Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (18)
Ähnlich wie Endless Euphoria Media Strategy Summary
Ähnlich wie Endless Euphoria Media Strategy Summary (20)
Endless Euphoria Media Strategy Summary
- 1. Endless Euphoria Media Strategy Josh Kotler, Todd Gerstenhaber, Gabriela Montoya, Valentine Casey 1
- 2. Agenda • Introduction: Objective & Insights • Point of Sale Media Strategy • Media Mix • OOH Plan • Budget Allocation & Timeline • Conclusion & Appendix 2
- 3. Objective • Drive Endless Euphoria sales through a media campaign during the Holiday season & Valentine’s Day • Increase awareness and create positive brand image through TV, Print, and Digital media campaign Target Considerations Budget Allocation Timing Strategy Potential Assets Target Demographic: Women (18-34) Most effective (18-29) Target Location: Point of Sale 3
- 4. 2 Main Senses Contrubuting to Purchase Olfactory: (Smell) Women aren’t going to wear it if it does not smell good Visual: Women visually engaged through advertisement *Sight and Smell drive perfume purchases* 4
- 5. Female Fragrance Customer • 44% of women buy their usual scent • Repeat PurchasesHabitual • 1st time Endless Euphoria User • Existing Endless Euphoria ConsumersTarget Consumer • Women (18-34) • Primary Target (18-29) Target Demographic 5
- 6. Purchasing Process *Women Control 100% of the Perfume Purchasing Process* 6
- 7. Points of Sale In-Store: Women want to smell and try the perfume before purchasing VS Online: Women know exactly what they want and are repeat purchasing online *Almost All 1st Time Perfume Purchases Occur In-store* 7
- 8. Point of Sale Strategy Point of Sale Strategy: -Reaching women at the point of sale and directly before in order to drive Endless Euphoria sales -Appeal to the Sight and Smell of Women during holiday season *The most important factor for perfume purchase by women is to be able to smell it on their skin prior to purchase* 8
- 9. Total Monthly Budget Allocation 9 0% 5% 10% 15% 20% 25% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec OOH Digital TV Print
- 10. Print Plan Advertise in magazines with relevant editorial content Integrate into the perfume purchasing process Drive Endless Euphoria exposure 10
- 11. Print Recommendation • Young • Fashion-Oriented • Relevant Editorial Content • Significant Brand Footprint “I often read ads in magazines just out of curiosity” (138) “I enjoy reading ads in magazines” (141) “I cannot resist buying magazines” (143) “I often visit websites of magazines I read” (170) 11
- 12. Magazine Profile 13 Readership: 8.6MM Digital Audience: 29MM Social Audience: 7.9MM Content: Jan, Feb, Oct, Nov, Dec Readership: 1.4MM Digital Audience: 2MM Social Audience: 120K Content: Oct/Fall Readership: 4.4MM Digital Audience: 8.6MM Social Audience: 8.1MM Content: Oct & Nov
- 13. Scent Strips *Allows women to try Endless Euphoria on their skin, in their home* 14
- 14. Magazine Media in the Endless Euphoria Purchasing Process 1) Generate awareness of Endless Euphoria 2) Connects to content relating to product 3) View OOH advertisements 4) Visits retailers 5) Purchase Endless Euphoria 6) Influences Future Endless Euphoria Purchasers 12
- 15. Digital Plan Focus on digital relevant to demographic Snapchat & Instagram Generate brand recall and recognition 15
- 16. Instagram and Snapchat vs. Facebook 45% 23% 16% 26% 26% 22% 13% 19% 19% 10% 15% 18% 6% 12% 15% 1% 4% 10% Snapchat Users Instagram Users Facebook Users 18-24 25-34 35-44 45-54 55-64 65+ 16Age Distribution At The Top Social Networks
- 18. 18
- 20. Instagram Lifting Brand Recall • Burt’s Bees ran a campaign targeting 18-24 yr. old women • Generated 16 point lift in brand recall • Promoted image Ads to females 18-49 • Brand awareness with target audience, including 7-point lift in recommendations & 14-point lift in ad recall 20
- 21. Television Plan Focus on networks with similar target markets BET, ABC Family, & E! Drive Endless Euphoria exposure during Holiday season 21
- 23. OOH Plan Tactically placing advertisements to generate sales Point of Sale: In- store & Escalator Increase brand exposure around key holidays 23
- 25. OOH Plan: Prior to Sale 25
- 26. #CKEndlessEuphoria Traditional Photo Booth VS InstaPrint OOH: InstaPrint 26
- 27. 27
- 29. Timeline Strategy January February October November December Target: Holiday shoppers OOH: In-store displays Digital: Snapchat TV: E! Print: Cosmopolitan Target: Holiday shoppers OOH: In-store displays Digital: Snapchat & Instagram Print: Cosmopolitan Latina, Cosmopolitan, & Glamour Target: Gift card recipients Digital: Instagram Print: Cosmopolitan Target: Holiday shoppers OOH: Escalator wraps, in-store displays Print: Cosmopolitan Latina, Cosmopolitan, Glamour TV: BET, E! & ABCFamily Target: Valentine’s Day shoppers OOH: InstaPrint Digital: Instagram Print: Cosmopolitan 29
- 30. Endless Euphoria Allocation 30 0% 5% 10% 15% 20% 25% 30% 35% 40% OOH Digital TV Print Radio Percent Budget Allocation
- 31. Summary Drive Endless Euphoria Sales Point of Sale Strategy OOH In- store, TV, Digital, and Print Drive Trial and Purchase 31
- 32. Questions? 32
- 33. Appendix: Gift Card Redemption: Women 18-34 GFK University Reporter. 2014-Spring *Majority of women redeem their gift cards in 1 month* 33
- 34. Video: Television 89.5MM 97.5 MM 96.8 MM 34 2014 Network Information & Demographics
- 35. #EuphoriaForMoms • Previous Calvin Klein Euphoria OOH Campaign in Herald Square NYC • Engaging and Memorable • Sharable on Social Media • *Event by InstaPrint* 35
- 36. Print Readership Print Universe Total % 18-34 Total 18-34 16,969,000 51% 8,603,283 2,725,000 50% 1,362,500 12,161,000 36% 4,377,960 Total 31,855,000 45% 14,343,743 36
- 37. Digital Partnerships Digital Audience: 30 Million Social Audience: 8 Million 37
- 38. Relevant Editorial Content January: The New You October: Fall Fashion October/Fall: Fall Fashion Issue February: Valentine's Day November: Technology Issue October: Fall Accessories November: Careers December: Holiday Gift Guide “I want to get to the very top in my career” – 189 “I try to keep abreast of changes in styles & fashions” – 162 “I am usually the first among my friends to try new clothing styles” – 204 “I’m good at convincing others to try new things” – 169 “My cell phone is an expression of who I am” - 234 38
Hinweis der Redaktion
- Mention Hispanic consumer
- conclude with women control 100% of the purchasing process, women purchase for themselves, men who purchase from others get recommendations from women
- Point of sale Change the talking points Plan is tactics: how does plan drive the strategy. How is cosmo going to impact instore purchase
- This should be where slide nine is
- “ “ develop interest in endless euphoria, visits retailer, switch views out of home advertisements, influences other peoples purchases .
- Make clear that those are examples: Instagram great for brand recall and brand awareness!
- When thinking about our out of home creative advertising we wanted to do a traditional photobooth the issue with a traditional photobooth is that it does not amplfiy our message. By conducting some research we came across a company called instaprint that allows consumers to amplify the message. The way that instaprint works is that inorder to receive your physical photo you need to upload it to instagram with our hashtag.
- Make target the top on all of them. Make this more slighted. Think about the audience perspective. Reverse presentation. Make this a summary slide.
- Digital is still low, OOH is very very high
- Digital partnerships, (these parnters have __million in their audience), as just one bucket
- Trial & Relevant editorial content with trial : add image from next slide.