We pride ourselves in our ability to extensively compare not only new products but to give a wider non-biased view of technology as a whole. Ultimately we aim to guide our clients to push forward with new ideas and explore the options which can be created. We target companies in the technology industry who are aiming to be the innovators of future products.
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Flare is a brand consultancy. We concentrate on advising brands by giving an insight into what we believe the future holds. Flare aims to illuminate, create and guide in ideas for our clients.We do this by looking at the younger generation and aiming for what we feel they wish to see in the future, therefore considering them as our target market. We not only look into fashion and technology trends but also into how we are living now and how this might effect our lifestyles.
CONTENTS executive summary
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online presence 20-21
brand introduction 2-3 objectives 4
press release & invite
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financial breakdown
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COncept
sponsorship
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target market 6-7
conclusion
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event 8-11
bibliography 27
roadtrip 12-15
contact us
advertising 16-19
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Etsy have commissioned us to produce a concept to expand Etsy’s UK audience, we hope to do this by introducing a physical event to promote the UK sellers. We have created an advertising campaign to involve the general public with the Etsy brand and to create wider awareness of what Etsy can offer. We have decided that we will use Twitter and Instagram with the hashtag ‘SupportEtsyUK’ to create a campaign where the consumer can feel involved. We aim to create a innovative outlook on the brand, ultimately encouraging UK consumers to become involved within the Etsy community.
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Etsy is an online marketplace for handmade goods and vintage items. Founded in New York City in 2005 it allows people around the world to buy and sell unique goods directly from each other anything from food to furniture. In 2012 alone, Etsy sellers sold nearly $900m worth of goods and ten million new members joined the marketplace, making it’s global community 25 million strong. Etsy offers a meaningful and personal shopping experience to consumers and gives independant, creative businesses around the world the tools to be successful. Their mission is to reimagine commerce in ways that build a more fulfilling and lasting world.
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Etsy is an online marketplace for handmade goods and vintage items. Founded in New York City in 2005 it allows people around the world to buy and sell unique goods directly from each other anything from food to furniture. In 2012 alone, Etsy sellers sold nearly $900m worth of goods and ten million new members joined the marketplace, making it’s global community 25 million strong. Etsy offers a meaningful and personal shopping experience to consumers and gives independant, creative businesses around the world the tools to be successful. Their mission is to reimagine commerce in ways that build a more fulfilling and lasting world.
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We aim to bridge the gap between Etsy as an online marketplace and the general public by making Etsy into and online and physical vintage and craft experience. In addition to this we propose to excel the Etsy brand making it more widely known to the great British public, through the use of its online sources. At Flare we are eager to improve the awareness of Etsy to UK customers as it is already a great success in America, through its ‘Craft Party’s’ and extensive use of social medias. We plan on involving more innovative sellers within a physical space to allow personal interaction with the brand and to allow consumers to have a positive association with vintage and handmade crafts. We feel that Etsy as a brand can pursue interactive medias such as online advertising and creative competitions to create an ongoing advertising and awareness for Etsy.
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Flare will hold an event with the ultimate aim to introduce Etsy UK consumers to meet huge UK sellers and experience Etsy in real life. We will hold an afternoon event with workshops and music where vintage and craft enthusiasts can attend and meet people with similar interests. Alongside this we will organise a roadtrip to promote the event and visit iconic craft/vintage fairs. Event goers will meet Etsy representatives and have a chance to find out more about Etsy while grabbing themselves a tote and flyer.
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The target market we want to approach is those who live an alternative or quirky lifestyle who are interested in the unique and handmade. We feel Etsy attracts a target market ranging from an age of 20 upwards, as we feel that all generations that are interested in either vintage or handmade items are intrigued by different elements Etsy can provide, for example a mother with young children might be more interested in some of the craft options then compared to a fashion conscious 20 year old with a vintage obsession.
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As a company, we plan on connecting with this target market by advertising in local vintage and craft events and also by using popular lifestyle bloggers. We plan on adhering to their needs of what they look for within a brand like Etsy and finding new ways to keep interest. We aim to attract new sellers to feature online and to get involved in Etsy as a growing brand,.
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The workshop is to be held at Village Underground in Shoreditch, London and will showcase a whole manner of Etsy’s UK sellers such as ‘Gx2homegrown’, ‘Magasin’,‘Yvonne Ellen’,‘The Fox in the Attic’,‘Silvina De Vita’ and ‘Jonna Saarinen’ who will be hosting a screen printing demonstration. Guests will be able to browse Etsy on iPads around the event and get a feel for the site. There will also be Vintage Hair Styling by a professional stylist. The event will run from 1-6pm and Gabe Sutton &The Ottermen (featured in NME) will be performing while guests can enjoy local burgers and beer.
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We have chosen the location of the Village Underground for the staging of our Vintage event due to its prime position in Shoreditch, which is known for being a alternative London area. In addition to this it’s a 10 minute walk from Brick Lane, one of London’s most famous vintage shopping areas. The interior coincides with Etsy theme of handmade and unique due to the bare brick walls and vintage atmosphere. The Village Underground has enough floor space to include the sellers and their stalls, a photo booth and the workshop areas along with a stage for the performing band.
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The food that we will be serving will be fun and bite size allowing who attends the event to stay circulating and exploring the different elements without being restricted. We plan on having a mini burger selection along with fries, and a vegetarian option. To complement this we are selling a selection of bottled beers and juices.
MUSIC To keep the public entertained we have organised Gabe Sutton and the Ottermen to perform throughout the duration of our event. Playing a mix of Blues, Swing, Americana, country and folk, Gabe Sutton & the Ottermen are band with a unique and English take on tradition, music and culture. hailing from all corners of south east England they perfectly demonstrate the British promotion within the Etsy concept.
Hairstylist P H OTOBOOT H Having a photo booth at an event like this allows a personal interaction and a souvenir you can keep in memory of the event along with a constant reminder of the brand. We are having the option for both a printout photo strip with Etsy branding to take home and the option to upload the fun images onto their twitter link, which promotes the event to those who couldn’t make it.
To keep a consistent theme throughout our Vintage and handmade event we have informed all sellers and those who are taking part to dress in a vintage manor, so the public feel transformed into a different era. We will have a two hair stylists on site to create victory rolls and other iconic styles to leave the individual feeling pampered and inspired.
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Flare will hold an event with the ultimate aim to introduce Etsy UK consumers to meet huge UK sellers and experience Etsy in real life. We will hold an afternoon event with workshops and music where vintage and craft enthusiasts can attend and meet people with similar interests. Alongside this we will organise a roadtrip to promote the event and visit iconic craft/vintage fairs. Event goers will meet Etsy representatives and have a chance to find out more about Etsy while grabbing themselves a tote and flyer.
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We have chosen to base our road trip around 10 UK locations so that we can promote the event physically, along with online. The Etsy car will start at Newcastle and end up in London at our event. We will visit 10 Handmade and Vintage events where we will hand out flyers and give out information about what Etsy is and how they can become involved. To enhance the interactive element of this road trip people who attend the events we stop at can #SupportEtsyUk and the location through Instagram and get the chance to have their experience featured on the Etsy website. The use of a British car such as the Mini endorses one of own main objectives within this campaign, which is to get Etsy connected and known to Britain.
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Newcastle- Lulu’s Vintage Fair Leeds – Judy’s Affordable Vintage Fair Manchester – Castle field Vintage Market Leicester – Strictly Vintage Weston Super Mare – Judy’s Affordable Vintage Fair Cornwall – Mid Century Vintage Fair Southampton – Art and Design Market Brighton – Snoopers Paradise London – Spitalfields Market London – Box Park
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a d v e r t i s i n g
We have chosen to use a combination of both online and offline advertising as we want to bring the eco/ craft side of Etsy to life. We will advertise online on Google Ads and TimeOut using search criteria but also on TimeOuts event pages as well as a possible company day on TimeOut just for Etsy’s advertising. We will also use guerrilla advertising on the roadtrip by having banners on our vehicle.To bring the more physical, community sense of the brand into our advertising we will hand out hand printed flyers, on English handmade papers as well as a limited amount of tote bags which will be heat transfer printed.
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P H YISCA L A D VERTISI N G
We will have our flyers screen printed by hand onto Somerset paper which is handmade for print making in St Cuthberts Mill, Somerset and 100% cotton. We feel this portrays our concept perfectly being so British. The overall look of the flyer will be vintage and handmade style as we have chosen to keep the deckle edge on the typically English paper. The flyer we have designed will include a QR code which when scanned will take the user to a pre-written tweet about the event using the ‘hashtag’ #SupportEtsyUK. We will have the totes heat transferred from customprintedbags.co.uk as the price was within budget and would work on a tight time schedule.The totes will have Etsy’s logo on one side and the flyer design on the other. The bags will include a handmade flyer along with Etsy merchandise including badges and stickers in addition to personalised Etsy rock sweets. This therefore will work as a walking advertisement.
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During the road trip another form of advertising will be the transport, as the Mini will have the Etsy Logo and the information from the flyer on the side panels, such as the QR code, the relevant hashtag and the time and location of the Handmade and vintage event. This allows a constant promotion between each event as seen on the road. To reduce cost and allow the use of the Mini for additional events we aim to apply the advertisement through magnetic panels to add onto the car.
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Even though we are handing out flyers for the event and advertising on Etsy’s website we feel that additional online advertising will reach new audiences which haven’t been previously contacted. The use of advertising through TimeOut allows people in London to hear about Etsy and the event weeks before it launches, also a feature on the ‘What’s on’ section allows people to see the event in comparison to similar upcoming activities. Furthermore TimeOut creates the option to have a day dedicated to a brand or event; we can use this to have an Etsy Day promoting the site. When vintage or handmade are searched into the websites’ search engine the top results appear with our promotions. The use of Google Ads provides an effective way of reaching to our target audience. By searching vintage, handmade or Etsy our event comes up as a top suggestion .With Google Ads you only have to pay once it is viewed so price can be evaluated at a later date.
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The advertisements and the Road trip segment will be featured on the main home page of the Etsy website to create as much publicity as possible. The interactive map will provide click through hyperlink so each location can be explore in-depth and individuals can see where their Instagram posts have been published from each event. In addition to this a link to our poster for our event is featured to create further excitement and to confirm details.
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We have used the combination of Twitter and Instagram to create a personal interaction where the public feel involved within the campaign. We feel that they link well together as the same hashtag can be use within both.
W EBSITE MOCKU P S
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P RESS RE L EASE
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We will invite a people from the press to experience our event and to promote Etsy. We are going to send our press release and online invite to a range of recipients to appeal to our target audience. The press list will include well-known fashion, craft and vintage bloggers from around the UK which will help the promotion of Etsy event and the roadtrip. In addition to bloggers we will invite vintage, craft and home magazines which already to reach out to potential new Etsy consumers.
Etsy is an online marketplace for handmade goods and vintage items. Founded in New York City in 2005, it allows people around the world to buy and sell unique goods directly from each other – anything from food to furniture. In 2012 alone, Etsy sellers sold nearly $900m worth of goods and ten million new members joined the marketplace, making our global community 25 million strong. Etsy offers a meaningful and personal shopping experience to consumers and gives independent, creative businesses around the world the tools to be successful. Our mission is to reimagine commerce in ways that build a more fulfilling and lasting world.
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For the Press invitation we have chosen to have it in keeping with the unique and handmade elements of our concept incorporating the British theme. The postcard idea reflects the idea of a typical vintage seaside holiday and the ‘Wish You Were Here ‘element. We aim to have this sent digitally to the relevant press with direct link to our website to connect the physical and the virtual.
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We have calculated an approximate outline for what each section of our campaign will total to, including flyer production and event hire.
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S P O N SORS H I P
In order to reduce cost we have researched into the possibility of a sponsorship from Mini for our roadtrip. We are in contact with the BMW Sponsorship team and are currently awaiting conformation. We feel this would be a perfect route to pursue as it reflects the idea of our British event.
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Overall we believe our concept will be successful as we have combined evolving technology with the ecological in that we have used both to advertise. We have also taken this idea and brought Etsy to life for UK consumers which we feel will encourage more buyers and therefore more sellers.
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We feel that our campaign will work as we have created a strong personal connection to the British public where they can feel involved within Etsy. The advertising will be shown through different media, including online, featuring on TimeOut and Google Ads along with being on the Etsy homepage. The advertising can be seen through different devices, making it easy to reach out to different audiences. In conjunction with this, the advertising of Etsy and the event will be on the printed tote bags, which creates a walking advertisement promoting Etsy to the general public even after the event.
BIB L IOGRA P H Y Event http://vi.sualize.us/the_terry_shop_03_typography_poster_graphic_design_mailer_picture_6U6Z.html https://www.facebook.com/GabeSuttonTheOttermen?fref=ts Screenshot of Etsy’s Instagram page on iPhone http://piccsy.com/2013/06/burgers-and-beer?s=rss http://villageunderground.co.uk/hire http://etsy-craft-party.eventbrite.com
Roadtrip http://www.pinterest.com/pin/478507529129390429/ http://www.remodelista.com/posts/good-and-proper-teatruck-in-london http://www.minifinity.co.uk/forum/viewtopic. php?p=894617 http://www.pinterest.com/pin/478507529129372039/ http://daughters-of-a-dog.deviantart.com/art/ Roadtrip-197748494 https://www.etsy.com/ipad/ Social Media https://www.vimeo.com/Etsy https://www.instagram.com/Etsy https://www.facebook.com/EtsyUK https://www.twitter.com/Etsy http://www.pinterest.com/Etsy
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Advertising Screenshots http://www.etsy.com/uk http://www.timeout.com http://www.timeout.com/london/events
Car Images http://www.mini.co.uk http://superfastminis.com/D.ANDERSON.html Event Image Examples http://www.gazetabt.ro/fashion-bucle-fascinante-in-coafuricu-parul-prins-galerie-foto.html http://trialx.com/i/2012/07/02/how-to-make-mini-burgersrecipe-guide/ https://www.facebook.com/GabeSuttonTheOttermen?fref=ts Target Audience http://blog.tuppencehapenny.co.uk/2011/08/vintage-at-southbank-report.html http://www.newsshopper.co.uk/news/9585725.Young_entrepreneur_launches_craft_fair_enterprise/
For further information please contact us at: Flare Brand Consultancy Royal Mint Court Tower Hill London EC3N 4HJ 020 943 729 45 www.flarebrandconsultancy.co.uk
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