FREESPIRIT ELIXIR
FREESPIRIT ELIXIR UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design
Final Major Project: Akiko by Laura Hannah
A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 10.05.2016
This document details the elements of a marketing strategy plan for the promotional launch campaign of Akiko, a zestful, new, online, art and home ware brand which is due to launch Monday 1st August 2016. The purpose of this report is to propose an effective promotional strategy with integrated tactics that aims to establish a secure online presence as well as building brand awareness and customer loyalty surrounding the new Akiko brand.
The ‘unite in journey’ campaign message is based around the Akiko brand values and beliefs of living a mindful, positive and balanced lifestyle that promotes sustainability. This specifically relates to the research conducted around the target consumer as the outcome reveals that the Akiko consumer values and aspires to a zen lifestyle of mindful prosperity.
The tactics implemented involve the launch of a website and app, which is to be supported through a social media campaign and a blogger press pack. Each of the launch campaign elements are proposed to effectively fulfil the aim of raising brand awareness, forming customer loyalty and generating profit.
The brand is currently a social media outlet which displays inspirational artwork, crafts and motivational words that encourage the audience to live a positive and prosperous lifestyle. With the current home and online market situation growing the opportunity to launch a zen promoting home décor brand has arisen.
In order to put forward an effective strategy for the launch campaign extensive research regarding the Akiko consumer, competitors and the current market situation has been conducted and analysed. The results of this research show that the home décor market is growing as well as the importance of sustainable brands, especially those with bespoke products. These facts have been strongly considered and applied to the elements within this report, ensuring the highest rate of campaign and brand success.
Executive summary Introduction Rationale
1 2
Chapter one: the Akiko brand 1.1 company background 1.2 brand values 1.3 brand strategy 1.4 target consumer
4 5 6 7
Chapter two: market analysis 2.1 macro environment 2.2 micro environment 2.3 competitor analysis 2.4 market positioning
12 15 16 18
Chapter three: launch campaign 3.1 aims and objectives 3.2 strategy
20 21
3.3 tactics Website App Social media Blogger press pack
23 26 30 36
Chapter four 4.1 time management 4.2 budget 4.3 success monitoring
42 44 45
Conclusion References Appendix A: internal analysis Appendix B: competitor analysis Appendix C: market position
46 47 48 50 55
This report details the elements of a marketing strategy plan for the promotional launch campaign of Akiko, a zestful new online art and home dĂŠcor brand which is due to launch on the 1st August 2016. The purpose of this document is to propose an effective promotional strategy with integrated tactics that aim to establish a secure online presence as well as building brand awareness and customer loyalty for the Akiko brand. With success, this will gain Akiko a promising position in the market and maximise profit potential in the brands first year of business as well as many more to come.
Prior to the description of the campaigns promotional components a thorough analysis of the current market and target consumer is stated as a means of establishing the brands market position and competitive situation. With this research it has been possible to propose a truly effective strategy that directly relates to the market and consumer, therefore encouraging a strong positive impact throughout the launch of Akiko. The entire campaign strategy reflects the values and beliefs of the Akiko brand as a means to construct consistently strong branding leading to the fulfilment of the aim and objectives stated. The campaign message ‘unite journey’ also establishes the brand characteristics of balance, sustainability, unity and mindfulness.
The Akiko launch campaign strategy begins by announcing the launch date of the website and app whilst introducing the brand to he market. A prominent feature of the campaign includes a social media competition, which offers the chance to win a relaxing yoga getaway for 2. The focus on building effective and engaging social media platforms and content is to capture the attention of the target consumer, therefore forming the opportunity to promote Akiko.
Whilst launching a new brand it is essential to ensure that a significant amount of attention is drawn to the new platforms that are available. For the launch of Akiko, this marketing strategy report displays the recommended promotional tactics of a website and app launch, which is supported by a social media campaign and a blogger press pack. These tactics have been suggested on the grounds of extensive research that has been completed in order to inform the most beneficial strategies for the launch of Akiko. The research results examining the current market situation revealed that the online market is growing strong and as technology is developing, more and more people are using mobile devices for internet activities; this means a website and a launch is a crucial element of promotion when launching brands in todays modern market. The research also showed how social media is becoming a key marketing component used by all major companies as a means of effect promotion and interaction with consumers. With this knowledge, it is clear that an engaging content based social media campaign will work hand in hand in the promotion of the Akiko website and app launch as it provides the opportunity to reach and interact with a mass audience as well as encouraging customer loyalty.
Over recent years bloggers have been gaining great promotional potential through the mass audiences that they regularly attract to their platforms. The primary research indicated that the target consumer enjoys reading blogs relating to inspiration, mindfulness and positivity, therefore the launch of Akiko will be exposed to influential bloggers through a digital press pack. The proposed tactics will encourage brand awareness and customer loyalty by taking a direct to consumer approach which provides a personal edge in which consumers can relate to and easily approach. A strong message of sustainability, mindfulness and balance is expressed within the marketing theme in order to reflect the brand values and beliefs whilst inspiring the audience. As a whole, the plan will secure the positioning and encourage the growth of the brand in the competitive market with the beneficial implement of a creative, integrated and connected marketing approach.=
1.1
Akiko blossomed when two like-minded individuals came together with the same ambitions and goals, similarly to yin yang; the aim is to inspire and push people in the right direction of happiness and positivity. The brand begun as a social media based platform named Freespirit elixir which featured inspirational artwork/crafts, positive quotes and focus on unity of people. From this, the opportunity to grow the platform into a successful lifestyle brand, Akiko, has arisen with a contemporary and effective approach.
Akiko products include original and unique artwork, handmade wall hangings, crochet designs, candles and soft furnishings that are made from sustainable and recycled materials. The majority of products are one of a kind, handmade and are beautifully unique pieces to decorate spaces with inspiring and positive vibes. Akiko is for people who aspire to create energy, harmony and unity within their lifestyle. The overall strategy of Akiko has a key focus on brand transparency; the aim is to build trust with the consumer by being completely truthful and transparent about how Akiko values the earth and the health and happiness of all its beings. To support this statement, Akiko has joined with sustainable Earth charity Bioregional and their One Planet Living campaign which is based on ten principles of sustainability. To date, the brand has been busy building social media platforms and introducing the brand concept by posting updates about the brand progress in order to kick start a positive and engaging relationship with potential consumers.
1.2
unity, sustainable, mindfulness, zen, balance, radiant, spiritual, creative, warmth, zestful
The ultimate message of Akiko embodies maintaining a happily balanced lifestyle whilst promoting the sustainability of our future planet, which cannot be found whilst investing in corporate companies as most do not maintain healthy values. For example Primark, who have publicly caused media outrage in the horrific conditions of exploit in which they force their third world county employees to endure. Akiko, however, supports the One planet Living principles such as health/happiness, local economy, culture/community, sustainable materials, zero waste and zero carbon. The brand values a lifestyle of unconventional independence and believes in the importance of balance and mindfulness in today’s hectic routines. With this, there is a specific focus on the importance of the consumer as the brand aims to join them on their path to enlightenment by forming a sense of community, being one with nature and creating zen spaces through Akiko products and content.
The message is expressed through a direct to consumer approach in which the line between brand and consumer is blurred making the brand more approachable; therefore allowing special relationships with the consumers to be formed. The addition of user generated content and support from relevant bloggers encourages the audience to form a relationship with the brand. The tone of voice adopted by Akiko is inspiring, warm and motivational in order to heighten the message of unity. This positive message is expressed through the brands content across digital platforms within imagery, branding and choice of copy.
1.3 Sustainability Research conducted (see chapter 2) revealed that many people are becoming more and more concerned with how brands intend to be responsible in relation the size of their carbon footprint. This aspect of transparency will be expressed through the story of the product journey from beginning to end, including where the materials came from and how up cycling is used to refrain from wastage. People are becoming more inclined to purchase artisan or bespoke products, which is a great benefit for Akiko. By displaying the product journey through social media content the value of the handmade pieces will have the opportunity to shine through the clutter of advertising in today’s digital world, which will attract the attention of the target consumer. Brand and consumer are united This is to be communicated by the assurance of a special online experience for the consumer in which the line between brand and consumer is blurred; with the involvement of user generated content throughout online platforms this can be achieved. The audience can use the #MYAKIKO hashtag when uploading images of their zen spaces, which may then be featured on the Akiko social media platforms which in turn, also forms an inspiration hub for other consumers. This strategy is adopted as research revealed that consumers may prefer purchasing in store rather than shopping online due to lack of personal experience and emotional response with the online purchasing process. By employing this strategy it is also possible to gather further information about the Akiko target consumer and the way in which they think, behave and consume; all of which can be of great benefit for future marketing of the brand. With this knowledge Akiko can discover how to connect with the consumer more effectively to create a greater, longer lasting impact through the relationship that is formed. Mobile marketing The relationship between Akiko and the Akiko consumer can be developed further with the engagement of mobile marketing. The brand will post exclusive behind the scenes photos of material sourcing and the hand making process, all of which allows the audience to form and understanding and emotion toward the products. Instagram & Snapchat are to be used.
1.4
unconventional, adventurous, spontaneous, youthful, peaceful, yoga, dancing, creative, socialising, nature, meditating
The Akiko woman strives to find peace and balance within the hustle and bustle of everyday life by meditating, doing yoga and appreciating art. She especially takes note of her surroundings, whether it is a beautiful green landscape or the rustic red brick walls of a coffee shop. With this in mind, her home is a blank canvas in which she loves to decorate with unique, relaxing pieces that inspire and enlighten her space day after day. The target consumer enjoys browsing Etsy and vintage stores for unique and individual pieces that cant be found on the high street, although she wishes that these destinations had less choice and more manageable means of finding what she desires. She also finds delight in browsing the products and social media content of Urban outfitters and Free people however the mass produced aspect of these brands put her off actually purchasing. Although a variety of people may relate to products that enlighten and encourage mindfulness, the Akiko target consumer is split into two focused segments; the older yet fresh faced individual who maintains a higher disposable income and the younger consumer who is more practical with her lower disposable income. The two consumer group’s work extremely well as the younger target audience may be inspired by the knowledge and practice of the older consumer whilst the older target audience are motivated by the youthful energy of the younger consumer.
Kate The primary consumer Kate has travelled through the journey of life a little whilst gathering knowledge of mindfulness for a balanced lifestyle. She is a 25-40 year old who has settled in a sub urban area away from the liveliness of the city, providing her with the peace and quiet she needs to form balance away from her busy job.
She seeks enlightenment and positivity in her life therefore she pursues products that will bring light into life through decorating her home with beautiful bespoke products. With the knowledge that she has discovered whilst travelling and reading she understands what products and space she needs to inspire her journey of enlightenment. As she wakes, Kate does her morning yoga routine before meditating and having motivational thinking time in the shower. As she cycles to work Kate sets her goals and aspirations for the day ahead, glancing at the shop windows and market stalls for visual inspiration as she rides. Kate meets her best friend at a vegan restaurant for a catch up as they talk about interesting blog posts, new yoga moves and items on their wish list. As she gets home, Kate checks her favourite blogs, apps and social media sites to gather peaceful vibes and inspiring ideas for future projects and adventures. ("THURSDAYS (MAJA WYH)", 2015)
Sophia The secondary consumer Sophia is a radiant young woman, aged 18-25, who lives in a trendy open plan urban apartment on their own or with a flatmate or partner. The interior is minimal and mostly white with splashes of vivid colour and intricate Moroccan inspired pattern that reflect her dreams of travelling. She is still learning about mindfulness and desires to be knowledgeable of zen practices therefore she aspires towards the lifestyle and values of the primary consumer. She flourishes as an individual who is adventurous, spontaneous and unconventional as she likes to be the first to try out new products and places. She maintains bohemian inspired values in that she follows her own path of ideas rather than follow the crowd mindlessly. The mysteries of the universe fascinate her whilst spirituality and sacred knowledge fill the pages of books she likes to read in her zen space.
(pinimg.com, 2016)
She wakes up with morning browse of Instagram, on the hunt for inspiring and motivational quotes and images that will set her up for a positive and prosperous day. On the tube to her junior design job she has a quick look through Facebook and Twitter to catch up on any news before grabbing some fresh fruit for a healthy breakfast. Come evening time, Sophia browses her favourite mindful lifestyle blogs, which inspire her to do some yoga or get creative with a mandala colouring book.
Both target consumer segments are the early majority of purchasers during a products lifespan as they like to try out new things and are willing to be influencers by recommending products to friends, family and followers. She is not influenced by the most talked about celebrities of the time but instead relates more to popular yoga, health foods or lifestyle bloggers who adhere to her unconventional way of thinking, behaving and living.
("index", 2016)
How they consume: It is apparent by the results of the primary research that the Akiko target consumer prefers in store experience to online. Further research into this matter suggests that this is due to the inability for online stores to create a personal experience as effective as an in store experience. In addition, sustainability is highly valued in the decision making process. The most popular social media platforms used are Facebook, Instagram, Twitter and Snapchat whilst the mobile apps are usually used for browsing content, especially for inspiration, mindfulness and positivity.
2.1
In order to propose a successful marketing strategy a full in depth review of the overall economy, online market and home décor market situation has been executed through a PEST analysis. The marketing tactics have been built upon this research to set and fulfil clear and effective aim and objectives of the Akiko brand launch. Political: The UK has a population of 64,510,376 and is ranked, according to the World Bank group, at level 6 in ease of doing business in 2015 ("Doing Business in United Kingdom - World Bank Group", 2016). The population of the UK also reside in the high income category, which justifies the reasons for Akiko wishing to conduct business in this country as many have a significant disposable income. Economical: According to Ibis World, the UK home décor market brings in £2 billion worth of revenue and has grown 13.8% in the past 5 years ("Online Home Furnishing Retailing in the UK Market Research | IBISWorld", 2016). The market is forecast to maintain this growth as consumer confidence in the home market is increasing, therefore encouraging people to spend more on living spaces. Social: Online retail business is consistently on the rise, especially in the UK, and is expected to continue growing according to several retail research sites including Statista, WGSN and Retail Research. The UK spent £52.25 billion through online purchase in 2015, showing a 16.2% growth since 2014 ("Online Retailing Research - Centre for Retail Research, Nottingham UK", 2016). Although online retailing is proving successful, it remains that consumers still prefer the in store experience to buying online. Technical: According to smartinsights.com there were 1,900 million mobile user’s globally and just over 1,700 million desktop users ("Mobile marketing statistics 2016", 2015). It is estimated that by 2018, 50% of consumers will use smartphones for mobile payments. With these statistics in mind it is clear that it is a highly beneficial factor to consider the option of mobile marketing within the Akiko launch strategy, however a relationship must be built with the consumer online in order to make up for the lack of in store experience that they desire.
‘In 2013, 41.3 percent of global internet users had purchased products online. In 2017, this figure is expected to grow to 46.4 percent’ ("Global digital buyer reach 2011-2018 | Statistic", 2016). The online retail market has been growing brilliantly, especially in Europe where ‘E-commerce is the fastest growing retail market’ ("Online Retailing Research - Centre for Retail Research, Nottingham UK", 2016) and is forecast to maintain growth to 18.7% in 2016. Within this market the UK is one of the leading contributors with £52.25 billion spent on online retail in 2015, showing a 16.2% growth since 2014. The Centre for Retail Research forecasts that UK online retail, as a mature market, features ‘non users but (is) mainly growing because existing e-shoppers place more orders or buy more expensive items’. ("Online Retailing Research - Centre for Retail Research, Nottingham UK", 2016); this shows more consumer loyalty but is expected to result in slower growth as a market. As of 2015 there were approximately 1,900 million mobile consumers globally in which 80% of these used smartphones to search the internet ("Mobile marketing statistics 2016", 2015). Diving further into the online market, consumers are using mobile devices such as smartphones and tablets more and more to browse online stores and the UK specifically has spent £14.95 billion by these methods in 2015 ("Online Retailing Research - Centre for Retail Research, Nottingham UK", 2016). The research analysed is extremely beneficial for Akiko as an online retail business targeting the ever growing UK market. Advancements in mobile technology make online brands increasingly accessible whilst raising promotional and profitable opportunity. A problem with this factor, however, is that browsing on mobile devices seldom results in actual purchase. Whilst researching retail trends it has become obvious that a key focus for strategy is based around ensuring the mobile purchasing processes are becoming easier in order to increase the number of mobile purchases. With this in mind, further research published by WGSN suggests that by 2018 half of consumers will use smart phones for mobile payments (WGSN, 2016). As a result of the evidence above, Akiko aims to build engagement, customer loyalty and brand awareness with the implementation of this marketing report so that the brand can launch a successful and trusted retail app platform that intends to be well received by the year 2018.
‘The last five years have been characterised by an emphasis on craft, and artisan produce. People have steered away from bling and conspicuous consumption, and have instead concentrated on artisan produce and a more thoughtful approach to consumerism’ ("Consumers and the Economic Outlook: Quarterly Update - UK - December 2015", 2016). This works well for the brand concept and provides strong justification for the marketing message of sustainability through the focus on recycled materials.
‘It may be that the pendulum is swinging back towards a more light-hearted approach to spending. From fashion to food to home decor, there are examples of a more exuberant aesthetic coming through’. ‘Those aged 21 to 34 years are twice as interested in sustainable living as older generations’ (From Ideas to Ideals: How Brands Are Embracing the New Purpose Agenda). ‘Purpose has a social status for consumers: 80% share products in their social feeds if they have a positive social impact’.
2.2
Although the home ware market has taken a hit in previous years it is apparent from Mintel research that it is now back on the rise with home goods market spending forecasted to grow 3% over the next few years. ‘A pick-up in the housing market, and improving customer confidence have helped sales climb for two years in succession: 2014 +5.7%; 2015 + 5.4%’ ("Login to Mintel Reports - Mintel Group Ltd.", 2016). It is suggested that people are more inclined to spend money on home accessories when the housing market is strong whilst those who rent ‘homes like to buy things that put their own stamp onto the property’. ‘The most common spend in the first month of living in a property is £1001-3000’ ("What People Buy : Purchasing Trends in Home Decor [Infographic] - Freshome.com", 2012). With this fact in mind it is recommended that Akiko taps into the content platform that digital media provides as consumers search for inspirational posts when decorating their spaces, therefore leading them to the Akiko purchasing platforms by clicking through from engaging content. Home décor brands such as Dunelm Mill have shown great success in the market with over 100 stores in the UK, clearly displaying that people are spending money on decorating their homes. It also appears that popular fashion brands have picked up on the arising potential that the home décor market has to offer; fashion chain Zara launched Zara Home in 2003 and has since established a secure position in the home furnishing market.
2.3
Please see appendix B for full analysis
Main advantages Existing brand awareness Secure social media presence and following Customer loyalty
Main weaknesses Big brands do not focus on recycling and sustainability The products lack unique and exclusive features as well as personality Etsy and small businesses do not have the strategy and
Etsy is a community of artisans that brings together social
effective brand identity
and business aspects These platforms have an immense variety of products Big brands such as Urban Outfitters understand engaging content and appealing photography
therefore it is hard to find what your looking for
The main focus on recycling and sustainability sets Akiko apart from its competitors by miles. Although Urban Outfitters and Free People home provide beautiful photography and content that promotes bohemian inspired values, the products are mass produced, which does not reflect the brands image. Akiko, on the other hand, can overtake competitors with sustainable values that are true to the brand, the consumer and the planet through inspiring content and imagery.
The Akiko brand blends the line between consumer and brand by encouraging down to earth communication and user generated content that involves the audience, making them feel involved and present. Although competitors such as Urban Outfitters are featuring user generated content, Akiko takes this further by posting images and interesting stories of the product creation process, a feature which is impossible for factory produced products. The online content is therefore a story of both brand and consumer journey whilst forming the opportunity to express the unique value of the bespoke handmade products that Akiko has to offer.
2.4
Akiko is to be perceived and remembered as a brand that ultimately promotes balance, mindfulness and happiness through bespoke and handmade home décor products. This can be acknowledged by the tagline ‘unite in journey’, which invites the consumer to join Akiko in a brighter, more sustainable lifestyle. The Akiko brand has a unique edge to all competitors through the ‘lost & found’ approach in sourcing responsible materials and maintaining sustainability. The majority of Akiko products are mid to high priced that reflects the bespoke value of the handmade products. There are a small number of products, such as recycled tin planters and art prints, which are positioned at the lower end of the price scale. This opens up the brand to consumers who are at different stages in their journey of life.
The market position of Akiko was calculated by the comparison of price and bespoke value that competitors offer (please see appendix C for the market position graph). Leif are at the top of the graph for the highest pricing with Urban Outfitters (UO) and sister company Free People falling close behind. Even though UO and Free People charge higher end prices they are actually the brands that don’t sell handmade or bespoke products. Keep It Bright, on the other hand, are more noticeable for their handmade efforts whilst their prices remain low. Etsy is a tricky one to analyse as the site features independent artist who can charge what they please. Akiko will sit between the higher prices of the big brands whilst maintaining the value that handmade pieces have to offer to the consumer, who (as the research shows) prefers handmade rather than mass produced or designer products.
3.1
The aim of this marketing strategy plan is to increase brand awareness surrounding the launch of Akiko as a means to form customer loyalty, secure market position and generate profit.
Objectives: Establish a successful online retail platform; to have made 100 sales by September 2017 Raise awareness for start-up brand; increase Facebook page likes as well as Instagram, Twitter and Tumblr followers to 1000 by September 2017. Construct customer loyalty; to have 500 app downloads or website subscribers by September 2017
3.2
The entire strategy within this report works towards the aim of raising brand awareness, encouraging customer loyalty and generating sales through the clear and consistent expression of the Akiko brand values and beliefs of sustainability and mindfulness. Campaign message: ‘Unite in journey’ The campaign projects the message of journey; the beginning of an exciting journey for the Akiko brand and the inspiring journey towards enlightenment for the consumer. It does not matter at what stage of journey the audience is at, Akiko unites all whether they are just beginning to learn about mindfulness or they are experienced zen masters. Through this marketing campaign the audience is invited to join the brand on this glorious journey of inspiring adventure, growth and happiness. At the same time, the Akiko brand strives to join the audience on their own personal journeys, which truly reflects the message of mindfulness, balance and unity along with brand transparency. Let brand and consumer join together in the journey of forming a happy, health and sustainable Earth through positive and transparent business.
The message will be expressed mostly through the inspiring and gentle tone of voice used within the wording of the campaign. To complement the tone of voice, the imagery used within the campaign will reflect enlightenment, zen and positivity. In order to accomplish this the visuals used will display a balanced, minimal theme through the use of bright lighting and simple yet effective styling.
The campaign holds a strong focus on the run up to the launch in order to attract the target audience to the Akiko brand. In order to create an exciting aurora surrounding the Akiko website and app launch the campaign will strategically implement the chance for consumers to win a luxurious and exclusive relaxing yoga retreat break for 2. The drive behind the competition focusses on drawing in and forming a relationship with potential consumers. This will conquer the aim of campaign as entry is to be completed by liking the social media page, sharing the promotional image and tagging a friend as a means to magnetise consumer traffic and grow a following. Gaining a following on social media will allow the opportunity to promote material to an already engaged audience in future posts. In addition, the opportunity to provide engaging content and interest in the Akiko social media platforms means that the traffic this attracts will promote the brand and in turn direct traffic to the retail website platform and Akiko app. The #MYAKIKO hashtag links each element of the campaign together as it is to be featured upon all platforms, meaning the audience can begin to recognise and relate to the brand as well as being easily searched when browsing. Initially, to gain the attention of the target audience before the competition launch, the strategy will focus on providing content that will engage the consumer and encourage them to be part of the brands journey.
AIDA model Attention: the campaign will attract attention of potential consumers through intricate mandala images announcing the launch date Interest: involvement of influential bloggers will spark an interest surrounding the Akiko brand Desire: the luxury yoga getaway competition will create a desire towards Akiko
Action: this campaign will encourage consumers to visit the new website and as a result, purchase Akiko products
3.3
As mentioned previously in chapter 2, research shows that the online retail market is growing strong and is forecast to continue in this profitable manor; a website platform will therefore prove to be a crucial component of the marketing strategy within the promotional launch of Akiko. A brand new Akiko website will be launched on the 1st of August 2016 as a platform for consumers to purchase the decorative home decor products they need to create a relaxing positive vibe within living spaces. The Akiko website launch is to be one of the main focal points for the campaign in order to drive potential customers to the purchasing platform.
Aim: To establish a contemporary digital platform that reaches the needs of the target consumer and generates a profitable retail base. Objectives: •
Create an effective purchasing platform
•
develop brand to customer relationship
•
Improve brand awareness
Prelaunch During the month in which the campaign runs, the website address will feature a coming soon page, which features the logo, date of launch and the #MYAKIKO hash tag. In addition, the Akiko social media links will be available as a means to fulfil the aim of growing online presence in the run up to the launch date. Viewers are prompted to subscribe upon entrance of the homepage in which consumers can enter their email address to receive monthly emails about the brand new, products and current offers; which works towards the aim of constructing customer loyalty. Launch The Akiko launch luxury yoga break competition will clearly and boldly feature on the website homepage from the day of launch for two weeks to drive traffic and encourage sales. The homepage will be welcoming to visitors and potential consumers as a means to gain customer loyalty and therefore fulfil the main of the campaign.
Integration The website platform element will be integrated with the social media campaign in order to maximise promotional capability and opportunity to saturate the brand message within the audience. This will be possible by featuring links to all social media clearly on the website pages as well as a diary page, which is a blog content type platform to build and engage consumer interest. A great buzz will be generated around the website launch through the involvement of exciting social media posts that will urge the audience to seek out more information about Akiko and the brands launch date with a countdown.
Mobile app launch The research detailed in chapter 2 shows that people are currently driven to use apps for offers, competitions and content browsing. As a result, the app launch within this campaign will focus on building an engaging content platform which will fulfil the aim of growing brand awareness and consumer loyalty. With further analysis, research forecasts that the use of mobile devices for purchasing goods is to significantly increase by 2018, therefore mobile marketing is a key aspect of the strategy within the future of the brand. By growing an engaged and loyal audience through the app strategy within this report, a retail platform will be launched in 2017 one year after the launch as a means to take advantage of the increasing use of mobile device purchasing. A highly visual app that expresses the brands core values and beliefs of balance and positivity through minimal layout and inspiring content to encourage viewers to explore the Akiko website, social media and products. The app will feature the latest competitions and offers, the latest digital look book, wish list and diary, which will display the most recent content and social media posts.
Aim: To raise brand awareness, increase customer loyalty and drive traffic to the website
Objectives: •
Tap into growing use of mobile purchasing
•
Displayed to large audience on large app platforms such as IOS and Google Play
•
Interactive elements keep consumers interested and engaged.
LOG IN
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Did you know that if everyone in the world lived like the average European we would need 3 planets to live on?
Integration The app will fully integrate throughout the entire launch campaign as a content supplement to the new website. Key social media content will feature on the app, which will drive the app consumers towards growing the social media platforms and in turn, fulfilling the aims and objectives of this report.
The Akiko app will feature a wish list section where consumers can browse products and save their favourites to a mood board. This mood board can be shared on social media as well as be archived as a content base for inspirational and motivational content, referring back to the campaign message of uniting in the journey of enlightenment. Bloggers who are digitally invited to the launch can gain VIP app access that allows them to be the first to hear about any new collections or products that are around the corner.
How will it fulfil the aim? The launch of an Akiko app will form an additional platform to gain customer loyalty and an audience in which to promote to, which will achieve the objective of growing online presence and brand awareness. People who download the app can download the Akiko mandala colouring book as a launch gift, which will encourage customer loyalty, relation and interaction to the brand. Posting interesting and engaging content that fits the brand message of balance, mindfulness and unity will drive traffic towards Akiko platforms as well as forming a positive relationship with the consumer. Promotional opportunity appears with marketing and display on large app stores such as iTunes and Google, which increases brand awareness and the prospect of attracting potential consumers.
Social media is a key focus throughout the launch as the research conducted in chapter 2 shows these popular platforms are regularly used by the target consumer. It also suggests that it will grow into a selling platform with the increase of sales through smartphones within the next few years. The social media strategy plan is implemented from the 1st July 2016 for one month as part of the launch campaign in order to reach maximum promotional effectiveness through the opportunity to introduce the brand to a mass audience and in turn raise brand awareness.
Facebook, Instagram, Twitter and Snapchat are to be used as promotional platforms within the launch campaign. Using social media within the marketing strategy will be of great benefit as it allows the integration of all components within the campaign, therefore encouraging consistency and a strong, lasting impact. Aim: To form visually appealing integrated social media platforms and promotional posts that relate to the target consumer, resulting in a higher level of brand awareness and media following. Objectives:
•
To increase brand awareness
•
Create a buzz around the launch
•
Form relationship with potential customers
Prelaunch Prior to the launch of the Akiko website/app, the social media campaign will focus on generating a buzz around the launch date and the brand characteristics. The campaign will begin a month before the website and app is due to launch as a means to attract an audience and drive traffic to the website on the day of the launch, which will in turn encourage early sales. Please see chapter four for the full social media time management plan. How will it fulfil the aim? The brands social media platforms will form a base of inspiration where the target consumer visits Instagram and Tumblr for visual inspiration to support their desired lifestyle. This will in turn drive consumers from these social media platforms to the website where they can purchase the products.
In addition, research shows that students, who make up a section of the secondary target market, majority live in shared housing, therefore it is important to reach out to friends of consumers who access the Akiko marketing platforms. This can be achieved by encouraging viewers to share posts on social media platforms and spark word of mouth communication regarding the launch of the brand. A great buzz will be generated around the website and app launch through the involvement of exciting social media posts that promote the chance to win the luxury yoga retreat break for 2. This will urge the audience to seek out more information about Akiko and the brands launch date, therefore driving the audience to the website on the launch day. One of the most important aspects of social media is the ability to form relationships and interact with the people who love and invest in your brand, which also supports the values of Akiko. Each individual social media platform will fully integrate through the cross sharing of key promotional material. This will drive the audience to other areas of the campaign and fulfil the aim of growing online presence and forming customer loyalty.
Facebook campaign posts
Week 1
The primary aim of using Facebook is to maintain communications with the target consumer regarding current and upcoming promotions and competitions. The secondary aim of the Akiko Facebook platform is to provide a form of inspiration and motivation of a positive life for the consumer. Primary research certified that Facebook is one of the most used social media platforms within the target consumer group therefore it is to be implemented as one of the main focuses of the strategy. In addition, research conducted by Statista shows that over half of consumers who interact with company social media platforms do so to receive offers and competitions from the brand (Rose, 2016).
Week 2
Week 3
Instagram Instagram is to be an element of the social media plan as a means to show brand transparency and involve the customer. The visually appealing posts will encourage the consumer to follow the brand for inspirational and motivational reasons. For the sake of the ‘unite in journey’ launch campaign Instagram will be used to promote all aspects of the launch including the website, the app and the yoga retreat competition material.
Twitter Twitter will host as platform to promote all media from the other platforms such as Facebook, Instagram and Snapchat in addition to the promotion of the website, app and yoga retreat competition.
Snapchat Snapchat will provide a key opportunity to express the brand values of sustainability by taking snaps of the Akiko story, including where the products/materials came from. It will also allow the Akiko to build strong brand to consumer relationships as the audience will feel an exclusive part of the Akiko journey. In addition, the customers can also send snaps back, which can provide user generated content, therefore blending the line between consumer and brand, which reflects the brand values and campaign strategy. Snapchat will endorse important news and content which features on the website, app and social media platforms in order to cross promote.
Over recent years bloggers have been gaining great promotional potential through the mass audiences that they regularly attract to their platforms. For this reason, and the fact that the research within chapter 2 shows that the consumer enjoys lifestyle blogs, a creative digital press pack is to be emailed to influential and relevant bloggers. This will be sent out on the 1st July to all contacts on the blogger contact list (see next page).
The exciting digital gift pack for bloggers will include items such as an Akiko mindful mandala colouring book download, press release, business card and VIP app access. The digital aspect is to be employed as a means to promoting the sustainable values of Akiko.
Aim: To build brand awareness and reach out to potential customers Objectives: •
Ability to reach target consumer
•
Form relationship with potential promoters
The press release will be the opening introduction to the press pack and is to be sent via email. It will clearly advertise the website/app launch date as well as social media links, therefore encouraging the blogger to browse online platforms and in turn forming a connection. The information within the included press release will provide all the necessary details of the Akiko brand and the website launch which can be used to generate an effective and promotional online media post.
Media contact list Blog
Name
Contact
Sophie (interiors)
Sophie
blog@sophieetc.com
Bodie & Fou (style design inspiration)
Elodie & Karine
Press@bodieandfou.com
Bright Bazaar (style to make you smile)
Will Taylor
see website
The mindfulness project
Alexa
alexa@londonmindful.com
Heart home
Arianna Trapani & Carole King
arianna@hearthomemag.co. uk
A quiet style
Emma
hello@aquietstyle.co.uk
Design hunter
Helen Powell
helen@designhunter.co.uk
FOR IMMEDIATE RELEASE 08/07/2016
Welcome to the beginning of an enlightening journey…
Akiko is a zestful home décor brand that is about to launch an exciting new website and app featuring their first ever collection on the 1st August 2016. The collection involves an array of exquisite handmade pieces including artwork, macramé wall hangings and candle holders. Each individual item is produced with the love of creativity and has been designed with the desire to create an enlightening, positive and inspiring atmosphere. Akiko understands the importance in the health of Mother Earth and all her beings, therefore we take a lost & found approach whereby recycled and found materials or objects are sourced locally and up-cycled to create gorgeous home decorations. You are invited to join Akiko on the beginning of an inspiring journey of adventure, growth and happiness. Join our online community @AKIKO or search #AKIKO for updates on the launch of our new website and app. Please contact Laura@akikopromotions.co.uk with any questions; we look forward to the journey ahead.
The mandala colouring book will be attached as a downloadable booklet to the email press release. This element of the blogger press pack is a great promotional aspect as it can be used as an image post on social media platforms. In addition, it also expresses the mindful values of the Akiko brand whilst sparking relaxing and positive emotions surrounding the launch. Adult colouring books have proved to be a strong trend this year (BACKUP) as many women are purchasing intricate colouring pages as means of relaxation, providing balance and positivity within their busy lifestyles.
Integration The blogger press pack will integrate mostly with the social media aspect of the ‘unite in journey’ launch campaign and will provide the opportunity to drive the audience to the website and app launch.
Akiko will alert the blogger media list when the competition is launched as a promotional and reminder tool. In addition, an email will be sent out on the day of the website and app launch in order to prompt influencers to acknowledge the important launch day with followers; this will include a 10% off code for the consumers first ever Akiko order.
How will it fulfil the aim? With a successful outcome the blogger press pack will result in Akiko being featured on a popular blog, which will consequently expose and promote the launch to the target audience. The fact that people aspire towards blogger lifestyles means that viewers will be more inclined to receive the launch of Akiko when introduced by a trusted figure. With this the aim of building brand awareness and customer loyalty can be ultimately achieved whilst forming positive relationships with influencers for future prospects. The fact that the press pack is digital conforms to the brand values of sustainability and mindfulness; when the press pack is downloaded, an option will appear with how long the document should be stored for before it self deletes. This is a tool to promote a clutter free lifestyle.
4.1
Time management JULY
Week 1
Week 2
Week 3
Week 4
Website
Coming soon
Coming soon
Coming soon
7 day countdown
Launch announcement
We are Akiko post 2
We are Akiko part 3
7 day countdown
We are Akiko part 1
Competition post
Launch announcement
We are Akiko post 2
We are Akiko part 1
Competition post
Launch announcement
We are Akiko post 2
We are Akiko part 1
Competition post
Launch announcement
We are Akiko post 2
We are Akiko part 1
Competition post
Snapchat
Blogger press pack
Email press release and colouring book send out
We are Akiko part 4 We are Akiko part 3
7 day countdown We are Akiko part 4
We are Akiko part 3
7 day countdown We are Akiko part 4
We are Akiko part 3
7 day countdown We are Akiko part 4
Email notifying of yoga getaway competition start
AUGUST
Week 1
Week 2
Week 3
Week 4
Website
Launch welcome
Competition winner
We are Akiko part 5
We are Akiko part 6
Competition Launch day announcement
Competition winner
We are Akiko part 5
We are Akiko part 6
Launch day announcement
Competition winner
We are Akiko part 5
We are Akiko part 6
Launch day announcement
Competition winner
We are Akiko part 5
We are Akiko part 6
Snapchat
Launch day announcement
Competition winner
We are Akiko part 5
We are Akiko part 6
Blogger press pack
Email notification on day of launch
Competition winner
We are Akiko part 5
We are Akiko part 6
4.2
Estimated cost (GBP) Website
10,000
Mobile app
7,000
Blogger press pack (digital designer)
100
Photography (2 days)
500
Extras (props, materials)
400
Total
18,000
4.3
The progress of the brand and consumer reaction to the launch campaign since the launch will be assessed through out each week of campaign duration. The number of new followers and audience interaction on each individual social media platform will be analysed at the end of every week, including the level of click through activity to the Akiko website. By considering the success levels of each platform it is possible to examine which social media network is attracting the most attention, meaning that further promotional posts can be executed within the most responsive sites in order to increase the success of the campaign.
In addition, an overall campaign result will be measured at the end of September 2017; the objectives of the report will be referred to in order to track the level of success achieved against the level of success that was estimated prior to the completion of the marketing tactics within this report. The total number of followers and level of interaction will be analysed across all social media channels as well as where website click through have originated from.
There are many external factors that could limit the desired outcomes of this launch campaign which must be assessed in order to form an action plan to resolve any issues that may arise. It is possible that the social media tactics receive less attention than anticipated, which would in turn damage the promotional potential of the yoga getaway competition through little exposure. If this occurs, a new competition post design will be created and promoted on the social media posts with the highest interaction.
The content of this marketing strategy report propose extremely effective tactics that will ensure a successful launch of the Akiko brand. With the extensive research conducted each element of the strategy is set to create a strong, lasting positive impact on both the market and the target consumer.
Each of the tactics employed within the marketing strategy of this report will specifically fulfil the aim of increasing brand awareness surrounding the launch of online home ware store Akiko as a means to form customer loyalty, secure market position and generate profit. The launch of the website is the focus of the campaign attention which will specifically provide a retail platform in order to generate sales. The addition of the app launch allows attractive content that will drive the consumer to the new website whilst providing the opportunity to be exposed on large app stores. The social media campaign supports the promotion of this launch whilst forming consumer relationships and loyalty through followers and user generated content. The blogger press pack further promotes the website launch through the opportunity of support and exposure from successful bloggers; this encourages brand awareness and in turn the potential of generating profit.
In all, the ‘unite in journey campaign’ expresses the Akiko values of living healthily, happily and sustainably through visual and written communication across digital media. With a health and happy consumer comes a happy brand.
THURSDAYS (MAJA WYH). (2015). Bloglovin’. Retrieved 8 May 2016, from https://www.bloglovin.com/blogs/maja-wyh6991615/thursdays-4395310565 pinimg.com, 2016). S-media-cache-ak0.pinimg.com. Retrieved ak0.pinimg.com/736x/d9/60/14/d960145dca4e164ab30fe76bfc45b404.jpg
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Login to Mintel Reports - Mintel Group Ltd.. (2016). Academic.mintel.com. Retrieved 17 March 2016, from http://academic.mintel.com/display/762611/ What People Buy : Purchasing Trends in Home Decor [Infographic] - Freshome.com. (2012). Freshome.com. Retrieved 6 May 2016, from http://freshome.com/2012/07/03/what-people-buy-purchasing-trends-in-home-decor-infographic/#ixzz47mfCpDsL
Akiko swot analysis: Strengths: The brand sells bespoke handmade products therefore they hold a certain value. The products are also made with recycled and sustainable materials which is increasingly important for consumers when buying products. In addition, artisan brands are becoming more and more appealing in recent times therefore a clear statement of originality and uniqueness is a key strength for Akiko. Focus on consumer relationship and the positivity movement contains the opportunity to blend the lines between brands and their consumers through an inspiring approach that draws consumers to the content. Weaknesses: Akiko is a new brand with a low level of brand awareness in comparison to its competitors, therefore a lot of communication is needed. Recently, the formation of new online platforms such as Etsy has provided the opportunity for small scale artists to easily promote their original artwork and handmade products on the internet to large audiences. Opportunities: Although there are many similar small scale businesses run by independent artists and crafters, including those on Etsy, these are more of a platform for their hobby and lack effective business strategy and professionalism. This provides an opportunity for Akiko to apply effective strategy and marketing tactics along with strong photography and branding create a competitive edge. Threats: People may trust mass produced products of large and well-known brands such as Urban Outfitters more than handmade, personal brands such as Akiko. Akiko is online based only, which is a shortfall as competitors such as Urban Outfitters enforce multichannel tactics with both online and in store environments.
Urbn Inc. Urban Outfitters is a global lifestyle brand that sells bohemian inspired home ware, clothing and accessories. The brand was born in California in the 1970’s and has since grown to have over 100 stores in America, Canada and Europe. Urban Outfitters strives on providing edgy yet affordable products whilst providing a platform for 18 – 30 year olds a go to destination to find ‘hip, counter-culture, indie’ style. ‘A brand that flourishes in the beauty of diversity’ and an ‘individualistic approach to life’. They take a multi-channel approach in order to reach consumers across the globe (Lampard, 2015). Urbn Inc. (Urban Outfitters) also manage separate brands including Anthropologie and Free people, meaning that the company is the biggest competitor of the Akiko brand ("URBN INC : Company Profile", 2016).
Strengths:
Weaknesses:
•
Effective branding
•
Mass produced
•
Professional photography
•
Too much choice
•
Global market
•
Goes against bohemian traits
Opportunities:
Threats:
•
Akiko can be more personalised
•
Large existing customer base
•
Rarer, more exclusive products
•
Global presence
•
Online and in store
Leif
Leif is a New York based lifestyle brand that was founded in 2011 by Stacy Anne Longenecker. The online store sells home décor, jewellery, art, fashion accessories, stationary and children’s toys. Leif is positioned within the high end market with soft furnishing prices ranging from $30 to $450.
Strengths: • Effective branding • Professional photography • Global market
Weaknesses: • Not aspects of content • Lack of social media links
Opportunities: • Learn where materials and products can be sourced with benefits to those in need • Collaboration
Threats: • Large existing customer base • Products sourced from interesting places in the world
Keep it bright Online positivity movement lifestyle brand that sells a large variety of handmade and up cycled products including stationary, clothing, accessories.
Strengths:
Weaknesses:
•
Strong direct audience
•
Unique products
•
Inspirational and motivational
relationship
with • •
Photography and design Not the most professional
Opportunities:
Threats:
•
•
Celebrity ambassadors
•
Large online following established
Brand collaboration
Etsy Etsy is an online selling and purchasing market place with over 24 million active buyers across the world. The website offers consumers bespoke, handmade and artisan products that cannot be found on the high street. For independent artists, crafters and designers Etsy offers a selling platform with promotional opportunities that would otherwise be extremely hard to fulfil. Although Etsy may be perceived as a competitor, it is in the Akiko brands interest to work with the selling platform as many of the values fit perfectly with the Akiko concept. Strengths: • Global market • Handmade • Unique • Supporting artists
Weaknesses: • Too much choice • Inconsistent branding • Hard to relate to
Opportunities: • Opportunity to feature as a sustainable brand shop • With this exposure expansion internationally and even globally could be possible
Threats: • Large existing customer base • Global presence