mango men - advertising & promotional strategies
DESCRIPTION
As an advertising agency, we've taken Mango Men to recreate their advertising and promotional acitivies surrounding the launch of a new retail location in the heart of Downtown Montreal.TRANSCRIPT
PSFG & Co.Advertising Agency
Grand Store OpeningFall 2012
Ricky Joe GiaffredaKathryn Sopuck
Lauren Nicole FootCayla Paris
Thursday, 24 November, 11
The Creative BriefBRAND
European fashion label, with trendy and sophisticated garments.
TARGET MARKETTargeted towards the 20-35 year old female and male student or young
professional. Style conscious; looking for current, high quality fashions at a mid-range price point.
MARKETING Mango has been successful at associating their brand with popular female celebrities
and models; these print ads and short films create brand loyal customers. Mango wishes to promote their new men’s only Montreal flagship store by creating
advertisements that capture the male market.
ADVERTISING OBJECTIVEMango lacks brand equity within their male clientele – currently their men’s line
is only available online in Montreal.
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1The Bigidea
Ed Westwick
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The2BigideaRyan Gosling
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3UmbrellaideaBigThe
Concept
Female Sex Symbols
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the Creative &strategyMedia
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Non-VerbalAn image of a women will catch a man’s attention
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VerbalThe slogan and information about the event
promotes the store opening.
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TypesofMedia
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AdvertisementsPrint
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Print Advertisements
Displayed on the side of buildings on St. Catherine & St. Laurent Street. Along with high
traffic STM Metro Stations such as Peel & McGill.
The circulation popularity and readership will be high because these are high traffic zones.
Although level of engagement is low.
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For the month of August and the first 2 weeks of September.
Format16 x 22 inches
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SponsorshipsBlog
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Sponsorships on Blogs
Advertisements on popular men’s fashion and lifestyle blogs. Our advertisement will be a click-through to our Mango Men website, promoting the
store opening.
This type of media is interactive and gets a connection with the reader. Circulation is a little
lower, however, popularity is high.
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For the month of August
&The first 2 weeks
of September
Format110 x 80 PixelsAspect Ratio of
4:3 & 16:9
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MarketingGuerrilla
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Guerrilla Marketing
We will project the advertisement on the side of our Mango Men Flagship store.
Circulation will be hourly, done two weeks prior to store opening.
St. Catherine street is a high traffic zone and this strategy will gain a high level of
visibility.
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September 1st 2012 - Every hour for 2 weeks.
Format3 Stories High
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InvitationPostcard
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Postcard Invitation
The invitation will be handed out on St. Catherine Street in front of the Mango Men store, a week prior
to store opening.
If the invitation is brought to the store opening, the client will receive 10% off their first purchase at the store. Additionally, if they bring a friend, they
get an extra 5% off.
Circulation is high given the high traffic area and with the word of mouth of the “bring-a-friend”
strategy, this will reach a large audience at a low cost.
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Format5 x 7 inches
September 8th 2012
High traffic Points throughout the day
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MarketingGuerrilla
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Guerrilla Marketing
On the day of the Mango Men Flagship store opening, we will have women dressed head to toe in Mango Men, handing out mango fruit stamped
with our Mango HE logo.
Circulation will be broad given the high traffic zone. This media strategy will create a buzz on
the opening day.
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Quantity500 Mangos
September 15th, 2012 Frequency: High traffic points throughout the day.
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CalendarFlowchart
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PSFG ADVERTISING CO. HOURLY RATE: $150 PER HOUR
OUTDOOR PROJECTION COST ON AVERAGE: $400 000.00 dependent on impression level and demographic group
ONLINE ADVERTISEMENT AVERAGE: $0.60 pay-per click, averaging out to $1800 a month for aggressive advertising campaigns.
BANNER COST: $200 Per month on websites and blogs
INVITATION: $67.99/ 100 postcards, 500 post cards produced: $339.95
MANGO:$300 for fresh mangos with MANGO HE stamp
Budget.the
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And now,for the
Receipt...Thursday, 24 November, 11
...$Thursday, 24 November, 11