Strategic planning is the process of identifying a problem that can be solved with marketing communicationObjectives – what you want to accomplish? (Position Coke Zero as tasting like regular Coke)Strategies – how to accomplish the objectives? (To use taste tests so the young make target could experience how similar the tastes were)Tactics – actions that make the plan come to life (To use the idea of “taste infringement” complete with layers, actors and imaginary lawsuits.)It’s an era where customers, vendors and partners are no longer anonymous segments that you 'source,' 'manage' and 'market to.' They are people. People you connect with. Talk to. Advocate for. Listen to. And if you’re lucky, they sell for you, solve problems for you, defend you, listen to you and build your business for you, one conversation at a time, while you sleep."Read more: http://www.businessinsider.com/future-of-social-media-2011-11?op=1#ixzz1dT1uCGIN
REAL—COMMUNICATIONEXPLAIN how the consumer is in a relationship with nature/family/community through the brandNature: Shoe is the only thing between the nature/soil/rock/grass and your feet. Your feet lead your way outside to the natureFamily: Buy shoes to your mom and make her happy, go shopping together, ad includes real moms who don’t have the time to do exercise that’s why EasyTone is goodCommunity: Do all the cool and fun things together with your friends and the community.
All generations (children also)Not only to preach about environmental warming etc, but just to celebrate the relationship between human and natureGood chance to use REEbok – REEuse, REEduce, REEcycleThe green camapign can be extended a lot!
Come in with any sneakers, get in freeCome in with high heels (not recommended), pay entrance fee Come in with Reebok sneakers, get in free + free drinksA winning(lucky) number for everyone, prize Reebok sneakersFamous DJs
Since the party in 2010 (Pump it 2up) was such a success, Reebok will aim at making the party an annual tradition.
http://www.gaebler.com/Television-Advertising-Costs.htmAll are approx and tophttp://www.slideshare.net/moses5488/2010-campaign-reebok
Reebok What is Reebok tomorrow?RED CAMPAIGN - FAMILY Women 20’s TV, magazine, OOH Feel; emotion New: women 30-40• Love• Family month (May)• Right exercise – Feet support your entire body – Prevents joint inflammation (knees) .. “Head, shoulders, knees and toes lalalaaa”• Promotion: Bring your mother (with red clothes) and get 30% discount
Once upon a time somewhere in the beautiful land of South Korea at the beginningof May 2012… Daughter is Her going out mother, who on a date suffers from with her joint boyfriend inflammation, notices the shoes her daughter left in the corridor Mother Daughter tries on comes back daughter’s after a walking wonderful shoes for a date walk
She sees a memo fromher mother on herReebok shoes Immediately she decides to order her mother a new pair of Reebok walking shoes for the upcoming parents day
The next day… Delivery Daughter man rings hears the the bell doorbell from the delivery and opens the door Shoes are Finally delivered daughter is able to give her mother a pair of new walking shoes from Reebok!
Mother is delighted for the present and they have a happy time together!A couple hours later in the amazing world of social networking services… Daughters friend (Daughter2) reads about the happy story and “I should buy comes up with Reebok shoes an idea… for my mom also!”