Campaign Name and Type: Pop Boutique, TV advert, newspaper, bill boards Planned Launch Date: June 2013 Essay

Primary settle or ObjectiveWhat is the main outcome you intend to discover? slumberer it back to the relevant merchandising objective. tonic dress shop is a crinkle which is based in Liverpool, Manchester, Leeds and London. This confederation is looking to expand their communication channel a come infrastructure the nation and wants a full scale commercializeing be effrontery to support its strategy.The companionship as well has legion(predicate) smart objectives to reach, e.g. they atomic number 18 looking for sense of the brand, harvest-tide and sales to eviscerate a good deal profit. til now these objectives arrive at to be chicness ( particularized, measurable, doable, realistic and time scale) in fix to be successful and to tick move out whether the union is developing or not. set off boutique has 500,000 to hand for food marketing advertize to support its strategy for up to 8 workweeks.Pop dress shop wants to grow their transmission line l ine nation eithery by the end of 2013.The company wants to tin brand sensibleness in the UK by 2013.Because of having these objectives the main outcome which I am intended to achieve is to decide the appropriate manner of ad for the pascal boutique company. I basis do this by apply TV advert, cuttingspapers, bill boards, radio etc. it is exceedingly great for me to undertake that I stay in bud gety got and produce these campaigns for pop boutiques. The company aim is to enlarge the sales by 25%. I stool compensate the appropriate camping by development the right typecast of media to make heap awargon of my product, as this force out swear out to achieve the companys aim.Intended ResultsList any different coveted outcomes of the campaign.2 development awargonnessWhen works in transmission line environment it is important for Pop boutique to be able to stay ahead they gather up to growing the brand aw beness. Because of this campaign the business would also increase their aw atomic number 18ness in the public. Their aim is to grab their consumers anxiety most their business and the unique product. This outcome result help them to build public relation, because of advert varied behaviors they tin increase the awareness of their products, which kitty help them to increase the sales. 2Increase salesThe Pop boutique business is also looking to increase their sales so they could make much(prenominal) profit. They are looking for this outcome because they are aiming to expand the business nationally and this is only possible, if they can increase their sales and make more profit. 3Increase market shareThe main outcome is to increase the market share. This can be achieved by means of repetition and awareness, which makes positive, signs for the public, therefore hoi polloi more liable(predicate) to use Pop boutiques products. The company can increase market shares as having more customers in the business. 4Increase profitThr ough advertisement and campaign, the Pop boutique well breed well known in the public, because of this more population go outing issue to shop from there, and also entrust firing to barrack Pop boutique to friend and family , because of this more nation pass on going to shop with them and they exit going to make more profit. 5Reputation of customersThe Pop dress shop is aiming to en sealed that their customers repeat their business and want their customers to get their products regularly as well as recommend early(a) roughly Pop Boutiques unique products. prey AudienceIdentify the target market through segmentation. A market segment may be look to gender, age, hobbies, house type, occupation etc.Pop Boutique is an dear(predicate) scheme and their main target audience are people who meet close to disposable income because they turn over expensive prices for their product. People who like time of origin dress and wants to look like celebrities would be Pop Boutiq ues customers. Target audience would be age 16 to 40 these includes teenagers because young people prefer to wear expensive, unique and fashionable habiliments and also pop boutique has good brand loyalty, thats why customers prefer to buy clothes from there. Furthermore many celebrities also like to wear vintage, scurvy and colourful clothes it is also practiced to target celebrities because they can expend products easily.Specific TacticsWhat are the specific marketing activities tactics for the campaign? How give you execute each tactic?Specific TacticHow lead you execute each tactic?Attention The way I volition go to take consumers attentions is by employ billboards, magazine to grab the attention of the consumers. In my point of medical prognosis it is extremely essential that using astir(predicate) graphics and pictures while communicating through publisher media, because it is go around appraisal as people can see how the vintage design looks like. I am going t o advertise it by using different method because of this I will grab people attention. To grab the attention I will also going to use the companys logotype and make sure the ads match to the colour of the company which is mostly presumable orange. It would also be beneficial to use nearly graphics and pictures to jibe what the company is trying to tell you and to reflect the image of the website, so people find it interest to chew out the stores and website and make sure they fancy product. 2Interest I think direct mail is the vanquish media to get peoples attention. Through direct mail I can easily send pictures of new and designer products and limited offers to make interesting for people to buy. I am going to use some special offers on clothes and use some good competitor prices to make interesting for people. This tactic is also achievable because of informing people about the different and new designer and seasonal clothes which company have. 3Aspiration I will increase the desire for my clothing by publicise on different websites like Facebook, twitter etc. This is extremely essential for the business because more teenagers and other people use these enculturation sites in auberge to move to people. Because of using these sides which are free of speak to can help the Pop boutique to sell the product. I will be using these sites because I can put the pictures of new clothes up, and can get feedback from customers to see what they like and dislike. This can be achievable because its really easy to do. 4Desire Pop Boutique is very unique business so I call back using radio method is good because you can explain more inside information about the company within 30 seconds. This tactic is achievable by giving more flesh out about the company and about the products. Pop Boutique is vibrant, funky and colourful with more than a suggestion of retro. Their products are unique, new fashi stard and almost liked by celebrities. 5 perform To achieve this tactic I will pass on fall into place detail through all media that I am going to use. I will extend web address through billboards, direct mail, radio, magazine, TV and newspaper. I will also let people know where to find us so people can trim back to the shop..By providing contact details customers can buy the product easily. E.g. whether to buy online or in the shop. stock-still the company has shops in many different cities only those who cant visit to the shop, can go on the website and buy anything they like and can be delivered to your door. The website address is http//www.pop-boutique.com/ Required Materials/Comp geniusntsWhat materials will you require to execute the campaign? (i.e. printed materials, email designs, copywriting or design work.)Required MaterialsEstimated CostBroachers cost A4 stable gear folded and printed as 4 A5 pages. 20,000 broachers will be printed. And will be precondition to retail shops. I will be doing 20,000 copies of a4 sheet folded and printed as 4 a5 pages. And design cost 160. 5000 copies cost 0.10 = 20,000 copies cost 0.40 x 20,000 +160 = 8,160 In a guardian Newspaper Front page page 22cm * 5 columnsFor one day is 5,573 x 7 daytimes = 39,011 hoardings advertising on near round about and traffic lights. A Standard Billboard is 10 feet by 20 feet and is known as a 48 sheet. This type of Billboard starts from round one hundred sixty-five per week (Minimum 2 week booking) http//www.paintedpostermedia.co.uk/site/I want to use bill boards advertising for dickens weeks near round about and traffic lights. They have 4 different stores all around the UK. And in each area there will be bill boards. When bill boards cost 165 for one week. I will be suing bill board for 2 weeks. So 165 x 2 x100= 33,000 Radio London airtime Business Special 6 x 30 Commercials Per Day 6 x 30 Commercials per Day499.00 x 18 Days= 8,98230 sec TV publicizing on ITV during Soaps 1930 (3) times a day for sevener age. 18274 x 3 = 54822 fo r 7 days 383,754Direct mail once every weekCosts 1p per mail x 200,000= 2000 x 6= 12,000TOTAL COST8,160+39,011+33,000+383,754+12,000=484,907NOTE The references and the look for for the quotations are attached fag end the assignment.Key MessagingWhat are the key points you want to communicate in this campaign?Pop Boutique is very exotic, funky and colourful company who design retro clothes. 2The company uses reprocess fabrics to make products. i of the most unique points is that company is trusted and liked by many celebrities. 4Pop Boutiques clothes are more fashioned, comfort and made by last quality fabrics. 5 range for money.What is the desired buyer response? How do you want the buyer to happen when he/she sees this campaign? The objective of this campaign is to decoy customers, make buyers aware of the website and persuade them to visit the website and check some other products out. The company wants their customers to emotional state free and chose the product which t hey prefer from Pop Boutique online selection.So the offer of the campaign bill boards, TV ads is to let people know what they are missing, the business also wants to open nationally to let people visit to stores near their home. By this campaign I want buyer to recommend to others about Pop Boutique and pass the communicate through other people so because of this business can get well known. wizard of the main desire respond I am looking send on from viewers to purchase products from Pop Boutique so the company could increase their sales, this can help them to gain more profit. If Pop Boutique increase the profit than this will help the company to open more stores in the UK.Offer/Call to ActionWhat do you want the prospect to do afterwards seeing your campaign?Want customers to visit the website regularly grow awareness for the products.Want customers to let their family and friends knows about the experience they will have after visiting to website Follow us on twitter and Fa cebookI want the consumers to do repeat obtain from the stores and become regular consumers and I also want them to let other knows about the Pop boutique product. As well as stores I want consumers to keep shopping from the website.TimingWhat is the chronology and timing of the required action steps and dates for completion? safari budgetLook at costs for the determined tactics. Set your budget, and hatch to calculate it to the appropriate percentage of your overall marketing budget.Youre Budget for this CampaignPercentage of Overall Marketing Budget %Justification of enduranceConsider the tactics that you have chosen. For each, please consider the 1. Selection of cloy communication of advancemental message, e.g. features, performance, benefits, quality, reliability 2. Developing a promotion object choosing promotion mix timing frequency cost using promotion plan media mix use of internetThe Pop boutique is retail organisation and they are aiming to expand the business nation ally therefore I have to set the image and contest of the campaign in the way that can help to pass the message to the audience through campaign. stolon of all the main objectives of the business and campaign is to tell consumers know that Pop Boutique is a unique company who produces vibrant, funky, colourful and retro products.The message we are going to pass on is that products are so comfort, recycle fabrics has been use. We want you to try our products because these are well designed and fashioned and are liked by many celebrities. We are targeting people the age from 16 to 40 years old, because mostly the funky and colourful clothes are used by teenagers and womens. Our audiences are both male and female but mostly females because the company has wide range of selection available for womens. To be able to persuade customers to buy our product I am using 6 different types of media for this campaign.This is to make awareness of the brand all around the UK. The main purpose of u sing different type of media is that people have different interests and I dont think only one particular media would catch consumers attention and can help us to achieve the companys aim. therefore choosing a variety of media would reach to the specific audience where they want to increase the awareness. The main objective of campaign is to attract more customers. Therefore our message is going to be short and we will use graphics, pictures and some colour to make it look attractive and gist catching so because of this people feel interested while looking or watching the ads campaign. The message we are going to put flub is that Pop Boutique provides unique and funky products.Therefore we are also going to inform about the summer collection, some special offers and terminate on some of the products. In the publish media e.g. newspaper, TV, direct mail etc. we will put some pictures of seasonal products and prices to show people how much is going to costs. On the billboard we wi ll only be working on where and how to contact Pop Boutique. We are also going to provide our Web address on the publish media, such as on newspaper, magazine and billboards so because of this people can find us easily. The defender Newspaper is a national paper therefore I think it would be the ruff idea to promote the campaign there. The main purpose of choosing this particular newspaper is that it is expensive and only those people read it, which have enough income to spend on their essential expenditure.In my point of view the readers of this newspaper can afford Pop Boutique products and more likely to buy it. I opinionated to advertise once every week for 6 weeks. But in the last week I will be advertising twice in week. The campaign could firing off for the perennial period. I think Sunday is the best day to advertise because the volume of people have a holiday and they sit at home and read the newspaper during their tea time or when they have breakfast. I deal this is a good ways of sending the message cross. However I am also considering to advertise in different days as well, for example for the following ad comes on Saturday paper, the week after will be on Thursday paper to make sure people gets our message that we are trying to send to people.We are going to attract customers attention by providing some special offers. For example if you spend 50 gets 20% off on your next shopping. We will provide a promotional code on the newspaper for customers to get some discount for online shopping while entering the promotional code on the website. We are expecting 20000 items should be sold by the respond of newspaper ads and this will possibly make at least 300,000 sales on this promotional method. I also have chosen Radio London advertising method to make awareness of the brand and company itself in order to get well known by the consumers.I think this was the best idea because London is a Capital and tourist attraction metropolis and this is good method to inform people about Pop Boutique so they can shop from this organisation. The radio campaign will run for 3 weeks and six times a day in order to ensure that people comprehend to our message. The reason of choosing a radio ad to play for 30 seconds 6 times a day because people have a busy life and they would definitely come cross the advert once in these 6 times. The time I chose is 7 oclock in the morning, 1230pm, half 2pm, 530pm and 730 in the evening.I have chosen these times because the research says these are the times when most audience will likely listen to the radio. The message we will send through radio is one of the best and recognisable business who produces funky, stylish and comfy dresses for celebrities e.g. models, and also for teenager and women who belongs from high class families.Pop boutique is providing the best deals on new vintage clothes, you can also visit the website to find out more information www.popboutique.co.uk. This business is aiming to o pen more stores soon all around in the UK to make life easier for you to visit to the shop. The company is expecting at least 20000 customers to visit the website and buy things and make recommendations, so Pop Boutique become one of the best and well-known vintage cloths provider. When making a campaign and aiming to interact customers billboards are one of the best ideas to use, because billboard will be read by many people across the country.I have decided to advertise on the billboard for the full 2 weeks in all of 4 cities of the UK where Pop boutique have stores in order to micturate peoples attention. Billboards will have some graphics, pictures, company logo and web address to explain what is company targeting for, and where can you find the stores and contact detail etc. All together 100 billboards going to be used in the UK, mostly are going to be on the roads on traffic lights and motorways near the roundabouts. I also believe that direct mail and brooches is another goo d way to promote the business and increase customers as well as. The direct mail will be send to many of our existing customers to inform them about the new and current product. Therefore we are also looking to promote products in a new market. We are going to send email to families to inform that we have some special offers on vintage clothes. The direct mail would be sent out once every week, giving the message of new summer collection and providing direct web address to visit to the website.There would be a promotional code to get some 5% discount on when they spend over 50. I also believe that direct mail is very less read by the people but our main subject is going to be 20% off on most of the products and get 5% discount on outmatch of it, to make people to read the direct mail. And broachers will be given to the retails hops so when people come to buy the clothes they can take the broachers and visit the stores and buy the clothes. It is A4 with 5 sided, with some graphics and other images on it. I have also decided to do an ad campaign on ITV. This is going to be a very expensive method of advertising but the company has to take this risk in order to be well-known in the UK, so they could expand the business nationally. I have chosen ITV channel because I believe more people watch soaps on ITV. So because of the TV ad we are going to inform about the special offers, new collection, and inform them about the promotional code to visit online to get some discount on our most of products.Our main objective is to make customers to visit the store or the website and buy Pop Boutiques products, so company could make some profit, which would be helpful in future when opening more stores in the UK. The reason of selecting this method is to achieve the objective, by informing about the new and summer collection, different offers and making awareness of the business as well as brand in the UK, also increasing customers and market shares. If the company achieve these objectives then it would be really essential because they will be able to expand the business nationally. Furthermore the scheme of promotional code will help the company to find out which sorts of advertising method customers used in order to visit the website.When consumers place orders through website they will ask to fill some detail.Customers have to tell us how have they been recommended to visit our website and the promotional code will be smooth automatically by the data base, to see which method of advertising has been used more by customers, and which method of advertising as helped more in order to achieve the aim of the Pop boutique business. This is extremely beneficial for the company as this can help the company to select the best type of media for advertising in the future.