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Running head: ADVERTISING PLAN
Advertising Plan
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ADVERTISING PLAN
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With the competitive business environment in the contemporary society, it has become
paramount for companies to utilize viable advertising strategies. To come up with an ideal
advertising strategy, a firm ought to have a clear advertising plan that serves as a blueprint for
the way the company is going to advertise its products or services. This way, it becomes easy to
compete in the competitive environment while remaining relevant at the same time. This paper,
therefore, seeks to explore Etsy company in details.
Etsy is a medium-sized company that has around four hundred and fifty employees. It is
an online market company that is still growing. The chief executive officer of Etsy.com is Josh
Silverman. The company was founded on 18th June 2015 in Brooklyn in the US and has since its
inception established several subsidiaries such as Etsy France SAS and Trunkt LLC (Hawkins,
2016). The company operates a marketplace where individuals interact whether online or
offline. The company attracts people from all walks of life and these individuals make, sell or
buy goods from this platform. The firm has three service platforms which include seller tools,
seller services, and education. The company is currently trying to increase the pool of its
customers not only in the US but also around the world.
Target Customers
Etsy company targets a wide range of customers. Ideally, the firm’s consumers are from
all over the world since it is an e-commerce company. Albeit its largest target of customers is
women, there are also men consumers because of some male products. The customers of this
company are individuals who are looking for unique and creative products such as vintage and
handmade which are difficult to find in others firms. Notably, the company has more than 192
million website visits every other month. Arguably, around 54% of the aforementioned visits
comes from within the US on which half of them are from consumers who use desktops while
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the other comes from people who visit the site via mobile devices (Church & Oakley, 2017).
Apparently, this shows that the firm has a large number of customers and more of these
consumers come from the united states of America. Additionally, there is also a larger rate of
traffic for this company’s website that comes from social media platforms such as Facebook and
Twitter. This shows that the company is using a mixture of ways to generate traffic.
Etsy’s Products
Etsy customers visit the company’s website to see a selection of goods which are difficult
to find in other marketplaces. Through the website, consumers enjoy a personalized shopping
experience because of interacting with Etsy sellers. Through this, it becomes easy to build a good
relationship. Some of the unique products which are sold at Etsy company are Vintage,
handmade, home and living products, both women and men products such as beads and craft
supplies (Hawkins, 2016). On its homepage, a potential buyer needs only to type the product
description that one needs into the search bar after which the product is displayed and its features
and price. This makes it easy for many potential consumers with the current society where
people are becoming more interested in making purchases while at the comfort of their homes.
This has led to many retail companies utilizing new technology to compete globally with other
firms. When it comes to buying products from Etsy, one needs not have an account because there
are many payment options such as PayPal and credit/debit. To this end, the company is growing
and focusing on increasing its customer pool around the world.
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References
Church, E. M., & Oakley, R. L. (2017). The Role of Social Media and Product Differentiation in
Etsy Micro-Manufacturing Shops.
Hawkins, K. (2016). Certification, Clusters, and Creativity: An Analysis of Etsy as a Platform
Firm.
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Etsy Company Advertising plan
Advertisement objectives
Objectives
Awareness
Generate and increase market leads
Improve the level of product understanding
Build confidence the organization’s products
Solicit more customers
Increase brand recall
Build the company image
Educate the public
Measurement
Increase website visits by 30%
Increase the number of leads for agents and
distributors up to 13%
Increase the number of video adverts by 18%
Increase the number of newsletter
subscriptions by 13%
Increase the number of complete e-shop
transactions by 43%
Increase the website traffic by 17%
Increase the number of submitted contact
forms by 33%
Increase the number of direct responses by
27%
Advertising budget
Item
Annual cost in $
Website
10000
Fliers
200
Bill boards
5500
Search engine advertising
6000
Social networks
7500
Banners
1200
Television advertising
5700
Event sponsorship
11000
Total
47100
The objectives of this project are based on the value of increasing the overall revenues
which are generated by the website. The first object aims at providing the awareness to the
public. The idea is to improve the overall traffic which on the site. With more people visiting the
website it earns that the products which the company aims to sale will increase. More customers
mean that the company will get more revenue. The primary objective by the end is to improve
the overall sales which the company receives. Any business tries to make sure that it has
excellent value for money and at the same time increase its profits. More money means that the
company will be able to expand the business. It is essential to understand that an increase in the
overall business means the company will wither the competition. More money says the company
can conduct better market research and forecasting. These are the two critical ingredients needed
in any business.
The whole budget has been done with cost consideration such that the company will not
be at losing end. It has been created with great value and consideration on the current market
conditions. The plan is designed such that it targets all potential customers from every angle. If
one media fails to meet specific target, then the second or the third one will not miss. It is the
plan that has been created with consideration of the prevailing market conditions. It is designed
with the recent visit of the market. With the program then the company fortune will change as
everything will end up expanding its position.
Surname 1
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Advertising plan 2.
The best type of advertising for Etsy Company is social media. Etsy Company is an
online company which focusses on selling and buying products online. It concentrates on a wide
range of customers. The website is for people whose main attention is unique and creative
products such as vintage and handmade which are difficult to find in others firms. Discussed
below are the reasons why social media is the best type of advertising.
To begin with, social media gives the organization access to a wide range of customers.
A recent study found out that 68% of the American population use Facebook. 78% of the 18-24year-olds are on Instagram, and 45% are on Twitter. This makes the social media the best
platform to reach the full range of potential customers.
Social media advertising helps the organization learn and understand the needs and
expectations of the customers. Through social media, the customers and the marketing
campaigners in the organization will be able to interact. Customers and potential customers can
ask questions and seek clarifications and the marketers. Through status updates and tweets, the
organization can gain insights on the daily lives of potential and target customers and their
behavior.
Surname 2
Social media provides a capable platform for the organization to build a relationship with
the audience. Consumers view social media platforms as interacting sites not selling sites. The
organization can use these platforms to inform, educate, ask and answer questions from
customers hence the customers having a proper relationship with the organization. This
relationship builds confidence in the customers, and this is an important marketing method.
Being actively present on social media allows the organization to build brand loyalty.
Being active on social media platforms enable the organization to acquire more loyal customers.
Communication with the customers, creates a rapport with the customers, hence connecting with
them on a personal level. This shows care and concern about the customers thus being loyal to
the brand.
The launch will be done one month after the advertising plan is approved by the board of
directors. One month will be enough to budget, inform the public on the launch and also make
the necessary arrangements for the launching day. The budget will be $12100, which will
comprise of $7500 for social media sites, $1600 for the launch day’s activities and $ 3000 for
miscellaneous.
There is a lot expected from this advertising. By advertising, Etsy Company will be
introduced to the public, and potential customers will be aware of its presence, what it is all
about and how they can access products from the company. Advertising will enable Etsy
Company expand its market since the message will reach both the existing customers and
potential customers. Advertising will also increase the number amount of sales in for Etsy
Company. Through advertising, a wide range of customers will be reached, and they will be
educated on the products hence trying them out. Advertising fights competition educates the
public. It also eliminates intermediaries and supports salesmanship.
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