Student Number: 1505428
The RACE model helps identify objectives that are needed to be reached and how to reach them, it also gives an overview of the brand already. Within Figure 1 the RACE model has been adapted to Penhaligon’s and the launch of the home range diffuser. ‘digital channels always work best when they are integrated with other channels’ (Chaffey and Ellis-Chadwick, 2012) – Therefore both marketing methods will be used, as it increases the possibility of reaching a large audience and of conversion of sales and product awareness.
‘Reach involves building awareness of a brand, its products and services on other websites and in offline media to build traffic by driving visits to different web presences like your main site, microsites or social media pages. It involves maximising reach over time to create multiple interactions using different paid, owned and earned media touch points.’ (Smart Insights, 2017)
Figure 1: RACE model adapted to Penhaligon’s (Chaffey and Ellis-Chadwick, 2012)
Step 1: REACH.
Within the reach part of the RACE model an overview of the products and a digital overview was implemented. The brand has a large following through social media already so shows a good online presence. The brand is very active through all its social media platforms used. Within the reach section outcomes and strategy are outlined. The strategy would potentially reach the outcomes of creating awareness around the product.
With offline marketing Penhaligon’s has; 15 stores, 4 concessions and 9 stockists within the UK and 8 stores and 28 stockists within the USA as well as other stores, concessions and stockists around the world (Penhaligon’s, 2017). As the brand market’s itself on being a heritage of the United Kingdom and has the Queens emblem upon it, it can reach these markets within the USA and other countries that appreciate the traditional English heritage. The brand will be able to reach its customer markets by selling a new product that is still related to English heritage but with an architectural twist.
Step 2: ACT.
Chaffey and Ellis-Chadwick (2012) state that Act is in fact interact and that within this part of the model the audience is to engage with the brand on its website. Penhaligon’s can do this through a range of offline and online marketing methods that will drive the audience to stores online and offline. With the both stores reflecting the new product from exterior to interior it is straight away able to be within the audiences viewing platforms. The new product will be marketed across all social media platforms, google-Ads and email. Offline the product will be marketed through a press release, launch party and Penhaligon dedicated stores. Both offline and online marketing tools are important to reach a wide and varied audience. Online Penhaligon’s can reach a range of audiences as well as its already large following and through offline Penhaligon’s can also reach tourists or one off visitors to its stores.
Step 3: CONVERT.
Convert stands for ‘achieve conversion to marketing goals’ (Chaffey and Ellis-Chadwick, 2012). The goals are to create and increase sales of the new product as well as creating awareness around the new product and its storyline.
Step 4: ENGAGE.
Engage is creating and maintaining a customer relationship. Engage can help create a repeat purchase with a customer. The new product has the English heritage storyline behind it that other products by Penhaligon’s have which gives it depth and history and keeps the customer intrigued. As the product is only on sale for 3 months and the contents 12 months this should help increase repeat purchases due to being limited edition and the only home product that the brand will have. The fresh product with its historic storyline and being limited edition should also help referrals by customers, therefore being trustworthy within its potential audience.
Reference List:
Chaffey, D and Chadwick, F (2012) Digital Marketing: Strategy, Implementation and practice, 5th edn, Peasron Education Limited, Essex.
Chaffey, D. (2016) ‘Introducing RACE: A Practical Framework To Improve Your Digital Marketing’ Smart Insights. Available at: http://www.smartinsights.com/digital-marketing-stratergy/race-a-practical-framework-to-imrove-your-digital-marketing/ (Accessed: 27 March 2017).
Penhaligon’s (2017) Find your nearest store. Available at: https://www.penhaligons.com/page/storelocator/ (Accessed: 11th April 2017).
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