BE THE TREND SETTERJean Jacques GENDROT, Sanjay GP, Pratyasha PAL, Hoang NGUYEN

Outline

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I. BackgroundII. “Be The Trend Setter”• Objectives and Goals• TargetThe campaign• Phase 1 (photo shoots)• Phase 2 (Goes online – ecommerce)• Phase 3 (Fashion show and follow up)III. CommunicationIV. Evaluation

BACKGROUNDFirst marketing campaign in May 2014After having downloaded the Comptoir’s Fast shopping app it is possible to order on line and to be delivered in 24h.On the 28th May 2014 in one night they opened 10,000 stores: pop up stores like on a bus, a coffee bar table … By using this app and after having filled up the shipping address and the bank details, you scan the QR codes and place the order online.

Second campaign in November 2014The Comptoir de Cotonniers had launched exclusive models : a limited collection and in one click you can order and it is yours. New functions: - Click and collect option- E-booking

The advantages are that you encourage the customers to go in the store and they may be tempted to do some impulse shopping, or finding something they have not seen on the website.

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“BE THE TREND SETTER”OBJECTIVES By Launching the campaign, we can use it as a leverage to :• Rejuvenate customer’s experience with Brand• Lead and improve the engagement on website• Attract more targeted millennials which helps to increase

sales, brand awareness as well as the visibility of the brand• Improve customer turnover and loyalty

TARGET AUDIENCESMillennials: • ~ 16 million millennials in France• Spending countless hours on social media • Looking for a genuine service and engagement• Nearly 40% of millennials spend their time on good cause, so

to adopt with their behaviors and promote them through our event

Current customers

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The Campaign“BE THE TREND SETTER”

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PHASE 1

Setting up “Digital Cove Studios” in selected storesThese studios offer a free photo shoot to visitors in their new look.

Description:

• Semi-circular enclosed room with a mirror.

• The mirror is an interactive screen with a camera behind it. (This is NOT a trial room)

• The Digital Cove Studio is fitted with professional lighting of various colours, intensities and at different angles.

• 10 different backdrops : a green meadow, a beach, some unicolor and textured backgrounds, Parisian streets, the 5th avenue, an office and a living room

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Inside the Digital Cove Studio

When ready, the professional camera clicks 3 photos and the best is selected by the visitor. Consent is asked to keep the photo in database.

Email id is entered. Sent to visitor after final touch-ups, if required.

BACKGROUND

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BE THE TREND SETTER

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PHASE 2 - Featuring in Product Catalogue

The photo is sent to the customer by mail.

It is considered for our e-commerce website.

If selected among top 20, it is featured in our product e-catalogue.

For every “buy”, the customer gets points which leads to discount on next purchase.

If the customer sends her link to a friend and he/she buys an article from the website, she gets a discount too.

BE THE TREND SETTERPHASE 3 - Model in Fashion Show

Tracking photos which got the maximum clicks leading to sales

Sorting the top 10 most sold photos/persons/products

Contacting these customers with an offer to model for the brand at the Paris Fashion Week

Feedback mail sent to every participant of the campaign to evaluate the success of the campaign and also its effects on brand awareness and brand attachment

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COMMUNICATION

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Messages

There are messages that are to be shared to customers:• Campaign’s goals (what the company would like to engage

with customers)• Campaign’s events and timeline (photo shoots, e-commerce

experience, fashion show)• Criteria and process• Company’s mission and value• Contact details of representatives from the company• Community member’s right to provide feedback Information that must not be shared to customers:• Internal confidential data (sales, forecast, production, plan,

new collection, customer/staff personal data …)• Budget of the campaign

Digital platforms

• Website: communicate with customers with banners onsite (frequently change visual), specialize landing page with campaign information Phase by Phase and time line, new category: Magazine to communicate with the customer the hottest trends

• Social media: utilize facebook, Instagram, Tweeter, Youtube to create discussions in customers about the campaign and the brand

• CRM: email marketing Offline platform• Media: notice boards and posters in bus and metro stations,

press releases, newspapers, magazines, SMS• Event: fashion show

COMMUNICATION

TWO WAY COMMUNICATION

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COMMUNICATION

Campaign Team Implementation Structure

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Project timeline

EVALUATION

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Business Goals’ KPI:• Sales results online and offline• Inventories turnover• Customer turnover Marketing Goals’ KPI:• Store traffic offline and online (designs, visuals, content)• Brand awareness (overall evaluation based on the information

gathered from both events and online platforms)• Communication (smoothly of channels, monitoring, fast react,

content, direct/guide customers’ discussions)• Event organizing - photo shoots (quality of backgrounds, photo

retouch time, photo approvals)• Event organizing – fashion show (event flow, invitation, content)• Responsive team performance (fast response, creativity in solutions,

activeness) Campaign team KPI:Deadline & commitment

THANK YOU

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