Reverend Guitars. Danielle Szatkowski, Maggie Bosca, Danielle Demick

Transcription

1 Reverend Guitars Danielle Szatkowski, Maggie Bosca, Danielle Demick

2 Our Philosophy To produce high quality work for our client. To constantly innovate, evolve, learn, grow and prosper. To always work with passion and nothing less. The average advertising agency and client relationship lasts less than 3 years. We ve worked with many of our clients for over 4 years.

3 Today s Agenda Executive Summary Situational Analysis SWOT Advertising Objectives Media Plan Schedule Advertising & Additional Strategies Campaign Evaluation Summary & Conclusions

4 Executive Summary Issue: Brand Awareness Reverend s audience(s) have personal preference of other competitors or are unaware of the Reverend brand Goal: Increase Brand Awareness through traditional and additional advertising strategies Print, television, event sponsorship, YouTube Sponsorship, POP displays, Contest Flyers, Banner Ads, and Direct Marketing

5 Company Analysis Global Guitar Supplier History: Established 1997 in East Detroit Joe Naylor Present: Toledo Ken and Penny Haas Collaborates with artists Supplier Excellence Award 2016

6 Consumer-Market Analysis Demographic: Male y.o. Average Personal Income: $40,000 - $80,000 Careers include: music or artistic fields Psychographic: Enjoy music Either play or have an interest in electric guitars Skills range from beginner to professional Frequent concerts Value quality, tone, and playability of their guitar

7 Consumer-Market Analysis Per Capita Disposable Income Brand Loyalty Continuum: Awareness Acceptance Preference Insistence

8 Product Analysis Electric Guitars: Signature series, bolt-on series, set-neck series, and left-handed Price Range: $800 - $1,800 Includes Case Bases: Bolt-on series and set-neck series Price Range: $1,000 - $1,400 Includes Case

9 Product Analysis Parts made in Korea Assembled and inspected by Reverend Includes 1 year limited warranty Other Products: Hats, shirts, sweaters, stickers, guitar picks, logo patches, etc.

10 Product Analysis Double Agent OG Guitar Humbucker/P90 pickups and single cutaway body Available Colors: coffee burst, alpine green, midnight black, and vintage clear flame maple Price: $959

11 Competitive Analysis Main Competitors: Gibson and Fender Washburn, Kramer, Eastwood, and Ibanez Perceptual Map: Affordable Stylish Stylish Affordable Costly Plain

12 Target Market Profile Primary Audience: Urban males; y.o.; focused on urban trends, authenticity, and the local community. Aspiring, inexperienced, self-expressionists with a medium income level. Secondary Audience: Older men; y.o.; inexperienced players Medium income level; desire quality product for a reasonable price

13 Consumer Behaviors Status & Self-Image Seek divergence & desire originality with a retro and unique guitar Social Factors surrounding the audience(s) Perceptions of social media & current trends Pride in hometown Learning Behavior Concept of actually trying a product before making a purchase

14 SWOT Analysis Strengths Retro design, affordable price, playability Contributes a magnitude of value Set up to perfection Weaknesses Lack of brand awareness and preference Outsourced manufacturing in Korea Opportunities Immerse our brand with major music events through sponsorship Provide lessons and classes Threats Mature stage of product lifecycle Strong import competition Overshadowed by competitors

15 Advertising Objectives Goal: Increase brand awareness, preference, sales Plan of Endorsement: Sponsoring a few major music festivals YouTube sponsorship Two contests YouTube ads Targeted magazine ads

16 Creative Strategy Idealized-Self Image Get target audience to envision themselves using Reverend along their musical journey Budget: $1.5 M

17 Media Plan Schedule BUDGET: $1,500, WHAT WE HAD LEFT TO SPEND: $750.00

18 Media Plan: Print One full page every 3 months, quarter page for remainder months Magazines: Guitar Player Vintage Guitar Guitar World Total: $1,338, ($446, per magazine)

19 Media Plan: Internet Youtube ads: $4,000/month Youtube banner: $1,500/month Youtube Sponsorship: 1,000 every 6 months Send monthly newsletter via free Contest: $2,000 $1,000 at start of festival season $1,000 at end of festival season Total: $ 71,500.00

20 Media Plan:POP Display ATLANTA AUSTIN CHICAGO CLEVELAND DETROIT INDIANAPOLIS L.A. MANHATTAN MINNEAPOLIS PORTLAND SAN FRANCISCO VEGAS Total: $14,000.00

21 Media Plan: Major Event Sponsorship + Booth Billboard Music Awards May 22 on ABC (LA, California) Coachella Music Festival Apr 15 - Apr 24, 2016 (California) South by Southwest March 15-March 20, 2016 (Austin TX) Total: $ 75,000.00

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25 TV & YouTube Spot

26 TV & YouTube Spot

27 TV & YouTube Spot

28 Print

29 Event Banner

30 Event Banner Contd.

31 YouTube Sponsorship

32 P.O.P. Display

33 Interactive YouTube Banner Ad

34 Contest Flyer

35 Direct Marketing ( )

36 Campaign Evaluation Pre/Post Test Objective: see where the target audience's awareness and perception of Reverend are before and after the start of the campaign Participants: male, y.o., average personal income of $ $80,000 per year, and are either interested or own an electric guitar Survey: Non-Probability Convenience Sample

37 Consumer-Market Analysis

38 Consumer-Market Analysis

39 Campaign Evaluation Outcome Brand Awareness: Primary Audience - increase 30% Secondary Audience - increase 15% Preference: Brand Loyalty Continuum: Awareness Preference Sales: Increase within both the primary and secondary for a combined total of 50%

40 Summary & Conclusions Executing the Create Your Own Sound campaign in print, television, Internet Advertising, and POP displays. Our program is the best for you because it utilizes all of the unique selling advantages of Reverend and it channels these concepts in medias appropriate to your target market in the most effective way, increasing brand awareness to your advantage.

41 Summary & Conclusions We are best prepared because we gathered useful customer insight through research, developed a campaign that solely focuses on your audience while connecting to your brand, and are determined to reach your objectives of brand awareness.

42 Next Steps Finalize ads for each medium discussed above. Choose specific channels that will best reach your audience(s) within these mediums chosen. Help further increase brand awareness by monitoring the campaign s impact and making sure the unifying message is across all mediums.