Mango Men - Advertising & Promotional Strategies

PSFG & Co.Advertising Agency

Grand Store OpeningFall 2012

Ricky Joe GiaffredaKathryn Sopuck

Lauren Nicole FootCayla Paris

Thursday, 24 November, 11

The Creative BriefBRAND

European fashion label, with trendy and sophisticated garments.

TARGET MARKETTargeted towards the 20-35 year old female and male student or young

professional. Style conscious; looking for current, high quality fashions at a mid-range price point.

MARKETING Mango has been successful at associating their brand with popular female celebrities

and models; these print ads and short films create brand loyal customers. Mango wishes to promote their new men’s only Montreal flagship store by creating

advertisements that capture the male market.

ADVERTISING OBJECTIVEMango lacks brand equity within their male clientele – currently their men’s line

is only available online in Montreal.


1The Bigidea

Ed Westwick


The2BigideaRyan Gosling


3UmbrellaideaBigThe

Concept

Female Sex Symbols


the Creative &strategyMedia


Non-VerbalAn image of a women will catch a man’s attention


VerbalThe slogan and information about the event

promotes the store opening.


TypesofMedia


AdvertisementsPrint


Print Advertisements

Displayed on the side of buildings on St. Catherine & St. Laurent Street. Along with high

traffic STM Metro Stations such as Peel & McGill.

The circulation popularity and readership will be high because these are high traffic zones.

Although level of engagement is low.


For the month of August and the first 2 weeks of September.

Format16 x 22 inches


SponsorshipsBlog


Sponsorships on Blogs

Advertisements on popular men’s fashion and lifestyle blogs. Our advertisement will be a click-through to our Mango Men website, promoting the

store opening.

This type of media is interactive and gets a connection with the reader. Circulation is a little

lower, however, popularity is high.


For the month of August

&The first 2 weeks

of September

Format110 x 80 PixelsAspect Ratio of

4:3 & 16:9


MarketingGuerrilla


Guerrilla Marketing

We will project the advertisement on the side of our Mango Men Flagship store.

Circulation will be hourly, done two weeks prior to store opening.

St. Catherine street is a high traffic zone and this strategy will gain a high level of

visibility.


September 1st 2012 - Every hour for 2 weeks.

Format3 Stories High


InvitationPostcard


Postcard Invitation

The invitation will be handed out on St. Catherine Street in front of the Mango Men store, a week prior

to store opening.

If the invitation is brought to the store opening, the client will receive 10% off their first purchase at the store. Additionally, if they bring a friend, they

get an extra 5% off.

Circulation is high given the high traffic area and with the word of mouth of the “bring-a-friend”

strategy, this will reach a large audience at a low cost.


Format5 x 7 inches

September 8th 2012

High traffic Points throughout the day



MarketingGuerrilla


Guerrilla Marketing

On the day of the Mango Men Flagship store opening, we will have women dressed head to toe in Mango Men, handing out mango fruit stamped

with our Mango HE logo.

Circulation will be broad given the high traffic zone. This media strategy will create a buzz on

the opening day.


Quantity500 Mangos

September 15th, 2012 Frequency: High traffic points throughout the day.


CalendarFlowchart


PSFG ADVERTISING CO. HOURLY RATE: $150 PER HOUR

OUTDOOR PROJECTION COST ON AVERAGE: $400 000.00 dependent on impression level and demographic group

ONLINE ADVERTISEMENT AVERAGE: $0.60 pay-per click, averaging out to $1800 a month for aggressive advertising campaigns.

BANNER COST: $200 Per month on websites and blogs

INVITATION: $67.99/ 100 postcards, 500 post cards produced: $339.95

MANGO:$300 for fresh mangos with MANGO HE stamp

Budget.the


And now,for the

Receipt...Thursday, 24 November, 11

...$Thursday, 24 November, 11

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Mango Men - Advertising & Promotional Strategies

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