MAPexpo 2013 - Vanessa Marven (Marketing & Public Relations Manager, R.M. Williams)

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My ticket to a career in marketing, advertising and public relations
www.mapexpo.com.au

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MAPexpo 2013 - Vanessa Marven (Marketing & Public Relations Manager, R.M. Williams)

  1. 1. Design: Generic Brand burgundy/wheat logo. General Brand Overview and Myer Opportunities Proposed R.M.Williams Involvement Overview Vanessa Marven – Marketing & PR Manager September 30, 2013
  2. 2. OVERVIEW • The Brand • Product Ranges • Marketing – Catalogues – Promotions – Advertising – Public Relations – Sponsorships
  3. 3. THE ICONIC AUSTRALIAN COMPANY • THE iconic Australian Bush Outfitter. • Founded by Reginald Murray Williams in 1932 – over 80 years of history. • More than 600 Employees worldwide. • 50+ stores in Australia, London and NYC, plus Myer concessions. • More than 900 stockists worldwide. • Today: manufacturer, retailer, wholesaler, distributor, events co, brand authority.
  4. 4. THE BRAND • A renowned household name – one of Australia’s top 10 most identifiable trademarks. • Embedded in the psyche of every Australian: – The individual R.M.Williams story. – An emotional connection with the brand and the boots. – Values established over 80 years: Australian, authentic, durable, premium and handcrafted.
  5. 5. SEASONAL RANGES SPRING/SUMMER 2013
  6. 6. R.M.WILLIAMS SUB-BRANDS ROUGHWASH • Contemporary • Slightly deconstructed • Relaxed & casual
  7. 7. R.M.WILLIAMS SUB-BRANDS LONGHORN • Younger • Modern • Contemporary take on RMW
  8. 8. R.M.WILLIAMS SUB-BRANDS BIG MEN’S • For the burly bloke • Larger fits that flatter a bigger guy
  9. 9. R.M.WILLIAMS SUB-BRANDS COLTS & FILLIES • Sizes 4 – 14 • Next generation of RM wearers • Clothes, accessories, boots
  10. 10. R.M.WILLIAMS SUB-BRANDS STOCKYARD • For people who work the land • Practical, stylish & durable • Competitive price point
  11. 11. R.M.WILLIAMS AUTHENTICS & CLASSIC RANGES • Traditional, best selling R.M.Williams range ‘Authentics’. • Reginald Murray Williams’ original pieces ‘Classic’.
  12. 12. MARKETING Catalogues • Continuing the brand legacy • Over 200,000 catalogues printed annually across two seasons • Distributed through retail and wholesale within Australia and internationally • Award winning • Largest marketing investment 12
  13. 13. CATALOGUE SPRING/SUMMER 2014
  14. 14. CATALOGUE AUTUMN/WINTER 2013
  15. 15. MAJOR PROMOTIONS Gift with Purchase • Several times throughout the year • Gift with purchase – not discounting • Highly effective sales drivers 15
  16. 16. MAJOR PROMOTIONS Marketing Support – Media TELEVISION Targeted campaigns across peak Breakfast, Sunday Night News and key Pay TV programs IN FLIGHT Qantas & Virgin, magazine & TV MAGAZINE Magazine and newspaper lift out placements across mass publications RURAL PRESS Covering regional and rural markets 16
  17. 17. MAJOR PROMOTIONS Marketing Support – Retail Retail Partners: -e-Newsletter -Website -Facebook -In-centre signage -Mannequin displays -PA announcements 17
  18. 18. SEASONAL RANGES Magazine Advertising • Promoting seasonal ranges • Multiple placements across men’s, women’s and special interest titles 18
  19. 19. PUBLIC RELATIONS • • • • • Major component of the marketing mix Editorial coverage PR Agency Showroom – seasonal collections Twice per year showing events for media Celebrity seeding Average value of quarterly editorial generated = $350,000 19
  20. 20. PUBLICITY Media Showings • Off site showings for key media • Presented by Jonathan Ward, RMW Executive Designer 20
  21. 21. PUBLICITY Media Coverage Woman’s Day Fashion Feature Women’s Weekly Fashion Feature Madison Magazine Front Cover Qantas Magazine Fashion Feature 21
  22. 22. PUBLICITY Media Coverage 22
  23. 23. CELEBRITY The Power of a Profile
  24. 24. MAJOR SPONSORSHIPS Magic Millions • Major sponsor for 10 years • Gold Coast Racing Carnival & Sales • Naming rights sponsor of opening night launch event • Fashions on the Field sponsor • R.M.Williams Race on Race Day • Staff uniforms
  25. 25. MAJOR SPONSORSHIPS Australian Outback Spectacular • • • • • Presenting sponsor since 2006 1,000 seat arena, open all year round Targeting families and tourists Gold Coast, Australia Branding, costumes, staff uniforms, creative and technical input
  26. 26. MAJOR SPONSORSHIPS R.M.Williams Longreach Muster • Event organiser/major sponsor since 2007 • Invitation only event to compete; public welcome as spectators • Australia’s top cattle companies competing in traditional bush events and rodeo

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