match
the launch and first six months promotional activity for match olivia gascoine n0574952
Recently, fragrances in the over saturated market have to shout to get themselves heard in a crowd of unoriginal, uninspired, duplicate fragrances. The personalised product market in the past year has seen rapid growth, as has consumers growing desire to buy and use products that are personalised to them. The Match consumer is looking for a fragrance which is an extension of their identity and personality. Match does not shout, rather it subtly presents itself to you, a proposition for something new to add and enhance your life. An opportunity to match your scent, with your style and find your fuse. The niche, personalised experience and product has been designed to listen to the individuals that ‘The big guys’ of fragrance have been ignoring. Mission statement of Match mission statement
cont ents
4.
5.
15.
17.
aims & Objectives context
Competitors
consumer
28.
29.
35.
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consumer appeal promotion
online
Fig 1. Match: Ad campaign (2015)
ad campaign
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swot & pest
13.
the big idea
21.
27.
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creative concept brand onion
media diary
39.
collaboration
online channels
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strategy
introd uction the brands aims & Objectives marketing plan summary Goals/ Objectives Primary Objective Engage. Educate. Inspire. Create awareness of the brand Secondary Objective To become the market leader of personalised fragrance on the high street Third objective Generate sales. Build a quality, personal and Interactive brand image
Strategic Initatives
Tactics
Create a promotional launch campaign which will create buzz, gain earned PR media and engage consumers with the brand and product Be competitive on price. Stocked in retail stores with large footfall such as Liberty London and Urban Outfitters. Use Liberty as a promotional tool Break even with costs Promote product on numerous platforms Have well trained staff & customer service on how to use product
Website & Social Media In store VM, concession. #findyourfuse event will create buzz and create an interactive, fun launch month. Price of ÂŁ50 with 25% promotion from instore event. Stock in these retail spaces with exciting and on brand VM & a unique in store experience
Use Liberty’s direct mail subscribers to send email promoting Match and the event. Promote with ad & film. Use ultra-modern fragrance diffusers as blended testers
Fig 2. Marketing Plan (2015)
the fcp process
exucations. pages 27-45 Creative concept. pages 21-26 the big idea. pages 13-14 Context. pages 5-9 Fig 3. The FCP Process within promotional plan (2015)
match
Context & Key Insights an insight led strategy
Fig 4. Two Bodies. Neil Barrett
The macro trend of gender is an exciting an constantly evolving trend in which the Match fragrance and its ‘Big Idea’ was heavily influenced and inspired by. Macro trends within gender involve gender equality, gay rights and feminism. Micro trends affecting fashion and fragrance are unisex clothing and fragrances, gender neutral retail spaces, transgender models and fast fashion trends of masculine and androgynous dressing.
69% of males and females believe there are more than two types of gender
63% of females and 59% of males believe that children should grow up in a gender neutral environment
79% of males and females said that gender roles had blurred Fig 5. Moodboard of Insights. Olivia Gascoine (2015)
However the main insight this Marco trend provided was the insight of individuals changing views on gender. 79% said that gender roles have blurred, evidence that consumers have identified the change in gender and creating an emerging group of niche consumers who’s shopping habits are complex, educated and intrigued with gender neutral products and unisex fragrances. Selfridges A-gender, unisex retail space was a great example of these trends being successfully tested in store and the boundaries of gender being confidently pushed by the fashion industry. The gender insight provided us with an opportunity to tap into the new gender neutral market of fragrance and helped the brand evolve into a fragrance which really resonated and appealed to consumers.
The personalised macro trend has presented brands with an opportunity to customise mass products, differentiate from competitors and engage consumers in the personalised stage. This can build brand advocacy and promote brand loyalty.
‘True personalisation is when consumers elect a preference and build products and services around their needs’
Selfridges ‘Fragrance Lab’ shows how a large high street retailer has reacted to the personalised fragrance trend. The ‘Fragrance lab’ is a new ultra modern, personalised and engaging experience for consumers to create their own fragrance based on personal tastes, personality traits and memories.
A series of tests result in an assessment that finally decides how to bottle your personality and identity into a bespoke scent. One customer stated her final scent was “eerily accurate.” This successful concept highlights the consumer desire to have products, specifically a scent which is truly personalised to them.
Morgan Holt, strategy director at brand consultancy Wolff Olins
Fig 6. Moodboard of Insights- Personalisation. Olivia Gascoine (2015)
‘Consumers are very much aware of what their purchase decisions tell others about themselves’ andreas buchholz & wolfram wordemann.
‘Consumers want to break free from all labels... and convey every aspect of their personalities from what they do and say to what they wear. This includes their fragrance wardrobe.’ Agilex fragrances.
In the context stage of the FCP process a vital part of understanding the consumers behaviour, characteristics and desires came from speaking direct to the consumer. The consumers we asked all work within creative industries including bloggers, models, buyers, makeup artists and creative directors. The creative individuals had much to say about unisex and androgynous trends that they follow, including listing their favourite brands such as Adidas, Pretty Green, Cos, Zara and Levi. They agreed they have seen a shift in how gender is portrayed and used in fragrance and fashion.
The main insight we gained however was that these young creatives actively seek to be individual and try hard to do so. They use their clothing, hair, brands and overall look to present and brand themselves in a very specific and tailored way. They expressed how they want products that do this for them and therefore agreed that niche brands are a great way to stand out against the crowd. Such individuals as Dimeji Sadiq, Creative Director and Blogger Amelia Stapleton agreed they would enjoy trying a unisex and personalised fragrance as long as it as on trend and appealed aesthetically to them.
Fig 7. Moodboard of Insights-The Individual. Olivia Gascoine (2015)
Strengths
Weaknesses
• No direct competition directly of an affordable, personalised & unisex fragrance
• New, unestablished brand. Essential to engage the consumer, inspire, engage & gain trust
• Distinctive graphics, visual references, brand identity & unique match box packaging design
• Highly competitive, over saturated market eve in niche fragrance. Controlled & dominated by large, well-established brands. Small market share to win
• Ad campaign stands out, subverts conventions and stereotypical message & style • Brand name, concept, copy & design are completely integrated, concise idea all around ‘Match’ and individuality • Five scents give our consumer creative freedom to creating their own signature scent • UK personalised gift market has rapidly grown, opportunity to offer a personalised gift fragrance which is not yet being offered at an affordable, mid market price • Personalised products are a popular trend, can create an interactive relationship between a consumer & product • The gender lines in society are blurring providing opportunity for gender neutral products and unisex retail spaces
• Product must fit consumer’s lifestyle. Product must be easy to understand & apply. Must educate without giving too much guidance stifling creativity • Needs to be stocked and accessible to buy across the UK but only in stores suited to the niche product, brand values & unisex product
• Online has allowed small, niche brands to exist and succeed online; the trend of niche fragrance brands and large number of them accounts in it being a highly competitive market even at a niche level. Can account in price wars, counterfeit products and consumers regularly changing their fragrance from brand to brand • Stores may find it difficult to place the Match fragrance in store for its unique packaging unlike conventional fragrance packaging. If the store does not have a gender-neutral retail space it may be difficult to visual merchandise
• BRIC & MINT nations are emerging markets for fragrance, which could provide opportunity for market development
Opportunities
Threats
Fig 8. SWOT (2015)
SWOT ANAlYIS A key strength to Match is there is no direct competition or similar product offerings in the mid market. This could be an opportunity to add value and supports the brands image of being exclusive and new. However a weakness and threat to the launch will be arriving in the marketplace unestablished and unheard of. Match will need to raise awareness of the brand and create buzz and excitement to engage and interest consumers, there are many niche fragrance brands to compete against. Macro trends of personalisation and gender are opportunities to create a product which fulfils both these trends. Match has done this by the genderless and personalised fragrance blending approach. In summary Match will need to heavily promote the distinctive, new product and emphasise the personalised and genderless benefits of the brand to stand out and be competitive against rival niche brands.
Sw 0t ‘There is a huge opportunity for small to medium enterprises to carve out a market niche against bigger retailers, while adding value to existing products through customisation. ‘ Wall blog.
pe st ‘A big part of the perfumer’s work is overcoming such obstacles in development... the industry is being handicapped by regulations.’ The independent
Political
Economic
• Changes in fragrance laws by EU regulations will effect many fragrance brands. The banning of oak moss will require many brands to alter their current scents; raw materials for making fragrance may rise resulting in a rise of variable & production costs. Changing laws in labelling requirement also could affect the need for information on the label & packaging of fragrance products
• Social acceptance for gay marriage, transgender, unisex. These communities are becoming more socially accepted
• An increased call for testing may limit innovation, creativity & effect the production cycle
• Environmental pressures on brands to be is leading to recycled packaging, manufacturing in the UK and cutting down the supply chain distance and wastage
• New laws accepting gay marriage and Mx as a title are political changes that are causing gender debates, more social acceptance and freedom to the individual. Will affect the gender macro trend • Advances in technology within beauty may see products become completely tailored to a consumer using their DNA, scientific information, skin type or their style. These products will be fully personalised and tailored to the individual • The decline in magazines may effect fragrance brands as will need to shift their main platform for promoting print ads and testers. Online can be very effective but how will a consumer smell the fragrance when they see it online? • The shift from in store to online may effect sales as online shoppers want to try before they buy
Technological Fig 9. PEST. (2015)
• Niche brands have a very small market share as the fragrance market is oversaturated and highly competitive dominated by luxury fashion brands and a few large fragrance brands
• Emerging markets for fragrance in BRIC & MINT countries provides fragrance brands new markets and consumers
• Consumers are becoming more shopping savvy and have picked up on many brands stereotyping of products within children’s clothes, fragrance and clothing. Gender neutral has become a buying habits for some and this social trend may grow in consumers resulting in a need for gender neutral product • Consumers are becomingly increasingly health conscious, evident online as a huge buzz around health, exercise, organic foods and nutrition. This could affect the ingredients, process and packaging of fragrances
Social
pest ANAlYIS The changes in fragrance laws and regulations by the EU are external changes which will greatly effect the fragrance market, however being a new fragrance brand, Match can prepare for these changes and this will not alter the scents which consumers grow to love. Many fragrance brands may loose customers if their scents change and consumers loose trust in the brand. This could be an opportunity to engage these consumers with a niche brand like Match. Social external changes will be very influential on the brand as the brand has been built and designed with the consumers lifestyle and favoured trends of personalised and gender in mind. Advances in technology within fragrance may offer Match opportunists to make the fragrance fully personalised to the individual or offer new ways to promote directly to individuals online. Match must stay socially on trend to survive.
Match is a personalised, mid market and unisex fragrance collection consisting of 5 blendable scents designed to compliment through the art of fragrance blending. Match will be sold to the creative and individual consumer enabling them to create their own exclusive and personalised scent. Match combines style, design, individuality and lifestyle in one product. The fragrance will be sold in a unique matchbox packaging design that is compact and functional whilst holding an eye-catching, genderless Bauhaus inspired design. Match has spotted an existing luxury, personalised market but found a gap and opportunity to create a new, fresh, accessible and affordable personalised fragrance. Match will be affordable and tailored to the consumer unlike any of the products competitors.
The Big Idea ‘Perfume should engage our attention... First creating an expectation and then satisfying it in a way... better than you hoped’. Luca Turin & Tania Sanchez
why is there a need for match?
‘Most products tend to be confusingly similar and soon it will be impossible to tease out the unique characteristics of individual goods.’ Bo Bergstrom There is a need for fragrances on the market, which do not stereotype or conform to years of fragrance branding. Consumers are becoming more shopping savvy and are wanting products, which are specifically suited to them. Match offers a completely personalised product and an interactive experience in-store, in promotion and online; every touch point will engage and inspire. The branding of Match is unconventionally focusing on design and a genderless approach over stereotypically ideals and semiotics of male or female branding. Match holds unique characteristics and individuality, which is distinct and different. Consumer research has shown a growing consumer desire for personalised and unisex products. The macro trend of gender has seen many consumers become interested in gender neutral products. These trends have stressed the idea that gender isn’t a way to identify products and that it should be the product itself that is really suited to the consumer. Match doesn’t target a gender rather a lifestyle where match fits into every day.
Fig 10. Match packaging. (2015)
Fig 11. The Match Collection. (2015)
Competitors Brand Positioning Map
Luxury
Personalised
Un Personal
High Street
Fig 12. Perceptual map. (2015)
gap in the unisex fragrance market
The perceptual map highlights a gap in the market in the high street and personalised fragrance market. The only direct competitors Match will have is Fred Segal’s ‘The Blend’ however this retails at $150, a premium price and is only available in the US. The Molecules fragrance is a high street, personalised fragrance however this product cannot be holy personalised or tailored by the consumer themselves. Many luxury fashion houses have launched unisex fragrances reacting to the unisex trend however none of these hold personalised elements. The unisex, personalised fragrances have been successful at a luxury price point, suggesting there is a need and opportunity for unisex fragrances but with more personalised elements and at an affordable price.
the match consumer The Match consumer is aged 18-30, is male or female and is not afraid of gender neutral products, rather they are inspired by the trend. The consumer of Match is a young, creative individual with a busy city lifestyle. This individual has a strong sense of style and an eye for design which they express through their clothes, hair, car, possessions and of course their fragrance. These consumers brand and promote themselves daily through their profiles on social media sites such as Facebook, Twitter, Blogs and most importantly Instagram. Here, they are determined to stand out, be individual and interact and connect with similar individuals. Our consumer is shopping savvy; they keep up to date with brands, what’s on the market and trends. They are driven by the buzz created by trends online and feel excitement from being early adopters of a new trend, product or brand.
Artists, graphic designers, marketers, interior designers, fashion students, print makers all these individuals want products which specifically suit them and which are in keeping with their life. Many of these consumers feel the high street, niche fragrance market is not yet offering a fragrance personalised, unique and tailored to them. Match fulfils this need. The target audience of Match has an extensive and complex media diary made even more complex by spending time in large cities where they consume media messages throughout their day. Such platforms and ways they consume media include mobile, online content, apps, social media, outdoors advertising on billboards, on the tube and the radio at work. Outside of work they watch TV, go to exhibitions, art galleries, go shopping and socialise. Throughout all of these activities they use social media intensively.
‘Being unique is very important to me. I think there are too many people following the crowd these days. I’m lucky enough to know my own style, what I like and what I don’t like.’ Blogger Amelia Stapleton, 23.
Fig 13. Consumer Moodboard. Tara Mcgovern. (2015)
‘Consumers want to relate emotionally to a fragrance and receive a personalised product and shopping experience... 2015 is the year of relating fragrance to the consumer’ Euromonitor’
freddie. 25. advertising agency.
Sophia. 30. marketing manager.
anna. 34. stay at home mum.
Fig 14-16. Consumer Visualisations (2015)
3 types of consumer
Customer segmentation and the journey/experience in purchasing match
Freddie, works in a creative advertising agency. He actively seeks to be individual and purposely doesn’t follow the crowd. He likes to stand out and does this by his unique style, colourful clothing and confident look. He buys from niche, undiscovered brands that slowly emerge and grow and is certainly an early adopter. He feels the fragrance market is far to stereotypical for male scents and doesn’t resonate with the masculine, heterosexual ideals male fragrance promotes. He searches online for a product like Match which is unique and tailorable. He finds out about the Liberty and Match event instore and goes to store to complete the event receiving his 25% off and posting online straight away using the #findyourfuse. With his large follower base he helps promote the brand by his consumer generated content.
Sophia, is an early adopter of new, exciting and trend driven products. She is Social Media savvy and always researches products online before buying. She does this by searching for reviews, reading bloggers posts, online articles, social media and reading her favourite magazine, The Gentlewoman. She has no children, currently living on her own and therefore has disposable income which she spends on fashion, beauty and socialising. Her focus is not on looking individual but finding clothing and fragrance which suits her look and lifestyle. She likes products tailored to her with a strong sense of style and functionality.
Anna, is a customer but not an end consumer. She spends two days a
week shopping and loves personalised, sentimental products especially to give as gifts. She purchases Match as a gift for a friend due to the distinctive look of the product, art references and unique match box design. She is influenced by word of mouth and online reviews and the quality of the instore shopping experience she receives. She visits Liberty fortnightly as she loves the British, quirky and unique products which can be found instore.
match
the creative concept the influences & inspirations The creative concept was built and developed from many inspirations and influences. Key influences were the matchbox, Bauhaus art movement and product photography.
The matchbox packaging was influenced by thinking of new and tangible ways for five scents to be aligned in compact, functional packaging. The matchbox concept is new, innovative and became the primary theme of the brand.
The first visual inspiration was A-gender, Selfridges unisex retail space. This inspired ideas of using abstract geometric shapes and a modern, interactive instore experience to engage consumers. Selfridges ‘radical department’ uses non conventional promotion, packaging, graphics and typography boldly to portray a unique, individual brand personality. Many of A-genders brand values and objectives are evident in Match. These include a focus on individuality in consumers and delivering products that are unisex and personalised.
Fig 17-19. Selfriges A-gender (2015)
Flowing bottle designs were evident on many new, visually distinctive products which applied effectively to the Match bottles as the design communicated a visual message to the consumer that the five scents effortlessly blend together. A focus for the advertising campaign was to capture the brand essence of lifestyle in the shot by photographing Match in a lifestyle, setting. Product and interior adverts were great inspiration for this.
selfridges agender
matchboxes old & new
flowing bottle design
object composition Fig 20. Creative concept influences moodboard (2015)
match
the creative concept the influences & inspirations The Bauhaus art movement was a strong creative influence that inspired the use of muted colours, geometric shapes and bold and contrasting compositions. ‘Bauhaus bridges the gap between design and functionality’ which can also be said of Match. The matchbox design is distinctive and compelling whilst being a functional, compact way to package the five scents. The Bauhaus aesthetic is identifiable, establishes brand identity and is a new, distinct way of promoting and branding a fragrance. The ad campaign concept came from thinking about where the consumer would keep the fragrance. The answer was their desk or at home. Therefore a lifestyle, interior setting was on brand and highlighted the lifestyle, personalised aspect of the brand.
This lead research to product photography, and consumer generated images from instagram and tumblr of individuals desks. and possessions. Practise images were created to visualise framing, compositions and shot types. It highlighted that the ad would need a secondary element to give brand personality and stand out. One colour product photography therefore was a great way to add a conceptual, bold look to our advertising campaign. The one colour worked well in injecting personality into images and connotes curation and individuality. Again this visual concept differentiates the fragrance brand and is a new, conceptual way of talking about fragrance.
our own desk visualisations Fig 21. Practise desk compositions (2015)
bauhaus
one colour product photography
desk lifestyle consumer generated content Fig 22. Creative concept influences 2 (2015)
FRAGRANCE BLENDING COLLECTION
www.matchfragrance.co.uk
match
the influence on match
how the influences & inspirations directly affected the branding & promotional material of match.
match
brand onion
personalised affordable individudal creative expressive non-conventional
Fig 23. Match brand onion. (2015)
The brand Essence, Values and personality of MATCH
Designed with the consumer in mind. The creative concept focuses on differentiating the brand, reacting to micro trends in fashion and fragrance and being relatable and appealing to the consumer. The matchbox packaging is distinct and unconventional which cuts through to the consumer as by its conceptual, individual, and has a strong design. Bauhaus was a strong influence, the geometric shapes, colour palette and block colour are all deeper art references and contain an aesthetic that the Match consumer would recognise. The provenance and influence would be a relatable element for a consumer.
‘Brand is not what you say it is. It’s what they say it is.’ Marty Neumeier
Match is a unisex brand therefore all aspects of the brand will appeal to both genders. The design acheives this by being eye catching without stereotypical semiotics. A bold but muted colour palette and contemporary look have been used to appeal to the consumer.
‘Packaging is the Silent Salesmen’ Bill stewart The message of the Match branding is that Match will fit into the consumers lifestyle in a unique a new way. Match will become one of a consumers fondest possessions, an item that is an extension of the their character. With match the consumer dosent just spray a fragrance but becomes a curator and designer of their own fragrance.
Fig 24. Match Packaging. (2015)
promotion
Fig 25. Match: Ad campaign in blue (2015)
time impact frequency reach Fig 26. Promotional considerations diagram. (2015)
7am
The consumers media diary
12pm
oppurtunites for promotion on traditional media
opportunities for online & Social media promotion
oppurtunites for outdoor/ instore, interactive, ambient promotion Fig 27. Consumer Media Diary (2015)
‘You have to understand not just what your customer needs but how and where they prefer to access information’ Jay Baer, President of Convince and Convert
whenwill&matchwhere connect with the target consumer? ‘Consumers are becoming co-creators. Competitors are becoming collaborators’ Karl Heisseiman CEO wolff onins.
oppurtunites for promotion on traditional media
oppurtunites for online & social media promoton
oppurtunites for outdoor/ instore, interactive, ambient promotion
oppurtunites for match to achieve marketing objectives
In the consumers media diary they consume traditional ‘old’ media. This includes newspapers, magazines, TV and radio. The target consumer is motivated by keeping up to date and knowledgeable in current affairs, business, fashion and social trends. The Match consumer spends a large amount of time spent online. They use the internet to online shop, do research and their main use is social media. These social media sites are checked in the morning, on the tube or journey to work to waste time and catch up with friends, family, celebrity and fashion news. Sites such as Instagram, Facebook, Twitter and Linked In are popular sites regularly used by the consumer. The consumer is always connected, online and reading relevant content to their interests, hobbies and job. They also use email as a communication tool at work, to interact with clients and co workers but also to receive personal direct mail from their favourite brands and stores. Many of these traditional types of media should be considered in the promotional plan of Match. The Match customer consumes thousands of media messages throughout their day. The tube, coffee shops, art galleries, reatil store and London are all oppurtunites for guerilla or instore marketing. The creative consumer likes to feel like an individual and get involved with a unique and interactive experience which they can then go on to post on social media for all to see. A promotional tool such as an instore event could be effective for this consumer. Match’s promotionals will be an integrated strategy promoting the 4ps of the brand. Social media, magazine, an event, PR and direct mail will be key media channels and promotional techniques to target the complex creative consumer.
instagram. facebook.twitter.pinterest. e-newletter. matchfragrance.co.uk
online & social media channels integrated presence online
Fig 28. Match Instagram Visualisation. Tara Mcgovern (2015)
Fig 29. Match Facebook Visualisation. Tara Mcgovern (2015)
The message on each online platform will be individuality and finding your fuse. The tone of voice will be light-hearted whilst witty, a non pushy, interesting voice of interest and style rather a basic promotional tool for the brand. The content will be engaging and relevant to the consumer with a combination of promotion of the brand and relevant, interesting content on topics of interest to the consumer such as fragrance, trends, fashion, music, current affairs and art. All communication tools must fit the cool but individual brand personality and be distinctive to communicate the brands niche, differentiated yet affordable position in the market. There will be a focus to upload content morning and evening, weekday, the most likely times the consumer will engage with social media and online. Weekend content will be more informative, a higher frequency and content will be of wider topics. This will allow consumers to really get involved with the brand. The reach of online channels will be nationwide with an influx of followers and subscribers from the collaboration with Liberty. The figures of usage by consumers of the Match social media will be tracked by followers, friends, likes, click through’s to the website and by the use of the #findyourfuse linked with the event. This web interactivity between consumers and the brand should help consumers be educated in fragrance blending and persuade the consumer to see the benefits of individuality and style that Match offers.
Liberty will be highlighted as the key stockist so consumers engage in the interactive and fun event so they build a more personal and rememerable relationship with the new, unestablished fragrance; an opputunit to gain customer advocacy and brand loyalty. Futhermore Liberty London’s direct mailing list will be accessed to contact their customers and highlight the new fragrance being launched in Liberty later that week. This e-newsletter will also work as a promotional invite to raise awareness of whats happaning instore at Liberty’s. The e-newsletter will stimulate sales from the exposure and communicate to it’s customers Liberty is stocking new, niche and exciting up and coming brands. The trust and credibility of the store will help the conversion process begin. This will be the first stage of creating ‘buzz’ marketing and get people intrigued with the brand and its unique, free event. The e-newsletter will also provide links to all social media and website which will be measured to calcuate the success and interest gained by the newsletter. Social media will be a great way to interect with the consumer and use their consumer generated content to repost on Match’s online platforms. This will highlight the individuals using and loving Match and create brand ambassadors whilst pushing the consideration stage of the marketing funnel.
online & social media channels integrated presence online consistent branding and message
Fig 34. Online and Social Media Channels visualisation. (2015)
magazine print advertising the gentlewoman
Fantastic man circulation of 85,000 copies 43% UK Double Page Spread Specified Position £11,700 FANTASTIC MAN READERSHIP Median age 34 years 13% 18 – 27 years 74% 28 – 46 years ‘Fantastic Man is obsessed with personal style, intelligent writing and eloquent photography. Charming in tone and inquisitive by nature, Fantastic Man continues to break new ground in magazine publishing.’ Fantastic Man Media Pack - 2013
circulation of 96,000 copies 62% uk Double page spread Specified Position £14,500 the gentlewoman readership Median age 32 years 22% 18–27 years 61% 28–46 years ‘The Gentlewoman is enjoyed by confident, independent and stylish women. These women are characterised by their thirst for cultural entertainment in their media, as well has their desire for the highest quality fashion and creativity.’ The Gentlewoman Media Pack - 2014
Fig 30. Magazine Advertising Infomation Diagram. (2015)
Fig 31. Fantastic Man Cover. (2015)
Fig 32. The Gentlewoman. (2015)
the match ad campaign Match will advertise in two niche, highly suited magazines, The Gentlewoman and Fantastic Man. These magazines have very specific readers who are the Match target consumer. The print ad will feature in six issues; three prior to the Match event and launch date and three months after. The effectivness of this advertising will be asseced and considered after six months if advertising will be contuined in these publications. The ad campaign consists of two pages, an accate cover which the reader can look through to view the campaign underneath, exposing a conceptual image of possessions.
The Match ad campaign should engage consumers and create awareness of the brand. The unconventional ad campaign should embed a meaning and brand perception in the consumers psyche through the niche and distinctive nature of the image and branding. The placing of the ad in these magazines will communicate the brands position in the makret and create an exclusive feel for the brand, helping generate sales and appeal to the niche, creative consumer. The ad campaign will tap into the consumers aspirations of being an individual, standing out and having pride in their possesions and lifestyle.
Fig 33. Match Ad camapaign in print visualisation. (2015)
collaboration with liberty The main promotional activity of the promotional plan will be an interactive marketing PR event experience in Liberty London’s store. The event will encouarge Liberty & Match customers to search around store to find their fuse & try five blended fragrances, one on each floor. Begginging in the fragrance department, a customer will spot the Match point of sale and visual merchandise which will be set up on every floor. Here they can use the modern fragrance diffusers to try combinations of the Match scent. Whilst doing so, they will learn and trial the art of fragrance blending and be educated on the process and benefits of the personalised product. On each floor the consumer will recieve a scratch card, which when scratched away will reveal the scent numbers they have just smelt. After completling the experience of fragrance blending on each floor, the consumer can then make their way back to the fragrance deparment with their five scratch cards and recieve their 25% discount of the Match fragrance.
The aims of the event running for one month only, will be to educate consumers on fragrance blending, engage potiential customers and to encouarge the creative consumer to see how match will fit into their lifestyle. The message of the five floors highlights the mix and match, lifestyle element of the brand. Futher objectives will be to gain brand recognition, generate credibility, gain exposure and to stimulate an increase in sales instore and online. This collaboration is mutually beneficial for Liberty as it encouarges customers to travel to floors and departments they might not usually visit. This event will create a buzz & incentive for consumers to go to Liberty and to take part in the event. Liberty are known for exciting collaborations with many brands such as Nike, Supreme, Kenzo and Dr Martens.The retailer is renowened for celebrating and supporting niche British brands therefore this promotional strategy supports Libertys brand values and business model.
This promotion will have a small reach geographically and in the number of shoppers who are a part of the experience, however the event will be heavily promoted on social media and online to increase the reach of the campaign.The event will be posted on all social media, online and within the e-newsletter promoting to the general public. Invitations will be sent to bloggers and industry experts which will be mailed one month before the event through a scratchcard invite. The blogger aspect will will generate a buzz online as they will be and blogging, posting commenting and promoting the brand. These bloggers must be individuals who are inkeeping with the brand personality, market level and niche audience.
Fig 35. The Liberty London store(2013)
The tagline #findyourfuse will be an enouraging and consistent message communicated throughout the promotion of the event. The #findyourfuse will be pushed on all platforms, social media and communication channels to enourage shoppers, bloggers and staff to talk about the event and brand online and try create a buzz around the brand. This will be a great oppurtunity for Match’s social media and online channels to create fun and engaging content. The hashtag will be a way to measure interactivity and interest.
Fig 36. Liberty London instore. (2015)
Ed Burstell stated, “Stores are discussing all the time how they can figure out a gender common denominator for their fashion assortments,�
The #findyourfuse event at liberty London with match
store guide of the event
Fig 37. Liberty Store guide and Match event department order. (2015)
instore. point of sale
& Visual Merchandising
Fig 38. Match store Visualisation in Liberty London store. Floor 1. (2015)
Fig 39. Match store Visualisation in Liberty London store. Floor 3.(2015)
THE INTERGRATED, HOLiSTIC CONCEPT OF THE #FINDYOURFUSE EVENT
The consumer decision & engagement process
awareness consideration
finds, hears about event on social media, online or invited as a blogger
each scratchcard back promotes the #findyourfuse competiton. if a consumer posts online with the # they are entered into a competition to win ÂŁ10000 to spend in liberty
as a regular liberty customer, recives newsletter invitiation to event
from each floor the consumer recieves a scratchcard which when scratched shows to the consumer the combination of match scents they just tested. collect 5 in total
consumer creates consumer generated content posting her new personalised frgance online and using the #findyourfuse to do so
with 5 match scratch cards marked the consumer can recieve their 25% discount and exclusive bag at the match fragrance point of sale.
goes instore to try out the event and match experience talks to customer assistant to understand concept
consumer trys the scent. discusses the scent with customer
the consumer navigates themself around store travelling to each floor to gain the scratchcard. shops as they go at pos, the consumer uses the modern scent sensors to trigger a diffuser filling the air with a unique fragrance blended scent of 3 match scents
end consumption & conversion
Fig 40. The #findyourfuse event diagram. (2015)
marketing funnel
Ad campaign in magazines, social networks, invition to the match experience, e-newsletter, word of mouth & public relations Awareness
website, invition & promotion to the match event, contact consumer, web interactivity & testers
event, educational promotion, sales promotion, product & brand ambassadors
customer advocacy
Fig 41. Match Marketing Funnel. (2015 Adapted from Marketing Magazine)
consideration preference
action
loyalty advocacy
timeline of the 6 month launch a series of promotional strategies to build momentum and create a buzz around the new fragrance brand, match.
30th december 2014 social media channels and official matchfragrance.co.uk are launched & content will start being uploaded. key messages to communicate will be the niche and indivudal nature of the brand
1st january 2015 the match print ad campaign begins its promotion in the gentlewoman & fantastic man issues january-june
20th march
30th march
invitation to the match event. sent to bloggers, fashion industry experts & pr agencys. message to portray will be fun, creative & unique, not to be missed.
liberty e-newsletter sent to liberty customers promoting Match and the instore interactive, fragrance blending event
10th april
19th april liberty event e-newsletter reminder with more information on the event throughout the month of may
1st may start of the #findyourfuse event. match product becomes officially avaliable instore in liberty london & Urban Outfitters. product launch. match concessions will be set up across five floors of Liberty london, regent street. message here will be of fragrance blending’s benefits and that match is a unique, individual and on trend fragrance that consumers should be early adopters of
owned media such as social media accounts begin being extensively used. facebook event is created for #findyourfuse. twitter and instagram used, header, banner and profile pic changed to promotional event image
30th may.
end of #findyourfuse event. Match concession will exsist only in the fragrance department. analyis of success of event will begin to be carried out. Earnt media will be assessed and used to further promote the brand.
Fig 42. Six month launch Timeline Diagram. Olivia Gascoine
The Match fragrance will be unique on all each media platform and touchpoint. The match focus will make itself known as an individual and engaging brand and product. All promotional elements and campaigns should maintain goals of engaging, educating and inspiring the creative individual. With a strong promotional campaign for a six month duration the launch of Match should be a success.
Concluding statement of Match mission statement
match