Big Skinny Case Report Final Draft
1) What should Kiril focus on next? What should be his highest and lowest priorities? Why?
With the difficulty that Kiril is experiencing with the online marketing of Big Skinny, Kiril needs to first focus on a strong online marketing to draw new customers. With Big Skinny’s success at the street fairs using the in-person sales method, it is clear that the wallets can be successful and self-selling given the proper tools. In order for new marketing efforts to be successful, Kiril needs to develop a digital market that features a mixture of long-tail marketing, behavioral targeting, and Internet advertising formats. This technique will help Big Skinny achieve a global reach through media richness by using support such as rich messages, audio, video, and interactivity by getting the customer engaged with the product. With information density, Big Skinny’s customers will have access to more quality information and a greater price and cost transparency while personalization will allow the products to be customized to individual preferences. The socio-technology will help promote user content through social networking with the use of search engine marketing –such as search engine results pages (SERPs) and search engine optimization (SEO), internet ads and social networking outlets such as Facebook, YouTube, Twitter, etc.
While building a strong marketing campaign is a high priority, identifying the distribution channels for Big Skinny wallets. By establishing a strong online presence, it will be easier for Big Skinny to engage with online distributors. The process of choosing online distributors should be a very selective one because the message and promotions presented about Big Skinny and its products needs to be the same across all distributors. This will help avoid the giving away free wallets to 4,000 people.
2) Evaluate (quantitatively) Big Skinny’s sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its
With the difficulty that Kiril is experiencing with the online marketing of Big Skinny, Kiril needs to first focus on a strong online marketing to draw new customers. With Big Skinny’s success at the street fairs using the in-person sales method, it is clear that the wallets can be successful and self-selling given the proper tools. In order for new marketing efforts to be successful, Kiril needs to develop a digital market that features a mixture of long-tail marketing, behavioral targeting, and Internet advertising formats. This technique will help Big Skinny achieve a global reach through media richness by using support such as rich messages, audio, video, and interactivity by getting the customer engaged with the product. With information density, Big Skinny’s customers will have access to more quality information and a greater price and cost transparency while personalization will allow the products to be customized to individual preferences. The socio-technology will help promote user content through social networking with the use of search engine marketing –such as search engine results pages (SERPs) and search engine optimization (SEO), internet ads and social networking outlets such as Facebook, YouTube, Twitter, etc.
While building a strong marketing campaign is a high priority, identifying the distribution channels for Big Skinny wallets. By establishing a strong online presence, it will be easier for Big Skinny to engage with online distributors. The process of choosing online distributors should be a very selective one because the message and promotions presented about Big Skinny and its products needs to be the same across all distributors. This will help avoid the giving away free wallets to 4,000 people.
2) Evaluate (quantitatively) Big Skinny’s sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its