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Victoria’s Secret Webcast on broadcast.com Case Study
Victoria’s Secret Marketing Goals <ul><li>Build brand awareness </li></ul><ul><li>Develop the male target audience </li></...
Victoria’s Secret Marketing Strategy <ul><li>Webcast a runway fashion show prior to Valentine’s Day  </li></ul><ul><li>Dri...
Victoria’s Secret Marketing Strategy <ul><li>Drive traffic to 2-month old Web site to generate e-commerce </li></ul><ul><l...
Marketing Tactics: Male Consumer Audience <ul><li>Buy one :30 TV spot in the Super Bowl, to air three days before the Webc...
Marketing Tactics: Building the Brand <ul><li>Buy full page ads in USA Today and New York Times, WSJ & Barrons </li></ul><...
Marketing Tactics: Drive traffic to the event <ul><li>Use on-line advertising and marketing to drive traffic to the event:...
Promotion on broadcast.com -  Audio Gateway ads and billboards Pop-up link to event page and 30-second audio promo spot by...
Online Marketing:  Newsletters  broadcast.com’s newsletter reached over 400,000 web users Victoria’s Secret sent reminders...
<ul><li>Target messages and P.R. campaign to investment community to promote Intimate Brands stock </li></ul><ul><li>Buy a...
Marketing Tactics:  Investor Relations
Marketing Tactics:  Investor Relations Supermodel Stephanie Seymour and Grace Nichols, President and CEO of Victoria’s Sec...
<ul><li>In-store promotion of event in 820 retail stores: </li></ul><ul><li>URL of webcast printed on store receipts  </li...
Webcast  Event Features <ul><li>Streaming video </li></ul><ul><li>Unlimited audience cap </li></ul><ul><li>RealNetwork's p...
Victoria’s Secret Webcast Results <ul><li>Super Bowl spot viewed by XXXX </li></ul><ul><li>Unbelievable press coverage by ...
Victoria’s Secret Webcast Results <ul><li>Name capture on-line for future marketing programs - over 150K names and growing...
Victoria’s Secret Webcast Results <ul><li>Intimate Brands stock increased 10% on the day of the webcast, based on anticipa...
Press Coverage:  New York Times Worldwide Internet audience figures like these have only been associated with prime time n...
Press Coverage: USA Today Online  “ More than 1.5 million cyber surfers tuned into the Webcast of the Victoria's Secret fa...
<ul><li>Enormous increases in traffic to the Web site.   </li></ul><ul><li>Launched with no fanfare on Dec. 4, the Web sit...
Press Coverage: BBC Online “ Victoria’s Secrets shared with 1.5 million…”
&quot;For 1 million people to move to a completely different medium is unprecedented....We're thunderstruck with customer ...
Client Quotes ``The success of our marketing campaign….exceeded our wildest dreams.'’ “ It’s the best money we ever spent....
Client Quotes “ Our event on February 3rd would not have been possible without the planning and execution of broadcast.com...
But…the biggest results: Mass Media Interactive Marketing Meets
Media Links to the Pre-show: <ul><li>General Introduction   Grace Nichols - President & CEO </li></ul><ul><li>New Cosmetic...
Press Coverage online: <ul><li>USA Today:   Victoria's Secret Webcast lures 1.5M </li></ul><ul><li>Broadcast.com :  Broadc...
 
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  1. 2. Victoria’s Secret Webcast on broadcast.com Case Study
  2. 3. Victoria’s Secret Marketing Goals <ul><li>Build brand awareness </li></ul><ul><li>Develop the male target audience </li></ul><ul><li>Increase store & on-line sales </li></ul><ul><li>Improve awareness of Intimate Brands (parent company) within financial community </li></ul>
  3. 4. Victoria’s Secret Marketing Strategy <ul><li>Webcast a runway fashion show prior to Valentine’s Day </li></ul><ul><li>Drive traffic using traditional and on-line media and promotions </li></ul><ul><li>Target different ad messages to two separate target audiences </li></ul>
  4. 5. Victoria’s Secret Marketing Strategy <ul><li>Drive traffic to 2-month old Web site to generate e-commerce </li></ul><ul><li>Capture names on the Web site for future direct marketing </li></ul>
  5. 6. Marketing Tactics: Male Consumer Audience <ul><li>Buy one :30 TV spot in the Super Bowl, to air three days before the Webcast. </li></ul><ul><li>Create interest among male target audience who are reluctant to come into a store </li></ul><ul><li>Create immediate awareness of the Fashion Show by being in front of the largest television audience available in January </li></ul><ul><li>Reach consumers as well as investors </li></ul>
  6. 7. Marketing Tactics: Building the Brand <ul><li>Buy full page ads in USA Today and New York Times, WSJ & Barrons </li></ul><ul><li>Established the URL and webcasting date </li></ul><ul><li>Ad copy directed to the male audience </li></ul><ul><ul><ul><li>an untapped target audience </li></ul></ul></ul><ul><ul><ul><li>more likely to order on-line than walk in store </li></ul></ul></ul>
  7. 8. Marketing Tactics: Drive traffic to the event <ul><li>Use on-line advertising and marketing to drive traffic to the event: </li></ul><ul><li>Buy banners on selected sites </li></ul><ul><li>Partner with broadcast.com to run audio ads promoting webcast </li></ul><ul><li>Use broadcast.com e-mail newsletter and e-mail to Victoria’s Secret’s site database to remind people about event </li></ul>
  8. 9. Promotion on broadcast.com - Audio Gateway ads and billboards Pop-up link to event page and 30-second audio promo spot by Supermodel Tyra Banks
  9. 10. Online Marketing: Newsletters broadcast.com’s newsletter reached over 400,000 web users Victoria’s Secret sent reminders to thousands who had pre-registered
  10. 11. <ul><li>Target messages and P.R. campaign to investment community to promote Intimate Brands stock </li></ul><ul><li>Buy ad in The Wall Street Journal with I.R. message </li></ul><ul><li>Stage event on NYSE on day of webcast </li></ul>Marketing Tactics: Investor Relations
  11. 12. Marketing Tactics: Investor Relations
  12. 13. Marketing Tactics: Investor Relations Supermodel Stephanie Seymour and Grace Nichols, President and CEO of Victoria’s Secret rang the closing bell at the NYSE on the day of the Fashion show.
  13. 14. <ul><li>In-store promotion of event in 820 retail stores: </li></ul><ul><li>URL of webcast printed on store receipts </li></ul><ul><li>Full-color bag inserts of Tyra Banks and new company website www.victoriassecret.com </li></ul>Marketing Tactics: In-store Promotions
  14. 15. Webcast Event Features <ul><li>Streaming video </li></ul><ul><li>Unlimited audience cap </li></ul><ul><li>RealNetwork's player </li></ul><ul><li>Multicast feeds </li></ul>
  15. 16. Victoria’s Secret Webcast Results <ul><li>Super Bowl spot viewed by XXXX </li></ul><ul><li>Unbelievable press coverage by every major broadcast and print outlet in the U.S. and abroad </li></ul><ul><li>2 million visits to the Web site on the day of the event </li></ul><ul><li>1.4 million viewers to the live event </li></ul><ul><li>E-commerce on-site that recouped all marketing dollars spent on the promotion </li></ul>
  16. 17. Victoria’s Secret Webcast Results <ul><li>Name capture on-line for future marketing programs - over 150K names and growing by 5K per day. </li></ul>
  17. 18. Victoria’s Secret Webcast Results <ul><li>Intimate Brands stock increased 10% on the day of the webcast, based on anticipated increase in sales from </li></ul><ul><ul><li>on-line </li></ul></ul><ul><ul><li>new male target audience </li></ul></ul>
  18. 19. Press Coverage: New York Times Worldwide Internet audience figures like these have only been associated with prime time national television programming. It shows the incredible global drawing power of Victoria's Secret and the limitless potential of the Web,&quot;
  19. 20. Press Coverage: USA Today Online “ More than 1.5 million cyber surfers tuned into the Webcast of the Victoria's Secret fashion show, company officials said Thursday.” USA Today
  20. 21. <ul><li>Enormous increases in traffic to the Web site. </li></ul><ul><li>Launched with no fanfare on Dec. 4, the Web site proved to be a big hit during the Christmas season, racking up orders from 37 countries only hours after its debut . </li></ul><ul><li>A big boost on Wall Street. </li></ul><ul><li>It's no coincidence that supermodel Stephanie Seymour rang the closing bell at the NYSE. Wednesday, the stock of Intimate Brands jumped 10% after the company said its fourth-quarter earnings beat Wall Street estimates. </li></ul><ul><li>Luring men into the den. </li></ul><ul><li>According to Razek, women make more than 90% of Victoria's Secret purchases in retail stores and through catalogs. But since the Web site launched in December , men have accounted for about 35% of online sales. </li></ul>Press Coverage: USA Today
  21. 22. Press Coverage: BBC Online “ Victoria’s Secrets shared with 1.5 million…”
  22. 23. &quot;For 1 million people to move to a completely different medium is unprecedented....We're thunderstruck with customer response.&quot; Ed Razek, Chief Marketing Officer, Intimate Brands Client Quotes
  23. 24. Client Quotes ``The success of our marketing campaign….exceeded our wildest dreams.'’ “ It’s the best money we ever spent.” Ed Razek Chief Marketing Officer Intimate Brands
  24. 25. Client Quotes “ Our event on February 3rd would not have been possible without the planning and execution of broadcast.com…” The result - a world-record setting Webcast event that went off without a hitch -speaks for itself” “ I know as we work together in the future, we will continue to rely on broadcast.com for the best in streaming video expertise in the business. Kenneth Weil Vice President, New Media Victoria’s Secret
  25. 26. But…the biggest results: Mass Media Interactive Marketing Meets
  26. 27. Media Links to the Pre-show: <ul><li>General Introduction Grace Nichols - President & CEO </li></ul><ul><li>New Cosmetic Line Bud Taylor - Executive VP </li></ul><ul><li>Marketing & Goals Cindy Fields - President of Catalogs </li></ul><ul><li>Advertising and Marketing Efforts Jill Felton, Director of Corporate Communications & John Ricker, CIO </li></ul><ul><li>Television Coverage The View, Inside Edition, Extra, Entertainment Tonight, Access Hollywood and SuperBowl Ad. </li></ul>
  27. 28. Press Coverage online: <ul><li>USA Today: Victoria's Secret Webcast lures 1.5M </li></ul><ul><li>Broadcast.com : Broadcast.com Reaches 2 Million Users In One Day </li></ul><ul><li>New York Times : Victoria’s Secrets Webcasts Show </li></ul><ul><li>Internet.com News : Victoria’s Secret Won’t Be Safe After Webcast </li></ul>
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