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Xanthie Drankus +1.415.260.2639 [email protected]
Changing Attitudes Implications for Pickwick & Weller and where to go from here July 1, 2013
Xanthie Drankus +1.415.260.2639 [email protected]
Agenda
1 Introduction
2 Examining new aspirations
3 Implications for P&W
4 Communicating and connecting with the target
5 Process
Xanthie Drankus +1.415.260.2639 [email protected]
• 15 years experience
• PR, social, digital, brand
• Media relations, social media, mobile, celebrity placement, event marketing, awareness & education
• Consumer, “new” luxury, food, skincare, fashion, wines & spirits, jewelry.
• Dom Pèrignon, Hlaska, Rodan + Fields, Maison du Chocolat, Slow Food, Stella & Dot, Kikkoman, Voce International, Charlie Trotter’s, Julia Turner, Huckberry
• Unique approach
Hello
Xanthie Drankus +1.415.260.2639 [email protected]
Time + Space compression
Informa1on overload
Technology
Rapid change
New luxury • I’m my best self • I’m in the know • I have the time, ability,
money
Gotta be unique • Bespoke, handmade • Personalized • DIY The Hunt for Cool • New media sources • Word-of-mouth • Authentic/real/true
• Compe11on • Stress
Action > Reaction
Xanthie Drankus +1.415.260.2639 [email protected]
Connecting with the target
Target
Emotional
Rational
Experiential
Aspirational
Provide consumers many levels of benefits.
Xanthie Drankus +1.415.260.2639 [email protected]
PR Social media/blogs
Search
Mobile
Events Product placement
Word of mouth
Tradi1onal media
Customer service
Discovery �trust �product �value
Xanthie Drankus +1.415.260.2639 [email protected]
The P&W difference
Authenticity
Authentic Integrity Credibility Buzz
Xanthie Drankus +1.415.260.2639 [email protected]
Process
Understand • Competitive analysis • Consumer culture analysis
• Understand branding and positioning
• Understanding marketing goals
Target • Consumer market research
• Who is the target? • Where are they? • How do they see themselves?
• How do they make purchasing decisions?
Plan • Advertising strategy & plan • PR strategy & plan
• Events plan • Social media strategy & plan • Budget allocation
Prep • Materials & communications audit
• Adjustments to marketing materials
• Creative concepts for various media
• Playbook/ tactical calendar
• Target media/blog list
• Advertising media market research
• Analytics baseline
Execute • Complete marketing materials
• Complete social media and blogging infrastructure
• Put plan into effect
Evaluate • Track and report results
Optimize • Adjust program to continually optimize efforts
Understanding the brand and the target are crucial to the successful execution of subsequent communication tactics.
Xanthie Drankus +1.415.260.2639 [email protected]
