Digital Marketing Strategy Created by: Marie Silvio
Background • British Luxury Fashion house famous for its distinctive tartan • Founded in 1856 in England, focused on outdoor attire • Known for their trench coat • Granted Royal Warrants in the UK • 2,329.8 million pounds in revenue in 2014
Target Market • Broad appeal, across continents • Men and Women • Aged from 25 to 35 • High spending individuals who are fashion and brand conscious • We’re planning on targeting upper class, American women
Digital Marketing Campaign • By partnering with fashion bloggers with high American followers, our brand will reach the young, female consumer. • While our brand is already in their mind, we’ll clinch their sale using Google AdWords with selective keywords.
Partnering with Fashion Bloggers
Bloggers, Meet Burberry • Who: Fashion and lifestyle bloggers • What: By giving them free merchandise, and the chance to market themselves to existing burberry customers, they’ll post content with our brand • Where: Bloggers that have the most followers from the United States • When: Over an extended period of time so our brand is consistently seen across platforms while not being bombarded
Google Adwords • To generate more traffic to us.burberry.com • Keywords: burberry, trench, tartan, plaid, dresses, accessories
Budget • Considering Burberry’s revenue, the cost of our campaign will be minimal. Especially because of how low the cost of Google AdWords and social media is • AdWord Campaign • 250,000 pounds • Merchandise for Bloggers • 50,000 pounds
• Growing the brand in the US to a predominantly young, successful female audience • Using digital marketing techniques to increase Campaign Goals traffic to our site
In Summation • By meeting our clients at a place they go to find fashion advice, we’re forming a connection with our brand. • Seeing our fashions on their favorite blogs and their social media will plant the seed. Google AdWords will complete the sale.