More Related Content Similar to L&T Treatment 5 - 2 (20) More from Michael Maher (9) 2. ©MAdvertising
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Introduction
We are SWM Films - a new boutique film & commercial production company. We are a company created by three commercial film
directors that are always looking to pursue new clients and business opportunities that are a good fit. We not only offer what a
traditional film production company offers - we also have the unique opportunity to offer creative services and support for some of our
clients.
As you know from our first meeting, I am a creative & commercial film director that has spent the majority of my career working in
fashion & retail marketing. As a former broadcast creative director at Burdines - Macy’s Florida, I have first-hand experience in the fast-
paced world of retail advertising. I know how hard it is to build a brand and ensure brand consistency. I understand how important it is
to be flexible - that all the best branding intentions can be tossed out the window when sales are down and the need for a new strategy
to get customers spending in the stores is imperative.
The SWM Films team, and myself want you to know that we are eager to work with Lord & Taylor on all of its broadcast and web
advertising production needs. We are prepared to handle as much of the process as you deem necessary and to make it as easy as
possible on the in house advertising team.
We would take overall creative direction from Lord & Taylor and come back with options on concepts, scripts, talent, hair, makeup &
styling teams, sets & locations, shooting styles, editorial, graphics and all expenses for your approval.
We know how tough business is - the increased competition - the economy - the small budgets - we want you to know that we will go
that extra mile.
We will strive to make the process as painless as possible and to foster confidence
in our abilities to deliver quality advertising worthy of the Lord & Taylor name.
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Overview
As a result of increased competition, better department stores are needing to work harder at capturing new market share, defining “real
fashion” and educating the consumer. Fashion retail has never been more competitive, even budget and discount retailers are pushing
the “we’ve got fashion - just like the better stores” message, especially on television. Some of these stores are becoming icons for
fashion - think H&M - much like Target had previously done. In most cases, these stores are only creating generic “we have fashion”
messages with spots that really do not prove the stores are fashion stores. They give consumers a false sense of newness - but in
reality, they only have more stylized looking commercials. They lack the real depth of fashion in their stores to achieve true “what’s
new” fashion dominance.
Sure, there are other “real fashion stores” like Lord & Taylor throughout the country, but they do not have the history, reputation and
image of Lord & Taylor. The “want to be fashion stores” do not have the assortments, vendors and wherewithal to be true fashion
competitors. These are great opportunities for Lord & Taylor - to use to define and separate themselves from the “real fashion”
competition and in reality put the other “want to be fashion stores” in their place.
Lord & Taylor is an American department store that can truly define fashion. It has the unique opportunity to dominate the fashion
message with substance and what's even better - Lord & Taylor can prove it every time the store opens its doors.
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Fashion Reality…Prove it!
We know it’s not enough today to rest on past laurels - you need to promote - to show consumers how you are evolving in the new
world order - and TV & the web are the best ways to do it. TV can reach the largest audience - and more importantly - capture new
customers. Web marketing has all the life of TV and more. You can do longer format ideas, promote all types of events and all
targeted direct to your customer. The internet goes one-step further by allowing consumers to purchase - instantly.
We made it our mission to design a campaign that has legs - is stylized, smart, affordable, flexible, can translate to other advertising
media and go beyond regular price and sale. A campaign designed to reinforce and/or reinvent Lord & Taylor’s fashion store image -
that will give each item, each spot a fashion editorial point of view, all under the umbrella of a branding campaign.
We want to prove - that Lord & Taylor has the real “what’s new” in fashion.
We believe if we can inspire a “feel good” connection to Lord & Taylor - then we are on the right path. Trendy fashion is for teenagers
and children, whereas, women place more importance on style - and being stylish today is not just about dressing right, it’s also about
spending smart. It’s every woman, every day, living life, her way - and all women want value - from the regular price shopper, always
grateful for the surprise deal - to the price conscious, eagerly awaiting a sale. They all appreciate a good deal because - it’s smart -
and feeling smart - is what it’s all about - because that feels great.
We realize that currently,
Lord & Taylor is only producing television ads
five times a year for the Birthday and “Big Sale” events.
We would like to present some concepts for these events,
as well as, introduce some additional television &
web ideas for future advertising opportunities.
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Concepts
The Big Sale 1
Big Sale 1 Story Board
The Big Sale 2
We Own It!
Dressing Right
Dressing Right Story Board
It’s Our Birthday!
It’s Our Birthday too!
The Right Gifts
The Right Gifts 2
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The Big Sale 1
Lord & Taylor knows style - that looking good equals feeling good - that fashion is a good investment in oneself and if Lord & Taylor has
it - its season right style - because they edit their assortments for their customers - better than the rest. And since everything is better
at Lord & Taylor, what’s even better – sometimes you can get all this great fashion at a great price…especially during the Big Sale
Events.
Here is an example of copy using Spring 2012 runway fashion shots. See next page for story board.*
Show Model in Dress It’s not just a dress…
Show color wave of dresses It’s Springs - newest - in bold, bright - living
on models colors…
Show Shoe & Bag These aren’t just shoes & bags…
Show Color wave of shoes They’re the new sexy sandals and satchels…
and bags
Super: Spring 2012 And why wait to get everything Spring… on
sale….(or - And don’t wait to get everything Spring -
CU face turn with earrings on sale) - Don’t wait.
sunglasses
Super: Save 20% - 50% Save 20% to 50%
Show more of the news on springs newest looks
for Spring 2012 right now at Lord & Taylor…
(or First - at Lord & Taylor)
Super: The Big Sale because It’s not just a sale…
Lord & Taylor Logo it’s (Oh my) Lord & Taylors - Big Sale…
What are you waiting for!
*The shots used are only a reference to the trends - we would shoot actual fashion
trends specific to the Lord & Taylor assortment on a stylized background.
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The Big Sale 2
Using big as the theme - to make this a harder sell fashion event.
It’s big news…
right now at Lord & Taylor…
Our biggest fashion sale of the season…
It’s the great new looks to wear….
It’s shoes …It’s accessories…
and it’s all - at big saving…
Lord & Taylor Big Sale Savings…
right now -
it’s the best time to get everything spring -
On sale….
Save 20% to 50%
on springs newest looks
right now at Lord & Taylor…
(or First - at Lord & Taylor)
because It’s not just a sale…
it’s (Oh my) Lord & Taylors - Big Sale…
Don’t wait!
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We Own It!
This is an idea to own a fashion category and dominate over the competition. Even if Lord & Taylor does not offer the largest
assortment - we offer the “right assortment” - again if it’s at Lord & Taylor - it’s right - it’ Lord & Taylor Right - Right Now! So
feel good! Since this is a new idea perhaps you could try running in a select market. I used shoes as an example:
It’s not just a pair of pumps…
It’s the newest stiletto
- you want to wear - now…
They’re not just sandals…
They’re this season sky high
strappy sandals…
And look at all that color…
These can all be yours…
Find them first…
Shoes - now -
at Lord & Taylor…
Just walk right in…
and slip into (or - slip on a pair of)
Springs newest…
(can insert sale message)
Look great! Feel Great!
If its at Lord & Taylor - it’s right!
It’s (oh my) Lord & Taylor Right!
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Dressing Right
If it’s at Lord & Taylor - it’s right - it’s Lord & Taylor right!
Fashion is an investment - wouldn’t it be great to imagine customers opening their closets and finding a world of choices right at their
fingertips - the world of Lord & Taylor - and that’s what they’ll find - because if it’s Lord & Taylor - its right - “Lord & Taylor right.” We
want to remind women that it’s not a hassle to shop & dress right…that Lord & Taylor understands fashion - “from the basics to the
what’s news.” This spot is an opportunity to remind people of Lord&Taylor.com - the easy option for shopping - especially for the
basics. See storyboard next page - focusing on fall looks.
Every women wants worry free style…
To be dressed right…
to look good - everyday.
From the basics…
to the - what’s news…
Find it first…
Find it fast…
Right now at
Lord & Taylor.com.
It’s the right style…
right at your fingertips…
So feel good -
cause you look great!
If its at Lord & Taylor - it’s right!
It’s (oh my) Lord & Taylor Right!
This would be a good spot to find a music track, songs that aren’t so popular or new - so that the cost may be more reasonable, i.e…
The Right Stuff by Bryan Ferry/The Right Stuff by Vanessa Williams/Like Paradise by Sade.
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It’s Our Birthday!
Everyone has a birthday - whether we like it or not - but at Lord & Taylor we love it! We want everyone to feel like our birthday is a
special time where - everyone can treat him or herself like it is their birthday too. There could also be some added value - something
that customers could get if their birthday is actually the same day as Lord & Taylor’s. Here is an example:
Show various customers It’s your Birthday…
Women and your Birthday…
Men and your Birthday too…
Petites Happy Birthday to you!
American Woman And it’s yours…
Jrs & Yo Men’s and yours…
Kids And your’s too?
Show Group Why it’s everybody’s Birthday -
And our Birthday too!
Lord & Taylor Logo Right now at Lord & Taylor!
Super: 185 Years! AND when we celebrate
Super: Save 20% - 50% YOU SAVE!
Storewide
The Birthday Sale at Lord & Taylor!
because it’s not just a sale…
Super: The Birthday Sale
Lord & Taylor Logo it’s (Oh my) Lord & Taylors - Happy
185 Years Birthday Sale…(or 185 Birthday Sale)
Come celebrate - Come Save!
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It’s Our Birthday too!
This version of the Birthday Sale - not only celebrates 185 years it also conveys a strong designer message. I would love to get all of
the recognized designers that are sold in the store to wish Lord & Taylor a Happy Birthday. Obviously, you will have some designers
reticent about being in a sale television ad - but if the buyers start working on a list now - who knows who they could get. Also, on the
internet - this spot would not have to be a sale ad - and the spot could include some improvisation about Lord & Taylor from the
designers. This ad would be shot as simple portraits - either on a set or in the designers own environment - we would want to be as
cost effective as possible - without sacrificing style & image.
Donna Karan Happy Birthday Lord & Taylor
Max Azria Happy Birthday !
Kenneth Cole I Love Lord & Taylor! Happy Birthday!
Joseph Abboud Happy 185th
!
Georgio Armani Compleanos Lord & Taylor!
Michael Kors It’s amazing - 185 -
VO Come celebrate our birthday
with all of our friends!
Calvin Klein Wow 185 years!
VO The Birthday Sale at Lord & Taylor!
because it’s not just a sale…
Betsy Johnson Happy Birthday
VO It’s (Oh my) Lord & Taylors - Happy
Birthday Sale…(or 185 Birthday Sale)
185 Years
Ralph Lauren Happy Birthday Lord & Taylor!
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The Right Gifts
A great gift idea is smart, whether - it’s in the spirit of holiday giving, or for Mom & Dad or even your special Valentine - and having an
on air presence during gift giving time periods is a way to connect with consumers on a more emotional level. AND - it’s not just about
having gifts - it’s about having the right gifts.
I love the idea of doing a spot that would focus on a Lord & Taylor Tradition - the Christmas windows. This spot is a “spirit of the
holidays,” idea making the famous Lord & Taylor holiday windows the star. We could shoot at night from outside the windows and then
reverse to shoot out the windows at holiday window shoppers. There would be all types of talent from the fashion shopper to little
children. Showing people peering thru the windows - glowing with the spirit of the season - children & adults alike all looking with
anticipation.
This spot could have a traditional piece of holiday music…it could be anything from a classical piece to a modern holiday song - think
John Lennon - “And so this is Christmas.”
This is perhaps the one moment of the year that you can get away with not showing items - and leave the “what’s in the box” gift up to
everyone’s imagination.
This concept could incorporate just type and with a voice over tag line:
Come celebrate the Spirit of the Season…
And find great gifts for everyone on your list
If its from Lord & Taylor - it’s right!
It’s (oh my) Lord & Taylor Right!
Happy Holidays!
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The Right Gifts 2
It’s all in the box. We all know there is something very special about receiving a gift from a store you love - like Lord & Taylor. You
know it’s going to be quality - it’s going to be better - you know it’s going to be right - as soon as you see the box. This concept could
be used to highlight specific gift categories as well. Like a donut that we could change out - even add sale information.
If it’s from you…
make it right…
Lord & Taylor right…
If it’s in this box…
it’s always the right gift…
See the smile…
when they see this box…
It’s just what they wanted
just in time….
Right now for men…
100% cashmere sweaters
in 10 great colors…
only $99…
If it’s in this box…
It’s right…
It’s Lord & Taylor right
Great gifts - right now
from (oh my) Lord & Taylor -
just in time!
Categories
Cashmere sweaters, throws, scarves, socks, skirts, jackets, jewelry, watches
Fragrance – Nationwide Beauty Event – GWP’s – PWP’s
Mens, kids, vendors, traditional – crystal, china & home accessories
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Copy
I feel the direction of the copy for all of the spots - should push the “we are a real fashion store” idea. The samples of scripts you have
just seen - are just examples of establishing a consistent conversation with the target audience.
I am very flexible - and always looking for new ideas and clever ways to get the message across - especially in regards to sale
advertising. I usually will try to say & show - the “why now” - and then - communicate the added value “on sale - now” message - which
I feel is right for Lord & Taylor. I really believe that price is not “the why” a customer buys something - especially at better department
store. It’s a multitude of things - but it’s mainly the way it makes them feel - and if it is on sale - well that’s just icing on the cake. In my
thinking - I also wanted to convey the message - that Lord & Taylor is your fashion stylist - your fashion editor - and that’s why in all of
the scripts - I am using copy that always relates to the right look for you, and if it’s at Lord & Taylor it’s right…Lord & Taylor right!
Now - I want to break my own rules. Sometimes fashion trends are so obviously right - and you can annoy the more educated
consumer by preaching at them…especially regular price or conviction advertising. These types of ads can be more successful with
less copy and more attitude - plus - on television - a music bed that brings the idea to the forefront in a more entertaining way can be
fun and also evoke an emotion. And, emotion is the added value I am trying to achieve - it’s what value is really all about - the why
someone would want something at any price - the how it makes them feel.
Think basic black is back - albeit it is fun to say - it could be more engaging to do the whole spot - as an example - the Rolling Stones -
Paint it Black…just think how much more fun and entertaining it would be on television.
Music & Voice Over
We will present to you various voices for the reads - it would be nice if we could establish a consistent voice for Lord & Taylor. Perhaps
- we can negotiate a celebrity that has a great voice and is renowned for her style - think Gwyneth Paltrow. Just note because we are
only using voice - the expense may not be as bad as you initially think. If you have any suggestions, we will gladly pursue.
We would also work with you on the types of music - and provide choices. If you decide you would like us to produce a Lord & Taylor
music bed or if you decide you’d like to use a popular song - production, publishing & usage rights would need to be negotiated and will
require an expense conversation.
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Talent
Talent is a big determining factor - especially for a great fashion campaign. Having personality is important to show - not just
mannequins posing. The talent should always be real - approachable. The way they are styled and turned out - makes them radiate a
“feel good” beauty. You should know by just one quick look that they live the way they look - they honestly do “feel good.”
I feel that the talent should reflect the store attitude. As much as budgets allow, I want to lean towards a higher end talent that can
deliver a multitude of looks and expressions without feeling cold or too moderate - models that are synonymous with style. The
competition for fashion is so tough these days and it is better to fight for the right look – the ideal every time. It is my feeling that your
competitor can get the same talent, but will they go up and beyond, it really is “the what’s up front that counts” most here.
We can look at the choices of talent and skew up for the more important fashion pieces. That is not to say that we should skew down
for the sale, but merely take into consideration that certain fashion events are targeting a more sophisticated “looking for news”
shopper. We should apply that same “looking for news” approach to the talent we choose for those spots.
And lastly, we could also break the rules a little - by every so often showing “every woman” no matter what her size or height, from
model perfect to real women have curves - that Lord & Taylor is the best bet if you want fashion that always looks good and makes you
“feel good” whoever you are.
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Shots
The fashion will really drive the way we shoot everything. The attitude of the talent, the way they move, to the way we deal with still
lives - it should all be an extension of the “Lord & Taylor Right” look. I would want to keep a flow and movement to the imagery, so the
spots have something other than static product shots.
I love the idea of backgrounds and foregrounds being soft focused - shooting with a long lens will achieve this. With the softer focus on
the background and foreground, we will be able keep the merchandise the primary focus. To achieve a greater sense of depth to the
imagery, we could sometimes shoot through or by foreground objects. We will also be able to play with the backgrounds in post, as
well and have it made softer. Camera moves will be used to come around on the product, pan onto them, or rack focus to them always
trying to keep a flow and movement to the imagery.
I like to use wide establishing shots, and then juxtapose them with extreme close ups of the talents’ merchandise to better show the
details of the fashion, shoes, etc. In bringing the product to life and treating it like the best– no matter what the price point - we want to
push it to give it that “special” life…that sense of newness - to really make the product pop
Product shots can often times be a challenge to shoot, but done well can be more visually compelling then shots with people. Taking a
simple item and giving it a sense of life, a sense of importance - to me is art. Still lives and tabletop shots really need to be massaged
and finessed. I would always want a sense of movement throughout and where appropriate, a certain “drama” to give a larger than life
feeling. This could be achieved by using time lapse, shooting on a rotating table, or camera & light movement and even shooting the
products in actual use.
In addition, we might utilize the talent in the background soft focused – when it makes sense. Imagine a shoe still with a figure soft
focused in the back ground or perhaps an umbrella soft in the background with rain falling for a boots still - always gravitating to find
elements that makes sense and aide in the sense of movement for each of the stills.
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Locations & Backgrounds
I believe it is imperative to keep the spots focused and that less is more. Each spot should have something unique yet still feel like it is
a part of the greater Lord & Taylor campaign. Knowing that we are always looking at everything - like a fashion editor - will certainly
give the different spots cohesion…a campaign feel - the challenge is not to visually bore people with the same idea repeatedly
throughout the year. The best way to achieve this will be in choosing locations & backgrounds that give each spot an individual feel
and “newness” within the whole campaign. I am envisioning powerful, yet simplistic backgrounds, rich in texture and depth that also
reflect the season (see the background mood board).
I have come up with a few suggestions that I think will help achieve a fashion point of view and allow for flexibility in approach – whether
it be regular price or sale…and not all over the place, either…something that will help define the Lord & Taylor look on television going
forward. In terms of the storewide sales - which usually incorporate a more global merchandise message – use a background that will
allow for a cohesive look and still keep the “fashion” important, even if it is season specific. If we are able to help direct the palette of
samples that would even be better. Either way, it works - especially all spots that relate to holiday. The use of entire sets in a
monochromatic way (see the red mood board) would set off the merchandise. Using this theme, the sale spots could pick up on a
color, silhouette or design element or even a lighting technique appropriate for the merchandise involved. These ideas could give us
the freshness we are searching for per spot.
For Spring 2012 - relying upon texture, fashion trends & colors from the new beautiful blues, grass greens, poppy reds to oranges,
yellows, honey and sand hues plus various lighting techniques, to give each spot its own personality and sense of environment.
In terms of the more fashion-based spots – we would build from the merchandise up, and with the more value message – we would try
to find some commonality. Knowing that the newest trend for shoes is color for spring 2012 – choose locations or design sets that
reinforce that trend idea…or allow that trend to pop off it. If a spot featured cashmere sweaters, we shoot cashmere on something that
will give an added value of feeling, such as the impression we get when touching cashmere. In this case, the background should imply
warmth, softness, and luxury - perhaps shoot on a set that is entirely suede. Working with whatever the merchandise sample colors
are, we can find the right palette or background location that works.
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Conclusion
We understand that doing everything we are talking about would require making a commitment to utilize TV and web in a bigger way
then you are currently. Budgets are limited - and until everyone at the store gets the “TV Bug,” it’s hard to get broadcast into the
advertising media mix. There is no reason that Lord & Taylor can’t start with small steps - ideally growing the broadcast advertising
dollars as business grows. We realize it’s hard to do it all - and do it all - right - but we want you to know that we can help.
Overall, we at SWM Films would love to work with you & your team to develop a campaign that is truly unique to Lord & Taylor. We like
the idea of showing customers “fashion, newness and value.” Lending them a hand with – what shoes to wear – now…and educating
them – what to wear with that new look in shoes…always making it easy for the customer…showing them, “the what’s right for where
we live, how we live – now.” We also really like the underlying message, “that if it’s at Lord & Taylor, it’s always the right style, right
now…and, it feels good.”
As a director - I think the look should be upscale, beautiful, yet have a realness that captures women at their best - looking their best -
feeling their best. When I say upscale, I do not mean over the top, just modern with style The details of the merchandise…a floral print
in living color, a luxurious cashmere sweater, a jacket that defines the season, shoes, sandals, boots and accessories that make you
feel totally pulled together - the fashion should set the tone, feeling, and focus of each spot. The “why now” would dictate the message
- be it branding, regular price or sale - always pushing to inform and entertain the customer.
I have a lot of ideas and passion to do great work…and I hope you all see - I am a true believer in pushing the creative - and I have to
tell you once again -
The SWM Film team and myself would love to work with
one of retails best - the Lord & Taylor team.
Thank you for the opportunity to submit my ideas,
Michael Maher
