Victoria Secret Communication Strategy

Task 1) Pick a mug name (consumer goods categories including services) and gather all(prenominal) its trade communication materials, and evaluate how effectively the strike forbidden name has mixed and matched merchandise communications (see Chapter 6). 2) Based on your understanding of the constituent of affable media and otherwise new forms of marketing communications, develop an interative brand-consumer communication platform 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 healthy does a proposed ad campaign contribute to brand law? Introduction Background Communication Objectives Designing Social Media Communication stern Customers Message Strategy Execution Elements Evaluation and Control Marketing communication theory everybo dy fuck be aro implementd pictures say more than words I. Media advertisement 1. Television broadcast of the capital of Seychelless undercover mould ShowThe by chance most outstanding, far-reaching marketing move is the annual capital of Seychelless cloak-and-dagger Fashion Show, being broadcasted on CBS during primetime with almost 10 million viewers 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 so fart with international relevance and recognition. The show and its execution stand for originality, excitement and extravagance, registered by the worlds top models, also agnisen as the capital of Seychelless clandestine Angels.In the center of attention is the strong dominance of the doubling Victorias sneaking(a) wants to convey and literally scream out to its audience the unique sexiness, the overbearing powerfulness and the imperturbable supremacy of the brand itself and its wearer. According to CMO Ed Razek of Limited Brands regarding the effect of the show, online sales increase substantially both the wickedness the show is taped and the day by and by its broadcast. Were talking tens of millions of dollars here, at least (Raven). 2.Television Advertisements with aggressive centers Victorias Secrets marketing strategy causes several television advertisements, promoting new convergence lines or special(a) occasions passim the year much(prenominal) as Christmas or Valentines Day. A high consistency of the advertisements and high familiarity of the ad-structure makes it easily recognizable for consumers to fare VSs commercial from other labels each commercial features several Victorias Secret Angels and a large display of various moods and shapes of their lingerie for different tastes.Further, it always features the brand name and a reminder of other company-linked mediums such as the monetary funds, the catalogue and the online store. The models are always applyed in consummation and wearing altogether lingerie to grab the viewers nimble attention. The rather fast-moving scenery, exactly displays the attributes agreeable to VSs brand image and the hedonistic user imagery especially the Its Showtime (http//www. youtube. com/watch? v=g8hCGq7oZds&feature=fvwp&NR=1)commercial designed my Michael Bay (Independence Day, etc. gives the advertisement a touch of adventurousness, mystery, and the lingerie-displaying models a sense of being untouchable, sexy, powerful, desirable, irresistible, playful. This image is consistent finishedout the advertisements and commercials helps the consumer know what to expect and the variety keeps them coming back (Raven). The verbal message if present comprises a very strong invitation or almost obligation to buy, transportation VS produces to be the perfect choice of present for each occasion, such as stated in the Tell me you love me (http//www. outube. com/watch? NR=1&feature= endscreen&v=8Ev5TyHYSfY) commercial Seducing women whisper to the viewer to tell them you love me, reinforcing this call with the final sentence There is nothing like a Christmas present from Victorias secret. As to prove ones eternal and only love for a women, men as salubrious as women get triggered directly the one in the double stand by of conveying his love especially by VS lingerie, and the other in the expectation of such a gift as a sign of square(a) affiliation or doubt. . Advertisement and presence in high-gloss magazines Magazines such as Elle and Vogue in the United States are the main print-medium to advertise to VSs marking consumer. The highly recognizable and consistent advertisements mainly introduce ingathering line launches, displaying the consistent image of the VS brand with the sensuality and sexiness of the have models. Besides, in that location are numerous articles featuring either the VS Angels or brand-related information, keeping the brand presen t to the consumer.VS has even reached out to reach their male shadow target audience, 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, letting them consider to buy VS lingerie. II. Direct Response advertisement Direct response advertising is viewed as the key component of birth marketing.VS cleverly applies this communication method via its Facebook group with 21 million members, kind them in active participation by empowering them to vote for certain products a model should wear for a show, vote for either or questions regarding products as well as resolve to questions on their personal opinion to the highest degree what they want to buy. The analysis of these responses certainly has an immense value for VS as they can easily and at a low cost detect consumer preferences and come-at-able shifts, track responses towards special fields of interest and keep the consumer engaged with the VS brand.III. lead resp. out-of-home advertisement 1. QR code campaign Sexier than Skin A use of modern technologies regarding nomadic applications has been successfully integrated through the Sexier than Skin campaign. Huge billboards throughout the United States have 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, thus being able to Reveal e. . Candices Secret. Consistent with the Sexier than Skin campaign, the then on the screen apparent 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 pro ducts and to surf 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 shopping areas and hotspots of Los Angeles County, carrying an additional declaration 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 overly promoted the new product (http//www. prweb. com/releases/2009/03/prweb2214114. htm). 3. Angel move Box In 2012, clubhouse boxes with worn vintage VS Fashion Show wings have been endow up on Broadway New York, where people were able to have a photo taken with. These photos could be sent to VS via mobile multimedia message in rule to get them uploaded on the VS Facebook fanpage.A moment for fans to either revere being in the center of attention, taking part in the stupefy experience of getting close to the Angels wings and overlap 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 drift 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 blank space (http//www. brandspotters. com/brand. aspx? id=48), subliminally confronting the consumer or viewer with the brands presence. 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 lowering price resp. adding value coupons, rebates, gimmicks, disembarrass gifts, bundle pricing, promotions during seasonal sales better perceive value seem to have sustain 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 doctrine peak* as your method of payment. (You must complete your order with an Angel Credit Card to qualify. ) * Your free Secret revenge Card will be added to your order after offer code is applied and will be included in your merchandise package. One free Secret Reward Card per order. To Earn in Stores * Use your Victorias Secret Angel Credit C ard* with any purchase of $10 or more to receive your free Secret Reward Card. One 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 purchasing decisions make it control 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 continuously promotions if only you follow FB, website, or other media the brand after all makes profits large enough as the promotions are usually level(p) 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 each(prenominal) ACCESS features newest up dates about models, shootings, press released, trend reports, interviews and previews of the new collections to keep pursuit updated, involved, interested also featuring videos how to get in shape as the prize angels, how to put on puddle the way they do you can align their whole look and lifestyle as a passionate follower store locator, policies, etc. clear and consistent design, easy to navigate through iPhone and Android Web Victorias Secret Get your Wings application PLUS normal app to allows online shopping and direct ordering e-mails in the form or news earn 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 causes store openings in your area, news and offers from Victorias Secret and its sister companies. Social Media facebook as rather to farm a long-term relationship and consumer engagement (FABULOUS design your own boost to buy things and fe el sexy), etc. almost 22million likes 2 million followers on twitter Welcome to the official Victorias Secret page, where Angels, Bombshells & the sexiest fans on Facebook get their fix for everything VS. Company Overview Victorias Secret is inspired 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. All under a Life is Fabulous slogan, especially the word fabulous being featured in the majority of posts created a facebook community able to fine crinkle 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 playlis ts on spotify people can contribute to online videos via youtube channel featuring newest 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 Art of Living fantastically, 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 away 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 pass along campaign in the United States using rich media messaging, the next coevals of MMS technology, said Cezar Kolodziej, president/CEO of Iris Mobile, Chicago. (http//www. mobilemarketer. com/cms/news/mess aging/14124. tml) They are promoting their VSX Sexy Sport brand by sending workout tips through their video series, Train 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 moved for a year from the usual February event at the Plaza to a May event in project with theCannes Film Festivalin France to raise money for the Cinema Against back up charity it raised $3. 5 million. ) 9. Word-of-mouth Consistency of content in FB stuff makes people come back as they k now there will be something waiting for them All contribute to brand justice by creating awareness of the brand, linking pop and pod associations to the brand in consumers memory, eliciting validating brand judgments or feelings (socially active? , and facilitating a stronger consumer-brand connection and brand ring 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, facilitate 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, young consumers use social media as a push medium (too) they send out messages and are promoting themselve s. They get friends with brands, because brands follow back REWARDING LOYAL CUSTOMERS 1. breed awareness. 2. Drive Trial. 3. Product Launch. 4. exhibit Need/Want 5. Product/divine service Comparison. 6. Positive Association. 7. Form/Change Opinion. 8. Influence the Influencers. 9. Drive Action/Traffic. 10. Establish/Regain Trust.