qvc plus® positioning

PRODUCT
FIRST SHOW
Peyton Kelley - Natalie DePont
SHOW
POSITIONING
Julie Glavin
WHAT IS A POSITIONING STATEMENT AT QVC ® ?
1. It’s a description of a show or event that explains its reason for being and addresses the following:
- What kind of products and/or brands you might expect to find in the show.
- What makes the show different from any other show on QVC®.
- What kind of information you might expect to learn if you watch the show.
- Who the special guests are that you may find during the show.
- What makes the show special.
2. It’s a starting point for all communication around a show or event and is used by many cross-functional teams:
- Creative uses it to craft the images, marketing uses it for their written communications, hosts use it for
talking points, and the voice overs for the promos use language from the positioning statement.
- Positioning is created using information from marketing materials provided by the vendor/company,
meetings with Buyers and/or Planners or the Content Strategy team or by visiting websites for brands.
- A positioning draft is sent to the stakeholders for review. For a category-specific show, i.e. jewelry, the
Buyer/Assistant Buyer/Merch Trainee and Planner must review and approve. If third-party or vendor
approval is needed, the Buyer works with the third-party or vendor to obtain it. Examples of third-party
approval include record companies, movie companies and celebrity representation.
3. A show positioning statement is customer-facing on the QVC.com Program Guide on the left navigation
- When clicking on the show calendar, customers can find positioning for shows as far ahead as four weeks.
W H AT I S A P O S I T I O N I N G S TAT E M E N T ?
THE ELIZABETH TAYLOR JEWELRY COLLECTION
Admired for her stunning beauty, award-winning film career and captivating private life,
Elizabeth Taylor also had a love for jewelry and owned one of the world’s preeminent collections. Her jewels played a starring role in her life and she dazzled in them both on and off
screen. Now, QVC® is honored to bring you The Elizabeth Taylor Jewelry Collection, exquisite
fashion jewelry inspired by original pieces from her legendary collection and the fascinating
stories behind each one. From designs she wore glamorously on the silver screen to prominent historical pieces given to her by famous friends and the men who loved her, the collection reflects her extraordinary passion for jewelry and features meticulously crafted styles
inspired by some of her most spectacular pieces.
Indulge your love of jewelry with The Elizabeth Taylor Jewelry Collection….
inspired by her life, designed for yours.
POSITIONING
In August 2013, QVC® debuted a second TV channel called QVC Plus®.
- QVC Plus provides viewers more opportunity to experience the QVC brand, featuring shows, exclusive products and program hosts.
- QVC Plus airs on a three-hour delay of QVC’s live broadcast, with on-screen graphics designating it as pre-recorded programming.
- QVC Plus’ lineup has now expanded to include pre-produced and live shows.
- QVC Plus offers an additional discovery experience for our customer, and more ways to view our unique, ever-changing curation of people, places and finds!
QVC PLUS® POSITIONING:
QVC Plus® (Revised 4/23/14): Now you can get even more QVC® TV in one day with QVC Plus®!
QVC Plus offers all the things you love about QVC – your favorite shows, brands, Program Hosts,
and special offers (like Today’s Special Value® and HotPicks!) – PLUS the convenience of watching our previously recorded programming at another time. Looking for an alternative to what’s
on QVC? Tune in and see what’s on, including original programming created especially for QVC
Plus! QVC Plus is the QVC you know and love PLUS the ability to watch more of what you want.
QVC PLUS®
BRAND DECK
Roland Gruszewski
P R I M ARY LOGO
MON O G RA M M A RK
S E CO NDARY LOGO
LOGOS
VIOLET
EL IZAB E T H TAY LO R BRA N D FO N TS
FUTURA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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P RIMA RY COLOR
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C 95 M1 0 0 Y5 K6 0
R23 G0 B 72
L I L AC
BASKERVILLE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmmopqurstuwxyz
123456789
ACCEN T COLOR
VIOLET GRADIENT
C 75 M6 50 Y1 0 K0
R 1 02 G1 02 B 1 53
R OSE GOL D GR ADIENT
QVC BRA N D FO N T
GOTHAM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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PA L E T T E | F O N T S
ET LOGO PATTERN
SUPPORTING ASSETS
ROMANCE CARD
SET DIRECTION
Venita Hill
DRESSED SET
SET DIRECTION
We are under construction and the 12/12 show will be on a
temporary Elizabeth Taylor set.
UNDRESSED SET
We can create an elegant environment that will reflect the Elizabeth
Taylor Brand.
SET DIRECTION
BOUTIQUE SET
In 2015, the home base Elizabeth Taylor set will be on our brand new boutique set utilizing the same scenic direction as the Dec. 12th show.
SET DIRECTION
SCENIC
In addition to the scenic direction we will add monitors, gilded walls, hang chandeliers and globes, paint
the steps white and include rich violet and gold colors through lighting.
SCENIC
ON-AIR
PRODUCTION
Venita Hill - Melanie McCausland
PROMOTION OF THE LIVE SHOW
PROMO:
- 20-second video promo that will run several times during the six-day promotional period pushing tune-in for the show.
The frequency of the promo airing will increase as we move closer to the show day.
EXAMPLE: Creede Silver Sale and Klondike Gold Rush
MENU:
- The show will be called out in multiple daily menus the day of the show to push tune-in. This will start early in the day and run the hour before the show.
EXAMPLE: Designer Jewelry Gallery
SNIPES:
- Snipes are on-screen reminders that will pop up during other shows pushing the tune-in message for the live show. The snipes
will start on December 8th and will run about 40 times per day.
EXAMPLE: Creede Silver Sale
ON-AIR PRODUCTION
ELIZABETH TAYLOR LIVE SHOW RUNDOWN
SHOW OPEN:
- 30-60 second video rolling into the show supporting the show’s positioning statement. Only our static shows and high-priority shows get a show opener.
Example: Vicenza show open
PREVIEW:
- The items selected to preview will come from Lisa Robertson and the show planner based off the layout for the first show.
We typically preview 2-3 items to give our viewers a sneak peak at what is coming up on the show, to start pushing some of the heavier prepped items or to get an early sell out on a very popular item.
OFFER:
- This will come from Lisa giving the facts of the product – item number, price, special offer (EZ pay, featured price, New Today, etc ). The host will typically give dimensions, size and color choices so that the viewer is ready to buy.
LIVE SHOW RUNDOWN
ELIZABETH TAYLOR LIVE SHOW RUNDOWN
STORY:
- Tim, this is all you. This is your time to share the stories and memories around the products that we are presenting. The host may ask you questions, callers will most likely share how much they love Elizabeth Taylor, or which movie was their favorite. Feel free to engage and interact with them.
ON-AIR VISUAL SUPPORT / ROMANCE:
- We will support each product with an image. As you tell the story we will show images full screen and within a monitor on set.
Here are some examples of images that we would like to use for the first show:
We will also support each item with a live model, an editorial stylized image or our FMV shots.
LIVE SHOW RUNDOWN
- In addition to the live show we will be producing a one-hour documentary style program that will run as a pre-show to the live show.
- The QVC Plus program will push to QVC.com and tune-in for the live show.
- This gives our viewers another look at the Elizabeth Taylor Jewelry Collection in a non-sell format.
QVC PLUS
MODEL GO-SEE
Nicole Zajac
FASHION BRAND
Toi Sweeney
FASHION BRAND EXPERIENCE
The brand message that will appear throughout each show is that of Luxury, Glamour, Radiance and Standout Beauty.
This brand message will be executed as follows.
EXCEPTIONAL BEAUTY: remarkable style aesthetics. Luxury, glamour and a high-level of radiance. Each garment
chosen will be simple yet beautiful. The glamour of the Elizabeth Taylor product along with her personal stories of
authenticity , love and joy will complete each look.
LUXURY: Each show will be styled in an elegant yet subtle color pallet of Ivory, Black, Blush, Grey, Red , Navy and
Emerald Green . This color pallet will display the Elizabeth Taylor jewelry in a beautiful way without distracting from
the jewelry itself. All jewelry items will be shown on skin whenever possible and longer necklaces will be shown on
fabric.
SILHOUETTE: The silhouette of each garment will express the shared story between the QVC customer and the life
that is about lasting friendships, deep love & exotic travel. Luxurious fabrics like cashmere and silk will be used with
cigarette-style pants to display casual elegance. ( These looks will be more item specific) Velvet can be used for evening shows . These looks will only be used for daytime hours accompanied by a beautiful day dress. Evening shows
will convey a higher level of glamour through hair and make up. The evening shows will primarily be styled with
dresses. Other items can be used upon the vendor’s request.
FA S H I O N B R A N D E X P E R I E N C E
QVC.COM
MOBILE / EMAIL
Kimberly Graham - Samantha Kropp
S EO PAGE
W E B - S E O PAG E
WEB STORI ES / OVERLAY
W E B - S T O R I E S / O V E R L AY
TABLET
TA B L E T
EMA IL
EMAIL
SOCIAL
MARKETING / PR
Hillary Crowley - Cheryl Hamilton
SOCIAL MARKETING STRATEGY
ELIZABETH TAYLOR MARKETING ASKS:
- Multiple Facebook posts launching items & sharing content (stories, photos, videos).
- Additional social platforms sharing in coordination with QVC marketing.
- Email/Website placement
ADDITIONAL QVC SUPPORT:
- Facebook post(s) sharing content and products.
- Twitter posts driving tune-in.
- Instagram photos to increase awareness.
E L I Z A B E T H T AY L O R S O C I A L M A R K E T I N G S T R A T E G Y
toGATHER & PINTEREST
SHAREABLE ART
- Share stories behind product & relevant video content.
- 1 to 2 pieces of art incorporating Elizabeth Taylor’s quotes to drive awareness.
- Show all pieces.
- Include images of Elizabeth Taylor wearing the pieces.
E L I Z A B E T H T AY L O R S O C I A L M A R K E T I N G S T R A T E G Y
FACEBOOK ADVERTISING
- Monetized, targeted campaign(s) launch jewelry.
- Potential for Post-Purchase Experience ads targeted buyers with stories of products.
E L I Z A B E T H T AY L O R S O C I A L M A R K E T I N G S T R A T E G Y
2015 & BEYOND
Jennifer Gotro
2015 AND BEYOND
We are excited about the future of the Elizabeth Taylor brand.
We will quickly focus our attention on anything we have learned from the December
show.
Possible ideas for February and beyond:
- BIRTHDAY THEME: Showcasing the jewelry that Elizabeth Taylor received on her birthdays and creating content stories surrounding them.
- RED CARPET THEME: Incorporating red carpet style pieces as well as legendary pieces Elizabeth Taylor has worn during awards season.
- MOVIE THEME: Taking pieces from movies like Cleopatra and creating content around them.
Our focus will also include new social and PR opportunities for 2015 and beyond.
E L I Z A B E T H T AY L O R - 2 0 1 5 A N D B E Y O N D
THANK YOU