Know-How Exchange : E-Marketing

First step: add website analytics (if there isn't any). You need to measure traffic & conversion. If existing traffic doesn't convert well, focus on the copy. If traffic converts, then increase traffic. This will also give you a baseline for measuring ROI. Likewise, what's their existing return rate (again for ROI).

Next: I'd first get clear on the target market. Who specifically are they targeting? Demographics? Psychographics? What's unique about their offerings? Do they ship overnight for the "oops, I forgot my partner's birthday?" client. Do they offer a rating scale, so customers can rate the products/share their experiences (think Amazon)? Do they offer co-marketing with other vendors (chocolates/flowers/jewelry) for the complete gift package?

And as Bill suggests, a SWOT analysis (including both brick-and-mortar stores and websites).

You don't need specific expertise in sexy lingerie to be able to market it. The principles of good marketing and the marketing mix are the same whether it's underwear or software or food or industrial machinery. (I've marketed all four, so I'm not just making this up.)

The first step in any case is to really zero in on your prime target audience and identify the segments with the greatest unmet need for the benefit you deliver. If the client hasn't done some market research to identify the segments and set priorities, that should be your first task.

Then develop a positioning statement that marries the most important product benefit to the needs of the primary target audience. Then apply the positioning to all the other elements of the marketing mix. Most likely, internet advertising and the landing pages/website will be at the core of your marketing package. Jay's suggestions apply.

Good luck on this. Don't discount your marketing know-how just because you aren't a regular user of sexy lingerie. Most of us have marketed lots of things we haven't used. It's not about your personal experience, but about your ability to identify unmet consumer needs and match them with unique product benefits.

Remember you're also marketing to the guys too!

Plenty of good comments above but I would like to just add also 2 thoughts.

I think you need to define carefully with your client the marketing objectives distinctly separately from the sales objectives.

This type of market will always be very brand conscious so the big name brands in the industry will win the war 'La Senza' 'Victoria's Secret' etc.

If you want to carve out a niche brand, then you will need to be ready to play in the big leagues with big money to attend fashion week all around the world etc. :) Or have something so fabulous that it just wins attention.

On the sales objective end, then if it is all just about making online sales and generating cash, then it is a different approach. All about finding and bringing qualified traffic to the site and converting that traffic with your offers.

Top line offers that work 'Free Shipping and handling' (always a winner).

Deep discounts (40% off 50% off) these types of offers always work.

Free Gift with purchase (get a free 'whatever item' worth £12.99) with every purchase *over £25.00) Etc.

HTML mails to targeted partner databases work very well. Trade Doubler can help you with this approach. Go where the audience is instead of trying to bring the audience to you (too expensive).

Just a few ideas to chew over :))

Feel free to write to me if you like more

Matthew
matthewanxa at gmail dotcom