Ray-Ban Polished Ad Agency
Group 9: Loreal Byrd, Linda Huynh, Joseph Murphy, Nicholas Simmonds, Destiny Wallace
Overview
Overview Physical Good
Product: Ray-Ban Sunglasses and Eyeglasses Price: Between $125-$350 depending on customization options, type, and shape. Places: • Ray Ban Website • Sunglass Hut • Nordstrom • Amazon • Overstock.com • Macy’s • Other Various Websites Promotion: The products are advertised through print, social media, and Youtube ads. Around the holidays, they do special promotions. For example, on Cyber Monday, they did 30% off everything in-store and 50% off select styles.
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Current Ad Campaign #ItTakesCourage Campaign Purpose: To show courage is not the absence of fear, but the triumph over it. Apparent target market: Adults ages 25-50 Current Advertising Message Appeal: This campaign used an emotional appeal to attract potential buyers. Using different concepts that people find difficult and will take courage to complete the challenge being addressed. Current Creative Advertising Execution: 8 different visual ads based on 8 components of #ittakescourage Ray-Ban
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Current Ad Campaign #ItTakesCourage Consists of 8 components based on their 8 new styles of glasses and there is a visual ad for each component: • • • • • • • •
Open your heart Fight perfection Face critics Do your part Push yourself Start new Unplug Face your fears
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Current Ad Campaign They did an eye to eye social experiment to courage where strangers would make eye contact for 4 minutes and answer a series of 36 questions (under open your heart component). Ray-Ban
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Strengths: n Having 8 different messages reaches a more diverse audience. n Different messages give campaign potential to last longer. n Has a strong message.
Weaknesses: n The #ittakescourage almost overshadows the product.
SWOT Analysis #ItTakesCourage
n Product is not highlighted enough. n If a consumer did not know what Ray Ban was they would have no idea it was an ad for glasses.
Opportunities: n The ability to expand target market to a younger crowd. n Highlight the product better.
Threats: n Knock-off Sunglasses and cheaper competitors. n Fake websites and retailers. Ray-Ban
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Target Market & Positioning
Target Market Age: Young- From Millennials to Gen-x Geographics: City to Suburban Gender: Both Income: Upper Middle Class- Not the most expensive glasses compared to competitors like Prada and Tom Ford. Ray Ban price range $150-300 Market Section: Lifestyle/Fashion brand and less of a performance brand compared to Oakley Ethnicity: White Life Cycle: Bachelor- Newlywed- New Empty Nest Ray-Ban
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Market Position • Viewed as a top eyewear brand. • Seen as the classic eyeglass brand. • Logo is highly recognizable.
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RIVALS • Oakley: More sporty and has a younger demographic
Competitive Analysis
• Maui Jim: More expensive but has similar style. More popular near coasts • Prada: Has a much higher price range
SUBSTITUTES • Other brands • Gas station glasses • Knockoff Ray Bans
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Environmental Influences • Regulatory: • Not much regulation on glasses- Knockoffs are not regulated • Economic: • Sales are dependent on state of economy since it is not a necessity • Cultural: • Originally made for the Air Force in 1930s • Worn by Robert DeNiro in Taxi Driver- Sales spike • Top Gun - Tom Cruise- Aviator- Still connects to Gen X • Social: • Celebrities have an impact on the brand image. • Peers and close acquaintances can influence buying decision.
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Objective
Our Objective
The objectives we intend to accomplish with this campaign is to develop the brand and cater to our target market in the sense of business, trendy, and casual settings. The entire campaign is to connect more with our target market via social media.
Young Millennials mostly from the city suburban area, catering to males coming from an income household of upper middle class.
OUR TARGET market Ray-Ban
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Time Deadline Spring and Summer 2017
Desired Audience Response
Objective
Since we decided to use bloggers and Instagram stylists, who have high popularity on social media, through their profiles, the utilization of hashtag, and ads in various mediums that will feature them, we want our audience to start engaging with our social media pages, whether it’s through likes, clicks, follows, and more.
How objectives will be measured We will use AdWords and Google Analytics to measure what works in our campaign, which bloggers we should work with more and which communities are most successful.
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Positioning Associations:
n Classic, high fashion, and trendy. Audience Perception: n Our consumer perceives the product as high end iconic brand that provide and give a sleek and stylish look to any outfits. How do you desire the consumer to perceive the product/organization? n We want our consumer to perceive our product again as a high end iconic brand that shows the classy and trendy vibes to our client to tie in the “it takes courage ad.” Is it a repositioning strategy or simply improvement on the existing positioning? n We are repositioning since we’re not continuing with the #ittakescourage ad and promoting a slice of life.
Creative Strategy
Creative Strategy The rise of mobile technology and social media has allowed people to be connected in an instant. Many people feel the need to stay connected and accepted by their peers. Using the tagline “Stay Golden,� the target audience should be reminded to continue being true to themselves, innocent, uncorrupted, while remaining an individual through all the clutter. In our campaign, we will ask bloggers and fashion gurus to endorse our product, while showing how our product fits in their lifestyle. Upon choosing our endorsers, we decided that they would be young professionals in various industries, who exemplify the brand through their curated looks, style, and attitudes.
Key Benefit The key benefit is the timeless style that comes when you put on a pair of Ray-Bans. No matter the occasion, your profession, or passions, you can finish your outfit and achieve a stylistic look with
Creative Strategy
Ray-Bans.
Proposed Target MArket Upper middle class Millennials, who remain to current trends. They are motivated and individualistic business professionals that like to stand out in the crowd.
Advertising Message Appeal Rational, Endorsement
Creative Advertising Execution Slice of Life
Media Plan
current Endorser Colby Kern Age: Millennial, College Graduate in mid-20s Geographics: City to Suburban Gender: Male Income: Upper Middle Class Profession: Interior Designer, Blogger, and Photographer Ethnicity: White
Billboard Ad
Billboard Ad
Print Ad #1 One-sided Magazine Ad
Print Ad #1
Print Ad #2
YouTube Ad
https://youtu.be/Prh107tWPQU
Website Improvement
Website Improvement
Website Traffic
Media Scheduling Early 2017
Spring 2017
Release
GROWTH
INNOVATION
In the first quarter of the year, we will
After three months, we will evaluate the
After six months since the release, we
release our campaign gradually to our
campaign, see which regions the
hope that, by increasing the funding for
target market. First, it will be in areas
campaign did best in, then add more
the ads and making changes in the
with rising numbers of young
funding to where campaigns did best.
spring, the campaign would be prominent
professionals. The plan is to feature one
The locations where the campaign
in populated markets; therefore, we’re
blogger or guru per month. We will
struggled, changes will be made for.
able to expand our campaign towards
release one promotional video a month
Summer 2017
surrounding suburban areas.
and post at 12-5P.M. on social media five out of seven days of every week.
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THANK YOU! ANY QUESTIONS?