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M A R K E T I N GOMNICHANNEL
YounifiedBrandExperience
M E D I A P L A N
oN-DEMANDshoPPING ExPERIENcE
oN-DEMANDshoPPING ExPERIENcE
With teens constantly connected and engaging on multiple devices, their expectations have skyrocketed when it comes to the shopping experience. The challenges we face in bridging the gap between those expectations and reality multiply with each new prom season. Gone are the days that retailers can simply mail a catalog and then open the doors to endless streams of prom shoppers.
International Prom Association has spent the past 5 years developing its multi-channel marketing program to include the various touch points that engage teen shoppers beyond print. Today, our program has evolved into the prom industry’s Premier OMNI Channel Marketing Experience. Not only does our program include multiple mail outs, but it also thrives on creating a YOUnified shopping experience that focuses on the most important brand...YOURS!
When asked, in a recent nationwide survey, where teens got ideas for their prom dress, nearly 70% included “a catalog mailed to my home” in their responses. Another question revealed that 67% of teens made their prom dress buying decision after VALENTINE’S DAY!
IPA Multi-Distribution Mailers dedicate the most relevant space to your Store Identity to insure the focus is where it should be…YOUR STORE!
With IPA’s Multi-Distribution Mailers, our retailers are sure to be in the shopper’s hand during the January “I’m just shopping” experience as well as the February “I found my dress” celebration! Ultimately, IPA’s goal is to help our retailers convert shoppers to buyers!
MULTI-DISTRIBUTION MAILERS
RUNWAY STYLES that will have them TALKING
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17 $
6.00 prominsiderVip
ACTIVATE YOUR FREE ViP STATUS FOR EXCLUSIVE OFFERS
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THEBEST DRESSES
featured at FASHION WEEK
LIMITEDEDITION DESIGNERDRESSES
NAMEDBEST PROM RETAILERINTERNATIONAL
PROM ASSOCIATION
Guaranteed DeliveryIPA’s unique distribution process insures in-home delivery and backs it up with nightly progress reports. Exciting and EngagingWe engage prom shoppers and create trends with personalized calls to action and fresh content that encourages pass along readers, boosting our read time to an incredible 21 weeks.
Mailer Highlights:• YOUniquely Branded Direct
Results Mailers • January 1 Distribution
February 15 Distribution• Guaranteed In-Home
Delivery • QR Code and Watermark
Components Drive Engagement
• 450,000+ Digital Edition Unique Readers
• 21 Weeks Multi Channel Read Time
• Over 500,000 Branded Mobile Sites
THEBEST DRESSESRUNWAY STYLES that will have them TALKING
featured at FASHION WEEK
volu
me
17 $
6.00 prominsiderVip
ACTIVATE YOUR FREE ViP STATUS FOR EXCLUSIVE OFFERS
Inte
rna
tio
na
lPro
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NAMEDBEST PROM RETAILERINTERNATIONAL
PROM ASSOCIATION
LIMITEDEDITION DESIGNERDRESSES
www.formalapproach.com
PROM Volume 18 $4.00BEST PROM STOREby International Prom Association
MAKE A
GlamorousSTATEMENT
scAN ThIs coDE To VIEW OUR CATAZINE
BRANDED MOBILE SITES
IPA Provides Crucial Shopper Data
ENGAGING & REsPoNsIvE
scAN ThIs coDE To vIEW OUR BRANDED MOBILE SITES
BRANDED MOBILE SITES IPA’s Branded Mobile Sites are a smarter way to engage shoppers and are not only interactive but reactive. Meaning no matter the device being used to view the mobile site, the content fits the screen. No more pinching and zooming, it automatically sizes to the device. In addition to delivering crucial brand impressions for your store, our mobile sites cultivate shopper data automatically and deliver follow-up communications that drive in-store traffic and ultimately increase sales.
IPA mobile sites automatically report shopper data directly to you in our easy to use nightly progress reports. With a few simple clicks, shopper data can then be downloaded and used in any of your existing marketing components.
Retailers who have implemented strategically branded mobile marketing techniques like IPA’s OMNI Channel Mobile Sites have seen decidedly greater success over traditional stand-alone print marketing strategies.
IPA Provides Crucial Shopper Data
ENGAGING & REsPoNsIvE
Perfectly Timed Trigger Emails Imagine having the power to automatically send shoppers a personalized branded message at the precise moment they are most likely to act on it. Our trigger based Mobile Friendly Emails communicate insightful calls to action in a timely fashion to both existing customers and prospective new shoppers. IPA Automated Trigger Emails carry your logo and store info. They can be customized to carry your Social Shares as well. Our trigger emails are both Mobile Media Compliant and Can-Spam Compliant.
AUTOMATED MOBILE
FRIENDLY EMAILs
“Nearly 87% of teens recently surveyed prefer mobile friendly email over other medias receiving promotional content.”
AUTOMATED SMS
AUTOMATED MOBILE
FRIENDLY EMAILs
Connect with a Lifestyle According to published research, 93% of retailers are not taking full advantage of mobile marketing these days while shoppers are coming to expect it!IPA’s Automated SMS Feature e n g a g e s a n d s u r p r i s e s customers, while also binding all of your marketing channels into a complete mobile friendly campaign that Drives Sales!
AUTOMATED SMS
• 97% of Text Messages are opened• 83% opened within 1 HOUR • 6 BILLION text messages sent and
received PER DAY • 72% of TEENS communicate via
text messages • 54% of teen females say their SOCIAL
LIVES evolve around SMS • 42% of teens can text blindfolded
Catalog + Mobile =Amazingly Addictive AppsWhat makes this cell phone era that we now live in so amazingly addictive for teens: APPS! International Prom is an industry leader in developing cutting edge technology that increases the frequency of your brand message. Introduced as one of the industry’s first prom- only apps, Prom360 has evolved into the hottest iPhone and Android app fully dedicated to all that is PROM!
Catalog + Mobile = PRoM360
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• 1,000s of Designer Dresses• Image Gallery Includes Backs &
Additional Color Options• Authorized IPA Store Locator• Branded Store Logo and Info• Your VIP In-store Events• Call Store Feature• Links to Your Website• Social Shares and Favorites• Friendly Shopper Tools for Budget
and Time Management
Engage On All ChannelsIPA embraces the social lifestyle of today’s Teen Shopper. “In a recent survey of prom goers, when asked how they would share their prom pictures, 92% responded posting on Instagram or Facebook.” PROM is SOCIAL and that’s why IPA incorporates the viral aspect of social sharing in every phase of our marketing campaign.
socIAL MEDIA
Because Prom is Social!
12K+ Followers10.1k+ Followers
62k+ Likes#1 in Prom Industry
• Active Engagement on 12 Major Social Media Channels
• Consistent Top 5 Industry Ranking on All Social Media
• New Components That Grow Your Social Audience
• Industry Leader in Utilizing SnapChat to Enrich Social Engagement
socIAL MEDIA
Because Prom is Social!
12K+ Followers 400% Increase in Views #2 in Prom Industry
62k+ Likes Newest Platform Over 50,000 Visits
DIGITAL CATAZINES Enhance Online SuccessIn the Palm of Their HandsInternational Prom Association Digital Editions draw readers in and encourage them to engage with your brand. Our measurable personalized setting adds value to their online exploration experience. IPA promotes viral marketing through multiple share channels including social, email and mobile.
• 12.6 MILLION Unique Digital Edition Page Views• 450,000 Multi Frequency Readers• Over 200 Linking Sites Certified statistics gauge the
incredible success of our digital editions.• Personalized Catazine Links to Your Website
INTERACTIVE CATAZINES
scAN ThIs coDE To VIEW OUR CATAZINE
RUNWAY STYLES that will have them TALKING
volu
me
17 $
6.00 prominsiderVip
ACTIVATE YOUR FREE ViP STATUS FOR EXCLUSIVE OFFERS
Inte
rna
tio
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lPro
m.c
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THEBEST DRESSES
featured at FASHION WEEK
LIMITEDEDITION DESIGNERDRESSES
NAMEDBEST PROM RETAILERINTERNATIONAL
PROM ASSOCIATION
INTERACTIVE CATAZINES Sharing Your Brand with Compelling EngagementAs teens embrace a mobile lifestyle, it is imperative that your catazines evolve to achieve penetration in developing channels. IPA’s Brand New Interactive Catazines can recreate your in-store shopping experience and engage shoppers on any device, anytime, anywhere! By placing your brand in the iTunes App Store, The Apple Newsstand, and The Google Play Market your branded catazine’s visibility, distribution, and awareness increase dramatically!
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LIMITED EDITION DESIGNER STYLES
Exclusive Dresses for Authorized IPA RetailersAll business models face the challenge of shrinking margins. IPA Exclusive Styles reduce comparative shopping and increase margins. Retailer margins are under intense pressure today due to a number of circumstances.
IPA’s Exclusive Product Program is a collection of dresses produced by our designer network with confined distribution to authorized IPA retailers only. These styles are offered with discounted pricing to allow us greater margin potential. In addition, the fact that exclusive styles are branded “Limited Edition Designer Dresses” gives a much higher perceived value than other exclusive product programs available to the industry.
EXCLUSIVELYOURS
LIMITED EDITION DESIGNER STYLES
IN-sToRE coNvERsIoN
Capture the Sale While Growing Your Social AudienceConverting shoppers to buyers effectively can be extremely challenging during peak traffic times like Prom Saturdays. Retailers must be committed to creating an enjoyable and engaging shopping experience.
IPA’s In-Store Conversion Components leverage the power of print with the flexible engagement of Social Media. By doing so, we have created a tool that extends calls-to-action automatically and delivers follow-up communications during their in-store shopping experience.
formalapproach.com
FREE SECRET REWARD CARDProm
$50, $100, or $150 IN SAVINGS*
PROM
GET YOUR SECRET PROM REWARDWHEN YOU PRESENT THIS CARD IN-STORE
your dress andaccessories purchase!*
*Each card is worth at least $50 in savings. Present your card in-store prior to your next purchase to reveal your savings reward. This offer has no cash value, it may not be exchanged for cash, used as cash, or applied as payment for merchandise. Must be redeemed at time of purchase. May not be redeemed with other promotions or special offers. Card may not be transferred for value. Use of card constitutes acceptance of above terms. See store for complete details. Does not apply to prior purchases. Minimum in-stock purchase required. Designer exclusions may apply.
Shhh... it’s aSecret
YOUR SECRETPROM REWARD
IS WORTH $50$100 OR$150 OFF
minimum in-stock purchase requireddesigner exclusions may apply
SECRET
REWARD CARDProm $50, $100, or $150 IN SAVINGS*
2 LOCATIONSJefferson City, Tennessee
865.475.8641
Hickory, North CarolinaFormal Approcahby Mister Tuxedo
828.323.9181
SCAN THIS CODE WITH ANY MOBILE DEVICE TO REVEAL YOUR REWARD
Vip’s GET IT FIRST!
SCANYOUR
SECRETREWARDcode to
reveal your SAVINGS NOW!
Formal Approach281 West Old Andrew Johnson Hwy.Jefferson City, TN 37760Connect With Us
Sara Connoley88 Smith St.Clark, TN 37072
VISUAL MARKETING
IN-sToRE coNvERsIoN VISUAL MARKETING
In-Store and Outdoor ComponentsEye catching images are proven to stimulate the shoppers’ buying process. With dozens of In-Store and Outdoor Pre-designed Visual Marketing Options to choose from, it has never been easier to tie your in-store shopping experience to the marketing campaign that propelled the shopper to your store.
INTERNATIONALPROM.COMINTERNATIONALPROM.COM Strategic Optimization for YouInternationalProm.com is quickly becoming one of the most popular referral sites for prom shoppers. As a referral site, you never have to worry about losing a sale to InternationalProm.com. We drive traffic directly to our authorized retailers. With fresh fashion content feeds and strategic search engine optimization, the retailer benefits of InternationalProm.com are numerous:
• No ON-LINE Sales• Fully Responsive Theme for Mobile Viewing• Fully Optimized Rankings in State Google SERPs • Alexa Traffic Rank 5 times better than competition• Dynamic Store Locator with VIP Events Feature• Digital Catazine Editions • Facebook is Top 5 Traffic Source • Average time on site over 6 minutes
INTERNATIONALPROM.COMInternationalProm.com’sFashion News Blog features a continuous feed of fresh content showcasing current trends, fashion events and everything related to PROM! Fashion News subscribers have doubled this year and continue to grow at a steady pace. With an especially tight focus on our Designer Merchandise Mix, Fashion News fills yet another valuable touch point that links engaged readers to IPA’s Omni Channel Marketing Program and ultimately drives shopper interest for our various partners.
FASHION NEWS
cAMPAIGN REPoRTING
Automated Reporting for Daily Activity Resultsis the best measurement of a successful marketing campaign. That’s why we monitor the entire IPA Marketing Program with Automated Daily Analytics and Lead Reports. This enables us to manage all channels of the campaign simultaneously with the insight needed to insure SUCCESS! IPA delivers an additional benefit through its Captive Leads Database that consistently hosts 1,000s of active shoppers along with crucial data like their prom date, graduation year and even their email address and mobile number. We utilize our active leads database for promotions, surveys, and designer features.
DYNAMIC DISTRIBUTION
DYNAMIC DISTRIBUTIONTarget Your Shoppers with Distribution You ControlIPA’s Dynamic Distribution is one of the first steps to building your OMNI Channel Marketing Campaign. Our multi-source distribution lists give you the ability to target shoppers based on location, gender, graduation year and even household income levels. Let’s not forget your in-store leads list. Now that you’ve worked hard on collecting your existing customers’ information, you don’t want to leave them out. With IPA’s Dynamic Distribution you can now include your in-store customer data in your Multi Distribution Mailers.
• Multiple Lead Sources Including Scholarship Data for the Most Quality Leads
• Consolidate Your In-Store Leads and Mobile Activation Leads for the Highest Conversion Rates
• Secured Territory Distribution for Your Target Market
INTERNATIONAL PROM ASSOCIATION281 West Old Andrew Johnson Highway
Jefferson City, Tennessee 37760ph 877.259.5775 • fx 888.826.6476
whyipa.com
Whyipa.comYOUnifiedBrandExperience
scAN ThIs coDETo LEARN MoRE