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Advertising Campaign
MAC Cosmetics
The Mall at Cribbs Causeway,
Bristol, BS34 5QU
GOALS
To organize and hold an event which would maximise sales and Items Per Transaction (IPT)
during a slow business period. This event should bring in a minimum 700 profit with the
potential to increase to over 1,000 if guests are to purchase more than 1 item.
SPECIFICATIONS
John Lewis Health & Safety requirements are for the
event to be held between the hours of 8-9pm after the
stores closing. All food and beverages are to be
inspected and purchased from a trusted vendor (John
Lewis Place to Eat). The total event budget is 1 per
guest and must cover the cost of all food and
beverages. The counter will be closed off with
stanchions to avoid customers entering the rest of the department store. The location of fire
exits and toilets must be shown to the guests prior to the start of the event.
Each guest will purchase a nonrefundable ticket of 20 per person which is redeemable on
products purchased at the time of the event. Entry to the event will require a copy of their ticket
(presented either physically or electronically) and a guest list is to be signed upon arrival.
Tickets will be emailed to guests after purchasing and a welcome email will be sent to all guests
informing them of the location, time, and thanking them for purchasing a ticket.
The makeup appointment voucher is valid from June 9-August 31. This is to increase footfall
and potential sales during a slow business period. Guests who book in for this complimentary
service are not obliged to purchase, however we have found previously when customers are
given a complimentary 30 minute service they spend 26.55 on average. This spend will be a
further profit gained from the masterclass.
TARGET AUDIENCE
This event is targeted towards female consumers
from the ages of 18-35 who are interested in
makeup and learning self application techniques.
These demographics were chosen following an
analysis of our social media accounts, which show
our followers typically fall within these age
boundaries. Due to the success of our previous
Mother & Daughter Masterclass we have learned
that our customers vary in age, but often come in
OUTREACH
Instagram and Facebook are our business most
successful platforms and are an effective and
extremely low cost method of advertising.
Previously we have trialled advertising in local
newspapers and via emails sent out to customers,
however social media advertising produces the
best results and gains more interaction. Our
Instagram page has over 1,400 followers who are
largely local customers who shop with us. The
followers insight option on Instagram gives us an idea of the age range and location of
followers, as well as what time they are most active on the apps and are most likely to see the
post. Knowing the demographics of our followers allows us to tailor adverts to their specific
interests and make a bigger impact. All social media posts related to this event will be posted at
prime viewing time, from 8-9pm on weekday evenings to allow for maximum viewings.
The print materials used follow the social media
guidelines set by MAC and are in Trade Gothic
(the official MAC Cosmetics font). Simplified
imagery and a bold typeface were used for , and
the overall style of the image reflects MACs
brand image. The black background with white
writing mirrors the simplicity and clean cut
packaging of MAC products. The photographs
included in the print work are taken from our
social media pages, and were images that had
the highest amount of likes on Instagram.
As well as Social Media advertising, we will be sending this out to local schools and business to
increase potential bookings.
Stage 1 - Outreach
Create posters and social media content
Posters and information about the event to be sent to local schools, businesses, and
to other departments within John Lewis
Weekly Instagram and Facebook posts leading up to the date of the event
Stage 2 - Preparation
Create gift boxes and thank you cards
Stage 3 - Follow Up
Send thank you email to guests including feedback form
ANALYSIS
There was large amount of interest in the event and initially we allowed for up to 15 guests, but
due to the success of the social media posts and influx of bookings we increased the limit to 35
guests. All places were successfully booked and we had a further 14 inquiries; these customers
details were taken to be contacted for future masterclasses. The 35 guest limit was introduced
based on the 5 staff members which were working the event.
The outcome of the event was a success and profits exceeded initial expectations. The revenue
created from the masterclass totalled 1,457 and could have been higher if more time was
allowed for customers to shop. We saw a 77% increase in average spend (70.60) which again
exceeded our expectations. Items per transaction increased as well, with a 27% increase from
our previous Mother & Daughter Masterclass.
On reflection, more time was needed for guests to shop as they were rushed towards the end
and needed advice on what products to purchase. More staff would also be needed for the next