Promotion

To promote my product, my ad campaign will be doing a magazine ad "Your design is the visible representation of your ad idea or concept... designing an ad is key to successful communication. The design of an ad is the arrangement of the ad's parts into a composition that has graphic impact and communicates to a mass audience." (Advertising by Design, Robin Landa, pg. 65), but we will be doing nail art workshops as well. This will be a free workshop for everyone. All they have to do is buy at least one Sally Hansen nail polish and at least one Sally Hansen nail art pen from the workshop. There, consumers will learn the correct and most effective way to apply nail polish. They will also be learning how to use the nail art pens. There will be hundreds of nail art designs to choose from. Customers may choose however many designs they want to copy and practice applying it on their own finger nails.

The people that will be involved in the promotion are the people in my ad campaign, a few people from Sally Hansen, and consumers that want to do the workshop. "Here's the cardinal rule: Know your audience. Know what they'll tolerate. Know what they won't tolerate. Know what they find distasteful..." (Advertising by Design, Robin Landa pg. 142) My ad campaign will be there to analyze how effective the workshop is. The people from Sally Hansen will be there as the "trainers." They will be teaching the consumers how to apply the nail polish and show them the different ways one can use the nail art pens.

The first Sally Hansen Nail Art Workshop will happen one week after the magazine ads are launched so people will have an idea what the work shop is for. After the first workshop, it will be once a week for a whole month. After the month, workshops will be once a month for people who would like to learn how to use the nail polish and nail art pens effectively.

By doing the workshop, we can demonstrate how well the product works and consumers can see for themselves. "When a fragment of actual life experience, one with which we are completely familiar, is translated into a very short piece of drama or comedy, the result is slice-of-life advertising." (Advertising by Design, Robin Landa pg.96) Only in this case, they actually experience slice-of-life, not jst watch it. People will learn to love designing their own nails, which could even become a hobby. Therefore, more product will be sold.