Consumer Profile Boards and Development.

The final consumer profile boards have been drawn on illustrator- here are some development shots-

Taking images from google and drawing them with the pen tool on Illustrator

Outlines without colour.

Beginning to fill the illustrations

Adding additional illustrations.

Adding colour.

Screen shot for mac screen.

Logo for backpack.

Developing colour.

Developing the BMW Keyring Illustration. 

BMW Keys.

Illustrating the Gillette Power Razor.

Adding colour using the gradient tool to give a 3 effect

Adding the logo.

Screen shots placed in laptop screen.

I decided to develop them further by adding wallpaper backgrounds.

I repeated this process for each consumer profile board.

These are the final consumer profile boards-

Primary Consumer- Arran:

Secondary Consumer- Amy:

Primary Consumer- Paul:

Secondary Consumer- Jayne:

S.M.A.R.T. Objectives.

S.M.A.R.T. Objectives.

These objectives help to ensure a campaign is as successful as possible by meeting specific targets target’s within a certain time scale. It also ensures they will be realistic, measurable and achievable.

Specific-

There will be several specific targets that the promotional campaign will aim to meet:

•         To increase Gillette’s innovative product range.
•       Differentiate the company from the competitiors through the use of technology and innovation.
•      Increase the already strong sense of consumer loyalty within the targeted consumer group.
•       Increase the ‘follow’, ‘like’ and ‘subscribe’ count on social media profile pages.
•        Increase profits through not only the Gillette Pro- Safety case but the current Gillette product range.

Measurable-

These will be measured accordingly, depending on the promotion used:

·        

•       Adshel- Through the use of QR codes.
•         Billboard- Through the use of specific search terms.
•       Magazines- Through QR codes and issue sales.
•          T.V. Advertisements- Through measuring the viewer count either side of an ad break.
•          iOS7 Game- Through downloads within the Apple App Store.
•          Social Media- Through looking at Likes, Favourites, Shares, Retweets, or Thumbs Up as well as click through rates.
•          Website- Through the use Google analytics which measures click through rates.
•          Mailout- Through the Mail Chimp analytics feature.
•          The sale rates will also be analysed- this will show if the profits target has been reached.

Achievable-

From previous research I have found that Gillette spent £10.7 million pounds on advertising in 2013. I believe this campaign will be achievable due to Gillette’s access to resources through this extensive budget. The promotional campaign will also highlight the current Gillette product range, which also ensures the campaign is cost and time affective.

Realistic-

Gillette will need access to a wide range of resources, including-

•          Design Team.
•          Photographer.
•          Film Advertising Crew.
•          Celebrity Couple.
•          Animation/Game Design Team.
•          Hardware- Computers and Cameras.
•          Software- Photoshop, Illustrator, InDesign and iMovie.

Gillette already have access to this range of resources due to previous advertising campaigns so the majority will be done ‘in-house’- a third party company will be brought in to design the iOS7 game.

Time-

Due to the product being aimed at couple disputes over the misuse of razors the campaign will run for four weeks prior to Valentine’s Day (a consumer holiday which encourages the exchange of gifts within couples)-

•          Building Excitement.
•          Time to consider and purchase the product.
• 
  

ft   After this the campaign will run for a further two weeks- allowing time of any excess stock to be sold.

     The campaign will take 3 months to plan and prepare-

•          Photoshoot.
•          Filming.
•          Game Development.
•          Post Production.

This period will run 3 months prior to the launch as to meet with T.V. and print advertising deadlines.

Within 3 months of the launch Gillette will have aimed to increase the company’s profits and social media following by 5%.

Background Development.

When looking into the development of a promotional background I decided to go against Gillette's usual navy blue theme and work on one of their older themes:

Typical Gillette Navy Theme.

Older Orange Theme (also used in the Fusion range packaging).

I decided on the orange theme as the colour is very eye catching and bold- It will also allow the product and logo to stand out from the background. 

After starting with a plain orange background I began to use the brush (opaque) tool to build up a layer of yellow.

Building up more and more colour.

Until I had found the desired depth- I also added a drop shadow around the 'Celebrities'. 

I then began to look at a range of filters to give the background texture.

Experimenting with the size of the texture.

I decided to go with this texture as it is subtle but still creates a striking and eye catching result.  

5 It's.

5 IT’s.

These are the five ways in which a consumer can be impacted by communication techniques.

‘See it’- make a consumer aware/notice a piece of information.

• Ensure the product fits alongside Gillette’s current product range.
• Design fits alongside Gillette’s ready established brand identity.
• Use humour within advertising.
• Address the underlying ESP of the safety of children.

‘Do it’- encourage consumer participation.

• Introduce the product into the consumer’s everyday life.
• Introduce the innovative technology into the consumer’s everyday life.

‘Get it’- engage the consumer’s brain.

• Encourage the purchase of the product.
• Encourage the download of the complimentary app.

‘Share it’- encourage the consumer to act like a media channel and share communications.

• The consumer demographic is the key user of social media.
• Consumers will be encouraged to share promotional material.
• The promotional material may turn viral.

‘Feel it’- engage with consumers on an emotional level.

• Not relevant- but could be developed through the additional ESP. 

Introduction.

Introduction.

Within the introduction to my report dedicated to the promotional campaign surrounding the Gillette Pro- Safety Limited Edition case will cover the following points:

·         Market area.

·         Consumer.

·         Brand.

·         Gap in the Market.

·         Product.

·         Promotional Campaign.

·         Anticipated Conclusion.

This introduction will briefly cover the above points to set a feel for the rest of the report. 

Logo Development.

Fonts:

These are a range of Gillette products and their logo's I have looked to for inspiration and as a starting point:

I looked at a range of fonts on 'DaFont' to be used for the Pro- Safety logo in addition to the readily available Gillette logo- Below is the shortlist of my favourites:

The font needs to be masculine and professional in order to fit in with the current Gillette logo. I experimented with different styles on one font:

Black Block Fill.

Orange Block Fill.

Orange Block Fill with Blue outline.

Orange Block Outlined with Blue Glow- Stage 1. 

Orange Block Outlined with Blue Glow- Stage 2.

Gradient Fill. 

Gradient Fill with Gillette Logo.

Gradient Fill with Grey Outline.

Developed Gradient Fill with Grey Outline. 

Developed Gradient Fill with Grey Drop Shadow- 3D Effect- Chosen Fill.

 From this I began to develop four of my favourite four fonts further with the chosen fill- developing the background and Gillette logo:

Futura was my chosen font- with a drop shadow and white glow to fit in with the current Gillette range sub logos.