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Connect the chapters to the product purchasing plan

Be critical in our consumer research (Behaviour gap)

Indicate how we can use these analytics in the final presentation (Connect to social media)

In the presentation :
Touch on the original briefing, how it changed, summarised, and show the end result.
(Tiff has the guideline of presentation length and expectation)

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Assignment this week :
Picked 1 photo for red background and 1 for black background. Make different versions of them (Background, texture, color grading)

Look for reference for photo and video, and the sound for the video.

Finish post production before 1/18

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Assignment this week :
1. Interview one person, with transcription.

2. Fill in the name to the template for final hand-in and presentation.
https://docs.google.com/document/d/1AuDOvepWi2bo2uxigCH2qjXQhC9oB1XFQsFrcvvFoVA/edit

3. Analyze the online survey data, list down the insights and learning.

Next week we start working on the final presentation on 1/20, and the final hand-in on 1/27

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Interview questions finalize on 12/16 evening, feel free to ad comments and change the questions.
After 12/16, share the link to the group, and each person interview one person in video call (or face to face if allowed), record and transcript anonymously. (Before 12/31)
interview questions :https://docs.google.com/document/d/1IrG3TnzCY3OGV_HuMDLVzJegifQNgQPx0p7NSjfe0Ig/edit

Influencer marketing :
Coline : We should only start collaborating influencer when we also have certain amount of followers (1-2K)
- Set goals
- Make a list of influencers we want to work with (below 50k, living in London or other big cities, more diverse to reach broader audience)(lifestyle, fashion, sustainability influencers) (Prepare a contract if they agree)
https://docs.google.com/document/d/1nfR3FbdkQyB6sdEEhRYSjApaVnAbeKcvdRhd28vU2K0/edit
- Start asking influencers around us and see if they are willing to help for free

Marketing strategy
- Business goals
- Sales and distribution plan
- Communication plan, goals, and tactics to achieve desired awareness and market penetration.
- Tactics to create community, brand loyalty.
- Launch plan

Instagram feed planning
https://drive.google.com/drive/u/1/folders/1rv8oreYK8KwDZ7pc98FeXsbKstZhpXPS
Meeting on 12/20 13:00 London time for instagram feed details, schedules, and guidelines
Start posting on 12/21 (Monday)

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Shared photoshoot details to the whole team.
Female model is not available this Thursday, so we have to reschedule the final shooting date and location

12/15 12:30 London time marketing meeting :

Finalize interview questions, and each team member interview people they know in video call or in person.
Discuss marketing strategy
Instagram feed planning

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Weekly meeting for the whole team : Every Monday 12:30 (London time)

We showed Paul our updates, including social media strategy, tips, feed planning; online survey and interview questions; Storyboards, moodboards, makeup, models.

Feedback from Paul :
The jewellery buying occasion (when and why they buy, do they buy for others or for themselves) is missing in the online survey.

Interview about horror theme, there may need a bit of lead in and context.

How do we choose the models, and how do we connect the marketing insights to our decision making? (asian models in European market?)

Body part wearing jewellery, hands, neck, sensual, is interesting

If we want to use images in our interviews, have to be careful it can be leading

Document the test shoots.

This will be a version, and a learning experience.(barometer reading after practice)

What is our plan for the holiday?

If we want to look for physical shops in London for launching, get in touch with the UAL shop "Not Just A Shop?"
(Clothing brand will need to know where the images will be used)

1/13 is the next Consultancy, but feel free to email Paul for any questions.

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Share final storyboard and moodboard to the whole team

Test shooting date 12/10  10:00-16:30
Official shooting 12/17 10:00-16:30

Task : Each team member sends the online survey to at least 10 target audience for more data (millennial female living in London)

Yizong will work on qualitative questions, and finalize before this Sunday.(with input from everyone)

On Wednesday, we share what we've done to Paul, and our planning.
Rossella shows storyboard and moodboard, Roshni shows styling & makeup, Giuseppe shows model and social media planning, Wen shows AR jewelry filter
Zey, Taylor, Anna show interview questions
Coline, Giu, Stefano show social media strategy

Coline shared social media tips and strategies, posting time, content rules..etc.

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Decided on the second story board and makeup styles

Decide the preshooting, fitting, and formal shooting date before 6th Dec.

Start looking for models.

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Marketing group will finalized interview questions and questionnaire this afternoon.

Visual group shared story boards, and will finalized on Wednesday.

Coline shared experience and tips about instagram planning : A balance between product focus posts, history of the brand, story telling.
Influencer marketing may be interesting to try.

Anna shared tips about choosing models : Consumers want to see a model that reflects themselves. If we are targeting millennials, better not choose a model that looks 17.
Would be useful to look at the average income, living costs of other cities such as Paris, Berlin, Copenhagen...etc, for target market.

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23rd of November - Marketing meeting notes

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23rd of November - Marketing meeting notes

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Share pitch planning to everyone.
Talk about how to improve future scheduling and team get together.
Zeynep as the marketing team leader will arrange weekly meetings and communicate the date/time/location on shared Padlet
Coline will take notes of every meeting and update on both Padlet/shared google drive

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Individual planning and expectation
Decide on weekly meeting time

Marketing team starts on consumer research

Visual team starts on story line and moodboard

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Team plans, filling everyone’s discipline and everyone’s tasks, and outcomes. Make sure everyone is engaged and interested.

11/24 present the planning and Yizon Jewellery brand positioning (target market, buying persona)

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https://drive.google.com/drive/u/1/folders/1NI6PhYhFK-Tvxsov98p0P2NhAYTODXMH

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Find 3 European demi-fine jewellery brand.
Analyze business sturcture, marketing strategies, pricing, target customers, visual style.

Customer stalking
Who will buy Yizon Jewellery ? What is their need ? What other brands do they buy ? How do they know these brands ?