OBJECTIVES.
Improve Balenciaga’s tone of voice in 5% of their communication by year end 2023 to sizzle.
1
Improve Balenciaga’s niche designs to be more wearable to fulfil 2000 e-commerce sales from this collection by year end 2023 to sizzle.
3
Increase consumer engagement and traffic on social media sites by 10% by Spring/Summer 2023, this will serve and speak.
2
Increase revenue of new essential design collection from bricks and mortar sales by 15% by Summer 2023 to sell.
4
To achieve the bigger goal of repositioning, objectives must be SMART, ensuring every stage is achieved to cover Chaffey and Smith’s (2000) 5 S’s, and consider integrated tools to maximise customer relationships with the Bison Grid Digital Marketing Engine (2023) (Figure 1).
As Fill and Turnbull (2019) explain marketing communications must be considerate to the audience receiving the messaging. Communicating Balenciaga's new objectives for the success of the repositioning campaign needs to be relevant from the situational analysis conducted.
Suggested above are the four objectives. Starting with number 1. This objective is achieving the main goal through ensuring Balenciaga always feature some element of humanisation in every communication throughout the year, a good way to reinforce the new direction to customers. The objective works towards repositioning how consumers view Balenciaga’s character. It also holds the responsibility of Chaffey and Smith’s ‘sizzle’, enhancing Balenciaga online, and using awareness and retention tools from the Bison grid.
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Moving onto number 2, increasing engagement on social sites should be relatively easy due to over half of the target audience spending over 4 hours on social media, (Roberts, 2023), this traffic will lead to website footfall and ultimately ‘serve’ adding value to interactions, and ‘speak’, getting closer to the customer, explained further in tactics. This objective is suggested to re-establish relationships and generate buzz for the new art direction collection, or as Bison suggests creating awareness and consideration.
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Thirdly, this objective has a bigger focus on sales, to achieve repositioning. Once again building on ‘sizzle’ growing Balenciaga’s online presence, this focuses on retaining consumers post scandal and for Balenciaga to see if they are regaining trust, whilst generating sales from the elevated essential's line.
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Fear of God (2022)
Fear of God (2022)
Finally objective 4, takes a different approach focusing on offline potential. With the aim of generating revenue on solely the new collection, this objective has been suggested to create a physical touchpoint between brand and consumer, to reiterate the new humanised and emotive tone of Balenciaga. This of course focuses on Chaffey and Smith’s ‘sell’. As the objective is focused on physicality, this will home in on the consumers preference of feeling valued and creating an experience whilst purchasing through sales associate relationships, justifying why the objective suggests bricks and mortar sales.