Marks and Spencer

P3 Marks & Spencer’s redo

Media planning

The marks & Spencer’s agency wanted to organize a new advertising to create confidence in the company again with the ‘’twiggy campaign’’. They had a lot of bad publicity of the press that is why they want to change this with a total new campaign. They were having a budget of 45 million only for advertising. This was the budget which they thought they needed to reach the target group. The work which the agency did was containing :

·         Television advertisements

·         Radio advertisements

·         Bill boards

·         Flyers

        With this new budget and new view on the marketing. They started with different kind of campaigns to promote their products. They mostly are doing this with ‘’normally happy people’’ of normal weight/height/looks.   

1.       M&S started a campaign with an average woman of size and weight, to let everybody see that you do not need to be a ‘’superwoman’’ to look great. The customers just see a normal woman which they could be as well.

2.       M&S where then saying the line ‘’your M&S’’. So many people find their self more and more attracted to the company because a lot of people were born and raised with the company.  

3.       M&S they were promoting woman’s clothing with twiggy and known models with different kind of attitude and charisma, so the campaign speaks to everybody.

4.       At last they are now busy with the campaign to promote their food with the line ‘’not just food, M&S food’’. They see ‘’normal people’’ again with the promotional campaign. (the chocolate sales were raised by 3,3 %)

Designing the advertisements

The agency of Mark & Spencer is also having a designing departments which is thinking about new idea’s to promote a product. The sentences Twiggy would say in clip or on posters. The sentences are usually used so they stick in your mind. If we take for example this picture.

 We are seeing twiggy on the picture. A lot of woman of her ages will remind here on this picture. So they look to the picture. If they than see the picture. They see an outstanding woman which is totally her self on the picture very glad and very happy woman, she is smiling and than you see the words Fall for it!! You see the words but you think fall for what this is exactly what the designing departments wants. Than you see in the left corner M&S. You put than a link with twiggy , nice smiling woman, fall for it, M&S. You need to fall for M&S.

Producing the advertisements

The agency of Mark & Spencer has a department of producing the advertisements. Not only picture like the one above but also TV commercial, Magazine adverts, Bill board advertisements, or even producing voetbalplaatjes. They need to have a lot of contacts to produce all those advertisements. People like who are having their own film studio, acteurs, people who can design sounds/pictures. An advertisement like this they produced :

They also know make-up people and really make twiggy to another person as you can see here:

Help in identifying the target audience

A very importing thing is to know who your target group is. If you do not know who your target group is you do not sell any products because than your products are not aimed to the right customers. The agency was using Twiggy in the older days because she had good looks and it was not the most important thing to be very skinny ‘’she wasn’t’’ . She was having clothes on which were fitting perfectly. People who were are not very skinny were than also thinking the clothes were fitting them perfectly in this way the agency was finding their target group.

Providing public relations activity

The department of public relations is writing press releases and needs to organize conferences for M&S and organize exhibitions for M&S.

Providing direct marketing support

Using direct marketing support is not really necessary for M&S because they have their own marketing department, so they do not need to hire an external marketing team.