Drugstore.com

1. By: Tayler Layne Ansel

2. In H er Bag

3. What We Know People enjoy shopping in a bookstore, but they go to a drugstore because it’s a chore on their list. No one likes browsing the isle for P reperation -H Drugstore.com is the prescription for online shopping success, allowing customers to purchase products for the body from the privacy of their homes.

4. Challenges Customers who feel uneasy about buying important products like prescription drugs online. Overall complexity of running a drugstore online and dealing with insurance. Attracting new users

5. The use of New Media Authenticity trumps celebrity Niche is the new norm Bite-size communications dominate Personal Utility Drive Adoption Consumers Own Brands By leveraging previous established media channels we will be able to promote through consumer to consumer interactions with the brand.

6. WOM Blogging Targets Beauty and fashion blogs. We will contact 50 blogs throughout a 6 month period And ask them to check out drugstore.com and tell their followers in a post about drugstore.com . She will then choose her favorite item and that will be a giveaway prize to anyone who writes a comment on their experience with Drugstore.com . Spread the word through positive interactions with the site.

7. YouTube Make them laugh…Meet Kenny!

8. … This viral video will showcase the pitch that drugstore.com is not only user friendly but also private . A very small number of people would care to share some of the intimate items purchased at a drugstore with the rest of the world and we would leverage that case in point through a viral video.

9. Metrics of Success We will be able to track the metrics of success through blog comments and hits and to determine where our traffic is coming through google analytics. We will be able to track what people are saying on blogs through Radian6. We will further promote through social networking sites such as F acebook and Twitter.

10. Budgeting  The methods that we have selected are very low in cost. The only cost will be the cost of the giveaway merchandise and cost of shipping. Also the cost of making the y outube video commercial . Estimated campaign cost for a 6 month period = $ 7,000