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- “social media” are used

by 80 to 90 percent of Millennialssocial media are usedby 80 to 90 percent of Millennials

A

Plan

for Underground Success

The Mustard Yellow

Implementation

Target Market

Support Research

Introduction

Message Crafting and Medium Choice

Monitoring and Evaluation

Tessa Vriend

Andrea Aschenbrenner

Reakash Walters

Key Elements of Strategy

- The yuppie generation that we are targeting are primarily classified as young “Generation Xers” and older “Millenials”.

Audience Analysis

GOALS

To expand TMY's audience

To increase demand for TMY's product

To create potential for market expansion - Toronto, Montreal

  • "People like the idea of contributing, creating, and joining communities to fulfill needs of belongingness, being socially connected and recognized or simply enjoying interactions with other like-minded members"(Vinerean, Cetina, Dumitrescu, & Tichindelean 2013. P.67)
  • A recent study shows that "Peer communication through social media, a new form of consumer socialization, has profound impacts on consumer decision making and thus marketing strategies" (Vinerean, Cetina, Dumitrescu, & Tichindelean 2013. P.66)

Social media is instantaneous

  • respond as you go!
  • use metrics
  • adjust strategies dependent on nature of specific medium
  • increase/decrease posting as necessary

-Though Generation Xers have a greater fashion awareness, they are less focused on materialism and more focused on their family (Valkeneers & Vanhoomissen, 2012).

Budget & Timeline

STRATEGY

Reaching every individual within our demographic and current operating region

Convincing individuals in other markets of our product, lifestyle and translate this into demand

PHASE 1: establish online presence and build hype

  • social media platforms - free
  • blog domain - approx. $20 per year

PHASE 2: unveil and promote product

  • give bolo tie to bloggers - $60
  • ad space on sites/hiring bloggers to style team - mutual relationship (no salary due to perks)

PHASE 3: social media contest

  • contest prizing - $20/bolo tie x 50 winners = $1000

-social media are used by 80 to 90 percent of Millennials

Additional Costs

  • Our demographic is young professionals called "Yuppies".
  • 25-40 years old.
  • minimum salary: $50,000.
  • Our audience is integrative, environmentally conscious, and they appreciate local products.
  • They are highly invested in the online world for communicating & sharing ideas.

Hiring a social media manager ($55,000 salary)

and blog photographer

($30,000 salary)

This is what we are here to do!

Shaughnessy

OBJECTIVES

TACTICS

Create an online presence and establish a following

Create a unique marketing campaign

Maintain consumer contact

A website and social media platforms that tell a story

A multi-phase digital campaign -

Say Yellow

Establish an in-house communications and style team

The Plan

SWOT Analysis

Challenge, meet your nemesis

Expected Outcomes

  • Underground marketing strategy
  • They will discover The Mustard Yellow because they are trendy and connected, not because you advertised to them

Strengths

  • Appeals to your demographic
  • We have established relationships with bloggers
  • Our Company is ethically and socially responsible
  • Our online platform will guarantee success

Staying Power

Increased brand awareness

Increased consumer demand

Threats

Weaknesses

Short Attention

Spans

  • Other local boutique shops
  • Other clothing brands using bloggers for representation
  • High priced merchandise
  • Accessibility to the internet

consistency, resilience, continuity

Opportunities

  • Recognition to our brand through blogger partnerships
  • TMY has the potential to be a worldwide recognized brand

greater response on Lookbook and Instagram

lesser response on Twitter and Facebook

-Understanding the Millennial Consumer. (2012). Trends Magazine, (113), 5-9.

-Valkeneers, G., & Vanhoomissen, T. (2012). Generations living their own life: The differences in lifestyle and consumer behaviour between busters and baby boomers. Journal Of Customer Behaviour, 11(1), 53-68.

Thank you for your attention.

Any questions?

· Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The Effects of Social Media Marketing on Online Consumer Behavior. International Journal Of Business & Management, 8(14), 66-79. doi:10.5539/ijbm.v8n14p66

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