The Academy Part 3: The Marketing of Fragrance
On Wednesday 9th October, The Fragrance Foundation presented the final part of this training programme at Fortnum & Mason. As a change from last year, the course took on a far more interactive element, in which the attendees were put into teams, and using the various presentations throughout the day, had to create their own marketing campaigns and present to an expert retail panel including Deborah Parrot (Debenhams), Mia Collins (Harrods), Mark Tranter (Selfridges), Michelle D'Vaz (The Perfume Shop) & Jo Newton from Fortnum & Mason. The panel were very impressed with the high standards the teams produced after only one day!
We were thrilled to deliver a series of expert presentations. In the morning, the focus was on Communications. We started with Nick Vaus from Dew Gibbons on Branding & Advertising, with Jonathan Webb from Retail in Action following on the importance of the customer. Tom Bosanquet from Wrapology took the teams through the importance of packaging, with Melissa Hay from 2 Breathe Creative emphasising the importance of deisgn and the shopping experience & Dawn Evident from Colouration on the importants of POS and the difference it can make. Mark Lockeyer from Sampling Innovations took the attendees through all the different and 'outside the box' techniques of sampling, and finally Mike Ramseryer from MyMarketMonitor introduced the groups to the importance of knowing the market and your competition.
After this overview, the experts went around the teams, answering any specific questions & helping them in their campiagn design.
After a delicious lunch provided by Fortnums (through which the teams were hard at work on their presentations!), we were able to offer yet more informative presentations to the group. Alexandra Forbes from CLive Christian started us off as to how to approach a very niche brand in marketing, and the tips and tricks she's picked up. Virginie Duigou from Harrods followed, and egave several fascinating examples of how successful marketing in store can be invaluable to a brand (giving examples of James Bond 007 & Viktor & Rolf's Spicebomb). Next we had Helen Carouge from Guerlain on different ways of promoting your brand on different budgets, and finally Nicola de Burlet & Ines Socarras from Kenneth Green Associates took us on a PR journey and the integral link between PR & Marketing.
The aim of the day was to get the attendees feeling creative, and thinking outside the box when it comes to their next project.
It was a huge success, Hayley Smith from Tom Ford described it as 'A fantastic Course!' & Chris Wyatt from Jo Malone enjoyed 'Getting creative & taking a 360 approach to launching a fragrance'. The balance of learning and the application of the knowledge was a huge success.
A huge thank you to every who presented, and those who attended!