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Club omega
- 1. CLUB OMEGA
- 2. The Introduction • The current problem with the luxury watch industry is that there is very little brand involvement in the decision making process. Brands rely heavily on “aspirational images and content to create awareness and desire,” according to watchpro.com (Buttery, 2016). • Its not that they are being “snobs,” we have to understand that there is a certain level of exclusivity that they have to preserve in every timepiece they sell. • This makes the campaign planning a little bit trickier, because our ads couldn’t be too “naggy,” but at the same time we have to increase brand awareness by interacting with our customers.
- 3. The Idea
- 4. The Club • This campaign is to introduce a new customer friendly website and application. • For current Omega customers, we are introducing to them a new membership program that is connected to our website and application. By signing up, members could ask directly to the brand information about service places, or nearest retailers. • Of course we take care of our customer first.. So how do we get new fans? • Our new webpage is accessible to everyone, and not only potential customers could learn more about Omega through the website, the website will also offer features like current events, stocks, fashion page, watch blogs, and every events that our target audience are interested in.
- 5. The Strategy Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Online Content Tone & Strategy: 1. Six months campaign building up curiosity, in the social media. 2. Our content will be utilizing current brand ambassadors and Omega sponsored athletes 3. The content will be distributed through Omegas’ social media platforms. 4. The content will be about Omega brand ambassadors and current social projects that the brand is involved in. Media Planning: 1. Social media (facebook, Twitter, Instagram, Youtube). 2. Direct Mail (distributed in three phases of the campaign). 3. Offline Advertising • High end magazines (GQ, WSJ, Vogue) • Inflight Magazines. Media Distribution: Social Media Campaign for 6 months including the month the website is online. (6 months) Social Media Direct Mail (3 Phases) Phase 1: Letting customers know about our innovation. Phase 2: Let our customers know about the membership program Phase 3: Urging our customers to “JOIN THE CLUB!” Offline Advertising GQ, WSJ, Vogue, Inflight Magazines (6 months)
- 6. Social Media Plan Facebook Twitter Instagram Youtube Campaign Description 1. Website as an “brand center.” 2. Content directing to website. 3. Content created using current omega ambassadors. 4. Content will also images displaying the design and uniqueness of Omega watch. 5. The tone of the campaign will be call to action and building curiosity. 6. Content Details: 1. Videos 2. Hashtags • #jointheclub, #whatsnext #clubOmega 3. Graphics
- 7. Social Media Campaign Content Facebook, Twitter, Instagram Link the hashtags to your website. YouTube
- 8. Offline Advertising And Direct Mail Offline Advertising 1. Inflight Magazines: • “33% of airline passengers are actively looking for luxury goods.” (inkglobal, 2016) 2. High End Magazines: • GQ, Vogue, WSJ, Vanity Fair Direct Mail (3 Phases) 1. Phase 1: Message letting customers know about our innovation. 2. Phase 2: Message letting our customers know about our membership program. 3. Phase 3: SIGN UP!
- 9. Budgetting: 1. ERP: a. $300,000 for software and installation http://www.workwisellc.com/erp-software-cost/ 2. Website Design a. $8000 for design, planning, programming, content support, etc. http://executionists.com/much-website-cost-2015/ 3. Application Development a. $150,000-500,000 b. My recommendation is to build a simple, less expensive application so we don’t over commit with our investment. We could slowly develop the app as customer base and membership increase. Sourcehttp://www.formotus.com/14018/blog-mobility/figuring-the-costs-of-custom-mobile- business-app-development. 4. Social Media a. Industry average: $7000 b. We could use existing content to safe costs http://www.contentfac.com/how-much-does-social-media-marketing-cost/ 5. Offline Advertising: a. Average $2950 monthly, full page four color. b. 6x2950= $17,700 per medium https://www.entrepreneur.com/article/83094 6. Estimated Total Cost a. Social Media+ERP+Website and App+Offline= $525,700
- 10. Fin.
Editor's Notes
- I’m going to be talking about the current state of the watch industry. I’m going to explain the advertising challenges of this industry, and the description of the current advertising for luxury watch industry. Source: http://www.watchpro.com/opinion-the-missing-link-in-luxury-watch-marketing/
- The Idea: People are always looking for associations. They want to be associated with a movement, or a cause. My idea comes from the fact that people buy luxury items for their association to a certain athlete, or a certain public figure, you don’t buy a two thousand dollar watch and say to people “ohh, its for telling the time.” You buy a two thousand because you want to be a associated with a certain public figure, or a certain status. Examples: Ferrari owners club. Farmers only.com Kanye West and his rocafella chain. Jordan Converse (bird vs magic) Michigan State fan. And of course we remember this one. Don’t forget to chose whichever one who pay for child support because…
- I’m going to talk about this new campaign called “club omega.” I’m going to explain the idea behind it, the form of the campaign, and the why/how this campaign would be successful for Omega.
- I’m going to talk about the media planning, and what we could do to achieve our advertising objectives. I’m going to be talking about the media mix that I’m proposing, the campaign timeline, and the details of each different media platform.
- I’m going to talk about the website and social media system flow. I will be talking about the different posts, the details of the posts, and also how this posts would work with our new campaign.
- I’m going to talk about the different content that is going to be used in the social media campaign. I’m also going to show examples of how their posts should be, and what message each posts should portray.
- I’m going to talk about the offline advertising and other media strategy. I will be talking about why both of these media would work well to achieve our advertising objectives. There are going to be details of when and where we should target our ads in.
- I will be talking about the budgetting and the total cost of the campaign.
- Thank you for watching!