STRATEGIC BOOK
WRINKLE Costanza Bernini Mei Ke Chen Tsholanang Motuba Maud Schellekens
T A B L E
O F
01
INTRODUCTION
02
3D BUSINESS MODEL
03
ENTREPRENERIAL IDEA
04
TARGET READERSHIP
05
COMPETITOR ANALYSIS
MOODBOARD | ABSTRACT | GROUP INFORMATION
VISION | MISSION | VALUES | MONSTER
IDEA OF EDITORIAL | VISUAL AND COMMERCIAL CONTENT
ICONIC PICTURE
VISION | MISSION | VALUES | MONSTER
C O N T E N T
06 07
MARKETING PLAN VISION | MISSION | VALUES | MONSTER
LAUNCH OF WRINKLE VISION | MISSION | VALUES | MONSTER
08
CONCLUSION
09
REFERENCES
10
APPENDIX
SWOT ANALYSIS
SWOT ANALYSIS
RESULTS
INTRODUCTION We are creating a fashion magazine called Wrinkle; a publication that celebrates the lives of older generations. It is a joint concept which aims to focus our attention on these people and on the past. We would also like to analyze what this entails for the present. As descendants of these generations; the onus is on us to learn from them and to give them reverence and a voice that has been lost. Fascinated with their grace, strength and contemporary attitude, we want to illuminate them; to redefine their value today.
MOODBOARD
ABSTRACT Inspired by our own personal bonds with the old people in our respective lives, we felt it important to uncover the years; layer by layer, brick by brick; to reveal the very inherent and intimate part of themselves. We wanted to show the world as well as these people that the spirit of youth never dies. We are renewed by our own faith in our potentiality and propelled by our determination to conquer the limits we often set for ourselves. Wrinkle is an ode to life - to experience and evolution.
Our publication is a quality-centric magazine, conceived as a book. It is thought to be put on a coffee table rather than just a magazine that will be thrown away after reading it. It is a transitional magazine made to be archived and referred to at different stages of one’s life. We refer to it as a book because it devoid of ageing and becomes even newer as time goes by; it is like a time-honoured gift from a loved one.
Our debut issue - aptly named Revival - emanates from the concept of telling the stories of the unknown; amplifying the voices of the unheard. We aim to mix tradition, past and heritage with the new - the present and future. There is something from the past that has been passed to you. A lot of unforgettable memories which leave us thinking about what we really need and really want; concrete needs and desires, not only following volatile trends.
Wrinkle is a collection of stories, voices, emotions, cultures and lessons from the elderly - learnings that essentially illuminate our life path.
We want to arrive straight to the core of what being old these days means. In the digital age – an era of excess consumption and production - the risk is to look only at the surface value of things, books and people. Furthermore, we strongly believe that the onus is on us to delve deeper into this matter.
Wrinkle is a bi-annual printed magazine, comprising of 15-20 articles and pieces of visual content. This targets a variety of readers of different ages and life experiences. Our aim is to create riveting content that will resonate deeply with our reader; leaving an indelible mark. Every issue will follow a theme, a common thread that links all content.
Printed Wrinkle will embody stories of the unknown, ultimately bringing them to life; we encourage the elderly to speak their minds, which they would not normally initiate. These subjects will be granted the opportunity to share personal stories that they otherwise would not volunteer without being asked.
Wrinkle is also online. The idea is to have a platform that will cater to a younger target audience. It will be an experiential platform that will exhibit powerful content (in the form of articles, photography, film and artwork) and pertinent news updates. It will also give the audience the opportunity to interact. Articles and content here will come out with daily frequency to cover online presence.
3D BUSINESS MODEL VANGUARD
MEGAPHONE
REVIVAL
VANGUARD Older generations give us blessings by sharing their stories. Younger generations listen to their wisdom. These stories and memories tie us all together. We want to catch the attention of a big generation. We target individuals who have an empathetic nature and are intrigued by untold stories; people who are both nostalgic and optimistic. All history is contemporary history. Tradition and future are well connected. We are targeting curious people, young and old and their human heritage, people who did not lose their dreaming capability. People who feel genuinely, love watching movies - especially old ones. People who have busy days but love to rest for a while. People with strong family ties and people who remained alone.
MEGAPHONE Wrinkle is a metaphorical megaphone. It amplifies the otherwise hidden stories of these older generations. Wrinkle will be available in print as well present on the web with an online platform. We believe that new and old media feed off of each other, rather than exclude one another. It is like a scream suddenly hearable. Linking past, present and future.
REVIVAL Wrinkle enables and promotes the revival of a generation which faces obsolescence. Any revival in which distinctive generations are involved is liable to change. Restarting,reinventing, repurposing and reissuing are all key components of revival. Beginning your life for the second time is not boring. It can, however, be extremely challenging, different, interesting and inspiring. Our content knows no limits and sees no boundaries. We cross generations, heritages, mindsets, language and essentially time.
MONSTER
VISION We want to give a voice to the generation that helped us to grow a little more securely into an unfamiliar world.
MISSION Telling stories left unwritten about the voices left unheard.
VALUES T.B.C.
QUESTIONNAIRE 59%
of the subset fall in the age category 18 - 25.
Magazines that are ranked
HIGH
56%
of the subset are fashion concious
MAGAZINE COVERS drew the attention of
of the subset.
45.6% of the subset. Majority of the respondents showed interest in reading a magazine about ELDERLY
Most of the respondents felt that
GUCCI represents them best.
EXECUTIVE SUMMARY 52,4%
of the subset gravitated towards R-T-W fashion
Majority of the respondents
ARCHIVE
their magazines after reading
BOOK STORIES
are the preferred source of fashion magazines across the subjet.
Respondents are willing to spend
€5 - €10
on a fashion magazine
TARGET READER Is an enigmatic individual. They are refined, curious, vivacious, wild and passionate. They constantly seek beauty in the unconventional and unexpected They cannot be defined and showcase conviction in every decision they make. Their life expresses duality; a perfect juxtaposition of fantasy and reality. They harbour a deep seated empathy for those around them. They do not believe in frivolous spending but when they do, it is on quality oriented investment pieces. They have an innovative mindset but respect that which has come and gone. They truly value the importance of storytelling; prioritizing the message over the medium. They love the internet but they do not want print to die.
ICONIC CLIENT
PRINT We are targeting men and women all over the world, different cultures (including subcultures), different traditions. They have an affinity for beauty, fashion, a contrast between heritage and future as well as style. Our reader could be anybody; people who are bound by a nomadic soul, but also most traditional individuals that have an inside curiosity. They are looking for answers, writing new questions, every single day. With a cross-orientation towards the unusual and the palatable as well; a sum of light and dark. They showcase duality; established rich and nouveau riche. Contemporary thinking, openness, growth and (in)experience, old and newness - these are the core values that Wrinkle reflects.
ONLINE Our online platform will target younger generations all over the world, different cultures (including subcultures) and traditions. United by the curiosity, they sparks the world around them and how they fit in it.
A D V E R T Advertising prices have been hyped by fashion magazines over the years. Prices have increased despite the decrease in magazine sales, while print magazines have been unable to measure their reach. Advertisement in print magazines may be considered to be an expensive cost for organizations since the advertised organization is not able to measure the effectiveness of the campaign.
When taking competitors into account, a relatively small portion of the niche fashion magazines’ content is made up from advertisement. A niche fashion magazine may vary from 14% to 24% of the issue compromised with advertising. While on the other hand, advertising may constitute 60% of the overall pages of high-end fashion magazines. Wrinkle wants to aim for the lower target, much like most niche magazines. A low percentage of advertisements are an indicator of the following: the magazine is not willing to compromise creative ideas because of the advertiser’s commercial pressure. Secondly, it is considered to be having a harder time securing advertisers as they are less likely to enter into deals with less prestigious and most of all independent niche magazines, as well as they have a small readership in comparison to the high-end fashion magazines. In an oversaturated market as the fashion magazines market, in order to attract advertisers, Wrinkle magazine needs to have a strong and distinct profile in order to stand out and secure ad revenue. Despite the international format Wrinkle Magazine wants to embody, the magazine will aim at cheaper advertising rates in comparison to its international counterparts. In order to make sure that advertisers commit to several issues of Wrinkle, the magazine may offer discounts to the advertisers. With Wrinkle, we want the freedom of using advertisers that align with the raison d’etre of the magazine. Wrinkle does not wants to display advertisement on the front-of-book (cover) or on the back cover, since we want to portray it as a coffee table book. all of the advertisements are spreads/advertorials, rather than single pages.
There is no front-of-book; the dutiful features about product news and trends; instead, that information will be presented online. Wrinkle wants to offer the first double-page spread (the cover included making it three pages) for a price of €13.000. Various discounts may be offered to brands who advertise in future issues as well. This is low in comparison to other niche fashion magazines, who ask for rates between €15.000 to €33.000.
T I S I N G An explanation of this lower costs in comparison to the competitors is the fact that despite the magazine being published internationally and in English, it is the subject to specific advertising structures: international brands allocate budget pools to different markets. This means that Wrinkle competes with Italian/Northern European magazines for international advertisers, rather than the New York, Paris or London based magazines, whichever allocate bigger allocated pools. A strategy of attracting advertisers is the cheaper advertising rate. Another possible way of going beyond the limitation of getting advertisements, it would be an idea in for the future to open a Wrinkle office in another market, such as New York or London, in order for Wrinkle to gain a better footing in the international market. Considering the online platform, Wrinkle will offer a package deal, whereas the brands advertises both in the printed version as well as online, where they will be offered a six months presence. Social media platforms are great media that help to evolve (potential) advertisers. This is especially the case when a magazine has a certain number of followers and/or likes, which may be connected to an influencer, which will help to amplify one another. A magazine will benefit from that simultaneously. The two most popular channels used to follow magazines are Facebook, in first place, followed by Instagram. For more traditional magazines, the majority of the content consists of advertisements since ads bring in the profit.
By doing this, traditional fashion magazines are disrupting their contingent to generate money within their disinclination to sacrifice their flow and aesthetics. This can be considered to be both positive and negative, because smaller independent magazines proceed deficiency of advertisements, whichever may be used as a way to stand out from more traditional and mainstream titles. Nevertheless, fashion magazines need to generate a profit in order to continue and eventually reach the milestone of five issues.
PROMOTION
Wrinkle will make use of Social Media as the core promotion tool - 78.6% of the subset receive their fashion news from various social media networks.
Our readers are not afraid to spend money and they are also accustomed to use mobile devices to do almost everything, so they use them e social media in their lives. This enable them to be interconnected and informed. Therefore, to increase the online market share and stickiness we will enable our target readership to see the concept and what Wrinkle wants to convey, mainly through them. This is also a strategy which allows more freedom and possibilities to an independent magazine which is at its initial life stage.
1. SEARCH ENGINE MARKETING OPTIMAZATION Using digital tools to generate, measure and monitor the online users’ interactions and engagement towards the magazine. Google Trends, SEMrush, Talkwalker; these are the tools we would use to monitor the online situation and to analyze competitors on the web, in order to gain information to implement a digital strategy.
2. PAY PER CLICK Implemented by Wrinkle using mainly advertising on social media as Facebook and Instagram.
3. PAID FOR INCLUSION FEEDS Even though the paid inclusion’s popularity has decreased over time among search engines due to widespread usage of social media, it is still a powerful tool that Wrinkle intends to use.
4. LINK BUILDING Since nowadays the most popular search engines, such as Google, have improved the results, checking the source and quality of contents and not only the number of links of the websites on top positions, link building strategy can be a good choice to increase popularity and awareness of Wrinkle website among users.
5. WIDGET MARKETING Useful to help traffic and SEO, it also helps the widget owner cleverly capture vital data from the user in a more direct way and with an cost-effective way. Interactive advertisement :Site specific media buys and social networks
6. BEHAVIOURAL TARGETING This system, using information collected from an individual’s web-browsing behavior - like the pages that they have visited or searched - allows to select customized advs to display, allowing Wrinkle to be known to users which an higher interest on it. This activity extends to behavioral marketing by using that same browsing behavior to prompt relevant email and onsite messaging to users and consumers.
7. OPTIMIZARTION IN E-MAIL E-newsletters social media marketing.
8. CUSTOMER FEEDBACK AND RELATION MANAGEMENT
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POLITICAL // ISSUE - Migrations flows in Europe - International solidification of mobility and connectivity freedom. - Weak international institutions - Politicization of what certain categories of people can or cannot wear - Tax cut in US (GOP) - Women political empowerment (security and equality issues)
ECONOMICAL // ISSUE While global income inequality is decreasing, income inequality within countries is on the rise Opening of the New Silk Road Connecting Asia to Europe China is now convinced that extending its “infrastructure and connectivity” focus outwards in this way will help to “dismantle investment barriers, create new trade routes, improve international logistics and deepen financial integration.” Capital contraction continues to boom in the global economy. The consumer confidence high, unemployment low and wages growing.
SOCIAL CULTURAL // ISSUE Consumer social awareness demands that businesses incorporate diversity and inclusivity across all practices Companies expand globally without a real understanding of the market that they are trying to penetrate Life expectancy has risen exponentially Technological advances means less manual labour and career longevity
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TECHNOLOGICAL // ISSUE The effects of new digital forms of delivering content have had a dramatic impact on the aforementioned news-focused media. The Fourth Industrial Revolution (Digital) is replacing middle class jobs. There has been a rise in the emergence of e-commerce. Consumers are shying away from traditional methods of business The emergence of artificial intelligence stands to create obsolescence in the workplace.
ENVIRONMENTAL // ISSUE Social media and e-paper reading leads to shrinking demand for printed writing paper and newsprint The rising cost of environmental protection will exacerbate the competitive pressures of enterprises in the industry, and further urge the transformation and upgrading of enterprises. - Fashion wakes up to the older woman Bloggers and ‘influencers’ are embracing and celebrating mature consumers The mature Instagram “influencers” have allowed consumers to find their own “real-life” style icons – as opposed to professional models in glossy magazines.
LEGAL // ISSUE - Disclaimer labels on fashion magazines images - Hyper-commodification and financialization, digital artwork cannot be easily assimilated to commercial art market.
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POLITICAL // IMPACT ON BUSINESS Mix of different cultures and ideas Less freedom of contents in certain areas Need of differentiation of contents Freeing middle class to spend more
ECONOMICAL // IMPACT ON BUSINESS Consumers are accustomed to quality and special feelings and have a higher ethical standard when dealing with brands. They will decide whether to purchase the goods of the store based on their social performance.
SOCIAL CULTURAL // IMPACT ON BUSINESS There is an opportunity to combat gerontophobia/fear of the elderly There is an room for cultural globalization; essentially sharing values, ideals and beliefs across the world to strengthen social ties.
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TECHNOLOGICAL // IMPACT ON BUSINESS Magazine markets are mature with limited growth potential, and current trends with business process digitalization are leading to a higher number of titles and a declining average circulation per title. (threats from new technologies are moderately high in the magazine publishing industry.) Internet adds another competitive weapon. Widens the geographic market. Direct online sales may eliminate other channels, however online sales are still marginal. While print faces a natural decline, it is still at the cornerstone of media. Even with the heavy reliance on digital, print may be used in the future to serve as an industry revival. New and old media feed into each other, rather than excluding one another. This development illustrates this relation as one of codependence, instead of rivalry.
ENVIRONMENTAL // IMPACT ON BUSINESS To be relevant, even with my wrinkles. ageing are important role models to younger women To a rise in a mature demographic of shoppers eager to explore all the options available to them Advertising and marketing shift towards a proposition built on a wider set of values than purely appearance, particularly in that older market. marketeers are recognising attributes and achievements of individuals rather than just the way they look.
LEGAL // IMPACT ON BUSINESS More realism perceived but no actual reduction of body dissatisfaction No protection of online contents/intellectual property
POSITIONING MAP
BENCHMARK PRICE
ISSUES PER YEAR
CIRCULATION
TARGET READERSHIP
Print: $20 Online: Free
Bi-Annual
65,000
Has a target audience of men and women between the age of 18 - 40 with a genuine interest and profession in fashion, art and beauty.
Print: $29.95 Online: Free
Online: Monthly Issues N.A. Build Around a Theme. Print: Yearbook
Book: $20 Online: Free
N.A.
150.000 copies of books Starting out as a website, it (2012). targeted a rather young audience of 18 untill 35, men and women. Due the book the reached out to a broader target audience.
$65 - $70
Bi-Annual
Subscription (no numbers available).
Sophisticated individuals who pride themselves on authenticity. They have an affinity for the arts in a holistic sense. They want to stay abreast of all things pertaining to art, journalism and fashion without being pressured to follow trends
Membership AARP
Bi-Monthly
23,428,878
Retired persons in the United States of America.
29,99
Monthly
105,000 (First 41.000 (After)
Teenage girls, who want to be treated as adults, and trades in ‘90s-era touchstones, afforded a critical distance from those pressures.
Issue) The traiditonalist, looking for high content with a sharp edge articlse, rather than visual content. People who are seeking an alternative to celebrity content etc.
PRINT/ONLINE
AESTHETHIC
CONTENT
DIGITAL DISTRIBUTION
BRAND EXTENSION
Both
Wants to portray a high More visually focussed, quality content book with but with high quality text great visuals and strong pieces. textual conten on fashion, beauty and art.
Both
Pop culture and fashion Strong in visual as well It updates five days a T-shirts. to adolescent social issues as tekst. Content varies week, three times a day. and feminism. from regular contributers to people whom send in their own writings.
Both
Focus relies on strong Mainly focused on visuals Post every day on websit T-Shirts & images, which are clear- with small captions per and social media chan- Documentary ly stated only a title and photo. nels. small caption underneath in other to put all the attention on the photo.
Both
Sophisticated. Desaturation adds element of profoundness. A balance of dream and reality. Heavy use of greyscale.
Comprises of topics spanning across most art forms within. Fashion Includes reportage, poetry and fictional pieces Displays mixed media by combining illustrations with editorials. Makes use of contributors and welcomes submissions.
The Grey Publishing Book, since the original makes use of Motto Dis- format is a magazine. tribution, they selll the mgazines/books on this website under the Grey Publishing Group.
Both
To entertain and inform the 50+ on various topics on what to do after a certain age and retirement.
Featuring premium content that contains of video, tools asnd interactive experiences.
Social media channels are not reguraly updated. The focus is more on the website itself.
Both
Free-thinking, funny ma- It carries general-interest The Digital Oldie (29,99) Wine gazine, a light-hearted articles, humour and car- via application alternative to a press ob- toons. sessed with youth and celebrity.
Post various articles and Perfume in the making. visuals every single day fo the week. As well as on the social channels, where they post three times a day on NY time.
AARP Magazine is already a brand extension of the orrganziatoin AARP.
UNIQUE SELLING PROPOSITION Wrinkle portrays old people in an extremely unique and positive way, turning their weakness into strengths. The magazine is timeless and suitable for a wide range of people with a high emotional attachment to the past. Showing unknown stories, and not conventional points of view on advanced styled souls represents an incredible advantage for potential readers.
KEYS TO SUCCESS - Reaching targeted circulation levels. - Carefully monitoring response rates of all media executions. - Having quality editorial content in each issue. - Making all production and distribution dates in a timely fashion for each issue.
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1. BRAND INTRODUCTION MESSAGE The purpose of our brand introduction is to convince the vanguards, Wrinkle’s target audience, to get to know the bi-annual magazine and online platform. Since Pitti Uomo has a big variety of individuals coming from all around the world, we believe that with their fashion mindset and curiosity to discover new horizons. We back our value proposition by innovative thinking and seeing people and different cultures and stereotypes in a new light.
2. BRAND PRE-LAUNCH SITUATION PRE-LAUNCH BENCHMARK
SITUATION AT LAUNCH CONCLUSION
SALES
N.A.
Start sales at pop-up shop. Target: 250 copies.
MARKETSHARE
N.A.
14,28%
PRICE
N.A.
€25
AWARENESS
Social Media: Instagram, Facebook & Youtube
Extremely High
EMOTIONAL CONNECTION
High
Social media: Owned and Earned Actual Pop-Up Shop
DISTINCTION
Extremely High
High
CREDIBILITY & TRUST
Low
Medium
PURCHASE MOTIVATION
Medium
Strong
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To reinforce our brand promise and character, all our brand communications and every experience with our magazine conveys the mood and tone of old meets new with a lively twist. Therefore we will create a bi-annual magazine which will be presented as a coffee table book to be treasured and collected. Additionally, we will present an online platform where bitesize pieces of articles, pictures and video content will be shared. We want to create contemporary content that can change constantly to ensure it remains interesting. We aim to be original, honest and unorthodox.
SITUATION 2 - 3 MONTHS POST-LAUNCH
SITUATION 6 - 1 MONTHS POST-LAUNCH
We will sell online, in concept stores in cities like Florence, Target: 1.000 copies Amsterdam, Johannesburg, Singapore etc. Subscriptions: 500. Target: 1.500 copies. 85,71%
50%
â‚Ź25
â‚Ź25
Social media (owned and earned), concept stores, PR, work together with influencers.
Social media (owned and earned), concept stores, PR, work together with influencers.
Medium
Medium
High
High
High
Extremely High
Strong
Medium
3. MARKET LAUNCH OBJECTIVES Our aim is to: - Sell 250 magazines through our pop-up store located at the Pitti Uomo in Firenze. - Have 500 posts with #firstwrinkle hashtag. - Reach at least 3.000 people during the launch at the Pitti Uomo 94 offline. - Reach for 120.000 people during the launch at Pitti Uomo 94 online in earned media. (20% of 3.000 people offline go online; average 1.000 followers each; reaching 20% of them; 600x200=120.000) Have 10 opinion leaders posting Wrinkle related content to their Instagram stories
4. TARGET MARKET Wrinkle’s magazine target market is the Vanguard. This is a group of individuals who believe in new ideas and want to be in a leading position in the development of something original and unorthodox.
5. BUSINESS BRAND PROMISE AND BRAND CHARACTER Wrinkle’s magazine target market is the Vanguard. This is a group of individuals who believe in new ideas and want to be in a leading position in the development of something original and unorthodox.
6. BRAND INTRODUCTION STRATEGIES These strategies include your product strategy, distribution strategy, pricing strategy, and promotion strategy.
GUERILLA MARKETING IDEA 1: PRE-LAUNCH WHERE Online
WHEN Before Pitti Uomo.
WHAT Inspired by “Where’s Wally?” A 360° photograph of either the crowded Ponte Vecchio or Pitti will appear online. Within the crowd, there will be an old man dressed in a distinctly dapper way carrying the first issue of Wrinkle Mag. The online audience will be invited to search for the “First Wrinkle” in the crowd as if to look for Wally. In return they’ll stand a chance to win a copy of the issue.
WHY The sign of the first wrinkle is a momentous occasion in the ageing process, much like the launch of our first issue. The aim is to be interactive and start a movement to combat ageism.
GUERILLA MARKETING IDEA 2:BOTOX POP-UP SHOP WHERE Pitti Uomo/94 (Florence)
WHEN 12 - 13 June 2018
WHAT There will be a small pop up store with the word BOTOX written overhead; a price of 25 Euros will be written on the sign. There will be makeshift doctors walking around in white cloaks.
WHY The aim is that low pricing affiliated to the Botox sign will be disruptive. The issue is about revival and botox fits that. At Pitti, the youth revive sartorial excellence and the oldies adopt elements of youth. Pitti Uomo was created in 1972 and it is held twice a year. There have been 93 Pitti’s thus far. Pitti 94 - 94 gives the feeling of old age.
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7. BUDGET TACTIC
COST ESTIMATE
ADVERTISING
N.A.
PR
N.A.
DIRECT MAIL
mailchimp.com (free version: 2.000-12.000 users) - email: from website subscriptions
MARKETING MATERIALS
Photo booth: 750€ (no print, only email subscription)
ONLINE MARKETING
Online ads: Instagram - 1000€ (0.20-2€ CPC) Website development: 103/month (shopify) with retail package
POP-UP STORE
Store: 5000€ (average cost 1.500-10.000€) Make-up artists: Clio Make-up Photographer: 350€ Models: friends (N.A.)
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8. ACTION PLAN AND TIMELINE TIMINGS
STEPS
01-15 April 2018
Market and competitive analysis
15 April 2018
Creation and discussion of the launch strategy. (planning, goals and contents)
20 April 2018
Launch approval
20 April - 12 May 2018
Preparation (strategy implementation)
12 May 2018
Launch announcement
12 May - 03 June 2018
Pre-launch and launch social media promotion (anticipations)
03-10 June 2018
Pre-launch event - online (“Where’s the #firstwrinkle ?”) and press release
03-12 June 2018
Social media promotion
12-13 June 2018
Wrinkle launch: Botox pop-up store at Pitti Uomo 94
9. MEASURE AND MONITOR SUCCESS After the launch of Wrinkle, keeping monitored the success and audience reaction is essential. The main indicator to keep into consideration is the effect on social media, and, precisely, on the earned media. The launch will create a lot of buzz, not only physically in Florence at Pitti Uomo 94, but also online, through the sharing of related contents and the engagement of potential customers and target market with the product. After this passage we can start evaluating the connection between online presence and actual sales of the magazine.
SOCIAL MEDIA MARKETING Real-time communication trends that may be implemented in the marketing strategy of fashion magazines are blogs and vlogs. When creating its own “multi-channel network”, a fashion magazine may acquire various online influencers to give them a stage, connect them to the magazine, and make them the brand ambassador of the magazine. It is important to focus on “original digital formats” rather than focusing specifically on YouTube vlogs or a blog community. Wrinkle may receive extra promotion via online opinion leaders, who barely cost magazines any money in comparison to other advertising ideas. . This will generate more mentions via real-time communication channels, and will eventually result in more brand awareness. Since this costs so little for fashion magazines, it adds value to the magazine and may eventually result in more sales of its printed edition.
SMART GOALS FACEBOOK
YOUTUBE
POST FREQUENCY
1 Post per Day
2 post per day / 3 stories per day
1 video per week
FOLLOWER GROWTH
+1k / month
+1.5k / month
+300 per month
ENGAGEMENT - LIKES - COMMENTS - SHARES
3k / month
2k / month
250 per month
TYPES OF CONTENT
Photo 80% Text/Link 5% Video 15%
Photo: 90% Video: 10%
Video: 100%
CONTENT STRATEGY CHANNEL
YOUTUBE
G+
ROLE
Mass
Art
News
Inspire
TV
SEO
GOAL
Drive to Website
Engage
Relation
Shopping
Engage
Visibility
DISTRIBUTION
INDIRECT DISTRIBUTION Based on results obtained from our research, 27.7% of the subset cited book stores as their source of fashion magazines. Due to our magazine’s niche quality, we would like to shy away from the use of generic book stores and make use of specialty retailers to distribute our magazine. An example of this would be a concept store. The benefits of a specialty store is that there is a know-how that is integral to the consumer experience. The aim is not to clutter store shelves with our magazine but rather to generate interest in our subject matter and present it as a collector’s item.
DISTRIBUTION CITIES Florence - Bjork (Concept store) Amsterdam - X Bank, W Hotel (Concept store) London - LN-CC (Concept store) Paris - UPPER Concept Store Berlin - Parkhaus (Concept store) Johannesburg - Virgule (also in Cape Town) (Concept store) Taipei - Tuan Tuan (Concept store) Singapore - Book Actually (Concept store)
PROMOTION OWNED MEDIA Our online platform will be a website; a dynamic hub offering quick news, innovative videos and stimulating visual content. It strives to echo the sentiments of the print edition, driving the audience to invest in the print edition.
Frequency of posting will be 1 - 3 times per day at European time.
EARNED MEDIA We will be focusing on the main social media platforms; Instagram, Twitter, Facebook and YouTube; in order to create contents that can be shared more frequently and easily, to spread brand awareness through actual readers and potential ones. We would like to collaborate with fashion brands and public figures and opinion leaders that really fit our magazine’s tone of voice, mood and mindset.
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Oligopoly (magazine market focused on elderly is not so widespread) [there are no real direct competitors with Wrinkle, aside from Advanced
W
Difficult entry market.
Niche market.
Style online] Printing goes against increasing need to preserve Quality of contents (visually attractive, genuinity
the environment.
of publishing) Difficulty penetrating new markets globally with Multifaceted nature of our contents - especially
current pricing strategy in place.
for the subject at hand Inability to maintain consistency in delivery lead Diversity - Culture, beliefs, sexuality
Print and online with different aims and languages, reaching a wider audience (offer package deals for offline and online content)
Different approaches but with a shared goal.
Increasing focus on the elderly by fashion industry (campaigns).
Authenticity.
Direct online sales.
times across different regions and time zones .
O
Creation of a concept where new and old feed
T
Lack of audience engagement.
into each other, rather than exclude one another.
Digital content is harder to retain due to constant Combat gerontophobia/fear of the elderly.
information influx.
Raising of a mature demographic of shoppers
Oversaturated magazines market.
and readers. Less freedom of contents in certains cultural and Aging of population.
geographical areas.
Change of perspective on elderly people (not
Advanced Style may decide to start a print publi-
traditional).
cation. Additionally, they already have an established following and stronger network/resource
Perception of magazines has changed over the years (opinion leaders).
base.
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APPENDIX