Friday, November 8, 2013

Little Trendyz IMC Plan

Little Trendyz is a business that specializes in the creation and production of Zippyz, a one-of-a-kind footed pajama for babies. The company was formed in 2010 by new mom Lisa Feder Youngelson. Like many new moms, Youngelson was constantly waking up in the middle of the night to change her newborn son Ryan’s diaper. She was so exhausted that matching up the snaps on Ryan’s pajamas was a constant struggle. Youngelson decided to try a zippered pajama to ease the routine nightly changes, but when she went to change Ryan, he began to cry from the shock of the cold air hitting his exposed chest.

Youngelson searched for a pajama that was both comfortable for her son and hassle free for her, but she couldn’t find any such product on the market. That is when she came up with the idea of Zippyz; a footed baby pajama with three snaps on the chest and a zipper from foot to belly. 

Zippyz are made from a combination of bamboo and organic cotton, making the pajama both soft for babies and eco-friendly. The design of Zippyz cuts changing time in half. See how Zippyz works (right). Little Trendyz comfortable and convenient design targets new and expecting parents.

Little Trendyz's biggest strength is the product. As stated above, there is no similar product to Zippyz on the market, so Little Trendyz has the opportunity to capitalize on Zippyz's unique design. Little Trendyz's weakness is a lack of brand recognition. Because Little Trendyz is a relatively new company, the brand hasn't become a household name yet. In November 2013, Little Trendyz will receive its first major production order (8,000 Zippyz). Little Trendyz's biggest opportunity is to use the brand's recognizable celebrity endorsements to sell out of the major production order in the first quarter of 2014. The biggest threat standing in the way of Little Trendyz's goals is the fact that the brand is essentially a one-man production, and it's difficult for Youngelson to keep up with the brand's marketing, public relations and social media needs.

An integrated marketing strategy that utilizes various multimedia communication channels would be beneficial for the Little Trendyz brand. In today’s world, consumers are harder to reach through all of the white noise of advertising. An Integrated Marketing Communications (IMC) strategy puts out the same message on multiple communication channels, so the brand’s message can cut through the white noise and make an impact on consumers. In order to be successful at IMC, Little Trendyz should produce consistent content that is engaging and relevant to their target audience. By producing this type of content and engaging with consumers, Little Trendyz will form real relationships with consumers, and consumers will be converted into brand enthusiasts. Once consumers are loyal to the brand, they will start to share the brand's message with all of their connections, and this will help Little Trendyz to establish brand recognition.

When developing an IMC plan for Little Trendyz, I would focus on the content being produced on the brand's website, blog and social media channels. Simple tasks like posting regularly on all social channels, and including industry-related keywords into content, would help Little Trendyz increase SEO and reach company goals. I would also try to increase brand engagement by cross-promoting social media platforms, and holding contests to get social media followers more engaged with the brand. 

I would suggest Little Trendyz invest in a tool like HootSuite, so the brand could post on multiple social media networks throughout the day, without having to constantly log in and out of each individual network. HootSuite would also allow the brand to automate social media posts, which would help the brand stay ahead.

Little Trendyz has developed a quality product in Zippyz, and with a couple minor changes, the brand could have a quality integrated marketing strategy that would help them reach all of their first quarter goals.

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