QUILTING THROUGH THE DECADES. By: Amron Yitref Dillon Kohler Erin Day Kristen Topman Mickayla Barnes Jacob Kenning

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2 QUILTING THROUGH THE DECADES By: Amron Yitref Dillon Kohler Erin Day Kristen Topman Mickayla Barnes Jacob Kenning 1. Introduction 7. SWOT Analysis 2. Objectives 8. Target Audience Analysis 3. Big Idea 9. Media Objectives & Strategy 4. Creative Strategy 10. Potential Reach 5-6. Creative Concepts 11. Metrics QUILTING THROUGH THE DECADES

3 INTRODUCTION QUILTING THROUGH THE DECADES Our advertising campaign focuses toward the millennial generation who will focus on their mothers and grandmothers in building a tradition and a bond. The quilting template product will be the center piece, being essential and unique tool to introduce this lifestyle. to the to the Daughters Mothers from the Grandmothers QUILTING THRO UG H THE D E CAD ES 1

4 OBJECTIVES Create a good impression and relationship with Michael s craft store and establish them as an affiliate. Create a social media presence in the form of 1000 likes on the Deets & Co. Facebook page over the course of 6 months. Increase brand awareness and revenue from sales by at least 10%. Increase website traffic by 30% through click ads on Facebook, Pinterest, and YouTube. QUILTING THROUGH THE DECADES 2

5 CREATIVE CONCEPTS THE BIG IDEA Quilting Through the decades Advertising Web/Social Media Advertising: Facebook, Pinterest, and Company Webpage as the landing page for all other advertisements. Video Advertising: YouTube In-Store Promotion: schedule the Michael s craft room to teach instructional classes on how to use the quilting tool and why it is beneficial. Promotional & Event Campaigning Workshop: present at a craft store, Michael s, or competition to show how to use the product. Raffle: while teaching the class at Michael s raffle the quilting tool as well as fabric and templates to generate interest and excitement. Discounts: package the large tool with the smaller tool for a packaged lower price. Promotional video: for use at the craft booth/ class to play at Michael s that shows how to use the product and why it is useful. Competitors: show a competing product vs. ours and why ours works better and is a better price. Samples: give out quilting tools at the Michael s workshop, which will generate word of mouth advertising. Promotional & Event Campaigning Digital/New Media Marketingfocus on social media presence; specifically Facebook and Pinterest, as the target audience is present and active on social media daily. During peak hours have YouTube instructional videos that showcase the product. Direct Marketing- focus on craft stores such as Michael s, Porter s and Joanne s where quilting tools and fabric are sold. Lineup classes at these locations to teach how to use the product and why it is beneficial. This type of instructional classes will open up the ability to employ personal selling tactics. QUILTING THROUGH THE DECADES 3

6 CREATIVE STRATEGY The Issue Consumers may not know that this sort of template exists. Consequently, they may not know how to use it or be able to recognize its versatility. Because of this consumers may not realize that they could save money by buying one template that offers 8 different patterns to follow. Advertising Objectives Through various forms of advertising Deets & Co. wants consumers to know that this 8-in-1 quilting template can save them time and money and help them create specialty quilts more easily as opposed to other tools and means to create the same types of quilts. Brand Personality Deets & Co. wants to be known for creating high quality products that can make the consumers life a little easier for an affordable price. Definition of Target Audience The target audience for this campaign is women who are between ages who value family relationships. As our target audience analysis demonstrates, women among this age group are more likely to quilt. Because women between these ages are more likely to make daily purchases online, this age group is the primary market. The secondary target market is women who are the age of 55 and older. Direct marketing strategies will be used to reach the secondary market. Benefit Statement Making specialty quilting easier, quicker, and cheaper. Support Statement By purchasing this template consumers can create 8 different cuts or quilt pieces with just one product, instead of buying 8 different templates to create the same cuts. With this template specialty quilt pieces, such as orange peels/ flower petals, Drunkards Path, 1/4, 1/2 or full circles, 90 degree squares or rounded corners, can be achieved more efficiently than if a consumer were to use a traditional method. QUILTING THROUGH THE DECADES 4

7 CREATIVE CONCEPTS Pinterest Ad Facebook Ad QUILTING THROUGH THE DECADES 5

8 CREATIVE CONCEPTS Video Advertising: Storyboard QUILTING THROUGH THE DECADES 6

9 SWOT ANALYSIS RESEARCH The Back Story Tory & Ashley Alldridge started their business six years ago after his journey in being diagnosed with a precancerous condition. They started off with the entrepreneur spirit, being inventors, but then Alldridge went back to work for some time. He left work to be with his family more often though and soon they invested $30,000 in the CNC laser machine that cuts, engraves, and etches any material (except metal). Thus, Deets & Co. was born. The name Deets & Co. is inspired by the idea that God is in the details (a.k.a deets ) of our lives. Products have included fly fishing cases, cutting boards, signs, home decor, acrylic, personalized items, etc.. Deets & Co. has used a subscription based-model with their product the home box, through which most of their sales come. The target audience for the home box is women who are homeowners that make over $70,000 a year; generally, the target audience is families with disposable income. The Opportunity The Analysis Deets & Co. does currently have an online presence through Etsy and various social media, although it could be improved; Instagram has not been as effective as Facebook for instance. In the past, Deets & Co has attended crafts fairs, but were not as successful as they would have liked. They have also attended high-end markets for local handmade artisans, and that type of crafting, for the high-end market, was much more successful. They have also done well with personalizations. In terms of the current situation, Deets & Co. is a family owned and operated shop for everything laser-cutting/engraving, trying to take versatility of the machine and find little niche markets. For example, a product that caters to a niche, are their quilting templates; they can be something local and can ship nationwide. Additionally, according to IBISWorld s Engraving Services Market Research Report: Over the five years to 2016, the Engraving Services industry has experienced robust growth.... The industry provides....customizable templates with which consumers can personalize products such as smart phones, tablets and cutlery.... Over the next five years, revenue is expected to continue increasing. (n.p.) Therefore, it can be seen that there is a lot of opportunity and increase demand for such a business as Deets & Co.. Correspondingly, because customizable engravings have increased in demand, consumers will seek out such and purchase rates will continue to rise. However, even though there is much opportunity in this market and for the brand Deets & Co., there are also some threats. In other words, because there is opportunity due to the increased popularity of custom engravings, there will be more competition than there already is. Though, Deets & Co. strengths, such as its versatility and charm, are where they can have the upper-hand and meet the need/wants of consumers better than that of their competitors so long as awareness of Deets & Co. increases. QUILTING THROUGH THE DECADES 7

10 TARGET AUDIENCE ANALYSIS Focusing on the younger quilting generation increases awareness due to social media and web presence. It increases the reach towards the audience. Target audience focuses on women ages who value connections with their relatives. This specific audience includes young mothers and women in their 20s and 30s with the hobby of sewing/quilting that will want to create keepsakes for their children. A quilt is something that children can use when they are young, as well as when they are older. The quilt goes with them through the decades. This audience is the main focus because we are building memories by quilting through the decades. Mothers make quilts for their children, that child carries on the tradition and makes quilt for her children, and the quilting carries through the decades. Out of 400 viewers with web presence on just one web page; such as Etsy, only results in 15 purchases. Those under 40 are 70% more likely to make an online purchase on a daily basis. Strong online presence results in an increase in sales, whereas a lack of online presents hurts sales revenue. Out of the 400 viewers, web presence on at least 4 social media or other web pages constitutes 175 purchases Web Presence Sites: YouTube, Facebook, Pinterest, Company Website QUILTING THROUGH THE DECADES 8

11 MEDIA OBJECTIVES & STRATEGY Media Objectives: Generate awareness among the target audience Differentiate our brand (Deets&Co.) from brand/product from competitors (lower cost) Generate more requests for the product The Issue Sets the foundation for media ideas that help to meet the goal and provide a position of advantage over competitors. Use social media to reach the millennial generation (ages 18-30) Create a stronger online presence to reach a bigger audience Link: d/1ur-hcml4nlsx5noo1mhpjxkwao5r WbIDXlXHSL_2O0I/edit?usp=sharing meda plan towards the bottom of this doc Pinterest: By using promoted pins, a paid ad on Pinterest, the audience can be targeted through location and demographics. The ads will be nationally run and will link consumers directly to the website page where they can learn about and purchase the product. This allows for better reach to the audience, women 18-30, more specifically. Promoted pins run on a costper-click basis (CPC) basis, so the budget allocation will be based on this. The Pinterest ads will run through April 1st to June 30th at a maximum cost per click of $1.00, and a total estimated cost of $2000. Additionally, using pinterest allows us to monitor and adjust our campaign as it runs--a huge benefit. Facebook: In using Facebook, Deets & Co. s presence on social media and the awareness of the brand/product will increase. This is a result of being able to target the desired audience so specifically based on age and similar interests that are available on Facebook. This will also increase website traffic that will, in turn, lead to an increase in sales. The ads will link consumers straight to the website page they can learn more about and purchase the product, when clicked on. The ads will last from July 1st to September 31st at a maximum Cost per click of (CPC) $2500 and Cost per like for page promotion will be $1000. YouTube: With YouTube, not only will Deets & Co. boost its web presence, but also it can target viewers by age, gender, location and liked videos which is very beneficial. The types of Ad formats that would be utilized are: In-slate (appears as a suggested video after video has ended), In-display (shows up beside the video being watched), In-stream (plays before you can watch video). The cost of videos are expected to be $5000, $2500 for each video. This will last from May 1st to August 31st. Direct Marketing: Regarding direct marketing, opening a booth at the retailer Michael s will help future consumers understand how to use the product and provide opportunities to connect to consumers through representatives; people can feel free to ask questions. When this happens people will feel closer to Deets & Co. as a whole. Also when it starts become more sought out, the store itself will want to buy more and see the importance of the product. To have occupy a store with a booth or hold an interactive workshop is free, but cannot occur during Michael s own classes. This will take place August 31st to October 5th. QUILTING THROUGH THE DECADES 9

12 POTENTIAL REACH FOR LANDING PAGES & SOCIAL MEDIA This graph represents the potential of online users you could reach just by using the keyword quilting Real Time Tracking for the Keyword Quilting on ,976 posts 1,340 users 1,619,029 reach 2,862,827 Impression This is an outline of the potential you could be achieving by doing basic SEO. A analysis of these numbers is created by the statistics of landing pages using the keywords that fall in line with Quilting Businesses with landing pages generate 7 times more leads than with 1-5 landing pages Businesses with 40+ landing pages generate 12 times more leads than with 1-5 landing pages QUILTING THROUGH THE DECADES 10

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14 METRICS Facebook Facebook marketing has proven to acquire 77% more customers than no marketing at all. Current: customers per month, 120-1,200 customers per year, 1-10% gain Potential: customers per month, 216-2,124 customers per year, % gain Over a Year of SEO & Including Social Media Your Website: Could improve revenue, viewership, business trust, and potential investors. Statistics for this section is hard to write out, due to the fact that different SEO strategies bring in different numbers. Currently 3.2 billion people use the internet. This is a general number but at any given point hundreds, thousands, and millions of people could find your page. Different keywords allows people to find you, so depending on your website build and flow you could have poor sales to unbelievable sales. YouTube Statistics show you can gain over 1000% of viewership of what you have currently, by just including youtube in your business.. Current: sales per month, 1,000-10,000 views per month, 1-10% conversion Potential: 100-1,000 sales per month, 10, ,000 views per month, % conversion QUILTING THROUGH THE DECADES 11

15 INDEX TOPIC: QUILTING THROUGH THE DECADES 11