1. ………
Be a Supermodel for a Day Contest
Direct Marketing Campaign
Karl Feuerstake, Shishir Kamble, Brad Burneau
2. • Agent 99 is an indie clothing retailer that provides women's fashion
and accessories such as dresses, bracelets, etc. Agent 99 already had
an online presence through social media such as Facebook, with 1500
………
followers. Their customers come from Kingston as well as outside the
region such as Ottawa / Smith-Falls Corridor.
• Agent 99 wanted the campaign to run from the end of March to the
middle of April.
• The goal of the campaign was to increase traffic into the storefront by
targeting new customer; aiming to drive sales.
3. • Our target was young women in the ages from 15 – 30.
• They live an urban lifestyle and have interests in fashion, self
beauty, modeling, etc.
• The target is always wanting to stand-out and show individuality
………
through purchasing a dress that is different from everyone else.
• They are enrolled in late-high school, college, or employed. Usually
living in either Campus residence or student apartments or living with
parents.
4. Be a Super Model for a Day Contest:
• Our direct promotion was to offer a chance to win a free
photo at Agent 99, simply by handling in a ballot in-store
(no purchase necessary).
………
• Ballot would have information fields required for
contracting the winner and would be able to be used in a
potential database.
• The photo-shoot would be conducted in Agent 99 with our
photographer and James Brett personnel doing the makeup
and hair.
5. • Our message was to use a lifestyle appeal in a sense; with the “be a
supermodel for a day” we were offering the winner the feeling of
what it would be like to be a model, which is something many
women would love to be.
………
• As well emotional appeal with the feeling of looking good and
showing everyone photos causing the word of mouth about the
dress and the brand through friends.
6. • For this campaign we selected the St. Lawrence College’s Hairstyling program
as our target, we would be distributing flyers to their class in-person. We
specifically chose them due to their interest in style and fashion, and how they
would be likely to be interested in participating in a photo-shoot.
………
• We would arrange with the class to show up after the ending session and
hand out the flyers to students leaving.
• Industry standards for direct marketing are typically between 1% and 3%, but
we were hoping that through our very targeted channel we might have
achieved more than even 5%.
8. • We were going to be able to track how many individuals we handed the flyers
out to (we assuming up to 60 for our target) and then receive ballots from
Agent 99 to draw a winner. We would then be able to solve for the redemption
rate.
………
• Analytics, we were able to roughly estimate for printing costs: CPP
• Up to $11.98 for 20 pieces 8.5 x 11 -$0.68 per piece
9. • Ultimately due to client requirement s and timing constraints the campaign
was never launched.
• In the future, recommendations for us would be to have worked faster with
the client and other aspects of the campaign to meet their revisions sooner,
………
and for the course I may recommend that the campaigns be given more
freedom of action in deciding when to launch and long (roughly) to run.
