DIRECT EMAIL (Cont.)
Vehicle: Pinnacle email advertisements will be focused on drawing customers in. With
exclusive deals for the subscriber, we hope to generate awareness of Pinnacle
Malibu’s upcoming sale in January.
The incentive for people to subscribe to Pinnacle’s email service is the luxury to be
updated on the latest styles, trends, and deals. Otherwise, the consumer would have
to search out for the information.
A combined 68% of the participants in our research stated that convenience (i.e. close
proximity, online, etc.) and promotional discount (i.e.. membership, sale, etc.) Is a
primary motivation for retail shopping. With an e-mail ad to reach our target market,
we will provide mass exposure for the Pinnacle brand with a minimal to none amount
being taken from the budget.
Design: The ad itself states Pinnacle has a “gift” for the consumer. It uses this to bring
into the description of the 15% off value they offer. It uses
Like the other designs, this one portrays the chalkboard theme. It is also inclusive, as it
features a Pepperdine student and the headline “Hey `Bu” is a playful pun on the
shortened “`Bu” as well as a “Boo” (girl, love, etc). This connects the consumer to the
local reference as well as seeing an influencer on the ad, to make it relevant.
Effectiveness: Since Jillian already has customer emails on hand, we plan to launch
the email ads after their first marketing event, to gain some grounding in the
Pepperdine market. After collecting emails, the ad will serve as a reminder to those
who are familiar and as a lure for new consumers that Pinnacle offers an exclusive
Pepperdine promotion. These emails will be able to be sent through Mail Chimp.