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(1) What you want to do for the brand as in identifying a gap

(2) Why do you want to do it

(3) What your desired outcome is

(4) How it works

(5) Summary

For LA MER project:

Create “Holiday KPI” and “Customer profile”

Running head: LA MER EVENT
1
La Mer Event
Student Name
Institutional Affiliation
LA MER EVENT
2
1. Promotional Event
Stand Alone Pop-up Store
South Central Bank, West Loop
La Mer will launch a pop-up store in West
Loop, Chicago for one weekend. The store
is aimed at generating brand awareness and
creating revenue. Featuring local influencers
and beauty bloggers, the shop will generate
market prospects in Chicago Illinois and
increase the brand’s market share.
Every guest will receive a free crème de la
Mer moisturizer upon purchasing any three
items
The pop-up will showcase the company’s
latest bath salt collection and feature all
it’s popular products. The store will also
debut an ambassador who is a beauty and
lifesytle influencer for a meet and greet.
La Mer will provide skin care
proffesionals to advise customers on the
products that would benefit their skin type.
LA MER EVENT
3
2.Promotional Plan
Product Launch
La Mer will introduce a line of organic
bath salts and a 200 $ special travel set
with the La Mer essentials for a basic
skincare routine.
Gift Hampers with purchase
With a minimum purchase of 100$,
customers will receive a gift hamper
containing three products from the
brand.
Items included in the gift bag
Proffesional Advice
La Mer will have skincare
proffesionals available for
consultation on products free of
charge.
•
hydrating mask,
•
cleansing foam
•
1 gift card with 20$
LA MER EVENT
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3.Event Budget for La Mer
Summary of Expenses
Purchase Item
Budgeted
Description
Expenses
Venue
$ 60,000
South Central bank West Loop
Audio/Video
$ 20,000
Speakers, Tv screens, Microphones, and
Video cameras
Décor
$30,000
Lighting, flowers, linens
Snacks & Beverages
$ 30,000
Champagne, soft drinks, bites
Entertainment
$ 5000
DJ
Marketing and advertising
$ 3000
Posters, Social media marketing
Gift Hampers
$ 10,000
Gift cards, hydrating masks, and
cleansing foam
Brand ambassador
$ 3000
Surprise meet and greet
Professional Advisors
$ 5000
Consultation fees
Event staff
$ 5000
Catering staff and valet
Total
171,000
Payment Source
The La Mer parent company Estée Lauder Companies Inc will
cover the cost of the event and receive revenue from the
event.
La Mer will be launching a pop-up store in Chicago Illinois to create brand awareness,
launch new products and engage with the prospective market in the city. The benefit of opening
the popup store is that it will engage customers both online and offline. The social media team
paired with the footage from the event will create a buzz around the brand name and increase sales
levels. Popup stores are also cost-effective because the overhead costs such as rent, utilities, and
staff are paid for a short period while revenue will be high considering the urgency of purchase
created by the brand (Mazzone, 2020).
LA MER EVENT
5
La Mer will use the opportunity to launch their line of bath salts as well as their skincare
travel set. The brand will also provide gift hampers upon a minimum purchase of products worth
100$ to encourage patronage. The hamper will contain a special gift card with store credit and
introduce a loyalty program with bonus points accumulated with each purchase further
encouraging brand loyalty. The event is considerably large including a meet and greet from an
influential brand ambassador and advice from skincare professionals. This will increase revenue
because the announcement will spark the interest of locals and guarantee a higher turnout (Greaves,
2020).
LA MER EVENT
6
References
Greaves, K. (2020, September 1). Even the Latest Bond Girl Is Obsessed With This Celeb-Fave
Skincare Product. Retrieved from InStyle: https://www.instyle.com/beauty/ana-de-armasla-mer-interview
Mazzone, D. (2020, September 1). Ana de Armas on Her Beauty Routine, Skin-Care Rituals, and
Why She Loves a Good Transformation. Retrieved from Allure:
https://www.allure.com/story/ana-de-armas-beauty-skin-care-routine-interview
Holiday KPI
Gloss Boss
The holiday beauty item must have! An actual liquid
lipstick gloss from Glossier. This ultra glossy lip stain
will remain through any meal and any type of day
you’re having. Just one swipe leaves an
ultra-saturated liquid formula and smear-resistant
coverage that will stay put for hours. It is featured in
two colors.
Glossier.
Glossier.
Glossier
Priced at $20
Size 0.11 oz
This limited edition line of liquid lipstick gloss is the
first of its kind. While keeping your lips hydrated and
glowing the stay all day formula, keeps a highly
pigmented color attached without drying out. Our
beauty experts have carefully crafted this product after
trying almost every other lip stain on the market. Stay
glossy boss!
Using this white paper, you will fill in the following information:
Age:
Gender:
Marital Status:
Number and Age of Children:
Location:
Goals:
Occupation:
Income:
Job Title:
Level of Education:
You could also add the following:
Goals:
Lifestyle:
How they shop:
What their favorite brand is now:

Purchase answer to see full
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