How Experiential Marketing Is Changing the Brand World - Assignment Example

Event Assessment 1 Name: Course: Tutor: Date: EVENT ASSESSMENT 1 Theme for the event Magnificently crafted clay items, porcelain, curved wood, recycled plastics, and glass along with pure textiles in neutral, brown, violets along with turquoise include a portion of what will be displayed within the exact first morning of the pop up retailing. This house wares selection will pop up in Sydney, Australia, running from Wednesday to Sunday of a single full week in early spring 2012. Culture is social history of a people (organized team or society). It is a design of reactions found, designed, or developed during the society's history of managing problems that occur from relationships among its associates, and between the people and their ecology (Petty 2000). These reactions are perceived as, the proper way to understand, feel, and act, and approved on to the new associates through engagement and training. Lifestyle and traditions decide what is appropriate or undesirable, significant or insignificant, right or wrong, usable or unusable. It involves all found and distributed, specific or implied, presumptions, principles, knowledge, standards, and morals, as well as behavior, actions, outfit, and terminology. This unique variety benefits designers with a useful, noticeable foundation and gives display visitors, who like to shop for small top, excellent decor products, entry to carefully procured pieces to purchase on the instant. Further best part about it is that the exceptional display prices provide strapped for cash enthusiasts entry to on-trend house ware of top excellent (Vault 2000). The comfortable lifestyle of appealing has been the motivation for the variety. The look is about reducing, enjoying the points in life, like a bit of time at home with the close ones. The products all indicate the helping to loosen up of the way we Australians like to live and captivate (Vault 2006). The pop-up shop atmosphere is in step with the innovative, vivid characteristics of individuals and items showed by the sort. Just like the new variety, pop-up shops are also carefully associated with nontraditional and substitute. Customers give useful reviews that we can apply in further growth of the variety. Products consist of handcrafted ware; bowls by Anthony Shapiro and plates and jugs and unique desk decorations from Home make Ceramics. In wooden, there are desert-vessels and candlesticks, breadboards, dairy products platters and paddleboards for pizza, and traditional wooden made frames from Reused Wood Products. Modern printing of serviettes, placemats, kitchen napkins, and towels, red beverages goblets from re-used glass, transparent porcelain, and decorative vases finish the feelings. The marketing objectives of the theme include the following: set up lifetime value of client measurement. Improve lifetime value of clients by 20%. Improve the mean of items bought in a sale to seven. Improve the frequency that a devoted client acquires goods and services to regular once per quarter. To improve the percentage of clients who are returning clients to 10%. Another objective is to improve the variety of new clients, by 85 customers monthly. Improve client support and reduce the variety of problems in issue box while making issue box more visible. Improve exposure and remembrance ability of product identity according to client surveys. Improve new clients from recommendation and testimonials to be 20% of overall new clients per month By attracting a large number of tourists and the local community, this will lead to the redevelopment of the city as the revenue collected can be sourced to development planning. As a large number of individuals flow into town, to witness and participate in the pop up shop, accommodation will be in demand and, therefore, land property owners will benefit from that causing improvement in their lifestyle and finally the development of the city as a whole (Mesher 2010). In addition, it may lead to hotels and nearby restaurants increasing their revenues, as many people will flock to the city for the exhibition. Mainly, concerning culture, this will leave a mark on people and hence create an interest in people to reside here or take activities such as work and education from this place and hence leading to increased revenue to the city and, therefore, ultimate development. First day of the event In the first day, of retailing and marketing event, there would be discounts for the first ten customers and this would be notified to the public by posters and banners near the store. HURRY UP!!!!COME GET COOL HOMEWARE FOR YOURSELF IN THE POP UP STORE NEAR YOU TODAY. ONLY A FEW DAYS REMAINING. MAKE AN EFFORT AND YOU WILL NOT REGRET. TAKE STEP WHILE STOCK IS STILL THERE. WELCOME!!!!! THANK YOU. The merchandise will be well displayed inside the pop up store in an attractive manner. There will be a sales team stationed, in the store to guide and demonstrate products’ use and handle potential customers. The stuff will determine, plan and carry out the tactic necessary for increasing revenue, and product sales (Edwards 2010). Workers will provide marketing of items, costs, and support for clients. We will use the knowledge of the market, and skills to recognize new opportunities together with the marketing staff to recommend the most appropriate solutions for the client's needs in home products (Pine et al 2011). The sales staff will interface with the product and, assist in utilization demonstrations of items to clients, and the public. The following is an image of some of the items that will be there. In addition, the sales and marketing staff must be able to, and will recognize and go with the client's needs with the item profile, work with products, to catch the opportunity and assistance through development (Pine et al 2011). Solutions to item questions as the first line of assistance to clients will be provided in a clear and the eye-catching way to stimulate consumer's passions in the items. There will be follow-up of all open activities, problems to ensure they are shut regularly, and appropriately (Fawcett 2011). Moreover, the marketing staff will drive sales at clients they have determined as a good match for the items and in areas of developing marketplaces for ideal requirements. In the first day, the marketing staff is predicted to, profoundly understand what items are needed in the industry recognize breaks and clearly through consumer's communications and needs and connect them for future items (along with company outlook). There will be item demonstrations to fit clients demand and present them in the pop up shop. The staff will be required to create up client conference reviews guaranteeing all specialized and business affairs are taken into account and follow-up until closing (Pine et al 2011). The sales stuff demonstrating, explaing about and selling the products to customer. Another important thing in this first day of the sales and marketing even at the pop up store would be to offer free small plastic models or toys of the items that are sold to the children. The customers will be required to buy this home ware to get free toys for their children and siblings. This attempt is aimed to increase sales in the first day of the pop up retailing, as children will also urge their parents to get into the store and buy this item in order to get free toys. The event and redevelopment as the cultural hub of a creative city Since the event targets on promoting, and marketing traditional home ware throughout the week in the pop up stores, it will lead to promotion of the Australian culture to the local people in the city and the tourists (Lenderman 2007). As the people in and around the city will buy these products, they will remain with them in their possession and hence this impacts the redevelopment of the city as a cultural hub since this home wares identifies with the people’s culture. The mark left in the city by the event may lead to permanent stores dealing with these wares cropping in the city and, therefore, promoting the culture leading to the city developing to be cultural hub of a creative city. Those who buy this traditional home ware, their houses will remain like this in many years to come and hence marking the city as a cultural hub. The media plan for the event The target media that will be used in the event will be Social Media Marketing (S.M.M). In the world of SSM, there are several means to arrive at and interact with clients. There is both a “natural” and a promoting element to online promotion and marketing with social media websites, news, and sharing sites. As social media utilization improves daily, promoters have discovered a means to utilize these popular websites as programs for marketing. Anyone can be a part of the PINK Victoria Key team on Face book, and obtain information of a new market or a new goods and services reaching the racks in the future weeks. Firms have been making use of MySpace for a long time, creating customized pages for their marketing, and making friends with current and possible clients in their target on population. Now that an intelligent internet marketer can develop a profile, consistently develop a system, and tactically contact said system with updates on the products themselves, the time has come to bring in the promotion (Heinemann 2010). Through the understanding of the people using the desired public networking website, promoters can advertise their products to their focused viewers on the appropriate public website. Face book customers signify mature, more mature viewers than MySpace customers, so ads about sales of these products might do well in both MySpace and face book since both covers the age targeted. Moreover, since the focus groups of the occasion are people between the age categories of 21-35 years, it is an appropriate media to use. Ads focusing on customers on public networking programs are becoming frequent. There has been a lot of debate about this content focusing on face book with their Ads. An ad is positioned with relevant individual activities and placed in the newsfeed for the users’ potential customers and friends to see (Heinemann 2010). If one change his or her status to Dana just purchased a swaying couple of red high-heeled sandals, an organization promoting footwear might be focusing on red high heeled sandals and position their ad next to the update of the status. The organization anticipates would then be that my friends were envious of my new footwear and need to buy themselves a couple from an easy place. Developing social media ads with public media utilization as same as to putting PPC advertisement on a SERP next to a naturally position website: two opinions are better than one. Moreover, because visitors seeing a product name and PPC ad are likely to view the results for the same organization, users may see the ads and look for the same organization on Flicker, Face book, and del.icio.us. Moreover, seeing an organization efficiently social networking with the social society can boost their popularity as being a sensitive organization that is of the individuals customers. Many individuals respect firms that are humble and that communicate with their clients. Just as if with SMM, “the early bird gets the worm.” As one of the first, to use successfully, SMM is as a promotion vehicle shows inventive and comprehension of people who will respond best to the ads messaging about the event and the products. Integrating social media ads with public, social networking activities can bring up more impressions to the products’ targeted customers along the route for customers to connect with the organization they trust. Moreover, give customers the chance to have the perfect home ware that identify with their culture (Stanley 2012). Bibliography Edwards. C. 2010. Interior Design: A Critical Introduction NJ: Berg. Fawcett, W. F. 2011. 26 Ways to Screw-Up in Business and How Not to. California: iUniverse. Heinemann, G. 2010. New Online Retailing: Innovation and Transformation. London: Springer. Lenderman, M. 2007. Experience the Message: How Experiential Marketing Is Changing the Brand World. New York: McClelland & Stewart. Mesher, L. 2010. Basics Interior Design: Retail Design. New York: AVA Publishing. Petty, K. 2000. The Amazing Pop-Up Geography Book. California: Dutton Children's Books. Sorensen, H. 2009. Inside the Mind of the Shopper: The Science of Retailing. UK: Pearson Prentice Hall. Stanley. J. 2012. Setting up Shop: The Complete Step-by-Step Guide to Starting and Running a Successful Retail Business in Australia. UK: John Wiley & Sons. Vault Editors. 2006. The Vault College Career Bible. New York: Vault Inc. Watson. R. 2010. Future Files: A Brief History of the Next 50 Years. Chicago: Nicholas Brealey Publishing. Pine, B., Pine, J. & Gilmore, J. 2011.The Experience Economy, Updated Edition. Harvard: Harvard Business Press. Read More