Issue 1. S/S ‘13
Welcome. In five words we would describe Point Two as nature loving, quirky and care free. Are consumers are our priority; therefore we pride ourselves on being trust worthy and affordable, delivering high quality products. To Launch our new perfume brand we have started by designing two fragrances, one for spring/summer and another for autumn/winter. These fragrances will embody everything our consumer loves about the seasons and the great outdoors. The spring/summer fragrance will be light and airy, think freshly cut crash and the seaside, whereas the autumn/winter fragrance will be spicy and deep like burning wood and cinnamon. Point Two is tailored towards forty plus career women, wives, mothers, sisters, aunts and grandmothers. Whoever you are if you’re outdoorsy, love nature and enjoy the simpler things in life then Point Two is the brand for you. You probably love spending quality time with loved ones, walking your dogs, horse riding, hiking and maybe visiting the beach. We realise that our consumer may not be the typical type to splurge on beauty products, but Point Two sees itself as a nice little luxury that you can indulge in one in a while.
CONTENTS. A Garden Gathering (review of the launch)
A Helping Hand (PR strategy, and advertising)
Social Media Sisters (Digital and social media partnerships)
LETTER FROM THE EDITOR. Welcome to the very first issue of Point Two in store and online magazine. Point Two magazine was created with one purpose, to help keep our consumers connected with the brand. Each issue will give you an insight into the brands inspirations, collaborations, events and future plans. In this first issue we will be bringing to you the exciting endeavours of our launch party, and we promise not to spare any details of the who’s who guest list and entertainment. We will also be giving you an insight into our brand collaborations and letting you in on the secrets of the best industry experts and agencies. Possibly name dropping a few who lent Point Two a helping hand in the launch of this new brand. Finally Point Two will be introducing you to our social media retreats, so you can be constantly connected to your favourite brand, even on the go. ENJOY!
Coming Soon… Special Thanks
Editor in chief Victoria Baldwin
A Garden Gathering.
Set in the English country side at an elegant private estate, the Point Two Spring/Summer perfume launch set the scene effortlessly for a day filled with cream teas and garden party games. Location is key for the brand. Our consumers love the outdoors, hence why it would only seem fitting that the location was outside in the beautiful British countryside, where our guests would feel utmost connected and at ease. The estate was adorned with bunting, flower arrangements and delicate lighting, creating a relaxed temperament. The guests were free to roam the grounds and experience the beautiful landscapes and wildlife it had to offer. Filled with scenic secret gardens, the estate personified everything our guests adore; nature, open spaces and likeminded people. The guest list was a mix of A-list celebrities and industry experts including beauty editors from commercial fashion and lifestyle magazines such as Elle and House and garden. Being a mass perfume brand we knew we needed to attract the likes of ELLE in the hope of generating advertising contracts. The A-list guests (although high profile) were traditional British women who have the same values as the brand
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and appreciate the arts, culture and nature.
SNEAK PEEK AT SOME OF OUR GUESTS!
Wanting to instantly connect with our guest as they arrived they received goody bags. When planning the launch a spokesperson for The bespoke goody bag company said “Goody bags achieve the best return on investment, if you think of them in terms of a specialised medium, as a precision channel to truly engage with your market.” (The bespoke goody bag Co) therefore we knew they’d be a great little teaser to kick start the launch and create a high so our guests were keen for what we had planned, leaving them excited and captivated by the brand.
A list –
The bags were filled with charming mini bottles of perfume, stationery and sweets, the items were labelled with light-hearted notes such as ‘recycle me you know you want to’ and ‘eat me, I’m yummy’. The goody bags played homage to the brands down to earth essence and became a pleasant, welcoming touch for our guests. The bags were made by The bespoke goody bag company, who are known for their excellent services. One former customer of theirs cited “Inspirational ideas! The quality of the bags were excellent and the operation was very smooth from start to finish. I would >
Helen Mirren Emma Thompson Julie Christie Meryl Streep Kelly Macdonald Joanna Lumley Jennifer Saunders Vanessa Redgrave Imelda Staunton Maggie Smith Harriet Walter Julie Walters Kate Winslet Industry Susan Crewe (House and Garden Editor) Grant Gibson (Crafts magazine Editor) Emma Streener (ELLE magazine beauty director) Georgia Collins (ELLE magazine deputy beauty editor)
definitely use them again” (Alison, Events Manager at Capita PLC) Our consumer is someone who is very much in touch with her creative side and for that reason the day time entertainment came in the form of painters, sculptors and writers giving readings. It is of paramount importance that our consumers feel like they can relate to the brands ethos and values. The arts and literature are part of the brand DNA, we see ourselves as very culturally aware and so is our consumer which is why we were very particular on what entertainment to provide. As the guests enjoyed the scenery and took in the estate, the time came to indulge in a cream tea lunch. The garden was full of marquees and tables dressed in white linen and gingham, decorated with china tea sets and delicious homemade scones filled with jam and cream. Tables were crowded with assorted cakes, snacks and various fruit juices. Our choice of catering was an easy decision for our age range and the personality of our consumer. She’s a woman who enjoys cooking and eating fresh homemade foods, the type to cook and bake often therefore an English tea party theme seemed a quaint idea which we presumed our guests would enjoy. After the guests satisfied their sweet tooth, attention was then brought to the CEO who introduced the brand concept with a short speech. She then went on to unveil the promotional video,
this was projected onto the back of the estates main building for all to see using 3D mapping technology. The brand researched many ideas of how we could display the promotional video, until we came across 3D mapping. We wanted to use the beautiful architecture to our advantage, to help tie the brand and location together and the idea seemed like an inventive way to do just that. We went on to source a company called NuFormer, who create large scale 3D mapping projections for promotional purposes. NuFormer have worked with the likes of Starbucks, Mercedes Benz, BMW, Samsung and Sony, they pride themselves on being “one of the world's leading specialists in 3D video mapping on buildings and objects.” (NuFormer website) We realised that if they had worked with big named brands such as the ones listed that they would be a credible and reliable company, if BMW could put their trust in NuFormer to create a great display then so could we. We wanted the best of the best so the projection would look professional and run smoothly. As it was one of the main attractions of the launch we knew we needed it to be perfect. As the evening approached and the launch came to an end the guests gathered to watch the stunning sun set. Champagne and cocktails began to flow as the guests were left to their own devices, free to enjoy the night time entertainment which included a big band and a variety of musicians. Sophisticated and stylish, the brand decided an elegant cocktail party would be a great way to end the launch, leaving our guests to enjoy the scenery, company and entertainment.
A Helping Hand.
To help Launch Point Two we sought nothing but the top experts and agencies to give us the best chance of becoming a successful perfume brand. Our Consumer market is narrow and we have a strong and focused concept, therefore we acknowledged we needed an agency that would be compatible with Point Two and had worked with similar brands as us before. We too recognised the chosen agency had to have a good reputation and be reliable. Being able to rely on them to understand our brand, trust them to make top decisions and form a strategy that would suit us best, would be our priority. We looked at PR agencies such as Freedom, Vert, Laurus, FH and Mantel Piece. All five agencies are successful and very reputable with high profile clients, but one stood out among the others. >
FREEDOM PR T: 020 7288 6762 E: info@freedompr.co.uk
When rigorously researching different PR agencies we came across Laurus PR. They were the agency who aided the re launch of White Stuff who we would like to see as our fashion parallel due to their comparable brand attributes and values. Laurus PR took White Stuff from a mainstream sports wear clothing brand and repositioned them to the fore front of high street fashion for their age range and target consumer market. “We implemented a strategic plan to combat press misconceptions of White Stuff as a sports brand. We mixed regular tours of the publishing houses and press days with creative mail shots highlighting new additions to the ranges, new designers and associated brand activity, whilst always ensuring we were first with sample send outs for photo shoots. We worked with our client’s rosta of marketing events to convert them into targeted press coverage; the most successful of which was a double page fashion spread in the Daily Express based around White Stuff” (Laurus PR website) Using a similar strategy such as this would aid Point Two’s future success in the industry. The fact that Laurus have worked with brands similar to Point Two, meant we trusted they would understand our brand values therefore having confidence in them being capable of marketing our brand
appropriately. One of the main reasons we chose Laurus was undeniably because of their relationship with White stuff. We sought to use this to our advantage by collaborating with their stores to sell our fragrances. We believe our consumer is very similar to White stuff’s consumer therefore if we were to sell our fragrances in their stores then we would be promoting straight to our target consumer. Furthermore if our fragrances were placed in a store that our consumer already knew and trusted then by associating ourselves with that brand it would consequently reflect well on Point Two, helping us to build a respectable reputation. A Brand ambassador is meant to exemplify the corporate identity in appearance, demeanour, values and ethics. A lot of mass perfume companies use brand ambassadors in the form of celebrities to promote their brand. However Point two have decided to abandon the idea of using a brand ambassador. As an alternative we welcome the idea of brand advocates. Brand advocates are "highly satisfied customers and others who go out of their way to actively promote the products they love and care about, they are a different breed altogether.” (Rob Fuggetta, 2012)
The idea of using brand advocates means putting faith in our consumer to help promote the brand. We think this is an admirable way to stay connected with the consumer and make them feel more involved, giving them a voice. Additionally when we first created Point Two, we found that our consumers were not interested in celebrity endorsed brands and it did not affect their buying habits. In a survey we created online using survey monkey a lady replied to our question of the use of celebrity advertising with this thought-provoking response. “I am not at all affected by celebrity advertising, I sometimes believe it can even cheapen the brand and comes across as quite tacky.� (survey monkey questionnaire, 2013) While we are a mass brand hence we will be marketing to the masses using commercial means such as magazines and billboards to promote our brand. We still feel we cannot push the brand as far as using celebrity ambassadors. It does not suit the style of the brand and we would not be staying true to the values the brand upholds if we were to use a celebrity face for the advertising.
Consequently we made the strategic decision to use non celebrity advertising. Instead we have selected a more light hearted, subtle approach to our promotional strategy which we think better suits our brand. Playing on the idea of our consumer being at one with nature and having an outdoorsy personality, we favoured taking a naturalistic approach to our promotional magazine advert. We are lucky to have a beautiful arboretum on our door step to use at our disposal whenever we please. We thought it would make an inspired location for our advert. As well as the images above which would be enlarged and placed on billboards or in magazines, we also created a short fashion film. This video was shown at the launch as a teaser for the perfume going on sale. The video is also on YouTube and therefore can be accessed by anyone in the world. By using three different mediums of promoting the fragrance; billboards, magazines and fashion films it means we get a decent amount of leverage across different medias.
Issue 2. A/W ‘13
Social Media Sisters.
Social networking is one of the most popular ways to communicate with people in this day and age. It seems everyone and anyone has a Facebook, Twitter or YouTube account. Social networking has become so popular that even brands have now taken it upon themselves to advertise their products on social networking sites. Statistically there are around about nine hundred million people on Facebook and of those users they spend seven hundred billion minutes a month online surfing the social networking site (Statistic brain.com, 2012) therefore it is understandable as to why mass brands feel it is important to get their brand online. Going down the social networking route for Point Two was a difficult decision because of our age range. At first we felt that social networking was very much a young phenomenon and from our surveys a lot of the responses were that they
rarely used social networking cites. Never the less the brand felt it would be a wasted opportunity to not put the brand online. Although the majority of our consumers don’t use social networking often, they still admitted to having an account for occasional use. Our strategy was simple, like the brand our online base would be care free and easy to use. Therefore we created Facebook, Twitter and YouTube accounts. We like to involve the consumer with the brand at all times, let them know what we’re up to, our future plans and how they can help keep us green. This is also what led us to creating this in store and online magazine. Meaning wherever you are you can be constantly updated on what we do with live twitters feeds and YouTube videos, our consumer will never feel out of touch with the brand.
Coming soon‌
Issue 2. A/W ‘13
References.
The Bespoke Goody Bag Company. (2013). Clients. Available: http://www.thebespokegoodybagco.co.uk/goody.html. Last accessed 03/06/2013.
Alison, Events Manager at Capita PLC. (2013). Clients. Available: http://www.thebespokegoodybagco.co.uk/goody.html. Last accessed 03/06/2013
NuFormer. (2013). Clients. Available: http://www.nuformer.com/. Last accessed 28/05/2013.
Emma de Ujfalussy. (2013). Success stories. Available: http://www.lauruspr.co.uk/. Last accessed 31/05/2013.
Fuggetta, Rob (2012). Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force. Hoboken, New Jersey: John, Wiley & Sons, Inc. p. 1. ISBN 1118336038.
Anon. (2013). Perfume survey. Available: http://www.surveymonkey.com/. Last accessed 03/06/2013.
Brain Statistics. (2012). Facebook statistics. Available: http://www.statisticbrain.com/facebook-statistics/. Last accessed 05/06/2013.
Appendix
http://www.surveymonkey.com/ http://www.theatlantic.com/business/archive/2011/10/how-brands-were-born-a-brief-history-of-modern-marketing/246012/#slide7 http://www.thebespokegoodybagco.co.uk/goody.html http://www.lauruspr.co.uk/success_stories_white_stuff.php http://vimeo.com/4238052 http://www.neilstoolbox.com/bibliography-creator/reference-website.htm# https://www.facebook.com/ https://twitter.com/ http://www.youtube.com/ Fashion Brands by Mark Tungate Branded Beauty: How Marketing Changed the Way We Look by Mark Tungate Fashion Marketing: Contemporary issues by Tony Hines and Margaret Bruce The Art of René Lalique by Mark Waller and Patricia Bayer http://www.nuformer.com/ http://www.whitestuff.com/ http://www.statisticbrain.com/facebook-statistics/ Formulating, Packaging, and Marketing of Natural Cosmetic Products by Nava Dayan and Lambros Kromidas Doris H. Kincade & Fay Y. Gibson (2010). Merchandisng of Fashion Products. New Jersey: Pearson Education Inc. p1-657. Kristen K. Swanson & Judith C. Everett (2007). Promotion in the merchandising environment. 2nd ed. New York: Fairchild Publications, Inc. p1-538. Michael R. Soloman & Nancy J. Rabolt (2009). Consumer Behaviour in Fashion. 2nd ed. New Jersey: Pearson Education, Inc.. p1-580. Gordon T. Kendall (2009). Fashion Brand Merchandising.. New York: Fairchild Publications, Inc.. p1-388.
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Victoria Baldwin N0449441 BA Hons Fashion Communication and Promotion Module 2 - Creative Networks Simon Beales FASH10106