Through a detailed advertising plan and creative strategy this will comprise three elements; above-the-line, below-the-line and Internet.
Swarovski advertising plan
Swarovski Advertising Campaign 2012/2013Client: SwarovskiAgency: Blue Wave Advertising
Introduction to the SwarovskiBrand• Founded in 1895 by Daniel Swarovski•Original fields of work included: •manufacture of optical products and decorative stones • Crystal cutting, abrasives and grinding tools•1973: Olympic Winter games paperweight and key ring tribute•1974: Max Schreck‟s “Accidental "creation of successfulproduct line•1995: Swarovski‟s centenary and the opening of Kristallwelten„•Distributes to 42 countries globally
ResearchPrimary: – Majority of purchases made are gifts for others – Repeat purchase or purchased as an add-on product – Only 40% associated jewellery with Swarovski
ResearchSecondary – Mixture of both an individualistic and collectivistic culture – “Swarovski Crystals is one such brand that is undoubtedly playing a dangerous game in terms of maintaining a luxury image” – Increased demand for diamond and crystal jewellery in the marketplace
Defining the Target Audience• Female; aged 20-30; urban• Living in Northern Ireland – therefore: 139, 967 people (NISRA, 2011)• Young, educated and employed professionals – Socio-economic groups: B, C1 & C2• Relationship status – Single / in a relationship / engaged
Campaign Aim & Objectives• Aim: to creatively demonstrate how Swarovski can powerfully engage their jewellery range with younger customers aged 20-30. – Focus on awareness and engagement – Focus on changing perceptions – Focus on sales – Focus on completion of campaign
Objectives Focus on awareness and engagement:• To develop advertising ideas which aim to increase awareness of the Swarovski brand by over 25% in total and at least 18% for Swarovski jewellery.• To increase online engagement with Swarovski jewellery by at least 15%.• To continually increase brand knowledge and positive understanding of its benefits by 15% to attract current and potential customers through an emphasis of product credibility.• To encourage returning customers to maintain their brand loyalty by providing comprehensive and persuasive motivational incentives. Focus on changing perceptions:• To alter mental dispositions within the target audience by altering current images of and attitudes towards the Swarovski brand within Northern Ireland. This will be achieved by understanding the degree to which consumers must be changed by carrying out a minimum of 60 surveys with the target audience in NI.
Objectives Focus on sales:• To create new sales equating to 12% of existing total sales amongst people who regularly purchase jewellery in-store and online but who have never purchased any Swarovski jewellery, some of which to be generated online.• To create new sales equating to 4% of existing total sales amongst people who do not regularly purchase jewellery, some of which to be generated online.• To effectively encourage the target market to purchase the brand directly from Swarovski or from other jewellery retailers who stock the brand; to increase in-store purchases between 15– 30% or at minimum to receive a return on investment.• To increase online purchases by between 5-15%. Focus on completion of campaign:• To effectively and efficiently complete this advertising campaign during a 12 month period between May 2012 and April 2013 and to remain within the above-the-line media budget of £100,000.
The Creative Strategy• Aim: To convey the message of Swarovski‟s unique quality products to the target audience – To engage the target audience with our various forms of advertising. – To build an awareness of the Swarovski brand. – Change the attitudes of our target audience and perceptions of Swarovski. – Change consumer buying behaviours.
3 Separate Campaigns• Core Message: - “That special something for that special occasion.”1. Spring/Summer 20122. Winter 2012/20133. Spring/Summer 2013
3 Separate Campaigns• Spring/Summer 2012 – London Olympics • Symbolism, Web Address• Winter 2012/2013 – Valentine‟s Day & Christmas; Entrapped Collection • Use of colour• Spring/Summer 2013 – Continuation of Entrapped Collection • Trapeze artists; use of colour
Media Strategy• Aim: to fully support & implement 12- month creative strategy devised to promote Swarovski. – Select media vehicle that maximises opportunities to be seen by females aged 20- 30 years. – Select media mix and plan that does not exceed budget of £100,000.
Media Strategy• Above the line: – Press: monthly magazine Glamour – Outdoor: Adshels• Below the line: – Sales promotion: jewellery-shaped drink mats• Internet – Social media competitions
Implementation• We model our advertising strategies on the following philosophy: “…they must be capable of building brands in the long term.” (Jones, 2002)• Aim: To build awareness of Swarovski in NI – On going advertising
Activity timings Advertising task name Duration (days) Start date End dateComing soon (All billboards and adshels) 14 01/05/2012 18/05/2012Advertising strategy launch event - TitanicQuarter 1 15/05/2012 15/05/2012Titanic imagery 41 16/05/2012 11/07/2012Olympic imagery (for the duration of theOlympics) 34 11/07/2012 27/08/2012Start of our Autumn/Winter campaign 124 28/08/2012 15/02/2013Spiders Web image 58 30/08/2012 19/11/2012Christmas christmas campaign and imagery 24 20/11/2012 21/12/2012Police mugshot image 27 26/12/2012 31/01/2013St Valentines Day camaign 10 01/02/2013 14/02/2013Spiders Web image 9 18/02/2013 28/02/2013Spring/Summer 2013 campaign 44 01/03/2013 01/05/2013Entrapped: Trapeze artist imagery 20 04/03/2013 29/03/2013Entrapped image with the coloured cushion 25 01/04/2013 03/05/2013
Product Giveaways at Launch Event Swarovski Mineral Multi Crystal BraceletSwarovski Crystal CirclePendant Necklace
Product Giveaways via Social Media Facebook giveaway Swarovski Tennis Bracelet =
Budgeting Marketing Budget Plan Research Public Relations Communications 3% Research Advertising 1% Networking 17% Launch Event at Titanic Quarter Promotions 10% Communicati PromotionsLaunch Event ons 4% 65% Advertising Networking 0% Public Relations
Conclusions and Recommendations• How to target a younger audience – Social media – Negotiate lower prices without negotiating reputation for luxury• How to reinforce positive brand attitudes – Celebrity endorsement – Charity fund raising• How to engage consumers – Competitions – Male specific advertising campaigns – Purchasing incentives• Opportunities for sale increase – Capitalise on key events on the social calendar with limited edition lines – Further support from stockists