Veerkamp is a company dedicated to the sale of musical instruments. They have 9 branches strategically located in Mexico City, being their oldest store the one located in downtown Mexico City, with more than 110 years of existence.
For years, the country’s musicians have come to their stores in search of the best instruments, tools, and accessories that allow them to perform their greatest passion in the best way. In addition, Veerkamp has also served as a music teaching center through its in-person and online classes.
Unfortunately, in the wake of the Covid-19 pandemic, live music shows were canceled and with it, the demand for musical instruments and accessories. For this reason, following the recent economic recovery, we present below an economic recovery plan for Veerkamp.
Who visits Veerkamp?
To know who the digital strategy is aimed at, we must analyze the profile of the average customer, which can be based on the following archetype:
Gender: Men and women
Age: 15 to 50 years old
Location: Mexico City and Metropolitan Zone
Interests: Music and live shows; their favorite music genres are rock, jazz, classical, electro, folk, pop; they are part of a musical group, they like traveling, they are enthusiastic about social networks and entertainment media.
First, you must define the objectives you want to achieve in the long and short term.
Considering the quarantine context, in which people could not leave their homes to shop and attend their favorite live shows, the strategy could start as follows:
Announce to recurring customers that the brand has begun its gradual return to its previous sales and teaching activities.
Strengthen logistical systems for the purchase and delivery of products, managed from the online store.
Introduce clearance offers or promotions to encourage purchasing.
Medium- to long-term objectives
Position the sale of software and digital production equipment for work from home.
Upload digital teaching material on appropriate platforms to provide the user with an immersive experience, allowing him/her to take full advantage of the knowledge gained in the course.
Maintain constant communication with current customers and facilitate the same with new ones, through friendly communication channels.
To achieve these objectives, it is suggested to divide the action plan into three parts:
- Awareness Campaign: To help put the brand on the map and in people’s minds, reminding them of the services and products offered by Veerkamp.
- Traffic & Leads Campaign: Promoting registrations on the website to receive newsletters and promotions for a future reopening.
- Acquisition and Purchase Campaign: Giving discounts for the purchase of instruments and software and online music lessons.
Digital Media Plan
The best means of implementing each part of the action plan are:
- Awareness: Social Media Ads, Live Streaming Events & Podcast, Reactive Marketing.
- Leads: SEO, Display & Video Ads & Social Media Advertising, Channel Partnerships.
- Acquisition: Email Marketing, Display & Video, Social Media Ads, Retargeting.
The metrics with which the objectives will be measured in each of their phases are as follows:
- Awareness: CPM (Cost per Impressions).
- Leads: CPL (Cost per Lead).
- Acquisition: CPA (Cost per Action).
With this brief of a digital strategy, I hope you have the basis to know how we can boost your digital strategy for your business,
So it’s in your hands to Give life back to music.
For more information, just text me.
Let’s rock & roll!
About the author
Alfonso has a degree in International Relations, specializes in public diplomacy and is an expert in planning and implementation of digital strategies. He also loves playing guitar and rock music.