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Glitter Gala Final

Date post: 03-Aug-2015
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Team A2Z and Bax: Kylie Allport, James Antonie, Jessica Avery, Rebecca Bax, Ivy Zhang THE GLITTER GALA FINAL REPORT
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Team A2Z and Bax:Kylie Allport, James Antonie, Jessica Avery, Rebecca

Bax, Ivy Zhang

THE GLITTER GALA FINAL REPORT

Agent 99 is a boutique where unique pieces, semi formal pieces, and formal pieces for Women sized 1-14.

It is located in the heart of downtown Kingston, great for ensuring foot traffic to the location as well as for shoppers from the Ottawa corridor.

One of the main goals is to increase foot traffic on their slower days, Monday through Wednesday.

THE CLIENT

THE TARGET MARKET

Primary Target = Graduating high school girls Secondary Target = Graduating Grade 8 girls

A natural fit as per the items sold in store, as well as the timing of the campaign, our target market was graduating grade 8 and 12 girls, as well as being able to capitalize on the fact that Agent 99 could be a one stop shop for these girls.

We didn’t focus on geographics, not wanting to exclude any schools, however we did look into average household income around schools as parents tend to have buying power over the girls we were targeting.

Please see attached for the list to keep the girl’s emails from getting out.

THE BIG IDEA

Hold an after hours event for the target market where they can shop for their dress, shoes, and accessories with their friends and less people around, and with the expertise of Cyndy.

From there the idea expanded to having make-up artists and hair stylists so truly the complete look can be pulled together in one night.

This event hit both goals of trying to entice multiple items in one transaction as well increased traffic into the store on a Monday night.

THE MESSAGE

The offer was the invite to the after hours event, which was appropriate for our target market as graduating young women are in the mindset of prom season, searching for the perfect dress.

By giving them this one of a kind experience, we are supporting their unique style and ensure that they are an individual at their prom.

By making this offer happen in a short amount of time, with an even smaller window of redemption, we used the appeal of urgency to help entice the girls into choosing to come to the event.

THE CHANNEL

To reach our target market we sent an email out though Evite, a website which allows us to control an event page where we could see who’s RSVP’d.

From there we extended to Facebook, utilizing both the Agent 99 Facebook page as well as creating an event on Facebook.

Passwords to the Gmail created will be sent in a second email for security purposes, as well as access to the Facebook page can now be revoked.

Industry standard for email open rate = 19.47% Industry standard for click through rate = 6.64%

THE CREATIVE

We had numerous creative pieces, which will follow in order after this slide, that we used to attract the target to our event.

Evite page: This page set the theme for the other pieces of creative. The intense off-pink on black was a good template of colour when designing the other ads.

White Dress: This ad was more or less the logo of the event. The border swirls and vines framed the empty dress, which was designed so the readers can imagine themselves in the clothing.

Pink Background: This ad was intended to be more of an informational piece. It contained key details about the event and explained how to get invited.

Bubbles: Similar to the pink background piece, this ad explained how to get an invitation.

Email: This email was sent out after our date change. We decided to use a simple theme, and place in the white dress ad to keep our image constant.

THE CREATIVE PIECES

THE CREATIVE PIECES

THE CREATIVE PIECES

THE CREATIVE PIECES

THE CREATIVE PIECES

THE REVISIONS

As with most direct marketing campaigns, we had revisions that had to be taken care of before the event could happen.

After a Winter weather warning threatened our original event date, we had to bump it back by four days (which also fit our original goals better), which gave us time to re-strategize a few pieces of our campaign.

This was when we implemented the Facebook event, which we were able to get 16 RSVP’s over the course of the weekend. This was a faster and an almost more successful response than by just using email.

There were also many instances where we were asked how many friends they could bring along with their invitation. We needed to make the amount of people able to be included visible on each invitation. Once we did this there weren’t anymore questions about the event itself.

THE RESULTS

Metrics we had to watch and track were: Facebook likes/shares/comments, RSVPs on both the Facebook and Evite, and sales and attendees at the event itself.

Final Facebook Metrics:

RSVP = 16

Shares = 12

Comments = 4

Likes = 79

Analytics:

GP= 684

LTV=

8 years X 2 sales a year X $79/ sale= $1,264 X 9= 11,376 LTV of campaign

Email Metrics:

RSVP = 18 Event Metrics: Attendees = 42Foot Traffic = 76%Sales = 9 sales, avg. of

$79/sale

THE RESULTS

THE ANALYSIS

Offer: As far as the offer of having shoppers in after hours to search for the perfect prom look we wouldn’t change a thing. It is eye catching but doesn’t give anything away at a discount or for free. Adding in other retailers to do hair and makeup was an amazing bonus that only made the offer better.

List: Utilize the already strong Facebook following to the events advantage rather than searching for brand new customers work the network of those you are already connected to.

Terms: Be more clear in how many are included on the invitation as well.

Timeline: With more time a bigger buildup would’ve been possible in order to give the event the attendance and sales results we were hoping for. By also partnering with an event like the trunk show it may give attendees a “head start” on the highly anticipated trunk show and possibly give the glitter gala more prestige in the process


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