10. Budget Utilize the daily budget feature to determine how much to spend at what time on Google AdWords =Facebook =Twitter =Digital PR =In store promotions =Location based =Tumblr
11. Evaluation Track and analyze conversations about brand across Facebook and Twitter Clicks on web page Track sales and conversions More purchases More revenue Successful campaign
Editor's Notes
Betsey makes fashion fun and truly loves her job: "Making clothes involves what I like and color, pattern, shape and movement and I like the everyday process and the people, the pressure, the surprise of seeing the work come alive walking and dancing around on strangers. Like red lipstick on the mouth, my products wake up and brighten and being the wearer to life and drawing attention to her beauty and specialness and her moods and movements and her dreams and fantasies."
Who is she? New York Fashion Designer, designing the high-fashion label, Betsey Johnson . The brand is well known for its exuberant, embellished and over the top designs. The original designs contributes to the uniqueness of the brand. Trademark look: sexy silhouettes, hippy inspired flowing fabrics, whimsical detailing, and a fabulous fit. There are over 65 Betsey boutiques world wide in the United States, Canada, and the United Kingdom.
Challenges: As a high fashion brand it is more difficult to create new customers, so it is important to retain your consumers. I think a challenge will definitely be getting more customers to make a purchase regardless of if they're aware of the online presence because of high prices. The target market is fairly limited, so engaging more customers will also be more difficult. Goals: Create a more prevalent online presence. I really want the viewer to know the designer herself and acknowledge that she truly loves what she does. ﾊ ･ Ultimately, increase revenue ･ Know the buyer and create content strictly for each segmented groups of buyers ･ Inform more consumers about Pink Patch Line (similar designs for less) . Engage customers through social media by providing sweepstakes, deals, and other incentives.
Since the client already has a twitter and facebook account, my main goal for the campaign will be to show how the client can further utilize each social networking web site to increase her online presence. I really want to use Twitter to promote the brand to consumers by offering deals and other fun things to get the consumer to check out the web site (and ultimately purchase a product).
I will create a Tumblr account that is managed by Betsey Johnson herself. I found a blog by an avid Betsey fan but as far as I know a Betsey Johnson blog does not exist. B logging seems to be the latest craze and I think blogs are very beneficial to the world of fashion. Recently, designers such as Kate Spade and Nicole Miller have opened Tumblr accounts, blogging regularly. They blog about upcoming shows, where the label is headed, and just the average day at the office. This opens up a new connection between the consumer and the designer, taking the relationship to a more personable level. Direct links would be provided on the blog to point the consumer to the online shopping website or for more information about Betsey Johnson. The information the buyer would want would be available at the time they wanted it. Tags such as fashion, apparel, accessories, shoes, handbags would be used as well. Getting other people to blog about your brand is important to SEO, so I figure that's another great reason why Betsey should create and utilize a blog. She would receive coverage from other fashion bloggers and her brand would be spread more widely. It would also be beneficial for positive (and negative feedback); however, she would be able to monitor what is posted etc. It would be a great way to communicate directly with her consumers and know what they're saying about the products firsthand. This would essentially bring any problems directly to someone who can fix them. Positive feedback would impact future designs and trends as well. It's all about knowing what your consumers (target market) want and having the information ready when they want it.
Further utilize Youtube to upload runway shows. Next, create short clips (less than 5 minutes to begin with) exemplifying a ‘day in the life of Betsey Johnson.’ Nicole Miller another designer films short videos of behind the scenes at the office, just daily happenings and then puts them on youtube. I think this would be a good way to generate more buzz about the brand.
As we learned with digital PR, it is important to find lots of news to write about, not just big stories. You aren't trying to pitch stories to journalists, but rather provide your consumers with useful information. F or example, Betsey Johnson is a breast cancer survivor and continues to be a strong advocate in the fight against it. She creates one of a kind items to be auctioned off and participates in a variety of fund raising events for the cause. This is great information to provide to consumers, it shows the philanthropy Betsey Johnson does. This makes her more of a real person than just a designer.
I have created an iphone application, downloadable to interested consumers, for constant up to date information on the brand and Betsey herself . I will use location based services such as SCVNGR and Four Square to offer promotions when one checks in at any Betsey Johnson boutique. There will even be a specific badge that one will have access too after a certain amount of check ins.
Since Betsey Johnson is a clothing label and often times clothing is used as a gift during holidays. So, the campaign as an entirety will have to pay attention to the seasonal holiday peak (listed as October-December). Fashion is also by season (fall and spring are the 2 major seasons), so more buzz should be generated just before the launch of each season's new line. Specifically social media will be heavier in February (when New York Fashion week occurs and the few months to follow) Good time to promote also since avid fashion lovers will be tracking all high fashion brands.
Check out the recommended daily budget feature on Google Adwords in order to help with how much to spend at what time on Google Adwords; and you only pay for these ads when people actually click on them. Allocate the rest of the social media budget to various outlets. More on Tumblr and location based services because they will be newly introduced.
A blog would provide more clicks to the actual online website since the consumers would be enticed by the information on the blog and want to check out the website. The brand should open a CoTweet account so they can track and analyze conversations about their brand across Facebook and Twitter. This will help with further evaluation of the brand as a whole . More purchases=more revenue=successful campaign. Will be tracking sales and conversions in order to help with this evaluation.
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