Victoria’s Secret has decided to make a concerted effort to raise money for Breast Cancer research. As part of this effort, they have decided to put together an event that connects their brand with the consumer and with the cause in a “unique and compelling” way. Given the success of the annual fashion show that is televised on CBS, Victoria’s Secret has decided to take the show on the road. Starting this year, Victoria’s Secret is putting together a music festival that will feature a number of popular bands, several fashion shows, including all the Victoria’s Secret models, and other attractions that lend themselves to a traveling festival of this sort. At its heart, however, the company wants the event to help raise awareness for their cause as well as the money that they believe will help find the cure.
Discuss the various sales promotion efforts that will bring people to the event. Victoria’s Secret is taking care of the advertising on the large scale, so your task is to determine how best to support that advertising through the use of point-of-purchase advertising, sales promotion techniques, social networking opportunities, and support media. Keep in mind that you will want these efforts to fit with the overall theme of the event as well as with the Victoria’s Secret brand and other brands that have been selected as sponsors. You may also want to discuss direct marketing and personal selling efforts that are designed to bring larger groups into the event or even corporate groups.
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