Meaningful Impression

Zappos Pop-Up Store Campaign Campaign Time Period: May 2014 January 2015

Zeljka Grabovcic Christina Cervantes Justine Mlnarik Hillary Munns

FIDM/The Fashion Institute of Design & Merchandising Marketing Communications BUMT 3350 Mychelle Fitzgerald June 18, 2013

Meaningful Imp ression

Table of Contents

Agency Philosophy
Meaningful Impression is a professional ad agency with a visionary edge. We not only strive to exceed our clients' needs, but also meet their desires to make their products, services, and brand the most desirable to their intended audiences. We are the go-to agency when it comes to quality service because we come armed with the most creative team of marketing innovators in the field. In order to better serve our respected clients, we pay great attention to company data research, trends and developments, the macro environment, as well as research of areas and industries our clients wish to enter in order to provide the most effective marketing mix. Our superior advertising programs insure that consumers will never lose interest in our clients and that they can remain top-notch service providers. By contributing imaginative ways to market to our clients' current and future loyal customers through new ways of advertising, we have become a leader in cracking down the latest marketing trends. We always pay close attention to what our clients are currently accomplishing when it comes to their marketing objectives so that we can offer new, gripping techniques to push them forward in the market and grow a strong relationship with them along the way. We also expect our clients to contribute ideas of their own so that these collaborations can satisfy their intentions, as well as our own, but most importantly, the consumers. Our standards of operations are as follows: v Provide excellent service to our clients, new and returning. v Provide a marketing mix that brings innovative ideas and methods to the clients' marketing mix v Create an advantageous marketing mix that targets and attracts a specific audience, whether it is a large commercial customer, a narrower distinct clientele, or anything in between. Our core strengths include: v Public Relations (PR) v Marketing v Advertising v Events Management v Social Media

Executive Summary
For our Zappos client, we plan to promote and excite their customer base with the launch of their upcoming pop-up shop launches around the United States. This outline discusses the first phase of the campaign: the West Coast. I. Major Target Audiences Our target audience for this campaign is a younger female customer. Demographics: 23 to 40 years old White, Indian, Hispanic Median household income of $65,000+ Well-educated Single, no children Home renter Speaks English Psychographics: Shops online at Amazon, Nordstrom, and Crate and Barrel Enjoys seeking out new retailers, coffee shops, etc. Consumes take out at least two times per week Views her favorite magazines, Harpers Bazaar, InStyle, Cosmo, and People, on a smart phone, laptop, or tablet device. Enjoys yoga and Pilates classes Visits local restaurants and bars with friends regularly II. Time Period of the Plan The marketing launch of the pop-up store tour will begin in May 2014 until the end of January 2015, varying by location. Los Angeles: May 1st, 2014 June 30th, 2014 San Francisco: June 1st, 2014 July 31st, 2014 Las Vegas: July 1st, 2014 August 31st, 2014 Hawaii: December 1st, 2014 January 31st, 2015 The actual pop-up shops will be open June 1st, 2014 until January 31st, 2015, varying by location. Los Angeles: June 2014 June 30th, 2014 San Francisco: July 2014 July 31st, 2014 Las Vegas: August 2014 August 31st, 2014 Hawaii: January 2014 January 31st, 2015

III. Campaign Objectives We plan to elevate the Zappos brand, as well as attract a larger audience that is keen on style and the latest trends. Through the pop-up stores, we hope to reach this specific audience and increase brand value, as well as create brand awareness for those that aren't used to online shopping. IV. Campaign Slogan It's a downtown thing! is our slogan. We want to pop-up in the downtown areas of major cities to become a routine part of the Zappos customer shopping experience. Overall Budget Total In order to implement an effective marketing campaign for Zappos pop-up stores, we have estimated a budgeting request of $988,000.00. VI. Budget Breakdown
IMC ELEMENT Print Ads Direct Mail Sales Promotion Social Media Internet Media Public Relations TOTAL BUDGET REQUEST % OF BUDGET 30% 5% 10% 35% 15% 5% TOTAL AMOUNT $296,235 $49,372 $98,800 $345,605 $148,616 $49,372 $988,000.00

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VII. Summary & Rationale of Media Used Print Ads: Through our print ads in major fashion magazines like Instyle and Harpers Bazaar, among others, consumers will begin to take notice that Zappos wants to become a style retailer, rather than a shoe retailer. Direct Mail: We plan to attract shoppers into the stores by offering limited time discounts and contest opportunities redeemable through mailers. Sales Promotion: By offering promotions, we plan to drive sales and provide added value to the Zappos customer. Social Media/Internet Media: Since the typical Zappos customer is used to online shopping, we want to make sure that they become aware of the pop-up stores through the internet. Besides being a convenient method to advertise, it is highly effective in attracting the intended audience. Public Relations: We plan to get up away from the computer screen by promoting ourselves face-to-face with the Zappos customer. We also plan to help in disaster relief efforts. This will help demonstrate that Zappos is a fun loving company that always goes the extra step for their customers. VIII. Evaluation Program To evaluate our successful collaboration between Meaningful Impression and Zappos, we plan to take into account the direct mailers we send out. We will be able to count and evaluate the amount that customers return to the stores to be redeemed. We will also be providing surveys and questionnaires that customers, both online and in-store, can fill out. This will help us learn more about what these consumers think of Zappos. Finally, we will analyze foot traffic on our website from returning, as well as new customers to see if the campaign has encouraged shoppers to turn to the Zappos website.

Review of Promotion Campaign

Industry Background The E-commerce industry is rapidly growing in popularity. In 2010 total ecommerce sales were between $400 and $600 billion, and the industry is expected to grow to between $700 billion and $950 billion by 2015. In 2011, total Internet users were two billion and that is expected to increase to three billion by 2015. i Consumers prefer to shop online because it saves them time, they can choose from a larger variety of products and they spend less on gas considering that they do not have to drive to the actual store. It is estimated that 80% of Internet users have made a purchase online, and more than 50% of those have made a purchase more than once.ii Size Zappos Inc. is an online retailer. Its inventory consists of shoes, handbags and accessories. Zappos Inc. has an assortment of three million products and approximately 1,136 brands.iii Zappos Inc. operates within the online retail and ecommerce industry. In 2012, the industry size was estimated at $40 billion. The US holds 90% of market share in North America, however Canada and Mexico are expected to follow the industries growing sales trend. iv Growth Each year over 100 million Americans purchase products from an online source. Over the next five years, this industry is expected to grow at an annual rate of 9.4%. By 2016, this industry is expected to reach $291.9 billion in sales (Ibis World).

Current Trends/ Developments Affecting the Promotion Program A current trend in e-commerce is to provide an exceptional and interactive customer experience. By using interactive tools such as videos, personal recommendation engines, and avatars, customers are better able to understand the brand. The use of avatars is giving customers the ability to virtually test the fit of clothes and accessories.v Current Trends/ Developments Affecting the Promotion Program Personalized communication is integral for attracting and retaining loyal customers. E-commerce retailers use loyalty programs to reach out to repeat customers and to study their buying patterns. Customer feedback will grow increasingly important, as E-commerce retailers will encourage them to express the brands decision making process. Feedback will help to grow the relationship between retailer and customer and provide a more satisfying user experience. E-commerce retailers are diversifying their product delivery options to satisfy their customers. Delivery options include home delivery, pick-up from the store or drivein, and delivery to work. With the use of mobile marketing, companies are using RFID tracking to alert customers when they are running low on a specific product. M-Commerce has given a new meaning to online shopping. With the use of cloudservices, retailers are focusing on creating appealing interfaces with user-friendly design elements and minimal connectivity disruption. viM-Commerce has expanded shopping ability to various on-the-go devices such as smart phones and tablets.

Review of Promotion Campaign

Macro Environment Factors and Issues Barriers of entry into e-commerce have gradually become less complex. At the emergence of e-commerce, interfaces were mostly custom-made, complex, expensive and province of large firms. Today, becoming an online merchant is a much simpler process that has given the ability to reach millions of consumers world-wide.vii E-commerce has changed the marketplace both in an economic and social sense. Ecommerce has transformed business transactions. E-commerce has created the need for new products, and most significantly it has developed new and far closer relationships between business and consumers. E-commerce has changed the necessary technical skills required by employees to understand virtual customer relationships. The rise of e-commerce has created the need for electronic banking, direct booking of travel, and on-to-one marketing. A sense of openness has emerged from e-commerce which has given consumers increased access to a business inner workings, databases, and personnel This shift in openness has change the role of consumers in which the have become key decision makers to product design and creation. E-commerce has changed the relative importance of time. Consumers have the ability to conduct transactions virtually at any given. E-commerce has given rise to issue of security especially related to security of payment, potentially fraudulent merchants, [and] privacy of personal data. Macro Environment Factors and Issues Increasing demand for e-commerce transactions has resulted in fallen barriers between countries and an expedited need for outsourcing manufacturing. E-commerce has enabled growth in globalization and has given companies the ability to operate at reduced operating costs. Companies that operate solely through an e-commerce channel reduce operating expenses by eliminating the need for brick-and-mortar establishments. However, increasing globalization has raised a concern regarding global competition.

Company Snapshot
Brief Sketch of Zappos Nick Swinmurn founded Zappos. The story began when Nick was walking around the mall in San Francisco looking for a pair of shoes but ended up going home empty-handed and frustrated.
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Although there were a significant amount of mom and pop stores online that sold shoes, Nick noticed that there was no major online retailer that specialized in shoes. Nick decided to quit his day job and start his own online shoe retailer and boom, thats when Zappos.com was born. The original idea was to create a web site that offered the absolute best selection in shoes in terms of brands, styles, colors, sizes, and widths. In July of 2009, Zappos.com, Inc. announced its plans to join the Amazon.com, Inc. family. With both companies sharing such a strong passion for customer service, they were very excited to start growing together. By 2010, Zappos had grown so much that there was a need to restructure the company so that they could continue to offer customers the very best service possible. For them to have the flexibility sell anything and everything one day, they needed to make this change. On May 1, 2010, Zappos was restructured into ten separate companies under the Zappos Family umbrella. Place in the Industry The mission of Meaningful Impression is to position Zappos as an innovative trendy, and creative company. To accomplish this, Meaningful Impression will launch Zappos very first pop-up store initiative. The pop-up store initiative will be focused around an Its a Downtown Thing theme. By opening up pop-up stores in the nations most desirable and traveled cities, Zappos will capture a broader target market. The target market will enjoy what the Internet does not provide, which is a handson approach to shopping. Zappos pop-up stores will allow the target market to touch try and experience Zappos brands on an entirely new level.

Mission, Business Philosophy Zappos is a company that has been able to grow very quickly simply because they align the entire organization around one mission: to provide the best customer service possible. Internally, they call this the WOW philosophy. Zappos also strives to be the company that provides the absolute best service online -- not just in shoes, but also in any category. The vision is as follows: One day, 30% of all retail transactions in the US will be online. People will buy from the company with the best service and the best selection. Zappos.com will be that online store. Zappos 10 Core Values Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With Communication Build a Positive Team and Family Spirit Do More With Less Be Passionate and Determined Be Humble Organizational Structure Zappos is lead by CEO, Tony Hseih (pronounced Shay) COO, CFO Chris Nielsen Fred Mossler- no title but oversees all departments; officer of merchandising Social culture is important If you get the culture right, then a lot of really amazing things happen on their own.- Tony Hseihix Dr. David Vik, author of The Culture Secret, helped to create the unique Zappos culture New headquarters in Las Vegas integral part of the Downtown Project

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Product Line Shoes- Men's, Women's, & Children's; also eco-friendly & vegan products, orthopedic friendly, diabetic approved; sizes include wide and narrow options Clothing- Men's, Women's, & Children's; active wear, sportswear, dress clothing, swimwear, intimates, sleepwear, maternity, plus, men's big & tall Bags & handbags- backpacks, luggage, briefcases, wallets, laptop bags, clutches, totes, shoulder bags, etc. Home- kitchen, bedding, bath Beauty- cosmetics, skincare, bath & spa, fragrances, hair care Accessories- Women's, Men's, Children's, eyewear, jewelry, watches Brands include Levi's, Sperry, Free People, Ermenegildo Zegna, Agent Provocateur, Marc by Marc Jacobs, and Uggs,

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Sales History

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Target Markets We refer to her as the happy hunter. She is 25 to 49 years old and has a median household income of $75,000-plus. She is most likely well-educated and married with kids.x There is a potential to expand target market because of brick & mortar location in Las Vegas. 23 to 40 years old Median household income of $65,000+ Well-educated Single, no children Positioning The positioning of Zappos pop-up stores will occur by geographical segmentation. Initially, four pop-up stores will launch in Hawaii, Las Vegas, Los Angeles, and San Francisco. The goal is to capture the west coast audience that enjoys the next-best item in fashion, the hunter that searches endlessly for the perfect pair of jeans, and the woman that would not have it any other way than to live a fast-paced, urban lifestyle. Current Marketing Mix Product v Footwear (high price for limited shoes, low price for common shoes) v Clothing & Accessories v Home v Bath & Beauty v Shipping/ Return policy Current Marketing Mix Price v Competitor pricing v Balance of inelastic vs. elastic pricing v Gen Y links pricing to quality Place v Online v Las Vegas, Nevada Promotion v Online v Current or potential customers browsers v Facebook, Twitter v Las Vegas Strip v Airport security bins

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Product/Service Review

Description of Product/Service "It's a Downtown Thing" Zappos campaign plan has decided to go in a new direction and make their primary focus on opening up pop-up shops in downtown areas. Zappos is trying to create a culture within the downtown area of Las Vegas. Therefore, for the new campaign Zappos has taken this idea and is going to expand it to various cities around the country. For example, opening pop-up shops in areas like San Francisco, Los Angeles, Las Vegas, etc. Lifecycle Stage Zappos is in its survival for maturity stage of the business lifecycle. This stage of the business lifecycle is a point in which the company is post startup and is experiencing sales growth and managing business operations effectively. Zappos has managed to grow its sales by providing standout customer service and by attracting and retaining the best talent. Zappos attracts and retains the best talent because it has managed built a positive reputation of its quirky and fun business culture.xi

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Sales History The growth rate of the Zappos business has continued to accelerate year by year.

Zappos Total Sales

$2,000,000,000 $1,800,000,000 $1,600,000,000 $1,400,000,000 $1,200,000,000 $1,000,000,000 $800,000,000 $600,000,000 $400,000,000 $200,000,000 $0 2000 2002 2004 2006 2008 2010 2012 Zappos Total Sales

Year 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Total Sales $1,600,000 $8,600,000 $31,900,000 $70,100,000 $184,000,000 $370,000,000 $597,000,000 $840,000,000 $1,060,000,000 $1,262,831,000 $1,451,895,000 $1,626,714,000 $1,787,229,000

Found on Mine That Data but confirmed on Zappos.com

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Brand Review
Market Share For the year ended Dec. 31, Amazon, No. 1 in the 2012 Internet Retailer Top 500, reported: Net sales were $61.09 billion, a 27.1% increase from $48.08 billion last year.xii Zappos ended 2012 with $1.7 billion in sales.It is said that Amazon took on Zappos to only further expand their market share with no intention to help increase Zappos. Overstock.com 2012 revenue was $1,099,289,000. Overstock.com also made sales in the billion-dollar range and therefore they are still a strong contender within this industry. However, Zappos still made more revenue than Overstock.com thus Zappos still has more market share. Strengths One of Zappos passions is to deliver extraordinary customer service. Customer service is valued highly within their brand so therefore they take the time to properly train all their employees by putting them through a four-week customer service-training course. Zappos has taken the time to define its company culture in its Ten Core Values. Such items include, deliver wow through service, being humble, and being passionate and determined. Zappos also strives by providing free shipping as well as free returns within 365 days of purchase to all customers.Zappos also stocks real inventory in their warehouses for all products. For complete access and faster shipping turn around to customers, Zappos warehouse is operating 24 hours a day. Precisely placed on every page of the website is the 1-800 contact number to reach Zappos customer service which is available 24/7 to call. Zappos has a huge selection of products and continues to get repeat customers. Weaknesses Zappos sold to Amazon for a price that was only 1x the revenue of the company. This raised questions on to why such a fast growing company would sell for such a low amount of money. Opportunities Zappos customer service gives pop-up shops the ability to broaden customers understanding of Zappos as a brand. Pop-up shops will help build customer relationships. As a brand, Zappos would be given the opportunity to expand into new customer service related ventures.

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Threats Customers may become frustrated when goods are no longer easily accessible. There is a risk that customers may not understand the pop-up concept. Poor customer service could ruin Zappos as a company. Key Benefits of Pop-up Stores There is no long-term commitment- since they are pop-ups and not permanent brick & mortar locations; the risk of low performance is not a major issue. Affordability- as a non-permanent store, monthly rent does not become an issue. Lower rents may also be available if a retail space is hard to rent out. Move more merchandise- can test out different products in different locations to determine what sells best where. Give brand more visibility- going from only online to an actual brick & mortar will expose the brand to those who typically don't shop online. Generate buzz- those who know the brand through online will spread the word about the brand. Those new to the brand will be able to get to know it. Testing & experimentation- can test the market in different areas of a city or entire country without too much risk. Encourage spontaneous purchases / exclusivity- people who are curious about the brand, or are already loyal customers will be willing to shop the store to receive instant gratification. Brand extension- the brand can experiment with other labels and product categories. Brand Image Known for their fun-loving personality / working environment Free upgrades Passionate about the brand Emphasis on customer service / emotional connections Socially conscious Zappos' Core Values (Johnston): 1. Deliver WOW through service 2. Embrace & drive change 3. Create fun & a little weirdness 4. Be adventurous, creative, & open-minded 5. Pursue growth & learning 6. Build open & honest relationships with communication 7. Build a positive team & family spirit 8. Do more with less 9. Be passionate & determined 10.Be humble

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Competitive Review

Direct and Indirect Competitors The two main competitors Zappos competes with directly are Amazon and Piperlime. Amazon was a huge competitor of Zappos because they were both major e-commerce businesses. Now that Amazon has purchased Zappos they are on a more even level but Zappos still competes directly with Amazon because depending on the customer one gets favored over the other. On the opposite end, Zappos indirect competitors include Anthropologie and J. Crew. Key Competitors Although Zappos has both direct and indirect competitors, there is always another business in this industry trying to come out on top. That is why Zappos must also take into consideration what its key competitors are doing at all times. Zappos key competitors consist of Nordstrom and Macys. Even though Nordstrom and Macys are not solely e-commerce businesses like Zappos, they do have a website with all their products that brings in revenue. Like Zappos, Nordstroms and Macys offer a wide selection of products ranging from apparel, handbags, accessories, shoes, beauty, and even home goods. Zappos and Nordstrom also have a very similar philosophy in that they both have superior customer service and easy return policies.

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Direct Competitor Analysis

Market Share Sales %

Growth

33% of total E-Commerce sales in the United States in 2012 Amazon sales top $61 billion in 2012 A 27.1% increase from $48.08 billion in 2011 Q1 2013 revenue growth slowed down to 22% from 34% during the same period last year. Operating margins decline to 1.12% from 1.45% last year Educated, professionals Mostly targets people between the ages of 30-50 To build the worlds most customer centric company To establish a place where customers could buy anything Low cost-leadership Sophisticated online retailing technologies Personalization features for customers on its websites Reliable and easily scalable IT systems all one platform New products (100 different products in seven major geographic markets) Top customer relationship system State of the art warehousing New products (100 different products in seven major geographic markets) EBays sales and marketing budget was $2.4 billion in 2011. EBay reduced its Internet advertising budget, which included display and paid search, by 2.0% to $173.2 million in 2011 Data for Amazon not available

2012, ended with a 3.9% market share of total industry worth of $300 billion Web sales in 2011 were $1.5 billion, up about 15% from around $1.3 billion in 2010 Piperlime is a sub-brand of Gap Inc., the physical store opened in 2012, no data available to analyze physical store growth, however E-commerce sales increased by 15% in 2011 College students and young professionals Women ages 18-30 Gain more satisfied customers and generate more revenue by providing in-store ways for customers to view, order, and receive what they cant get in store. Accessible luxury Piperlime's selection represents about 100 brands, whereas Zappos offers a much wider product assortment "Quick look" feature, a popular functionality adapted from other Gap Inc. sites, saves up to 16 thumbnails

Target Markets

Marketing Objectives

Positioning

Advertising & Promotion Budget

Advertising budget for Piperlime not available The Gap spends 4% of their gross sales on advertising and gross profit in 2011 was $5.3 billion

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Current Marketing Mix

Online bookstore, DVDs, CDs, MP3 downloads, software, video games, electronics, apparel, furniture, food, toys, jewelry, consumer electronicsnotably the Amazon Kindle e-book reader and the Kindle Fire tablet computerand is a major provider of cloud computing services Pay Per Click Advertising Continual Website Improvement Offline Advertising Streamlined Ordering Process Partnerships & Web Services The Customers Opinions Email Marketing Customer Service Social Media Leaking the news about upcoming products, ex. Kindle We seek to be Earths most customercentric company for four primary customer sets: consumers, sellers, enterprises, and content creators Amazon operates on slim margins, which often cut the companys earnings down to size Competes in ultra-competitive market Only online presence Online payment system Release more private label brands Increase services and product portfolio Open more online stores in other countries Physical presence

Offers a selection of footwear, handbags, and clothing for women, men and children Designers include: Alberto Fermani, Hollywood, Giuseppe Zanotti, Belle by Sigerson Morrison, Frye, Donald J. Pliner, Kenneth Cole, Nine West, Crocs, Converse, Steve Madden

Current Advertising/ Promotional Program Mix

Email Marketing Social Media Print Ads Social Media

Message/Media Strategy

Focus on the customer purchase experience Presentation and product marketing Personalization

Weaknesses

Only one physical store in New York Piperlime brand awareness not as commonly known as Gap Inc.

Opportunities

Increase physical presence Collaborate with designers to meet target market demands Online growth Foreign Expansion

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Indirect Competitor Analysis

Market Share

30% of online demand comes from West Coast (Urban Outfitters)

2/3 sales come from retail locations, including roughly 95 factory stores. Internet sales account for more than 80% of direct sales (J. Crew third Quarter) Full year revenue (2012) jumped 16% to 555.8 million (Comparable sales only rose 10%) (J. Crew third Quarter) From 2008 to the end of fiscal 2012, J.Crew opened 100 new stores (J. Crew third Quarter)

Sales %

Full year revenue (2012) jumped 12% to 2.79 billion (Urban Outfitters) Q4 15% increase to $856.8 million (Urban Outfitters) 49 new stores opened in 2012, 14 being Anthropologie (Urban Outfitters) Affluent and independent women who want to reflect their unique style with what they wear. 30 to 45 years old Remain a destination for women wanting a curated mix of products that reflects their personal style and fuels their lives' passions, from fashion to art to entertaining. We are committed to offering unmatched service Unconditional guarantee on all merchandise Store and online store aesthetic conducive to wardrobing

Growth

Target Markets

Marketing Objectives

College-educated, professional, and affluent customers Median age of 32 Annual household income above $62,000 (J. Crew) To raise awareness of the teacher and student discount offer Once a customer walks into the store a stylist must assist in finding the appropriate attire for that customer.

Marketing Strategies

Complimentary personal shopping Student and teacher discount (valid in-store only) Low rate shipping on orders under $175

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Positioning

Judge of bohemian style and lifestyle Selection represents hundreds of brands, recently launched private label Wish list allows a customer to create their favorite looks online and share them via email, Pinterest, etc.

"We're not doing what Gap is doing, but we're not doing what Louis Vuitton is doing. What we are trying to do is offer people Monday-throughSunday things that are of great quality that people can mix into their wardrobe. We're trying to shed the preppy iconography of our past and associate more with classic pieces, the trench coat, the white shirt, the chino; those things can be worn many ways, but the chino we show maybe with a sequin tank top and heels. We're taking something that's stodgy but making it feel more modern."- Jenna Lyons, Creative Director, J.Crew

Advertising & Promotion Budget

21% increase in marketing expense yielded a 32% in total web traffic, 200% jump in sales from mobile devices, and 50% increase in sales coming from social media sites, and 36% growth in total direct-toconsumer sales Clothing, shoes, accessories, home goods include everything from door pulls to furniture Designers include: Citizens of Humanity, UOIs own Free People, Bailey 44, AG, Current/ Elliott, etc. Private label clothing Email Marketing Social Media Print ads The MAGAZINE

Figure for 2012 not available, but some estimate that $6.7M was spent in 2011. J.Crew announced that their advertising budget doubled over 2011, so if $6.7M is accurate, we can estimate roughly $13M Offers a selection of clothing, shoes, and accessories for women, men and children Wedding line Factory stores

Current Marketing Mix

Current Advertising/ Promotional Program Mix

Major print outlets (Vanity Fair, Vogue, Sunday NY Times Magazine, etc.) Digital and social media

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Message/Media Strategy

Creative catch phrases for clothing (ex. Wake to the Sun for bedding, Maximal Lengths for Dresses, etc.) Bohemian, eclectic

Aiming at people who have the mindset that values quality at a reasonable price, Diego Scotti, Chief Marketing Officer (Olson). Speaking to people who appreciate our style, quality and design, and the ads do so in a quirky and clever way, Scotti says (Olson). Partners will iconic brands Madewell- introduced in 2006 Brand loyalists include First Lady Broad market

Strengths

Unique product and store design Variety of products Superior quality services and products Efficient distribution chain and logistics Locations Customer loyalty

Weaknesses

Website difficult to navigate No free shipping Limited market Lack of advertising and marketing Direct competition amongst parent company Limited sizing Expand private label into home goods and shoes Increase services and product portfolio Globalization Lower price point More comprehensive loyalty card

Lack of worldwide presence

Opportunities

Specialty shops Global expansion Higher price point accessories

Threats

Competition Economic slowdown Low prices

Competition offering better value Rapidly changing trends Rising production costs

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Overall Assessment In comparing the direct competitor to the indirect competitor chart, it is obvious that the playing grounds are steep therefore Zappos must maintain a competitive advantage by having superior customer service. Amazon is a strong company with continuous high growth in sales. With their frequent visitors they have become one of the most demanded website by consumers. One of their downfalls is that they are only present online however they have created the ability to offer multiple private label brands. Piperlime is a sub-brand of Gap, Inc. that is accessible online as well as a 4,000 sq. ft. kiosk in Manhattan, New York. Piperlime offers a selection of about 100 luxury brands. Anthropologies sales in 2012 made a large jump up to $2.79 billion, which allowed them to open up 14 more store locations. Anthropologie offers unique products and store design with a bohemian style and lifestyle. J. Crew offers quality wardrobing pieces that can easily be worn Monday through Sunday. Internet sales account for more than 80% of J. Crews direct sales and 20% comes from the retail locations.

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Competitor Comparison

Points of Parity Points of Difference

Country of Origin Target Customer

Zappos Online only Was a stand alone company before acquired by Amazon Started as footwear retailer United States 1999 Men & women Ages 25-44 Income approx. $100,000 College / Grad school No kids Mainly AfricanAmerican, Asian, Hispanic Shoes Clothing Accessories Beauty

Piperlime Online only An extension of Gap Inc. Only footwear, but expanded in 2009 to clothing United States 2006 Men & women Ages 25-44 Income approx. $150,000 College / Grad school Has kids Mainly Asian, Caucasian

Different Products/Servic es Offered

Shoes Clothing Accessories

Bluefly Online only Focus on highfashion, designer apparel & accessories Originally golf apparel retailer United States 1998 Men & women Ages 25-44 Income approx. $150,000 College / Grad school Has kids Mainly Asian, African American Caucasian Shoes Clothing Accessories Beauty

Overstock Online only Sold excess inventory, but later went on to sell new inventory

United States 1999 Men & women Ages 25-44 Income approx. $90,000 College Has kids Caucasian, African American, Hispanic Asian, Caucasian

Customer Service Experience Pricing Strategy

Free shipping Free returns within 365 days of purchase Medium pricing

Free shipping on purchases over $50 30 day return policy Medium pricing

Standard shipping 40 day return policy

Shoes Clothing Accessories Beauty Home Furniture Electronics Standard shipping 30 day return policy

Medium pricing

Medium pricing

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Buyer Analysis
User Profile Demographics: Female 23 to 40 years old White, Indian, Hispanic Median household income of $65,000+ Well-educated Single, no children Home renter Speaks English Psychographics: Shops online at Amazon, Nordstrom, and Crate and Barrel Enjoys seeking out new retailers, coffee shops, etc. Consumes take out at least two times per week Views her favorite magazines, Harpers Bazaar, InStyle, Cosmo, and People, on a smart phone, laptop, or tablet device. Enjoys yoga and Pilates classes Visits local restaurants and bars with friends regularly Geographics: Resident in suburbs of cities like San Francisco, Las Vegas, Los Angeles, Hawaii, New York, Baltimore, Texas, etc.

Buyer Analysis

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Buying Decision Process Buying behavior characterized by extended/limited problem solving? Limited problem solving The stores unpredictable here-today-and-gone-tomorrow concept helps to create a sense of excitement and urgency for consumers to visit the store. Besides, consumers are also attracted by the exclusive, limited edition merchandise that is only available through these temporary retail channels (We Share). Is the product a high or low involvement purchase? High involvement A short-lived experience, such as a pop-up, may have taken months or years of preparation, but the experience can create a powerful and lasting memory. (We Share) Engagement through budget billboard and TV advertisements are no longer sufficient and effective in engaging the new generation of highly discerning and demanding consumers. Pop-up stores act as an effective medium of encouraging consumer engagement and involvement. Often, pop-up stores are launched without warning in disused premises or purpose-built venues; shocking and enticing consumers into visiting the stores. Since there is minimal marketing and promotion of these stores through mainstream media avenues, consumers who wish to visit these pop-up stores have to put in the extra effort to locate the stores via word-of-mouth or social media platforms such as Twitter. Furthermore, pop-up stores are usually designed to create an interactive experience for shoppers by being highly creative in terms of dcor and even in-store entertainment. Factors that influence buying behavior Element of novelty and surprise One of the most captivating features about pop-up retail stores is their ability to pique consumers curiosity and satisfy their desire for novelty. The pop-up retail model is such that it can be present in a district for a short period of time, before it disappears and resurfaces weeks or months later. When it resurfaces, the store can be completely re-furnished with an entirely new format and set of merchandise, providing consumers an alluring element of surprise. Adding onto that element of surprise is the unusual location of pop-up stores. One of the most interesting examples is The Double Club, a pop-up nightclub, which was transformed from a derelict warehouse in North London.

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Who Buys the Product/Service? Our primary targeted consumer who will purchase hot commodities from Zippos pop-up shops is likely between the ages of 23 and 40. Although she lives in the suburbs, she will shop at the innovative shop while on her lunch break. Because she does not have any children, she has more expendable income that she enjoys spending on clothing, shoes, accessories, and her favorite - impulse items. Upon graduating with her Bachelors degree, she found a job that allowed her to travel to urban cities across the United States and occasionally to other continents. She is familiar with Zappos pop-up shops from her lunchtime encounters, making her likely to purchase while traveling because she is familiar with the concept. Who Influences the Purchase Decision? Our targeted customer is often in urban cities and reads magazines like People, Cosmopolitan, Harpers Bazaar, and InStyle. Her surroundings heavily influence her purchasing decisions because she wants to fit in and please those around her. She enjoys fantasizing about the couture pieces in Harpers and seeks out comparable items at a more affordable price point. Who Makes the Decision? Our female-targeted client is the decider when purchasing from Zappos pop-up shops because she makes the ultimate decision to charge her credit card. Decision Criteria Five Stages of Consumer Behavior (JD Associates) 1. Problem Recognition: perceiving a need v Need comfortable shoes for retail job 2. Information Search: seeking value v Research brands known for comfort / stores that offer these brands 3. Evaluation of Alternatives: assessing value v Decide what's best shop in-store or online? 4. Purchase Decision: buying value v Online offers best deal on preferred shoe style 5. Post-Purchase Behavior: value in consumption or use v Happy with shoe style/ customer becomes a loyal buyer

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Brand Selection Free shipping / fast shipping Wide variety of sizes and widths Site easy to navigate Honest reviews & surveys Free return policy (365 days) Product offering expansion Strengths One of Zappos passions is to deliver extraordinary customer service. Customer service is valued highly within their brand so therefore they take the time to properly train all their employees by putting them through a four-week customer service-training course. Zappos has taken the time to define its company culture in its Ten Core Values. Such items include, deliver wow through service, be humble, and be passionate and determined. Zappos also strives by providing free shipping as well as free returns within 365 days of purchase to all customers. Zappos also stocks real inventory in their warehouses for all products. For complete access and faster shipping turn around to customers, Zappos warehouse is operating 24 hours a day. Precisely placed on every page of the website is the 1-800 contact number to reach Zappos customer service which is available 24/7 to call. Huge selection of product Continues to get repeat customers Weakness Zappos sold to Amazon for a price that was only 1x the revenue of the company. This raised questions on to why such a fast growing company would sell for such a low amount of money. Opportunities Zappos customer service gives pop-up shops the ability to broaden customers understanding of Zappos as a brand. Pop-up shops will help build relationships. As a brand, Zappos would be given the opportunity to expand into new customer service related ventures. Threats Customers may become frustrated when goods are no longer easily accessible. Customers may not understand the pop-up concept. Poor customer service could ruin Zappos as a company.

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Marketing Goals
Increase the following by end of 2014

Revenue!

4% !

Customer Aquisition!

20%!

Website Trafc! ! Customer Retention! ! Social Media Engagement!

25%!

15%!

25%!

Zappos Total Revenue in 2012 - $1,529,500,000 in the US 4% Sales Increase = 61,180,000 ROI from advertising activities: 2,194.3%

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Target Market
Segmentation Analysis With over 24+ million customer accounts and countless visitors a year, there is no single description that can capture the diversity of customers that Zappos attracts. We broke our customer base into three different segments based on age. The first segment is our primary customer who is between the ages of 23-40 and this customer makes up 60% of Zappos Market. The secondary customer is ages 25-44 and makes up 25% of the market. And the third customer is ages 45-65 and makes up 15% of Zappos market. The following is a table laying out the different target markets that we, Meaningful Impression, want to focus on for this Zappos pop-up store campaign. Our primary customer is an educated professional with a quirky side. They are mostly regional visitors and tourists but the locals love Zappos as well. With a medium income of $65,000+ and a small family, this audience is mix of urban and suburban livers. Along with the demographics segmentation, the psychographic profile of our customer includes being foodies with an active lifestyle, has an eye for trends but is a socially conscious consumer. Primary Target Market & Secondary Target Market Demographics (Segment Explorer) Target Customer #1 23-40 years old White, Indian, Hispanic Median household income of $65,000+ Well-educated Single, no children Home renter Speaks English Target Customer #2 25-44 years old White, Black, Asian, Hispanic, Mix Median household income $45,000+ Some college Household with children Mix, Owners Target Customer #3 45-65 years old White, Black, Asian, Hispanic, Mix Median household income of $100,000+ Graduate Plus Family mix Mostly owners Speaks English

Speaks English, but is most likely bilingual 60% of Zappos Market 25% of Zappos Market 15% of Zappos Market

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Psychographics (Segment Explorer) Target Customer #1 Shops online: Amazon, Nordstrom, Crate & Barrel Target Customer #2 Shops online & brick & mortar to get best deals. I.e.; Marshalls, eBay, Target Constantly on the lookout for quality products within their budget Tries to avoid eating out Reads magazines like Baby Talk and watches Univision. Target Customer #3 Mainly shops brick & mortar stores like Saks Fifth Avenue, Brooks Brothers, Pottery Barn Likes to shop at the same brands, retailers, and restaurants Business dinners about 3 times a week Contributor to NPR; Business owner that follows stock markets closely

Enjoys seeking out new retailers, coffee shops, etc. Consumes take-out at least 2 times per week Views her favorite magazines, Harper's Bazaar, InStyle, Cosmo, & People, on a smart phone, laptop, or tablet device Enjoys Yoga & Pilates classes Visits local restaurants and bars with friends regularly Drives a Volkswagen CC

Priority is their kids. They set up play dates & visit the park on a regular basis Enjoys restaurants that are family friendly to accommodate children Drives a Mitsubishi Lancer

Enjoys weekend getaways

Sunday brunch and business functions are the norm Drives a Jaguar XJL

60% of Zappos Market 25% of Zappos Market 15% of Zappos Market

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Promotional Program Situation Analysis

Review of Existing/ Past Programs Zappos is the King of Customer Service. It provides the following: Overnight shipping, one-year, free return shipping policy Price matching 24/7 customer service Free shipping Programs include the following: Pinterest boards showcasing its different fashion collection Sweepstakes that encourage customer engagement on Twitter, Facebook and Pinterest o To enter participants have to send a Tweet on a specific day at a specific time o Winning prizes are $2500 shopping spree and a video consultation with Zappos stylist Gives gift recommendations on Facebook for Holidays such as Valentines day Zappos lets customers create a Pinterest board with their wish list o Customers pin their favorite Zappos products o Keeps the community constantly involved and customers are constantly looking at Zappos website which easily converts them into buyers Creates contest to generate new Facebook fans o Participants had the chance to win a 3-piece-skin-care set by simply liking a picture of the products and clicking on a link to enter the contest

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IMC Objectives and Strategies

Awareness Objectives: Social Media Blasts Customers that are currently linked to Zappos Facebook and Twitter page will be made aware of upcoming pop-up store locations. A photo contest will be launched on both Facebook and Twitter. The photo contest will invite Facebook and Twitter followers to post a picture that captures the Its a Downtown Thing theme. The most creative photo will win a trip to the Las Vegas pop-up store location and a $5000 shopping spree. Knowledge Objectives: Supporting a Struggling Community To create knowledge of the Zappos brand and its new pop-up store campaign, Zappos will launch a play day at a Briar Middle School located in Oklahoma. Due to the recent hurricane disaster in Oklahoma, Briar Middle School was almost completely destroyed. Zappos will invite the students and their parents for a play day near the school to show support to the local community. Zappos employees will create care packages that will be hand-delivered to the children and their parents by the Zappos top sales performers. Each care package will include toys that have been branded with the Zappos name and logo. The goal is to receive national media coverage on national news stations such as CNN and MSNBC. The media coverage will build brand awareness of the Zappos and its effort to support the hurricane disaster victims. Videos of the play day will be posted on Youtube, Facebook, and Twitter for others to view and leave comments. Campaign Objectives: Play While You Shop The campaign objective is to launch Zappos pop-up stores and to create an innovative shopping experience for Zappos customers. The goal is to entice customers to visit Zappos pop-up stores immediately because their presence is extremely temporary. Zappos pop-up stores will feature a happy hour between 4-7pm each day that the store is open. The happy hour will be set up as an interactive game concept in which customers can earn an additional discount on an item or a complimentary item. Customers will receive clues on Facebook and Twitter regarding the type of items that they should bring with them to the store during their shopping trip. During happy hour, a Zappos employee will announce the mystery item to all shoppers inside the store at the time. The individual that brings in the correct item to the store will receive the additional happy hour offer.

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Campaign Strategies Next Stop, Zappos Pop-Up Store! The campaign strategy is to position Zappos pop-up store locations in metropolitan cities and to capture foot traffic from locals and tourists. Phase one of the pop-up store locations will include Hawaii, Las Vegas, Los Angeles, and San Francisco. In all of these cities both locals and tourists rely heavily on public transportation. The strategy is to announce Zappos pop-up store locations through the speaker on public transportation including buses and BART. Since most individuals are used to the mundane sound of the announcer mentioning the next stop, Zappos will capture the interest of the commuters by introducing its limited location availability.

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Positioning and Campaign Theme

Positioning Strategy The new pop-up shops are like a Zappos surprise in specific downtown locations. These pop-up shops are one of kind and have never been done before by one of its competitors. Being in a downtown location, locals and tourists get the benefit of being able to step foot inside the store rather than solely viewing the product from online. Access to these stores are easy and it builds excitement for the customers knowing that the store is there for only a limited time so they better buy all the items they want the first time around before the store is gone. By shopping at the Zappos popup shop, customers will be exposed to a great selection of products that they love, fast and superior service, and leave with the satisfaction that they found something that made them happy. Positioning Statement Popping-up Happiness Downtown Our new positioning statement was derived from Zappos original positioning statement of Delivering Happiness. Since Meaningful Impressions is helping Zappos launch pop-up stores in downtown locations, Popping-up happiness downtown is a more fitting statement for our new concept. Campaign Theme Its A Downtown Thing! Meaningful Impressions came up with this slogan for Zappos to try and incorporate the fun and quirkiness of the brand along with the location of the new pop-up stores. In hope of creating a new culture for Zappos, we are opening up the very first Zappos pop-up shop right in the middle of downtown Las Vegas where the Zappos Headquarters is located. But it wont stop there because we will be expanding the pop-up stores to various cities in areas like downtown San Francisco, LA, and Hawaii. Target Audience Women, Ages 23 to 40 years old with a median household income of $65,000+ Urban dwellers In the market for a fashion retailer that carries all the necessities: clothes, handbags, accessories, and shoes.

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Advertising Objective To broaden our audiences understanding that Zappos is a not-just-shoes retailer and to show Zappos sells a variety of items through the new Brick and Mortar locations popping up in downtown areas of popular cities around the country. Key Benefits Expand Brand Awareness- Moving from online only to an actual Brick and Mortar location will expose the brand to new customers who typically dont shop online or havent heard of the brand before. Generate Buzz- The already loyal customers to Zappos will spread the word about the brand and the excitement of the new pop-up locations. This translates to new customers and inspires them to get to know the brand and check out the store. Exclusivity- Customers who are already loyal to the brand will be willing to shop at the Zappos pop-up shops to receive instant gratification. As well as the popup shops will capture curious customers into the store and may encourage spontaneous purchases. Merchandise Specificity- Each pop-up location can have different merchandise and then it is rotated in order to determine what sells best in each location.

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Creative Recommendations
Key Benefits Experimentation- With pop-up locations, Zappos is able to test out the markets in different areas of a city around the country to see how well the business delivers without too much risk. Support To support our strategy, we plan to pinpoint and go into publications, cities, and other areas where our intended target customer not only shops, but lives. We will make the Zappos brand synonymous with the words stylish, trendy, sophisticated, but with a quirk. We will market extensively through many media channels in order to make sure we reach a large portion of the Zappos customer, as well as introduce the brand to those who are new to it. Claims & Promises Zappos has a loyal customer base that will continue to follow, whether we stay only online, or begin to expand. There is a large area of the market that has not been exposed to the Zappos experience because they dont typically shop online for reasons which include their distrust in the method of payment, shipping, instant gratification, etc. We promise to continue to cater to our target consumer to keep them engaged with the Zappos Company by being present on social media sites, magazines, billboards, etc. We plan to attract new shoppers through these same mediums, but also through our in-store customer service, products, and the overall Zappos essence. Reassurance Zappos is already synonymous with excellent customer service. Therefore, creating customer relationships at pop-up locations will enhance the brand image. Zappos is a leader in the online retailing world. This could easily translate well into the pop-up stores. Tone Like the Zappos online store, we plan to carry over the fun, eclectic spirit of the company into our pop-up locations. Having an energetic Zappos team at every location. Providing customer incentives like vouchers, coupons, discounts. Having trendy and sought after products that may not be available at any other retailer.

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Pop-Up Shop Launch Time Line

Creative Recommendations

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Reach Through the Zappos Los Angeles Pop-Up Shop, we will be able to reach a large portion of our loyal customers that have shopped the online store for years. Our popup location will be located in the Downtown LA area, whose population has grown 21% since 2008, and whose culture has grown to welcome more tourists than ever before (about us). Frequency A new Zappos pop-up store location will launch monthly in desirable downtown location. Message Weight The few weeks before the launch of the store will be crucial to the overall success of this project. Because of Downtown LA's emerging popularity, it will be beneficial to not only Zappos, but also to the overall culture because it will increase foot traffic and spark interest. Since LA is a popular tourist destination, foot traffic will bring in customers that may be new to the Zappos brand. Budget The budget allocation is roughly $246,000. A portion of the budget will be allocated toward social media and Internet for the pre-launch of the pop-up store. The remainder of the budget will be allocated for outside advertising around the LA area.

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Scheduling Pattern Pre-launch marketing will begin on May 1st, 2014. This includes using social media and Internet on sites such as Facebook, Pinterest, YouTube and Twitter to spread the message regarding Zappos limited time pop-up store location. Zappos will be featured on popular LA based talk shows like The Ellen DeGeneres Show, Extra, and Fashion Police. The pop-up store location will have its grand opening on June 1st, 2014. The grand opening will be a fun mixture where local magazines like LA Weekly and Los Angeles Magazine, as well as bloggers from sites like the LA-ist and Paris LA can see our product and contribute to our buzz marketing. The Los Angeles pop-up store location will be open for a limited time only; the doors will close on June 31st, 2014.

Rationale Zappos is a reliable and honest retailer that many have grown to love and return to on a regular basis. Our rationale, get it while it's hot and before it's gone, will encourage customers in the Los Angeles area to get off the Zappos website and pop into our store. With features in highly frequented national and local magazines and fashion blogs, our target customer will be excited and driven to come and shop the racks at Zappos! Also, being able to be mentioned on an LA-filmed talk show like Ellen will help spread the word of our outstanding customer service and quality products. Client Outreach Loyal Zappos customers will receive direct mail and emails that offer discounts and special VIP offers that will be valid and redeemable at our LA pop-up store location. Customers will be able to forward emails to 10 friends. Once they get their friends in on the downtown thing, they will receive a coupon for 50% off an item that is either made in LA or from an LA brand.

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POP UP
Reach In 2012, San Francisco hosted 16.5 million visitors. We hope to reach 2% of those visitors to equal a target of 330,000 customers during the month that Zappos is in the San Francisco location (San Francisco Visitor Industry Statistics). Frequency Zappos pop-up shops will be occupying locations for only a month at a time. Advertising for this location will begin one month prior to the opening of the Zappos pop-up shop in San Francisco. This will get the word out for the arrival of Zappos, which will capture our loyal customers attention and gather the interest of new and curious shoppers. Message Weight Its a downtown thing! Zappos will be located in the heart of downtown San Francisco where all the tourist and locals gather. Zappos is the place to look for a great selection of apparel, handbags, accessories, and shoes catered to the San Francisco lifestyle for both men and women. With superior service Zappos will always help you find what you need for any day.

Creative Recommendations

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Budget and Media Usage Out of our $987,000 advertising budget for the year, the San Francisco pop-up location is allocated $246,000 of that budget. The $246,000 will be divided and used for advertising the San Francisco location prior to and during the opening of the pop-up shop. A portion of the budget is devoted to print media with emphasis on billboards. We chose to focus on billboards because San Francisco is a big city and we want to spread the word that Zappos in coming to town. The second portion of the budget will be used to advertising in transportation areas such as Bart, Muni, taxis, and cable cars. The remainder of the budget will be put into chalk design and ground stickers for sidewalks and walking areas around the cities. Besides public transportation, the second best way to get around the city is to walk. By placing these sidewalk ads in areas of high walk density they will catch the eyes of the onlookers and put into their brain the Zappos brand. Scheduling Pattern: Advertising for the upcoming launch of Zappos San Francisco pop-up shop will begin on June 1st. Prior to this date, we will have already prepared for our billboard ads to be placed in our desired areas. These areas include downtown in Union Square, Fishermans Warf, Civic Center, and Lombard Street and around the rest of the city. We will also display the launching of Zappos San Francisco pop-up shop through smaller signs in Bart stations, at Muni stops, on the top of taxis, and on in cable cars to capture our followers attention multiple times a day when they are commuting. Seal all ground designs and ads to the sidewalks in dense walking areas. Scheduling Pattern: The Zappos pop-up shop is scheduled to open on July 1st and will remain open until July 31st. Rationale Statement Zappos offers designer clothing for a limited time in the nations hottest downtown cities. Zappos aims to reach a fashion conscious target customer that enjoys traveling, shopping, and finding the seasons must have items. The rational is Get it while its Hot & Before Its Gone! Zappos will incorporate creative client outreach strategies to entice the target market to visit the Zappos pop-up store in each downtown location.

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Client Outreach Zappos Launch Giveaway San Francisco is the city on the bay so why not enjoy a day filled with fun to get to know the city. Zappos followers are welcomed to come to the grand opening of the Zappos pop-up shop in San Francisco where they can enter to win an all-expense paid by Zappos tourist day for two! The day will begin with a Hop on Hop off Double Decker Bus tour through the city. You will then hop off and catch a boat to the historical landmark of Alcatraz. After the tour you will then sail away into the night with a dinner on the bay cruise filled with good food, dancing, and an unforgettable view of the city. Client Outreach Zappos vs. Giants All Zappos followers who attend the Giants versus Phillies game, its your lucky day! All fans must hold onto their ticket for this game and then bring it on down to the new San Francisco Zappos location to receive 10% of their purchase. This offer is good for a week following the game to give all fans the chance to visit the store and shop around.

Creative Recommendations

Pop Up In

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Reach In 2012, Las Vegas had roughly 39 million visitors. We are aiming to reach approximately 2 million visitors during their stay in Las Vegas (Stats and Facts). Frequency A new Zappos pop-up store location will launch monthly in desirable downtown location. Message Weight Las Vegas is a sought after, party-city in which our target market looks to relax, shop, and get-away from their busy lifestyle. Zappos Las Vegas pop-up store location aims to provide the target market sexy, fashionable clothing in which the target market will feel confident and ready to strut their stuff at Las Vegas exclusive nightclubs such as Tao, XS, and Tryst (Most Exclusive). Budget The budget allocation is roughly $246,000. A portion of the budget will be allocated toward social media and Internet for the pre-launch of the pop-up store. The remainder of the budget will be allocated for hotel and nightclub advertising. Scheduling Pattern Pre-launch marketing will begin on July 1st, 2014. This includes using social media and Internet on sites such as Facebook, Pinterest, YouTube and Twitter to spread the message regarding Zappos limited time pop-up store location. Zappos will launch a photo contest on Pinterest on July 1st, by which the target market can post their best Las Vegas get-away photo. The winner will be announced on August 15th, at the Last Vegas pop-up store location and will win a $500 shopping spree at Zappos, Las Vegas pop-up store. The pop-up store location will have its grand opening on August 1st, 2014. The grand opening will be inspired by a party theme, featuring complimentary champagne and strawberries for each customer. The Las Vegas pop-up store location will be open for a limited time only; the doors will close on August 31, 2014.

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Creative Recommendations

Rationale Zappos offers designer clothing for a limited time in the nations hottest downtown cities. Zappos aims to reach a fashion conscious target customer that enjoys traveling, shopping, and finding the seasons must have items. The rational is Get it while its Hot & Before Its Gone! Zappos will incorporate creative client outreach strategies to entice the target market to visit the Zappos pop-up store in each downtown location.

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Client Outreach The following includes our target market outreach: Superior Customer Service at Zappos: Customers shopping at Zappos will be given the option to have their purchases delivered directly to their hotel room. This will eliminate the hassle of them having to carry their purchases while they are roaming around Las Vegas. This is a complimentary service offered by Zappos, Las Vegas pop-up store. Zappos Its a Downtown Thing Makeover: During the first week of the popup store opening, customers that spend $100 or more will receive a complimentary mini-make over that includes hair styling and make-up at the pop-up store. The target market will enjoy feeling extremely sexy with Zappos designer clothing and a fresh makeover, perfect for hitting the hottest nightclubs in Las Vegas. Zappos Your First Drink is On Us: Upon checking in at their favorite hotel destination, the target market will find a complimentary drink offer inside their hotel room that is paid for by Zappos. Attached to the drink offer is a 15% off coupon that customers may bring in to the pop-up store location to redeem it during their purchase. Zappos Gives Access to VIP at Tao Nightclub: Customers that spend $500 or more at the Las Vegas pop-up store location will be given complimentary VIP access at Tao nightclub. This means that there is not waiting in line for them, and their first drink is on Zappos. Zappos Print Media Scan to Reveal Location: Zappos will launch a print media ad in Harpers Bazaar magazine. The ad will feature a QR code that the target market can scan to reveal the location of the pop-up store and find a special 15% offer inside.

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Reach During the NFL Pro Bowl, roughly 49,000 people come to participate in the festivities, 19,000 of which are visitors to the island of Oahu and state of Hawaii. Our goal is to reach 10-15% of the customers attending the island for the Pro Bowl (Maui Now). Frequency Every month our store will be in a new location; our marketing efforts for the Oahu location will begin one month prior to the launch of the store. After the store is launched, we will decrease our advertising efforts, but will rely on word of mouth and transportation advertising to drive sales and foot traffic.

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Message Marketing leading up to the Pro Bowl will be crucial, we will advertise that exclusive items will be available for purchase at the games, but no where else. We will offer limited edition items to entice customers to make impulse purchases. Items will include jerseys, footballs, hats, etc. Budget One quarter of the budget, roughly $246,000 will be spent on the Oahu pop up. Oahus budget will be allocated towards social media, Internet, and transportation advertisements.

Scheduling Pattern We will begin advertising on December 1st. Pop up shop will open on January 10th, two weeks prior to the Pro Bowl. We will be open during the Pro Bowl, and a week prior to the Pro Bowl, while supplies last. Rationale We want to encourage our target market to get it while its hot. The Hawaii pop up location will encourage customers to purchase because the items will only be available during the month of the Pro Bowl. Customers will have the opportunity to experience well-known Zappos customer service, so when they return home they will desire to purchase from the retailer again.

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Client Outreach Airline offer Customers who fly to Hawaii via Hawaiian airlines will be given a 10% off coupon to spend at the store. Coupons will be given to customers during the in-flight meal to Hawaii. Exclusive Player Meet and Greet Customers who spend over $500, provide their mailing address, email address, and phone number will be given access to a player meet and greet signing event, which will be held in front of the Zappos pop up shop.

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Communications Objectives
Brand Awareness Many consumers recognize Zappos logo, which includes the sole of a shoe, and immediately associate it with shoes. To break customers previous beliefs about Zappos, we will eliminate the powder blue shoe in the logo. Customers will better connect with the brand because they will no longer look at the logo and immediately recall shoes, rather they will recall clothing, accessories, and shoes will be recalled last. Once the pop-ups featuring more than just shoes hit major cities nationwide, consumers will correlate the Zappos brand with style, sophistication, but always with a little quirk. Their minds will be broadened when it comes to the Zappos brand. Knowledge Although our consumers are likely aware of Zappos, our goal is to broaden their understanding of the well-known not-just-shoes retailer. We want our customers to know that: we sell a variety of items, are trendy, and they will always receive consistent Zappos customer service no matter the purchase channel. Through our print ads in major fashion magazines like Instyle and Harpers Bazaar, among others, consumers will begin to take notice that Zappos wants to become a style retailer, rather than a shoe retailer. Interest Playing off of the term pop-up shop, our campaign communicates that Zappos is popping up in their downtown. Our advertisement will spark a get it while its hot mentality through the use of pop it while its hot. To attract already loyal, as well as new Zappos customers, we plan to offer sales promotions and other exciting techniques in marketing (i.e. sidewalk ads, email blasts, location-specific promos, etc.) to gain foot traffic, not only on the website, but mainly the pop-up location. Favorable Attributes Our customer will be more inclined to purchase through the Zappos pop-up shop because they will be able to psychically go into the store and try on their favorite items. Shoes, clothing, accessories, even some beauty and skin care products; among many more things will be at the customers disposal. Customers will not only be able to try on their items in store, but will be treated to Zappos well-known customer service.

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Image Zappos is currently perceived as boring and late on trends. We will introduce a trendy, innovative campaign, which will represent Zappos new approach to retailing. By launching the campaign in fashion magazines and popping up in the downtown areas, we will be reaching a younger audience, or target audience that already shops in this area and relies on these magazines to guide their future purchases. Purchase Intentions Because the Zappos store will only be available for a certain amount of time, customers will feel a sense of urgency to purchase immediately because they will not want to risk their favorite product not being readily available to try on or purchase.

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Advertising Media Recommendations

Target Audience Our primary target audience is 23-40 years old. Our secondary target audience is 25-44 years old. Our third target audience is 45-65 years old. Objectives The specific media will be put to use during the designated month before a popup store opening. The specific media will also be put to use during the month the pop-up shop is open to maintain awareness of the brand Zappos and its pop-up shop. The Media Plan For our 23-40 ages target customer the media selection we would like to use are Facebook, Twitter, YouTube, and E-mail blasts. For our 25-44 ages target customer the media selection we would like to use are Magazines, Bart Posters, Bart Staircases, Muni, and Sidewalk Ads. For our 45-65 ages target customer the media selection we would like to use are Taxis and Direct Mail. Geographic Scope The launch of the new Zappos pop-up locations will begin on the West Coast as a test to see the reaction to the stores in the four locations before expanding across the states. The pink stars on the map represent the four locations in the West Coast we will be focusing on: Oahu, Hawaii, Los Angeles, California, San Francisco, California, and Las Vegas, Nevada.

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Scheduling Pattern Locations Advertising Launch Date Begins Hawaii January 1, 2014 February 1, 2014 Los Angeles May 1, 2014 June 1, 2014 San Francisco June 1, 2014 July 1, 2014 Las Vegas July 1, 2014 August 1, 2014 Close Date February 28, 2014 June 30, 2014 July 31, 2014 August 31, 2014

Reach Hawaii: During the NFL Pro Bowl, roughly 49,000 people come to participate in the festivities, 19,000 of which are visitors to the island of Oahu and state of Hawaii. Our goal is to reach 10-15% of the customers attending the island for the Pro Bowl. Los Angeles: Through the Zappos Los Angeles Pop-Up Shop, we will be able to reach a large portion of our loyal customers that have shopped the online store for years. Our pop-up location will be located in the Downtown LA area, whose population has grown 21% since 2008, and whose culture has grown to welcome more tourists than ever before. San Francisco: In 2012, San Francisco hosted 16.5 million visitors. We hope to reach 2% of those visitors to equal a target of 330,000 customers during the month that Zappos is in the San Francisco location. Las Vegas: In 2012, Las Vegas had roughly 39 million visitors. We are aiming to reach approximately 2 million visitors during their stay in Las Vegas. Frequency Every month the Zappos pop-up shop will be in a new location. Our marketing efforts for each location will begin one month prior to the launch of the store. After the store is launched, we will decrease our advertising efforts, but will rely on word of mouth and transportation advertising to drive sales and foot traffic. Media Plan Rationale Meaningful Impressions has designed and organized specific media mixes catered to each of the four locations. The media plan for each location is specialized in order to reach out to our customers and get our message heard in the most effective manner.

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Budget Breakdown
Media Class Print Ads Medium - Magazines - QR Codes - Billboards - Sidewalk Ads -Bart Posters & Stairs -E-mail blasts -Mobile Special Offer -VIP Discount -First Drink On Us -Its A Downtown Thing Makeover -Fly Hawaiian Airlines Meet and Greets -Bring Your Giants Ticket -Play While You Shop Happy Hour -Contests -Facebook -Twitter -Pinterest -Blog Outreach -Zappos.com -Zappos Mobile App -Video & Photo Contest -Surveys -Annual Fundraising -Supporting a Struggling Community % OF BUDGET 30% TOTAL AMOUNT $296,235

Direct Mail Sales Promotion

5% 10%

$49,372 $98,800

Social Media

35%

$345,605

Internet Media

15%

$148,616

Public Relations TOTAL BUDGET

5%

$49,372 $988,000.00

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Sales Promotions Recommendations

Target Audience The consumer who will purchase hot commodities from Zappos pop-up shops is likely between the ages of 23 and 40. Although she lives in the suburbs, she will shop at the innovative shop while on her lunch break. Because she does not have any children, she has more expendable income that she enjoys spending on clothing, shoes, accessories, and her favorite impulse items. Objectives We hope to attract this particular customer base so that the Zappos brand can heighten their status as not only a shoe retailer, but a fashion mecca. We want this customer to me captivated by our campaign efforts and excited to shop our pop-ups and website. Techniques Los Angeles At our LA location, we plan to engage customers through our extensive sales promotions. These promotions will include: VIP Offers: Former and current Zappos customer will receive exclusive discounts and special VIP offers that will be valid and redeemable at our LA pop-up store location. Customers will be able to forward emails to friends. Once they get their friends in on the downtown thing, they will receive a coupon for 50% off an item that is either made in LA or from an LA brand or local designer. Fashion Police Contest: LA is known for celebrities and TV shows. Zappos will launch a contest that any customer who visits the pop-up shop can enter. The winner of this raffle will receive two tickets to sit in on a filming of an episode of E!s Fashion Police. Along with the tickets, they will receive a $500 Zappos gift card.

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San Francisco At our San Francisco location, we plan to engage customers through our extensive sales promotions. These promotions will include: Launch Giveaway: Zappos followers are welcomed to come to the grand opening of the Zappos pop-up shop in San Francisco where they can enter to win an all-expense paid by Zappos tourist day for two! The day will begin with a Hop on Hop off Double Decker Bus tour through the city. You will then hop off and catch a boat to the historical landmark of Alcatraz. After the tour you will then sail away into the night with a dinner on the bay cruise filled with good food, dancing, and an unforgettable view of the city. Zappos vs. Giants: All Zappos followers who attend the Giants versus Phillies game, its your lucky day! All fans must hold onto their ticket for this game and then bring it on down to the new San Francisco Zappos location to receive 10% of their purchase. This offer is good for a week following the game to give all fans the chance to visit the store and shop around. Las Vegas At our Las Vegas location, we plan to engage customers through our extensive sales promotions. These promotions will include: Zappos Your First Drink is On Us: Upon checking in at their favorite hotel destination, the target market will find a complimentary drink offer inside their hotel room that is paid for by Zappos. Attached to the drink offer is a 15% off coupon that customers may bring in to the pop-up store location to redeem it during their purchase. VIP Access to Tao: Customers that spend $500 or more at the Las Vegas popup store location will be given complimentary VIP access at Tao nightclub. This means that there is not waiting in line for them, and their first drink is on Zappos. Hawaii At our Oahu location, we plan to engage customers through our extensive sales promotions. These promotions will include: Airline Offer: Customers who fly to Hawaii via Hawaiian airlines will be given a 10% off coupon to spend at the store. Coupons will be given to customers during the in-flight meal to Hawaii. Exclusive Player Meet and Greet: Customers who spend over $500, provide their mailing address, email address, and phone number will be given access to a player meet and greet signing event during the Pro Bowl, which will be held in front of the Zappos pop up shop.

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Sales Promotion Plan/Timing Los Angeles Sales Promotions for our LA location will begin at the launch of our pop-up store, June 1st, 2014. The VIP offers and contest will take place the first week of June so that word of our launch reaches a large population, and we receive more entries into the contest. San Francisco Sales promotions for our San Francisco location will begin at the launch of the popup store, July 1st, 2014. The promotions at the beginning of our stay in San Francisco will increase awareness of the store and brand in general by creating a buzz. Las Vegas Sales Promotions for our Las Vegas location will begin at the launch of our pop-up store, August 1st, 2014. The promotions will take place shortly after our grand opening so that we can create a buzz, as well as interest in what our brand is attempting to do through our pop-up. Hawaii Sales Promotions for our Hawaii location will begin at the launch of our pop-up store, January 1st, 2014. The promotions will take place shortly after our grand opening so that we can begin to inform customers about our bold new step in retailing. Since the Pro Bowl is mid-January, we hope to have generated enough buzz that we will receive great attention and admiration from our intended target audience. Rationale Zappos plans to expand its current customer base to include a younger, style savvy woman. Our sales promotions are directed towards this audience that will become engaged and interested in the Zappos brand because external factors they look towards to make decisions will be part of our marketing mix. We plan to gain and sustain this clientele by continuing our sales promotions throughout the pop-up locations and always keeping the customers satisfaction at the forefront. Budget Sales Promotion will be covered by 10% of the total budget request. This comes to a total of $98,800 of the total budget, which is $988,000.

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Direct Marketing Recommendations

Target Audience Our target audience for our direct marketing campaign includes our current Zappos loyal customer base, which is everyone from the stay-at-home mom to the independent businesswoman. She is always looking for the next best thing in retail. Objectives We will catch the attention of passers-by, readers, and web surfers through our direct marketing methods that express our new found refined style, but of course, still keeping that Zappos quirk. We will grow a larger loyal customer population that will be interested to know what the brand will be doing next after the pop-up store campaign. Media Type: Direct Mail Los Angeles Loyal Zappos customers will receive direct mailers that offer discounts and special VIP offers that will be valid and redeemable at our LA pop-up store locations. These include discounts from 15% off an item of your choosing to 50% off any item. San Francisco Zappos will send out direct mail coupons to SF residents to inform them of the launch of the local pop-up. This coupon will offer a 15% discount on an item of their choosing. Las Vegas Hotel guests at popular Las Vegas hotel/casinos will receive a Zappos postcard that informs them of our pop-up location, as well as the names of the nightclubs that are collaborating with us. This postcard will also be accepted as a coupon at the pop-up shop, where they will receive 15% of an item of their choosing. Hawaii Oahu hotel guests staying to attend the Pro Bowl will receive a postcard that informs them about the pop-up location, as well as the contest where they can win a meet and greet with the players. This postcard will also be accepted as a coupon at the pop-up shop, where they will receive 15% of an item of their choice.

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Media Type: Electronic Los Angeles Zappos customers will receive emails that offer discounts and special VIP offers that will be valid and redeemable at our LA pop-up store location. Customers will be able to forward emails to 10 friends. Once they get their friends in on the downtown thing, they will receive a coupon for 50% off an item that is either made in LA or from an LA brand. San Francisco Zappos will send email blasts to San Francisco and nearby customers informing them of our new pop-up store campaign. These emails will include a sneak peek of the products we will have in store as well as discounts on many items. Las Vegas We will use social media and Internet sites such as Facebook, Pinterest, YouTube and Twitter to spread the message regarding Zappos limited time pop-up store location. Zappos will launch a photo contest on Pinterest on July 1st, by which the target market can post their best Las Vegas get-away photo. The winner will be announced on August 15th, at the Last Vegas pop-up store location and will win a $500 shopping spree at Zappos, Las Vegas pop-up store. Hawaii Oahu hotel guests staying to attend the Pro Bowl will receive a postcard that informs them about the pop-up location, as well as the contest where they can win a meet and greet with the players. This postcard will also be accepted as a coupon at the pop-up shop, where they will receive 15% of an item of their choosing.

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Media Type: Print Media Los Angeles The pop-up store location will have its grand opening on June 1st, 2014. The grand opening will be a fun mixture where local magazines like LA Weekly and Los Angeles Magazine, as well as bloggers from sites like the LA-ist and Paris LA can see our product and contribute to our buzz marketing. Our print ads will be featured in these magazines so that our customers are constantly aware of us. San Francisco Because San Francisco is a large city, we want to spread the word that Zappos is coming to town. The second portion of the budget will be used to advertising in transportation areas such as Bart, Muni, taxis, and cable cars. Las Vegas Prior to the launch of the Las Vegas pop-up store location, Zappos will launch a print media ad in Harpers Bazaar magazine. The ad will feature a QR code that the target market can scan to reveal the location of the pop-up store and find a special 15% offer inside. Hawaii Our Zappos print ad will run in local magazines and newspapers covering the Pro Bowl in order to attract the attention of those attending the event. This ad will feature a QR code to be linked to information on where the pop-up is located, as well as a special 15% discount.

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Other Types of Media Los Angeles With features in highly frequented fashion blogs, our target customer will be excited and driven to come and shop the racks at Zappos! Also, being able to be mentioned on an LA-filmed talk show like Ellen will help spread the word of our outstanding customer service and quality products. San Francisco We want to spread the word that Zappos is coming to town, so we will be putting the Zappos logo into chalk design and ground stickers for sidewalks and walking areas around the cities. Besides public transportation, the second best way to get around the city is to walk. By placing these sidewalk ads in areas of high walk density they will catch the eyes of the onlookers and put into their brain the Zappos brand. Las Vegas Customers shopping at Zappos will be given the option to have their purchases delivered directly to their hotel room. This will eliminate the hassle of them having to carry their purchases while they are roaming around Las Vegas. This is a complimentary service offered by Zappos, Las Vegas pop-up store. Hawaii Since the Pro Bowl is a huge source of help in our marketing mix, we plan to stamp our logo on jerseys and other related items to emphasize our support of the event.

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Direct Marketing Plan/Timing Los Angeles Direct marketing for our LA location will begin prior to the launch of our pop-up store, which is June 1st, 2014. This means ads will run starting mid-May to begin to grab consumers attention. Other media, like direct mailers will go out the first week of the launch in order to gain foot traffic. San Francisco Direct marketing for our San Francisco location will begin prior to the launch of the pop-up store, July 1st, 2014. This means direct mailers will go out mid-June. This will increase awareness of the store and brand by creating a buzz. Las Vegas Direct marketing for our Las Vegas location will begin prior to the launch of our pop-up store, August 1st, 2014. This means print ads will run beginning mid-July. This will generate interest in what the Zappos brand is attempting to do through the pop-up. Hawaii Direct marketing for our Hawaii location will begin prior to the launch of our popup store, January 1st, 2014. This means our print ads will begin running midDecember in order to inform customers about our bold new step in retailing. Rationale We plan to not only increase the traffic of the Zappos website by running this campaign but, mainly to grow our customer base through our efforts of turning our online only retailer brand into a multi-channel shopping destination. Budget Direct marketing will be covered by 5% of the total budget request. Print media, a large portion of our direct marketing initiative will be covered by 30% of the budget, which is $296,235. This comes to a total of $345,607 of the total budget, which is $988,000.

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Internet/ Interactive Recommendations

Facebook & Twitter Customers who are currently linked to Zappos Facebook and Twitter pages will be notified of upcoming pop-up store locations. To create buzz about the new ceoncept, a photo contest will be launched on both social media sides. Facebook and Twitter users will be asked to post a picture that represents the Its a Downtown Thing theme. Pictures should include unique aspects of downtown locations. One winner will be awarded a trip to a pop-up store location of their choice and a $5,000 gift card for Zappos. Zappos will gain insight into downtown locations and determine where there is opportunity to open new pop-up shops. Not only would we learn of new cities to pop-up, we would learn what the consumer is interested in and any unique aspects of the downtown area. Using Facebook and Twitter forces users to share images with their friends, so their friends would be enticed to like or follow Zappos and participate in the contest.

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Public Relations Recommendations

Oklahoma was recently the victim of a horrific hurricane that was detrimental to many communities. To help those who were effected rebuild, Zappos will organize a Play Day for children at Briar Middle School in Moore, Oklahoma. Zappos employees will have the opportunity to raise funds in groups for those affected in Oklahoma, and the top fundraising groups will fly to Oklahoma, present them with the funds, and orchestrate the Play Day. All ages will be invited to participate in games, arts and crafts, etc. At the end of the day all children who participate in the even will take home a kickball with the Zappos logo printed on it. Providing a ball for the children to take home will remind them of the fun time they had on behalf of Zappos. Parents and adults will recall the brand because they Zappos will have provided a fun day during a time of devastation.

Personal Selling Recommendations

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Campaign Flowchart

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Measurement and Evaluation

Evaluation Program Los Angeles Zappos Pop-Up store, Los Angeles will utilize the following method to evaluate each client outreach strategy: Sending emails to loyal Zappos customers and evaluating what percentage of those emails are answered through a visit to the pop-up store and result in a purchase. Also, the forwarded emails to friends will be counted in order to acknowledge whether this type of buzz marketing is an effective approach. Direct marketing and buzz marketing will also help us determine if we managed to reach new customers. To determine what location the new or existing customer is shopping from and from, we will entice them to participate in online surveys through offering an exclusive gift with purchase. We will be mentioned on the Ellen DeGeneres Show, where we will give each audience member a $150 gift card. This will help us determine if the average customer spends exactly $150, below $150, or exceeds it. Evaluation Program San Francisco Zappos Pop-Up store, San Francisco will utilize the following methods to evaluate each client outreach strategy: By hosting a contest to see who will win the San Francisco giveaway prize, we are able to measure a few things. One, we can measure how many people heard our advertising to come to the grand opening for this pop-up shop. Two, what advertising media did they see that made them aware of the new pop-up location. Three, how many of those people that came to the opening actually signed up for a chance to win the giveaway prize courtesy of Zappos. By teaming up with San Franciscos very own Giants baseball team, we are able to reach the attention of a mass amount of people in one place. For all of those Zappos followers who bring their ticket to the pop-up shop will receive 10% of their next purchase. This will allow us to determine how many people made sure to keep their ticket because they were interested in Zappos as well as how many people actually made a purchase with the ticket discount.

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Evaluation Program Las Vegas Zappos Pop-Up store, Las Vegas will utilize the following method to evaluate each client outreach strategy: By launching a Pinterest photo contest, we can measure how many total individuals post a photo on Pinterest. We can utilize this marketing strategy to not only engage customers but also see how much of a certain geographical market we have penetrated. All special offer coupons issued at hotels will need to be brought to the Zappos pop-up store in order to retrieve the identified discount. This will allow us to measure the effectiveness and the total number of offers used. Our print media initiative will include a QR code that customers will scan to reveal the location and a special offer. We can internally determine a total count by seeing how many individuals have scanned the magazine ad. Evaluation Program Hawaii Zappos Pop-Up store, Hawaii will utilize the following method to evaluate each client outreach strategy: By passing out exclusive Hawaiian Airlines coupons, we are able to track how many customers actually purchase from Zappos because each coupon will have a specific code to scan. Using a coupon code will allow us to determine how many coupons were redeemed, how affective advertising on Hawaiian Airlines is, and if 10% is enough to entice the consumer to visit and purchase from the pop-up location. Offering an exclusive meet and greet for large purchases will give us the opportunity to create a favorable image with large spenders, while tracking where they are visiting from so we can contact them again in the future.

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Budget Summary
BUDGETING METHOD TOTAL SALES (2012) TOTAL ADVERTISING BUDGET % OF SALES $1,787,229,000 1.7% of Total Sales $1,787,229,000 x 1.7% = $30,382,893

POP-UP STORE ADVERTISING BUDGET

5% of Total Advertising Budget $30,382,893 x 5% = $1,519,144.65

BUDGETING FROM % OF SALES METHOD

$1,519,144.65

ESTIMATED BUDGET TO BE RECEIVED

60% of budget from % Of sales method

BUDGETING REQUEST

$988,000.00

Pop-Up Store Advertising Implementation

IMC ELEMENT Print Ads Direct Mail Sales Promotion Social Media Internet Media Public Relations TOTAL BUDGET REQUEST % OF BUDGET 30% 5% 10% 35% 15% 5% TOTAL AMOUNT $296,235 $49,372 $98,800 $345,605 $148,616 $49,372 $988,000.00

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Appendices

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References

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"E-commerce Industry: Market Research Reports, Statistics and Analysis." Ecommerce Industry: Market Research Reports, Statistics and Analysis. N.p., n.d. Web. 18 June 2013.
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"How Big Is the E-commerce Industry?" Infographics & Data Visualization. N.p., n.d. Web. 18 June 2013. iii "Plunkett Research, Ltd. ." Plunkett Research Online:. N.p., n.d. Web. 21 Apr.2013. iv "North American E-commerce Logistics 2012." - Research and Markets. N.p., Nov. 2012. Web. 21 Apr. 2013. v Vadgama, Sandeep. "Fourth Source." Fourth Source RSS. N.p., 8 Jan. 2013. Web. 21 Apr. 2013.
ii

Thomas, Helen. "Top 5 E-Commerce Trends For 2013 | Usability Geek." Usability Geek RSS. N.p., 11 Feb. 2013. Web. 21 Apr. 2013. vii "Economic and Social Impact of E-commerce PRELIMINARY FINDINGS AND RESEARCH AGENDA." OECED Publishing, 1999. Web. 21 Apr. 2013.
vi

"Zappos.com." In The Beginning-Let There Be Shoes. Zappos IP, Inc., 1999. Web. 21 Apr. 2013.
viii ix

Five Structures That Shaped Zappos' Culture. Leadership Freak.

Wordpress. nd. Web. 20 April 2013. "Service Helps Loyalty Initiatives." Direct Marketing News. N.p., n.d. Web. 22 Apr. 2013.
x

Traxler, Dale. "Adapting To Business Lifecycles | Practical ECommerce." Adapting To Business Lifecycles | Practical ECommerce. N.p., 20 June 2012. Web. 18 June 2013
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Consumer Behavior. Rohan. Rohan SDSU. n.d. Web. 28 April 2013.

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