Integrated Marketing Communication By: Melissa Cruz Pamela Castellanos Lidibeth Arias Ana Orti

Online and Traditional Marketing Tools As online tools, we plan to use social media: Companies that advertise online have many advantages, including being able to reach the target audience in a faster and more direct way Online customer service: To provide helpful, high quality service and assistance before, during, and after the customer's requirements are met. Email Marketing: Keep customers informed about promotions and updates. As traditional marketing tools Billboards Newspapers and Magazines Radio and television are channels able to reach a large audience. We will use TV as a way to bring authenticity to our brand and let customers see what we offer and how to use our services.

Mention plans for each channel and synergy. Social Media: Updated continuously with new products and offers. Online customer service: Service 24/7 Email Marketing: Mails will be send when there is any new information regarding our product or service. TV and Radio: New commercials and radio ads to come out every time. Synergy: Our main goal is to keep our customers informed and updated. To also catch the eyes of potential customers and to create brand loyalty.

Campaign and Metrics to evaluate Marketing Campaign: Shop Everywhere, Anytime! Offers and promotions Low price delivery Viral campaigns Sponsorships Metrics: Return on investment. Number of visits to our website. Amount of clicked links Brand Mentions Number of shares

Customer acquisition techniques Successful acquisition techniques must be set after clarifying objectives Use strategic content to generate buzz Use keywords in the right way Create a useful beginner guide Engaging in social activities, forum market and social medias Creating affiliates programs

Reward our top users Email top users and influencers that are current customers with “ congratulations” Give them discount coupons and free selective products. This will yield many shares and create media talking. Positive word of mouth

Retention Techniques Use positive social proof. Negative: (Nearly 70% of Americans don’t know Spanish) Positive: Testimonial Build trust through relationship and positive word of mouth Provide excellent customer service Consistently communicate and send emails with products retailed to the previous orders they made. Honesty and transparency Quality Make customer feel they are meaningful Give customers coupons, discounts and offers. Fast Delivery

Loyalty Program: A loyalty program is a reward program offered by a company to customers who frequently make purchases. It may give customers free merchandises, rewards, coupons, or advance released products. 1. Use a simple point system: It is the most common methodology. Customers earn points, that translates into some type of reward. Example: 14 points = $1 dollar 2. Charge an upfront free for VIP benefits: Amazon: Example: For $99 a year, Amazon Prime users get free, two day shipping on millions of products with no minimum purchase, among other benefits.

3. Offer discounts and promotional coupons. 4. Partner with another company to provide all inclusive offers: Example: If you’re a dog food company, you might partner with a veterinary office that are mutually beneficial for you company and you customer.

Evaluations metrics used to measure marketing effectiveness Unique visitors: Means the number of users that visit your website during a given period, each visitor is only counted one. Page views: means the number of individual pages that your visitors click on, if your page views are higher than your unique visitors, means that your audience is finding you content engaging because they are clicking around to multiple pages. Search engine traffic: amount of times being referred to your site through search engines, like Google.

Bounce Rate: Percentage of visitors who come to your site and then immediately bounce or leave before clicking on any other page. A bounce rate less than 40% is good. Conversion rate: The percentage of visitors to your site who take a specific action, means your content encourages them to do something, like singing up for your newsletter. It tends to be around 2% to 3% on average depend on the industry. Inbound link: Number of external links to your site, means that other people have found your content important enough to link to it.

Subscribers (Blog, email, newsletter, website): How have your “owned” contact list grown? There is frequent influx of subcribers? Are you engaging your most interest audience? Customer Lifetime Value: Compare revenues generated by customers to the costs assocated with acquiring them.

THANKS 