Marketing objectives and strategies for Special Shoes

EXECUTIVE SUMMARY

Special Shoes is one of the most successful shoe shops in the country. Although it is quite popular, Special Shoes need an online based shopping site or a website to further enhance their position as one of the top shoe shops in the country. Currently, customers must travel to the actual shop to purchase their shoes.

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With the creation of the website, customer can easily browse through the selection of available shoes and products provided by the Special Shoes Company and even receive services and promotion in their member areas. As some people might not like an online store where shoes cannot be tried out before purchasing/ordering, Special Shoes will provide chiropody advice services to the customer to further enhance the customer satisfaction on the product and guide the customer to good foot health.

To make both existing and potential customer aware of the new e-commerce site and in effort to encourage them to visit the website, comparative advertising will be used. With comparative advertising, it will be designed to highlight the advantages of the goods or services offered by Special Shoes Company compared to those of other shoe shops available in the country.

For a successful comparative advertisement, the comparison between the goods or services must be shown by the objective and the message of the advertisement by describing their main characteristics.

Marketing Strategy

Part of Special Shoes’ marketing strategy will base solely on its products and services provided. Special Shoes will also use advertisement that will receive abundant attention by the existing and potential customer. The strategy of the marketing campaign is to increase the target customer’ awareness of Special Shoes.

Mission

Special Shoes’ mission is to provide a wide selection of shoes and outstanding customer service. It will exist to attract and maintain customers. Their services will exceed the expectation of the customers.

Marketing Objectives

The marketing objective of the new e-commerce site of Special Shoes is to build an effective pull campaign, bringing in new customer and keeping the loyalty of existing customers.

Marketing Activities:

Positioning

Special Shoes will position itself as the premier outlet for online shoe shopping, providing the customer with the largest selection, rivaling some of the other shoe shops in the country. Special Shoes will leverage their competitive edge to achieve this desired positioning.

To achieve a competitive edge, Special Shoes will provide as much selection of shoes as possible.

Membership

Membership can be introduced either to new or existing customer through online or offline means. With the registration of customers as members, they are entitled to special discount rates and privileges provided by the Special Shoes. The first 100 customers to register will get a one year membership for free with 12 monthly issues of Special Shoes magazine.

Promotions and Discounts.

Promotions and discounts of the products and services of the Special shoes can be made known to the customer through online or offline means. Through online means, customers can either be sent an email or text message to inform them of the ongoing promotion and discounts. Through offline means, advertisement can be used to attract new and existing customers.

Media Advertisements

To further attract new customers and to inform the existing customer of the new website, advertisements can be used to achieve this aim. Examples of media advertisements that can be used are television, radio and newspaper.

Chiropody advice

Special Shoes will also be able to provide chiropody advice services to the customer as Special Shoes recognize that their competitors did not offer this services.

Addressing Existing Customer and New Customer

Existing Customers

To address the existing customer of the new Special Shoes website, encouragement and recommendation of online registration to the website can be made to get the transition of the existing customer from offline to online.

New Customers

Through advertisements, new customers can be made, therefore information of the website must be made clear and concise so that future customers can be attracted to become a member to the Special Shoes.

Offline Marketing Requirements

Offline marketing is also crucial in promoting the Special Shoes shop where examples of offline marketing techniques that can be use are outdoor signage such as billboards, press releases and including the website address on business cards or other printed marketable material.

Target Market

Special Shoes is targeting the population segments within a broad category of age, gender and needs.

Since most of the customer will purchase shoes for the workplace as well as for leisure time. Special Shoes have targeted this broad selection of customer as they have the need for many different pairs of shoes for all of their different activities and needs.

Strategies

Special Shoes’ marketing strategy will seek to create customer awareness regarding the products that they offer, develop the customer base, and work toward building customer loyalty and referrals.

The messages that Special Shoe will seek to communicate are that the offer the largest selection of shoes and provide chiropody advice services online. People no longer need to go to the actual shop to find what shoes are available. A method of communication is by advertisement in the local media which will be placed in newspapers, radio and televisions.

Another method of communication will be through online advertisement such as emails, a system of communicating electronically where this will eliminate unneeded spending on postal fees to inform the customers of new products and services provided by Special Shoes. Another means of communication that can be used is the RSS feeds.

What is the method to track visitors going to the website?

Tracking visitors visiting the Special Shoes website may be beneficial where the data from the feedbacks of visitors can be extremely helpful in tweaking and fine-tuning your site. The more data that can be collected from the visitors, the more productive and effective the campaigns, contents, and services can be produced. There are many tools and application that is provided in the internet in order to track website visitors. Some examples of these tools are free website tracking software, analytic software and services that track and analyze data.

In creating websites free website tracking software are available on the internet. In relation to this, website designer would probably have access to cpanel. Cpanel is an open-source GUI interface that administers to the websites and blogs. Cpanel also have the ability to view current and historical statistics regarding the domain. Most cpanel interface includes these two programs such as Webalizer and AwStats (Advanced Web Statistics). Webalizer is a tool that keeps track of specific types of data and shows it graphically on the web. Webalizer collects data such as the URL (shows the URL that was requested by the user’s browser), Hit (every single HTTP request that your visitor’s browser submits is counted as a hit), Visitor (each specific IP address or HTTP cookie), Visit (Each time a visitor accesses the website) and the User Agent (the web browser used by the visitor to access the website e.g. Firefox etc).

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