.
• Using “Wordtracker” to finds keywords
• Using both popular keywords & Low competition
keywords
• Google Analytics-to find out who visit the blog,
which pages catch visitor’s attention longest, and
what pages people leave the blog.
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7. Utilizing Blog – Other blogs
• Giving out samples of the seasonal items to famous
bloggers.
• Asking them to write reviews about the new seasonal
items on their blogs-directly connected to The Body
Shop’s blog. It will be helpful to get more visitors.
• Giving out coupons or promotions to people who
write reviews on The Body Shop’s blog.
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8. Google Adwords
• Important keywords in the advertisement
• Targeted Audience- people who live in U.S., want to
find gift ideas, interested in body care & good
fragrances
• Add plural keywords & misspelled words
• Consider negative keywords
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Limited Budget: $250 per day
Maximum cost-per-click: $2.09
Clicks per day would be: 171.08
Impressions per day: 7245
Total cost per day: $248.05
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9. Facebook Page
• Facebook: 1.19 billion monthly active users
• Effective PR without costs
• Create a Facebook page about the seasonal items
• Give promotions on the Facebook page
• Communicate with customers constantly
• Prepare negative comments to give positive image of The Body Shop
• Emphasize The Body Shop is against animal testing, supports community
fair trade, & protect the planet using recycled containers.
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10. Mobile Strategy
• The primary access point to SNS is mobile
• Mobile users share contents twice as often
• Update information about beauty products through
The Body Shop’s mobile app
• Use Instagram mobile apps
• Focusing on sharing images outside of what we sell
• Pictures related to companies’ culture
& helpful to connect with customers
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