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
OVERVIEW
• The Brand
• Product Ranges
• Marketing
– Catalogues
– Promotions
– Advertising
– Public Relations
– Sponsorships
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.
• 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
SEASONAL RANGES SPRING/SUMMER 2013
R.M.WILLIAMS SUB-BRANDS ROUGHWASH
• Contemporary
• Slightly deconstructed
• Relaxed & casual
R.M.WILLIAMS SUB-BRANDS LONGHORN
• Younger
• Modern
• Contemporary take on RMW
R.M.WILLIAMS SUB-BRANDS BIG MEN’S
• For the burly bloke
• Larger fits that flatter a bigger guy
R.M.WILLIAMS SUB-BRANDS COLTS & FILLIES
• Sizes 4 – 14
• Next generation of RM wearers
• Clothes, accessories, boots
R.M.WILLIAMS SUB-BRANDS STOCKYARD
• For people who work the land
• Practical, stylish & durable
• Competitive price point
• Traditional, best selling R.M.Williams range ‘Authentics’.
• Reginald Murray Williams’ original pieces ‘Classic’.
R.M.WILLIAMS AUTHENTICS & CLASSIC RANGES
12
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
CATALOGUE SPRING/SUMMER 2014
CATALOGUE AUTUMN/WINTER 2013
15
MAJOR PROMOTIONS
Gift with Purchase
• Several times throughout the year
• Gift with purchase – not discounting
• Highly effective sales drivers
16
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
17
MAJOR PROMOTIONS
Marketing Support – Retail
Retail Partners:
-e-Newsletter
-Website
-In-centre signage
-Mannequin displays
-PA announcements
18
SEASONAL RANGES
Magazine Advertising
• Promoting seasonal ranges
• Multiple placements across
men’s, women’s and special
interest titles
19
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
20
PUBLICITY
Media Showings
• Off site showings for key media
• Presented by Jonathan Ward, RMW Executive Designer
21
PUBLICITY
Media Coverage
Madison Magazine Front Cover
Woman’s
Day
Fashion
Feature
Women’s
Weekly
Fashion Feature
Qantas Magazine Fashion Feature
22
PUBLICITY
Media Coverage
CELEBRITY The Power of a Profile
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
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
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