PORTFOLIO Direct Response
CRITIQUE . Pandora Club EDM. Myer Beauty Sale flyer.
CREATION . Pandora ED. Bellabronzetan buckslip.
Improvement . Myer Beauty Sale EDM. Neon Hair & Beauty Facebook post.
Madison Wallace SID: 13220273
CRITIQUE #1 MERITS Imagery The imagery is clean, simple, and shows off the Pandora products. It also pictures a human presence demonstrating the product, in a context the visitors can resonate with, like assembling an outfit or out for coffee. The email features images of multiple frames including close-ups to the jewellery, medium and long angled shots of pieces collaborated with outfits, creating a story. This layout of images particularly draws me in, as I’m a very visual person and love to see how product can be worn or used in various ways, making me want to wear my Pandora pieces and check out other designs I can add to my collection. Femininity is brought to the forefront through this imagery, ideally to fit their target audience. The women featured are glowing as they wear Pandora and high-fashion pieces, which symbolizes the quality and value in the brand.
Colors & Copy
The color scheme is very inviting with light blue and pink, caramel, and green as the featured colors. These colors compliment the jewellery on display and follow a consistent pattern throughout the EDM. The jewellery pieces themselves also tie into this color scheme, accentuating a cool, carefree style Pandora clearly wants to represent as the brand. Femininity is carried through again with vibrant and lively colors in the pictures, while a modern and classy color design of greys are applied to the page links. The copy is clear and concise, using classy, feminine print to align with the Pandora image. The primary copy applied is simple and easy to read, drawing no focus away from the images. This is complimented with a secondary, cursive copy to give a touch of elegance throughout the EDM. There is an appropriate use of capitals included to highlight the campaign and the collaboration with two renowned bloggers. The text is broken up in sections to reduce the feeling of clutter and overall an effective approach to entice viewers to read further.
Promotion The promotion is interactive and is appealing consumers to get involved with the brand in an effect to win something special. I love any idea that encourages personal expression, and as for Pandora’s #sayitwithPANDORA campaign this interactive element is executed perfectly. As well as this, Pandora has collaborated with fashion and lifestyle bloggers – Carmen Hamilton from The Chronicles of Her and Connie from, K is for Kani, both with a large share of followers. This is an effective use of word-of-mouth that will capture new readers, whom interests align with fashion, lifestyle and the elements Pandora promotes. Applying the hashtag #sayitwithPANDORA is encouraging viewers to move to a different platform. This allows the use of Facebook or Instagram to receive new prospects via the participant’s social media lists.
CRITIQUE #1 FAILINGS
Better Subject line Jewellery is personal, why not the email The Pandora email invites consumers to tell their personal style story, however failing to frame the email as a personalized invitation. I would feel more engaged in giving a personal story if the email was addressed to me, rather than just promoting the email content. As for a brand that seeks to promote their “individualized Jewellery” image, this is a huge miss. By not personalizing an email to a client that has been a regular customer for years, it has diminished the appeal that Pandora Jewellery has a better personal touch over their competitors. I would suggest something more eye catching and intriguing like, “We are calling for you, MADISON | #sayitwithPANDORA & WIN.” This is an attractive subject line that provides a personal touch as an invitation, while promoting an incentive to say it with Pandora and win. Consumers want to be treated as individuals with information tailored to their needs through their preferred channels of communication, and they want a consistent experience during interactions. Pandora has a huge client base, so personalizing their emails would create a personal link from the brand to consumer and reduce that unappealing corporate image. Personalisation is almost always a good idea, if the message matches the recipitant. In this campaign, Pandora has targeted the correct segment as my mother and I both loyal customers, received the email. I have been subscribed to Pandora mailing since April this year and received 17 emails, a well-managed amount to keep me informed with new information and promotions. Still, as a key element that aligns with jewellery, personalization is missing in them all. This improvement will distinguish Pandora email from the clutter, but only if these marketing efforts are in sync. Consistency leads to a pleasant customer experience, and that in itself is a win. I go into depth critiquing the importance of personalization as for a jewellery brand I feel like this element is the foundation for Pandora, as they offer unique charms that can personally resonate with each customer. When I purchase Jewellery, I am really committing myself to their brand and want to feel like I’m not just another shopper and that they truly value my loyalty.
CRITIQUE #1 FAILINGS No reminder email People forget There were no other emails received regarding the campaign “Tell your style story,” letting that lingering ‘maybe’ idea be a missed ‘yes’ opportunity. The campaign was featured at the bottom of the email and would have been disregarded by a large portion of the audience. Unfortunately, without a second encouragement email to take part in the “Tell your style story,” Pandora has lost interaction with a huge client base. I love the idea of this campaign to get consumers involved and interact with Pandora. People are very passionate about their style stories and now having forums to express these with the benefits of winning is a great incentive to create positive word of mouth and improve brand value. I would suggest creating an email detailing the “Tell your style story” campaign with examples and pictures on-page rather hyperlinks. This design is convenient and captures the audience’s attention of the campaign reminder and simplicity to enter and win.
No clear call-to-action Whats the next step?
Although there is a hyperlink placed on the page, there is no clear direction for viewers to take the next step. The Pandora EDM is missing a call-to-action button, which would negatively impact visitor traffic to the campaign site and more importantly the website. The purpose of the page is to drive consumers to the website with the intent to participate in the #sayitwithPANDORA campaign, though will not achieve a significant impact if their is no sense of urgency or direction. The CTA should be easy to find but not so large that it distracts from the promotion and in a color that catches the eye.
CRITIQUE #2 Myer Beauty Sale Loose Leaf Flyer
CRITIQUE #2 FAILINGS Layout I would describe Myers as a renowned and lavish superstore, branding their products with elegance and prestige. However, this flyer fails to showcase these elements with minimal effort in design to capture shopper’s interests. Although the layout is clear, there is no consistency with the brand and its other promotional activities. More brand presence in the flyer is expected for Myers and in such a competitive industry the flyer does not strike me as the leading beauty retailer. Call to action This beauty flyer has failed to present a call to action or directing action to 'Come in Store'. By not including this important aspect of direct response, the flyer fails to directly invite consumers to visit the store and offers. Shoppers are constantly bombarded with sale flyers causing an inattentive reaction to these advertisements. Pieces that do not capture their attention and entice them to take action get lost in the clutter. Color, Copy & Imagery The color scheme is practical but something I would expect for a Chemist beauty sale. The pink is bold and inviting, though does not have that ‘pop’ against a pale background and bordering bright colors, like the blue and purple. The array of colors and unappealing copy markets the flyer as cheap and diminishing the ‘value’ image that Myers represents. The copy is lifeless and is a misrepresentation of cosmetics. This should be a more exciting and feminine design, to promote this sale as a fun experience. The flyer lacks engagement with no human presence demonstrating the products or appealing to the market. Beauty images should be featured to encourage women to feel feminine and desire the same products.
MERITS
Measurability of offer Feature deals constitute an important element of retailer promotion activities and Myers has excelled at the measurability by separating the promotions into two separate entities. By offering two different valued discounts makes the offer more appealing, rather than having 1 overall discount. Multiple discounts give consumer the feeling that it’s worth their time and there is more on offer with better savings. Timely nature of the offer The offer is a one-day promotion that attaches a negative consequence of missing out if there is delay. By setting a short time limit, consumer adds value to the promotion, as it will not last. This encourages shoppers to really think of items they want while the sale is happening, lessening the idea that they can get it another time because the products will be full priced.
CREATION #1 Follow-up Pandora EDM
CREATION #1 Follow-up Pandora EDM EXPLANATION After critiquing Pandora’s #sayitwithPANDORA EDM, It was suggested to send out a follow-up email as a reminder for the ‘tell your style story’ promotion, which was ineffectively only featured on the bottom-half of the page. To intrigue viewers and drive a greater share to the page, a second EDM was designed to include improved elements and detail the promotion. The previously suggested subject line, “MADISON #sayitwithPANDORA & WIN” was applied as it is personal and aligns with the ideals that Pandora is customized jewellery. The ‘Winning’ element has remained to immediately entice and detail what the EDM contains. On the email, the page is titled with the signature ‘PANDORA Club’ with the headings hyperlinked to the website. The previous promotion details is featured, clearly explaining the promotion with 2 appealing images displaying jewellery pieces. The personalized invitation is followed, directly asking viewers to celebrate Pandora’s campaign launch for a chance to win 1 of 3 bangles. A second request invites consumers to tell of their favorite style insights with the call-to-action button clearly and bolding placed beneath. The CTA button is promptly placed in the middle of the page to emphasize direction and urgency, while featured in the feminine and appealing color purple to catch their eye. Keeping to the consistency of ‘say it and win,’ the CTA is customerised to be ‘SAY IT.’ A quirky little touch to again highlight the promotion. An example of Kate Foley’s style story is provided to give viewers an idea of how easy the process is, including an appealing image of her wearing Pandora pieces. Audiences are more intrigued by incentives that are achieved through simple steps with minimal to no underlying conditions. I’ve designed an EDM that comprises the goal of the page, the intent of the visitor and the complexity of what is offered in an elegant and simple layout. The final EDM elements include hyperlinks to the website pages, highlighting the social media presence with icons and a clear unsubscribe link.
CREATION #2 Bellabronzetan Buckslip - in Cosmopolitan Summer read
CREATION #2 Bellabronzetan Buckslip - EXPLANATION Bellabronzetan is a newly launched beauty salon that offers custom facial and tanning treatments. This buckslip creation has been designed to tastefully represent the brand and appeal to the target audience with color, imagery and an exciting offer. The buckslip is to be placed in the magazine, Cosmopolitan Summer reads, as the content features beauty treats and tricks, ideally reaching Bellabronzetans potential clientele. There is a human presence, showcasing her summer glow, courtesy of bellabronzetans. A visual understanding has a greater impact on consumers, rather relying on copy to paint a picture. The image influences viewers to imagine themselves on the beach after using the product. The color scheme applied throughout the buckslip is consistent with the light blue and brown shade in the logo. The hot pink was selected as it really popped on the page and will certainly catch the reader’s eye. The $15 off was displayed for this reason with details followed. ‘For a limited time so get in quick,’ is a closer that flips the offer around, and essentially attaches a negative consequence to any delay or hesitation. The copy is clear and concise to resemble the short and sweat deals everybody loves. The text ‘Hey, Pretty!’ suites the audience medium of young women reading Cosmopolitan, using this quirky introduction to draw the audience into the offer. The ‘Get ready for swim season’ is printed in bold as a reminder that summer is one its way and a bellabronzetan is a must have. The ‘follow us’ and social media icons have been strategically placed clear and tidy at the bottom center of the page. Customer’s eyes will be attracted to the social media buttons as they have been formatted with no surrounding distractions. This will drive traffic to these mediums that offer greater interaction and information regarding bellabronzetan and their services. Regular updates of pictures and promotions are implemented through Facebook and Instagram, making it a central effort to get readers to follower these channels.
IMPROVEMENT #1 Myer Beauty Sale EDM
IMPROVEMENT #1 Myer Beauty Sale EDM EXPLANATION This Myer Beauty Sale piece is an improvement from their loose leaf flyer previously critiqued, and designed as an EDM to more effectively reach and inform the target market of the sale. This medium was chosen over the flyer as the message would be more receptive by the audience and influence a greater traffic to the social media forums and website with the call-to-action hyperlink element added. The overall layout was revamped to characterise Myers elegant and prestige branding. A modern black and grey backdrop was used to show class and draw all focus to the message and images. Human presence was added to demonstrate the use of products and create the appeal of beauty (glowing skin & flawless makeup). A second image is of a celebrity that endorses Myers, drawing the audience in with a well-known Myer icon. A variety of cosmetic products are also on display to highlight some of the goodies on offer. By keeping the two valued discounts frames the offers as more appealing, printed in clear and concise copy on a dark shade to create that 'pop off the page' effect. The heading 'beauty' is in a feminine cursive copy with 'sale,' capitalised and bold to emphasise the email material. The Myer brand has presence throughout the EDM, with the easily-followed and hyperlinked website selection bar at the top and the un-subscribe, terms and conditions placed on the bottom. The social media icons are displayed visibly in a format the invites readers to follow. Most importantly, the improvement of a call-to-action button placed evidently under 'sale' to instantly direct customer to the next step. The 'SHOP NOW' button tempts the audience to simply check out the sale, which will be a website page dedicated to the promotion with appealing imagery and copy to keep them shopping.
IMPROVEMENT #2
BEFORE.
IMPROVEMENT #2
After.
IMPROVEMENT #2 Facebook Post EXPLANATION I designed this Facebook post as a improvement piece for Neon Hair and Beauty event night. The original was exploding with various copies in different bolding, italics and shades, making it over cluttered and difficult to read. I have a Facebook page filled with posts that simply have too much wording, to which i continue scrolling. There was no appealing images to promote Neon Hair and Beauty services or excitement for the event night, which was definitely part of the improvement. The improvement piece transforms a Facebook post that could be mistaken as spam into a an attractive invitation for a fashion, factory and market night. The beauty images of flawless eye and lip makeup catches my attention, now curious of the posts message. The invitation element is what catches my eye next, in bold print directing the message to me. Followed by the hot pink, cursive and playful 'fashion, factory, market night', complimented by the market light backdrop showing what the night might entail. The 2 copies applied are flirtatious and consistent throughout the piece. Ive kept the format simple but engaging, intriguing the audience to read more. This is exemplified with the Neon logo, clearly identifying the event hosts and the visibly date, location and boldly printed time. The call-to-action to repost a #hashtag is a step central for Neon to get the word out, therefore the enticement is centred, in a box and visible to the consumers. Placed on the bottom images are boxes detailing the gifts and shows offered on the night, keeping to the clean format to reduce the feel of clutter. The names of the talent and business showcased on the night are creatively featured at the very bottom like a music festival line-up, which appeals to this audience.