How do they consider purchases? AWARENESS CONSIDERATION Now : The message is not placed in media channels that intersect with target Next : Media buys for urban & college radio spots, campus publications
Intersect with them College Newspapers Non-Traditional Radio
How do they shop? AWARENESS CONSIDERATION SHOP Now : Sales opportunities limited to two traditional outlets (gas & groceries) Next : Sell at nontraditional outlets where the target is already in the mindset of having fun
How do they finish the sale? AWARENESS CONSIDERATION SHOP PURCHASE Now : Brand personality is surrendered to the Retailer Next : Re-energize the sales force to form a connection with 18-24 year olds
How will we measure success? Microsite Hits on lottalittlefun.com Photo downloads Tracking Study Increase in sales Increase in brand awareness Increase in frequency of purchase Non-traditional Ticket sales Traffic Retailer Feedback
The winning numbers … Controlled risks are liberating 1 Pocket-sized amusement 2 3 Play up every little moment
Thank You! Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson
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