MARKETING CONCEPT BY MARIE-CLAIRE MILLS WORD COUNT: 1458
spoiled nation Inspiration for the nation
IN AN ARTICLE ABOUT MEDIA KITS FOR FORBES, MENAKER (2018) EXPLAINS HOW STRAIGHT FORWARD MEDIA KITS ALLOW JOURNALISTS TO GATHER ALL THE ACCURATE INFORMATION ABOUT A COMPANY RAPIDLY AND IT IS THEREFORE NECESSARY FOR BUSINESSES, INCLUDING MAGAZINES, TO HAVE ONE. DUE TO THIS, THE FOLLOWING MARKETING CONCEPT WILL BE PRESENTED USING SIMILAR TO A MEDIA KIT AND WILL INCLUDE SPOILED NATION’S MISSION STATEMENT, DEMOGRAPHIC TITLED ‘OUR SPOILED NATION’, THEIR PRODUCT OFFERINGS, AND HOW SPOILED NATION MARKET THEMSELVES.
Our mission statement
As an anthology of fashion, culture, and current affairs, Spoiled Nation encapsulates what inspires the nations interests through the work of Leeds Beckett final year fashion marketing students.
LEA-GREENWOOD (2013) DEFINES A MISSION STATEMENT TO BE A DEFINITIVE DECLARATION THAT SUMS UP THE ESSENCE OF A BUSINESS AND WHAT THEIR AIMS ARE. MISSION STATEMENTS ARE ALSO MADE TO INTEGRATE LONG-TERM CORPORATE STRATEGY WHICH IS ESSENTIAL TO ACHIEVE CORPORATE OBJECTIVES (RICHARDSON ET AL., 2015). IDYLLICALLY, MISSION STATEMENTS SHOULD BE IN KEEPING WITH THE VALUES OF YOUR STAKEHOLDERS, THEREFORE A MISSION STATEMENT FOR MAGAZINES SHOULD HAVE THE BELIEFS OF THEIR READERSHIP IN MIND.
Our spoiled nation WHITTAKER (2008) DESCRIBES HOW SEGMENTATION OF READERSHIP DEMOGRAPHICS IS IMPERATIVE IN MAGAZINE PRODUCTION. SEGMENTING READERSHIP INTO DEMOGRAPHICS IS IMPORTANT IN CONSUMER-CENTRIC MARKETING AND CAN BE HARD IN MODERN DAY SOCIETY AS SOCIAL MEDIA USERS CAN HAVE MULTIPLE IDENTITIES ONLINE (RICHARDSON ET AL., 2015). AS SPOILED NATION HASN’T LAUNCHED PROPERLY YET, THE DATA BELOW IS TAKEN FROM HEARST MEDIA’S AVERAGE AUDIENCE DEMOGRAPHIC (HEARST MEDIA, 2018). SPOILED NATION’S TARGET CONSUMER AGE IS 16-24 YEAR OLD STUDENTS AND GRADUATES.
GENDER = 51% FEMALE & 49% MALE (HEARST MEDIA, 2018).
AS SPOILED NATION IS WRITTEN BY STUDENTS AT LEEDS BECKETT UNIVERSITY, THE MAIN READERSHIP LOCATION WILL BE THE UK, PARTICULARLY LEEDS.
Our product offerings RICHARDSON ET AL. (2015) EXPLAIN HOW THERE ARE MANY DIFFERENT WAYS PRODUCTS AND SERVICES ARE MARKETED AND THESE WAYS ARE SPLIT INTO MARKETING CHANNELS. BELOW ARE THE CHANNELS THROUGH WHICH SPOILED NATION MARKET THEMSELVES.
ONLINE SPOILED-NATION.COM
IN PRINT SPOILED NATION
ON INSTAGRAM @SPOILEDNATION
ON TWITTER @NATION_SPOILED
Our marketing concept marketing communications EASEY (2009) STATES AIDA IS ONE OF THE MAIN MODELS USED AS A DESCRIPTION FOR THE TRADITIONAL APPROACH TO MARKETING COMMUNICATIONS. AIDA IS A LINEAR PROCESS OF COMMUNICATION; A - AWARENESS I - INTEREST D - DESIRE A - ACTION. ANOTHER TRADITIONAL APPROACH TO MARKETING COMMUNICATIONS IS THE DRIP MODEL WHICH ALLOWS A CONSUMER TO UNDERSTAND BRAND IMAGE THROUGH; D - DIFFERENTIATE R - REINFORCE I - INFORM
P - PERSUADE (FILL, 2011).
EASEY (2009) CONTINUES ON TO EXPLAIN PRESENT DAY MARKETING COMMUNICATIONS MUST BE INTEGRATED WITHIN A COMPANY TO ALLOW FOR ‘SYNERGY AND COST ECONOMIES’. IN AN ARTICLE FROM CAMPAIGN, BROWNSELL (2018) CONSOLIDATED THE USE OF INTEGRATED MARKETING COMMUNICATIONS (IMC), STATING MARKETING COMMUNICATIONS INTEGRATED IN A COMPANY ALLOW FOR CONSISTENCY ACROSS THE ORGANISATION, EXPLAINING HOW BARCLAYCARD’S IN-HOUSE AGENCY IS THE CORE TO ALL MARKETING DECISIONS TO ALLOW FOR UNIFORMITY. IF A BUSINESS HAS CONSISTENCY, THE BUSINESS BECOMES; RECOGNIZABLE, REPEATED, REINFORCED, REITERATED AND, RECALLED (EASEY, 2009). SPOILED NATION ADOPTS AN INTEGRATED APPROACH TO MARKETING COMMUNICATIONS WITH A TEAM KNOWLEDGEABLE OF THE BRAND IMAGE, CLARIFIED USING THE DRIP MODEL AND HOW TO COMMUNICATE THIS BRAND IMAGE TO THE CONSUMER USING THE AIDA MODEL, ALLOWING FOR SYNERGY AND CONSISTENCY.
Advertising and direct marketing SPOILED NATION WILL UTILISE MAGAZINE ADVERTISING AS IT IS EASY TO TARGET SPECIFIC MARKETS BECAUSE A BRAND CAN TELL WHO THE READERSHIP OF A MAGAZINE IS (EASEY, 2009). SPOILED NATION WISH TO TARGET 16-24-YEAR-OLDS BASED IN THE UK, MAINLY LEEDS, THEREFORE THE CHOSEN PUBLICATIONS SPOILED NATION WILL APPROACH ARE LEEDS CITY MAGAZINE, NORTH LEEDS LIFE MAGAZINE, BEYOND MAGAZINE AND, SUBURBAN MAGAZINE. THESE MAGAZINES WERE CHOSEN AS THEY HAVE A LARGE SELECTION OF READERSHIP AUDIENCES ACROSS LEEDS AND THE UK AND FALL UNDER MANY DIFFERENT SUBJECT CATEGORIES, SIMILAR TO SPOILED NATION (NORTH LEEDS LIFE MAGAZINE, 2019). DIRECT MARKETING IS THE CLEAREST TYPE OF BUSINESS TO CONSUMER MARKETING COMMUNICATIONS (EASEY, 2009). SPOILED NATION WILL HAVE A MAILING LIST WHERE CONSUMERS CAN SIGN UP FOR FREE AND EMAILS WILL GO DIRECT INTO THEIR INBOXES. THESE EMAILS WILL HAVE A WEEKLY RUN DOWN OF THE CONTENT UPLOADED TO SPOILED NATION ONLINE THAT WEEK. ANOTHER FORM OF DIRECT MARKETING IS LOYALTY SCHEMES. LOYALTY SCHEMES ARE MOST COMMONLY USED BY SHOPS TO KEEP THEIR CUSTOMERS RETURNING (RICHARDSON ET AL., 2015). HOWEVER, SPOILED NATION WILL USE A LOYALTY SCHEME IN A SIMILAR WAY TO THE BUSINESS OF FASHION’S EDUCATION AND PROFESSIONAL SUBSCRIPTION SERVICE. FOR A SMALL SUBSCRIPTION FEE OF £5 PER MONTH, SPOILED NATION’S READERS WILL HAVE ACCESS TO A PREMIUM MEMBERSHIP. THE PREMIUM MEMBERSHIP WILL ALLOW MEMBERS TO HAVE MORE ARTICLES WITH ACADEMIC BACKING ACCESSIBLE AND STUDENTS WILL BE ABLE TO REFERENCE IN THEIR WORK FOR THEIR DEGREES. COMPETITIONS AND ‘GIFTS’ WILL ALSO BE SENT OUT TO SUBSCRIBERS IN EXCHANGE FOR FEEDBACK TO KEEP THE BUSINESS TO CUSTOMER CONVERSATION FLOWING, ALLOWING SPOILED NATION TO ADAPT TO MEET CONSUMER DEMAND IF NECESSARY (RICHARDSON ET AL., 2015).
inhouse Public Relations “PUBLIC RELATIONS IS ABOUT REPUTATION – THE RESULT OF WHAT YOU DO, WHAT YOU SAY AND WHAT OTHERS SAY ABOUT YOU” AND CAN BE SEEN AS MANAGING THE CORPORATE IDENTITY OF A COMPANY (EASEY, 2009). AS MENTIONED EARLIER, ALL MARKETING ACTIVITIES WITHIN AN ORGANISATION SHOULD BE DONE IN-HOUSE TO ALLOW FOR CONSISTENCY, THEREFORE SPOILED NATION WILL HAVE AN IN-HOUSE PUBLIC RELATIONS (PR) DEPARTMENT TO CARRY OUT MARKETING ACTIVITIES (EASEY, 2009 AND BROWNSELL, 2018). THERE ARE MANY DIFFERENT TYPES OF PR ACTIVITIES AND SPOILED NATION WILL BE UTILISING SOME OF THE FOLLOWING; PRESS RELEASES PRESS CONFERENCES INTERVIEWS PUBLICITY EVENTS PRODUCT ORIENTATED CORPORATE EVENTS COMMUNITY EVENTS (FILL, 2011). SPOILED NATION WILL CREATE A PRESS RELEASE CONSISTING OF A MAGAZINE ADVERTISEMENT WHICH WILL PRESENT THE BRAND TO LOCAL CONSUMERS AS MENTIONED UNDER THE ‘ADVERTISING’ SECTION ABOVE. THE ADVERTISEMENT WILL ALSO INCLUDE THE PROMOTION OF ‘YOUR SPOILED NATION’. YOUR SPOILED NATION WILL BE EVENTS HELD IN PARTNERSHIP WITH LEEDS BECKETT UNIVERSITY THAT HAPPENS EVERY 2 MONTHS. THESE EVENTS WILL BE TICKETED WITH FREE ACCESS TO SPOILED NATION PREMIUM ACCOUNT HOLDERS AND A SMALL FEE FOR THE PUBLIC. EACH EVENT WILL HAVE A QUESTION AND ANSWER PANEL CONSISTING OF SPOILED NATION CONTRIBUTORS AND TALKS ON DIFFERENT TOPICS EACH MONTH. THERE WILL ALSO BE A MIXER WHERE TICKET HOLDERS CAN NETWORK WITH CONTRIBUTORS AND BECOME PART OF THE SPOILED NATION COMMUNITY. ACROSS THE YEAR, SPOILED NATION WILL ALSO CARRY OUT WORKSHOPS ON THE TOPICS SPOKEN ABOUT AT YOUR SPOILED NATION EVENTS WHICH WILL BE AVAILABLE TO PREMIUM MEMBERS AT A CHARGE OF £5. EVERY YEAR, IN THE RUN UP TO THE RELEASE OF THE PRINTED VERSION OF SPOILED NATION, A LARGER SCALE YOUR SPOILED NATION EVENT WILL BE HELD IN PROMOTION OF THE NEW ISSUE.
Corporate social responsibility, Personal Selling and Social Media CORPORATE SOCIAL RESPONSIBILITY (CSR) IS THE WAY MARKETING COMMUNICATIONS IS REGULATED AND IS AN IMPORTANT PART OF BUSINESS FOR MANY CORPORATIONS (FILL, 2011). BY HAVING AN IN-HOUSE PR MARKETING COMMUNICATIONS TEAM, SPOILED NATION CAN ALLOW CONSISTENCY WHICH WILL PREVENTANY UNWANTED PRESS AND BE PREPARED FOR OPPOSING REACTIONS FROM THE PUBLIC DUE TO CONTROVERSIAL TOPICS DISCUSSED (EASEY, 2009). SPOILED NATION WILL BE ABLE TO KEEP STRONG RELATIONSHIPS WITH THEIR CONSUMERS THROUGH PERSONAL SELLING, ALLOWING DIRECT FEEDBACK FROM CONSUMERS (FILL, 2011). PERSONAL SELLING MARKETING COMMUNICATION ACTIVITIES WILL BE CARRIED OUT BY SPOILED NATION CONTRIBUTORS BY ADVERTISING THEIR OWN WORK TO THOSE AROUND THEM AND ACROSS THEIR NETWORKS THROUGH WORD OF MOUTH. IT IS SAID BY MOLYNEUX (2018) THAT JOURNALISTS HAVE A DUTY TO PRESENT THEIR ONLINE SELVES TO COMPLEMENT THEIR PROFESSIONAL SELVES. THIS MAKES IT IMPERATIVE THAT THE SPOILED NATION SOCIAL MEDIA ACCOUNTS COMPLEMENT THE IMAGE THE BRAND REPRESENTS ONLINE AND IN PRINT. SPOILED NATION WILL BE ACTIVE ON INSTAGRAM AND TWITTER CREATING ENGAGING CONTENT WHICH IS VITAL FOR THE BRAND TO CONSUMER CONVERSATION AND VICE VERSA ALLOWING FOR A LONG-TERM RELATIONSHIP BRINGING SPOILED NATIONS ONLINE COMMUNITY CLOSER (CHEN AND LIN, 2018). SPOILED NATION WILL POST DAILY ONTO THEIR INSTAGRAM AND TWITTER TO SHOW THEY ARE AN ACTIVE BRAND AND BE IN THE KNOW WITH THEIR AUDIENCE AND CHANGES AROUND THEM. QUEENSBURY (2018) STATES THAT ALL MARKETING ACTIVITIES SHOULD BE INTEGRATED WITH SOCIAL MEDIA MARKETING ACTIVITIES ALLOWING FOR CONSISTENCY COMPANY WIDE. SPOILED NATION’S ADVERTISEMENT AND EVENTS OFFLINE WILL ALSO BE DEVELOPED INTO INTERACTIVE CONTENT FOR THEIR SOCIAL MEDIA. AS WELL AS THE MARKETING FOR YOUR SPOILED NATION, THE SOCIAL MEDIA CHANNELS WILL CREATE CONTENT FOR EVERY POST ONLINE SIMILAR TO THOSE BELOW DIRECTING USERS TO THE WEBSITE AND ENGAGING USERS WITH THE BRAND.
Conclusion
BY UTILISING THESE MARKETING STRATEGIES AND CONCEPTS, SPOILED NATION WILL BE ABLE TO INSPIRE THE NATION THROUGH AN ANTHOLOGY OF WORDS ONLINE, ON SOCIAL MEDIA AND IN PRINT, AND ALLOWING STUDENTS AT LEEDS BECKETT UNIVERSITY TO PUBLISH THEIR WORK ON A PROFESSIONAL LEVEL, SETTING THEM UP FOR INDUSTRY.
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