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Big Skinny Case Analysis

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by

Guanjie Ma

on 25 February 2016

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Transcript of Big Skinny Case Analysis

Content
1. Interview Video
2. Big Skinny Background
3. Company Decision Making
4. Marketing Tactics Analysis
5. Voting
6. Possible Solutions
7. References

Our Solutions
Image by Tom Mooring
Digital Marketing Tactics
Big Skinny
Case Analysis

Right now

1 Social Media
2 Online Distributors
3 Sponsored Search












Big Skinny Company was founded in 2005 by Kiril Stefan Alexandrov. Kiril started Big Skinny to offer the world’s thinnest wallets and to solve five key problems -
Size
,
weight
,
Card Pocket Size
,
Slipperiness
,
Lack of Versatility


Background
Alison Ma & Roy Ma
Watch
Interview Video
https://drive.google.com/open?id=0B8ab5QCgt8fqZTAxcV8zZTczc2M


Time to
Vote

https://www.polleverywhere.com/multiple_choice_polls/YA8vaw7OFEsavKC
In the future

1. Interactive Marketing
2. A/B Testing
3. Use the prior strategies





Display Ads
Pros
Cons
Algorithmic Search
Pros
Cons
Sponsored Search
Pros
Cons
Social Media
Cons
Pros
Other Options
(Affiliate Marketing)
Pros
Cons
A/B Testing
Pros
Cons
Online Distributor
Interactive Content
Pros
Cons
References
"The SEO's biggest drawbacks"
, https://www.devppl.com/forum/the-seo-s-biggest-drawbacks/
"The Pros and Cons of Using SEO for Your Business"
, http://digitalmarketingphilippines.com/the-pros-and-cons-of-using-seo-for-your-business/
"5 Benefits of Social Media Business Owners Need to Understand"
, http://www.inc.com/peter-roesler/5-benefits-of-social-media-business-owners-need-to-understand.html
"Advantages and Disadvantages of Social Media Marketing"
, http://smallbusiness.chron.com/advantages-disadvantages-social-media-marketing-21890.html
"Online Versus Offline: The Pros and Cons of Online Retail"
, http://www.business2community.com/consumer-marketing/online-versus-offline-the-pros-and-cons-of-online-retail-0205608#qpfhAxwhhHr5V8EI.97
"Affiliate Marketing Pros and Cons"
, http://www.internetseer.com/services/article.xtp?id=26453
"Everything You Know About Conversion Rate Optimization Is Wrong"
http://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate
What’s a Good Conversion Rate on Google AdWords? Average Conversion Rates by Industry
http://www.business2community.com/online-marketing/whats-a-good-conversion-rate-on-google-adwords-average-conversion-rates-by-industry-0318438#KVfTUcwBoqTS8B3j.97
Why A/B Testing Needs Usability Testing, aka Why Opposites Attract
http://www.usefulusability.com/tag/ab-testing/
Portland Trail Blazers Increased Ticket Sales by 62.9% with A/B Testinghttps://vwo.com/blog/navigation-ab-test/
Interactive Content
[Starbucks]
The A/B Testing
Thank you
Present by Alision & Roy
Algorithmic Search
is an algorithm for finding an item with
specified
properties
among a collection of items which are coded into a computer program, that look for clues to return what is wanted
Quality-ranking system
Increased Traffic
Increased site usability
Brand Awareness
Time consuming
No fixed rule
No steady
Social Media Marketing
is the process of gaining website traffic or attention
through
social media sites
Low Cost
Traffic Measurable
Brand awareness
Communication Platform
Time consuming
Only visible shortly
Unpleasant comments
Online distribution
is generally described distribution over an
online delivery medium
, thus bypassing physical distribution methods
Business
rewards
one or more affiliates for
each visitor or customer
brought by the affiliate's own marketing efforts
Increase revenue
Consumer base
Time saving
High commission
Not autocratic

Display Advertising includes many different formats and contains items such as text, images, flash, video, and audio. The
main purpose
of display advertising is to deliver general advertisements and brand messages to site visitors.
Instant
Closest equivalent to
booth or street fair
Low click through rates
pay-per impression pricing
A/B Testing is a
marketing technique
that showed different advertisements to different users in order to
compare
response rates.

Tests reality
Accurate
Consume Time and Resources
Missing critical “why” data
Not predictive
Needs traffic
Interactive content marketing
is a type of content marketing that prompts users to
share personal preferences
and data, get the audience
involved
and create a more
personalized
and
memorable
experience on a deeper level.
Sponsored search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Search advertisements are targeted to match key search terms (called
keywords
) entered on search engines.
Budgetary Cost control
Targeting-– control who is seeing your ads
Complex management of campaigns
Required keyword bidding strategy and rates of conversion

Decision Making
Should Big Skinny
concentrate on
drawing new consumers to its website through
search engines
?

Should Big Skinny
focus on
engaging existing customers through
social and interactive media
?

Should Big Skinny
hand off more
of its web marketing to
retail portals (online distributor)
?
high visitor engagement
high conversion rate
Generate “shares”
expensive
time-consuming

http://www.starbucks.com/coffee/finder#2
Ticket sales increase
62.9%
by using the vertical navigation menu
Blog and Videos

Addthis

Facebook &Twitter events and promotions



Social Media
Sponsors 24 keyword searches

2017 clicks with 66 sales

Total cost $524, cost per $4.46, total
conversion rate is 0.05%
Select
specific keywords
to
target specific customers
Select
general keywords
to
reach

more people





5 – 20 keywords per ad group
Experiment with more combinations
Event Marketing (Google trends)

Increase bid: thin wallet; big skinny; small thin wallet
Less bid: Leather wallet;
Add: men wallet; women wallet
http://www.bigskinny.net/thin-wallet-movie.html
https://www.facebook.com/bigskinny/
https://twitter.com/Big_Skinny
https://www.youtube.com/user/BigSkinnyWallet1
Email Marketing and Coupons
Sponsored Search
`
Full transcript