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One of the reasons Longchamp is so highly regarded and well known is because the brand exists worldwide. With over 236 boutiques and more than 1,800 stores in various countries, the brand is respected and considered high fashion. Attracting females who long for luxury items, Longchamp combines trendy with reasonable pricing. Some of its most popular items that are heavily advertised, contributing to majority of sales would be the leather and canvas handbags, travel items and fashion accessories.
The target audience I’m trying to influence for my product would definitely be females ranging from teenagers to women up to age 60. My target range has a large range in age because Longchamp is a product that is suitable for women of all ages. On the luxurious end of retail being that it is a high quality bag, I’m hoping to influence women of all ages and bring them a form of luxury at a reasonable price. Longchamps are expensive, but not comparable to many luxury or high-end bags, which is why they have a competitive advantage in the market. I plan to influence these women by showing all of the different benefits that Longchamp products offer, such as their ability to travel well.
The key performance indicators or KPI will be determined based on Longchamp’s site traffic after the campaign launches. If the number of clicks from online advertisements outweigh the budget spent on placing the ads, then Longchamp will be in good shape. Most importantly, the success will be based on profit. If retail sales increase as a result of the campaign, then it will be a sign of prosperity. The best way to measure this will be determining the profit made over a period of time before the campaign, and then how much was made in the same time period afterward. If the post-campaign profit is larger then it will be a success, which is essentially the goal.
For Longchamp’s campaign to be successful it will need to implement all aspects of digital marketing, and make sure all decisions and changes being made are measurable. If you cannot measure factors of success, then it will be difficult to determine what fators are increasing sales. For example, site traffic, changing parts of advertisements to be more visually pleasing, trying new locations for placement of ads are all factors that will be measurable. If these changes increase sales then it’s a good sign the campaign is headed in the right direction.
As far as creative threads, I think it will start with the big picture and get smaller. I want the creative portions to mimic that of a Longchamp handbag, which is large but can fold into tiny pieces for travel. The big idea will be how Longchamp can be utilized to satisfy all your needs, whether it’s a bag for class, walking around, running errands, the working woman, or travel, it has a role for everyone. Longchamp is practical and classic for all women, and as we get into smaller details the bag will begin to shrink visually within my campaign. Themes such as the ones on this slide will be a way that I bring my creative ideas to life and express that Longchamp is versatile, diverse through its many colors, and offers plenty of options to fit any needs the consumer may have.
For Longchamp, social media fads will be essential since a large portion of the target market is females that range in ages most active on these sites. As females, they enjoy social media as well as online shopping. Making sure that Longchamp is advertised in these key places to grab the attention of this demographic will be essential. Personally, I think Longchamp should step up and implement incentives, discounts and contests on Instagram, Twitter and Facebook to keep consumers engaged and eager to purchase new items.
The goal is for Longchamp to be recognized through search engines with as many key words as possible. This is an effective strategy because if a company can predetermine the needs of consumers when it comes to high fashion products, the company website and ads will appear more frequently. The more exposure consumers receive subconsciously, the more sales will increase. For this reason, search engine optimization is crucial in today’s world with evolving digital platforms.
If each click cost 10 cents, 100 clicks will make 10 dollars. Since this campaign will run internationally to a wide audience, I think this is a cost-effective plan. Anything lower than 10 cents will be ineffective for advertising costs because digital agencies bill $250 an hour for their services. Trying to implement this digital marketing campaign will require a large amount of income. If this campaign lasts over a period of time, I think costing 10 cents per click to online advertise will be a good place to start. If the campaign is increasing in success, then perhaps the cost-per-click amount can raise, in order to make more revenue. But as a starting point, I believe this budget will be efficient for a period of time.
Overall, this Longchamp campaign has the potential to be successful if it’s implemented on many channels of media. With a wide demographic, they will have different needs as far as how they prefer their advertising. Some of the older women will prefer online ads that are simply on their sidebars, where younger generations may get more involved through the social media aspect of the campaign and Facebook sidebar. Achieving a strong SEO will be important, because we will want the brand to pop up with as many keywords as possible and satisfy most needs women have when it comes to a handbag!
Longchamp digital strategy
April 7, 2014
•Founded in Paris, 1948
•French luxury leather goods
•Most popular items include
•Leather and canvas
•Brand is present and known
Luxury customers, high
◦ Especially female
Primary age range
◦ Females 13-60 years of
◦ Customers that are brand
loyal, looking for high
quality but still in a
reasonable price range
Comparing site traffic before the campaign and
If site traffic increases, then the campaign will
most likely be successful bringing in revenue
If post-campaign retail sales increase strong
indicator that digital strategy was effective
Incorporate digital marketing through all aspects
◦ Increasing online traffic through click advertisements and
directing consumers to website through ads
◦ All decisions made must be measurable
“Solving your biggest problems and your smallest ones
“We have a bag for that.”
“The It Bag. Fit for any occasion, any size, any color.”
◦ This demographic tends to be heavily involved on the
web and frequent online shopping
◦ Increasing ad exposure on sites such as Facebook,
Twitter, Instagram will be especially helpful for the
◦ Implementing discounts, incentives and contests for
consumers will also be effective in advertising giving the
brand a competitive edge among other luxury brands
SEO will be extremely important for this campaign
Travel, leather goods, luxury, fashion, French
luxury, handbags and other words associated with
accessories will be essential for Longchamp to be
Conducting research on the words that consumers
most commonly search to satisfy fashion needs
will be essential
Cost per click advertising will be effective for digital
platforms on the internet
1 click=10 cents
100 clicks=10 dollars
This plan is cost effective way to start, if revenue
outweighs money spent on advertising, then more
money can be spent in future
If apps can be budgeted, this would be effective as
well to increase convenience for consumers and have
better options on mobile/tablet platforms
Longchamp has a competitive advantage because
it attracts a wide demographic of consumers
Satisfying any need a woman may have when it
comes to storage whether its business, leisure,
travel etc., Longchamp has a solution
Advertising these benefits on many media
platforms will be most effective!