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8/14/2019 Hil a Ry Drux m An

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AMBIENT ADVERTISING CAMPAIGN& MARKETING STRATEGYWINNIPEG JAMES ARMSTRONG RICHARDSON INTERNATIONAL AIRPORT

H I L A R Y D R U X M A N

Submitted to: Hilary Druxman

Submitted by: Jarrett Moffatt

November 23, 2009


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Simple.


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Modern.


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Style.


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CONTENTS

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EXECUTIVE SUMMARYSITUATION ANALYSIS

ADVERTISING STRATEGY

MARKETING STRATEGY

MEDIA-PLANNING

EVALUATION

CREATIVE


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H I L A R Y D R U X M A NAMBIENT ADVERTISING CAMPAIGN& MARKETING STRATEGY

EXECUTIVE SUMMARY 6//

EXECUTIVE SUMMARY

While more and more airportsare starting to resemble malls,shopping at an airport is still anaerthought to most consumers,much like buying a candy barat the grocery store checkout.In other words, people arecoming to the airport to y, notto buy. Tats why the biggestchallenge or airport retailersis getting customers to see thevalue shopping at an airport, andmaking customer interaction aseasy as possible.

Tis ambient advertising andmarketing campaign usessimple, modern, and stylish

ways to attract customers toHilary Druxmans WinnipegJames Armstrong RichardsonInternational Airport location.Tats why weve chosen the taglineSimple. Modern.Style. or thecampaign: its the perect t orwhat were trying to accomplish,and is consistent with HilaryDruxmans brand.

Our campaign uses mostlyunconventional advertising: romwashroom mirror treatments toeye-catching oor treatments,our advertising creates anambient presence throughoutthe airport that presents Hilary

Druxmans brand in a powerul yetunobtrusive way.Attracting customers to the airportlocation doesnt require a largemarketing budget, which is whythis campaign is so aordable: itssimply a matter o getting peoplealready at the airport to go to thesecond oor. With conceptuallystrong advertising and somesimple yet eective changes tohow the product is presented,Hilary Druxmans store can be asuccessul retail element at theairport.

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SITUATION ANALYSIS 7//

SITUATION ANALYSIS

Tis situation analysis looks at the internal andexternal actors associated with an eective marketingand advertising strategy or Hilary DruxmansWinnipeg James Armstrong Richardson InternationalAirport retail location.

STRENGTHSStrong Brand Identity

Te consistent, clear, and well-designed brandidentity o Hilary Druxman makes it easy orconsumers to understand and embrace her aordableand handcraed products. Te design o her retailstores, as well as her promotional materials, is anexample o this consistent clarity.

Online Store

Hilary Druxmans online store plays a key role in theairport locations success. Te ability or customersto purchase Hilary Druxman products online allowsthem to continue a relationship with the brand aer

leaving Winnipeg, and oers customers who areunable to make a purchase ollow-up when they gethome, whether that home is Calgary or Copenhagen,San Francisco or Shanghai.

Displaying the product prices on the onlinestore is also important, as it acknowledges thedierence between the online and conventionalretail experience. Displaying product prices onlineallows customers to easily make a purchase, whichis important in the crowded marketplace o online

retail.

WEAKNESSESUnlisted Prices

Te retail experience o an airport is dierent rom aconventional retail experience. Customers are oenpressed or time or convinced that airport retail issomehow overpriced compared to conventionalretail. (As Hilary Druxman shows, its not.) By leavingprices unlisted, unnecessary mental roadblocks canbe created in the customers mind. And at an airport,where products such as jewelry are an impulsepurchase, to generate sales there needs to be as ewmental roadblocks as possible.

Airport Advertising and Brand Exposure

Te current airport advertising and brand exposureor Hilary Druxman consists o two signs placedoutside o the store that read Airport Store NowOpen, with product examples displayed. Te storeschallenging location, tucked into the corner o theairports ood court, means the current advertisingand brand exposure is not reaching potentialcustomers throughout the airport, but only those whopass directly by the store.

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SITUATION ANALYSIS 8//

SITUATION ANALYSIS

OPPORTUNITIESAuent Demographic, New Customers Daily

A survey by Interspace Airport Advertising o sixAmerican airlines ound that the airlines passengerswere:

-85% College educated-73% Full-time employment-81% owned a home (with a median value of$299,099)-Median household income: $104,253-Median individual earned income: $68,358(Source: http://www.iaateam.com/advertise/demographics.html)

Tese statistics provide a great opportunity orHilary Druxman, as well-educated customers withdisposable income are likely to be interested inpurchasing quality jewelry at an airport store. Its alsoimportant to note that this auent demographic is

constantly being rereshed, with new customers arearriving and departing the airport daily.

Airline, Airport, and Concession Employees:A Consistent Customer Base

Employees o airlines, the airport, and concessionsare a strong secondary customer base, and providean opportunity or Hilary Druxman to build acustomer base thats in the airport almost every day.Establishing a strong connection with this group isan excellent opportunity to build brand awareness

through word o mouth. And as airline employees cancome rom around the world, this customer base canhave thousands o members.

THREATSAirport Bureaucracy

A consistent and calculated advertising andmarketing plan will need to be created that maintainsHilary Druxmans brand while at the same timeadapting it to the retail environment o an airport.Tis will mean clearly establishing what the airport iswilling to do to help Hilary Druxman be successul,and what will need to be done in order to establisha cooperative relationship between Hilary Druxmanand the airport. As Hilary Druxmans marketingcoordinator Christa Mariash, noted, even placing theAirport Store Now Open signs outside the store wassomewhat complicated. Cutting through the red tapein advance will help minimize the threat.


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ADVERTISING STRATEGY 9//


SUPPORTHilary Druxmans airport location presents achallenging opportunity: in an environment wherepurchasing jewelry (or any consumer goods) isntthe primary reason or visiting, developing anadvertising and marketing strategy that eectivelyresponds to this is crucial or the airport locationssuccess. Tereore, the advertising strategy willinvolve keeping the companys brand consistentwhile realizing that in order or the airport locationto be a success, certain changes need to be taken toallow customers to easily make a purchase. Tesechanges will include how the product is sold, how it ispresented to the target audiences, and where and howthe product is advertised in the airport.

TONETe tone o the campaign will be consistent withHilary Druxmans brand: simple, modern, andaccessible. Tese characteristics dene Hilary

Druxman, and itd be a mistake to move away romthem. By providing a simple, modern, and accessiblemessage to target audiences, the probability they willmake a purchase isnt le to chance but to a messagethat uses engaging emotional appeal. Tis tone willset Hilary Druxman apart rom the other retailers inthe airport.

THEMESimple. Modern.Style.Tese words perectly describeHilary Druxmans brand, and are a reection o what

Hilary Druxman already stands or: simple, modern,and stylish jewelry.

Weve used the line Simple. Modern.Style. in severalo our treatments, but only when it helped thetreatments eect, such as the window acing theAir Canada terminal, as well as some o the oortreatments.

RATIONALEAn advertising and marketing campaign that assumesairport retail is like any other retail situation isdoomed to ailure. Just as online retail is dierentrom conventional retail, so too is airport retail.Tats what sets this campaign apart rom others:it acknowledges that the odds are stacked againstairport retail rom the start. A successul strategyacknowledges this important dierence and learns toadapt quickly.

Tis campaign is built around the assumption thatconsumers arent coming to the airport to buyproducts: theyre coming to the airport to y toPhoenix to visit their parents, pilot a daily ight toVancouver, or work an airlines check-in desk oreight hours. No one goes to the airport with theintention o purchasing something more than a coeeor a sandwich. (Tough, a book or magazine might berequired to pass time.)

Tats where the power o our advertising andmarketing campaign comes in: by making it as easyas possible or a consumer to purchase a beautiulpiece o Hilary Druxman jewelry, the airport locationbecomes relevant to a consumer who may not havebeen looking or jewelry beore coming to the airport.

Hilary Druxman has several things that will helpit succeed at the airport: a well-priced and qualityproduct, a simple and accessible brand image, and a

beautiul store design. Tis campaign recognizes all othese important qualities and goes one step urther:removing barriers that keep customers rom makinga purchase.

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OBJECTIVESDuring our rst meeting in September, Ms. Mariashnoted that the weekly revenue or the airport locationwas between $300- $1,000. Given the cost o rentand labour the store pays every month, these guresare inadequate and need be improved. Tis is whereour rst objective comes in: to make purchasingHilary Druxman jewelry as easy as possible withoutcompromising the brand. o achieve this, however,the ollowing objectives must also be reached:

Prepare an advertising campaign thats focusedentirely on the airport location.

Use ambient media to create a presence for HilaryDruxman that sets it apart rom other stores in theairport.

Reach our target audiences through a media buythat reects their behavior in an airport setting.

Develop a store environment that makes purchasinga product easy by providing customers with enoughinormation to make a decision without too muchassistance rom a sales associate.

Use Hilary Druxmans website as an eectivemarketing tool by giving customers an opportunity tomake purchases aer leaving Winnipeg.

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TARGET AUDIENCESTe airport location lets our targetaudiences be placed into twogroups with broad characteristics:ravellers and Airline and AirportEmployees. We can label ourtarget groups as such becausethe airports retail environmentis unconventional and ar morecontained compared to a mall orstand-alone jewelry store. Teconsumer in the airport is eithertravelling to or rom somewhere,or they work or the airport or anairline in some orm: everyonesat the airport or a specic reasonthats unrelated to purchasingproducts. Building an advertisingand marketing strategy around thisimportant act is key to increasing

Hilary Druxmans sales.

Te ollowing is a breakdowno our two target audiences.Te gures are rom a surveycompleted by Interspace AirportAdvertising. (www.iaateam.com/advertise/demographics.html)

Primary Target: Travellers

Age: 18-54Sex: Male 53% Women 47%Marital Status:

Married 71% Single 29%Income:

House Hold Income Median:$104,235

Individual Earned Income:$68,000

Characteristics: Winnipeg resident or from out ofprovince/country Time spent in airport is limited Looking for gis or last-minutepurchases Dont necessarily know whatproduct they want to purchase

Primary reason for being in theairport is to y, not to purchasegoodsEnough income to easily aordHilary Druxman jewelryReasons for visiting or leavingWinnipeg: business, vacation,seeing relatives or riends, etc. New ights = new consumersevery day Receptive to aggressive sales

promotions (Example: buy one getone 50% o, wo or one, etc.)

Secondary Target: Airline/Airport Employees

Age: 18-54Sex: Male 53% Women 47%Income: $72,285 (Median o sevencommon airline jobs)

Characteristics: Employed by the WinnipegAirports Authority (WAA), anairline, or a third party (Canadianand US government, various shopsand services, etc.) Many are not from Winnipeg butrom around North America andthe world Time spent in airport is longerthan primary targets In the airport frequently; if

working or an airline, may stayovernight in the airport hotel Frequency = opportunity to buildloyalty Easily pass information aboutHilary Druxman to co-workers More receptive to promotions/sales/incentives (because orequency), but also receptive toaggressive sale promotions.

Note: Income number is an estimate taken romstatistics listed here:http://www.payscale.com/research/US/People_with_

Jobs_in_Aviation,_Airlines/Salary

More airport salaries can be ound here:http://www.avjobs.com/salaries-wages-pay/airport-

pay.asp


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MARKETING STRATEGY 12//

MARKETING STRATEGY

Our marketing strategy is consistent with our mainobjective: to make purchasing Hilary Druxmanjewelry as easy as possible without compromising

the brand.

In order to increase sales at the airport location, wehave three recommendations: price display, a salespromotion, and an ongoing airport/airline employeediscount.

PRICE DISPLAYDisplaying prices at the airport location is thesimplest and most cost-eective way to increase sales.And while we agree with Hilary Druxmans decisionto keep prices unlisted at the Exchange Districtlocation, we strongly recommend prices be displayedat the airport location, and believe a balance canbe ound between creative integrity and customerconvenience.

As we noted in our Advertising Strategy, the retailenvironment o the airport is very dierent romconventional retail: customers simply arent comingto the airport to shop. Most customers are enteringthe airport location by chance, either because thestores design is appealing, the advertising aroundthe airport is intriguing, or because they have timeto pass. In contrast, most customers entering theExchange District store are already looking orjewelry, and will spend time with a sales associateto nd a piece thats appealing, and wont mind that

there arent any prices listed. Tis isnt the case at theairport: people have a short amount o time to makea purchasing decision; therefore, we need to meet thecustomer halway by reducing their decision-makingtime.

Listing prices makes it easy for a customer to makea purchase when time or convenience is an issue.Imagine the negative eect to Hilary Druxmansonline store i no prices were listed- many customerswould just go to another website. Online retailscompetitive advantage is its convenience: customerscan purchase a product easily and instantly.Removing this convenience places barriers between acustomer and a product, hurting sales signicantly.

Airport retail is similar to online: customers wontpurchase a product i there are too many barriers.We believe Hilary Druxmans aordable pricing is agreat t or the airport location, and it seems counter-intuitive to hide this competitive advantage in a retailenvironment that almost requires it.

In our Creative section we oer an example o how aprice tag may be presented.

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MEDIA -PLANNING 14//

MEDIA-PLANNING

Ms. Mariash noted in an email aer our rst meetingthat the marketing budget or Hilary Druxman isgenerally 10% o revenue. Assuming that none othe budget has been spent since the airport locationopened in March, and that revenue has been anaverage o $4,000 a month since opening, ourcampaign will have an estimated budget o$2,800.Tis is a generalized amount, but enough to supportour media-planning.

RECOMMENDED MEDIA OUTLETSAs our advertising and marketing strategy largelyocuses on making changes to how the product is soldand presented to the consumer, as well as using salespromotions and ambient media, our recommendedmedia outlets are simple, cost-efcient, and eective.

WINDOW DECALSTese decals will be used to increase HilaryDruxmans brand presence. We have several uses or

these decals:

Visiting the location in September, our team noticedthat the window acing the Air Canada terminalcould be utilized as a powerul branding opportunity.By displaying Hilary Druxmans logo in a striking wayin this window, those waiting around the terminalwill take notice, encouraging them to visit the store.

While the front of the store is gorgeous and well-designed, providing a simple message that tells

customers whats inside will help increase oot trafcto the store. An unobtrusive decal below the storessign will help accomplish this, while a decal at thebottom o the stores window will advertise thewebsite when the store isnt open.

During periods when the store isnt open, providingthe stores hours will let customer know when theycan come back to look around. Weve also included

the website under the hours to provide another wayo purchasing Hilary Druxmans products.

Cost:Decals acing Air Canada Terminal: $300- $700Storeront decals: $200-$500

WASHROOM MIRROR DECALSWhile this part o the campaign depends on the co-operation o the WAA, its an important part o ourstrategy.

e mirror decal will be placed on mirrors in severalwomens washrooms.e decals will feature one of Hilary Druxmansnecklaces, so when a customer looks into the mirror,they will see the piece around their neck. Tegoal o this treatment is to amuse/tease customersunexpectedly, encouraging them to visit the store.

Cost: Four mirror decals $200- $400

FLOOR DECALSTese decals will be placed around the airport inhigh-trafc areas. Te decals will grab the customersattention in an amusing way like the previoustreatments, increasing store trafc and brandawareness.

We have provided several possible oor decals (seeCreative section) that would be eective treatments.

While using all o the decals would be overwhelmingto the airports aesthetic, three or our o them wouldbe quite eective in increasing brand awareness.

Cost: Four decals $500-$900

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MEDIA -PLANNING 15//

MEDIA-PLANNING

LOLLIPOP STANDSTese are same stands being used to advertise HilaryDruxmans new airport location. Well use thesestands to advertise the one-month sales promo, andthen use them or branding purposes. Teir currentlocations are perect.

Cost: Four posters: $200-$300

REACH/FREQUENCY RECOMMENDATIONSAll o our media-planning recommendations reachour target audiences simply through creating apresence around the airport that wasnt there beore.Te idea behind these treatments is to get as manypeople to notice that Hilary Druxman is a jewelrystore on the second oor, and that its worthwhile tovisit.

Te placement o these treatments in high-trafcareas ensures that these ads will be seen consistentlythroughout the day, and not just during busy periods.

SEASONALITYAs these treatments rely heavily on ambient media,we would only run this campaign or a period o twoto three months. Aer analyzing its eectivenessin meeting our campaign objectives (increasingsales and brand awareness), we would then look atmoving to either more traditional orms o media or

another approach that would involve a dierent use oambient media.

COST SUMMARYWindow decals: $500-$1200Washroom mirror decals: $200-$400

Floor decals: $500-$900Lollipop stands: $200-$300Estimated cost: $1400-$2800


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EVALUATION 16//

EVALUATION

As our campaign is ocused entirely on advertisingin the airport, we can easily monitor the success oour campaign simply by whether sales have improvedsignicantly. But an increase in sales is obviously thegoal o any marketing and advertising strategy, whichis why weve included other methods o evaluation.

Monitoring where in the world people are when theyvisit Hilary Druxmans website is one indication osuccess. I we see a large increase in the amount opeople rom outside o Winnipeg visiting the websiteaer our campaign launches, its air to assume thisincrease has mostly been a result o the advertisingand branding the customer has seen in the airport(the website address on the door, Air Canada window,and at the bottom o the store ront will all helpachieve this increase in website trafc).

I displaying prices in the airport location issomething being considered (and as noted beore, we

highly recommend it), we can monitor the successo displaying prices by having sales associates keeptrack o A) how long a customer stays inside the storeB) how long it takes to make a purchase. Te idea odisplaying prices is to make the purchasing processmore efcient, and i sales associates are noticingcustomers purchasing products in a shorter amounto time (Ms. Mariash probably has the best ideao how much time is generally spent helping eachcustomer), then theres clear evidence that displayingprices is a valuable advantage.

As well as observing customer behaviour, we alsorecommend attaching a simple survey to eachpurchase at the airport store. Te survey could besubmitted through e-mail, with the incentive o25 per cent o a customers next in-store or onlinepurchase.

Questions should include:

How did you fnd out about Hilary Druxmansairport location?

Had you heard o Hilary Druxman beore comingto the airport? I so, how?

Did you see Hilary Druxmans logo anywhere in theairport? I so, where?

What was your purpose or coming to the airport?

Who were you purchasing jewelry or today?(Yoursel? Wie? Daughter? Friend?)

How easy was it to fnd the piece you wanted topurchase?

Is there anything that could have made yourpurchasing decision easier?

I there were no prices on any o the jewelry, wouldyou still have purchased something? I no, why?

Our evaluation is a simple process, as there arentmany variables to contend with: all o our advertisingis inside the airport, so there isnt a need to wonderi a radio or magazine advertisement is reaching itsintended target audience. ravellers and airport/airline employees will see our advertisements equally.And i these advertisements are as powerul as we

believe they are, Hilary Druxman will see a signicantincrease in oot trafc and overall sales.


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CREATIVE

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STOREFRONTAIR CANADA TERMINAL WINDOW

WASHROOM MIRROR

ARRIVALS AND DEPARTURES

PRICE TAG

LOLLIPOP STAND

STAIRS

8// PROMO LOLLIPOP STAND

9// SKYWALK

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STOREFRONT TREATMENT


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J E W E L R Y


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H I L A R Y D R U X M A NHours:Monday-Sunday 0900-1700

Shop online:

www.hilarydruxman.com


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SHOP ONLINE HILARYDRUXMAN.COM


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AIR CANADA TERMINAL WINDOW TREATMENT


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WASHROOM MIRROR TREATMENT


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ARRIVALS AND DEPARTURES TREATMENT


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What are you waiting for?


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CREATIVE 27//

PRICE TAG: HELVETICA LIGHT 14PT

sterling silver necklace103.00


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LOLLIPOP STAND TREATMENT


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STAIR TREATMENT


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PROMOTIONAL LOLLIPOP STAND TREATMENT


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SKYWALK TREATMENT


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Simple | Modern | Style


Visit us on the second floor.

hil a ry drux m an

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