media plan - la chaise rouge
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TRANSCRIPT
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MEDIA PLAN & STRATEGY
LA CHAISE ROUGE
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LA CHAISE ROUGE
Name of Company: La Chaise Rouge
High- end Furniture Company
Limited numbers of pieces per collection
Everything is red or in statement colors
Uniqueness is the differentiation point for the company
High Quality and innovative design
Luxury living
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LA CHAISE ROUGEThe Luxury of Uniqueness
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AUDIENCE
Adults 35 – 64 yrs old HHI: 175K+ Married Home Owner College or Graduate Degree Lifestyle Profile:
She has an interest in interior design. Knowledge of new trends in high end design pieces. Interest in quality, no matter how the cost. She throws dinner parties often and is frequently
entertaining guests at her home. She owns an exclusive city loft or townhouse with a
small deck or patio.
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AUDIENCE
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AUDIENCE
“A significant difference between incomes of college graduates and those with advanced degrees suggests that reaching the upper levels of the affluent base
($150K+) means appealing even more strongly to consumers’ sense of intelligence”
“Display ads purchased at online newspapers provide a highly targeted means of reaching well-educated affluents. The Pew Center reports that more than a quarter (28%) of survey respondents who have attended graduate school cite a newspaper website as where they go most often for news and information,
compared to just 16% of those with just a college degree”
“Affluent respondents are also much more likely to have used a smartphone application like Shopper (for iPhone) or ShopSavvy (for Androids) to assist in
making a purchase. This is consistent with a higher level of familiarity and enthusiasm for newer technologies, and also reflects a higher likelihood of
smartphone ownership”
Source: Mintel’s Marketing to Affluent Consumers Report - US - July 2010
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OBJECTIVES
Why does the company need to advertise? New in American Market since 2009 Strong market share in the European market First campaign in the US before the company was
working just trough WOM.
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OBJECTIVES
What is the advertisement going to accomplish?
BRAND AWARENESS
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MEDIA STRATEGY
COMUNICATE brand personality.
BOND with the audience using online tools.
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CAMPAIGN“I’m rouge what about you?” Audience
Women between 35 – 54 yrs old. HHI: 175K+ Married Home Owner College or Graduate Degree Think Gossip Girl’s Lily Humpfrey
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CAMPAIGN“I’m rouge what about you?” Platforms
Online Publications Elle Décor The New York Times – Home & Garden The New York Times Magazine Vanity Fair
Mobile sites for the publications mentioned above
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CAMPAIGN“I’m rouge what about you?” Type of Ads
Online Publications Rich Media
Expandables Video
Pre-Stitials Pre-Roll Email
Mobile Pre- Roll
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CAMPAIGN“I’m rouge what about you?” Plan Details:
Budget$1,500,000
Online and Mobile Media Sites
Home & Décor Lifestyle Fashion & Style
Dates March to May 2011 To be able to catch the Spring and Summer
celebrations. Recommendations:
If approach is effective is recommended to follow with a Autumn – Winter campaign to target the holidays celebrations.
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POTENTIAL PARTNERSELLE DECOR
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POTENTIAL PARTNERSTHE NEW YORK TIMES
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POTENTIAL PARTNERSVANITY FAIR
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POTENTIAL PARTNERSTHE NEW YORK TIMES MAGAZINE
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Appendix:
Gossip Girl’s
Lily Humpfrey