This document outlines a media plan to promote Hammer Made, a men's clothing brand, to their target audience of male business travelers in Minneapolis. It recommends placing ads in the Star Tribune magazine and on Facebook targeting men aged 25-49 who are interested in fashion and business travel. The total budget of $107,231 would fund 7 print ads in the Star Tribune for $62,231 and Facebook ads for $45,000. The Star Tribune was chosen for its local readership in Minneapolis that may include business travelers. The ads would reach the target audience through engaging media and highlight Hammer Made's unique, affordable styles.

1. Media Plan for Hammer Made Brand and Male Business Travelers
Target Segmentation Summary
 Target’s Psychographic Summary
o Enjoys expressing personality through their style (especially through ties)
o Wants premium clothing without premium price
o Travelers for business
o Wants to feel confident that their ties are unique
 Target’s Demographic Summary
o Gender: Male
o Age Range: 25-49
o HH Income: $75,000- $100,000
Target’s Geographic Location- Minneapolis, Minnesota
Analysis of Hammer Made Company and Products
 Company overview
 Primary focus- Hammer Made is a retail store that prides itself on handcrafting
trendy, durable, and affordable clothing for men.“Hammer Made men’s store
finds the tools to thrive as others fight to survive” an article from the Star
Tribune, Jason Hammerberg said that he started this company because he saw a
void in the male fashion market. His company is now trying the fill that void by
selling unique premium products that don’t cost an arm and leg.
The amount of time and detail that goes into making each item is what
really sets them apart from other men’s fashion stores. On the Hammer Made

2. website they dedicate a whole page to describing every aspect of their popular
button up shirt. This page describes that the fabric comes from the finest mills in
Europe and that the shirt is made to last as well as leaving an impression. Another
big quality is the limited-release shirts that give men the feeling of being an elite
without paying the price. Throughout the page it continually stresses how the
product is made to fit every men’s personal style. One can only assume that this
company puts just as much time and effort into the rest of their products.
The other big difference between Hammer Made products and other male
fashion retailers is the price. While other leading brands in the market such as
Louis Vuitton and Gucci charge anywhere from $500 to $900 for unique shirt
with that much attention to detail, Hammer Made only charges $100 to $150.(

3. One of Hammer Made’s main goals is create unique and premium
products at an affordable price.
 History- Hammer Made was founded by Jason Hammerberg, who discovered his
passion for fashion at 11. Even at this young age he was able to see the male
fashion market was lacking something and at 16 he started working retail in an
attempt to figure it out. His first few jobs really helped his passion develop as he
was able to help men become more confident by simply choosing a shirt that suits
them well. Once college rolled around Hammerberg pursued a degree in
retail/clothing design and there he finally began designing his own products for
both big and small retailers. However he could still see that the market was
missing something-it was missing high quality clothes for an affordable price.
Now that he knew what missing he decided it was time to combine his skills,
experience and passion to try find a way to fill this gap. In 2009 he found that way
and launched Hammer Made. Since then business has been booming; there are
now 10 Hammer Made stores in high-end shopping centers that sell everything
from button ups and sweaters to belts and socks. (“Meet Hammer Made.”)
 Overview of All Products- Hammer Made offers button up shirts, sweaters,
polos, denim, sweatshirts, t-shirts, ties, pocket squares, socks, belts, cuff links and
more accessories. All of their products are handmade out of either premium
fabrics or metals with amazing attention to detail. (“Don’t Just Wear a Shirt. Wear
a Hammer Made.”) Their clothing line is meant for men who want to look and
feel good without breaking the bank. The products are brightly colored and
unique, some products such as shirts and ties are limited release. (“Don’t Just

4. Wear a Shirt. Wear a Hammer Made.”) This means that only about thirty of each
shirt or tie made and while these products are some of the more expensive with
shirts costing up to a $150 that is still much lower than their competitors. (“Don’t
Just Wear a Shirt. Wear a Hammer Made.”) The rest of Hammer Made products
are also less expensive than competitors. Everything about Hammer Made
products is meant to help a man feel confident and express his own personal style.
 How Consumers Buy Products- There are now ten Hammer Made stores in
high-end shopping centers. Minnesota is the mother land of Hammer made stores
with four locations in Edina, St. Paul/ Minneapolis, Minnetonka and
Bloomington. Followed by Illinois with three stores in Skokie, Chicago and Oak
Brook. Then Georgia with two in Alpharetta and Atlanta. The tenth store is in
Boston Massachusetts. Customers can also purchase their products online through
their website. (“Store Locations”)
As I have mentioned a few times before, Hammer Made stores are only
found in higher-end shopping centers. Jason Hammerberg does this on purpose
because he feels that is even though is clothes are considered affordable in the
higher-end of male fashion they are still too costly to survive in a typical shopping
centers. (Kumar, Kavita) He explains that high-end malls are better choice for his
company because they have landlords that work hard to keep their properties up-
to-date in order to stay relevant in the this difficult time for shopping centers.
(Kumar, Kavita)
 Other- Hammerberg feels that since he has expanded his company so quickly it is
time to slow down and start working on building the brand. (Kumar, Kavita) With

5. such a quick expansion he feels that it is important to focus more on spreading
brand awareness in the new store locations. (Kumar, Kavita) He also expressed a
need to improve the Hammer Made website that currently accounts for ten percent
of sales. (Kumar, Kavita) Hammerberg did not go into detail on how he plans to
do either of these things but, he has been quite successful with spreading brand
awareness in Minnesota and will hopefully he use similar practices with his new
markets. One of the things I find ingenuous is the partnership he has made with
the Twin Cities sporting events. When one of the Twins players first comes up to
bat they are shown on the jumbo Tron wearing a Hammer Made shirt and this has
helped make their brand a very common site in this market. (Kumar, Kavita)
 An In-Depth Look at Ties- Hammer Made offers 95 different ties for men to choose
from including the following designs; plaid, checkered, floral, striped, medallion, polka
dot, geometric, paisley and of course solid color. Each tie is a limited design and
handmade from a 100 percent silk and then “como finished” for stain protection. Other
competing tie retailors sell similar ties for upward of a $100 at Nordstrom and $215 from
Louis Vuitton, Hammer Made ties all cost only 69.50. (Men Ties & Pocket Squares)
However, the ties from these other retailers are not limited edition, meaning the odds of
matching someone at a business meeting are higher. When a man buys a limited edition
tie from Hammer Made he knows that only 30 others like it were made and the odds of
someone having the same one are lower than other, more expensive brands. Hammer
Made ties also breaks the stereotypical blue them for male clothing by offer brightly
colored and exciting designs so each man find something that expresses their personal
style.

6. Hammer Made Target Audience: Male Business Travelers in Minneapolis
 Introduction- Hammer Made’s target audience is Male Business Travelers in
Minneapolis. After some research I have come to the conclusion that males from the age
of 25-49 are more likely to be interested and up-to-date on the latest fashion trends,
meaning they will be interested in the product. They probably have some form of higher
education if they are hold managerial and technical positions that require them to travel.
They need to have a house hold income of $75,000 to $100,000 to ensure they afford the
ties. When narrowing the target audience to male business travelers in Minneapolis you
are targeting men in the MPS airport that are either to board a plan or just off of one.
 Psychographic Elements of Male Business Travelers
 Travel Needs- Male business travelers are typically more confident and travel
alone more often than women do. (Stoller, Gary) In a survey done by CNBC, four
out five business travelers reported that traveling has made them more successful
in their careers and that it has made them “feel more prepared for life.” The
survey also points out that men are more likely to forget something when on a trip
because they pack later than women do when planning a trip. (Stoller, Gary)
Employees like traveling for work because they get to experience new things and
meet new people all while getting out of the office. (Stoller, Gary) Another big
benefit to traveling is getting to frequent flyer miles or frequent guest points at
hotels. (Stoller, Gary) In fact many base their hotel option on rather or not they
have these kind of incentive programs.
Male Business Travelers that could be potential consumers of Hammer
Made products need to care about fashion and how they look. The details that

7. goes into a Hammer Made would go unnoticed by someone who could care less if
their shirt or tie expresses their personal style. Hammer Made is looking for men
that are up-to-date on the latest fashion trends and want to find something
fashionable yet still unique.
 Business Attire- Right now is very interesting time for the tie market. It used to
be mandatory to wear a tie when you dressed professionally but more recently this
trend has begun to die.( Ortved, John) While some men feel that the tie is overly
formal others still like the way a ties look and choose to wear as a way to express
their personal style. (Ortved, John) Pop-culture icons such as Justin Timberlake
have changed the way men approach fashion. Now it is cool for men to stay up-
to-date on the most recent fashion trends. This has lead to new interest in unique
ties that has changed the way companies are producing them; there is now a larger
variety offered in an attempt to help fashionable men express themselves. The
kind of tie that is popular is also changing; the silk tie use to be the go to, but now
there at crinkled cotton ties that look less formal and the wool tie has also become
extremely popular. (Ortved, John) All of my research has shown that the tie
market is working hard to cater to the younger, more fashionable generation of
male business travelers.
 Demographic Elements of Male Business Travelers- Hammer Made’s target
audience are Male business travelers which make up for 77 percent of business
travelers. According to the Bureau of Transportation 55 percent of male travelers
range from 30 to 49, but since the tie market is very popular in the younger
generations I feel that the best age range to target would be 25-49. This range

8. allows them to meet over half of male travelers while be sure to include the
younger travelers that have more interest in this market. Most travelers are highly
educated, holding either managerial or technical positions. When it comes to
choosing a house hold income it important to include a range that would allow the
consumers to afford the product. According to the Bureau of Transportation 27
percent of travelers have an income of $100,000 and 18 percent have an income
ranging from $75,000 to $99,000, together these incomes make up 45 percent of
travelers. This leads to a house hold income range of $75,000 to $100,000.
(“Bureau of Transportation Statistics.”)
 Geographic Profile: Minneapolis, Minnesota- The MSP airport is the ideal
location for a Hammer Made store. This puts the products right in front of the
target audience when they are either boarding, arriving or simply killing time
during a layover. The MSP airport is also well known for their high-end dinning
and shopping and has made the top five in both the 2016 TripAdvisor Travelers’
Choice Favorites as well as the Conde Nast Traveler’s 201 Readers Choice
Awards. (Rayno, Amelia) This means that the MPS airport also fits into
Hammerberg’s marketing technique of only opening his stores in high-end
shopping areas.
 How Target Aligns with Hammer Made Offerings- Hammer Made products
are the perfect product for male business travelers. The products are affordable
yet still unique and trendy. Hammer Made only offers about 30 of each tie design,
giving consumers confidence that this tie will not be worn by someone in their
next meeting.( “Don’t Just Wear a Shirt. Wear a Hammer Made.”) Hammer Made

9. is also breaking the stereotype of men’s clothing, other male retailers offer mainly
blue options that look very similar to other stores. (Kumar, Kavita) At Hammer
Made they offer ties in brightly colored patterns that cannot not be found
anywhere else, hence the limited edition and exclusive design qualities. Other
great qualities of Hammer Made is that whole process of making a tie is done by
hand. They only use fabric that feels as good as it looks, and then they pay careful
attention to detail as they craft their ties. Perhaps the most intriguing quality of
Hammer Made is their affordable prices, ties are only $69.50 which as I have
already shown is well below their competitors’ prices. Male travelers are on the
road quite a bit and according to a study done by CNBC frequent business
travelers are looking for ways to save money through incentive programs when it
comes to choosing an airline or hotel. (Stoller, Gary) This makes Hammer Made a
great match because men could get all their fashion needs met without going out
of their budget.
The last and perhaps the most important part of this target audience is the
fact they are in Minneapolis. This means that business travelers will be in the
MPS Airport at some point for their work and there is a Hammer Made store
located in this airport. Before in the geographic profile I discussed how the MPS
Airport was also a high-end shopping center with some of the best shops and
dining options. I also already discussed why Hammerberg prefers to keep his
stores in high-end shopping centers because they are more likely to attract the
kind of consumers that will not only be interested but can afford to buy his
products. With that being said MPS Airport is an ideal location for a Hammer

10. Made store. Putting the store in the airport makes it convenient for travelers to
shop while on their business trips.
Media Plan Recommendations to Reach Male Business Traveler Audience
Introduction: I spent $62,231 on magazine ads and $45,000 on Facebook messages for a grand
total of $107,231. I started off by choosing how much money I wanted to spend on Facebook ads
because I felt that they would be the most effective. Then I wanted to use the remaining $65,000
to dominate the Star Tribune. I spent $62,231 on seven ads that included four 1/3 page ads, a
center spread, and both the back and front inside covers. I recommended that they place two for
of the 1/3 page ads before the center spread to help evenly spread the ads throughout the issue
while making a strong impression on the magazine.
Magazine Recommendation:
Media Vehicle Total Cost CPM
Magazines
Star Tribune Magazine 10,900$ 48.44$
Star Tribune Magazine 12,000$ 53.33$
Star Tribune Magazine 24,975$ 111.00$
Star Tribune Magazine 14,356$ 15.95$
Magazine totals/ Avg 15,557.75$ 57.18$
Facebook/ Instagram Total Cost
CPM For
Reach
MSP Airport, male, 25-49,
fashion interest, business
traveler 45,000.00$ 277.78$
Facebook/Instagram
Totals/Avg 45,000.00$ 277.78$
TOTAL/ AVG 107,231.00$ n/a

11.  Magazine Name: Star Tribune
 This magazine makes sense because: There were many qualities of the
Star Tribune that made it easy to reach our target audience. One big reason
why this magazine was a great choice for Hammer Made was because it
makes sense geographically. The Star Tribune is a magazine that is
published through the Minneapolis newspaper meaning it is only delivered
to people that live within the Minneapolis area. The Star Tribune also
covers topics related to our target audience’s psychographics such as
business travel. The audience reading magazines is also more engaged
because they are usually a subscriber. The quality of magazine paper is
typically better quality than other mediums and works well when
displaying fashion advertisements. The glossy, thick paper helps the colors
of the design pop and hopefully catch the eye of the reader. The long shelf
life of this quarterly magazine was is also a reason this magazine is a good
choice for Hammer Made. Another benefit of the Star Tribune is that is a
quarterly magazine. This means that the ads will be around for a least
three months before a new issue comes out. I say at least months because
many people often keep magazines past their self-life making it hard to
know the real lifespan of an ad.
The last thing I considered about why this magazine makes sense
for Hammer Made’s campaign is because the magazine may get into the
hands of male business travelers that also live in Minneapolis. I think that

12. those select few men could potentially become regular customers at the
MSP Airport location.
 Ad Size, Position, and Cost: I recommend spending $62,231 on seven
ads for the Star Tribune. This would include three of the four premium
positions and four 1/3 page ads. The premium positions will increase the
likelihood that the ad is viewed and four 1/3 page ads would help Hammer
Made make a strong impression.
The first ad I recommend is the inside back cover for $12,000. This
is a hot-spot for fashion advertisements because the paper of the front and
backs is usually thicker and better quality than the rest of the magazine.
The quality of the paper will display the product, in this case ties, in a way
that helps show all of the detail that Hammer Made puts into their ties.
Another benefit of this position is that the inside front and back covers are
often some of the first things that readers see. All of the benefits of these
positions lead me to also recommend buying the inside back cover for
$10,900. These two positons would have Hammer Made dominating both
of the main entry points of the magazine.
The other premium positon I recommended was the center spread
for $24,975. This ad is more expensive but it gives the creatives two pages
to work with. The center spread is obviously located in the center of the
magazine where all of the pages are stapled together. The staples seem to
easily guide readers to the center of the magazine which is great for
advertisements.

13. The last four ads I recommended are four 1/3 page advertisements
that I think should be divided and played on either side of the center fold. I
believe that these four ads would be the final little push that Hammer
Made needs to make a strong impression throughout the magazine. When
you combine the inside front and back covers that equals three ads before
and after the center spread.
Facebook/Instagram Recommendation:
 Objective: I recommended using the Facebook messages to advertise at
the airport because Hammer Made’s target audience is often a captive one
when waiting to catch a plane. For example, say a male may be waiting
for his flight when he receives a message from Hammer Made offering
him ten percent off a tie if he stops by in the next hour. This male already
has around an hour to kill before he can board his plane and the message
reminded him that since he packed in such hurry he forgot his tie. The
research I did over the target audience’s travel needs shows that this
example is very likely to happen.
Magazine Name CostPerAd Ad Size Ad Position
Numberof
Insertions
(Ads)
Total
Campaign
Cost
Circulation
(000)
CPM
StarTribune Magazine 10,900$ 1page Inside Back Cover 1 10,900.00$ 225 48.44$
StarTribune Magazine 12,000$ 1page Inside front Cover 1 12,000.00$ 225 53.33$
StarTribune Magazine 24,975$ 2pages CenterSpread 1 24,975.00$ 225 111.00$
StarTribune Magazine 3,589$
1/3page 4
times Inside 1 14,356.00$ 225 15.95$
Magazine totals/Avg 12,866.00$ 4 62,231.00$ 225 57.18$

14.  Location: The MSP Airport is a nationally recognized for its high-end
shopping and dining option which is important because Hammer Made
stores are only located in higher-end shopping centers. I recommended
this as the location because the messages could be sent to the target
audience as they wait to catch a flight or after they land. I also
recommend adding one mile around the airport because I saw this as an
opportunity to reach potential customers when they get close to airport,
parking, or walking in.
 Age Range: I recommended the age range of 25-49 because my research
lead me to believe that this was the age of men that care most about their
professional business attire. According to the Bureau of Transportation 55
percent of male travelers range from 30 to 49. I felt that by leaving the
age at 30 left out a lot of younger men that tend to know more about the
latest trends and care more about fashion.
 Gender: I recommended men because it fits the target audience of
Hammer Made. This company only makes male clothing so it wouldn’t
make sense to include women in the message because they are probably
less likely to want to kill their time by shopping for clothes that they can’t
wear.
 Detailed Targeting: I choose to include an interest in fashion and
business traveling because they were the only ones that directly related to
Hammer Made’s target audience. It would be a waste of money to send a
message to a male that did travel for business or have a need to dress

15. professionally. These few interest help narrow the target audience just a
little bit more to ensure we are reaching potential customers.
 Estimated Daily Reach: In
the figure to the right you can
see that Facebook Ads
estimated my daily reach
between 750 people to 1,800
people. This means that
Hammer Made Facebook ad
messages could be sent to anywhere from 750 people a day to 1,800
people. I used the higher number in my calculations because I wanted to
ensure that were reaching as many people as possible with our messages.
 Daily Budget and Bid Amount Per Reply: I recommended that
Hammer Made spend $500 dollars a day on Facebook ads. When
Facebook sends one our messages to someone it cost nothing, we only
pay when they reply. You could set your own bid amount per replay and
to make sure that our ads or being sent over other companies I went on
the higher-end at $17 a reply. With a daily budget of $500 Hammer Made
can afford up to 29 replies a day.
 No. of Days and Total Cost: This campaign only runs for 90 days and
when you multiply that by the $500 daily budget you reach a total cost of
$45,000.
Figure 1: Facebook Estimated Daily Reach

16.  CPM for Reach and CPM for Replies: The CPM for Reach represents
how much it costs to reach a thousand people. For this campaign, the
CPM for Reach is $277.78, meaning that for every thousand people these
Facebook ads reach, Hammer Made pays that amount. CPM for Replies is
kind of the same concept but in this case, it is for every thousand people
that actually reply to the message. For every thousand people that respond
to one of the messages, Hammer Made has to pay $29,412.
Strategy Thoughts
 Media Benefits: From this paper, I’ve learned that both Facebook and magazines
can be effective ways to communicate your companies message to a specific
audience. Both media types are very targetable and make it a little bit easy to
reach a targeted audience.
One benefit that magazines have over Facebook is that an ad’s shelf life is
longer than that of a digital ad that has to reload every time you click on a new
page. For Hammer Made’s campaign I recommended a quarterly magazine,
meaning that the ad will be around for at least three months until a new edition is
published. Another benefit of placing an ad in a magazine is it usually printed on
high quality paper, the glossy paper makes things such as fashion look very nice.
Audience Target Daily Budget
Bid Amount Per
Reply
Est. No. of
Replies/ Day
No. of
Days
Total No. of
Replies/Ads
Purchased Total Cost
Max Est.
Daily
Reach
Cost Per
Person for
Reach
CPM for
Reach
CPM for
Replies
MPS Airport, male, 25-49,
business Interest, fashion
interest, business traveler 500$ 17$ 29 90 2647 45,000$ 1,800 0.28$ 277.78$ 29,412$
Facebook/ Instagram Totals/Avg 500$ 45,000$ 1,800 0.28$ 277.78$ 29,412$

17. The audience of magazines tend to be more engaged because they usually
subscribe to the magazine meaning that they are very interested in the topics that
the magazine is covering.
I mentioned that both media types are very targetable but Facebook has
made ads more targetable than any other media type. While magazines can
geographically targeted toward a city, a Facebook ad can targeted toward a
specific location, like the MSP Airport. Facebook ads can also be more
demographically targeted than magazines. You can actually enter things such as
income and age when setting up your audience. The last big benefit of Facebook
ads is how easy they are to make. Facebook walks you through all of the sets and
even allows you to set a daily budget so you don’t spend all your whole campaign
budget in one day.
 Budget and CPM: From this paper I have learned that is important to make sure
that you are spending the client’s money effectively. You should not be worried
about saving them money, you should be worried about how to best reach the
target audience. I also learned that is best to go big because if your campaign
doesn’t do well then the client may blame it on the money you didn’t spend. The
most important thing I learned is that you have to look at CPM when determining
the real value of an ad. When you buy an ad you are really buying people and
CPM stands for cost pet thousand people. For example, for the Hammer Made
Campaign I recommend that they buy the inside front cover which cost $12,000.
That may look expensive at first but once figure how much the ad cost per
thousand people it will reach it only cost $53.33.

18. Bibliography
“Bureau of Transportation Statistics.” Rita.
https://www.rita.dot.gov/bts/sites/rita.dot.gov.bts/files/publications/americ
a_on_the_go/us_business_travel/html/entire.html. Accessed 26 Oct. 2017.
“Don’t Just Wear a Shirt. Wear a Hammer Made.” Hammer Made.
https://www.hammermade.com/philosophy. Accessed 25 Oct. 2017.
Kumar, Kavita. “Hammer Made men’s store finds the tools to thrive as others
fight to survive.” Star Tribune. May. 2017.
http://www.startribune.com/hammer-made-expands-retail-stores-to-
boston-atlanta-chicago/423232223/
“Meet Hammer Made.” Hammer Made, https://www.hammermade.com/our-
story/. Accessed 25 Oct. 2017.
Men Ties & Pocket Squares. (2017). https://shop.nordstrom.com/c/louis-
vuitton?keyword=louis+vuitton
Rayno, Amelia. “I got stuck at MSP Airport for 11 hours-and it was awesome.”
Star Tribune. Nov. 2016 http://www.startribune.com/i-got-stuck-at-msp-
airport-for-11-hours-and-it-was-awesome/399919841/#1.
Stoller, Gary. “How men, women travel differently and more.” CBNC. Aug. 2012.
https://www.cnbc.com/id/48433282
“Store Locations” Hammer Made, https://www.hammermade.com/our-location/.
Accessed 25 Oct. 2017.

19. Ortved, John. “The Tie Is Dead. (Long Live the Tie.)” The Wall Street Journal.
Oct. 2013. https://www.wsj.com/articles/the-tie-is-dead-long-live-the-tie-
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