43 | Channel, Measurement and E Expected Results

Visual Brand Identity

Mindmaps were made to help decide what elements to choose from each marketing strategy. Due to feedback, i realised that i was trying to put too much into each marketing strategy that was not realistic for a new business or for a start-up budget.

Before i starting creating my viosuals, i made moodboards on pinterest with anything that caught my eye. I was really drawn in my the bright contrasting colours and outlined lettering which I decided to incorporate into my own work. It was hard to get the same effects as I have no original photographs to go off. I think that would of made my work look even better.

Initial Marketing Strategy Ideas

After observing at my Semester 1 work, I created a list of possible marketing strategies and channels which would target the chosen consumer.

Online

•Website Design – developing the website to be fun and interactive with the consumer. It should be easily accessible to desktop and mobile devices – as the consumer want a frictionless experience. They are tech-savvy, and anything that doesn’t fit their standards they will leave the site and go elsewhere. •App – there is the opportunity to create an app that the consumer can use to log their feelings throughout the day. I realised that the app would not have any other use apart from this and online shopping. •Social Media – There are many choices for social media platforms, options include: Instagram, TikTok, Facebook, Youtube video series, Youtube Ad banners on specific videos. For the channels it is essential to create sharable content for the consumer but also other users on the platform. Due to the pandemic, more and more people have been searching for positive news (‘joy scrolling’), therefore the content we produce should be positive to create interest and user-generated content. Online competition – a competition could give the start up brand an opportunity to gain awareness based on the premise of an individual winning some freebies. •Influencer Marketing – as the target consumers are likely to follow a lot of influencers, it is important to promote mental health in a positive way to break the stigmas. By using well-known faces, young men may feel more inclined to share their thoughts and feelings. •Email Marketing – These will be sent to consumers when they sign up for updates on the website. Customers will be encouraged when they first enter the website, but it’s hard to say how many people will visit when the site is first established. •YouTube Videos – Generation Z enjoy spending time on their phones, especially watching YouTube videos. We could collaborate with influencers for them to show our products in the forms of product reviews or unboxings -The other idea was to make a series of videos with specific influencers or small mental health charities about the most common symptoms of mental health problems to try and educate people about the problem. •Blog – this will be attached to the website which will feature interviews and stories from the Kushty team, customers if they want to share their experiences, new news about the brand and the products, and news about what is happening around the world to target consumers interests as well as the problem that is currently happening to men.

Offline

•Pop-up event – this idea was created by the idea that consumers are craving in person experiences. Therefore, a small pop-up event can be created to provide them with this opportunity. The day would be multi-functional – the customer will have the opportunity to buy clothing, meditation classes, fitness classes, guest talks, food vans. The aim is to target the consumer with the things they are interested to make mental health seem normal to talk about. Using these activities may help people feel more comfortable reaching out. •VIP package – this event goody bag would feature limited edition items such as: event guide, lanyard, tote bag, small accessories – e.g. socks or something. •Clothing collaboration with small mental health charity – by collaborating with a mental health charity, as a new start up business, we will be able to reach a larger audience with our content. Furthermore, by collaborating with an established charity, it will reinforce our credibility and reliability as a brand whilst highlighting the values of the business. - Choices of charities: HUMEN, Men’s Minds Matter

Final Marketing Strategies

After looking over all my ideas, I found the following elements to be the most effective as there is a mixture of on and offline marketing and they directly target the consumer well whilst highlighting the brand values.

Main Project: Clothing Collaboration with HUMEN

By creating a limited-edition collection with HUMEN, we are able to target a larger cohort of consumers. Especially those who follow HUMEN in the first place – they are interested in being educated about mental health. By using a limited-edition collection, it should create a sense of urgency to buy the product, after raising awareness for the brand leading up to the launch.

Pop Up Event

Utilising a three day pop up, allows for the consumer to have an in-person experience with a brand that they have only been interacting with online. This aims to create awareness and interest into the brand by offering interactive activities such as: live DJ, Guest talks from the founder of HUMEN and Ben West, a mental health advocate, and a Livestream fitness workout to show the importance of exercising your body and your mind. Other elements of the pop up was removed as I realised there were too many things going on inside. As a new start-up, the costings would have been too high to be profitable.

VIP Package

The VIP Package creates an extra brand touchpoint for the consumer. By providing them with a physical package, filled with free goodies, it is intended to target the consumer who likes to buy into a great experience. As they are limited edition, it should create a sense of urgency towards the product, therefore raising awareness for the brand.

Website and Blog Development

The website and blog is arguably the most important place to get perfectly targeted to your consumer. This should be where new and existing consumers look for information about the brand. Whilst we do this, we also target their hobbies through writing about fashion, fitness and health and important news around the world in order to educate others on important topics.

Instagram Content

The content for the instagram should be highly engaging, as from the Guest Lecturer, Becky from WSGN emphasised how companies are currently creating sharable content in order to raise awareness. This would be a beneficial start to gaining followers on social media, especially with the idea of ‘joy scrolling’.

6. Website Development

Competitor Research

Madhappy