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Batiste Festival

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by

elle stone

on 20 April 2014

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Transcript of Batiste Festival

Person A
Person B
(16-23)
(24-30+)
Where Are we now?
£2.29 --------------------> £7.99
How will we know if we're there?
where do we want to be?

where to next?

To increase brand awareness amongst a wider audience
To be identified as a sophisticated product with a stylish brand
Increase sales of Batiste dry shampoo and retain title of market leader


To increase engagement with consumers over all social media platforms.
Make information about Batiste and its uses accessible to consumers
To integrate all Batiste information sources making for a seamless consumer experience
Aims
How are we going to get there?
Wh
No water
Dry shampoo
Aerosol
Adds volume
Instantly refreshes hair
Scented
Objectives
Where can it be bought?
& also from the Batiste stand at v festival
QR CODES
PRODUCT
to increase brand awareness & remain market leader
What is batiste?
APP
V FESTIVAL EXPERIENCE
retweets
likes
sales revenue
online engagement
followers
app downloads
AIDAR Model
Awareness
V Festival:
Sticker advertisement located around the Festival
e.g mirrors, sign posts and smelly Batiste beach balls
Interest
YouTube:
Bloggers who target a younger audience with an enthusiastic and young vibe.
Desire
Product:
Added value of receiving a free gift.

Blogger Endorsement:
Younger viewers being influenced by beauty bloggers.



Action
Festival:
Visit Batiste stand to find out further information whilst experiencing the product.

App:
Money off voucher received on Batiste App to purchase product in one of the listed stores.


Retention
App:
Maintaining the relationship with consumers by sending push notifications via the App of new styles and tips.

Promotional offers to prompt repeat purchase.

Bloggers:
Continual promotion of Batiste products.
Person A: 16-23
Remember this?
£1 off this years BATISTE
Available on the BATISTE APP
We can't wait to see you again!!
www.batistehair.co.uk/app
QR code advertisement:

Buses and trains, Student union bars
Social media:

Facebook, Instagram and Twitter
QR code advertisement:

Tube stations, toilets in bars
Social media:
Twitter, Facebook, Pinterest
APP FEATURES
MAIN MENU
FESTIVAL PAGE
FLORAL INSPIRATION STATION
UK's No.1 dry shampoo brand
Low penetration of the overall shampoo market
Market leader in the dry shampoo category with an 80% share (smp, 2014)
App:
Top tips and inspiration station showcasing uses and benefits of the product.
Who are we targeting?
the product
Person a
Person B
16-23 years of age
In education
24-30+ years of age
Young professional/new parent
HAIR PIECE :
FLOWER

HAIR PIECE :
BANDANA
HAIR PIECE :
JEWELLERY
Pretty floral 50ml
Fragrance: floral, rose, violet, lemon.
Tag: fresh & floral
Rock & Roll 50ml
Fragrance: leather, musky, woody.
Tag: sassy & stylish
Bohemian Chic 50ml
Fragrance: fruity, orange, watermelon.
Tag: bright & breezy
Reach
Driving customers to our app through online marketing
QR code on posters and product
Affiliate marketing: YouTube beauty bloggers
Social media promotion
Act
Free, accessible and user friendly mobile app
Communicate with consumers through social media
Convert
Integration of social media
Personalisation of service
Accessible expert advice
Uploading content, which is then shared/recognised through social media
Continuous updates of content
Push notifications
race model
Person A
Person B
YouTube:
Bloggers who target young professionals with a sophisticated vibe.

Product:
New design of product, more subtle/discreet look.
Person B: 24-30+
Targets greasy hair
Same thing in common; the lack of facilities to wash and style their hair at a festival and living busy lifestyles in every day life
Year on year festival appearance
Send an 'experience card' for next year
Maintain activity on app
Convert app for different seasons/occasions
Progress to different festivals
(16-23)
(24-30+)
Person A
Person B
(16-23)
(24-30+)
Person A
Person B
(16-23)
(24-30+)
Person A
Person B
(16-23)
(24-30+)
Product:
Free hair accessories that links with personality & add finishing touch to hair style.
The RACE model helps review and structure the digital marketing activities and helps achieve goals whilst measuring the effectiveness of social media. It aids marketers in managing and improving the commercial value that the organisation gains from digital marketing.

Usefulness to the marketer
Usefulness to the marketer
The AIDAR model is useful to identify the different platforms which the consumers use. This helps the marketer communicate and engage during each of the stages using various sources.
Engage

References
smp, 2014. Batiste. [Online]
Available at: http://www.smp.uk.com/create/batiste
[Accessed 31st March 2014].


mentions
products sold
traffic at festival stand
voucher redemption
Full transcript