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Xanthie [email protected]
Changing AttitudesImplications for Pickwick & Weller and where to go from here July 1, 2013
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Agenda
1 Introduction
2 Examining new aspirations
3 Implications for P&W
4 Communicating and connecting with the target
5 Process
Xanthie [email protected]
• 15 years experience
• PR, social, digital, brand
• Media relations, social media, mobile, celebrity placement, event marketing, awareness & education
• Consumer, “new” luxury, food, skincare, fashion, wines & spirits, jewelry.
• Dom Pèrignon, Hlaska, Rodan + Fields, Maison du Chocolat, Slow Food, Stella & Dot, Kikkoman, Voce International, Charlie Trotter’s, Julia Turner, Huckberry
• Unique approach
Hello
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Culture is shifting
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Time + Space compression
Information overload
Technology
Rapid change
New luxury• I’m my best self• I’m in the know• I have the time,
ability, money
Gotta be unique• Bespoke,
handmade• Personalized• DIY
The Hunt for Cool• New media sources• Word-of-mouth• Authentic/real/true
• Competition• Stress
Action > Reaction
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Trending
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Fresh media
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Connecting with the target
Target
Emotional
Rational
Experiential
Aspirational
Provide consumers many levels of benefits.
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PRSocial
media/blogs
Search
Mobile
EventsProduct placement
Word of mouth
Traditional media
Customer service
Discovery trust product value
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Process
Understand•Competitive analysis
•Consumer culture analysis
•Understand branding and positioning
•Understanding marketing goals
Target•Consumer market research
•Who is the target?
•Where are they?•How do they see themselves?
•How do they make purchasing decisions?
Plan•Advertising strategy & plan•PR strategy & plan
•Events plan•Social media strategy & plan•Budget allocation
Prep•Materials & communications audit
•Adjustments to marketing materials
•Creative concepts for various media
•Playbook/ tactical calendar
•Target media/blog list
•Advertising media market research
•Analytics baseline
Execute•Complete marketing materials
•Complete social media and blogging infrastructure
•Put plan into effect
Evaluate•Track and report results
Optimize•Adjust program to continually optimize efforts
Understanding the brand and the target are crucial to the successful execution of subsequent communication tactics.
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Thank you
Xanthie [email protected]