Marketing Plan

Executive Summary
Pink Pump Marketing Evaluation Plan
The Pink Pump is a female empowering brand that sells fashionable footwear, clothing
and accessories providing a lifestyle brand for women who love fashion; while giving back to
help empower other women. The purpose of this marketing plan for Pink Pump is to introduce a
womens sports apparel line that features professional Detroit sports teams (Detroit Lions,
Detroit Pistons, Detroit Red Wings and the Detroit Tigers). This marketing plan is also designed
to develop effective strategies to increase brand awareness for previous and potential customers.
The Pink Pump offers an exclusive line of womens shoes such as Hunter, Steve Madden, and
Ugg. The brand also provides a variety of clothing, cosmetics and trendy accessories. Since the
Pink Pump currently is online, our targeted audience consists of customers via social media.
As the company has undergone a radical change in the last year, all related marketing of
products appear to be handled internally through the use of the company online web-based store
and social media outlets such as Facebook, Instagram and Twitter. The company has amassed
1,900 likes on Facebook, 4,000+ followers via Instagram and has over 2,600 followers on
Twitter. The Pink Pump has also inherited an email list of a little over 10,000 customers in which
the company utilized this email list through weekly emails during our relaunch period. Local
news outlets (Dbusiness, Downtown, Fox 2 news, and Metro Times) have featured Pink Pump
which created a great buzz for our website launch. The Pink Pump is scheduled to reopen in
January of 2016 with the grand opening of the Bloomfield Hills store located in the MetroDetroit area. Once the store is open to the public, we will be able to target more customers and
based off of our marketing efforts we will be able to attract different market segments.

Marketing strategies have been designed utilizing the 4Ps of marketing to improve and
promote the services that are already offered by Pink Pump to raise brand awareness and increase
the Pink Pump brand in the fashion industry. Other objectives of this plan are to increase social
media presence and the use of promotional tools to support the launch of the womens athletic
apparel line.

The Pink Pump Athletic Expansion Marketing Plan

Prepared by:
Donald Hadesman
Lauren Horne
Kaitlin Zull
Sean Hansen
Kayla Womack
Katherine Young

Pink Pump Preliminary Client Research

Pink Pump was founded in 2006 by Tawny Thieu-Walker in Detroit, MI. While the first
store only survived one year, Tawny refused to give up on her dream, and would later open 4
more locations. In addition to these locations, Tawny opened three more stores under the P2
Exchange brand name in the area. In addition to selling womens shoes, the P2 Exchange offers
an exclusive line of womens shoes such as Hunter, Steve Madden and Ugg. The company also
has a wide selection of clothing, cosmetics and trendy accessories.
In the fall of 2014, Pink Pump and P2 Exchange saw all of their locations shuttered, and
it seemed the end of the brand until it was reinvigorated by new ownership. Enter Kelly and
Vincent Kirkwood, who purchased the intellectual property rights of Pink Pump. As their first
order of business, they will open a new store in Birmingham, and are planning on opening a
second one in the midtown district of Detroit. The Kirkwoods have also just completed the
successful re-launch of the new Pink Pump website pinkpump.com in June of 2015. They have
also announced that Tawny Thieu-Walker, who was once an owner of the company, will remain
with the company in a different capacity as a consultant.
As the company has undergone a radical change in the last calendar year, all related
marketing of products appears to be handled internally through the use of the company web store
and social marketing outlets such as Facebook and Twitter. The company has amassed 1900 likes
on Facebook and has over 2600 followers on Twitter. It should also be noted that the company
was voted Best Womens Shoes Store in greater Detroit from 2010-2013. During this time, Pink
Pump saw annual sales in the area of $2.5 million.

When thinking of online retailers that specialize in shoes, the greatest source of direct
competition comes from Zappos.com. Zappos.com has grown into one of the most recognizable

on-line brands due to their aggressive marketing, an extremely large following on social media,
and great word of mouth from not only its customers, but from its employees as well. Much can
be learned and achieved by modeling the example laid out by Zappos.com, whose annual sales
trump $1 billion.
Under new ownership and with a new business plan in place, Pink Pump is ready to leap
into the retail landscape of womens sportswear. It is for this reason they have sought us out to
help develop an outstanding marketing campaign that will launch them into the conversation as
the best in womens sportswear. Our goal is to make their name synonymous with the likes of
Nike, Under Armour, and Zappos.

Pink Pump Initial Questionnaire

1.
2.

What separates you from your main competition?

What will be the initial extent of the range of items you plan to offer with regard to womens

a)
b)
3.
4.
5.
a)
b)
c)
6.
a)

sportswear?
How many items do you plan to add after your initial product launch?
Do you plan on designing your own products or offering certain brands
If designing your own products have you spoken to anyone about licensing
What brands are you looking into offering?
Do you plan to open a separate division that deals specifically with your new product offering?
If so, does it already have a name?
Do you have an idea for a logo or would you like us to design one?
Have you created or thought of a tag-line for your new product line?
Is your goal to create more brick and mortar store sales or online sales?
If brick and mortar: how many additional stores do you plan to open in the next year? In the next

b)
7.

5 years?
If online: need to discuss using SEO and keywords to help increase traffic to the online store.
In addition to your social media presence, what other methods are you currently or have you

used in the past to market the Pink Pump brand?

8. Do you currently collect your customers email addresses at the point of sale?
a)
Do you use a CRM to aggregate this data?
b)
Do you use a drip campaign to stay in touch with and offer exclusive deals to your customers? If
9.

so, at what frequency?

Knowing the competitive landscape of womens sports apparel, is there anything you have seen

10.

in other companies strategies that you would like to implement into your marketing strategy?
What are the current in-store marketing methods you use to drive repeat sales, such as online

11.
12.
a)
13.
14.

surveys or in-store giveaways?

What are your sales goals for the next year? The next 5 years?
What percentage of gross sales are you willing to commit to fueling your marketing campaign?
At that amount, what ROI do you have in mind?
Have you considered advertising at or with the local teams- Pistons, Tigers Red Wings, Lions?
Once you get established and introduce the athletics line would you consider including the local
universities?
15.

In the past has the company sold other types of clothing than their normal fashion? What

16.
17.

were the results and how much was spent on advertising?

What is the companies budget for marketing
Will Pink Pump only be looking to sell and market their products in Michigan or are you
looking to expand into other states?

a) If so will they have a budget for that or will it be based off the success of selling it to its
Michigan audience?

Client Interview and Market Evaluation

Part I:
List of questions prepared for client interview

1. What separates you from your main competition?

2. What will be the initial extent of the range of items you plan to offer with regard to
womens sportswear?
a. How many items do you plan to add after your initial product launch?
b. Do you plan on designing your own products or offering certain brands
3. If designing your own products have you spoken to anyone about licensing
4. What brands are you looking into offering?
5. Do you plan to open a separate division that deals specifically with your new product
offering?
a. If so, does it already have a name?
b. Do you have an idea for a logo or would you like us to design one?
c. Have you created or thought of a tag-line for your new product line?
6. Is your goal to create more brick and mortar store sales or online sales?
a. If brick and mortar: how many additional stores do you plan to open in the next
year? In the next 5 years?
b. If online: need to discuss using SEO and keywords to help increase traffic to the
online store.
7. In addition to your social media presence, what other methods are you currently or have
you used in the past to market the Pink Pump brand?
8. Do you currently collect your customers email addresses at the point of sale?
a. Do you use a CRM to aggregate this data?
b. Do you use a drip campaign to stay in touch with and offer exclusive deals to your
customers? If so, at what frequency?

9. Knowing the competitive landscape of womens sports apparel, is there anything you
have seen in other companies strategies that you would like to implement into your
marketing strategy?
10. What are the current in-store marketing methods you use to drive repeat sales, such as
online surveys or in-store giveaways?
11. What are your sales goals for the next year? The next 5 years?
12. What percentage of gross sales are you willing to commit to fueling your marketing
campaign?
a. At that amount, what ROI do you have in mind?
13. Have you considered advertising at or with the local teams- Pistons, Tigers Red Wings,
Lions?
14. Once you get established and introduce the athletics line would you consider including
the local universities?
15. In the past has the company sold other types of clothing than their normal fashion? What
were the results and how much was spent on advertising?
16. What is the company budget for marketing?
17. Will Pink Pump only be looking to sell and market their product in Michigan or looking
to expand in other states?
18. If so will they have a budget for that or will it be based off the success of selling it to its
Michigan audience?
Interview Narrative:

1. What is your goal for this marketing campaign? What are specific things that you are looking
to accomplish?
The goal of the marking campaign is introduce a women's sports apparel line. I would
like to accomplish an increase of brand awareness for past and new customers. I would also like

the marketing campaign to increase Pink Pump's social media following through the introduction
of the women's sports apparel line.
2. What age of women are you looking to target and in what area?
Pink Pump serves women 18 - 60. We have such a wide range of ages due to
"mother/daughter" shopping dynamic.
3. In your own words, why do you think the company closed before? Do you think that there are
still loyal customers?
The company closed for 4 months due to the previous owner no longer wanting to be in
the retail industry and have a strong focus on her beauty salon. Once I brought the business we
launched Pink Pump online. We absolutely still have loyal customers. Our loyal customers
support Pink Pump by shopping online.
4. What other marketing strategies have you tried in the past? What were some results?
Currently to market the launch of Pink Pump's online store we utilized our social media
following. We also inherited an email list of a little over 10,000 customers - we utilized this
email list through weekly emails during our relaunch period. Local news outlets have featured
Pink Pump which created great buzz for our website launch (Metro Times, Dbusiness,
Downtown).
5. What type of benefits if any are you planning on offering with the sell of your new sports
products? (Like is there a point system or benefit program)
As of now there are currently no promotions for the sports product.

6. What's your marketing budget?

$10,000

Pink Pump Sports Marketing Plan

1. Market Research

Market dynamics, patterns, including season ability:

Social media presence (Facebook with 1,909 likes, Instagram with 4,335 followers, and
Twitter with 2, 479 followers) they recently teamed up with Mercy and Company which is a
faith inspired clothing line to promote breast cancer awareness apparel which has mostly been
promoted via social media. That seems to be the trend for when they promote new sales.

Customer demographics, target markets:

They are a female empowering brand so that qualifies for every woman however because
most of their current marketing and following consist of social media their target markets may
be late teen to 40 years old. Something else to consider in addition to social media is
developing an mobile app compatible with smart phones with a point system and for easy
shopping. This will help promote customer loyalty.
Competition:
Burn Rubber (they mostly sell men apparel but some women apparel is sold there too)
Sole Sisters
Athleta
Tall City Fashions

SWOT Analysis
Strengths:
As one of the strengths for the Pink Pump it is a company that is known for wanting to
make an impact on the fight against breast cancer. Although the company has had its struggles
with trying to grow, their marketing techniques have been a great strength for their company.
Their marketing strategies have been targeted more towards the social media sites and their main
website. The company uses Twitter, Facebook and Instagram. While looking on their social
media sites, they have many followers and likes on their posts. They use the sites to post their
events, their new collection and a way to connect with their followers in which has been a great
strength to their companys success.

Weakness:
On the other hand, as the company started to develop, the owner, tried branching off of
the website and creating a store. As the one store struggled to get off of the ground it came to a
short end. However, as that one came to an end, the owner then tried opening 4 more stores most
in the Detroit area. With that being said while opening a store may have seemed like the right
step to do, it was apparent that this was their weakness. However, In order to be a successful
business there has to be strategic planning on where a good location would be to have a store.
For instance, placing a store in a surrounding area where the company gets most of their
shoppers from seems to be a more targetable area.
Opportunities:
The company has many opportunities with marketing for growth. Using Social media is a
great opportunity to help the company get to the level of success that they are looking for. Social
media is a great way of spreading awareness to their followers of their upcoming events, good
tips on preventative care of breast cancer and lastly marketing their merchandise. The company
using their events as a way of marketing has also helped expand their buyer market and increase
their growth substantially.
Threat:
Although social media can be a great opportunity for the company it can also pose a huge
threat. If not targeted to the right media it would be hard to gain more supporters which causes
production and sells to decrease because they are not targeting the right market. It is essential to
get the support of the older adults as well as the younger adults. More importantly each post has
to be strategically though out, if one bad post is put onto social media it could cause the company
to lose support from their followers. With that being said social media marketing can be both an

opportunity and a threats.

Strengths
Social Media
Detroit based company
Knowledge of industry from owners
Loyal customer base
Quality products
Good reputation

Weaknesses
Small product range
Small, boutique brand
Not much advertising coverage other than on social media
High prices
Closing of stores

Opportunities
Increase product range
Open standalone stores
New customer base
Trained staff
Advertise with professional teams
Offer reward program

Threats
Competition from other boutique brands and athletic stores
Economic recession
Not able to compete with cheaper, lower quality imitations
Lack of online traffic

2. Target Market

The primary target customers of Pink Pump are women with a taste for high-quality
fashion forward footwear, clothing and accessories. The types of shoes and apparel offered range
from casual and dress. The Pink Pump is expanding their fashion footwear line to include a
womens sports apparel line. Since the Pimp Pump currently is only online we target most of our
customers via social media but once a store location is open we will be able to target more
customers based of our marketing efforts we will be able to attract different market segments.
By expanding and adding a sports apparel line and athletic footwear we will be able to

target a new market of customers. The customers we would be targeting are active customers
between the ages of 18-55- people who are either fans of Detroit teams or athletes themselves.

The geographic, demographics, psychographics, and behavioral aspects of Pink Pump Customers
are:

Geo/ Demographics
-

Resides in Metro Detroit area

18-55 year-old female
College student, young professional, sports fan
Income < or = to $50,000

Psychographics
-

Highly social
Watches Detroit sports
Cares about appearance
Finds excitement in trying new things

Buying Patterns
-

Shopping is viewed as a past-time

Spends over $1,000/year on clothes
Keeps up with the latest trends
Likes to support their teams

3. Product

Pink Pump is a female empowering brand that sells fashionably footwear, clothing and
accessories providing a lifestyle brand for women who love fashion; while giving back to help
empower other women. The Pink Pump is seeking to expand their brand services by launching
an athletic apparel and footwear line for women. The product relates to the market as it is a

company in the metro Detroit area looking to create a women sports apparel line which
includes merchandise of Detroit professional athletic teams (Detroit Lions, Detroit Pistons,
Detroit Red Wings and the Detroit Tigers). The market needs to identify their targeted audience
and other demographics and find out their interest and style of athletic apparel as female
consumers. I believe having brand ambassadors to help promote the product and model it to
their targeted audiences will help bring awareness of the brand and the launch of the product.

4. Competition

Pink Pump has been a leader in womens fashion and design for 9 years in Detroit. The
Pink Pump has since produced a notable brand that appeals to women of all ages. After a recent
change in ownership, the company is looking to expand into sports apparel. With the recent
surge in fashion consciousness, it is increasingly common for woman to spend more on athletic
products. The Pink Pumps marketing branch has been engaging in new ideas that appeal to
consumers. The leaders in womens sportswear are currently: Nike, Under Armor, and Zappos
due to their aggressive marketing tactics. These competitors use a number of different athletic
sponsorships and advertising on social media to market their products. For The Pink Pump
brand to compete in the marketing of retail clothing, they will need unique and influential
marketing tactics. Influential sponsoring of sporting events; such as a charity run for cancer, or
the FIFA womans world cup, would attract consumers of a specific origin. Pink Pump could
also model the example of Zappos strong role on social media to advertise to consumers all over
the world. Other options would be the sponsorship of an individual athlete or sports team. In

modern society the concept of being different, bold, or unique has become increasingly
important. Pink Pumps variety of bold colors and intuitively sleek womens clothing help them
attract a variety of consumers. The use of quality products that use a variety of different fabrics
and materials will also help Pink Pump stand apart from their competitors. Consistently
providing a physically and visually appealing product will help advance Pink Pumps role in
womens fashion exponentially.

Pink Pump Marketing Strategies

Networking
Even though the Pink Pump is an established brand in the metro Detroit area we will still
need to network. Networking will allow the company to build good relationships with
consumers as well as generate new customers and deepen our relationships with current
customers. We will be able to network with consumers both face-to-face and online.

Social Media: One way the Pink Pump can network is by more interaction on their social
media pages, which includes: Twitter, Facebook and Instagram. By posting more about
the products and advertising more on social medias the Pink Pump can grow their
customer base especially if they have positive interactions with users. We can offer
discounts and special offers the Pink Pump social media pages for example on Facebook
write a post and if customer shares the post they receive a discount or free item. By doing
this it allows people who are not connected with Pink Pump on social media to be
exposed to their page.

Local Events: By attending local events Pink Pump will be able to interact and grow
their client base. If they have a booth or kiosk at the local sporting events such as Lions
or Tigers game, it will allow consumers to see their products and get a better
understanding of the Pink Pump. By being involved and attending local events consumers

will be able to see Pink Pump products and connect with the sales staff.
Referral Incentives: If we offer some incentives to current customers for referring their
friends to Pink Pump we can grow our client base. Word of mouth is the easiest way to
grow clients, we need to make sure that our clients are satisfied so they share their

experiences and more people become loyal clients.

Loyalty Programs: Networking isnt just about generating and creating new
relationships its about building and growing current relationships. By activating a loyalty
program for current customers we will strengthen those relationships.

Measuring Effectiveness: A way to measure effectiveness is to see how many customers

refer friends, and now many ask or inquire about the loyalty program as well as how
many times the posts are shared.

Direct Marketing
Direct marketing can be disseminated in a variety of ways. Sales letters, brochures, flyers, the
use of emails, and the use of social media in the form of Twitter, Facebook, and LinkedIn are all
effective ways of communicating with current customers, prospective customers, and former
customers who you may want to do more business with.
These basic marketing strategies address many needs for Pink Pump. It allows the Pink Pump to
specialize in direct-to-consumer marketing; it allows time for planning for change and consumer
needs, and the ability to analyze pertinent statistics to increase retail business. The strategy can

offer innovative solutions to better understand consumer behavior, and to drive additional traffic
to your business while improving your marketing outlook.
Specifics of strategy: It's important to keep track of your customers and their buying behavior.
These strategies improve customer identification methods and can provide a complete view of
your customers. Direct Marketing Strategies can assist us in determining the right marketing
mix and cadence for optimal return on investments using direct mail, e-mail, voice, text, and
social networking.
Advertising
Advertising in print media and directories will assist the Pink Pump organization in reaching a
wider audience for its lifestyle brand. In addition to Ann Arbor, Birmingham, Bloomfield Hills,
and Royal Oak, more cities will be reached with a creative marketing promotional strategy.
Though the cities that print media may reach will still be in the Detroit area in the beginning, the
further the print campaign can reach, the more nationwide cities the campaign will influence.
Advertising in print media and directories will broaden the audience of the Pink Pump
organization and bring the company a more comprehensive of awareness and consumers who
may have not known about Pink Pump beforehand.

Marketing Need that Print Advertising Addresses

Though the popularity of the Internet and television may make it seem as if print
advertising has lost much of its ethos and reputation, the opposite remains true. Print
advertising can actually integrate elements of technology into paper ads, making this an
interactive experience for the consumer. For instance, the Pink Pump print advertisements
should have a QR Codealso known as a Quick Response Codethat allows the
consumer to scan the code with a smart phone that will then provide the consumer with
information about Pink Pump and its products. Print ads will also reach an audience that

television, radio, and Internet advertisements may not. Most womens magazines and
directories still have a strong readershipboth in subscription and single-issue purchases
and the visual image of these advertisements will leave a lasting impression on

potential consumers of Pink Pumps products.

Specifics of Print Advertisements for the Pink Pump Organization
For the Pink Pumps print advertising campaign, the following should be utilized:
o QR Code, preferably at the bottom of the page so it enhances the advertisement
instead of distracting readers
o A fashion-forward female model dressed in Pink Pump products
o A print advertisement complete with graphics and colors consistent with the Pink
Pump brand, including the black font and hot pink pump shoe

The advertisement should utilize the fun, fashion-forward footwear, clothing, and accessories
that Pink Pump creates for its customers. The model should be wearing athletic clothing that
Pink Pump wishes to sell on its website. For instance, the model could wear the Victory is
Mine t-shirt, sequined sweatpants, and pink tennis shoes, all while holding a chic purse that
looks like a sports gear bag. She could have a customized Pink Pump Hoodies tied around her
shoulders. To emphasize the locale of Pink Pumpso that it can advertise to a broader audience
without losing its local flavorthe model can be shot in front of a well-known Michigan sports
location, such as Tiger Stadium in Detroit. An array of sporting equipment could rest below the
models shoes, as if she has the option of playing any or all of the sports. A new taglinesuch as
Pump Up the Fashion could be utilized to emphasize the new ownership of the brand.

Measuring the Effectiveness

The effectiveness of this campaign must be measured as it continues. The easiest way to
do this is through monitoring the sales. If sales improve, then the print campaign has

obviously worked. Though the ads will be in print, online surveys could be sent to those
who order from the online store; then, Pink Pump will see if their online users also see

the print ads.

Measurement of strategies: The criteria for direct marketing must begin with a reliable
customer database. Some factors include offering greater customer value through a more
customized and personalized approach for product and service offerings, distribution
processes tailored to meet the needs of customers, and the opportunity to build customer
loyalty. One of the first criteria for direct marketing is to have a consistent customer
profile available which describes the dominant target markets. This information must
have sufficient detail to support a customer database. A customer database quantitatively
captures the key characteristics of prospects and customers who are ready, willing, and
able to purchase your product or service. It may offer demographic information about
their age, income, education, gender, and previous mail order purchases. In concert with
this information, this customer database identifies customers who possess these
characteristics: Who has purchased most frequently, who has purchased recently, and
monies spent the most during each transaction.

Training Programs to increase awareness

With the re-launch of the Pink Pump brand, training programs are necessary for trying to
increase awareness of the company. Our goal is to let individuals of our targeted audience know
that Pink Pump exists by finding a way to effectively position the brand. There can be an
increase of awareness by implementing the following program ideas:

Team Building initiatives can help develop strategies to train employees on better ways
to work together in a professional environment. This effort will help allow employees to

come together and achieve one common goal. Employees will become knowledgeable of
the fashion retail industry, aware of the competition online and within the Metro Detroit

area.
Branding. Branding is a factor of every successful brand. Every company has control of
how their brands are positioned and promoted to their targeted audience. Developing
branding strategies will allow the team to work together to generate new and effective
ways to promote Pink Pump. Recruiting brand ambassadors for the company will ensure
that the brand is being promoted via social media and publicly within the city.
Developing a program for college student ambassadors would help promote the product
on campus by introducing a new brand and trend to female students who are athletes, or
fans of each team. Select 1-2 reps from known universities such as Wayne State
University, Michigan State University, University of Michigan, or Eastern Michigan to

commit to being brand reps for the company.

Social Media. Require all brand ambassadors to promote the brand by posting pictures
tagging or mentioning @PinkPump in their post. Include hashtags for all post related to
the brand. Also having a social media giveaway contest would help bring awareness to
the company. This will encourage their followers to want to know what the Pink Pump

brand is.
Events. Promote and host grand opening of the new location. If the sports apparel line is
available after the opening of the new location, a product launch party at the store, PopUp Shops events would help increase awareness by allowing people to come visit the
store, see merchandise, fellowship and provide great networking opportunities for the
owners. Partner with other venues for Pop-Up Shops if the new location is not open yet
for customers to shop and an opportunity to reintroduce the brand and network. Attend

sporting events in apparel to attract potential customers. Also develop ideas to create a

Breast Cancer Awareness initiative while branding the Pink Pump.

Measuring Results Every training program should be considered as a trial program to
measure how effective each program was and how the company was able to benefit from
it as it relates to promotion, finances, and their customers. This will decrease the amount
of setbacks and use the setbacks to make the necessary changes.

Press Release
With the press release and publicity, it is always important for the public in general but
specifically the target audience to constantly see you in a positive light. Pink Pump is an
organization that specifically targets women of basically all ages mostly in the Metro Detroit
area but is not limited to the metro Detroit area considering they sale online and ship outside of
Michigan. It is important to see them in the local community and women of all ages wearing the
sports wear at athletic events, working out, or just a casual dress down day. It is also important
for the local community to see the name "Pink Pump" on the television screen from the news or
on the Internet from positive news and constantly hearing about Pink Pump making it seemingly
impossible to ignore the brand. Also reaching out to newspapers and popular Internet bloggers,
and local news stations whenever Pink Pump does something in the community or is doing
something new. It is imperative to have a Rolodex with the media and a good working
relationship with them to ensure that whenever Pink Pump is to do something in the community
or release a new product from their brand that it will get publicity. Some local media outlets are
Fox 2 News, WXYZ Detroit, WDIV Detroit, The Detroit News, The Detroit Free Press, Detroit
Metro Times, Metro Times Magazine, Hour Detroit Magazine, In Play! Magazine, Detroit Metro
Connections Magazine, and Soul Magazine. In embarking on the task to make sure women are

not only aware but also interested in the selling of Pink Pump and their new athletic line these
will be targets to reach.

The Pink Pump will target the young adult audience through press releases. We intend on using
press release as a marketing strategy that not only helps expand the company, but one that also
helps advertise our upcoming events and grand openings of stores as well as other major
important information we would like to relay to our fans. The press release will help grow as
well as promote the company. By creating press releases, we attend to extend the shelf life of our
promotions and sharing it out there to our customers. Expanding our horizons with the marketing
strategies, with expectations of reaching out to markets that we didnt know that existed. The
company intends on reaching our customers through online and offline press releases, with
online press releases we attend to add url text in which we predict that our online site visits
increase.
Publicity
Marketing need it addresses: Press releases are one of the most efficient ways of keeping
investors and potential investors up to date with what's going on at your company, and a good
way to earn positive publicity throughout the business community. By creating and maintaining
this relationship, your chances of being covered in the media or being approached by investors
increases greatly. Sending a press release is different to writing blog posts. On the Pink Pump
blog you might write all sorts of content for marketing purposes, or inform users of product
tweaks, though this content is probably valuable to your immediate audience, its not
"newsworthy" to a greater audience. In fact, reaching out to investors with non-newsworthy

announcements can be counter-productive to creating positive relationships. So the question

becomes; how can a business owner make it easy for websites, magazines, and publishers to
want to publish content talking about your business?
Specifics of the strategy: The answer, a press kit, also known as a media kit. It is a page the Punk
Pump website that contains resources and information for reporters and publishers with the intent
on gaining positive publicity. A press kit makes it easy for anyone to quickly learn about your
product and brand, and access photos and marketing materials they can use in their respective
fields. Anyone who wants to talk about or promote your business has the tools to make it easier
for them to do so. Whether its a podcast, a personal blog, or someone sharing a story in a
community they are active in. Your press kit page should be easily accessible on the Pimp Pump
website. You might not want to put a link to it in your main navigation, but its a good idea to
include a press, press kit or media kit link in the footer of your website. Most reporters
and publishers will know to look for it there as that is a common place for the press kit link.
Measuring effectiveness: To measure the effectiveness of your press releases, apply the
following 5 valuable metrics:
a) Impressions made: Track the number of impressions your headlines attain across
websites.
b) Reads: High value content involves staying current with news and trends that readers are
following. By measuring how many times your news releases are read daily, you can
determine just how well you are responding to online needs.
c) Referrals: Use search engine referrals to learn what referring sources are sending visits
your way and in what numbers.
d) Traffic: Watch for increases in traffic from search engines around the time of release
circulation and look for referring sources of traffic.

e)

Deliveries: Keep tabs on how well your press release sharing is performing by noting
which media outlets have received your news. Knowing the reporters and writers who
have received your information in advance increases your chances of getting an
encouraging response when you follow up.

Website
Websites were essential to every company. Websites serve as one of many sources of
representation for a companys brand. Some ways websites can help companies are market
expansion, which allows the company to attract customers from all demographics by being
accessible from all over the world through the Internet. Websites also helps improve credibility
by telling potential customers who you are, what services your company has to offer and sets the
tone of why you deserve their trust and confidence. The Pink Pump has a website
www.pinkpump.com that was launched earlier this year by new owners Kelly and Vincent
Kirkwood. Since the company already has a website, the company will have to develop a
creative way to introduce their athletic apparel and footwear line to their customers.
Trade Shows
Trade Shows will allow Pink Pump to market and show of their latest products. At trade shows
Pink Pump will also be able to see what their competition is doing. At these shows Pink Pump
will set up a booth with merchandise as well as hand out flyers with incentives or coupons.
Trade shows allow the Pink Pump to market at a more targeted customer base; everyone who
attends the show is there because they want to see fashion. So the competition will be intense.
Pink Pump really needs to stand out from the competition. Since they are launching their Athletic
Brand they will have an edge on a lot of their competition but they will be requires to put a lot of
thought into the design of their booth and how they are going to present their products.

Mini Fashion Show: In or near the Pink Pump booth the Pink Pump could hold a mini
fashion show with their new clothing line. This will allow consumers to see the whole

line as well as get to see how it actually looks on other people verses mannequins.
Flyers: The flyers and pamphlets that are being handed out need to be catchy and
exciting to make people want to purchase our products. The flyers can have hash tags on
them as a way to track if people are using our products and as a way to get feedback

about our products.

Other benefits: some other benefits of attending a trade show are being able to meet
other people in the industry and network with them, can pitch to potential clients and
investors, increase exposure by engaging with media, grow social media base as well as

build marketing list.

Measure Effectiveness: some ways to measure effectiveness is to see how many people
we can get on our email list or sign up for a loyalty program as well as see how many
people used our hash tags. We can keep count of how many visitors stopped at our booth.

Pink Pump Marketing Mix

Product

Pink Pump currently offers a line of high quality apparel, accessories and shoes. Pink
Pump is looking to expand their product line to include womens sports apparel. Pink Pump will
offer all of its clients/ customers free personal styling, that means any customer that walks
through the doors automatically has their own personal stylist who will help with all of their
fashion needs. This goes for online shoppers too, online shoppers can email the company with
personal styling questions or ask via social media. This is a great way to stay connected with the
customers and build better relationships. Pink Pump will also offer loyalty and reward
incentives, so the more you spend the more you incentives you receive, incentives can include
coupons or first looks at new products. This is a way to keep customers up to date and returning.
Pink Pump sells only the best products to our customers and ensures the quality by offering
warranties and replacements for damaged goods that will be outlined by their customer return
policy. Due to the quality of our products customers will be willing to pay the premium prices
because of the perceived value and quality guarantee. Since the Pink Pump is expanding its line
to include apparel that represents the local professional teams (Pistons, Lions, Tigers and Red
Wings) customers will not only be purchasing items to support the teams but they will be also
helping the local economy. The Pink Pump can gain an advantage in the marketplace because it
is not a chain store, its locally owned and operated unlike a majority of the stores in the Metro
Detroit area. Customers will be able to help the local economy by shopping at the Pink Pump.

Price
The process of marketing is a complex system that can be affected by many different
aspects. When it comes to changes in price affecting the target market there are numerous
demographics to be considered. In order to campaign distinct and special price initiatives it is
important to examine the competitors in the same target market. Changes in price need to be
managed carefully, by examining the demographics of: who, where, when, preferred product,
price, income, and time of year. For example, consumers will wait to purchase winter
merchandise until the cold seasons, so it is important to raise the price of winter apparel during
these peak periods. Sports fans tend to purchase more merchandise during the active sports
season, or during the holidays. Its important to regulate prices during the peak seasons in order
to accommodate the target market. Competitors in womens sports apparel have to pay close
attention to not only their competitors pricing but also the quality, and timing of the products.
The reason pink pumps campaign will appear special to consumers is due to pink pumps high
quality products are more affordable than most high quality merchandise. Providing affordable
products will deplete the income biased affordability and will provide a larger consumer market.
We need to examine competitors marketing strategies to transform their promotions, improve
their deals, and be sure to have a similar sale schedule. Its essential to provide a similar sale
schedule so consumers that wait for deals are more likely to see Pink Pumps specials side by side
with their competitors sales price. A few other options to promote affordable merchandise is to
offer additional discounts to members, charge card holders, or offer a bonus card.

Although we would like to have some high quality and high price material representing
the company. We realize the target market that we are trying to draw in without materials. The

company pricing all material at a very reasonable price were the company can still see some
benefit from their customers will help get the company to the level it aspires to be. However, it
would be great for the company to expand their horizon by increasing some of the prices as the
company starts to grow. With the prices we want to make it where the young adults can afford
but the older adults still believe the materials are still high in quality.

Place
The best way to sell Pink Pumps products is to be completely emerged in the social
media realm. The client should have a fully functional and interactive website so customers can
purchase products online. By using social media to promote the clients company this goal could
be easily attainted. The best way to sell the Pink Pumps new product is to take full advantage of
their online website www.pinkpump.com. Due to the large number of online boutiques, this
would be a competitive advantage. However, because the company will be incorporating a new
athletic line to the company, this will help differentiate the Pink Pump brand from other
companies. The website will be accessible to those who do not live in Michigan but are fans of
the Detroit Pistons, Detroit Lions, Detroit Tigers and Detroit Redwings. This will allow
customers to have access and shop all merchandise that Pink Pump has to offer. Also, with the
new stores opening we will be able to sell directly to the customers. Customers will no longer
have to order offline. It certainly would be a competitive advantage because many companies
promote their products and sell their products strictly online and by opening the new stores
customers would be allowed to go in and try the clothes on before simply purchasing them. By
doing this the companies profit margin will reach maximum earnings. It is a dog eat dog world,
especially in the business and sales world. If competitors are not using the internet to promote

and sell good they will most likely change to that mode of operations of call by the waste side.
Our prediction is that by the year 2025 there will be no need to leave home to shop. Many people
today use online services for goods and products and the trend will continue to grow. If a
company is not using the internet to promote or sell their products it is our believes that they will
not succeed, especially in the near future but at the same time thee brick and mortar stores are
important because there are many customers who prefer to try clothes on before purchasing
them. Especially when the products are more expensive. The utilization of the internet to
promote and sell products is an essential component for success. Having a fully functional and
interactive website for customers would be a huge advantage over competitors.
Promotion:
In order to properly promote the Pink Pump Brand we plan to market the company by
using this generations form of communication. Using Instagram, Twitter and Facebook will help
expand the knowledge of the company beyond just the community. In order to have a successful
Marketing strategy a team will be put in place to run all of the sites. Another way of marketing
the brand will be through a Friends and Family discount. For every person that someone tells and
gets a family member or friend to get on the website they will receive 10% off of their total
purchase and the new guest will receive a 30% off of their purchase. This will ensure that there is
continual traffic on the website. The Pink Pump will benefit from this style of marketing because
we hope to target the young adults and the older adults and by giving coupons we hope to attract
women onto the website.
To effectively promote the Pink Pump brand to their targeted market is to utilize social media to
push promotion of the Pink Pump website and inform customers of the new location under new
management. Utilizing social media sites such as Facebook, Instagram and Twitter is beneficial

to advertise the companys brand. Create a team who will be responsible for sending requests to
individuals who are a part of their targeted audience. Another promotional effort that would be
effective is allowing new visitors of the website 10% off a purchase of $50 or more after
subscribing to the Pink Pump to receive notifications of the new products and promotions by
email. Recruiting brand ambassadors will help promote Pink Pump in the public eye to help
attract customers and provide trustworthy promotion and visibility to a brand. The promotion
strategy can give the Pink Pump Company an advantage in the marketplace because there arent
many boutiques and stores that carry a womens athletic apparel line of professional sports
teams. The best way to sell the Pink Pumps new product is to take full advantage of their online
website www.pinkpump.com. Due to the large number of online boutiques, this would be a
competitive advantage. However, because the company will be incorporating a new athletic line
to the company, this will help differentiate the Pink Pump brand from other companies. The
website will be accessible to those who do not live in Michigan but are fans of the Detroit
Pistons, Detroit Lions, Detroit Tigers and Detroit Redwings. This will allow customers to have
access and shop all merchandise that Pink Pump has to offer. We can also use direct mail, place
ads in local papers and send coupons to customers in the area who might be unaware of the store
and its products.
Another way that will be effective in a promotion effort for Pink Pump is running a
magazine ad because it has already been a proven way to reach runners around the world and
Pink Pump having a small ad in their magazine or even on their website as a digital media ad
campaign as the digital age is moving in a direction that may be a little away from our normal
way of getting information. By marketing online they are setting themselves apart for their local
competition because they are reaching others worldwide while most local companies are mainly

focusing on the local market. Another way of promoting to their target market is with coupons
and making relationships with local companies that sell jersey or sports paraphernalia and giving
a coupon with each purchase at that company of maybe 10-20% sports items at Pink Pump. Also
developing a relationship with the shop inside of Ford Field, the Palace of Auburn Hills,
Comerica Park, and Joe Louis Arena where the team paraphernalia is sold in those facilities and
give away coupons with each purchase to Pink Pump. Also targeting the local colleges like
Wayne State University, Oakland University, University of Detroit Mercy or Eastern Michigan
University and also hand out coupons in their store where they sell paraphernalia with each
purchase to Pink Pump. This gives Pink Pump an advantage because they are marketing to
people that attend sports events and may not be aware of Pink Pump and this would be making
the local sport attendees aware that Pink Pump exist and that they also sell athletic sportswear
and this would be building brand awareness locally.

Pink Pump Evaluation

A print advertising campaign was recently created to sell Pink Pump footwear. The
advertisement contained a QR code at the bottom of the page and a fashion-forward female
model dressed in Pink Pump products, all with a focus on the purpose of the advertisement: the
hot pink pump shoe that Pink Pump wishes to sell. The model was photographed in front of the
Detroits Tiger Stadium, with an array of sporting equipment on the ground near her shoes. The
campaign slogan, PUMP UP THE FASHION, was featured in pink graffiti font at the top of
the page.
The purpose of this evaluation is to answer the following question: Howor didthe
printed Pink Pump advertisement (that went live on September 16, 2015) affect sales of
the product?
Evaluation Questions

How effective did the audience of the Pink Pump advertisement campaign find the

models location and interaction with the sporting equipment?

In what ways was the QR code able to generate more sales for the Pink Pump shoe that

was advertised?
In what ways was the slogan, PUMP UP THE FASHION, persuasive to those

considering purchasing the shoe?

In what positive ways did the advertisement convey the connection of sports to fashion?

Evidence

ROI (Return on Investments)

Below is a spreadsheet detailing the ROI for the Pink Pump print advertising campaign.

Online Ordering Data

In addition to this evidence, the Pink Pump advertising campaign will collect data from
the transaction history of customer orders. The following data will be garnered from online
orders, where the customers must fill out a profile before placing an order:

Name, email, phone number, and address

Transaction history

Hobbies

The likelihood (on a scale of 1-10, 1 being never and 10 being

definitely) when they will order from Pink Pump again.

Whether or not they saw the print ad and if they utilized the QR function.

From this information, a survey will be emailed to those who have made a transaction with Pink
Pump since the launch of the advertisement in September 16, 2015. The following will occur:

Who will answer the questions?: Customers who have made a

transaction with Pink Pump since the launch of the print advertisement on
September 16, 2015, will answer the questions. The same survey will be
asked of customers who made a transaction before the advertisement so
that the data can be compared.

Method for answering: Follow-up questions will be through a short

survey powered by Surveymonkey.com.

What is the data source?: All data sources will be internal and from records such as
inventory, sales, balance sheets, profit/loss statements, and surveys.

What is the evaluation design? The evaluation design follows the interrupted time
series design within a single group. Therefore, data will be measured before the printed
Pink Pump advertisement and after the advertisement. Data will be compared.

What are the logistics? The four Ps of logistics will be analyzed: product delivery,
price, promotion, and place.

How the Information Will Be Used

Once the surveys, logistics, inventories, and online ordering transactions are collected,
the data will be analyzed to discover if the Pink Pump printed advertisement affected the sale of
the product. For example, the numbers from the inventory sheets will indicate whether or not
sales increased after the advertisement went live on September 16, 2015. The customer surveys
will indicate whether or not customers found the QR function useful, whether they found the
slogan effective or persuasive, and whether the sports equipment and place recognition factored
into them buying the advertised product. Though the information from each of these factors is
useful unto itself, the collective of the information is what will be considered in determining if
the advertising campaign was a financial marketing success.
Justification
The results of the evaluation signify that the Pink Pump printed advertisement
was a financial success. Customer surveys indicated that 61% of people who bought the
advertised shoe used the QR function on the advertisement; 54% found that the slogan enticed
them to buy the shoe; 72% found that the recognition of the stadiums locale enticed them to buy

the product; 88% reported that they had not heard of or seen the shoe until viewing the printed
advertisement. The IRR shows that the advertisement was financially successful unto itself.
Customers who answered the surveys were also given the
opportunity to answer written questions that asked what enticed them the most to buy the
product. 34% of the customers given the survey answered the written questions. 12% of the 34%
answered that the slogan was persuasive: 20% replied that the recognition of the stadium
convinced them to buy the product; 2% answered that the model herself persuaded them to
purchase the Pink Pump product.
Moving Forward
.

As the Pink Pump corporation moves forward, the company should invest more into

printed advertisements that utilize a QR function on the advertisement. We learned from this
study that locale recognition plays an important part in the success of a product, so Pink Pump
should continue to capitalize on the strong brand recognition in relation to the Detroit area. The
slogan also was important to the products success, so perhaps a continued advertising campaign
that uses the same slogan would benefit the Pink Pump corporation. Though print advertising
may seem like a lost art, the financial and product recognition will continue to benefit Pink Pump
in the long run.