GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013
Rhythm brings together a unique group of individuals with a shared dream of creating a livelihood doing what they love. Drawing on influences from art, music and surf - past, present and future. Rhythm speaks to creative self-expressionists who yearn for new frontiers off the well-worn path. This is Rhythm. “The Sound of Change�.
OBJECTIVE
Who am I? Marc Llewellyn | Australia Marketing Manager
Why am I here? To give a visual presentation of the Rhythm Brand for the benefit of new staff Address previous marketing weaknesses Officially launch global marketing communication and concepts
What do we want to achieve? A streamlined Rhythm marketing output that satifies the global business requirements and can be seamlessly and effectively implemented into regional markets.
Surf Team & Brand Ambassadors
GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013
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Team Ambassador & Co-founder // Neal Purchase Jnr
PROFILE NEAL PURCHASE JNR
“Who wants a margarita?” This is a common question often asked by Neal Purchase Jnr and a talent surpassed only by his backside tuberiding. Remember Kirra post-desert days? Perhaps you recall the world’s longest and most perfect-right hand tube? Those days were ruled by the goofy-footed NPJ and his world acclaimed backside tuberiding technique. Nowadays, NPJ sports a mesmerizing Zeus-like beard and plays music in a band called the Haldane’s Daughters. This salty sea dog can still tube-ride. Can still make a margarita. Still puts the soul in Rhythm. Rhythm ~ The Sound Of Change
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Team Ambassador // Asher Pacey
SECRET SOUTH UNDERGROUND PHOTOGRAPHY ~ CHRIS PROUD
Since his humble beginnings Asher has been influenced by his environmentally conscious family and friends and has grown into a resourceful and adaptable human with a wealth of knowledge and keen interest in australian bush foods, plants and animals . His journeys to date have seen him experience contrasting lifestyles of which he finds a happy medium between bush, beach, city and solitude. Not being of a competitive nature Asher has found his place as a globally recognised free surfer and a respected member of the surfing community. Once being labelled as an “aerial surfer� he has now diversified as a regular fixture behind the curtain on the famed points of the southern gold coast as well as keeping in touch with his nomadic lifestyle, travelling to exotic locations in search of waves, adventure and the sharing of stoke. Rhythm ~ The Sound Of Change
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Team Ambassador // Jack Lynch
PROFILE J A C K LY N C H
Steezy! Longboard, shortboard or sidewalk Jack Lynch is such a stylish cat. At the tender age of 20, Jack is well and truly cemented in the youthful movement emerging within todays surfing sub-culture. Forget performance anything!!! Jack would much prefer to venture off the beaten track and cruise on his log, Valla single-fin or everyday thruster, filming and getting creative with his clique of filmer/photographer/skater buddies creating surf porn and portraying a lifestyle of fun and care-free times. Rhythm ~ The Sound Of Change
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Team Ambassador // Kieren Perrow
PROFILE KIEREN PERROW
Kieren Perrow is a Pipeline Master who charges big waves and pulls into big pits. Don’t believe us? Just watch his annual exploits at Hawaii’s Backdoor Pipeline and Off The Wall breaks where he is considered by the surfing world to be one of the most revered and fearless performers is waves of consequence. His father Nigel is originally from South Africa and once shaped boards for the former world champion Shaun Thomson. Fast forward and KP’ is competing on the elite Association of Surfing Professionals (ASP) World Tour where he has ranked as high as number 3 in the world. On top of all this Kieren is also a loving father of two, ASP board member whilst representing the worlds top surfers as the ASP Surfer’s Representative. If you attend any ASP World Tour events chances are you will see Kieren and his family representing the Rhythm brand. If you do; go say “g’day”… You will meet a great bloke. Rhythm ~ The Sound Of Change
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Bleeding Knees Club // Musicians
Bleeding Knees Club // Musicians
PROFILE BLEEDING KNEES CLUB
Any band that describes their sound as “Thrash Pash Gash Rash” and their hometown on Facebook as “overies” is going to appeal to a certain type of person, and it’s likely this person will be very pleased with Nothing to Do, the straightforward but highly enjoyable debut from Gold Coast band Bleeding Knees Club. Produced by unlikely candidate Dev Hynes (Blood Orange, Lightspeed Champion) the album’s not going to start a revolution or change the musical landscape by any means, but instead is a worthy party album, combining ‘50s doo wop homages ( Teenage Girls, Lipstick ) with snotty brat punk ( Hate Me, Problem Child ) without venturing outside, even for a cheeky smoke. Rhythm ~ The Sound Of Change
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Nat Lanyon // Photographer ~ Cinematographer
Nat Lanyon // Photographer ~ Cinematographer
PROFILE N AT L A N Y O N
Armed with the most basic of tools, Nat started messing around with his mates at Uni creating fun surf and skate inspired clips for no-one else’s eyes but himself and his buddies. It wasn’t until someone offered him cash for his work that he took himself and his newfound skill seriously. Sticking to the simple rules of simplicity and creating pieces that he can relate to, Nat has developed a polished style that is well beyond his professional experience. Fast forward a few years and Nat has chalked up visual delights for the likes of Marie Claire, Electric Sunglasses, Insight, The Oracle Fox and Lilya and in the blink of an eye has found himself in higher demand than he could have hoped. Perhaps the best testament to Nat is his ability to stay grounded and true to his motivations for making films in the first place. At the end of the day he’s still just a country kid enjoying the ride, getting a few waves for himself and sampling plenty of different types of Pale Ales along the way. Rhythm ~ The Sound Of Change
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Ali Mitton // Photographer
Ali Mitton // Photographer
PROFILE ALI MITTON
It’s the experiences we go through as adolescents that shape who we become as adults; and what started as an excuse to escape the confines of high school – tucked away in the photo laboratory’s darkroom – quickly turned into a passion and obsession. Ali Mitton is a free spirit with a keen eye for beauty, softness and natural settings. Developing a love for film photography at an early age her earthy and often feminine imagery has the power to conjure up feelings and emotions at just a glance. With a lust for travel, adventure and raw experiences Ali injects these elements into her work providing a sense of journey and freedom. If presented with the opportunity we’d find Ali living in Dharamsala, in northern India riding motorcycles, reading books and taking beautiful pictures with her loved one. Rhythm ~ The Sound Of Change
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Shinya Dalby // Graphic Artist
Shinya Dalby // Graphic Artist
PROFILE S H I N YA D A L B Y
Records show that some 25 years ago, Shinya Dalby hatched in Nagoya, in Japan‘s Aichi Prefecture, where he’d spend just over a decade shadowing his artist mother’s craftsmanship and brushwork. Under her proud observation, he progressed from scribbling, to drawing, to watercolours, to painting. Just as puberty was about to strike, his family jumped the pond and landed in the industrial coastal town of Newcastle, where life became a groove of surfing, high school, doodling and the regular teenage hijinks. Fast forward a few moons and Shinya has created, as head graphic designer, the current visual aesthetic of Bondi Beach’s infamous STAB Magazine. His workspace of empty Coopers bottles, Batman and Deadpool comics and unpaid parking fines contradicts a very clean design eye. With a penchant for design, illustration and photography, this self-conscious (and self-proclaimed) ‘master of none’ would love nothing more than to be the creative love child of photographer Neil Krug and artist Jonothan Zawada. But, realistically, he’s content with listening to 60’s garage rock after his daily surf and, over an iced vodka, trying to come to terms with the fact that he can grow neither a decent beard nor mustache.
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Nanda Ormond // Artist
Nanda Ormond // Artist
PROFILE NANDA ORMOND
Nanda Ormond isn’t the type of surfer/artist that paints endless line-ups of perfect waves. He just draws and paints whatever he feels like at the time. Yes his last name is familiar. Younger brother Rangi has carved an impressive niche in the surfing world here and abroad. Nanda, who is no slouch in the water either, has carved his own niche in the ever changing and evolving art scene. Rhythm ~ The Sound Of Change
Magazine Advertising
GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013
www.rhythmlivin.com
Harrison Roach Photography by: Dane Peterson RHY-MC33-9.indd 1
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www.rhythmlivin.com
Asher Pacey Photography by: Duncan MacFarlane
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www.rhythmlivin.com
Asher Pacey Photography by: Simon Williams
RHY-MC-34-DPS.indd 1
17/2/12 12:27:07 PM
Harrison Roach Photography by: Tom Hawkins www.rhythmlivin.com.au
RHY-MC37-v5.indd 1
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Apparel
Harrison Roach
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Strangler Trunk
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Photography by: Tom Hawkins
Rhy-STAB Big Book (#?).indd 1
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www.rhythmlivin.com.au
5/9/12 9:45:31 AM
www.rhythmlivin.com
Dane Peterson Ahoy-Trunk Photography by: Duncan Macfarlane
RHY-STAN BIG.indd 1
15/10/10 11:03:17 AM
www.rhythmlivin.com.au
Asher Pacey - Single Fins in Micronesia | Havinablast Shirt & Strangler Trunk | Photography by: Swilly
RHY-STAB-62-1.indd 1
12/12/12 9:01 AM
www.rhythmlivin.com
Harrison Roach
Photography by: Dane Peterson RHY-STAB-50-12.indd 1
28/4/11 1:33:02 PM
Events
GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013
Rhythm 10th Birthday
Cosmic Dolphins Party
Cruel Summer Party
Alfred’s Apartment ~ Movember Fundraiser
presents
Logger Rhythm ~ Noosa Festival of Surfing
Venue: Noosa Woods Park, Claude Batten Dr, Noosa Heads Art Show: 4-6:30pm Dolphins: 6:30 - 7:30pm Mike McCarthy: 7:30-8pm Stoked & Broke screening: 8-9pm Bleeding Knees Club: 9-Close (10:30pm)
Ticket Enquiries please contact: info@noosafestivalofsurfing.com or phone 07 54 735 676
PROPOSED GLOBAL MARKETING TIMELINE & STRUCTURE
PROPOSED GLOBAL MARKETING TIMELINE & STRUCTURE
Retail Alliance Program
GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013
Rhythm’s Retail Alliance Program (RAP) is designed to support retailers with 3 seasonal point-of-promotions, giveaways and initiatives designed to assist with instore sell-through and in turn secure reorders at indent.
NB: SPRING (AUS 13, EU/USA 14) & SUMMER (AUS 13, EU/USA 14) RETAIL ALLIANCE PACKAGES HAVE ALREADY PRODUCED AND WILL BE READY FOR IMPLEMENTATION WELL IN ADVANCE.
SPRING (AUS 13, EU/USA 14) Promo 1. STAFF CLOTHING PACK The two key staff members of each account signed up to the RAP receive a FREE Rhythm outfit consisting of product that relates to that stores seasonal order. This is designed generate excitement about the brand amongst key staff and utilise them as instore mannequins.
Accompanying letter.
YOU GET FREE STUFF!!!! As part of your involvement in the Rhythm Retail Alliance, please find enclosed your very own complimentary pack of select styles from the Rhythm Summer 2013 collection. Please accept this as a token of our appreciation for your on going business and support for our Brand. We’re super stoked to be working with you and look forward to many more seasons working together. We thank you again for your business and commitment to Rhythm. PS:: If you don’t already, please follow us on Facebook & Instagram and be kept in the loop with all the random happenings and shenanigans in and around the world of Rhythm. Plus you can also go in the running to win prizes, prizes, prizes in our online comps.
Best Regards, Rhythm www.facebook.com/rhythmaustralia Instagram ~ @rhythm | @rhythm_aus | @rhythmgirls
SPRING (AUS 13, EU/USA 14) Promo 2. In-store Point Of Promotion (POP) Deliver product & branding specific promotional material to build brand and product awareness instore and assist with sell through.
SPRING (AUS 13, EU/USA 14) Promotion 3 ~ Gift With Purchase (GWP) Deliver 30 units of giveaway items to each store to be given away with the purchase of any Rhythm item. Add-on benefit to the end consumer.
Accompanying letter.
SUMMER (AUS 13, EU/USA 14) Promo 1. STAFF CLOTHING PACK The two key staff members of each account signed up to the RAP receive a FREE Rhythm outfit consisting of product that relates to that stores seasonal order. This is designed generate excitement about the brand amongst key staff and utilise them as instore mannequins.
Accompanying letter.
SUMMER (AUS 13, EU/USA 14) Promo 2. In-store Point Of Promotion (POP) Deliver product & branding specific promotional material to build brand and product awareness instore and assist with sell through.
SUMMER (AUS 13, EU/USA 14) Promotion 3 ~ Gift With Purchase (GWP) Deliver 30 units of giveaway items to each store to be given away with the purchase of any Rhythm item. Add-on benefit to the end consumer.
Promotion 3 ~ Gift With Purchase (GWP) Coupled with a custom timber, logo-etched display box for long term retail display.
RHYTHM WOODEN CRATE 30cm x 24cm x 14 cm CAN FIT A4 FORMAT! NO HOLES ON SIDE!
30 cm 24 cm
1 cm
14 cm
OBJECTIVE To streamline Rhythm’s RETAIL ALLIANCE PROGRAM so that it satifies the global business requirements and can be seamlessly and effectively implemented into the regional markets.
METHODOLOGY RETAIL ALLIANCE PROGRAM ~ 3 SEASONAL PROMOTIONS. 1. KEY STAFF CLOTHING PACK 2. IN-STORE POP 3. GWP / INCENTIVE ~ Seasonal Concept Meetings ~ Each region to present their concept ideas to the global team based on region-specific market feedback, previous successes and failures. To occur four months out from from the implementation of the earliest regions seasonal RAP (AUS) to ensure deadlines are met and EU/USA receive their mateiral well in advance. Based on sales results, retail feedback and trend analysis to create an eductaed forecast. Once concepts are presented, the global team discuss pros/cons of each & select the best option to proceed with. ~ Implement ~ Regional managers to advise required quantities then AUS to commence sampling, bulk production & distribution. ~ Measure ~ On the second Tuesday of each month, regional sales & marketing managers are to meet and discuss the performance of the previous month’s activity. May be difficult due to the staggered global seasons?? This information will be documented and referenced in the seasonal concept meetings.
WINTER Winter marks the first season that we will have attempted the global concepting of the Retail Alliance Program to satisfy all regional demands.
WINTER (AUS 14, EU/USA 15) CONCEPT OUTLINE Promo 1. STAFF CLOTHING PACK The two key staff members of each account signed up to the RAP receive a FREE Rhythm outfit consisting of product that relates to that stores seasonal order. This is designed generate excitement about the brand amongst key staff and utilise them as instore mannequins.
WINTER (AUS 14, EU/USA 15) CONCEPT OUTLINE Promo 2. In-store Point Of Promotion (POP) Deliver product & branding specific promotional material to build brand and product awareness instore and assist with sell through.
WINTER (AUS 14, EU/USA 15) CONCEPT OUTLINE Promotion 3 ~ Gift With Purchase (GWP) Deliver 30 units of giveaway items to each store to be given away with the purchase of any Rhythm item. Add-on benefit to the end consumer.
Catalogues
GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013
OBJECTIVE To streamline Rhythm’s Catalogue theming & production so that it satifies the global business requirements and can be seamlessly and effectively implemented into the regional markets.
METHODOLOGY
CATALOGUES. ~ Seasonal Concept Meetings ~ Regional Sales and Marketing managers to discuss model, lifestyle, layout and garment information requirements. To occur one month out from the scheduled photoshoot. Based on retail/end-consumer market feedback, distribution channels, catalogued range, brand direction and trend forecast. AUS to present final model options, layout, lifestyle and location references to global team for final approval. ~ Implement ~ AUS to conduct all studio & location photoshoots. Provide all garment imagery and information to Adrian Adrian to create catalogue and co-ordinate production and distribution. ~ Measure ~ Upon each seasonal concept meeting, regional managers to discuss the previous season’s catalogue successes and failures. Document feedback as it comes to hand and present as factual information.
NB: REGIONAL PRODUCTION OF CATALOGUES = US$6.00 / CATALOGUE GLOBAL PRODUCTION OF CATALOGUES = US$2.50 / CATALOGUE
SPRING (AUS 14, EU/USA 15) CAMPAIGN IMAGERY PREVIEW
MENS STUDIO
SPRING (AUS 14, EU/USA 15) CAMPAIGN IMAGERY PREVIEW
MENS LIFESTYLE
SPRING (AUS 14, EU/USA 15) CAMPAIGN IMAGERY PREVIEW
WOMENS MODEL
SPRING (AUS 14, EU/USA 15) CAMPAIGN IMAGERY PREVIEW
SPRING (AUS 14, EU/USA 15) CAMPAIGN IMAGERY PREVIEW
WOMENS STUDIO INSPIRATION
WOMENS LIFESTYLE INSPIRATION
SPRING (AUS 14, EU/USA 15) CAMPAIGN IMAGERY PREVIEW
WOMENS LIFESTYLE INSPIRATION
Social Media
GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013
OBJECTIVE To streamline Rhythm’s marketing output so that it satifies the global business requirements and can be seamlessly and effectively implemented into the regional markets. Such marketing output includes the RETAIL ALLIANCE PROGRAM, CATALOGUES & SOCIAL MEDIA.
METHODOLOGY
~ Production ~ AUS to coordinate regular, seasonal location photoshoots that are a mix of garment specific and branding imagery. Image theme to be inspired from the globally agreed direction of that season’s catalogue shoot. Focusing on top 5 perfomring garments from each category. This should work for global regions as sales information proves that the best performing garments are consistent globally. ~ Archived ~ Imagery will be archived on the cloud and accessible by regional social media coordinators. Archived by post schedule. ~ Implement ~ To be used as regional product and brand promotion via the regional instagram, facebook & blog. Also to be made available to all retailers (via Rhythm media login on website) to use through their media & promotion outlets. Utilise team surfers and ambassador’s to promote their personalities as well as the Rhythm brand. A minimum of 2 regional posts must be scheduled each week day at high traffic times. ~ Measure ~ Social media analytics
Global Instagram Feed displayed by popularity Non-specific branding imagery only 1 x post from each region per day
Australia Instagram Feed A mix of season-specific, product specific and branding imagery 3 posts per day at 9am ~ 11am ~ 3pm
Australia Facebook Page Used to communicate brand news and direct traffic to our website and other social media platforms 1 ~ 2 posts per day
CONCLUSION To streamline Rhythm’s RETAIL ALLIANCE PROGRAM so that it satifies the global business requirements and can be seamlessly and effectively implemented into the regional markets.
METHODOLOGY ~ Seasonal Concept Meetings ~ Sales reps to communicate what marketing material is required to the sales/marketing manager. Each region sales/marketing managers to present their concept ideas to the global team based on region-specific market feedback, previous successes and failures. To occur four months out from from the implementation of the earliest regions seasonal RAP (AUS) to allow for production times ~ means all regions outside of AUS receive their material in advance. All concepts MUST be based on sales results, retail feedback and trend analysis to create an eductaed forecast. Once concepts are presented, the global team discuss pros/cons of each & select the best option to proceed with. ~ Implement ~ Regional managers to advise requirements then AUS to commence sampling, bulk production & distribution. ~ Measure ~ On the second Tuesday of each month, regional sales & marketing managers are to meet and discuss the performance of the previous month’s activity. May be difficult due to the staggered global seasons?? This information will be documented and referenced in the seasonal concept meetings.
QUESTIONS
Rhythm brings together a unique group of individuals with a shared dream of creating a livelihood doing what they love. Drawing on influences from art, music and surf - past, present and future. Rhythm speaks to creative self-expressionists who yearn for new frontiers off the well-worn path. This is Rhythm. “The Sound of Change�.
www.rhythmlivin.com
GLOBAL MARKETING PRESENTATION TWOTHOUSANDANDTHIRTEEN 2013