MARKETING CAMPAIGN EVALUATION
Table of Contents
Target audiences for this campaign: 3
Promotional objectives of the organization: 4
Promotional mix applied by the organization: 5
Media vehicles used for the marketing campaign: 6
Use of social media for the marketing campaign: 6
Evaluation of the effectiveness of the promotional campaign: 8
Introduction:
About Barberry:
The company in discussion is Barberry and it is known as one of the successful developers of the fashion attire. The main activities of the company involve developing and distributing fashion garments around the world. Therefore; this company belongs to the fashion industry and is based in England (Kingdom, 2019). The organization promotes its fashion brands which include trench coats, sunglasses, outerwear, and fragrances. Barberry promotes its brands through digital channels, media advertising, and printed advertisement. The find55 is also known for running marketing campaigns through blogs and other advertising media. This study will analyze one of the marketing campaigns of the company which is based on Chinese New Year and portraits the togetherness of the family on the occasion. The marketing campaign has been mocked by many for portraying the serious face of the actors and criticized the campaign as not being able to show the joy and happiness which the Chinese people go through in their new year (KIONG, 2019). However; many people also cheered and appreciated the campaign for being able to portray the family value of the Chinese families. It would be thus important to evaluate the efficiency of the marketing campaign of Burberry.
Image source: (Adage.com, 2019)
Target audiences for this campaign:
As analyzed from the portrayal of the marketing campaign, it can be seen that the target audiences are the Chinese people who are interested in wearing fashionable attires and prefers high-class dresses. Right from the people of young ages to the older ones, the organization has developed a marketing campaign for these people. The target audiences are also based on the Chinese people who prefer to buy the dresses for the family during the occasions and believe in the family value (Minlin 2016). The key factors include the demonstration of the family value and togetherness for the Chinese family during the occasion of their New Year. The second key factor as analyzed is the fresh concept that the company has implemented regarding the belongings and the attachment among the family members. This would help in attracting all the members of the families of the target audiences and shows that the product ranges have the options for all. The segmentation of the target customers has been based on four factors which are demographic, geographic, psychographic and behavioral. These are some of the factors which the organization considered for conducting the marketing promotion of the new range of products for the target customers.
Image source: (Pressreader.com, 2019)
Promotional objectives of the organization:
Through the marketing campaign, it can be analyzed that the prime objective of the company is to attract the families of Chinese origins. The company intended to create the marketing campaign as such that it would help in demonstrating the family value and bonding that the Chinese families maintain during the New Year (Easterlin, Wang and Wang 2017). Therefore; the objective was to create a brand presence among the Chinese and also among the families around the world. The reason is that the company wanted to create a reputation among the people that it thinks about people of all the ages and are committed to providing the attires which would suit with the family members of different gender and ages.
Through the promotional strategy, the organization aimed to create a sense of togetherness among the people and to promote the new collections which would suit for the family members of China during their precious occasion (Gao 2019). Therefore; the marketing campaign was focused on Chinese customers due to which, it involved successful Chinese actors and actresses. This was also the strategy of the company to involve the celebrities of the country which would help in attracting more customers. It was done in the vision of branding the new collections that the company had launched especially for the customers of Chinese origin.
Major selling idea:
The major selling idea behind the promotion was to increase the sales of the products during the occasion of the Chinese New Year. The company intended to create a positive image among the target customers of Chinese origin. Therefore; with the help of the idea; the focus of the company was to attract those customers with ease (Sen, Du and Bhattacharya 2016). This was a process for creating the brand image and therefore; the organization makes use of a positive social cause to attract the customers. Although the benefits of the products cannot be addressed to the customers through the marketing promotion, however; the communication strategy for promoting the products can be considered as a positive one. However; the campaign failed to create the impression because of the lack of portrayal of positive vibes for the Chinese New Year. The campaign theme is regarding the portrayal of togetherness among the family members during the Chinese New Year. In the Chinese New Year, the tradition is to make a family gathering and spend the occasion together with joy and harmony (Yourtango.com, 2019). Moreover; the Chinese people also buy new attires and garments and gifts to each other. Therefore; the organization made use of the theme to make the people aware of the new ranges of collections of garments that can be gifted to each other and can be worn by all the family members. The image shows that people of different ages are using the garments of the company. The garments are of different designs and fashionable for all.
The campaign slogan has been based on the family portrait which shows the togetherness and bonding with each other with the products of the company that make the people look fashionable and classy. Therefore; through this slogan, communication has been made between the company and the target audiences.
Promotional mix applied by the organization:
The promotional mix of the company has been based on identifying the target audience at first. In this regard, the organization has chosen the customers from Chinese culture. After this, it has developed communication objectives. The objectives have been based on both informing and inducing trial (Effiong et al 2018). This means that the organization informed the target audiences about the launch of the new collections of garments especially made for the occasion of Chinese New Year. Then, through the campaign, the organization urged the target customers to experiment with the collections. The next step was to select the message and in this campaign, the message has been based on getting the attention of the target customers. This was created by making the social messages that gel with the culture of those target customers. The message has also an emotional appeal which is based on the bonding and togetherness with the family. The message portrays a positive emotional appeal and demonstrates the cultural value of the people of China on spending their time with the family during the Chinese New Year.
The message also poses a strong argument and shows the emotional bonding between the family members. However; the problem is that the image shows a serious position and expression of the family members and failed to portray the happiness that the people of China go through on the occasion of the Chinese New Year. The promotional mix has been based on the public relation between the company and the target audience. This means that through the marketing campaign, the organization wanted to create a positive relationship with the target customers (Ansari and Riasi 2016). The organization wanted to show that it respects Chinese culture and family values. Although the approach taken by the company for the promotion can be considered as an effective one, however; the problem is that it has not been able to portray the message with perfection. This is the reason why the campaign has been subjected to mockery and criticism. The organization failed to create a positive message in which the target customers would have made aware of the happiness that the occasion provides to them. If the marketing campaign would have shown the actors with smiles and happiness along with adding some festive background, then; it would have been possible for the company to make the campaign more meaningful and relevant. Therefore; the strategy cannot be considered as effective and successful for the company.
Media vehicles used for the marketing campaign:
Barberry made use of online magazines to promote the campaign. Along with this, it also made use of digital media to run the campaign. The mode of marketing has been based on advertising specialists. This means that through the company, the organization marketed the new arrivals of the garments which are suited for the festival of Chinese New Year. Therefore; rather than direct marketing; the organization focused on online marketing. The reason is that the company was aware that through an online marketing campaign, it would be possible to reach the target audience effectively and easily. The marketing campaign was launched on January, a month before the occasion of the New Year (Jahshan, 2019). The time can be considered as suitable for reaching the target audience. The reason is that during this time, it would have been possible for the company to increase the sales of the products. The organization considered it as a way to take a competitive advantage by utilizing the emotional thinking of the target customers.
The exposure that the company made through the marketing campaign may not be considered as sufficient to reach and attract the target customers. The reason is that rather than making use of the image, it should also have created some attractive offers for the Chinese customers and also should have created a loyalty program. This would have helped in branding the products more efficiently.
Use of social media for the marketing campaign:
In the process of implementing the marketing campaign, Burberry made use of the social media platform of Facebook and Instagram. This helped the company to spread the campaign successfully. Instagram can be considered as one of the top social media tools which are used for the marketing campaign. Even, Twitter can be also considered as an effective tool for conducting the marketing campaign (Leung, Bai and Stahura 2015). Buffer and BuzzSumo are also some popularly used social media tool. However; for this campaign Instagram and Twitter have been effectively used by the company due to which it has been able to successfully create the awareness. The integration of social media tools with the traditional ones can be based on the use of the television and print media as well. With the use of social media tools, it would have been always possible for the company to effectively promote the marketing campaign.
Image source: (Twitter.com, 2019)
Evaluation of the effectiveness of the promotional campaign:
The organization had noble and strategic thoughts of implementing the promotional campaign. However; due to lack of proper vision and is not able to portray the strategy in an effective, the campaign has become ineffective. The promotional campaign was meant to instantly grab the attention of the target customers. However; with the failure to portray the actual cultural value, the campaign became a failure. The Director of the campaign should have captured the emotional attributes and the behavior of the people of China during the New Year. Rather; the shoot was made simply and the organization only focused on the promotion of the garments rather than showing the cultural value of the people of the Chinese society.
Conclusions:
Burberry had a noble and effective intention of promoting the new collections of garments for the Chinese New Year. It has also chosen the target customers with perfection and the timing of the promotional campaign can be also considered as perfect. However; the problem with this campaign is that despite showing togetherness, the organization should have shown the characters in joy with attractive backgrounds. This was a limitation of the campaign which drew criticism and mockery by many people. The organization made use of the demographic and cultural forces to create the marketing campaign effectively. However; due to the lack of effective strategies of the perfect portrayal of the image, the campaign faced criticism from the people. The evaluation of the campaign thus has been made in this report.
Through this report, an ineffective marketing campaign has been analyzed. The summary of the campaign and the use of media vehicles have been analyzed as well. The selling idea has been also evaluated through this report. This report thus evaluated the marketing campaign and has assessed the main intention of the company behind the campaign. The selling idea and the marketing mix of the advertisement campaign have been also analyzed through this report.
References:
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