General Pants Co Digital Advertising Proposal


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General Pants Co Digital Advertising Proposal

  1. 2. Market Position <ul><li>Largest range of most sought after stock </li></ul><ul><li>Cutting edge </li></ul><ul><li>Local & international labels </li></ul><ul><li>The destination for target audience to discover what they should be wearing </li></ul>
  2. 3. Target Audience <ul><li>Males & Females </li></ul><ul><li>15 – 19 years old, capital city resident </li></ul><ul><li>Fashion conscious, brand aware </li></ul><ul><li>“ Look At Me” </li></ul><ul><li>Technologically savvy, student, living at home, work part-time, busy social life, high social media presence. Unique and individual, just like everyone else. </li></ul>
  3. 4. SWOT Analysis Strengths Weaknesses <ul><li>Prominent retail locations </li></ul><ul><li>Online content doesn’t support brand </li></ul><ul><li>High brand recognition </li></ul><ul><li>Stock not available in all stores </li></ul>Opportunities Threats <ul><li>Increase in online spending </li></ul><ul><li>Trend towards higher stock turnover </li></ul><ul><li>Economic confidence, Strong $AUD </li></ul><ul><li>Introduction of ETS increasing cost of goods sold (COGS) </li></ul>
  4. 5. Objectives <ul><li>MARKETING OBJECTIVES </li></ul><ul><li>Increase online retail sales by 15% </li></ul><ul><li>Increase $ value of each retail transaction by 20% </li></ul><ul><li>CAMPAIGN OBJECTIVES </li></ul><ul><li>Generate foot traffic </li></ul><ul><li>Improve targets’ awareness of retail locations </li></ul><ul><li>Encourage propensity for online purchasing by broadening the consumers’ scope for interaction with the brand by provision of the app </li></ul>
  5. 6. GP UNLOADED <ul><li>Release of General Pants Summer product range to be marked by the launch of its catalogue as an app. </li></ul><ul><li>Launch to be supported by an integrated digital campaign and associated in-store competition. </li></ul>
  6. 7. SUMMER CATALOGUE APP <ul><li>Utilising digital imaging technology, app translates user uploaded image into a 3D digital “mannequin” (automatically calculating user’s height, sizing etc by the user’s relative distance from the lens & size in image-frame when photo is taken) </li></ul><ul><li>User’s mannequin image accurately displays GP catalogue range, demonstrating near accurate clothing fit on the user </li></ul><ul><li>User can “build” their own “look” from product images & save an accumulation of consecutive “looks” </li></ul><ul><li>Desired saved “looks” can subsequently be uploaded directly to General Pants user account for immediate purchase (with accurate sizing etc determined by app during selection process) without having to engage in complicated online ordering process. </li></ul><ul><li>Compatible with iphone & android smartphones </li></ul>
  7. 8. mYLOOKS I’ll show you mine, if you show me yours <ul><li>Gallery where users may upload their favourite saved ‘look’, as an option when placing an order (i.e. share on Facebook, Tweet, unload to mYLOOKS) </li></ul><ul><li>To gain access to the mYLOOKS gallery, users must first upload a ‘look’ </li></ul><ul><li>Encourages interaction and engagement </li></ul><ul><li>Share, comment, inform on latest fashion </li></ul>
  8. 9. COMPETITION <ul><li>Models will randomly appear in selected GP stores in Sydney </li></ul><ul><li>Participants locate the in-store model and say ‘I'll show you mine, if you show me yours’ </li></ul><ul><li>$1000 online voucher will be awarded to each winner </li></ul><ul><li>Competition to be tied in with social media </li></ul>
  9. 10. <ul><li>Encourage and reward loyalty </li></ul><ul><li>Competition will require participants to “check-in” at 3 different General Pants locations to earn the General Pants Badge </li></ul><ul><li>General Pants badge will also enable 10% discount on next online purchase </li></ul>
  10. 11. TWITTER <ul><li>Generate interest in campaign, interact with target, facilitate campaign activity </li></ul><ul><li>broadcast clues and associated information with the competition based on catalogue content, time and location </li></ul>
  11. 12. FACEBOOK <ul><li>Landing page for banner ads </li></ul><ul><li>Details function of app, how to engage with campaign activities </li></ul><ul><li>Details framework of competition & requirements to participate </li></ul><ul><li>Link to Foursquare locations & Twitter profile </li></ul><ul><li>Direct traffic to website </li></ul>
  12. 13. BANNER ADS <ul><li>Technology blogs and forums </li></ul><ul><li>Fashion blogs and forums </li></ul><ul><li>MTV Australia, youtube, ninemsn, yahoo7 direct traffic to Facebook page. </li></ul>
  13. 14. SOCIAL INFLUENCERS <ul><li>A week prior to the launch of the App, 5 technology bloggers are invited to fully interact with it and unload a free order to the GP website to the value of $200 each & create their own YouTube clip to demonstrate how it is used & what their experience was like </li></ul><ul><li>Organic comments to be placed in related technology and fashion forums detailing originality of App & impact on future of online fashion retailing </li></ul><ul><li>All links direct to Facebook competition landing page </li></ul>
  14. 15. YOUTUBE <ul><li>GP initiated “How-To” video </li></ul><ul><li>Scope to encourage user generated content depicting individual experiences with the App </li></ul>
  15. 16. SEEDING <ul><li>Utilise the support of blind ad networks to kick-start video’s viral response </li></ul><ul><li>High viewing results most viewed technology slot on youtube main page </li></ul>
  16. 17. CONTROL MEASURES <ul><li>Monitor Google Analytics to determine origin of web traffic </li></ul><ul><li>Monitor Social Media presence to ensure brand values & “terms of use” policy adequately reflected in online user activity </li></ul><ul><li>Budget flexibility to facilitate reallocation of funds when more effective online sources of traffic are identified </li></ul>
  17. 18. BUDGET Seeding 50,000 Market Research 50,000 Web Development 5,000 Online (incl Social Media) Moderator 15,000 Security 5,000 You Tube Video 2,000 Models 20,000 Stylists & Hair and Makeup 8,000 Bloggers 1,000 Prizes 15,000 Discount 100,000 Photographers 10,000 In-store Promotional Material 20,000 Total Campaign Expense: 301,000