Victoria Secret Communication Strategy

Task 1) Pick a tell on (consumer goods categories including services) and gather all its merchandise conference materials, and evaluate how effectively the note has mixed and matched marketing communication theory (see Chapter 6). 2) Based on your understanding of the role of social media and other wise forms of marketing communications, develop an interative brand-consumer communication program or campaign (refer to Chapter 5, Chapter 6, and Chapter 7) Length of the report (choose either Word or PPT format) 1. For Word format, no more than FIVE pages (1. spaced, 12 font size) 2. For PPT format, no more than 50 slides are expected (35 40 slides range would be better). How well does a proposed ad campaign contribute to brand equity? entering Background Communication Objectives Designing social Media Communication Tar shell Customers Message Strategy Execution Elements paygrade and Control Marketing Communications e realbody can be sexy pictures say more than words I. Medi a denote 1. Television broadcast of the capital of Seychelless unfathomed behavior ShowThe possibly most forthstanding, far-reaching marketing plump is the annual capital of Seychelless conundrum Fashion Show, macrocosm broadcasted on CBS during primetime with almost 10 million attestators in the year of 2012. The show is being used as a place to show-off for varying entertainers, designers and celebrities, having developed into an event with international relevance and recognition. The show and its execution stand for originality, excitement and extravagance, presented by the worlds top works, also known as the Victorias Secret saints.In the subject matter of attention is the strong dominance of the image Victorias Secret wants to convey and literally address erupt to its audience the incomparable sexiness, the overbearing powerfulness and the imperturbable supremacy of the brand itself and its wearer. According to CMO Ed Razek of Limited bandeaunds regarding the eff ect of the show, online sales increase substantially both the night the show is taped and the sidereal day later on its broadcast. Were talking tens of millions of dollars here, at least (Raven). 2.Television Advertisements with aggressive messages Victorias Secrets marketing strategy features several television advertisements, promoting new harvest lines or special occasions end-to-end the year such(prenominal)(prenominal) as Christmas or Valentines Day. A high consistency of the advertisements and high familiarity of the ad-structure makes it slowly recognizable for consumers to distinguish VSs commercial from other labels each commercial features several Victorias Secret nonesuchs and a large display of various styles and shapes of their lingerie for different tastes.Further, it always features the brand take in and a reminder of other company-linked mediums such as the stores, the catalogue and the online store. The models are always presented in activity and tiring onl y lingerie to grab the viewers immediate attention. The rather fast-moving scenery, exactly displays the attributes invariable to VSs brand image and the hedonic user imagery especially the Its Showtime (http//www. youtube. com/ view? v=g8hCGq7oZds&feature=fvwp&NR=1)commercial designed my Michael Bay (Independence Day, etc. gives the advertisement a feeling of adventurousness, mystery, and the lingerie-displaying models a esthesis of being untouchable, sexy, powerful, desirable, irresistible, playful. This image is consistent throughout the advertisements and commercials helps the consumer know what to expect and the variety keeps them coming back (Raven). The vocal message if present comprises a very strong invitation or almost obligation to buy, conveying VS products to be the amend choice of present for each occasion, such as stated in the Tell me you issue me (http//www. outube. com/watch? NR=1&feature=endscreen&v=8Ev5TyHYSfY) commercial Seducing women whisper to the vie wer to tell them you spot me, reinforcing this propensity with the final sentence There is nothing like a Christmas present from Victorias privy. As to prove ones eternal and only love for a women, men as well as women get triggered indicately the one in the double bind of conveying his love especially through VS lingerie, and the other in the expectancy of such a gift as a sign of true affiliation or doubt. . Advertisement and presence in high-gloss magazines Magazines such as Elle and panache in the joined States are the main print-medium to advertise to VSs target consumer. The highly recognizable and consistent advertisements mainly introduce product line launches, displaying the consistent image of the VS brand with the sensuality and sexiness of the substantiate models. Besides, there are numerous articles featuring either the VS nonsuchs or brand-related information, keeping the brand present to the consumer.VS has even reached out to reach their male shadow target au dience, by featuring articles in the GQ mens magazine, displaying desirable full-page photographs and even advertisement making men want to see their women as sexy as the Angels, permit them consider to buy VS lingerie. II. Direct Response Advertising Direct response advertising is viewed as the observe component of relationship marketing.VS cleverly applies this communication method via its Facebook group with 21 million members, engaging them in active participation by empowering them to suffrage for certain products a model should wear for a show, vote for either or questions regarding products as well as respond to questions on their personal opinion slightly what they want to buy. The analysis of these responses certainly has an immense time value for VS as they can easily and at a low cost detect consumer preferences and possible shifts, track responses towards special fields of interest and keep the consumer industrious with the VS brand.III. Place resp. out-of-home ad vertisement 1. QR recruit campaign Sexier than Skin A use of innovative technologies regarding active applications has been successfully integrated through the Sexier than Skin campaign. Huge billboards throughout the United States featured each a VS model with a QR (quick response) barcode hiding their presumingly naked intimate body parts. Every passer-by equipped with a mobile phone has been able to directly scan the QR code after having downloaded a gratuitous application, thereof being able to Reveal e. . Candices Secret. Consistent with the Sexier than Skin campaign, the then on the screen overt advertisement showed the same model wearing VSs new, sexy product line, convincing the viewer to be literally sexier than only skin. In wander to increase the effectiveness of the commercial, the advertisement has been directly connected to Victorias Secrets main website, allowing consumers to directly browse through products and to shop online. . Mobile billboard campaign In the year of 2009, Citi-Mobile has launched a mobile billboard for VSs Perfect One Bra campaign, which featured a stylish, state-of-the-art 3D mobile billboard with a VS model printed on it wearing the new bra. The mobile passed major obtain areas and hotspots of Los Angeles County, carrying an additional announcement of the live-appearance of Heidi Klum at one of their flagship stores to launch the new line.The buzz has spread among trendsetters, and a large crowd lined up to meet Heidi Klum and take photos with her, as she personally drove the mobile billboard to the store that day and excessively promoted the new product (http//www. prweb. com/releases/2009/03/prweb2214114. htm). 3. Angel Wings Box In 2012, nine boxes with worn vin quest aftere VS Fashion Show wings have been put up on Broadway New York, where people were able to have a photo interpreted with. These photos could be sent to VS via mobile multimedia message in order to get them uploaded on the VS Facebook fanpage.A e vent for fans to either enjoy being in the center of attention, taking part in the stunning make of getting close to the Angels wings and sharing this moment online. Hence, people were able to tag themselves and to share it with their friends, spreading and promoting the brand throughout their social network, enabling VS to profit from very low-cost, efficient marketing (http//www. herworldplus. com/fashion/updates/try-on-a-pair-of-victoria-s-secret-angel-wings). 4. Product PlacementEasily recognizable Victorias Secret items such as the typical pink-striped shopping bag or the store front have been cleverly placed into several movies or TV-series, such as Juno (http//www. brandchannel. com/home/post/2011/12/09/At-the-Movies-A-Product-Placement-Super-Team-In-Young-Adult. aspx), a TV drama called The Towns (http//productplacementwatch. blogspot. hk/) and The Office (http//www. brandspotters. com/brand. aspx? id=48), subliminally confronting the consumer or viewer with the brands pres ence. 5.In-store advertisement mostly only showing a picture, luring the desire to upgrade oneself with such an amazing lingerie product * 4. Promotions to encourage first trial or visit of (online) store by set downing price resp. adding value coupons, rebates, gimmicks, bare(a) gifts, bundle pricing, promotions during seasonal sales better perceived value seem to have become stable part of VS marketing To Earn Online/Catalogue * Place an order of in-stock merchandise totaling $10 or more and use offer codeLOVEANGELSat checkout. Choose the Victorias Secret Angel Credit Card* as your method of payment. (You must complete your order with an Angel Credit Card to qualify. ) * Your free Secret Reward Card will be added to your order after offer code is applied and will be allowd in your merchandise package. One free Secret Reward Card per order. To Earn in Stores * Use your Victorias Secret Angel Credit Card* with any purchase of $10 or more to receive your free Secret Reward Card. O ne free Secret Reward Card per customer, per day. Valid only at US, non-outlet Victorias Secret stores.Same for facebook subscribers (digital coupons) or newsletter and catalogue subscribers as well helps to reach price-sensitive consumers, increase product trial and quick, hedonic, in-store buying decisions make it look as VS makes a special offer to their consumers, does not lower the perceived quality image risk that buyers stick to promotional offers instead of buying the brand out of affiliation but there are constantly promotions if only you follow FB, website, or other media the brand after all makes profits large enough as the promotions are usually tied to a minimum purchase amount . Interactive website online shopping possibility, consistent in colors and style (pink), very clear, directly uring with rebates and special promotions VS ALL ACCESS features newest updates about models, shootings, press released, trend reports, interviews and previews of the new collections t o keep pursuit updated, involved, interested also featuring videos how to get in shape as the admired angels, how to put on bring in the way they do you can adapt their whole look and lifestyle as a demon-ridden follower store locator, policies, etc. clear and consistent design, easy to navigate through iPhone and Android nett Victorias Secret Get your Wings application PLUS normal app to allows online shopping and direct ordering e-mails in the form or newsletters Stay in touch & in style via your inbox, with the latest from Victorias Secret, exclusive online and in-store offers sales, new fashion, lingerie beauty alerts, in-store events store openings in your area, news and offers from Victorias Secret and its sister companies. Social Media facebook as rather to create a long-term relationship and consumer engagement (FABULOUS design your own cost increase to buy things and feel sexy), etc. almost 22million likes 2 million followers on twitter pleasant to the offici al Victorias Secret page, where Angels, Bombshells & the sexiest fans on Facebook get their fix for everything VS. Company Overview Victorias Secret is godlike by a love for lingerie, and the desire to bring beautyand fantasyinto every womans wardrobe. We believe little luxuries are of grand importance.And whats closest to your body is always closest to our heart. exclusively under a Life is Fabulous slogan, especially the word fabulous being featured in the majority of posts created a facebook community able to fine tune its marketing and yield marketing insights, as consumers get involved by voting for outfit preferences interactive involvement by directly promoting a new product line with the question whether YOU (spelled in capital letters already found the perfect fit easy platform to respond to consumer requests, responses, complaints, etc. irectly, publicly promoting Model or theme playlists on spotify people can contribute to online videos via youtube channel featuring ne west online or Tv commercials and extended cuts, product introductions, behind-the-scenes videos on VS youtube channel, insights and close-up from the models, workout plans train like an angel, make-up tips look like an angel, videos on the trick of Living Fabulously, the Fashion Show, you asked we answered Mobile marketing via APP be it get your wings or the online shop, QR code scanning to increase loyalty targeted mobile ads in Pandoras iPhone app geo-targeting, as the ads show how far onward consumers are from VS store redirection to mobile landing site increasing trial Victorias Secret, thelargest American retailer of lingerie, has recently launched the first ever nationwide mobile message campaign in the United States using rich media messaging, the next generation of MMS technology, said Cezar Kolodziej, president/CEO of Iris Mobile, Chicago. (http//www. mobilemarketer. com/cms/news/messaging/14124. tml) They are promoting their VSX Sexy Sport brand by sending workout t ips through their video series, teach Like An Angel, he said. These tips are delivered by Victoria Secret models themselves, also known as the Angels, to teach women how to stay in shape. Rich media messaging is the only mobile technology that allows Victorias Secret to deliver videos on all mobile handsets and carrier with no data connection required thus watchable EVERYWHERE keeping in touch, updating, informing, strengthening the relation to bolster awareness 7. Event marketing and sponsorship Fashion show PINK NATION 8.Publicity and public relations Angels as spokeswomen, social stuff? (but the 2000 show was travel for a year from the usual February event at the Plaza to a May event in concert with theCannes Film Festivalin France to raise money for the Cinema Against AIDS charity it brocaded $3. 5 million. ) 9. Word-of-mouth Consistency of content in FB stuff makes people come back as they know there will be something waiting for them All contribute to brand equity by creat ing awareness of the brand, linking pop and pod associations to the brand in consumers memory, eliciting positive brand judgments or feelings (socially active? , and facilitating a stronger consumer-brand connection and brand resonance Intendedgoalsof anadvertisingorpromotionalprogram. Possible communicationsobjectivesinclude(1) creating brandawareness, (2) impartingknowledge, (3) projecting animage, (4) shaping, enhandingattitudes and influencing intentions, (5) stimulating awantor desire, and/or (6) effecting asale, avail purchase behavior. (7) Building brand image Read morehttp//www. businessdictionary. com/definition/communications-objectives. htmlixzz2Ny5BtTpRCommunication objectives of social media http//www. chrisbrogan. com/10-communications-objectives-of-social-media/ We observe, upstart consumers use social media as a push medium (too) they send out messages and are promoting themselves. They get friends with brands, because brands follow back REWARDING LOYAL CUSTOMERS 1. Generate awareness. 2. Drive Trial. 3. Product Launch. 4. Establish Need/ expect 5. Product/Service Comparison. 6. Positive Association. 7. Form/Change Opinion. 8. Influence the Influencers. 9. Drive Action/Traffic. 10. Establish/line up Trust.