There is a worldwide issue of girls’ women’s safety being threatened in public. walking in the street, grabbing groceries, partying, being in public transportation leave girls and women’s feelings unsafe of many dangers like sexual harassment, being kidnapping followed.
UN Women-supported survey in Delhi shows 95% of girls and women feel unsafe in public spaces. Similar numbers are found in many other places in the world.
The product idea:
A set of products made for girls’ and women’s safety such as knives, pepper sprays, teasers. We want these products to be small and easy to carry in purses or back pockets. In addition to that, we want them to look like feminine products like make-up products. It is important for the products to not look like protection tools from first glance to avoid being taken away in security checks in malls and nightclubs.
The targeted audience:
Girls and women between 16-24. Also, we want to target the average and below-average economical classes. So, it is important to keep the price accessible. More information on targeting audience at Social Media Targeting: Why It Is Important – IIDM (thedigitalmarketinginstitute.org)
Our business and marketing will be social media only, using the business website, Pinterest Instagram and Snapchat.
SEO: Since the main idea of the product is girls’ and women’s safety, it is relevant to women’s rights and human rights topics in general. These topics are talked about and searched about a lot on social media. So, using words and hashtags around girls and women’s rights, human rights, feminism, will increase views and clicks. this will be considered in all the platforms of the business.
business website: It is important to introduce the products, as well as spreading awareness about girls’ and women’s unsafety issues to show the importance of the product.
Pinterest: We chose Pinterest because the targeted audience uses it heavily. So, using the right SEO will create traffic around the product.
Instagram and Snapchat:
1- These two platforms have a very high percentage of the targeted audience. Also, using the right SEO will bring exposure to the product.
2- They have a number of social media famous accounts and influencers, who are active in girls’ and women’s safety-related topics. And these accounts’ audience would be interested in the product. Having those account advertising for our product although expensive, but will lead to great exposure and immediate sale.
Short term goals:
1-We expect to get over 100+ sales from the first week.
2- and cover the advertisement cost in 2 weeks
Long term goals:
1-Expand the targeted audience to older women, then boys and men.
2-We plan to reach 1500+ sales in 3 months.
We believe that the idea of these products is unique and demanded by a big number of people. And this business can easily succeed with a proper strategic plan. We believe that this strategic plan considers the most important aspects for marketing and is very suıtable with the products.
Ghaida Alrefaei, Digital Marketing Analyst at International Institute of Digital Marketing™. Also third-year international relations and political science student.
Zafer Tanriverdi, Digital Marketing Analyst at International Institute of Digital Marketing™.