3. STAR
THERE
TA B L E O F C O N T E N T S
EXECUTIVE SUMMARY
SITUATIONAL ANALYSIS
ADVERTISING PLAN
STRATEGY
CREATIVE PLAN
SALES PROMOTION & IMC
MEDIA PLAN
4. E X E C U T I V E S U M M A R Y
TARGET MARKET
The Insignia Selfie Stick is most popular among a group we call
“selfie-centered millennials”. These are predominantly young, single
adults (ages 18-25) living in suburban western cities. They have an
insatiable wanderlust for exotic destinations,regularly attend concerts
in hip venues with friends, and enjoy the outdoors. Selfie-centered
millennials yearn for recognition from their friends on social media
and desire to be perceived as artistic and creative, living fabulous lives.
ADVERTISING STRATEGY
Taking a regular selfie and posting it to social media just doesn’t make
the cut nowadays. One’s image is all about where you are and what
you’re doing. Selfie-centered millennials desire recognition from
friends and peers, and the Insignia Selfie Stick grants them their wish.
With the Insignia Selfie Stick, Selfie-centered Millennials buy more
than a tool to give their pictures a broader range, they buy image.
CREATIVE STRATEGY
The desire for cool pictures comes from selfie-centered millennials’
longing for esteem. Instead of coming off as arrogant, our ads chalked
withstrikingphotographsandedgypictureswillplayfullypokefunatthe
underlying reality that the Insignia Selfie Stick is narcissistic by nature.
PROMOTIONS & IMC
Our target market is youthful and adventurous. They are most likely
to use their selfie stick to show off cool trips or outdoors experiences.
So based on our research we came up with a promotional plan
that would fit in with their exciting lifestyle. The promotional plan
for the Insignia Selfie Stick is to sponsor the Cotopaxi Questival
event. Contestants will be able to use a complimentary selfie
stick during the event and post pictures to the event’s snap story.
MEDIA PLAN
Using a variety of media, the Insignia Selfie Stick will be placed in the center
of our target market’s lives.With a heavy stream of advertisements in trendy
magazines, popular social media networks, and a thrilling promotional
activity, the Selfie Stick is bound to catch the selfie-centered millennials’
attention- just in time for their spring break and summer adventures.
5. BRAND BACKGROUND
Insignia’s Parent Company “Best Buy” has a long and expansive
history. In 1966, Richard M. Schulze and a fellow business partner
opened a small electronics store named “Sound of Music”, which
specialized in high fidelity stereo systems. After its initial opening in
Saint Paul, Minnesota, with seven stores and $10
million in annual sales, in 1983, Sound of Music
was renamed Best Buy Company, Inc. In 2003,
Best Buy stores in the U.S. surpassed the 600-store
mark and the company opened its first global-
sourcing office in Shanghai, China. Other stores
were later opened in the United Kingdom, Puerto
Rico, Mexico, and Canada. While all store locations
in Europe and Asia were later discontinued,
Best Buy maintains an economic presence
through several subsidiary venues located in both continents.
Best Buy is the industry leader in consumer electronics retail with
over 30% of market share, even surpassing global giants such as
Walmart. After a period of decline following the 2008 recession,
Best Buy has experienced a turnaround in stock performance
since Hubert Joly assumed the role of CEO in September 2012.
BRAND EVALUATION
Best Buy has implemented several advertising strategies
during its almost 50 year run. While having a history of
producing expensive, star-filled Super Bowl commercials, Best
Buy has since changed its focus to media-based advertising,
in an attempt to appear more consumer
friendly. For example, instead of bombarding
consumers with general, impersonal emails,
Best Buy intends to provide consumers
with personalized messages based on past
purchases and browsing history. Insignia is
Best Buy’s signature house brand, and sells
a variety of consumer electronics products.
Its products are exclusively sold in Best Buy
locations, and enjoys professional electronics
support services from Best Buy’s Geek Squad. Insignia provides
high quality products at lower prices than its comparable third-
party competitors. It has become a serious competitor over the
past years, with Consumer Reports grouping it with the likes of
Sharp and LG, a rare feat for a retail subsidiary in this market.
S I T U AT I O N A L A N A LY S I S
6. STRENGTHS
The Insignia Selfie Stick comes with a number of practical features such as a Bluetooth
remote control, multiple device compatibility, and a large extension range (11” to
36.5”). Additionally, the Insignia Selfie Stick is sold for only $20 with a 1 year limited
warranty, a reasonable price for one of the nation’s largest electronic retailers.
WEAKNESSES
A few weaknesses that the Insignia Selfie Stick holds are the possibility to
misplace the Bluetooth remote, having a weak Bluetooth connection, and
the fact that Insignia is not an exclusive Selfie Stick brand. Additionally,
the Insignia Selfie Stick is not compatible with all camera apps.
OPPORTUNITIES
There are several potential opportunities to market the Insignia Selfie Stick. There
is a fast-growing market for this trending product. Sales promotions at Best Buy
locations could lead to future customer loyalty for additional Insignia products.
THREATS
Potential threats to the Insignia brand include competitors that sell similar
products with identical features, increased shipping charges for online
shoppers, and the possibility of the discontinuation of the Insignia brand.
S W O T A N A L Y S I S
7. DIRECT COMPETITOR
There are two main direct competitors for the Insignia Selfie stick.
First, the GoTech Ion Bluetooth Selfie Stick, with its unique design, proves to be competitive because
of its similar Bluetooth capabilities. However it is much more expensive than our product, selling
at $60.00 and is not compatible with other devises. The second major competitor is Urpower Selfie
Stick. This product also features Bluetooth capabilities and a rearview mirror for high resolution
selfies. This selfie stick has a longer arm, which provides more reach and range. However, reviews
report that it lacks durability and is more expensive than our product, with a price of $39.99.
PROBLEM STATEMENT
Through bold and trendy out-of-home, alternative, sponsorship, print and social media based advertising, we will improve the image of selfie
sticks. Instead of the current view that selfie sticks are used by self-obsessed individuals, our ads poke fun at the fact that selfie sticks are
narcissistic by nature. Yes, the Insignia Selfie Stick encourages self-centeredness, but we’re making “all about yourselfie” to be the new cool.
INDIRECT COMPETITOR
The two main indirect competitors for our product are the GoPro 3-way mount and the Induro
Alloy AT213 Tripod. The GoPro 3-way mount is only compatible with GoPro products and is priced
at $69.99; however GoPro also targets the same adventurous market as our product and is a
well-known brand. The Induro Alloy AT213 Tripod while known for being a quality product, does
not offer the same sense of mobility as the selfie stick and is mostly used for DSLR cameras and
professional use. However, it offers high quality photos and is also ideal for action and sports photos.
C O M P E T I T I V E S U M M A R Y
8. A D V E R T I S I N G P L A N
ADVERTISING OBJECTIVES
We aim to use fun and interactive print, out-of-home, digital and
alternative advertising to increase awareness of the Insignia
brand Selfie Stick in order to improve the overall image of the
Selfie Stick product. As a result, we estimate that Best Buy will be
able to increase profits by the end of the second fiscal quarter.
CURRENT POSITION
Most people view Selfie Sticks as vain, arrogant, and pointless. What’s
the use of a plastic pole if we already have one attached to our body?
Not only that, but many people would feel uncomfortable using a
Selfie Stick because of the negative image that follows its name.
DESIRED POSITION
We intend to change the Selfie Stick’s strong negative image
of arrogance to one that is a little more lighthearted and
tongue-in-cheek. While we know most people take selfies
for recognition and approval, we aim to build the Insignia
Selfie Stick’s reputation by showcasing the bold, unique, and
adventurous lifestyle that flows within today’s millennial’s veins.
9. TA R G E T M A R K E T A N A LY S I S
MEET KELLY. Kelly is a busy, twenty-two year-old
college student who roams the streets of the bustling
city while simultaneously spending every free moment
she has updating or monitoring social media. She
lives a fashionable and luxurious lifestyle and expects
quality to be a part of every purchase. To go along with
her need for quality, Kelly takes pictures on her fancy
DSLR camera so that each post will look authentic
and professional. So, for Kelly, device compatibility
is a must when it comes to Selfie Stick design.
MEET CLAY. Clay spends most of his time outdoors.
Whether he’s skating with friends or enjoying a hike with
his family, Clay likes to capture each exciting moment
and share it with others through text.As a typical college
student, Clay runs off a tight budget and isn’t looking
to spend much on the non-essentials. As a result, a low
price and high durability are the features that Clay looks
for when shopping for his latest selfie-snagging device.
10. R E S E A R C H F I N D I N G SFrom our secondary research we were able to gain a better understanding of who our
target market is and were they are located. We found out that the Selfie Stick is not limited
to one sex, but rather has a large amount of users from both genders. Additionally, we
learned that the Selfie Stick is not purchased or used in one specific region of the
United States. It is a national item that appeals to people in all areas of the country.
After conducting a brief nine question survey directed towards 100 college-aged
millennials, we were able to gain critical insights to help direct our advertising strategy.
For example, we learned that most millennials would use a Selfie Stick with their friends
(65%), followed by their family (18%), and then a boyfriend or girlfriend (17%).This insight
helped us to understand that the Selfie Stick is used primarily for social purposes. We
were also surprised to see that while many people upload their selfies to social media
(46%), more share their pictures via text messaging (52%). These statistics helped to
drive us towards a campaign that heavily focuses on social media based advertising.
Also, we were able to learn that most millennials consider price (35%) and device
compatibility (36%) as the most important features when it comes to Selfie Stick
purchase. As a result, we decided to market these elements as the most important
characteristics of our product. Lastly, we learned that most millennials would use a
Selfie Stick while hiking (30%), relaxing on vacation (25%), or spending a night out
with friends (18%). From this information, we decided to focus on the adventurous and
spontaneous aspect of your everyday millennial.
Qualtrics Facebook Survey, 2015
11. KEY CONSUMER INSIGHTS
Selfie-centered millennials seek self-expression, thrill and recognition.
They want to be thought of as “artsy” and “cool,” “adventurous” and
“daring.” They want others to stop mid-swipe and give credit to their
photos while checking out Instagram. Selfie-centered millennials
uses the Insignia Selfie Stick to capture photos on vacation, on a
hike and out with friends to share through text and social media.
S T R AT E G Y
KEY BRAND INSIGHTS
The Insignia Selfie Stick stands out as a great value for our target
consumer (Millenials). The number one consideration when
buying a Selfie Stick is price. The Insignia Selfie Stick retails for a
significant savings versus all 4 major competitors priced at $20 vs.
the average competitive price of $40. Along with its inexpensive
price, the Insignia Selfie Stick is extremely durable and highly device
compatible (GoPros, phones and DSLR cameras). It is lightweight,
easy to carry and extends from 11 to 36.5 inches, making it an easy
and essential part of every adventurous millennial’s active lifestyle.
12. SUPPORT
The Insignia Selfie Stick is designed to keep pace
with the spontaneous and socially motivated lifestyle
of its users by providing additional reach for optional
shots, a durable build for wherever your adventure
takes you, and multiple device capability so you
can post on all of your favorite social media sites.
STRATEGY STATEMENT
For selfie-centered millennials who live to
capture their next “like-able” post, the Insignia
Selfie Stick provides them with the reach to
show off more of what they love—themselves.
13. C R E AT I V E P L A N
CREATIVE STRATEGY
The world of social media is narcissism at its finest. Instagram and the Insignia Selfie
Stick go hand-in-hand. How many times have you been browsing through a friend’s
Instagram pictures, coveting their backpacking trips to Switzerland and their recent
attendance to the Sundance film festival? These people seem to live such fabulous
lives. Well, what makes their pictures so amazing? Their ridiculous backgrounds
that boost their image tenfold. Once taken, our selfie-centered millennials
upload their Selfie Stick pics to Instagram. In effect, we are designing our ads to
incorporate the look and jargon of Instagram to allow selfie-centered millennials
to instantly identify the Insignia Selfie Stick’s use and recognize the need for it.
We want to convey this message through striking photographs and edgy headlines. The
desireforcoolpicturescomesfromselfie-centeredmillennials’longingforesteem.Withthe
InsigniaSelfieStick,theybuymorethanatooltogivethepictureawiderrange,theybuystatus.
TONE OF ADVERTISEMENTS
Instead of coming off as arrogant, we want our ads to play to the tongue-in-cheek
nature that everyone who takes pictures of themselves is a narcissist at heart.
Along with our sleek, clean style, we want our ads to be humorous and playful.
14. C R E AT I V E E X E C U T I O N S
PRINT
We plan to place our
print ads in issues of
both People Magazine
and Cosmopolitan to
reach our female market.
DIGITAL
We also plan to place
Insignia Selfie Stick
ads on digital and
social media sites
and apps such as
YouTube and Instagram.
15. ALTERNATIVE
We want people to be able to interact with our product by placing it near lookout points
near famous U.S. landmarks such as the Golden Gate Bridge, the Santa Monica Pier,
and the Empire State Building. Additionally, we want to produce electronic billboard
advertisements that convey our message to as many people as possible. Lastly, we want
to display wallscapes that resemble the Insignia Selfie Stick by using windows as screens.
16. Girl 3: “Katie, wait, if we go again, you should totally come next
time.”
(Girl 1 starts looking at pictures on her phone)
Katie: “Guys… I was there. We went for my birthday.” Girl 1: “No… you’re not in any of these pictures…” (Katie gets up and moves behind Girl 1. Girl 1 sits up, Girl 2
moves closer)
Katie: “What?”
(Pointing at the phone) “Tricia, that’s literally half of my face! You
bought me those earrings for my birthday!”
(Girls look at the phone skeptically.) Katie: “I was so there! You guys always do this to me!”
(Gets up and walks out)
Girl 2: “Craaaaazzzzzy….”
(Insignia Bluetooth Selfie Stick. Making sure you’re included
since 2011)
(Music in background: Taylor Swift instrumental to “Shake it off”)
Make it about yourselfie.
(4 girls sitting in their apartment looking at
their phones. T.V. show on in the background.)
Girl 1: “Remember when we went to Newport for spring
break? We should totally do that again.”
Girl 2: “Oh my gosh. Yes. That was so fun.”
T.V. STORYBOARD
We also plan to air a short commercial that portrays a common
problem selfie-takers will be familiar with: being left out of the
picture. We will air the ad on the CW, ABC, and MTV networks.
17. S A L E S P R O M O T I O N & I M C
For the promotional plan of our campaign we are
partnering with the outdoors company Cotopaxi. Each
year Cotopaxi holds a 24-hour adventure scavenger hunt
in various cities across the country. Insignia will have a
booth at the event next to the sign in desk where the first
50 contestants will be given a complimentary Insignia
Selfie Stick to use throughout the contest. Additionally,
all participants will receive a coupon for 30 percent off
the Insignia Selfie Stick, redeemable at all participating
Best Buy locations. These contestants as well as all other
participants will also be able to post their selfies and
pictures to the “Questival by Insignia” snap story so that
each contestant can interact and share their own amazing
adventure shots from the event. The goal of this promotion
is to reach out to our adventurous and active target
market and allow first hand exposure to the product. We
want to encourage our market to keep adventuring and
to continue being active. Also, we want to show them that
the Insignia Selfie Stick fits in perfectly with their exciting
lifestyle. With the Insignia Selfie stick in your hand
you can make your adventures more about yourselfie.
Questival
Insignia
18. M E D I A P L A N
MEDIA STRATEGIES
The media used in our campaign was selected based on the outlets millennials find themselves in
most often.One of the most popular places is social media,so we selected Snapchat,Instagram,and
YouTube to project our product as a social media essential. Additionally, by advertising through a
bold and witty manner, we will help Insignia’s Selfie Stick become noticed, shared, and searched
for. Lastly, by using Cotopaxi’s Questival as a promotion, we will also help Insignia gain credibility
and create awareness of the product for adventure seeking millennials.Through the use of multiple
advertising mediums, we aim to change the Insignia Selfie Stick’s brand image, which will lead to an
eventual increase of sales for not only the Insignia brand, but also Best Buy as a major corporation.
We plan on utilizing multiple methods of advertising to reach as many consumers as possible.
First, our print advertisements are going to placed in popular magazines such as Cosmopolitan
and People in order to reach the large female segment of our target market. We believe that these
magazines depict the bold and trendy lifestyles that selfie-centered millennials live. Second,
we anticipate using several different digital forms of advertising by placing advertisements
on the YouTube website and by placing sponsored advertisements on the widely popular
social media app Instagram. Third, we are going to air a short commercial on three major
networks: the CW, ABC, and MTV. We believe most millennials view programs on these stations
on a consistent basis. Lastly, we will place several out-of-home displays such as electronic
billboards, wallscapes, and interactive displays across the country, allowing potential consumers
the opportunity to experience the product firsthand and see the benefits it can provide.
19. SCHEDULE
We will run Insignia’s Selfie Stick advertisements from March through the end of April.
We want to influence our target market in anticipation for the spring and summer
breaks. The magazine ads in Cosmo and People will be published in the March issues.
The billboard ads will be installed the first week of March. In order for our social media
advertisements to have the widest reach on Snapchat,Instagram,and YouTube,they will
be posted on the first Friday of March and April. We aim to persuade millennial’s buying
decision just in time for their adventures on spring break and their summertime selfies.
BUDGET SUMMARY
We plan on spending the majority of our budget on digitally based outlets such
as social media sites, television commercials, and online banners since most
millennials live with their eyes glued to some type of screen. Our promotional
and alternative advertisements will share an almost equal portion of our
budget as we look for ways for our market to interact with our product through
the Cotopaxi Questival Event, nationwide displays, and electronic billboards.
The smallest portion of our budget will go towards print advertisements
that will be found in popular magazines such as Cosmopolitan and People.
20. E V A L U AT I O N
We plan to evaluate the effectiveness of our advertising campaign through
Instagram followers and likes,website traffic,and promotion items redeemed.
Through our sponsored Instagram ads we’ll be able to measure the awareness
of the Insignia Selfie Stick. Website traffic is another way we can monitor
awareness and evaluate the effectiveness of our ads in increasing the number
of visits to the Best Buy website.Additionally,we plan to give all participants of
the Cotopaxi Questival promotion a coupon for 30 percent off their purchase
of an Insignia Selfie Stick. We can then measure how many coupons were
redeemed following the event. These key performance indicators will help
us determine the overall success of the “Make it About Yourselfie” campaign.
