Adv 420 presentation
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ADV 420 Final Project
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Adv 420 presentation
- 2. “This is the company that not only brings beauty to doors, but also opens them”
- 3. The BIG IDEA • “85% of consumers have a better outlook on businesses that give back to a charity they care about”(Cone Communications, 2010)
- 4. Display Advertising Advertising on sites promoting breast cancer awareness or domestic violence support creates brand awareness
- 5. Social Media Set a Goal and ACHIEVE it. #AvonHoliday #BeABreastFriend
- 8. KPI Metrics - Page Views - Number of Shares - Pipeline Generated
- 9. Budget Avon’s revenue: 1 Billion 5% of the revenue is $50,000,000 This gets distributed between Adwords, social media, YouTube and Content Marketing.
Notes de l'éditeur
- Avon prides themselves on empowering women through beauty. They pride themselves on beauty being more than skin deep, which sounds counter productive but they spin it in a genius way. They believe that when you feel beautiful, you see more beauty and create more beauty around you. Avon funds events that directly benefit women. In a day and age where equality is so widely debated, marketing “girl power” greatly benefits what Avon stands for and, in turn, leads to sales. However, Avon does not seem to play up their purpose, they separate it from the products they sell. I believe that promoting their purpose alongside their products will greatly benefit their business.
- Avon’s target audience is women. Their vision directly benefits women. They help victims of domestic abuse, breast cancer survivors and essentially the idea of building a successful woman.
- I cannot emphasis enough how beneficial I believe integrating their purpose into their digital marketing would be for Avon’s brand. Advertising their purpose with their promotions will exponentially increase their sales. Letting their target audience know how Avon directly benefits women will encourage women to buy more of their products. When women see the impact they are having, Avon’s brand image changes, and sales will increase. In order for this integrated approach to become a reality, Avon needs to change the way they market across multiple platforms.
- Display advertising would be a great way to start implementing this change. Paying for advertising on websites promoting breast cancer awareness or domestic violence support creates a link in the consumer’s mind between women’s issues and Avon. Brand awareness is the first step. The landing page would be Avon’s homepage, where the consumer can either learn more about Avon’s vision, or browse their products.
- Facebook should mainly target progress made with their vision. Avon needs to set a goal. If women feel like the money they are spending will benefit women elsewhere, they will be more likely to spend money. Promoting their status updates to target audiences (women) and linking their website with offer codes will bring more traffic to their website. Twitter should be used for promotions. Studies show that seasonal hashtags attract more viewers and ultimately lead to sales.
- Avon is using YouTube efficiently at this time. They have both makeup tutorials and videos empowering women and promoting their vision. I think that is working phenomenally for them. They need to promote these videos across all of their social media platforms though. Posting videos to their Facebook wall will start creating an idea of what the brand stands for so when the consumer sees a product “Avon” somewhere, they can make the connection between the product and their vision. https://youtu.be/ZbXmjucIITA
- Content marketing is great for Avon! Take real stories about how the brand has changed a woman’s life and promote it. It could be a representative or a person that their foundation has impacted. Each representative has something to share. Tell their story and spread it. People share things that make them feel something.
- Progress should be tracked through page views so they can see if the links and display advertising are ultimately leading to potential clients checking out their page. This allows us to keep track of what content is performing well. I mentioned sharing people’s stories on social media boosts brand image. This can be measured by keeping track of the number of shares they receive. Pipeline generated would also be a great metric to follow to see what content brought the consumer to the page
- Avon has a genius vision. Playing up the way that they impact women’s lives will generate larger revenue and create a strong brand image. Setting fundraising goals through an integrated approach that also involves their promotions can do this.