michael kors digital strategy

Elizabeth Johnson

Goals

Increase year round sales by 50%

Generate traffic flow to Michael Kors website

Increase brand awareness

Inbound Marketing: Social Media

Blog

Google AdWords

12 month campaign

Digital Strategy Overview

Target Market

Men and Women ages 25-54

Upper- middle class

Fashion forward, look for luxury and quality

Budget

$20M for 12 months of advertising

$21,900/day Inbound Marketing

$32,800/day Google Adwords

This totals $19,965,500 with $34,500 for extra promotion or room to grow

Inbound Marketing: Blog

Educate consumers on the brand

Includes links to social media sites

Promotional giveaways

Attract new visitors to the website

Use SEO to optimize posts

Goal : Top of search page

Inbound Marketing: Social Media

Build a relationship with consumers and brand

Facebook, Twitter, Instagram

Increase engagement

Gain feedback

Interact with followers

Google AdWords

Daily Budget $32,800 will generate 15K+ clicks & 1000K+ impressions

Metrics: KPI

Measure bi-monthly for 12 months

Adjust spending according to progress to optimize client’s budget

Sales: 2013: $2.18B 2014 currently: $3.31B Goal after 12 months: $6.62B

Conclusion 12 months

Budget $20M

Goals: Increase sales 50% Increase brand awareness Increase traffic on web site

Digital Strategy: Inbound Marketing and Google Adwords