PPC / SEO – Pay Per Click (PPC) is a way which Skanwear couldincrease traffic back to the website, however this can become an expensive alternativeif the campaign isn’t successful. The benefit of PPC is that it can reach awide audience and can be targeted to whatever the organisation desires. For PPC to be successful it would require theMarketing Department to be trained allowing them to edit and optimise thecampaign to ensure the desired results. As the department is small it wouldrequire either outsourcing to an external agency which would be able to monitorand track or training the graphic designer to understand PPC which would be thecheaper alternative. The designer would be a better choice as they wouldalready understand the brand message and vision to put forward online. Ifsuccessful the organic visitors will go to the website affecting the SEOranking Skanwear higher on Google exposing them to a wider audience addressingthe objective to increase web traffic from 3000 p/m to 6000p/m by December 2018.Another campaign Skanwear could launch would be promoting the ladies wearcollection we have to offer as the title, and a description detailing the addedfeatures specifically made for women which could raise brand awareness towomen.Social Media – Specifically LinkedIn for Skanwear to use as a platform toengage with stakeholders.
It would be key for Skanwear to remain active onLinkedIn as it provides a platform for showing the brand personality throughposts, imagery and video addressing topic including; Product, Services,Industry News, Competition and Legislation. In these posts Skanwear’s cultureof being safe and caring will be able to shine through attracting the correctstakeholders. LinkedIn is a B2B platform it provides opportunity to speak in atone of authority, applying knowledge of Arc Flash and industry news overtimewill make Skanwear a credible source – therefore adding credibility to thebrand. To engage with a larger audience Skanwear could placea competition up of ‘like and share’ post for the opportunity to win something.It would be important the competition would align with the brand otherwise theoverall message becomes confusing to stakeholders and potentially cheapen thebrand.
Another way to engage with the audience the organisation could create abundle including; Gloves, Overalls, Helmet, Face Protection and undergarmentsfit for a specific sector. This competition could also be like and share toincrease brand awareness across the platform to people who aren’t currentlyfollowing the page. This would address the objective to increase LinkedInfollowers from 1708 to 2400 by December 2018. LinkedIn will not affect the budget.
Another way of grabbing the attention of new stakeholders would be perform Viral Marketing (Juvertson and Draper,1997) to create suspense prior to anew product release, which could persuade stakeholders to send it onto a friendof acquaintance. (Fill, 2016)Exhibitions/ Tradeshows – The organisation currently attends tradeshowsexhibition globally but frequently in the UK. At the tradeshows, differentorganisations provide garments and information for organisations to lookthrough their stands. Skanwear could use an external Experiential Marketingagency to ensure the brand message is truly conveyed in the most creative way. Tradeshowsgive the organisation the opportunity to represent the brand in person, howeverit is crucial that the member of the Sales team who will be attending is fullyengaged with the organisations brand vision and has the personality to carrythe brand image interacting with external stakeholders.
If the stakeholder’sperception and attitude towards the organisation is negative and aren’tintellectually and emotionally engaged, a poor brand image will be displayedaffecting the corporate reputation. Atthese tradeshows marketing material such as leaflets, business cards andhand-outs aligning with the branding for consistency. These marketing materialswill include different email addresses and a separate telephone line sotracking the effectiveness would be made easier.
Industry Specific Magazines – Similar to the tradeshows the target audiencewill be segmented by the industry i.e.: Oil and gas etc. Industry specificmagazine will allow advertisements for the organisation on new products, newservices and success stories. For Skanwear success stories would be mostsuccessful where the organisation’s garments/services have saved a customer’slife as it provides an emotional appeal to audiences due to the seriousness.
Bytargeting the specific segment with the emotional appeal stakeholders canrelate to story and reduces the perceived risk of engaging with the brand.Industry magazines such as Women’s Engineering (specifically aimed at womenonly) and Wave Tidal Energy Network magazine offer different options; 350-wordeditorial, 350 word editorials with interactive links and sponsorships of afeatures. The interactive links appear as QR codes – allowing up to three whichSkanwear would use to link back to the website or a landing page. For theWomen’s Engineering Magazine that is specifically aimed at Women in the Energyand Utility Sector, Skanwear could use the opportunity to promote their rangetargeting females and list the benefits such as; elastic waistbands with atighter fit. By involving Skanwear within industry specific magazines it willexpose the brand to new potential stakeholders who haven’t come in contact withthe brand therefore the tone of voice and is crucial.
Fill suggests that ‘Riskis perceived because a buyer has little or no experience of the performance ofthe product of decision process associated with the purchase’ (Fill, 2016p.95). To counteract the perceived risk the CTA could be advertising a freetrial, this way the stakeholder has nothing to lose. EmailMarketing – This ‘Belowthe line’ (Fill, 2016) marketing tool to address the target of increasingweb traffic from 3000 to 6000 by June 2018. Email Marketing through MailChimpallows the organisation to segment the target audience in terms of; industry,age, gender and location for no extra fee. This method will be low in costapart from MailChimp monthly subscription fees, which depend on the number ofsubscribers.
Skanwear will focus on new services, new products, and new contentwhich will include a call to actionssuch as ‘Enquire now’ linking to the appropriate email address or productmentioned. Depending on the product Skanwear will need to take intoconsideration the time of year and climates of different locations as a thermalwinter product campaign wouldn’t be successful in summer. Included in theemails will be links back to the organisation website and to the LinkedIn pagein case they aren’t following.
A model to consider when promoting the newproduct is Kotler’s Three Level ofProduct Model (Kotler et al, 2008)to discuss the benefits of the purchase – in this casebeing able to work more efficiently, no risk of wearing incorrect standard ofclothing and the most important being able to go home safe to their familiesevery single night. Promoting these benefits add extra value to the customerexperience. Using email marketing would allow the Skanwear to alter and createtheir own specific templates that can be reused, whereas Social Media can belimited when applying visuals, email marketing allows for brand consistency. Byutilizing this method once a fortnight Skanwear will reduce the risk of annoyingstakeholders with constant emails, alternativelynot enough engagement with them the organisation runs the risk ofcustomers/potential customers leaving the brand.
As MailChimp allows audiencesegregation, stakeholders will be addressed differently to what is relevant tothem. If all the segments received the same message that wasn’t applicable tothem, it shows a lack of care and could damage the brand image, as Skanwearwouldn’t be addressing stakeholder’s individual needs.