Red or Dead
Communication Strategy
Overview of product range Aim To create a range for Red or Dead that will appeal to the millennial market they are trying to break into. As well as create a functional range that will emulate red or dead’s identity. Concept To build the reputation of Red or Dead and open them to the millennial market. I Have developed a Gender-neutral athleisure range specifically targeted at the millennial generation. By listening to the suggestions from the team at Red or ead as well as the millennial consumer. The range I have designed has a strong focus on colour, silhouettes and sustainability to appeal directly to the consumer as well as emulate Red or Dead’s identity.
Taylor Jumper Price: £49.98 Block colour sports vibe. Red sleeves with a blue body extenuated with yellow on rims of collar and sleeves. Rim of sleeve and jumper are elasticated and body rim has the space baby graphic also printed along it 45% Hemp 40% organic cotton 15% recycled poly muslin
Jamie
Turtle neck Price: £49.98 Base layer of the range Contrasting yellow and purple 45% Hemp 40% organic cotton 15% recycled poly muslin Collar and bottom of the sleeves and colour blocked tpurple
Alex Swing shorts Price: £42.66 Boxy shorts made from light material for flow and non-restrictive comfort Draw string elastic waste to maximise comfort 45% Hemp 40% organic cotton 15% recycled poly muslin
Ashley Joggers Price: £49.98 Blesuire style joggers have the comfort of joggers but the style of an everyday trouser providing comfort and style 45% Hemp 40% organic cotton 15% recycled poly muslin Elastic waist band allows for non-restrictive comfort
Kaden T-shirt Price: £49.98 Standard boxy t shirt to suit all Baseball style with blue colour block on the sleeves Space baby design is also added in the left chest area as a graphic The slogan middle finger the mundane will also be positioned on the bottom of the T-shirt as a graphic 45% Hemp 40% organic cotton 15% recycled poly muslin
Introduction
87% of millennials have their phone by their side day and night so to effectively market to the millennial generation its key to understand how to reach them through their devices. As more searches now happen on a mobile than on computers to connect with millennials you need to be there for ‘micromoments’. Every time a user picks up their smartphone to learn, do, buy and go places is a micromoment. So, to connect with the millennial consumer you need to be there for these. Currently this is something as a brand you aren’t effectivly doing to target the millennial but by utilising these recommendations it should put Red or Dead on the millennial market and build a reputable image with the consumer. *All these recommendations are tailored towards the 2019 product range but can be expanded across the brand as a whole.
This report is backed up with statistics from external credible sources. It evidences the importance of the recommendations and highlights the millenial markets so its key to be aware what is happening with the market. Sources: Shopify.co.uk Google mircoments - PDF
Recommendation 1 SHOW UP To be able to deliver content when these moments occur Red or dead need to be showing up in every way possible when the consumer first opens their phone to do something. Dynamic search ads are the most efficient way to initially capture the consumer. By having dynamic search ads will allow Red or Dead to be seen first when searches are made related to the brand.
What is a dynamic AD search:
A dynamic AD search is a targeted advertisment you design for your brand that when someone search’s a term related to your website our ad will appear and direct potential customers to your site
How to set up a search ad:
Can be done through a google software called AdWords Ads can be targeted to your whole website or one page – since the focus is for the release of the new range we will target the searches to the product page To begin you need to target the ad for particular content that you want the consumer to see- since this AD based around the launch of the new range its adviced to select words that relate to the product range such as gender neutral, unisex, androgynous, sustainable and Red or Dead so when the consumer searches these words the directed AD will appear for them. To really target your primary market, you can also select where the ADs will appear. Such as google search, YouTube or selected apps. To start I recommended you use two platforms for the AD and see if its effective at getting the product to the primary consumer before expanding the platforms.
Google Search will be the first platform you can use to target consumers. When the consumer search’s the key words selected by you, your AD will appear on Google Search. With your AD appearing in the Google search engine when key words relating to the range are searched you are more likely to attract the target audience and will be promoting the range to an interested audience
For the second platform, I have selected YouTube as it reaches more 18-49 years olds than every other cable network (which is the market you are aiming to attract). Through targeted ADs on YouTube you can select an audience based on demographic and target channels that have the same demographic you wish to reach and promote the range to. The best way to connect with an appropriate audience is by targeting YouTube channels that will be LGBTQ, Fashion, gender neutral related with a millennial demographic as the audience of these channels will be interested in these topics if they are watching content about it.
TheRealAlexBertie
Jamie Raines
Riyadh K
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How this benefits Red or Dead: The google network reaches 90% of internet users world-wide so its guaranteed your AD will reach our millennial market. Helps you advertise to new markets faster. Gives you access 24/7 and control over your campaign. You can also test your ADs and see how many people are shown it and then visit the website after. 90% of smart phone users are not certain of the specific product they want to buy when looking for information on their smart phone. By being the first brand to pop up when a relevant search is made will make it more likely the consumer will click the link to our page. Studies have shown you also can increase unaided brand awareness by 46% by showing up in mobile search AD results. Having a search AD can really put you out there to the consumer and give you the best opportunity to address them effectively. With 51% of smart phone users discovering a new company or product when conducting a search on their mobile this is not an opportunity to miss.
Recommendation 2
Once you captured the consumers attention through targeted ADs about the range the next stage is making the website optimized. When the website is accessed, it needs to be optimized for high speed performance because 70% of users will switch sites if it takes too long to load. Having an optimized site is especially important for your mobile site as this is where most millennials will go first when wanting information. So, if the website isn’t fast enough you won’t capture the audience in these micromoments. 40% of shoppers will wait no longer than 3 seconds before abandoning the retail site and since 57% compare prices on their phones while shopping. Its key that the consumer can access the site quickly to gather information about the range to see if it’s a better option than a product they are currently looking at instore. Having an optimized site means that when the consumer Googles related key words and the AD for the range appears, they can then easily access the website and the information about the product range. This means they are more likely to make a purchase as if it takes too long to load they will move on before even seeing the range.
How to Optimize the website: To test the speed of the website and to see how optimized it is I used Google Insights on the Red or Dead website. The mobile site scored 0/100 for speed when tested on this software. However, as part of the service they analyse the site and give you a list of improvements on how to optimize the site. The Red or Dead website improvements included: - Compression - Optimize images - Minifying HTML, CSS and JavaScript Google also offers options of instructions to follow on how to fix the issues to improve the website speed. If this recommendation is carried out it will stop the consumer leaving the website too early and going to the competitors site because the website is too slow to load. Overall, this will lead to an increase in sales as the easier the website is to access the more likely the millennials are to stay and explore the products on offer.
Recommendation 3 Update your content:
Once the consumer is on the website its key to have the content that makes them stay. If you don’t have the correct content on the site the first 2 recommendations are pointless. As without content there’s nothing to offer the consumer. The best way to make sure the site has the best content is to have a dedicated page to each micromoments that the millennial could have whilst on their mobile. Because If a customer can’t find what they need 29% of users will go to another companies site for what they need. When a brand site makes it easier for a smart phone user to find answers 69% are likely to actually buy from them. So, by focusing on the content of the site will it ultimately boast sales. Having the most important headings clear at the top will allow the consumer to find out what they need to efficiently. Making this clear for the user will reduce the risk of them leaving the site to soon and not seeing what you have to offer. By having information about the product also allows to consumer to really invest in the product before buying. During the 2019 product launch for the consumer to understand the product fully, information about the manufacture process must be on the website. Millennials like transparency of brands ethical processes so this infomation will resinate with them and build relationships.
Example of product infomation
Taylor Jumper Block colour sports vibe. Red sleeves with a blue body extenuated with yellow on rims of collar and sleeves. Rim of sleeve and jumper are elasticated and body rim has the space baby graphic also printed along it 45% Hemp 40% organic cotton 15% recycled poly muslin Manufacture/ supplier: Hemptraders Dyeing: Huddersfield dyeing company
How to improve content: Want to go moments:
Near me searches gave gone up 2X in the past year as the consumer begins to discover more, by having a store location page will allow the audience to easily find to pop up store (recommend in part 4). By having a store locator at easy access will bring more people to the store as they won’t struggle to find.
Want to buy moments:
When it comes to purchasing the product at the end 58% of smart phone users are more likely to buy from companies whose sites allow them to make purchases quickly. To ensure the consumer goes through with the purchase its best to make it a quick process through links to pay pal or a buy now with one click button.
Want to know/do moments:
For the millennial want to know and do moments often tie together as they often want to know how to do something. There are many ways to provide content to our market but some are more effective than others:
User generated content:
User generated is most popular on Instagram and YouTube with millennials trusting it more than any other type of media. Seeing the average person review a product allows the consumer to see the product before buying it and allows them to let go of their purchase anxiety around the product. User generated content is only useful if its offers first hand brand experience and builds excitement around the product range. Giving shoppers proof that others will vouch for our brand will build a relationship with them and develop a trust that the range is for them.
How to generate content on Instagram: Over 300 million people use Instagram and over half are in the millennial age range so it’s an ideal platform to capture the correct demographic for the range. The best way to start generating content is by capturing customer personal experiences with the brand through re gramming their posts that feature the new product range.
How to achieve this:
Run a campaign to start colligating photos – give a prize for the best photos submitted Create a Hashtag around the product launch such as #middlefingertothemundane.Gives you an outlet to gather content Only repost the best photos that show off the brand well
What Red or Dead gains for this:
When products feature photos from social media millennials are more likely to make a purchase It engages the customer on a more personal level- more likely to make a repeat purchase Get you fresh content without doing the graft The campaign will great a buzz about the new range Builds a community around red or dead
How to generate content on YouTube:
Millennials now watch more content on YouTube than on TV so like Instagram is a great platform to target with content. By providing videos on the product range such as unboxing videos and look books it benefits you as a brand as 48% of smart phone users are likely to buy from a company that offers how to content than those who don’t.
Unboxing videos:
62% of people watching unboxing videos are doing so while researching the product before making a purchase. Getting other consumers to generate this content around the product range can lead to great sales as 86% of millennials believe user generated content is a good indication of brand quality. And the better the quality the more likely they are to purchase.
How to effectively generate content:
The most effective way to get content is by sending the PR packages to youtubers to review the range. Millennials place more trust in social media influencers with 60% saying they would try a product suggested by a YouTuber. So, by having popular LGBTQ YouTubers/ influencers to review the range will ensure the range is getting to the right demographic as well as promoting it positively to them. It allows you to utilise the trust the millennial audience has for popular influencers
Look books:
Look book videos can also follow the same strategy as unboxing videos. But as well as getting youtubers to create a look book on the new range the in-house team can also create one for a Red or Dead channel. A look book shows the quality of the product and put you there for that how to style micromoments. As styling gender neutral clothing isn’t something that has been fully explored consumers that arevinterested in the collection might want to know how to wear it before making the final purchase. Because the content will be improved to accommodate the changes the websites layout will also have to be adjusted to make to new content easy to access. Without utility customers will move on.
Recommendation 4 As part of the product release my 4th recommendation would be for you to create a pop up store. To launch the range, I recommend an initial event where you can invite the names in fashion, publishing as well as the influencers you select to promote the range on their channels. The event will all be based around the LGTBQ community to show you’re a brand about change not profit. The pop up store should include gender neutral changing rooms, guest speakers and LGBTQ stalls to educate the customers as they enter the store. But to generate inital buzz about the pop up the launch event (which should be hosted to the launch date for the range - National coming out day, 11th Oct). The whole event should be broadcasted on your Snapchat as aswell as other guest.
Benefits from having a Snapchat:
Snapchat gives the effect of a ‘livestream’ as content only last 24 hours which creates a fear of missing out millennials dread which causes them into always check what is happening on their social media. Shows an unfiltered brand which the millennial consumer wants to be able to engage with. When Millennials consume content 43% value authenticity over content itself and you can’t get more authentic than live streaming. Builds trust with the consumer and stronger relationships which can generate future sales. 7/10 millennials have snapchat so the platform is likely to reach the millennials market
How to make Snapchat effective:
Make sure everyone at the launch event is using their snapchats to inform their audiences One way to do that is to make the events aesthetic ‘insta worthy’. The best way to achieve this is through colour so I recommend a pop up full of colour that will look good on the guests and future customers social media feeds. To keep with the brands visual identity these colours should be the same or a similar colour scheme to the range itself. To make sure everyone knows it’s a Red or Dead launch event you can create a custom filter for guests to use to make their audiences aware of the brand and generate hype about this popup store.
Pop up store example The Red or Dead showroom is a great example of a pop up store using colour as a a visual selling point. By taking inspiration from your showroom and applying the colour scheme from the product range. It would create a visual marketing piece that will be attractive to the consumer aswell as an experience for them.
Snapchat example This is a simple example of a Snapchat filter you can create for your pop up launch event. Snapchat offers a service for you to create a custom filter at a tagged to a location for as little as £10 a day. You can use an uploaded image designed by your creative team or use Snapchats presets. But whatever you decide its a resource that can’t be ignored.
Recommendation 5 As the Millennials become a more socially conscious generation and have desire to make a difference. They are turning to brands that accommodate these needs. 69% of millennials now want brands to better facilitate customers getting involved in social issues. The most effective way to involve the customer is by donating some of the profit from the 2019 range to an organisation or charity. Since we are trying to appeal to a gender-neutral consumer the best way to enage the consumer is by donating to an LGBTQ organisation as gender neutral conformists often have a close connections with the LGBTQ community. Other leading brands such as ASOS, Nike, Levis and American Apparel have all teamed up with LGBTQ organisations to donate some of their profit to the community and show their support. Showing its defiantly a concept to get behind to attract the audience and show that Red or Dead is a supporter of LGBTQ rights and not just in it for profit.
LGBTQ organisations that would be appropriate: Stonewall:
Their mission: We’re here to let all lesbian, gay, bi and trans people, here and abroad, know they’re not alone. We believe we’re stronger united, so we partner with organizations that help us create real change for the better. We have laid deep foundations across Britain - in some of our greatest institutions - so our communities can continue to find ways to flourish, and individuals can reach their full potential. We’re here to support those who can’t yet be themselves. But our work is not finished yet. Not until everyone feels free to be who they are, wherever they are.
London friend:
Thier ethos: We offer counselling and support around issues such as same-sex rela-
tionships, sexual and gender identity and promoting personal growth and self-confidence. We’re also home to Antidote - the UK’s only LGB&T drug and alcohol service. Our social groups provide a safe space to meet and socialise as an alternative to the bar and club scene.
Packaging For the packaging I took inspiration from online clothing sites Missguided, ASOS and Pretty Little Thing since the collect will be online only after the pop up store lanuch event. Each packaging has thier own unique print so this is something I have emulated with the plastic bag style packaging. This packaging will be used in PR packs as well as general sales to show every element of the range from start to finish
Drop dates Product Launch 11/09/2019
Pop up store event launch 11/09/2019
Store opening 19/09/2019- 30/09/2019
Instagram competiton 21/09/2019
Direct links to statistics: https://www.shopify.co.uk/blog/75614533-marketing-to-millennials-5-massivetrends-that-are-leading-the-way https://www.thinkwithgoogle.com/marketing-resources/micro-moments/microments-guide-pdf-download/