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Ad Campaign for The Basement. 25 November 2008 Alana Clarke Valeska Halpin Michaela Riedel Jonas Pieper ADVT-71 242 Creative Strategies in Advertising. Task. A new marketing concept for the surf and skate shop “The Basement”. Situation/SWOT. Low outlet prices

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ad campaign for the basement

Ad Campaign forThe Basement

25 November 2008

Alana Clarke

Valeska Halpin

Michaela Riedel

Jonas Pieper

ADVT-71 242 Creative Strategies in Advertising

slide2
Task

A new marketing concept for the surf

and skate shop “The Basement”.

situation swot
Situation/SWOT
  • Low outlet prices
  • American extreme sports brands
  • Gold Coast brands
  • Brand Diversity
  • Shop layout & decoration
  • Music & atmosphere
  • Location
  • Narrow range of clothes
  • Low shop awareness

S

W

O

T

  • Increase awareness & interest
  • Create unique shopping experience
  • Change shop layout to increase attractiveness and ambience
  • Use Car Park
  • Strong competitors
  • Competitors have a diversified product range and better service
what makes a great shopping experience
What makes a great shopping experience

Great selection of brands

Stylish shop environment

Based on 45 surveys distributed at Bond University, Robina Town Centre and The Basement. Statements scored more than 50%.

objectives
Objectives
  • To establish a strong and unique brand image
  • To increase awareness in the target area
  • To create a stylish shop environment
slide7

The Oxford Dictionary says:

“A room or rooms in a building, partly or completely below the level of the ground.”

slide9

But when we went there

it looked different.

positioning statement
Positioning Statement

The Basement is the retailer that does follow the conventions of other outlet shops and defines its own rules.That makes every visit an unforgettable shopping experience.

addressing a common mindset
Addressing a common mindset…

Opinionated

Curious

Active lifestyle

Industry savvy

Independent

Street smart

but different characters
…but different characters

Opinionated

Curious

Active lifestyle

Industry savvy

Independent

Street smart

Character 1

Young (18-24)

“Mates before Dates”

Price sensitive

Influenced by pros of the scene

Member of sports club etc.

Character 2

“Young at heart” (32-40)

“Work hard, play hard”interested in pro scene

Belonging/commitment to clubs

changing the rules of the marketing mix
Changing the rulesof the marketing mix

Promotion

Place/Distribution

MarketingMix

Price

Product

changing the rules of the marketing mix1
Changing the rulesof the marketing mix

Promotion

Place/Distribution

MarketingMix

Price

Product

slide30

Event.

Changing social conventions

changing the rules of the marketing mix2
Changing the rulesof the marketing mix

Promotion

Place/Distribution

MarketingMix

Price

Product

changing the rules of the marketing mix3
Changing the rulesof the marketing mix

Promotion

Place/Distribution

MarketingMix

Price

Product

changing the rules of the marketing mix4
Changing the rulesof the marketing mix

Promotion

Place/Distribution

MarketingMix

Price

Product

dice the price
Dice the price

The price of selected products can be determined by throwing dices at the cash desk.

Customers have the chance to make a bargain.