Executive Summary
Michelle Lewis Design is an up-and-coming event design and decorating company that serves the Tidewater and Northern regions of Virginia, as well as the District of Columbia area. The company is also well known for making custom invitations for all types of occasions. According to the company’s business plan, the primary target market for Michelle Lewis Design is event planners and their clients. Secondarily, the owner has focused her marketing strategy towards an upper-class clientele with disposable income.
Michelle Lewis Design has been in business for less than a year; and therefore, is in the initial stages of creating its marketing strategy. Through interview with the founder/owner, I have concluded that the key market objectives for the company are to increase sales, customer base and expand name recognition. The company has traditionally relied on word-of-mouth, wedding planner magazine ads and trade shows as its primary marketing strategies; however, I believe these tactics along with an integrated digital plan would increase visibility of this budding company. Currently, the company has a website to reach potential customers in the online community. In addition, the company has a digital presence on Facebook, but to maximize their prominence, they should incorporate the use of Twitter, YouTube, Pinterest and blogs.
I agree Candace, we are encountering the same issues with getting our name out there. I wonder if she has thought about combining her efforts with other wedding vendors to offer package deals or help each other advertise their services. We have done this with a vendor we met that make custom dog beds. We promote each others items and advertise for each other.
ReplyDeleteExcellent suggestion!
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