Identification of an Advertisement Opportunity for Penhaligon Perfume - Case Study Example

Background

Penhaglions is a British perfumer based in London. They have been in business for more than 100 years. They use high-quality ingredients with the latest fragrances technology with each bottle containing a blend of the traditional scents (Society, 2016). The fragrances are still made and sold in England besides shipping to different countries across the worldwide who consume perfumes. Penhaglion products are recognized by its original bottle design and the distinctive ribbon patterns that are inspired from the Victorian era. Recently they released an online Penhaligon’s Fragrance Profiling Service to help customers identify their Penhaligon’s fragrance/s from the collection. This is done by asking questions on individual tastes, memories and association. However, there is need for advertisement campaigns for to promote its fragrances and profiling service here in Australia.

Campaigns Objectives

Penhaligon does not have any boutique in Australia where people could visit and offered quality services they provide. Most of people in Australia buy Penhaligon’s products either online or from a department store like David Jones or Mayer, etc.

Thus, there are two primary goals for this campaign is:

• Inform new customers about the Penhaligons brand history and products
• Promote Penhaligon’s profiling service

Insights

Big departments store like David Jones are one of the worldwide leading stores that has multi brands with different scents as well as smells. However, many people find it hard to locate the exact place their preferred fragrance are located since the stores are big. More so, it gets hard for customers to determine easily what sort of scents they need to buy, hence consuming a lot of time during shopping time. Shopping process in these stores in most cases becomes hectic, since it is not easy to test all fragrance to determine your preference (Perfume, 2017). Moreover, the surrounding physical environment could play a negative effect to customers experience during shopping time (Bitner, 1992). The lack of social integration between the shop assistance and customer is a big issue that large department stores faces since client finds hard to access the store in an efficient way.

Audience

These campaign targets customers (mostly women) who want to buy a new fragrance quickly and in an efficient way. Most of new customers struggle to find fragrance of their choice in large perfume stores and working on speed validity, functionality and lifestyle of the clients may increase brand acquisition, hence profit maximization. There are those customers who are often looking for someone in a retail store to understand their needs and help them with their perfume purchasing decisions and therefore this campaign will play a vital role in terms of products awareness. According to (Fah, 2011), “Consumers in market come from different personal background and therefore they have different perception and needs towards product”. He is also stated that females spent more of their money on perfume products than male.

Competitors

The main competitors of the company are global perfumers’ brands such as Tom ford, Channel, Yves Saint Laurent, Dior, etc.

Solutions (The Idea)

In this campaign, we are focusing on the identity of Penhaligons brand (Victorian era style) as well as promote its profiling service based on how to predict someone’s perfume preferences. We look back to the idea of how people in 18th (where technology was not available) predicted something. In 18th century people predicted something using sort of magic. Most common was the use of tarot cards that had pictures, symbols, words and numbers printed on them.

The magic via tarot cards were utilized to determine the personal and professional life of individuals. This was tabulated and predicted by the tarot reader who offered guidance based on one’s past story and as compared to soul match (Sangster, 2010). We can utilize the tarot reader idea to potential clients to match their fragrance preferences and offer them an opportunity to use unique perfumes such as Penhaligons perfumes. This is due to the fact that profiling service has the same style utilized by tarot magic. Profiling service incur the presentation of different questions and symbols that help the client to determine the perfect perfume and taste of fragrance suitable for consuming and therefore Penhaligons collections to profit from this form of campaign strategy.

Thus, the focus is to use the concept of magic cards and perfume match prediction to promote Penhaligons profiling online service. To make people try and trust fragrance brand they have never used we need to attract our target audiences through Penhaligons brand engagement. This is only possible by opening a pop store of Penhaligons and employ a sales assistance who will work as a tarot reader, utilizing the same questions of the online service and symbols presented and printed on cards. Also, the sales assistant person will engage customers in a attractive way and show as well as educate them on what Penhaligons offers and therefore, encouraging them to regularly visit Penhaligons online service later.

Campaigns Message

Find your perfect match

Creative Strategy

Get new customers (mostly women) Who is struggling of finding the best matching perfumes to choose Penhaligons perfumes for help by visiting it profiling online service.

Media Strategy

According to (Young, 2014) “Creating the best marketing integration comes from embracing true media neutrality, evaluating the metrics of each channel, and then activating tactics that deliver the communication goals”. To get the best of this campaign, we need to create a media strategy plan that can achieve our objectives. First, we need to build a pop up store that will be running for couple of weeks with an aim of creating awareness to people on as far as Penhaligons perfumer brand is concerned. We will then promote its profiling service through media channels. This will create a special atmosphere and environment for customers. The strategy aims to provide emphasis on the purchasing behavior and give a clear perception towards the quality of brand images as well as services provision (Barbu et al., 2010).

The design environment of the popup store will resemble the style of Penhaligons store. More so, visual concept of this campaign will be demonstrated and prediction and tarot magic utilized in a Victorian style way. The pop up store will appear as a caravan magic shape and front of it there will be a tarot reader who use cards with the same question and symbols that is reflected on the profiling service available. Each customer will be required to answer questions by choosing different card and the predictions will be used to give and reward the customers with Penhaligons collections available for selection. More so, the exercise aim to engage the audience by showing them how Penhaligons plays a vital role in perfume decision making and customer-consumer relations.

The second aspect on media strategy is the design a point of sale. Using the idea of David Jones, we intent to redesign a point of sale inside the retail store and put a poster outside that will drive people in the Penhaligons aisles store. Stahlberg et al. (2012) states that, “shoppers don't have the time or 'mental bandwidth' to actively and logically compare all of their options at the shelf. Instead, the shopping experience is driven largely by what shoppers actually see and encounter in the aisle - and the feelings that these packages trigger”. Hence, the main design elements for the shelves would be the same style that been used in the pop up store for presentation of the profiling cards and perfumes. The outside banner intents to create awareness, catch the attention of the client and drive maximum sale as far as Penhaligons aisle store and its business is concerned.

Social media channels

Social media has become a big one the important aspect in the people’s daily lives. We intent to use Instagram and Facebook to market the Penhaligons perfume products, since the two media platforms have a wide range of potential customers.

Instagram

We are targeting Instagram as another way of marketing Penhaligons products since it has over 300 million users. First, we create an interesting bio that will attract people on our page and also add our site link on the bio so that to boost traffic on our site and people could view the products. As indicated by Alvarado et al., (2013), “By leveraging the visual sharing features of Instagram along with it’s easy-to-use advertising features, many companies are able to not only share their brand story, but also completely build their brand on the platform.” Also, our account will have a consistent photo and name that clearly describe Penhaligons this will help us to be recognizable easily. We will promote products using well creative professional photos in order to outstand our competitors and will attract more customers; also use short descriptive videos that describe Penhaligons products. To gain more attention on our account we will create a unique lifestyle photo and video that will capture our brand culture and this will add more value to the Penhaligons. Lastly, we will sporadically create hashtags that relate to our products and this will create a chain of people who will be able to view our products through the Instagram channel.

Facebook

Facebook being the number one social media platform used by businesses, it will be to our advantage to utilize it to achieve our aim of more people viewing Penhaligons perfumes.

First, we need to optimize our Facebook page for SEO and likes, meaning our page will be ranked both in Google and in Facebook search for our brand name. The page should be appealing and capturing every detail of Penhaligons. Stachowicz-Stanusch (2015) posit, “Through Facebook Insights, ads can be presented to an audience selected by demographic data, including age, gender, education, location and interests that users have chosen to share on Facebook.”

We need to choose a descriptive and memorable username which accurately convey the topic of Penhaligons perfumes. In the about section we will describe accurately our business and our products using keywords that the customers might use in the search queries and include our website link. Our cover photo and image will be professional, high quality and will portray the look of the brand. Pinning of important post on the wall will help us attract the customers with an interesting captive description of our business and product. We will also use Facebook groups to engage with our potential target market and this will help to diversify our product and reach a large number of people.

Conclusion

We believe that when we apply this strategy we will be able to market our Penhaligons perfumes and reach a wide variety of potential customers. This report highlights the target audience of Penhaligons perfumes and the campaign objective to inform new customers about Penhaligons perfumes. The media strategies analyzed will help market the perfumes on a wider range and be able to achieve our main objectives.

• References
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• Barbu, C., Ogarcă, F., & Barbu, R. (2010). Branding in small business. Management & Marketing, 8, 31-38.‏
• Fah, C. (2011). An Exploratory Study of the Relationships between Advertising Appeals, Spending Tendency, Perceived Social Status and Materialism on Perfume Purchasing Behavior. Retrieved from International Journal of Business and Social Science: http://www.ijbssnet.com/journals/Vol.%202_No._10%3B_June_2011/21.pdf
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http://www.wewearperfume.com/2017/03/13/choose-perfume-wont-disappoint/

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https://perfumesociety.org/discover-perfume/an-introduction/perfume-houses/penhaligons/

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