There are several various forms of media as it related to digital marketing. Take a look at this short video before jumping into this week’s business scenario.
Premier is a new entrant into the casual t-shirt market. Premier targets late Millennials aged between 20-30 years old. The market is valued at $150 million and two of their primary rivals are Supreme and Off White.
Simulated Business Scenario
Julio, the owner of Premier, is trying to follow the earned media model of leveraging the reach of social media to promote the launch of new products. In other words, when customers become the channel.
Julio has recruited Marguerite from Burberry (another brand that relies on earned media) to head up this new initiative. There is a lot of positive buzz from the fashion industry and Marguerite is charged with creating and distributing press releases in an integrated marketing communications plan in advance of the Q3 (late spring, early summer) launch of the Premier brand.
Question
How would Marguerite’s team utilize earned vs paid media for the launch of the Premier brand? What are the various parts her team might include as part of an integrated marketing communications plan?
Sample Solution
