Welcome to the FINAL of So, You Think You Can Market? in support of TheBargainQueen.com.
Round 2 went to Paul McEnany in a unanimous decision -- sorry Jason (you know, it's ok to vote for yourself)!
To recap ... in this competition marketers will put forward their best ideas based on this brief from Sara. The entries will be published here ... and the best idea in each round will be voted on by a wide, wide panel of marketing experts -- YOU. That's right, you get to decide on which idea proceeds to the next round ... and which idea, ultimately, will be worked up in time for a Christmas promotion.
So, the finalist's ideas are:
- Casey Degon - Charity Partnership
There are two parts to my solution that I believe will help not only the company’s pocket book but their image as well. The audience I am trying to reach are college graduated men ages 20-30. Their most common tool of communication is just like any other college grad, facebook.com.
I propose using the application of gifts on Facebook to spread the word. During an in class discussion, the class discussed how they usually will not pay for the gift unless they know its going to charity.
The Bargain Queen should therefore partner up with a charity group and then create gifts that are exactly like the items they are talking about on their web site. Half of the sales will go towards charity, the other half towards helping the marketing budget. When men click on the gifts, they are redirected to The Bargain Queen web site were they can find out more. If they choose to by the gift and send it to a friend, their friend will not only be sent the graphic and the link from which they can view, but they will also be entered into a drawing to receive that particular article of clothing for free.
- Paul McEnany - Empower the Current Readers
The fundamental issue here is that The Bargain Queen is a site for women. One look at it and a guy like me starts to get nervous. I can start clicking around, but even if I do find something she may like, how can I be sure? I never really know if she likes something I gave her in the first place. So, with this particular site, I think men become the secondary target. It's just too obvious from the beginning that this is a women's site, so we really have to be the site that offers an insight into his specific wife/girlfriend the best, not just women in general.
So, I'd start by making it easy for readers to send suggestions to their husbands/boyfriends. Each post should have a "send to him" button where a woman can anonymously hint that this may be a good gift
Secondly, I'd build a widget for these readers to drop their favorite selections from the site into. She can send this widget to her husband or boyfriend, or just post it on her myspace page for him to find.
Same goes for facebook by building a similar facebook application.
Now, if you were to send men straight to the site, I'd make a link to "The Bargain King," as well. Maybe a little obvious, but sometimes obvious works. This page would have testimonial video of various types
of women, with more in depth descriptions written out. For each type of women described, we'd create gift packages for her with various gifts chosen by the experts (readers and editors of the Bargain Queen, of course).
So, these are just a couple simple ways to get men to find their way to the Bargain Queen this Christmas. Obviously, I'd put my money on empowering the sites current readers. Their advocacy is probably the fastest way to get to their husbands with the least waste.
The voting for the Final is now open. It will remain open until the end of day, Wednesday, November 14. At stake for Casey and Paul is a cool iPod Touch and the chance to see one of these campaigns activated in time for Christmas! VOTE for your favourite idea in the Final NOW!
Thanks to the other contestants -- Matthew Mantey and Jason Collins.