Communication & Promotional Plan
A n aly s i s
Tiffany & Co. Promotional Plan Digital Media Tiffany Website Facebook Instagram Twitter True Love App TV Advertisement Youtube Video
June
July
PRE-‐LAUNCH August
September October
LAUNCH November December
January
February
POST-‐LAUNCH March April
May
The Link initiative is being promoted in New York, Chicago, and Los Angeles, which are the cities where it will be test-launched. We divided our 12-month promotional plan beginning on June and going through September for pre-launch, October to January for actual launch and finalizing with February toward May to conduct post launch activities. The Company decided to launch during the holidays because it’s the time of the year with most marriage proposals in the US, and holiday shopping brings more foot traffic into the store. The pre-launch will focus on creating the necessary buzz and anticipation for the new in-store technology and maintaining the attention of future fiancées throughout the launch. The post launch will concentrate on using digital medias to communicate with newly engaged couples from Tiffany’s and congratulating them on their union as well as inviting them to include Tiffany’s on their journey through wedding bands, and wedding registries, etc. (See appendix Figure 12) Many of the promotional mediums have international exposure and do not have to be divided by location segmentation but rather target market for engagement jewelry. The primary targets for our promotional plan are upper and upper-middle class woman. The marketing is always geared towards women because they act as the influencers on men. We will also use neutral communication mediums that address both genders. Our public relations company hired for a full year will handle detailed scheduling, contracts with medias, and customer relations through social medias. *Importance of advertisement in sports in LA and Boston
Printed Advertisement Magazines Newspaper Catalog
Digital Media: The Link initiative will be presented on Tiffany’s website and social medias, covering the stores new interactive features and advancements in technology and promoting the brands new digital media approach.
Events Launch Party Launch to Public
Facebook: Facebook posts regarding The Link will increase the consistency of posts on the Facebook page to at least 2 per day/everyday for more exposure and customer attention. For post-launch we will repost pictures of our customers proposals/wedding experiences, if they tag us on their posts using #TiffanysTheLink.
Out-‐of-‐Home Ad. Billboards (LA) Spotify
Tiffany Website: Free exposure to already potential customers, therefore will be available yearlong. October 8th October 10th
Instagram: The Company mainly posts pictures of products on the Instagram account twice a day but not daily, so to maintain uniformity we will include information about The Link along with engagement jewelry products. Twitter: Posts on twitter will mimic visual advertisements on other social medias but embrace informative details about The Link technology, the process of its integration into the store and possible applications in and out of store. Retweets will be employed when using the hashtag #TiffanysTheLink True Love App: As a post-purchase strategy we will sustain communication with the buyers and suggest them to share their engagement/wedding experience on our True Love App that has a Love Story section. The Link technology will allow them to share initial ring designs up to final proposal pictures. We want this promotional activity to keep the customer engaged with the Company and consider us for future wedding purchases, and to promote good relations. Printed Advertisement: Magazines and Newspapers to advertise in were chosen according to location and target market. These encompass the usual Tiffany advertisement partners plus a few more male oriented printed medias. Most magazines have national exposure but are read most in certain demographics.
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Communication & Promotional Plan
Communication & Promotional Plan 43