Examples of Marketing Plans for Web Sites

Example Three: Peep My Jeep

Credentials

I am currently attending my last semester at Seneca College, in the Co-op Marketing Diploma program.

I plan to develop a web site through creating an online business called peepmyjeep.com. I have already attend some skills in
web developing that have afforded me the ability to offer my site some very appealing aspects that will differ my site
from others. I have completed a number of personal web pages, web reports and some flash animation. Some of my
specific skills pertinent to this plan include:
Through these web abilities and transferable skills within marketing, strategizing and creative thinking, I believe that peepmyjeep.com will offer a unique targeted web site that contains interesting content along with an e-commerce component.
About the Business
Peepmyjeep.com is going to be a website for jeep enthusiasts. The site is going to be content based, with an e-commerce component. There is no brick-and-mortar to the business and the site will be its first appearance. The idea for the business came about when a friend of mine and I developed a flash/director program based on his Jeep. An interest in Jeep parts was sparked and through searching on the Internet a decision was made to develop a web site for jeep parts and enthusiasts.
The Launch of the Business
Launching this site will be somewhat tricky based on the highly targeted market. I would initiate a search engine optimization within the major search engines. This means buying keywords on these engines, so that for example someone searches for Jeep parts, our site appears first. As well a contest on the page itself could prove successful in creating traffic and developing a customer database. I will also look into sending out a direct mailer to people who have purchased Jeeps; however obtaining a list from Chrysler may be difficult and expensive.

The Site

The basis for the site is to create a community on the web for jeep enthusiasts. The site itself will contain a nice flash intro that is appealing and attention grabbing. Within the site there will be 4 main sections. The first will be a history section on the Jeep and Jeep enthusiasts. The second will be a message board for the community to interact with one another. The third will be a picture section for people to upload their pictures of their jeeps. The last section will be the e-commerce component and it will contain different parts for the Jeep to enhance its look, off roading ability, and its overall performance.

What exactly are we selling?

There are many different components one can purchase for their Jeep. The web site will have certain specific areas within the e-commerce section. First, lights on a jeep are some of the most frequently purchased extras. Second, components for off roading, like shocks and axles, will be available. Through further research and market development we will add parts to the site. Also listening to our community will help define the e-commerce section.

Motivation

The motivation for the site came from my interest in Jeeps and off roading. My friend and I have taken his Jeep to many different locations to drive through trails and mud pits. Also adding parts to his Jeep to enhance its look is a favourite past time. Thus the idea for the website came out of this.

Target Market

The target market is going to be very specific as the site is very specific in terms of who will be using it. However there are also people out there who would not use the e-commerce component but rather just visit the site out of their own general interest.
The target market can be broken up as follows:
E-commerce -
Those who own a jeep
Over the age of 16

Jeep owners who go off roading

Are interested and connected to the internet

Community –

People who find the Jeep culture interesting

People who enjoy off roading in other vehicles (e.g. motorbikes)

Competition

The competition in this market is large, but weak. After researching the sites out there that offer Jeep parts, I found that a strong site with content and e-commerce could easily capitalize on the poor design and structure of the other sites out there. Of course we have to consider the offline shops that have the ability to offer the client something tangible when they go to buy the product. We plan to over come this by getting customer testimonials to prove that we offer the best service and products.

Marketing Strategy

The marketing of this site can best be down through targeting Jeep owners. The ability to find this information will not be hard, but may be expensive. Marketing will consist of a strong online advertising push. We feel that if the person is willing to shop online, then they are probably active online and our objective is to try getting them to our site. We will use banner ads and contests (only in the beginning to build up the customer database). Offline we will try work on building a relationship with Chrysler, as they are the ones that manufacture the Jeep. If we can hit those people who have just bought a Jeep, then we can work on developing long-term relationships with them. Once some revenue has been generated, an advertising agency will be utilized.
 
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