Media Strategy: PPQ Cardashians Blueprint Communications for Personalised Plates Queensland The Team: Niamh Burke n8831963 Patrice Byatt n9147349 Katelyn Macaione n9101748 Nicola Ward n9054511 Date: 6pm 02/06/16 Tutor: Hannah Rowe Presenting to: Liza Avgoustakis 1
Four Sections Insights to the Product and Target Audience Media Objectives and Media Strategy Media Channels Media budget 2
Personalised Plates Queensland (PPQ) work hand in hand with the Department of Main Roads to create and build a range of unique number plates. They strive to target different segments in the market to advertise their many ranges of plates to. Their product is distinct to every customer, with no two plates ever the same making the overall product the same, but the individuals end product something different. 3
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$5000 5
Lay-By Enhancing a customer's purchase experience, through the evolving ecommerce technology is a winning strategic decision (Doherty and Ellis-Chadwick, 2006). 6
Competition 7
Combating competition Focus on what motivates purchase behaviour and when does the consumer most desire a status product (Rucker and Galinsky, 2008) 8
Keeping up with the ‘Cardashians’ 9
Key Insight A Cardashian wants to project their ideal self, using both personal belongings and social cues to assist in personifying their personality. 10
Media Objective To create a high reach, low frequency campaign targeting the consumer group of Cardashians across a one month pulsing schedule. 11
Media Strategy To catch Cardashians in a moment of self consciousness, when the cognitive dissonance of who they currently are and who they want to be is high. 12
Evaluation Plan Create awareness and hype Maximise reach and 600 plate sales in July frequency Position plates as an 20K+ unique landing page opportunity to celebrate Motivate purchase through views style and personality contextual environments 4K new Facebook fans Drive prospects to research, enquire or purchase 8K new PL8M8 leads COMMUNICATION MEDIA MEASUREMENT METRICS OBJECTIVES OBJECTIVES 13
Media Channel Options Online Radio Television Outdoor 14
Online ● Internet plays a huge role in the daily life ● Through the assistance of the target of a ‘Cardashian’, with them being market’s internet search history this known to use it continuously throughout could help pinpoint the perfect time and the day place to advertise to Cardashians 15
Radio ● Cardashians are frequent radio listeners with over 90% of the group tuning in to a radio station on a weekly basis and 87% listening to the radio in their car. ● By buying a breakfast spot on the Cardashians favourite stations, Nova 106.9 or Hit 105, this will deliver a high reach of the target market and a considerably low budget compared to other media channels. 16
Television ● Programs that would reach a high percentage of the Cardashians such as Big Bang Theory, Modern Family and the Bachelorette have a high media cost, constituting much of the campaign budget. ● In terms of production one large hurdle is the need for a long lead time, with the campaign soon to launch the time available doesn’t allow for production or booking time. 17
Outdoor ● Over 80% of Cardashian women see outdoor advertising weekly. ● Outdoor advertising reaches a Cardashian on their way to work, high cost and potential media wastage of billboards, bus wraps would be more effective. ● Retail out-of-home mediums have potential to resonate during moments of self-consciousness as Cardashians love to be in social situations in this space. 18
Budget allocation 39% 46% 15% radio digital outdoor 19
Media Schematic and Timeline Week 1 Week 2 Week 3 Week 4 Week 5 Digital - Package Digital - Search Digital - Social Radio - All stations Outdoor - Mega side Outdoor - Westfield 20
Summary Key Insight: A Cardashian wants to project their ideal self, using both personal belongings and social cues to assist in personifying their personality. Media Objective: Create a high reach, low frequency campaign targeting the consumer group of Cardashians across a one month pulsing schedule. Media Strategy: To catch Cardashians in a moment of self-consciousness, when the cognitive dissonance of who they currently are and who they want to be is high. 21
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