My ticket to a career in marketing, advertising and public relations www.mapexpo.com.au

1. Design: Generic Brand
burgundy/wheat logo.
General Brand Overview and Myer Opportunities
Proposed R.M.Williams Involvement Overview
Vanessa Marven – Marketing & PR Manager
September 30, 2013

2. OVERVIEW
• The Brand
• Product Ranges
• Marketing
– Catalogues
– Promotions
– Advertising
– Public Relations
– Sponsorships

3. THE ICONIC AUSTRALIAN COMPANY
• THE iconic Australian Bush Outfitter.
• Founded by Reginald Murray Williams in 1932 – over 80 years of history.
• More than 600 Employees worldwide.
• 50+ stores in Australia, London and NYC, plus Myer concessions.
• More than 900 stockists worldwide.
• Today: manufacturer, retailer, wholesaler, distributor, events co, brand authority.

4. THE BRAND
• A renowned household name – one of Australia’s top 10 most identifiable trademarks.
• Embedded in the psyche of every Australian:
– The individual R.M.Williams story.
– An emotional connection with the brand and the boots.
– Values established over 80 years: Australian, authentic, durable, premium and
handcrafted.

5. SEASONAL RANGES
SPRING/SUMMER 2013

6. R.M.WILLIAMS SUB-BRANDS
ROUGHWASH
• Contemporary
• Slightly deconstructed
• Relaxed & casual

7. R.M.WILLIAMS SUB-BRANDS
LONGHORN
• Younger
• Modern
• Contemporary take on RMW

8. R.M.WILLIAMS SUB-BRANDS
BIG MEN’S
• For the burly bloke
• Larger fits that flatter a bigger guy

9. R.M.WILLIAMS SUB-BRANDS
COLTS & FILLIES
• Sizes 4 – 14
• Next generation of RM wearers
• Clothes, accessories, boots

10. R.M.WILLIAMS SUB-BRANDS
STOCKYARD
• For people who work the land
• Practical, stylish & durable
• Competitive price point

11. R.M.WILLIAMS AUTHENTICS
& CLASSIC RANGES
• Traditional, best selling R.M.Williams
range ‘Authentics’.
• Reginald Murray Williams’ original
pieces ‘Classic’.

12. MARKETING
Catalogues
• Continuing the brand legacy
• Over 200,000 catalogues printed
annually across two seasons
• Distributed through retail and
wholesale within Australia and
internationally
• Award winning
• Largest marketing investment
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13. CATALOGUE
SPRING/SUMMER 2014

14. CATALOGUE
AUTUMN/WINTER 2013

15. MAJOR PROMOTIONS
Gift with Purchase
• Several times throughout the year
• Gift with purchase – not discounting
• Highly effective sales drivers
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16. MAJOR PROMOTIONS
Marketing Support – Media
TELEVISION
Targeted campaigns across peak
Breakfast, Sunday Night News
and key Pay TV programs
IN FLIGHT
Qantas & Virgin, magazine & TV
MAGAZINE
Magazine and newspaper lift out
placements across mass
publications
RURAL PRESS
Covering regional and rural
markets
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17. MAJOR PROMOTIONS
Marketing Support – Retail
Retail Partners:
-e-Newsletter
-Website
-Facebook
-In-centre signage
-Mannequin displays
-PA announcements
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18. SEASONAL RANGES
Magazine Advertising
• Promoting seasonal ranges
• Multiple placements across
men’s, women’s and special
interest titles
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19. PUBLIC RELATIONS
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Major component of the marketing mix
Editorial coverage
PR Agency Showroom – seasonal collections
Twice per year showing events for media
Celebrity seeding
Average value of quarterly editorial generated = $350,000
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20. PUBLICITY
Media Showings
• Off site showings for key media
• Presented by Jonathan Ward, RMW Executive Designer
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21. PUBLICITY
Media Coverage
Woman’s
Day
Fashion
Feature
Women’s
Weekly
Fashion Feature
Madison Magazine Front Cover
Qantas Magazine Fashion Feature
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22. PUBLICITY
Media Coverage
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23. CELEBRITY
The Power of a Profile

24. MAJOR SPONSORSHIPS
Magic Millions
• Major sponsor for 10 years
• Gold Coast Racing Carnival & Sales
• Naming rights sponsor of opening
night launch event
• Fashions on the Field sponsor
• R.M.Williams Race on Race Day
• Staff uniforms

25. MAJOR SPONSORSHIPS
Australian Outback Spectacular
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Presenting sponsor since 2006
1,000 seat arena, open all year round
Targeting families and tourists
Gold Coast, Australia
Branding, costumes, staff uniforms,
creative and technical input

26. MAJOR SPONSORSHIPS
R.M.Williams Longreach Muster
• Event organiser/major sponsor since 2007
• Invitation only event to compete; public welcome as spectators
• Australia’s top cattle companies competing in traditional bush events and rodeo