periods for free bids to those who refer friends. The system would work by delivering a unique code via
e-mails sent from the customer to their friends.
By entering the code their friend sent in the referral e-mail, the end user receives a free bid and their
friend referred receives one as well. This system can be used up to ten times, for a maximum of ten free
bids. The final component will be seasonal discounts during heavy holiday shopping seasons, such as Cyber
Monday. During these periods purchased bids will be given a discount, so that consumers may compete
in the auctions for a lower cost and save more than the traditional bidding prices.
Much of the public relations will be focused around press releases, article writing and social media. Based
on a survey conducted for the 2013 Retail Outlook Survey, 71% of respondents claimed that social media
would have an impact on their business (KPMG Consulting, 2013). The importance of social media as a
role in public relations will not be underestimated; it will play a key role into the competitive advantage
of establishing trust, transparency and better relationships with consumers by understanding the key
Additionally, the marketing manager can control the social media accounts of Facebook, Pininterest,
Twitter and YouTube as the core area of focus. This makes the initiatives of social media very inexpensive
for customer acquisition, and builds the brand identity through consistent and frequent messages
(Youngstown State University, n.d.). An article in Inc., a popular magazine for entrepreneurs and small
enterprise management presents focus points of social media. These points of focus include listening and
communicating with every visitor engaged, rather than ignoring them and making posts. Also, providing
value-added content, including special offers to followers and people engaged to help promote and
reward those affiliated (Fass, 2013).
Due to the high costs of acquiring a reputable public relations expert with media contacts, the business
will not likely have a public relations expert and not work towards large print articles due to the lack of
ROI forecasts, relative to other mediums, such as pay-per-click. However, it will have an online blog to
help consumers save money in other aspects of their lives.
Direct marketing will serve two key roles for CRM and lead generation. The focus of lead generation will
primarily be done through pay-per-click advertising, particularly within search engines. People searching
specifically for the same value proposition a parallel USP, direct competitors or the general business model
can be driven to the website through Google Adwords. In the future, AdSense may also be used with a
better understanding of the target segment and market specific products that the users have searched
For instance, if a consumer has searched for an MP3 device the day before, Smart Tech can deliver
advertisements for the most competitive prices for MP3 players available.
The second key role of direct marketing will be for aims at CRM, as to maintain relationships with
customers through personalized and targeted e-mails and deals based on their preferences and
purchasing patterns. Through Google Analytics and separation and aggregation around at least the most
profitable 20% of the website users can develop general product categories to areas of interest, along
with sending value-added content from the website. A more complex system will entail sending e-mails
affiliated with each consumer ID, a similar model used by mainstream grocery store brands with discount
cards designed to track customer purchases and sending coupons based on purchasing preferences.