David Nieper //
Contents 2// The Consumer
3//4 Branding Moodboard 5//6 Photoshoot Moodboard 7//8 Promotional Ideas
Baby Boomer// who & what This huge generation is the second largest after the Millennials. Born between 1946 and 1965, Baby Boomers are confident, independent and self-reliant. Boomers don’t grow old—at least, not by their standards. Research from Pew Social Trends reports that most Boomers feel up to nine years younger than their real age, and that they believe they only reach “old” age once they hit 72 years.
According to Forrester Research, Boomers between 47 and 55 years old spend in excess of 40 hours online each month. Boomers are among the fastest growing groups on social media—particularly Facebook. They use it to keep up with family and friends all over the world, and keep updated with the latest news. Boomers are “anti-authoritarian,” according to generational targeted marketing expert Ann Fishman. This means they don’t respond as well to celebrity endorsements as other groups do, but prefer to consume messages that reflect their own expertise and value.
Branding// Moodboard
C a t c h everyones e y e / / Stand
out
Take every opportunity to make yourself
s m i l e Doris
Day//
Elegance in a snapshot
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Photo-shoot // Moodboard / / T h e Gaze
Life is made up of moments, so get caught in them. Get caught laughing, dancing, flirting.
//The Set
Create those moments wearing David nieper and you can be confident that every moment will be elegant
Background out of focus, the eyes should settle on the woman in the image.
Catch a fleeting moment. Catch the model in a fleeting moment to create a natural, effortless and relatable image. Create curiosity with a single glance
The consumer is looking to meet new friends during various excursions and evening events. Therefore, if the brand was to visualize how to execute the outfits, in enviroments the consumer will be familiar with or looking to experience, the consumer will be able to imagine their journey wearing the brand.
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Promotional Ideas// Boomers are among the fastest growing groups on social media - in 2011 there was an increase of 109% in the 55yr+ members of social networking sites, from the year before - They use it to keep up with family and friends all over the world, check out the latest news and read messages and updates from companies and publications they follow. My proposal is utalizing this usage of social networking sites, and create an online promotional strategy, using the platform Facebook, as our target consumer considers it to be more personal than Twitter. Encourage the communication between the brand and the consumer through online competitions.
The brand has a Facebook page, this will be updated regularly, with outfit suggestions from the collection. The Facebook competitions will run alongside the big creative idea “Get caught in the moment” .Customers uplaod images of them “caught in the moment” wearing an item from the brand, the customer will be asked to upload the photo to Facebook with the hastag #Caughtinthemoment, the brand will select what they consider to be the best submission and the winner will recieve a gift voucher to use in store. The competitons can be advertised in-store as POS’ and at the till points, a link to the facebook page and competiton will be included in emails sent out to the companies mailing list as personalized communication channels including special events and direct mail email marketing, attract a positive response from the targeted consumer. By using the online platform of Facebook, the brand can communicate with their consumer on a first hand basis, creating a more personal experience, as the brands consumers prefer to consume messages that reflect their own expertise and value.
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