Shelby MustainIntro into Media AdApril 13th, 2015

Crafters As A Target Group For Lowes

Target Segment Summary Targets Psychographic Summary Enjoys making crafts Enjoys unique products Creative Skilled with hands Enjoy building/creating Targets Demographic Summary Female Married With children 35-64 years of age $50,157- $74,999 HH income Targets Geographic Summary Salt Lake City, Utah: Lifestyle Rank = 17 Number of Craft Households = 279,002 Charleston / Huntington, West Virginia: Lifestyle Rank = 20 Number of Craft Households = 160,102 Traverse City / Cadillac, Michigan: Lifestyle Rank = 12 Number of Craft Households = 85,365Client DescriptionCompany OverviewFounded in 1946, Lowes started as an idea for a chain of hardware stores by Carl Buchan. Buchan purchased a small hardware store from his brother in law called North Wilkesboro Hardware Company and turned it into Lowes. He cut out the middleman and started working directly with the manufactures, which gave Lowes lower prices than their competitors. Business started to boom and more Lowes stores starting opening in nearby towns of western North Carolina (Our History Lowes Careers).In 1961 Lowes went public and in 1979 began trading on the New York Stock Exchange. Right around this time a large number of houses were being build so professional homebuilders became Lowes most valued customers. By 1982 Lowes had their first billion-dollar sales year bringing in $25 million dollars of profit. Also around this time the do-it-yourself (DIY) homeowners began to emerge and seek out ways to improve their homes (Our History - Lowes Careers).Today Lowes continues to expand. Lowes opens on average one new store every three days. Even thought Lowes has seen drastic changes since it started in 1946, the company continues to stay committed to offering quality home improvement products at the lowest prices, while delivering superior customer service (Our History Lowes Careers). Types of Products offeredLowes offers a wide variety of home improvement items such as appliances, bathroom supplies, building supplies, electrical equipment, flooring, hardware, heating and cooling supplies, home dcor, kitchen supplies, lighting fixtures, ceiling fans, outdoor equipment, plants, paint, plumbing supplies, storage, tools, windows, and doors. Along with offering all of these items, Lowes also offers these items in many different brands and styles. For example paint. Lowes caries various brands and types of paint in any color imaginable. Lowes also carries stains, sealers, and paints for various types of surfaces. Lowes also carries any supplies you need to get started painting such as brushes, painters tape, patching and wall repair supplies, and much more. To go along with Lowes extensive variety of paint, Lowes also offers various tools needed by people working on DIY projects such as hammers, nails, scredirvers, screws, drills, saws, nail guns, and many more. Along with their variety of project Lowes also offers its customers services such as professional instillation, product delivery, one-year plant guarantee, paint color matching service, and loading and assembling services (Lowes Home Improvement).Lowes not only offers the supplies you need for your home improvement projects, but they also have a ideas and how to section on their website that gives do it yourselfers ideas and guides for their next project. These ideas range from small projects such as painting a simple lamp, to large projects such as installing hardwood floors. Target Audience: CraftersIntroductionA craft is defined by dictionary.com as a skill and experience, especially in relation to making objects; a job or activity that needs skill and experience, or something produced using skill and experience. Crafters are people who enjoy making these objects. They build and create things by themselves rather than buying the object from a store. Crafters have the imagination and the skills to create something typically bought in a store while putting their own touch on it. Psychographic Elements of TargetCrafters have many motives to why thy craft. One being it saves money. Crafters realize that making their own product will save them money in the long run. Crafters all in the $50,000-$74,999 household income category. This income typically means that people are doing well for themselves, but are still conscious on how much they spend on items and are still looking for a good deal. Crafters also want to be original and unique. They want their piece to be unique and their very own. Crafting also allows them to trigger their creative side and rack their brain for the next great idea. Crafters also appreciate the project more when they do it them sleeves, 47% of projects are done because crafters enjoy doing them. They see the hard work they put into it and appreciate that (Williams, 2015). Crafters are also good with their hands and enjoy building and creating things on their own. They like the idea that instead of buying it premade from the store that they created it just the way they wanted it. They also get to control the process in this situation which they appreciate. (Williams, 2015). Along with the many different reason crafters craft, there are also many different areas in crafting. Some people make jewelry, some crochet or knit, some crafters enjoy making candles, toys, books, blow glass, throw pottery, or even quilt. The most common craft sold is jewelry (2011:, The Coda Review). Demographic Elements of TargetThe demographics of crafters are women in the age range of 35-64. These women are typically married with children and bring in an annual income between 50,000-74,999. Crafters also tend to be homeowners. These factors make sense for crafters because women tend to me more decorative than men. Also when between this age range tend to have stable living environments, which allows them to decorate and do projects that require space. With the income range they are in, crafting can also mean saving money, which is something they are conscious of. These women also have houses to decorate and children to entertain. They can use crafting as a way to show their personality in their home, and come up with projects for their kids to do when they are home to keep them busy.How Target Aligns With Lowes OfferingsLowes offers many products that crafters are looking for. With the wide variety of paint and the paint match guarantee made by Lowes, crafters can find the perfect paint for their next project without worrying if it is the right color. Lowes also carries stains, sealers, and paints for various types of surfaces. Lowes also carries any supplies you need to get started painting such as brushes, painters tape, patching and wall repair supplies, and much more. Also with all of the different building supplies such as crafters can come and get the things they need for their next project. Crafters also can receive discounts on their purchases through the Lowes Credit offer. By getting a Lowes credit card crafters can save 5% on their purchases every day.Lowes not only offers the supplies you need for your home improvement projects, but they also have a ideas and how to section on their website that gives do it yourselfers ideas and guides for their next project. These ideas range from small projects such as painting a simple lamp, to large projects such as installing hardwood floors. This is perfect for crafters looking for their next project. They get guidelines on how to do the project and also know exactly were to find the supplies they need to complete it. Media Plan Targeted to Reach CraftersIntroduction:In my media plan for Lowes targeting crafters I really focused on reaching my target through magazines. Magazines are great for crafters because it is something that lasts a long time, and as a woman with children you need something durable. Crafters is also a small target group that most large vehicles can pinpoint as well, but magazines are known for being extremely targeted. I also focused on using Internet for my plan. Internet is a great thing for crafters because there are so many ideas out there that people share. Sites like Pinterest and Etsy make it very easy for crafters to get inspiration and ideas for their next project. Although I couldnt advertise on Pinterst I tried my best to find sites similar to that and I think I did that. I really wanted to use every ounce of time I had for advertising in my plan. A three-month campaign isnt very long so I wanted to get all I could out of it. Thats why I typically stuck to the continuity approach to advertising. I wanted to run my ads as much as possible with out completely driving our viewers crazy. Media Plan Schedule:I have chosen the months October, November, and December as the three months I will advertise in. I believe these three months will be the best to advertise for many reasons. One reason being that these months tend to bring weather that make people stay inside. Crafters most popular activities include jewelry making, quilting, and scrapbooking. All of these activities are best done inside. If a crafter was to see an ad in May for scrapbooking when it is nice outside, I think they would be less likely to follow through with that project. Another reason I am choosing these three months is because this is in the holiday season. With Thanksgiving, Halloween, and Christmas right in row people are usually in the giving spirit so gifts are being exchanged regularly. Crafters love being creative and making unique objects. These unique objects would make a great gifts. These months are also prime decorating months. With crafters being unique and being people who love working with their hands, this is a optimal time for crafters to decorate their homes in a unique way. Crafters also tend to be women with children who own a home. Children love decorations and things that appeal to their eye, so mothers who are crafters would have another reason to craft at this time. Also being creative person owning their own home, crafters would want their home to reflect the kind of person they are, so decorating it with their homemade decorations would be great for them. Media Type Priorities:For this media plan I focused on advertising in magazines to reach crafters. Magazines are a great tangible source for crafters to read and find inspiration. They can cut out specific projects that they want to make and magazines are also long lasting. They can sit on the coffee table for years and one day if a crafter decides to pick it up, those ideas and projects are till there. Along with the projects still being there, the ads will be there as well. Every time a crafter opens the magazine they will see that Lowes ad and hopefully start associating Lowes with the crafts they intend to build. Magazines can also be shared. Magazines can be passed along from crafter to crafter and increase the number of crafters seeing the Lowes ads. The cost of magazine ads also allows for multiple insertions and an increased chance that a crafter might see our ad. Magazine paper is much more durable than other paper such as newspapers so when the magazine sits on the table for a long period of time, it will still be in good condition after awhile. Crafting is also a lifestyle that a specific group engages in. Magazines are a great way to target a small group of individuals such as crafters. TV ads have to be broader since there isnt as much room of TV shows as there is for magazines. Also with crafting being a part of their life, they will be more likely to subscribe to a magazine targeting their lifestyle. My second media priority was Internet. Although TV took up more of my budget, I put more insertions in my Internet placements then I did on TV. Internet was my second priority, because now with websites like Pinterest and Etsy, crafters are looking online for their next idea. Some of websites I have chosen have also been chosen as top websites for crafters to go. While crafters are on these websites finding their next project, I want them to see the Lowes ad and start to associate Lowes with their crafting needs. I wanted to advertise on Pinterest especially, but unfortunately they havent quite gotten that figured out. Pinterest would be perfect for advertising for crafters, because Pinterest is filled with crafting ideas. Luckily I found craftgawker which is essentially Pinterest for crafters. Internet is also what people use most in todays society. With the age range 35-64, we are dealing with people who have been exposed to Internet for quite sometime now. They embrace the digital takeover and know how to use the Internet well. Internet can also directly take you to the Lowes website. If a person sees a Lowes ad and clicks on it then they are on our web site with no lag time. There is no time for them to forget about our product or change their mind; they are there and looking at our products. Internet is also a great way to share ideas with others. If a crafter sees an idea they like and they think their crafter friends would like it too, they can simply copy and paste the link in a e-mail and send it to their friends. This allows for even more traffic on a web site that Lowes could be advertising on.Specific Media ChoicesMagazine Choices:As magazines were my media priority, I chose to advertise in ten different crafter magazines. The first being Crafts N Things. Crafts N Things is a feminine magazine consisting of many different project ideas for crafters. They have multiple links for how-to on many different kinds of crafting. They had projects for jewelry making, knitting, scrapbooking, quilting, painting, and even kids crafts. This magazine is great for the crafting target. It is geared towards middle-aged women who enjoy a variety of crafts. The kids craft section is also perfect for our target since they typically have children. This magazine also has a home improvement section that is perfect for our target since they are homeowners. I chose to do three full-page ads in each month totaling nine ads. I decided that doing more than 3 pages per issue would be too much, but three sounded just right. I want the readers to see the ads, but I dont want to annoy them.The second magazine I chose was Decorating Digest. This magazine is a magazine filled with how-to projects with step-by-step instructions. This is perfect for the crafter looking for their next idea. This is also perfect for Lowes because with the step-by-step instructions then the crafter knows exactly what supplies they need. So when they see our ad, they will be reminded they need a certain item and hopefully come to Lowes to buy it. I chose to place two full-page ads in each month that we are advertising, making the total insertions six. I did this to make sure our ad is seen, and to ensure that if they miss the first ad then they have a chance to see the second. I do not want these ads right after another. Although that might trigger something in the reader, I dont think its the thought we want to trigger.The third magazine I advertised in is Memory Makers. Memory Makers is a magazine specifically for scrap bookers, a big part of the crafting target. This magazine gives time saving tips for scrap bookers, along with ideas for special occasion scrapbooks, and ideas for kids. This is perfect for our target that is looking to find new scrapbook ideas for themselves and also their kids. I chose to put three page ads in each of the three months we are advertising. I decided that since I wasnt doing a full-page that I needed to increase the insertions to ensure that our ad is seen and remembered.The fourth magazine I am advertising in is Creating Keepsakes. This magazine gives tutorials on how-to make certain crafts, scrapbooking tips, and pictures for room inspiration. This magazine works well for crafters because it helps them find inspiration for their next project and also shows them how to make the craft. I chose to place two full-page ads in each of the three months we are advertising. This will help the reader see and remember our ad. If I had to chose exactly were our ads would appear, I would put one of them close to the front, maybe right after a quick article. The second ad I would want in the middle. I just picture myself reading a magazine and almost never getting to the end. Im either in a hurry or have lost interest. If the ad is in the middle then hopefully the reader is still engaged with the magazine. The fifth magazine I am putting a Lowes ad in is Create & Decorate; a magazine that gives examples of at home projects such as how to paint furniture and decorating ideas for all the rooms in your house. I am going to be placing Lowes ad on the fourth cover for all three months of advertising. I think that a magazine has a 50/50 chance of either being on the front or the back, and ill take those odds. If the magazine ends up face down then our target will see our ad and associate it with the projects they intend to do in the magazine. With running a fourth cover there isnt any repetition, which concerns me, but Im hoping with the ad on the outside the message will be seen quicker. The sixth and final magazine I am advertising in is Paintworks. Paintworks is a magazine that targets the crafters who enjoy painting. They give tips on how to improve your brush strokes, advertise the hottest new painting supplies, and unique techniques to use on your work. This magazine will be perfect to put a Lowes ad in, because Lowes has a huge variety of paint and paint supplies. I chose to put 5 page ads in the three months we are advertising, totaling 15 insertions. This magazine was kind of my experiment magazine. Every time I would try and decide how many ads to run I was conflicted by the fact that I had to money to do a lot of ads, but didnt want to over do it. Most of my magazines have had three or less ads in each issue, but this one has five each month. There is really no way for me to test and see if it hurts or helps Lowes, but I wanted to experiment with different amounts of insertions. In all of my magazine ads I ran them every month that we are advertising. As my media priority, I thought it was crucial to get every ounce of advertising that was available. Our campaign is also very short, so I wanted to get the most out of three months. If we were doing a full year my scheduling would have changed, but with only three months I stuck with the continuity approach. TV Choices:The first TV show I chose to run my ad on is DIY Crafts. This show is a craft project show that goes over different projects every episode. The show also give a list for materials needed to complete the project. This show is perfect for our target because it gives them a tutorial on how to make the project and what materials they will need. This is also a perfect opportunity for Lowes to advertise that they have the tools needed to make the project. I ran the most amount of impressions (60) in Salt Lake city, because their demographics of viewers matched up the best with the crafter demographic. Charleston came in second in closeness so I ran the second most ads there. Finally I ran the least amount of ads in Traverse City because the demographics had less matches. This TV show doesnt have a huge rating or a huge number of followers, but that is because it is so targeted to crafters, which works for me. I decided to take the flighting approach with this show because TV ads can get annoying. The ones that play over and over and over again leave a bad taste in your mouth and since this show airs twice a week, I didnt want viewers to get a bad impression of Lowes.The second TV show I am running an ad in is Crafting Fun. This show is all about making unique crafts with simple items. The uniqueness of the crafts in this show can really register with the crafters watching. Crafters love items that are not like another and this show tells you how to make them. This would be a great show for Lowes to advertise on because of the uniqueness and because these people will need tools that Lowes offers. I chose to use the flighting technique with this show. Im running 80 insertions in Salt Lake City for four weeks, then taking a week off, then on a week, taking another week off, advertising for one week, taking a week off, then ending with advertisements for the last three months. I am doing this because Salt Lake City viewers match up the best with my demographic. I decreased the number of insertions for the other cities because I didnt want to reach anyone other than my target. This show is shown two times a week so I want to hit hard when the show is on, but give viewers a break from time to time. I think its important to give them time off so maybe they will think I havent seen that Lowes ad in a while. The break also comes back down to not overwhelming your viewers with and ad. The third TV show I am advertising in is Crafting Made Easy. This show takes what seem to be difficult craft projects and breaks them down step by step to help the crafter understand the process. This show also gives instructions on what tools you will need to complete the project. Lowes ads would be great on this show, because people need tools and they need to know where to get them. Lowes ad would help them understand the best place to get them is ad Lowes. I chose to use the fligting method on this show as well. I am doing 70 insertions in Salt Lake City for three weeks then taking two weeks off. I am starting back up with 70 insertions for three more weeks then taking two more weeks off. I end with 70 more insertions for the last two weeks. The other two cities have a decreased number of insertions to prevent wasting money. This show runs fives days a week so I wanted to hit the viewers hard for a few weeks, but give them a good amount of time off so they didnt become annoyed with the ad. I also made sure that the time off didnt exceed the time airing. I think it would be stupid to take more time off then the amount of time you are running your ad. That sounds like a waste of money to me. The last show I am advertising on is Craft Corner Deathmatch. This show is a show about everyday crafters facing off against each other and the clock to make great crafts under a time crunch. This show was the one I was most skeptical about, but I decided to take a chance. This show offers projects for people to do with list for materials, but its in the form of a competition. I couldnt find anything in the demographics about crafters being competitive, but I think they will like the change of pace from the other shows. This show is still a good opportunity for Lowes to advertise in because there are still material lists and people will need supplies. I decided to run 90 insertions every week for three months in Salt Lake City on this show because it only airs once a week. I wanted viewers to see the ad every time the show was on so they started associating Lowes with the show they were watching. I decreased the number of insertions in Charleston and Traverse City because their demographics didnt match up as well as in Salt Lake City. In every show that I advertised in I put the most insertions in Salt Lake City. I did this be because the age range of the head of the household and the household income matched well with the crafters demographic. The sales in the kitchen and home furnishings were also the highest in Salt Lake City. This means that I am trying to advertise to crafters and crafters only. I had to decrease the number of insertions in the other cities to be sure that I wasnt advertising to a non-crafter.Web Site Choices:Internet was my second media priority, so I really tried to find websites that hit my target spot on. The first web site I found was craftgawker.com. This website is a lot like Pinterest, but more directed toward crafters, which is perfect for my target. I chose to do the most insertions (2,000) on this website because I think its going to be the best website to hit my target. I also decided to run it every week of our campaign because I didnt see a point in taking any time off. Viewers can easily ignore an ad on a page, so we need to increase the likelihood that they will see the ad. The second website I am advertising on is craftgossip.com. This website is a website for DIY projects and reviews on how the project went for other crafters. This is a great website to advertise on because the projects have material list and reviews from other crafters who might have suggestions for other materials as well. I also love the layout of this website for advertisements. The background is very light and every thing else on the page is very easy on the eyes which makes the ads on the page really pop and look almost out of place which makes your eyes go there and check them out. I decided to do 800 impressions on this page for all three months to keep a constant viewing of the ad. I just dont want the viewer to see our ad the first time they visit the site, I want them to see it the second time, fourth time, or tenth time they visit the sight. The third web site I am advertising on is doityourself.com. This site is all about showing crafters how to do their next project. It gives you detailed instructions on how to make something, decorate a room, and even how to use the tools you will need. Lowes advertisements would thrive on this website due to the number of different project and materials needed for those projects. I decided to run 1000 impressions every week of the campaign, because I dont see the point in not advertising every week. We only have three months so we need to get every ounce out of our advertisements. Like I said before, compared to TV ads which you cant skip, web ads are easily looked over so running them as much as possible increases the amount of people who see them. The third web site I am advertising on is doityourself.com. This site is all about showing crafters how to do their next project. It gives you detailed instructions on how to make something, decorate a room, and even how to use the tools you will need. Lowes advertisements would thrive on this website due to the number of different project and materials needed for those projects. I decided to run 1000 impressions every week of the campaign, because I dont see the point in not advertising every week. We only have three months so we need to get every ounce out of our advertisements. Like I said before, compared to TV ads, which you cant skip, web ads are easily looked over so running them as much as possible increases the amount of people who see them. The final web site I am advertising on is makezine.com. This web site has a whole section dedicated to crafts with DIY videos and material lists. Although you have to click the crafts tab to narrow the website down to our target, it is still a very good website for crafters and for Lowes to advertise on. I chose to run 1000 impressions each week for three months for this website to ensure that viewers see our ad as much as possible. I really think Lowes will benefit from advertising on this website due to the number of different projects offered here. This means more tools needed. I decided on a continuity approach for all my websites, because I saw not advertising as a waste of money. We only have three months to get our ads out there and be picked up by viewers; I wanted to take full advantage of that. Also Internet ads are easily looked over so I wanted to make sure we put our ad out there so much it couldnt be ignored. I also feel like Internet ads are a great way to directly connect the viewer and the seller. With a link to our website on the ad then the viewer will be able to go directly to our website when they are thinking about crafts. Google Keywords:One key phrase crafters use when searching the Internet is how to create when they are looking for directions on a new project. This would be a good search for Lowes to advertise on because to created these projects the crafters will need supplies and where better to get those supplies then Lowes. I advertised the most amount of clicks for three months to ensure that every time a crafter has the niche to make a new project Lowes is there to offer supplies. How to make is also a key phrase used when crafters have a specific project in mind. They are probably looking for directions and material lists so Lowes advertising here would help them find a place to get those supplies. I also did the most amount of clicks for three months on this key phrase, because in a three-month campaign I want to get the most ads out of it so viewers see our ads and remember them for the future.Cheap crafting supplies is another phrase used by crafters to ensure that they are getting the best prices on their supplies. Advertising the maximum number of times for three months on this page is important so people associate Lowes with affordable supplies. Crafters are in the middle when it comes to income, so getting a good deal is important to them. DIY projects is also a key phrase used by crafters when looking for projects that they can do themselves with supplies that is available to them. Crafters want to make things unique and on their own so DIY projects allow them to make the project their own. Advertising the maximum number of clicks on on this web search allows people will see the ad and know where to go for the supplies they need for this DIY project. Craft ideas is a phrase crafters search when they are in need of some inspiration for their next project. They want to know what is popular and new. Advertising the maximum amount for three months ensures that crafters in need of a new project see the ad and when they are in need of supplies for that new project they think of Lowes.Stains & varnishes is a phrase used by crafters in need of stain and varnish to complete their project. Lowes has a variety of stains and varnishes that would be perfect for the crafters so advertising the maximum for three months lets the viewer know that Lowes is where to go for their varnish and stain needs.Crafters often use the key phrase Craft stores when they are in need of supplies. We dont want them going to a different store, so having our ad on this page makes it known that Lowes is a store that crafters need to go to for supplies. I want to advertise the most I can in three months on this web search so every time a crafter is in need of a supplies store then they start to think Lowes.Crafters also use the phrase art supplies when searching for crafting materials. Just like the crafting stores we want the viewers to associate art supplies with our paints, brushes, tapes, glues, nails, screws, hammers, etc. advertising the maximum amount for three months ensures that we are getting the most out of our ads. When crafters are in need of paining their latest project they search for paint colors. This is a perfect opportunity for Lowes to advertise their paint match guarantee and the vas number of colors and brands they offer. If crafters see this in an ad they will be more apt to use Lowes paint department rather than another stores.Finally, crafters use the phrase crafts for kids, because most crafters are mothers. They enjoy crafting so they want to find crafting activities for their children. If Lowes advertises on a search for kids crafts then mothers can see that Lowes offers supplies that childrens craft projects need. Such as paint, glue, tape, etc. I want to advertise as much as possible for three months to make sure we are doing the most for three months. Three months isnt a lot so we want to pound into the crafters head that Lowes is where to go for their crafting needs.In all my key phrases I used the continuity approach, because like Internet ads, search ads are often overlooked. I want to run my ad so much on a web search that viewers cant keep ignoring it. I also want to help viewers make associations. I want them to associate Lowes with what they are searching for. Hopefully they will associate these searches with Lowes and then consider Lowes for all their crafting supplies needs. Justification of Money Spent:When I first started spending money on this plan it seemed like it was going to be so easy reaching $600,000, but once I reviewed my media vehicles I realized that I was being too broad. For example, I had a few magazines that targeted quilters, which is a big part of the crafters group, but I didnt factor in how that group aliened with Lowes. Once I went back and tired to justify why it was a good source I realized that Lowes didnt offer anything that quilters needed so although quilters is a huge part of crafters, our target becomes even narrower once we factor in the things Lowes offers. Before I went through and weeded out the not narrow enough vehicles I was right on top of the $600,000 maximum budget, but after I dropped down significantly. Another factor to my spending is the fact that I chose magazines as my media priority. While magazines can get expensive, the small, almost unheard of magazines I was advertising in were very cheap. So although my number of media vehicles out numbered every other vehicle it was still cheaper than for example TV. My second media priority also factored into my spending. I chose Internet, one of the cheapest ways to advertise, as my second priority. I wanted Internet to be my second priority because I felt like crafters use websites like Pinterest to get ideas and guidelines on how to make their crafts. I put the most insertions into Internet and it was still the second cheapest out of all my vehicles, but I feel like I accomplished what I wanted with my second media priority. The most expensive part of my campaign was TV. This was not my media priority and I tried to show that by only doing four TV shows. I spent most of my time and effort finding the perfect magazines and websites, but if we were required to find TV shows too then I wasnt going to waste money on bad TV shows. So the shows I picked are great for my target and I think the ads will be seen there as well. Unfortunately TV is expensive and cost me the most out of all of my vehicles. I think that just the way the cookie crumbles in this situation. I recommend that for this campaign that we spend $466,917. This gives us lots of advertisements in our priority, magazines, second priority, Internet, and a good amount of ads in TV and Google search. Going any higher than this would probably mean that we are reaching people who are not are target and therefore wasting money.