Introduction- Bailey Nelson is an eyewear company that was founded in 2012. The company has grown into a global brand and has boutiques in Australia, New Zealand, Canada and London. There are currently over 23 stores across Australia. The products are marketed as trendy, affordable eyewear. This marketing and communications proposal will analyse Bailey Nelson’s current position in the market and suggest how the development of a new campaign would be beneficial. Brand background- Bailey Nelson’s vision is to right the wrongs of the eyewear industry. The founders saw the eyewear industry as one where they and other consumers were having an awful customer experience in. Bailey Nelson wanted to improve this experience. Bailey Nelson’s (2017) main focus is on price and style. The company designs their glasses range and regularly launch new …show more content…
It involves word of mouth, TV, PR, online channels such as paid search, remarketing and social media. Their Facebook page has over 21,000 likes and their Instagram page has over 30,000 followers. The company’s plan for the future is to continue to grow in the market with their supportive customer base and encourage them to spread the word (Hosking 2013). Their target audience is both male and female consumers aged between 20 to 35 years old. This audience are often university students or graduates, middle class and have a range of behaviours such as: hipster, tech savvy, creative and outgoing (Bula 2017). Their website is visually appealing, with the use of attractive pictures, uses clear call to action, uses e-commerce and social media buttons. Bailey Nelson’s current campaigns have used social media platforms, including Facebook, to promote their new product launches. These campaigns consist of photographs of their new frame styles, which are launched every season. An example of this is shown below. This is one of their latest campaigns called ‘Whats Your Flavour?’ (Nix