by
Clayton Jones
Swankhoff Hair is launching an entire new range of Hair Care products. These new products are aimed at girls of senior school age. This new product line range will run in conjunction to the end of the school year. The time when school formals and valadictory dinners are held. Swankhoff Hair will run as part of a road show platform a series of Formals across Melbourne and Sydney. High School girls will be given the opportunity to gain entrance to these exclusive Formals, via the Swankhoff Events Hair website. This is Events range of hair products will be packaged with entrance criteria with information referring entrants to the website. Upon their entry being approved, qualified entrants will be audtioned and then successful applicants will be given details of their formal dates. In conjunction with Swankhoff Hair, Sass and Bide will be the official dress maker for the successful girls. This roadshow will run as a Formal dinner event with a few small product announcements throughout the night. The girls will all be given exclusive Swankhoff Events Hair packages giving them the ability to take them home and show them around their circle of friends. The road show will also encourage the girls to become friends of Swankhoff's MySpace and Facebook websites to receive on going discounts and giveaways.
Sunday, November 25, 2007
Social Media
by
Clayton Jones
Coca Cola is the most recognisable brand in the world. Every company on the planet would dream to have its brand known in every country across the globe regardless of social, religious, economic or geographical status. Over the years Coke has imbedded its brand name so well that just its trademarked names alone sell its products. Although Coke's advertsing expenditure is unprecendented, Coca Cola still advertise very effeciently. Social Media is starting to be accepted as a very effective way of targeting very specific target markets. Coca Cola has just launched its Second Life Virtual Reality Game sales promotion, which puts Coke's identity somewhere its compeditors arn't. Computer Game advertising expenditure in the states is almost as high as convential media advertising. Coke's energy drinks are all through EA sports interactive sports games. Back home in Australia, Coke runs a complete film competition off its website. Coke Films is a very 'You Tube' orrientated idea wherein entrants post their video entries and then view and comment on other entrants. This encorporation of all communication medium is what keeps Coca Cola market share all over the world.
Clayton Jones
Coca Cola is the most recognisable brand in the world. Every company on the planet would dream to have its brand known in every country across the globe regardless of social, religious, economic or geographical status. Over the years Coke has imbedded its brand name so well that just its trademarked names alone sell its products. Although Coke's advertsing expenditure is unprecendented, Coca Cola still advertise very effeciently. Social Media is starting to be accepted as a very effective way of targeting very specific target markets. Coca Cola has just launched its Second Life Virtual Reality Game sales promotion, which puts Coke's identity somewhere its compeditors arn't. Computer Game advertising expenditure in the states is almost as high as convential media advertising. Coke's energy drinks are all through EA sports interactive sports games. Back home in Australia, Coke runs a complete film competition off its website. Coke Films is a very 'You Tube' orrientated idea wherein entrants post their video entries and then view and comment on other entrants. This encorporation of all communication medium is what keeps Coca Cola market share all over the world.
Integrated Marketing Communication
By Clayton Jones
As technology advances so do the ways in which professionals utilise these improvements. Communication mediums also change quickly with the times and professionals are just as pro-active to implement them. Integrated Marketing Communication is an American term for being able to expose a particluar target market to as communication mediums as possible. The Dove Campaign For Real Beauty is a good example. The Dove brand who is always recognised by its soap, use this new communication strategy. The idea is to target all women of all ages and expose them to the entire range of Dove products. The campaigns theme is that of beauty has no age and its purpose is to break away from traditional beauty stereotypes. Dove is very effective in communicating its entire product line while being able to interact with these publics via their website or sales promotions. The success of this campaign comes from its sheer size, everytime you hear the brand Dove it is immediately associated with this Campaign for real beauty. All Dove's products encourage publics interaction with the website and point of sale.
As technology advances so do the ways in which professionals utilise these improvements. Communication mediums also change quickly with the times and professionals are just as pro-active to implement them. Integrated Marketing Communication is an American term for being able to expose a particluar target market to as communication mediums as possible. The Dove Campaign For Real Beauty is a good example. The Dove brand who is always recognised by its soap, use this new communication strategy. The idea is to target all women of all ages and expose them to the entire range of Dove products. The campaigns theme is that of beauty has no age and its purpose is to break away from traditional beauty stereotypes. Dove is very effective in communicating its entire product line while being able to interact with these publics via their website or sales promotions. The success of this campaign comes from its sheer size, everytime you hear the brand Dove it is immediately associated with this Campaign for real beauty. All Dove's products encourage publics interaction with the website and point of sale.
Stunts
By Clayton Jones
Priscilla Queen of the desert has been translated to a stage show platform. The Australia cult classic depicting three grown men dressed in drag, was an overnight success and has gone into Australian film history. The Regent Theatre in Melbourne is hosting the on-stage bonanza which boasts a cast full of Aussie icons. Michael Caton, Lena Cruz and Tony Sheldon to name a few. Advertising the show is easy as the name is Australian reknown and everyone knows the Priscilla Queen story. The trick is to let everyone know when to buy their tickets and that they can buy them at the Regent Theatre. Creating a stunt which emcombasses segments of the show would be a good communication tool to inform of ticket sales. Performing this stunt in 'real-time' would offer the widest exposure to the general public. Taking the bus from the movie named "Priscilla" and intentially breaking it down in peak hour traffic on Collins Street would be effective. This stunt will sell tickets because, the Regent Theatre is located on Collins Street and all the gridlocked commuters would recognise Priscilla the bus. Ticketek's contact details would be pasted all over the past. Not only would commuters see the stunt first hand, but the traffic congestion would make the evening news.
Priscilla Queen of the desert has been translated to a stage show platform. The Australia cult classic depicting three grown men dressed in drag, was an overnight success and has gone into Australian film history. The Regent Theatre in Melbourne is hosting the on-stage bonanza which boasts a cast full of Aussie icons. Michael Caton, Lena Cruz and Tony Sheldon to name a few. Advertising the show is easy as the name is Australian reknown and everyone knows the Priscilla Queen story. The trick is to let everyone know when to buy their tickets and that they can buy them at the Regent Theatre. Creating a stunt which emcombasses segments of the show would be a good communication tool to inform of ticket sales. Performing this stunt in 'real-time' would offer the widest exposure to the general public. Taking the bus from the movie named "Priscilla" and intentially breaking it down in peak hour traffic on Collins Street would be effective. This stunt will sell tickets because, the Regent Theatre is located on Collins Street and all the gridlocked commuters would recognise Priscilla the bus. Ticketek's contact details would be pasted all over the past. Not only would commuters see the stunt first hand, but the traffic congestion would make the evening news.
Monday, November 19, 2007
Integrated Marketing Communication
Look up the Dove 'Real Beauty' campaign and describe it using your knowledge of IMC.
Stunts
Post a 100 word comment (not a new post) that explains the stunt you would stage to promote the fact that ticket sales have opened for the stage show - Priscilla, Queen of the Desert. Finish your piece with a sentence starting 'This stunt will sell tickets because....'
Sunday, November 11, 2007
Social media
Please respond as a 100 word 'comment' (not a new post).
Coca Cola appears to be embracing the promotional opportunities presented by social media. Its Second Life competition is just one element of a much bigger social media campaign.
What other ways could a superbrand like Coke use social media as a communication tool?
Why?
What is the risk of not embracing this new frontier?
Coca Cola appears to be embracing the promotional opportunities presented by social media. Its Second Life competition is just one element of a much bigger social media campaign.
What other ways could a superbrand like Coke use social media as a communication tool?
Why?
What is the risk of not embracing this new frontier?
Daniel Lawley
Trade shows are considered bland and dull at the best of times. The thought of office supplies are just that, in a nutshell. The chances of my client, attracting attention to his stand by purely showcasing office supplies is slim.
My client wants to stand out from the crowd. What we want to do is appeal to the punters by luring them with their interests. We are in Vegas so things that come to mind are gambling, nightlife and showgirls and boys (don't worry about the fact that we are at a trade show, this is what they will all be doing afterwards).
A few things my client could do to ensure his stand attracts attention:
- Have a game of roulette going
-Have showgirls and boys handing out goodies
- Have music going (to entice those who like having a dance on the town)
It doesn’t matter that these ideas don’t have anything to do with office supplies. We just want to get people to the stand.
Trade shows are considered bland and dull at the best of times. The thought of office supplies are just that, in a nutshell. The chances of my client, attracting attention to his stand by purely showcasing office supplies is slim.
My client wants to stand out from the crowd. What we want to do is appeal to the punters by luring them with their interests. We are in Vegas so things that come to mind are gambling, nightlife and showgirls and boys (don't worry about the fact that we are at a trade show, this is what they will all be doing afterwards).
A few things my client could do to ensure his stand attracts attention:
- Have a game of roulette going
-Have showgirls and boys handing out goodies
- Have music going (to entice those who like having a dance on the town)
It doesn’t matter that these ideas don’t have anything to do with office supplies. We just want to get people to the stand.
Friday, November 9, 2007
carolyn pettis - trade shows
Office supplies are what one would say are a very “un-sexy” product to market and promote.
A trade show in Las Vegas, how do we stand out?
A bright, attention grabbing banner stand, with a catchy key phrase that turns people heads is one way to make your stand effective among the masses. It is also a very cost effective option.
Staff should be dressed in a like manner or in uniforms, looking professional, not daggy, but smart and bright. This gives the company a sense of symmetry and professionalism.
Make sure the personnel working are enthusiastic about their product. A happy and engaging person is more likely to make an impact on an interested customer.
A trade show in Las Vegas, how do we stand out?
A bright, attention grabbing banner stand, with a catchy key phrase that turns people heads is one way to make your stand effective among the masses. It is also a very cost effective option.
Staff should be dressed in a like manner or in uniforms, looking professional, not daggy, but smart and bright. This gives the company a sense of symmetry and professionalism.
Make sure the personnel working are enthusiastic about their product. A happy and engaging person is more likely to make an impact on an interested customer.
Sunday, November 4, 2007
trade shows and road shows
Choose one of the following scenarios to respond to and post a 100 word comment within 7 days.
1. Your client has asked you to come up with some strategies to help his stand at a trade show in Las Vegas stand out from the crowd of 10,000 stands. He sells office supplies! What advice will you give him?
2. The company you work for is launching a new range of haircare products. It's a big budget, well known skincare brand entering the haircare market for the first time. They want to spend 40% of their promotion budget for the launch on a national road show. What do you recommend?
1. Your client has asked you to come up with some strategies to help his stand at a trade show in Las Vegas stand out from the crowd of 10,000 stands. He sells office supplies! What advice will you give him?
2. The company you work for is launching a new range of haircare products. It's a big budget, well known skincare brand entering the haircare market for the first time. They want to spend 40% of their promotion budget for the launch on a national road show. What do you recommend?
Tuesday, October 23, 2007
Sharene Macdonald
Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Media and non-media marketing communications are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: contests, points of purchase displays, free travel, such as free flights.
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). en.wikipedia.org/wiki/Sales promotion
Sales promotion is a tool designed to stimulate interest and build awareness of a companies products or services, enhance their image to their target audience, and result in increased sales and revenue. The promotional strategy may be short-term, but the goal is for the long-term benefit and longevity of the company or manufacturer.
Sales promotion techniques can range from commercials on television or radio, in print form such as brochures, newspapers or magazines and may offer free giveaways, opportunities, competitions and incentives. Examples of this are “buy one, get one free”, “50% off the second pair”, free product sampling, discount vouchers, and reward schemes such as Flybuys and Frequent Flyer Points.
Sharene Macdonald
Hermes is a European designer label. It targets its fashion at the affluent consumer and high society.
This designer aims is to promote its image as upmarket, exclusive and unique. Hermes strategy is to remain strongly competitive and uphold its reputation in the elite-end of the fashion industry.
To sustain its objectives, Hermes must carefully plan and execute its seasonal promotional campaign to its target audience. A technique Hermes has chosen was direct mail, producing a glossy and sophisticated quality brochure displaying a range of distinctive and attractive scarves. The brochure demonstrates the many ways this accessory can be worn and it reflects the elegance and grace of the label’s image.
The mail list is usually compiled by retaining the addresses of past customers on store databases. Hermes has seen the value of personally addressing their brochure to make the recipient feel “special” and important.
Hermes would need to use other techniques of promoting their products in addition to direct mail to increase their customer base and achieve sales targets. Direct mail has been used in their promotional plan as it has been a successful method for them. It serves as introducing the new line of fashion to customers who have previously purchased or shown interest in the designer’s range.
This designer aims is to promote its image as upmarket, exclusive and unique. Hermes strategy is to remain strongly competitive and uphold its reputation in the elite-end of the fashion industry.
To sustain its objectives, Hermes must carefully plan and execute its seasonal promotional campaign to its target audience. A technique Hermes has chosen was direct mail, producing a glossy and sophisticated quality brochure displaying a range of distinctive and attractive scarves. The brochure demonstrates the many ways this accessory can be worn and it reflects the elegance and grace of the label’s image.
The mail list is usually compiled by retaining the addresses of past customers on store databases. Hermes has seen the value of personally addressing their brochure to make the recipient feel “special” and important.
Hermes would need to use other techniques of promoting their products in addition to direct mail to increase their customer base and achieve sales targets. Direct mail has been used in their promotional plan as it has been a successful method for them. It serves as introducing the new line of fashion to customers who have previously purchased or shown interest in the designer’s range.
Sunday, October 21, 2007
carolyn pettis
Hermes is a designer French label, expensive in price and has a designer reputation to withhold. It is positioned at the wealthier sector of society.
An objective of Hermes in its promotional plan would be to sustain its reputation and image in its target market. Hermes is a distinctive and exclusive brand, no promotional or publicity plan should detract from their “exclusive” image.
The annual promotional plan of the Hermes scarf catalogue was aimed at reaching its target market and was done so by a direct mail piece to previous Hermes customers. The direct mail piece I believe is successful in the sense that it reached out to purchasers of the product. The catalogue was a reminder of the brand to these people and that it now has a new range. The receivers of the mail piece were to feel exclusive and significant for receiving the catalogue…a special Hermes club feeling.
The direct mail piece should only be one element of the promotional plan. It was a successful promotional tool to reach people who had purchased Hermes products before. The plan would need to include other ways to extensively reach a wider section of the target market.
This media option would have been chosen by Hermes as it was a sure bet that the people who received the direct mail piece would be interested in receiving information on the new range, as they had previously purchased Hermes products or scarves before.
An objective of Hermes in its promotional plan would be to sustain its reputation and image in its target market. Hermes is a distinctive and exclusive brand, no promotional or publicity plan should detract from their “exclusive” image.
The annual promotional plan of the Hermes scarf catalogue was aimed at reaching its target market and was done so by a direct mail piece to previous Hermes customers. The direct mail piece I believe is successful in the sense that it reached out to purchasers of the product. The catalogue was a reminder of the brand to these people and that it now has a new range. The receivers of the mail piece were to feel exclusive and significant for receiving the catalogue…a special Hermes club feeling.
The direct mail piece should only be one element of the promotional plan. It was a successful promotional tool to reach people who had purchased Hermes products before. The plan would need to include other ways to extensively reach a wider section of the target market.
This media option would have been chosen by Hermes as it was a sure bet that the people who received the direct mail piece would be interested in receiving information on the new range, as they had previously purchased Hermes products or scarves before.
carolyn pettis
Sales promotion is s series of activities and materials used to create sales of goods and services.
Reference:- www.frederiksamuel.com/blog/ad-dictionary/
Sales promotions are used for all goods and services, from everyday commodities such as milk and bread to high brow and more expensive products like plasma TV’s and sports cars.
A company promotes a service or product through a number of avenues. Sales promotions can be in the form of TV and radio advertising, free offers, outdoor or billboard advertising. Sales promotions are an effective way to advertise or promote a product or service. If a well structured public relations campaign supports the sales promotion, it’s likeliness to be successful is greatly enhanced.
A few examples of sales promotions include buy one get one free offers, buy two pairs of shoes and receive the second pair for half the price, loyalty programs ie: Flybuys.
Reference:- www.frederiksamuel.com/blog/ad-dictionary/
Sales promotions are used for all goods and services, from everyday commodities such as milk and bread to high brow and more expensive products like plasma TV’s and sports cars.
A company promotes a service or product through a number of avenues. Sales promotions can be in the form of TV and radio advertising, free offers, outdoor or billboard advertising. Sales promotions are an effective way to advertise or promote a product or service. If a well structured public relations campaign supports the sales promotion, it’s likeliness to be successful is greatly enhanced.
A few examples of sales promotions include buy one get one free offers, buy two pairs of shoes and receive the second pair for half the price, loyalty programs ie: Flybuys.
Lauren Zammit
Hermes is a product that sits in the high-end of the fashion world, which is a highly competitive market. The promotional campaign that Hermes implements every season requires individuality and strategy. However the most important factor that needs to be addressed is enticing customers to feel important enough to be included in the exclusivity of the brand.
Hermes linked their theme of dance with the direct mail and the launch with the Australian Ballet and the connection serves to create ‘hype’. The Hermes scarves are their most popular but attainable product and the direct mail invites people to be a part of a high-end fashion label.
The promotional campaign would have included a range of different methods however direct mail has been used to hone in on customers on a more personal level. Emails and text messages don’t hold any personal value however receiving a letter in the mail entices customers to believe that they are worth their time. Although direct mail is expensive to produce and distribute, Hermes has used it to their advantage. Hermes has linked the beautifully designed catalogue and envelope to the high quality and much needed fashion accessory of a Hermes scarf.
Hermes linked their theme of dance with the direct mail and the launch with the Australian Ballet and the connection serves to create ‘hype’. The Hermes scarves are their most popular but attainable product and the direct mail invites people to be a part of a high-end fashion label.
The promotional campaign would have included a range of different methods however direct mail has been used to hone in on customers on a more personal level. Emails and text messages don’t hold any personal value however receiving a letter in the mail entices customers to believe that they are worth their time. Although direct mail is expensive to produce and distribute, Hermes has used it to their advantage. Hermes has linked the beautifully designed catalogue and envelope to the high quality and much needed fashion accessory of a Hermes scarf.
Saturday, October 13, 2007
Sales promotion
Define sales promotion and cite the reference for your definition. Giving at least one example, explain
1 its relationship to PR
2 the main reason it (as a media option) is used.
100 words
1 its relationship to PR
2 the main reason it (as a media option) is used.
100 words
Friday, October 12, 2007
Direct mail
Hermes. Post a 100 word comment outlining your understanding of the positioning, objectives and place in an annual promotion plan of the Hermes scarf catalogue discussed in class. Also, why do you think this media option was chosen by Hermes?
Wednesday, October 10, 2007
Case study dates
The case studies will be presented in the first hour of class (so from 10am)on the following dates:
October 15 - 2 case studies - direct mail and sales promotion
November 5 - trade shows
November 12 - social media
November 19 - 2 case studies - stunts and integrated marketing communication (IMC)
You will be expected to contribute to the class discussion and then post your response to the blog comment I write after each class. You will have seven days to comment.
October 15 - 2 case studies - direct mail and sales promotion
November 5 - trade shows
November 12 - social media
November 19 - 2 case studies - stunts and integrated marketing communication (IMC)
You will be expected to contribute to the class discussion and then post your response to the blog comment I write after each class. You will have seven days to comment.
Welcome, your assignment details are below
The case study topics are
direct mail
sales promotion
social media
trade shows
stunts
integrated marketing communication.
All relate to the umbrella term 'below the line' promotion. Each week we will look at a case study that demonstrates the use of one of the 'media options' and you will be required to post on this blog sometime during the week following the case study presentation your responses to the case study we have discussed.
Guidelines for your posts will be published here after each class each week.
Your responses to all six case studies will be worth 20% of your mark for Evaluate and recommend 'below the line' media options.
Any questions, leave a comment on this blog and I will respond.
direct mail
sales promotion
social media
trade shows
stunts
integrated marketing communication.
All relate to the umbrella term 'below the line' promotion. Each week we will look at a case study that demonstrates the use of one of the 'media options' and you will be required to post on this blog sometime during the week following the case study presentation your responses to the case study we have discussed.
Guidelines for your posts will be published here after each class each week.
Your responses to all six case studies will be worth 20% of your mark for Evaluate and recommend 'below the line' media options.
Any questions, leave a comment on this blog and I will respond.
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