Pink PromotionsChelsea Davis, Sidney Johnston,

Hahna Muehlberger, Laura Oliver, Kristina Whitley

Group 2

Pink Promotions Presents

Brand Description

• Charming Charlie is the name of a predominantly accessories boutique that was opened by Charlie Chanaratsopon in 2004 out of Houston, Texas (Parker, 2011). The privately owned company is listed as a Women’s Specialty Shop and caters to women of all ages. (Manta, 2012). Their stores focus on the accessory element of fashion, and their layouts are organized by color to make locating items simple.

SWOT Analysis

Objectives and Strategies

• Pink Promotions has decided to create a new promotional campaign for Charming Charlie because of their need for more advertising and promotion. "Through research results gathered from focus groups, customer surveys and demographic data, Freed determined that the client had several challenges, including no visible brand identity among consumers…” (Freed, 2012). Our campaign will improve the brand by increasing their brand awareness and therefore increasing their market share.

Positioning Graph

Visuals

• Pink Promotions proposed six different promotional tactics to help increase the brand awareness of Charming Charlie. They included magazine ads, television ads, interactive ads and sales promotion strategies.

Color of the Season• This promotion ties all of the others together.

‘Color of the Season’ will offer a new seasonal color every few months that stays on promotion throughout the time period. It will be featured in all advertisements and it will be the backbone of the promotional strategy.

Pinterest

• Charming Charlie will maintain their pinterest page to enable users to pin items from the ‘Color of the Season’.

Pop-Up Ads

• These ads will link directly the e-commerce site and feature the items from ‘Color of the Season’.

Print Media with Quick Response Codes

• Charming Charlie will continue to have a presence in magazine accessory spreads. These spreads will feature a QR code that links a consumer to the e-commerce site directly from their smart phone.

Television Advertisements

• Charming Charlie will begin using television as a method to advertise and promote their seasonal product.

E-Commerce• The site re-launch will occur in the

spring of 2013 and will feature the ‘Color of the Season’ items. This site is also linked directly to all other promotional methods.

References•  Charming Charlie. (September 30, 2012). About charming charlie. Retrieved from http://www.charmingcharlie.com/cc/about/genericContent.jsp?

contentId=about_us • Charming Charlie. (September 30, 2012). Charming charlie. Retrieved from http://www.charmingcharlie.com/cc/ • Charming Charlie. (September 30, 2012). It’s makeover time. Retrieved from http://www.charmingcharlie.com/cc/about/genericContent.jsp?

contentId=makeovertime_land • Charming Charlie. (October 3, 2012). Charming charlie unveils first-ever advertising campaign, “find your fabulous,” this holiday season. Retrieved from

http://finance.yahoo.com/news/charming-charlie-unveils-first-ever-125900260.html • EcommerceJobs. (2012). New locations: “charming charlie seeks a VP of

ecommerce”. Retrieved from, http://www.ecommercejobs.com/2012/08/charming-charlie-seeks-a-vp-of-ecommerce.html • Freed, (2012). Case study. Retrieved from, http://www.freedad.com/work/case-

studies/charming-charlie • Hoovers.(2012). Top Competitors for Charming Charlies. Retrieved from,

http://www.hoovers.com/company-information/cs/competition.Charming_Charlie_Inc.c23a219b85a75c0c.html • Jones, Gregory. (2011a). Charming Charlie will have to fend off competition. Smart Business. Retrieved

from, http://www.smartbusinessblog.biz/the-magazine/from-the-staff/409-charming-charlie-will-have-to-fend-off-competition • Jones, Gregory. (2011b). Charming Charlie Grows by listening to customers. Smart

Business. Retrieved from, http://www.sbnonline.com/2011/03/charming-charlie-grows-by-listening-to-customers/

 • Manta. (September 30, 2012). Charming charlie. Retrieved from http://www.manta.com/c/mmdv1w7/charming-charlie • O’Guinn, T.C., Allen, C.T. & Semenik, R.J. (2012). Advertising and Integrated Brand Promotion (6th ed). Mason, OH: Douth-Western. Cengage Learning. • Parker, Lauren. (March 1, 2011). 2011 retail rising star: charming charlie. Retrieved from http://www.accessoriesmagazine.com/2226/2011-retail-rising-

star-charming-charlie