Experion Inc. is launching a new beverage called New Mix targeted at males and females ages 19-30 who are students, young professionals, and social drinkers. Their integrated marketing plan includes a new bottle design, video, augmented reality experience, launch party, social media campaign, print ads, and press release with the goals of creating buzz and sharing newsworthy information to get published. They will measure the success of the campaign through customer satisfaction, market penetration, and brand awareness.
Ask class:How many people drink tequila?How many People drink coolers?Now how many people here have had a tequila cooler?Well that is exactly what our product is today. Today we will be presenting to you our integrated marketing campaign for the el Jimador NEW MIX tequila cooler. The reason we chose this product was because we felt that it was unique and that not that many people have heard about it so we wanted to see how we could change all that and re-launch the el Jimador brand here in Canada.
What el jimador is CompetitorsTrends within the market AND number of drinkers (Google doc)previous marketing strategy, i.e. Pride banner
Based on the trends we have identified this is the target marketMales/females 19-35Including studentsYoung professionalsLGBT curently targetingWithin this age group we found that Males consume on average 14 drinks per week and females 9 drinks per week. This is the highest of average for male of any age group, and is second highest in females.
We wanted to create a fully integrated marketing plan in which all aspects worked in unison etc.So as you will see, all the aspects which we will outline in the next few slides all utilize different mediums however the core theme as well as message remains the same.Objectives:Increase brand awarenessIncrease overall sales by 15% generate a buzz on social media, because very lacking currentlyCreate a unique experince for our consumer
Rationale why we chose to change the bottlePrevious can and current bottle Describe bottle a design describe the bottle and the story on the back as well as quickly mention the Facebook campaign to get storyTalk about this being the core of the launch party and that all events will be utilized to promote the party and increase brand awareness.Mention launch party but before that we will describe all the events that will occur before the party.Date of party July 28 2012Fully integrate all aspects.
Video Describe why we chose, mimic this very successful campaignWhat you will see on the screen etcMain objectiveCreate buzz onlineYouTube and Facebook and twitter like get video and to go viralGenerate word of mouth and a crowd at a very popular Toronto site
Turn dundas square into a beach describeBeach events I.e. Volleyball and promotional contestlive djObjectiveUtilize direct one on one marketingWord of mouth Product promotions and giveawaysAgain to engage audienceGenerate online buzz and spread word about Facebook campaign for tell us your story
In order to launch this new bottle design el jimador will be hosting an official launch party to unveil the new bottle desgin to the public as well as reinvigorate the brandAll of our marketing tactics that we will outline here will be to generate buzz by creating viral campaigns, blog menand awareness of the party as well as advertise the brand and encourage sales
QR code and direct marketing to promote party which will direct ppl to the websiteSocial media, direct marketing which will be strategically placed in areas of the cisty where our target market will be present as well as during all the experiential events
Utilized to create free media and advertisingEmphasize events occuring in Toronto in order to get news articles and blogs written about el JimadorMore than simply talking about new product BUT also talks about the experiential campaign, something the readers WOULD really be interested in hearing… news worth materialMake people feel like they HAVE to publish because they believe it will be a big event/ story that people will want to hearNot just another boring marketing campaign, something that will REALLY engage the audience.
