Control.
Objective 1:
Email marketing resides with Bisons awareness, control monitors reaching the target audience efficiently, focusing on communicating the new tone. The success can be measured through MailChimp. This tool allows Balenciaga to convert consumer interactions into surveying the success of the new tone of voice, is the human feel motivating to purchase? Measuring is through ensuring 3-out-of-4 emails a week are warmer toned and sale focused, or ensuring every email hits a target of a 0.5% increase monthly to reach 5% at year-end; this would guarantee objective success.
As for Chatbots, any interactions indicate whether the resources allocated are profitable, the humanised tone should provoke sales due to relationships between consumer and Balenciaga generating loyalty, a sales motivator (VERB, 2023).
The bot also provides insight into consumer preferences, which Balenciaga can capitalise on but also check how customers respond, ending in sale, cart abandonment or something consumers continuously browse, this involves the retention aspect from Bison. Focusing on how Balenciaga can keep their customers, these tactics will ensure the objective achieves Chaffey and Smiths Sizzle aspect.
As for new product imagery, this tactic is hard to measure directly, linking back to the Bison’s awareness section. The new imagery promotes and strengthens the new tone of voice as a reflection of art direction, moving away from any avant-garde designs and becoming a friendly reflection of the target customer.
Objective 2:
Consumer engagement levels can be measured through like rates, story views, comments and reposts on social media, relating to Bisons awareness and consideration. Focusing on reflecting the consumers life on socials helps ensure Balenciaga speak and serve to their customer, Balenciaga can get closer to their consumer with UGC and show their valued by encouraging engagement.
Measuring these will ensure the new approach of friendliness and familiarity is effective attracting the right audience. With research suggesting Gen Z and Millennial's are the biggest users of social media (Parry, 2021) monitoring that Balenciaga social media posts are increasing engagement by a minimum of 1.5% will help to achieve the 10% increase by summer 23, as the objective specifies.
A second way of measuring is through website traffic from omni-channel links, e.g. tracking how customers gain access to the website, through affiliated story links or other digital-touch-points, this would provide insight in what social media sites are most effective and where to focus resources, Bison suggest this as consideration, understanding what channels consumers use to purchase, social media being a great tool for monitoring this.
Mango S/S 19 (2019)
Mango S/S 19 (2019)
Objective 3:
As mentioned, visuals provide greater brand recall (Nichols, 2018) increasing purchase probability. Using OOH provides exposure for the new collection, fulfilling the objective aim. Recommending these boards go in urban locations relevant to the target audience, as research found, provides a way to control exposure levels through monitoring traffic rate through the train/tube stations where billboards are located. A minimum of 22 million passed through the suggested stations, including Waterloo, Victoria, Euston and Birmingham in 2021-22 (Doyle, 2022). As the objective goal is increasing e-commerce sales, the billboard will remind consumers of the new collection and keep current customers aware of Balenciaga, retaining them (Bison, 2023).
SEO alongside google ads are easily trackable and measure if Balenciaga will achieve their goal. They also extend a brand online, known as sizzle (Chaffey et al, 2001). Ensuring sales can be done through enticing returning customers (Retaining them) or pushing the brand infront of new customers. Ensuring the goal is met should be done through tracking which suggested keywords provide the best checkout rate. As for the google ads, monitoring how many clickthrough’s become profitable, to reach the goal of 2000 sales, SEO needs to achieve at least over half, Balenciaga need to meet 105 sales a month through this tactic alone.
Mango S/S 19 (2019)
Objective 4:
The Pop-up is a clear way to ensure revenue increases by 15% in physical stores. Creating excitement and encouragement to purchase gives consumers exclusive opportunities to buy, located in populated areas provides higher chance of traffic, the focus of the goal is to sell as Chaffey and Smith suggest. Measuring how many sales each Pop-up store makes, gives a clear indicator on whether Balenciaga will achieve the objective.
Celebrity endorsement, homes in on Bison's retention aspect, reminding customers of Balenciaga and promote the new direction. Measuring the tactics effect directly would be difficult but done though watching website traffic after posting, or having the celebrity visit a popup and then measure sales at that specific store they visited.
Mango S/S 19 (2019)