Seminar || 15.05.14
Guest Lecturer: CEO Front Cover
Seminar

What makes Front Cover unique?
Example:
1. Ready to wear makeup collections
2. Everything in the box to get the cover look.
3. + Make up artist instruction, so you can achieve the looks in your own bedroom.


What makes your product unique?
- A fragrance that celebrates Britain heritage in a contemporary and luxury way, scents evoke memories of British places for the consumer.
What are the key strengths?
-
- Evoke emotional connection with the consumer through honesty.
- Delivering customer service worthy of the luxury market.
-
Which qualifies identity with the needs of your customer?
- To allow a little escapism through memories in scent.
- Developing an emotional connection with our customer.

THE BIG IDEA

15.05.14 || Lecture

Michelle Humes-White
CEO Art Director, Designer & Illustrator of Front Cover Cosmetics Company

Their Gap in the Market: Where had all the excitement gone?
Merging fshion trends with cosmetics, a very small amount of cosmetics brands would release new colour ways for each season.
Consumer research to find out their gap in the market and what the consumer wanted:

'Same makeup look for twenty years.'

Bullet point the brands 'must haves' how will they answer the consumers needs?
For instance Front Cover wanted to give a 'look' from a trend so put all products in one box with step by step guides, the collections were two per year as limited editions to keep it new and exciting. The products were affordable with a variety of colours to allow experimentation. These factors answer the findings from consumer research that woman want to be able to try new make-up.

To develop the collections trend spotters, sayer away from trend websites as all churn out the same informations, they needed to be ahead of the game.

Product innovations and quality are at the heart of the brand. Getting someone to buy again with the clever part, the quality of the product insured people returned.

Photoshoots for packaging, two big shoots per year for limited edition packaging. Lots of planning and storyboarding.

Always keep in mind your customer.

Multi channel distribution strategy: Sephora, QVC, Front Cover online store.

What we stand for: Front Cover, British, Fashion, real, innovate, premium, stylish, fun, addictive, cult, high quality, passionate, collectable, empowering, glamorous, accessible.

What are the three things you want your brand to say?

PR: RESEARCH

PR: Research

J.CREW - First store opening outside of America, London Regent St.
PR: Mission PR.

To do: To create a buzz in the UK for the Regent St. Store opening and establish the brands reputation in the UK.

Strategy:
1. COLLABORATION: Introduction through a strategic partnership with Central St. Martins College of Art. A competition for the Knitwear students to create a cashmere piece - winner goes into production.

2. POP UP STORE: In anticipation of the actual Regent St. Store a pop up store opened next door to
Central St. Martins in London's King's Cross. Creating a buzz.

3. MEDIA: Blogger and editor launch breakfast to show the collection first hand.

4. COLLAB & GUERILLA: Liaised with set designer Shona Heath to create a bespoke, balloon barricade to adorn the Regent St. building during the renovations and building work, creating a talking point. Black cabs covered with J.Crew colour adverts.

5: LAUNCH & VIP EVENTS: 3 day launch period including launch events and activations. VIP shopping day on the Thursday for a sneak peak at the collection and store prior to the Fridays launch.

PR: SEMINAR

Seminar: 09.05.14

Si

Who do you believe?

- Breaking news story

  Reliable/ Official twitter accounts e.g. @SkyNews as opposed to Daily Mail etc. 

  Official news apps. Broadsheets as opposed to tabloid, gossip papers. 

  News on BBC TV, radio stations. 

- New Trend

  Fashion magazines e.g. VOGUE, Harpers Bazaar etc.

  The Man Repeller blog. 

  Instagram accounts, hashtags. 

  Fashion week. 

  Websites such as WGSN, Business of Fashion. 

  Dubious of shopping app 'New Trends' e.g. Topshop app as they are selling the products. 

- Product Launch

  Official website of the brand.

  Youtube channels, of reviews, live launches etc.

  Vloggers, bloggers such as Lily Melrose - honest

  Trust as friends opinion as opposed to a promotion in a magazine or adverts as they have agendas to sell the product. 

Recommended reading: The Tipping Point. 

Sources - identify 3 pieces that have been influenced by PR companies.

Daily Mirror - Starbucks: Boost your CV. Starbucks image and piece by HR Director from Starbucks.

                        NCS Summer Item  

                        Movie reviews. 

www.theguardian.com abcs Nation Newspaper stats. 

ABCs - Stats & figures on media. 

Mini Brief -  Nottingham City of Culture - Food Festival, Festival in general, Market Square, promotion on Social Media, outdoor advertising, guerrilla advertising pop up food stalls etc which promote the main event.

- Nottingham Castle

- Heritage, vintage shops etc. 

- Create a 'Hook' or event to get into the media.

- Often something cant start the ball rolling - think about which ways would be the best to start out Island Water ball rolling. 

  

PR: NOTES

Lecture || 09.05.14
Si

PR

Issues
- Snow blindness
- Convergence
- Context
- Value of celebrity is beginning to decrease
- Brands beginning to question if brands have consumers best interest
- Capitalism: everyones wealth being challenged
- Technology

Digital
- Multiplicity
- The source
- Integrity
- Reward

News
- Circulation
- Churnalists (same story churned out)
- Citizen journalists
- Advertiser influence

Consumer PR:
Integrated: campaign that tries to reach you at the right/ appropriate time
- creative
- media
- digital - social - mobile
- direct
Blurred lines

Types of Activity
- Media relations: treat them eel, dinner, posh cars etc.
- Press conferences
- Product trials
- Events: parties etc. (Battersea Power Station apartments opening Elton John played Mission PR)
- Promotions
- Sponsorship
- Awards - often created specifically
- Content creation
- Stunts
- Guerilla
- Corporate Social Responsibility
- Media Leverage

Example of good PF: Dumb ways to Die. Metro/ train safety.

The Hook:
- The core idea - simple, relevant, innovative
- An ideas that media can buy into and the target market can respond to:
  First
  New
  Research (Stats)
  Outcome (achievement)
  Cause
  Personal (transition, triumph)
  Celebrity
  Celebration

Planning a PR Campaign:
  Objective (the brief - sit down read the brief and create a new brief to work to for the PR events for    Island Water)
  The Hook
  The Message(s)
  Target Market
  Communication Channels
  Timing
  Resources
  Schedule - when are the years peak times, research into specific times.
  Evaluation - why it's worked.
  Niche fragrances - come up with more interesting ideas etc.

Things to do:
  Research into 'Great PR Campaigns' 'Award Winning PR Companies'
  The Cannes Lions PR awards.
  Top Agencies
  Fragrance Clients
  New trends
  Technology innovations
  The Hook
www.thisismission.com
www.hillandknowlton.co.uk
www.prweek.com - top 50 consumer consultancies

CAMPAIGN ROLES AND BEHAVIOR

Lecture Contd. | 02.05.14

Joanne - notes 

Campaign Roles and Behaviour 

Exposure reach - TV 

Familiarity & opinion - Print, Direct Out Of Home (DOOH) Display

Engagement & Response - Celeb / Infulence / blogger / social / video 

Engaged Reach - "

Influence 

Website building 

- keep it simple 

- engage consumer within 'three click rule'

- call to action 

- straight forward, so they know why they're looking on this particular site. 

- maintain tease & intrigue 

Make the offline 'call to action' clear & easy. 

- think about where the person (consumer) is when you want them to act 

- adapt call to action to make the most of your location. 

- website address must be big enough 

- spell out Facebook brand page name in full 

- use QR codes in places where they will work

 

Consumer generated Content 

- smartphone tech consumers are now also uploading their own user-generated content 

- generate earned media from your audience (paid, earned and shared media) 

- use mobile 

Kelloggs have opened a 'Tweet Shop' in Soho, London until the 28th of September

- invited customers to try their new product then tweet a review. 

Evaluation 

- Clear, measurable KPI's are set at each stage and by channel

- each channel is evaluated  against their role in the overall campaign rather than evaluating every piece of communication against the end goal 

- pre launch evaluation 

- enables real-time efficiency and improvements to current conversation 

- post launch evaluation. 

Nike: 

'Develop and integrated campaign by driving traffic between offline and online channels.'

'How will you make 2012 count?' - Olympics campaign, tag line. #makeitcount 

Teased the campaign by a PR accouncement, got the media talking. Then announced. At the bottom of every poster invited the consumer to make a pledge via #makeitcount (5k run event) 

Instore- a physical interactive installation in Nike's big stores - fans could create their own pledge photograph and then share it. 

Events - Rama high profile photography exhibition open to the public in East London got press there, certain VIPs, quite niche. No promotion of sales but all about e brand. 

Ran events with the London School of Basketball, #makeitcount t-shirts etc. 

Online - people started uploading their own content, website, Instagram, Facebook, Twitter etc. 

THE CAMPAIGN PROCESS

Lecture | 02.05.14

Joanne

- From insight to idea

Logic / Formula for Communications

Input: Competitive Context - Product Truth

Think about who we are as a brand:

Who are we?

If you pull apart the competitive content it becomes quite obvious where the gap in the market is. 

Input: Pen portrait - consumer insight. 

- understand consumer behaviour. 

- understand how they'll react to certain messages. 

Assessment of a reaction to a certain product, service or communication can only be successful if you know who the people you're targeting are. 

- it's more a 'feelings' (emotional) process than a thinking one. 

SIGMA Research - industry 

- Knowledge of linking certain demographics into different groups. 

Basic way of defining consumer. 

Positioning maps

Shopping list - what brands are they buying 

Gadget comparison 

If they were a brand what would they? (Describe consumer like this to define) 

Psychology behind consumers. 

Define our brand. 

- Cultural insight

- Market/ economy 

- Who are we what do we stand for

- Results in 'Big Ideal' 

Need to understand 'tone of voice' for our brand - if we were a celeb who would we be? Etc.

Role of the creative proposition:

- It is needed to INSPIRE creative concepts that illustrate a powerful! yet simple expression. 

- helps creative team

- a 'challenger' brand will not seek to say everything in a single medium/execution. Can't be all things to all people, more then when we have brand equity. 

- come up with an engaging story to the target consumer. 

- Aline to their passions yet broad enough to be relevant. 

UNDERSTANDING PACKAGING PRODUCTION - NOTES

Lecture | 01.05.14
Jessica - Marketing Manager

Basic colour processes CMYK (Digital)
- Black
- Yellow
- Magenta
- Cyan

If you want a different colour for your brand have to use what's called a 'Special' Colour Spectrum.
Customisation and personalisation is becoming more & more important. Difficult to see physical packaging being taken over fully by Digital packaging.

78% of consumers feel that brands that create unique & personalised content are more interested in building a relationship with them'
- Hanley-Wood Business Media 2013

Chuck Taylor are trying to create Facebook shops - design their shoe and upload it.

Marketing V Reality - ensure all marketing wishes can be put in to practise
Decoration - Value added/ embellishment  - brands like Chanel can get designs onto their glass bottles, smaller brands can use labels etc to create the same  effect but without the huge costs. If design changes instead of the whole bottle/ stock becoming obsolete it will be just the label.
Design on bottle with clear resin (label) over the top creates a brail like effect, slightly raised design.

Print Styles:
Colour prints/ designs on a silver backing create a luminous finish.
Thermochromatic
Holosheen
Scent release

DIGITAL MARKETING FOR LUXURY BRANDS - RESEARCH

Digital Marketing for Luxury Brands