This document outlines marketing strategies for Leg Avenue, a company that sells sexy costumes. It discusses the brand's positioning as making women feel confident and sexy by transforming them into fantasy characters. 15 strategies are proposed to increase sales through the website, social media, public relations with TV news and conventions, video content, partnerships, and expanding product lines. The target demographic is primarily women ages 18-44 who want to feel empowered and turn heads through costume play.

1. Marketing Strategies
Costumes
2011

2. Core Differentiated Promise
Enter the World of Leg
Avenue, and unleash your
inner vixen with hundreds of
fantasy costumes designed to
make you look pretty and
feel sexy.
Image and Personality
• Confident and sexy
• Romantic
• Sassy, flirty and saucy
• Body conscious
• Fun
Identifiers
• Leg Avenue Logo
• Licensed character identifiers
( Top Gun, Grease, NBA)
Fields of Competence
• Sexy Glamour
• Fashion Forward
• High Quality
• Great Fit – Makes you look fab
Features
• Hundreds of costumes
• Sizes to fit every figure type
• Customize with fun accessories
• Stylish
• Loads of sweet details
Emotional Experience
• The thrill of being a bombshell
• Pride in appearance
• Playful
• Hint of sensuality
• Transformation - live the fantasy
Functional Experience
• Be the knockout at the Halloween party
• Makes you feel good about yourself
• Wow your boyfriend or husband
• Have fun
Brand Identity
Product Experience

3. Objectives
1. Drive sales at Leg Avenue retailers
2. Drive traffic to www.legavenue.com
3. Increase social media engagement

4. Positioning
Product Positioning Only Leg Avenue Costumes will bring out your inner vixen.
Primary
Communication
Feel pretty and have fun transforming into a fantasy girl
Reasons to Believe  Choose from hundreds of gorgeous costumes
 Competitive price points
 Fashion-forward and flirty designs
 Multiple sizes to make all types of figures look amazing
 Customize with cute and stylish accessories
 Quality fabrics and craftsmanship
 Designed for comfort and movement
 Sweet little details
Because Leg Avenue means. . .
 Glamour, romance, fantasy, desire and fun all in one costume
 Everyday women can be transformed into fantasy creatures
Brand Personification Katy Perry

5. Demographics:
1. Gender: 60% Female; 40% Male
2. Age: 35-44 (100%)
3. Some college (100%)
4. Other Interests (besides
costumes):
• Lingerie
• Clothing
• Accessories
• Shopping
Website Traffic:
• 25K Unique visitors/month
• 460K page views/mo
• 34K total visits/mo
• 1.2 Avg number of visits/mo
• Average time on site: 9 minutes
• Key words to find site:
• Leg Avenue (100%)
*Google data as of AuGUST, 2011

6. Demographics:
 Primary: Women 18 – 44
Key Facts about Demographic:
 Desire to be a “bombshell” for an evening
 Are drawn to fashion
 Enjoy fantasy role playing
 Take pride in their appearance/body conscious
 Want to feel sexy and confident
 Love to turn heads
 Will have an emotional connection to a model in a costume (“that’s me”)
 Feel empowered in costume
 Love to shop
 Like to make their boyfriend/husband happy
Source: Portal – RSM

7. Strategies & Tactics
STRATEGY 1: PR & Adv.
Targeted online media
campaign aimed at
W 35-44 (current market
segment)
1. Reach target through online and social media campaign
• Facebook ads
• Paid search (Google adwords)
2. Track ROI to determine best networks, assets, sites
• Set up website on Google analytics where you can accurately
track visitors, where they are coming from (websites, blogs,
social media), determine best PPC ad success, etc.
STRATEGY 2: PR & Adv.
Targeted online media
campaign aimed at
younger segment
W 18-34
1. Reach target through online and social media campaign
• FB, paid search
• College online ad networks (with high female
population)
• Sorority online ad network
2. PR outreach to key style influencer blogs, websites
STRATEGY 3: Search
engine optimization (SEO)
for www.legavenue.com
1. Higher ranking in unpaid organic searches (Google’s first
page captures over 89% of traffic)
2. Facebook pages, Twitter accounts, and any other social
media outlets should all include links to your website
3. Use Google Analytics to determine key words that attract
high traffic

8. Strategies & Tactics
STRATEGY 4: PR
Outreach to national and
local TV news for
Halloween coverage
1. Story pitch can be tailored to core TV audience:
• Sexy Costumes for ALL figure types
• Cute costumes for kids
• Couples costumes
• Pet costumes
STRATEGY 5: PR
Outreach to conventions
that attract large
numbers of costumed
attendees
1. Focus on widely attended conventions;
• Comicon (San Diego and New York)
• Dragon Con
• Anime (Cosplay is hot right now)
2. Each convention has multiple websites and press
3. Consider a flash mob zombie fashion show at Comicon
STRATEGY 6: Leg Avenue
fashion show video
placement on high profile
Men and Women
websites
1. Video should include links for viral distribution via email
and FB
2. Give a limited time exclusive in return for marketing and
PR support
2. Incentivize viral marketing with free wallpapers, 2012
calendar for social media postings, re-tweets, Likes

9. Strategies & Tactics
STRATEGY 7: Marketing
Enhance the Leg Avenue
Facebook page and
website to engage and
connect with customers
1. Leg Avenue VIP Club: sign up and get costume updates, where
to buy, free digital swag, coupons, fashion panels, etc.
2. Crowd-Sourced Contests:
• Project Runway – design a LA Costume
• Model Search – enter photos
3. Solicit recommendations, preferences and testimonials
4. Present brand as the expert solutions provider for costumes
STRATEGY 8: Test
distribution on Home
Shopping Network during
month of October
1. 80% female
2. 25 – 54 years old
3. Average Income = $60K
STRATEGY 9: Drive
awareness on YouTube
1. Create a Leg Avenue channel on YouTube
2. Host all retailer created videos
3. “How To…” for costume make-up (makeup partner like MAC)
and hair styling tips
4. Behind the scenes video of fashion show, photo shoot, make-
up, hair, casting call, etc.
5. All videos have FB, email links for viral messaging

10. Strategies & Tactics
STRATEGY 10: Galvanize
Halloween parties with
co-promotion with Evite
1. Create Halloween Party Evites using photos from the 2011
Collection
2. Downloadable party invitations, décor, games and recipes
from the Leg Avenue website
STRATEGY 11: Consider
partnering with a mall
clothing retailer like Bebe
during month of October
1. Widen distribution and awareness
2. Demographics and brand align well with Leg Avenue
3. Over 300 stores in high traffic malls
STRATEGY 12: Pitch
synergy for licensed
costumes
1. Electronic Arts – insert in box, manual ad, video on game
disc, product webpage, model appearance at E3
2. Studios – insert in DVD/Blu-Ray box, video on disc, videos
on product webpage

11. Strategies & Tactics
STRATEGY 13: Consider
spinning off the Juniors
category
STRATEGY 14: Optimize
Leg Avenue website for
smart phones and tablets
1. Rapid rise of these two devices may ultimately end up
leading the customer experience
2. Widen awareness and stimulate viral marketing via email,
postings on FB, YouTube
STRATEGY 15: Consider
costume-themed
sleepwear
1. Rebrand with a unique identifier
2. Make it an unique brand – amp up fun and pretty factors
and downplay the sexy
3. Opens up co-marketing opportunities with teen and tween
products and retailers
1. Helps sustain sales throughout the year.
2. Modified design for costumes but built for comfort and
washability
3. Could do an ad campaign showing that each night you are
a different ‘dream girl fantasy’