Events Management emily hopkinson De0921
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Contents: 4. Pop Up Research & Examples 11. Related Pop Ups 15. Advantages And Disadvantaged Of Pop Up Shops 16. Cruise 19. Initial Ideas 20. The Planning Of Our Pop Up Shop 21. Defining Our Target Market 22. Skiwear Brand Research 23. Chosen Brand - Bogner 25. Why Have We Chosen Bogner/ Chosen Products 27. My Role - Project Manager / Myers-Briggs Type Indicator test 28. Analysing My Role 29. Qualities Of A Team Player 31. The Concept 33. The Budget 34. The Location 35. The Dome 37. The Design Elements 41. Design Summary 42. Marketing and Promotional Elements 46. Logistics & Equipment 51. Launch Event 56. Launch Imagery / Meetings Attached documents: - Cruise SWOT -Analysing competitors - Peer feedback on group presentation - Unit 25 location research - Experiential marketing in Newcastle City Centre document - Call Sheet - Group Checklist - Event Plan - Health and Safety - Risk Assessment - Metro Radio Quote - Electricity and Heating Quote - Presentation and words - Total Costs
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Pop up shop research and examples Pop up shops or temporary installations are created to connect with customers at specific sites or events. They are becoming more and more popular. Henry Holland Pop Up Van House of Holland has created a pop up shop in the form of a British ice cream van - the Mr Quiffy van. The van was selling the Mr Quiffy collection, consisting of everything from £15 iphone cases to a £120 polka dot dress. It had a nifty portable PayPal payment device that links up to an iPhone to enable the van to be on the move. The Mr Quiffy tour made its way round the UK. Cities included London, Manchester, Brighton, Birmingham and Leeds.
Tea Shed http://theteashed.wordpress.com/page/3/ The Tea Shed is a design led tea, tea ware and homeware company. Pop up shops they have done: Afternoon tea on the Quayside, Pop up shop in Fenwick, The late shows, Tea at shell 50 year celebration event, BBC proms, Emergency Tea in Cath Kidston ‘Uni Survival Kit’ - 5,000 Cath Kidston ‘Uni Survival Kits’ with their Emergency Teabags were given out to students.
Air walk The world’s first invisible pop up store. http://www.youtube.com/watch?v=4erNe_NpdyE Wild fox Pop-up shop in the Denim Studio at Selfridges London to showcase its new AW13 collection.
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The Boiler Shop Urban night feast - The Boiler Shop Steamer is a vibrant, monthly event celebrating all that is great about food, drink, music and art. Founded by Riley’s Fish Shack and Wylam Brewery in association with Silverlink Holdings, The Boiler Shop Steamer is held on the first Friday and Saturday of each month in the impressive surroundings of The Boiler Shop. The event brings together some of the UK’s leading street food vendors, changing monthly. London design festival The London Design Festival is an annual event, held to celebrate and promote London as the design capital of the world, and as the gateway to the international creative community. Selfridges – Ted Baker ‘To celebrate the launch of the ‘Pick of the Bunch’ pop-up shop at Selfridges London, Ted Baker invites you to stop by on Saturday 29 June for lots of exciting offers and tempting treats. From 1pm until 5pm, there will be floral-flavoured snow cones available as well as a complimentary packet of flower seeds when you stop by the shop. What’s more, when you spend £75 or more, you’ll receive a complimentary bunch of flowers to take home. Open for three months only, the pop-up is your one-stop shop for the prettiest floral-print bags, colourful accessories, printed Wellington boots and purses’.
Box Park http://www.boxpark.co.uk/about/ BOXPARK Shoreditch is a pop up mall based in the heart of East London. Opened in 2011 by founder and CEO Roger Wade, BOXPARK Shoreditch will be open for the next four years. BOXPARK is constructed of stripped, and refitted shipping containers, creating unique, low cost, low risk popup stores. Filled with a mix of fashion and lifestyle brands, galleries, cafés and restaurants – BOXPARK places local and global brands side-by-side, creating a unique shopping and dining destination. BOXPARK is not some run-of-the-mall shopping centre. It’s a living, fertile community of brands packed with talent, innovation and attitude that puts creativity and fashion back where they belong: on the street.
Serge Denimes http://www.youtube.com/watch?v=YBMp0X0xbNo Created pop up shops on Carnaby Street and Dover street. 5
Diesel village pop up store on Regent Street is a brand new pop up celebrating the creativity, passion and spirit behind Diesel’s motto ‘For Successful Living’ They did a collaboration with ‘That Flower Shop’. http://www.youtube.com/watch?v=47Fg_yjgizw The London Fashion Bus Launched at the end of May 2003, the London Fashion Bus is a continually touring showroom,stocking over 1,400 pieces of work from 40 designers. The refitted double-decker bus brings unique designer pieces to areas throughout Britain that don’t have London’s uber-trendy boutiques and outlets, while giving young designers a wider audience. Consumers can find tour dates and locations on the website. Illy The brand created a store out of a crate; it unfolded on all four sides to reveal a fully furnished living room.
Hermes Opened up a temporary silk bar in Causeway Bay.
The Generic Man Opened up a store for one month in a Los Angeles Urban Outfitters.
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Reebok Opened a one-month store named FLASH in New York City’s CVZ contemporary art gallery, a 3,000 squarefoot space.
FLASH featured exclusive clothing and shoes that changed weekly.
eBay’s popup store
Kate Spade Opened up an inviting igloo for three weeks in New York City’s Bryant Park. They handed out free hot chocolate to keep shoppers warm.
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Diet Coke The brand teamed up with the Culinary Institute of America to kick off their ‘Live Tastefully’ campaign in both Boston and New York City. -
Prada Opened a two floor, 570 square-meter store in Paris for five months; its exterior was designed to look like the city’s famous Mirabeau Bridge.
Gourmet Garden And V healthy Pop up Food tents at V festival The Gourmet Garden and V Healthy are two fabulous foodie areas at Weston Park. The Gourmet Garden included Risotto 4 U Risotto 4 U, Glasto Pizza, Winston Venison, Smooth Criminals serving ‘Fresh Fruit Smoothies, Ground Coffees, and Scrumptious Cakes’ and The Olive Bar serving Mediterranean food. These forms of pop up shops are extremely successful.
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Jessica Wright pop up boutique at London’s West field Stratford City.
Evian - Pop Up Spa Guests enjoyed massages and spa treatments in a sleek branded environment.
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The Liberty of London for Target temporary pop up.
McDonalds Olympic Restaurant. McDonalds produced the worlds biggest fast food restaurant just yards away from the Olympic stadium.
The Art of Knit by Benetton This gallery like pop up store designed with a unique vision opened in Soho NYC. It was colourful and creative and was filled with curiosities, artworks and illustration.
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Related Pop Ups Kate Spade igloo in NYC She produced an igloo pop up shop in December 2010. It offered a range of goods from stocking stuffers to luxury handbags along with free cups of cocoa. This has influenced our concept.
Cornona Beer Summer pop up
The Brief: To create an experiential event to both instill brand advocacy around the Christmas period and fuel press interest during a usually quiet season for the brand in the UK, utilising the ‘Always Summer’ value of the brand The Solution: A pop up bar housed in an 11m geodesic dome on London’s Southbank, the creation of a summer beer garden inspired by luxury holiday destinations from around the world. An installation of real grass, tall palms and lime trees, the space was infused with the scent of fresh lime to create a full sensory experience. A fully branded bar with highly trained brand ambassadors sampling ice cold Corona over a 3 day period just before Christmas. The Result: A huge number of products sampled, OTS reach of 90,000, WoM reach totalling 351,000, 54 pieces of National coverage, Viral film achieved over 21,000 views and a total Campaign reach of 34,854,715. This shows that christmas events and an igloo style pop up shop can be successful.
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Igloo hotel – A pop up hotel in Kakslauttanen “Glass igloo provides an one of a kind opportunity to admire the northern lights and millions of stars of the crystal clear sky in a comfortable room temperature. Built from a special thermal glass the temperature inside the igloo always stays a normal level. It also prevents the glass from not getting white frosted, hence keeping the view clear even when the temperature outside drops to under -30°C. Every igloo is equipped with a toilet and luxury beds.”
Igloo in the apls A new modular temporary hotel in the Swiss Alps.
Ben and Jerrys pop up dome A temporary inflatable structure travelling the country promoting the brand and their products.
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Cadbury pop up dome The Olympic sponsor presented a giant purple inflatable structure in Hyde Park as its base for the London 2012 games. The pop up was a huge success and provided an unforgettable an experience for its consumers. There were three bespoke inflatable domes each housing a different Cadbury experience as well as a garden, hospitality area and bandstand. It was open to the public and visitors started in the Joyville zone where they could sample some chocolate. They went into the second dome, the Chocolatrium, this housed five experiences for Cadbury brands Twirl, Creme Egg, Wispa, Freddo and Dairy Milk. They then moved into the third, the Great Games Zone, this gave them a taste of what it’s like to be an Olympic athlete with the chance to go head to head in a virtual race against Rebecca Adlington before they received their celebratory chocolate medal.
Got to dance pop up dome The whole production of the show including the auditions was held in this pop up dome. It was erected for about a month but concerns arose of whether it was permitted to stay up. This shows that the legal aspect is important when arranging the location and the design of the concept.
Link to news article - http://www.yourlocalguardian.co.uk/news/local/streathamnews/9925280.TV_show_s_ dance_dome_can_stay____for_now/ 13
The Pop Up City Pop Up City is a fantastic blog that I used to research pop up shops -http://popupcity.net/a The blog explores the latest designs, trends and ideas that shape the city of the future. They focus on new concepts, strategies and methods for a dynamic and flexible interpretation of contemporary urban life. The blog looks at a range of pop up things - shops, galleries, houses, entire neighborhoods, kiosks, food carts, restaurants, bars, parks and workplaces. It also shows the future development of pop up shops. An example they have on their website is Quitokeeto. This is one of the world’s first online pop up shops. It is a pop up shop as it is only open on occasions. Anyone on the mailing list will be notified first when the shop is open, when there are new items, or when items are back in stock. They also feature a pop up hotel - ‘Sleeping around’. Its a moving hotel. This website really helped me build on my knowledge of pop up shops and helped me have a broad interpretation of what’s to come in the future for pop up shops.
Pop up Britain: PopUp Britain supports Britain’s most promising retail entrepreneurs, providing access to sought-after High Street spaces so small businesses can trial physical retail without the long-term financial commitment, whilst raising their brand profile & carrying out market research. Their showcase popup store in Victoria opened in December and houses new British brands for two weeks at a time. Most of these startup retailers already run online businesses, but none of them have the financial clout to take on a shop single-handed. That’s why they stepped in to offer accessible, co-working, co-funded spaces.
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The Advantages of Pop Up Shops
- A revolutionary idea - Generates income - Brings activity to vacant sites - Increases sales - Gives your brand more visibility - Different and unusual - Brings press and media interest - Drives people to high streets - Gives internet traders just what they need to boost sales as If the brand is purely online and they take this to the high street for a short period of time it means they can market their shop both online and on the high street. - Cost effective as they are temporary and smaller in size meaning the rent is usually lower. - Perfect for new businesses that don’t yet have the funds to lease a bigger retail space. - Short term commitment – no long term rental agreement. - Timing is flexible. You can open up a pop up shop when traffic and sales are expected to be high and then can close it down in the slower months. - Generates brand buzz – great marketing tool as they draw attention from crowds. - Brings something new and exciting - A good test and experimentation – It’s low cost and temporary so it allows brands to engage and test new products and promotions to see what the future demand would be. Major companies tend to open up pop-up shops for this purpose, while smaller businesses have used pop-ups to try out a new business ideas. - Encourages spontaneous purchases – It creates a sense of urgency among consumers to buy as they see the product is ‘limited edition’. - It allows a brand to extend themselves as well build up awareness. It provides a face to face service and it allows customers to be educated about new products and services. - Captures different audiences and people that would not normally visit the brands online site.
The Disadvantages of Pop Up Shops
- Can become quite expensive to set it all up for such a short period of time. - Needs to stand out and look really good for it to work. - Needs to be in a good location as it can take time to build a reputation. - Pop ups are a trend and wont last a lifetime. - Designing the space and outfitting the store such as some fixturing for merchandise and a point of sale area for transactions to be completed is essential. - Need to source water, electricity and deal with the legal aspects. - The image of the brand of the pop up needs to be consistent with the permanent store and the online website. - Need suitable staff.
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Cruise: Their mission statement - Our philosophy is simple - to offer you exceptional service and exclusive style whether you are shopping in one of our stores or in our Online boutique. Wherever you shop with Cruise, a personal stylist is on hand to help in any way they can. Cruise is now recognised as one of the UK’s leading independent luxury retailers with a fantastic reputation for iconic international designer collections, directional street-led fashion and premium denim brands. Our stores are contemporary style galleries, offering the season’s most coveted fashion products for Men and Women. Each boutique has its own personality and tailored brand mix, to reflect the individuality of our customers who shop there. Like our clients, our staff are on trend and in style, offering an unrivalled level of personalised customer service, fashion savvy and knowledgeable about the brands and products that we stock, they are committed to delivering the ultimate shopping experience to our diverse, discerning customer base.
They have many lines including: - Concept by Cruise - Outlet - Premium Mens and Womens – Luxury brands
- Mainline Mens and Mainline Womens – Slightly more contemporary, younger led fashions.
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Established in Edinburgh in 1981, Cruise has grown from its first store selling cutting-edge designer Menswear, to a collection of highly successful and influential designer boutiques specialising in high end fashion products for Men and Women. They are one step ahead of the curve, being among the first stores in Scotland to stock ready to wear brands including Gucci, D&G, Alexander McQueen and Stone Island. Cruise is now recognised as one of the UK’s leading independent luxury retailers with a fantastic reputation for iconic, international designer collections, directional street-led fashion and premium denim brands. The brand offers both premium and mainline lines to customers throughout it’s various stores within the UK. Their store locations – 8 cruise stores in the UK. Each store has its own personality and tailored brand mix to reflect the individuality of its cities and the customers who shop there. There are 4 stores in Scotland. Edinburgh and Glasgow both have a premium only and mainline only store. Newcastle also has a separate premium and mainline store. The other 2 stores are located in Belfast and Derby. Edinburgh and Derby stores only stock menswear. Cruise Customers – Across the wide variety of locations, customer age, backgrounds and social status, some clear similarities emerged between them. The typical cruise customer is friendly, sociable and fun loving with a definite interest and knowledge of fashion. Cruise for them should be a sociable place to come and be surrounded by cutting edge fashion, knowledgeable staff, an inspirational environment and is basically their connection to the wider fashion world. Cruise Values – Cruise is about quintessential fashion and style, it is the place to go for luxury brands; it prides itself on knowing what customers want and providing exceptional, personalised service. They have hugely passionate staff with diverse knowledge about the brands and products that they carry. They want to maintain their loyalty to customers and keep their reputation as one of the UK’s leading independent luxury retailers with over 30 years experience in the industry. Cruise Philosophy – “To offer customers exceptional service and exclusive style whether you are shopping in one of our stores or on our online boutique. Wherever you shop with Cruise, a personal stylist is on hand to help in any way they can” Key messages and USP’s – Online, accessible 24/7, gives a luxury experience, appeals to a wide audience. Tone of voice – Targets men and women, approachable, friendly, personable, one to one styling, passionate staff, good knowledge and good reputation. Corporate identity – High quality in terms of brands they stock. Pristine identity. Visual identity – Young, average graphics and window displays.
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Cruise - Social media and Online Presence A selection of brands are available on their website – www.cruisefashion.co.uk. Social media is crucial to reach key target markets instantaneously. It is also important to promote and build awareness of events. Cruise have a facebook, twitter and instagram page.
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Initial ideas Sportswear: • • • • •
Hunting Tennis Golf Skiing Water sports
Nautical activities: • • • • •
Yachting Sailing Boating Jet skiing Rock climbing
Kids wear: • • •
Toddlers Mother and baby Baby wear
Beauty: •
Make up
Home ware: • • •
Bedding Kitchen utensils and tea towels Cutlery
Initial concept: The event could launch sporting brands exclusively to Cruise. We could introduce each season with a different sport and corresponding fashion. Such as golf for spring, tennis for summer, shooting for autumn and skiing for winter. People would walk through these sport experiences. The rooms would be presented and dressed to match each sport. Overall brand research – Sportswear: Nike, H&M, Addidas, Sweaty betty, Puma, Reebok, Pineapple, Stella Mccartney for addidas We decided to develop our idea and narrowed it down to focus on one season and one sport to accommodate costs and brand consistency. Skiwear for wintertime seemed like our strongest part of this 4 seasons idea as skiing holidays are hugely popular for our target market, and we can use the buzz of Christmas. It was important to progress and improve our idea to enable us to focus on one brand and one sport for the pop up shop to be as successful as possible.
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The planning of our pop up shop – Remember our aim: We want to provide an interesting way of launching a new product and show how our brand stands out from its competitors by doing something different. We want to reach a wide audience. Think about whether it puts out brand right in front of our target audience? and if fits our brand identity and message? Initial Ideas The launch of Winter 2014/15 skiwear collection and equipment such as helmets, skis and glasses. It could be held in an Igloo or winter equivalent.
Who will the skiwear be designer by?
Incorporate the winter theme as much as possible. Snowflakes and collections are hung up.
We could serve hot chocolate.
It could have a cold room/box that the customer will go into when they are trying on the jacket to give them an experience. A photo booth/wi fit board or something similar that is interactive.
Where could it be located?
Think about... What is the right venue? Don’t be put off empty bad looking spaces. What size space do we need? How far will my customers travel? Is there electricity/ water? Do they have insurance? Do they have food/ alcohol license? How long is it available? The perfect space should increase customer interest, bring the media along and ensure the product is showcased correctly in line with your brand identity. Are there key elements of your concept that suggest an unusual venue? For example a pop – up cinema in a railway stations waiting room or a pop up production of the play twelfth night on a beach, tying in with the shipwreck in the story. Where will it have the most impact? Perhaps even measure the footfall before signing a lease – its not good being in a busy area if everyone else is on the opposite side of the road. Make use of empty units. Location: Northumberland Street? It’s near Fenwick’s Christmas window. Busy location with high footfall. Timing: Christmas so people queuing to see Fenwick’s window display will come and get hot chocolate and be intrigued by what the igloo is. A week/4 days/a weekend? Thursday 11th December – Sunday 14th December. This may be too costly? The Promotion: Can we get Cadburys/Galaxy to sponsor us and provide the hot chocolate? We could use Cafe Nero, Starbucks or Costa but we need to be careful we aren’t promoting these brands and not our pop up shop. Cover twitter, facebook and instagram. Hot chocolate can be given out for an hour in the morning and an hour in the afternoon to get customers in. Written in the bottom of the cups their could be a certain promotional gift such as 10% off, £10 voucher, better luck next time or a Christmas joke. At the launch the first 50 eager customers through the doors get a 20% off voucher? Think about the brand we want to use. Choosing the correct brand is extremely important. Their collection must fit within the Cruise Image and target audience.
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Defining our target market When analysing our target market we must think about who Crusie’s current customers are. Think about why do they buy from you? Look at who our competitors are targeting. Figure our who has a need for our products and service as well as who is likely to buy it. Think about the following factors: Age, location, gender, income, marital or family status and occupation. Think about the persons character: thier personality, attitudes, values, interests and hobbies, lifestyle and behaviour..........
Middle class Yummy Mummy’s
Young proffessionals With children
Mothers with spare time Teens
Target Market
Aged between 25-45
Champagne
Detached housing / posh apartments Contemporary design Disposable income Enjoys yoga
Eye for luxury Brand orientated
Meets girlfriends for coffee’s
A description of the type of person we are aiming our event/collection at: Louise is a 30-year-old lady who lives in a quite village near the center of Edinburgh. She lives with her husband Mark and two children, Charlotte aged 10 and William aged 7. She is a part time interior designer who earns around £20,000 a year and her husband Mark runs his own business and earns around £50,000£70,000. She likes to spend her spare time reading Grazia and Red magazine, going to yoga, shopping and brainstorming creative interior ideas. Her favourite website is net a porter and her favourite shop is Havery Nichols. She has a lot of time for her children and would consider herself a part time stay at home mum. She likes the house to be immaculate and enjoys doing the school run every day particularly because she has a BMW estate car to drive.
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Skiwear Brand Research Possible skiwear brands we could use:
The North Face
Helly Hanson Salomon
Armani EA7
Napapijri Postcard
Quicksliver
Polvre Blanc
Steffner
Moncler
Bogner Icebreaker Roxy
Oakley
Burton
White stone is a skiwear shop located in North Yorkshire which I visit regularly. They provide a fabulous selection of premium, luxury ski wear and equipment as well as fitness and tennis products. This shop instore and online has helped me with my research into ski wear brands. http://www.white-stone.co.uk/
The collection we sell should be relatively high end in order to fit with Cruise. The collection could include products and equipment. For example boards, helmets, googles etc. I really want to incorporate equipment into Cruise as it will bring them a new area to explore.
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Chosen Brand – Bogner
Bogner is a high end luxury German ski wear brand. They provide top quality ski wear inspired by fashion. Their slogan sums up the brand perfectly. “sport meets fashion“. Bogner combines function, fashion, colour and fun. The collection stands for skiwear and functional performance as well as imaginative fashion highlights. They have a variety of lines that include: Sonia Bogner - A playful approach to fashion is characteristic for the designer collection Sônia Bogner. It rejuvenates the appeal of couture and adds a sporty esprit. The designer’s signature is her exquisite sense for trends and modern classics, the highest quality standards and a cosmopolitan style. Bogner - Dynamic, valuable, sporty: Due its perfect fit and distinct design the Woman collection is the first choice for active females, who want to combine fashion quality with a fancy aura. Doesn’t matter if you wear it with sporty accessories or plain – Bogner Woman means sportswear on prêt-à-porter level. Bogner sport – Ski - Bogner Sport Ski combines function, fashion, colour and fun. The collection stands for skiwear and functional performance as well as imaginative fashion highlights. The enthusiasm for winter sports and the joy of life gives the collection its unique spirit. Apres sport - Individuality. Quality. Function. That’s Bogner Après Sport. It represents the philosophy of a perfect look for relaxed downtimes – in the chalet, in front of the chimney or as a cruise collection. Après Sport is the companion for everybody, who wants to feel good as well as look good. Bogner ski equipment - An ice-blue sky, twinkling slopes, and air, that smells like freedom. The Bogner Ski Equipment supports you in this world of experience – in a stylish as well as functional way. The current winter 23
collection is the inspiration for ski gear like skis, goggles and helmets that look great and guarantee highest quality. Bogner sport golf - Light materials, a subtle colour palette with intense accents and lush sportiness characterize Bogner Golf. The collection is a well-balanced interaction of performance and high fashion. Based on Bogner’s enthusiasm for golf and the standing exchange with pros like Bernhard Langer, the golf clothes integrates ergonomic cuts and functional details. Bogner sport fragrance - 36, 60, 12. These numbers stand for the trilogy of fragrances of the Bogner Sports Team collection. Each of the three individual men’s perfumes is associated with a distinct year, which loomed large in Bogner’s history. In 1936 Willy Bogner sen. participated in the Olympic Winter Games. 1960 his son Willy Bogner jun. continued this tradition. And in 2012 Bogner was the official outfitter of the German Olympic team at Summer Games for the very first time. Fire+Ice - High-end, innovative materials, perfection in function and a contemporary chic – that’s Bogner Fire + Ice. Ergonomic cuts and intense colours characterize the clothing: it represents individuality and nonchalance on the slopes, at the beach and in the city. Bogner Jeans - Driven by the passion for elaborated, authentic denim looks and glamorous life style, the Bogner Jeans collection reflects the zeitgeist and orchestrates it dynamically. The repertoire of styles ranges from nonchalant casual looks to luxurious jeans wears. Perfect fits and materials of highest quality inspire you to refreshing new looks every time. History Passion for sports and fashion – Bogner has been successful for more than 80 years by acting upon this maxim. It is the engine for creativity and continuity. What once had started as a dedicated small production facility in one of Munich’s backyards has evolved into a prosperous international label in the course of the last decades. Ever since, the capital B representing the brand’s logo has been a symbol of fashionably inspired and sophisticated sporting apparel. Today, after inheriting his father’s position Willy Bogner jr. and his wife Sônia lead a successful corporation with a worldwide reputation. Their Quality Bogner combines pure sportiness, function and fashion with the highest quality requirements since the first days of the company in 1932. As of the early 1990th human ecological criteria for fashion became more and more important. The Bogner’s self-conception always included respect for mankind and nature in the company’s philosophy. Hence, the family engaged itself in ecological production and encouraged it substantially. Bogner was one of the founders of the “Dialog Textil-Bekleidung“, a German consortium of corporations, which takes a stand for environmentally friendly and sustainable production for more than 25 years now. Ecological and social aspects have influence on the company’s strategy and decisions, of course. One of Bogner’s main principles is: It’s indispensable for a corporation with international reach, to treat society, nature and employees responsibly. That’s the only way for a company to persist successfully at the market in the long run. The Facts Bogner has 84 stores around the world, of which 17 own stores, 58 franchise stores plus 9 outlets. (7 national, 2 international). The company sells their products in 35 countries around the world. The chairman of the Management Board is Willy Bogner and the Strategic Design Director is Sônia Bogner. 24
Why have we chosen Bogner? Bogner is an exclusive brand and it is highly successful. It is high end and fits with Cruise perfectly. The brand has the same target market as Cruise. Our target market often go on skiing holidays and are willing to pay for big brands, luxurious products and statement clothing as they escape to the slopes. In 2012 Bogner was the official outfitter of the German Olympic team at Summer Games for the very first time. We feel this shows that the brand has tried to introduce itself but needs to be stocked all over the world to become established within the market place. We also liked the brand values. They wish to treat society, nature and employees responsibly.
Chosen Products We have chosen to launch a combination of Bogner Sport Ski and the Fire + Ice collection. They have been chosen as they are fun, modern and colourful. They are luxurious, fashionable and stylish as well as hard wearing and functional. We will be selling accessories in our shop. They are cheaper, so are more likely to sell and are really fashionable at the moment. Bogner also does ski equipment. The skis, glasses, helmets and boots will be sold in our pop up shop to enable us to have a wide variety and choice of items.
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My Role – Project Manager Drives and manages the overall project Plans and helps execute the strategy for the project Lead on the project Team organiser Monitors and evaluates progress of the project Facilitates ideas for the project and helps complete and implement project brief Ensures all project documents are complete and well executed Oversees the overall aim and direction of the project Liaises with the rest of the group to ensure deadlines and targets are met Ensures feasibility of project and that overall aims are met Co ordinates the team and workload Understands the project brief and client Manages overall budget The launch I have also managed the logistics to enable the group to have equal contribution and to manage the work load.
Myers-Briggs Type Indicator Test The test shows you your personality and characteristics. We answered a number of questions in a lecture and calculated the results. My personality type in terms of letters was ESFJ which means I am a provider. - Warm hearted, conscientious, and cooperative. Want harmony in their environment, work with determination to establish it. Like to work with others to complete tasks accurately and on time. Loyal, follow through even in small matters. Notice what others need in their day-by-day lives and try to provide it. Want to be appreciated for who they are and for what they contribute. I would say this describes me well. Everything that is stated I feel represents me as a person and my values.
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Analysing My Role Project managers are responsible for the planning, management, co-ordination and financial control of a construction project. A project manager needs good organisational and communication skills. They ensure that the client’s requirements are met, the project is completed on time and within budget and that everyone else is doing their job properly. Typical responsibilities include: Agreeing project objectives Representing the client’s interest Management the project Organise my colleagues working on a project Risk assessment
Making sure that all the aims of the project are met Making sure the work is high quality Monitoring sub-contractors to ensure guidelines are maintained
Accounting, costing and billing Depending on the project, responsibilities can cover all aspects from the design stage through to completion and handover to the client. Project managers typically lead by example, so expect to be working at least the same hours as your staff. Project managers are less of an individual sector and more a tier that is common throughout most industries. Key skills for project manager:
Organisation Numerate skills
Analytical skills Commercial awareness
Communication
Team work
Diplomacy
Ability to motivate people Management skills
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Ten Qualities of an Effective Team Player Demonstrates reliability You can count on a reliable team member who gets work done and does his fair share to work hard and meet commitments. He or she follows through on assignments. Consistency is key. You can count on him or her to deliver good performance all the time, not just some of the time. Communicates constructively Teams need people who speak up and express their thoughts and ideas clearly, directly, honestly, and with respect for others and for the work of the team. That’s what it means to communicate constructively. Such a team member does not shy away from making a point but makes it in the best way possible — in a positive, confident, and respectful manner. Listens actively Good listeners are essential for teams to function effectively. Teams need team players who can absorb, understand, and consider ideas and points of view from other people without debating and arguing every point. Such a team member also can receive criticism without reacting defensively. Most important, for effective communication and problem solving, team members need the discipline to listen first and speak second so that meaningful dialogue results. Functions as an active participant Good team players are active participants. They come prepared for team meetings and listen and speak up in discussions. They’re fully engaged in the work of the team and do not sit passively on the sidelines. Team members who function as active participants take the initiative to help make things happen, and they volunteer for assignments. Their whole approach is can-do: “What contribution can I make to help the team achieve success?” Shares openly and willingly Good team players share. They’re willing to share information, knowledge, and experience. They take the initiative to keep other team members informed. Much of the communication within teams takes place informally. Beyond discussion at organized meetings, team members need to feel comfortable talking with one another and passing along important news and information day-to-day. Good team players are active in this informal sharing. They keep other team members in the loop with information and expertise that helps get the job done and prevents surprises. Cooperates and pitches in to help Cooperation is the act of working with others and acting together to accomplish a job. Effective team players work this way by second nature. Good team players, despite differences they may have with other team members concerning style and perspective, figure out ways to work together to solve problems and get work done. They respond to requests for assistance and take the initiative to offer help. Exhibits flexibility Teams often deal with changing conditions — and often create changes themselves. Good team players roll with the punches; they adapt to ever-changing situations. They don’t complain or get stressed out because something new is being tried or some new direction is being set. In addition, a flexible team member can consider different points of views and compromise when needed. He or she doesn’t hold rigidly to a point 29
of view and argue it to death, especially when the team needs to move forward to make a decision or get something done. Strong team players are firm in their thoughts yet open to what others have to offer — flexibility at its best. Shows commitment to the team Strong team players care about their work, the team, and the team’s work. They show up every day with this care and commitment up front. They want to give a good effort, and they want other team members to do the same. Works as a problem-solver Teams, of course, deal with problems. Sometimes, it appears, that’s the whole reason why a team is created — to address problems. Good team players are willing to deal with all kinds of problems in a solutionsoriented manner. They’re problem-solvers, not problem-dwellers, problem-blamers, or problem-avoiders. They don’t simply rehash a problem the way problem-dwellers do. They don’t look for others to fault, as the blamers do. And they don’t put off dealing with issues, the way avoiders do. Team players get problems out in the open for discussion and then collaborate with others to find solutions and form action plans. Treats others in a respectful and supportive manner Team players treat fellow team members with courtesy and consideration — not just some of the time but consistently. In addition, they show understanding and the appropriate support of other team members to help get the job done. They don’t place conditions on when they’ll provide assistance, when they’ll choose to listen, and when they’ll share information. Good team players also have a sense of humour and know how to have fun (and all teams can use a bit of both), but they don’t have fun at someone else’s expense. Quite simply, effective team players deal with other people in a professional manner. Team players who show commitment don’t come in any particular style or personality. They don’t need to be rah-rah, cheerleader types. In fact, they may even be soft-spoken, but they aren’t passive. They care about what the team is doing and they contribute to its success — without needing a push. Team players with commitment look beyond their own piece of the work and care about the team’s overall work. In the end, their commitment is about winning — not in the sports sense of beating your opponent but about seeing the team succeed and knowing they have contributed to this success. Winning as a team is one of the great motivators of employee performance. Good team players have and show this motivation. This information has been passed onto my team members so they can understand the values of team work.
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The Concept The Christmas season is the most magical time of the year. We long for the warmth of the fireplace after a crisp evening, waiting for the morning we share precious gifts with those we love. This December, Cruise clothing invites the public and its loyal customers to a pop-up igloo event during their Christmas shopping on Northumberland St. Customers have the opportunity to browse exclusive, luxury skiwear, winter wear and snowsports equipment from Bogner, celebrating its recent adoption into the Cruise brand family. This weekend festive spectacular will promise a Winter Wonderland experience to our ideal customers – brand-orientated young professionals, who wish to look great and release the stress of the city whilst on the slopes. Opening on Saturday 13th December 2014, 11am the igloo is open until 7pm through to Sunday. This beacon of Christmas sparkle encourages weary shoppers to come out of the cold and experience Bogner’s colourful perspective on winter wear. Tastefully decorated, our igloo will grab the attention of this high footfall area. The location is also complemented by and in competition with the Fenwick’s Christmas window. Giant snowflakes and fur throws accent the ice blue den, as the products hang charmingly. A warm atmosphere will be created as lighting from the inside glows across the street, inviting passers-by in and customers will be able to buy jackets, equipment and accessories inside. Cruise discount vouchers are given to the first 50 eager customers through the grotto doors on opening hour. Free hot chocolate is passed out to customers during 11am-12am and in the evening, 5pm-6pm to continue to entice the public. These are advertised to have a surprise message in the bottom of the cup – a Christmas joke or a Cruise discount! Customers have the opportunity to try on the items and be joyfully photographed in front of a mountainous landscape backdrop. These will be posted on the event’s Twitter and Facebook pages. Social media is an essential element to ensure successful promotion of this event. Cruise Twitter and Facebook accounts will be used to promote, invite and inform users of the seasonal sensation.
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The Budget – £8,000 The location (rent and public liability): £1,955 The dome (cost to hire, set up and deliver): £1,800 The location and dome total cost = £3,755 The logistics: £1032.01 - Electricity and heating £754.57 - Lighting £120 - Security £127.50 - Passes £16 - First aid kit £6.95 - Mop £6.99 Marketing and Promotional Elements: £503 - Models £400 - The printing of flyers and confirmation tickets £53 - The travel cost of bloggers £50 The Design Elements: £1471.32 - Silver Reindeer, White Reindeer, Presents, Candy Cane £950 - IKEA - Table, Rails and Box Shelves £102 - Back drop £200 - Coat tree £35 - Chandelier x 2 £31.32 - Mirror x 2 £80 - Snow Flake Garlands £30 - Frame £10 - Glitter Paint £10 - Hangers x 40 £23 Launch event: £1,207.85 - Bucks fizz £146.85 - Ice bar £500 - Ice bar staff £20 - Canapes £400 - Canapes staff £16 - Pianist £100 - Invites £25 Total £7,969.18
We have a total of £30.82 left for any additional costs. In order for us to make profit from the event we need to get £8,000 back in the form of product sales. I calculated the average cost of the coats. This is £900. We need to sell roughly 9 jackets and we will have gained our starting budget amount back.
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The Location When looking into the location there are a number of questions to ask ourselves: Do you know the landlord? Is the applicable? Is the space available free of charge or are there rents/rates/services to pay? How big is the space? When might a Pop Up be able to take occupation from to? What level of natural footfall does the site currently receive? What condition is the space in? Does the space need refurbishing to meet the standard of a Pop Up shop? Does the space require fixtures and furnishing? Is there power/lighting/water/internet connection/ parking? Initial Location Research: I looked into possible spaces to rent within Newcastle: http://www.gumtree.com/office-space/newcastle - examples of companies from here are: Office space, Regus, Managed Business Space Limited and Office Genie Eldon Garden is also an option with its high footfall and central location. They have several current leasing opportunities on their website. These are a few examples: Unit 19 which is 1,014 sq ft, Unit 25 which is 437 sq ft and Unit 42 which is 710 sq ft. I have looked into their location, size and their energy performance certificate. (See attached document showing an example of Unit 25 that I looked into)
After developing our concept due to the nature of our pop up the location needs to be outside and cannot be in Eldon Garden. As a group we have come to the conclusion that our chosen location is on Grainger Street. The diameter of the space on Grainger Street is 20m x 7m. “Newcastle provides a high - profile, on street spaces for experiential marketing campaigns right in the heart of the city centre. We can accommodate events of all shapes and sizes; from roaming sampling to larger - scale promotions involving branded vehicles, gazebos and structures”. This shows that our location can accommodate our structure. The location is in the centre of town and it is also pedestrianised, maximising the potential of connecting with our target audience. The foot fall across the three on street site spaces in the centre of Newcastle is in excess of 400,000 per week this confirms that we have chosen a good location for our pop up shop. Vehicle access: Vehicles can access the street via Market Street. The access times are between 9.30am 5.30pm. This is only for vehicles so we can have our shop open until 7pm Insurance to cover public liability is priced at £5. The cost of the site hire is £1,350 on Saturday and £600 on Sunday bringing the total cost to £1,950 Their is no power, lighting, water or internet so this needs to be arranged. 34
The Dome The dome is a vital tool that contributes to our overall event and experience. The dome needs to fit within the space on Grainger Street. So the diameter of our dome must be within 20m x 7m. We want to source a dome that is 7x7. This is the maximum size it could be as we want it to be equal in diameter.
Lotus domes - We looked into this company before we knew the size had to be within 7m. They could only provide 8m domes, therefore although we looked into Lotus providing our dome they weren’t appropriate. Hi Alan, sorry had a very busy weekend. The dates would either be 12th-15th or just the 14th-15th Dec, depending on cost. The surface is concrete, it is on a high street. Northumberland street, Newcastle upon tyne. Thanks, we are only wishing to get quotes at the moment. Rosie Hi Rosie, I think we suggested £875 for the 10m....Thanks Alan 35
We also looked into Free domes and they quoted £4000 which was out of our budget. Chosen Company - After thorough research, The Dome Company is our chosen dome provider. Emails: To whom it may concern, I am emailing you regarding hiring the 7 metre lightweight dome on Saturday 13th December 2014 and Sunday 14th December 2014 for the centre of Newcastle. I have already spoken to Izzy on the phone but I need some things confirming. I need two 7 meter lightweight domes. How much will these be? I could do with them being connected. Is this possible? In regards to delivery how will this work? How long do they take to set up? How much will this cost? The event is set to start at 10 am on the Saturday - would you need to set the domes up on the Friday? Or would it be possible to do it in the morning very early? And lastly do you provide flooring? Kind Regards, Emily Hopkinson Hi Emily, Thank you for your inquiry, The booking price for each 7m light weight dome is £500, so 2 x would be £1,000 we would have to use ballast to secure the domes down onto the hard standing, that would usually cost around £400 for the pair. Transport to Newcastle and back would be at least £400. We do have two light weight 7m domes available at the moment and can make this booking for you. We can provide flooring but building a tunnel would be tricky. So maybe they could just simply connect back to back. I would prefer to put the structures up on Friday evening and take down on Sunday evening. Does the site have security on Friday night? If that is not possible I could do it early on the Saturday morning at a push. The Price works out at £1,800. Many Thanks, Izzy To conclude - The Dome company can provide a lightweight dome that is 7x7. One would only allow about 20 people inside so we have decided we will have 2 domes. In order to have 2 lightweight 7m domes for one night (Saturday 14th) and two days (Saturday 14th and Sunday 15th) the cost comes to £1000. It has no light fixtures but this is not a problem as we will have lights on the floor. It will be wetted to the ground so that it is hard standing for £400 and flooring can be provided. It can be delivered and set up by The Dome Company and this has all been confirmed over the phone by Izzy and via email. Delivery comes at an extra cost (£300 £400) bringing the total to £1,800.
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The Design Elements Initial ideas - Designing our space (Ideas that have been passed onto Rosie) Pop ups are all about creativity. They are all about allowing the brand to try out new things, experiment with a new look and are often done on a low budget. Pop ups take inspiration from culture, design industries and architecture. Retail trends develop from the creativity of pop ups. Lets make a statement, draw in passers by and make sure its memorable and inviting. People will avoid walking into an empty shop but will go into a busy one to see what’s going on! Remember to create the most activity at the front of our shop. We must look open and interesting - It must be inviting even when we are closed. Shop Front/ The Outside: We want to create a winter wonderland theme. We want to make the outside as theatrical as possible. We could have stickers leading up to the igloo on the floor as well as signs. We could also possibly have skis, glasses, snow flakes leading up to the igloo. I think building on the overall design and incorporating the winter/christmas theme would make the pop up shop more of an experience. It builds on the theme of our skiwear collection. We want to hire props for the inside and outside of the shop in order for the igloo to be a christmassy as possible. Fur throws and rugs, wooden chairs, hanging snowflakes along with christmas props such as christmas trees and reindeer would be the types of things we need to include. I have found a few websites to pass onto Rosie. They are for hiring props and show her the kind of things that I have in mind to develop our design elements. Atm Events can offer a package that could include the following: 6x Artificial white Christmas trees, Winter Wonderland Back Drop (20ft by 10ft), 4x Giant Frosted Pillars with lights, X2 life size Penguins, X2 life size Reindeers, 2x Winter wonderland Candy Sticks, X2 Winter Snowflake Silhouettes, 16x LED Blue & Purple Up lights, 2x 8ft Giant Snow Men, North Pole Sign, 1x Ice Chair, 2x Blue Lighted Flambeaux Flames, 4x Giant Snow Flake Props, 2x Giant Ball Bells, Event staff Management for set up de rigg of the event, Fake Snow, Giant Penguins, Snowmen, Christmas Sledge, Festive White Sweet Cart. However obviously this is a lot and the cost needs to be explored. Others: http://www.johnlewis.com/john-lewis-outdoor-led-standing-reindeer-light-white-large/p231192627 http://www.spiritedprophire.co.uk/wish-list/ Windows: Think about the product, size, colour, lighting, backdrop and most of all use all of the window space. As it is an igloo we don’t have any window space. This is part of our concept for people to wonder what it is. However the igloo will be lit up in an icey blue colour with a hint of lilac. Materials: Think about temporary solutions such as boards,vinyl, blackboard, pain, windows, banners and posters. Colour: Colour is really important. Neutral colours calm people, vibrant colours excite people, light colours makes the space look bigger, deeper colours make a space look more intimate. We have chosen the colour Icey blue in order to make it a relaxing, calming and an enjoyable experience. It also links to our igloo theme. Lighting: Think about what lights you need. Inside and outside of the shop? Lights could be shone into the sky and onto products. Rosie has asked me to source these: See Logistics. Branding: Make sure we emphasise our branding without overusing the logo, consistent colours, fonts and house style. Once we have decided on our house style stick to it, apply our branding to all printed materials like bags, tickets, social media and invitations. Remember to use those colours in our store design, make sure it links to our furnishing and lighting. 37
Displaying the stock: Use paint, mix up the styles, it’s a temporary structure. We have all discussed the best way to present our products. Our products will be hanging; some items such as scarves, hats, and gloves will be on a wooden table or wooden shelves. As the igloo is relatively small we are limiting the amount of stock we have. We will have one size of each design. This will mean we wont need to have a stock room. We are doing next day delivery where we send the products to them instead of people buying in store. The use of colour, lighting, branding and materials used are vital. The placing of products is also essential. The way you display the stock and the way the shop is laid out says a lot about the brand. You can tell whether the brand is high end or low end. Think about how we want to make the customers feel when they enter our store. Do we want a relaxed vibe? Do we want to give the customer or their partner somewhere to sit? Below are some examples of stores interior and product placement:
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Design Summary After group discussions and liaising with Rosie who is the design manager I have put together a design summary stating our exact objectives and proposed ideas. Design Objectives: To entice and interest the public. To present the brands in an appealing, honest way. To make use of the Christmas buzz and atmosphere of the surrounding area and time of year. The Exterior: Make the dome noticeable from 100ms around. Remain mysterious to encourage public curiosity. Give hints as to what is inside. Use the theme of Christmas and gifts to attract shoppers.
The Interior: Use light to make the interior inviting and colourful. Use props to make the visual merchandising playful and themed. Hang the products in a simple way to make the products the focus of the interior. Use snowflakes and other images to decorate the merchandising in a festive way.
Product Placement: Entice visitors throughout the two domes. Ensure there is always something to look at each perspective.
Strategies: Visual merchandising. Lighting to create a mood. Use of props. Use of signs. Initiative to know when enough is enough with decorations and placement of products. Subtle dĂŠcor to highlight the garments, accessories and equipment as these are the most important items in the event.
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Marketing and Promotional Elements Every business is judged by the image that it gives out. The image that you give out to everyone who comes into contact with you and your business effects brands identity. When thinking about marketing we must ultimately think what are we trying to tell our audience? We want to inform them about our product and give them an experience. There are lots of different ways to promote our brand to our target audience. The purpose of marketing is finding, getting, keeping and developing customers in a way that makes you money. When thinking about how we will market and promote our event we must first identify our target market. Think about our characters profile. Think about what is the most effective way to communicate with them. Do they get the metro? In this case we should provide billboards underground. Do they drive to work? Or take the kids to school? In this case we should advertise on the radio. Are they most likely to read magazines? In this case we should advertise in magazines. Do they use social networking sites regularly? Therefore we should advertise across all of the social media sites. We need to think about what their daily lives incorporate? What are their social habits? Do they meet for coffees regularly or perhaps do yoga? We need to contact them through how they live their daily lives. Forms of advertising we could use: Print advertising: This can be done in weekly, morning or evening magazines and newspapers. Remember to put reference codes on ads to measure response rates. It is possible to get free listings in some directories such as Thompson, Yellow pages and BT directory. They reach a lot of people and target particular localities. However on average 0.1% - 0.5% of recipients respond so this is perhaps not the strongest form. TV/Radio advertising: This form of advertising can be used to advertise promotions and competitions as well as the overall event. Make sure we research the TV programme or radio station we want to target. Key things like their audience and viewing figures is vital to analyse. TV and Radio advertising reaches people when they are engaged. We must target people who are likely to be interested in our product/service. However TV and Radio advertising can be expensive. Radio adverts are easily forgotten and might leave less impact on a busy listener so we must have quite a few adds in the day in order for people to hear them. Remember press need lead up time. Remember to give them enough notice. For example TV needs 2-3 weeks advanced notice. Leaflets: Leaflets for example door-to-door, posters, trade shows, shops and cafes. Remember not to include home contact details and proof read what you have written on them to check for mistakes. They must be simple. They can be cheap and it means we can focus on a local area. Leaflets are an effective way of promoting our pop up shop as it is only temporary. However they can be ineffective as on average only 2% 10% of readers respond. Incentives: These are used in adverts and leaflets. They also encourage word of mouth. There are many different types : Cash vouchers such as £10 off next purchase are the most effective. Percentage discounts such as 10% off next purchase are also a good method. We could aim an incentive at priority customers such as ‘jump to the front of the queue’ as well as simply giving something away that’s free. Time limited offers can be a great way of launching a new product or service. However they can be costly as you are giving away products and loosing out on money by giving 10% off. Social media: Social media is a free promotional tool. Face book, Twitter, Linked in, Pintrest, Instagram, Snapchat, Tumblr and Google are all social networking sites that are popular and successful. Social media builds up clients and will promote the development of our business. It allows us to make short, high quality updates about our event frequently. It is also free and allows us to interact with our customers and get immediate feedback on our event, products and service. However it is difficult to control references that are made about our business online and we must be aware of protecting our customers personal data. Social media also requires time commitment and strong communication skills. 42
The Box Park has been extremely successful across the social media sites. It has 9,503 hash tags on instagram showing that its presence and popularity on instagram is strong. Instagram allows imagery to be provided to it’s users. It allows people to actually see what is going on, it gives people more of a feel the event and entices people to visit. Images as a form of communication is a much more effective way of promoting an event. This is a good form of promotion for Box Park as it is free publicity from customers that have attended. Word of mouth: Through friends, family, customers and even competitors. A happy customer is the best form of marketing and its free. We can use quotes from ‘happy’ customers on leaflets and website but we must get their permission first. However word of mouth is not always positive, an unhappy customer will tell more people about their bad experience than their good experience. Celebrities: They are a strong form of marketing. However they are extremely costly. Lady gaga costs around £2 million to attend an event. Rihanna costs £60K, TOWIE/MIC cast members cost about £3 - £5K, Geordie Shore cast members cost around £2-£5K and bloggers and press need paying for at a minimum their travel costs. The storefront: The storefront is also a marketing tool. It is the first thing that the customer sees. The exterior is the first initial point of contact the customer experiences. Having an exciting store front and people welcoming people to the event is a good marketing strategy. Press: Press enable your event to be publicised, they increase awareness and generate buzz. What forms will we use? Flyers: As our target market would go to the gym and have coffees etc we will leave flyers in shops and cafes. We will also post flyers round houses. Ponteland is the main area we will focus on. We will have 500 of these. (See logistics) Confirmation cards: We are giving customers confirmation cards as they are purchasing their products on Ipads. We want the customer to feel like they are going away with something as the products they have purchased are expensive and will not be with them until the next day. When they are shopping they will look in their purse and think ‘oo I forgot I bought this amazing jacket today’. It is a reminder of what they have bought and gives them something to look forward to receiving. Incentives: We have chosen to give away hot chocolate. This will be supplied and served by costa (see sponsorship and funding). Cruise discount vouchers will also be given to the first 50 eager customers through the grotto doors on opening hour (11am). Social media: We will be highly promoting our event through social media. In particular we have chosen Face book, Instagram and Twitter. Face book is mainly dominated by people aged 30 -50, this is perfect for our event as this is the age of our target audience. Instagram allows images to be shared and they recently have introduced videos. Using photos and especially videos gives instagram users a feel of the atmosphere and will entice them to visit the event. You can create a storyboard of the day focusing on the launch, the arrival of guests right through to the guests leaving. Twitter is also a great tool to use. I regularly use tweet deck at work to promote the boutique and their clothing. I think it is extremely useful. It enables me to schedule tweets. You can schedule as many as you want. We will be using tweet deck for our event as it means we can tweet throughout the day without anyone controlling it. We can tweet things such as: ‘Come and join us today for the launch of cruisexbogner pop up igloo... the snow globe #christmastime #cruise #bogner #igloo’ and ‘Costa is serving hot chocolate outside the snow globe, come down to get your free hot chocolate before 12pm #christmas #freehotchocolate #costa’ The storefront: This is a huge part of our marketing. The igloo is an exciting concept. People will wonder what 43
it is and this is what we want. Models: We will have models modelling the clothes walking up and down Newcastle town centre. I have sourced these. (See logistics) Press: We will be inviting Luxe Magazine, Living North, Chronical Live, Daily Mail, BBC North East, Tyne Tees News, Blogger - Sandra Tang, Blogger - Tor - Thats Peachy and North East Newcastle Bloggers to promote our event. TV/Radio advertising: Luci who is the marketing and communications manager has told me she wishes to advertise on metro radio. I have contacted them to organise this and discuss the budget with them. However I enquired and it is far too expensive and out of our budget. The total cost would be roughly £3,489. This is the quote they gave in an email I recieved: Hi Emily, Nice to speak to you on Friday. Please find an example airtime plan attached for December 2014. This is based on a standard 30 second advert, however costs do vary depending on the length of a script, as well as how many adverts you have (e.g. a ‘this week’/’tomorrow’/’today’ version). I have worked to the recommended 4 OTH per week I mentioned on the phone, which means our listeners have an ‘Opportunity To Hear’ the ad at least four times across the schedule, thus allowing the listener to register your commercial message. Do let me know if you need anything else. Kind Regards, Zoe (See attached quote document)
Marketing Summary Event name: Snow Globe Event date: Saturday 13th December and Sunday 14th December 2014 Time: 11am Location: Grainger Street Marketing objectives: To engage with consumers, promote the event and create as much awareness and buzz as possible. We want people to be aware the event is taking place. In particular we want people to know the dates so they don’t get confused when it is being held. Event appeal: Our event is appealing as it’s different and unique. It’s creative and something you would want to explore. Strategies : In order to achieve our marketing objectives we need to advertise as much as possible. We will use strategies such as: Advertising: Flyers,confirmation cards and models. Incentives: Hot chocolate and discount vouchers. Social Media: Facebook, Twitter, pintrest and Instagram - Hashtags such as: #christmas #cruisexbogner #cruise #bogner #fashion #snowglobe #skiwear #snow #xmastime #gifts #nefollowers can be used to create trends on social media. 44
Press: Luxe Magazine, Living North, Chronical Live, Daily Mail, BBC North East, Tyne Tees News, Blogger Sandra Tang, Blogger - Tor - Thats Peachy and North East Newcastle Blogger. The launch will also promote the event as it is something that is exclusive to individual customers creating word of mouth. Guest list for launch: Cruise manager, Cruise staff, Cruise’s exclusive customers, Willy Bogner, Bogner staff and press. Budget: The allocated amount to marketing is £500 Market Research: The Impact - The people that attend will be local. There is set to be about 50 people to attend the launch event. As there is a footfall of 400,000 people within a week on our selected location we expect roughly about 80,000 people to visit our pop up shop. Social Impact - We want participants and the general community to wonder what the event is. We want them to question it and be intrigued by the igloo. We want everyone to be blown away by our winter experience. By people wondering what the pop up shop and igloo is it allows them to automatically have interaction with Cruise as a brand. It creates awareness of Cruise as well as Bogner. It will also increase the brands sales and allow them to gain new customers who perhaps didn’t know of both brands or the Cruise shop in Newcastle. Timelines: The deadline is distant. The event is next christmas - Saturday 13th and Sunday 14th December 2014. Monitoring: The success of our event will be calculated firstly by the footfall. It will also be measured by the amount of press and media publicity the event gets, the number of problems we encounter, the amount of sales we achieve and how many of our objectives we meet. In order for us to measure the success of the event we will ask questions such as: ‘Have you ever heard of Cruise before’ and ‘Have you ever skied before’. Customers will be asked these questions when they purchase their products on the Ipad. They will also sign up to e newsletters so Cruise can gain more customers.
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Logistics and Equipment The dome will be set up on Saturday 13th December at 5am ready for the launch guests to arrive at 9am. Interior set up - Events prop hire is the company we are hiring the props from and they will arrive at approximately 7am to dress the igloo. They will need to bring roughly 10 members of staff in order to get it all done in time. Electricity – There is no power supply at our location so in order for us to have electricity we will have to hire a generator. I contacted Power Generator Hire - Hi, I am just enquiring about the generators. How much would a generator be that is powerful enough to power a small pop up shop on a shopping street? I presume it would be the small portable generator hire we are looking at? Kind Regards, Emily Hopkinson. I received no reply so rang the company instead. I found out the details and the lady kindly followed our phone call up with an email. (See attached quote document) To conclude: The generator would need to be 15kva to power the space we have. It is silent and would cost £150. It would provide a 13amp socket. Additionally we require a cable that is £15, a mains distribution board that is £47.50 and transport priced at £150 each way so £300 in total. They can also provide heating. 3 electric blow heaters would cost £60. They will also test the earth and provide us with a certificate to say it’s safe. The cost of all of these elements is £572.50. Additional costs include petrol which they have estimated would be £64.35 and also VAT on goods and VAT on fuel which would cost £117.72. The total cost = £754.57. We need 500 flyers and 1000 confirmation cards. These will be provided by Newcastle print and design. 500 flyers size A6, one sided, on 100 gsm matte paper and will cost £30. 1000 confirmation cards, 300gsm wove board, one sided with square corners will cost £23. We will have basic id cards attached to lanyards that will be staffs passes to get in and out without being questioned by security. These will be sourced from id cards and accessories. 20, 15mm wide and 90cm long lanyards will cost £12. 20 id cards will cost £4. Total cost for passes = £16 The products will be provided by Bogner. Ipads are required to purchase products, it is time effective and means customers don’t have to queue for a long period of time or carry their shopping around with them as they will order their products on the Ipads and the items they have purchased will be posted to them the next day. Cruise can provide these. They are 3G ones meaning we don’t need to organise wifi. We need one photographer to take pictures of the launch party and the overall event. These photos need to include pictures of the dome, the guests, the props and the overall experience we are providing. These photos will go on social media. We are also having a screen where people are having their picture taken in order for them to see what they would look like when they are on the slopes. For this we need a second photographer to take images of people in front of the screen. We will use student’s from Northumbria University. The reason we have chosen students is because it cuts costs. The students are able to gain experience and add to their own portfolio. Photographer no. 1 brief on the day: Images need to capture the launch as much as possible. Social photos. There also needs to be images of the main event. Peoples reaction to the igloo, their experience from start to finish and images of the collection and equipment. Logo’s and sponsors captured as much as possible. Photos of Costa, their logo’s and staff handing out the hot chocolates. Bogner and Cruise are priority and need to be promoted as much as possible. Photo’s of people interacting with staff (purchasing products on the Ipad). Please ensure a selection of landscape photos taken on the day for Face book use. Photo’s of guests names need to be documented. 46
Photographer no.2 brief on the day - Images of people in front of the screen. Capture their expressions. Document their names. We will tweet these. In terms of staff we will need about five floor staff, two of which will be Ipad staff, one manager, one deputy manager, two promotional staff outside the igloo and two costa staff giving out hot chocolate. In total we have to pay 9 members of staff. For workers aged 21 years or more the current national minimum wage is £6.31 per hour. For Cruise to pay 9 members of staff even just at the minimum wage for two days totals: £1,135.80. This is out of our budget so Bogner and Cruise will provide the staff. We will also have two work experience volunteers who will be PA’s to Emily Hopkinson. Jennifer Smith and Hannah Goddard are confirmed. Although Cruise are supplying staff, having work experience volunteers enables us to have extra staff if needs be. It means clients can gain a more one to one service and feel like they have been addressed through busy periods. I have looked into the legal aspects on employing work experience and placement providers. Under health and safety law, work experience students our employees. We must treat them no differently to the other people we employ. Our environment is a shop and will mostly be familiar to the student, our existing arrangements for other employees should suffice. We will ensure the students are supervised and familiar with the site surroundings. When we induct the work experience students we will explain the risks in the shop and how they are controlled and check that they understand what they have been told. We will also Check that students know how to raise health and safety concerns. There are no significant workplace risks so we don’t need to speak to the parents. As work placement students they have a duty to take care of their own health and safety, and that of others who may be affected by their actions. They must listen carefully, follow instructions, use any safety equipment that has been provided and take part in relevant training. If all of these elements are taken into consideration we will be legally able to employ work experience staff. We must think about the funding: We have £8,000. Lets be creative and think about how we can get funding elsewhere. We need to source sponsorship as it is a cheaper way to achieve our desires. In order for us to hand out hot chocolate at no extra cost to us we require a sponsor. We have chosen Costa Coffee as our sponsor. I contacted them to see if they would be willing to get involved. To whom it may concern, I am a second year, Fashion Communication student at Northumbria University. My current module has asked me to design a pop up shop for Cruise Clothing. I am creating a pop up igloo on the main shopping street I Newcastle Upon Tyne - Grainger Street. This is to launch the skiwear brand Bogner that is soon to be stocked by Cruise. I would love you to be involved with the project and act as a sponsor for our hot chocolate. We wish to hand out hot chocolate as well as promote costa. Kind Regards, Emily Hopkinson Unfortunately Costa did not respond to me, I would hope that they would have been happy to go ahead with sponsoring our event. Costa will also organise and pay for the roaming cost. This is £500. This is necessary in order to distribute samples of products. They will also source and make the collaborative design we have created for the cups. Not only do we benefit from sponsors the sponsor benefits too. Costa is able to advertise, promote their hot chocolate, increase the awareness of their brand and improve their high street presence. Security is necessary at our event as we are selling extremely expensive products. http://www.marquee-hiredirectory.com/bouncers-security.html. The Marquee hire book can provide basic security and bouncers at £7.50 an hour. We need one security guard from 10 - 7 on Saturday 13th Dec and from 11 - 7 on Sunday 14th December 2014. Total cost = £127.50 Toilets are not being provided.
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In regards to people arriving early and late at the launch this would purely result in them missing out. The schedule will run at the time organised. It isn’t a problem for us if they arrive early or late. They either have to miss out or wait outside for a few minutes. We wanted Thomas cook to donate a ski holiday. I contacted Thomas Cook head office on 0844 8798 136 / 01733417100 and left a message but unfortunately they did not respond. Health and Safety - Everyone who works for us needs to know how to work safely and without risks to health. We will provide clear instructions and information to our employees. We will explain the hazards and risks they may face and how to deal with emergency situations. (See attached document) Risk assessment- A risk assessment is an important step in protecting our workers and our business, as well as complying with the law. It helps us to focus on the risks that really matter in our workplace – the ones with the potential to cause harm. In many instances, straightforward measures can readily control risks, for example, ensuring spillages are cleaned up promptly so people do not slip or cupboard drawers are kept closed to ensure people do not trip. For most, that means simple, cheap and effective measures to ensure your most valuable asset – your workforce – is protected. The law does not expect you to eliminate all risk, but you are required to protect people as far as is ‘reasonably practicable’. What is risk assessment? A risk assessment is simply a careful examination of what, in your work, could cause harm to people, so that you can weigh up whether you have taken enough precautions or should do more to prevent harm. Workers and others have a right to be protected from harm caused by a failure to take reasonable control measures. Accidents and ill health can ruin lives and affect your business too if output is lost, machinery is damaged, insurance costs increase or you have to go to court. You are legally required to assess the risks in your workplace so that you put in place a plan to control the risks. In order to comply with the law we must think about some of the hazards in our pop up shop and the steps we need to take to control the risks. We should be able to show that a proper check was made. Step 1: Identify the hazards - Tripping over items and objects, spillages, falling objects (mirrors), back injury from lifting objects and setting up the store. Step 2: Decide who might be harmed - All members of staff, work experience employees, photographers, delivery and set up staff, bar staff, canape staff and customers. Step 3: Evaluate the risks and decide on precautions- (Having spotted the hazards, you then have to decide what to do about them. The law requires you to do everything ‘reasonably practicable’ to protect people from harm. We will provide welfare facilities (eg first aid kit) / display the health and safety poster/ place the mirrors in a suitable position where they are not at risk of falling. We will involve staff and make them aware of any risks. (See attached document) We need a standard HSE compliant small first aid kit in order to comply with the health and safety regulations. It will be purchased from FirstAid4Less for £6.95. We need a cotton mop to manage our risks and comply with the heath and safety regulations. This will be purchased from amazon and will cost £6.99
In terms of lighting Up Light Hire can provide 8 uplights (4 for each dome). For 48 hours they are priced at £120. This includes,delivery, installation and collection. They can provide whatever colour we want.
Models - We wish to have two female models modelling the collection. They will be walking round Newcastle to promote the pop up shop and Bogner as a brand. The models will be sourced from Base Models Model agency. Model 1 = Marie - Cecile Leichtnam, blonde hair, size 12, shoe size 5. Model 2 = Donna - Louise Bryan, brown hair, size 8, shoe size 5. Becuase of cost we will only have them for one day on the Sunday. For one models the day rate is £200 so for two models the cost is £400.
As we are having models we also need a hair and make up team as well as dressers. The hairdressers and make up artists will be sourced from Newcastle College free of charge and the dressers will be sourced from Northumbria University again free of charge. The students are willing to be volunteers as it means they gain experience in their area of expertise. 49
Royal mail are going to do next day delivery for us. A small parcel (wide option), weighing 2kg, max length 45cm, max width 35cm and max thickness 8cm costs roughly ÂŁ11.00. A small parcel size is the best option for our clothing. Our products could be large or small depending on whether the customer has bought a coat or just gloves, but a coat will still fit in a small parcel. Customers will have to pay for this.
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Launch Event - Think about: The launch event is crucial. We want guests to experience the products first hand and have exclusivity. Ultimately the event must boost sales and create a buzz for the pop up shop. (http://www.inc.com/ guides/2010/06/planning-a-product-launch-event.html/1). It is vital to define the type of event we want to have. Is it a party, workshop, drinks reception or even a flashmob. We must decide what scale the event is going to be and whether we are going to provide food and canapes. We must think about our target audience and who we want to attend our launch. Do we want potential customers, vips, press, bloggers, ambassadors, opinion formers and gossip spreaders. In terms of press I have reasearched the most valuable ones for our event. These include: Newcastle Free Press, Get Into Newcastle, The North East Hub, Chronicle Live, La di da magazine, ETC magazine, The Journal, W Magazine, Accent Magazine, Living North, Luxe Magazine and Stella Magazine. I have passed this information onto Luci and she will define exactly who will be coming and finalise the guestlist. Date and time - Daytime or evening. Weekend or midweek. Think about when the best time to launch our pop up? Midweek/Weekend? have you checked major date clashes? Payday? Do we want to do it the day before the event, the day of the event or a week before the event? Regarding budget we must organise how much we can realistically afford to allocate to the launch. I think we will almost certainly have to consider getting sponsors on board. How will we promote the launch we will use twitter and facebook? Goodie bags provide a incentive for customers and give them something to take away to remember their experience with Cruise. Think about whether we want to provide these? They cam be costly. We must source the photographer and brief them to take the right sort of pictures. We want our photos to be varied and include lanscape and portrait images, so they are able to go on Facebook. The experience must be theatrical and something the customers will remember. First impressions are important. We must look inviting and customers need to be attracted to our pop up shop. The right ambiance must be created through lighting and the music. We want to come accross as exclusive to the guests at the launch as well as sophiscticsted representing the high end brand we are promoting. Examples of launch parties that have created an exciting atmosphere: iPhone 5s launch Party at Vodadfone HQ, To celebrate the release and reward their dedicated iPhone customers (who queued throughout the night) Vodafone threw a massive party with food, games, live entertainment, and an exclusive VIP experience for the first customers waiting in line. Chanel launch party in Las Vegas. Exclusive guests were taken on a tour of the Numéros Privés installation described as 10-rooms of “tastefully over the top” Chanel magic. The exhibit included a recreation of Coco Chanel’s apartment at 31 Rue Cambon, a digital room with quilted leather walls which decoded the making of the 2.55 handbag, and a room filled with funfair claw machines in which excited guests could try their luck at winning Chanel gift bags. Diet coke, Coca Cola light and Marc Jacobs Launch party. A selection of celebrities attended the launch event. Blown up versions of the coca cola bottle took centre stage at the event while hot models paraded around the venue. A photo booth along with canapes were also provided to continue with the party theme. Think about whether we we want an after party? Food and drink: The food must be easy to eat and affordable. Branded food is a clever promotional tool so this could be considered. Drinks are inviting and provide a conversation starter. 51
The Launch Event: The launch event will be a champagne breakfast inside the igloo the morning of Saturday 13th December at 10am. It will be for VIP guests of Cruise only and it is a celebration of the opening of the pop up shop. We are targeting VIP’s, Cruise managers and a few potential customers. The launch event is just before the pop up shop will open. The official event opens at 11am this means guests at the launch gain exclusivity and can see the products before the rest of the guests and the general public. The ice bar will be provided by the bar hire company. Our choice of drink is bucks fizz. Prosecco will be purchased from Majestic wine. 15 bottles of Villa Sandi Prosecco = £134.85. Orange juice will be purchased from Tesco. 20 bottles of orange juice, (1 litre per bottle) = £13. Total cost of drinks = £147.85 The canapes will be provided by Arlo . The canapes will be easy to eat as people will be stood around and will include: mini croissants, fresh fruit, pain au chocolat croissants, fruit scones and smoked salmon and cream cheese on mini bagels. Arlo have quoted £400. Roughly there will be one of each canape for each guest. Arlo will come with the food at 9am to organise themselves and set it all up. The food is all cold so Arlo doesn’t need any space to prepare the food. They will also provide 1 member of staff for £8 an hour. This member of staff will hand round the canapes and make sure it all runs smoothly. We will require that member of staff for 2 hours bringing the total price to £16.
The allocated budget for the launch is £1,200. The Music = £100 The Ice Bar = £500 The Ice Bar staff = £20 Bucks fizz = £146.85 Canapes = 400 Canapes staff = £16 Invites = £25 Total cost of launch event = £1,207.85 52
A student photographer will be there along with press to celebrate the launch. These images will be posted on face book and twitter. Brief: Capture the guests chatting and enjoying the atmosphere. Capture people walking up to the igloo and entering (document stages - arrival, reaction to the ice bar, getting a drink and canape). Images of food, drink and the ice bar are essential. The overall vibe must be captured. Although goodie bags show a token of appreciation and would be a nice idea they are too costly. We will have a pianist to encourage the atmosphere and vibe we want to create. Music Newcastle will provide a pianist who will match the music to the mood of the room. For one hour it will cost £100. The guest list includes: Cruise manager, Cruise staff, Cruise’s exclusive customers, Willy Bogner, Bogner staff and press. As the ice bar will be set up for the launch this will stay there for the rest of the day to add to the atmosphere and interiors. It will be taken down on Saturday night. No after party is necessary as it is extra cost that would not benefit us in the long run. Brief of the launch: How do you like the sound of a champagne breakfast? Bucks fizz, mini croissants and fresh fruit canapés? Cruise invites 50 of their most valued customers and staff along with exclusive press to the launch of their collaborative ski wear collection with Bogner. The launch will commence at 10am on Saturday 15th December 2014. It is held in the snow globe igloo that is located on Grainger Street in the centre of Newcastle. As the event is invitation only and exclusive we don’t want to promote the launch on social media. The Invitation. Remember to put sponsors on. It must be short but informative. There will be 50 people invited and it is strictly invitation only. We will also email them to remind them of the event. Luci has designed the invite and it is exactly what I envisaged.
The invites will be printed by the same company we sourced for the flyers and confirmation cards. 50 invites, A6, one sided on 250gsm matte paper will cost £25.00. 53
Ice Bar Research The Bar hire company could offer a 2m ice bar priced at £1800 or a 3m ice effect bar priced at £400 plus £100 delivery, setup and collection from Newcastle. http://www.barhirecompany.com/Enquiry.html Emails: Hi Emily, 2m ice bar is £1800 plus VAT, 3m ice effect bar is £400 plus £100 delivery, setup and collection form Newcastle. Let me know your thoughts. Kind Regards, Oliver Pugh Ok. Could you send me some images of the 3m ice effect bar please? Do you have a drinks license and is any of the drinks included in the price of the bar hire or is that all separate? Thankyou, Emily Please see image attached, this was a 5m ice effect bar we built, it has cool blue led lighting but these weren’t switched on... (in the image with the branding these are on but set to purple....) Yes we have a alcohol license and no drinks are included in the price quoted. This can ether be purchased separately or at cost from us... Cheers,OP Great thank you, If we were to provide the drinks would we be able to use your license? or would we have to arrange that separately. Emily Your welcome...Yes you can use our license that isn’t a problem at all, it would just mean a staff member would have to stay with the bar during the event! They can serve your drinks though. For one member of staff it would cost £10 an hour. If that is all ok, please fill out your details via this link to book http://www. barhirecompany.com/Book_Now.html Kind Regards, Oliver Pugh We have chosen to use the bar hire company. We will hire the 3m ice effect bar. The total cost is £500. We need their staff there for the alcohol license. We will require 2 members of staff for 1 hour to serve the bucks fizz. The price of this is £20.
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Launch Event Imagery
Meetings Wednesday 16th October - Discussed the initial ideas Wednesday 23rd October - Discussed the concept Wednesday 6th November – Planned to do mood boards to bring our ideas together. Thursday 14th November - Discussed our roles and specific things we need to go off and look at. Friday 22nd November - Discussed where we were at and what we all needed to look at. We all wrote a list of our allocated things to do for the week. Friday 29th November - We all confirmed what we were doing, shared our ideas so we were all up to date with what everyone was doing. Luci asked me to source flyers and contact metro radio. Monday 2nd December - Went through what we were all doing. Updated each other with our progress. Wednesday 4th December - Put together the presentation. We spent all day combining our work and putting together the presentation. Thursday 5th December - We practiced our words and finalised our presentation.
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