3 YEAR MARKETING AND COMMUNICATION STRATEGY HARRIET EXTON N0733000
WHERE ARE THEY NOW?
THE TATLER BRAND GLAMOUROUS ELEGANCE LUXURIOUS INTELLIGENT POWERFUL SOCIAL
BRAND ARCHITECTURE
SUCCESS READERS PER MONTH: 1.2 million CIRCULATION: 79,092 people READERSHIP: 164,000 people
METHODOLOGY PRIMARY RESEARCH: -
Quantitative primary research 4 week industry placement
SECONDARY RESEARCH: -
Mintel LS:N Global Euromonitor Website Analysis
RESEARCH FINDINGS
79% aware of Tatler’s existence 76% enjoy reading magazines 75% favour print magazines over anything else 68% associate Tatler with wealth
COMPETITORS
COMPETITOR ANALYSIS GRAZIA: -
Age Range: 25-45 Social Class: AB Editorials: Fashion, Current Affairs, Beauty, Culture
VANITY FAIR: -
Age Range: 38 Social Class: AB Editorials: Narratives, Hollywood Glamour, Royal, Guilty Pleasures, Politics
MARIE CLAIRE: -
Age Range: 20-45 Social Class: ABC1 Editorials: Fashion, Beauty, Features, Point of View
TATLER CONSUMER 45 YEARS OLD FEMALE HHI: £247,168
LONDON SOUTH EAST AB
WORKING PROFESSIONALS RETIRED
LUXURY WEALTHY
WHERE DO THEY WANT TO GO?
SWOT
S
- Tatler is a well established brand, existing for more than 300 years. - 1.2 million readers per month - It is guaranteed that the information that is found in Tatler’s magazine is underpinned by the honesty and integrity associated with the brand.
W O
- Appealing to quite a small demographic of the British population - Lack of digital innovation - Considerably small following on social platforms - Digital development into interactive content and providing a service which is convenient for their readers, such as podcasts or online magazine subscriptions. - Broaden their brand architecture into new departments. - Increased presence on social platforms.
T
- The magazine market is quite volatile and has an uncertain future - Saturated market with all monthly magazines including similar editorial content. - Growth of sustainability and people being more mindful and conscious with their waste.
ISSUES AND CHALLENGES
DIGITAL INNOVATION AIM:
To innovate, create and connect the world's influential audiences with compelling, high quality editorials, across all platforms particularly video, social and branded content. (Conde Nast, 2019).
MACRO/MICRO TRENDS
NICHE MEDIA:
This trend is one that is continually growing amongst consumers and businesses. It is defined as taking a “SPECIALISED APPROACH TO CONTENT
AND MEDIA PLATFORMS” (Trend Hunter, 2018)
SUBSCRIPTION SERVICES: ⅕ of people who read magazines digitally doing so via a SUBSCRIPTION
SERVICE which offers more than one media type (Mintel, 2018)
SMART OBJECTIVES 1. To increase social media engagement and following across all platforms by 20% within 3 years
2. To increase the number of readers by 10% within 3 years.
3. To enhance customer’s convenience amongst existing
customers, with the integration of innovative and accessible technologies, increasing website traffic by 7% by 2021.
4. To make Tatler the preferred brand/magazine for females between the ages of 40-50 within 3 years.
3 YEAR MARKETING STRATEGY
YEAR 1
DIGITAL INNOVATION
YEAR 2
BRAND EXPANSION
YEAR 3
PROMOTION OF PODCAST & CONTINUED EXPANSION
HOW WILL THEY GET THERE?
1 YEAR COMMUNICATION PLAN PHASE 1 FACEBOOK ADVERT
PHASE 2 LAUNCH YOUTUBE SERIES
PHASE 3 LAUNCH PARTY
1 YEAR COMMUNICATION PLAN PHASE 1 & 2 - FACEBOOK AND INSTAGRAM ADVERTS
TALKS WITH X RICHARD DENNEN
1 YEAR COMMUNICATION PLAN PHASE 2 - YOUTUBE SERIES
Talks with Tatler: An Insight into the Editors Life
Talks with Tatler: An Insight into the Editors Life
1 YEAR COMMUNICATION PLAN PHASE 3 LAUNCH PARTY
KATE SLESINGER
ALBERT READ Managing Director, Condé Nast Britain
Publishing Director, Tatler & Vanity Fair
INVITE YOU TO COCKTAILS FOR RICHARD DENNEN Editor, Tatler
THE LAUNCH OF: TALKS WITH TATLER
FINANCIALS BUDGET SPEND:
£17,160 CONTINGENCIES: £48,290
CONCLUSION
DIGITAL INNOVATION IS CRUCIAL FOR SUCCESS
ANY QUESTIONS?
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IMAGE REFERENCES
IMAGE REFERENCES
IMAGE REFERENCES
Tater, Anne Hathaway is Tatler’s June Cover Star 2019 [online]. Tatler [digital image]. Available at: https://www.tatler.com/article/anne-hathaway-is-tatlers-junecover-star [ Accessed 25 May 2019].
IMAGE REFERENCES
IMAGE REFERENCES