Marketing Campaign Essay

The Westfield Shopping Centre provides a complete shopping experience, from arrival until departure. To start, all complexes have sole(prenominal) pose lots, where parking your vehicles is safe. Also, the parking is free for the introductory two hours, and by going into the movies, an extra free hour is earned. For to a greater extent convenience the Auto Pay system is available where it is possible to pay the parking without waiting in whatever queue and a Valet Service and car wash are also available. Inside the shopping center, it is possible to generate a great amount of all kinds of stores and brands. Furthermore, a Concierge is at hand on the first floor to assist the shoppers, indicating store locations, or for solving any problem.The newest service created by Westfield is the Gift Cards, where the customers can offer their families and friends a card with certain amount of credit where its possible to spend in more than 8.000 stores, or how Westfield prefers to say, the gift of choice. These are some examples of exclusive services that Westfield created and has been innovating to attract and retain even more clients. To assist in this task, the Marketing Department has been evolved specially in the digital field. A Nielsen study showed that Australia is the country with the major average time spent in social media per person, close seven hours a month. Attentive to this market, Westfield has developed digital merchandising strategies targeting this kind of customer, the online one.At first, the website is completed renovated, and it is possible to compare between a large amount of retailers and products and make purchases directly from the website. Also, free retrogress methods are available, making the experience of buying online more comfortable. Another digital marketing strategy was the creation of the Westfield Insider, which consists in a blog that is writtenby Alyce Cowell that was chosen among 1.450 applicants in a contest. In this blog she shares about her outfits, fashion and lifestyle tips, shopping finds, smart buys, and talk with the consumers about shopping. Its a really smart strategy since customers trust more in other customer advice.The creation of Super Saturday was also a creation of the Marketing Department, which included in the Australian calendar a day with special deals and discounts, similar to United States Black Friday. Furthermore, Westfield launched a mobile app called My Westifield, which gives to the shoppers personalized shopping experiences, with a technology that is called Autograph, which allows the shopper to choose their favorite stores and brands, and then the app will show a wall of content and offers based on their preferences. What is most interesting about this app is the tax shelter of the consumers privacy, Westfield doesnt keep personal information and nor preferences. Also, Westfield has a massive social media presence. One of the top creation is the availability of a stylis t that helps consumers with insistency dilemmas 24 hours 7 days a week.3.0 DETERMINE THE SUCCESS OF THE CURRENT MARKETING STRATEGIESThe best method to evaluate the success of Westfields digital marketing strategies is using numbers and measuring their social media impact. Using analytics tools available on the web, it is possible to measure the access numbers of a website. In the case of the website www.westfield.com.au, its agnize to affirm that it is a successful website. According to the website tools, westfield.com.au is in the 318th position in the raking of the most accessed websites in Australia, have an estimated of 28.000 daily visits and the visitor stays on the website for about 3 minutes, which is a high number, whereas in a browser it is possible to change a content in just one click. An interesting observation is that this website has 4.800 other websites linked to it.The Facebook account has 430.000 likes and 2.2 million visits, and the posts have a lot of interac tion specially in posts that contain questions and suggestion heads, for example, one post that starts the grapple about sharing the corridor in two lanes, one fast and one slow, this post has more than 2.000 likes and more than 100 comments. Another relevant number is that Westfield has more than 5.000 followers onTwitter, and has more than 3.800 followers in the Westfield Insider Instagram account. These numbers and information represents how successful the Westfields digital strategies are, and with the innovative and creative marketing department high numbers and interactions will be r each(prenominal)ed soon.4.0 DESCRIBE YOUR CAMPAIGNDue the success of the Gift Card go, and based on these remarkable digital strategies, my campaign aims to conflate reward separate and the digital medias, with the clear objective to attract more customers, increase the Westfield brand value and be a satisfactory action for the shoppers and the retailers. The idea consists in developing thre e new cards, but variant from the gift card, these new cards will be to reward the owner of the card. The three cards will be known as silvern, Gold and Diamond. These cards will be easily obtained by the customers in every participant retail, remembering that everyone starts with the Silver Card. With this card in hand, each purchase will provide a certain amount of points.Each 5-dollar spent in one Westfield retailer is disturb to 1 point in the Silver Card. When the shopper achieves 200 points, they will be able to exchange the Silver Card for the Gold Card. In the Gold Card, the rules change, each 8 dollars spent in one Westfield retailer is equal to 1 point. And to be promoted to the Diamond Card, the shopper needs to achieve 300 points. When the shoppers achieve this amount, they will be able to enter in a select group of the Diamond Cards shoppers. Each card will benefit the shoppers in a different way. The silver card allows the shopper to clear special offers and to par ticipate in promotions. Obviously, if there is a lot of silver cards, the odds of winning is lower, so which card provides a more exclusive rewards.With the Gold Card, besides receiving special offers, consumers will be able to participate in promotions with highly valuable rewards such as travels and cars, and to receive invitations to stores openings and brands tests. And the special clients who achieve the Diamond Card will be a high muckamuck shopper, they will participate in promotions with higher valuable offers, special invitations for parties and VIP passes and have a private lounge in the shopping when they can drink a coffee, use Wi-Fi, receive a massage, just like an exclusive airport room for VIP passengers. The retailers will alsobenefit from this campaign, because they will purpose the special offers, so will provide more interaction with the customers, the complete(a) time to announce a new collection or a settlement. And all the Westfield digital media will be avai lable for them to use and disclose themselves. Therefore, this campaign will benefit the shopper, the retailers and specially the Westfield Shopping Center.BIBLIOGRAPHYAlexa Actionable Analytics for the Web, viewed 17 June 2014,Cruz, S. 2011. Westfield Groups Digital Marketing Strategy viewed 15 June 2014, www.businessreviewaustralia.com/marketing/company-reports/westfield-groups-digital-marketing-strategyDupre, E. 2013. Westfield Balances Personalization with Privacy viewed 15 June 2014,Facebook Westfield, viewed 16 June 2014,Instagram Westfield Insider, viewed 16 June 2014,Murton, D. 2012. Australian Marketing Update Westfields Super Saturday, Dumb Ways to Die Karaoke, Nandos Appoints Digital Agency viewed 15 June 2014,universal resource locator Mtrica, viewed 17 June 2014,Twitter Westfield, viewed 16 June 2014,Westfield Insider Blog, viewed 16 June 2014,Westfield Gift Cards, viewed 15 June 2014,Westfield Website, viewed 15 June 2014,