Interactive And Experiential Digital Marketing Techniques 2007


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how interlinked online, offline and experience work together to achieve marketing goals

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  • Today I am going to take you through a case study of the Westfield Fashion Website & Marketing Strategy. Firstly I will give an overview of Westfield’s Australian operations & then take you through the What’s What campaign.
  • Interactive And Experiential Digital Marketing Techniques 2007

    1. 1. Fashion Facilitation: In centre and online Case Study: Interactive and experiential digital marketing techniques
    2. 2. About Westfield Australia <ul><li>37 branded centres in Australia </li></ul><ul><li>Total gross leasable space: 3.5 million m 2 </li></ul><ul><li>440 million visits per year </li></ul><ul><li>2,300 Fashion retailers </li></ul><ul><li>Our Approach: </li></ul><ul><ul><li>work closely with retailers to provide an appropriate platform so that retailers will have the opportunity to enhance their performance </li></ul></ul><ul><ul><li>maximise returns by creating an efficient and dynamic environment for retailers and a quality shopping experience for consumers </li></ul></ul>
    3. 5. Fashion Category <ul><li>Target Audience: </li></ul><ul><li>Female 18 – 39 yo </li></ul><ul><li>70% of Westfield Shoppers are female and account for 72% of apparel spend </li></ul><ul><li>Highest per person fashion expenditure is seen across 25 – 49 yo </li></ul><ul><li>A higher % of females in younger age groups agree that “it is important to look fashionable” and “I try to look stylish” </li></ul>
    4. 6. Target: ‘Fashionable mainstream’ <ul><li>“I love to shop and it’s important for me to look good. I keep up with the latest trends and feel a sense of satisfaction when I know I’m up with the program. </li></ul><ul><li>I love checking out what's in for the season then buying a few pieces. I get a bit of a buzz walking into the office in the latest new seasons suit (and the matching shoes)” </li></ul><ul><li>“Although I wouldn’t say I’m a total slave to fashion. I wear what suits me. It’s about making the most of what I've got. When I look good I feel good.” </li></ul>
    5. 7. Interdependent Objectives Delivering on our objectives for one stakeholder helps us achieve the objectives for the other. <ul><li>Consumers </li></ul><ul><li>Inform, educate, inspire </li></ul><ul><li>Help customers know new trends, see how to put them together and find out where to get the best pieces from the best retail stores </li></ul><ul><li>More Successful shopping </li></ul><ul><li>Retailers </li></ul><ul><li>Maximise profit for retailers </li></ul><ul><li>Attract the world’s leading fashion retailers </li></ul><ul><li>Build credibility as a leader fashion retail </li></ul>
    6. 8. Successful fashion shopping Empowerment, confidence, feel fabulous HELP CONSUMERS INFORMATION & INSPIRATION LIVE IN CENTRE ONLINE IS NEW AND DIFFERENT
    7. 10. Fashion Delivery Successful fashion shopping Empowerment, confidence, feel fabulous Media Online In centre Consumer Experience
    8. 11. In Centre Services & Retailers
    9. 12. Services: Fashion Hub <ul><li>Everything you need to know is right here in this amazing new fashion experience right in centre. See all the fashion, get all the latest trends, tips, tricks and advice from professional stylists at the fashion hub. </li></ul><ul><li>Plus you can buy an exclusive limited edition charity designer shopping bag by Zimmermann, Leona Edmiston or Fashion Assassin to help support LifeLine </li></ul>
    10. 13. Services: Style Sessions <ul><li>Be treated to champagne and canapés while you sit back and watch our amazing stylist tell you about the latest trends, the key pieces of the season, how to pull them together and where to buy them from </li></ul><ul><li>If it doesn’t change your life, it will change the way you dress! </li></ul>Tea Tree Plaza
    11. 14. Services: Personal Stylist <ul><li>Models and celebrities have fashion stylists, why shouldn’t you? </li></ul><ul><li>Book in for your one to one session and soak up the style advice from our fashion stylist who will help you get the right look for you and for your budget. </li></ul>
    12. 15. Services: VIP Events <ul><li>You’re already a Very Important Person, but after our VIP night you’ll be a Very Stylish Person. </li></ul><ul><li>Our special fashion events will give you the inside knowledge on the latest and greatest season trends, as well as some fab fashion freebies and specials. </li></ul>
    13. 16. Services: Shopping Tours <ul><li>Book yourself in or grab some friends for a fun shopping tour around the best fashion stores in Westfield with our amazing stylist. </li></ul><ul><li>She has a knack for finding the best pieces of the season and will show you how to pull them together in the best way for you. </li></ul>
    14. 17. In-centre Ambience: Bondi Junction
    15. 18. In-centre Ambience: Liverpool
    16. 19. Media Interaction & Information
    17. 20. Print Media
    18. 21. TV Campaign <ul><li>On air March – May </li></ul>
    19. 22. Online advertising
    20. 23. Online Interaction & Information
    21. 24. Website <ul><li>Key elements: </li></ul><ul><li>Fresh & relevant content </li></ul><ul><li>Fashion ‘experts’ </li></ul><ul><li>Helpers & advice </li></ul><ul><li>Interactivity & consumer participation, dialogue </li></ul><ul><li>Connection to physical in-centre experience: “What’s Happening” </li></ul>
    22. 25. Virtual Fitting Room <ul><li>‘Welcome to your very own interactive on-line personal stylist. We’ve had the industry’s best stylists shop for the season’s hottest trends. Simply choose the look you want, the budget you’ve got and whether you want it for work, play or a night out. Voila! You’ll be presented with the perfect choice. Couldn’t be easier.’ </li></ul>
    23. 26. Feedback <ul><ul><li>“Dear Thuy and team, </li></ul></ul><ul><ul><li>Thank you so much for your informative and prompt response, I really appreciate great customer service such as this. I always look forward to new articles and features on What's What - keep up the good work! </li></ul></ul><ul><ul><li>Kind regards, Gwen” </li></ul></ul><ul><ul><li>“The message was sent from: mira. </li></ul></ul><ul><ul><li>Message is as follows: i like this site of urs soooo much.” </li></ul></ul><ul><ul><li>“The message was sent to: from: Kim </li></ul></ul><ul><ul><li>Message is as follows: Love the site, have tried to register a couple of times and keeps coming up with login failed. Any suggestions? Thanks.” </li></ul></ul>
    24. 27. Fashion Delivery Successful fashion shopping Empowerment, confidence, feel fabulous Media Online In centre Consumer Experience