Question

(Integrated Marketing Communications)

FELICITY’S FINE FORMALWEAR

Certain occasions require special clothing. Felicity’s Fine Formalwear provides tuxedos and other dress-up essentials for men along with wedding and prom dresses for women. The store, which is located in a major metropolitan area has been in business for nearly a decade.

Formal attire experiences several key seasons. First, the late spring is when teenagers rent prom dresses and tuxedos. Early summer, especially June, is the time when rentals for weddings reach their peak. A third season takes place in the months of December and January, when many social occasions surrounding Christmas and other winter festivals take place. Often the customers for these events are older than high school or college age.

Recently, Felicity noticed a drop in tux rentals and prom dress purchases. A new competitor in town might explain the loss of some of this business. In the past, Felicity used one magic tactic to entice high schoolers to her store. She would offer a free tux rental to a few males in each high school if they would, in exchange, wear a different tux to class each day for one week, usually about four weeks before the dance. She would do the same for females and prom dresses. This in-person approach worked well for many years but seemed to be losing its punch.

After a great deal of thought, Felicity decided it was time to engage in two new tactics. First, she developed a relationship with the primary limousine service in the city. Many high school prom-goers would rent a car for that night. Offering a tie-in between the automobile and prom attire seemed like a logical and enticing approach for both rental companies. Second, it was time to engage in advertising directed at the high school crowd and their parents. Some ads would appear on television, especially evening news programs that Mom and Dad would be more likely to watch; others would be streamed online to reach the students themselves.

The primary goal of these ad campaign was to teach prom attendees and their parents. The secondary goal was to entice those who attend other events, including weddings and formal Christmas galas to recall Felicity’s Fine Formalwear when the time was right. Felicity also hoped to build long-term loyalty and return business.

What type of spokesperson should be used in ads for Felicity’s Fine Formalwear? Recommend one spokesperson for the two primary target market (prom-goers, and wedding participants).

Answer 1

Below are the spokespersons for the two primary target markets:

1. Prom goers: The spokesperson for prom goers should be someone young and college goer who would appeal to the younger generation and be able to connect with them in a better way and make them rent prom dresses so that it increases revenue for the Felicity's Fine Formalwear. It is widely established that the youngsters act under peer pressure, hence if someone younger would wear prom dresses, then they would be inspired to wear them as well and it will result in better sales for the company.

2. Wedding participants: For the wedding participants, it would be better that the spokesperson is a mature person who would be able to connect with the wedding goers in a better way. The people would get inspired with a mature person and on seeing the outfit and it's elegance, they might rent tuxedos and other wedding dresses which would increase revenue of the company.