Big Bang Theory to target out techy consumer. It is the highest-rated show of that evening in the adults 18–49 demographic (4.6/10), along with a then series-high 12.83 million viewers.[Wikipedia Out- of- Home advertising, we are advertising in 10 cities in the southwestern US. Using theatre commercials. In 2010 the US movie Market sold 275 million tickets. Movie ads are a great way to share the spotlight.http://www.the-numbers.com/market/Using buses and bus stations and billboards. Today, consumers spend more time traveling in their vehicals then ever before. That makes outdoor advertising a more owerful medium than ever. In the past 25 years, the number of vehicles on the road increased 128%. No other advertising medium reaches as many people, as often. http://workingmediagroup.aitrk.com/workingmediagroup/And f course we will take advantage of facebook ads.
For the trendy target we will play commercials during the MTV series Jersey Shore, The City, and The Hills. Magazine media will be used in communicating to both targets. Cosmo and InStyle for the trendy consumer. Wired for the techy.
Where did we get that frequency for facebook from? When I did it I got 200,000 clicks at .50 per click.Product placement in Big Bang Theory. Commercials during The MTV programming throughout the time of the contest. One full page ad in all three magazines for the 3 months. Out-of-home advertisements placed in the 10 cities for the months of the Tinnovation contest. And FaceBook ads targeting our target market during that time as well priced at .50 per click. Gives us $1000 budget per day.
STRENGTHS Unique and strong flavor High brand recognition Extensive product line Appeals to an older audience(Boomers) Tin differentiates the brand fromcompetitors 3rd in the mint market
WEAKNESSES Tin and packaging considered old andnot “cool” by Generation Y adults. Media used does not reach the targetaudience effectively Mints lack functionality Tins considered bulky, noisy, and badfor the environment
THREATS The mint market growth is declining whilethe gum and mouthwash markets aregrowing The main consumers (Boomers) areslowing realizing the health and dentaleffects of mints Global economy is down Has more calories in mints than BreathSavers and Tic Tac
OPPORTUNITIES Generation Y are heavy gum and mintusers (more than 70 million) Generation Y less concerned with long-term dental effects of eating mints Altoids tins are used by a niche market tocreate everyday accessories andappliances
ADVERTISING OBJECTIVES Recreate the brand image so that itappeals to a younger audience Convince the target audience thatAltoids brand is “cool”
SECONDARY TARGET AUDIENCEGeneration Y: “Techies” Usually male (18-24) Usually early adopters Use everyday objects ininnovative ways
BRAND POSITIONAltoids is the curiously strong mintcontained in a tin box that the targetaudience can use as an accessory
MESSAGE STRATEGY- CONSUMER INSIGHTSPrimary Target Market (18-24 Females): Multitaskers While they follow fashion trends, they still try tostand out in the crowd, especially by beingthemselves (ex. YouTube bloggers) They also prefer personalized options They perceive Altoids as “old fashioned”
CONSUMER INSIGHTSSecondary Target Audience (Techies):• Are typically early adopters Are already using Altoids to invent innovativeaccessories for everyday life Sharing their ideas with others online
CREATIVE CONCEPTShowcase everyday uses of the Altoids tin bypresenting it different types of media inunexpected ways
SELLING PREMISE Altoids is the curiously strong mint thatencourages the consumer to self –express by“tinnovating” Be Curious. Be Yourself. Tinnovate
StuffClarissa: Did you see that newmovie?Lauren Conrad: Yeah, the guy in itwas so hot.Action: Hot Boy enters Starbucks.(Music fades in)Clarissa: Hey, he kinda looks likethat guy!Camera does a slow motion.Music gets louder-”he’s only gonna breakbreak your heart..”Clarissa: No! don’t turn around!Lauren Conrad: Wait, I need a closer look!Action: Takes out Altoids .Action: Looks at Hot Boy in the mirror.Lauren Conrad: ooo he is cuteeee. Waitwhy is his head getting bigger?Clarissa: cause he’s coming here!
Be Curious.Be Yourself.Tinnovate.Lauren Conrad: Quick! Have anAltoid!Action: Both reach into tin.Action: Lauren eating mint Action: Hot Boy right behind LaurenHot Boy: Is that a mirror? Because Ican see myself in your tin.
MEDIA STRATEGY- OBJECTIVES Reaching target audience using specificmagazines, television programs, and outdooradvertisement (on the go) Seeing Altoids in unexpected places
Product Placement:• The Big BangTheoryOut-of-Home:• Theatercommercial• Buses and Busstations• BillboardsInternet:• Facebook
Television: MTV• Jersey Shore• The City• The HillsMagazines:• Cosmopolitan• InStyle• Wired
SCHEDULINGMedia Date Frequency CostTelevision 4/27/2010-7/27/2010600 $8,400,000Product Placement 4/26/2010 1 $100,000Magazine 4/27/2010-7/27/20109 $1,800,000Out-of-Home 4/27/2010-7/27/201030000 $10,000,000Internet 4/27/2010-7/27/2010200,000 $100,000Total $11,400,000
SALES PROMOTIONS / SPONSORSHIP Samples: College Campus. PlinkoBoard. Kiosk in the quad/breezeway Coupons: College dorms Promotional Products: T-shirts, Pens, and Frisbees
CONTEST Run a contest to see who can comeup with the best “tinnovation” $10,000 Prize that can be used topursue any form of education 3 months long
CONTEST Advertainment: Sponsor oneepisode in CBS’s the Big BangTheory Episode revolves aroundSheldon trying to create abrilliant invention to submit forthe Altoids contest Will generate a buzz
PUBLIC RELATIONS Career Fair Events Date Auctions Emphasis on re-using tin etc. Operation Smile- children with clef chin
ONLINE MARKETING Website links to contest Announcement of new product eventsetc. www.Tinnovations.com Website will be the hub for the contest
BUDGET73%10%12%5%SalesMedia Production Promotion EvaluationTotal: 15,000,000
EVALUATION Tests to measure performance: Wave Analysis: interviews duringcampaign Motivation Test ARS