Portable Pocket Printer Advertising Campaign...

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ZUtA Portable Pocket Printer Advertising Campaign Proposal

Transcript of Portable Pocket Printer Advertising Campaign...

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ZUtA Portable Pocket Printer

Advertising Campaign Proposal

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Industry Background

“Printing plays a significant role in the U.S. and worldwide economies.

|  Prints

|  Profits

|  Growth

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Analysis |  Strengths:

{  Convenient

{  Lightweight

{  Wireless connectivity

{  Easy-to-use interface

{  Supported by Quick Start funding

{  Winner of many awards

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Analysis

|  Weaknesses:

{  Slower than standard printers

{  No color printing option available

{  No proven track record

{  Battery life vs Charging time

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Analysis

|  Opportunities:

{  Mobile is Global

{  First to market

{  Market growth

{  Demand for instant gratification

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Analysis

$0 $200 $400 $600 $800

Print

Auto

Music

Online Ads

Video Games

Industry Net Worth (In Billions of Dollars)

$640 Billion

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Analysis

|  Threats:

{  Incompatible operating systems

{  More recognized companies producing similar competing products

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So Why are We Here?

|  Create brand/product awareness

|  Increase sales

|  Establish market share

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Big Idea

Convenience

Compatibility

Efficiency

“It’s time your printer catches up with the modern world”

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Target Audience

|  College Students:

{  Average income: $1,200/month

{  Combined: $417 billion spending power

|  97% own a personal computer

|  94% own a mobile phone

|  25% own a tablet

|  3.3% own an e-book reader

{  60% of students spend money each month on electronics

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Target Audience

Television Computer Cell/Mobile

Entertainment 81% 82% 36%

Ad Exposure 73% 61% 12%

Information/News 61% 82% 21%

Education 16% 94% 12%

Interconnecting 7% 89% 84%

Shopping 4% 69% 6%

College Student Media Usage

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Desktop vs Mobile Users

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Target Audience

|  On-The-Go Business People

{  80% never leave home without a mobile device

{  More than 25% of smartphone users make purchases using their smartphone

{  They demand mobile optimization for all services possible

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Media Plan

Audience

Channels

Vehicles

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Channels

|  Television

{  #1 source of ad exposure

{  Demonstrative

|  Internet

{  Mobile exposure

{  Demonstrative

|  Magazine

{  Qualitative & descriptive

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Television Vehicles

|  Comedy Central, Adult Swim, HBO

{  Highest runtime among college students

|  CNN, MSNBC, CBS, CNBC

{  Most popular programs for businesspeople

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Internet Vehicles

|  YouTube

{  Most popular video streaming site in the world

|  75 countries, 61 languages

|  Banner Ads

{  Forbes, Business Week, Time, Entrepreneur, LinkedIn

|  Other Social Media

{  Pinterest, Instagram, Twitter, Vine

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Magazine Vehicles

|  Forbes- audience of 6,118,000 people {  Increase brand awareness by 11%

{  Increase message association by 28%

{  Increase brand favorability by 9%

{  Increase purchase consideration by 14%

|  Business Week- 4,700,000 {  Thousands of copies distributed at global

conferences

{  50% share their brief with colleagues

|  15% share with clients

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Unused Media

|  Radio

{  Short, simple, audio only

|  Newspaper/Email

{  Unpopular or disregarded by target market

|  Billboards

{  Not until brand recognition is reached

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Objectives

|  Behavioral Objectives:

{  1,000 Twitter followers

|  Track Twitter followers

{  7,000 Facebook likes

|  Track Facebook likes/shares

{  Reach sales of $200,000

|  Monitor sales before and after the campaign

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Objectives

|  Non-Behavioral Objectives:

{  35% of target audience aided recall

|  Street survey question stating, “Have you seen this ad?” Yes/No

{  50% of those will understand how the product works

|  In same survey, “Describe the advertised product:”

{  30% of target audience will agree they have heard of the ZUtA Pocket Printer

|  Survey stating, “Have you heard of the ZUtA Pocket Printer?” Yes/No

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Media Schedule: Television

ZUtA Pocket Printer Media Schedule: Television  

Spots  Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  

Comedy Cent. Ad 1  

100   90   70   65   60   65   65   100   90   70   60   80  

Ad 2   80   80   60   55   50   60   60   80   70   50   50   60  

Adult Swim Ad 1  

60   40   30   30   30   40   40   50   45   30   30   40  

Ad 2   50   30   25   25   25   30   30   35   30   20   20   30  

CBS Ad 1   100   90   75   60   60   70   70   70   60   50   60   80  

Ad 2   75   60   50   40   40   50   50   50   40   30   40   60  

CNBC Ad 1  

90   80   70   60   60   50   50   50   40   40   50   70  

Ad 2   80   70   60   50   40   40   30   40   30   30   40   65  

MSNBC Ad 1  

90   80   60   60   70   70   70   80   70   50   50   70  

Ad 2   75   60   40   40   50   55   55   70   60   40   40   60  

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Media Schedule: Print

ZUtA Pocket Printer Media Schedule: Print  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  

Forbes   2   4   0   1   0   1   3   4   1   0   1  

Businessweek   3   1   1   0   2   0   1   1   0   1  

Full Page: 0  

Half Page: 1  

Back Cover: 2  

Spread: 3  

Ins. Cover: 4  

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TV/YouTube Ad 1

Visual Audio Frame 1: Busy city sidewalk, mid-day Audio 1: Upbeat, fast tempo music

*Tegan and Sara “Take me Anywhere”

Frame 2: College-aged girl ends phone conversation Audio 2: Continued background music, hear girl say “bye.”

Frame 3: Follow girl as she grabs coffee from street vendor, sends a text, grabs muffin from another street vendor

Audio 3: Continued background music

Frame 4: focus on girl as she looks down at phone and bumps into someone standing in line on sidewalk

Audio 4: Music stops

Frame 5: flash to the front of the line: people waiting for an old printer

Audio 5: printer noise and people groaning

Frame 6: Girl pulls out ZUtA and walks to table, people in line in background staring

Audio 6: heels clicking, and people quiet

Frame 7: Girl sets ZUtA on table and immediately starts printing *See our ad in Forbes Magazine

Audio 7: Voiceover: “Isn’t it time the printer catches up with the modern world?”

Frame 8: Focus in on ZUtA printing onto page “Print Whenever, Wherever.” Foreground: ZUtA Website URL, Facebook and twitter icons appear in bottom right of frame

Audio 8: music continues; voiceover “print whenever, wherever.”

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TV/YouTube Ad 2

Visual Audio Frame 1: Two young businessmen preparing their briefcases in an otherwise empty office

Miscellaneous office noises in background

Frame 2: man 1 immediately closes briefcase with ZUtA inside. (vertical split frame) Man 2 struggles to close briefcase with full size printer inside

Man 2: Hard breathing, and slamming of briefcase on printer Man 1: inaudible

Frame 3: split frame disappears; Man 1 turns to man 2 Man 1: “You ready to go?”

Frame 4: Man 2 attempts to close briefcase one more time.

Man 2: “One. More. Second.”

Frame 5: Man 1 pulls another ZUtA from desk drawer & tosses to Man 2.

Man 1: “Here, you can borrow mine.”

Frame 6: Man 2 catches ZUtA and looks at Man 1 in disbelief

Man 2: “This doesn’t look like a printer.”

Frame 7: man 1 and 2 looking at each other Man 1: “It’s time your printer catches up to the modern world.”

Frame 8: flash to inside of briefcase with ZUtA printing on a single page, “Print Whenever, Wherever.” Foreground: “ZUtA” Website URL, Facebook & Twitter logos appear on bottom of page

Music: “Take Me Anywhere” by Tegan and Sara

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Print Ad

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Print Ad

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Print Ad

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Summary

|  Target audience

|  Media Choices

|  BIG IDEA

|  Continuity devices

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References

|  zutalabs.com/

|  Printisbig.com/

|  smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

|  nationwide.com/college-student-spending-habits-infographic.jsp

|  studybreakcollegemedia.com/2014/college-students-spending-habits-survey-results/

|  unh.edu/new/docs/VusualMediaUsage.pdf

|  conversionxl.com/mobile-internet-users-and-their-shopping-behavior/

|  walkdigital.com/mobile-stats-to-blow-your-mind/

|  nielsen.com/us/en/insights/news/2013/does-college-play-a-role-in-media-consumption.html