Yogurtland Promotional Campaign

1,323
-1

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,323
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Yogurtland Promotional Campaign

  1. 1. Stellar Promotions: Anton Christofer Berner Nicole Fernandez Jason Oppenheim Jackson Peck Eric Poggioli Scott Martin Bryan Tarver
  2. 2. Table of Contents I. The Objective and Target Demographic…………………………….2 II. The Flavors …………………………………………………….....3 III. The Flavor Calendar………………………………………….........4 IV. In Store PoP………………………………………………………..6 V. Local Store Marketing………………………………………….......8 VI. Social Media………………………………………………………9 VII. Mobile app and Loyalty Program……………………………….12 VIII. Website………………………………………………………....13 IX. Alternative Media………………………………………………...15
  3. 3. I. The Objective & Target Demographic A. B. 2 The Objectives a. Develop promotional package for Period 2 (March-May 2014) b. Increase traffic/frequency during slower months c. Establish brand as “step above” the rest d. Reinforce get real™ e. Increase engagement on mobile app loyalty program Target Demographic- 18-34 year old females who seek excitement and want to try new flavors
  4. 4. II. The Flavors 10 internationally themed flavors and/or suggested pairings 1. Belgium Waffle 2. Italian Nutella 3. Spanish Churro Chocolate Swirl 4. Swedish Cloudberry 5. Guatemalan Mamey 6. Caribbean Sapodilla Fruit 7. Tasmanian Papaya 8. Tahitian Banana Coconut Pudding 9. Paraguayan Passion Fruit Mousse 10. Brazilian Brigadeiro 3
  5. 5. III. The Flavor Calendar Offer two flavors for a 20 day period A. Introduce 2 new flavors as 2 old flavors are ending with 2 day overlap a. March 1 - March 20: Belgium Waffle and Italian Nutella b. March 19 - April 8: Spanish Churro Chocolate Swirl and Swedish Cloudberry c. April 7 - April 27: Guatemalan Mamey and Caribbean Sapodilla Fruit d. April 26 - May 15: Tasmanian Papaya and Tahitian Banana Coconut Pudding e. May 14 - May 31:Paraguayan Passion Fruit Mousse and Brazilian Brigadeiro B. Group the flavors by regions- Start from Europe and end with South America 4
  6. 6. 5
  7. 7. IV. In-store PoP A. Interactive screens showcasing flavor quest a. Explain the origins of each flavor b. Allow customers to view the flavor calendars B. Large map with pinpointed destinations and facts of flavors + QR codes for loyalty a. History of different flavors b. Explain importance of the flavors c. QR codes to track returning customers loyalty 6
  8. 8. IV. In-store PoP C. LCD TVs showcasing elements of Flavor Quest campaign a. Show YouTube Flavor Quest episodes b. Explain the rewards program c. Explain grand prize rules and possible destinations d. Expedia advertisements showing destinations offered for grand prize 7
  9. 9. V. Local Store Marketing A. Direct mail (try first 5oz. free) a. Send to residents near local Yogurtland location B. Local Newspapers, Campus Print Media a. Advertise in local newspapers about Flavor Quest b. Put ads in local high school and college campus newspapers C. Out-Of-Home Ads (Buses, outdoor-displays) a. Buses will display Flavor Quest map b. Bus stops will have maps (similar to bus maps) showcasing Flavor Quest destinations 8
  10. 10. VI. Social Media A. Facebook- like the YogurtLand page and tell us your Flavor Quest (https://www.facebook.com/yogurtland) a. Chance to create flavor for next year’s Flavor Quest b. Winner gets to travel with Yogurtland and our Flavorologist to the location to experience how the flavors will be tested and created B. Twitter- #flavorquest (https://twitter.com/Yogurtland) a. Tweet out flavor calendar b. Reminder tweets about 2 current flavors and upcoming 2 flavors c. Run new contest coinciding with the flavor calendar d. Tweet picture of creation along with your recipe for each new flavor for a chance to win free 10-oz. i. Must follow @yogurtland ii. Include #FlavorQuest iii. 10 winners per contest 9
  11. 11. VI. Social Media C. Instagram- #flavorquest a. Instagram the two current flavors a week before the new flavor cycle with YogurtLand Recipe for each of the flavors. b. Run new contest coinciding with the flavor calendar c. Instagram picture of your creation along with your recipe for each new flavor for a chance to win free 10-oz. i. Must follow @yogurtlandinc ii. Include #FlavorQuest iii. 10 winners per contest D. Pinterest- #flavorquest a. Post your own creations to share with the world b. Add an entry to grand prize trip c. Run new contest coinciding with the flavor calendar d. Post your recipe for each new flavor for a chance to win free 5-oz.- 10 winners per contest 10
  12. 12. VI. Social Media E. YouTube Documentary - Webisodes of each destination a. Create interest for each flavor b. Shows where flavor is coming from and why it was chosen c. Showcase points of interest in each location F. YouTube Advertising a. Target 18-34 year old females (Lorde, Katy Perry, Lady Gaga etc.) b. Focus on YouTube personalities (Jenna Marbles). 11
  13. 13. VII. Mobile App & Loyalty A. Yogurt Passport - Loyalty Program on App a. Try 8 of the 10 flavors to complete your passport and win b. 10 oz free + chance to win 7 day trip for 2 to a destination of your choice i. Chance to win trip for 2 with purchase of all flavors ii. Destinations based on locations of the Flavor Quest iii. Winner chosen by random draw c. QR codes will be on in-store map for scanning as quest goes along. B. C. 12 Vote for your favorite global flavors a. Allow customers to vote for their favorite flavors b. Winning flavor will come back prior to next year’s Flavor Quest to create interest Watch YouTube webisodes on App- Allows customer to be informed about the origins of their favorite flavors
  14. 14. VIII. Website A. Separate website for flavor quest a. Create Flavor Quest website b. Links to social media pages c. Attach link to Yogurtland website 13
  15. 15. VIII. Website B. Outlines the campaign a. Different tabs explaining the Flavor Quest i. Home: YouTube webisodes and the rules and regulations of the quest ii. The Quest: 1. Promotional tools used 2. Identify promotional partners iii. Global Flavors: 1. Display the 10 international flavors with a picture of the original food, with the dates that flavor will be offered 2. Give brief summary of each flavor iv. #Flavorquest: Links to social media pages (Facebook, Twitter, Instagram, Pinterest, and YouTube) v. Your Store: 1. Help locate the closest store to you 2. Interactive map to show store’s location 3. Overview marketing campaign 4. Expedia map to show destinations 14
  16. 16. IX. Alternative Media A. Spotify/ Pandora/ iTunes Radio a. Run commercials promoting the Flavor Quest b. Ask listeners to like our social media sites to share their Flavor Quest B. Facebook advertising a. Ads promoting the flavors being used b. Reminder ads about the 2 current flavors for that time period C. Expedia.com a. Create partnerships to sponsor the grand prize trip b. Allow Expedia.com to air commercials on in-store TVs c. Expedia logo draws the lines connecting the locations of each flavor 15
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×