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New media final
- 1. Nathan Ray New Media Drivers License
- 2. “Physics, Elevated to an Art Form”
- 3. Top Strengths and Advantages -Broad Target Age Range (14-50) -Very High Market Share Among Sports Sunglasses -High Valued Brand Image
- 4. 40,000: Pairs of sunglasses sold per year 80: Number of Countries Selling Oakley 47.4M: American eye exams per year 3%: Increase in American Salary 2012-2013
- 5. BIG Idea -Use high market Share to Expand Current consumers to new product line -Develop creative new ways to market to new and existing consumers (Print ads in GQ, Men’s Health, etc.) -Change overall theme of advertising messages -Position advertisements to compete with luxury sunglass companies, yet with a more consumer friendly price
- 9. Base For Broadcast Advertising
Hinweis der Redaktion
- Slide 1: Introduction slide, where I would state the company with which I am working and how I would like to expand their sales through developing advertisements that further describe their more casual/ classy everyday and formal shades rather than ones designed for physical activity.
- Slide 2: Brief history of the company and what made it famous (Based in California, started in 1975 as a performance sunglass company, yet has been experiencing increased competition from costa del mar, ralphlauren, prada, etc.
- Slide 3: Here is where I would discuss strengths and advantages that Oakley can utilize during this product expansion. In addition to a very broad and reachable consumer base, It is very conceivable that Oakley could utilize their quality brand positions as their way to secure a foothold in the more classy and casual sunglass market.
- Slide 4: I would explain these numbers in a way that would benefit Oakley. The fact that 40,000 sunglasses are being purchased shows that the sunglass market has been enjoying success. The 80 countries selling Oakley proves that there is a great international stage for sales and growth not only in the USA but abroad as well. The 47.4 million eye exams show that people are taking care of their eyes, and they would be willing to invest in sunglasses to protect them. The 3% increase in salary shows more disposable income, which could mean the willingness to “treat themselves” to more high quality accessories.
- Slide 5: The Big Idea section is where I explain how to use the high market share and brand image to our advantage, and an insight into how to expand and position themselves as a combination of luxury style with a consumer friendly price. The idea here is quite simple, use the Oakley brand name to expand into a new niche of consumers looking for luxury yet with a price conscious budget.
- Slide 6: Displays the type of advertisement that made Oakley famous, a hardworking athlete using Oakley products to enhance his competitive performance. This can be the type of framework for the new campaign (dramatic picture depicting an athlete), yet it would be off the court, away from the competition and in a more casual environment.
- Slide 7: Depicts the market which we are trying to establish a foothold and the style of print ads to mimic for the print portion of the campaign. After simple research and basic math, I concluded that these four brands have a median selling price of well over 200 dollars, with some reaching over 400 (Oakley has a median price under $100). In a consumer climate that is still considerably price conscious, Oakley could use both their brand equity and competitive price to undercut this market and convert them into purchasing a more classy style of sunglasses from Oakley.
- Slide 9: Pictures like these, where the brand names are very visible in a non competitive, non performance oriented environment will be the base for print ads in addition to the social media aspect of the campaign
- Slide 10: The final slide depicts a Ralph Lauren advertisement which will be the base for the broadcast portion of the campaign. As opposed to fixating on clothes as in this ad, the close up will be on the sunglasses.