Among the three marketing communications plans, Zwinktopia, Facebook and YouTube, I suggest that Margret Foley pursue the Zwinktopia option. The suggestion is based on the consideration of (1) how efficient the marketing vehicle reaches the target consumer; (2) how well the plan delivers the brand image of UnMe and (3) whether it fits into UnMe’s marketing budget.
(1) How efficient the marketing vehicle reaches the target consumer
UnMe jeans targeted at teen girls who have their own unique taste in fashion. They are social and are trend leaders in their communities. The target group has grown up with the development of Web 2.0 as well as with the downturn of traditional media.
Compare to YouTube and Facebook, which have an audience of all ages, Zwinktopia’s audience fits right into the target group of UnMe jeans. Zwinktopia is designed for the girls who are from 13 to 24 years old and focuses on the contents of fashion and music.
The ultimate goal of marketing is to boost sales. As one of the largest virtual world, Second Life can tell certain trend in regards to marketing and sales. According to 2007’s Virtual Product Sales on Slexchange, the largest sales generated from apparel. Also, the article addressed the audience is shifting from Second Life to other virtual world such as Zwinktopia. And by the end of 2011, it is estimated that 80% of the online users will have an appearance in the virtual world. It is reasonable to believe marketing on Zwinktopia will not only increase brand awareness but also boost sales in real world.
(2) How well the plan delivers the brand image of UnMe
Zwinktopia is the most straightforward media vehicle to deliver UnMe’s brand image among all three options. On Zwinktopia, UnMe will have its virtual retail store to announce any products simultaneously when a new edition of jeans is release in the real world. It encourages the Zwinkies to