3Brand DescriptionCharming Charlie is the name of a predominantly accessories boutique that was opened by Charlie Chanaratsopon in 2004 out of Houston, Texas (Parker, 2011). The privately owned company is listed as a Women’s Specialty Shop and caters to women of all ages. (Manta, 2012). Their stores focus on the accessory element of fashion, and their layouts are organized by color to make locating items simple.
5Objectives and Strategies Pink Promotions has decided to create a new promotional campaign for Charming Charlie because of their need for more advertising and promotion. "Through research results gathered from focus groups, customer surveys and demographic data, Freed determined that the client had several challenges, including no visible brand identity among consumers…” (Freed, 2012). Our campaign will improve the brand by increasing their brand awareness and therefore increasing their market share.
7VisualsPink Promotions proposed six different promotional tactics to help increase the brand awareness of Charming Charlie. They included magazine ads, television ads, interactive ads and sales promotion strategies.
8Color of the SeasonThis promotion ties all of the others together. ‘Color of the Season’ will offer a new seasonal color every few months that stays on promotion throughout the time period. It will be featured in all advertisements and it will be the backbone of the promotional strategy.
9PinterestCharming Charlie will maintain their pinterest page to enable users to pin items from the ‘Color of the Season’.
10Pop-Up AdsThese ads will link directly the e-commerce site and feature the items from ‘Color of the Season’.
11Print Media with Quick Response Codes Charming Charlie will continue to have a presence in magazine accessory spreads. These spreads will feature a QR code that links a consumer to the e-commerce site directly from their smart phone.
12Television Advertisements Charming Charlie will begin using television as a method to advertise and promote their seasonal product.
13E-CommerceThe site re-launch will occur in the spring of 2013 and will feature the ‘Color of the Season’ items. This site is also linked directly to all other promotional methods.
14References Charming Charlie. (September 30, 2012). About charming charlie. Retrieved fromCharming Charlie. (September 30, 2012). Charming charlie. Retrieved fromCharming Charlie. (September 30, 2012). It’s makeover time. Retrieved fromCharming Charlie. (October 3, 2012). Charming charlie unveils first-ever advertising campaign, “find your fabulous,” this holiday season. Retrieved fromEcommerceJobs. (2012). New locations: “charming charlie seeks a VP ofecommerce”. Retrieved from,Freed, (2012). Case study. Retrieved from,studies/charming-charlieHoovers.(2012). Top Competitors for Charming Charlies. Retrieved from,Jones, Gregory. (2011a). Charming Charlie will have to fend off competition. Smart Business. Retrievedfrom,Jones, Gregory. (2011b). Charming Charlie Grows by listening to customers. SmartBusiness. Retrievedfrom,Manta. (September 30, 2012). Charming charlie. Retrieved fromO’Guinn, T.C., Allen, C.T. & Semenik, R.J. (2012). Advertising and Integrated Brand Promotion (6th ed). Mason, OH: Douth-Western. Cengage Learning.Parker, Lauren. (March 1, 2011) retail rising star: charming charlie. Retrieved from