PHASE 1

1. Establish and Optimize Google My Business Presence

Creating a robust Google My Business (GMB) profile is crucial for local visibility and driving foot traffic.

• Action Steps:
  
  

  • Set up GMB profiles for both store locations, ensuring accurate details such as address, phone number, operating hours, and high-quality images.

  • Encourage satisfied customers to leave positive reviews to build credibility.

  • Regularly update posts to highlight promotions, new arrivals, and events.

• Budget Estimate: CAD 700 per month towards content and management of the profile.

2. Drive Foot Traffic Through Google Advertising

Leveraging Google Ads can effectively attract local customers.

• Action Steps:
  
  

  • Develop targeted Google ads focusing on keywords like "comfortable European shoes in Toronto" and "quality footwear in Sarnia."

  • Utilize geo-targeting to ensure ads reach potential customers within a specific radius of each store.

  • Implement call-to-action strategies, such as limited-time offers, to incentivize store visits.

• Budget Estimate: A monthly ad spend of CAD 1,500 per location is recommended, totaling CAD 3,000 monthly. (incl. of 15% agency commission)
  

  Total Estimated Budget for PHASE 1

  • Initial Setup

    • GMB Setup: CAD 500

    • Content Development: CAD 700

  • Ongoing Monthly Expenses:

    • GMB Management: CAD 700

    • Google Advertising: CAD 3,000 (incl. of 15% agency commission)

    • Total: CAD 3700

    • Meta Advertising (Optional): CAD 1000 (incl. of 15% agency commission)
      

PHASE 2

3. Develop a Shopify E-commerce Platform

Transitioning to online sales will expand market reach and support the shift to an online-first model.

• Action Steps:
  
  

  • Design and develop a Shopify store that reflects the brand's identity and offers a seamless user experience.

  • Integrate inventory management systems to synchronize with physical stores.

  • Implement SEO best practices to enhance organic search visibility.

4. Online Marketing and Advertising

Promoting the online store will drive traffic and sales.

• Action Steps:
  
  

  • Launch social media advertising campaigns on platforms like Facebook and Instagram, targeting demographics interested in European footwear.

  • Implement email marketing strategies to engage existing customers and encourage repeat purchases.

  • Collaborate with influencers to showcase products and reach a broader audience.

PHASE 3

5. Phasing Out the Sarnia Location

A strategic approach is necessary to close the Sarnia store by mid-2025.

• Action Steps:
  
  

  • Communicate transparently with customers about the transition, emphasizing the availability of products online and at the Toronto location.

  • Offer exclusive in-store promotions to clear inventory and maintain customer loyalty.

  • Ensure customer data is captured to facilitate future online marketing efforts.

6. Transition to an Online-Only Model

Focusing solely on e-commerce will require robust online marketing efforts.

• Action Steps:
  
  

  • Enhance the Shopify store with features like customer reviews, detailed product descriptions, and high-quality images.

  • Invest in search engine marketing (SEM) and search engine optimization (SEO) to increase online visibility.

  • Utilize analytics tools to monitor website performance and customer behavior, allowing for data-driven decisions.

This suggested phased approach will help transition Ovation Shoes to an online brand that is supported by a community. In the long term, we aim to create Ovation Shoes as a sought after brand with our own unique promises to create customer loyalty.

FLINCH 2024

Contact

+1 437 328 8418
contact@weareflinch.com