2. Media Objective
Media Objective is to:
● increase brand awareness by 4%
● Increase sales by 3%
● Increase web traffic by 5%
○ All by the end of calendar year 2014
3. SWOTT Analysis
Strengths:
-Meisters connections and collaborations.
-About 70 percent of their profit came from their wholesale
business.
- The cofounders Kingson Tse & Ryan Pietersz had a passion in
customized cars and fashion, which is very vivid in their watch
designs.
4. SWOTT Analysis
Weaknesses:
● Social Media Following
● Lack of women’s watches
● Smaller selection of styles
compared to competitors
● Online Sales
● Confusing website
5. SWOTT Analysis
Opportunities:
● Creating more brand
awareness through social
media using Hoot Suite or
Klout
● Women’s watches
● Increasing online sales
● Increasing retailers
6. SWOTT Analysis
Threats:
-Meister’s biggest competitors are G-
Shock and Nixon.
-Nixon has a larger percentage of the
market share.
-Meister has to work smarter and
harder to create brand awareness
through their target market.
7. SWOTT Analysis
Trends:
● Apparel and accessories are the
fastest growing category of
online sales.
● The watch industry is expected to
slow down despite consumer’s
confidence in the economy.
● Styles are moving to slimmer fits
and styles in both accessories
and clothing.
8. Product Category
● Watch market is very saturated
● Strong competition
● Price ranges in this product category are
significant
9. Target Audience
● Primary target market: 18-35 year old males
○ May include college students to professional athletes
● Males with a sense of style, wanting to be
original, yet trendy
● Meister = “Master”; individuals with that
sense of confidence are the target market
● Secondary market would be females
13. Internet
● Social Media
○ Facebook
○ Instagram
○ Pinterest
● Google Adwords
○ “mens watches”
○ “watches for men”
○ “mens watches brands”
14. Radio
● Test market for ad is Las Vegas, NV
● 30 second advertising spot on various stations
○ Sports radio - 920AM, 1490AM
○ Urban contemporary music - 88.1FM, 98.5FM
○ Active rock music - 107.5FM
● Multiple retail stores that sell Meister in Vegas
○ Misura (MGM, Mirage, Monte Carlo casinos), CRSVR
15. Outdoors
● Partial Sponsorship
○ Rally cars // drivers
○ Drifting cars // drivers
○ Used as a stepping stone
● Exchange product for
logo placement
● #MSTRofTime below the
logo
16. Mobile
● Mass text message
● Majority own cell phone or
smartphone
● Method is direct to
consumers
● Utilize in-app
advertisements
18. Contest
● Use of social media; Facebook , Instagram and
Twitter
● Liking or retweeting a picture with the
#MSTRoftime
● 3 contestants chosen at random will win a
watch
● In addition, five $50 gift cards will be awarded to
show appreciation
19. Loyalty Program
● 20% off next purchase
● 20-30% of customers are
repeat purchasers
● 20% off select items
○ Off of overstock items
○ Will not upset retailers
● Will increase traffic to
website
20. Hootsuite
● $9.99 per month
● Account Management Software
● Manage each social media platform and
schedule content and messages
21. Newsletter
-The newsletter would be released or emailed monthly to
subscribers, and also would be accessible through Meister’s
social media websites.
-The newsletter would contain upcoming events and info
about the watch company and where the company is heading.
- Once you subscribe via email to the newsletter, Meister will
offer you a one-time 10% off coupon to their online store.
-This will increase traffic to their online store,and bring in
nonusers and price switchers.
-Having an active newsletter is very price efficient for
Meister.
22. Black Friday
● Mass text message sent out to current
subscribers
● 20% off in store, 40% off online
● Encourages customers to shop online
● 2500 messages sent,
first 250 get redeemed
24. Per Month Annually
Total Budget $ 4,000.00 $ 24,000.00
Promotional/Media Strategies
Radio $ 1,880.00 $ 11,280.00
Mobile $ 149.00 $ 894.00
Print $ 300.00 $ 1,800.00
Social media $ 9.99 $ 59.94
Trade show $ 1,000.00 $ 6,000.00
Total for Promotional Strategies $ 3,338.99 $ 20,033.94
Bi-monthly Contest
Cost per watch $ 335.00 $ 2,010.00
Cost of gift cards $ 125.00 $ 750.00
Total for Contest $ 460.00 $ 2760.00
Final Total $ 3,789.00 $ 22,734.00
