Unit 3: Creative Product Promotion

Promotional Materials
The Promotional Campaign As stated in the campaign and creative brief the very first promotional campaign we will be doing will be a launch campaign that will focus on a burst period of posters and leaflets posted around the following locations. The Walk, Reading in the front where Burger King is, the reason for this location to display posters is to attract the attention of the large number of people walking to and from the town centre frequently using this route. Our other locations will be around the mall itself. To clarify the details of the campaign are as follows: The campaign shall begin exactly one month to shop opening, that is July 1st The campaign, running in the month of July, will only feature the display of our posters depicting our logo and brands we sell with the tag line Style Defined and the phrase coming August 1st adjacent to that. The photos for the promotional campaign shall be taken by a gentleman by the name of Alex Winn who offers full in studio photo sessions. We shall be hiring four models; two male and two female for the photo shoots We will be using some of the stock as wardrobe for the models Once the photo shoot has been done which includes editing for inclusion of logo designs on the photos, airbrushing etc. we shall be printing the images onto flyers and posters

Cost of Promotional Campaign Photo shoot: The individual doing the photo shoot has suggested the following option: Gold package (400) (480 including booking deposit) pre-shoot meeting to discuss requirements (min 1 hour) 5 hour photo session several different outfits/backgrounds a minimum of 300 shots taken private online gallery for selection of best shots best images provided on CD-ROM in high-resolution print and web formats license for personal and promotional usage included ** 4 x selected images professionally re-touched

**A promotional license is defined as having the right to post the images on websites (including MySpace/Facebook etc), use in print on flyers and small posters (no larger than C0 size) and use in print for promotional CDs i.e. ones which aren't sold for profit. We feel this option is ideal as we only need approximately 4 images to display on the flyers and posters. We may also be able to get additional shots to use in a January sales

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Unit 3: Creative Product Promotion promotion. The optional extras include air-brushing retouching (digital airbrushing): 2045 per image depending on requirements, hair and makeup: 30 per hour (minimum 2hrs). The cost of the optional extras shall be added at the end of the shoot and we plan to pay at the end of the shoot. Total price: 675 (595 once deposit it is refunded at the end of the shoot) which includes the additional 115 for hair and make up and the 80 we will be paying for the digital airbrushing on four images. Location: The photo shoot will be on location at Carol Winifred Film Studio in Hendon, London. They are charging 450 for a full days use of the studio. An additional 100 will be paid for to get the additional catering service provided. Total price: 550. Models: We will be hiring models through a promotions agency by the name of Fresh Agents to feature in the shoot. We have stated requirements as 1 male and 1 female in their early to mid 20s in good shape and they must have a portfolio. The agency produced the following individuals who we shall be featuring in the shoot:

Female: Name: Shona Hill Gender: Female Date of Birth: 14/05/1984 Height: 56" Hair Colour: Brown Eye Colour: Brown Bust Size: 32" Waist Size: 26" Hips: 32" Dress Size: Size 8 Shoe Size: 6 Inside Leg: 32"

Male: Name: Mathew Mitchel-King Gender: Male Date of Birth: 12/09/1983 Height: 64" Eye Colour: Brown Waist Size: 32" Shoe Size: 9 Chest: 42" Inside Leg: 35"

We plan to pay the models the advised rate of 500 each for the 5 hour shoot. This price includes travel costs as both models live outside a 5 mile radius of the location. Fresh Agents informed that they could not disclose the locations of their models as it was part of their privacy policy. We are advised by the agency that we will have to provide catering for the models and the studio has informed that for an extra charge they can provide the models with meals and refreshments for the day. Total price: 1000 Flyers and Posters: The flyers shall be printed in A6 size and the posters will be printed on A3 Printing and delivery will come courtesy of Out of Hand limited who offer a package that provides us with 2500 flyers and 50 posters for 115. The posters and flyers are printed in full colour on a gloss art board. The price for delivery is free since it is in the UK and we have been advised to allow three working days for delivery. We will need

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Unit 3: Creative Product Promotion to send the CD or memory device holding the edited images from the photo shoot with details on what images we wish to print and on which size of paper. Total Price 115. Timing, Bookings and Cost We have been advised by the model agency and the photographer to book a month in advance for the photo shoot and we plan to book in may for a June photo shoot. We shall be meeting with the photographer in May to discuss the fine points of what we want in the shoot and the type of images we want. We have booked the models in for the June photo shoot that will take place at the Carol Winifred Film Studio. The final cost for all items will be 2340. Promotional Materials We are going to print out four images 2 featuring both models in the shot for the posters we are going to be placing around the shop location in A3 size and two of the individual models for the A6 flyers. The pictures will feature the models, the store logo and the tag line style defined with a strip of some of the major brands being sold at the store. Attached are concept designs of what the flyers and posters will look like. We will two poster designs featuring both the male and female in the shot and 2 flyer designs one featuring the male and featuring the female. Note: images courtesy of eModa clothing California. Decisions on Campaign Design The campaign objective is to make customers aware of the store or more specifically, the opening of a new store. The decision to have all promotional posters feature the names of some of the major brands being stocked along with a photo of someone modeling some of the clothes is so people have an idea of what to expect. That coupled with the image of the flyer or poster should give a very good visual to the potential consumer. The objective of the posters is to increase awareness. The flyers are going to be introduced near the end of the campaign, which is in the last week of July. The decision on this is so we can get the attention of shoppers getting ready for the weekend which is when the shop opens. As a business the aim is to survive or break even by the end of the following financial year. By survival we mean that even if we make a loss we still have enough profit to continue operations. Below we have listed what the SMART objectives of the flyers are: Specific: The specific objective is to create awareness of the opening of a new store and its brands amongst the surrounding area (town centre as this is where the consumer base is found). The flyers will help to do this. The posters are to give a visual representation of what you can expect to find in terms of merchandising when the store opens. Measurable: Initially we measured the campaign to cost up to 5000 and we budgeted this as the amount we were willing to spend. Now that we have actually got in touch with the people helping us bring the campaign together we have now got an exact amount of 2340.

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Unit 3: Creative Product Promotion Achievable: The objectives we have set for the campaign are attainable because we know our target market, we have set a time frame in which to work the campaign around and we have set the limit on exactly how much promotion will be done Realistic: The objectives set are mainly to do with the first few months of trading. The main objective is to get the shop recognition within the local area Time: We have set an exact time frame for the initial burst campaign that will last exactly one month prior to the store being open and then it will simmer down slightly as time goes on and as we enter the second year of trading adjustments will be made so that promotional campaigns are done during seasonal periods. In the first three weeks of July we will begin the strategic placement of our posters around the town centre and during the last week prior to shop opening on the weekend of that week I and the employees I will have hired are going to go about handing out flyers on the Thursday and Friday of that week.

Improvements and Future Development We have identified that our choice in promotional material to use or the campaign were not the most effective, namely, the flyers. Though they are the most cost effective they do tend to just find a way of going into peoples hands and straight into the bin. Hopefully by the next year we hope to have accumulated enough revenue to allow us the ability to advertise on popular local radio stations such as 2Ten FM. Our decision not to go this route in the first place even though evidence showed it was the most effective it was also one of the most expensive methods. Our aim in the first four quarters (as we are beginning trading in August) is to break even and we were not willing to spend an exorbitant fee for promotions within the first year. Future developments for promotions will be to try and increase our promotional activity to include a website, purely as a promotional tool, to help with promotions. We have decided not to use the website to sell our items based on the fact that secondary research showed that fashion consumers had consumers with the legitimacy of online merchandise along with concerns about the lack of security when transdferring bank and personal details online. Also the cost of hiring web designers and developing a delivery system will be time consuming. Also our long term aims in regards to our promotional activity are to gain wider recognition and we aim to to gain a page spread on a nationally recognised fashion periodicals to help with seasonal promotions i.e. The StarrBlock Spring collection now in stores advertisement being featured. We understand that this will have a large coverage and therefore may be unnecessary in regards to targeting consumers in a more focused area rather than nationally but we feel this will give the business prestige. Campaign in Helping Achieve Aims and Objectives The promotional campaign is going to help achieve the objective of getting awareness amongst the locals. The promotional activity is intended to give a sense of anticipation to our target market as there arent any shops stocking the range of brands we will be selling. The posters are going to make consumers aware of what to expect when the shop opens and we aim to meet those expectations as there is a sense of credibility attached to a lot of the brands being sold in terms of quality. We understand that the handing out

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Unit 3: Creative Product Promotion flyers is haphazard option to helping out the promotional campaign because people can be courteous enough to just take the flyer from us but it does not mean we have gained a potential customer, we understand that flyers are not going influence the individuals decision to visit the store. But it is a cost effective method and the company we have hired to print out the flyers produce the highest quality images to take advantage of the images taken from the photo shoot. Television was a route we were hoping to use as a form of media to promote the business but via advice from a similar business (Repertoire Reading) the cost would be too much ranging in prices from 500,000 to 1,000,000. Other forms of media considered were advertisements in local newspapers and this is a route we are hoping to go in approximately one month before the January sale of the following year. Advertising on the internet was also considered as secondary research showed that a lot of clothing retailers have websites to promote their business or sell. We plan to do this as the business develops in the second quarter of the following year to coincide with the introduction of the Spring/Summer season. We have researched website building tools and we found that the most effective was www.moonfruit.com. It is a simplistic website that costs us nothing and it is user friendly enough to allow us to build a very professional looking website. Below is a screenshot of a mock website we have set up; starrblock.moonfruit.com:

Based on popular opinion we have found that radio was considered the most effective method of reaching consumers in general. But we feel for the product we are providing the campaign materials we have chose are going to be the most effective in giving

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Unit 3: Creative Product Promotion consumers a clear visual as to what we sell. We felt it was important to give some form of visual representation of what potential consumers can expect. Television would have been the most effective, as it can give audio and visual representation through moving images and some form of narrative, but it was too costly. Local radio would have allowed us to gain a lot of coverage in the area but the price for it would have been too expensive in the early stages. We feel this campaign will reach our target market as we are placing the posters in locations were we know our customer base can be found. That is in the following locations; in and around the Walk shopping mall itself and areas around competitor Repertoire Reading as we hope to steal some of their consumer base. Ultimately we feel this campaign is going to help achieve our aims and objectives and that is to gain awareness locally, and we feel in terms of the production quality of promotion materials we will succeed in doing so. Shop Design Rapeed group are going to be doing the shop refit. They have told us that it will take 5-6 months for the design specification we had in mind. They have told us that it will cost 50000 to 100000; the lower tier of this price range would only include the installation of shelves and carpeting etc. They advised that spending the full 100000 for the design specification we wanted would be ideal as this includes the art design on the walls, lighting and signage which is something we definitely must have as we believe that a quality store front sign iss going to help us get us recognised. Below are some concept designs of what we have in mind for the store. Note images courtesy of Karmaloop Boston

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Unit 3: Creative Product Promotion

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