Effective Marketing Communications

Oliver Cross, Samuel Arthurson, Emma Fairbank &

Katharine McMurray

Real Clothing

Paul Smith

Situation where are we now?

PESTEL
P

Political

EU-US
trade deal

Japan
luxury
goods
market

China
luxury
goods
consumer

Eco.
UK growth

Japan
luxury
goods
market
China
luxury
goods
consumer

Social

T
Tech.

Super
bloggers

EU cookie
laws

Bangladesh
sweatshop
disaster

Online sales
on mobile
devices

2015 wages

More media
than sleep

UK shoppers
spending
amounts

Visits to etailor sights

on mobiles
& tablets

Environ.
2015 wages
EU cookie
laws

Legal
Better
cotton
initiative
Environment
bid
Fast fashion

Situation where are we now?

Consumer Behavior
All marketing decisions are based on assumptions and
knowledge of consumer behavior. (Hawkins and
Mothersbaugh, 2007)
Individuals or groups acquiring, using & disposing of
products, services, ideas, or experiences
Includes search for information & actual purchase
Includes an understanding of consumer thoughts, feelings
and actions

Situation where are we now?

Competitor Analysis

Situation where are we now?

Strategic Group
Measuring against other independent companies
Online presence
3 different types of competitor

Situation where are we now?

Market Analysis

Situation where are we now?

SWOT Analysis
S

Strengths

Social Media

Impressive portfolio

Selling on Amazon

Paul Smith jeans fits

current
demographic

Growth in luxury
market

Weaknesses

Opportunities

Little to suggest Real

Clothing is live and
current

Luxury market in Asia

Social Media being

drastically
underutilized
Unfocussed and
unprofessional
website

Business budget

Potential to
maximize in terms of
advertising
SCO
Client is open to new
ideas

T
Threats
Independent stores
closing down &
threat of new
entrances
Competitors
New customers &
low sales rates

Objectives where do we want to be?

Strategy how do we get there?

Target Market Profile
Five Factor Model

Neuroticism

Extroversion

Openness to
Experience

Agreeableness Conscientiousness

Strategy how do we get there?

Target Market Profile
Schwartz Value Survey

Strategy how do we get there?

Market Position

Tactics how exactly do we get there?

Promotions Mix Outline

Tactics how exactly do we get there?

Media Selection
1

Tactics how exactly do we get there?

Media Schedule
Program or plan that identifies the media channels used in
an advertising campaign, and specifies insertion or
broadcast dates, positions, and duration of the messages.

Action
GANTT Chart

Action
Google AdWords
Cost effective
Daily Potential
Reach

Monthly Potential
Reach

Yearly Potential
Reach

303+ Clicks

9,216+ Clicks

110,595+ Clicks

17,000 Impressions

517,083+ Impressions 6,205,000+

Impressions

Action
Search Engine Optimization (SEO)
More than half (53%) of marketers rank content creation as
the single most effective SEO tactic. (NewsCred)

Action
Facebook Ads
Daily Reach

15,000+ Impressions

Monthly Reach

515,625+ Impressions

Campaign Success

4,125,000+ Impressions

Action
Blogging
A regularly updated website or web page, typically one
run by an individual or small group, that is written in an
informal or conversational style.

Action
Budget
Google Ad Words

3,650

SEO

1,560

Facebook Ads x2

6,000

Blog Appearance (Jim Chapman)

4,000

Blog Updates

2,880

Pinterest Updates

1,560

Facebook Updates

1,560

TOTAL

21,210

Control

Ethics