“We don’t just sell clothes, we sell a lifestyle that isexciting.”
Introduction¨ Background¨ Campaign Basics¨ Digital Marketing Budget¨ Social Media¨ Online & Mobile Marketing¨ Style Blog & App¨ Performance Indicators¨ Conclusion
Background¨ Founded in 1967 with the launch of men’s ties¨ 1969- the 1st Polo emblem was seen¨ 1971- Polo Ralph Lauren launched its 1st women’s collection¨ 1981- Ralph Lauren went international¨ 1997- Ralph Lauren went public on the New York Stock Exchange¨ 2000- the official website & online shop was launched as polo.com ¤ Relauncehed in 2007 as ralphlauren.com¨ 2010- 631 Ralph Lauren locations worldwide ¤ Flagship store is on Madison Avenue in New York City
The Campaign BasicsGoal- ¤ Deliver an effective online & mobile strategy to increase awareness and sales of Ralph Lauren Women apparel. ¤ To show possible consumers that Ralph Lauren is not just a clothing company, but a its a lifestyle to be achieved.Target Audience- ¤ Women ages 18-60+ ¤ Middle to Upper Class
Digital Marketing Budget (1 year)2012 Annual Revenue: ¤ $69,000,000,000Overall Advertising Budget: ¤ $60,000,000Digital/Internet Budget: ¤ $5,000,000Utilize funds toward social media,email, apps, blog, GoogleAdWords, QR Codes, etc.
On Social Media
Mobile & Internet MarketingRalph Lauren IPhone & Ralph Lauren QR Codes Ralph Lauren & New York Android App Times Partnership
Style Blog & App¨ Link to blog via website or app¨ All about achieving the Ralph Lauren look ¤ From runway to everyday¨ Tutorials, tips, & advice¨ Behind the scenes¨ Commentary by world-renowned fashion editors and stylists
Performance Indicators¨ Track traffic to Ralph Lauren website and online sales.¨ Assess effectiveness of social media networks by likes, follows, etc.¨ Track number of downloads of apps for IPhones and Androids.¨ Survey via email about the consumers thoughts of the digital marketing campaign.