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WHAT WE DO
TARGET CONSUMER
MY BLEND / CONTENTS
CONTENTS
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WHAT WE SAY
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WHO WE ARE
CONSUMER DECISION PROCESS
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CREATIVE CONCEPT
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CREATIVE CONCEPT WINTER
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SUMMARY WHAT’S NEXT?
PROMOTION TIMELINE
CREATIVE CONCEPT SUMMER
/ PROMOTIONAL PLAN /
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34 APPENDIX
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My Blend is a kit of one dimensional scents that work together to be blended and layered on top of each other through the application of a unique paintbrush rather than a spray or roller-ball. Our aim is to encourage personalisation and creative expression through scent. We will be attracting a creative mindset who wants to be more than just a mass market consumer in the fragrance industry. My Blend is a niche and artisanal brand where we believe that the brand allows you to “unleash your creativity and design your identity”.
From research, we collated our key
MY BLEND / WHO WE ARE
insights: one dimensional scents were a gap in the market and there is a demand for them, consumers are looking for brand transparency and they were after a simple answer when understanding the product. These insights led us to develop a new fragrance brand which is made for a new target audience. Before developing My Blend there had been no fragrance brand which specifically addresses a creative audience however, “companies not only produce product and services, but they also create the markets - that is, the customers - for the products and services they produce.” [JON COPE + DENNIS MALONEY] By doing this My Blend has access to a customer base which no one within the same industry does.
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Fragrances can be an expression of personality, and as such there is growing interest in more niche and artisan scents that can be perceived as more ‘individual’ than more well-known versions. [Mintel 2016]
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"Consumers come in looking for particular single scents, but we only offer pre mixed scents similarly to other shops" - Molton Brown
FIG 1. MOODBOARD (OWN WORK)
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/ PROMOTIONAL PLAN /
"There's no real way to explain fragrance, apart fom the ingredients, which no one understands" - Nick Gilbert
MY BLEND / WHAT DO WE DO
we are exploring the application of fragrance in a new way which allows you express your creativity through how you choose to apply your personal and uniquely blended perfume USP
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/ PROMOTIONAL PLAN /
FIG 2. PROMOTIONAL IMAGE
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MY BLEND / WHAT WE SAY
/ PROMOTIONAL PLAN /
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GET UP
CHECKS SOCIAL MEDIA
ATTENDS NEW ART EXHIBITION
DINNER WITH FRIENDS
READY FOR WORK
TRAVELS HOME AFTER WORK
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We know that we want our consumer to appreciate the creativity involved with the product therefore they have to appreciate the finer things in life and be actively interested in the arts and creative expression. Although they may have a profession in the arts, within the corporate world it is harder to express this - however this is where My Blend steps in as part of their daily routine, to express themselves. Our target consumers are happy to explore and experiment on a daily basis not only through adventures or activities but through self expression.
BREAKFAST
TRAVEL TO WORK
ARRIVES AT WORK
CHECKS THE NEWS
READS CREATIVE MAGAZINE
LUNCH TIME
A DAY IN THE LIFE....
FIG 3. A DAY IN THE LIFE (OWN WORK)
MY BLEND / TARGET CONSUMER
INTRODUCING THE CONSUMER We knew My Blend had to be very specific when choosing a target demographic, and we knew that we had to choose someone who would appreciate the brand values and identity, luckily ‘Older Millennials are less influenced by brand name (32% of 25-34s)...making them more likely to try out niche brands.’ [MINTEL 2015] This works in My Blends favour in terms of target consumers and the potential of the brands growth in forthcoming years. Reports have also shown that the fragrance market is starting to have a growth in sales after a few years where sales have only decreased, ‘The outlook for 2020 is more positive, with Mintel predicting small year-on-year growth, driven by the rise in niche fragrances in the fragrance segment and improved financial situations.’ [MINTEL 2016]. Our positioning within the niche market gives us a great opportunity to grow as a brand.
interested in the arts older female Millennials (25-34)
creative
busy
thinks creatively
looks for different way to express themselves
/ PROMOTIONAL PLAN / wants to be unique
FIG 4. CONSUMER MOODBOARD (OWN WORK)
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Interest: Through collaborations and articles in magazines and newspapers the consumer becomes aware of the brand on a new level where they proceed to look further into the brand and see what My Blend is all about.
MY BLEND / CONSUMER DECISION PROCESS
CONSUMER DECISION PROCESS Following the AIDA model of a consumers decision process the following details have been outlined in how the consumer will become aware of My Blend and the process of how they end up buying the product.
Desire: The consumer understands that My Blend is targeting them and they are further intrigued. Further research and exploring creates a desire and want for the product. They will seek reviews of the products and peer approval. Looking at reviews on our website but also on online forums makes the consumer think carefully about the brand and the product.
Attention: Our consumer is very involved with social media sites such as Facebook, therefore through advertisements on these sites the consumer becomes aware of My Blend and is open to receiving more communications. Print adverts such as posters and billboards are also a key way to attract the consumer as they lead a busy life, constantly travelling and experiencing different events where they are open to what is around them.
ATTENTION
Action: Sales promotions and talking to the My Blend staff through the website will draw the consumer in to make a purchase. Our friendly tone of voice convinces and reassures the consumer that this is a great investment and purchase which suits them perfectly.
INTEREST
DESIRE
FIG 5 . CONSUMER DECISION (OWN WORK)
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ACTION
/ PROMOTIONAL PLAN /
FIG 6 . AIDA MODEL (OWN WORK)
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EXTERNAL DRIVERS Externally our consumers will view us as a fun and creative brand that they can understand easily and also connect with on a friendly basis. We are the enablers in their process of becoming or embracing their creativity, we are simply a helping hand supplying them with the tools they need - a paintbrush and the fragrance kit. Our tagline is ‘unleash your creativity, design your identity’ which whole heartedly summarises what our product is about. There is no fussing around, we are straight to the point and our consumers believe and appreciate us.
MY BLEND / CREATIVE CONCEPT
INTERNAL DRIVERS This is what drives the brand, and the values we stand for. First and foremost we want to be honest with our consumers and this will show in the way we talk to them and the information we give them. By reducing the use of industry jargon they know exactly what is going on with the brand and what is in the perfume that they are putting onto their skin. Our goal is for the consumers to view My Blend as a way of self expression and a release of creativity, as this is what drove the brand to be established in the first place.
EXTERNAL DRIVERS
‘unleash your creativity’
painting
‘design your identity’ INTERNAL DRIVERS
BRAND ONION FIG 7. BRAND ONION (OWN WORK)
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/ PROMOTIONAL PLAN /
FIG 8. CREATIVE CONCEPT MOODBOARD (OWN WORK)
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MY BLEND / CREATIVE CONCEPT
My Blends advertisements represent creativity through movement. However the post production editing is in relation to the idea of stacking and blending through our products.
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UNLEASH YOUR
CREATIVITY
IDENTITY
www.myblendfragrances.co.uk
FIG 9. PROMOTIONAL IMAGE (OWN WORK)
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/ PROMOTIONAL PLAN /
DESIGN YOUR
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FIG 10. PROMOTIONAL IMAGE(OWN WORK)
MY BLEND / CREATIVE CONCEPT
UNLEASH YOUR CREATIVITY
www.myblendfragrance.co.uk
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/ PROMOTIONAL PLAN /
DESIGN YOUR IDENTITY
JUNE 2017 WEBSITE PROMO
MARCH 2017 LAUNCH
MY BLEND / PROMOTION TIMELINE
LAUNCH SOCIAL MEDIA
15 - 21 APRIL WORLD CREATIVITY AND INNOVATION WEEK
MAY 2017 POSTER AD LAUNCH
FIG 11. TIMELINE (OWN WORK)
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OCTOBER 2017 ARTIST COLLAB
AUGUST 2017 MAGAZINE PROMO
NOVEMBER 2017 BLOGGER COLLAB
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/ PROMOTIONAL PLAN /
NOV/DEC 2017 CHRISTMAS PROMO
SOCIAL MEDIA Our consumer research shows that our target consumers interact with primarily Facebook. Through Facebook sponsored advertisements My Blend will reach people of the same gender, age and interests based on Facebooks algorithms. Through Facebook we will then start creating and promoting art events which they can attend such as new art galleries, exhibitions and shows. Further into the launch, Facebook is a great platform for customers to share how they apply their fragrance by posting on our wall. This creates an interaction between all the customers so they can share their ideas. POSTERS AND BILLBOARDS Posters mainly placed on the underground in London will become another trigger of the brand when the consumer is travelling to and from work. It has been found that people spend around 3 minutes on the platform engaging with advertisements and underground users are 6 times more likely you remember an advert [EXTERION MEDIA 2016].
FIG 12. POSTER MOCK (OWN WORK)
MY BLEND / CREATIVE CONCEPT SUMMER
SUMMER OVERVIEW Research statistics show that although the gifting season is the ultimate high for the fragrance industry, this is primarily for mass market brands with a huge customer base. These customers seek security through buying well known brands to avoid disappointment. Although this season will be approached later on, we want to focus on the creative individual first. It has been found that “own- label versions may be more appealing to those buying for themselves who can take personal preferences into account� [MINTEL 2015], considering that My Blend is a very niche brand attracting a specific minority we know that it would not be a considered brand against mass market favourites during the gifting period. We want to use the summer months to build up our brand and reiterate our brand values and identity to our target consumer. Launching in March 2017, My Blend will focus on promoting the brand through key areas to attract the consumer.
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/ PROMOTIONAL PLAN /
FIG 13. FACEBOOK MOCK (OWN WORK)
FIG 14. FACEBOOK EVENT (OWN WORK)
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The testers received by customers are in foil packets which look like paint palettes and attached is a paint brush. This emphasises the way you are supposed to apply the product and it already offers them a chance to start experimenting with their creativity. Every transaction put through the customer will have to enter their email address. From here direct marketing techniques such as personalised emails will be sent out on a regular basis containing brand updates, recipe ideas and reminders as to when they may need to top up their kit.
FIG 15. TESTER MOCK (OWN WORK)
MY BLEND / CREATIVE CONCEPT SUMMER
WEBSITE PROMOTION Selling will primarily take place on My Blends website during the Summer months due to it being cost friendly and everything stays in-house. This means it is easier for the us to maintain control over the level of service we provide to our customers and it also gives us a larger budget to spend on promotion, in order to increase our reach to consumers. Our website will be the direct place of contact for the customers, and it will be where they can find all the information they need about the products. An easy to use and clear website is another factor of our brand values where simplicity and transparency is considered. We understand that consumers may not want to buy a perfume without smelling it first, so there will be a section on the website shop where consumers can be sent small testers of each fragrance.
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FIG 16. WEBSITE MOCK (TEAM WORK)
/ PROMOTIONAL PLAN /
SAMPLE ME
SAMPLE ME
FIG 17. WEBSITE MOCK (TEAM WORK)
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SAMPLE ME
SAMPLE ME
Lagom emphasise the fact that they celebrate the people rather than the image of the magazine, their planted feet and honesty are brand values which match My Blends perfectly. We believe that an article and advertisement in Lagom would again target our consumer, this time more in depth than the advertisements above. A detailed article explaining who we are and what we stand for is the perfect promotional piece to not only entire customers with the product but mainly the brand, creating a connection on a creative level where they can understand what the brand is all about. The magazine will contain free samples of the product, similar to the ones shown previously.
FIG 18. LAGOM MAGAZINE (LAGOM)
MY BLEND / CREATIVE CONCEPT SUMMER
KEY SUMMER PROMOTION The main promotional activity taking place within the summer months is advertisements and a feature article in the independent magazine, Lagom. Lagom is a magazine which celebrates innovation and creativity, with each issue showcasing new people and brands who balance work and play. We feel Lagom is a perfect match with My Blend as they both celebrate creativity in a new and unique way. The magazine is split into three sections: Spaces & Places, Craft & Create, and Escape & Recharge. An article within the Craft & Create section would be perfect for My Blend as it focuses on artists and craftsmen who create truly unique work.
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/ PROMOTIONAL PLAN /
FIG 19. MAGAZINE MOCK (OWN WORK)
FIG 20. MAGAZINE MOCK (OWN WORK)
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MY BLEND / CREATIVE CONCEPT WINTER
WINTER OVERVIEW My Blends winter promotion starts in October when people start preparing for Christmas. From here we will start driving and reinforcing the unique points of the products and the brand. Key promotional activities will take place in order to create a buzz around the brand and entice people to buy in the forthcoming months. Other slight changes will happen to accommodate to the Christmas period. My Blend aims to increase its consumer awareness by promoting itself more on social media and potential collaborations with significant people within the industry. We are very aware that our target consumer looks forward to and enjoys attending creative events all year round, this is why we have chosen to collaborate with an artist and put on an event combining art and our brand. My Blend sees perfume as a way to express yourself, where metaphorically your skin becomes the canvas and your perfume is the paint. Applying the perfume is your way of unleashing your creativity. The event will be publicised all on social media platforms where at this point in our launch we will have a large following.
ALEXA MEADE / MY BLEND By collaborating with the artist Alexa Meade to put on a live art installation and event, it will not only draw attention to her unique work but our unique way of applying My Blend products. Alexa Meade paints portraits on live humans to make them look like 2D paintings. This idea fits perfectly into our brand identity not only are we collaborating with someone who we would consider out target consumer but she also embodies an idea that we embrace and have made a product for. The live art installation would showcase Alexa working as well as featuring her photographed work. However it would also be an opportunity to explain that not everyone can do this, alternatively they use our product for an abstract and brand new way to apply fragrance and create art. The event is another opportunity to pass out free samples of our fragrances and talk to our consumers face to face about our brand and what is coming up in the next few months.
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Events continue to be an effective way to deliver a message to a captive audience. (they) must be underpinned by media partnerships, targeted e-marketing, social features and strong content to be persuasive and successful. [BRAD INSIGHT 2015]
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FIG 21. ALEXA MEADE MOODBOARD (OWN WORK)
/ PROMOTIONAL PLAN /
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CHRISTMAS PROMOTION As Christmas approaches we will be delving all of our time into telling customers why they need our product and why it is so different. We will be launching special packaging for the bottles as a limited edition Christmas offer. The limited edition packaging looks like a paint palette and is made out of wood. The holes in the palette are made to fit the bottles in so they have their own stand and can be presented. The bottles themselves already have a paintbrush attached to the lid, so no additional paint brush will be attached to the palette. Through the packaging we are again showing that My Blend is all about creativity and here the fragrance becomes the paint on the palette.
FIG 22. BOIS DE JASMIN (OWN WORK)
MY BLEND / CREATIVE CONCEPT WINTER
BLOGGER COLLABORATIONS Striving to our goal of consumers becoming more aware of My Blend we will also be collaborating with bloggers who are primarily interested in perfume. ‘The rise of online perfume blogs and communities has enabled small brands to flourish.’ [MINTEL 2015] We will be collaborating with bloggers at the start of November because statistics show that ‘69.8% of people starting their Christmas shopping before the 1st December’ [RCS 2015] and up to 70% of people are already in the Christmas shopping mood starting from October [RCS 2015]. Fragrance blogger ‘Bois De Jasmin’ will be at the top of our list to collaborate with because she writes about art and literature as well as fragrance, on top of this she has been published in international newspapers and magazines such as Marie Claire, Traveler and The New York Times.
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/ PROMOTIONAL PLAN /
FIG 23. CHRISTMAS MOCK (OWN WORK)
FIG 24. FRAGRANCE BOTTLES (TEAM WORK)
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MY BLEND / SUMMARY
WHAT IS NEXT? We hope that within the first year of the launch My Blend would have created a small but growing customer base. More importantly we will aim to continue to create and be involved with more creative events within the arts. Whether this is art festivals, collaborations with artists or getting involved with creative Universities and Colleges. This way we are slowly expanding our age demographic yet still staying focused on who we are, and who we want to attract. Within the next year My Blend will be looking to expand into wholesale. So far shops such as Bloom Perfumery have been considered due to their focus on niche perfumery; they consider this to be quality and creativity - two areas which My Blend is passionate about. The online shop will stay running so we are controlling the majority of the sales and how our consumers are talked to.
SUMMARY This promotional plan talked you through the key points of where My Blend could be taken within the first year of its launch into the public. As you can tell the launch is very subtle, slowly growing with each event and advertisement. Although this only shows a years worth of advertising and marketing, there are endless opportunities for this brand to expand and show its identity and values through different sources and outlets. The key factor about My Blend is that no fragrance brand has explore how to apply the scent in a new and different way, so we are offering a unique product for a unique consumer who appreciates creativity. Making someone feel special is the key to them returning and passing on My Blends message.
2017 ...
2019 2018
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/ PROMOTIONAL PLAN /
2021
2022
2020
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LIST OF ILLUSTRATIONS FRONT COVER. CAMPAIGN IMAGE (GROUP WORK) 2016 FIG 1. MOODBOARD 2016 (OWN WORK) FIG 2. CAMPAIGN IMAGE 2016 FIG 3. A DAY IN THE LIFE 2016 (OWN WORK) FIG 4. CONSUMER MOODBOARD 2016 (OWN WORK) FIG 5. CONSUMER DECISION 2016(OWN WORK) FIG 6 . AIDA MODEL 2016 (OWN WORK) FIG 7. BRAND ONION 2016 (OWN WORK) FIG 8. CREATIVE CONCEPT MOODBOARD 2016 (OWN WORK) FIG 9. CAMPAIGN IMAGE 2016 (OWN WORK) FIG 10. CAMPAIGN IMAGE 2016 (OWN WORK) FIG 11. TIMELINE 2016 (OWN WORK) FIG 12.POSTER MOCK 2016 (OWN WORK) FIG 13. FACEBOOK MOCK 2016 (OWN WORK) FIG 14. FACEBOOK EVENT 2016 (OWN WORK) FIG 15. TESTER MOCK 2016(OWN WORK) FIG 16. WEBSITE MOCK 2016 (TEAM WORK) FIG 17. WEBSITE MOCK 2016 (TEAM WORK) FIG 18. LAGOM MAGAZINE 2016 http://www. readlagom.com/lagom-3 FIG 19. MAGAZINE MOCK 2016 (OWN WORK) FIG 20. MAGAZINE MOCK 2016 (OWN WORK) FIG 21. ALEXA MEADE MOODBOARD 2016 (OWN WORK) images from http://www.alexameade. com FIG 22. BOIS DE JASMIN 2016 (OWN WORK) FIG 23. CHRISTMAS MOCK 2016 (TEAM WORK) FIG 24. FRAGRANCE BOTTLES 2016 (TEAM WORK)
LIST OF REFERENCES BRAD INSIGHT, 2015. Marketing Trends, Spends and Forecasts 2015. Brad Insight [viewed 19 May 2016] Available from http://bradinsight.com COPE, Jon and Dennis MALONEY. Fashion promotion in practice. United Kingdom: Bloomsbury Academic, 2016. (Cope and Maloney, 2016) MEDIA, Exterion. London underground advertising. 2016 [viewed 18 May 2016]. Available from: http://www. exterionmedia.com/uk/what-we-do/ our-media/london-undergroundadvertising/. (Media, 2016 ) MINTEL, 2015. Fragrances - UK - August 2015. Mintel [viewed 11 May 2016] Available from http://www.mintel.com MINTEL, 2016. Beauty Retailing - UK January 2016. Mintel [viewed 11 May 2016] Available from http://www. mintel.com SOLUTIONS, Retail Computer. When do most people start shopping for Christmas? Retail Computer Solutions, 2015 [viewed 19 May 2016]. Available from: http://www.rcs-uk.com/peoplestart-shopping-for-christmas/. (Solutions, 2015)
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BIBLIOGRAPHY BOOKS COPE, Jon and Dennis MALONEY. Fashion promotion in practice. United Kingdom: Bloomsbury Academic, 2016. INGLEDEW, John. The a-z of visual ideas: How to solve any creative brief. London: Laurence King Publishing, 2011. POSNER, Harriet. Marketing Fashion: Strategy Branding ADDITIONAL SOURCES BRAD INSIGHT, 2015. Marketing Trends, Spends and Forecasts 2015. Brad Insight [viewed 19 May 2016] Available from http:// bradinsight.com COWAN, Katy. 20 independent magazines that every creative should have on their coffee table. Creative Boom, 2016. JOBSON, Christopher and Kate SIERZPUTOWSKI. Colossal. Colossal, 2010. MEADE, Alexa. Alexa Meade art. Alexa Meade Art, 2015. MEDIA, Exterion. London underground advertising. 2016 [viewed 18 May 2016]. Available from: http://www.exterionmedia. com/uk/what-we-do/our-media/londonunderground-advertising/. MINTEL, 2015. Fragrances - UK - August 2015. Mintel [viewed 11 May 2016] Available from http://www.mintel.com MINTEL, 2016. Beauty Retailing - UK - January 2016. Mintel [viewed 11 May 2016] Available from http://www.mintel.com OLIVER, Dana. The 17 best perfume Blogs. The Huffington Post, 2012. SOLUTIONS, Retail Computer. When do most people start shopping for Christmas? Retail Computer Solutions, 2015 [viewed 19 May 2016]. Available from: http://www.rcs-uk.com/ people-start-shopping-for-christmas/.
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