3 Introduction
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Contents
10 Excecution & Plan
4 Creative Concept
15 Visualisations
5 Mood Board
16 Timeline of Events
7 Brand U.S.P
18 Summary
8 Brand Onion
20 References
9 The Message
22 Bibliography
Fig. 2 Herpaperweight. tumblr.com (2016)
Introduction This document shall be exploring the future of Aroma as a brand. It will be a promotional plan that shows how we plan to communicate the message of the brand to the target consumer. It will explore what the creative concept of the brand is, and why it would be appealing to our target consumer, all the communication tools that will be used to mould our creative concept to the upcoming seasons, and why we think they are important for the brand’s future, and finally a timeline of the next 12 months will show how exactly we intend to execute all the ideas generated.
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Creative Concept Aroma is a revamped fragrant product for the wardrobe. Our aim is to reinvent the image associated with wardrobe scents and be the fragrance that women who treasure their clothes and their space use to make their wardrobe an extension of themselves. We want to make a beautifully scented wardrobe as essential as one’s own fragrance, so they can smell something pretty while they are trying to look pretty. We are offering a unique experience for the consumer, so that when they open their wardrobe the can open another world.
Fig. 3 Marie Claire (2016)
Fig. 2 Stylebop.com (2016)
The materials used to make it speak to the price which is what we want for our own product so as to target a higher earning consumer and sell in an market retailer such as Selfridges and Liberty. By using a metallic casing for the product, this adds an air of expense to the product, again emphasising the quality of the product. The rose gold trimming also adds to the glamour of the product whilst also sticking to the trending slight hipster piping feel that the younger audience will be able to relate to.
The metal casing is strong, and not fragile like glass, which reiterates the type of consumer we are looking to attract; strong, independent women. The use of pot pourri rather In terms of colour scheme, we than a spray, also links in with chose pastel blues and pinks, our brand story of trust, honas well as black and rose gold. esty and heritage, as the ingreThe black and rose gold add a dients are right there and not luxurious feel to the product, a mix of things the consumer with touches of pinks and blue cannot understand. The Diane Kordas amulet is keeping it fresh and vibrant. also a work of art in itself, The colour palette remains which we also want for our feminine to suit our target product. The idea that you can audience. keep the bottle, as it were, after using the scent, is part of the The Diane Kordas diamond encrusted amulet (above) was experience of using Aroma the main source of inspiration wardrobe fragrance. for our original packaging. We The fact that it would be a penlike the fact that it has a very dant adds to the functionality sophisticated look to it, and yet also has glamour, which we of the product both during its use as a wardrobe fragrance think fits very well with our and after, as a work of art; brand.
Fig. 4 Mood borad showing creative concept. Various sources. (2016) 5
it would be able to hang anywhere. This speaks to the function of the product tying in to the quality of it, which as a brand is a huge part of our message. Our print ad is a lot more about giving the consumer a visual idea of what the product smells like. The clean fresh feel conveys the modern take and honesty of the brand, in that we are showing the ingredients used in the product, but the use of the rose gold hangers brings back the luxury of the product. These aspects of the print ad fit in to the story of trust, honesty and tradition/heritage that the brand strives to fit in to, but with a modern, clean, decluttered feel that doesn’t play much in to the romantic aspect, but rather the authentic, natural and luxurious stories, tying in with the packaging. Fig. 5 Own Work (2016)
Brand U.S.P The main unique selling point of the brand would have to be the packaging and how it can be used as a piece of art after its use as a wardrobe fragrance. I think we would differ from our competition because we wouldn’t make draw liners and linen sachets. We would direct our marketing to a different audience and make the product more glamorous, with beautifully packaged bottles, and maybe move in to diffusers and such. There would be an air of exclusivity, shown in our affiliation with brands that the consumer already likes, almost like a reward for being a loyal customer. One of the main points of our target consumer is their appreciation for art and fashion, so another factor that would make us unique would be our collaborations with artists to make different types of pendants to hang for each season would definitely something unique to Aroma as a brand and would be the point of difference between this brand and other brands in this sector.
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Strong Pendant Art
Updated Modern
Aroma is a fragrance for the wardrobe aimed at women who treasure their clothes and their space.
Stylish
Your Space. Your Style. Your Scent.
Revamped
Individual
High Quality Product Dreamer Niche Creative Fig. 6 Brand Onion, own work, (2016) 8
The Message The message we would want to communicate to our consumer is that products that originally had no appeal can be re made in to something people want, in the same way we want to remind them that it is ok for people to constantly reinvent themselves. That the wardrobe isn’t just somewhere where one hangs their clothes, but a shrine to one’s love of fashion, an extension of one’s self and therefore should smell as such. We want them to feel great about wanting to go the extra mile and put a fragrance in their wardrobe, as that scent can make being in their wardrobe an experience rather than just a necessity. They can open their wardrobe to another world and have a little haven of escape that is completely theirs. We think this would be a great marketable story, as in a survey conducted by the brand showed to be a theme that could be sold as it resonated with 90% of respondents.
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Execution & Plan This is an overview of the communication tools that will be used to promote the brand and garner an audience.
Collaborations
For Aroma, probably one of the most important collaborations that will be made is with designer apparel brands that our target consumer relates to or actually buys from. We think our target audience is very set in their ways and keeps to a certain look and feel as she knows herself and has probably bought from the same brands for a number of years. 10
interested in art and would want to have a piece from that artist for the fraction of the price that they would normally be able to get it for. This will also create an extra channel of communication in gallery openings and other similar events in which collaborating artists are featured, where we can educate the consumer on what our brand is and what we have to offer. YouTuber and blogger collaborations will also be integral to capturing the attention of our main and even second target consumer. With 35% of all UK residents being active on YouTube, it creates an incredible channel of communication
As a brand, we think affiliating ourselves with these brands will create an opportunity to speak to our consumer in a placehat already has their ear. It also gives the brand an air of exclusivity, as it will feel personalised to the already existing interests of the consumer. Another collaboration that will be important for the future of the brand will be the ones we make with artists who we think are relevant to our target audience. Each artist we collaborate with would design the packaging for the upcoming season. This will be appealing to our target audience as they are Tanya Burr
to tap in to, which most brands are now spending over $5.6 billion a year to advertise on. In terms of our sector, it is estimated that 700 million views a month go to beauty videos, and the average number of subscribers that the top 15 beauty bloggers have is around 2.1 million, meaning it is more lucrative for a brand to collaborate with a popular YouTube personality, than even have their own channel, especially seeing as only 2% of views go to actual beauty brands on YouTube, compared to the 20% that go to the top 10 beauty bloggers.
they watch or read lifestyle and beauty content online, and a further 70% said that it influences their purchasing decisions, commenting that they ‘rely on reviews before buying something’. We may not be a beauty related product, however we feel tapping in to the audience that this sector attracts will be beneficial to the brand given its proven success.
In our own recent survey, we found that 70% of people who took the survey responded that Shirley B. Eniag
Patricia Bright Nikki Perkins Sasha Wilkins
Fig.7 Moodboard showing collaboration options, own work (2016)
“Brands can spend $20,000 on a billboard, and that can’t even guarantee them sales, but when you have a real person telling you the pros and cons of products, and actually showing you how to use them, you can see the impact.” -Missy Lyn, YouTube Beauty Vlogger 12
Fig 8 Cristina Otero (2012)
Guerrilla Marketing
The need to use unconventional marketing methods also arises form a belief that many modern consumers are extremely cynical of branded advertising and other corporate communications. (Jackson and Shaw, 2009) One unconventional method we would use would be fusing collaborations with the limited edition promotions. Retailers such as Chanel, Hermes, or Manolo Blahnik amongst others, who we think our target consumer would shop at, would include our product, as a giveaway when a certain amount is spent by a customer. This would also be extended to loyal customers, they could get a sample of the product as well. However this would only be limited to certain seasons like winter and summer.
For the brand, winter is not only the golden quarter, it is also a trigger for our consumer to think about our brand; they will be staying in a lot more, meaning a home fragrance will not be far from their minds. This provides an opportunity for Aroma to stand out in the noise that bombards the consumer at this time of year. However, this season is not limited to the time in and around Christmas, there is also the New Year as a gap. Promotional packages such as discounts and by one get one free offers would be implemented. This would be effective as firstly, this is right after the holiday season meaning money is tighter on the consumer, so such offers would be appealing. Secondly, this time of year has its own narrative; the ‘New Years Resolution’ can be
be implemented and used to sell our product as a new buy for the New Year, to give ones wardrobe a new fresh feel for the New Year. As part of our gifting campaign, in retailers like Selfridges, the customer would be able to get a certain Aroma scent package that we would generate from putting different associated brands together and if a certain combination is bought, the customer is able to get one of the fragrance packages that coincides with that combination, as well as information about the artist who designed that specific packaging, about the brand and where to find us inside. This would again boost interest in the product and in turn the artist we collaborate with. This would be appealing to our target consumer, as it would show that the brand shows interest, and is associated with brands that 13
they are already loyal to, as ‘people do not pay attention to advertising, they pay attention to the things that interest them’ (Levinson, Levinson and Levinson, 2007)
Events
For Aroma, events will be a huge part of the promotional plan, especially in the first 6 months from launch. This is because of the fashion press and getting them on board with the brand an including Aroma in as many publications as possible, both on and offline. We will not be limited to hosting our own events; having a representative or even a stall at other events that our target consumer goes to like fashion weeks or other fashion related events will be important to show who we are and get people interested.
As for our consumer, events would be an effective medium of communication as in the same survey mentioned earlier, 60% of the respondents said they would rather attend an event held by a brand than watch an ad for the brand. We plan on holding events that showcase what is new in the brand such as new product lines created as we expand, or new collaborations the brand is making.
PR
When used as a tool of promotion, publicity’s function is the same as that of the other elements of the promotional mix – persuasive communication related to products, services, and ideas. (Kincaid, 1985) The press and their opinion of the brand will be extremely important in selling the exclusivity and glamour of the product which will make it appealing to our target consumer. Their involvement in as many promotional
activities as possible is integral for the future of the brand, which is why in every event we plan to hold, the press will be given exclusive access to the inner workings of the brand, and so will be able to promote the brand for us. Press packs with information intended for the press would be sent out ahead of the season, given out at press days, and also given at pre-season events that will be held exclusively for fashion journalists. (Jackson and Shaw, 2009) Exclusive offers will also be available for members of the press, such as free samples of the Aroma products, as well as the products of the brands that we collaborate with. Appearances on shows like QVC will be used to maximise sales. The audience who generally watch the show are not exactly our target audience, however a lot of industry professionals will watch
‘For some brands, what works best is to use guerrilla marketing as a way of exploring the creative possibilities for brand contact’ 14
- Marc Gobe (2001)
watch the show to see what is up and coming so they can get in on the next big thing. Tapping in to that will be good for our brand as well because we could have the backing of industry professionals.
Visualisations
Fig. 9 collection of brand identity mockups, own work (2016)
Timeline of Events 2016- 2017 May Press Launch Event : 14th Press conference with press packs available. Open in Liberty of London: 20th Chelsea Flower Show: 24th - 28th Brand representation with flyers and stall.
November
June Polo in the Park: 3rd, 4th, and 5th Brand representation with flyers and stall. Artist collaboration; Tate Modern Opening: 17th Aroma packaging part of artist’s exhibition.
December
Limited edition ‘Mulled Wine’ scent: 1st November - 26th December; New artist collaboration Winter YouTuber/Blogger Collaboration: Discount codes associated with Bloggers; Sasha Wilkins Shirley B. Eniang
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July
Limited edition collect ries: 2nd July - 3rd Aug Artist packaging
Summer YouTuber/Blog Discount codes associat Patricia Bright Tanya Burr
January
‘New Year. New Scent’ campaign: 27th December - 15th January
August
tion in & Other Stogust; Tate Modern
gger Collaboration: ted with Bloggers;
Febuary Valentines Day promotional offer: 1st - 17th
September Aroma High Tea: 3rd Open to public with special invitations for press. London Fashion Week: 22nd Brand representation with flyers and stall.
March Mother’s Day Promotional offer: 10th - 29th Online promotion: YouTube Mums; Nikki Perkins and Patricia Bright
October Open in Selfidges: 3rd
Start Combination offer with Selfridges. Continue through to December 26th
April Prepare for summer campaign.
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Summary
Overall, we as a brand feel as though we can see a future for Aroma as a small niche brand that has an impact on people who come in to contact with us, which is more than a lot of larger brands can say. We are not aiming to be a necessity that people can’t live without, but we aim to resonate with people’s extravagant sides, be the epitome of self-indulgence, and the perfect gift for the avid fashion lover. We are confident we can stand out in the crowded fragrance market, with our unique packaging, target audience, and artistic affiliations, which until now have not really been seen within the market. As for expansion, we aim to expand our rage to cover different scents, both for limited edition offers and then moving on to full time ranges. We also aim to attract big names in the art world to design our packaging. We think this would be good for the brand as well as the artist, as for us it will attract the audience of the artist to Aroma, and for the artist it will expand their audience. Another thing the brand will be looking forward to in the coming years will be having our own store and build on visual merchandising as a mode of communication. We hope to grow and expand at a steady pace and see what the future holds for Aroma.
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Fig. 10 Henson (2016)
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List of References Jackson, T. and Shaw, D. (2009). P.283, Mastering fashion marketing. Basingstoke [England]: Palgrave Macmillan. Jackson, T. and Shaw, D. (2009). P.187, Mastering fashion marketing. Basingstoke [England]: Palgrave Macmillan. Kincaid, W. (1985). P.329 Promotion--products, services, and ideas. Columbus: C.E. Merrill. Levinson, J., Levinson, J. and Levinson, A. (2007). P. 51, Guerrilla marketing. Boston, MA: Houghton Mifflin. Macharia, N. (2016) Home Fragrance Range Survey [Online Survey]. Available at: https:// www.surveymonkey.co.uk/r/KM3SFWN [Accessed 23 May 2016]. Marshall.C, (2014), 33 Amazing YouTube Facts and Stats to Tweet and Share, http://www. reelseo.com/youtube-facts-stats-2014/ [Accessed 25 May 2016].
List of Illustrations Bright, P. (2015). Denim Jacket a Feast and Some Minions – Patricia Bright. [online] Patriciabright.co.uk. Available at: http://patriciabright.co.uk/?p=2359 [Accessed 25 May 2016]. Burr, T. (2016). Nude Lace For The Burberry Show - Tanya Burr. [online] Tanya Burr. Available at: http://www.tanyaburr.co.uk/2016/02/nude-lace-for-the-burberry-show/ [Accessed 25 May 2016]. Bored Panda. (2016). Fruity Self-Portraits by 16-Year-Old Cristina Otero. [online] Available at: http://www.boredpanda.com/fruit-self-portraits-cristina-otero/ [Accessed 30 May 2016]. Eniang, S. (2015), Mustard 6, Stepping into Technicolour – Shirley’s Wardrobe | Fashion & Lifestyle Blog | By Shirley B. Eniang. [online] Shirleyswardrobe.com. Available at: http:// shirleyswardrobe.com/2015/04/stepping-into-technicolour/ [Accessed 25 May 2016]. Henson, E. (2016). A Brightly Decorated Life – Evelyn Henson. [online] Evelynhenson.com. Available at: https://www.evelynhenson.com/blogs/abrightlydecoratedlife [Accessed 1 Jun. 2016]. 20
Herpaperweight.tumblr.com. (2016). herpaperweight. [online] Available at: http://herpaperweight.tumblr.com/post/139181219336 [Accessed 1 Jun. 2016]. Marie Claire. (2016). Carrie Bradshaw Style Highs & Lows. [online] Available at: http://www. marieclaire.co.uk/fashionweek/catwalk/13864/2/carrie-bradshaw-style-highs-lows-sex-andthe-city-fashion-sarah-jessica-parker-pics.html#index=95 [Accessed 30 May 2016]. Pinterest. (2016). beautiful black women. [online] Available at: https://uk.pinterest.com/davidprice47/beautiful-black-women/ [Accessed 25 May 2016]. Pinterest. (2016). Still Life Research. [online] Available at: https://uk.pinterest.com/carafrew5/ still-life-research/ [Accessed 25 May 2016]. Plachkova, L. (2016). Do Vitamin C Skin Care Products Really Work?. [online] La Mav Organic Skin Science. Available at: http://www.lamav.com/vitamin-c-skin-care-products/ [Accessed 25 May 2016]. Stylebop.com. (2016). Diane Kordas - 18Kt Rose Gold Loop Lid Amulette with White Diamonds. [online] Available at: http://www.stylebop.com/au/product_details.php?id=683269&ranMID=40490&tmad=c&tmcampid=245&tmclickref=4w9UJiJpWAc&campaign=affiliate/ linkshare/au/&utm_source=affiliate&utm_medium=linkshare&utm_campaign=adsau&ia-p mtrack=50440005&siteID=4w9UJiJpWAc-Mz7cZwolya8LTUOAf9WSqw [Accessed 30 May 2016]. Wilkins, S. (2016). About Sasha and LLG – Liberty London Girl. [online] Libertylondongirl. com. Available at: http://www.libertylondongirl.com/about/ [Accessed 25 May 2016].
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Bibliography Bright, P. (2015). Denim Jacket a Feast and Some Minions – Patricia Bright. [online] Patriciabright.co.uk. Available at: http://patriciabright.co.uk/?p=2359 [Accessed 25 May 2016]. Bruce Munro Studio. (2016). Bruce Munro: Home. [online] Available at: http://www.brucemunro.co.uk/ [Accessed 23 May 2016]. Burr, T. (2016). Nude Lace For The Burberry Show - Tanya Burr. [online] Tanya Burr. Available at: http://www.tanyaburr.co.uk/2016/02/nude-lace-for-the-burberry-show/ [Accessed 25 May 2016]. Canva.com. (2016). Amazingly Simple Graphic Design Software – Canva. [online] Available at: https://www.canva.com [Accessed 20 May 2016]. Eniang, S. (2015). Stepping into Technicolour – Shirley’s Wardrobe | Fashion & Lifestyle Blog | By Shirley B. Eniang. [online] Shirleyswardrobe.com. Available at: http://shirleyswardrobe. com/2015/04/stepping-into-technicolour/ [Accessed 25 May 2016]. Henson, E. (2016). A Brightly Decorated Life – Evelyn Henson. [online] Evelynhenson.com. Available at: https://www.evelynhenson.com/blogs/abrightlydecoratedlife [Accessed 1 Jun. 2016]. Herpaperweight.tumblr.com. (2016). herpaperweight. [online] Available at: http://herpaperweight.tumblr.com/post/139181219336 [Accessed 1 Jun. 2016]. Jackson, T. and Shaw, D. (2009). Mastering fashion marketing. Basingstoke [England]: Palgrave Macmillan. Kincaid, W. (1985). Promotion--products, services, and ideas. Columbus: C.E. Merrill. Levinson, J., Levinson, J. and Levinson, A. (2007). Guerrilla marketing. Boston, MA: Houghton Mifflin. Marshall, C. (2014). 33 Amazing YouTube Facts and Stats to Tweet and Share. [online] ReelSEO. Available at: http://www.reelseo.com/youtube-facts-stats-2014/ [Accessed 25 May 2016]. Marie Claire. (2016). Carrie Bradshaw Style Highs & Lows. [online] Available at: http://www. marieclaire.co.uk/fashionweek/catwalk/13864/2/carrie-bradshaw-style-highs-lows-sex-andthe-city-fashion-sarah-jessica-parker-pics.html#index=95 [Accessed 30 May 2016].
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McDougall, J. (2016). 10 Digital marketing trends to ring in 2016 | Authority Marketing. [online] Authority Marketing and Internet Marketing Advice. Available at: http://authoritymarketing.com/blog/strategy/10-digital-marketing-trends-to-ring-in-2016/ [Accessed 20 May 2016]. Petersen, C. (1979). Sales promotion in action. London (107 Fleet St., EC4A 2AB): Associated Business Press. Pinterest. (2016). Pinterest. [online] Available at: https://uk.pinterest.com/ [Accessed 30 May 2016]. Plachkova, L. (2016). Do Vitamin C Skin Care Products Really Work?. [online] La Mav Organic Skin Science. Available at: http://www.lamav.com/vitamin-c-skin-care-products/ [Accessed 25 May 2016]. Shimp, T. and Andrews, J. (2012). Integrated marketing communications in advertising and promotion. Australia: Thomson South-Western. Stylebop.com. (2016). Diane Kordas - 18Kt Rose Gold Loop Lid Amulette with White Diamonds. [online] Available at: http://www.stylebop.com/au/product_details.php?id=683269&ranMID=40490&tmad=c&tmcampid=245&tmclickref=4w9UJiJpWAc&campaign=affiliate/ linkshare/au/&utm_source=affiliate&utm_medium=linkshare&utm_campaign=adsau&ia-p mtrack=50440005&siteID=4w9UJiJpWAc-Mz7cZwolya8LTUOAf9WSqw [Accessed 30 May 2016]. Wardle, K. (2016). James Bullough’s Fractured Paintings in Motion. [online] Illusion. scene360.com. Available at: http://illusion.scene360.com/art/85109/james-bullough/ [Accessed 25 May 2016]. Wilkins, S. (2016). About Sasha and LLG – Liberty London Girl. [online] Libertylondongirl. com. Available at: http://www.libertylondongirl.com/about/ [Accessed 25 May 2016].
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