After a workshop today I had become more aware of Guerrilla marketing techniques, first implemented by Levinson. It is a popular marketing strategy that encourages intercept encounters, for example creating a tangible form of promotion for the consumer.
I had an initial idea of making a tree look very much like a hippy, by tying ribbons in the branches at the top (the hair), and then by having bracelets on the branches slightly further down, (the arms) maybe some knitwear along the way, and then the Wellington boots down by the roots at the bottom. When I looked further into this, something similar had already been done, however this just goes to demonstrate that the concept is viable.
An issue surrounded how I would go about representing my intentions; would I edit these pieces in on photo shop, or would I actually have to go about creating this in real life.
I still wasn’t convinced with this idea, and thus I continued to experiment in my mind.
I had an idea about a way to represent a form of promotion for a magazine; this was in crossword format; the answers would either be readily provided for the reader, or alternatively they would just be left the clues. I must fid a way to specifically suggest that it is the Signature Boot that I am referring to amongst all of this.
When it came to creating the crossword, I used Illustrator – that way I could ensure that I was correctly aligning the boxes, I referred to an original crossword for clues about authentic layout, and typical additions etc, I wanted this to look as real as possible yet with something, possibly the logo, that made the viewer think – hang on a minute… this is a promotion!
I could set up a scheme whereby every correct purchase got 10% off of the purchase of a pair of signature boots. However I must consider the 10% student discount that the Topshop is renowned for. Yet I could use this advantageously.
What next?
I must now continue to work on ideas as to how I would represent my forms of promotion, whether a photoshoot will be necessary, or whether I will rely on digital imaging to help portray my campaign.
Wednesday, 11 November 2009
Saturday, 7 November 2009
Achievements since my last post:
What I have achieved:
Right, well it’s definitely gone past midnight, so this qualifies as Sunday’s blog.
Achievements of … well, yesterday!
I communicated with Octavia, a girl from my course who I also think would be the perfect model for my project because of her quirky looks – she also has the wardrobe of an indie-type girl, which definitely helps.
Whilst talking through town I was inspired by a Tanya doll that I saw. It was the black equivalent of a Barbie doll, and clothed in bright colours – this made me see that bright hippy-esque attire would look so vibrant and lovely on a black model, and therefore I went about sourcing one of these, considering a girl from my course for this also.
I considered the use of another girl I had been around campus, but tracking her down was a major issue as I had no form of contact and didn’t even know her name.
I produced a questionnaire to help me further my progress within this project. I needed to be absolutely positive that the line of thought I was continuing down was correct for the product, for example had I eventually got the brand right, and was the festival endorsement correct – all of these things needed to be assessed and evaluated.
It was also necessary to find out more about my customer, for example the age of those who are buying into wellies, their gender, desires and requirements.
What next?
I have printed off 50 copies of this questionnaire, because of the sheer expense of printing, I am going to ensure that I hand these questionnaires out in person, because this amplifies the likelihood of: A. getting the questionnaire back, and B. getting is back with haste! I aim to have collated all of the information into an Excel spreadsheet by the end of tomorrow for analysis.
Right, well it’s definitely gone past midnight, so this qualifies as Sunday’s blog.
Achievements of … well, yesterday!
I communicated with Octavia, a girl from my course who I also think would be the perfect model for my project because of her quirky looks – she also has the wardrobe of an indie-type girl, which definitely helps.
Whilst talking through town I was inspired by a Tanya doll that I saw. It was the black equivalent of a Barbie doll, and clothed in bright colours – this made me see that bright hippy-esque attire would look so vibrant and lovely on a black model, and therefore I went about sourcing one of these, considering a girl from my course for this also.
I considered the use of another girl I had been around campus, but tracking her down was a major issue as I had no form of contact and didn’t even know her name.
I produced a questionnaire to help me further my progress within this project. I needed to be absolutely positive that the line of thought I was continuing down was correct for the product, for example had I eventually got the brand right, and was the festival endorsement correct – all of these things needed to be assessed and evaluated.
It was also necessary to find out more about my customer, for example the age of those who are buying into wellies, their gender, desires and requirements.
What next?
I have printed off 50 copies of this questionnaire, because of the sheer expense of printing, I am going to ensure that I hand these questionnaires out in person, because this amplifies the likelihood of: A. getting the questionnaire back, and B. getting is back with haste! I aim to have collated all of the information into an Excel spreadsheet by the end of tomorrow for analysis.
Completing the press release - ahead of schedule
Yesterday I managed to work on into the early hours, and consequently completed my press release for the Signature Boots; I put Topshop in as the brand as at this point I was convinced that this was my new line of enquiry.
The release came up to just over 500 words, which is the appropriate length for a press release; it is typically suggested that 500 words is the minimum.
However, I next had to consider how I was to format this. My initial idea was to format is on a scarf; this would then also incorporate the press gift. The scarf would have to be purchased from the Topshop store as a self endorsing item.
However, it is important to consider the technicalities, how would I attached the release to the scarf in such a way that it would be readable, whilst also being wearable after the journalist has written the desired article.
My next idea was to have the press release formatted inside an empty packet of face wipes. Face wipes are obviously a festival necessity; this is where this link comes into play. However it is important to consider how this would work. The last sentence that the journalist would write would have to be placed in the face wipe packet first, so that it would be pulled out last – so on an so forth. It is the necessary to consider what type of fabric or material would be best; bearing in mind that it must be malleable.
My final idea was to print the release onto fabric and then to make it into something, for example a hat, socks, or a scarf – or any other festival related item.
What next?
I must consider further ways to format the press release, whilst considering other elements of the press pack.
Ultimately, I must think of the concept of my model and contact these models; who would work best etc.
The release came up to just over 500 words, which is the appropriate length for a press release; it is typically suggested that 500 words is the minimum.
However, I next had to consider how I was to format this. My initial idea was to format is on a scarf; this would then also incorporate the press gift. The scarf would have to be purchased from the Topshop store as a self endorsing item.
However, it is important to consider the technicalities, how would I attached the release to the scarf in such a way that it would be readable, whilst also being wearable after the journalist has written the desired article.
My next idea was to have the press release formatted inside an empty packet of face wipes. Face wipes are obviously a festival necessity; this is where this link comes into play. However it is important to consider how this would work. The last sentence that the journalist would write would have to be placed in the face wipe packet first, so that it would be pulled out last – so on an so forth. It is the necessary to consider what type of fabric or material would be best; bearing in mind that it must be malleable.
My final idea was to print the release onto fabric and then to make it into something, for example a hat, socks, or a scarf – or any other festival related item.
What next?
I must consider further ways to format the press release, whilst considering other elements of the press pack.
Ultimately, I must think of the concept of my model and contact these models; who would work best etc.
Friday, 6 November 2009
Completing my 'customer profile board'.
What I have completed:
Today I completed my ‘customer profile board’; I use inverted commas as such, because it is more of a box. I have kept in with my theme of ‘keepsake’ throughout this project, and my customer profile board really reflects this.
I have used a wine case with two separate compartments, in one section I have included details about my primary customer, and in the second I have included details about my secondary customer.
I feel that this is a very successful way of representing my target group without using the traditional means of presentation. It reflects the whole concept of keeping things for sentimental value. The male and female shown are boyfriend and girlfriend and the box acts as mementos of things they do together, or have brought each other.
Today I have also been further communicating with Colin at Smile Plastics. It seems that the only option for me is to buy the £85 roll of plastic sheet – unless either of us thinks of an alternative.
I will maintain this conversation until we reach a solution.
Next stop:
Write the press release. To this I must think of a style I need to go along with, I feel the hippy-esque attitude that I used in my presentation really worked, and will look around for more hippy terms and phraseology. I will also have to think of puns for feets, boots and anything shoe-related.
Today I completed my ‘customer profile board’; I use inverted commas as such, because it is more of a box. I have kept in with my theme of ‘keepsake’ throughout this project, and my customer profile board really reflects this.
I have used a wine case with two separate compartments, in one section I have included details about my primary customer, and in the second I have included details about my secondary customer.
I feel that this is a very successful way of representing my target group without using the traditional means of presentation. It reflects the whole concept of keeping things for sentimental value. The male and female shown are boyfriend and girlfriend and the box acts as mementos of things they do together, or have brought each other.
Today I have also been further communicating with Colin at Smile Plastics. It seems that the only option for me is to buy the £85 roll of plastic sheet – unless either of us thinks of an alternative.
I will maintain this conversation until we reach a solution.
Next stop:
Write the press release. To this I must think of a style I need to go along with, I feel the hippy-esque attitude that I used in my presentation really worked, and will look around for more hippy terms and phraseology. I will also have to think of puns for feets, boots and anything shoe-related.
Thursday, 5 November 2009
What I have achieved:
Achievements:
Today has been more of a brain-storming day, rather than a practical work day.
My main focus was to consider how to display my customer profile board, bearing in mind that I had the primary customer of the teenage girl, and the secondary customer of the teenage boy.
These were to be represented through my previously-purchased Barbie and Ken dolls, however how could I present these in an interesting and appropriate format?
Inspiration actually came from a box I was intending to use for a previous project of mine.
The box was a wooden wine holder with two separate compartments, I initially considered putting Barbie in one, and Ken in another, however I ultimately decided that it would be more effective to put these on the lid that slid off. I would then fill the contents of the box with things that brought to mind hobbies, clubs, outings, holidays - things that my teenagers would typically do.
This box represents a keepsake box - very much like my Wellington boot, which is a keepsake item.
Little cards and photographs would be placed inside, maybe with hand scrawled notes, in keeping with the theme.
What next?
Unfortunately an incident with this box meant that it was broken and thus not suitable for use. I therefore must purchase one of these, and ensure I have everything else required for use, e.g. photographic paper, and luggage type tags.
Today has been more of a brain-storming day, rather than a practical work day.
My main focus was to consider how to display my customer profile board, bearing in mind that I had the primary customer of the teenage girl, and the secondary customer of the teenage boy.
These were to be represented through my previously-purchased Barbie and Ken dolls, however how could I present these in an interesting and appropriate format?
Inspiration actually came from a box I was intending to use for a previous project of mine.
The box was a wooden wine holder with two separate compartments, I initially considered putting Barbie in one, and Ken in another, however I ultimately decided that it would be more effective to put these on the lid that slid off. I would then fill the contents of the box with things that brought to mind hobbies, clubs, outings, holidays - things that my teenagers would typically do.
This box represents a keepsake box - very much like my Wellington boot, which is a keepsake item.
Little cards and photographs would be placed inside, maybe with hand scrawled notes, in keeping with the theme.
What next?
Unfortunately an incident with this box meant that it was broken and thus not suitable for use. I therefore must purchase one of these, and ensure I have everything else required for use, e.g. photographic paper, and luggage type tags.
Wednesday, 4 November 2009
Primary research - visit to the Smile Plastics factory
My Visit to Smile Plastics Factory.
I left this morning to visit the plastic factory, and arrived in Southport to derelict building, full of huge machinery – and lots of recyclable plastics in store!
It was so educational/exciting and all of the other clichés.
I took lots of photographs to be analysed in my sketchbook – I am to have completed this by tonight.
Colin also allowed me to take samples away with me for analysis, which I did.
Next I must annotate these and display them in my sketchbook, or alternatively find a means of displaying them that will carry the weight.
I sent Colin an email post my visit, I thanked him for the opportunity and said that I would definitely like to use Smile Plastics further in my project, stating specifically that I would like to purchase some plastic from him – this came in a massive roll and would be suitable for my entire press pack contents and container, however it was important that I attempted to get the cost, as this was £75 at present, a very hefty sum!
What next?
I will attempt to complete my customer profile board.
I left this morning to visit the plastic factory, and arrived in Southport to derelict building, full of huge machinery – and lots of recyclable plastics in store!
It was so educational/exciting and all of the other clichés.
I took lots of photographs to be analysed in my sketchbook – I am to have completed this by tonight.
Colin also allowed me to take samples away with me for analysis, which I did.
Next I must annotate these and display them in my sketchbook, or alternatively find a means of displaying them that will carry the weight.
I sent Colin an email post my visit, I thanked him for the opportunity and said that I would definitely like to use Smile Plastics further in my project, stating specifically that I would like to purchase some plastic from him – this came in a massive roll and would be suitable for my entire press pack contents and container, however it was important that I attempted to get the cost, as this was £75 at present, a very hefty sum!
What next?
I will attempt to complete my customer profile board.
Tuesday, 3 November 2009
Today's achievements:
My Productive Day:
Today has been very productive; I have printed off, stuck down and annotated a lot of work that has not been documented – due to lack of ink and the postal strike.
I visited ‘Toys R us’ and purchased some very hippy-esque clothing for my Barbie and Ken dolls, ready for the production of my customer profile board. I also utilised a poster from inside the Glastonbury Review, which I will consider using as a backdrop for my customer profile board.
The fact that I am using Barbie has resonance, relating to a conversation I had with Colin Williams from Smile Plastics, about the melting down and thus recycling of Barbie Dolls into plastic sheets to be used as designer work surfaces etc.
I have communicated with Colin from Smile Plastics who has told me that tomorrow looks promising for on the agenda. I am therefore using the remainder of the night as preparation for tomorrow, for example notebook and pen at the ready, camera on charge, everything packed!
I must utilise the day tomorrow to the best of my ability – I will buy samples of the Wellingtons if that is what is required, although I endeavour to use my charm to get as much free as humanely possible. Tomorrow I must document the day in sketchbook format, annotating images and samples provided for me.
What next?
I must get some sleep in preparation for a very hectic day!
Today has been very productive; I have printed off, stuck down and annotated a lot of work that has not been documented – due to lack of ink and the postal strike.
I visited ‘Toys R us’ and purchased some very hippy-esque clothing for my Barbie and Ken dolls, ready for the production of my customer profile board. I also utilised a poster from inside the Glastonbury Review, which I will consider using as a backdrop for my customer profile board.
The fact that I am using Barbie has resonance, relating to a conversation I had with Colin Williams from Smile Plastics, about the melting down and thus recycling of Barbie Dolls into plastic sheets to be used as designer work surfaces etc.
I have communicated with Colin from Smile Plastics who has told me that tomorrow looks promising for on the agenda. I am therefore using the remainder of the night as preparation for tomorrow, for example notebook and pen at the ready, camera on charge, everything packed!
I must utilise the day tomorrow to the best of my ability – I will buy samples of the Wellingtons if that is what is required, although I endeavour to use my charm to get as much free as humanely possible. Tomorrow I must document the day in sketchbook format, annotating images and samples provided for me.
What next?
I must get some sleep in preparation for a very hectic day!
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