1. Shannon Abraham
Professor Pearse
Advertising Media Planning
12 December 2012
Evil Genius Beer
Company Overview:
Evil Genius Beer is a forthcoming company ready to hit the beer scene. At this instant
their working with a team in Cooperstown Brewing Company in New York State, with dreams of
developing their own company in the near future. Evil Genius has found a new location in West
Grove, Pennsylvania where they want to start their own production of beers. Apart from entering
the beer seen Evil Genius will be faced with several obstacles. Firstly Evil Genius is entering the
beer game as a craft brewer, which already is a hard business to be involved in. Secondly Evil
Genius is an upcoming company with no publicity and brand acknowledgment.
Evil Genius needs to start constructing strong relationships with local beer distributors in
the Pennsylvania area. They also need to keep control of all cost and operations during the
development of Evil Genius. Evil Genius needs to maintain the best high-quality products that
they can make available and become well-known based on those factors. Evil Genius is a
company coming out sturdy with twelve different flavored types of beer. The company has a
well put together website and is continuously updated and appears professional. The company is
on the peak of keeping up with the latest social media trends by having a Facebook page and a
Twitter account. Evil Genius will be in competition with sixty-four breweries in Pennsylvania
alone and 1,704 breweries across America. Evil Genius has good contenders who are all over
Pennsylvania like Sly Fox Brewing Company, Dock Street Brewery, Lancaster Brewing
Company and Old Forge Brewing Company.
Target Market: (Demographics/Psychographics/Market/Parameters)
For a business like Evil Genius we want to mainly target adults (men and women)
between the ages of 25 to 44. This is the ideal age group based on the fact that it is around the
time when people are well recognized in their careers or have been moving forward in their jobs.
When careers are started or in progress, the higher the income a person possesses the more likely
2. chance they would purchase craft beer. The age group of 25-44 also means targeted market will
be for adult households producing at a range of $25,000 to $75,000. Evil genius will be
contending with some top brands of beer, but some of the main competitors from Pennsylvania
will be Twin Lakes, White Rascal, Pork Slap and Endless Summer Ale. Evil Genius is located in
West Grove, Pennsylvania with a mind set of spreading out beer. The set limitations for Evil
Genus at the time being will be to sell their products (beer) all over Pennsylvania.
Best three media options:
As I explained beforehand Evil Genius is a beer company still emerging and expanding.
Their main concern isn’t the fact they do not have great beer products to sale or that their a craft
brewer. The main dilemma is we need to focus on getting the word out about Evil Genius and
their twelve great flavors. Evil Genius is not arriving to Pennsylvania until 2014 which gives us
enough time to use Print, OOH ads and Radio to spread the message about Evil Genius. Print,
OOH ads and Radio with the right amount of creativity and the proper placements we can take
advantage of Evil Genius throughout the city of Philadelphia. Print, OOH ads and Radio come in
so many varieties that explaining and showcasing Evil Genius is all in the creative process. Print
advertising has been a successful way for small businesses to advertise their products or services
to the public. Since our print ad is only getting the attention of Pennsylvania, advertising in the
local community papers makes sense; that way you can draw the locals to your business. Placing
a print ad in a particular section of the newspaper plays a role in increasing the number of people
viewing our ads. OOH bulletins are one of the best ways to impact the mobile population and
spread a simple and direct message to the masses. OOH ads can be 8-sheet posters that can be
used to target local business and aim at certain neighborhoods and shops. Evil Genius being an
upcoming business, radio is inexpensive and a successful advertising media. Creating and
acquiring a well-written radio ad, coupled with continual exposure will help introduce Evil
Genius.
3. Print Ad:
Newspaper print ads are one of the earliest methods in advertising. “Fifty-seven percent
of adults in the U.S. read a daily newspaper. Sixty-seven percent read a Sunday paper. They
spend almost 45 minutes per day reading at least one paper, and over an hour on Sunday.
Newspapers get the biggest share of advertising revenue in this country. Almost 22% of all ad
dollars go to newspapers. Over 85% of that money is spent by local advertisers. There are over
1,600 daily papers in the United States with a circulation approaching 58 million. There are over
7,000 weekly papers with a circulation of over 50 million.”
(http://www.bhavesads.com/advertisement/dealing-with-newspaper-advertising.php)
Why should we expose Evil Genius Beer to newspaper ads? Its simple newspapers are
more educated and upscale and allow for long copy. Newspapers allow editorial synergy by
section of the paper and short lead times gives lots of message flexibility. Newspapers tend to
target an older target audience (35+), who maintain a higher income and have high educational
levels which fits our demographic perfectly (class PowerPoint notes).
With the help of newspaper ads Evil Genius can target geographically through the use of
zoned editions in major daily papers, or by using smaller community newspapers. The
newspaper ads are considered a credible source for editorial and in turn gives the ads credibility
and also have versatility in ad sizes. The ads can be purchased in black and white or in color and
can purchase inserts that get blown into paper (class PowerPoint notes).
With a new business in process of being created my main newspaper companies I would
like to attract for my ad placements are-
Metro - The Philadelphia version of a free paper that offers local and national
news on weekdays and is easiest to find during your morning travel (SEPTA
locations).
Philadelphia Daily News - The Daily News is Philadelphia's daily scandalous
paper, providing news, sports and of course your dose of gossip.
City Paper and Philadelphia Weekly - The Philadelphia Weekly and City Paper
are free, scattered around the city and focus on art and entertainment along with
local news.
4. OOH:
With so make different styles of media from print, digital and OOH to substitute for Evil
Genius’s exposure, I would have to go with OOH. OOH advertising has a goal to make a
connection with the consumer and the product that’s being advertised. A study done by Arbitron
Outdoor states “more than 90% of U.S. residents aged 18 or older are exposed to outdoor
advertising each day”. All outdoor advertisements can be reached out to consumers 24/7 no
matter the situation. OOH ads can be seen when people are on lunch breaks, walking throughout
the mall, or just commuting.
To expose Evil Genius Beer to OOH advertising would be great because we can reach the
masses, maintain campaign message constantly, creative visuals can be created, you can
geographically target your consumers, and with the technology improving we have digital
billboards now (class PowerPoint notes). CBS Outdoors states “three-quarters of outdoor viewers
shop on their way home from work, more than two-thirds make their shopping decisions while in
the car and more than one third make the decision to stop at the store while on their way home”.
I will place advertisements on the highway with a bulletin, use busses with the company
ad on the side of the bus, and lastly advertise on bus stands all in the Philadelphia area.
Billboards are great OOH advertisement because you can pick exact locations/intersections on
the highway in Philadelphia. Based on the National In-Car Study, they have calculated such date
like 18 ½ hours per week on the road, billboards move consumers to do actions like attend an
event (58%)/store (50%) and 71% of travelers notice billboard ads. I would place a bulletin ad at
the end of I-76 entering Philadelphia on the bases that there is a high percentage of drivers
between the ages of 25 to 44 driving towards Philadelphia/The City and based on Regional
Traffic Reports it’s considered the worst roads for congestion.
The other two OOH ads were bus kings and bus stands. Based on the National In-Car
Study, they have calculated that in a seven day span 59% of people pay attention to public bus
ads. I will place the busses that are mostly used to go to Market St, Sugar House Casino, Amtrak
Station, International Airport and Penn’s Landing. I choice busses that transport to these
destinations because I believe these would be places where our targeted consumers (adults) and
age group will be located. Based on the National In-Car Study, they have calculated that in a
seven day span that 47% of people pay attention to bus stop ads. I would place bus stands at the
5. same locations I had mentioned for the bus destinations including 30th St Station, Rittenhouse
Square, Philadelphia Art Museum/East River Drive and the Love Park.
Radio:
Radio advertising can help Evil Genius business produce more traffic, make more sales and
slowly over time increase profit. The advantages of using the radio ads were that Evil Genius
can target their advertising to a precise audience. Various radio stations have different formats,
from news/talk to old and new music. Radio helps decide who we are trying to get in touch with
(adults- male and female ages 25 to 44), and then choose the radio format that we want reached
to our audience. A 30 second ad on the radio is less expensive than a 30 second TV ad and it is
also easier to produce. Radio ads can be produced very quickly, whereas television ads can take
up to days. With radio there are plentiful added value opportunities by being on local or national
levels (bonus spots or website sponsorships). Radio offers various time lengths from :05 to :60
seconds of air time and we can manage when during the day we would like to be aired, along
with who our targeted groups are.
For Evil Genius it would be smart to take the top five radio stations in Pennsylvania and
the ones with the highest percent of target completion. The radio stations I have chosen (shown
in the data table below) have a mix of listeners from news, rock and all the latest hits. Even
though there are other stations that get a higher percentage of listeners when it comes to ads then
the amount calculated for the CBS News station, I believe that station probably has the highest
amount of people listening between the ages of 25 to 44. When it comes to the ads for Evil
Genius, it would be best to have them advertised during the morning and evening rush hour
times. Apart from radio stations I would like to place Evil Genius ads on Pandora and Spotify.
Right Mix:
For any business who is relocating and starting fresh there are so many things they have
to worry about and deal with high caution. One major factor especially is how much money is
going to be used and wasted. Money is not just for advertising, there are bills and other
necessities the business has to worry about. Using advertisements like print, OOH and radio,
6. Evil Genius can advertise all over Pennsylvania for a good set price. All the various
advertisement methods were using is set in a way that it is targeting our audience in more than
just one way. We have newspaper s, billboards and radio ads and our targeted audience will be
reached to.
Not the time for that type of media:
Two other commonly used methods of media that could have been used to advertise Evil
Genius would have been print and digital. When dealing with print we already have that issue of
readership declining due to other resources that’s available like the internet and also people
having busy lifestyles preventing people reading the newspaper and magazines like they used to.
Print material like newspapers have a short life span and also people are not looking throughout
the whole newspaper and just taking out what they want. Also print ads contain clusters of ads
and have a higher CPM than most media’s. Pint materials like magazines take a long lead time
for materials (1-2 months for trade pubs). Magazines itself take time to produce and can be
expensive for many people and not many people subscribe to magazines.
When dealing with digital media you have issues like client/user unfamiliarity, requiring
time to build scale and evolving Mediascape. Along with using digital display you are bound to
lower the direct response and have the incapability to reach broad scales when targeting selected
populations. Digital media can be paid search, but this is not commonly the best resource to use
to create and built awareness.
Perfection:
With the plans for Print, OOH and Radio ads the company will spread the message of
being the new micro brewery called “Evil Genius Beer”. Just like our print, OOH and radio ads
we can narrow where exactly we want our ads placed/aired and who we want to target. For a
company that is just opening up and trying to gain consumers in the Pennsylvania region,
working their way up slowly and spending their budget wisely they will be just fine in the long
run. At the starting stages of any business you just want to get your name out there quickly and
effectively. As the business grows and the profit margins increases, the types of media ads can be
taken to another level and increase in business shall take place.
7. Work Cited
Fischer, John. "Stuck in Traffic." About.com Philadelphia / South Jersey. About.com, 2012. Web. 01
Nov. 2012. <http://philadelphia.about.com/od/transportation/a/traffic.htm>.
"Outdoor Advertising in Philadelphia, PA." - Get Philadelphia Out of Home Ads Here. Blue Line
MEdia, 2012. Web. 02 Nov. 2012. <http://www.bluelinemedia.com/outdoor-
advertising/philadelphia-pa>.
"Philadelphia Area Outdoor Advertising & Billboards." Philadelphia Outdoor Advertising,
Billboards, Walls, Malls. OutdoorWorks,Inc., 2012. Web. 02 Nov. 2012.
<http://www.outdoorworksinc.com/>.
"The Power of Outdoor Advertising!" CBS Outdoor. CBS, 2010. Web. 02 Nov. 2012.
<https://www.cbsoutdoor.com/Tools/mediakits/Documents/Philadelphia_MK2012.pdf>.
