Post by Charlotte Smith, Ogilvy Primary Contact
Seeking expertise from Ogilvy, Grace & Flava specialise in creating quality gifts and home ware for a London focused customer, working with high profile tourist destinations such as V&A, Museum of London and Abbey Road Studios. Looking to launch a new product line with an acerbic, historical and political take on elements of the capital, Grace & Flava aim to cut through the crowded marketplace with impact. ‘London nick-knackery for the anti-tourist’ encapsulates the tonality of the new product range; it was Ogilvy’s task to consider the most effective ways to raise awareness without a marketing budget.
With the new range of products possessing such a different tone of voice, we explored the best way to position the brand. It was concluded that a fun and witty new brand identity would be essential; a sister company to Grace & Flava which relates more to the new range.
To generate awareness of the interesting ‘nick-knackery’ of products, social media would be a powerful tool to create a narrative focusing on the story behind each product, nationally. This could create a buzz around the new range. By using Facebook, Twitter and a dedicated blog, a story can be told, creating a community and a chance to be spotted by journalists. To create further community at a local London level, it was thought that creating pop up stalls at key London markets would help establish the brand and products. By excuting both an online and pop up store, awareness can be generated effectively lower overhead costs.
The target audience are tastemakers who are socially conscious and culturally informed. Using high profile celebrities has the potential to gain exposure in press, increasing awareness. It was recommended that select pieces from the range should be distributed to iconic, high profile Londoners in the hope that they will endorse the product, allowing the potential for exposure in trans-media.
- Identity – Create a new brand identity, seperate from Grace & Flava highlighting the new product range and tonality.
- Social media – Leverage social media to create a narrative and generate PR.
- Production – Focus on reducing current production timings to react to demand quickly.
- Contacts – Use existing industry contacts to trial products in store as well as approaching market traders in high traffic areas of London.
- Reciprocation - Send products to high profile Londoners who reflect the target audience.
- Distribution – Create a dedicated online store, pop up shop and markets stalls to raise awareness and sales.
Find out more at http://graceandflava.com
Thank you to everyone who made Idea Shop @ MWL such a success – the clients, the walk-in and the Ogilvy volunteers.
We will keep you posted about our next Idea Shop, stay tuned!
It’s the final countdown for Ogilvy Idea Shop Change, 27-28 June June 2012 at Marketing Week Live.
A big thank you to all those who submitted an application to be a part of Idea Shop Change!
We’ve received lots of great applications from small businesses and charities so we’re really looking forward to this event.
Registrations for pre-bookable appointments have closed, but if you come along on the day, we’ll do our best to squeeze you in.
Always on the lookout for smart, little ideas, this June we’re proud to bring you Idea Shop Change.
Ever wondered why your customers do what they do? Have you thought about the series of nudges that lead to someone deciding to buy your product or not? As our very own Jez Groom, Director of Strategy Integration has said, “Understanding how small nuances can influence the way people react is the key to unlocking significant marketing value – often at disproportionate cost.”
That’s where #ogilvychange fits in, our new Behavioural Sciences Practice that seeks to change consumer behaviour for the better.
Intrigued? Curious to know more?
Join us at Marketing Week Live on Wednesday 27 – Thursday 28 June, and see what simple steps you could take to tweak your customers’ behaviours. Ogilvy legend, Rory Sutherland, will be speaking about #ogilvychange at the event and you can sign up for your own personal consultation with Ogilvy advisers at Idea Shop Change.
Marketing Week Live is free to attend and everybody is welcome – it’s not just for seasoned marketers, but for small businesses and charities too. Just remember to register at http://mwl.marketingweek.co.uk/
Register now for your Idea Shop session.
Idea Shop will be at Marketing Week Live, Olympia, Wednesday 27 – Thursday 28 June 2012.
Registrations open soon!
Twas the night before Idea Shop and all through the shop, not a creature was stirring…well except for the Idea Shop team who were busy sweeping, taping, arranging and sorting in preparation for the first ever Ogilvy Healthworld Idea Shop!
After 2 days, 20 sessions and 630 minutes of bountiful brainstorming, we’d like to say THANK YOU to all the volunteers, applicants and guest speakers who helped make the event such a success. We met a diverse range of health businesses and charities and threw some brilliant creative ideas around, with both the applicants and the volunteers alike leaving the shop with massive smiles on their faces.
We’ll be following up with some case-studies from the event but until then…
“What a great event!” we heard them exclaim as they drove out of sight, happy Idea Shop to all and until next time, goodnight.
…to a free evening of cool digital insights and hot social media trends currently happening in health.
Join our top digital and social media stars – Matt Gierhart (@mattgierhart) and James Robertson (@digitonico), as they share their insights on how small UK health businesses and charities can go digital to solve their communication challenges.
See how your customers, clients or patients behave online: where they go, what they do and how they communicate.
Hear, exchange and create ideas.
Where: Ogilvy Healthworld Idea Shop
13 Malvern Road, London, NW6 5PS
Tube: Westbourne Park or Maida Vale
When: Wednesday 14th March
Time: 6:30 – 8.30pm
It’s the final countdown: Ogilvy Healthworld Idea Shop, 14 – 15 March 2012
…and now the FUN starts…
A big thank you to all those who submitted an application to be a part of the Ogilvy Healthworld Idea Shop!
We’ve received lots of great applications from a wide range of health related businesses and charities and will do our best to arrange Idea Shop sessions with as many as possible.
We’re looking forward to Idea Shop!
We’ll be in touch shortly with more information.
The Idea Shop team
We’re excited to announce that the Ogilvy Idea Shop is getting healthy and coming soon to a shop near you!
Idea Shop is BACK… with a twist
The Ogilvy Healthworld Idea Shop is exactly the same (more or less) as the original Idea Shop but with a healthy twist.
The concept is simple: we’re opening a pop-up shop for two days, inviting local health-related small businesses, charities and initiatives along and offering a free 90 minute brainstorming session with experts from Ogilvy Healthworld.
How can I get involved?
Do you have a local health enterprise that could use some marketing advice? Are you part of a disease awareness programme and need ideas to spread your message? Do you represent a health-related charity that is looking for some top-drawer ideas? Then the Ogilvy Healthworld Idea Shop is for you!
How does it work?
To ensure we can give the best ideas, applications must be made in advance via the events section of the website. The application deadline is Monday 27th February 2012. We will then invite selected applicants to a free brainstorming session at the pop-up shop in Central London in March.
For more information please contact us at email@example.com
Oh and don’t forget to follow us on Twitter @Idea_Shop, @OHPRLon and join our Facebook page /ogilvyideashop.
Love healthcare. Love our community. Love ideas.
The Ogilvy Healthworld Idea Shop Team
This Idea Shop is a voluntary initiative for employees of Ogilvy Healthworld and therefore any views and opinions expressed are solely intended as informal idea exchanges between individuals and do not necessarily reflect the opinions of Ogilvy Healthworld.
Post by Blandine Escoffier, OgilvyOne
Lands’ End started from small beginnings in Chicago – selling yachting equipment, duffle bags and jumpers, and have now grown into a multi-channel mail order company that today delivers their own-brand range of clothing, footwear and outerwear.
Since 1993, Lands’ End have served the UK from Rutland, the European head office, and comprises a state-of-the-art distribution centre, call centre and outlet store. More than that, it’s home to the 400+ hard-working people who are dedicated to making sure that customers’ experience is first class.
Their current marketing challenges are:
- Low brand awareness
- Increase brand perception
- Appeal to a slightly younger age group (55+)
The objective of the session was to generate ideas as to how we can help Land’s End to achieve this.
- Take advantage of the link with artist Richard Long. For example, sponsor walks in and around Cornwall to promote a healthy and active life, and thus linking the activity to the Lands’ End range of comfortable, high quality clothing
- Associations with children’s charities. For example, team up with a local childrens’ charity to re-reinforce community spirit, and hopefully get the brand in the minds of a younger market
- Include competitions to generate dialogue amongst customers. There is an already existing competition section on the homepage, but carry this through to the Facebook page as well
- Include blogs or testimonials on the homepage to make it feel warmer and more community based
- Visit eHow.com to find out what the target market is talking about, and what they are interested in. Could give some very intersting and useful insight on what slant to take with marketing activities
To find out more, visit http://www.landsend.co.uk/