Drift Master Presentation
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Transcript of Drift Master Presentation
Consumer Adver-sing Campaign
June 3, 2013
DePaul University MKT 575 Team Awesome
David Bakst DJ BasseF
Blake Essig
Jarod Garbe Mark Iandola
Kyle Wood
Target Market Profile
• Affluent Adults; Ages 25+ • Social “Tastemakers”
• Value the story behind DRIFT Eyewear • Low price sensi-vity for products that have an emo-onal connec-on
• Discerning, Fashionable, First-‐Adopters
Posi-oning Statement
“To the crea*ve individual, DRIFT is the luxury eyewear brand that delivers truly unique style with a story, because each frame is painstakingly sourced
from rare, natural materials that make no two frames alike.”
Marke-ng and Communica-on Problem
• Developing consumer awareness under realis-c budget constraints
• Maintaining appeal as inherently exclusive, while crea-ng an organic community
• Crea-ng a “springboard” for the brand through selec-ve partnerships
Messaging Strategy
• Compare DRIFT’s produc-on story to the compe--on to differen-ate from luxury brands
• Weave a uniform story across mul-ple channels
• Reach out to customers by crea-ng a brand community with a par-cipa-ve feel
DRIFT’s Brand Image
Luxurious
MODERN Discerning
Artisan-made
Genuinely American
DRIFT’s Tone
• Exclusive but Not Preten-ous • Rus-c but Refined • We are Green but We Do Not Prosely-ze
Consumer Response
• Set DRIFT apart from the mimicable nature of the luxury eyewear market
• The inspired consumer will share the story and visit DRIFT Eyewear’s website and events
Social Media Campaign
Share DRIFT’s story across
mul-ple social media plaaorms
Community Contest
• Consumers vote between 3 predetermined new source materials
• Limited produc-on line
• Registered voters are entered into a raffle for prizes and giveaways
Online Video Content
• ‘The Journey’ – Comparing DRIFT’s manufacturing to the market
– Showing the journey from sourcing to crea-on
• ‘Our Team’ – VigneFes of stories/interviews of actual crafsmen – Favorite line, Stories from the workshop, etc.
‘The Journey’
STORY BOARD
Song: Tenuousness By: Andrew Bird
‘The Journey’
STORY BOARD
Where does your eyewear come from?
‘Our Ar-sts’ My favorite line is….
We started DRIFT so…
People love DRIFT
because…
Song: Shape the World By: Tim McMorris
Where does your eyewear come from?
Partnerships and Event Opportuni-es
• Exclusive Trunk Club Partnership
• Trunk Club Designer Series
• 10,000 customers in target audience
Partnerships and Event Opportuni-es
• Aspen Food & Wine Classic – 85% viewed as influen-al tastemakers
• Artopia Indoor Music, Art and Culture Fes-val
Ques-ons?
Eye Scanning Data Sampling
Eye Scanning Data Sampling