The Bat Box is a uniquely manufactured bat habitat designed to reduce mosquito populations outdoors. It houses up to 500 bats that each consume 500 mosquitos per hour. The three-layered "bat house" is handcrafted and uses a special stain to attract bats. Market research found strong demand for the product, with potential revenue exceeding 42%. The target audiences are outdoor enthusiasts, the tourist industry, and large landowners. The marketing strategy involves humor and emotional appeals to target southern audiences interested in outdoor activities.

1. Jesse Braswell
Jennifer Callaghan
Lorenca Claxton
Alicia Saul
Greg Paquette
Productsummary:
The Bat Box is a uniquely manufactured innovativebat habitat designed to rid outdoorareas
infested withpesky mosquitos. This habitat houses around 500 bats that consume on average 500
mosquitos each hour. This three-layered tunnel “bat house” has a special, inexpensive stain that
attracts the bats. Research confirms a strong demand for this type of product with strong demand
for this type of product withpotential to generate revenue that exceeds approximately 42%.
• TargetedAudience
• Outdoor enthusiasts (hunters, campers, anglers etc.)
• The tourist industry (hunting lodges, camp ground resorts, summer camps, etc.)
• Large home sites (ranches, farms and estates)
Specific demographics:
• This product will be sold business to business, so specific demographics would be
non-applicable
• The typical customer is fromthe South, probably drives a truck,has a family,and
most likely can relate to television shows such as A&E’s Duck Dynasty.This is a key
demographic in that the marketing message could be themed in camouflage for
hunting and camping retreats.
• CommunicationsObjective –
• The consumer should think of the product as an inexpensive alternative to sprays
and candle repellents – allowing for a mosquito free environment without emitting
chemicals and other products that harmful to others and the environment.
• The consumer needs to feel the necessity of a chemicalrepellent in order to enjoy
the outdoors comfortably freeof pesky mosquitos.
• The consumer willdo or purchase if the consumer believes that the product is
ingenious and that other options simply don’t compare.

2. • ProductFeatures andBenefits –
• Our inexpensive and hand-built product features a 4x3x2 foot “bat house” that
includes unique three-layered tunnels, stained to attract bats.
• Large profitmargin, costto build ranging from $145.00 – $185.00, with an average
sale price of $2,200.00.
• Positioningtheproduct–
• Our research revealed that there are a couple of companies that manufacture
products similar to the BatBox.They are Nestbox andBathouse.
• The Nestbox commencedin making nest boxes in 1996 and has grown to become
one of the largest bird box companies in the UK and also have customers in the
United States.
• Similar products manufactured by other companies are sold at TractorSupply,
Home Depot, Lowes and other home improvement stores. They offersmall styles of
the habitats.
• Other in-direct products include spray repellents, such as Off, liquid repellents and
candle deterrents. Other companies also manufacture electric bug zappers at similar
stores.
• Key ConsumerBenefit–
• BatBox uses only the best materials to ensure a longer lasting, sturdier product,
while still being mindful of their carbon footprint.
• The company is family-ownedand operated in the heart of North Florida, so
everything is handmade and they pride themselves on being unique and diverse.
• CreativeStrategy –
B2C: Print, Broadcast, Television, Digital & Social Media
• Brand awareness – Advertise in weekly marketing ads, air on radio programs like
ESPN
• Conversion – Demonstrate the product at localbig box stores (Guerilla marketing)
like Home Depot, Lowes,Bass Pro Shops, and Ace Hardware.
• Commitment – Highlight features of the BatBox and offerspecial deals in
advertisements – high involvement productwith a narrow niche – emotional and
humorous appeal – demonstrations, or other consumer testimonies.
• Create a low cost YouTubecommercial, and use social media to attract target
audience to the BatBox website (similar to DollarShaveClub campaign).

3. • Obtain sponsorship fromA&E’s Duck Dynasty or another similar nationally televised
outdoors event to fund additional revenue formarketing purposes.
B2B: Print, Digital & Social Media
• Mail product brochures directly to hotel chains, outdoor resorts, camp resorts, and
lodges.
• Demonstrate product at hotel and resort conventionsand outdoor sporting events
such as fishing and hunting tournaments.
• Tone–
• Humorous and emotional appeal to southern gentry who enjoy outdoor activities
• Relate to television fans of shows similar to A&E’s Duck Dynasty and nationally
televised fishing and hunting shows seen on ESPN.
• The plan is to target the customer and make them believe that the product is
ingenious and that any smart outdoors enthusiast would ownone – appeal to the
outdoors person that wants to be known as the informed outdoors enthusiast.
• Actors and voicesshould be representative of people wholive in places where
mosquitos are most relevant in the U.S. Places ranging from the Mid-Atlantic to the
Deep South and areas North from Minnesota to Michigan and Wisconsin.
• SupportStatement –
• Youcan purchase a similar from another company, but if youbuy with BatBox you
can save hundreds and have the peace of mind that you have a quality handmade
product.
• Unquestionable product craftsmanship guarantee.
• Slogan
• “GotMosquitos? Strike em’ out withthe BatBox!”
Tagline
• “Rid mosquitos by the 100’s, with the BatBox.”
https://www.youtube.com/watch?v=-b5aW08ivHU Play first 4 seconds of video then
pause and simultaneously say “BATBOXXXXX”
• Logo
• A black bat with large wings hovering overa mosquito, lightning strikes going down
to strike him out. The Slogan will be in the logo, as well as the website.
.