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| Natalie Nevedrova, Muz-tv VJ |
First step: Heat the interest
- co-branding with showmen of Mtv, Muz-Tv (media-persons famous amoung our target audience)
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| Стас Давыдов, This is хорошо |
- billboards
- "no Protoshop and no make-up" concept
- using slogan and teasing message, not brand name
Second step: Reveal the brand
- revealing billboards
- product placement in reality shows popular among youngsters
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| Каникулы в Мексике |
- Creating and promoting personal group in Vkontakte
http://vk.com/american_apparel
- Create Russian blog (lookatme.ru)
*advertisement designed to tease the public by offering only bits of information without revealing either the sponsor of the ad or the product being advertised
5 комментариев:
Ideas about teasers, co-branding and "no make-up" are really marvellous and most probably will attract target audience.
The question that I am interested in is the language of advertising: is it going to be in English or in Russian? English corresponds really well to "100% Americal" idea.
Is it legal to provide ads in foreign language in Russia and what percentage of TA you will lose in case of English ads?
Basically "100% American" is quite clear even for those who doesn't know English at all.
I saw a lot of ads have references in the bottom with translation of foreign words (but with tiny letters), so it seems that we will have to do the same. But nonetheless, our main slogans are very simple and clear, so in fact we will not lose any significant TA because of language.
I think teasing advertising campaign is a very good idea. The only thing is, it has to bear some distincct sign, so that customers could remember it, get interested and further on to connect the brand American Apparel to the teasing campaign when you reveal the advertising. The "100% American" slogan would suite for this purpose well, and alternatively you could think of any different distinguishing sign/logo.
The important question arises regarding the budget of marketing campaign. Have you estimated it? Will the costs incurred by the marketing campaign reflected in prices or you consider it as "sunk costs"?
Some costs will be "sunk". Primarily costs that will arise from initial market entering in order to create brand awareness. It seems to be high enough, because it will be more intensive that further regular advertising.
And further advertising will affect the price and will be considered as marginal costs.
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