A Digital Media Strategy Spence Sowulewski NMDL Spring 2016

Background

• Founded in 1979• Based in Memphis, TN• 2nd-largest Retailer of Auto Parts & Accessories in US• 5,600+ Stores Across the US, Mexico, and Brazil

Digital Media S.W.O.T Analysis

• Strengths: • Large Social Media Presence • Search Engine Optimization • Positive Brand Image (USP)

• Weaknesses:• Fiercely Competitive Market Share• Price Sensitive Target Market

• Opportunities:• Mobile Application • Website Functionality

• Threats:• Over-Expansion of Corporate Image

Website Overview • Optimized for Mobile/Desktop Display• Enormous Product Marketplace• User Profile Capabilities

• “MyZone” • Repair/Help Section

Unique Selling Proposition • Positive Brand Image

• Positioned as “Friendly Neighborhood Mechanic”• Consumers Trust Auto Zone

• Friendly & Knowledgeable Staff• Quality Products & Services • Separates from Competitors

Big Idea • AutoZone.com – Streamline Consumer Experience • Create “MyGarage” Feature

• Select Car’s Make/Model upon Profile Registration • Product marketplace refined & specified

• Promotes Relationships Between Users & Auto Zone

Target Market • Auto Owners & Enthusiasts

• Every Age, Gender, Background, and Level of Experience • Price Sensitive

• Seeking Out the Best Deal • Non-Loyal to Brand

Key Performance Indicators • eCommerce

• Conversion Rate, User Registrations, Repeat Shoppers • Social Media/SEO

• Visits, Likes, Shares, Retweets, Followers, etc.

Budget • MyGarage Feature

• Inexpensive – Internal Web Design• Promotional Spending

• Reallocation of Digital Ad Budget to Promote “MyGarage” Online• Social Media/Paid Search Campaigns• Actual Figures Unavailable

Plan of Action 1. Budget for “MyGarage” Design & Implementation2. Collect Sampling Data from Users3. Plan/Reallocate Promotional Budget4. Advertise Improved User Experience 5. Profit!