Media Plan for Hammer Made Brand

Kaci Guerra
Intro.To Advertising
Media Plan for Hammer Made Brand and Male Business Travelers
Target SegmentationSummary
Target’s Psychographic Summary:
o Likesto travel forbusiness
o Likesto wearties
o Enjoysexpressingoneselfthroughclothing/accessories
o Enjoysfeelingconfident
Target’s Demographic Summary:
o Gender:Male
o Age:30-49 yearsold.
o HH Income:Above national average,about$47,500
Target’s GeographicLocation: Minneapolis,MN.
Analysisof Hammer Made Company and Products
Company Overview
 Primary Focus—The primaryfocusof Hammer Made isto create clothingformenthat are
tailoredtoeachman. These shirtsconsistof “brightcolorsand playful patterns”(Kumar) soas
not to seembasicor similartootherretail storesthatalsomarketmen’sclothing.
 History—The history of HammerMade startedwhenthe founder,JasonHammerburg,tookhis
passionfromage 11 and broughtit to life at16 in hisownbasement.Whenitwastime,Jason
wentontocollege tomajorinretail/clothingdesign(Kumar).Hisultimate goal wastocreate
somethingthatmenwanted,aswell ashimself,whichturnedintoaffordable men’sclothing;
highqualityandlowprices.Althoughthe basementinhisparent’shouse wasconvenient,Jason
latermovedtothe Galleriaandsetup shopinthat basementforthe time being.He recently

Kaci Guerra
decidedthathisteamand brandneededmore space,somovinghisemployeestothe officesof
EdenPrairie,Minnesotawasthe bestmove.Accordingtothe Star Tribune,Jason“launchedhis
firstmen’sstore at the GalleriainEdinain 2009. He has since expandedtonine—soontobe
10—stores.”
 Overviewof All Products— Hammer Made productsare clothesformen,essentially.Products
that are includedare their432 optionsof color-boastingshirtstochoose from, andthe prices
start at around $100 each.The tiesand pocketsquarescome separate startingat$69.50 withas
manyas 28 items.
If the planisto go casual,Hammer Made hassomethingforthattoo; tee shirtsandhoodies
range from $39.50 to $69.50 withtwohoodiesand12 tee shirts.Noman can resisttheirsocks
deckedoutwithmini Minnesota’s,flowers,oravarietyof otherpatterns.Luckily,there are 72
optionstochoose from,all for as little as$10.50. With verylittle optionsondenim—four
optionstobe exact—menalready know whatkindof pantsthey’re lookingforanyway,prices
range from $178 to $189. Of course,withpants,menwill needbeltstoholdthatwaistline up;all
23 beltsgo for$59.50.
A lone productcalledthe weekendbagisinarm’s reach,startingat $349.50. Liningupnext
to the weekendbagare twolaptopbags withthe goingprice of $249.50. Walletscome handy
for men,a preferableholdertostore money,businesscards,andoldcondoms;all 23 wallets
have pricesrangingfrom$49.50 to $89.50. The six available luggage tagsare a necessitywhenit
comesto travel,these startat $39.50.
Let’sface it, mencan accessorize toostartingwithcufflinks.Of the 13 available,theirprices
are goingfor$59.50. A magneticcollarstayis almostpart of the glamourwhenitcomes todress
shirts,the price rangesfrom$25 to $40 betweenathree-packanda single pack.Men’shair

Kaci Guerra
tendsto be short;naturally,a HammerMade logobeanie tokeeptheirheadswarmisupfor
grabs at $29.50 for each.
Finally,foraccessories,amanneedsa birchbox to store hisfreshandfancyHammer Made
shirts;these will gofor$50. The Hammer Made brandcan’t go withoutmaking
sweaters/cardigansformen,these fiveitemsrange from$128.50 to $198.50. Sometimesmen
like towearcollaredshirtswithoutthe stiffnessof abusinessshirt,these 15knittedcollared
shirtsare available startingat$89.50 for those menwhowantto looknice and stay
comfortable.All of these itemsmaybe foundat https://www.hammermade.com/.
 How ConsumersBuy Products— Whenit comesto buyingHammerMade products,there are
onlyselectstoresinthe UnitedStatesthatcan satisfya customer’swant.With10 storesupand
running,HammerMade holdsgroundin the GalleriaMall basedinEdinaMinnesotaandthe
Mall of Americain Bloomington,Minnesota.TwootherstoresalsolocatedinMinnesotaare the
St. Paul International AirportinSt.Paul andRidgedale Mall inMinnetonka.Outside of
Minnesota,HammerMade is locatedinthe OldOrchard Mall inSkokie,Illinois,the Oakbrook
CenterinOak Brook,Illinoisandthe MichiganAvenue inChicago,Illinois.Finally,HammerMade
islocatedinthe Prudential CenterinBoston,Massachusetts,AvalonMall inAlpharetta,Georgia,
and Lenox Square inAtlanta,Georgia. HammerMade hasn’tforgottenaboutconsumersoutside
of these citylimitsthough,tokeepthe brandeasilyaccessible fromanywhere,productscanalso
be boughtonline.
 Other— HammerMade is a unique brand,fittingintothe shoesthatothermen’sretail stores
can’t seemtofill.Theirshirtshave beenseenonthe Major League Baseball team, the
MinnesotaTwins,duringtheirline-uponthe bigscreen.(Kumar) AlsoseenfeaturedinHammer
Made shirtsare the MinnesotaVikingsfootballteamandthe WildHockeyteam.(Kumar) Jason

Kaci Guerra
Hammerberghasthe right mindsetwhenitcomesto where he choosestoplace hisproducts,
stayingwiththe high-endoutletmallstoensure hisconsumersknow thathisbrandisas
prestigiousasanyotherstore downthe aisle. The company’sgrowth wasa meticulousone;
despite the internetgenerationputtingin-personshoppinginastranglehold,Jasonremained
determinedtospreadhismessage andbrandto the consumerswhowere lostlookingforthe
perfectmen’sdressshirt.He continuedtoopenmore stores inspecificareashe knowswill
benefithimandthe targetaudience,intermsof proximity.Noticethatmostof the storesthat
are placedare in citiesthathave more people walkingtoandfromotherlocations,ratherthan
usingcars or publictransportation.Because the consumersare able towalkto whereverthey
choose,theywill more oftenthannotwalkpasta HammerMade store,thus plantingthe seed
inthe consumersmind.
All In-DepthLook at Ties
Tiescouldbe a man’sbestfriendorthe worstinventiontobecome anaccessory.Itall depends
on the man and howtheyuse it.In the article The Tie is Dead (Long Live the Tie) in the Wall Street
Journal,there were amyriadof emotionstowardsties.Menlikedthemforfashionstatements,other
menthoughttheywere pointlessandgotinthe wayof functionality.The marketfortiesisn’texactly
extinct,despite some menchoosingthemforfashionpurposes,there are “topdogs”that require their
employeestowearthem.Tiesseemtobe essentialforbusinessattire whenitcomestocorporate jobs
and theydon’tcome cheap.HammerMade runs theirtiesandpocketsquaresstartingat $69.50,
comparedto Nordstrom,whose tiesandpocketsquaresrange from$10 to $385. Anotherstore that
may nothave much selection,butisstill inthe marketwithtiesandpocketsquaresisDillard’sranging
from$14.50 to $89.50. Anotherretail competitorisJCPenney,withthe accessoriesstartingat$12.99
and reachingall the wayto $40, makingthisone of the more affordable locations.A final competitorof

Kaci Guerra
HammerMade that I will listisMacy’s,startingtheirtie andpocketsquare collectionoff at$11.13 and
skyrocketingall the wayto$95, still makingthese more affordable thansome otherretail stores.
HammerMade tiesand pocketsquaresdoseemslightlyexpensive,butthe brightside isthat
the itemsare at a setprice,no variances.Whatmakesthese accessoriesdifferentfromtheir
competitorsare theyare,alongwiththe shirtsfromthe company,tailormade to fit the man whowears
them.The shirtis made up of a fabric that iscreatedinEurope,makingitcomfortable towearand
functional forthe working-man;this,of course,extendstothe otherproductsthatHammer Made has
designed,includingties.Althoughit’sonlyseenasa fashionpiece,the tie’sfabricmakesitbearable to
wearthroughoutthe day andHammer Made guaranteesit.
Hammer Made Target Audience:Male BusinessTravelersin Minneapolis
Introduction/Summary of Target Audience— The targetaudience thatHammerMade has set
itseyesonare the menwho workfor businesses,withhigherthanmostincomes, largelytravel via
the St. Paul International Airport,andage from30-49 (Bureauof TransportationStatistics). The men
needtobe open-minded,expressive,andtrydifferentcolorsandpatternswiththeirclothing
optionsandaccessories.
Psychographic ElementsofMale BusinessTravelers— TravelerNeeds:Businesspeoplewho
travel issaidthat “60 percentreportfeelingfree todowhatevertheywantwhenonthe road,which
givesthemanempoweringsense of freedom.”(Stoller) Thismeansthatof that60 percentof people,
some beingmen,will wanttoexpressthemselveswhileoutof authority’ssupervision.Inthe Wall Street
Journal article, (Ortved),menwere alsoobservedaswantingtoexpressthemselvesthroughbusiness
suitand neckwearattire due topopculture glamorizingit.Withmengrowingincreasinglyexcitedabout
necktiesandof those travelling,we cansurmise thatmenalsofeel aburstof confidence.Which,
accordingto How Men,Women Travel Differently—And Morearticle,menalreadyfeel “confidentand

Kaci Guerra
calm” whenitcomesto travellingforabusinesstrip.Businessmenneedconfidence andassurance when
travelingforwork;they’re goingtobe ina new place,withnew faces,andworking,sothe ultimate goal
for thistargetis to make themfeel comfortable while alsomakingthemlooksharpinwhateverthey
wear.
BusinessAttire: Overall,businessmenwearties,mainlydue tothe factthat theirhigher-ups
preferthemtowear ties,otherwise they’re notseenasprofessional. Italsohasbecome a personal style
choice forthose immersedinpopculture,due tothe JustinTimberlakeandJay-Zsong“Suitand Tie”,
makingyoungmen“’excitedaboutneckwearbecause there’salotmore inthe marketforyoung
people,’”asstatedby DavidHart in the Tie is Dead.(Long Live the Tie).
Demographic ElementsofMale BusinessTravelers— Asstatedbythe Bureau of Transportation
Statistics,“the businesstravelerislikelytobe male;workina professional,managerial,ortechnical
position;be 30 to 49 yearsold;and have an income well above the populationaverage.” The type of
businessjobshave beensegmentedintothosethattake the mostbusinesstrips,with“those who
considertheiroccupationtobe professional,managerial,ortechnical accountforoverhalf (53%) of all
businesstrips,”asstatedbythe Transportationstatistics.Anotherstatisticstated,“about55% of all
businesstripsare made byindividualsaged30to 49.” In the firstquote,itis saidthat the household
income isusuallyabove the national average,whichaccordingtothe Bureauof TransportationStatistics,
is“about $47,500” andthat there are “relativelyfew low-incomebusinesstravelers.”
Targetingthisaudience wouldbe sensible because menwhomake above average income and
are employedprofessionalsneedtohave aspecificsetof attire to maintainthe professional
perspective.Menwhoare in the professional,managerial,andtechnical fieldsall typicallyownsuits,
whichinturn showsthe needfora tie as the primary accessory.That’swhere HammerMade stepsin.

Kaci Guerra
GeographicProfile— The St.Paul International Airportseesthousandsof peopleadayreturning
fromwork andheadinghome or vice versa,and can be some of the same people.The airportcontains
manyrestaurantsthat are basedongourmetfood,some storestoset footinto lookaround,a museum
that couldpeakyourinterestsfora while,andabar for the travelersthatwantto get awayfrom the
hustle andbustle of the othertravelers.Thisspecificplace isimportanttotargetbecause the
demographicthatHammerMade istryingto reach isconstantlywalkingaround,in,andoutof the St.
Paul International Airport.Thisplace alsoreceivesalotof new facesfrom aroundthe world,makingitas
the consumeriscomingto the companyrather than the companybringingitself tothe consumer.
Meaningpeople are more likelytoshopat HammerMade and returnto wherevertheycall home, and
spreadby wordof mouth.
The other locationsinMinneapolisare justasimportant.Tokeepup the brandimage outside of
the travelling,itisimportanttofocusonthose nearby,forthe targetlivesoutside of the airportaswell.
The businessmencanbe travellingtoworkbycar, in the middle of the city,andpass bya HammerMade
because a newtie soundsappealing.Womenare alsowelcometoenterintothe otherMinneapolis
storesto maybe thinkaboutbuyingtiesasgiftsforthe menin theirlives.
How Target Alignswith Hammer Made Offerings— The targetistravelingbusinessmenwhohave a
householdincomethatisoverthe national average andseekstoexpressthemselves,whilealsolooking
professional.HammerMade hasa host of products thathave wide varietyof selection,fromplain
brightlycoloredshirtstopatternsgalore.Theysell accessoriestocomplementthe shirts,suchasties,
whichalsocome in multiplecolorsandpatterns.HammerMade is a perfectmatchfor the target
because travelingbusinessmenwhocome throughSt.Paul’sInternational Airportwilldefinitelywalkby
a Hammer Made store.HammerMade hashighqualityproducts,thoughthey donot come cheap;for a
man whose householdincomeisabove national average,the prices will notfaze him.Menalsolike to
expressthemselves,andHammerMade has an assortmentof productsthat can helpthemdojust that.

Kaci Guerra
MediaPlan Recommendationsto Reach Male BusinessTravelerAudience
Introduction: Withthismediaplan,manyof the advertisements,involvingarepetitiveadvantage,will
be seenthroughoutthe magazine bythe targetaudience andthensome.The advertisingplacements
cost $85,640.50 intotal; includingaCPMof $76.12.
On top of hittingthe magazine mediavehicle,FacebookandInstagramadvertisementswillalso
appearfor the target audience inthe Minneapolisarea.These advertisementsviasocial mediacost
$33,750 intotal,witha CPMof $1,136. Throughoutthe three-monthtimespan, the total costsof this
campaign,which includedmagazine andsocial mediaadvertisements,was $119,390.50, alongwitha
CPMof $606.06.
Media Vehicle Total Cost CPM
Magazines
Star TribuneMagazine $ 13,200.00 $ 58.67
Magazine Totals/Avg. $ 85,640.50 $ 74.70
Facebook/Instagram CPM for Reach
MSPAirport, Male,30-
49, businessinterest
$ 33,750.00 $ 1,136.00
Facebook/Instagram
Total/Avg.
$ 33,750.00 $ 1,136.00
TOTAL/AVG. $ 117,792.50 $ 605.35

Kaci Guerra
Magazine Recommendation:
 Magazine Name: StarTribune Magazine
 This magazine makes sense because: the Star TribuneMagazinereachesthe metropolitanarea
of Minneapolis,whereamajorityof the targetaudience livesand/ortravelsthrough. Many
people of the targetaudience willsee thisthroughouttheirdayforthe nextthree monthsand
mightbe interestedenoughtobuyandread thismediavehicle.
 Ad Size,Position,and Cost: For one of the insertions,Irecommendedthe backcoverbecause
manypeople outside of the targetaudience canwalkpastthe readerof thismagazine andsee
the ad. Anotherreasonpeople wouldsee the advertisementisthe magazine sittingonthe table
withthe frontcover face down. Thisadvertisementcost,intotal,$15,400 witha full-pagebleed.
The CPM approximated$68.44, whichmeansforeveryone-thousandpeoplethatviewedthis
was $68.44.
AnotherinsertionIrecommendedwasthe inside frontcover;thiswastoensure
wheneverthe readerpickedupthe magazine toread,itwouldbe the firstad that theywould
see uponopeningit. Forthisposition,itcost$13,200, whichincludedthe full-page bleedcharge
and a CPMof thisplacementapproximated$58.67. I recommendedthe inside backcoversimilar
to thisreason,howevermakingone of the HammerMade ads the lastthingthe readersees
uponfinishingreadingthe magazine. Thistotal adcost, includingthe full-page bleedwas
$11,990, witha CPM of $53.29.
Movingonto anotherinsertion,Irecommendedthe centerspreadadtobalance the
amountof timesthe advertisementisseenthroughoutthe magazine.The readeroften
thoughtlessly looksovermanyadvertisements;thisway,withrepetitiveness,the advertisement
may stickto the reader’smind.ThisreasoningisalsowhyIaddedtwo2/3 page

Kaci Guerra
advertisements—one betweenthe inside frontcoverandthe centerspread,the second
betweenthe centerspreadandthe backinside cover.The centerspreadcost$27,472.50 intotal
witha full-page bleedandthe CPMcost wasaround $122.10. The two 2/3 page ads cost intotal,
withfull page bleed,$15,980 witha CPM of $71.02.
Magazine Name CostPer Ad
10% Bleed
Charge
Final Ad Cost
Ad
Size
Ad
Position
Numberof
Insertions
(Ads)
Circulation
(000)
CPM
Star Tribune
Magazine
$ 12,000.00 $ 1,200.00 $ 13,200.00
Full
Page
Inside
Front
Cover
1 225 $ 58.67
Star Tribune
Magazine
$ 10,900.00 $ 1,090.00 $ 11,990.00
Full
Page
InsideBack
Cover
1 225 $ 53.29
Star Tribune
Magazine
$ 24,975.00 $ 2,497.50 $ 27,472.50
Full
Page
Center
Spread
1 225 $ 122.10
Star Tribune
Magazine
$ 15,980.00 $ 15,980.00
2/3
Page
Inside 2 225 $ 71.02
Star Tribune
Magazine
$ 14,000.00 $ 1,400.00 $ 15,400.00
Full
Page
Back Cover 1 225 $ 68.44
Magazine
Totals/Avg.
$ 15,571.00 $ 6,187.50 $ 85,640.50 6 1125 $ 74.70
(avg.) (total) (avg.)
Facebook/Instagram Recommendation:
 Objective:Messagesisthe objective because the targetaudienceisconstantlyontheirphone
and/orlaptops.Withthe setupthroughFacebook,messageswill popupthroughbothmediums
informingthe targetaudience thatHammerMade iswaitingonthemto come buy some ties.
 Location: The locationisat MSP airportbecause male businesstravelersare the target
audience.Typically,maleswhoare travellingdon’tpackforeverythingthattheyneed.Theywill
pack the minimum andgrab thingsonthe go, if theyfeel it’snecessary.Withthe MSPairport
beinganairport andmall,the target audience are sure tofindHammerMade and consider
pickingupsome clothes,andof course,ties.Thousandsof people goinandout of that airporta

Kaci Guerra
day,some beingthe same faces,makingthe targetaudience veryreceptive of the same
advertisements,whichcouldconvertthe potential customerintoapurchaser.
 Age Range: The recommendedage range isages30 through49 yearsold.Thisage range was
chosendue to the majorityof businesstravelersmakingahouseholdincomeoverthe national
average,being30-49 yearsoldcitedby the Bureauof TransportationStatistics.
 Gender:The targetgenderissetas male because menare more likelytobuy tiesthanwomen
are.Advertisingtowomenwouldbe wasted,becausewomendon’tweartiesinthe workforce
and holidaysare scarce throughoutthe year,makingadvertisementsfocusedontiesbe more
profitable towardsmen.
 DetailedTargeting:
The specifictargetsare of those whoworkinthe businessfieldandhave anincome from
$75,000--$99,000. These detailswill narrow downthe typesof menthatcan affordandare also
interestedinbuyingtiesfortheircareers,andpossiblyfortheirpersonal style.

Kaci Guerra
 Estimated Daily Reach: The estimateddailyreachis630-1,500 people.Thismeansthatthe
target audience isnarroweddowntoaveryspecificaudience,thatthisadvertisementcould
reach about1,500 people thatfitthisdescription.
 Daily Budget and Bid Amount Per Reply: I recommended$500 as the dailybudgetsoas notto
spendsoexcessively.Thisis“PerReply”,whichmeansthe ador message will onlybe chargedto
me if the receiverdecidestoclickorreplyto the message.

Kaci Guerra
 No. of Days and Total Cost: The numberof daysthiscampaignwill be runningis90 days, which
meansthe campaignwill onlylastfor3 months.The total cost of thiscampaignis $33,750,
whichisthe dailybudgetmultipliedbythe numberof daysthe ads will run.
 CPM for Reach and CPM for Replies: the CPMfor reachis $1,136 on average,meaningthatper
one-thousandpeoplethatsee thisad,we are spendingthatamountof money.CPMfor replies
is$17,000 on average,meaningthatperone-thousandpeople that clickand/orreplytothis
message/ad,itwill costus$17,000.
Audience Target
Daily
Budget
Bid Amount
Per Reply
Est. No.
of
Replies/
Day
No.
of
Days
Total No.
of
Replies/A
ds
Purchase
d
Total Cost
Max Est.
Daily
Reach
Cost
Per
Person
for
Reach
CPM for
Reach
CPM for
Replies
MSP Airport, Male,
30-49, business
interest
$ 375.00 $ 17.00 22 90 1,985 $ 33,750.00 330 1.14 $ 1,136.00
$17,000.00
Facebook/Instagra
m Totals/Avg.
$ 375.00 $ 17.00 22 90 1,985 $ 33,750.00 330 1.14 $ 1,136.00
$17,000.00
(avg.) (total) (total) (avg.) (avg.) (avg.)
Strategy Thoughts
 MediaBenefits:Fromthispaper,I learnedthatthe benefitof magazinesisthatthe message
staysout inthe real worldfora longerspanof time thanFacebookads do.Facebooksadsare
constantlychangingwhenthe page isrefreshed,meaningyouradmay notappear as longas you
wouldlike.Also,anysocial mediaadvertisementisacome-and-gotype;these adsneverstick
aroundlongenoughforanyone to be able to fullyprocessitintime.
 Budget & CPM: From thispaper,I learnedthatthe cost of ads isoutrageous,butI don’tfindit
surprising.Idofindthat page bleedsare a ripoff,consideringthatthe paperistrimmedanyway.
For the clienttopay extrafor a color thatwon’tevenappearonthe ad because itwill trimmed,

Kaci Guerra
isa little much.Ialsolearnedthatsocial mediacancost a lot,but it’sniftytofindthat itcertain
setups,adsonlyhave to be paidfor if the target clicksor repliestoit. WhatI learnedaboutCPM
isthat the algorithmisforcostsper thousandpeople.The amountaveragedof spendingfor the
CPMis the amountof moneythathas gone intothat ad forone-thousandpeople tosee it.

Media Plan for Hammer Made Brand

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Media Plan for Hammer Made Brand