Sample Online Promotion Plan

415,000 Exposures per month

Marketing Communication Objective

1. Increase sales by 15% in 12 months.

The marketing objective is to increase gross sales by 15%. We will achieve this by creating an estimate of 415,000 exposures per month in a one-year span.

online user experience

Website Redevelopment

In order to maintain the integrity of the Briggs & Riley brand we shall revamp the website to fit in all the characteristics that make up The Last Piece of Luggage you will ever buy.™

1.   Fashionable – Revamp the site to make it more modern, sexy, and attractive. Very Web 2.0 look!

2.   Reliable – The user will have as many methods of communication possible. A maintenance team will constantly keep every dollar of your investment moving towards growth. We are in the era of Customer Oriented Marketing (what I have labeled the .COM era) and we will utilize our expertise to track and take note of the customers’ wants and needs.

3.   Innovation – Create new and helpful tools on the Internet for Briggs&Riley customers. Including iPhone applications that will build carriers of the iPhone points like airplane miles. Just by traveling or moving anywhere they will earn points. The more they travel, the more points they earn. As simple as that.

email

Email Campaign

Register users online through the Briggs&Riley site. Utilize those emails as well as purchase more emails from a list to gain maximum exposure at a minimum price.  Do you know how much it costs to expose Briggs&Riley’s latest luggage collection to 5,000 viewers? Zero. We will utilize an email campaign that co-brands with the wants and needs of our target market. Our email blasts will offer traveling discounts on flight and hotel, sales promotion coupons, public relations, viral marketing, and customer feedback.

search engine optimization (SEO)

The Yin and the Yang. Pay Per Click and Organic Search.

Organic Search

-      Keyword marketing

-      Geographic marketing

-      Blog Integration

-      Video Integration

-      Top results in Google

-      LONG TERM INVESTMENT

Pay-Per-Click

-      Paid ads on Google & other websites

-      The fast sales machine

-      Cost Per Click

-      Can help boost the organic search

-      SHORT TERM INVESTMENT

banner ads & video marketing

Placement of banner advertisements including video & flash on websites that attract a large-scale of our target market.

-      Google Ads

-      Expedia.com

-      Orbitz.com

-      Amazon.com

-      Ebay.com

-      LATImes.com

-      Nordstroms.com

-      Macys.com

-      Bloomingdales.com

-      CNN.com

-      National Geographic.com

the iphone and briggs & riley

The Brigg&Riley Application

This newly developed Briggs&Riley on the iPhone will allow users to target the closest bag-drop off location, in case their luggage needs any repair.

Get the App. Earn Travel Points. As simple at that.

The application will include a GPS system that tracks the individuals movements and counts the amount they have traveled from one stopped location to the next.

Customer Service

Customer service at your finger tips.

blogs

Create a blog for the Briggs&Riley newly redeveloped website.

Customer Service

Expand customer service throughout blogs on the Internet. Have real customer service representatives using Twitter and their iPhone application to help customers.

Luggage Experts

Establish Briggs&Riley as the expert in fine and fashionable travelware.

Online Advertising

Promote flash banner ads on highly trafficked blogs. As important, we will target the opinion leaders in the online luggage community.

p.r 2.0

Online Public Relations

Interactive online tools--blogs, social media outlets like Facebook and MySpace have blurred the lines between public relations and marketing. Now, the job of a public relation consultant is not only to gain positive exposure through media relations, but also to increase access to the sales channel.

Our approach brings online marketing strategies together with traditional media relations to both speak directly to prospects and earn credibility for the Briggs&Riley brand through editorial coverage.

Syndication Reach & Frequency

Targeting prospects using Geographic & Psychographic data to precisely land the B&R story in the “laps of” prospects, and opinion leaders.

BUILD METRICS

Identify the Buying Cycle

Utilizing all digital technologies to track and analyze the spending patterns of customers and sales.

Saving Costs

Attain the results of any campaign from its organized metric system and develop the next campaign more effectively. Learn from past mistakes and constantly improve financial health by utilizing metrics.