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asos

pop-up shop Promotion and PR Strategy

Which side are you?


Promotion


ASOS.com is the UK’s largest online fashion and beauty store. Primarily aimed at 16-34 year old men and women, it offers over 35,000 own-label and branded fashion goods.


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Contents 9. Public Relations Plan 13. Press Release 15. Marketing 17. ASOS Website 19. ASOS Magazine 21. Advertising 23. Promotion 25. Leaflet 30. Bus Advertisment 31. Look Book

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Public Relations Represented by their own in-house PR Company, ASOS will complete the following Public Relations Strategy to ensure that their pop-up shops are marketed and advertised in the most effective way. The PR Company will be creating a strategy that helps ASOS reach their customers and new customers. The first pop-up shop opening in London on Saturday the 10th of September will have an open day for the press and media. The opening day will be a celebration of ASOS’s first pop-up shop. With a speech from ASOS’s creator Nick Robertson the day will focus on the ASOS pop-up giving discount on items and a chance for the customers to try out ASOS on the high street. The event will run from 10am till 4.00pm and will be trading as usual but will allow the press and customers to walk around the shop taking pictures and writing reports. Champagne will be given to the customers entering the store with personal shoppers available to give them the ultimate, personalised shopping experience. Goody bags will also be given to the customers and press which will include an online discount card, merchandise from both the ASOS WHITE and ASOS BLACK collections and the ASOS pop-up shop business card. The guest list for the event will include friends of ASOS, Sienna Miller, Ferne Cotton and Mischa Barton.

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Photography Charlotte Berry

ASOS WHITE and ASOS BLACK are ASOS.com’s own collections that will be sold in the pop-up shop.

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Press Release A press release will be release by ASOS six weeks prior to the first opening of the London pop-up shop. The press release informs the press and media about the pop-up shops. It allows them to write articles and blogs about the up and coming events. The press release explains the pop-up shop and the different locations they will be in. It also provides the customers and press with the relevant information.

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Launches Four Pop-up Shops Press Release August 4th 2011 ASOS, Britain’s largest online fashion store, is to launch four pop-up shops that will run for two weeks in four cities, London, Manchester, Leeds and Newcastle, starting in London on Saturday 10th September 2011 and finishing in Newcastle on Saturday 10th December 2011. After eleven years ASOS has established its self as Britain’s largest online fashion store selling over 35,000 items and launching four new lines including ASOS BLACK and ASOS WHITE. ASOS provides potential customers browsing its website with a number of unique features, including individual catwalk model videos of most clothing items on the site. Additionally, it runs a fashion blog which is frequently updated with articles relating to celebrities and entertainment, links are then provided to clothes on the main retail site which are related to the posts. ASOS is particularly well regarded for its large variety of fashion and beauty goods, as well as for the speed at which it keeps up with the latest fashion trends. In September 2011 for the first time ASOS will showcase their own collections ASOS BLACK and ASOS WHITE on the high street. Allowing customers to see their clothes upfront which will allow them to try on, feel and experience the merchandise before purchase. The pop-up shops interior will be inspired by architect Tobias Putrih and will incorporate fashion, art and modern technology allowing the customers to access the ASOS website from the store. This autumn watch ASOS move from 2D to 3D and experience a pop-up shop that will change online shopping forever… For more information on the locations of the Pop-up shops, please contact emma.plewes@PRshots.com or call 020 456 735 68.

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Marketing The pop-up shop is a large marketing opportunity for ASOS has it will create much media attention and will allow to create new clientele. A marketing strategy will be used during the weeks before the pop-up shop and during. Using advertising in the ASOS magazine will allow existing customers to learn about the event and also using guerrilla marketing such as bus advertisment, advertising on the tube and billboards will create a new customer. Marketing is important to ASOS and for the past years having been using Facebook and Twitter to create a new customer base, the popup shop will use these aspects of marketing to create a buzz around the pop-up shops.

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ASOS Website The ASOS website was launched in 2000 and now 11 years later has been launched in America, France and Italy. The success of the website is because it is easy to use and also the speed of the website. ASOS customers love the reliability of the website and the fact it is constantly updated to be with the latest fashions. While the pop-up shops are on the high street, the ASOS website does not want to lose its regular users .So while the website needs to help promote the pop-up shop, in return the pop-up shop needs to promote the website as well. The promotional videos for each collection will appear on ASOS.com two months prior to the opening of the pop-up shop to allow the customers an insight into what to expect from the shops. Two weeks before the opening a countdown will feature on the website. The website will also be used to send the customers updates about the pop-up shops and the ASOS Life blog will allow customers to be able to voice their opinions and let the ASOS team know what they really want to see at the pop-up shop. As the pop-up shop will feature the I- Pad wall the ASOS website will be available for the customers to access from the pop-up shop. New clientele will also be able to create new ASOS accounts allowing them to be kept up to date with all the latest ASOS information.

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Advertising using the ASOS website will be the largest form of marketing as the website attracts thousands of new customers each month.

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ASOS Magazine In 2007, ASOS launched an in-house magazine allowing the customers to have an offline source. Currently 2nd in the UK with a readership of 449,971 and geared towards females, ASOS magazine is currently distributed only in the UK. For those who do not have easy access to the hardcopy, an online version is available on the site where consumers are able to click and buy immediately while browsing. The magazine will feature advertisement for the pop-up shop and will also promote the clothing line, ASOS Black and ASOS White that are featured in the pop-up shop.

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OWN COUNTD E H TO T ASOS HOP POP-UP S

Six months before the opening of the pop-up shop advertising will appear in the ASOS magazine. The magazine is distributed to ASOS customers via post monthly.

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Advertsing campaign Advertising within the four cities will be in the form of bus advertisement and billboards. These will be placed throughout the cities to gain as much publicity for the shop as possible. The main message of the guerrilla marketing is to advertise the arrival of the pop-up shop. As the pop-up shop is only around for a short amount of time they can not rely on word of mouth to create a wide customer base so they need to use their successful marketing techniques to draw in a new clientele. Other advertising for the pop-up shop will involve advertising during London Fashion Week, distributing leaflets and look books during the event; these will help create a potential audience for the pop-up shop. The promotion of the virtual mirror and I- Pad station will also be crucial for ASOS as these features of the pop-up shop can create new customers and they also need to be advertised. ASOS will continue to market customers online using the ASOS website and their regular email updates to their customers. ASOS also use blogs to constantly update the customers with the latest collections, therefore the blog can be used to inform customers of the up and coming pop-up shop and also create positive reviews. The pop-up shop is an advertising opportunity for ASOS.com to gain a new customer base therefore the advertising campaign will be carefully considered to create the right buzz about the pop-up shop.

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asos pop-up shop London

24th September 2011 - 8th October 2011 www.asos.com/pop-upshop

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LONDON W1 107 New Bond Street

Some of the advertising will include the ASOS.com website, using ASOS mobile and distributing leaflets.

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Promotion asos

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www.asos.com/pop-upshop

ASOS have created promotional business cards that will be distributed to potential ASOS customers and also existing customers. The cards will be an advertising tool and will be left in shops around the four city centres allowing potential customers to learn about the pop-up shops. The business cards will also be available for the customers to take away after visiting each of the four pop-up shops. This will allow customers to promote the pop-up shop to friends and family and also pass on the message that for two weeks only ASOS is on the high street.

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Leaflet Promoting the event will start two months prior to the opening of the first pop-up shop in London. However to allow an opportunity to inform the customers prior to this, ASOS pop-up shop leaflets have been created. The square shape leaflet is linking the theme of the shop and the ASOS pop-up shop logo will also feature. The leaflet will be sent out with packages that are ordered from the ASOS website. This is allowing ASOS customers to learn about the pop-up shop and where their nearest one will be. The leaflet provides information such as the date and address and also indicates that the pop-up will sell ASOS BLACK and ASOS WHITE. During the opening of the first pop-up shop is the world famous London Fashion Week which sees thousands of fashionistas enters the city to view the latest fashion. This is a great time for the pop-up shop to be opening and the ASOS pop-up shop leaflet will be distributed during London Fashion Week promoting the shop.

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Video

ASOS.com feature promotional videos regularly on the website, therefore this is an area of promotion that needs to be used in the pop-up shop. The videos are available for customers to view on the website and also on ASOS’s YouTube page and social networking site Facebook. The promotional videos for ASOS BLACK and ASOS WHITE will be used in the pop-up shop by being played using light boxes in the centre of the box installation. The video will also be played in the window display to entice the customer inside. Both videos are two minutes long and include women’s and menswear. Using these videos will help promote the pop-up shop and the shop’s collections.

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ASOS Moblie

ASOS Mobile was launched on October 14th 2010. The mobile site has been designed to work across all devices including BlackBerry, Symbian, Android and iPhone operating systems, and this is reflected in the simplicity of the homepage layout and the navigation options. There are just three options; men, women and outlet, as well as a search box. Each of the three categories contains plenty of further navigation options. Users can browse by product, sub-category, by brand, or by trends. There are further options to refine the results also; by size, colour and brand. Users should be automatically redirected to the ASOS Mobile site when they try to view ASOS on their mobile device, however if this does not happen the site can be found by entering m.ASOS.com into the device’s web-browser.

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Bus Advertising Guerrilla marketing is an essential part of advertising the pop-up shop. Advertising online will attract the existing ASOS customer but guerrilla marketing will help attract a new clientele for the pop-up shop. Bus advertising is a very successful way of attracting new customers as it is seen everywhere throughout the city. The advertisement will be placed on the back of buses and also at bus stops in the four cities therefore creating a buzz throughout each of the cities and attracting potential customers.

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Look Book Promotional material such as a Look book will help promote the new ASOS pop-up shop. The ASOS.com customers will be able to view the look book online to give them an insight into the collections that will feature at the pop-up shop. Copies of the look book will also be given to the press and media prior to the opening of the pop-up shop. The look book will play a vital role in repositioning ASOS in the mind of new and existing customers on the high street.

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The ASOS pop-up shop look book allows customer, media, and press to have an insight into the collections that will be displayed at the pop-up shop.

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Which side are you?

Which side are you?


Promotion Document