Question

Tilly Tilly

Assume that the contemporary apparel retailer Tilly's has put a new advertising strategy in place. It has chosen to advertise on TV during the CBS Evening News and in print in Time magazine. The message is designed to announce new styles for the season and uses a group of 17-24 year olds as their models.

1. Evaluate this advertising strategy, and if appropriate propose an alternative.
2. Using the AIDA model (found in Chapter 17) explain your recommendation for how to increase sales of Tilly's products.
3. Explain which elements of the IMC mix you’d recommend that Tilly's use going forward and why.

Answer 1

Inorder to target the age group of 17-24 years old, Tilly has adopted a marketing strategy for appealing them through advertisement on TV during CBS Evening News and through print media in Time Magazine. However, Tilly shouldn't have kept this confined to it only, instead she should have advertised her products during any sports event as well. Further, she should have hired some popular celebrity for the promotion of her products inorder to capture major portion of the market.

As for as AIDA is concerned, it means Attention, Interest, Desire and Action. So using its assistance the sales could be increased by carefully examining its elements as follows:

Attention:

It focuses on the crucial point that grabs the attention of the customers towards your products. These crucial point including mainly a eye catchy headline that strikes the customers head and appeals him to have a look over it. Thus, Tilly should frame her strategy in the samilar fashion inorder to gain customer attention towards her products.

Interest:

It tells that the features of products and services should be so relevant to the headline that it should gain customers interest to know more and more regarding your offering. Therefore, Tilly should innovate her products in such a way that they sgshou meet or exceed customer expectations.

Desire:

This is concerned with convincing your customers that your products are the solutions to their problems/needs/wishes in a perfect manner. Therefore, Tilly should try to motivate her customers by convincing them that your products are the ultimate solutions to their expectations.

Action:

Here, Tilly should try to indulge in a harmonious affair of selling her products to her targeted customer group inorder to build positive relationships with them and transform them into brand loyals and repeat buyers.

Therefore, all the above four steps could assist Tilly to easily reach out to her customer group and to increase sales volumes effectively.

Tilly should use the elements of integrated marketing communication like advertising, personal selling and sales promotion for going forward. Because, it would help her to cater different sections of customers with different promotional tools that are accessible to different types of customers groups inorder to gain uniformity of demand.