最佳广告创意与策略nordstrom-creative-strategy.ppt

Creative Strategy Situational Analysis Nordstrom provides the fairytale shopping experience Treats customers like royalty Majestic, elegant settings Provides fashion for a princess Recent Federated Department Stores acquisition of Marshall Field’s = more key high-fashion vendors leaving Field’s for Nordstrom Situational Analysis But loyal customers only shop one to four times per year Inconvenient locations and busy customer schedules De-malling of America phenomenon taking customers away from regional shopping centers – where Nordstrom is located – in favor of more conveniently located lifestyle centers Stiff competition from other fashion retailers (i.e., Macy’s, Bloomingdales) Objectives Business Objective Increase frequency of visits and leverage new fashion lines Marketing Objective Appeal to the socialization needs of suburban moms; draw more social-oriented traffic Communication Objective Nordstrom. Where friends and fashion meet. Target Customer Demographics Region: Suburban USA Occupation: Career mom Gender: Female Age: 35-50 Income: $100,000 hhi and up Family: Married, teenage kids Target Customer Psychographics Lifestyle: Time starved Loves socializing Craves personal attention Starting to focus again on fashion for self Target Customer Behavioral Shopping Freq: 1-4 times/year (at Nordstrom) User Status: Existing user Loyalty Status: Moderately loyal Attitude to brand: Trusting Fashion: Trendy, but starting to take risks Opportunities Target customer already loyal to and trusting of Nordstrom Target customer is craving more fashion for herself and more opportunities for socializing (now that kids are older) The fashion planets have aligned - Nordstrom recently gained several new high-end fashion lines thanks to the vendor dissatisfaction from the Federated Department Stores acquisition of Field’s Strategy Play to the target customers’ craving for friends and fashion Inspire more social-related visits