#SpringintoAnthro Anthropology Marketing Campaign

ANTHROPOLOGIE Spring- Summer 2019 Marketing Communications Campaign

#Spring into Anthro

By Rachel Jolley

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Contents Page Title

Executive Summary Introduction Background and Rationale Anthropologie’s Target Market Aims and Objectives Strategic Approach Marketing Tactics and PR Support How and Why ‘Spring into Anthro’ will be successful Timeline Terms and Conditions Assessment and Conclusions References

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3 3 4 5 6 7 8-9 10-11 11 12 12 13-14

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Executive Summary This proposal outlines a Marketing Communications Strategy for Anthropologie in SS19, which will help to improve the sales growth over this period, whilst encouraging new loyal customers and increasing brand awareness and engagement.

The strategy is based around the homeware market of Anthropologie, and will encompass creating instore advertising, earned media, as well as aspirational displays within the two hundred and twenty-eight stores across the globe (Anthropology, 2018). Enticing customers into their local store, and causing them to desire the products, resulting in them making both compulsive and thought through purchases.

The tactics used for this communications strategy will be in-store visual merchandising and advertising, followed by earned marketing.

Introduction The marketing communications strategy ‘Spring into Anthro’ detailed below is to promote the homeware products of Anthropologie in SS19 and to send across the message that the brand is not only aspirational, but accessible. Plus encouraging sales growth between the months of March and September, as well as continuing into the colder months at the end of the year due to the awareness from customers of the brand forever growing and changing. Finally by increasing brand engagement. The campaign involves the use of earned media and in-store visual merchandising to encourage customers to enter stores and take part in the competition to win the opportunity to have one of their rooms decorated within their home.

The proposal contains the details for when the ‘Spring into Anthro’ campaign will begin, how the customers will become aware of the campaign, and how they will be able to take part in it. Along with how the winner will be chosen, and what it is they will gain from entering the campaigns competition.

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Background and Rationale When looking at Anthropologie’s estimated revenue for 2018 it is showing roughly ‘$300 million’ according to Owler (2018), due to a 10% growth over the colder months of 2017 as a result of the ‘longer than normal winter’ driving sales (Team, 2018). Also when looking at URBN’s ‘net sales for the fourth quarter of fiscal 2018… it shows a 5% increase from Anthropologie’ (URBN, 2018). As URBN is the parent company of Anthropologie, Antrhopologie’s sales account for the URBN’s overall success (URBN, 2018). Further, according to Team (2018) ‘home products provided by Anthropologie delivered its fifteenth sequential quarter of positive comps, driven by an increased and innovative assortment, high double-digit growth in digital sales’. This alone shows that Anthropologie’s homeware market is still going strong, and that a way to maintain this level, or even to increase this height is to produce this marketing campaign ‘Spring into Anthro’ to keep customers enthusiasm for the product and brand strong, making sure that they are aware that elements are always changing and evolving, letting them know that popping back into store or regularly checking the website is a must. However Danziger (2018) did state that ‘Anthropologie is one of the few retailers that knows how to merchandise and sell fashion and fashionable home accessories.’ Backing up the campaign even more, showing that customers feel that Anthropologie has a special and unique way of designing and promoting their homeware within their stores and online, and by having the campaign award be a redecoration of a room, it gives the customer the thrill of being part of the brands specialised way of product display.

URBN (2016) explains that Anthropologie have previously tested out a home stylist consultation within their larger brand Anthropologie & co. where customers were able to speak to someone within the homeware department and discuss their wants and needs for their own home, within the in-stores design centre. As this is something previously completed in the larger Anthropologie & Co. stores and according to URBN (2018) was successful, there is a strong possibility that a similar event within the smaller Anthropologie stores would be a success. Along with this Geoghegan (2018) spoke of Peter Ruis, the managing director of Anthropologie, wanting “to develop aggressively in Europe. The plan is to roll out international stores and come behind that with ecommerce capability.” The use of the campaign has high potential to help increase the profit of the brand, and also help encourage a better, and more improved social media accounts, with higher connection between brand and customer, along with helping Peter Ruis achieve his goal of ‘developing aggressively in Europe’ (Geoghegan, 2018).

According to Instagram, Anthropologie currently have 3.6 million followers on their American account, and 170,000 on their European account, which has increased from 2017s 2.3 million as stated by Eng (2017). These figures show that their American account is far more popular than their European, however this may be due to customers feeling that it is their “main” account as Anthropologie is an American brand (Anthropologie, 2018). Along with this Eng (2017) reports that the brand also ‘runs instagram photo contests to engage users… for example they ran a cookie recipe series on the blog, asked users to share their own cookie images on Instagram for a chance to win a $250.00 Anthropologie gift card.’ This shows that Anthropologie have in the past and still do create Instagram engagement activities for their customers, which keeps them enthusiastic about the brand, but that also keeps them checking the brands social media. Eng (2017) in addition clarifies that ‘Initiatives like this engage and reward fans in between purchases, incentivises them to shop more’ which is exactly what any brand is after, a reason to make their customers purchase more.

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Anthropologie’s Target Market Our customer is a creative-minded woman, who wants to look like herself, not the masses. She has a sense of adventure about what she wears, and although fashion is important to her, she is too busy enjoying life to be governed by the latest trends. To her, Anthropologie is a portal of discovery—a brush with what could be. A place for her to lose—and find—herself. (Anthropologie, n.d.)

Danziger (2018) explains that Anthropologie’s target market ‘is grown-up women, ages twenty-eight to forty-five years, with a little more money in her pocketbook.’ Danziger is explaining that the target market is women with a higher disposable income, meaning she is able to spend a little more on non-essential products. Likewise Anthropologie is a ‘brand targeting women who have perhaps grown out of the youth-and-trend driven Urban Outfitters aesthetic.’ (URBN, 2016).

Figure 1: Woman in Hat (Lucy, n.d.)

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Aims and Objectives The aim of this proposal is to explain how the marketing strategy ‘Spring into Anthro’ can help improve Anthropologie sales by meeting these three objectives: • To increase brand engagement for Anthropologie, specifically via social media by 80% during the months of March and September • To gain over one hundred new Instagram followers by Christmas 2019 • To boost sales by 50% within the spring and summer months of 2019, specifically regards of homeware

Figure 2: Flowers (Anthropologie, 2018) 6

Strategic Approach ‘Retailers have to give people something to do, then they will shop. But shopping can’t be the thing to do.’ ( Danziger, 2018). The ‘Spring into Anthro’ campaign will give customers a reason to go into store, and a reason to shop. They will be able to be involved with the in-store displays and think of the possibilities for their own homes.

The ‘Spring into Anthro’ campaign gets its name from being a spring summer campaign, and the idea of spring cleaning. Anthropologie redecorating either a bedroom, living room, or dining room of the winner of the competition gives the contestant the feeling of having a big overhaul spring clean, which can encourage them to redecorate the rest of their home. Once the room redecoration has been completed if the customer does get the urge to update the rest of their home, the hope is that they will be so inspired by the work created by the home stylist that they will be back in to their closest Anthropologie store to purchase more items. Completing the message of the ‘Spring into Anthro’ campaign, which is that Anthropologie is accessible and attainable in your own home.

The campaign’s aim is to encourage Anthropologie customers to enter a competition to win the opportunity for the brand to redecorate one of their rooms in their home with branded products. The way in which they will do this is by taking photographs on their phones of displays which inspire them instore, and posting the images on their Instagram accounts, along with a short description of why the display inspires them. Making sure they use the hashtag #springintoanthro. By making sure they use this it will be easy for those at Anthropologie to find the hashtag and search through the entrants to find the winning Instagram post. By encouraging the customers to post images of Anthropologie product, it will mean that their friends will see the posts, and these people may not already be customers of the brand, meaning that they could potentially become customers after seeing the posts. Reaching a wider audience, and achieving one of the objectives of the campaign. Creating attention to the brand by showing the reward of winning the room makeover will draw customers into store by creating interest, along with the desire to have a room fully furnished with Anthropologie's products which are both stylish and high quality. From this, resulting in the customers taking action by going into the stores and sharing Instagram posts of their favourite in-store displays.

There will be several displays in store, and each of them will be themed in a slightly different way. By doing this those at Anthropologie will be able to work out the type of homeware the winners of the competition are after. Also the room options for the redecoration will only be available for living rooms, bedrooms, and dining rooms as Anthropologie do not stock the products for full kitchens or bathrooms to be changed.

Anthropologie currently have stores in two continents of the world, which are Europe and North America (Anthropologie, 2018). The competition will start off in North America due to them being an American brand and finish up in Europe. By doing so customers will not be competing with those on the other side of the world, they will just be competing with those in the same continent as them, ensuring that they feel as though they have more of a chance of becoming the competition winner, as their own competition will be smaller. This will encourage more customers to take part, and once they have posted their photos on their Instagram accounts, their friends will see them hopefully enticing them to take part in the competition too, and so on and so forth, and this will help to meet two of the main objectives mentioned at the beginning of this proposal. Regarding the stores, each one in the country will be a part of the event, and therefore each store will have the same displays, and each store will be themed in the same way. By doing so each and every customer will have the same opportunity despite whether they are north or south of the country. However, the European displays will differ from the North American displays because the different markets will be drawn to different creations of display due to the different cultures, and the displays need to be inspiring and aspirational for each market (East, Singh, wright & Vanhuele, 2017).

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Marketing Tactics and PR Support There will be two main parts to this communications strategy. The first is getting customers aware of the competition, and the second is their tasks revolving around being entered into the competition. Step one is about getting customers aware, which will be completed in three ways. The first is by simple in-store advertisements, such as window banners, and smaller posters in-stores, specifically behind the tills. These posters will be decorated with bright colours to attract the customers eye and will also have ‘competition’ written on the in bold lettering so the customer is aware what the poster is for. They will also contain the details of the competition and hashtag, along with the dates of when it begins so they are informed of when they are able to enter and take part. Please see figure 3 below for an example of the posters.

C O M P E T I T I O N !!! #springintoanthro Win the fantastic opportunity to have one of the rooms in your home redecorated fully with Anthropologie products!

Wanting to enter? of course you are!

Simply go into your closest store and take a picture of your favourite display, upload it onto your instagram account using the #springintoanthro, along of a short description of why it inspires you, and that’s it! From there onwards we do all the work!

G O O D L U C K !!!

Figure 3: Campaign (Authors own image, 2018)

This way when customers are walking past or entering the store, they will notice the advertisements, drawing them in and having a look at what they say. But also when they are making purchases in-store, which will give them the perfect opportunity to ask the sales team any questions they might have, or even find out more information about the event. Additionally by placing the posters behind the tills, they are in the point of sale area which according to Shopify (2016) is where the most impulse buys occur due to ‘fidgeting whilst waiting in line.’ Shopify (2016) explain that ‘most consumer behaviour lives in our unconscious mind’ meaning that whilst customers are stood in the queue for the till, they will unconsciously be intrigued by the poster, read it, and then want to become involved in the competition, especially as they will be a fan of the brand and will already be purchasing something from the store. Even though the competition does not require a purchase as such, it does require choosing a liked display instore, and the displays are the second way of encouraging customers to enter. During this time waiting in line by the till is the perfect opportunity for the customer to spot a favoured display. Once they have chosen one, it will be a quick run over to the display to take a picture of it and post it to Instagram along with the hashtag and a short description, a quick and easy way to enter the competition. please see figure 4 for an example instagram post. By making the way of entering the competition quick and easy, customers are more likely willing to take part, meaning that more customers will enter, meeting the above objectives.

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Thirdly by asking social media influencers to talk about the competition in their social media posts, specifically including Twitter, Instagram, Facebook and Youtube. This is likely to be a paid piece of sponsorship for the influencer and is likely to vary in price depending on the influencer used (East et al, 2017). An example of the cost of this is when Hewlett Packard asked well known influencer Zoella to feature their latest mini printer Sprocket in one of her Youtube videos, asking for the shortest time segment she would offer, and from this they were charged roughly £80,000 (D. Farrell, personal communication, November 10, 2018). Even though this is a significant amount of money, especially for a short time review from Zoella, HP received a high number of requests for the Sprocket after the video and sold out of them almost immediately, and making back the £80,000 spent on the advertisement (D. Farrell, personal communication, November 10, 2018). This alone shows the significance of social media advertising, and how the use of an influencer for this Anthropologie campaign would be highly useful. The influencer chosen will have the same target audience as Anthropologie and will also shop there themselves, making this arrangement the perfect fit. By using an influencer it will mean that the competition will be spread widely, due to many different already customers and potential customers that are viewers of the influencer, causing a wide variety of interest. An influencer that would be suitable to partner with for this competition would be Louise Pentland, due to her widespread audience in both age and location. Viewing Pentland’s social media platforms, specifically Youtube, it can be seen that her home is well decorated with creative artsy pieces mixed with simple, more luxurious, sophisticated pieces, the perfect mix of Anthropologie.

As Anthropologie already have ‘AnthroPerks’, a sign up option where the customer receives benefits for filling out their details online and allowing the company to contact them directly (Anthropologie, 2018).

Benefits include such things as free delivery and returns, birthday discount and invites to exclusive events (Anthropologie, 2018). For those customers who are already signed up to ‘AnthroPerks’ they will receive an email regarding the upcoming competition, ensuring that these customers are fully aware, and are more likely to take part.

The email that will go out will be laid out in a similar way to the posters and banners to make sure that the information sent out to all customers, and seen by all customers is exactly the same, and that so everyone who would like to enter the competition has a fair chance to do so.

likes anthropologie #springintoanthro enter our competition to win the opportunity to have a room in your home redecorated by us, find the details in our bio!

As all the stores across the globe will be taking part in this competition, it is vital that all of those within the same continent are laid out in the same way and have the same displays inside. By doing this it will result in fair competition across the continents and will leave deciding the winner of the competition a lot easier. The themes of the displays will be revolved around colours and product styles, making it easy for those in the homeware design depart at Anthropologie to help work out what it is the customer likes for their home before even meeting with them. The displays will vary in size, with larger ones including couches and tables, looking more similar to small room setups, whilst others will be simply a small side table with a few candles and coasters. Whilst the customers are looking around at the displays and choosing their favourite, hopefully they will encourage them to make an impulse purchase there and then, showing that the displays are creative and inspiring enough for the customers to be excited about the products.

Figure 4: Instagram example (Authors own image, 2018)

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How and why ‘spring into Anthro’ will be successful For many years visual merchandising has played a strong role in enticing customers into store and encouraging them to make purchase after purchase, and this is no different for the ‘Spring into Anthro’ campaign. The displays set out throughout all stores will be created in a way that displays not only a set theme, but also sparks creativity and excitement in the customer viewing it, making them not want to wait to see if they win the campaign to have that product in their home, but to want to own it immediately, causing an impulse buy. ‘The scope of visual merchandising is growing rapidly with advances in technology…. retailers need to ensure their visual merchandising has a stronger impact, as competition in the present scenario is high.’ (“A study on the impact of visual merchandising,” 2016). This quote is saying that there are so many other ways to influence the customer, and so many other brands who do these many other ways, so standing out from the crowd is a must in making sure that you are not losing your customer base, and creating positive mood provoking visual merchandising is a great way to do that. As the displays will be themed in various ways, and one of these ways being colour it is important that they are produced in a way that creates a positive emotion in the customer, for example orange which is ‘friendly and sociable’, blue being ‘cool and clean’, and yellow ‘bright and cheerful’, but also the colour the eye notices first (Pegler & Kong, 2018). Pegler & Kong (2018) define visual merchandising as ‘the silent salesperson’ drawing customers in and persuading them that the product in-store is fantastic and that it is something they really need, which is why the displays within the stores need to be perfect for the target audience.

Figure 5: Flower Colour wheel (Lucy, n.d.)

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Instagram is the perfect platform for the ‘Spring into Anthro’ campaign to be displayed and shared, with over ‘500 million daily active users’ and ‘4.2 billion likes per day’ it is a great way to promote and share the information. (Omnicore, 2018). Omincore (2018) illustrates that social media ‘motivates the consumer decision-making process, and with all the proliferation of active users on social media, these platforms are (and will continue to have) an ever more increasing impact on consumer decision-makings.’ With the use of influencer Louise Pentland, the motivation and impact created by her to encourage her followers to take part in the competition will be strong, and the fact that she will be a part of the campaign alone, will reassure them to take part even more. Hudson, Huang, Roth & Madden (2016) conducted an experiment linking the relationship between a brand and its social media with its customers.

From this they found that ‘social media was positively related with brand relationship quality’ (Hudson et al, 2016) showing that by anthropologie using social media as part of their campaign will create a strong relationship with their customers, which is likely due to the feeling that the brand has a personality and that they are able to communicate with them on a personal level.

‘Spring into Anthro’ has many stages which draws the customer back into the stores, creating more and more opportunities for them to buy. For example, the email that will be sent out to those who are a part of ‘AnthroPerks’ will engage those already loyal customers and encourage them to go into the store to be a part of the competition. Gong into the stores will be nothing new for this particular customer as they are likely to be an avid shopper due to their subscription, and the chances of a purchase from these customers are highly likely. Once they have been into store and taken a picture and uploaded it of their favourite display, that is when their friends and family are likely to notice it, and from this they will want to go into store too and take part in the competition, as in their minds there will be nothing to lose from doing so. This chain will carry on and on, due to friends of friends seeing the posts and liking them, and the desire to win the competition as it is a once in a lifetime opportunity. Alongside this however those passing the stores will notice the posters on the windows, and from this they will come inside too, starting another snowball effect. After this the social media posts from influencers will begin to show online, and these will be seen by thousands of followers, creating another round of people who will go into their closest store and take part in the competition.

During all of this time customers will be in the stores and purchasing products generating a constant traffic flow of people in and out of the stores.

Timeline

The timeline for each process for the campaign are as follows. The end of February is when the in-store posters and banners will be put up, both in the windows and behind the tills. By having them put up slightly earlier than the beginning of summer, it will give customers time to notice the posters and banners and get them eager to find out more about it, and also to take part. Three quarters of the way through March, roughly the 20th, is when online influencers will begin to post about the campaign via their social media, specifically Instagram and Youtube. The influencers will also include the hashtag #springintoanthro when posting to ensure that customers are reminded of the hashtag, and also so that they are able to see the influencers in-store favourites, as this is something that will again, encourage customers by seeing the in-store displays. During the times between March 20th and May 1st, is when those at Anthropologie will begin to start looking through those candidates who have entered the competition and will begin to pick the winner for the first continent, which may for example be with Europe, the second North America, and so on. Over the following months once all of the winners have been picked, it will then be time for the Anthropologie home stylist team to meet up with the winners and begin to discuss their chosen in-store display and the theme which they would like their redecorated room to be around. Each winner will be dealt with individually to ensure that each room is unique, and also to ensure that each customer feels listened to and valued. The full process of decorating each room will take roughly one month including the discussion regarding the decorating, and the actual task. Once a room has been redecorated it will be posted on Anthropologie’s Instagram account using the same hashtag #springinto anthro to remind customers of the competition, and show them how they too could have their home if they continued to shop with the brand, making them feel aspirational towards Anthropologie. By having the reminder of the followed up Instagram post, it will ensure customers and potential customers what Anthropologie followed through with the competition giving them reassurance of the brands customer service, but also of the amazing and individual task they are able to carry out. Creating trust and loyalty between brand and 11 customer.

Terms and Conditions The competition will move from continent to continent, meaning that only one home will be decorated at one time, but as Anthropologie only have stores in two continents, Europe and North America, it will mean that only two rooms overall will be redecorated (Anthropologie, 2018). By doing so, it will leave the opportunity for more and more customers to take part, as over time more and more people will see the opportunity available to them, further it will give influencers the opportunity to create more posts, for example a post developed around the European market, and another based around the North American market. Letting there be a reminder every few months that the competition is still running, refreshing everyone's minds and keeping them excited and enthusiastic about the opportunity of a room redecoration.

Assessment and Conclusions The way in which the success of the campaign will be measured is by firstly how many Instagram posts of the in-store displays have been created, viewed and liked over the course of the campaign. Secondly by how many extra followers Anthropologie themselves have received via Instagram and also the other social media websites Anthropologie use, as this will give the opportunity to promote to new followers via the social medias, hoping to create new loyal customers. The increases should be seen between the months of April and September, as this covers the spring and summer of which this campaign is based, and also be significantly increased from the previous year. These statistics should be seen via Anthropologie’s engagement metrics. Finally the success of the campaign will be measured via the increase of sales within the stores. All of these elements together will meet the three objectives of this marketing strategy; to increase brand engagement, boost sales, and increase the amount of social media followers, reaching a return on investment and creating value for the future customers.

The ‘Spring into Anthro’ campaign connects well with the Anthropologie customer, as mentioned previously by Danziger (2018) she is a ‘grown-up woman… with a little more money in her back pocket’, she will have her own home and want to keep it fresh and updated, and with a little help from this campaign that is exactly what she is able to do. Other connectors throughout this campaign are social media influencer Louise Pentland, whose followers are likely to engage with everything she engages with as they feel a connection to her, which is the primary reason they follow her throughout her accounts. Finally, friends of customers seeing them upload their photos of the in-store displays on their instagram will make them feel like they want to take part, as after them seeing their friends have a connection with the brand, they will feel as though they want to be a part of that connection, and to do this they will create their own by going into store and entering the competition themselves, creating a full circle.

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