Marketing Plan Nordstrom PDF

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Jacopo Gaspardone Marketing Plan – Nordstrom Communication and Marketing

Throughout the past few weeks we have been able to analyze the opportunities behind the newest innovations brought into the market by Nordstrom. Specifically, we have been analyzing the “Nordstrom Local” project and the unlimited benefits that its expansion and promotion could provide to the organization. In order to maximize these opportunities, we worked on the development of a marketing campaign that will hopefully increase customer awareness of the “Nordstrom Local” store, drive foot traffic into the space, and increase engagement with the store’s services. To begin with, we will discuss the nature of our campaign, define its concept, and provide further insights on the various steps that will take part in the launching process of our marketing campaign. While doing so, we will also make sure to carefully identify the objectives we are aiming to and provide a deeper analysis on the audience that we would like to target. First of all, it is important to state from the very beginning that our marketing strategy will rely upon the development of a strong mobile marketing campaign. By definition, a mobile marketing campaign is a “Multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tables, and mobile devices, via websites, emails, social media and many other channels of communication”. Nowadays, everything that can be done on a desktop computer is available on a mobile device, and we believe that a mobile marketing

campaign would be the most effective way to open a channel communication between our organization and the portion of the population that we are trying to engage with. The campaign we are currently developing is a short-term marketing campaign, it is entirely mobile-friendly, and it involves the use of the Nordstrom App. The official phone application can be downloaded for free by both Android and Apple users, and it is currently being used only to promote specific offers and deals. We will try to establish a connection with our targeted audience by developing the promotion around the Christmas festivities, and by offering to our clients a sort of “personalized Christmas present”. The offer is very simple. Our customers will have the opportunity to download the official Nordstrom application, walk into our “Nordstrom Local” concept store based in Los Angeles, and choose the service or product they like the most. Once they’re done, they will be given a QR code which, if scanned through the application, will immediately turn into a $20 mobile gift card applicable to any product or service available in our Nordstrom locations. We will launch the campaign on the 1st of December and we will end the promotion at 11:59pm of the 31st of the same month. We will clearly state that our customers will be allowed to apply only one QR code to their Nordstrom accounts, and that all codes will expire once the promotion ends. The message we will try to convey is that the “Nordstrom Local” store is an innovative conceptual space where people, and millennials in particular, can get together to experience a range of different products and services in a surprisingly comfortable environment. We plan on building our marketing campaign around the Christmas festivities in order to establish a deeper connection with our audience and make them feel part of our bigger “family”. By doing so, we

will increase our audience’s attachment towards the organization, which will hopefully help our attempt of increasing the popularity of our concept store and positioning Nordstrom Local as the ultimate customer service destination and time-saving option for millennials. We will primarily focus on engaging with our followers via Instagram and Twitter, since according to Forbes they appear to be the most effective platforms to launch new marketing campaigns, but we will also spend time on producing content that will be available for Facebook and LinkedIn users as well. In addition, we will get in contact with a famous influencer and we will offer her the opportunity to take over the Nordstrom’s official Snapchat account for at least a couple days prior to the campaign launch. With 2.1 million followers on Instagram and 2.3 million likes on Facebook, we believe that fitness influencer Lyzabeth Lopez would be the perfect candidate for this job. According to her previous collaborations it appears that she charges between $20,000 and $100,000 per campaign, she possesses a solid fan base made up mostly of millennials or people in their 20s, and she would definitely represent a helpful asset towards the successful achievement of our goals. Throughout the entire campaign, our primary objective will obviously be to promote the launch of the “Nordstrom Local” concept store in Los Angeles, but we will also focus on achieving another set of very specific goals. In particular, we aim to position “Nordstrom Local” as a customer service destination and time-saving option for millennials, increase customer awareness of this new concept store, increase engagement with the store’s services, and drive foot traffic into the space. Moreover, our marketing campaign is intended to target male and female consumers ranging between eighteen and thirty-five years, and living in the Los Angeles area. We will focus

on this specific portion of the population because we want millennials, and overall the younger generations, to embrace the innovative characteristics and the futuristic services offered by the “Nordstrom Local” concept store. In fact, we believe in the idea that they would appreciate the futuristic aspects of this concept and experience our “Nordstrom Local” store like no one did before. We plan to measure our marketing strategy’s success by increasing the “Nordstrom Local” store’s number of customers/visitors per day, and by developing a comparison with the number of visitors per day averaged by other brands selling “lifestyle services” such as Starbucks or Walmart. According to the Business Insider, a Starbucks coffee located in Los Angeles averages in between 400 and 500 customers a day, an average convenience store selling fuel in the same area has around 1,100 customers per day, and a Walmart location inside a mall reaches up to 6000 visitors in a single day. If we consider Starbucks as our target, we have to assume that we will be handing out 500 gift cards per day, for 31 days straight. Consequently, the 1st of December we will have to provide our “Nordstrom Local” concept store with $310,000 worth of QR codes, which will eventually be redeemed by our customers when they engage with our services or products. Therefore, we will consider our marketing campaign as successful if it will increase the current foot traffic in the store and if it will be able to put us on the same level with some of our strongest competitors. In addition, we will analyze our progresses by keeping constant track of the amount of QR codes we distribute, which will allow us to draw an educated estimate on the amount of people that have actually engaged with our store on a daily basis. If we have to develop and distribute any extra QR codes or if we simply run out of codes by the end of the

promotion, then our “Nordstrom Local” store will have experienced around 15,500 customers in a single month, which would make us consider this campaign as extremely successful. In the end, we are confident enough to state that we can cut the expenses budgeted in the brief by more than 60%, as the marketing campaign developed by our agency would require no more than $800,000 to be funded. Specifically, we would need $400,000 to provide a fair amount of QR codes for your customers, $150,000 dollars to be invested in your social media department/profiles, $50,000 for an influencer to take over Nordstrom’s official Snapchat account, and $250,000 for our work and expertise.

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