Week three! This week our group took the results that we got from our first survey and through email correspondence back and forth, we came up with questions for our next two surveys that will let us hone in on shopping and lifestyle habits of our target. In addition to that form of questioning, Jill and Allie will be visiting some high-end department stores this weekend (I’ll be in Miami until Sunday) with a pen, paper and flip cam to talk to real life consumers of luxury underwear as well the sales professionals at those respective stores. I look forward to seeing what kind of results they get as they get to talk to people one on one and the customers are able to pinpoint what they specifically like or don’t like about particular brands on the shelves.
When I was working for the company that I was with this past summer in Los Angeles, one of my tasks was to compile a list of fashion bloggers with contact information. Five pages later and I have a pretty extensive list of the who’s who in the fashion blogging world. This PDF I forwarded to the rest of my group and we will soon go through it to see if there are any men’s blogs that might be right up Mosmann’s alley. I stand by my feeling that we need to be reaching out to these online influencers as these opinion makers are often the voices that can make or break a brand.
Another great thing that we did this week was lay out a timeline for our group’s progress so that we stay on track. We felt that it was essential to stay organized as it’s easy to forget about the task at hand. I can’t wait until we can start thinking about the creative portion of this project and we are able to create mock-up advertisements and branding campaigns!
– Jeff Mindell, Strategic Planner
After deliberating for a few days about what to throw up on here as my first bit of content to share with our class, Professor Heenan and the people at Mosmann, I decided to just discuss some ideas that I had after meeting with our class last week and the Skype session with our client.
First and foremost, I’m very excited to be working with such a cool client! It’s amazing that in my last semester as a college student, I am able to work with a real client on a real campaign. This is something I have always wanted to do.
In terms of ideas, I think that the two key components that we should be focusing on are messaging and brand awareness. Initially, I thought it might be fun and tongue-in-cheek to come up with a campaign that played into the Australian stereotype from an American POV, but after hearing from the client that they didn’t necessarily want the “Australian” stigma attached to the brand, I dropped that idea. I think our group did agree that whatever we needed to do, it needed to be bold and smart. The campaign needs to make a statement by way of a tagline, imagery in the ads, etc. We also want to stand out from the competitors however we can.
To leverage brand awareness, I think the online world is an untapped resource that Mosmann could potentially take advantage of. As I brought up in class last week, the company has a Twitter account, but it hasn’t been active since October 2010 and they only have a handful of followers. I would love it if our class was able to have access to the account so that we could try and improve the brand awareness for Mosmann. We also talked about reaching out to “influencers” or key people in the world of men’s fashion that either blog, write for magazines, or trade publications that might help us on the awareness front. Not only is word-of-mouth marketing utilized here, but it’s also free.
Other ideas that I had for the company were to look into sponsorships or partnerships. Basically, a way for Mosmann to take advantage of any and all kinds of cross-promotional opportunities. After some market research, we would be able to look into other companies or brands that represented the lifestyle of the Mosmann underwear customer and reach out to those people as to target exactly the right audience. (We tossed around a few ideas in our group meeting today and I’d love to see a few get off the ground!)
Until Next Week,
Jeff Mindell, Strategic Planner