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RATIONALE Promotion Rational FOR PROMOTIONAL ACTIVITIES<br />
The pre-launch promotion for the pop-up shop begins two weeks prior to the launch of the event. Inventions<br />
for the pop-up will be sent out to the editors of prominent Latin lifestyle and fashion magazines, high net worth individuals<br />
who attend Art Basel, and VIP customers of Saint Laurent. A select number of key chains will be sent to online<br />
bloggers in order to gain hype for the limited edition merchandise. Flyers promoting the event will also be place in<br />
Saint Laurent’s Miami retail location.<br />
On the first public day of Art Basel, attendees have the opportunity to receive one of five hundred reusable<br />
shopping bags with a unique design relating to the pop-up shop. The reusable bags allow for patrons of Art Basel to<br />
carry the numerous amount of literature received from the many art galleries. The reusable bags also act as constant<br />
promotion for the pop-up shop as people carry them around the event.<br />
Post-launch promotion for the pop-up shop takes place within the Latin lifestyle and fashion magazines, such<br />
as Vogue Mexico, Harper’s Bazaar Mexico and Vanity Fair Spain.<br />
In addition to the activities mentioned above, Saint Laurent will be posting promotional material about the<br />
pop-up shop through social media platforms such as Instagram, Facebook and Twitter.<br />
Due to the short time frame of the event and the limited product assortment, the return on investment for the<br />
Saint Laurent pop-up shop is extremely high. Marketing and promotion initiatives total $4,569 out of goaled revenue<br />
of $587,000.
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