Four-Wheeler Giveaway Ad Campaign

giveawayFor my Advertising & Public Relations final project, my team including myself, Riley Queen, Taylor Jack, Logan McCoy, and Alex Skinner partnered with Tudor’s Biscuit World for our ad campaign proposal.  Our client, Christina McCune, is the current marketing director for Tudor’s Biscuit World in Nitro, WV.  Christina presented to us an idea for our ad campaign, which included partnering with Hatfield & McCoy for a four-wheeler giveaway which will take place in the Spring of 2018.  The ultimate goal of the giveaway is to target a younger demographic audience and increase brand awareness.  Also, by holding the giveaway at the Hatfield & McCoy location, Tudor’s will be given expansion opportunities further south and into surrounding states such as Kentucky and Virginia.

PROBLEM/BUSINESS OBJECTIVE:

Tudor’s is currently based in the state of West Virginia with very few locations in Kentucky, Ohio and Virginia.  Tudor’s presented to us the problem of lack of expansion opportunities.  Tudor’s currently frequents Facebook and television ads; however, by doing this they are focusing on an older age demographic such as retirees.  Therefore, my group created an ad campaign proposal to help them with additional advertisements for the ad campaign by frequenting social media outlets, newspaper ads, billboard ads, television commercials, and more.  Reaching our target audience and even expanding our market to a younger aged demographic is our biggest goal in order to make the giveaway successful!

FOUR-WHEELER GIVEAWAY:

As I mentioned, the four-wheeler giveaway will be held at Hatfield & McCoy’s riding trail.   The campaign is sponsored by Mountain Dew, which will be providing Tudor’s with a $10,000 four-wheeler to giveaway to one lucky winner.  Entering into the giveaway is simple and a purchase is not required to enter.  All one has to do is walk into any Tudor’s location, fill out an information card as shown below, and submit it in-store.ad5.JPGBy doing this, Tudor’s hopes to increase the number of customers who walk through their door daily.  Though a purchase is not necessary, walking away from a delicious home-style cooked meal will be tempting.  More than likely, the consumer will be inclined to dine-in after entering into the upcoming giveaway.  Either way, its a win-win for not only Tudor’s Biscuit World, but also for the

Start Your Day the Homemade Way and Enter Into Tudor’s Biscuit World Four-Wheeler Giveaway! “

Examples of Ads for newspaper, social media, etc:

 

Caption: Stop by Tudors for a great start to your adventurous day. Enter in-store for a chance to WIN!
Keywords:  ADVENTURE, OUTDOORS, RECREATION, FOUR-WHEELER, BREAKFAST

A Day Full of Advertising

An average person is exposed to over 10,000 brand messages a day.  How is this possible?

It’s simple. As technology and resources have rapidly increased over the years, so has the field of marketing and advertising.  Prior to social media and internet ads, businesses and organizations relied on billboards, radio and television commercials, newspaper, flyers, word of mouth, etc.  While these outlets still reach the consumer, it is not as beneficial as targeting a specific audience through the platforms that the consumer frequents most.

With the advancements of technology, businesses can now place an ad right in front of their consumers eyes by tracking previous search history.  So you were looking at those cute shoes on Nordstrom, but decided to save money instead? Wrong.  The ad of those shoes will now follow you on every website you visit until you cave in and buy them. It happens to all of us – just face it.  This is an example of retargeting ads, which is only one of many that are offered through the use of technology.

Recently, I took a day and kept my eyes open for advertisements everywhere I went.  Sometimes we do not realize the power that advertising truly has.  They are literally everywhere.  Everywhere we go, everywhere we look, we are inundated with messages.  I counted over 200 ads that I was exposed to within one day, which was more than I thought I would see.  I realize that I was definitely exposed to way more than this; however, the average attention span for a human is 8 seconds.  Therefore, many ads may not have grabbed my attention or been within my interest. Below are a few that I was exposed to through social media, e-mail, radio, billboard, etc.:

“The Reuben sandwich is now back at Subway!”  – Subway radio ad

“Would you like to add a four piece nugget for $1?” – McDonald’s employee

“Keep Thinking Jenkins.” – Billboard ad

“All things beauty – all in one place.” – Email ad and sign in Ulta

“Heads up – you get 2x stars tomorrow!” – Starbucks app

Personally, I enjoy viewing advertisements, specifically related to anything shopping.  As I am currently over marketing and advertising for a local boutique, I enjoy seeing others and getting new ideas.  However, ad burnout is definitely a thing in the world of advertising.  Sometimes too many ads can become annoying to the point where you become uninterested in a product or business.

Many of the ads I saw were located in Ulta Beauty at Meadowbrook Mall.  All over the store, they have ads displayed for almost every product.  I have been a very loyal shopper at Ulta due to their rewards and point system.  I constantly check for e-mails from them to keep up with the latest sales and new products.  The ad below was sent to me through e-mail, which ultimately encouraged me to take a trip to the mall to shop there.  With the holiday season quickly approaching, this ad grabbed my attention and made me want to go shopping for new makeup at their store.

Advertising is part of our existence.

The good news is we have the power to choose how it will affect us.

advertising quotes

 

 

 

 

 

 

 

 

Affect of NFL Ratings on Advertising

As the NFL season is well underway, advertisers, viewers, TV partners, and die-hard fans are beginning to realize the decline in ratings due to opposing viewpoints and player protests.  As studies show, this is having a significant effect on the success of advertising during NFL games specifically.  High ranked broadcast companies such as Comcast, Walt Disney, Fox, and CBS have all shown a recent decline (1%-8%) in overall viewers.  It was believed that the drop in ratings were only temporary, however, ratings seem to be dropping more and more as the season continues.   When taking a closer look at statistics for Fox, we can see that last year they had just over sixteen million viewers.  At the beginning of NFL preseason this year, total viewership had dropped to just under six million.  This decline is steady across the board for several other networks, as you can see below. Sunday’s games in week 4, had the smallest audience of any Sunday so far at an average of 14.2 million viewers.NFL ratings

The biggest concern with the drop in ratings relates to the affect this places on advertising.  A Jeffries analyst projects that the downfall could cause a $200 million loss in profits for the TV partners if ratings continue to decrease at such a rapid pace.  When looking at the big picture, this is a significant amount of money that the companies will be losing.  In other words, they will not have the funds to continue to produce attention-grabbing ads for their consumers.  In result, companies are likely to see a decrease in their overall total profits for the year.  Advertising is crucial for the success of the business.  Without it, a company is likely to reach a downward trend before they realize what is happening.  Considering the decline in ratings dip into the ongoing controversy of player protests, brands that purchase advertising during NFL games are likely not happy with the league as a whole.  Also, they may be concerned about receiving negativity from the ad due to the political stance that the NFL is taking.  Therefore, not only is it affecting advertising for popular TV partners, but the NFL is losing loyal customers, fans, and exposure because of the issue at hand.  In result, those who used to tune into NFL games and contribute to advertising are going to enter into a new market of TV programming. A recent study conducted by Limelight Networks shows that  younger men specifically are beginning to lose interest in NFL television.  Instead, they are spending their time tuning into online gaming, eSports, movies, etc, as you can see below:

Capture

Even though ratings are down with the NFL, companies can always place their advertisements elsewhere – such as to online gaming, eSports, news channels and other networks.  Wherever the traffic is, the advertiser wants to be.  Will the NFL drop their political stances to increase ratings, and go back to just playing football?  Questions for the future still remain for the success of NFL programs and their partners.  In conclusion, TV partners are likely to move towards the popular crowd in order to benefit their success as a whole.  To prevent future losses, companies may begin to explore different forms of advertising that will ultimately increase their ratings more than ever before.  If the decline in NFL ratings continues, they are likely to find themselves in a hole that they may never recover from.

 

 

InnerAction Media

On Monday, Mike Arbogast, COO/Creative Director of InnerAction Media, visited Professor Conrad’s Advertising and Public Relations class.  InnerAction Media is located in Morgantown, WV.  They offer assistance in brand development, website development, advertising, public relations, design/creative, digital media, and SO much more. As I sat back and observed Mike Arbogast and InnerAction Media as a whole, I feel as if I learned a great deal about the ins and outs of marketing. The most important points I took from his presentation include:

  • Marketing is not about you, it’s what you can do to benefit the company.
  • Marketers are problem solvers.
  • Clients need:
    • MORE: money, customers, and time.
    • LESS: distraction, stress, and wasted expenses.
  • The importance of:
    • Communicating
    • Presenting an idea effectively and efficiently.
    • Paying attention to small details, while keeping the big picture in mind.
    • Keeping an open mind when viewing different perspectives.
    • Ability to work within a large group.
    • Following a process before implementing the final product.
    • Building trust with clients.
    • Accountability and accessibility.

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While keeping these above topics in mind, I believe that my team will be able to work together to complete a successful ad campaign for our client.  After hearing Mike’s perspective on how to satisfy individuals within the marketing field, I feel that I have a better outlook on our clients overall expectations. From this presentation, I also feel more comfortable diving head first into the creation of an ad campaign.  Now that I am more familiar with how to implement a plan, I believe our team will be successful in taking the necessary steps to further our project to fulfill the marketing desires of our client. Stay tuned for more as we will soon begin working with our client on their ad campaign! 🙂

Blog Post #1

Consumer Purchase Decision Journey

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What is it?

  • Trigger: A need to purchase has become apparent to the consumer.  
  • Brand Consideration: Consumer forms initial list of brands for consideration based on brand perception or exposure (price, availability, variety). 
  • Active Evaluation: Consumer evaluates and researches his/her needs, and adds or subtracts the brand from the consideration list. 
  • Purchase:  Consumer makes final decision to purchase.
  • Post Purchase Experience: Consumer evaluates purchase experience and compares it to his/her expectations. 
  • Loyalty Loop: Enables the brand to be considered again once the need for purchase arises.

What did I find most interesting/intriguing? 

Considering I enjoy shopping and also work at a local boutique, I have experienced each of the five steps above.  Little did I know that this process has an official name – the Consumer Purchasing Decision Journey. Personally, within the Consumer Purchasing Decision Journey, I was intrigued to see that loyalty loop was included in the process. Many businesses have one main focus: SELL, SELL, SELLIt is easy to forget how important and easy this final step is, just by touching base with past consumers and earning their customer loyalty. The most successful businesses do not treat their customers as a regular person, instead they should be viewed as an asset and friend within the company. When customers become a part of the loyalty loop, they have made a commitment to your product and that is one of the best ways to increase future growth.    

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What role does it play in media planning?

The Consumer Purchase Decision Journey plays a huge role in media planning.  How a company advertises their product and how their consumer evaluates their purchase is a crucial factor in its overall success or failure. One of the most popular and cheapest ways to market a product is through consumer-driven marketing. Interested customers turn to the media when seeking information, or when reading reviews and recommendations.  By targeting an individual through the media, they are able to include the company/product within their brand consideration and active evaluation.  By reading past reviews and recommendations, they may become prompted to purchaseAfter post purchase experience of the product, they may refer back to previous media posts, or even leave a review/recommendation of their own.  Through the media (e-mail, online chat, direct messaging, etc.), the company can then welcome them to their loyalty loop and reassure them that they made the right decision by purchasing.  Therefore, we see how media plays a role in not only attracting individuals to a company/product, but also by keeping them as loyal consumers after their purchase. 


How has it changed over the years?

Just as marketing techniques have changed over the years, so has the Consumer Purchase Decision Journey.  McKinsey states that the previous marketing funnel concept failed to reach all main touch points and buying factors within the marketing world, such as: the increase in product choices, media, and even curious customers.

“If your marketing hasn’t changed in response, it should.” McKinsey & Company

With McKinsey’s 2009 Consumer Purchase Decision Journey, it now provides a simpler way to understand the strength of a brand compared to existing competitors, while still focusing on aspects within the marketing challenge. With the increase in media, marketers now have new ways for the brand to reach new customers, leading to an increase in decision journeys.  It has also changed from one-way communication, to a two-way conversation by being able to reach out to customers and control the reviews, recommendations, and even managing word-of-mouth.  Also, the loyalty loop has played an important role in post-purchasing experiences.  Overall, these improvements have benefited not only businesses and consumers, but also the overall world of marketing.  

quote-purchasing

http://quotesgram.com/procurement-quotes/