Branda-interestingly their fb is not http://www.facebook.com/theedge-sports it is https://www.facebook.com/pages/The-Edge-Sports-Shop/119055291460715….this could be changed too 🙂
New FB HEADER!!
New Google map…
Gonna drive home now so will add more later 🙂
THE EDGE CURRENTLY
They do have PPC Advertising, it seems that there are two ads.
Interestingly they come up second on a search for sports shops in cork >SEO improvement
First on a search for Triathlon or Running or Swimming or Cycling but interestingly english ads appear about the organic search…
They are first organically for ‘local triathlon shop’ but again english ads come up first…
There doesn’t seem to be be any display advertising invested in by The Edge Sports.
The header on the website is quite good and appropriate for a sports shop-quite dynamic but maybe a bit busy. Options to search by brand or sport is a good addition
However as you scroll down you are bombarded by information
We sugesst a more structured layout to the website, keep it clean. Social media links do not need to be that big but its good that they are included.
**we suggest site map.
a high bounce rate is expected from the site due to the visual mess. if layout was clean and intuitive it is expected that users would click further into the site to find what it is they are searching for.
John Buckley Sports: It appears they havn’t invested in PPC/display advertising. Brilliant website, clean, current, sleek, interactive, appealing use of photography allowing users to engage with website on a personal level. The edge could learn from this design. Also about page is simple and clean. The edge need to either simplify or update theirs.
What the edge could learn is how they have “widgets” gifts for him/gifts for her for christmas. This is interesting to a christmas shopper. good idea.
Asics: Interestingly because Asics is a brand they are stocked in many stores and so the stores ppc advertsing comes up first, irish asics website next and then american asics website. Good that its both PPC and organicAscis have an outlet store in Kildare and their website has a good interactive ‘find us’ page. Google maps are interegrated. The edge could do this
NewBalance: FANTASTIC WEBSITE- that is all- http://www.newbalance.com/
Victoria Cross Cycles: Whats great about this is that because its linked (obviously with a google plus account) a map with directions pops up on the SERP page on google. Also their facebook account shows up second. This shows that their fb is very active.
Target Market – Triathlon, Separately too Swimming, Cycling, Running, not niche triathlon! Male and Female. 20-45. Wants to grow his targetmarket within current demographic but would like to expand sales online nationally.
Budget (Money and Time)– Money- Open to suggestions, wants a cost benefit analysis, would be willing to pay if the results were going to be there. Wants to ‘dip his toes in the water firstly’. Start small and then go larger. Time- dedicated member of staff for website and SEO purposes, need a strategy, willing to put aside a few hours a week to build social media following as well.
Aims for online presence– SALES and building a following (relatively new sports store)
Community Invovlement– Sponsored athletes, involved in sponsoring events, next year sponsoring a Blarney cycling team starting in Janurary. The team will blog!
Current promotions (every year)– LOTS! Jan-Carrigaline 5mile, March-Mallow 10mile (sponsor in conjunction with SKINS), July- Headless Horseman Adventure Race, Aug-Blackwater Triathlon, Sept-Sandycove Islands Swim, Oct-Skibbereen Adventure Race, Also Half marathon Bandon, Cork City marathon
Using Email Marketing– Using a paid service Constant Contact, newletters used to contain news and events etc but competitor research shows that sales promotion type emails are more lucrative.
Loyalty Card- Yes, willing to build this up online
Lunchtime runs- Yes, 3days at the moment but thinks this might be too much.
Current Marketing– Adwords was successful in peak season but not so much off season, does sponsored ads in print media (ie. Irish Runner) doesnt think that these are linked to their online websites.
Website– Currently in the process of re-designing this website, but is open to any ides we propose.
What he would like– Open to any and all suggestions but he would like a digital strategy encompassing more than just social media! He wants advice on paid advertising, SEO, social, email, etc. He has the man power but needs a strategy!
— We can totally do this guys! Lets get stuck in!
Everyone is responsible for the tasks that they have been assigned, everyone must work together!! Please could we get this done by next Tuesday so that we can discuss on Wednesday and move forward. No time to be messing around guys.
Brenda-Digital Strategy + Social Media (please look at what is currently happening and come up with proposals for the future)
Craig– Email Marketing + SEO (please look at what is currently happening and come up with proposals for the future)
Magda– Website Analytics (majestic) + Online PR (please look at what is currently happening and come up with proposals for the future)
Lisa– Digital Advertsing (PPC/Display) + Website Design (please look at what is currently happening and come up with proposals for the future)
IMPORTANT!! It is HUGELY important that we all do our assigned tasks while bench marking against competitors of The Edge Sports!!
Competitors we chose : Mahers (Oliver Plunkett street), John Buckley Sports, Startfitness.com, Asics, NewBalance
Other Competitors The Edge told us about: Victoria Cross Cycles, ChainReactionCycles, Evans (english sports chain)
Jobs for presentation (each person is responsible for the jobs that they have been assigned, everyone must work together and underneath is an overview of everyone’s job)
We need to create a personality for BurgerKing. Lots of Screenshots needed. Send your plan for your section of the presentation onto Lisa so she can compile information. Screenshot for EVERY example you will use.
Sonali – a quick overview of what BurgerKing are doing well on social media to help
Craig – a quick overview of what BurgerKing are doing poorly on social media to help
Magda – Future for BurgerKing on social media. Draw from competitors/ target older market.
Social Media Team (McDonalds) Bio for each member, use something like Hootsuite or Sproutsocial to prevent Spam.
Promote CSR (McDonalds) on linkedIn, feedback too.
Brenda – Mock campaign to target their “aging fast food consumers” broader appeal as original younger market was hit badly by the recession. Both women and men 50+ buy the most BurgerKing. Forward ideas to mock up digitally to Lisa.
Lisa – Compile presentation, create mock ups for the future.
All of this was discussed by Lisa, Magda and Brenda on 27/10/13 at meeting at 6pm in cork city. If there are any questions email me at firstname.lastname@example.org and I will reply. I am in Dublin this week so if you could forward me your section for the presentation by next weekend I can put it all together.
Websites: Burgerking’s Irish website is unusually under http://www.whopper.ie url. And they don’t have any facebook or twitter links incorporated into this site as well as bad spellings. KCs link heavily to other social media sites. Burger King by having social media links would give users the opportunity to follow them across social media. KCs have a livecam which you can check how busy the que is before you call to the fast food outlet. People can be seen on this. BurgerKing could do something similar which would link them more to social sites like youtube.
Facebook&Twitter: KCs promote local events through their fb&customer service thtought twitter, maybe burgerking could do the same, this would mean creating a fb&twitter for each country but they already seem to have one for brazil… why not Ireland too. Because a soley American page is seems isolating for customers outside the US.
Youtube: Kcs doesnt seem to thave a youtube channel but they could save clips from the livecam to this, Burgerking having a live cam would be great or at least promoting customer experience on youtube would be good as ‘filler’ content.
Instragram: BurgerKing could include customer pictures here as KCs have done, it would give burgerking a more accessible vibe, at the moment they appear to be very corporate focused and not concentrating on customer experience.
I think in general BurgerKing could be more customer experience friendly and become a bit more ‘local’. This would involve customers more in the whole experience.