Consumer Behavior :
Develop an Advertising Campaign
Step 1 – Understand the target audience
Step 2 – Establish Message and Budget Objectives
Step 3 – Create Ads
- reasons – USP
- slice of life
- fear appeal
- sex appeal
- humorous appeal
- slogans, jingles and music
Step 4 – Pretest What the Ads Will Say
Step 5 – Choose the Media Types and Media Schedule
Step 6 – Evaluate the Advertising
post testing, unaided recall, aided recall, attitudinal measures
Sales Promotion – programs designed to build interest in or encourage purchase of a product during a specified period.
-point of purchase displays
-incentive programs – coupons, price deals, refunds, rebates
Public Relations – Communication function that seeks to build good relationships with an organization’s consumers, stockholders, and legislators.
sample successful company: Analyze why Nike success
Marketing context & Objectives:
- Company name/ organization: Nike. Slogan/Trademark: “Just Do It”
- Marketing situation (leading brand, new brand. Established brand/ new product: leading brand
- Competitive dynamics: market shares/ positioning/ price or non price competition: $61.53/ share. IN 52 weeks/ range from $38.54-$66.00. One month: $$53.22-$62.95. In 5 years: $37.55- $70.60
competitive with : Adidas and amrou in footwear companies.
Targeting & Positioning:
- Target Market: Footwear
- TM Relative to other market segments
- Product Features/ User benefits: low cost, innovative design update according demand of customers.
- Competitive Edge/USP
- Desired Consumer/ Perception (positioning)
- Creative Brief:
- Campaign Theme: “just do it!” Lavish TV ad campaigns featured big-name, highly compensated sports stars, including the NBA’s Michael Jordan and multisport star Bo Jackson.
At the 1996 Olympics in Atlanta it ran ads that sneered at runner-up Olympians: “You don’t win the silver; you lose the gold.”
Nike bought the Converse line, long known for its basketball shoes, “a fan sent me a Chuck Taylor shoe that he had painted a swoosh on and said ‘Please don’t do this
- Copy Treatment:
Key 1: E-commercial: First movers advantage in e-commerce, 1996 launch web site on the internet. The marketing strategies on the net through web appearance and user friendly functionalities such as ease of purchase, speed, and navigation. The three pillars of their e-commerce strategy: pure-play e-tailer, bricks and clicks, and their online store. With the data retrieve from consumers, these firms are able to analyze and monitor the buying behaviors of their consumers. The data can also be used to exploit new marketing campaigns and promotions. Furthermore, the data collected can be used to produce innovative designs and improve their research capabilities.
key 2: Promotion: increasing sales and reducing cost.
- Media Mix: spends on mass-market television ads: $60 million in the first nine months of 2007 in the U.S., according to TNS Media Intelligence.
- Why or why not? Be careful to spend money for adv: should analyze when it works or not. You can see the narrowcasting of the sales pitch in Nike’s marketing budget (which, at $2 billion a year, is probably only a billion dollars or so behind what it spends to manufacture 225 million pairs of shoes). It’s not surprising that the company spends lavishly on endorsements from stars like Tiger Woods; it has always done that. What’s surprising is how little it spends on mass-market television ads: $60 million in the first nine months of 2007 in the U.S., according to TNS Media Intelligence. Parker would rather spend money on events, like the LeBron James showroom it opened briefly in Shanghai late last year to promote a $200 shoe, or on the Web, where a cheaply made threeminute ad featuring Brazilian soccer star Ronaldinho got 35 million hits.
- How could results be measured:
Keys of success:
- Follow the heart of customers/ satisfy their needs: Power of Buyers
Sport foodwear should sort category by sport type. The design must match with the need of customer and innovate new design for the successful performance for sport players.
New president reorganize the company. It used to be divided into categories of products (shoes, apparel, gear like golf clubs). Now it’s divided by sport. There’s a division for soccer (shoes and apparel combined), a division for running, one for basketball, one for men’s fitness, one for women’s fitness. Each has its own product-development and marketing executives. In this taxonomy a running shoe is entirely different from a cross-training shoe—why, running is an entirely different sport from training. There are parts of the company that sell only to golfers or only to kids on skateboards. Dreamer athletes, the people who don’t run or pole vault but want to dress as if they do, have their own division (called Sports Culture at Nike).
Nike’s “nikeid.com” link allows consumers to customize and design their own footwear by permitting customers to specify the desired colours and the option to personalize the footwear with their name.
- Price: Low price or depend on demand of customers.
ex: level of needs in customers:
a- Starte- a low-end brand offered in Wal- Mart, selling it to Iconix Brand Group for $60 million. But he shelled out $582 million,
b- In a mass market a sneaker is just a sneaker, competing with $30 sneakers coming from the same sort of factories in China and Indonesia .
c- Unique air cushion or even a microchip inside (the Nike Plus, which communicates with an iPod to track your miles). Then it might be worth $80 or $120 or even $200 a pair.
d-When golf star Tiger Woods complained that he needed better traction in his golf shoes, Parker’s designers did video analysis of his feet while he swung a club. The solution: They cut a groove in the sole plate of his shoe and inserted a flexible pad, better to keep his feet on the ground. That addition became the basis for the SP-8 TW Tour shoe in 2006. It retails for $220.
Distribution: opened 3,000 stores and sales are expected to top $1 billion this year.
Boost retail and online sales from $1.5 billion to $4 billion a year by 2011
100 smaller Nike-owned stores that will be tailored to the lifestyle of their neighborhoods
Parker is working with Foot Locker with its jointly owned House of Hoops, a store dedicated exclusively to basketball shoes and apparel. The first one opened late last year in Harlem. Fifty more are planned. Two slick new Nike iD Studios, one in New York City and one in London, allow consumers to design their own shoes. It plans limited-edition runs of the best designs.
A shop in Buenos Aires might be focused on soccer and women’s fitness.
One in Los Angeles could feature skateboarding gear and fashion products
- Promotion: 50% sales growth a year
- Sensitive with cultural issues:
Westernize in Asia: Get profit from the Olympic event in China: Nike will outfit 22 of the 28 Chinese Olympic teams.“We’re not going to take the Western version of the brand and try to shove it down their throats,” Parker says.
Parker recently returned from Shanghai, where he sat down with 50 of the country’s artists, architects, novelists and filmmakers to “download their brains.” Says Parker: “What we learned is that China is undergoing a tsunami of Westernization, and it’s losing some of its own identity. The creative community is looking for its voice, and we’re trying to be sensitive to that.”
- Strong management team and good corporate strategy in both North American and overseas markets
- Landing Page :
- link to primary domain
- info request about the product
- RSS : new article all the time
- face book, twitter
Content ; call the actions
title: Flavorful, fresh, variety, online, &$145 GoFreshy Tea available and at WholeFoods
meta description : flavorful, fresh, variety, online, &$145 GoFreshy Teaavailable and at WholeFoods
image/ image name : name_title_keyword. jpg
text: content sounds sharing (max 3 sentences)
link (s) : name_keyword_title.html
video: post in website (link to = youtube +youtubechanel (link together)
land pages: 3 sentences as sharing good news to friends, not commercial
Web campaign: Affimative program
<?xml version=”1.0″ encoding=”UTF-8″?>
set up change requenly : monthly
sign up in gmail account, sign up the website, get code and add code in the web site
Build community of information of media marketing based on priorities: Search SEO
- Qr code for business card
- Fb page set up with qr code for coupon
5.google map/ google news
Sort content from the most prioriti to the less
- qr coupon code