Promotional Campaign
David Nieper Cruise Wear
Chloe Trimmer
1 34
CONTENTS
THE CONSUMER
NEW BRANDING
THE PHOTOSHOOT
PROMOTIONAL IDEAS
1 The Consumer
‘The most important thing to understand that the group of the elderly does not exsist. They are not here’ - Matthias Hollwich. In the future, age will not just be a number, it will be flat. This consumer is an oppurtunity seeking individual, their attitudes are ageless and they seek brands that understand their youthful outlook.
2
New Branding The new branding involves a simple change to the logo. It needed updating and simplfying. The use of the font Garamond provides a sophisticaed and classic aesthetic. By using images and icons rather than text it allows the user to associate those images to their desired location, easy navigation. For example using a shopping bag logo and social media symbols it increases the shoppers interest and interaction with the site. It is important not to assume that the consumer cannot or does not use social media as statistic shows that is not true; ‘Female 46-67 year old use facebook at the same rate as millenials’ Source: Pew Research Centre, Radius Global Market Research
It is also exciting for the customer to be able to imagine themselves wearing David Nieper items in real settings.
Garamond
David Nieper DAVID NIEPER DAVID NIEPER
David Nieper David Nieper
3
The Photoshoot A display of elegance through majestic poses enhancing the confidence of the female consumer. Inspiration taken from vintage posters advertising crusies, introducing a sense of nostalgia and adventure. This photoshoot would capture the moments onbaord in David Niepier pieces. The shoot hightens a sense of adventure as The Future Laboratory predict that the flat agers generation are increasingly hungry to experience adventure.
4
Promotional Ideas David Nieper are a small ‘private company’ that rely on their customers recommendations. They want to ensure that they are not spending on ‘costly advertising’ or ‘discounts’ they want to concentrate on quality. However to increase their sales they must reward their loyal consumer. This strataey ensures they do not offer mass discounts that could be very costly, instead they offer exclusive rewards to the loyal customer. This will encourage the customer to come back again and recommend David Nieper.
A virtual loyalty card that the customer will recieve via email everytime they purchase an item from David Nieper.
When they have four points they they will recieve a post card/ vintage poster style letter to offer them a discount or deal on their choice of UK destination, e.g. national heritage site, adventure experience, 5 * resturant.