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Creating a brand ambassador program for Katwalk Kimberley

Creating a brand ambassador program for Katwalk Kimberley – Using Gibbs Reflection
  1. Description: To initiate more sales with a limited budget I came up with a brand ambassador program. The goal was to boost sales by increasing the influence and reach of selected brand ambassadors. These ambassadors were chosen for their alignment with the brand’s image and their significant social media following.
  2. Feelings: Initially, I felt a sense of optimism. Using popular figures seemed like a promising way to increase brand visibility and credibility. However, I also felt anxiety about the program’s effectiveness and the return on investment as it took time to select the appriopriate influencers.
  3. Evaluation: The program had mixed results. While it significantly increased brand awareness and social media engagement. It didn’t translate directly into a proportional increase in sales. Some ambassadors were more effective than others. This indicated that not all influencers connect equally with the target audience. We also found that many of our selected influences didn’t reply to our initial message.
  4. Analysis: In my opinion, the success of a brand ambassador largely depends on their genuine connection with the audience and alignment with the brand values. The increased brand awareness was a positive outcome but it highlighted a gap between awareness and actual purchasing behavior. This suggests that while ambassadors can attract attention, other factors like product pricing, availability, and consumer trust play crucial roles in converting interest into sales. Solomon et al. (2014).
  5. Conclusion: The brand ambassador program was successful in increasing brand visibility but it was less effective in directly boosting sales.(Huang and Sarigöllü, 2012) The key learning is the importance of selecting the right ambassadors and aligning influencer marketing with broader marketing and sales strategies.

References

Huang, R. and Sarigöllü, E., 2012. How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), pp.92-99.

Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M.K., 2014. Consumer Behaviour: A European Perspective. 5th ed. Harlow: Pearson Education.

 

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Creating a User-Friendly E-commerce Website for Katwalk Kimberley

Creating a User-Friendly E-commerce Website for Katwalk Kimberley – Using Gibbs Reflection

  • Description: Initially, Katwalk Kimberley’s website was heavily text-based with limited and outdated imagery. It lacked branded colors and visual appeal. According to Gorn Et al (1997) this is an essential key for a compelling e-commerce experience. Recognising these limitations, I formulated an action plan to revamp the website. This began with a marketing campaign to generate high-quality, trendy photos for the site. We also decided to streamline the focus of the brand to just womenswear. The redesign aimed to showcase Katwalk Kimberley’s story, including their commitment to sustainability, while ensuring the website was visually striking and user-friendly.
  • Feelings: I felt a sense of urgency and responsibility to overhaul the website. While excited about the potential improvements, I was also aware of the challenges in effectively communicating the brand’s ethics and ensuring a seamless user experience.
  • Evaluation: The project was a significant learning experience. The transition to a more visually engaging and focused website was a crucial step in enhancing user experience and brand identity. Streamlining the product focus helped in creating a more coherent brand story. However, balancing aesthetic appeal with the brand’s sustainability message was challenging.
  • Analysis: The website’s initial state was not uncommon in e-commerce, where visual elements are often underutilised (Lindgaard et al., 2006). The redesign’s focus on imagery and brand colors aligns with Bellizzi et al.’s (1983) findings on the impact of color in marketing. Furthermore, the decision to concentrate on a specific product niche is supported by Porter’s (1980) theory of competitive strategy, emphasizing the benefits of focus for brand differentiation.
  • Conclusion: The experience showed me the importance of visual elements and brand identity in e-commerce. The project’s success was evident in the transformed website, which better represented the brand’s ethos and improved user experience. However, it also highlighted the need for a delicate balance between aesthetic appeal and brand messaging.
  • Action Plan: In future projects, I will continue to emphasise the importance of visual appeal in web design by ensuring brand consistency across all elements. I will also seek to better integrate brand messaging into the design but still ensure that key messages like sustainability are seamlessly woven into the user experience.References
  • Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 59(1), 21-45.
  • Gorn, G. J., Chattopadhyay, A., Yi, T., & Dahl, D. W. (1997). Effects of Color as an Executional Cue in Advertising: They’re in the Shade. Management Science, 43(10), 1387-1400.
  • Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression!. Behaviour & Information Technology, 25(2), 115-126.
  • Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.

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My reflection of Podcasting

Gibbs Reflection on Podcast Lecture
  1. Description: One of our lectures consisting of podcasting. we were tasked with brainstorming an idea for the podcast My group decided to develop a Q&A show focusing on topics relevant to young women. This would address questions theat our audiance  may feel hesitant to ask publicly. We used Reddit to gather interesting and relevant topics.
  2. Feelings: Initially, I was excited about the creative possibilities of podcasting but also nervous about the execution. The idea development process was engaging and enjoyable. However, my enthusiasm waned during the trial, as I became self-conscious about my speaking abilities and the audio-only format of podcasting.
  3. Evaluation: The experience was enlightening but challenging. The concept development process was positive, and the idea seemed viable and appealing to a younger audience. However, the trial highlighted my discomfort with audio-only communication and my lack of confidence in public speaking.
  4. Analysis: My discomfort with the audio-only format aligns with Mehrabian’s (1971) theory on communication, which suggests that effective communication relies not just on words but also on non-verbal cues, which are absent in podcasting. This could explain my discomfort with the format. Additionally, my lack of confidence in public speaking is a common issue, as noted by Lucas (2015), who emphasizes the importance of practice and experience in developing speaking skills.
  5. Conclusion: The lecture was a valuable learning experience, introducing me to the complexities of podcasting and highlighting areas for personal development, such as public speaking and adapting to different communication formats.
  6. Action Plan: To improve, I plan to engage in activities that build public speaking confidence, such as exploring other media formats that might better suit my communication style, such as video blogging, which incorporates visual elements.

    References

    • Mehrabian, A. (1971). Silent Messages. Wadsworth.
    • Lucas, S. E. (2015). The Art of Public Speaking (12th ed.). McGraw-Hill Education.
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My Experience of Katwalk Kimberley’s Marketing Campaign


My Experience of Directing and Planning Katwalk Kimberley’s Marketing Campaign 

Using Gibbs Reflection

Description: At the beginning of my placement at Katwalk Kimberly, it became evident that the company was struggling to increase sales, primarily due to a lack of substantial marketing and advertising. I proposed a photoshoot to enhance their marketing efforts. In collaboration with the director, we meticulously planned the photoshoot, focusing on empowering female models. We used Pinterest as our prime inspiration for looking at outfit styling and camera angles. On the day of the shoot I assisted the models with their outfits and poses. Initially, the models were nervous, but I played music to create a relaxed atmosphere, which seemed to ease their tension.

Feelings: Initially, I felt anxious about proposing the photoshoot, as it was a significant responsibility and a deviation from the company’s usual marketing strategies.  I began to feel nervous as models would cancel and then try to rearrange the shoot. This created a feeling of instability and upredictability. I started to recognise a need for more assertive management therefore I shifted my communication style to a firmer tone. This involed setting clearer expectations and deadlines with the models. By directly addressing cancellations and enforing a stricter scheduling policy, I was able to execute a successful photoshoot.

Evaluation: In my opinion the photoshoot was a success. The preparation paid off as the models delivered exactly what we envisioned. The use of music to create a relaxed atmosphere was particularly effective in alleviating the models’ nervousness. This aligns with Kellaris and Kent’s (1993) findings on the influence of music on consumer behavior and atmosphere in retail settings.

Analysis: The lack of marketing and advertising content at Katwalk Kimberly was a fundamental issue impacting sales. The decision to hold a photoshoot addressed this gap. By initiating a supportive and creative environment, we were able to produce marketing material that could potentially enhance the company’s sales. This approach is supported by Kotler and Keller’s (2016) emphasis on the importance of innovative marketing strategies in business.

Conclusion: In conclusion, the experience was highly valuable. It highlighted the importance of creative marketing strategies in business and the effectiveness of creating a supportive environment

Action Plan: For future projects, I would continue to use innovative strategies like photoshoots to address marketing gaps. I would also focus on creating a comfortable environment for all participants, as this seems to enhance performance.

References

  • Kellaris, J. J., & Kent, R. J. (1993). An Exploratory Investigation of Responses Elicited by Music Varying in Tempo, Tonality, and Texture. Journal of Consumer Psychology, 2(4), 381-401.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Please take a look at our campaign!  Image rights are my own.