The Execu tion Molly Savident N0571002
Decided to take forward Livvy Houghtons Big Idea. This idea is based on providing Paul Smith consumers with an extra in-store service to justify the price margin between premium and high street brands. Aim: ‘To gain the trust back of previous customers who have been drawn in by the value of high street stores.’ Big Idea: ‘Providing Paul Smith consumers with an extra in-store modern service using sense to adjust your mood.’ lINK TO ALBUM: 1) Bright colours against bold background to create strong visual contrast. 2) Representing a transition e.g. David Bowie transitioning alter egos & Paul Smith transitioning into a better in-store experience.
The bIG idea
Gender: Female Age: 40 Income: £40,000 enough to have disposable finances after bills and essential expenditure Ethnicity: White, British Geographics: Lives in the county of Hertfordshire in a 4 bed house with her family and commutes to London Daily Occupation: Creative, works within the advertising industry Interests: Enjoys big family orientated meals, nice dining: perfect scenario, a rare date in Clois Maggiore in London with her husband. Long family dog walks with their two spaniels on weekends to escape from work on the laptop. Regularly up-to-date up on the news and international affairs through the Apple iPhone news app Social Media: Social media presents consists of Facebook, Twitter and Instagram due to her status in the creative advertising industry. Uses these platforms for her own personal interest but also to keep tabs on her rivals (and her children) Usage / Need for Paul Smith: Through her work wardrobe to add a little authenticity and ‘quirkiness’ to brighten the ‘boring black suit’. Also known to wear the more casual collections during weekends away with friends in the countryside Loyalty Status: Recently moved away from designer brands to High Street brands as she felt that the designers weren’t offering any extra form of experience and didn’t receive as much for her money. Chose high-street brands as she felt she was getting more for her money at an average quality
Target cons umer
Props:
• X2 pieces of card - Red and Yellow • Clear string and bulldog clips • Buttons, Tea Cup, Strawberries, Headphones, Hot water, • Black top, culottes and loafers
TUESDAY:
• Go to Tiger, Wilko, Tesco and Bonnington to get props in preparation for photoshoot • Finalise scamps and review design recipe for the shoot and gather any other notes or information needed • Practise with props to make sure everything is ready for the final shoot and cut holes in card
tHURSDAY - shoot day:
• Make sure everything is prepped and ready • Meet at 9 to give enough time before shoot • Final run through of what we need to do and what we aim to achieve • Arrive at studio at 9:45 • Brief our photographer • Start shoot at 10:00 - 10:40 • Ensure we leave enough time for reviewing and saving the imagery
Shoot Intine rary
Fig 1. Scamps, 2016.
SCAMPS
Fig 2. Paul Smith Album Cover (2016).
The Execu tion
Fig 3. Test with cardboard (2016).
Fig 4. Test with red card (2016).
Fig 6. Testing yellow cut out (2016).
Fig 7. Red hole card on shoot (2016).
Fig 5. Behind the scenes red card (2016).
beHIND THE SCENES And Practises
‘Social media usage patterns between these two groups (generation X and Y) actually reflect each other closely among the dominant social platforms‘. ‘The difference come in the ways we engage on various platforms, and how much each platform is able to draw us in.’ (Smith, D. (2016).
‘17% of all active Facebook users in the UK are aged 40-49’ - according to we are social. (Mintel. (2016). Facebook is a popular platform amongst this age group, not only to keep an eye on their children but to reconnect with old school friends and stay up-to-date with modern times. This seems to be the only social platform that generation X are fully comfortable with understanding how to navigate and interact with.
Our consumer utilises Twitter again as a result of her occupation but also for her news based interests. She would follow retailers, magazines, news and people within her industry to enable her to keep on top of developing trend, news and updates. Our consumer would be presently active on Instagram due to her occupation. She would utilise this platform to keep on trend with her industry as well as gaining inspiration and keeping an eye on competitors.
Paul Smith could take advantage of this by advertising within news and magazines companies that actively use this platform.
ROUTE TO CONSUMER
The content posted by Paul Smith would need to attract the attention of our consumer within the ‘explore’ section, personalised to content the user follows.
Social
Pre Launch • Temporarily close the London Mayfair Paul Smith store for ‘renovations’ • Start sense campaign conversation • Hint and tease on Instagram, Twitter and Facebook “...something new and exciting coming soon” with images of the new Mayfair store • Post sneak previews on Facebook, Instagram and Twitter without giving it away - only a few previews • Send out invitations to press and media and personal contacts with Paul Smith • Release Social Campaigns and begin conversation around the sensory store experience with a connected hashtag • Release print and outdoor campaigns • Release Facebook competition with the opportunity to win Private in-store experience, personalised shopper and £250 to spend in store. Advertise on Twitter and Instagram to head over to Facebook to enter the competition
Launch
Post Launch
• Event - unveiling of the new Paul Smith • Release dates for the closers and Mayfair store to the invited guests as well unveiling of all the new UK stores as news reporters and journalists • Send out samples and images from • Send out the link for the general public the launch to continue the excitement to stream live and experience the launch consumers felt during their experience in 360 video style and as a thankyou for attending (include • Ensure there is photographers on site to the connected hashtag) take photos of the guests for post launch • Release articles about the new store, activity explaining the experience. In magazines such as Stella, Style and The Lifestyle magazine
ROUTE TO CONSUMER Timeline
Fig 10. Outdoor billboard mock up (2016). .
Fig 8. Outdoor board mock up (2016). Fig 9. Indoor board mock up (2016).
Fig 11 Tube station board mock up (2016).
The MOCK UPS Outdoors
Fig 12. Facebook page mock up (2016).
Fig 13. Twitter page mock up (2016).
The MOCK UPS Social Media
Fig 14. Instagram page mock up (2016).
Fig 15. Facebook advert mock up (2016).
Fig 16. Twitter feed mock up (2016).
The MOCK UPS Social Media
Fig 17. Stella magazine mock up (2016).
Fig 18. Newspaper magazine mock up (2016).
The MOCK UPS Print
Text References: Mintel (2016). Social Media in Tourism - March 2016. Available at: http://academic.mintel.com/ display/766441/?highlight#hit1 (Accessed: December 2016). Smith, D. (2016) Instagram: Marketing to Millennials vs. Gen X | Curated. Available at: http://curated-digital.com/instagram-marketing-millennials-vs-gen-x/ (Accessed: December 2016). Image References: Figure 1. Own Image, 2016. Scamps. [Drawing] Figure 2. Own Image, 2016. Paul Smith Album Cover. [Photograph] Figure 3. Own Image, 2016. Test with cardboard. [Graphics] Figure 4. Own Image, 2016. Test with Red Card. [Graphics] Figure 5. Own Image, 2016. Behind the Scenes Red Card. [Graphics] Figure 6. Own Image, 2016. Testing Yellow Cut Out. [Graphics] Figure 7. Own Image, 2016. Red Hole Card On Shoot. [Graphics] Figure 8. Own Image, 2016. Outdoor Board Mock Up. [Graphics] Figure 9. Own Image, 2016. Indoor Board Mock Up. [Graphics] Figure 10. Own Image, 2016. Outdoor Billboard Mock Up. [Graphics] Figure 11. Own Image, 2016. Tube Station Board Mock Up. [Graphics] Figure 12. Own Image, 2016. Facebook Page Mock Up. [Graphics] Figure 13. Own Image, 2016. Twitter Page Mock Up. [Graphics] Figure 14.Own Image, 2016. Instagram Page Mock Up. [Graphics] Figure 15. Own Image, 2016. Facebook Advert Mock Up. [Graphics] Figure 16. Own Image, 2016. Twitter Feed Mock Up. [Graphics] Figure 17. Own Image, 2016. Stella Magazine Mock Up. [Graphics] Figure 18. Own Image, 2016. Newspaper Magazine Mock Up. [Graphics]
Refe rences