Reference no: EM131755146
Message Strategy:
Feedback: When discussing the source, please be sure to indicate what specifics of the Poshmark brand (e.g. brand elements/design) will be effective at capturing the audience's attention. Same for the celebrities - why do you think these celebrities will be so effective at capturing people attention.
The message section is good, but when describing the target, what three steps are you going to have these celebrities talk about? Do celebrities sell their stuff? I can't imagine them taking the time to do this for the little money they will make from the sale. Do you think people will really buy this message? Your discussion of channel is very good.
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 products and services available for them. Right now, Poshmark focuses their marketing efforts mostly towards women and not enough for men to know that Poshmark exists. Another main issue is that many people who are currently aware of Poshmark are not willing to try the service because they fear the process is too hard to use. Poshmark will try to combat the issue of people not viewing Poshmark as an easy to use service.
Source:
The sources we are using for the Integrated Marketing Campaign are divided into two, the main source being Poshmark and the complementing or auxiliary sources being celebrities Zayn Malik and Gigi Hadid.
The major source of advertisement is Poshmark and is key in effectiveness of capturing audience attention with the fact that it is the main product and service site and must be made accessible and visible to clients. Based on the key aspects of IMC, this will ensure consistency in market presence through perpetuation of the entity that is Poshmark. These are two artists whose careers constantly interact with fashion which is the core business for Poshmark's target audience of ages 18-24.
They have an already existing community to tap attention from and which can cooperate and communicate giving important feedback for Integrated Marketing Campaign success. For instance, Gigi Hadid has a following of 6.81Million on Twitter, 36.1Million on Instagram and 4.2Million on Facebook while Zayn Malik has 24.7 Million, 24.3Million and 19.15Million followers respectively.
By having a male celebrity using Poshmark will bring awareness to our male audience, something that will be huge for the brand. If men were to use the app as much as women did, the increase in numbers would be huge.Having model Gigi Hadid will motivate our female audience, including those who already know about the app, to start actually using it, as well as those who do use it to continue using it.
Message:
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. The specific message for our Poshmark campaign will be "Buy and Sell in a Click." This message is precise and specific.
The brevity of it allows for attractiveness and credibility on sight. It portrays the greatly desired simplicity of using a service by any given customer while giving the impression that one both buy and sell.
This message triggers the clients thought of being in a position to swap what they have but do not necessarily need, for something they so much need. It is an effective influential message in its own right due to these provisions of attraction, expedience and persuasion as well as provision of an alternative mode of transacting that instantly converts a buyer into a seller who can earn profits.