sanderson proposal
DESCRIPTION
Client proposalTRANSCRIPT
CLIENT PROPOSAL: SANDERSONS HERITAGE : Creative : Trend : Consultancy :
- SANDERSON CLIENT
- DISTRIBUTION
- THE CONCEPT
- WEBSITE LAUNCH
- NIGELLA LAWSON
- JOHN LEWIS
- MARKETING & ADVERTISING STRATEGIES
- BRAND FUTURE
CONSUMERDEMOGRAPHICS:
- Upper-mid class women- 30 somethings- Married with children- Career driven- Sizeable income, savings
SHOPPING HABITS:
- Loyal to brands- John Lewis, Waitrose- Favours product qualty- Timeless design- Heritage and classic style
THE SANDERSON CLIENT
THE CONCEPT
BREATHE NEW LIFE INTO SANDERSON:
- Re-launch of the Sanderson website- Spokesperson Nigella Lawson- Technological PR campaign- Nigella Lawson Limited Edition ‘Heritage’ Range exclusive to John Lewis in association with Sanderson.
ADVERTISING POINTS:
- House & Garden Magazine- Tatler Magazine- London black cabs adorned in Sanderson prints- 3 Interactive window displays at John Lewis, Oxford Street
ADVERTISING POINTS:
- House & Garden Magazine- Tatler Magazine- London black cabs adorned in Sanderson prints- 3 Interactive window displays at John Lewis, Oxford Street
KEY POINTS:
- Raise the Sanderson profile- Bring Sanderson into the 21st Century- Bringing Sanderson back to the home
THE WEBSITE
A FRESH APPROACH
-Clean & Fresh New Look- Uncomplicated and less cluttered- Easy scroll tab access and browsing- Links to allow customers jump access to website areas
BACKGROUND
- British food writer
- Journalist and broadcaster
- Born and raised in London
- British upper class
- Oxford University Graduate
- Resident in Belgravia
NIGELLA LAWSON
BRAND ENHANCEMENTS
- Sanderson Image rejuvenation
- John Lewis alliance gives brand authenticity
- Give Sanderson a wholesome image
PROMOTION
- Sponsorship on TV series
- Brand Placement
- Rooms decorated with Sanderson furnishing
- Limited Edition Nigela Sanderson crockery and tableware range
- Sanderson website,
- John Lewis PR
- Taxi
PROMOTION
ADVERTISEMENT & MARKERTINGPROMOTION
- Online Advertisement - Nigella Lawson Website - Links to view Heritage Range
- Magazine Advertisement - Featuring Nigella Logo covered with Sanderson prints
- Tv Advertisement - Nigella Lawson sponsored by Sanderson
TAXI ADVERTISING CAMPAIGN
- Taxi covered in Sanderson Prints
- Taxi will be situated to pick up from central points in and around central London
- Taxi Campaign will run for 2 weeks before the coming window display at John Lewis Window Display
- Taxi covered in Sanderson Prints
- Taxi will be situated to pick up from central points in and around central London
- Taxi Campaign will run for 2 weeks before the coming window display at John Lewis Window Display
JOHN LEWISVISUAL MERCHANDISING- Three interactive window displays- John Lewis, Oxford Street where range exclusive- Further promotes launch of Heritage range- Campaign Windows run for 3 weeks
Window One
- Backdrop wall in Sanderson wallpaper - Posited central a chair covered in Sanderson Fabric- Camouflage effect - backdrop & chair in same fabric- Creates effective illusion - as shown by Barbican
INTERACTIVE WINDOW
Window Two
- Look and style similar to window one but with interactive facilities
- Touch Screen mode allows customers to change & decorate the room as they please
- Invites customers in to me more creative with the product
- Creates a hands on connection & experience with Sanderson Brand
Window Three
- Interactive touch screen window
- Enables Customers to explore the new Sanderson website
- Sneek peek preview of Sanderson Heritage range in association with Nigella Lawson
- Entices Customers in store to view actual product
INTERACTIVE WINDOW
- Interactive Technology on Website- Customers Design own room to decorate- Allows ‘a try before you buy’ experience- Engagement with Sanderson Brand
BRAND FUTURE
- Interactive Technology on Website- Customers Design own room to decorate- Allows ‘a try before you buy’ experience- Engagement with Sanderson Brand
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