Tiller Integrated Marketing Plan
Goal
The goal is to launch and interduce the Tiller brand
Objective
Impact the market with Tiller products
impact the target fashion demographic
Be invited to Fashion Week in New York
Newport: Champagne Sunset Sail
Be invited to 171st Annual Regatta in New Port
Hope to have shops in the casinos in New Jersey
Strategies
12 month fiscal year plan which incorporates the affirmation outcomes.
Identify and segment the demagrapics in the customer base
Through events engage celebrities as spokes people and endorsements
Muit media approach incorporating radio local network television and newspapers at events
Continue website and blogs connecting media and mail
Create a Salesforce CRM
Buyer Persona
College or professional
Well groomed male
Between Ages 18-25
Upper middle class Income
Educated at private school
Well-read
Enjoys golf, tennis and sailing
Enjoys fine dining and community outings.
Tactics
Graphic identity
Improve SEO
Upload content that is relevant to your brand
Upload content often
Have websites worth having a link to
Make sites excisable to mobile users
Ways to improve SEO
share invitations to events and coupons
mailing list
photos and visual data
Contests and promotions
Long tailed key words: Tiller the Dingy Blog, Tiller at Tom's River, Shamrock the block Tiller The Dingy blog, Tiller the Dingy podcast, Tiller contests prices, Tiller polo shirt colors, Tiller solar panel backpacks release date, how to sign up for Tiller mailing list and the Tiller podcast week 1.
What will you develop
Photos of the beach and of the dock with boats
Blog
How often
One blog a week
I will post it at 1pm local time
I will use the Tiller website to post blogs
The blogs will help build a deeper connection with buyers
Podcasting
Audio only no video
Once a week alongside the blog
The content of the podcast will be a more detailed version of the blog.
influencers
Tyler Cameron
Tyler Cameron is a clothing
influencer of Coastal Preppy
clothing and promotes Nautica
which is perfect brand for boating.
Alexander Daly
Alexander Daly is a clothing
influencer of old money
and Gentleman aesthetic he
regularly partners with the Brooks
Brothers brand.
wearable tech
I would have solar panel back packs with the Tiller logo on the back
Public Relations
Yes traditional PR will be included into the plan
I will target travel and fashion magazines Instagram and google adds
Print news releases and radio and TV
Mail and email marketing
I will incorporate this this into my plan
I do have a mailing list
I will share invitations to events and coupons
Contests and promotions
I will have promotions and it will help me reach my goals by having more people know about Tiller and by doing this they would be more likely to buy from Tiller.
Experiential Marketing
I would have direct mail to people a segment older than my target demographic
ROI
2-5% response on direct mail and 50% of those responding would become costumers the. amount of money invested will be audited agents the amount of sales which will determine the return on investment.