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I S L A N D WAT E R
DIGITAL
As a new brand, we need to establish ourselves by creating a buzz, eventually resulting in brand equity. We want to launch the brand first before the official launch of our first fragrance Of the Sea. PR events will promote us, introducing our DNA and brand essence initially. In order to begin our word of mouth marketing we will send out our sample bottles and brandzine to bloggers we feel our consumers can relate to. Sandra Hagelstam of 5inchandup.com or Ella Gregory from cocosteaparty.com for example, would be appropriate platforms as we felt our consumer wold follow these bloggers on a number of social media platforms. ’70% of woman learn about a new product from another woman… women tend to shop on recommendation.’ (Wonder Woman, 2008) This is almost a type of celebrity endorsement, however done in a way which is appropriate for Island Water. Maintaining our tone of voice. As we want to keep a luxury, exclusiveness to
our products we will rely a lot on word of mouth advertising, steering clear of brash, blatant adverts. To begin our online community we will ask the bloggers to use the hashtag #beislandwater to give our consumers a voice, inviting opinions and stories of their British memories. Not only can we then calculate volume of discussion, this can also channel traffic to our website, Twitter, Instagram and Pinterest. This should build us a small following, allowing us to use iBeacon once our boutique stores have opened in the future. During our London research trip we found developing technology, iBeacon becoming popular. Walking into Libertys an email was sent to a group member with an offer from NARS. To modify this technology to be appropriate for Island Water we would send out personal email with limited edition packaging, or collaborations in future. We would try to avoid emailing deals as I week this isn’t brand appropriate, losing a little of the luxury elements.