Metro Men Campaign Proposal - Kulvin Kaur

Metro Men
Campaign Proposal
Team 5
Delia Jaiya Kulvin Lyon Nicole
Current Problems
1.
Not reaching their monthly
sales objectives
3.
2.
Lack of traffic at Centrepoint → Lack
of sales in Metro
Unaware of Sultans of Shave & five Private Metro brands Unaware of the men’s department
Survey Results
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91 respondents: 67 Male, 24 Female
66% of respondents were 35-45 years old
72 out of 91 have shopped at Metro before
Mostly look for “price” and “variety” when shopping
Newspapers (ST), Radio (Class95fm)
Facebook
Consumer Insight
What men say:
What women say:
Big Idea
“Rejuvenation”
A one stop shop for every
Man’s needs and wants
How Metro has everything
needed to make the best of
every man
Proposed Ideas
Series of online Ads
leading up to Metro
Men Reveal
Dialog Ad on Radio
#MetroMen - Contest
Monthly
Promotions
“Rejuvenate”
Public Relations
Metrocard for Men
Pop up Booth
Proposed Ideas - Series
Proposed Ideas - Rejuvenate
Attract attention and media coverage
$95
Proposed Ideas - Rejuvenate
Proposed Ideas (Monthly Promo)
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Metro 5 private labels will take turns to
showcase their latest collection / selected
items where there will be 20% off.
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Sales advertisements will be placed
around Metro outlets and updates will be
posted on Metro’s social media accounts
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Promo codes will be given to encourage
them to shop on Metro’s online shop
●
Additional discounts will be given Metro
membership card holders when they
spend a certain amount
This is to drive sales to reach the monthly
sales objective of $200,000
Proposed Ideas (Radio)
●
Dialog about how you can get all your men’s items at
Metro (even a haircut)
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Introduce the first Men’s Haven by Metro, as well as
the competition and it’s details
Gain awareness of Centrepoint’s Metro Men and it's
contest
$5,800
Proposed Ideas (Radio)
The first radio advertisement is used to
create awareness and peak in for the
men’s department
*Released on the second week of the month
Proposed Ideas (Radio)
The second radio ad is more about our
upcoming MetroMen contest
*Published on the last week of the month
Public Relations
Straits Times - Helen Chia (Life! & Lifestyle Editor)
Pitch idea: “First ever Men’s Haven” , “Metro’s great comeback??” , “ Metro’s special haven”
TODAY - Christopher Toh (Features editor)
Pitch Idea: A different type of Men’s department @ Metro
Proposed Ideas (Contest)
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$5,000
Customers can dress up/dress someone else up in
Metro Men’s clothing @ Centrepoint
Take a picture and upload it onto their Facebook page
along with #MetroMen
Most liked/creative photo wins a $5,000 gift voucher to
Metro
Pasted in Metro changing rooms and on social media
Garner more buzz on facebook about Metros Men department
and will encourage people to visit the Centrepoint Outlet
Proposed Ideas (Metrocard for men)
Proposed Ideas (Pop-up booth)
A loyalty card station will be set
up at the corner of the booth
-
Promote on site sign-ups &
awareness of loyalty card
Browse more clothing
through iPads
Extra discounts when items
bought at booth
Items to be collected at
Centrepoint outlet
$14,360
Within the booth,
there will different
elements showcasing
what Metro Men
provides
Proposed Ideas
Estimated Budget
$55,795
Timeline / Media Plan
Week 4:
Radio Ads
Release guerilla video
Week 2:
Online Ad series
Radio Ads
Online Contest
Week 1:
Online Ad series
(to release 1 everyday)
(prior to event)
Loyalty card
Actual Event
Week 3:
Online Ad series
News Ad (Straits Times)
Online Ads / Contest
Guerilla marketing stunt
Additional Proposed Ideas
+ Proposed Ideas
Lounge Area
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Customers can sit and relax
Provide complimentary drinks (coffee)
Available charging ports
Fashion guides showing the 5 Metro labels
Fashion Advisors on weekends
+ Proposed Ideas
Ads & Section Placement
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Prominent ad placing around
Metro to gain awareness for the
promotions
Male clothing more prominent as
the first thing people see when they
enter the third floor
+ Proposed Ideas: Re-organise floorplan
●
Relocate cashier nearer
to Sultans of Shave for
better exposure
+ Proposed Ideas - Revised Floorplan
KURT WOODS
CASHIER
Sultans Of Shave
JO BURTON
Escalator
University Club
M Maison
KIRO
Denim bar
Shirt bar
Technology
(Gadgets)
Other
brands/items
Post-event evaluation
Amount of sales
derived after event
Facebook likes and
shares
Number of loyalty
card owners (Signups)
Pop-up booth turn-out
Sultans of Shave
patronizers
MetroMen Contest
participants
Thank you!
Questions?
Addressing The Client Brief
We want to create awareness for the men's department
at the newly opened Metro @ Centrepoint and increase
the male customer base and sales
To increase our male customer to 25% (currently < 10%)
To meet the campaign monthly sales target of $200K
Survey Results
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91 respondents: 67 Male, 24 Female
66% of respondents were 35-45 years old
72 out of 91 have shopped at Metro before
Mostly look for “price” and “variety” when shopping
Robinsons was their top go-to store for Men’s items.
Frequent:
Facebook
Straits Times,
Class 95
Outdoor Ads
Budget Breakdown
Total: $10,800
Items
Budget allocation
Contest
Prize for winner
$5,000
Printing for posters x 30
Metro Office
Radio Advertisement - Class 95
All 30 seconds block - Morning & Evening = $700 + $580 = $1280
4X (Monday & Friday)= $5120
$5120
Recording of Radio Advertisement
$80 per hour (for 2 hours and more
Voice Artiste - Julius Chua & Adam Osman & Veronica Tay
$150 per 30 second block
$300 (1st ad) + $300 (2nd ad) = $600
*Second and last week of the month
Budget Breakdown
Total: $15,503
Items
Budget allocation
Newspaper advertisements
$15, 400 x 2
= 30, 800
Guerrilla marketing stunt
Actor
$50
Caveman outfit
$45 per day
Production cost
15K done professionally
Free if done in schools
$55, 795
Budget Breakdown
Total: $2,400 (not inclusive 1&2)
Items
Budget allocation
Pop-up Booth
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Rental (313 Somerset)
$6000
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Tentage
$7000
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Lounge sofa
Clothing racks (Metro provides)
Sultans Of Shave items (Sultan of Shave provide)
Clothing items for display (The 5 labels)
130 x 2 = $260 (lounge sofa)
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7 Ipads (1- $40 per day)
$280/per day x 2 = $560
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Television 40 inch (Valor AV sg)
$270/per day X 2 = $540