The promotion would start with PPC online banner ad campaign across popular portals like the Daily Telegraph, Yahoo Mail, Hotmail, and the Google network of home and garden related websites. The main objective is to build the brand as an end of line products retailer and increase traffic to the website through targeted digital communication.
The marketing plan is to work on improving the conversion on site by allowing customers to post reviews about products and browse products on the move through an enhanced and dynamic mobile micro site. The allocated budget of £500,000 will be divided between acquisition channels like affiliate network and banner ads, in addition to retention channels like email marketing and the Nectar loyalty program. The estimated revenue from this campaign would be £1 million and 2500 new customers based on figures and analysis of previous campaigns and the high conversion rate from current customers.
The campaign success would be measured against the completed registration on the website and the increase in conversion rate. Furthermore, a survey would be asked from customers who have registered and its results used to gain more insights and better understanding of what other products could be added and how to improve the after sales service to retain and empower customers.