1<br />McCann Worldgroup<br />
Joe Nowaczewski<br />McCann Worldgroup<br />Shelby Township, MI<br />Northwood University<br />Northwood Hockey Team<br />...
XM RADIOMy Demographic<br />3<br />McCann Worldgroup<br />
Why?<br />Secondary Market<br />The Future<br />Approval<br />4<br />McCann Worldgroup<br />
Agenda<br />Objectives<br />SWOT Analysis<br />Target Profile<br />Primary Research<br />Media Strategy<br />Challenges<br...
SWOT Analysis<br />Strengths- Product<br />Weaknesses- Economy<br />Opportunities- Compatibility<br />Threats- iPods, AM/F...
Target Profile: College Students<br />7<br />McCann Worldgroup<br />
8<br />McCann Worldgroup<br />
9<br />McCann Worldgroup<br />
10<br />McCann Worldgroup<br />
11<br />McCann Worldgroup<br />
12<br />McCann Worldgroup<br />
13<br />McCann Worldgroup<br />
14<br />McCann Worldgroup<br />
Primary Research<br />Prior<br />Account<br />Strategist<br />Analytics<br />Testing/SurveyMonkey<br />Went Live on 8/5<br...
Is Your Car Compatible for XM Radio?<br />16<br />McCann Worldgroup<br />
Where does XM fit in?<br />17<br />McCann Worldgroup<br />
Why do you believe XM isn’t as successful as they could be?<br />18<br />McCann Worldgroup<br />
Survey Information<br />“People don’t know what they want     until you show it to them.”<br />iPod/facebook<br />Opportun...
What do students think?<br />“Lack of understanding of product.” <br />“I&apos;ve never seen an advertisement that specifi...
Objectives<br />Communicate with College Students<br />Increase Product Knowledge <br />Inform Demographic<br />Keep Trial...
Media Strategy<br />Building the XM Relationship<br />Engagement<br />Relate to Consumer<br />22<br />McCann Worldgroup<br />
Media<br />McCann Worldgroup<br />Where?<br />How and When?<br />Los Angeles, CA<br />Miami, FL<br />Boston, MA<br />Chica...
Challenges<br />Primary Research<br />Secondary Research<br />Stubbornness<br />Loyalty<br />24<br />McCann Worldgroup<br />
Recommendations<br />Advertise Directly<br />Become Apart of Customers<br />Communicate with College Students<br />Increas...
Questions?<br />26<br />McCann Worldgroup<br />
Appendix<br />McCann Worldgroup<br />27<br />10 Questions<br />Surveymonkey<br />97 Students<br />15 Colleges and Universi...
Do You Own a Vehicle?<br />McCann Worldgroup<br />28<br />
Have You Ever Heard of XM Radio?<br />McCann Worldgroup<br />29<br />
Is Your Car Compatible<br />McCann Worldgroup<br />30<br />
What Would You Be Willing To Pay?<br />McCann Worldgroup<br />31<br />
Do You Own an iPod<br />McCann Worldgroup<br />32<br />
Do You Have a Blackberry?<br />McCann Worldgroup<br />33<br />
Listening Preferences While Driving<br />McCann Worldgroup<br />34<br />
Why Do You Believe XM Isn’t As Successful As They Could Be?<br />McCann Worldgroup<br />35<br />
What Is Your Gender?<br />McCann Worldgroup<br />36<br />
Please Rank The Order Of Importance Of How You Prefer To Listen To Music<br />McCann Worldgroup<br />37<br />
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Xm Radio Presentation

  1. 1. 1<br />McCann Worldgroup<br />
  2. 2. Joe Nowaczewski<br />McCann Worldgroup<br />Shelby Township, MI<br />Northwood University<br />Northwood Hockey Team<br />Advertising Major<br />American Advertising Federation<br />Internship<br />Learning/Project<br />2<br />
  3. 3. XM RADIOMy Demographic<br />3<br />McCann Worldgroup<br />
  4. 4. Why?<br />Secondary Market<br />The Future<br />Approval<br />4<br />McCann Worldgroup<br />
  5. 5. Agenda<br />Objectives<br />SWOT Analysis<br />Target Profile<br />Primary Research<br />Media Strategy<br />Challenges<br />Recommendations<br />5<br />McCann Worldgroup<br />
  6. 6. SWOT Analysis<br />Strengths- Product<br />Weaknesses- Economy<br />Opportunities- Compatibility<br />Threats- iPods, AM/FM Radio, and CD’s<br />6<br />McCann Worldgroup<br />
  7. 7. Target Profile: College Students<br />7<br />McCann Worldgroup<br />
  8. 8. 8<br />McCann Worldgroup<br />
  9. 9. 9<br />McCann Worldgroup<br />
  10. 10. 10<br />McCann Worldgroup<br />
  11. 11. 11<br />McCann Worldgroup<br />
  12. 12. 12<br />McCann Worldgroup<br />
  13. 13. 13<br />McCann Worldgroup<br />
  14. 14. 14<br />McCann Worldgroup<br />
  15. 15. Primary Research<br />Prior<br />Account<br />Strategist<br />Analytics<br />Testing/SurveyMonkey<br />Went Live on 8/5<br />15 Colleges and Universities<br />46% Success Rate<br />15<br />McCann Worldgroup<br />
  16. 16. Is Your Car Compatible for XM Radio?<br />16<br />McCann Worldgroup<br />
  17. 17. Where does XM fit in?<br />17<br />McCann Worldgroup<br />
  18. 18. Why do you believe XM isn’t as successful as they could be?<br />18<br />McCann Worldgroup<br />
  19. 19. Survey Information<br />“People don’t know what they want until you show it to them.”<br />iPod/facebook<br />Opportunities<br />Awareness<br />19<br />McCann Worldgroup<br />
  20. 20. What do students think?<br />“Lack of understanding of product.” <br />“I&apos;ve never seen an advertisement that specifically targets my age group and explain why it is better than the alternatives.”<br />“I have an iPod no need for anything else.”<br />20<br />McCann Worldgroup<br />
  21. 21. Objectives<br />Communicate with College Students<br />Increase Product Knowledge <br />Inform Demographic<br />Keep Trial Members<br />Increase Sales<br />21<br />McCann Worldgroup<br />
  22. 22. Media Strategy<br />Building the XM Relationship<br />Engagement<br />Relate to Consumer<br />22<br />McCann Worldgroup<br />
  23. 23. Media<br />McCann Worldgroup<br />Where?<br />How and When?<br />Los Angeles, CA<br />Miami, FL<br />Boston, MA<br />Chicago, IL<br />New York, NY<br />Philadelphia, PA<br />Austin, TX<br />Columbus, OH<br />San Antonio, TX<br />Detroit, MI<br />MTV<br />Social Networks<br />Magazines<br />Welcome Week<br />Football Season<br />THERE IS HOPE!<br />Source: Princeton Review<br />23<br />
  24. 24. Challenges<br />Primary Research<br />Secondary Research<br />Stubbornness<br />Loyalty<br />24<br />McCann Worldgroup<br />
  25. 25. Recommendations<br />Advertise Directly<br />Become Apart of Customers<br />Communicate with College Students<br />Increase Product Knowledge<br />Build the XM Radio Relationship<br />25<br />McCann Worldgroup<br />
  26. 26. Questions?<br />26<br />McCann Worldgroup<br />
  27. 27. Appendix<br />McCann Worldgroup<br />27<br />10 Questions<br />Surveymonkey<br />97 Students<br />15 Colleges and Universities<br />46% Success Rate<br />
  28. 28. Do You Own a Vehicle?<br />McCann Worldgroup<br />28<br />
  29. 29. Have You Ever Heard of XM Radio?<br />McCann Worldgroup<br />29<br />
  30. 30. Is Your Car Compatible<br />McCann Worldgroup<br />30<br />
  31. 31. What Would You Be Willing To Pay?<br />McCann Worldgroup<br />31<br />
  32. 32. Do You Own an iPod<br />McCann Worldgroup<br />32<br />
  33. 33. Do You Have a Blackberry?<br />McCann Worldgroup<br />33<br />
  34. 34. Listening Preferences While Driving<br />McCann Worldgroup<br />34<br />
  35. 35. Why Do You Believe XM Isn’t As Successful As They Could Be?<br />McCann Worldgroup<br />35<br />
  36. 36. What Is Your Gender?<br />McCann Worldgroup<br />36<br />
  37. 37. Please Rank The Order Of Importance Of How You Prefer To Listen To Music<br />McCann Worldgroup<br />37<br />

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