About
The Spendthrift Shop began in 2018 with selling hats out of a backpack at Churchill Downs during the week before the Kentucky Derby. Since its inception, it has grown from hats in a backpack to annual profits exceeding $78,000, the current build of a $2.3 million tourism + retail facility, and new revenue source for Spendthrift Farm.
Product Mindset
The creation of this retail business was built in the spirit of providing quality merchandise for fans of the company's horses. Throughout the last few years, the mindset has shifted to reaching more than just the avid fan - we are aiming to reach the every-day person and Kentucky natives by tapping in to our rich and colorful history. There is a secondary goal of working with local artists, businesses, and companies for each product.
Photography
There are three types of photography I focus on per product.
1. Stock Photo
2. Lifestyle Photo
3. Social Media Photo
The photography grid to the left will show a variety of photos within those three veins.
Marketing
There are a few different channels I target for our social media + digital marketing plan.
1. Email marketing - this is the most successful route to generate purchases. Since late 2019, it has generated almost $100,000 in sales. I create, design, and send all marketing emails.
Instagram - The Spendthrift Shop has its own page, as shown to the right. Additionally, Spendthrift Farm has a page where 1x a month I add a promotional photo for the store + 3-5 times a month an Instagram story.
2. Facebook maintains the same plan as Instagram
3. 1 tweet per month from the main company account
4. Pinterest
5. Blog series on store site to generate traffic from SEO
6. Google Ads
