top of page
cover(136)_edited_edited.jpg

5.1 CONTROL FOR OBJECTIVE 1

To effectively control objective 1 - Introduce a bespoke tailoring service to increase online sales conversion rate for Balenciaga by 3% within 6 months, this campaign will track multichannel selling through owned media e-commerce (Swan, 2022) by analysing the key measures of revenue, profit and average sales value (SmartInsights, 2022). As objective 1 sits within the 'convert' section of the PRACE framework (Chaffey, 2022), it is categorised as middle of the funnel (MoFu), so it is important for Balenciaga's product development strategy to influence the consumer 'purchase' intention in order to achieve maximum sales (Broadhurst, 2023). In addition to this, it is important to measure website conversions and interpret consumer behaviour through session recordings (Indeed, 2022) and heatmaps (Chi, 2023) The formula to measure conversion rate is: total number of conversions/total number of interactions (Google, 2023).

5. CONTROL

5.2 CONTROL FOR OBJECTIVE 2

In order to monitor objective 2 - Increase awareness of Balenciaga’s heritage in tailoring within the consumer segment of 18-34 year olds by 12% before June 2023, it is important to consider metrics for performance at the top of the funnel (ToFu). In particular the attention stage of the AIDA funnel highlights brand awareness or affiliation with a product or service (Hanlon, 2023). To effectively calculate awareness it is important to consider the key measures of unique visitors and followers (Chaffey, 2022). The Bison Grid model reinforces that the best tactics to maximise customer lifetime value and drive awareness include events, social media and advertising, which are the proposed tactics for implementation in Balenciaga's 'Technology & Tailoring' campaign. Therefore, it is recommended that this digital marketing plan evaluates brand awareness through surveys at the PR event, earned media value following the virtual event and social media analytics to identify how many sign-ups to the event resulted in engagement and visiting via the store or metaverse.

5.3 CONTROL FOR OBJECTIVE 3

To evaluate the success of the 'Technology and Tailoring' campaign, it is important to identify how Balenciaga could measure objective 3 - Increase visitors to Balenciaga’s website by 2% within 4 months to educate Gen Z consumers about the artistic process of clothes design and couture. The Bison Grid Engine (2017) illustrates that a website is an important and omnipresent factor that influences all stages of the customer lifecycle process including awareness, consideration, acquisition and even retention. Therefore, it is essential that Balenciaga measures website traffic through Google analytics (Wallner, 2023) to assess user behaviour, average sessions and engagement within the target market of Gen Z and millennial luxury buyers. In addition to this, it is necessary to control how effectively the Balenciaga 'Technology & Tailoring campaign achieves the 5S's. A particular method of analysing how well objective 3 met the sizzle and serve approach, is through consumer interaction with the educational podcast and videos on Balenciaga's brand website. Significant metrics for the podcast include total amount of listens and downloads (Osborne, 2022), whilst the KPI for the video content involves view count, watch time, shares and click-through rates (West, 2021).

bottom of page