REAL STRATEGY: What Does a Digital Advertising Media Plan for a Los Angeles Luxury Retailer Look Like?

Introduction to Media Plan

Sussex Group is dedicated to helping small businesses navigate the complex world of digital advertising. The below strategy is rooted in market research, digital advertising experience, and a understanding of the Los Angeles luxury consumer. This exemplifies how we guide retailers in strategic channel selection, audience engagement, and advertising optimization, driving significant brand visibility and sales growth.

Woman wearing luxury sunglasses — Luxury Eyewear Retailer

Small Business: Starlight Vision Wear (we changed the name of the retailer for the purpose of this article)

Geography: Los Angeles, CA

Purpose

This digital media plan aims to show small retail business owners a digital advertising strategy for driving awareness, attracting customers, and increasing sales while efficiently utilizing resources to achieve measurable outcomes.

Overview of Strategy

The strategy is to create a seamless brand experience across multiple digital platforms, engaging potential customers through targeted content and interactions that lead from awareness to purchase.

Objective

To increase brand awareness and sales throughout Los Angeles by:

Boosting online visibility to attract a wider audience.
Engaging potential customers with compelling content.
Converting interest into sales through strategic campaigns.

Target Audience

Targeting affluent consumers aged 25 to 55 with a taste for luxury and craftsmanship, primarily in the Los Angeles area, known for its luxury market and fashion-forward consumers.

Multi-Channel Digital Advertising Approach

Annual Budget: $120,000 (8% of annual sales revenue).

Social Media Advertising (Instagram, TikTok, and Facebook)

Allocation: 30% of the total Budget ($36,000).
Objective: Showcase product quality and engage with the audience through visual content.
Flight Dates: To optimize spending, peak shopping periods (Spring/Summer, Holiday Season).
KPIs: Engagement rate (3-5%), CTR, conversion rate (1-2%).

Google Search

Allocation: 25% of the total Budget ($30,000).
Objective: Capture high-intent users searching for related products.
Flight Dates: Evergreen, with increased bids during critical shopping periods.
KPIs: CTR, conversion rate, CPA (target < $50).

YouTube (Programmatic In-banner Video) Advertising

Allocation: 20% of the total Budget ($24,000).
Objective: Use video content for storytelling and highlighting product exclusivity.
Flight Dates: Major product launches and seasonal collections.
KPIs: View rate (20-30%), completion rate (>80%).

Email Marketing

Allocation: 15% of the total Budget ($18,000).
Objective: Nurture existing customers with updates on new releases and offers.
Flight Dates: Monthly newsletters (increase frequency during promotions).
KPIs: Open rate (20-25%), click rate (2-5%).

Influencer Partnerships

Allocation: 10% of the total Budget ($12,000).
Objective: Extend reach and credibility through influencer collaborations.
Flight Dates: Product launches and seasonal collections.
KPIs: Engagement rate on sponsored content (5-10%).

Measurement and Optimization

Monitor performance continuously through KPIs specific to each channel, enabling real-time adjustments to optimize campaign outcomes. Tools such as Google Analytics, Facebook Insights, Programmatic Dashboards, and email marketing software will provide the data needed for informed decision-making.

Recommended Vendors

Social Media: Utilize Meta's advertising platform for both Instagram and Facebook, along with TikTok.
Search: Google Ads for its targeting capabilities and reach.
Video Advertising: YouTube via Google Ads for video-based campaigns. For programmatic In-banner video via Criteo, StackAdapt, Basis, or Tradesk
Email Marketing: Mailchimp or Constant Contact for their analytics and ease of use.
Influencer Marketing: AspireIQ or Upfluence for finding and managing influencer relationships.

Conclusion

This digital advertising strategy is designed to show retailers how to effectively use their advertising budget to improve their online presence, connect with their target customers, and increase sales.

By adopting a data-driven approach and leveraging the strengths of each digital channel, retailers can experience significant growth and establish a strong brand identity in the competitive digital marketplace.