Banda Beau is a must have towel tamer you cannot live without. We created an advertising plan to identify best practices for reaching target segments.

1. Advertising plan
2 0 1 8

2. Images: hard to tell what is being
sold
Copy: flame icons are most
captivating, detracts from product
education
Education: product demonstrations
are missing
Emotional Appeal: need to
demonstrate why the product is
needed
Former Ad critique

3. Original Ad Copy

4. Original Ad
Carousel Images

5. Perceptual Map

6. are the clear predictors of demand.
Demand Analysis
Functionality &
Durability
Price is a consideration, but not necessarily a “deal breaker”.
Non-users should be targeted rather than trying to steal market
share from a competitor.
The preferred ad appeal is informative ads.
Online reviews/testimonials are most influential in considering a
purchase.
Facebook is the most commonly used social media platform.

7. CHALLENGES: visually
demonstrating durability
EXPECTATION: informative
functionality ad likely to perform
best (geared towards non-users),
with testimonials providing
persuasion
TEST: introduce new users to BB
with informative GIFs to visually
demonstrate problem & solution
Ad Test & Hypothesis

8. Ad 1 GIF: Informative & Durable

9. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that keeps wind-blown beach towels
secured to lounge chairs, whether beachfront or poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's durable enough to last throughout the summer, season
after season. It even comes with a lifetime guarantee!
"My kids break everything, but even they couldn't destroy my
BandaBeau! It's a well made, great quality product, and stretches to
fit every beach chair I've used it on so far!"
– Amy O.
Ad 1 Copy: Informative & Durable

10. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that keeps wind-blown beach towels
secured to lounge chairs, whether beachfront or poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's durable enough to last throughout the summer, season
after season. It even comes with a lifetime guarantee!
"My kids break everything, but even they couldn't destroy my
BandaBeau! It's a well made, great quality product, and stretches to
fit every beach chair I've used it on so far!"
– Amy O.

11. Ad 2 GIF: Informative & Functional

12. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A functional & fashionable beach towel accessory that keeps wind-
blown towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and it conveniently folds into a self-contained travel
pouch!
"It keeps my towel on my chair no matter what height the chair is
set. I can hide my phone, cash and ID in the zippered pocket with
NO worries! And I love that it folds back into a pouch so I can easily
carry it in by beach bag (or solo). This item is worth every penny!!
– Stephanie M.
Ad 2 Copy: Informative & Functional

13. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A functional & fashionable beach towel accessory that keeps wind-
blown towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and it conveniently folds into a self-contained travel pouch!
"It keeps my towel on my chair no matter what height the chair is
set. I can hide my phone, cash and ID in the zippered pocket with NO
worries! And I love that it folds back into a pouch so I can easily carry
it in by beach bag (or solo). This item is worth every penny!!
– Stephanie M.

14. Ad 3 GIF: Comparative & Durable

15. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's fully adjustable and durable enough to last throughout the
summer, season after season. It even comes with a lifetime guarantee!
"This is the kind of product you never knew you needed, but can't live
without! Before I found this towel tamer, I always tried to tuck my
beach towel in the chair, but it never worked for long. I'm so happy my
new BandaBeau works on even the windiest of beach days and hasn't
lost it shape all summer long!"
– Lori M.
Ad 3 Copy: Comparative & Durable

16. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A durable beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is made from a high-quality, 2-ply stretchable swimsuit
fabric that's fully adjustable and durable enough to last throughout
the summer, season after season. It even comes with a lifetime
guarantee!

17. Ad 4 GIF: Comparative & Functional

18. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau.
A functional beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and conveniently folds into a self-contained travel pouch.
"I never knew this product existed and now I can't imagine a day at the
beach without it! It's super easy to keep my beach towel in place with
my BandaBeau. And the design is super smart - it has a mini pocket for
my cell phone and the length is adjustable. It makes my beach and
pool experience hassle-free!"
– Christine Y.
Ad 4 Copy: Comparative & Functional

19. SAY GOODBYE TO BEACH TOWELS THAT WON'T STAY PUT!
Introducing BandaBeau. Introducing BandaBeau.
A functional beach accessory that's cleverly designed to keep wind-
blown beach towels secured to lounge chairs, whether beachfront or
poolside.
BandaBeau is fully adjustable, includes a secret pocket for stashing
valuables and conveniently folds into a self-contained travel pouch.
"I never knew this product existed and now I can't imagine a day at
the beach without it! It's super easy to keep my beach towel in place
with my BandaBeau. And the design is super smart - it has a mini
pocket for my cell phone and the length is adjustable. It makes my
beach and pool experience hassle-free!"
– Christine Y.

20. Ad 5: Original BB Ad

21. Introducing BandaBeau.
A bandeau bikini-style band that wraps around the top of your
lounge chair to keep wind-blown towels in place.
!! HOLIDAY SHOPPING SALE !!
Buy one, get one 1/2 off by entering the coupon code GIFTGIVING at
checkout.
*Promotion Ends @ Midnight!
Ad 5 Copy: BB Original Ad

22. Ad Testing
30 participants /
ad viewers
Randomized ad
viewing order
Based on participant's
feedback, users like to
see some descriptive
text within GIF videos

23. Attention Getting
0
5
10
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5
Rating

24. Informative
0
5
10
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5
Rating

25. Persuasive
0
5
10
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5
Rating

26. Memorable
0
5
10
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5
Rating

27. Likelihood to Buy
0
5
10
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5
Rating

28. Results of Ad Test
Best performing ad overall:
Ad 3, Comparative/Durability - all
attributes were rated a 7 or higher, with
86% ranking their likelihood to buy a 6-7
(tied at 43% each).
Worst performing ad overall:
Original Informative Ad - all attributes
were rated a 1 or 2, with 32% ranking their
likelihood to buy only a 2.

29. BudgetMethods AFFORDABILITY
A l l o w s f o r $ 5 , 0 0 0
a d v e r t i s i n g s p e n d i n 2 0 1 8
( 5 9 0 % i n c r e a s e v s . t h e i r
2 0 1 7 t o t a l a d s p e n d o f $ 7 2 4
d u r i n g O c t , N o v - D e c 2 0 1 7 )
EL ASTICITY
A s s u m e d i n d u s t r y a v e r a g e
a d s p e n d o f 3 . 5 % o f t o t a l
s a l e s .
P r o j e c t e d a d b u d g e t o f $ 3 4 ,
b a s e d o n B B ' s 2 0 1 7 t o t a l
s a l e s o f $ 9 7 6 .
COMPARITIVE PARITY
PERCENT OF SALES
T h e p e r c e n t o f s a l e s m e t h o d
c a l c u l a t e d a b u d g e t o f
$ 1 , 1 1 0 ( 74 % o f s a l e s )
G e n e r a t e d a d b u d g e t o f
$ 1 , 1 6 5
( A s s u m i n g a c o n t r i b u t i o n
m a r g i n o f $ 1 1 . 1 0 , w i t h
e x p e c t e d s a l e s o f 1 5 0 0 u n i t s ,
a n d a m a r k e t f a c t o r o f
0 . 0 7 )

30. Recommended Budget Plan
Our 2018 recommended ad spend is
which increased by 57% vs. 2017
This increased spend will allow BandaBeau
to reach their target sales of 1500 units
over the next 12 months*.
$1,137
*This budget was calculated by using the average of the ad spend from the
elasticity model and the percent of sales model

31. Product
Consideration
Media Plan
Cost Per Click
vs
Impressions

32. Facebook estimates the
lifetime ad budget of
would reach
target viewers, at a
frequency of 1.13,
and would generate
link clicks.
$1,137
4k-11k
42 - 260

33. Media Budget
Allocation
Holiday
Season
(Nov-Dec)
Warm
Season
(May-Sept)

34. Q&A
ThankYou!