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Promotion
In-STore
PRESS
STREET
SOCIAL MEDIA
PROMOTION MIX
#
Promotion
The Art Of Prep
aration
To reach its target audience, Topshop will utilize a combination of different techniques of communication including social media, website, in-store, street and press promotions. However, considering the targeted age group,
strong emphasize will be given to digital methods of promotion.
The message for the Topshop Village campaign takes
roots into the content of the event ethos: the unveiling
of fashion Behind the Scenes culture. The promotional
campaign for the event will consist in revealing the behind the scenes activities related to Topshop Unique
show production via various strategy methods involving
different mediums of communication.
The age group targeted by Topshop and Covent Garden
for the production of the Topshop Village represents the
largest social media users nowadays; 90 % of the 16-24
age group utilizes social media including Twitter, Facebook and Myspace. 72% of them utilize mobile device to
access the social platforms (*3).
To follow the evolution in youth marketing trends, Topshop will dedicate 50% of its promotion budget to the set
up a viral online campaign across all of Topshop’s social
media pages.
Each component to the campaign will contribute to
building the consistency of the campaign content. To
unify the campaign’s message, Topshop titled the campaign #theartofpreparation by Topshop. The form of the
campaign title, a social media hashtag, was created
to link all campaign contents to Topshop social media
pages. #Theartofpreparation will serve as the event official hashtag.
Additionally, a pop up website will be launched to compliment the social media content. This website will represent 25 % of the overall promotional mix. The remaining
promotion strategies will be divided between in-store,
street and traditional press promotion.
WEB SITE
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