1. Name of your client and what product/services they provide.
Experience Shoes is a well know local shoes store in Seattle since 1984. Experience Shoes Co. is located at 912 Alaska way and Madison where is on Seattle’s waterfront directly across from the Ferry. The store owner, Jim Hadly, has amazing shoes collection which including Doc Martens, Stacy Adams, jazz shoes, salsa and tango shoes for both women and men. Currently, salsa and tango shoes are the most popular shoes at the store. Unlike regular salsa shoes, Experience Shoes’ double-cushioned foot bed could make the dancers reduce their pain from long-time practices and performance. The store is decorated with interesting and historical pictures and poster which is about Jim Hadly’s life & career stories from New York to Seattle. Based on my personal experience, I realized that Jim Hadly not only want to sell the shoes to the consumers but also willing to find that comfort, perfect and styling shoes to the right person!
2. Select which areas of social media are the best match for your client and, for this assignment, a short reason why.
In order to provide many shoes pictures, customers discussion broad, store coupons or even salsa video. I believed Facebook is the best match for my client. I also noticed that Experience Shoes already have Facebook fan page; however, most of the pictures did not provide enough information to their future customers. In addition, the current Facebook Fan Page did not have any topic or attractive evens or campaign to grab people’s attentions . Another important element that I think Facebook is the best match for my client is because Experience Shoes have many different style of shoes ; therefore, their target market actually launch in many different age level consumers. Today, Facebook is the top 1 social media that have very wide age range users. As a result if Experience Shoes could re organized their fan page well, I strongly believed social media not only could increase the store revenue but also the brand awareness. After successfully manage the Facebook Fan page, I will suggest Experience Shoes also create their Twitter and use the mircro blog to gather more ideas and information from their customers in order to improve their customer services and etc.
3. You must include a formal word of mouth marketing plan so include the 5T's but for this assignment you don't need to identify each element of the 5T's unless you wish to.
Talkers
· Salsa teachers
· Students from salsa class
· Dance team around Seattle area
Topic
· Since the owner used to be professional dancer, he could provide quick/ short salsa experience lesson while customers try on their dance shoes
· While I visit the store, I noticed that inside the store has a small professional photo shoot studio. If the store could take instant photo when customers decide to buy the shoes and give the customers those free photos. This might excite consumers’ purchasing experience and willing to visit the store again!
· By holding the salsa dance contest
Tools
· Facebook
· QR Code
· Twitter
· Blog
· YouTube
Taking parts
The owner need to respond all the commons and replay complains. It is a very good idea to justify customer services, product purchase and inventory management through customers voice and opinions. This way, Experience Shoes could truly understand consumers’ need and want and always update new products and services in the local business.
Tracking
· # of fans via Facebook
· # of review through social media
· # of blogs
· How much store profit increase after reorganized Facebook and other social media
· How many coupons use during each month
·
4. Think about mobile and whether it could help your client. If so, what kind of mobile marketing are you looking at? QR code, phone app, iPad (tablet) app, and, for this assignment, a short reason why.
In my opinion, QR code will be the better mobile marketing for the Experience Shoes. Because building a well design phone app & iPad could be expensive, QR code will the easier and cheaper way to post on local news or even the on the store windows. For example, Calvin Klein Jeans post their QR code on the corner of Lafayett and Houston in New York city to create traffic. Even though I don’t know this QR code help Calvin Klein Jeans increase sales or not, it definitely catches people’s attentions and post several YouTube videos to create their topic.
5. Does it make sense for your client to create an alliance with a partner for cause marketing? If so, for this assignment, a short reason why.
Yes!!! Experience Shoes has very fashion and comfortable shoes collections!! Currently their ball dance and salsa shoes are the most popular products at their store; therofre, if Experience Shoes could partnership with other dance studio and local business , it definitely will bring both local business to the win win situation. For example, Belltown Dance Studio is a very successful business. In addition, Belltown Dance Studio constantly has salsa events during every month. If my client could partnership with local dance studio and hold the fundraising salsa dance and shoes event, it is possible benefit the society and both local business as well.
6. You should include ethical standards appropriate to your client.
· Always be honest to your customers
· Do not use fake identity to reply consumers via social media
· Do not pay talkers and agency to create buzz
· Always disclose who you are while you replay
· Be respectful and follow the social media organization regulation
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