There is a need for today's marketing managers to possess a deep understanding of the ways in which digital tools can be applied in developing insights about the market environment. This is imperative in making key decisions on prices, products, communications, and channels. Through the use of new digital tools such as Google, Twitter, Instagram and Facebook, firms can add value by attracting new customers while at the same time retaining the current ones.
Digital marketing is a measurable, targeted, and interactive way of marketing products through the employment of digital technologies with the aim of reaching new and the current customers, and retaining them. The objective of such a strategy is to engage with customers, build preference, and promote brands and to increase firm's sales by the use of various marketing techniques (Ryan and Jones 2012, p. 63).
The Church's Club Digital Marketing Plan will be an important tool in connecting with customers. The company's line of products, luxury and fashion trending goods, attracts millennial shoppers who are no longer interested in walking to the company's premises, but rather, grab the nearest digital device to get information and buy goods and services. Digital marketing tools will create a social media community through which members will share opinions with the company and fellow friends. Through the social signals such as likes, comments, shares and recommendations; the company can adjust its operations accordingly. However, it should be noted that the digital marketing does not function in a vacuum. The interactions between a company and its customers must occur both online and offline. Therefore, there is a need to infuse online strategies and technologies with the offline shopping experience. This is possible by creating an omni-channel that ensures that no difference occurs between goods, servicing, and other aspects between offline and online services. Such a seamless experience is what customers really want (Hemann and Burbary 2013, p. 27).
The performance of a business can be affected by external factors that are not predictable. PESTEL analysis will be used to understand and identify these aspects.
A competitor analysis was conducted among three main possible rivals of Church's club based on brand identity, target customer and website engaging.
These clubs have a strong website presence with information about history, membership and facilities but all of them do not regularly post on social media. For example, The Little House Mayfair does not use Instagram or Twitter in its marketing strategy. Annabel's doesn't allow even computers, mobiles and cameras at the club. Church's Club will allow all these devices and will use an Mobile App to communicate with members and to simplify the use of facilities and the booking of events and restaurant. However these clubs are main competitors due the location and the target consumer.
The club is well positioned to achieve its intended objectives through the coordination of The McKinsey 7-S model that involves seven interdependent factors which include: strategy, structure, system, shared values, skills, styles, and staff. The result is the improved overall performance of the company. The application of the McKinsey 7-S model to the Church's footwear has led to the proper alignment of departments and processes during the merger with Prada.
Market segmentation is the division of the broad target market into subsets that are perceived to possess or share common needs, priorities, and interests. Strategies that target such market segmentations are then developed and implemented. This is important to identifying and further defining the target customers. The result is the provision of supporting data for marketing plans that are vital to achieving marketing plan objectives. There are two key types of data that can be used in the United Kingdom market segmentation; the web users and online consumption behaviour (Black 2012, p. 48).
Currently, approximately 76 percent of adults in the United Kingdom access internet services daily. Also, 84 percent of households in the country possess some kind of internet connection. 74 percent of adults repeatedly bought goods online in the year 2015. The most popular online purchase items were clothes which were purchased by approximately 49 percent of the online shoppers (Black 2012, p. 33).
The Church's Club customer is a Directed Information Seeker. According to Lewis and Lewis (1997) this consumer is browsing online looking for information about a product or a service but he is not usually buying online.
According to Chaffey (2012), Figure 8 shows the customer lifecycle segmentation process which a customer follows for an E-commerce purchase. This is another approach of segmentation where Church's Club can engage with a member at each level (according to different needs) to gain high conversion rate. Church's Club member will go through step 1 to step 4 because what the website will sell is a membership.
Church's Club will adopt Bricks&Clicks business model integrating both Offline, the Membership Club, and Online the website presence.
Church's footwear is part of a niche market; this is why niche marketing strategies will be used to target potential members to connect with the service. Niche Marketing is especially effective to reach consumers who can be targeted based on specific characteristics, such as demographic, hobby, occupation, or commitment to social causes. Instead of casting a wide net in mass-media and large-event marketing, niche marketing focus is on strategically selected venues and media platforms that have high concentrations of these targeted consumers (http://www.marketing-schools.org).
Church's Club will be located only in London with the possibility to download a private and exclusive App only for members.
The club targets young businessmen between the age of 25-35 who belong to the Millennial generation and who are already Church's clients. (business plan) This targeted market represents an increasing percentage of the buying power in the current economy. The Millennial generation has ready money to spend and is always trying to get the best for less. They gravitate towards companies that are doing well and want to get involved in favourite brands.
The club believes that the success of its brand is based on whether the customers believe that it can satisfy their needs. The company develops its brand market products and considers the reaction in determining the product development.
A marketing mix is a crucial business tool that is often used by marketers in determining a product or a brand offer. This mix is associated with the 4 Ps, that is, price, product, promotion, and place that is used to address the different nature of services. Essentially, e-marketing mix is the same as the marketing mix and it simply adapts the 4 Ps in a digital marketing context (Ahmed 2013, p. 56). The e-marketing mix will include process, people, physical evidence and partnership. Regarding promotion, the RACE Model will be used.
RACE model will apply to this section to manage the digital marketing plan strategy of Church's Club.
Church's Club will use SEO to optimise its website by improving internal and external aspects in order to increase traffic coming from search engines and its affiliates. For instance, the Club will use part of the footwear brand name to make the research easier. Church's footwear brand is already a well established brand in the UK. When a customer types 'Church's' the first option that comes out is Church's Footwear Brand. To increase SEO for the Club instead, following techniques will be used:
Church's club will use Pay per Click to check instant traffic of the business and targeting specific audience. Website's success can be ensure by spending on targeted keywords adopting GoogleAdWords.
The Club will track how many people are downloading the application form online and Church's Club Mobile App
To create a powerful and winning Ad Copy strategy, Church's Club has to analyse:
' Core Values of the Club
' Position of the service
Partnership can be defined as a beneficial collaboration among organisations with the goal of developing long term relationships to meet both business goals. Church's Club will adopt this marketing tool to increase brand awareness and expand its digital boundary.
Online PR is a low cost but high reach communication tool that helps businesses to generate SEO and brand resonance. The purpose of Online PR is to influence people thought social media, blogs and newspapers. Church's club will be able to analyse in real time buzz around the Club. Story telling and quality of the content are necessary for both Online and Offline PR success. To spread out Church's Club image, these online channels will be used:
' Online Magazines
' Social Influencers/Blogs
' Social Media
Church's Club is setting up a digital environment that is member focus. To be on brand Church's Club will use the same font, logo and colour palette for the Club for both online and offline experience adding 'Club'.
An online platform, (www.churchsclub.com), separate from Church's footwear Brand has been created (Figure 28).
The logic of the website is to recreate the same style as the footwear brand website (www.church-footwear.com) to make sure that the member will find the same structure and format. Being Church's Club a male Club, the layout is simple and contemporary. Due the exclusivity of the membership the website will show to visitors general information and location of the Club, only members can benefit from the full website (Figure 29). Once on the website, the member will have to 'Sign in' in the Members Zone typing the Membership ID number and password. Link to social media are located in the centre bottom and on the right side of the page.
Regarding the application process, the applicant can download and upload the application form from the website but the process of interview/acceptance will be done at the Club one to one with the Church's Club team (Figure 30).
Even though Church's is a pre existing brand, the Club will be a new business. Lead Generation Techniques can help Church's Club to create high value content for its members creating interest.
Church's Club Home page will be relevant and consistent showing the member where to enter the member's section. Once inside the Member Zone, the page will be full of information and details. High quality resolution for Logos and graphics. Layout simple and clean.
Church's Club will use the Content Marketing Tool to create engaging content based on its members. The purpose of this strategy is to create an high user generated content. The strategy for the Club will include three quadrants: Educate, Entertain and Inspire. Church's per se is a luxury brand. Exclusive brands are not selling a product but the idea behind them. What the brand is selling is a service, convincing content is not suitable for this business. However, the company has to be clear regarding pricing for the memberships.
According to Enrica Palma, Dual Store Manager at Church's, customers prefer to be informed and reached by personalised direct emails. The member will sign up for the newsletter and will receive direct emails twice a week. On Mondays, regarding events and dinners for the following weekend and every Friday with updates from the Club, London news and lifestyle content.
Church's Club will engage with its members using a strategic management tool, loyalty program, helping the Club focusing on growing and retaining existing and new members. Church's Club loyalty program will include: Church's Footwear Brand to boost sales; British Airways, UK national airline to promote the exclusivity of the Club and American Express
Church's Club provides to the member several platforms to communicate with the Club. The digital marketing team will be ready to manage also negative online complains to win back the customer. Church's Club will not delated these comments because are showing how the company is dealing with problems.
After the first year of operation, Church's Club Digital Marketing Plan is evaluated by using the KPIs set for year one, which will aid to set new SMART objectives for the future strategy. In the next years, Church's Club will continue to use SEO strategy to generate awareness achieving more likes and followers on Instagram, Facebook and Twitter.
According to Javier Calvar, COO at Albatross, luxury brands can't ignore digital for building meaningful relationships with its customers. Church's Club has to create and monitor the experiences of its member's journey through various touch points (Calvar, 2016).
To sum up, this Digital Marketing Plan has covered Church's Club digital strategy in order to create awareness and differentiate itself from Church's Footwear Brand across all online channels.
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