Marketing Communications Mix

Advertising

Initially I would try to steal clear of costly advertising whilst the brand is still growing. The only advertising I would use would in the future though would be magazines, such as Grazia, Glamour, Elle, Elle Girl, Vogue, Teen Vogue.

Ability to deliver a personal message	Low
Ability to reach a large audience	High
Level of interaction	Low
Credibility given by target audience	Medium

P.R

NAILED will rely heavily on PR and use it to it’s full potential. We would gift celebs such as Cara Delevigne, Rihanna, Lady Gaga (adding high credibility if they endorse the product/brand), and more C list celebs such as cast members from Made in Chelsea and TOWIE. Product placement in Made in Chelsea would be perfect at reaching our target audience, but scores low on personal message, interaction and credibility.

Ability to deliver a personal message	Low
Ability to reach a large audience	High
Level of interaction	Low
Credibility given by target audience	Medium

Personal Selling

Music festivals - such as Reading. V, Wireless and Creamfields will be the perfect opportunity to reach our target audience with pop up stalls offering nail art. It would score high on all 4 measures on the effectiveness rating as it would really help the brand become an experience

Ability to deliver a personal message	High
Ability to reach a large audience	Medium
Level of interaction	High
Credibility given by target audience	High

Sales promotions

Products will be available to purchase online on the website as well as through an App, with all tutorials linking directly to the products specifically used.

Ability to deliver a personal message	High
Ability to reach a large audience	Medium
Level of interaction	High
Credibility given by target audience	Medium

Direct Marketing

This will come in the form of a monthly newsletter sent to all members of the website, as well as occasional emails on promotion and offers, but nothing irrelevant to the target group that could be considered spam

Ability to deliver a personal message	Medium
Ability to reach a large audience	High
Level of interaction	Low
Credibility given by target audience	Low

Social Media

We will use as much social media as possible, Facebook, Twitter, Pinterest, Instagram and Tumblr. This will be effective as there will be a lot of image sharing.

Ability to deliver a personal message	Medium
Ability to reach a large audience	High
Level of interaction	High
Credibility given by target audience	High