Ben Sherman Marketing communication plan
CHELSEA WALLIS 1156397 INTEGRATED FASHION COMMUNICATION MANAGEMENT
THE BEN SHERMAN SHIRT AND BRAND Has BEEN ADOPTED BY ALMOST EVERY YOUTH CULTURE OR STYLE MOVEMENT OF THE LAST 5 DECADES
Appendices 0.17 Market research
THE BRAND
0.18 Bibliography
0.2
0.16 Creative brief
Executive
Strategic approach
SUMMARY
v
CONCLUSION 0.14 TATICAL MARKETING CELEBRITY ENDORSEMENT 0.7 SPONSORSHIP 0.12 SOCIAL MEDIA 0.9 MOBILE COMMUNICATIONS 0.11
0.1
AIM &
0.6
RATIONALE 0.3
The market sector 0.5
EXECUTIVE SUMMARY THE FOLLOWING MARKETING COMMUNICATIONS PLAN FOR BEN SHERMAN WILL HIGHLIGHT AND INTRODUCE TACTICAL METHODS THAT CAN BE INTEGRATED TO RAISE AWARENESS, DEVELOP INTEREST AND DESIRE OF THE FASHION RETAILER AMONGST THE YOUTH SEGMENT. DETAILS OF COMMUNICATION OBJECTIVES SUCH AS CELEBRITY ENDORSEMENT, SPONSORSHIPS AND VIRAL MARKETING ARE INCLUDED.
1
THE BRAND FROM HUMBLE BEGINNINGS WITHIN A SMALL FACTORY
ESTABLISHED FOR OVER 4 DECADES, BEN SHERMAN
IN BRIGHTON TO A BRAND THAT HAS BECOME A
CLOTHING
HOUSEHOLD NAME AMID STORES IN 40 COUNTRIES.
BRITISH MUSIC SCENE AND FASHION. ITS CUSTOMERS
BEN SHERMAN IS ONE OF BRITAIN’S MOST ICONIC
ARE YOUNG AND AT THE FOREFRONT OF STYLE. THE
FASHION BRANDS.
GROWTH OF THE BRAND IN THE LAST 40 YEARS CAN
HAS
ALWAYS
BEEN
LINKED WITH THE
BE TRACED THROUGH CHANGES IN MUSICAL TASTE, AS IN 1963, BEN SHERMAN RETURNED FROM AMERICA, EYES WIDE WITH A NEW BUSINESS VENTURE INSPIRED
BEN SHERMAN HAS BEEN ADOPTED BY ALMOST EVERY YOUTH
CULTURE
FROM
THE
PAST
4
DECADE
BY IVY LEAGUE SPORTSWEAR THAT USED BUTTONS TO KEEP SHIRT COLLARS IN POSITION. HAVING FOUND A NICHE IN THE UK MARKET, THE PRACTICAL YET STYLISH AESTHETIC OF HIS BUTTON DOWN SHIRTS WERE SOON ADOPTED BY STYLE INNOVATORS AND YOUTH SUBCULTURES, LEADING TO A FULL RANGE OF CLOTHING TO BE RELEASED. BEN
SHERMAN
REMAINED AT THE HELM OF THE
COMPANY UNTIL HE RETIRED IN THE MID 70’S AND THE BEN SHERMAN SHIRT BRAND WAS SOLD TO OXFORD INDUSTRIES WHO CONTINUED WITH HIS PASSION FOR ORIGINAL CONCEPTS THAT CREATED A LEGACY THAT CAN STILL BE WITNESSED TODAY.
A heritage of modernism..
AIM AND RATIONALE DESPITE BEING A HOUSEHOLD NAME AND RECOGNISABLE FACET OF THE FASHION
THE OBJECTIVE OF THE COMMUNICATIONS CAMPAIGN IS TO RAISE AWARENESS OF BEN
INDUSTRY, MARKET RESEARCH SUGGESTS THAT BEN SHERMAN IS LOSING TOUCH WITH
SHERMAN AMONGST 18-26 AGE SEGMENTS. TO PERSUADE THEM TO CHOOSE THE BRAND
PARTICULAR SEGMENTS OF ITS TARGET AUDIENCE, ESPECIALLY DURING A TOUGH
INSTEAD OF HIGH STREET COMPETITORS USING THE COMPANY’S MUSIC ASSOCIATION
YEAR OF TRADING WHICH SAW SALES FALL BY 3.8% DUE TO THE LOW ECONOMIC
AND STYLE CREDENTIALS. THE CHALLENGE IS TO IMPLEMENT IDEAS THAT ARE
CLIMATE. IN 2013, BEN SHERMAN WILL
EFFECTIVE TOWARDS THE SPECIFIED MARKET, USING THE COMMUNICATION MIX.
FOCUS
ITS
ATTENTION ON BRAND
RECOGNITION AND CREATING AWARENESS THAT WILL LEAD TO INCREASED SALES PERFORMANCE. EVEN WITH THE RE-BRANDING OF BEN SHERMAN STORES, ONLINE PRESENCE AND PACKAGING DESIGNS EARLIER THIS YEAR, SUCH CHANGES HAVEN’T BEEN SHARED WITH THE MEDIA OR THE GENERAL PUBLIC, UNLESS THEY’VE VISITED A STORE WITHIN THE PAST 6 MONTHS.
MARKET RESEARCH EMPHASISED THIS DIVIDE AND
ALSO EXPLAINED HOW WOMEN ARE LIKELY TO BUY CLOTHES FOR THEIR PARTNERS, SO BY ENTICING GIRLFRIENDS IN OUR ADVERTISEMENTS WE ARE LIKELY TO ENCOURAGE SALES GROWTH.
RESULTS FROM THE RESEARCH EDUCATED US ABOUT OUR TARGET
MARKETS METHODS OF COMMUNICATION AND THE BEST OPPORTUNITIES WE CAN ENTER TO MAKE RESULTS LASTING.
3
The campaign aims to integrate all marketing communications to result in a well-informed consumer and also drive sales to see a 5% increase in sales across all Ben Sherman products, online and instore during the period June – October 2013 4
MARKET SECTOR MARKET RESEARCH HIGHLIGHTED THAT OF ALL THE AGE SEGMENTS, THE 18-25 AGE RANGE WERE LESS LIKELY TO ASSOCIATE THEMSELVES WITH BEN SHERMAN. OLDER MARKETS WERE MORE PRONE TO PURCHASE FROM THE BRAND AS THEY ARE MORE AWARE OF THE HERITAGE AS THEY HAVE GROWN UP WITH BEN SHERMAN. SPENDING ON CLOTHING IS HIGH ON THE LIST OF PRIORITIES FOR YOUNG PEOPLE, WITH 21% SPENDING MORE THAN THEY NORMALLY WOULD DURING THE RECESSION. THE YOUTH SEGMENT ALSO ACCOUNT FOR AN ESTIMATED 21.46% OF THE CLOTHING AND FOOTWEAR
THE POPULARITY OF SOCIAL NETWORKING SITES AMONGST UNDER 25, ACT AS A POWERFUL PLATFORM TO TARGET AND ENGAGE WITH CORE AUDIENCE
MARKET AND MINTEL REPORTS ESTIMATE THIS MARKET WILL GROW BY 10% DURING 20112016, ALLOWING A GREAT OPPORTUNITY FOR BEN SHERMAN TO MAXIMISE SALES. MINTEL REPORTS SHOW THAT THE YOUTH SEGMENT ARE TECHNOLOGY FORWARD, AND MORE LIKELY
THAN
OTHER
MARKETS
TO
PURCHASE
ONLINE
VIA
MOBILE
COMMERCE.
MINTEL REPORT 2011
1 IN 6 SAY PRICE DOESN’T MATTER IF THEY LIKE THE ITEM OF CLOTHING ON SALE MINTEL REPORT 2011
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Strategic Approach CELEBRITY SPONSER
TO ACHIEVE THE OUTLINED OBJECTIVES, MARKETING COMMUNICATION TOOLS WILL FOCUS ON THE BRAND’S UNIQUE AND EVERLASTING RELATIONSHIP WITH THE BRITISH MUSIC SCENE. PRIMARY MARKET RESEARCH OUTLINED HOW MUSIC, THE INTERNET AND SOCIALISING STILL REMAIN OUR
SOCIAL MEDIA STRATEGY
TARGET MARKETS FAVOURITE WAYS TO SPEND THEIR SPARE TIME. THE CAMPAIGN WILL BE INTEGRATED TO ENSURE BEN SHERMAN IS SENDING A CLEAR AND PRECISE MESSAGE TO THE RECEIVER. THE MESSAGE WILL EMPHASISE THE BRANDS MUSIC ORIENTATED AND FASHION CREDENTIALS. CELEBRITY ENDORSEMENTS, EVENT SPONSORSHIPS AND IMPROVED SOCIAL
EVENT SPONSER
MOBILE COMMUNICATION
MEDIA STRATEGIES WILL CREATE DESIRE FOR THE PRODUCTS, WHILST GENERATING PUBLICITY WHICH WILL ULTIMATELY LEAD TO A GREATER AWARENESS OF BEN SHERMAN AMONGST THE TARGET AGE GROUP.
SOCIAL MEDIA IS THE SOLE OF THE CAMPAIGN; EVERYTHING WILL INTEGRATE WITH THE SOCIAL WEBSITES.
6
CELEBRITY ENDORSEMENT THE MAIN FOCUS OF THE CAMPAIGN WILL BE A CELEBRITY ENDORSEMENT FOR THE S/S 2013 CAMPAIGN. MARKET RESEARCH HIGHLIGHTED A CELEBRITY SPONSER WAS THE MOST EFFECTIVE METHOD TO PERSAUDE CONSUMERS TO MAKE A PURCHASE. ADVERTISING WILL BE APPROACHED WITH A SENSE OF MYSTERY TO CREATE SPECULATION AMONGST CONSUMERS AS TO WHO THE FACE OF THE BRAND IS. TO INTEGRATE THE PRINT CAMPAIGN AND SPOCIAL MARKETING TOOLS, A TWITTER HASHTAG (#WHOSTHATMAN) WILL BE ATTACHED TO ANY MEDIA RELATED TO THE CAMPAIGN. THIS WILL ENCOURAGE THE PUBLIC TO TWEET THEIR THOUGHTS. IF THE TAGLINE BECOMES POPULAR, IT COULD ‘TREND’ ON TWITTER ENABLING THE ONLINE COMMUNITY TO SEE WHAT’S BEEN SAID, WHICH WILL RAISE AWARENESS OF BEN SHERMAN. INITIALLY SHORT 30 SECOND TEASERS WILL BE POSTED ONTO THE FACEBOOK AND TWITTER PAGES TO GENERATE INTEREST. THE CONTENT WILL FOCUS ON CLOSE-UPS OF THE CLOTHING AND MYSTERIOUS ANGLES OF THE CELEBRITY AND THEIR SHADOW TO INTRIGUE THE AUDIENCE.
THIS WILL CREATE A BUILD UP BEFORE THE FULL TV
COMMERCIAL IS LAUNCHED IDENTIFIYING THE CELEBRITY
IN QUESTION, THE TV CAMPAIGN WILL ALSO RUN ALONGSIDE A PRINTED ADVERT CAMPAIGN, A DETAILED CREATIVE BRIEF CAN BE FOUND IN THE APPENDIX.
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ALEX TURNER, LEAD SINGER OF ACCLAIMED INDIE BAND ARCTIC MONKEYS WILL REPRESENT THE BEN SHERMAN S/S13 CAMPAIGN, HIS ELUSIVE AND MYSTERIOUS PERSONALITY MATCHES THE NATURE AND DIRECTION OF THE BRAND. ALEX TURNER EMBODIES THE CARE FREE AND FUN SPIRIT OF BEN SHERMAN, HE IS ADMIRED BY THE GENERAL PUBLIC AS MEN WANT TO BE HIM AND THEIR GIRLFRIENDS WANT TO BE WITH HIM. HE HAS A NOTABLE SENSE OF STYLE THAT REFLECTS BEN SHERMAN CLOTHING, THE ARCTIC MONKEYS WILL DEBUT A NEW AND EXCLUSIVE RECORD FOR THE ENDORSEMENT. AS THE BAND HAS BEEN ON HIATUS FOR A LONG PERIOD, THIS WILL CREATE A LOT OF PUBLICITY FOR THE BRAND. THE AIM OF THE ADVERTISING CAMPAIGN IS TO COMMUNICATE AND PROMOTE THE BRAND MESSAGE TO THE CONSUMER AND CREATE THE DESIRE TO MAKE THEM TAKE ACTION AND PURCHASE A PRODUCT.
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SOCIAL MEDIA CAMPAIGN AS DIRECT MAIL CONTINUES TO SATURATE IN TERMS OF POPULARITY, IT’S
WALL OF FAME WILL ALSO ACT AS A LINE OF PROMOTION SHOWCASING GARMENTS
IMPORTANT BEN SHERMAN FIND ALTERNATIVE METHODS TO COMMUNICATE WITH ITS
MOST LOVED BY THE TARGET AUDIENCE. THE STREET-STYLE IMAGES COULD ALSO
TARGET
CREATE DESIRE FOR PRODUCTS ADVERTISED, AS ALTERNATIVE WAYS OF STYLING ARE
AUDIENCE.
NEWSLETTERS
AND
MARKET POSTED
RESEARCH LEAFLETS
HIGHLIGHTED ARE
IGNORED
HOW MARKETING AND
UNWANTED.
EMAILS, ONLINE
SHOWCASED.
MARKETING HAS BECOME AN EFFECTIVE MEDIUM TO ENGAGE AND INFLUENCE TARGET CONSUMERS. SOCIAL MEDIA OFFERS OPPORTUNITY ESPECIALLY DUE TO THE DEMAND FOR ON-THE GO GADGETS SUCH AS SMARTPHONE’S AND TABLETS, THAT ARE CONVENIENT AND FUNCTIONAL. SOCIAL NETWORKERS ARE ALSO LIKELY TO HEAVY SPENDERS ON CLOTHING, SHOES AND ACCESSORIES. BEN SHERMAN NEED TO REMAIN
THE ‘MINI-FEED’ SIDEBAR ALLOWS FRIENDS TO ENGAGE WITH CONTENT PEERS ARE UPLOADING AND INTERACTING WITH; THIS ENABLES QUICK DEVELOPMENT AND PROMOTION OF BEN SHERMAN PRODUCTS
OR
EVENTS.
IF SOMEBODY WHO
IS
CONSIDERED AN OPINION LEADER, WITHIN THEIR FRIENDSHIP GROUP, SHARES THEIR PASSION FOR A PRODUCT, IT IS LIKELY TO ENCOURAGE OTHERS.
INNOVATIVE TO BEAT OFF COMPETITION BEN SHERMAN HAS ESTABLISHED PROFILES ON TWITTER, YOUTUBE AND FACEBOOK. SOCIAL MEDIA IS HEAVILY ENDORSED BY MEMBERS OF THE TARGET GROUP; IT IS IN DIRECT
REACH
OF
CONSUMERS
AND
ALLOWS
VERSATILE
OPPORTUNITIES
TO
COMMUNICATE SO IT IS IMPORTANT CONTENT IS OBJECTIVE AND REFLECTS THE BRANDS LAID BACK ATTITUDE. TO PROVOKE INTEREST AND ATTENTION TO THE SOCIAL MEDIA PAGES, A WEEKLY COMPETITION TO WIN GIFT VOUCHERS WILL BE LAUNCHED. FOLLOWERS OF TWITTER AND FACEBOOK WILL BE ENCOURAGED TO UPLOAD PICTURES OF WHAT BEN SHERMAN PRODUCTS THEY’RE WEARING. THE MEMBER WHO RECEIVES MOST ‘LIKES’ ON THEIR IMAGE WILL RECEIVE A £50 VOUCHER TO SPEND IN-STORE OR ONLINE. THE
MOCK UP OF THE WALL OF FAME FEATURE
EXPLORING NEW OPPORTUNITIES: SPOTIFY SOCIAL NET-WORKING SITES ARE CREATED DAILY WITH HUNDREDS OF FOLLOWERS AMONGST EACH PLATFORM. IT IS IMPORTANT TO ENSURE AN APPROPRIATE SITE IS SELECTED TO PROMOTE BEN SHERMAN. YOUTUBE, TWITTER AND FACEBOOK ALL CAPITALIZE ON ALTERNATIVE METHODS OF COMMUNICATION; SHORT AND REGULAR UPDATES THAT PROVOKE
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CONVERSATION, UPLOADING VIDEOS AND TIMELINE FUNCTIONS THAT ALLOW THE BRAND TO CREATE A STORY. SPOTIFY IS AIMED TOWARDS MUSIC LOVERS AND FEATURES A LARGE CATALOGUE OF MUSIC WHERE MEMBERS CAN PRODUCE AND SHARE PLAYLISTS WITH FRIENDS. CREATING A SPOTIFY ACCOUNT FOR BEN SHERMAN, WILL ENABLE THE BRAND TO INTEGRATE MARKETING COMMUNICATION TOOLS WITH THE IN-STORE ENVIRONMENT, AND DEMONSTRATE BEN SHERMAN’S AFFILIATION WITH BRITISH MUSIC. BY PROMOTING PLAYLISTS OF EMERGING BANDS BEN SHERMAN SUPPORTS, WHAT SONGS ARE PLAYED IN-STORE AND ARTISTS WHO CONTRIBUTE TO PLECTRUM SESSIONS, CONSUMERS WILL BEGIN TO ASSOCIATE MUSIC WITH THE BRAND. MAKING OUR ONLINE PRESENCE WILL ALLOW US TO INTERACT AND INTEREST CONSUMERS, BY MAKING THEM MORE AWARE OF THE BRAND AND ITS PRODUCTS THEY ARE LIKE TO DESIRE FOR A PRODUCT AND TAKE THE ACTION TO PURCHASE IT. BEN SHERMAN’S SOCIAL NETWORKING PAGES WILL BE THE MAIN SOURCE FOR CONSUMERS TO FIND OUT EVERYTHING THAT IS CIRCULATING AROUND THE BRAND, IT ALSO ALLOWS GOOD INTEGRATION OPPORTUNITIES, AS STORE EVENTS CAN BE PROMOTED ALONGSIDE BEHIND THE SCENES FOOTAGE ETC
“SPOTIFY IS AVALIABLE TO DOWNLOAD ON SMARTPHONES AND IS MULTILINGUAL AS IT CAN BE ACCESSED IN MOST COUNTRIES”
MOBILE COMMUNICATIONS
MAXIMUM POTENTIAL. BY FEATURING QR CODES ON PACKAGING, ADVERTISING AND LEAFLETS WITHIN
SMARTPHONE’S, COMPUTER TABLETS ARE EXAMPLES OF
THE CAMPAIGN, BEN SHERMAN WOULD BE ABOVE
RECENT
TECHNOLOGY
COMPETITORS AND ALSO LIKELY TO BE REVIEWED
WHICH ENABLE INNOVATIVE METHODS OF MARKETING
ON THEIR INNOVATIVE APPROACH TO COMMUNICATE
COMMUNICATIONS TO SURFACE.
WITH CUSTOMERS.
DEVELOPMENTS
OF
HANDHELD
TO IMMERSE WITHIN
ALL ASPECTS OF THE 18-25 AGE SEGMENT, INVENTIVE SOFTWARE WILL BE USED TO RAISE AWARENESS OF PRODUCTS,
WHILST
TRANSMITTING
A
MESSAGE
TO
CONSUMERS THAT BEN SHERMAN IS ORIGINAL AND UPTO-DATE
WITH
THE
LATEST
INFORMATION
AND
HOWEVER FOR A QR CODE TO BE SCANNED, DEVICES REQUIRE A QR READER, THIS APPLICATION IS FREE BUT HAS TO BE DOWNLOADED ONTO MOBILE PHONES ETC. SO IT IS IMPORTANT TO PROMOTE QR CODES AND INFLUENCE THEM AMONGST THE PEERS
TECHNOLOGY.
ON FACEBOOK AND TWITTER PAGES. A SHORT VIDEO WE PROPOSE TO USE QUICK RESPONSE (QR) CODES TO
OF HOW THE APPLICATION WORKS COULD ALSO BE
ADVERTISE BEN SHERMAN AND PRODUCTS. USING A
UPLOADED TO YOUTUBE TO ENGAGE THE AUDIENCE.
FREE
DOWNLOAD
PROGRAMME
AVAILABLE
ON
APP
STORES, MEMBERS OF THE TARGET MARKET CAN SCAN UNIQUE QR CODES WITH DEVICES SUCH AS MOBILE PHONES, WEBCAMS OR TABLETS TO ACCESS EXCLUSIVE CONTENT.
UNIQUE
QR
CODES
CAN
EFFECTIVENESS
OF
EACH
PROJECT.
INCREASE
RESPONSE
RATES,
CONSUMER
WITH
BRAND
THE
PURCHASE.
THIS
WILL
COUPONS, COMPETITIONS, GAMES, WEBPAGE LINKS,
OBJECTIVE
OF
RAISING
VIDEOS, IMAGES AND UNIQUE MEDIA. THIS IS STILL
SHERMAN.
REACHED
GENERATED
FOR
SEPARATE PROJECTS AND TRACKED TO MEASURE THE
QR CODE ALLOWS DIRECT AND EXCLUSIVE ACCESS TO
AN EMERGING MARKETING TREND AND HASN’T YET
BE
QR
CODES
ENGAGING LEADING
SUPPORT
OUR
AWARENESS
THE TO
A
OVERALL OF
BEN
10
EVENT SPONSORSHIP BEN SHERMAN WILL SPONSOR THE BBC INTRODUCING STAGE AT 2013 READING AND LEEDS FESTIVALS, FURTHER ENDORSING THE BRANDS ASSOCIATION WITH MUSICAL TALENT. TO ENGAGE AND INFLUENCE WITH FESTIVAL-GOERS, A BEN SHERMAN POP-UP STORE WILL BE OPEN IN THE ARENA. THE DESIGN OF STORE WILL COPY THE MINIMALISTIC AND UNIQUE AESTHETIC OF THE CARNABY STREET CONCEPT STORE SO THAT EVERYTHING REMAINS COHESIVE. THE POP-UP SHOP WILL ALSO FEATURE A RETRO PHOTO-BOOTH, WITH ALL THE POLAROID’S TAKEN BEING UPLOADED ONTO THE BEN SHERMAN FACEBOOK PAGE; RATHER THAN HANDING OUT COPIES, THEY WILL JOIN THE ONLINE COMMUNITY TO ACCESS THE IMAGES. WE ANTICIPATE THIS WILL INCREASE THE AMOUNT OF FOLLOWERS AND RAISE AWARENESS OF OUR ONLINE PRESENCE, BECAUSE EVERYBODY WHO HAS THEIR PHOTO TAKEN WILL WANT TO SEE WHAT IT LOOKS LIKE. THE ‘PLECTRUM SESSION’ SETS WILL BE PRESENT AT CERTAIN TIMES OF THE DAY THROUGHOUT
THE
FESTIVAL
WEEKEND,
WITH
EMERGING
MUSICIANS
WHO
AREN’T
HEADLINING, PERFORMING AN ACOUSTIC SET IN THE POP-UP SHOP. LEADING UP TO THE EVENT, FOLLOWERS ON THE FACEBOOK PAGE WILL BE ENCOURAGED TO VOTE FOR THEIR FAVOURITE ‘PLECTRUM SESSION OF 2012’ WITH THE WINNER PERFORMING AN EXCLUSIVE SET DURING THE WEEKEND.
TO MAKE FESTIVAL GOER’S AWARE OF EVENTS TAKING PLACE, COLLEAGUES WILL WALK AROUND THE SITE HANDING OUT FLYERS. SUPPORTING LEEDS AND READING FESTIVALS ALLOWS THE BRAND DIRECT CONTACT TO A VARIETY OF MARKET SEGMENTS WHICH OFFERS A LOT OF OPPORTUNITIES TO DRIVE INTEREST, SALES AND GAIN PUBLICITY WITHIN THE MEDIA. IF THE EVENT IS SUCCESSFUL, IT COULD BE DOCUMENTED IN THE PRESS OR BY BLOGGERS ATTENDING THE MUSIC EVENT. DUE TO THE NATURE OF THE EVENT, TIMINGS AND EXACT BUDGET INFORMATION IS STILL BEING PROCESSED. WE HOPE THAT HAVING A POP-UP STORE WILL DRIVE SALES AS PEOPLE
BEN SHERMAN
INTERACT WITH THE BRAND.
BEN SHERMAN
13
CONCLUSION THE MARKETING COMMUNICATION TOOLS EXPLAIN ABOVE WILL FULFIL BEN SHERMAN OBJECTIVES TO ATTRACT AWARENESS AND ENCOURAGE SALES PERFORMANCE IN THE SPECIFIED TIME ALLOWANCE. ESTABLISHING AN UNDERSTANDING OF CONSUMER PERCEPTIONS OF THE BRAND AND THE TARGET AUDIENCE ENSURES THE MARKETING COMMUNICATION TOOLS EXPLAINED ARE THE MOST SUITABLE. INVESTING TIME AND EFFORT INTO BEN SHERMAN’S SOCIAL MEDIA PRESENCE WILL ENABLE INTERACTIVE COMMUNICATION AND DEVELOP A RELATIONSHIP WITH CONSUMERS; THIS MAY HAVE AN ADDED BENEFIT OF CREATING LOYALTY SO CONSUMERS ALWAYS BUY FROM THE BRAND. EVENT SPONSORSHIP AND SOCIAL MEDIA STRATEGIES WILL ALLOW THE BRAND AN INSIGHT TO HOW BEST TO MARKET BEN SHERMAN IN THE FUTURE, AS WE WILL HAVE ACCESS TO WHAT MEMBERS OF THE TARGET AUDIENCE FIND INSPIRING, THE MUSIC THEY LIKE, HOW THEY SPEND THEIR SPARE TIME AND LIFESTYLE CHOICES. SUCCESS WILL NOT BE INSTANT, BUT CAN MEASURED TERMLY USING FIGURES FROM WEBSITE AND PAGE- VIEWS AND MENTIONS. IT IS IMPORTANT THE EFFECTIVENESS IS REVIEWED WEEKLY TO ENSURE THE CAMPAIGN IS TAKING THE RIGHT DIRECTION, AND THAT ANY ALTERATIONS ARE MADE TO AVOID THE BRAND RECEIVING NEGATIVE PUBLICITY OR RESULTS.
14
APPENDIX
CREATIVE BRIEF
THE S/S 13 ADVERTISING CAMPAIGN WILL FEATURE ALEX TURNER IN A SERIES OF PLAYFUL AND LAID-BACK IMAGES, SET IN LOCATIONS THAT REFLECT BRITISH CULTURE SUCH AS SEASIDE TOWNS AND URBAN HOUSING ESTATES. THIS WILL CONVEY THE MESSAGE THAT BEN SHERMAN IS A BRITISH BRAND THAT REFLECTS THE TARGET CONSUMER WHO IS INFORMATIVE, INDEPENDENT AND HAVE A PASSION FOR MUSIC. THE CAMPAIGN WILL BE DIRECTED AND PHOTOGRAPHED BY THIS IS ENGLAND DIRECTOR SHANE MEADOWS. CREATIVE DIRECTION IS INSPIRED BY THE HOBBIES AND INTERESTS OF THE YOUTH SEGMENT OF OUR TARGET MARKET, FOOTBALL, SLOT MACHINES, SOCIALISING AT THE LOCAL WELFARE AND CHATTING UP THE OPPOSITE SEX. WE WANT TO SHOW THAT BEN SHERMAN UNDERSTANDS THIS AGE GROUP AND WE ARE THE CLOTHING BRAND FOR THEM. THE CAMPAIGN WILL BE PREDOMINANTLY PRINT WITH SUPPORTING TV COMMERCIALS TV COMMERCIALS WILL BE BROADCAST ON CHANNELS SUCH AS VIVA. E4 AND COMEDYCENTRAL, SO THEY ARE WATCHED BY THE TARGET AUDIENCE. TWO ADVERTS WILL BE PLAYED DURING THE ‘ADVERT BREAK’ WITH A TEASER SHOWN AT THE BEGINNING AND THE FULL COMMERCIAL BEING SHOWN IN TOWARDS THE END OF THE BREAK. THIS KEEPS THE AUDIENCE ENGAGED. THE PURPOSE OF THE ADVERTISEMENTS IS TO CREATE AWARENESS AND INTEREST THE AUDIENCE, AND CREATE DESIRE, SO THE TARGET AUDIENCE ARE ENTICED BY THE GARMENTS ON DISPLAY AND HOPEFULLY ACTION BY PURCHASING A PRODUCT
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SURVEY RESULTS
“
A SHORT SURVEY WAS CREATED TO DECIPER CUSTOMER PERCEPTIONS OF TBEN SHERMAN, SO THAT WE COULD TAILOR MARKETING COMMUNICATION TOOLS AROUND THE TARGET AUDIENCE.
” 17
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BEN SHERMAN, PORTOBELLO ROAD. 2011. DRAPERS, .
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THE TIMES 100 (N.D.) MARKETING MIX IN FASHION: BEN SHERMAN. [ONLINE] AVAILABLE AT: HTTP://VLE.CHALLENGE.NGFL.AC.UK/PAGES/CHV-DEPTS/CHVBS/FOV1-00035E38/FOV1-00035E43/FOV100035E4E/BEN%20SHERMAN%20CASE%20STUDY%20%204PS.PDF?FCITEMID=S00A09C7A [ACCESSED: 13TH DECEMBER 2012].
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ALL IMAGES ARE SOURCED VIA GOOGLE AND ARE NOT MY OWN
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