Costa’s Customs Digital Impact Presentation

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Scenario
Your small marketing consulting firm was recently hired by Costa’s Customs. Costa’s Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa’s Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa’s Customs’ current marketing strategy ignores all forms of digital marketing. They’ve come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa’s Customs’ background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business.

Costa’s Customs’ Company Profile

Instructions
You realize that Costa’s Customs’ current strategy of ignoring digital marketing is a huge disadvantage in today’s business environment and set your sights on convincing management to shift their marketing budget towards digital channels. Your first meeting with the higher ups is coming up, and you feel that this would be the perfect opportunity to give a presentation making the case for a strategy shift to digital marketing channels.

The presentation should contain a detailed notes section for Costa’s Customs’ management, tailor your choices to Costa’s Customs’ needs/situation, and complete the following below:
Detail potential benefits of digital marketing and why it’s a good fit for Costa’s Customs’ brand.
Support your opinion with observations from the company profile.
Two slides minimum.
Select two digital marketing channels that you think best fit the case company and detail their potential impact.
Provide an overview of the strengths and weaknesses of each channel choice.
Support each channel choice with observations from the company profile.
Two slides minimum.
Provide initial thoughts on possible ways to implement content marketing within each of your two chosen channels.
Address how Costa’s Customs could use each channel to implement content marketing.
Highlight how content marketing could be used to connect the two channels to each other.
Two slides minimum.
Select a digital communication model that you think best fits Costa’s Customs’ needs and your channel choices.
Provide an overview of the strengths and weaknesses of this model and explain how it fits with both channel choices.
One slide minimum.

 

 

Sample Solution

Revitalizing Costa’s Customs: A Digital Marketing Makeover

Slide 1: The Power of Digital Marketing

Image (A bar graph showing the increasing trend of online retail sales)

Speaker Notes Good morning, everyone at Costa’s Customs. Thank you for inviting us to discuss your marketing strategy. Today, we’ll explore the power of digital marketing and how it can transform your brand. The retail landscape is changing rapidly, and customers are increasingly shopping online. Ignoring digital channels puts Costa’s Customs at a significant disadvantage. Digital marketing offers a targeted, cost-effective way to reach new audiences, build brand awareness, and ultimately drive sales. Let’s delve deeper into how it can specifically benefit Costa’s Customs.

Slide 2: Digital Marketing Benefits for Costa’s Customs

  • Targeted reach: Reach your ideal customers based on demographics, interests, and online behavior. (Tailored to address Costa’s dated reputation)
  • Increased brand awareness: Build brand recognition and establish Costa’s Customs as a relevant player in the modern retail space.
  • Improved customer engagement: Connect with customers directly, fostering loyalty and building a community around your brand.
  • Measurable results: Track the success of your campaigns and adjust strategies based on data insights.
  • Cost-effective marketing: Digital marketing offers a wider reach at a lower cost compared to traditional advertising methods.

Speaker Notes Based on our research on Costa’s Customs, we understand that the brand image is perceived as dated. Digital marketing allows for targeted campaigns that reach customers who are most likely to resonate with the brand’s rebranding efforts. Engaging content and social media interaction can help build a new, vibrant brand identity. Furthermore, digital marketing provides valuable data on customer behavior, allowing Costa’s Customs to tailor future campaigns and messaging for maximum impact.

Slide 3: Channel Choice 1: Social Media Marketing

Image (A collage of social media platforms like Instagram, Facebook, and Youtube)

  • Strengths:

    • High engagement potential: Social media allows for direct interaction with customers, building relationships and brand loyalty.
    • Visual storytelling: Perfect for showcasing Costa’s Customs’ clothing lines through captivating images and videos.
    • Targeted advertising: Reach specific demographics based on interests and online behavior.

  • Weaknesses:

    • Requires consistent content creation: Maintaining a steady stream of engaging content can be resource-intensive.
    • Algorithm dependence: Organic reach on social media platforms can be challenging. Paid advertising may be necessary.

Speaker Notes Social media marketing is a powerful tool for building brand awareness and engagement. Costa’s Customs can leverage platforms like Instagram to showcase their clothing lines through high-quality photos and videos. Engaging captions and stories can create a sense of community and excitement around the brand. Paid advertising on social media allows Costa’s Customs to target specific demographics most likely to be interested in their rebranded image.

Slide 4: Content Marketing on Social Media

Image (An example of a social media post featuring a customer wearing Costa’s Customs clothing)

  • Tailored Content: Create content relevant to your target audience’s interests and fashion trends.
  • User-Generated Content: Encourage customer participation through contests and promotions featuring user-generated content.
  • Influencers Partner with fashion bloggers and influencers to reach new audiences and showcase your clothing lines in a relatable way.

Speaker Notes Social media thrives on engaging content. Costa’s Customs can create a content calendar featuring lifestyle photos, styling tips, and behind-the-scenes glimpses into the brand. User-generated content campaigns can encourage customer participation and build brand loyalty. Collaborating with fashion influencers can leverage their established audience to reach new demographics interested in the brand’s reimagined style. This approach can seamlessly connect with content marketing efforts on the chosen secondary channel.

Slide 5: Channel Choice 2: Content Marketing

Image (A blog post titled “Top Fall Fashion Trends for 2024”)

  • Strengths:

    • Establishes Costa’s Customs as a thought leader in the fashion industry.
    • Improves SEO ranking: High-quality content optimized with relevant keywords can improve search engine ranking and organic website traffic.
    • Builds brand trust: Informative and engaging content positions Costa’s Customs as a reliable resource for fashion advice.

  • Weaknesses:

    • Requires long-term commitment: Content marketing takes time and consistent effort to see results.
    • Content creation expertise: Creating high-quality, informative content may require hiring copywriters or content creators.

Speaker Notes Content marketing is a strategic approach to creating and sharing valuable content that attracts and engages a target audience. Costa’s Customs can establish

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