Promotion Strategy / Media Channels - Currently Being Utilized by Client and How

Avon used a variety of promotional strategies before our campaign. The company used social media platforms such as Instagram, Facebook, and Twitter. Email was also used to reach out to customers about promotions and products. One of the main promotional tools Avon is known for is the direct marketing use of catalogs. The Avon company promotes through advertising and sales promotion. 

Creative Brief

• Avon’s goal is to make the target audience feel emotionally connected to Avon. Our brand and products can be on the face and body in life’s big moments, small moments, happy and sad moments.  Avon wants women wearing our products to feel empowered and feel as if they can be the boss. 

• Avon’s target audience is Gen-X, they perceive the brand as a catalog company. Most people think the products are made cheaply. Most would also perceive Avon as an old fashioned company.  Gen-X is a lot pickier about the products they will buy or use. They are not aware that Avon also sells clothing and various products for men. 

• We have decided to target Gen-X because they have the most buying potential. They want to be hip and trendy, therefore they are influenced by what the Millenials are buying. Avon needs to create advertisements that will get Gen-Xers talking to younger people in their life about Avon. Avon needs to be more talked about.

• Avon’s competitors are many, but Kylie Cosmetics and Mac Beauty are two of the largest. Kylie is almost entirely online, with the exception of limited products available at certain Ulta Beauty stores. Her company is worth 1 Billion Dollars in 2019, and it is safe to say Kylie Cosmetics is ranked high in the market. Mac Beauty is sold online and in stores. They are a big brand, ranked high in the makeup industry market. Mac is able to sell their products to all ages. Avon ranks low compared to these companies in the makeup market. We want to improve our ranking. 

• Avon consumers benefit from the products because they are affordable, quick and easy to use, small and easy to travel with or take for daily use, easy access for buying and honest customer reviews. 

• Avon’s intended tones for advertisements are serious, positive and empowering.

• The mandatories Avon would like to include in any advertisements would be; products from Avon, Avon’s logo and mission statement, and a person wearing Avon makeup.