ETD: 906 Advertising Plan; Gifts & Dec Direct news;
Personalization Is Emerging Brand Strategy in Luxury Marketing
E-Tailer's Digest
etd_post at gapent.com
Tue Jul 26 11:22:45 GMT 2005
E-Tailer's Digest --- Everything for the Retailer
Issue #0906 July 26, 2005
George Matyjewicz, Moderator mailto:georgem at gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
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CONTENTS
[1] Greetings
[2] Advertising Plan
[3] Gifts & Dec Direct news
[4] Personalization Is Emerging Brand Strategy in Luxury Marketing
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[1] Greetings.
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Hi All:
In E-Tailer's Digest 905 we talked about developing a marketing plan for a
not-for-profit organization. Many people confuse that with an Advertising
Plan. So, today we touch on that. Comments?
We have some Gifts & Dec Direct news tidbits from Quinn Halford, Editor In
Chief and Matthew Kalash, Managing Editor. Interesting stuff for those of
us in the gift business.
And Pam Danziger has some excellent information about personalization in
the luxury market. If you aren't selling to the luxury market, you should
reconsider. It looks like a strong market.
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, Ltd.
mailto:georgem at gapent.com
http://www.etailersdigest.com
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[2] Advertising Plan
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As stated in EDT 905, we are working on a marketing plan for a
not-for-profit. Many people confuse a marketing plan with an advertising
plan. Last issue we discussed Marketing Plan. Today let's discuss the
components of an Advertising Plan.
Three questions you should ask yourself are:
Who are you trying to reach?
What do you want to say to them?
How, when and where are you going to reach them?
Who are you trying to reach? i.e., what is your target market. You need to
know your audience - where do they live, how do they shop, what do they
read, what stage in life are they, what age group are you targeting,
etc. This information is readily available from many sources.
What do you want to say? Once you narrow down your target audience, you
should concentrate on what you want to say to them. Always try to appeal
to the needs and wants of your target market, and do not tout your
product/service as you see it. Look at it from their point of view. What
do they need to know about you to make them feel comfortable about buying
from you? What makes you different from the myriad of competitors? Why
should they buy your product/service? It is important not to focus on too
many things, because then your message gets too confusing. Pick a topic and
focus on that.
Once you define what you want to say, develop your creative
strategy. Which media works best for your target? What are you promising
that makes them want to buy from you? What is your unique selling
proposition? Why should they believe you? Put these thoughts in a
sentence or two.
How do you reach your audience? There are various media to use for
advertising, all of which have advantages/disadvantages and all have
associated costs. The most common media includes:
Newspaper
Direct Mail
Brochures
Coupons
Handouts or Flyers
Radio/TV
Trade Magazines
Outdoor advertising, such as billboards or bus stops.
Special promotions or packages
Strategic alliances.
Internet Marketing
The medium you choose will depend on what your target audience will see and
where they turn to for information, as well as your budget constraints.
When are you going to reach your audience? Timing is an important aspect
when placing advertising. If you place an ad too soon, people may forget
about your event. If you place an ad too late, people may already have
plans or purchased another product. For example, when we do seminars, we
know the invitation needs to reach the target 7-10 days before the
event. Too soon and they forget; too late and they have other plans.
What are your thoughts?
George
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[3] Gifts & Dec Direct news
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OneCoast Northeast to Open New Showroom.
New York — Sales rep firm OneCoast Northeast Home (formerly Remington
Freeman) will launch its new showroom in New York’s Chelsea High Line
district during the New York International Gift Fair, August 13–18. Located
at 548 W. 28th Street, the showroom is part of a renovated 1873 former
printing factory in an area that includes galleries, night clubs, and art
publications. “We developed this showroom to be unique in our industry,”
said OneCoast chief executive Ted Teele. “In addition to being a resource
to our large wholesale buying community, this showroom is largely targeted
to interior designers, architects, and contract buyers who are such an
important group in New York.” A few blocks south of the Javits Convention
Center, OneCoast Northeast Home will run a shuttle service between its
headquarters and “The Piers” during the gift fair.
REA 2005 Finalists
New York — Finalists for the 2005 Retailer Excellence Awards (the REAs)
have been selected. Each week we introduce you to one in Store Design,
Promotion, or Visual Merchandising. This week, it’s The Shady Lady in
Pocatello, Idaho, a finalist in the Visual Merchandising category. Owners
Debbie and Ron Lewis turned a run-down Victorian home in a blue collar town
into a cornucopia of merchandise focused on lamp shades and portable
lighting. The complete story will appear in the September issue of Gifts &
Decorative Accessories. Gold and Silver award winners for Visual
Merchandising will be announced at G&DA’s gala dinner/boat cruise of New
York harbor, Sunday, August 14, during the run of the New York
International Gift Fair. George Little Management sponsors the dinner.
Tickets are $125 per person; call Gail Ma at (646) 746-7342.
Quote of the Week
“Savvy retailers will avail themselves of product that has a handcrafted
quality or a touch of the designer in it.” — jewelry designer Angela Moore,
in the July issue of Gifts & Decorative Accessories.
Quinn Halford, Editor In Chief
Matthew Kalash, Managing Editor
Gifts & Dec Direct
www.giftanddec.com
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[4] Personalization Is Emerging Brand Strategy in Luxury Marketing
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As the luxury market booms, many companies are investigating
‘personalization’ as a competitive strategy. The challenge is creating a
personalization strategy that can be marketed across a wide range of a
company’s customers. Personalized products and experiences that are right
for the many, not just the few, are what companies must create.
I recently happened upon two intriguing new personalization concepts that
are worthy of your attention, one for personalized products and the other
for personalized experiences. Casual dinnerware leader Pfaltzgraff has
just launched a new product line called pfz which is a fully customizable
line of dinnerware that customers can access through a new website,
www.pfz.com.
The concept is simple: you can take some 15 different dinnerware items,
including five plate designs, two mugs, three bowls and five serving
pieces, and customize them by mixing-and-matching colors. Then you can
embellish your dinnerware sets further by adding a band of the style and
color of your choice. In addition you can select a design pattern to
accent the edges and/or center of the plates. Finally, you can add a
monogram and your own customized back stamp. Targeting young consumers who
are comfortable using the internet, Pfaltzgraff is venturing into
unexplored territory with this line, where other dinnerware companies are
destined to follow.
Personalized experiences are the focus of a new internet company called
Signature Days (www.signaturedays.com). Signature Days offers packages of
experiences based upon five different concepts: Action/Adventure, such as
kayaking, hang gliding, white water rafting; Body and Soul, such as
personal trainer sessions, spa days, makeovers, yoga classes; Wine/Gourmet,
including personal chef services, wine tasting classes; Self-Improvement,
such as voice and music lessons, dance classes, nutrition programs; and
Unique Unusual, including cruises, pet programs, vehicle detailing and more.
Right now Signature Days features experiences for 11 cities across the
country — New York, Los Angeles, Chicago, Dallas, Philadelphia, Atlanta,
Seattle and Washington, DC — with second tier cities, such as Detroit,
being added to the mix. What’s so intriguing about Signature Days is the
ease with which one can select an experiential gift. Up until now
experiential gifting was not particularly customer-friendly, but Signature
Days makes selecting and presenting a personalized experience as a gift a
breeze.
While new personalization concepts arise, others bite the dust. Proctor
and Gamble just pulled the plug on their personalized cosmetic venture,
reflect.com. After six years and an estimated $60 million investment, the
company, a marketer of such mass brands as Cover Girl, Olay, Max Factor and
Clairol, announced that the website where customers could customize their
cosmetic colors, packaging and delivery no longer fit their strategy. As a
satisfied reflect.com customer, I think the consumer package goods giant
simply didn't know how to manage and grow a luxury-leaning personalized
cosmetics business.
For more information or to subscribe to the Luxury Business newsletter,
visit http://www.unitymarketingonline.com/reports2/luxury/
Pam Danziger,
President
Unity Marketing
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