target customer
THE IDEAL BIRCHBOX FESTIVAL BOX CUSTOMER IS AN AVID GIG, FESTIVAL AND RAVE GOER THAT CELEBRATES THEIR INDIVIDUALITY UNAPOLOGETICALLY WITHOUT REGRETS. THIS INDIVIDUAL CAN BE CONSIDERED PART OF A NICHE MARKET THAT IS EXTREMELY TECH-SAVVY, MOSTLY SHOPS ONLINE, IS NOT BRAND LOYAL, HAS AN UNPREDICTABLE BUYING BEHAVIOR, SEEKS EXCITEMENT AND GOOD SERVICE AND IS KNOWN FOR THEIR ENTREPRENEURIAL SPIRIT. FOR EXAMPLE, SUBSCRIBERS FOR EDM CHANNELS HAS RISEN DRAMATICALLY, REACHING A 60% GROWTH ON SMARTPHONES AND A 77% GROWTH ON TELEVISION. AS FROM JANUARY TO JULY 2014, THE INTEREST IN EDM FROM PEOPLE AGED 35-49 HAS ALSO RISEN A REMARKABLE 80%. HOWEVER, LISTENERS UNDER 25 APPEAR TO BE THE LARGEST EDM COMMUNITY ON YOUTUBE. THESE STATISTICS GO HAND IN HAND WITH THE TREND THAT SUMMARIZES THE RAPID GROWTH OF THIS SCENE: COMPLETE DIGITAL INTEGRATION.
inspiration ONLINE BEAUTY SHOPPING LEAVES A LOT TO BE DESIRED, AND IT BEING A CATEGORY THAT IS BASED ON EMOTIONAL CONNECTIONS AND AESTHETIC PROCESSES, IT IS IMPORTANT TO EFFECTIVELY REACH THE CUSTOMERS AND SHOWCASE PRODUCTS ACCORDINGLY; THE BIRCHBOX FESTIVAL BOX WILL ACCOUNT FOR A FIRST-PERSON APPROACH CATERED TO THE NEEDS AND PERSONALITY OF ITS UNIQUE AND UNPREDICTABLE CUSTOMERS.
BY USING SPOTIFY, THIS ONLINE STREAMING SERVICE WILL ALLOWS BIRCHBOX TO CREATE PLAYLISTS AND SHARE THEM WITH ITS CUSTOMERS AS A WAY TO FURTHER CONNECT WITH THEM AND REINFORCE THE ALREADY ESTABLISHED CUSTOMER BASE AND CUSTOMER INTERESTS; MUSIC IS A POWERFUL TOOL THAT CONNECTS BRANDS TO ITS CUSTOMERS ON AN EMOTIONAL LEVEL.
IN ORDER TO FURTHER REINFORCE THE CONCEPT OF TESTING OUT BEAUTY PRODUCTS BEFORE MAKING THE PURCHASE, A CREATIVE MARKETING STRATEGY THAT COULD BE IMPLEMENTED IN THE DEVELOPMENT OF THIS NEW PRODUCT LINE EXTENTION COULD BE TO CREATE A HEAVILY CURATED POP-UP SHOP THAT SHOWCASES EVERY ASPECT- FROM INSPIRATION TO FINAL LOOK- AS A WAY TO REINFORCE THE BRAND’S IMAGE AND NEW PRODUCT LINE IN ORDER TO REACH ITS CUSTOMERS. BECAUSE POPUP SHOPS ARE TEMPORARY IN NATURE AND SMALLER IN SIZE, THE COST OF BUSINESS IS RELATIVELY LOW. POP-UP SHOPS ALLOW MORE FLEXIBILITY WITH THE LOCATION FOR IT WORKS LIKE A BETA FOR THE REAL RETAIL LOCATION OR THE ONLINE STORE. POP-UP SHOPS ALLOW A MORE SELECTIVE APPROACH TO SELLING AND MARKETING INSTEAD OF BEING SET ON A LONG-TERM AGREEMENT. ANOTHER BENEFIT OF POP-UP SHOPS IS THAT IT HELPS A BRAND CREATE BUZZ AND SERVE AS GREAT MARKETING TOOLS BECAUSE THEY TEND TO DRAW ATTENTION FROM CROWDS; IT ALSO PROVIDES ANOTHER WAY TO INTERACT WITH CUSTOMERS. FURTHERMORE, POP-UP SHOPS’ LOW COST AND TEMPORARY NATURE CREATE A SENSE OF URGENCY AMONG CONSUMERS TO BUY NOW THEREFORE BOOSTING SALES IN A SHORT AMOUNT OF TIME. THIS POP-UP SHOP WILL BE OPERATING IN FESTIVALS AND ELECTRONIC MUSIC EVENTS.
INSTAGRAM WILL SERVE MOSTLY AS A VISUAL AID FOR ITS CUSTOMERS IN ORDER TO MAINTAIN THE EXISTING CUSTOMER BASE, AS WELL AS ATTRACT NEW CUSTOMERS TO THE SUBSCRIPTION MARKET. SINCE INSTAGRAM WILL BE IMPLEMENTING THE FIRST BUY BUTTON BY THE END OF THE YEAR, IT SEEMS REASONABLE TO REINFORCE THIS CAMPAIGN VIA THIS SOCIAL MEDIA PLATFORM.
YOUTUBE WILL SERVE AS THE MAIN AUDIOVISUAL CHANNEL THAT WILL CONNECT THE CUSTOMERS VISUALLY TO THE BRAND. NOT ONLY WILL THE VIDEO CHANNEL BE CONSISTENT WITH THE CURRENT BIRCHBOX PRESENCE ONLINE, BUT IT WILL REINFORCE THE NEW PRODUCT LINE WITHIN THE COMPANY.
THROUGH FACEBOOK, BIRCHBOX WILL ANNOUNCE AND KEEP UP WITH THE CURRENT EVENTS, RAVES AND FESTIVALS THAT ARE TAKING PLACE IN THE U.S.. BY ANNOUNCING AND SHARING SUCH EVENTS, IT WILL HEIGHTEN THE PURCHASE POSSIBILITY ON BEHALF OF THE CUSTOMERS.