Blackberry Media Plan

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Advertising 335: Media Planning
Spring 2010

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Blackberry Media Plan

  1. 1. Rebecca
VanDeCasteele Adver2sing
335 March
22,
2010
  2. 2. BrandBacked
by
Research
in
Motion
(RIM),
BlackBerry
is
one
of
the
leading
producers
of
smart
phones.
BlackBerry
once
held
the
top
market
and
category
shares,
but
has
seen
a
decline
in
both
in
recent
years.
Smart
phones
were
once
appealing
to
mostly
business
owners
and
were
seen
as
complicated
devices.
With
greater
consumer
interest,
competitors
began
offering
smart
phone
product
lines.
The
engineers
at
RIM
think
innovatively
to
produce
new
BlackBerry
products
that
are
both
user
friendly
and
powerful.
This
strategy
appeals
to
normal
consumers
as
well
as
business
owners.

  3. 3. ProductThe
first
ever
BlackBerry
touch
screen
PDA
(Personal
Digital
Assistant)
was
introduced
to
the
market
in
November
of
2008.
The
release
of
the
Storm
was
very
highly
anticipated
and
BlackBerry
has
since
released
two
new
models. New
BlackBerry
Storm
handsets
 are
sold
for
around
$500
and
are
 sometimes
offered
at
a
lower
 price
depending
on
contracts
 offered
through
Verizon
Wireless
 in
the
US
and
other
carriers
in
 Canada.
This
is
currently
the
 average
pricing
for
PDA
sales.
  4. 4. Compe2torsThe
Apple
iPhone
and
the
Palm
Pre
are
both
full
touch
screen
PDA’s
that
have
BDI’s
of
162
and
126
respectively.
These
are
the
Storm’s
biggest
competition
because
of
the
similarity
of
capabilities
and
features.
The
Apple
iPhone
is
only
offered
through
the
AT&T
wireless
carrier
whereas
the
Pre
is
offered
through
Verizon
Wireless,
the
same
carrier
 Samsung
as
the
storm.
This
may
sway
consumer
behavior. manufactures
 touchscreen
 cellphones
that
 have
similar
 features
but
are
not
 considered
PDA’s.
 With
a
BDI
of
112,
 Samsung
is
a
 competitor
to
 BlackBerry.
  5. 5. Current
Adver2singBlackBerry
is
currently
print
spots
highlighting
the
functionality
of
the
phones.
These
spots
target
everyday
cellphone
users
by
explaining
how
useful
and
user
friendly
the
devices
are. The
“All
You
Need
is
Love”
 campaign
includes
a
number
of
 television
spots
that
position
the
 brand
as
passionate
and
 personable
by
portraying
“real- life”
scenarios
of
people
utilizing
 their
BlackBerry
phones.
  6. 6. Goal
and
StrategyThe
goal
of
this
campaign
is
to
increase
and
defend
market
share
for
BlackBerry
by
stealing
shares
from
competitors
and
maintaining
brand
loyalty.
Specific
consumers
that
already
purchase
within
the
category
will
be
targeted.
We
will
use
the
Internet
as
a
cost-effective
medium
which
will
be
effective
in
reaching
the
target.
Many
category
users
view
our
selected
vehicle
on
a
regular
basis
and
consumers
will
also
have
the
ability
to
purchase
the
product
by
clicking
the
ad
they
view.
  7. 7. Geographic
TargetAccording
to
MRI
data,
the
North
East
region
indexes
at
118
in
comparison
to
the
US
for
BlackBerry
owners.
This
is
a
fairly
high
brand
loyalty
strength
and
it
will
be
easier
to
maintain
market
share
in
a
North
Eastern
city.
According
to
the
2000
US
Census,
Boston
is
home
to
124,762
 people
in
 
the
target
age
group
of
25-34.
This
makes
up
the
largest
age
group
of
the
city
or
21.2%
of
the
total
population.
The
dense
population
of
the
target
age
demographic
makes
Boston
an
ideal
geographic
location.
  8. 8. Demographic
TargetThe
demographic
target
for
this
campaign
is
men
ages
25-34
with
post
graduate
education
levels
and
business
or
management
occupations.
The
MRI
data
below
defends
that
PDAs
and
the
features
they
offer
are
most
helpful
to
business
owners
and
executives. CDI
 BDI
 (PDA
owners) (BlackBerry
owners)Educ:
post
graduate 184 185Men
ages
25-34 115 130Occupation:
Management,
Business
and
Financial
 187 220OperationsThis
shows
that
the
category
has
a
very
high
potential
and
that
BlackBerry
is
a
very
strong
brand.
  9. 9. Reach
and
FrequencyReach:
70Frequency:
4GRPs:
280Goal
reach
is
70.
This
is
about
average,
we
are
using
a
very
targeted
vehicle
so
this
will
not
be
overly
hard
to
obtain.Goal
frequency
is
4.
This
is
slightly
above
average
because
of
the
high
impression
amount
and
the
medium
we
are
using
is
very
concentrated.
There
is
high
loyalty
and
this
is
a
dominant
brand,
but
the
product
is
used
daily.CPM:
$53Internet
CPM
usually
ranges
from
$20-70.
This
price
falls
within
the
average
range
and
will
ensure
that
the
campaign
budget
will
be
stretched
effectively.
  10. 10. TimingCellphones
are
mostly
purchased
based
on
when
contracts
expire
because
discounts
are
often
offered.
This
makes
it
difficult
to
decide
upon
an
exact
time
to
market
to
consumers
that
are
already
within
the
category.This
campaign
will
run
from
October
to
December
because
of
the
Christmas
shopping
season.
Many
cellphones
are
purchased
out
of
contract
at
this
time,
and
we
will
be
targeting
consumers
who
may
not
necessarily
wait
for
their
contract
to
expire
before
purchasing
a
new
product.
  11. 11. MediumThe
Internet
is
a
very
cost
efficient
medium
for
supplemental
advertising.
With
the
ability
to
target
specific
demographics
based
on
geography
and
browsing
history,
it
is
as
versatile
as
print,
outdoor
or
broadcast.
The
Internet
is
also
the
only
medium
in
which
consumers
can
actually
interact
with
the
ad
they
are
exposed
to.
Consumers
can
view
the
ad,
then
“click-thru”
to
the
company
website
to
learn
more
or
make
a
purchase.Educ:
post
graduate  19,136 1,761 9.2 10.0 117Age
25-34  40,028 4,617 11.5 26.3 147Occupation:
Management,
Business
and
Financial
 2,158 62,187 10.1 12.5 129Operations

 The
MRI
data
above
describes
how
likely
the
consumers
in
our
demographic
are
to
purchase
their
PDAs
online.
The
education
level,
age
range
and
occupation
index
at
117,
147
and
129
respectively.
The
target
is
likely
to
purchase
online,
therefore
it
should
be
easily
and
effectively
reached
online.
  12. 12. Vehicle BusinessWeek.com
“engages
global
 professionals”
that
are
“affluent,
 business
decision
making,
information- hungry,
 web-savvy
active
online
consumers” 
(“web
visitors”
www.mediakit.businessweek.com.
2010.)
 The
audience
comprises
business
 professionals
that
are
58%
males
and
 65%
post
college
graduates,
making
this
 an
effective
vehicle
to
reach
our
target.BusinessWeek
online
has
the
ability
to
segment
their
user
base
according
to
IP
addresses
on
computers
and
geographic
region
(including
city
or
state).
This
will
help
to
target
consumers
only
in
the
Boston
area.
The
website
can
also
break
down
the
user
base
by
channels
of
the
website
users
have
visited
and
article
keywords
they
have
viewed.
This
will
help
to
target
users
who
are
interested
in
the
category
and
help
the
overall
goal
of
increasing
market
share.
  13. 13. Plan
Summary•Brand:
BlackBerry•Product:
Storm•Reach:
70•Frequency:
4•Timing:
October-December•Medium:
Internet•Vehicle:
Businessweek.com•CPP:
$293•Overall
Cost:
$82,040
  14. 14. BudgetOverall,
$82,040
of
the
$100,000
was
used
for
this
campaign.
The
budget
was
effectively
stretched
in
order
to
get
a
lot
of
impressions
and
gain
a
lot
of
exposure
in
the
market.
This
plan
should
increase
the
market
share
and
maintain
the
brand
loyalty
of
the
existing
customers.

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