Palm Lagoon Launches New Sandals Range
From time to time, we get a client calling us for last minute help. Whilst we prefer to have the luxury of time in planning, it is not always available. The new marketing manager of clothing brand, Palm Lagoon, asked us to meet with her over coffee to discuss an upcoming product launch. Coffee? Of course, we will be there.
The next part of the conversation was a little more challenging:
“We need you to help us launch a new product range
– IN A WEEK.”
A week! Not three months of careful planning and preparation? A week!
“Sure, why not?”
After all, Western Influences International is masterful at causing the impossible. We would expect nothing less of our teams.
There are lots of things to consider, beyond throwing a fabulous party:
- Who is the target market for the product?
- How do we attract their attention?
- What will make them want to come to the launch?
- What do they get out of coming?
- How do we get them to come back with their friends?
That sounds simple enough. However, this is Bali, Indonesia. The target market includes international tourists, who are very transient and tricky to reach. They may only be in town for five days. What will be so attractive that they will give up their time, which is likely to be scheduled for something else, to join our party?
Remember . . . We have a week!
What We Did
The first thing we needed to know was who is in the team. We called a meeting of the key players in Palm Lagoon – the marketing manager, the social media team, the graphics team, and the event team. We listened to where they were up to in their planning and found that there were many gaps; most evident, the lack of cohesion in the team itself.
Over the next few hours, we worked with each team to review, assess and make recommendations on each contributing piece of work, including:
- all visual marketing material
- the event invitation
- the VIP guest list
- the VIP goody bags
- all social media channels
- the shop layout
- coordination of staff
- the logistics of the day
- contacts for resources
- and more
The goal was to create a common vision amongst the team and have them think for themselves, believing that they are experts in their fields and are capable of contribution to the outcomes. This was a huge success.
The staff stepped up and made things happen that they did not initially think were possible. Three months of work was accomplished in a week. We were ready to launch Palm Lagoon’s new range of sandals.
How It Went
What a terrific event! Hundreds and hundreds of people attended the launch of Palm Lagoon’s new range of sandals. They were queueing out the door to get in and buy a pair for themselves. The passers-by were intrigued at all the activity, many coming to join the event. They wanted to meet all the celebrities too. They posed inside the Palm Lagoon photo-booth frame and posted their pics on Facebook and Instagram – #letyourfeetplay.
The media turned up too – Yak Magazine, The Bali Bible and Bali Incentive Book. They mingled with the guests and recorded the activity with interviews and photographs.
The “influencers,” who were invited as VIPs, brought friends with them and stayed a while. They were seen smiling and laughing with the guests and the event staff. They tried on new sandals and new outfits, posing for photos with fans.
Behind The Scenes
On the day of these kinds of events, the Western Influences team often contributes to the behind the scenes operations. Russ spent about eight hours taking “customer experience” videos of people moving about the Palm Lagoon store. A 60 second film might take 45 minutes to pull together – without any editing. They are posted in social media to further promote the event, as well as to document the history of the Company.
Tracy usually monitors the movement of the people:
- Where are they?
- What are they doing?
- Are they enjoying themselves?
- Does anyone look out of place?
- How are the floor staff looking?
- Are the guests coming in as expected?
- Is the public joining in?
- Does anyone need anything?
- Are things in order?
- Are the key players holding together?
I am always looking for what is working and what is not working.
If it is working – do more.
If it is not, find a way to make it stop – fast.
Wrap Up
The launch began at 3.00pm and ended at around 10.00pm. The teams were exhausted. They had been working long hours in preparation for the event and had been on their feet all day. At the end, they looked satisfied with the outcomes they had achieved together. They had bonded, and it showed.
Tonight, we will have a debriefing meeting with the teams to hear about what they have learned over the last week – about the job and about themselves. We are looking forward to receiving the wrap up report on attendance and sales.
Watch this space, though. Western Influences will be part of the next Palm Lagoon party and you will have the opportunity to come.
