Retail communications on the floor

To be effective in retail we should use some marketing communication tools on the floor. So, these marketing communication materials should be involving, interesting and informative. From a lot of available retail promo materials we defined as the most appropriate for our product placement following: shelf banners, “Stoppers”, “Wobblers”, Lightboxes. These promo materials near the place of our tea presentation will get our customers set eyes on new product, the main our communication message and involve them into trying new tastes.

Voyage by Wissotzky Websiteisa strategic source for communication with potential customers which delivers physical and emotional benefits of the brand usage. The main objective of the website is to attract target audience to the Voyage brand. In that case the website should contain some entertaining activities which will keep the visitor for a long time and raise his interest to the product. Furthermore the website should also play the role of trading platform offering customers a possibility of the on-line customized order. These are the reasons for the Website launch on the 1^st year.

The Website should be oriented both on B2C and B2B segments. Website characteristics:

- Type of website - Presenting website

Presenting websites are commonly used for the new brands, which communicate the differential values to the consumer. Thus, these websites tend to be interactive, informative and full of entertaining content.

- Web Interface (Design)

Usage of 360^o surround by flash animations. The visitor should be plunged into the cities’ spirit. His visual impressions should be supplemented with sounds of the city.

- CMS hookup

Contractor should provide the brand managers of Voyage with easy and convenient CMS so as the latter could change the content of the website.

- Website support

The Website should be serviced by the contractor on a yearly basis.

Website contents:

- Recipes

Voyage Website will provide various unique recipes of tea. Furthermore it will become a platform for the interested consumers, who want to share their own recipes. Recipes will be guided by special legends describing the cultural or historical context of the recipe origin.

- City mood inlays

The website navigation will have special inlays with the cities’ names on it. Clicking on one of them, the visitor will plunge into the mood of the city. Flash animation will guide the visitor through the streets of the cities. The stroll will be accompanied with the most famous musical compositions associated with this city. The Voyage brand will be harmonically implemented into the city’ spirit. The city stroll will take its tea-breaks to make the visitor acquainted with the Voyage tea.

- Crowd-sourcing

The Website will be a platform for the consumers’ competition. The visitors, either they are the first-time guests or returned, click the inlay “your city” and get involved into the competition on the most applicable recipe for the chosen city.

- Event-marketing platform

Website will be used as a platform for the event announcements. Furthermore the website will have an option of the events live broadcasting.

- Voyage online shop

the Voyage on-line tea shop that offers special tea solutions:
1) Gift boxes;
2) Construction set “Your personal Voyage”;
3) Gross sale for heavy buyer.

- B2B gifting

Special inlay on the front page for those who want to make business with Wissotzky. The design of this inlay is more strict (office style). The possibilities of the company are presented.

Website promotion:

- Usage of SEO services to become the first link among others by the requests on tea, voyage, etc.

- Context advertising (only the 1^st year).

Social Media: Vkontakte

Development of group in social network Vkontakte as a tool for brand promotion in social media. Vkontakte is the most popular social network in Russia. The number of users is over 100 million. So it is obvious that the most active part of Wissotzky target audience consists of Vkontakte users.

The strategy in this regard is that in the first 6 months’ period we will just increase our user base in order to promote the brand through public events by means of Vkontakte group beginning from the second year (simultaneously with the beginning of retail process). It is supposed that a range of special interactive group activities will be held over half a year period. For example, among these activities can be competitions and quizzes devoted to Wissotzky tea consumption (“Collect 5 different packages of “Voyage by Wissotzky” and get special designed Wissotzky Gift Box”), Wissotzky brand study (“Find 5 differences in 2 images of “Voyage by Wissotzky” packages and get the Wissotzky Premium Collection”; “Answer the questions about Wissotzky tea brand and get the whole collection of “Voyage by Wissotzky”), Wissotzky photography (“Take photo of the most unusual situation of Wissotzky tea drinking and get new extraordinary tastes of “Voyage by Wissotzky”).

During the second half of the first year crowdsourcing practice will be implemented in the framework of Vkontakte group in order to attract, retain users' attention and involve users in the process of brand development[1].

Since the second year special events will be held once per six months in order to increase customer loyalty[2]. It is supposed that in the first half of the second year movie night will be held in support of sub-brand “Voyage by Wissotzky”. During the next 6 months exhibition will be organized. In the framework of this event Wissotzky tea can be the sponsor of one of the numerous exhibition in order to promote its products. In the third year it was decided to make a tradition to celebrate Tea Day (December 15th) by Wissotzky company. Over the next 6 months movie night or exhibition can be held again. During the fourth year Edumarketing will be held 6 times a year (every 2 months). Along with this event Tea Day will be organized as well. Finally, in the fifth year Wissotzky can provide as usually Tea Day in December and movie night or exhibition in May.

It is obvious that along with these events competitions and quizzes will be also held periodically. Publications about different tea news and about Wissotzky tea in particular will be posted constantly as well in order to retain users’ attention.

Contextual advertising in Vkontakte

Contextual advertising as one of methods of advertising on the Internet is one of the most effective ways to attract the target audience to the object you advertise. Contextual advertising market in Russia in 2010, according to the service eLama.ru, grew by 45% and amounted to 16.3 billion rubles, or $ 537 million, based on average annual exchange rate of the dollar.

In our case contextual advertising will be placed in social network Vkontakte as the most active part of our target audience is concentrated there. It will include Wissotzky logo and slogan.

Viral videos

Our main idea is to cause a «virus-effect» to inform people about main events from Wissotzky, so people could inform other people without our interference.

1) We’ll take the concept of the popular series of 3 videos, filmed by young people during a trip around the world “eat-learn-move” as a main idea of our viral video. Young men travelling in the world biggest cities taste the new dishes, new emotions, senses and memories. All their journeys are accompanied with new flavors of tea.

The video is directed to the increase of the awareness of the brand; it will be the first in the series of video devoted to the Collection of “Wissotzky Tea”.

2) The second viral video is going to be organized in 6 months after the first (“eat-learn-move”). The concept of the video is built around the idea of “new experiences in tea consumption”. The story is about the lovers who cook the cake in their kitchen during their weekend. Light music, pleasant atmosphere of fun and love, unusual ingredients of the cake (“Wissotzky Tea” is the main) – all these things make the accent on the pleasure of the time with “Wissotzky” though there is no direct advertisement in the video.

In the social networks the videos with such a sweet, enjoyable atmosphere are very popular among women’s audience that completely fits our target audience.

3) We also suggest short videos about using tea in new ways, about new products made by Wissotzky company and everything that company does at the moment (like crowd-sourcing, Alice promo actions in Malls, other Wissotzky events, etc.)