The Marketing Plan describes the type of brand [Company Name] seeks to create and the Company’s planned promotions and pricing strategies.
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Offering a wide variety of traveler-focused digital reading material for sale
- Making the experience of searching for books and magazines fun and easy
- Providing excellent customer service, with dedicated customer service representatives
The Company’s promotions strategy to reach the target market of serial travelers includes:
We will contact travel magazines, travel sections of newspapers, and television stations and send them a press release describing the opening and unique value proposition of [Company Name].
Search Engine Optimization
The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. The original website designer will use knowledge of search engine optimization to orient the website’s content towards this end and begin a program of link exchange to move up the search engine rankings (particularly Google). Ongoing search engine optimization of this type will be executed by an experienced SEO firm contracted on a monthly basis.
Pay-Per Click Advertising
Additionally, [Company Name] will use highly-focused, specific keywords to draw traffic to its website through text pay-per click advertising on Google Adwords and banner ads on other appropriate websites (brokered by Google or another ad placement company). Advertisements will be targeted at potential clients who will find our content-rich site to be a valid resource and applicable to their interests, rather than an interruption or distraction.
[Company Name] willpublish a monthly email newsletter to tell customers about trends in travel literature and offer other articles and columns of interest to customers. Email addresses will be gathered from users who opt-in when using the website and the email newsletters will support the brand of the site as an expert in travel-related books. In addition, emails presenting exciting new offers or products may be sent as often as once a week to customers who have opted-in to keep them informed of the latest information on the website.
Affiliate Website Partnerships
[Company Name]’s affiliate web program will allow other businesses and websites to earn commissions on products sold on the [Company Name] website by referring their site visitors to our website through links to the homepage or to specific products. Potential affiliates include e-book stores looking to “outsource” the travel section of their website, travel authors and publishers publicizing their products on their own sites, and online travel guides and blogs.
[Company Name] will initially advertise in travel magazines and newspaper travel sections in order to gain awareness.
[Company Name] pricing will be appropriate for the digital medium. That is, they will be priced lower than physical books, but not so low as to be threatening to content providers who are attempting to sell the same books in printed form. Pricing must allow for profit for the content providers and margin for [Company Name]. Downloads will be on par with the pricing of Amazon or ebooks.com pricing for downloaded books.