Key Messages To Communicate With Targeted Segment Marketing Essay

Key Messages To Communicate With Tar apprehended Segment merchandise EssayIntroductionIn the modern society, fashion had always been considered as an important aspect in daily life. According to the manner arts (2010), there is an increasing in public figure of intensive competition between fashion retailers for their shargons of the consumer market. In anformer(a) word, it is a battle to gain the customers attention and the customers loyalty. Therefore, I am now writing this posit across in order to support our communitys strategy to make headway our peeled set about of clothes. This report leave alone leave alone a draft communication plan with a logo and a strapline along with recommendations for our KM demeanor store in order to enhance our imperfection, give notice (of) with public.What is a communication plan?Communication plan is a muniment written in order to accomplish our association communications. It exit succor to define the audiences needed to fleet wi th, read the way to accomplish our objectives, which method or tools puke be utilise and how you go forth prise the results of the program.Communication consist of writing, oral, electronic interact with certain display case of audiences. A communication plan normally aiming for what is our main objective, goal, who is the audience needed to be shape uped, key messages, tactic, how we muckle tactile sensation them, in which method, using which tools, where to make water the selective knowledge ( redbreast Mayhall)Overview and define our main objectiveKMstyle is one of the fashion leading retailers oer 20 years in the fashion constancy. The company operates a supply chain network with over 100 stores in the UK and continuous expanding. Kmstyle provides an extensive range of womans fashion products include clothing, accessories. We are now launching a refreshed range of take away downy fashion clothes intentional by top supermodel Kate Moss. Our goal is to lay down and con slopped a favour subject public hear by communication to the general public, attract new customers, promote our tag and stay up to date compete with other retailers.Define our target audienceIt is alert to identify who our target audience are they are critically influence on the communicators decision almost what to say, how, when, where and to whom. Kmstyle new launching products are focusing on young and trendy segment. Question such asIs the target new to the category or a current used?Is the target loyal to the punctuate?Target is loyal to competitor or someone who switches between brands?If a brand user, is he or she a frequently shopper or notshould be considered as the answer will effect communication strategy (Kotler P, Brady M, Goodman M Hansen T 2009, p 696).All we need is information which set up be obtained internally from our staffs, merchandising department, HR department ect as well as externally from customers and even from our competitors.Key message s to communicate with targeted segmentThis is where we need to question ourselves WHO, WHAT, WHEN, WHY AND HOW of communicationsWHO will introduce the new range of clothes, brand or event?WHAT is our company new offering? What are those new features or benefits?WHEN these offering will be available? When the promotion will be launched?WHERE will the events, promotion, offer will take holding?WHY should the targeted audience be fireed in our range of products?HOW can our audience get more than information on the offering/promotion/products?These messages should be cleared, written in language that the target audiences can beneathstand and relate to. (Fine ArtsFund)Identify communication methodsThis is one of the most important steps in a communication plan as how KMstyle plans to communicate with the segmented audiences? Which key messages should be used each clipping we communicate? And how we can make sure our audiences get hold the information, hence we can draw out new wa ys to reach them (Fine ArtsFund) Failure in communication will cause negative effects to our companys image in the future, therefore choosing the correct method, using appropriate mediums, deliver the right messages at the right term are essential.Communication mixMediaMost conventional communication tool is advertisement. The main purpose of advertising is introducing and reminding the public to the highest degree our companys existent in another word creating brand awareness. advertizing KMstyles aim is to inform, swing the public, remind and reinforce information about the brand. It is a non- psycheal sale set outation which influences a large number of audiences (Kotler P, Brady M, Goodman M Hansen T 2009, p 72).Advertising can be general classified as newspaper, magazines, radio, television, internet, websites email, locate mail, outdoor ads, transportation ads, email and phone call which are various methods to connect population (Jeff Madura 2007, p529) Advertising ad vantages areMake good impression on the reader by suggesting a professional approach which improves the changes of its message being acceptedThe content or information is easier to understandAdd reach and interestMessages will be delivered to a large number of audiencesExposure is unlimited to your ad as people can come back to see the ad anytime. parolepaper and magazines are funky cost budget, they are distributed nationwide and more focusedRadio has its advantage as it talk to the audience even supposition it lacks of visual effect.Television ads become more common nowadays, research had evidencen approximately more than 40 million women are watching the annual Academy Awards, many fashion pisseds and lipstick focus may their ads on this program however advertise on a popular show will be precise expensive for representative a one minute ad during the Super Bowl cost more than $3 million (Jeff Madura 2007, p531).Choosing internet as a communication medium is a must. It is necessary to realise a proper website designed which includes all the information about the new range of clothes, together with promotions, vouchers postulate mail advertising is also used by send catalogs directly to homes, for voice the cosmetic firms Avon denote their products by direct mail method.Outdoor ads are shown on billboards and signs can also be considered as they attract customers attention quickly.Transportation ads print advertisements such as poster, leaflets, slogan, logo are often displayed on busses, cabs, taxi as they have a strong visual effect and easily recognized at one glance(Jeff Madura 2007, p533)Product placement is where the product is advertised through the star, movie, show as the volume of public are getting tired of normal advertisement. Product placement become the latest trend and widely used as they are quite costly to launch but mostly bring out an in effect(p) results. For example by showing many of the clothes on the hit show Gossip daug hter had made a massive impact on young designer and show Runway alumna Alexandra Vidal, as fans often eager to own and to wear the same clothes as their favourite star (Trend Hunters)Conduct hatful, questionnaires enable public to acknowledge our brand also we will be able to get their email and contact information once they register through our websites. After that, we can send out information about our brand, sending out news, survey, and questionnaire through internet. Sending out survey is an easy way to find out what people need and want, whether they satisfy with our service, this method is commonly used in every organisation nowadays. Its characteristics are Useful in describing the characteristics of a large population which none other method has this capability.Can be controlled and dealing remotely through email, telephone, mail which show the results in statistical way.With a high flexibility, many question can be asked in a survey, to eff usually need 5 30 minutes.H ad a high reliable rate, easy to obtain and low cost.Survey can be shortening to questionnaire form, which can be used on focus assemblage, portray to face interview. However the percentage of replying results is relatively lower than the other method also they were designed under a general questions, possibly missing what is most information needed to get (CSU)Personal change involves individual sale-person conductspersonal tradeFace to face, one on one basis which sale-person got paid by commission. This method can be alternative such an interview face to face with customer to get more information from them orFocus group invite 3- 10 customers to form a group with prepared questions about KMstyles fashion product range in order to retrieve specific information such as thoughts, feeling, attitudes or ideas about the company from customers.Sale promoting produce a high gross revenue response in the short run (Kotler P, Brady M, Goodman M Hansen T, 2009)Coupon are attached in n ewspaper, magazines and ads to advocate the purchase for a product consequence increase customers loyalty to the brandVouchers discount 10-50% off or buy 3 for 2 pricesPremiums giving out gifts or prize for customer who purchase over 100 for example. This method gives an extra incentive to purchase products.(Jeff Madura 2007, p533)Public relations create and maintain a favourable public image is crucial. It has a big impact on KMstyles reputation.Special events some firm sponsor a special event such as car racing, sports, and football for example Nike promoting their brand logo printed on runner shirt or shoes. On the other hand, in fashion industry event such as fashion shows week enable the viewing of fashion latest style, this is a place called social gathering and get interact with other brands as well as reporters, media.News releases a brief announcement of a firm in written form provide to the media with headlines which enables the firm to update the public about its product s or operations, also to clarify false rumours that could adversely affect the firms reputation. extract conference is similar to the new release but instead of written from it is an oral announcement. It is more denominate and more personal as news are released directly to the media.(Jeff Madura 2007, p533-543)Recommendation key to mastery public speaking, to be effective, communication to the audience has toBe targeted carefully to suit each sectionMust be an on-going, consistent and frequent process.The information available must be reliable and up-to-date, in order to multi level and promotional to draw attention toward our company (WARP, 2004).KMstyles webpage should have easy contents yet professional layout. instruction that is published on the site should be cleared for the audience by using email hyperlinks, newsletters and other media. There should be links to customer service, clothes range with pictures and prices, size claim, info personal obtain is highly recomme nded as many people do their shopping online or some orders are global. beneath is an illustration of a fashion retailer website names RiverIslandUntitledCreating blogs, groups, registering with some popular websites such www.facebook.com, www.twitter.com, yahoo, MSN where a large amount our target audience are connected. Create a link to our main KMstyles website to get the public subscribed.Recommend fashion popular fashion websites with large community networks fashionising.com, stylehive.com, keboodle.com, thisnext.com, stylefeeder.com, shareyourlook.com consist of difference styles and fashions which will process KMstyle improve and gather information (Chris Odel)Through internet, we can get customers email which will help us to contact them, sending them information, surveys about our new range, new promotions or vouchers and collect their information.Conducting surveyI recommend the website https//www.questionpro.com , it will help to design survey questions for free. Once you register for an account, you will be able to access to the website, from creating every single question to a complete a professional survey and sending it to emails directly from your account. Below is a demonstration of a survey created from questionpro websiteddMeeting up with a market officer or hr, accounting department or even any staff who work for KMstyle in order to collect more information about our customers, also statically know about KMstyle range of products.For example booking an appointment with Mr X a sale manager operation, he has the recording of stock room, he will eventually be able to give out the figure of which products are best selling and which are not ect(River Island)Advertising is highly recommended as a key of branding awareness, KMstyle advantages are having our products designed by top supermodel KateMoss. It will be effective and efficient to use her image to boost up KMstyle using fashion product placement method. According to Tungate Mark When a celebrity wears something, it has direct impact on sales, April Glasssborow, senior buyer for international designer collections at Harvery Nichols recalled when Victoria Beckham was photographed in a honey oil satin Chloe dress by the Sunday Times Style section, it created a demand.Focus on advertising on fashion magazines type such as Cosmos, Glamour, Vougue, ElleRecruiting sale staff for improving personal selling, staff will approach customers with questionnaires given and leaflet to handout over publicA few samples of question can beDo you like shopping?How often do you shop?Which brand is your favourite?What style of clothes do you consider best suit you?What do you think about our KMstyle Brand?What type of clothes you usually shop in KMstyle?Have you ever shop form our online store?Did you receive offers or discount from us?In the consequence we will be able to collect more data from these answers.Developing poster upon Kate Mosss style or poster display in front of the store. For example FashionShowLogoNewLowRes.gifkatemoss1.jpgNew range of productsFeel of the temptationkm_logo.jpgImage source http//magsandfashion.files.wordpress.com/2009/08/katemoss1.jpghttp//www.berninausablog.com/files/FashionShowLogoNewLowRes.gifhttp//www.katemarston.co.uk/images/km_logo.jpgAdditionally, billboard with high quality of imprint which visible through the day can be placed on Piccadilly Circus or airdromePress conferences or new releases rely on Kate Mosss image. Recommended on the Times, the Guardian, the Independent, the Daily TelegraphAn example of self-made promotion Victorias Secret relies on models to do promotional tours in which they promote Victoria Secret products (Jeff Madura, 2007) set in motion or attend the fashion shows e.g. the London Fashion week to boost up KMstyles image and create positive public relation. Here are some keys step needed to be consider forward running a fashion showsDecide the purpose of the fashion showmake a tend of what are our objective for the showsput up fliers, ads, poster, leaflet in order to spread news about the showsbook a location in advance with an estimate amount of audiencesHave meetings with models Kate Mossadvertise the showdont be too stress and have fun, enjoy the show(Kate Russell)Below is a sample of an advertisement on fashion showImage Source http//fc04.deviantart.net/fs24/f/2007/355/0/7/Fashion_Show_Poster_by_lightskinnnn38.jpgFashion_Show_Poster_by_lightskinnnn38.jpgMain keys to successDraw out a timetable and bulletin all the key points date and time, things to do, meeting need to attend, person need to contact, how frequent, and staff involvedEnable customers to access and contact our organisation, looking out for feedback in an effective wayKeep contact, stay on track and inform customer about information from our company also connect with internal departments.Efficiently using communication method to promote our company range of product and improve our appearanceConsideri ng having or attending press conference, fashion shows keeping data up-to-date, restorative our material in order to attract more customers.Recruiting more staff specialise in marketing area and sale staff.ConclusionIn the fashion industry, it is vital to understand how communication is the key of information and taking a consideration to be able to communicate is necessary. Generally speaking, this report overall present a draft communication plan along with my communication support recommendations in order to help KMstyle promote the new range of clothes to the targeted segment. Together with the disadvantages, advantages of each methods and how to ensure a success results in communication process.. If there is any further enquiry regarding these please do not hesitate to contact me via my email.(2687 words)References and sourcesBooksKotler. P. Brady, M. Goodman, M Hansen, T (2009). Marketing Management, Pearson Education Limited, England, Essex, chapter 19, designing and managin g marketing communications, p 696Kotler. P. Brady, M. Goodman, M Hansen, T (2009). Marketing Management, Pearson Education Limited, England, Essex, chapter 20, managing mass and personal communications, p 722Madura, J (2007), Introduction to business, 4edn, Thomson due south western, advertising, p529.Madura, J (2007), Introduction to business, 4edn, Thomson south western, advertising, p531.Madura, J (2007), Introduction to business, 4edn, Thomson south western, advertising, p533-543.Electronic/online sourceUniversity of arts (2010), Introduction to fashion retailing, Online. usable from http//www.fashion.arts.ac.uk/shortcourses/shortcourses_Introduction_to_fashion_retailing.htm Accessed 05 Feb 2010Robin Mayhall, How to develop a communication plan, key messages, Online. obtainable from http//www.hieran.com/comet/howto.html Accessed 05 Feb 2010Robin Mayhall, How to develop a communication plan, tactics, Online. Available from http//www.hieran.com/comet/howto.html Accessed 05 Feb 2010Fine ArtsFund, Creating a communication plan, Online. 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Available from http//www.trendhunter.c om/trends/gossip-girl-alexandra-vidal-fashion Accessed 10 Feb 2010WARP (2004), Example of WARP communication plan V1.1, 3.2 Audience, Online. Available from http//www.warp.gov.uk/Marketing/CommPlanV1.1.pdf Accessed 10 Feb 2010Chris Odel, ezinearticals, Promote Your Own Clothing Brand Top Fashion Networking Sites Online. Available from http//ezinearticles.com/?Promote-Your-Own-Clothing-BrandTop-Fashion-Networking-Sitesid=1102112 Accessed 10 Feb 2010QuestionPro, Fashion attitudes, Online. Available from http//www.questionpro.com/akira/showSurveyLibrary.do?surveyID=148mode=1 Accessed 10 Feb 2010Kate Russell, How to start a fashion show, Online. Available from http//www.ehow.com/how_4443476_start-fashion-show.html Accessed 10 Feb 2010