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vintage rose marketing report3 2 0 A d v e r t i s i n g
table of contents
3 2 0 A d v e r t i s i n g
table of contents
1 Table of ConenTs
2 The sTory of VInTaGe rose
3 analysIs of adVerTIsInG
4 CreaTIVe ProPosals
5 esTImaTed budGeT
6 ConClusIons
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the story of vintage rose3 2 0 A d v e r t i s i n g
the story of vintage rose 2
Current customer base
Vintage Rose’s current customer base consists of customers who are generallyage 40 plus. These customers are loyal to the shop as a carry-over from when the owner took her merchandise around the Midwest as a traveling jewelry show, instead of establishing a store with a permanent location. It also makes sense that, as a store that is primarily known for her selection of vintage jewelry, it is popular with women who are familiar with the era the jewelry is from and appreciate her knowledge of the material.Another area of the store’s merchandise that is well-known is antique and vintage toys. These are primarily sold to the same age group, who are looking for a special gift for someone and have the money to spend on something that might be a bit more expensive and unique, instead of going to a department store to buy the new, trendy toy. All in all,the current customer base of Vintage Rose consists of a limited age range, most of
which are loyal because of her previous endeavors as a mobile show, and they have the extramoney to spend on something special. If the store wishes to appeal to a younger crowdthat may not have the budget to spend on her more expensive items, a strategy must bemade to showcase her more affordable items.
Target Market
Antiques are always being associated with middle-aged people and older. However, being located right on Augustana’s campus, we want to expand the target market of Vintage Rose from older folks to college students. There is already a strong selection of loyal customers and buyers, so there isn’t much point to put all
focus on people who already know about and shop at Vintage Rose. It will be a challenge to sell to an age group around ours simply because it is a small percentage of our age group who think much of antiques. This is why we need to market it as more than antiques. Jewelry, furniture, and other items need to be discussed as well. When the word antiques is said, we mostly think about old items. They don’t seem to go with what we have, since our generation is usually about the “newest and greatest” things. With our advertising strategy, we are hoping to change the minds of our age demographic.
Vintage Rose Competitors
The local competitors in the area are Fred & Ethel’s Fifties Retro Antiques, andthe Estate of Grace. These stores are located in the College Hill District, where many college students (potential target audience) pass through each day. Both Fred & Ethel’s and the Estate of Grace have a strong brand identity. Fred and Ethel’s sign outside has a 50’s diner look to it, making it known that the store contains retro antiques. The Estate of Grace has manikins in glass windows advertising their vintage merchandise. While Vintage Rose has the enlarged logo in the window, we believe that there could be improvements on the outside appearance of the store. With a larger sign above
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thestore, Vintage Rose would do a better job of gaining the public’s attention, and informing them of their products. The College Hill District is a great location for the audience we are trying to target if advertised the right way.
Perceived vs. Actual Brand Personality Recognition
The 320 Advertising Agency has visited a few antique shops in the Quad Cities. Along with Vintage Rose, the agency has been to Fred and Ethel’s, Estate of Grace, Uptown Antiques, and a few other quad cities antique shops. Our agency is most familiar with Fred and Ethel’s Fifties Retro Antiques. Their outdoor sign stands out the most out of the antique shops near Augustana.
Uptown Antiques caught our eye as the store puts out weekly signs of new merchandise that comes in. Being on the corner of the College Hilltop District, our agency is somewhat familiar with the Vintage Rose store. Before going into Vintage Rose Antiques, our agency viewed the store as one of the less popular antique shops in the area. The store’s good sales and specialty advertising could win over the college crowd if marketed in the right way. The store just needs to sell the nice atmosphere, its specific products, as well as its low prices.
320 Advertising saw the brand personality of Vintage Rose as dated and low quality. Students refered to its atmosphere as “sketchy,” and “unwelcoming.”
Obviously somthing needs to be done to change the image of the brand. This is why we propose to recreate an entirely updated brand image. Vintage Rose should be perceived by outsiders as a classy place that welcomes business from all ages and backgrounds not just dealers and middle aged women. Hopefully our proposed marketing tactics and stategies will help Vintage Rose to accomplish this goal.
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analysisof advertising3 2 0 A d v e r t i s i n g
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For a relatively new business, Vintage Rose has a lot of positives so far with its advertising campaign. They have produced several print advertisements in newspapers, brochures, and city guidebooks. The Vintage Rose business card provides an easily seen logo, and informs people of the product they are trying to sell. The card also gives its contact information along with a map on the back with the store location. As these advertisements are well informative, they might go unseen by the new audience we are trying to target. Technology keeps growing stronger making young adults and college students especially, adept to these changes. Our agency believes that advertising with several multi-media tactics will appeal more so to the college students and young adults we are trying to target. An updated website would help capture this audiences attention. Right now the Vintage Rose website consists of
only one navigation page. This page contains easily found contact information, and a map of the location with the store address. The page also provides pictures of some of the vintage merchandise along with a list of the different products sold in the store. Some of the downfalls of the website are that it is slightly hard to locate, and the full website seems to be under construction. The contact information on this page also may be a little repetitive.Renewing the appearance of the Vintage Rose Facebook page could also appeal moreto the young adults we are targeting. Our agency also thinks considers updating the outdoor store appearance with a sign above the store.
While the logo on the store window provides information about the products, some would argue that it is not easily seen compared to somof the other stores in the College Hill District. A store sign could be a great way to advertise to our target audience, and expand the business.
The Integrated Marketing Communications approach to marketing is a modern and effective way to communicate consistently with the target audience, and would be ideal to use in the case of Vintage Rose. As discussed in the recommendations for consistent imagery and branding in the current advertising, the visuals and communication style are very important in order to establish and maintain a consistent and mutually beneficial relationship between store and consumer. To reach the objective target market of a younger audience, such as college-aged students and young area professionals in their twenties, advertisements must be taken out in
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publications that they are likely to read. To reach college students, a flyer, coupon, or other object put in their student mailboxes would be an effective way to initially reach out to that market. A special deal specifically for these students could also prove effective. While newspapers and print in general has falling readership, that does not mean that furthering the storeʼs image in these publications is not worth it. The more that the consumer sees the image, the more solidified it becomes in their mind, and the more readily it is recalled when the consumer or their friend has a need for a vintage item.Advertisements in shops frequented by these students
and young professionals that allow advertisements from other establishments such as Cool Beanz would also prove effective, since the store is right across the street. Other measures could be take in the College Hill area, such as arrows pointing out of Cool Beans across the street to the store. Other, more non-conventional advertising methods could be explored, such as a path of rose petals, or a store employee actively handing out coupons near student-heavy locations.The storeʼs mission statement has previously been heavily focused on the people that enter the store. While this is an important aspect of a storeʼs mission, it should not be the only facet of the mission statement. While Vintage Rose strives to serve
its customers and provide them with the perfect, unique item for their specific need, their goal should also be to cooperate with the other newly established shops and restaurants in the College Hill District to promote the proliferation of small businesses, maintain a high standard of merchandise bought and sold, and uphold the sense of community that is developing in the area. By implementing a brand image of elegance and sophistication with affordable and unique merchandise, Vintage Rose will be able to appeal to a young crowd that is exploring the College Hill DIstrict more frequently through its own marketing strategies and its cooperation and relationships with neighboring establishments.
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While this print medium is in grayscale, there is still the op-portunity to use different shades of gray to help with the flow of information. Since the whole ad is just black-on-white, the infor-mation runs together, making it difficult to find the most import-ant information. There needs to be some fixes to the information hierarchy. What customers should be able to find easily is the address and hours, neither of which are prominent - the list of the types of merchandise is most easily seen.
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If one compares this advertisement to the business-card size ad above, it can be seen that the logo is different. Two different styles of roses are used. One thing that must be addressed is consistency of branding throughout the advertisements, which will help keep the image coherent in the consumerʼs mind. We also see that different typography is used. Compared to the previous ad, this selected typeface makes more sense with the type of store that Vintage Rose is and is consistent throughout, using different weights to help with the information hierarchy. Again, this ad is restricted to black and white printing, but it utilizes this aspect more effectively, drawing attention to the important aspect of the storeʼs address, phone number, and hours.
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This ad is part of a list of antique stores, and the layout and style is not dictated by Vintage Rose. However, a useful thing to include would be the website - which is a great way to give potential customers a chance to see a sample of the merchandise before having to make the trip to the store.
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The business card is in full color, and it does not utilize that capability to its full effect. The highlighter-like yellow, while helping the card to stand out, appears rather garish and competes for the readerʼs eye with the intense red of the roses in the logo. The layout and typography are the same as the first ad described above, and while the white box with the address helps the reader to figure out the information hierarchy, the type is harsh and does not adequately convey the brand of Vintage Rose. It switches between a Modern-type serif font in the description, to a simple sans-serif font. Consistent typography is recommended to maintain the brand image and to help guide the viewerʼs eye to the most important information first. The
typography in the logo utilizes two more typefaces, which further confuses the viewer as to what kind of merchandise Vintage Rose sells or what category they fall into regarding the many antique stores in the area. While there is a consistent color scheme, the intensity of all three colors used is too high to effectively guide the viewer to important aspects of the card or to suggest a well-thoughtout, consistent branding that conveys the mission and outlook of Vintage Rose. Recommendations for color would be to select one intense, highlighting color, along with other, more muted colors to convey the idea of “vintage” and the people-friendly nature of the staff at Vintage Rose.
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Logo
The use of the roses in the logo makes sense, but, as discussed in the Color recommendations, the intense red competes for importance in the viewer’s eye with the saturated green and stark white inside the logo. Use of the color scheme detailed above is recommended, along with a simple black logo that can be effectively used for publications that only print in black and white. The typefaces must also convey the idea of elegance and sophistication dicussed earlier. A script or brush font is recommended to convey this, instead of the Modern serif fonts currently in use.
Typography
The range of typography used throughout these several advertisements is highly inconsistent. Since the shop sells vintage and antique items, which, by nature, are styled from a bygone era and have an air of elegance, uniqueness, and whimsy, the typography should reflect that. Body type should consist of an old style serif font, instead of a modern style, so that it is easily readable, and has natural curves and softer serifs that echo the style of the art deco and vintage merchandise available in the store.
Color
Currently, the only color print advertisement published by Vintage Rose is their business card. Its selected colors are primary yellow, primary red, and green. These colors are all very intense, and while they may draw a reader’s eye, the yellow background competes with the other colors used and assaults the eye, making the card difficult to read. A more muted color scheme with one intense, highlight color is recommended, to reflect the more elegant style of the merchandise in the store. Also, since the store’s name is Vintage Rose, a dusty red or pink color is highly recommended as the brand’s main color, along with black to convey sophistication, to further that image in the consumer’s mind.
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Information
In advertisements where the layout is determined by the publisher and only certain information can be changed by the store, inclusion of the store’s website is highly recommended to allow potential customers to see the type of merchandise on sale and to increase the possibility of these customers sharing the site and store information with friends.
Branding
The store’s branding must be based strongly on its name, Vintage Rose. Since much of the “vintage” merchandise in the store is older and tends to be more ornate than modern products, the overall style of the branding must reflect the sophistication and elegance that was an integrated part of the lifestyle of the early 1900s and late 1800s. While much of the store’s merchandise likely was created after these specific eras, the aesthetic is ideal for conveying the overall feel of the store. The items in this store are unique, and therefore, the visual branding must convey that through unique and eye-catching typography and visuals.
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creative pro
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320 Advertising proposes creative solutions to Vintage Rose’s advertising problems. We approached the problems with determination and a creative eye. Let us know what you think.
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explanation
When we first saw the logo, and began our reboot of the Vintage Rose advertising campaign, we decided everything needed a clean sweep. That included the logo. It isn’t that it was a bad logo, but as times change, so do logos. Pepsi, Wal-Mart, Taco Bell, and many other big businesses change their logos through the years. With the new logo, we decided that bright colors don’t scream “antiques and jewelry.” We stuck with the same colors, but dimmed them a bit. Literal roses on the logo weren’t needed, but the thought of them stuck with where the colors sat and how they flowed.
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poster
VINTAGE ROSEANTIQUES
ShareNEWS!T
HE
BUY ONE. GET ONE. ALL JEWELRY
2961 14th AvenueRock Island, IL 61201
Hours Wednesday thru Saturday
11:00am - 5:00pm
www.vintageroseri.com
The Poster that 320 Advertising created for Vintage Rose includes softer vintage colors and a bold typography creating a classy pearsonality that attracts a younger audience. It includes contact information, hours, and location as well as a “buy one get one sale.” This promotional idea could be interchanged with any sale at Vintage Rose’s discretion. In addition, other products other than jewelry can be promoted through this poster idea.
Another idea to consider is making smaller quarter page posters to distribute to the Augustana community through campus mail.
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explanation
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320 Advertising felt that Vintage Rose needed a facebook page to better connect with a younger target market. Facebook is also a great place to advertise through “word of mouth” and tell your followers about great sales and events for free! Let your biggest fans advertise for you with social media!
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explanation
As the current website is not what the store envisioned as its ideal web page, a makeover was in order. Utilizing our new branding imagery, colors, and style, as well as the new logo, this site was designed to be simple, elegant, and informative. Features will include links to the owner’s eBay, Etsy, and Facebook pages, as well as an overview of current merchandise that can be updated to show featured, special, or unique items, or to highlight sales. Stock photography is used, but as specific listings may require, the store may update it with its own photography. Overall, this new site perpetuates our established branding identity of elegance, sophistication, and uniqueness, with subtle textures, relevant imagery, a muted color palette, and a simple, readable, modern design.
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With any budget, it’s useful to know where money is going and more importantly--WHY. This explanation will hopefully fill you in on the details and show you where you could save money.
Website budget faQs
What’s the difference between design and development?
The design of a website is how it looks. A designer draws out sketches and compiles the images and layout of the site. A designer is trained in the arts and marketing to make sure you get that look and feel that attracts customers. The development of the website is the behind the scenes coding making your website able to be viewed on the internet. A developer uses the design-ers ideas and translates them into an interactive site through HTML, CSS, JavaScript, and various other languag-es depending on the complexity of your website.
Why does the design and develop-ment cost so much more per hour?
Web designers and developers are trained specialists. You are paying for expertise and skill. Other aspects of the website can be easily accom-plished by anyone.
What does it mean when it says “cus-tom”?
There are various services online that will provide you with a prefabricated site for a small fee or even for free. You choose the look from a catalog of a few dozen and insert your informa-tion. A custom website is homemade. It distinguishes your website from others and allows the most freedom and flexibility. What are “stock images”?
Stock images are professional pho-tographs bought per image or for a
Poster budget faQs
Why is it so expensive for one page of design?
Like the web designer, the poster designer has been trained in arts and marketing. You are paying for design that looks good and is able to attract customers. You can design posters yourself to save money, but be aware that poor design makes a business appear less credible.
Where can I print 100 copies for $40?
http://www.vistaprint.com
Can I print other things too?
Yes. Vistaprint others a variety of promotional prints like pens, mugs, keychains, and more.
What should I do with the flyers and promotional items?
320 Advertising recommends distribu-tion around the Augustana campus and direct mail advertising through student mailboxes.
logo budget faQs
I already have a logo. Do I need a new one?
320 Advertising strongly recommends a fresh logo.
Marketing Consultation Budget FAQs
What is Marketing Consultation?
This booklet, this presentation, this budget, and all the work that went into this project.
monthly fee. They’re fast quality but very generalized. On the one hand they are much cheaper than hiring a photographer to take photos on scene. On the other hand they are not real images of your actual store products. Because of this, they are only useful as design elements not as a factual representation of your business.
What’s a domain and hosting?
After a developer is finished coding, the website cannot be placed online without a title and a place where the information sits. A domain is a web-site’s title--for example--”vintageroseri.com”.Hosting is the place where the coding information rests waiting for viewers to access its contents. Both a host and a domain are needed to create a functional website.
How can I save money on the web-site?
If you still want a professional custom site...1. Provide the designer with the imag-es yourself with your own camera and an eye for detail. 2. Provide the designer with all of the text to fill the website. 3. Buy your own Domain and Hosting with a trusted provider. If you have the motivation to do it yourself...1. Use a prefabricated web template service. Most provide free hosting and charge a monthly fee for a domain and use of more complicated templates. 320 Advertising recommends www.wix.com.
facebook budget faQs
Can’t I do this myself?
You sure can. https://www.facebook.com/business/build provides step by step directions.
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conclusions
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conclusions
The Vintage Rose Antiques store is off to a good successful start with their business plan so far. As an upcoming business, Vintage Rose has quite a few strengths. The store contains products that differ greatly from the other antique shops in the area. It has many well-priced items towards the newly proposed college campus target market. It’s located in the College Hilltop District, which is in walking distance of the Augustana College campus. With already having loyal customers from its original target market of regional dealers and middle aged hobby collectors; now is a great time to build the company. The 320 Advertising Agency believes that Vintage Rose Antiques can expand the company by targeting the young adults at the nearby college campus. We feel that the store
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could benefit greatly from updating the personality of the brand. The Vintage Rose brand inconsistency may be holding it back from growing as a company. As college students have to adapt to newer technology, businesses have to as well. A revamped logo, an updated website, and other modernized social media tactics could help stabilize the outside perception of the company. Also an updated outside appearance would help this as well. The print advertisements that our agency created could attract the younger audience if placed in various college environments. Although it may be difficult to appeal to the proposed college campus
suggests that Vintage Rose promotes its business toward the new target market through various strategies in web design, as well as creating a consistent brand and mission statement. With these objectives, we believe that Vintage Rose Antiques will better gain the public’s attention, and increase sales.
target market, Vintage Rose has the opportunity to access thousands of college students. It has the potential to market itself as trendy and appealing to the target audience. Like most companies, the current advertising of Vintage Rose has its advantages and disadvantages. For a relatively new business, Vintage Rose has many forms of advertising that are clear and direct. However, these informative advertisements are likely going unseen by the new audience we are trying to target. By keeping up with the changes in technology, Vintage Rose can appeal to the younger crowd and gain useful marketing tools for the business. Our agency
SOURCEShttp://webdesign.about.com/od/befo-reyoustartawebsite/a/how-much-should-a-web-design-cost.htm
http://www.designquote.net/html/dq_esti-mate_wizard.cfm
http://www.pearsonified.com/2006/06/how_much_should_a_design_cost.php
http://www.vistaprint.com http://www.shutterstock.com/
320 avertising members
amelia ruzek Table of ContentsPosterBudgetReport Layout and Compilation
elena schererCurrent Customer BaseAdvertising RecommendationsIMC ObjectivesWebsitePowerpoint presentation
steve hodge Potential Target MarketsLogoFacebook
Greg GogonasCompetitionPerceived vs. actual brand personality Pros and cons of advertisementsConclusions
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acknowledgments
