What elements of the BU business model set it apart from its competitors
Boots Unlimited: Getting a Foot in the Door
1) What elements of the BU business model set it apart from its competitors? What does this mean for the brand’s positioning?
2) Is Adwords a good marketing option for BU? What other alternatives could be used to generate new customers?
3) The equestrian campaign had an average cost per click (CPC) of $0.61. If the average pair of cowboy boots if $550 with a 50% margin, what percentage of those clicking an ad need to purchase a pair of boots in order for BU to break even? What does this mean for the campaign?
4) Is customer lifetime value (CLV) a relevant concept for BU? What information would the Rosens’ need to calculate CLV? What can they do increase CLV?
Discussion: Discuss the Rosen brothers’ initial plan. How did they adapt as the campaign progressed? Why didn’t the original plan generate enough traffic?
Answer preview to what elements of the BU business model set it apart from its competitors
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