MAPexpo 2013 - Vanessa Marven (Marketing & Public Relations Manager, R.M. Williams)

Design: Generic Brand

burgundy/wheat logo.

General Brand Overview and Myer Opportunities Proposed R.M.Williams Involvement Overview

Vanessa Marven – Marketing & PR Manager

September 30, 2013

OVERVIEW

• The Brand

• Product Ranges

• Marketing

– Catalogues

– Promotions

– Advertising

– Public Relations

– Sponsorships

THE ICONIC AUSTRALIAN COMPANY

• THE iconic Australian Bush Outfitter.

• Founded by Reginald Murray Williams in 1932 – over 80 years of history.

• More than 600 Employees worldwide.

• 50+ stores in Australia, London and NYC, plus Myer concessions.

• More than 900 stockists worldwide.

• Today: manufacturer, retailer, wholesaler, distributor, events co, brand authority.

• A renowned household name – one of Australia’s top 10 most identifiable trademarks.

• Embedded in the psyche of every Australian:

– The individual R.M.Williams story.

– An emotional connection with the brand and the boots.

– Values established over 80 years: Australian, authentic, durable, premium and

handcrafted.

THE BRAND

SEASONAL RANGES SPRING/SUMMER 2013

R.M.WILLIAMS SUB-BRANDS ROUGHWASH

• Contemporary

• Slightly deconstructed

• Relaxed & casual

R.M.WILLIAMS SUB-BRANDS LONGHORN

• Younger

• Modern

• Contemporary take on RMW

R.M.WILLIAMS SUB-BRANDS BIG MEN’S

• For the burly bloke

• Larger fits that flatter a bigger guy

R.M.WILLIAMS SUB-BRANDS COLTS & FILLIES

• Sizes 4 – 14

• Next generation of RM wearers

• Clothes, accessories, boots

R.M.WILLIAMS SUB-BRANDS STOCKYARD

• For people who work the land

• Practical, stylish & durable

• Competitive price point

• Traditional, best selling R.M.Williams range ‘Authentics’.

• Reginald Murray Williams’ original pieces ‘Classic’.

R.M.WILLIAMS AUTHENTICS & CLASSIC RANGES

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MARKETING Catalogues

• Continuing the brand legacy

• Over 200,000 catalogues printed

annually across two seasons

• Distributed through retail and

wholesale within Australia and

internationally

• Award winning

• Largest marketing investment

CATALOGUE SPRING/SUMMER 2014

CATALOGUE AUTUMN/WINTER 2013

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MAJOR PROMOTIONS

Gift with Purchase

• Several times throughout the year

• Gift with purchase – not discounting

• Highly effective sales drivers

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MAJOR PROMOTIONS

Marketing Support – Media

TELEVISION

Targeted campaigns across peak

Breakfast, Sunday Night News

and key Pay TV programs

IN FLIGHT

Qantas & Virgin, magazine & TV

MAGAZINE

Magazine and newspaper lift out

placements across mass

publications

RURAL PRESS

Covering regional and rural

markets

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MAJOR PROMOTIONS

Marketing Support – Retail

Retail Partners:

-e-Newsletter

-Website

-Facebook

-In-centre signage

-Mannequin displays

-PA announcements

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SEASONAL RANGES

Magazine Advertising

• Promoting seasonal ranges

• Multiple placements across

men’s, women’s and special

interest titles

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PUBLIC RELATIONS

• Major component of the marketing mix

• Editorial coverage

• PR Agency Showroom – seasonal collections

• Twice per year showing events for media

• Celebrity seeding

Average value of quarterly editorial generated = $350,000

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PUBLICITY

Media Showings

• Off site showings for key media

• Presented by Jonathan Ward, RMW Executive Designer

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PUBLICITY

Media Coverage

Madison Magazine Front Cover

Woman’s

Day

Fashion

Feature

Women’s

Weekly

Fashion Feature

Qantas Magazine Fashion Feature

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PUBLICITY

Media Coverage

CELEBRITY The Power of a Profile

MAJOR SPONSORSHIPS

Magic Millions

• Major sponsor for 10 years

• Gold Coast Racing Carnival & Sales

• Naming rights sponsor of opening

night launch event

• Fashions on the Field sponsor

• R.M.Williams Race on Race Day

• Staff uniforms

MAJOR SPONSORSHIPS

Australian Outback Spectacular

• Presenting sponsor since 2006

• 1,000 seat arena, open all year round

• Targeting families and tourists

• Gold Coast, Australia

• Branding, costumes, staff uniforms,

creative and technical input

MAJOR SPONSORSHIPS

R.M.Williams Longreach Muster • Event organiser/major sponsor since 2007

• Invitation only event to compete; public welcome as spectators

• Australia’s top cattle companies competing in traditional bush events and rodeo