integrated marketing communication

A key part of the marketing strategy is an integrated promotion campaign to raise awareness of Missguided for targeted audience.

The following sections will illustrate the proposed promotion tools, which aims to increase recognition of the brand in a creative and interactive panache. They will be conveyed in three main sections:

· Advertising

· Social Media

· Direct Mail

I. ADVERTISING

1. Magazines

· Distributors: Harper’s Bazaar India; Elle Now Magazine; Cosmopolitan Magazine; Verve Magazine; Woman’s Era

· Package: Full color two-page spreads and back cover display spots

· Frequency: Ads will appear monthly in the magazines and their official websites.

Consumers look to magazines as a source of inspiration and information. The important today is to build relationships with customers because they buy the brands they know and trust. By offering added value through newsletter or consumer magazines, a brand can shorten this process. (Brigitte, et al., 2008)

The kind of advertisement will imbue the brand personality of the Missguided girl who is fun, care-free, confident and flirtatious. The bright, tongue in cheek nature of the imagery will attach the attention and interest of the consumer, to intrigue them to visit the website and/ or social networks to find out more.

A QR code will be prominent that would allow the user to connect to the online store instantly using the camera on their smartphone device.

2. Sponsorships

· Channels: sponsorships of two major music festivals for young Indian: NH7 Weekender, The Escape Festival of Art and Music

· Package: Alongside all Missguided designed banners and photobooths, temporary metallic gold and siver tattoos with the logo of Missguided or phrase: #loveMissguided

· Frequency: four times a year for both festivals.

Millennials like brands that sponsors love music events with 8 in 10 stating that branded festival and concerts are the best way to engage with them.

A sponsorship can help a company achieve public relations objectives of obtaining media coverage and enhancing brand image (Fortunato, 2009). Hence, as a part of this promotion campaign, the sponsorship objectives are: create awareness of Missguided, increase brand loyalty, and highlight community responsibility.

3. Brand ambassadors

· Ambassadors: Amy Jackson (actress), Sonam Kapoor (actress), Naina Ruhail (beauty blogger), Tanya Ghavri (stylish)

· Package: represent positive attributes about Missguided. New posts on their own page with links or tags related to Missguided’s products or promotion campaign, or simply wearing brand’s products in a blog post.

· Frequency: 10 posts per month at least

In the build up to and following new India store launch, Missguided aims to provide influential celebrities and fashion icons with the opportunity to wear the brand’s products. The selected individuals reflect personal traits that resonate with the brands ethos and personality. Creating an association between the celebrity and the brand. Collaborating with famous brand ambassadors following the store launching will allow the continuity of the brand massage, so that interest doesn’t saturate.

II. SOCIAL MEDIA

Social media websites represent a huge opportunity for business to grab the attention of customers while simultaneously building a brand image. Businesses have been well-educated of ways in which they can use social media sites as a stepping stone to create brand awareness or campaign to the customers. (Icha & Edwin, 2016)

The aim of this social media campaign is to raise awareness of the initial launching of Missguided in India. The campaign will utilise the following networks to ensure an integrated approach is attained through Facebook, Twitter, Instagram, Tumblr and Pinterest. Using a variety of platforms will enable Missguided to target multiple demographics that will raise awareness and contribute to a successful launching.

As the sites have different attributes, each of the social networks will fulfil a different expectation; Facebook and Twitter will promote interaction and awareness whereas Instagram, Tumblr and Pinterest that are predominantly image based will create excitement and interest surrounding the launch.

1. Facebook and Twitter

Facebook and Twitter will run a series of promotions to build excitement for the store launch and encourage to find more. All contents associated with the India store launching will feature #MissguidedIN on both Facebook and Twitter.

A style competition will give the opportunity for 10 individuals to win INR10,000 Missguided gift voucher so that they can first shop in the store. To enter the competition, the consumer will have to create an outfit they would wear for daily street style, then they will upload their set to Facebook or Twitter and tag India Missguided’s pages in the post.

The creative and fun nature of the competition will appeal to all target audiences that have an interest in clothes, fashion and styling. Besides, the winner will be invited to the official media launch party will also appeal to the audiences love of socialising, celebrities, parties and being part of an exclusive set.

2. Pinterest, Instagram and Tumblr

Due to the visual nature of Pinterest, Instagram and Tumblr, they will all connect behind the scenes imagery and sneak peeks that gives consumers an insight into the development and focus on the imminent store launch. These post will also feature the hashtag #MissguidedIN so that the brand promotion and identity is consistent.

Missguided already has an extremely large following on Instagram and Pinterest so keeping followers engaged with the progression of the brand’s designs and promotion materials is likely to attract interest.

3. Official Website

Throughout the India store launch the website will be the promotional component where all digital strategies will converge to portray a strong coherent brand message.

The homepage will feature a live countdown to create enthusiasm for the India store launch day. The social category of the website currently contains links directing to the brands social media platforms, to ensure all components of the brand are interlinked and consistent.

III. EMAIL MARKETING

Emails will be sent to all consumers who have signed up to the brands mailing list, with a personalised invitation to the store opening. The invite is direct towards individuals who enjoy the element of being pa part of a secret collective and encourage them to attend and establish a connection with the brand.

The design of the email will be coherent with the brand identity, and feature moving images (gifs) to attract the consumer’s attention and be aesthetically appealing for the stylish, creative and on-trend consumers of Missguided. The email will combine the attributes of all the pre-launch tactics and make reference to the launch day strategies to enable the consumer to link the campaign together.

APPENDIX A – MEDIA LIST – PRESS PACK

APPENDIX B – BRANCH AMBASSADORS

REFERENCES Brigitte, M., Lauren, F., A. M. & Jean-Louis, a. C., 2008. The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role?. Journal Of Advertising Research, 48(3), pp. 465-472. Fortunato, J., 2009. A case study of Chevrolet and Major League Baseball. Journal of Sponsorship, 2(4), pp. 330-339. Icha, O. & Edwin, A., 2016. Effectiveness of Social Media Networks as a Strategic Tool for Organizational Marketing Management. Journal of Internet Banking & Commerce, 21(S2), pp. 1-19.