This document outlines a paid media plan to promote the Gap brand to millennial women aged 25-34. It proposes using Spotify, YouTube, and a sponsored blog post/giveaway on TheEveryGirl.com to tell the story of Gap's style through impactful brand moments. Engagement will be measured by click-throughs, views, and social sharing on the platforms. The goal is to reach the target audience and start conversations to build loyalty to Gap.
What do women want from brands? Research from people-powered marketing platform Crowdtap, along with a BCM/Crowdtap Skintimate case study, show the power of UGC and word of mouth when it comes to reaching women.
What do women want from brands? Research from people-powered marketing platform Crowdtap, along with a BCM/Crowdtap Skintimate case study, show the power of UGC and word of mouth when it comes to reaching women.
This is a social media generation and the tenets of marketing and reaching consumers have changed drastically.This presentation is an epiphany on how social media works for the FMCG industry.
InfluGlue - Content marketing tips for beauty and skincare brandsInfluGlue
It is important to stand out among others for which delivering, right and authentic content is of utmost importance. Discover why skincare brands should focus on creating a personalized platform for customers.
DNS Business Development Workshop
Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
This is a social media generation and the tenets of marketing and reaching consumers have changed drastically.This presentation is an epiphany on how social media works for the FMCG industry.
InfluGlue - Content marketing tips for beauty and skincare brandsInfluGlue
It is important to stand out among others for which delivering, right and authentic content is of utmost importance. Discover why skincare brands should focus on creating a personalized platform for customers.
DNS Business Development Workshop
Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
Unlock the new Indian shopper journey. Mobile is reshaping our behavior, changing our expectations, building new habits and ways of expressing ourselves.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Retail tours: nuevo producto de turismo experiencial corporativoJosé Cantero Gómez
Son tours guiados con motivo de un viaje creativo e inspirador para conocer e inspirarse de manera directa nuevos modelos de negocio, mejorar la productividad y el crecimiento empresarial o para afrontar un cambio profesional.
Download a full version of the report at:
www.psfk.com/report/future-of-retail-2016
Built on a robust study of trends and patterns in the market, the 6th edition of PSFK Labs’ Future of Retail report offers a directional playbook for brands and retailers – defining 10 pillars to build a modern and engaging shopper experience strategy and go beyond expectations to create an enhanced shopper experience and therefore, build value, drive sales, and boost loyalty.
Featured within the 80+ page report, readers can find:
- 10 actions every retailer can adapt to redefine the shopper experience
- 20 key trends driving change in the marketplace
- Future service concepts for top brands
- Perspectives from leading retail experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Vol. 6 | Published November 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
We’ve put together some recommendations to help expand American Apparel social media presence and highlight how the company is reaching out to an undeserved audience-African American consumers.
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
Role of Social Media in stimulating Demandmhamzatahir004
This ppt is best explanation for how social media stimulate on demand in economics.Here is complete detail how social media platforms influence demand curve and how it shift which result in increase o decrease in price.
Feel free to customize the topic and add some more topics
Trends + Trendsetters: The Best in Fashion Content MarketingNewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the fashion industry.
Interested in learning more? We'd love to hear from you! Feel free to reach out at strategy@newscred.com.
Analyzed Gap's usage of digital marketing strategies including social media marketing, website, SEO, mobile advertising, Email marketing, etc.
Developed a digital marketing strategy for Gap
1. Paid Media Plan
Haylee Brown, Johns Hopkins University
Public Relations in the Age of Digital Influence
Professor Kelly Hur
2. Situation Analysis
Marketing
13%
Rent
33%
Other
54%
Operating Expenses
• Gap is focusing on building loyalty through brand experiences
• Fast fashion retailers are creating more competition
• Gap is investing in Omni-channel shopping experiences i.e.
Reserve in Store
• Consumers have many choices for clothing retailers
• Currently 13% of operating expenses are marketing
4. Facebook
• Very responsive to customer comments and questions
• Posts Daily
• Owned and paid media-sponsored ads on news feed
5. Instagram
• Owned media-link to shop gap.com
• paid media- sponsored ads posts
• #styldby campaign featuring top fashion bloggers wearing
Gap outfits they curated
6. Target Audience
Source: http://klear.com/profile/Gap
• Millennial women aged 25-34
• 85% of social media audience is women
• Top Cities for interaction
• New York
• Los Angeles
• San Francisco
Media
Consumption:
• Lifestyle/Fashion
Bloggers
• Social Media-
Instagram,
Twitter
• On-demand
streaming-
YouTube
7. Key Insight
• Use visual storytelling to create
customer touch points-moments
of influence where consumers can
engage with the brand.
• As Gap is getting back to basics
the visuals and copy should reflect
jeans and basics that can be
combined and personally styled
using #doyou in all ads.
8. Proposed Strategy
• Paid media is a mechanism to engage consumers with the brand and
convert traffic to gap.com.
• Tell the story of Gap through upfront, impactful moments that share the
brand’s optimistic American style.
• Choose media platforms where millennial spend time throughout the day.
10. YouTube
Target consumers with short in-stream ads
that create powerful brand moments and
create customer experiences.
• Example a video plays of a women
getting ready to start a workout as she
removes her jacket and hops into class.
She feels comfortable and confident in
her Gap Fit outfit. Shot fades out with
Gap logo and then #doyou.
11. Giveaway
• Theeverygirl.com is a blog with over 500,000 monthly
visitors.
• These readers enjoy articles fashion, lifestyle, travel, etc.
• For this paid media team up with theeverygirl.com for a
sponsored post on fall fashion must haves and a
giveaway of Gap jeans.
• Utilize the #doyou to tie back to idea od styling Gap
jeans and basics in a personal way. The images for this
post will reflect the effortless of getting dressed with the
perfect pair of Gap jeans.
12. Measurement
Spotify
• Target strategy that allows you to pick age/gender and geography to
ensure the ads are getting to the target audience living in the top cities.
• Playlist allows you to target consumers based on mood.
• The view and click through rates will be used to measure effectiveness.
YouTube
• Advanced targeting ensures that the ad is direct toward the target
audience-millennial women aged 25-34
• Google adwords and view rates will help measure effectiveness of in-
stream video.
Theeverygirl.com
• Number of giveaway entries and click shop the look clicks to
gap.com.
• Engagement with post-shares, comments, etc.
13. Evaluation
Engagement
• Did the media campaign engage the target audience?
• Was the campaign shared on social media?
• Which platforms saw the most engagement? (Spotify,
YouTube, theeverygirl.com)
Reach
• How much of the target audience was reached?
• In what areas and what times of day was the campaign
most impactful?
Conversation
• Did the campaign create conversations online about
Gap? (blogs, social media, videos, etc.