The Buckboard

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  • oDo you notice an increase in revenue and store activity when a horse show is in-town?
    Yes. The store experiences increased market share, and increased profitability...
    oWhat makes a member of the horse show community stand out as a customer?
    Their income level and the amount of money they are willing to spend at my store….
    oWhat are other characteristics do you see often in members of the horse show community?
    They have this great appreciation for what they do with their lives…

  • oDo you notice an increase in revenue and store activity when a horse show is in-town?
    Yes. The store experiences increased market share, and increased profitability...
    oWhat makes a member of the horse show community stand out as a customer?
    Their income level and the amount of money they are willing to spend at my store….
    oWhat are other characteristics do you see often in members of the horse show community?
    They have this great appreciation for what they do with their lives…












































  • The Buckboard

    1. 1. Ellipses Advertising The Buckboard
    2. 2. Situational Analysis
    3. 3. Background ❖ Full service western store ❖ Clothing - Accessories - Tack - Household Items - Jewelry ❖ High quality products ❖ Involved with local community ❖ Charities & Associations
    4. 4. Situation Analysis ❖ Advertising Problem ❖ Advertising Opportunities ❖ Increase revenue ❖ Targeting horse shows ❖ During horse shows ❖ Oklahoma host more and more horse shows ❖ Encourage audience to visit The Buckboard
    5. 5. Research Analysis
    6. 6. Primary Research ❖ Conducted interview with general manager of similar western store located in Oklahoma City ❖ Via telephone on April 23rd, 2008 ❖ Interview played a large role in forming our campaign & theme ❖ Do you notice an increase in revenue & store activity when a horse show is in-town? ❖ What makes a member of the horse show community stand out as a customer? ❖ What are other characteristics you see often in members of the horse show community?
    7. 7. Secondary Research ❖ Analyzed the history of horse shows ❖ Accounted for all the 2008 horse shows in Oklahoma ❖ Looked at the projected horse show and events for 2009 ❖ Explained structure, ruling & basic principles of horse shows ❖ Looked at road maps of routes traveled by target audience ❖ 142 Horse shows and events in Oklahoma in 2008
    8. 8. Target Audience
    9. 9. Primary Selection ❖ Men & women who are actively involved in horse shows or similar events ❖ Can be directly or indirectly involved ❖ Have significant expendable income ❖ Enjoy the lifestyle of traveling & participating in horse shows or similar events ❖ Subscribe to several horse related magazines & journals ❖ Dedicated & follow through with everything they do
    10. 10. Primary Selection Continued ❖ Lived most of their life outdoors, working hard, laborious jobs and have expendable income to participate in horse shows & other things they enjoy ❖ Despite the expendable income, most members of the target audience still hold jobs related to horse shows, cattle ranching and farming ❖ Expect quality products and services ❖ Treat people with respect and loyalty and expect the same in return
    11. 11. Primary Profile ❖ Men & women who are actively involved in horse shows ❖ Expendable income ❖ Enjoy the lifestyle of traveling and participating in horse shows ❖ Subscribe to several horse related magazines & journals ❖ Most have lived their lives outdoors working laborious jobs & have expendable income ❖ Most members still hold jobs related to horse, cattle ranching or farming
    12. 12. Secondary Profile ❖ Local farmer & horse show participants ❖ Urban cowboys & City slickers ❖ People who like to incorporate one or two pieces of western wear in their wardrobe ❖ Men & women seeking an All-American business ❖ With strong sense of patriotism
    13. 13. SWOT Analysis
    14. 14. SWOT Analysis ❖ Strengths ❖ Weaknesses ❖ Founded in 1934 ❖ 6 Oklahoma locations ❖ Wide variety of western ❖ 4 in smaller towns wear ❖ Off-seasons sales ❖ Exclusive Rights ❖ Bricktown opening
    15. 15. SWOT Analysis ❖ Opportunity ❖ Threats ❖ Targeting horse shows ❖ Similar western stores ❖ Untapped Market ❖ Lanston’s ❖ Income potential ❖ Tener’s ❖ Shepler’s
    16. 16. Competitive Analysis
    17. 17. Competitive Analysis ❖ Principle Competition: ❖ Tener’s ❖ Langston’s ❖ Shepler’s
    18. 18. Competitive Product Advantage ❖ This campaign will reposition The Buckboard in the minds of our new target audience as the premier western store not just in Oklahoma but in the nation as well. By pushing this campaign using outdoor boards and national magazine placement, we will reach our specified audience and direct them to action. ❖ Our target audience perceives the competition simply as western clothiers. These stores do not have the exclusive premier western items The Buckboard carries, nor do they specialize in all western needs.
    19. 19. Competitive Product Advantage Continued ❖ Our secondary target audience will also experience a repositioning of The Buckboard as well. They will begin to view The Buckboard as the only place to shop locally for ‘All the things they need’.
    20. 20. Media Strategy
    21. 21. Advertising Objectives ❖ To reach a primarily untapped target audience, the entire horse show community ❖ To increase The Buckboard’s revenue and maximize their income earning potential
    22. 22. Advertising Objectives Continued ❖ To reach audience with clear, precise and consistent advertisement campaign ❖ Achieve brand recognition with target audience by ability to: ❖ Recognize our logo ❖ Describe at least one of our products ❖ Associate “quality products” with The buckboard
    23. 23. Creative Concept
    24. 24. Logo Selection ❖ We designed a simple, authentic, easily recognizable logo with the intention of the logo being placed not only on shopping bags but on merchandise and other products as well. ❖ We modeled the new logo after the stamp of a branding iron. The new logo is polished and refined. ❖ Logo placement on the advertisements as well as actual use and incorporation of the logo on products in the ad will quickly cement brand recognition. ❖ The new logo will quickly become synonymous with The Buckboard’s name.
    25. 25. Theme Selction ❖ ‘For the True’. We created a theme and slogan with the aim of representing everything The Buckboard stands for. The Buckboard has been prominent in the community since 1934 and has survived many a hard times. Throughout the years, The Buckboard has maintained a classy and sophisticated presence and it was extremely important to incorporate this into the campaign. Members of the target audience respect genuine products and services, which are reliable and authentic. Horse show participants view their lifestyles and dedication and true and important and expect merchandise and services, which are catered ‘For the True’.
    26. 26. The Look ❖ We chose to spotlight The Buckboard’s products in the advertisements by using the contrast of color over a black and white background. In the various ads, we highlighted many different aspects of the horse show world by adding color to different products and contrasting the color with a black and white background. The color pops off of the page and the advertisements as a whole appear classy and elegant. The result is a surprising, eye-catching and sophisticated presentation of everything The Buckboard has to offer its customers.
    27. 27. Media Plan
    28. 28. Outdoor Board ❖ The first major component of the campaign push: ❖ Outdoor boards will be placed along major roads throughout Oklahoma and not excluding surrounding states; Missouri, Kansas, Arkansas, Texas, Colorado and New Mexico. See highlighted roads below. ❖ Benches will also be purchase throughout the Oklahoma City metro area, with emphasis on the area near the fairgrounds and stockyards.
    29. 29. Magazine ❖ The second major ❖ Veterinary Journal component of the ❖ Practical Horseman Magazine campaign push: ❖ Bridle and Bit ❖ Placing advertisements in nationa horse-related magazines and ❖ Conquistador journals. Including and not exclusive to: ❖ Eques ❖ Horse Illustrated ❖ Gaited Horse ❖ Horse and Rider ❖ Farm and Ranch Living ❖ Dressage Today Magazine ❖ EquusHorse
    30. 30. Newspaper ❖ Supplemental component of campaign: ❖ Will utilize The Oklahoman with placements on Sunday mornings. Advertisements will be placed every Sunday morning throughout the year to reach members of the primary target audience who are in town for a horse event. It will also reach our secondary target audience many of whom subscribe to The Oklahoman. ❖ Research has shown members of our primary as well as secondary audience read the newspaper whenever they have access to it.
    31. 31. Radio ❖ Supplement component of the campaign: ❖ Will utilize the two most listened to country and western stations to strategically place our 30 second radio spot to reach members of our primary and secondary target audiences. ❖ 101.9 Twister and 96.1 KXY are the most listened to radio stations by members of our target audience when they are in the Oklahoma City metro area.
    32. 32. Television ❖ Supplemental component of the campaign: ❖ Will utilize News Channel 4 (NBC) to target members of our target audience when they are in the Oklahoma City metro area ❖ Most watched local News channel and NBC affiliate ❖ 30 second television commercial will be placed strategically throughout the weekday and on weekends to reach our primary and secondary audiences
    33. 33. Direct Mail/Misc. ❖ Supplemental component of the campaign: ❖ Direct mailers will be mailed to all previous shoppers as well as members of our mailing list and catalog service log ❖ Fliers will be strategically placed around the city as well as in the venue hosting the horse show or similar event
    34. 34. Budget
    35. 35. Budget $800,000 ❖ Catalog ❖ Billboards ❖ Radio ❖ Twister ❖ KXY ❖ TV ❖ Newspaper
    36. 36. Bi-annual Catalog $25,000 x 2 = $50,000 ❖ October for the holiday season ❖ February for the new Spring collection
    37. 37. Billboards $52,000 x 9= $468,000 ❖ Permanent boards for 9 months at $52,000 each ❖ Posted along all major highways in Oklahoma
    38. 38. Radio - 101.9 Twister $315 x 12 = $3,780 AM Drive = $150 6 AM - 7 PM Mon.-Fri. = $90 10 AM - 7 PM Saturday = $75 ❖ The Twister is the most popular country & western station in Oklahoma city. ❖ Majority of listeners are female ❖ Target audience tunes in when in Oklahoma City
    39. 39. Radio - 96.1 KXY $305 x 12 = $3,660 AM Drive = $100 6 AM - 7 PM Mon.-Fri. = $70 7 PM - Mid = $60 10 AM - 7 PM Saturday = $75 ❖ KXY second most listened to country & western radio station ❖ Majority of listeners are male ❖ Target audience tunes in when in Oklahoma City
    40. 40. TV - Channel 4 $2,325 x 12 = $27,900 + $3,975 =$31,875 5 AM News = $100 6 PM News = $525 5:30 AM News = $200 Late Night News Mon.- Fri. 6 AM News = $375 NBC Today Mon.-Fri. • $1,325 x 3 Tonight Show Mon.-Fri. • 7 AM - 9 AM = $375 •10:35 PM - 11:35 PM = $375 5 PM News = $375 ❖ Most watch local news station in Oklahoma City ❖ This local station supports local cattle shows
    41. 41. Newspaper - The Oklahoman $144.46 x 6 x 52 = $45,071.52 ❖ The Oklahoman ❖ Most read paper in Oklahoma
    42. 42. Advertisements
    43. 43. The Buckboard “Cowboy Talk” :30 Radio SFX: SOUNDS OF A BULL RIDING ARENA COWBOY: quot;Whoa, you're Justin McBride, 2007 Professional Bull Riders Championquot; MCBRIDE: quot;Haha, Yeah I guess soquot; COWBOY: quot;How do you do stay on so long and keep going?quot; MCBRIDE: quot;Well its practice, practice, practice and making sure you have good equipment that holds up.quot; COWBOY: quot;Where do you go for all the things you need?quot; MCBRIDE: quot;I just hit up The Buckboard, they'll take care of you there.quot; SFX: BACGROUND MUSIC PLAYS SOFTLY ANNCR: quot;At The Buckboard we've got western clothes, hats, boots, jewelry, tack and even household items. Come visit us at The Buckboard for all the things you need at I40-Meridian, OKC Stockyards or one of our many locations around the state.
    44. 44. The Buckboard “Moment of Truth” :30 TV LS BULL/HORSE RIDER ABOUT TO BE RELEASED SFX: SOUND OF BULL RIDING OUT OF THE GATE IN TO THE ARENA ARENA AND CROWD CHEERING SFX: GATE COUNTDOWN TIMER AND HEAVY BREATHING BOTH RIDER AND BULL/HORSE LS PREVIOUS SHOT FADES TO THE RIDER AND SFX: BULLS FEET HITTING THE BULL/HORSE IN SLOW MOTION BEING BUCKED GROUND WITH EACH JUMP AND AROUND AND THE COLOR OF EVERYTHING THAT LANDING CAN’T BE FOUND AT THE BUCKBOARD FADES OUT LS AS THE COLOR FADES OUT AND THE RIDER AND BULL/HORSE ARE IN SLOW MOTION TEXT DISPLAYS WITH LINES ATTACHED TO THE VARIOUS ITEMS IN THE SHOT THAT CAN BE FOUND AT THE BUCKBOARD (COLORED ITEMS), LISTING NAMES AND BRANDS LS NEXT SHOT THE COLOR STAYS FADED AND SHOT IS NOW IN FULL MOTION AND THE RIDER SUCCESSFULLY COMPLETES HIS FULL 8 SECONDS CUT TO TITLE (WHITE ON BLACK): “ALL THE ANNCR: “ALL THE THINGS YOU THINGS YOU NEED. FOR THE TRUE” FADE IN: NEED. FOR THE TRUE” BUCKBOARD LOGO, “THE BUCKBOARD” (LIST OF LOCATIONS AT THE BOTTOM OF THE SCREEN)
    45. 45. Outdoor
    46. 46. Direct Mail
    47. 47. Flier
    48. 48. Magazine
    49. 49. Newspaper
    50. 50. Questions?

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