Promotions and Branding Strategy
IMC Campaign Part I
Marketing Strategy for Campaign
Main Issue
The main issue Poshmark faces is awareness and willingness to try the service. Currently, more females than males are aware of Poshmark and use the service. Many men do not know that Poshmark has services available for them. Right now, Poshmark focuses their marketing efforts mostly towards women so not enough men are aware that Poshmark exists.
Another main issue that many people who are aware of Poshmark are not willing to try the service because they fear the process is too hard to use. is getting males to use the app, as it is more marketed toward women at the moment. Poshmark will try to combat the issue of people not viewing Poshmark as an easy to use service.
Target Market JODI
Our target market is millennials, ages 18-24, primarily those who are in college and would like to make some money selling clothes. We plan to target both genders, and mainly middle-class individuals.
This is an attractive segment for us because college students always seem to be finding a way to make money as well as buying things for a low price. Poshmark makes buying and selling easy for them at a good price.
Please provide a rich and vivid description of your target market and be sure to use some of the formal segmentation terminology discussed in class.
Remember, you want to make your target consumer come to life for the reader in this section. Use some of the target market selection criteria to justify why this is an attractive segment for your particular product or service.
Positioning Strategy JANELLE
The positioning strategy we are using is by attribute and benefits. We want our audience to see the benefit in using Poshmark to buy and sell clothes right from home.
We also want them to see how easy it is to ship/receive product compared to other online shops. Compared to competitors like Depop, ThredUP, and Etsy, Poshmark is used by most public figures, has the easiest usability, and
Choose one of the formal positioning strategies discussed in class and specifically describe how you will implement this positioning strategy.
Please be sure to include a specific positioning statement for your product or service and compare your product positioning to that of at least 3 major competitors.
Make sure the reader walks away with an understanding of what sets your product or service apart from any competitors in the marketplace and provide evidence and justify any claims that you make.
Application of Communication, Consumer Behavior and Persuasion Theories JANELLE
We reviewed a number of communication (classes 9 and 10) and persuasion theories (classes 11 and 12) that impact marketing communications campaigns.
Please choose at least 2 theories from these classes (but not the Persuasion Matrix - that comes later) and describe how they will influence your Integrated Marketing Communications campaign.
Message Strategy for Campaign
Campaign Objectives JODI
Using the DAGMAR approach to objective setting discussed in class, establish 3 specific and measurable objectives for your overall campaign.
Describe how your IMC program will meet these objectives and how these objectives will be measured?
Message Strategy
Using the persuasion matrix we discussed in class, please describe how you will address the four main controllable elements of an IMC campaign.
Source: JAMAL
The source is going to be Poshmark, as well as celebrities Zayn Malik and Gigi Hadid.
Who will the source of your advertisement be? Why will this source be effective at capturing your audience's attention?
Message: JAMAL
The main message is going to be informing our audience how easy using Poshmark can be, and why it is the best place for them to buy and sell their unwanted items.
What will be the main message of your campaign (please be specific)? Why do you think this message will be effective at influencing the attitudes of your target audience?
Channel: JAMAL
The main channels we are going to be using are Instagram, Snapchat, and Spotify.
What are the main media channels you will use for your campaign? Why will these channels be effective at reaching your target audience?
Please be specific with your answers. For instance, don't just say I will be using television. If so, please tell me what channels and/or shows on which you will advertise.
Target: JANELLE
We will have the celebrities tell their audience the quick, easy steps to using Poshmark.
Please describe the signs and symbols you will use in your campaign to get your message across. Why do you think your target consumer will understand these signs and symbols?
Note: Project grades will be adjusted upward and/or downward based on your peers' assessments of your team contribution so please make sure to do your part.