Ben Sherman
PR Campaign
Introduction Ben Sherman is a well-known clothing brand that is both British based and heavily music influenced. Recently Ben Sherman have had a 5% fall and we have been asked us to create campaign to help promote the brand and the sales again by trying to create it into well-known brand.
in sales a PR increase a more
Aims Our Main Aims are oTo gain more followers on Social Media oTo interact with Consumers oTo gain Loyalty
Methods and Tactics
We are using t hree different met hods t o help promote Ben Sherman
o Festivals o Look Book o Social Media
Festivals The festival that we chose to sponsor is the SXSW music festival 2016. This is because it has a style very similar style We hav e also chosen a band t o link in wit h the festival We hav e also chosen t o do a fest ival because of the fact that Ben Sherman is heavily inspired by music
Band The band chosen was arctic monkeys, this is a British band plays indie genre music. This band will be used as our celebrity endorsement because of their individuality and style. Although they are not hugely known they will help promote Ben Sherman in the festival when performing and doing interviews as they can discuss the link between themselves and Ben Sherman making the company more well known. ‌.
Look Book We have decided to create a Look Book for our ben Sherman campaign because this helps covey the heart and soul of the brand and set the tone for specific collections, but also it gives the right information about the brand to its consumers. By having a Look Book, it shows that we are telling a story with images and designs as much as we are with words and demanding to our customers that we want to create a good connection with our customers. This will be an investment but it is worth our time for our campaign and this will define who ben Sherman is.
Look Book Costing Look book x 1000
Product Details
Printing Cost Delivery Cost
Order Summary
Instant Print
Blurb
Photo Box
A5 Stapled Booklets 120gsm Silk Double Sided 24pp Self-Cover £49.00 DPD Standard Next Day Delivery (Weekdays 8am-7pm) - £4.99 Upgrade to DPD Prenoon delivery (8am noon) - £9.99
Economy colour printing White Uncoated (105 GSM) 24 pages 15 x 23cm Dust Jacket, Hardcover £7.99 Priority (approximately 8 days) £412.50 Standard (approximately 10 days) £114.61
A4 Portrait Photobook 26 pages 21.2 x 28.7cm Printed on 170 gsm gloss paper £30.00 Standard Delivery – 1 quantity - £4.29
Items Total: £58.80
Item total: £122.60 Delivery: £114.61 Standard (approximately 10 days)
Item Total Standard delivery up to 1- 3 working days -
£122.60
£34.29
(1 I tem)
Delivery: £4.99 DPD Standard Next Day Delivery (Weekdays 8am7pm)
(Orders of more than 200 books may take up to 3 additional business days to print. P.O. box and APO/FPO deliveries may take longer to arrive)
VAT: £10.63 (already included in items total)
Total
£63.79
Overall Costing of the Look Book Overall, deciding for the quality of our look book, we would use blurb to create our look book, as it offers better ranges of features for our look book, whereas, to the cheaper side , we would use Photo box , as it is similar to blub but with less features, but very reasonable. However, we would save more money if we were to buy from Instant Print as it has more features than Photo box and a better quality finish of the look book. And the estimated delivery times are very reasonable, the wait is not too long.
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Social Media We have chosen to expand on their social media basis because this is a section where we feel that they do not utilise this effectively. We chose to do expand their Instagram page, Twitter page and Facebook page further. Ben Sherman have a #ButtonUp and #RideWithSherman campaign that is not utilised correctly, if they used these hashtags in a advanced way they would have a lot of people engaging and becoming loyal consumers.
Twitter Twitter is a large social media bases that is used around the world. Ben Sherman rarely use their page to promote themselves as a brand and also to engage with their consumers. Twitter offers three different types of advertising options, these are the promotion of tweet, accounts and trends. We decided to choose to promote trends, this will help Ben Sherman to be trendy and out there with their clothing and trends allowing everyone to have a feel of what exactly they are about. We also have decided use Twitter Ad, to use a selection of campaign objective to choose for a advertising throughout the social site : Followers, Website clicks or conversations, Video views, Tweet engagements Using these trends we will be allowing their target audience to be more engaged and have a feel that they belong to this certain brand rather than just a customers.
Instagram For the Ben Sherman brand to grow, we are promoting their brand to Instagram as using Instagram can offer the ‘behind the scenes’ look. This is one of the most powerful ways Instagram can help us change how the Ben Sherman business expands. A photo of their product being made or the service they offer being performed from the perspective of an “insider” can really intrigue and fascinate potential customers. And also promoting Ben Sherman's brand onto Instagram allows customers to trust the brand. It lets the brand to put a face, literally, on their efforts and in ways that can be targeted to help build confidence in the brand.
Instagram Ad Costing Campaign 1- nonprofit/governmentSponsored Posts
Campaign 2 – RetailSponsored Posts
Campaign 2 – RetailSponsored Video
CPC: $0.14
CPC: $0.44
CPV: $0.01
CPM: $4.17*
CPM: $6.58*
CPM: $2.48*
CTR: 2.96%
CTR: 1.47%
CTR: 2.08%
Facebook Facebook is one of the leading apps in the world, Ben Sherman have this social media but they also do not have a wide range of trends and also a great sense of understanding of how to use the social media site to promote their brand. On Facebook there is a wide range of target audience if they started using competitions an prizes to gain their audiences attention their brand would expand and grow. As Facebook is a site where is their main target audience is older, paying for promotion will be irresponsible as this is not where their target audience is.
Periscope
Periscope is a live stream app that we are using along side bands to help promote Ben Sherman.
Used to live stream for customers who maybe could not make it to the festival they can still see the festival. This could also be used during the interviews that were conducted for the look book.
YouTube YouTube is a social media platform that allows visuals, if Ben Sherman use this platform to their advantage, if they begin to do this they will become more wide spread and known and their visuals could allow them to be more visible from the other types of retail store. If YouTube becomes more interactive meaning if they get Famous YouTubers to start doing ‘Dress with Ben Sherman’ trends this will allow them to interact with their customers giving their customers something to be involved in and understand what they are investing their money in. I calculated that if the daily budget is £7.02 I will increase the up by 100-200 views a day.
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