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Trending searches
- “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
Tessa Vriend
Andrea Aschenbrenner
Reakash Walters
- The yuppie generation that we are targeting are primarily classified as young “Generation Xers” and older “Millenials”.
To expand TMY's audience
To increase demand for TMY's product
To create potential for market expansion - Toronto, Montreal
Social media is instantaneous
-Though Generation Xers have a greater fashion awareness, they are less focused on materialism and more focused on their family (Valkeneers & Vanhoomissen, 2012).
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
PHASE 2: unveil and promote product
PHASE 3: social media contest
-social media are used by 80 to 90 percent of Millennials
Hiring a social media manager ($55,000 salary)
and blog photographer
($30,000 salary)
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
Increased brand awareness
Increased consumer demand
consistency, resilience, continuity
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.
· 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