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CLIENT PROPOSAL: SANDERSONS HERITAGE
- SANDERSON CLIENT - DISTRIBUTION - THE CONCEPT - WEBSITE LAUNCH - NIGELLA LAWSON - JOHN LEWIS - MARKETING & ADVERTISING STRATEGIES - BRAND FUTURE
THE SANDERSON CLIENT CONSUMER DEMOGRAPHICS:
SHOPPING HABITS:
- Upper-mid class women - 30 somethings - Married with children - Career driven - Sizeable income, savings
- Loyal to brands - John Lewis, Waitrose - Favours product qualty - Timeless design - Heritage and classic style
THE CONCEPT BREATHE NEW LIFE INTO SANDERSON:
ADVERTISING POINTS:
- Re-launch of the Sanderson website - Spokesperson Nigella Lawson - Technological PR campaign - Nigella Lawson Limited Edition ‘Heritage’ Range exclusive to John Lewis in association with Sanderson.
- House & Garden Magazine - Tatler Magazine - London black cabs adorned in Sanderson prints - 3 Interactive window displays at John Lewis, Oxford Street
KEY POINTS: - Raise the Sanderson profile - Bring Sanderson into the 21st Century - Bringing Sanderson back to the home
THE WEBSITE A FRESH APPROACH -Clean & Fresh New Look - Uncomplicated and less cluttered - Easy scroll tab access and browsing - Links to allow customers jump access to website areas
NIGELLA LAWSON BACKGROUND
BRAND ENHANCEMENTS
- British food writer
- Sanderson Image rejuvenation
- Journalist and broadcaster
- John Lewis alliance gives brand authenticity
- Born and raised in London
- Give Sanderson a wholesome image
- British upper class - Oxford University Graduate - Resident in Belgravia
PROMOTION - Sponsorship on TV series - Brand Placement - Rooms decorated with Sanderson furnishing - Limited Edition Nigela Sanderson crockery and tableware range - Sanderson website, - John Lewis PR - Taxi
PROMOTION
ADVERTISEMENT & MARKERTING PROMOTION - Online Advertisement - Nigella Lawson Website - Links to view Heritage Range - Magazine Advertisement - Featuring Nigella Logo covered with Sanderson prints - Tv Advertisement - Nigella Lawson sponsored by Sanderson
TAXI ADVERTISING CAMPAIGN - Taxi covered in Sanderson Prints - Taxi will be situated to pick up from central points in and around central London - Taxi Campaign will run for 2 weeks before the coming window display at John Lewis Window Display
JOHN LEWIS VISUAL MERCHANDISING - Three interactive window displays - John Lewis, Oxford Street where range exclusive - Further promotes launch of Heritage range - Campaign Windows run for 3 weeks
Window One - Backdrop wall in Sanderson wallpaper - Posited central a chair covered in Sanderson Fabric - Camouflage effect - backdrop & chair in same fabric - Creates effective illusion - as shown by Barbican
INTERACTIVE WINDOW Window Two - Look and style similar to window one but with interactive facilities - Touch Screen mode allows customers to change & decorate the room as they please
- Invites customers in to me more creative with the product - Creates a hands on connection & experience with Sanderson Brand
INTERACTIVE WINDOW Window Three - Interactive touch screen window - Enables Customers to explore the new Sanderson website
- Sneek peek preview of Sanderson Heritage range in association with Nigella Lawson - Entices Customers in store to view actual product
BRAND FUTURE - Interactive Technology on Website - Customers Design own room to decorate - Allows ‘a try before you buy’ experience - Engagement with Sanderson Brand
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