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dELiA*s Campaign
- 4. Consumer Analysis • Consumers are teenage girls 12-17 • Teen spending declined last year- increase in saving money • Trend setters and early adopters
- 8. Market Analysis • Industry average has experienced a 7.52% growth in past 3 years • Company’s such as Abercrombie, American Eagle, Hot Topic lead industry • Delia’s made $217.15 million in annual sales in 2012
- 10. Primary Research
- 11. Problems & • Opportunities Delia’s struggles to remain popular against competitors such as American • Take advantage of growth in technologies and social media Eagle, Hot Topic, Abercrombie, and • Boost sales and brand relationships Forever 21 with west coast stores • Has remained unprofitable over the past 4/5 years • Brand image and broad target consumer base
- 16. Marketing Objective : • Increase sales 6% Advertising Objective:
- 17. Marketing Communication Strategy
- 23. Media Objectives
- 24. Timing When do you buy the most clothes?
- 25. Geography
- 26. Spot
- 27. National
- 28. Media Mix
- 29. Social Media • 75% of national buying • 90% of our target market is using social media • Delia’s currently has:
- 30. • In-stream ads • Youtube Channel – DIY clothing tutorials – Top 10 videos of the week – Celebrity looks from Delia’s
- 31. Paid Exposure • Pay influential teens to repost brand content • Generate positive buzz • 1,000 influential teens from target market will be used
- 32. Search Engine • • Optimization Preliminary launch buy 20% of the target markets time is spent searching • Will increase reach and frequency Contingency Fund • $19,502
- 34. “Live • • Freely Green campaign Idea sparked from dELiA*s asterisk • ” Brand growth and re-invention Web banner Advertisement
Notas del editor
- Creative teaser, sets the tone for our campaign
- They are becoming more independent and financially conscious. <CHANGE SLIDE>
- Teens recognize brands that have strong social consciousness and care about causes and charities. <CHANGE SLIDE>
- In comparison, this is less than half of what the top competition made. <CHANGE SLIDE>
- Some of the key things we found were that Delia’s circulates 38.8 million direct mail catalogs each month, but continues to have shipping and delivery issues. <CHANGE SLIDE>
- We wanted to find out the most effective ways to relate our message to the target market through analyzing opinions, buying habits and general interests. <CHANGE SLIDE>
- With the ever increasing growth of technologies and availability of social media we will be able to reach a highly sought after target market. <CHANGE SLIDE>
- Increase reach and frequency
- We will do this thru sales promotions, interavtice and traditional media buys as well as creative social buys.
- WE will create a cohesive brand image as well as entice new customers
- Will boost interest and social commentary and increase positive brand identity
- 73.7% of our target audience uses coupons for shopping