Marketing Management

Discuss the company’s advertising strategy and how it aligns with its marketing goals.

The advertising strategy at the Leather Inn is going to be focused on two main components. The strategy is going to be focused on an introductory message. The brand and its concept need to be introduced to consumers so the advertising needs to focus on that component of the message. Leather Inn’s preliminary advertising will convey the concepts the definition of the clothing concept relating to both the type of clothing and the social aspect of the clientele. This message is critical because Leather Inn’s concept is going to be one of the key drivers of business for the store. This concept differs from other clothing stores concepts in substantive ways and it is important that the marketplace appreciates these differences.

Leather Inn’s advertising strategy is going to be focused on multiple forms of media. The international market is an expensive market for broadcast media television and radio but it is also a market characterized by a high degree of specialization. It is this specialization that Leather Inn will focus on initially. The advertising will be focused in entertainment magazines and periodicals, and their related websites. These periodicals, such as Cosmopolitan, are read by the core target market and therefore offer better return on investment than any form of broad-based media.

In addition, Leather Inn will have a strong emphasis on Internet advertising. This form of advertising, driven by Google ads and social media, will drive traffic to Leather Inn’s website and to its social media sites. This traffic will receive messages and personalized content that focus on the different promotions and events at the flagship location. The Internet advertising will be focused on increasing awareness of the brand and the product/service value proposition to the target market. Increasing awareness of the retail store is going to be the focus of all initial advertising...