Brand Launch & Promotion Individual Report
How Far Will You...
Melissa Wallis N0427213 Fashion Communication and Promotion FASH10106 Creative Networks Word Count:3093 Without Quotes:2914
Fig 1 - Front Cover Image
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Contents
Page 4 - Introduction Page 8 - The Initial Campaign Page 11 - The Challenge Page 15 - The Launch Event Page 20 - Post-launch Campaign Page 21 - Advertising Page 23 - Social Media Page 24 - Public Relations Page 25 - Conclusion
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Introduction
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At GO, we see ourselves as a pioneering brand, being the only brand that supplies scented wrist-wear at the high street level, we are one of a kind. Available primarily from Urban Outfitters, our stylish, on the go, scented wrist-wear for men is aimed at the 20-26 age group, the adventure seeker, curious and eager to travel the world. Closing the gap between fashion accessories and fragrance. It will be marketed at £30 for the bracelet, which will come with two complementary scented beads and a further £10 for our refill of beads
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which lasts 1-2 months. Due to the nature of the product, designed to be fragrant 24/7; we wanted our scent to be light and refreshing and not at all overpowering, adding subtle elements of smells associated with travel to create our signature scent. The wrist-wear itself, to tie in with our brand values will be eco-friendly, made from recycled materials; rope for the strap and wood for the beads. Initially available in two colours; ‘grey blue’ and ‘hunter green’.
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The concept is inspired by the ‘Intrepid Explorer’; defined as a desire for physical endurance and self-refinement. Through our slogan ‘How far will you GO’, we challenge our consumer to push the boundaries of adventure, aspiring to encourage both mental and geographical discovery. GO is like an unfinished story, a cliff-hanger; it is up to you what you do next. Bill Stuart in the book ‘Packaging Design’ says, ‘the purchasers of a product may differ from urban adventures to safety seekers’ meaning our product will not only appeal to our targeted guys, but will also appeal to a much wider audience not only for its aesthetic purpose but also to encompass the essence of our brand.
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Meet Ryan, for example, Ryan is 26 and he isn’t getting any younger. In the time it took you to read this opening sentence, he is already 3 seconds older. It’s time for him to make some plans. Ryan has completed his masters in Philosophy, speaks three different languages and now has his own website, it’s fair to say he’s achieved a lot. However, unfulfilled by consumer lifestyle, he has several more audacious life ambitions, from Island Hopping in Fiji, to Diving the Great Barrier Reef, to Hiking the Inca Trail (to name a few). Ok, admitted, these aren’t things you would do every day, but they aren’t impossible. We challenge Ryan to pursue his dreams, and GO will happily accompany him
through every step of his journey. “New launches will remain vital to the growth of fragrance sales,” says Sheherazade Chamlou, vice president of sales and marketing for SGD North America—Perfumery Department. Successful product launches require a solid mix of project management and marketing skills, and a simple, realistic process to follow. This report will outline a strategic proposal to bring our concept to life.
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Initial Campaign “A winning product launch starts with matching the capabilities of your product (or service) to the needs of your target market.” Some companies, according to Crimson Consulting, time products to launch only after a marketing campaign and leaked product information build anticipation. Our initial campaign will affirm the brands image, reaching our consumer visually, we have created a model campaign to show our customers what we want our
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final promotion to look like. No models, no celebrities, we sought out guys with the same interests and tastes as our textbook consumer, to present something attainable. Our main styling inspiration is derived from the emerging trend ‘mountain man’, found on WGSN; this is based on an authentically rugged-style, inspired by deer hunters and woodsmen.
Although our product is first and foremost, scented wrist-wear, the aim of the campaign is to reflect the mood of the product, not just the product itself. And so we wanted the adverts to reinforce our playful nature; to be understated and fun whilst still portraying our slogan ‘How far will you GO’, adopting this in terms of adventure and discovery. Currently, fragrance adverts present men as godlike figures, who come across as arrogant and pretentious. The aim
was to illustrate males in a new light of camaraderie, determination and aspiration. We made our guys part of the bigger picture, with the panoramic scenery as a reference to the enormity of the world.
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In addition to this, we created a fastpaced, action packed, video advert; which reflected the adventurous ethos of our brand. We were inspired by the punchy nature of the STA travel company’s advert and used one of our slogans ‘ take your scent with you’ to anchor it and highlight
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the portability of our wrist-wear. This initial campaign, along with the stylish packaging designed for our wrist-wear, will be showcased across Urban’s stores and website, to spark a buzz about our exciting new brand.
The Challenge
After one month, we will announce our ‘How far will you GO’ contest. This exhilarating collaboration with STA Travel gives our customers a once in a lifetime opportunity. By inviting people along to communicate with us their dreams and aspirations we hope to build engagement with our consumer and also a hype around the brand. We chose STA Travel as we felt their mission statement ‘Bringing you face
to face with the world’, as well as their 30 years’ experience and incredible support from the student community, were all a perfect match for GO. Following the launch of our product we will offer an exclusive 10% discount on our wrist-wear for anyone who travels with STA.
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This event will take place for one day only across selected Urban Outfitters stores. Everybody who gets involved will have their photo taken in our giant Polaroid frame with their aspiration written across. From this they will automatically be entered
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in to the contest for the chance to have their dream made reality thanks to STA Travel. All photos will then be uploaded on to our website and a voting system will be created so everyone who took part can help us select the ten lucky winners.
According to Mintel “most consumers prefer to test fragrance before they buy, however encouraging more buyers to venture online could result in boosted sales for completely new or niche perfumes. Innovative and dynamic communication should therefore be a key are of focus for the brands”. The contestants at this stage will be given an invitation to our launch and a sample of our scent, as well as a unique code to access our website which won’t go live to the rest of the general public until the official product launch event. This code, and information about GO, will also
be sent out to various influential bloggers to get people talking about us in preparation for the launch. Using the power of leverage we can get the word out faster, build our customer base and generate more revenue. Until actual sales begin, samples of our fragrance will be available in all Urban Outfitter’s stores and from regular street promotion teams, we aim to give out a minimum of 10,000 samples during this time period. The samples will come in the form of a postcard, with tester pads where you simply peel off the film to reveal the scent.
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The website at this time will feature a countdown to the launch and select information on the creation of the product, inspiration and the ingredients of our scent, without revealing the product itself. The aim is to continuously tease content to engage visitors to the site, revealing different elements of the
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wrist-wear each week. Tying in an element of secrecy, by giving a select few customers and partners an insight in to what’s coming, will establish the brand’s identity to potential new customers, help build excitement and generate curiosity and demand before it is available to purchase.
The Launch Event The purpose of our official launch event is to reach our specific audience; someone we already know would be willing to purchase our product. Here the ten winners will be announced by our GO team, as well as the reveal of the wrist-wear for the first time via large screens situated around the venue. Our scented wristwear will be available to purchase at this event with an exclusive one
“Whatever you do, don’t try to host one event for lots of different audiences,” Schneider says. “When it comes to launch events, one size does not fit all.”
time only discount, every time a purchase is made customers will be given a copy of our product brochure so they can educate themselves more about the brand. During the launch the winners’ ten original Polaroid images will be uploaded to our Instagram account and website.
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The most important consideration for our event’s location is proximity: we want as much of our targeted audience as possible to be able to get there easily. We also wanted to make sure we chose a location that reflects our product. Therefore the Launch itself will be held at GoApe in London, just a ten minute walk from Cockfosters tube station so easily accessible. Days at GoApe, much like our brand values, are about living life more adventurously and getting in touch with your inner Tarzan. All of our
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guests will have the opportunity to try out this amazing Tree Top Adventure whilst enjoying some of Britain’s most breath-taking scenery. If that doesn’t take your fancy then you can come down from the trees on to solid ground and go off exploring the forest on the latest in green technology; a self-balancing electric Segway. And finally when that all gets a bit too much for you, take a break in one of our giant wicker pods hanging all around the park.
The event will be divided in to zones, based on different countries from around the world. Each zone shares with guests the culture, cuisine and associations with that particular place. Guests will be given a map on arrival so they can plan out which areas they want to visit, in whatever order they please, via the GoApe trails. For example, in the ‘Australia’ zone we will have a classic Aussie, outback style with BBQ’s, boomerang contests, surf simulators and an ensemble of didgeridoos.
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To reflect our target consumer and generate word of mouth advertising, we have selected various different significant bloggers to attend our event, to interact with our potential customers. They will also write about our product and event post-launch on their blogs. For example, one attendee will be Foster Huntington, who is affiliated with Urban Outfitter’s and often mentioned on the UO blog. After quitting his job in 2011 Foster has since driven 80,000 miles around the west coast, surfing and camping. He has shared his stories and photographs on his blog ‘A Restless Transplant’ as well as his new book ‘Home is where you park it’, and now has kindly offered to share his explorations with us. In addition
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to this we will invite contributors and athletes from ‘The North Face’ blog ‘Never Stop Exploring’, to give expert talks and advice. The North Face delivers an extensive line of performance apparel, equipment, and footwear. They push the boundaries of innovation so that you can push the boundaries of exploration. Other guests in attendance will be members from Urban Outfitters’ head office and retail team and leading journalists, photographers and members of the press. Although the majority of brands would opt for a celebrity ambassador to entice people to their launch, we here at GO feel it would be offbrand and irrelevant, we want real people, with real stories.
Releasing a product prematurely can mean a lack of consumer demand, while waiting too long can result in an excess of competition with more well-established brands. Identifying an opportune time to launch can thus mean the difference between a flourishing new product and a quickly forgotten one. We have chosen late spring/early summer for the time of the launch, this is due to the closure of our venue GoApe during
the winter months and also the summer vacation season which can slow sales. The launch event itself will only be a small part of our product launch process. In the days following it will be crucial to keep the momentum going for our new product. We will follow up our target audience and get in touch with those who have showed interest in the product.
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Post-launch Promotional Campaign
Over the coming months each of the winners will fulfil their biggest aspirations one by one. Their task will be to photograph themselves wearing our scented wrist-wear whilst doing so. We will then ask them to post the images on various social media sites such as Instagram and Twitter, using the hashtag ‘#howfarwillyougo’. Finally these ten guys will become our brand
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ambassadors as the images form the look of our new campaign across Urban Outfitters stores and online presence. For those that didn’t get selected, we still challenge them to do the same, everyone who uses the hashtag will be entered in to a competition to win one of our scented wrist-wear. We are relying on the share-ability of the campaign to raise awareness for the brand through avid internet users.
Advertising Our print adverts, to suit our modern consumer will be featured in independent travel magazines such as ‘Renegade’ and ‘Cereal’. These magazines set out to inspire people to explore, of course, but also to go back to the reason why we travel in the first place; to attempt to understand a place by seeing it firsthand. They also offer the chance to buy various travel essentials such as trendy backpacks, so our wristwear would fit in effortlessly. Moreover, being targeted at the mass we will also advertise in more
well-known magazines such as ‘GQ’ and ‘AnOther Man’. As well as the Urban Outfitter’s catalogue and throughout the stores. To ensure we target the right customer’s we will trial our advertising campaign in on-board flight magazines, setting aside a limited number of our products to be purchased during the flight nearing the end of our first year. If we find this to be a popular method of purchasing we will then consider the further sale of our products within airports.
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Fig 31, 32, 33 & 34
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innovations before others. They are risk takers and visionaries.” – Harriet Posner, Marketing Fashion. Consumers will also be prompted from the GO website as well as the brand’s social media accounts to download our very own app for £1.99 from iTunes or the Android app store, or for free if you purchase our wrist-wear. The GO app will become an online community, a place where people can share past and future experiences and get tips
Social Media “In the digital space, Fragrances must work harder to differentiate themselves from others and establish an identity” – Ms Lewis Although this is the stage where our website will go live to the public, it will not offer an ecommerce option, consumers interested in purchasing our product can do so through Urban Outfitters commerce website or in stores only at this time. The option of purchasing our wrist-wear from our own website will depend entirely on the success of the brand after the first year. An additional feature of the website will be the opportunity for customisation, which in terms of popularity is on the rise. Customers will be given tools to design their own unique wristwear, through different colours, textures and many more options for a slightly higher price of £40. “A small percentage of adventurous people who initiate trends or adopt
and advice from experts. They can download exclusive offer coupons from various travel, lifestyle and fashion brands and enter fun competitions and interactive quizzes to find out ‘what sort of adventurer you are’ and ‘which destination suits you best’. According to the book ‘Cultural Heritage & Tourism’, many devoted people prepare for their visits ahead of time by reading about and researching the places they will visit, and so the app will also feature an organiser, assisting them with the planning of their journey. Given the busy schedules of our intrepid explorers, mobile advertising is the perfect channel for this young demographic. Similarly with our website, we will assess after the first year whether we should make our products available to purchase straight from our app. According to the App Institute, who will be helping with the creation of our app, “64% of smartphone users are now using apps to shop online.” In terms of social media, our main focus will be Instagram, to educate people about our brand from the off-set we feel like this is the most appropriate platform to use to share all things GO. Allowing us to visually show the process we have undergone, from idea generation, to the creation of our idea and brand development, right through to the final product and campaign.
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Public Relations
To help make all of this possible, we will be working with ‘The Communications Store’; a fully strategic PR and Digital communications agency, specialising in Fashion, Beauty, Travel and Lifestyle. Alongside working with niche brands and emerging talents across all consumer sectors, they have provided services for large
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brands such as ‘Converse’ and ‘Mr Porter’. They work dynamically and progressively with the changing media landscape, always pushing forward to be relevant, effective and useful in a fast-changing industry. Their fashion division, and experts in the specialised world of travel, will serve as mentors, advisers and brand strategists at the highest levels.
Conclusion
At GO we feel the strategic proposal we have devised for our brand’s initial launch and first year’s promotional activity reflects our values and establishes us as a new and exciting brand. Both our campaigns and launch event promote our fun and daring side, challenging our consumers to seize every opportunity. With the support from companies such as STA travel and the guidance from our PR team The Communications store, we are certain that our brand will be successful in sending out the right messages, at the right time, to our intended audience.
For the greater part of your childhood, curiosity is all you know, from experiencing the uniqueness of the past to the unknown of the future. New was the best thing you could ask for. It’s the moments, the people; the times when the world as you knows it changes before your eyes. Say yes to GO. Stay revived, refreshed, renewed and get back to adventure’s uncertainty with our scented wristwear. Get gutsy, go to a place you’ve never heard of and leave with experiences you will never forget. Rediscover your inner explorer.
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List of Illustrations Fig 1. WALLIS,M. May 2014, GO Front Cover (photograph) Fig 2. WALLIS,M. May 2014, My Graphics (computer illustration) Fig 3. EVENTIDE,S. 2002,surfer foggy beach fine art vertical, Etsy (online) Available at: https://www.etsy.com/uk/listing/51149807/surferfoggy-beach-fine-art-vertical [Accessed 15th April 2014] Fig 4. OWEN,D. April 2014, Final Packaging Design, (solidworks mock-up) Fig 5. WALLIS,M. May 2014, Final Wrist-wear Design (computer illustration) Fig 6. SPENCER,C. 2012, Standing in water, Tumblr (online) Available at: http://altermyplace.tumblr.com/ (Accessed 15th April 2014) Fig 7. SPENCER,C. 2012, Scenery mountain top, Tumblr (online) Available at: http://altermyplace.tumblr.com/ (Accessed 15th April 2014) Fig 8. SPENCER,C. 2012, riding a bike, Tumblr (online) Available at: http://altermyplace.tumblr.com/ (Accessed 15th April 2014) Fig 9. WAllIS,M and DAY,A. May 2014, Mountain Circle (photograph manipulation) Fig 10. MATTHYS,A. 2013, I got nothing to say, Tumblr (online) Available at: http://onmywaytothefuture.tumblr.com/post/36009895943 [accessed 15th May 2014] Fig 11. WALLIS,M, May 2014, GO Adverts (photograph) Fig 12.ANON, 2012, Urban Outfitters in store, The Dog & Wardrobe (online) Available at: http://www.thedogandwardrobe.com/2012/04/22/thedog-wardrobe-at-urban-outfitters/ [accessed 1st June] Fig 13. CORDOVA,C, 2013. Start your adventure, PR Web (online) Available at: http://www.prweb.com/releases/2013/3/prweb10504259.htm [accessed 20th May] Fig 14. GABRIEL,P,2012, Trolltunga, Abduzeedo (online) Available at: http://abduzeedo.com/geological-photography-trolltunga [accessed 20th May 2104] Fig 15. Polaroid in hand - HARRIES.J., 2014. Throwing it way back on a Thursday [digital image]. Instagram. Available at: http://instagram. com/p/oCjdIvpvb7/ [Accessed 1 June 2014] Fig 16. WALLIS,M, 2014, Guys in a tree (photograph) Fig 17. WALLIS,M, 2014, Website mock up (computer illustration) Fig 18. GOULART,I, 2008, Waimea Bay Oahu Hawaii,500 px (online) Available at: http://500px.com/photo/7402052/fearless-by-isac-goulart [accessed 15th April 2014] Fig 19. ANON, 2013, Go Ape Trent Park, Chill or Thrill (online) Available at: http://www.chillorthrill.com/blog/201204/go-ape-trentpark-near-enfield-london-fantastic [accessed 20th may 2014] Fig 20. ANON, 2012, Peace in Jah, Tumblr (online) Available at: http:// napazdejah.tumblr.com/post/37129753237 [accessed 20th April 2014] Fig 21. ZOY,E, Adventure and Travel, We heart it (online) Available at: http://weheartit.com/entry/70680456/explore [accessed 20th April 2014]
Fig 22. SPENCER,C, 2012, Holding a map, Tumblr (online) Available at: http://altermyplace.tumblr.com/ [accessed 21st may 2014] Fig 23. GUELL,M, 2012, Saddest Summer, Tumblr (online) Available at: http://hemingwaycool.tumblr.com/post/25518427814/saddest-summer-milenaguell [accessed 1st april 2014] Fig 24. ANON,2011, Never stop exploring, Morrill Performance (online) Available at: http://strengthandconditioningfitness.com/sspptv-episode1-never-stop-exploring/ [accessed 21st may 2014] Fig 25. HUNTINGTON,F, 2011, A restless transplant (online) Available at: http://www.arestlesstransplant.com/ [accessed 1st may 2014] Fig 26.DAY,A, 2014, Mountain photography (photograph) [Accessed 1st May 2013] Fig 27. WALLIS,M,2014, GO edits (photograph) Fig 28. WALLIS,M, 2014, GO edits (photograph) Fig 29. WALLIS,M,2014, Adventure polaroid (photograph manipulation) Fig 30. SPENCER,C,2012, balance on a bench, Tumblr (online) Available at: http://altermyplace.tumblr.com/[accessed 21st may 2014] Fig 31. ANON, 2007, GQ cover, Toronto Life (online) Available at: http://www.torontolife.com/galleries/ryan-gosling-gq-russia/#gq1 [accessed 21st may 2014] Fig 32. ASTRID, 2013, Cereal Magazine, Aesthete curator (online) Available at: http://aesthetecurator.com/cereal-magazine/ [accessed 21st may 2014] Fig 33. ANON, 2014, Sidetracked magazine, Sidetracked (online) Available at: http://sidetracked.bigcartel.com/product/sidetracked-volume-01 [accessed may 21st 2014] Fig 34. MILLER,E, 2013, AnOther Man, AnOther magazine (online) Available at: http://www.anothermag.com/current/view/3043/AnOther_Man_AW13_Ezra_ Miller [accessed 21st may 2014] Fig 35. ANON, 2013, Ha Long Bay, Tumblr (online) Available at: http:// estimfalos.tumblr.com/post/30942299754/ha-long-bay [accessed 20th may 2014]
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Websites https://www.youtube.com/watch?v=-BrDlrytgm8 http://www.statravel.com/about-us.htm http://goape.co.uk/days-out/trent-park http://neverstopexploring.com/ http://appinstitute.co.uk/site/?gclid=CPyu1YCv3r4CFWTlwgodFk8A0A http://www.thecommunicationsstore.co.uk/services/ Industry Experts Steven Wallis Jonathon Armstrong Karen Gilbert Books GIBBS,A, 2010, Box Bottle Bag, London: HOW books TUNGATE,M, 2008, Fashion Brands: Branding Style from Armani to Zara, 3rd ed.London: Kogan Page ELDON,K, 2011, The Journey is the Desination, San Francisco: Chronicle Books TIMOTHY,D, 2011, Cultural Heritage & Tourism, Bristol: Channel View publications ltd LEFKOWITH,C, 1994, The Art of Perfume, London: Thames & Hudson ltd DILLON,S, 2011, The Fundamentals of Fashion Management, London: AVA publishing TURIN,L & SANCHEZ,T, 2009, Perfumes: The A-Z guide, London: Profile Books
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