PROMOTIONAL PL AN REPORT.
ELLA LEE. N06487 81.
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3 INTRO 4-5 OUR BRAND 6 - 9
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THE CONSUMER
CREATIVE CONCEPT
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14 - 17 SEASONAL PL AN
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PROMOTIONAL PL AN
PT
TRAIT FRAGRANCE
BEYOND L AUNCH. Extended promotion plan report, throughout this report I will be developing promotional strategies to extend my brand beyond its launch. I will be focusing on the next 1 2 months of my brands evolution looking into the key sector purchasing times, winter and summer. Through primary and secondary research, I will be discussing and planning the promotional strategies that I will be taking on through both visual and academic theory.
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OUR BRAND. A fragrance as unique as you are, bringing your personality traits into your day to day scent. Our brand offers four different perfume scents for four different archetypes of people, we want to celebrate all individuals bringing you a fragrance to make you feel honoured and proud of who you are. There is more to a person than their looks, our brand focuses on a person’s character, traits and quirks that makes them individual and different.
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WHAT ARE WE WITHOUT OUR PERSONALITY? 5
THE CONSUMER. DAY IN THE LIFE OF OUR CONSUMER -
GET UP.
CHECK SOCIAL MEDIA.
UNIVERSITY WORK.
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GO SHOPPING.
MEET FRIENDS.
“i find it really hard to know what scent suits me� the consumer. We want you to feel yourself, we want to celebrate your individuality and make you feel true to your traits. we believe everyone should have confidence within themselves and love and embrace who you are.
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Consumer
decision
process. In order to attract our consumer’s attention firstly, we must promote our brand and its key aspects. Therefore, from looking into our consumer’s daily life I believe using social media as a communication tool for this would work best. “The role of social media is to spread brand or product awareness rapidly and facilitate dialogue between customer and brand” Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice. This will then promote our brand and provide 8
links to our website where the interested audience can take a quiz, this will be getting our target audience involved and it will allow them to feel valued. The consumer will then feel a passion and need for Trait fragrance as they will realise that we are targeting them. Further to this, the consumer will start to attend our pop up shops and get themselves involved with our brand both through social media platforms and through meeting and talking to our brand experts.
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CREATIVE CONCEPT.
GET TO
KNOW
US A LITTLE BIT MORE.
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FIG 4.
At Trait fragrance we believe that everyone should have confidence in themselves, we are compelling to our target consumer by helping young people understand their traits and personality, showing them they shouldn’t hide away from who they are. “Women are significantly more likely than men to cite self-esteem as a factor behind why they either have had surgery or would do so in future (59% vs 41%) This can be attributed to women having been the main target of the beauty industry for so many years, with brands often highlighting female imperfections in a bid to sell it� (Mintel, 2015). We are a brand who wants to involve and value our consumer in every way possible, we want young people to feel secure and self-assured and through our brand we believe we can do this.
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BRAND U.S.P
"Celebrating
ALL
individuals,
TRUE
be to your traits"
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FIG 5.
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HOW DO
YOU
FEEL THIS SEASON? The holiday season is the perfect opportunity for companies to leverage on their brand. The most iconic Christmas campaigns are those that remain in the customer’s memory from childhood, right through into their adult life and beyond. For some, the Coca Cola ‘Holidays are Coming’ advertisements make Christmas what it is today. (Horsham, I, 2015). The most common forms of sales promotion are price reductions, special offers, gifts with purchase, coupons and competitions. (Posner, H, 2011). Therefore i will
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be looking into the key promotional stratagies that connects most with our consumer, firstly focusing on the winter season, creating a new seasonal narrative for my brand. As previously stated, i am going to use the most common forms of sale promotion’s as my focus point as these will be the best sale hotspots for my brand and consumer. Our key brand message is making the consumer feel honoured,worthy and unique therefore i will use these values when contemplating my promotional stratagies.
“Did you know that your drink says all kinds of things about you? Well, it does. Beverages are notorious for telling everyone everything — and yet nothing — when you walk into a room.” Barret, C. (2015)
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FIG 7.
FIG 8.
FIG 9.
THE SAGE.
THE CREATOR.
THE LOVER.
THE EXPLORER.
"I taste things you can't. I know things you don't." Barret, C. (2015)
"You just had to do it, didn’t you?"” Barret, C. (2015)
"you’re in love with the idea of things"” Barret, C. (2015)
"You believe that all is right with the world"” Barret, C. (2015)
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SUMMER PL AN. Looking into the summer promotional strategies for Trait fragrance, it is a well known fact that sales in the summer months are exceptionally high and customers want to be out and about experiencing different event’s. Therefore, this is a great opportunity to advertise and promote Trait through our pop up shops, the summer months will be a great time to launch these events as the percentage of people out will be a lot higher than in the winter months. “Each year thousands of stunts, installations, and “experimental” events take place, which allow consumers to interact physically with brands, offering brands face-to-face opportunities to
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communicate their messages” Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice. This proves that by launching these events we will gain a higher interest from consumers and get our brands name out there a lot more. These pop up shops will consist of four different rooms, smelling of our four different fragrances. From gathering primary research, I have found that consumers would be attracted to pop up shops and believe they would work well. “I love the idea of a scented pop up shop, I would definitely visit, I think it would be a really fun experience and it would promote a lot more sales” Stenhouse, P. (2016).
WINTER PL AN. October is the month where all people start to prepare for Christmas, buying gifts etc. Therefore, this will be the month that we start offering gift sets and additional offers to our customers. Alongside this we will enhance our brands key messages through our print ads, TV ads, social media promotions and website activities. As everybody knows, the winter season is all about Christmas which is a really exciting time for people, therefore we want to communicate this within our brand, so we will be
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collaborating with a variety of bloggers in order to promote our brand further throughout this busy sales period. We will also be offering an exclusive limited edition packaging which will appear in all collaborations to communicate the festive period. “Collaboration’s happen to help brands gain promotional media coverage, reach new audiences and benefit from the ‘cool factor’ of producing something novel and unexpected” Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice.
MAY 2017. PROMOTION THROUGH SOCIAL MEDIA.
JUNE 2017.
TRAIT
FRAGRANCE
LAUNCH PRINT AD ON BILLBOARDS. www.traitfragrance.co.uk | Find us on Instagram @ TraitFragrance
JULY 2017. LAUNCH POP UP SHOP’S.
MONTHLY TIMELINE OF EVENTS.
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GIFT SET LAUNCH. BLOG COLLABS.
SEP / OCT 2017.
NOV/ DEC 2017. COLLAB LAUNCH / MAGAZINE.
CONTINUE WITH POP UP SHOP’S.
AUG 2017.
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COMMUNICATION TOOLS.
Discussing the communication tools that we will use at Trait, we will advertise in specific places in order to reach our target audience efficiently. Through primary research I have found that our consumer best communicates through technology e.g. TV, social media and the internet, so keeping this in mind I believe these sources will be the best communication tools to use when promoting Trait
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fragrance. As our consumer is very widely based because of our four different perfumes, I have no doubt that these tools will help Trait reach all of our consumers as the popularity of technology is only growing. Looking outside of technology, we will have our brand logo on everything we sell, and also branded scent cards. This will help promote Trait to consumers walking around the shops.
MEDIA CHANNELS.
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EVENTS.
MEDIA.
As earlier discussed, the media exposure of our brand is very important when promoting to our target consumer. As shown visually on the previous page, we will use all social media networks and the internet to further our brand as this fits in perfectly with our consumer’s life.
TIMING
When looking into advertising we need to consider the timing of our promotions, “a company needs to balance the spread of media” Posner, H. (2011) Therefore, as a brand we will promote heavily twice a year during the summer and winter months, whilst continuing to keep all media networks up to date and active.
MESSAGE
Through advertising we want to make sure our message is well known and heard, as a brand we know what message is relevant to our audience and we want our consumer to see this. Our message will be communicated through both visual and written strategies, from fashion photography images to written slogans.
PROMTIONAL OFFERS.
SPEICAL OFFERS. LIMITED EDITIONS. COLL ABORATIONS. GIFTS/ COUPONS. 22
ake
r
ion
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SUMMARY. Through this report I have shown a vast array of potential promotional possibilities for the future of Trait, displaying a timeline of events for the next 8 months of the brands life. As you can see from the contents of my report, the brand will not overload consumers with advertising as I don’t believe this would be the best way to communicate the brand, I have chosen vital strategies at various different times of the year to spread out the promotional events which I believe will get our brand message across better to our audience. “Fashion promotion is a key element of the marketing mix” Posner, H. (2011). At Trait we are all about worshipping our consumer and we have no doubt that this brand is only going to grow and slowly expand through our promotional techniques and word of mouth.
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A
report.” Mintel, (2015). Looking into further t Trait we trust changes to our brand, I that we have so many believe there are a lot of opportunities to grow and opportunities to develop expand with our fragrance Trait in various different brand, after our first year ways. As we have a range of promotion we would like of 4 different perfumes for to expand our promotional 4 different types of people, strategies by creating an I think this has a section to app to allow consumers grow on, Trait could offer a to take daily questionnaires wider range of scents for on how they are feeling more archetypes. This kind and to bring positive vibes of change would to customers lives. We come within the growth of would love to take part in the brand, if Trait succeeds more collaborations, as our and continues to grow then brand grows I believe we I believe this would be a could have some great great asset to move the opportunities to get involved brand even further into the with higher more well fragrance industry. known brands, this would Throughout the launches be great for Trait’s publicity. for the brand we will As a growing brand in continue to assess and this competitive industry at gather market research Trait we will really have to on what needs to change push our advertising and and what is working well publicity to the best of our for Trait, I believe this is vital ability, we will continue to when trying to expand a offer special deals and brand. Knowing what the promotions throughout customer’s thoughts and the whole year as we opinions are on the brand believe this will always is a great insight into what be a key factor to higher we can do for the future sales in the fragrance of our fragrance. We value market. “Promotions and are customers and care special deals are a key about their opinions so we driver in the beauty market would love to have their – as many as 4 5% of thoughts on the brands fragrance shoppers say aesthetics and promotions. they influence which retailer So from us at Trait we hope they use, according to to see you very soon. consumer research for this 25
ILLUSTRATIONS.
REFERENCES.
Front cover image, Ad Campaign. (Group work) 2016. Fig 1 Ad Campaign. (Group work) 2016. Fig 2 Ad Campaign. (Group work) 2016. Fig 3 Consumer Moodbaord (Group work) 2016. Billboard Image. (Own work) 2016. Fig 4 Brand Onion. (Group work) 2016. Fig 5 Magazine advert. (Group work) 2016. Fig 6 Drink image. Barret, C. (2015). http:// www.refinery29.com/drink-personality?crlt. pid=camp.qwjoMGXzvfSj#slide-5 Fig 7 Drink image. Barret, C. (2015). http:// www.refinery29.com/drink-personality?crlt. pid=camp.qwjoMGXzvfSj#slide-5 Fig 8 Drink image. Barret, C. (2015). http:// www.refinery29.com/drink-personality?crlt. pid=camp.qwjoMGXzvfSj#slide-5 Fig 9 Drink image. Barret, C. (2015). http:// www.refinery29.com/drink-personality?crlt. pid=camp.qwjoMGXzvfSj#slide-5 Fig 10 Timeline. (Own work) 2016. Fig 11 Ad on computer. (Own work) 2016. Fig 12 Trait scent cards. (Group work) 2016. Fig 13 Social media image. (Own work) 2016. Fig 14 Trait logo. (Group work) 2016. Photo-shoot image. (Group work) 2016.
Barret, C. (2015) http://www.refinery29. com/drink-personality?crlt.pid=camp. qwjoMGXzvfSj#slide-5 Barret, C. (2015) http://www.refinery29. com/drink-personality?crlt.pid=camp. qwjoMGXzvfSj#slide-5 Barret, C. (2015) http://www.refinery29. com/drink-personality?crlt.pid=camp. qwjoMGXzvfSj#slide-5 Barret, C. (2015) http://www.refinery29. com/drink-personality?crlt.pid=camp. qwjoMGXzvfSj#slide-5 Cope, J. and Maloney, D. (2016). Fashion Promotion in Practice. Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice. Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice. Cope, J. and Maloney, D. (2016). Fashion Promotion in Practice. Horsham, I, (2015). http://www.12ahead.com/evolving-creative-strategy-boost-brand-reputation-christmas-and-beyond Mintel, (2015). Mintel, (2015) Mintel, (2015) Posner, H. Marketing Fashion (2011). Posner, H. Marketing Fashion (2011). Posner, H. Marketing Fashion (2011). Posner, H. Marketing Fashion (2011). Stenhouse, P. (2016).
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BIBLIOGRAPHY. BOOKS. Cope, J. and Maloney, D. (2016). Fashion Promotion in Practice. Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice. Cope, J. and Maloney, D. (2016) Fashion Promotion in Practice. Cope, J. and Maloney, D. (2016). Fashion Promotion in Practice. Posner, H. Marketing Fashion (2011). Posner, H. Marketing Fashion (2011). Posner, H. Marketing Fashion (2011). Posner, H. Marketing Fashion (2011).
ONLINE. Barret, C. (2015) http://www.refinery29.com/drink-personality?crlt.pid=camp.qwjoMGXzvfSj#slide-5 Barret, C. (2015) http://www.refinery29.com/drink-personality?crlt.pid=camp.qwjoMGXzvfSj#slide-5 Barret, C. (2015) http://www.refinery29.com/drink-personality?crlt.pid=camp.qwjoMGXzvfSj#slide-5 Barret, C. (2015) http://www.refinery29.com/drink-personality?crlt.pid=camp.qwjoMGXzvfSj#slide-5 Horsham, I, (2015). http://www.12ahead.com/evolving-creative-strategy-boost-brand-reputation-christmas-and-beyond
SURVERY. Stenhouse, P. (2016).
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ELLA LEE FASH10106.
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