Mango Men - Advertising & Promotional Strategies

PSFG & Co. Advertising Agency Grand Store Opening Fall 2012

Ricky Joe Giaffreda Kathryn Sopuck Lauren Nicole Foot Cayla Paris Thursday, 24 November, 11

The Creative Brief BRAND European fashion label, with trendy and sophisticated garments.

TARGET MARKET Targeted towards the 20-35 year old female and male student or young professional. Style conscious; looking for current, high quality fashions at a midrange price point.

ADVERTISING OBJECTIVE Mango lacks brand equity within their male clientele – currently their men’s line is only available online in Montreal.

MARKETING Mango has been successful at associating their brand with popular female celebrities and models; these print ads and short films create brand loyal customers. Mango wishes to promote their new men’s only Montreal flagship store by creating advertisements that capture the male market.

Thursday, 24 November, 11

Ed Westwick

The Thursday, 24 November, 11

1 Big

idea

2

The

Big

a Ryan Gosling e

d i

Thursday, 24 November, 11

3

Female Sex Symbols

Big Umbrella Concept idea The

Thursday, 24 November, 11

the Creative & Media strategy Thursday, 24 November, 11

Non-Verbal An image of a women will catch a man’s attention Thursday, 24 November, 11

Verbal The slogan and information about the event promotes the store opening.

Thursday, 24 November, 11

Types of Media Thursday, 24 November, 11

Print

Advertisements

Thursday, 24 November, 11

Print Advertisements Displayed on the side of buildings on St. Catherine & St. Laurent Street. Along with high traffic STM Metro Stations such as Peel & McGill.

The circulation popularity and readership will be high because these are high traffic zones.

Although level of engagement is low.

Thursday, 24 November, 11

Format 16 x 22 inches For the month of August and the first 2 weeks of September.

Thursday, 24 November, 11

Blog

Sponsorships

Thursday, 24 November, 11

Sponsorships on Blogs Advertisements on popular men’s fashion and lifestyle blogs. Our advertisement will be a clickthrough to our Mango Men website, promoting the store opening.

This type of media is interactive and gets a connection with the reader. Circulation is a little lower, however, popularity is high.

Thursday, 24 November, 11

Format 110 x 80 Pixels Aspect Ratio of 4:3 & 16:9 For the month of August & The first 2 weeks of September

Thursday, 24 November, 11

Guerrilla Marketing Thursday, 24 November, 11

Guerrilla Marketing We will project the advertisement on the side of our Mango Men Flagship store.

Circulation will be hourly, done two weeks prior to store opening.

St. Catherine street is a high traffic zone and this strategy will gain a high level of visibility.

Thursday, 24 November, 11

Format 3 Stories High September 1st 2012 - Every hour for 2 weeks.

Thursday, 24 November, 11

Postcard Invitation Thursday, 24 November, 11

Postcard Invitation The invitation will be handed out on St. Catherine Street in front of the Mango Men store, a week prior to store opening.

If the invitation is brought to the store opening, the client will receive 10% off their first purchase at the store. Additionally, if they bring a friend, they get an extra 5% off.

Circulation is high given the high traffic area and with the word of mouth of the “bring-a-friend� strategy, this will reach a large audience at a low cost.

Thursday, 24 November, 11

Format 5 x 7 inches September 8th 2012 High traffic Points throughout the day

Thursday, 24 November, 11

Thursday, 24 November, 11

Guerrilla Marketing Thursday, 24 November, 11

Guerrilla Marketing On the day of the Mango Men Flagship store opening, we will have women dressed head to toe in Mango Men, handing out mango fruit stamped with our Mango HE logo.

Circulation will be broad given the high traffic zone. This media strategy will create a buzz on the opening day.

Thursday, 24 November, 11

Quantity 500 Mangos

September 15th, 2012 Frequency: High traffic points throughout the day.

Thursday, 24 November, 11

FlowchartCalendar

Thursday, 24 November, 11

PSFG ADVERTISING CO. HOURLY RATE: $150 PER HOUR OUTDOOR PROJECTION COST ON AVERAGE: $400 000.00 dependent on impression level and demographic group ONLINE ADVERTISEMENT AVERAGE: $0.60 pay-per click, averaging out to $1800 a month for aggressive advertising campaigns.

BANNER COST: $200 Per month on websites and blogs INVITATION: $67.99/ 100 postcards, 500 post cards produced: $339.95 MANGO:$300 for fresh mangos with MANGO HE stamp

Budget.

the Thursday, 24 November, 11

And now, for the Receipt...

Thursday, 24 November, 11

Thursday, 24 November, 11

...$