Marketing Plan: LOFT Lou & Grey Home Collection Objectives for Media Outreach: 1. Increase Brand Awareness 2. Increase Purchase Consideration 3. Increase Positive Brand Association PR Media Strategies (ideas): 1. “Find Beauty Within Your Home” will be advertised through traditional and non-‐traditional elements (Pre-‐roll, Billboards, Print, Rich Media) making sure LOFT is top-‐of-‐mind when it comes to home products 2. “Find Beauty Within Your Home” will penetrate use of digital platforms (tablets and mobile apps, kiosk, pop-‐up store, interactive store front display) to engage our consumers 3. Heavy up on social media outlets to target niche market and the different tiers (Instagram)(Twitter)(facebook) (YouTube) PR Media Tactics (implementation): 1. Need 1 Social media tactic (think contest & games and incentives like buy one get one free etc.) Use our “Find Beauty Within Your home” for hashtags or name of contest a. Selfies in your LOFT space. Post your photo with your favorite LOFT home collections product on facebook, instagram, etc. with the hashtag #beautywithinyourhome or tag us in your selfie and be entered in a drawing for a room makeover. A winner will be drawn once per cycle (intro, mid, clearance). Interactive store front display • Interactive tablets will be placed in mallscapes and outdoor buildings transforming storefronts in high-‐traffic location into massive displays that allure and captivate consumer’s nearby. • The storefront display will allow consumers to engage themselves with LOFT’s brand before stepping foot inside stores and feature multiple level of engagement like virtual makeover with LOFT’s Lou & Grey Collection before and after results of preset rooms. • Users could then enter their social media feeds or email address to receive their photo to share with their family and inner circle. 2. Technology: Digital Interior Design Kiosks: • Sony will team with LOFT to launch an interactive "virtual retail" kiosk that can detect digital photos of areas in the LOFT girl’s home then recommends home collection products that will compliment her already beautiful space
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The kiosk's large screen, situated next to a full-‐length smart mirror, is loaded with software that scans the user’s image to create digital animations that represent their home. The results for the user will appear alongside their reflection, accompanied by recommended products from the LOFT Lou & Grey line. The kiosk gives customers the option to purchase the recommended products, or if they decide not buy, they can opt to send the look to their email to save for later. A third screen on the kiosk displays blog posts and photos from influential Interior design bloggers. LOFT’s Pop-‐up Store Pop-‐up Stores will be placed in high traffic locations giving home collection consumers a chance to receive vip treatment. LOFT will have a interior stylist’s to style your panoramic of your space, using LOFT products that will be shared to showcase the Lou & Grey Collection. Participants will be encouraged to share their photo to be featured on LOFT’s home collections blog and enter to receive free samples to take home. Upon completion, postcard featuring the Lou & Grey Collection for their customized style will be feature on the back with a special incentive to purchase more