MAPexpo 2013 - Vanessa Marven (Marketing & Public Relations Manager, R.M. Williams)
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Transcript of MAPexpo 2013 - Vanessa Marven (Marketing & Public Relations Manager, R.M. Williams)
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Design: Generic Brand
burgundy/wheat logo.
General Brand Overview and Myer Opportunities Proposed R.M.Williams Involvement Overview
Vanessa Marven – Marketing & PR Manager
September 30, 2013
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OVERVIEW
• The Brand
• Product Ranges
• Marketing
– Catalogues
– Promotions
– Advertising
– Public Relations
– Sponsorships
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THE ICONIC AUSTRALIAN COMPANY
• THE iconic Australian Bush Outfitter.
• Founded by Reginald Murray Williams in 1932 – over 80 years of history.
• More than 600 Employees worldwide.
• 50+ stores in Australia, London and NYC, plus Myer concessions.
• More than 900 stockists worldwide.
• Today: manufacturer, retailer, wholesaler, distributor, events co, brand authority.
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• A renowned household name – one of Australia’s top 10 most identifiable trademarks.
• Embedded in the psyche of every Australian:
– The individual R.M.Williams story.
– An emotional connection with the brand and the boots.
– Values established over 80 years: Australian, authentic, durable, premium and
handcrafted.
THE BRAND
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SEASONAL RANGES SPRING/SUMMER 2013
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R.M.WILLIAMS SUB-BRANDS ROUGHWASH
• Contemporary
• Slightly deconstructed
• Relaxed & casual
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R.M.WILLIAMS SUB-BRANDS LONGHORN
• Younger
• Modern
• Contemporary take on RMW
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R.M.WILLIAMS SUB-BRANDS BIG MEN’S
• For the burly bloke
• Larger fits that flatter a bigger guy
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R.M.WILLIAMS SUB-BRANDS COLTS & FILLIES
• Sizes 4 – 14
• Next generation of RM wearers
• Clothes, accessories, boots
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R.M.WILLIAMS SUB-BRANDS STOCKYARD
• For people who work the land
• Practical, stylish & durable
• Competitive price point
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• Traditional, best selling R.M.Williams range ‘Authentics’.
• Reginald Murray Williams’ original pieces ‘Classic’.
R.M.WILLIAMS AUTHENTICS & CLASSIC RANGES
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MARKETING Catalogues
• Continuing the brand legacy
• Over 200,000 catalogues printed
annually across two seasons
• Distributed through retail and
wholesale within Australia and
internationally
• Award winning
• Largest marketing investment
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CATALOGUE SPRING/SUMMER 2014
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CATALOGUE AUTUMN/WINTER 2013
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MAJOR PROMOTIONS
Gift with Purchase
• Several times throughout the year
• Gift with purchase – not discounting
• Highly effective sales drivers
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MAJOR PROMOTIONS
Marketing Support – Media
TELEVISION
Targeted campaigns across peak
Breakfast, Sunday Night News
and key Pay TV programs
IN FLIGHT
Qantas & Virgin, magazine & TV
MAGAZINE
Magazine and newspaper lift out
placements across mass
publications
RURAL PRESS
Covering regional and rural
markets
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MAJOR PROMOTIONS
Marketing Support – Retail
Retail Partners:
-e-Newsletter
-Website
-In-centre signage
-Mannequin displays
-PA announcements
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SEASONAL RANGES
Magazine Advertising
• Promoting seasonal ranges
• Multiple placements across
men’s, women’s and special
interest titles
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PUBLIC RELATIONS
• Major component of the marketing mix
• Editorial coverage
• PR Agency Showroom – seasonal collections
• Twice per year showing events for media
• Celebrity seeding
Average value of quarterly editorial generated = $350,000
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PUBLICITY
Media Showings
• Off site showings for key media
• Presented by Jonathan Ward, RMW Executive Designer
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PUBLICITY
Media Coverage
Madison Magazine Front Cover
Woman’s
Day
Fashion
Feature
Women’s
Weekly
Fashion Feature
Qantas Magazine Fashion Feature
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PUBLICITY
Media Coverage
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CELEBRITY The Power of a Profile
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MAJOR SPONSORSHIPS
Magic Millions
• Major sponsor for 10 years
• Gold Coast Racing Carnival & Sales
• Naming rights sponsor of opening
night launch event
• Fashions on the Field sponsor
• R.M.Williams Race on Race Day
• Staff uniforms
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MAJOR SPONSORSHIPS
Australian Outback Spectacular
• Presenting sponsor since 2006
• 1,000 seat arena, open all year round
• Targeting families and tourists
• Gold Coast, Australia
• Branding, costumes, staff uniforms,
creative and technical input
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MAJOR SPONSORSHIPS
R.M.Williams Longreach Muster • Event organiser/major sponsor since 2007
• Invitation only event to compete; public welcome as spectators
• Australia’s top cattle companies competing in traditional bush events and rodeo
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