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The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
The Tailgater - Dish Network
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The Tailgater - Dish Network

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This project was created for my Promotional Strategy class where our assignment was to take a product that had little to no known advertising and create a marketing plan for the product. We choose the …

This project was created for my Promotional Strategy class where our assignment was to take a product that had little to no known advertising and create a marketing plan for the product. We choose the Tailgater from Dish where we explain how Dish could re-market their product and become more profitable with the right promotional strategies.

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  • TV Broadcasting:
    - All that is required to receive many of these broadcasts is a digital antenna and television
    - Industry is in a decline
    Wireless:
    - Revenue from data services depicted almost 30% of the industry's revenue in 2012
    Satellite:
    Revenue amounts to 5.5 billion dollar industry annually.
    Citation
    IBIS World
    http://clients1.ibisworld.com.silk.library.umass.edu/reports/us/industry/ataglance.aspx?entid=1261
    IBIS World
    http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=1267
  • Citation
    IBIS World
    http://clients1.ibisworld.com/reports/us/industry/ataglance.aspx?entid=2012
    Winegard
    http://www.winegard.com/portable-satellite-antennas/index.php?q=rv
  • Citation
    DISH Network
    http://www.dish.com/technology/tv-outdoors/
  • Dish Network does not release sales or annual ad spending figures specifically for the Tailgater product at this time. We contacted the company directly multiple times and are currently in the process of trying to find these numbers.
    Citation
    RedBooks
    Dish Network
    http://www.redbooks.com.silk.library.umass.edu/advertiser/DIRECTV/
    Direct TV
    http://www.redbooks.com.silk.library.umass.edu/advertiser/DIRECTV/
  • Citation
    http://www.dish.com/technology/tv-outdoors/
  • Citation
    Dish Network
    http://www.dish.com/technology/tv-outdoors/
  • Citation
    Tailgater
    http://www.dish.com/technology/tv-outdoors/
    Winegard
    http://www.winegard.com/mobile/index.php
    Vu-Qube
    http://www.kingcontrols.com/vu_qube/vuqube.asp
  • IBISWorld Industry Report 51711b: Satellite TV Providers in the US
  • http://academic.mintel.com/display/590586/?highlight=true
    1. Young respondents are attending live games at an increased rate than their older counterparts
    2. 79.8% of the Hispanic population is under the age of 35, or approximately 27.9 million Hispanics in this age group. This bodes well for sporting events, as Mintel’s exclusive research shows that 18-34s are the most likely to attend sporting events.
    3. A vast majority of Mintel respondents (79%) say they are tuning in to sports, indicating that enthusiasm is still high.
    4. About a third of respondents who watch sports television do so at home with friends; some 17% watch sports at a bar, presumably around other people
    5. Males aged 25-34 are those most likely to watch sports at a bar and in groups of friends; sports viewing becomes a more isolated experience as respondents grow older.
    6. Males aged 25-34 are also the most enthusiastic sports group—this group will spend money on widescreen televisions, HDTV picture quality and premium sports packages
  • **Make sure to mention how all these marketing tactics promote the fun, social, party atmosphere key to setting the Tailgater apart - POSITIONING STATEMENT
  • We don't have the numbers on how much money DISH spends directly advertising the Tailgater. We figured since it was a smaller service that they offer, they receive 5% of ad spending, and from that, we estimated our spending for our promotional campaign. Source
    Citation
    IBIS Worldhttp://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=2012
  • TV
    In 2010 30 second commercial spots on Fox, ABC,CBS, and NBC ran between $70,000 and $105,000. Meanwhile 30 second commercial spots on ESPN cost only $30,000. To make most effective use of the TV budget, we will split our ads half on the major TV networks and half on ESPN. Under this method, the cost of a 30 second ad will average to about $60,000. Allocating $200,000 to produce the commercials leaves $7.8 to spend on air time each year. This is enough to purchase 130 ads each year. Since these ads will be aired during football games we expect to reach an average of 50% of our target audience each add. A frequency of 130 paired with 50 rating points will allow us about 6500 GRPs each year, or 50 GRPs per ad.
    http://www.adweek.com/news/television/prime-ad-costs-hold-steady-q3-116655
    Magazines
    Most data available for the price of a sports illustrated full page color ad is outdated, but from unreliable sources it seems to be in the ballpark of what ESPN magazine charged in 2009 for a full page color ad. So if we divide our $6 million print budget by the ESPN magazine cost of $216,320 we will be able to run about 28 ads each year. Espn magazine comes out 26 times a year with an average circulation of 2,059,000. Sports illustrated runs an average circulation of about 3,000,000. (http://magazine.findthebest.com/q/2/516/What-is-the-Sports-magazine-Sports-Illustrated-s-circulation). This means every ad we run should see an average circulation of about 2.5 million.
    Billboards
    It is difficult to find an exact cost for a full size billboard outside of every major football stadium in the US. However, the average CPM (cost per 1000 impression) for all forms of billboard was $2.18 in 2010. If we put 1 million into Billboards each year we will gain 458,715,595 impressions a year.
    http://www.myprintresource.com/article/10166813/outdoor-advertising-is-more-than-billboards
    Online Ads
    For the sports segments, in 2009 the CPM of online ads ran about $6. With a $2 million dollar budget for online ads we will create 333,333,330 impressions each year.
    http://www.labnol.org/internet/average-cpm-rates/11315/
    Social Media Budget
    $200,000 will be budgeted for a staff to manage the social media campaign. Another $300,00 will be allocated to produce the videos for stage 1 of the YouTube campaign.
    The Old Spice YouTube campaign “Questions” video has over 23 million views. We expect our videos to be just as funny, but the target market and traditional media budget smaller. We will aim for 5 million views each month of phase 1. For phase two, we expect 1 million views of user made content each month.
    ESPN the FaceBook app has almost 2 million users each month. Based on this population we plan to gain 50,000 likes a month for the first year.
    Promotional
    $2.5 million is devoted to purchasing promotional material for tailgates and the social media prize packages.
  • Transcript

    • 1. TheThe Tailgater Tailgater Created by: Created by: Mike, Jerad, Erin, Mike, Jerad, Erin, and Shaina and Shaina
    • 2. Industry Overview:Industry Overview: Television BroadcastingTelevision Broadcasting • Delivering audiovisual content to the public via over-Delivering audiovisual content to the public via over- the-air transmission is a 37.3 billion dollar a yearthe-air transmission is a 37.3 billion dollar a year industry in the USindustry in the US • 8% of television broadcasting is of the sports segment8% of television broadcasting is of the sports segment Wireless telecommunicationWireless telecommunication • This industry brings in revenue of 210.2 billion dollarsThis industry brings in revenue of 210.2 billion dollars a year in the USa year in the US Satellite BroadcastingSatellite Broadcasting • Revenue amounts to 5.5 billion dollars annually in theRevenue amounts to 5.5 billion dollars annually in the USUS
    • 3. Other Satellite NetworksOther Satellite Networks • Third party companies such asThird party companies such as Winegard and Vu-Qube, produceWinegard and Vu-Qube, produce portable satellites that will pick upportable satellites that will pick up DirectTV, Bell, as well as Disht NetworkDirectTV, Bell, as well as Disht Network signalssignals • Satellite TV revenue has grown slightlySatellite TV revenue has grown slightly in the five years preceding 2012, and isin the five years preceding 2012, and is forecasted to grow another 3.8 percentforecasted to grow another 3.8 percent by 2017by 2017 • DirectTV has 56.5% of the market shareDirectTV has 56.5% of the market share
    • 4. Product OverviewProduct Overview Portable satellite antennaPortable satellite antenna • Watch TV anywhere you want in HD/SDWatch TV anywhere you want in HD/SD • Connects directly to your DISH receiverConnects directly to your DISH receiver with only a coax cablewith only a coax cable o don't need a separate power corddon't need a separate power cord • Dish service for the Tailgater can beDish service for the Tailgater can be purchased on a month to month basis,purchased on a month to month basis, instead of a yearly contract, like mostinstead of a yearly contract, like most satellite providers.satellite providers.
    • 5. SalesSales Dish Network:Dish Network: $14,048,393,000$14,048,393,000 -Annual Ad Spending-Annual Ad Spending $$371,389,132371,389,132 *Dish Network holds 36.8% of the market share.*Dish Network holds 36.8% of the market share. Direct TV:Direct TV: $21,872,000,000$21,872,000,000 -Annual Ad Spending-Annual Ad Spending $464,000,000$464,000,000
    • 6. Strengths & Competitive AdvantageStrengths & Competitive Advantage - So far, the Tailgater is leading the market- So far, the Tailgater is leading the market in portable antennas at convenientin portable antennas at convenient pricesprices - Easy set-up- Easy set-up - Access to the full range of channels- Access to the full range of channels offered on DISH networkoffered on DISH network - Able to use anywhere; parking lots,- Able to use anywhere; parking lots, campgrounds, etc.campgrounds, etc. - Can pay month by month- Can pay month by month
    • 7. WeaknessesWeaknesses - In July 2012, Dish lost over 10,000- In July 2012, Dish lost over 10,000 subscriberssubscribers - Many people don't subscribe to satellite- Many people don't subscribe to satellite TV in this economy, so they wouldn't beTV in this economy, so they wouldn't be interested in the productinterested in the product
    • 8. Brand ImageBrand Image The Tailgater strives to be the best optionThe Tailgater strives to be the best option in the portable satellite market, allowingin the portable satellite market, allowing you and your friends to never miss ayou and your friends to never miss a showshow In the market the Tailgater is at the bestIn the market the Tailgater is at the best price point for its value in comparison toprice point for its value in comparison to its competitors.its competitors.
    • 9. The CompetitionThe Competition Price (just antenna) Connection to a Network Provider Month-by- month service subscription Setup / installation (not including TV) Tailgater $350 Automatically connects to Dish set up time 10 mins If already a subscriber you don't need another subscription COAX cable only Winegard $449 Must find 1/3 satellite providers set up can take up to 20 mins only available through Dish Requires a power cord plus the COAX cable Vu-Qube $599 Must find 1/3 satellite providers set up can take up to 20 mins only available through Dish COAX cable only
    • 10. Consumer Decision ProcessConsumer Decision Process Innovation Adoption ModelInnovation Adoption Model • Target market is unaware of our productTarget market is unaware of our product o we plan to attention to our product through advertising andwe plan to attention to our product through advertising and event promotionsevent promotions • Gain target market interestGain target market interest o by attending football events and hosting tailgating partiesby attending football events and hosting tailgating parties • TrialsTrials o 100 Tailgaters will have the opportunity to go to 4 free games100 Tailgaters will have the opportunity to go to 4 free games as well as have a borrowed Tailgater set (includes satellite,as well as have a borrowed Tailgater set (includes satellite, receiver, and TV)receiver, and TV) • PurchasePurchase o purchases will be made by satisfying their emotion of beingpurchases will be made by satisfying their emotion of being the "ultimate tailgater" as well as being the most affordablethe "ultimate tailgater" as well as being the most affordable and most convenient portable satelliteand most convenient portable satellite
    • 11. Marketing & Marketing &Advertising Advertising PlanPlan
    • 12. Marketing ObjectivesMarketing Objectives - Increase Tailgater sales by 25% in the- Increase Tailgater sales by 25% in the next 2 yearsnext 2 years • Dish Network has not released any informationDish Network has not released any information regarding sales for this specific productregarding sales for this specific product - Increase Dish Network's Market Share- Increase Dish Network's Market Share from 36.8% to 40% over the next 5 yearsfrom 36.8% to 40% over the next 5 years -Increase Ad Spending for the Tailgater by-Increase Ad Spending for the Tailgater by
    • 13. Target AudienceTarget Audience Gender: MaleGender: Male Ages: 18-34Ages: 18-34 Behavioristic:Behavioristic: • Ample leisure timeAmple leisure time • Disposable incomeDisposable income • Desire for excitement and enthusiasmDesire for excitement and enthusiasm • Desire to be center of attention as well asDesire to be center of attention as well as increase social lifeincrease social life
    • 14. Positioning StatementPositioning Statement The Tailgater is the most affordable andThe Tailgater is the most affordable and convenient way for viewing liveconvenient way for viewing live television, anywhere, anytime.Thetelevision, anywhere, anytime.The Tailgater takes sports viewing to a wholeTailgater takes sports viewing to a whole new social level by making any sportingnew social level by making any sporting event a party for friends and family .event a party for friends and family .
    • 15. Perceptual MapPerceptual Map **price includes additional receiver Cost Easy 0 mins Hard 20 mins $ 0 $ 1000 Tailgater Vu-Qube Winegard Accessibility/Installation
    • 16. Communication ObjectivesCommunication Objectives 1. Increase consumer awareness through1. Increase consumer awareness through traditional advertising and social mediatraditional advertising and social media advertising aimed to connect and engage theadvertising aimed to connect and engage the target markettarget market 2. Inspire interest through promotional2. Inspire interest through promotional advertising and interactive campaigningadvertising and interactive campaigning 3. Use advertising to convey the affordability and3. Use advertising to convey the affordability and social benefits of the Tailgatersocial benefits of the Tailgater
    • 17. Communications Mix: IMC PlanCommunications Mix: IMC Plan Interactive MediaInteractive Media - Set-up Facebook,Twitter, and Instagram- Set-up Facebook,Twitter, and Instagram pages in addition to posting videos onYouTube to reach ourpages in addition to posting videos onYouTube to reach our younger target audienceyounger target audience Traditional MediaTraditional Media - Use video ads during game time on- Use video ads during game time on major sports networks and place billboard ads outsidemajor sports networks and place billboard ads outside stadiums to directly reach the young male sports enthusiaststadiums to directly reach the young male sports enthusiast by conveying affordability, convenience, and social aspectby conveying affordability, convenience, and social aspect Promotional EventsPromotional Events - We will set up tailgating events at- We will set up tailgating events at football games to show fans what they've been missing infootball games to show fans what they've been missing in their own tailgating parties. Contests will be set-up throughtheir own tailgating parties. Contests will be set-up through You-Tube for fans showing their tailgating partiesYou-Tube for fans showing their tailgating parties
    • 18. BudgetingBudgeting DISH SpendsDISH Spends $371,389,132 annually on$371,389,132 annually on advertising for the network as a wholeadvertising for the network as a whole Tailgater receives: 5.4% = $20,000,000Tailgater receives: 5.4% = $20,000,000 Television Ads= $8,000,000Television Ads= $8,000,000 Social Media Marketing = $500,000Social Media Marketing = $500,000 Print Ads = $6,000,000Print Ads = $6,000,000 Billboards = $1,000,000Billboards = $1,000,000 Promotional Products/Giveaways = $2,500,000Promotional Products/Giveaways = $2,500,000
    • 19. CreativePlan
    • 20. Creative ObjectivesCreative Objectives - Increase product awareness within target- Increase product awareness within target market of males: ages 18-34market of males: ages 18-34 - Create brand image of an all-in-one- Create brand image of an all-in-one service targeted to makers andservice targeted to makers and experiencersexperiencers - Engage the target market to increase- Engage the target market to increase recall of the brand through promotionalrecall of the brand through promotional events of productevents of product
    • 21. Copy PlatformCopy Platform Slogan: "DON'T MISS IT!Slogan: "DON'T MISS IT!”” The tagline for our campaign supports theThe tagline for our campaign supports the idea that the Tailgater is the product thatidea that the Tailgater is the product that sets enthusiasts apart.Without it, theysets enthusiasts apart.Without it, they would be missing out on a social aspectwould be missing out on a social aspect of watching the game and it creates aof watching the game and it creates a sense of urgency to buy the product. Itsense of urgency to buy the product. It captivates the audience and makes themcaptivates the audience and makes them stop and wonder what they might bestop and wonder what they might be missing out on.missing out on.
    • 22. Product FeaturesProduct Features - The Tailgater is powered through the- The Tailgater is powered through the receiver, eliminating any additional wires,receiver, eliminating any additional wires, as to create simplicity for the user.as to create simplicity for the user. - Portable, light-weight product, only- Portable, light-weight product, only weighing 10lbsweighing 10lbs - Built with a weather-resistant cover so it can- Built with a weather-resistant cover so it can handle any outdoor weatherhandle any outdoor weather - By using DISH, you receive HD- By using DISH, you receive HD programming, versus the competitor whoprogramming, versus the competitor who only gives you standard programming.only gives you standard programming.
    • 23. Advertising AppealAdvertising Appeal Emotional Appeal: most of the campaignEmotional Appeal: most of the campaign will be driven by an emotional appeal,will be driven by an emotional appeal, focusing on humor and interaction to sellfocusing on humor and interaction to sell the product. Appeals to the fun andthe product. Appeals to the fun and social image we want in the consumer'ssocial image we want in the consumer's mind (75%)mind (75%) Rational Appeal: product informationRational Appeal: product information appealing to rational decision makingappealing to rational decision making
    • 24. Execution TechniquesExecution Techniques Slice of life:Slice of life: showing actual tailgates inshowing actual tailgates in commercials and how people use it incommercials and how people use it in daily life.daily life. Imagery:Imagery: embodies the fun and livelyembodies the fun and lively atmosphere at a tailgate.atmosphere at a tailgate. Personality symbol:Personality symbol: "Tom the Tailgater", a"Tom the Tailgater", a formally sad and depressed man whoformally sad and depressed man who progresses and shows how the Tailgaterprogresses and shows how the Tailgater has enhanced his livelihood.has enhanced his livelihood. * Before and After videos and pictures* Before and After videos and pictures
    • 25. Methods to Achieve ObjectivesMethods to Achieve Objectives 1) Increase product awareness:1) Increase product awareness: • Through traditional marketing convey affordability,Through traditional marketing convey affordability, convenience and slice of life; using TV ads, billboards,convenience and slice of life; using TV ads, billboards, and print ads, through mass media.and print ads, through mass media. • Through social and interactive media usingThrough social and interactive media using sweepstakes, video contests, and sponsored tailgates.sweepstakes, video contests, and sponsored tailgates. Word of mouth will be a strong supporter of increasingWord of mouth will be a strong supporter of increasing product awarenessproduct awareness 2) Brand Image:2) Brand Image: • Making the product relatable and an essential addition,Making the product relatable and an essential addition, for any sports enthusiast.The face of our campaign,for any sports enthusiast.The face of our campaign, "Tom the Tailgater", will promote the fun and social"Tom the Tailgater", will promote the fun and social brand image.brand image.
    • 26. Objectives Cont.Objectives Cont. 3) Engage target market: social media3) Engage target market: social media campaigns and video contests willcampaigns and video contests will encourage the target market to provideencourage the target market to provide feedback and involve themselves in thefeedback and involve themselves in the marketing process.marketing process.
    • 27. Tom the TailgaterTom the Tailgater Our personality symbol of our integratedOur personality symbol of our integrated marketing campaign is Tom. He is amarketing campaign is Tom. He is a lonely sports fan who always watches thelonely sports fan who always watches the games by himself and longs forgames by himself and longs for interaction with other sports fans. Onceinteraction with other sports fans. Once he purchases the Tailgater, he becomeshe purchases the Tailgater, he becomes the life of the party and his sportsthe life of the party and his sports viewing experience changesviewing experience changes dramatically. He now has hundreds ofdramatically. He now has hundreds of friends, beautiful girlfriends, and is nowfriends, beautiful girlfriends, and is now the center of attention.the center of attention.
    • 28. Print AdsPrint Ads To be used in magazines, on billboards and featured onTo be used in magazines, on billboards and featured on the official Tailgater websitethe official Tailgater website We will use strong imagery to show a scene at a tailgateWe will use strong imagery to show a scene at a tailgate party such as in the image below, where the Tailgater isparty such as in the image below, where the Tailgater is the center of the ad surroundedthe center of the ad surrounded by a group of fans cheeringby a group of fans cheering and having the "ultimate"and having the "ultimate" sporting experiencesporting experience These ads will reinforce theThese ads will reinforce the fun, and lively sportingfun, and lively sporting lifestylelifestyle
    • 29. Magazine AdMagazine Ad
    • 30. BIllboard Ad
    • 31. TV AdsTV Ads Our TV advertising will consist of a series ofOur TV advertising will consist of a series of humorous ads focusing on "Tom thehumorous ads focusing on "Tom the Tailgater's" transformation from a lonelyTailgater's" transformation from a lonely hermit to the life of the partyhermit to the life of the party These ads will focus on the "before and after"These ads will focus on the "before and after" lifestyles from using the Tailgaterlifestyles from using the Tailgater We will use humorous scenarios to engageWe will use humorous scenarios to engage viewers will still reinforcing the lifestyle ofviewers will still reinforcing the lifestyle of
    • 32. StoryBoardStoryBoard
    • 33. YouTube Campaign: Phase 1YouTube Campaign: Phase 1 Our youtube campaign will be a spin-offOur youtube campaign will be a spin-off from our "before and after" TV adsfrom our "before and after" TV ads featuring Tomfeaturing Tom These video clips will follow the sameThese video clips will follow the same format but will be more focused onformat but will be more focused on getting to know "Tom"getting to know "Tom" Videos will also be posted to our FacebookVideos will also be posted to our Facebook Page to increase awarenessPage to increase awareness
    • 34. YouTube Campaign: Phase 2YouTube Campaign: Phase 2 In the second phase viewers will be encouragedIn the second phase viewers will be encouraged to submit their own "before and after" videos toto submit their own "before and after" videos to show how they became the ultimate tailgatershow how they became the ultimate tailgater "Tom" will then pick 5 winners to receive a free"Tom" will then pick 5 winners to receive a free Tailgater and sponsored tailgate at theirTailgater and sponsored tailgate at their favorite team's big gamefavorite team's big game One winner will be crowned the "ultimateOne winner will be crowned the "ultimate tailgater" and receive a customized Ford F150tailgater" and receive a customized Ford F150 outfitted with a Tailgater and sporting viewingoutfitted with a Tailgater and sporting viewing essentialsessentials
    • 35. FacebookFacebook We will create a Facebook page aimed toWe will create a Facebook page aimed to serve a forum for sports fans to postserve a forum for sports fans to post pictures, videos, stories, and reviewspictures, videos, stories, and reviews from the their use of the Tailgaterfrom the their use of the Tailgater We will also run sweepstakes andWe will also run sweepstakes and promotional events through the pagepromotional events through the page with prizes ranging from t-shirts to thewith prizes ranging from t-shirts to the "Ultimate Tailgater" package"Ultimate Tailgater" package
    • 36. Tom's Social MediaTom's Social Media "Tom" will use Facebook,"Tom" will use Facebook, Twitter, and Instagram toTwitter, and Instagram to promote his new Tailgaterpromote his new Tailgater lifestylelifestyle He will interact with fansHe will interact with fans by encouraging them toby encouraging them to posting videos, picturesposting videos, pictures and also tweeting withand also tweeting with HHim,im, live from eventslive from events These social mediaThese social media outlets will be humorousoutlets will be humorous and focused on fanand focused on fan
    • 37. Live Advertising at EventsLive Advertising at Events We will have a "party team" headed byWe will have a "party team" headed by Tom who will attend popular tailgatesTom who will attend popular tailgates across the country through footballacross the country through football seasonseason The team will set up branded trucks withThe team will set up branded trucks with Tailgaters and music.They will hand outTailgaters and music.They will hand out free branded t-shirts and burgers. Ourfree branded t-shirts and burgers. Our aim is draw fans to the party andaim is draw fans to the party and experience the Tailgater in action.experience the Tailgater in action.
    • 38. Free ApparellFree Apparell
    • 39. Media Media PlanPlan
    • 40. Media ObjectivesMedia Objectives • Reach 80% of target market in all majorReach 80% of target market in all major cities around the US.cities around the US. • Pulsive advertising will be used for allPulsive advertising will be used for all forms of media, most active activity willforms of media, most active activity will vary based on the peak of footballvary based on the peak of football season.season. • Reach target market between 3-8 timesReach target market between 3-8 times a month depending on season.a month depending on season.
    • 41. Media StrategyMedia Strategy Primary Media - Social MediaPrimary Media - Social Media Facebook,YouTube & Twitter CampaignsFacebook,YouTube & Twitter Campaigns Secondary Media - Traditional Media (TVSecondary Media - Traditional Media (TV & Print)& Print) Magazines: Sport's Illustrated, ESPNMagazines: Sport's Illustrated, ESPN TV Channels: ESPN, FOX, CBS, NBCTV Channels: ESPN, FOX, CBS, NBC Promotional Tools: Events, Contests,Promotional Tools: Events, Contests, GiveawaysGiveaways
    • 42. RatingsRatings
    • 43. CostsCosts
    • 44. Any Questions?Any Questions?
    • 45. BibliographyBibliography Dish Network's Tailgater brings you portable satellite TV,Dish Network's Tailgater brings you portable satellite TV, won't cool your beerwon't cool your beer http://www.engadget.com/2011/08/30/dish-networks-tailgaterhttp://www.engadget.com/2011/08/30/dish-networks-tailgater The Tailgater Takes TV OutsideThe Tailgater Takes TV Outside http://www.dish.com/technology/tv-outdoors/?http://www.dish.com/technology/tv-outdoors/? WT.srch=1&KBID=5503&WT.mc_id=GSGNTAILGA_2987&gclid=WT.srch=1&KBID=5503&WT.mc_id=GSGNTAILGA_2987&gclid= CPuzldTug7MCFQqe4AodDWYAYg&gclsrc=aw.ds#tailgater-CPuzldTug7MCFQqe4AodDWYAYg&gclsrc=aw.ds#tailgater- product-infoproduct-info Pay TV US 2011: Mintel ReportPay TV US 2011: Mintel Report http://academic.mintel.com/display/598785/?highlight=true#hit1http://academic.mintel.com/display/598785/?highlight=true#hit1
    • 46. Bibliography Cont.Bibliography Cont. Sources: Mintel Reports: Sports Events Marketing – US – February 2008Sources: Mintel Reports: Sports Events Marketing – US – February 2008 http://academic.mintel.com/display/295921/?highlight=truehttp://academic.mintel.com/display/295921/?highlight=true Marketing to Sports Fans – US – June 2012Marketing to Sports Fans – US – June 2012 http://academic.mintel.com/display/590586/?highlight=truehttp://academic.mintel.com/display/590586/?highlight=true Remote seats: How sports fans stay connected - US - August 2008Remote seats: How sports fans stay connected - US - August 2008 http://academic.mintel.com/display/391618/?highlight=true#hit1http://academic.mintel.com/display/391618/?highlight=true#hit1 Prime Ad Costs Stay Steady In Q3Prime Ad Costs Stay Steady In Q3 http://www.adweek.com/news/television/prime-ad-costs-hold-steady-q3-116655http://www.adweek.com/news/television/prime-ad-costs-hold-steady-q3-116655 Find The BestFind The Best http://magazine.findthebest.com/q/2/516/What-is-the-Sports-magazine-Sports-Illustrated-s-http://magazine.findthebest.com/q/2/516/What-is-the-Sports-magazine-Sports-Illustrated-s- circulationcirculation Outdoor Advertising Is More Than BillboardsOutdoor Advertising Is More Than Billboards http://www.myprintresource.com/article/10166813/outdoor-advertising-is-more-than-billboardshttp://www.myprintresource.com/article/10166813/outdoor-advertising-is-more-than-billboards

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