PROMOTIONAL STRATEGY DOCUMENT
CONTENTS PAGE ANALYSIS: Executive Summary Brand Ethos PR Objectives Target Audience Target Audience Breakdown Target Audience Online Audit Analysis of Audit Competitor Online Audit Analysis of Audit Competitors Promotion Promotional Strategy SWOT of Proposed Strategy
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STRATEGY: In House Promotion Press Release Social Media Webinar Open Day & Trend Panel London Design Festival LDF Press Release LDF Advertisements LDF Art Installation Gift Bag Contents Promotional Timeline Follow Up Promotion Measuring Success Image References
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01. Analysis
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EXECUTIVE SUMMARY
Trend Visionary is a consumer insights and consultancy agency providing demographic specific trends, cultural movements and insights. This strategy launches Trend Visionary as a company, utilising an integrated website and blog, an annual breakdown trend publication and an art installation to disseminate Trend Visionary’s wealth of knowledge and expertise across the industry. This strategy is tailored to maximise the reach of high-street retailers in the fashion, lifestyle and beauty sector whose target audience has predominant focus on the Millennial demographic who in turn will become future clients. This proposed promotional document will work collaboratively with the creative strategy document to offer a comprehensive insight into the plan for the launch of Trend Visionary and its services.
Dates: Website – 01/05/17 (officially launched) Annual Breakdown Trend Publication – 16/09/17 Art installation at London Design Festival – 16/09/17
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CREATIVE OUTPUTS: • A consumer insights and consultancy agency website & blog • A promotional installation at London Design Festival • An annual breakdown publication & 3 key trends for the Millennial consumer
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BRAND ETHOS
Trend Visionary pride themselves on being a grounded and personable company. This is why the blog is such a vital part of their concept as it offers an insight into the company and enables everyone to be a part of their community despite their professional level. Social responsibility is something Trend Visionary push throughout their trends and aim to not only creatively inspire their clients but to also educate them. The understanding of different demographics and varying consumer behaviour is at the heart of the company. This ensures that clients are not only made aware but also recognise why these differences exist and impact future predictions.
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PR OBJECTIVES • Launch Trend Visionary as a demographic specific, consumer insight and consultancy agency • Establish Trend Visionary as the creative hub for exuberance, innovation and exploration • Create a buzz around the agency in the media & gain a positive response • Increase engagement and conversation between companies Trend Visionary want to work with • Drive traffic to trendvisionary.com via the blog to present their services and expertise • Generate a strong online & offline presence for Trend Visionary to increase leverage for positive coverage • To isolate & impress potential clients and in turn build up a reputable clientele • Successfully empower our clients & nurture our relationships with them • Collaborate with young creatives on exciting new projects
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TARGET AUDIENCE
Target Audience: Trend Visionary will have a broad spectrum of clients on their books which will constantly invite them to engage with a variety of sectors in the industry. This constantly evolves their understanding of consumer habits and enables them to blend their well-rounded knowledge with their clients in order to innovate. Trend Visionary is targeted at high-street retailers in the fashion, lifestyle & interior and beauty sectors. They specialise in demographic focused trends and insights which ensures they are prepared to take on a clientele with varying target audience ages. However, Millennials are currently the largest demographic with the highest rising spending power so they are the focus for the publication and company launch. As Trend Visionary grows their clientele annual breakdown publications will be created for a variety of demographics.
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TARGET AUDIENCE BREAKDOWN Who are Trend Visionary promoting to?
FASHION Potential clients are highstreet retailers such as ASOS, Topshop, H&M, & Other Stories. They all offer a wide range of ready to wear clothes, shoes, jewellery and accessories, making them adaptable to their consumer’s own personal style. Their target consumers are predominantly in the Millennial demographic but also cater to all ages.
LIFESTYLE & INTERIOR
BEAUTY
Trend Visionary are aiming to target interior and lifestyle retailers such as Zara Home, Anthropologie and The White Company. These companies target consumers in the Millennial demographic specifically women aged 25-35 and are likely to be professionals. Their websites and stores as a whole are kept to a clean, minimal theme allowing their products to stand out and to display their identity.
Targeted clients in the beauty sector are Benefit, Boots Botanics range and Anthropologie. Benefit is aimed at the younger Millennials with their fun, quirky packaging however a lot of parents and other family members purchase their products as gifts so it is important that they appeal to a wide audience. Boots Botanics and Anthropologie take a more sophisticated and minimal approach as they are aiming to reach older, professional Millennials.
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TARGET MARKET ONLINE AUDIT
The audit used a target client from each sector and compiled data about their online presence.
ASOS
Zara Home
Anthropologie
4,730,569 3x daily Links to blog & street style Up to 2x daily styling tips
1,913,612 2x weekly Products & promotions 3x monthly campaigns
1,238,350 2-3x daily blog, products, promotions 2x monthly product promotion
Likes: Post frequency: Type of post:
1Million 5x daily Styling blog posts
Videos:
Rarely
80.7K 2x daily Retweets of customers & reviews Occasionally collections & campaigns
558K 4x daily Products, blog, promotions N/A
1.7Million 5x daily Products
2.9Million 3x daily Products, services & reposts of customers Less than once a month - promoting products
Likes: Post frequency: Type of post: Videos:
Likes: Post frequency: Type of post: Videos:
6Million 2x daily Products & street style Short clips 2x monthly of campaigns
Short clips up to 3x daily - new collections & promotions
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ANALYSIS
ASOS and Anthropologie linked their blogs in almost every social media post, especially on Instagram. All three companies used social media to promote their products by using editorial style photos, and they used short videos to further engage with their target audience. They all have a large following on social media and are extremely active across all channels which provides an opportunity for Trend Visionary to connect with them by following similar techniques. Instagram has shown to be the most popular of the channels and this is likely to be the same for Trend Visionary as there will be a lot of eye catching imagery. This will generate likes and therefore build up a following for the company and make it more reputable. Online channels are obviously extremely important tools for these companies so it is paramount that Trend Visionary utilises them to increase their appeal when trying to recruit them as clients.
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COMPETITOR ONLINE AUDIT SOCIAL MEDIA ANALYSIS AGENCY
WGSN
LS:N GLOBAL/ THE FUTURE LABORATORY
TREND BIBLE
171,289 likes Posts at least once a day Sharing links to their blog posts
9,230 likes Posts once every few hours Promoting trend events and new exhibitions & new innovations Occasional videos, mostly images and links to articles
1,307 likes Posts once every few days Sharing links to their blog posts and trend reports
Occasional videos, mostly images
18.3K followers Posts every couple of hours Sharing links to Promoting their trend events, facts, their blog posts & promoting their events innovations & links to their blog posts Mostly written Imagery & videos embedded from their tweets but imagery when embedded to blog posts blog post links
8.3K followers Posts every few hours Sharing links to their blog posts and trend reports
169K followers Posts 5-6 times a week Inspiring imagery from their trends
8,270 followers Posts up to 4 times daily Inspiring imagery to communicate their trend research Mostly images but occasionally short video clips too
2,782 followers Posts 3-4 times a week Inspiring imagery of things, they have seen & done Mostly images & occasional videos to communicate their future insights
N/A
4,018 followers Boards split into categories by trend and seasons i.e. SS17 Home Activate, SS17 Home Riviera
89.8K followers Posts hourly
Mostly images but some video montages of street style PINTEREST
Links to their blog posts & imagery that is embedded in them
19,840 followers Boards split into categories i.e. footwear, denim, art, travel, youth & packaging
Imagery when embedded in blog post links and text to describe link contents
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ANALYSIS
As a result of the social media analysis it has shown that it will be beneficial to operate across all social media channels (Facebook, Instagram, Twitter and Pinterest). Facebook and Instagram seem to be the main platforms for generating a large following therefore the main focus will be on these during promotion but will not neglect Twitter and Pinterest either. Twitter is a great tool for communicating with potential clients and regular engagement will raise their awareness of Trend Visionary and get it noticed.
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COMPETITORS PROMOTION: TREND BIBLE: Twitter: • Tweet companies that they are interested in working in requesting free samples – if company reply then the customers they supply to will become aware of Trend Bible as well as the company • Post links to blog posts on Twitter • Share Instagram posts • Tweet screenshots of publications and reports to entice clients • Use relevant # to reach a larger audience
Instagram: • Made it a diary of their life – makes them come across as a personable brand • Share what they are up to and relevant # e.g. when at trade events # or tag the location – generates more traffic to post
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Across social media: • Follow relevant people in industry and companies they work with or are interested in working with – can keep up to date with them and offer more directed services when they feel necessary with a better understanding of the company Talks/events: • Attend as many as possible and give speeches at them e.g. London Book Fair – raises awareness of company and improves networking Locality: • Interviews with local magazines about the company and its success • Collaborate with local events and independent companies to establish solid foundation in the community e.g. good relationship with Northumbria University – young creatives Offers: • Offer discounted e-books at the end of seasons for a limited amount of time – encourages those interested but that have not invested yet Blog: • Conversion strategy to convert viewers into clients – gives them an insight into the companies’ services and expertise • Personal approach to some posts i.e. what life is like at Trend Bible – gives a better understanding of their core values.
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WGSN: Media: • Take part in interview features in a range of print and online articles e.g. Daily Express, Business Mirror, Bloomberg – and link these articles on their website for further promotion & credibility
Press Releases: • When launched ‘WGSN Insight’ (their complementary service), they sent out a press release to media and companies in the industry to publisice this • When launching big trend reports • When collaborating with other companies
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LS:N GLOBAL:
Forms of Promotion: • In house presentations • Futures workshops • Events
Reports Online: • Promote an exclusive report as a free download but to be able to get it. It requires readers to enter all of their details e.g. company they work for. They can then use this information to target relevant info and services they might be interested in – solid conversion strategy • Show a brief description of reports online and an eye catching image – entices readers to want to know more & persuades them to invest
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PROMOTIONAL STRATEGY ONLINE:
• Countdown and teaser posts for the annual breakdown publications release across social media platforms • Competition for young creatives to collaborate and have work featured • Promote blog posts via social media platforms • Converse with brands in target audience via twitter • Free webinar every 3 months • Share links with target audience for the webinar and send out reminders via social media • Follow brands/companies want to work with & other creatives in industry • Daily Instagram stories – raise awareness of what Trend Visionary does • News Release
OFFLINE: • • • •
Collaborate with local events Open Days & trend panels Attend talks & other industry events – networking Press release & interviews
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SWOT OF PROPOSED STRATEGY STRENGTHS: • Global 24/7 communication source via social media & reach larger audience • Will result in a strong online presence • Online competition will increase the conversation of Trend Visionary • Teaser videos and images of the annual breakdown publication will generate hype • Webinar will promote website and blog while showing expertise of the agency & will build up trust of potential clients • Ties online and offline features of Trend Visionary together making it consistent & a solid integrated company • Utilising social media platforms is in keeping with target audience’s methods of promotion – will appeal & reach them • Daily Instagram stories will give a better insight into the company and will make it more personable • Open days and trend panels will reflect how closely Trend Visionary intend to work with their clients on a consultancy basis • Blog offers a good conversion strategy for gaining clients and promoting these posts via social media will entice potential clients in • Attending talks – word of mouth promotion and networking • Collaborating with local events will form solid foundation in community, increase word of mouth promotion and trust • Press and news releases will get the name out into the media and also generate attendees to events organised and will increase traffic to company website where those interested can find out more information
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WEAKNESSES:
• Start-up company so little/no contacts to target press and news releases to • Will take a while to establish online presence on social media – won’t have an audience to promote blog posts to straight away • Competition – will young creatives be interested in competing to work for a company with no reputation – could be risky for them • Starting with no reputation in industry so will take a while to build up trust and connections i.e. will have to reach out and be persuasive to target audience to get attendees at trend panels and open days • Target audience use social media to connect with their consumers – will they be interested in communicating with another company across these platforms?
OPPORTUNITIES:
• Become a partner at London Design Festival – work alongside their PR team and will direct press release and promotion to all of their contacts & utilise their offering of social media posts – build up online presence and drive traffic towards website • Social media reaches a global audience but can be used to target specific companies. Trend Visionary should utilise this to personally connect with their target audience. This will show the value they hold to Trend Visionary • Exciting new company with a USP of being demographic specific – promote this at talks & in local media to those in industry, tell them why they need Trend Visionary • Many Trend Forecasting agencies are well established & criticised for their strict templates – promote how Trend Visionary are unique in this • Utilise the blog – show trust and expertise – first place traffic will reach and then in itself the professional website and blog will build trust and promote consultancy services and the annual breakdown publication 17
THREATS:
• Trend Visionary is penetrating a market with well-established competitors who have the funding to promote on a larger scale – may be overshadowed • Systematic distrust is currently a trend – may be harder to convince target audience of Trend Visionary’s credibility with it being a start-up company • Online presence taking longer than expected to take off
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02. Strategy
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IN-HOUSE PROMOTION BUSINESS CARDS: They will be used while networking at talks and events and will always be distributed to clients that come through their doors or when ordering publications and samples online. They are bright and aesthetically pleasing to encourage them to be kept and not thrown away. Dimensions: 85 x 55 mm Front:
Back:
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PRESS RELEASE:
Trend Visionary will use services such as the ‘Direct Marketing Association’. Trend Visionary will utilise their directory services suitable for the chosen target market. A small team of volunteers/ interns will assist cold calling companies and informing them about the launch of Trend Visionary and its services. This data can then be inputted into a computerised database that will form the basis of Trend Visionary’s contacts. The stored contacts will be sent a copy of the press release and other upcoming events. This will be done prior to the launch of Trend Visionary to ensure they have already started to build up contacts to inform them of events and to increase the reach of these. Creative agencies and design press will also be sent the press release and be informed of Trend Visionary’s service, this should result in features and in turn promotion. Such as, Frame Publication online.
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PRESS RELEASE:
TREND VISIONARY – THE UKS FIRST DEMOGRAPHIC SPECIFIC AGENCY HAS LAUNCHED Monday 1st May 2017 – Today, Trend Visionary, the demographic specific consumer insights and consultancy agency launch to success. A company dedicated to revolutionising the forecasting industry, equipping their clients with in-depth future intelligence and creative inspiration for their chosen target market. Situated in the heart of London’s cultural district, Soho, their expertise focus on the fashion, lifestyle & interior and beauty divisions, providing a holistic view of what is next. “With consumers needs and desires evolving at a rapid rate brands and retailers are facing the challenging issue of appeal and adaptation whilst keeping to their authenticity” says Lucy Barker, Managing Director, Trend Visionary. “We step away from templates and empower our clients to go above and beyond the ordinary by giving them a unique edge fused with desirable knowledge”. The Trend Visionary team predominantly operate online as a digital subscription-based agency with a complementary blog feature. However, they also offer, annual breakdown analysis publications which are sold as ‘inspirational and aesthetically pleasing guides for heightened market opportunity’. Their 2019 Millennial issue will be available from the 16th September 2017 and can be pre-ordered at www.trendvisionary.com. Their services are specific to their clients chosen demographic and are focused on identifying and distinguishing key drivers and evolving these into stimulating future trends. These will be showcased at their open day on the 6th June 2017 which features the hosting of their first ever trend panel. “We are inviting you to innovate,” says Lucy Barker. “Welcome to the future”. For more information, & trend panel tickets, contact: Lucy Barker Managing Director, Trend Visionary (020) 1612 7894 www.trendvisionary.com enquiries@trendvisionary.com
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SOCIAL MEDIA:
TWITTER: • Every few hours • Generate conversations with brands • Share links to blog posts – imagery embedded • Promote competitions, trend events, open days FACEBOOK: • Twice a day • Links to blog posts – imagery embedded • Competitions • Posts about exhibitions, events of interest happening • Offers on subscriptions/publications INSTAGRAM: • At least once a day – to build up following & produce a creative community • Inspiring imagery from publications/blog posts and trends • Promote ‘what’s on’ i.e. exhibitions & events of interest in • Short promotional teaser film clips PINTEREST: • Teaser boards to show inspiration behind trends and key drivers • Monthly updates
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WEBINAR: Free webinars will take place every 3 months and aim to build trust with viewers and show off Trend Visionary’s expertise. This conversions strategy will drive traffic towards their blog and website and overtime will result in new clients. Their first webinar is based upon the 4 key drivers for Millennials in 2019. This focuses on promoting the launch of the Millennial annual breakdown publication. It is set to regenerate the original hype from the launch of the company and continue word of mouth promotion. Tweets, Instagram posts and Facebook posts will be counting down for the webinar to produce a buzz around it and throughout the webinar a discussion via social media is encouraged. They will continue to converse via social media after the webinar to build up a Trend Visionary community and to motivate subscriptions. EXAMPLE OF TWEETS BUILDING HYPE:
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OPEN DAY/TREND PANEL: This has been strategically positioned to take place on Saturday 3rd June 2017 instead of the official launch date of Trend Visionary. This is to give time for the company to be establish itself on social media, to attend networking events and to build up an audience of subscribers at least for the blog if not paid. This invite will be sent directly to those subscribed to personally invite them, which shows how Trend Visionary values them as a client. To encourage subscribers, on Monday 15th May 2017 an exclusive offer will be posted on their website where readers can download a pdf sneak preview of the Millennial annual breakdown analysis publication. However, to do so they must enter their details including, contact number & address, their name or company name, the demographic they’re most interested in and their email address. This tactic ensures the open day and trend panel have a higher reach and also gives Trend Visionary a guide of the number of visitors and which demographics they are interested in so they can prepare accordingly. All attendees will be given a small complementary goody bag to continue promotion after the event.
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LONDON DESIGN FESTIVAL Enhanced partnership at London Design Festival collectively promotes their activity via a number of marketing platforms:
WHY LONDON DESIGN FESTIVAL? • Has a reputation for being one of the most exciting design festivals in the world • Free tickets for the general public – boost attendance rates • Broad spectrum of visitors from those in industry and likeminded creatives • Hundreds of Partner organisations across the design spectrum and globally – a great event for networking • Promotes and stands for creativity in London which fits with Trend Visionary’s ethos • Annual event that recognises the diversity of world class design talent – a lot of media hype in the run up to the festival, during and after so it is a great way to promote Trend Visionary’s launch of the Millennial Annual Breakdown publication 27
A competition will be running via social media prior to LDF to discover 5 young creatives who will create an art installation that echoes the 4 key drivers featured in the Millennial issue of the annual breakdown analysis publication. Trend Visionary will work closely with the creatives to produce a visually encapsulating and educating installation. They will also be on hand throughout LDF to answer questions and to ensure it runs smoothly. Participants in the competition must produce an output of their choice e.g. image, collage, video clip, sculpture, that they think encapsulates who the Millennial demographic are. They should follow Trend Visionary on Twitter, Instagram and Facebook and share their output to Trend Visionary via a social media channel of their choice with the #TVMILLENNIALS #LDF.
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Collaborating with young creatives increases Trend Visionary’s reach as they will be encouraged to share their experiences on their personal social media accounts as well as take overs on Trend Visionary’s. It is likely that they will also increase traffic to the event and Trend Visionary’s website as a result of word of mouth promotion which will also boost their profile. At least one of the creatives will be kept on as an intern at Trend Visionary after the event. This works as another incentive for young creatives to enter the competition along with having their work featured at LDF and presented to industry professionals. The competition: • Begins 21/05/17 • Closes 10/06/17 The young creatives will take over Trend Visionary’s Instagram, posting stories and images throughout LDF, and behind the scene shots will be posted during the production of the installation to build hype around it. They will also produce a 60 second teaser video for the event which will be posted on Instagram and shared across Trend Visionary’s online platforms to raise awareness of their participation at London Design Festival. This will increase conversation in the run up to the event.
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Included in the benefits of the Premium Partner listing, LDF distribute a press release on behalf of the company. This will reach a wider and more diverse audience of industry professionals and is likely to make the installation more successful and help to further establish Trend Visionary as a company. Further promotion such as banner advertisements, signs, a dedicated webpage and mentions across LDF’s social media channels will also increase awareness and drive traffic towards Trend Visionary’s website.
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TREND VISIONARY @ LONDON DESIGN FESTIVAL Trend Visionary is delighted to announce that they are official premium partners at The London Design Festival 2017. They have collaborated with 5 young creatives to produce an art installation which offers an insight into key drivers for Millennials for 2019. The art installation, which opens on Saturday 16th September 2017 and runs through until Monday 18th September 2017 shapes the launch of their first annual breakdown analysis publication. “Millennials hold the title of the demographic with the highest rising spending power,” says Lucy Barker, Managing Director, Trend Visionary. “Their needs and desires are changing at a rapid rate; we know this is the demographic retailers need guidance with and that’s why they’re our focus this year”. The free admission installation, explores five key drivers; politics, social media, hierarchy of needs, relationships and escapism, and how they will effect Millennials as consumers. This is a thought-provoking and visually inspiring exhibit which will have experts on hand to answer any questions throughout the weekend. “We pride ourselves on being a personable company,” says Lucy Barker. “It has been an amazing chance for us to connect with the future – the young creatives, and establish ourselves in the creative community”. The publication is available for pre-order at www.trendvisionary.com and also features three trends informed by these key drivers for 2019. For more information, contact: Lucy Barker Managing Director, Trend Visionary (020) 1612 7894 enquiries@trendvisionary.com About Trend Visionary Trend Visionary (www.trendvisionary.com) is a consumer insights and consultancy agency providing demographic specific trends, cultural movements and insights. We empower our clients to explore the extraordinary. We are inviting you to innovate - welcome to the future.
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EMAIL SENT TO THOSE SUBSCRIBED ONLINE: This is a draft email that will be personally addressed to Trend Visionary’s online subscribers and will have the press release attached. This fits Trend Visionary’s ethos of being a personable brand and should encourage readers to visit the installation and in turn purchase the publication, request consultancy or become a paid member of the website.
Dear *name* Trend Visionary is delighted to announce that they are official premium partners at The London Design Festival 2017. We have collaborated with 5 young creatives to produce an art installation which offers an insight into key drivers for Millennials for 2019. We will be there from Saturday 16th September until Monday 18th September at 6pm. Please find attached our press release for more information. We look forward to seeing you there! Best Wishes, Lucy Barker Managing Director, Trend Visionary (020) 1612 7894 www.trendvisionary.com 32
BANNER ADVERTISEMENT ON LDF WEBSITE:
BILLBOARD SIGN:
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SOCIAL MEDIA POST MOCK UPS:
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ART INSTALLATION AT LDF:
Relationships
Social Media
Politics
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Heirarchy of Needs
Escapism
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GIFT BAG DISTRIBUTED AT LDF AND OPEN DAY:
CONTENTS: Gift tags Canvas tote bag Business card Promotional poster Branded pen To continue promotion i.e. word of mouth after events
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PROMOTIONAL TIMELINE APRIL: Social media channels created - start following and building up online presence & write press release Direct Marketing build up database
1st MAY: Official launch of Trend Visionary Press release distributed to media Active posting on blog & shared across social media channels - encouraging conversation
15th MAY: Exclusive offer posted on website for sneak preview of Millennial publication PDF - link promoted and shared across social media channels
21st MAY: Announce partner of LDF across social media & blog Competition launch for young creatives - heavily promoted across social media channels & blog with #’s
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3rd JUNE: Open day & Trend Panel Post Instagram stories throughout event & share images across platforms Encourage discussion across social media about the day & write up on blog
5th JUNE: Follow up emails and phone calls to attendees of open day
10th JUNE: Completion officially closes
15th JULY: Winners invited to office & briefed about key drivers - begin brainstorming & document across social media allow them to do Instagram story takeover of ideas generation
1st JULY: Winners announced & congratulated publically on social media and contacted
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JULY 31st: 1st Webinar - promote social media & encourage discussion
AUGUST 23rd: Press release goes live - officially announced to media partnership at LDF & installation The young creatives’ teaser video goes live across social media & website
AUG-SEPT: LDF promotion across their channels - Trend Visionary retweet these & engage with brands where possible
2nd SEPTEMBER: Young creatives posting behind the scenes (BTS) Instagram stories & images across platforms of production of installation
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9th SEPTEMBER: Follow up phone calls to those on subscription list about LDF. Launch comp on social media to win Millennial publication
16th SEPTEMBER: Launch & Installation weekend- push social media promotion & talk to press at event
11th SEPTEMBER: Begin countdown on social media channels for launch of publication & installation
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FOLLOW UP PROMOTION:
• 21st September – release & congratulate winner of Millennial publication across social media channels • Canvas tote bags – expected to be used by attendees which will continue promotion after event • Blog post about weekend at LDF • Write ups in press/media about art installation at LDF • Select interns and write blog post on why they have been chosen • Testimonials written up onto the website from the young creatives that Trend Visionary worked with • Testimonials on website from consumers of the Millennial publication • Continue social media promotion
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MEASURING SUCCESS:
• Set up Google alerts account to track social media activity & gauge audience i.e. mentions from followers • Analyse website traffic to see if blog and the promotion of it is working effectively • Number of attendees at open day & trend panel and whether they were converted to clients • A follow up phone call and email after the open day & trend panel will encourage feedback from the event which can then be used to inform further promotional events & will enable an analysis for the success of it • Write ups in the media about LDF art installation – positive write ups will show successful • Number of sales of the Millennial annual breakdown analysis publication • Number of subscribers on the website & number that have been converted to a paying subscription
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IMAGE REFERENCES: https://uk.pinterest.com/pin/387661480414606732/ https://uk.pinterest.com/pin/387661480411809676/ http://fashionbombdaily.com/snapshot-yara-shahidi-cara-strickerasos-magazine-spring-2017/ https://uk.pinterest.com/pin/387661480414606771/ http://monicaandino.com https://uk.pinterest.com/pin/387661480414607064/ https://www.wgsn.com/fashion/ https://www.lsnglobal.com https://www.lsnglobal.com/activate/article/21175/the-futuresausage https://uk.pinterest.com/pin/387661480414688551/ https://uk.pinterest.com/pin/387661480414688561/ https://uk.pinterest.com/pin/387661480414688644/ https://uk.pinterest.com/pin/555772410252056243/ https://uk.pinterest.com/pin/387661480414688551/ http://vsco.co/stephdimiskovski/media/538217bb7267080c638b460f 45
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