Direct Marketing Dove Project Presentation

The TaskThe Task

Examine Dove’s Campaign for Real Examine Dove’s Campaign for Real BeautyBeauty

Critique the campaign, then create your Critique the campaign, then create your own modified campaignown modified campaign

DoveDoveThe Campaign for Real The Campaign for Real

BeautyBeauty

Redefining the definition of beauty one woman at a time

Dove’s Current CampaignDove’s Current Campaign

Targets young girls between the ages of 8-14Targets young girls between the ages of 8-14 Their goal is to create a healthier body image Their goal is to create a healthier body image

and increase the self esteem among young girlsand increase the self esteem among young girls Inspiring advertisements to change the current Inspiring advertisements to change the current

definition of beautydefinition of beauty Self esteem workshops in schools to help young Self esteem workshops in schools to help young

girls feel better about themselves.girls feel better about themselves. Current commercial

What we think?What we think?

First ImpressionsFirst Impressions

We thought the campaign was positive.We thought the campaign was positive. We felt that the products were being left We felt that the products were being left

out of the campaign.out of the campaign. The campaign makes them stand out as a The campaign makes them stand out as a

companycompany Emotional appealEmotional appeal Gets your attentionGets your attention Direct marketing needs to be improved, Direct marketing needs to be improved,

we ranked it as 5/10we ranked it as 5/10

StrengthsStrengths

The campaign has created a “buzz” potential, The campaign has created a “buzz” potential, having people everywhere talking about Dove’s having people everywhere talking about Dove’s campaign—been talked about on CNN, Oprah, campaign—been talked about on CNN, Oprah, etc. (very good for advertising)etc. (very good for advertising)

Very inspiring advertisements (emotional Very inspiring advertisements (emotional appeal)appeal)

They will become well known through this They will become well known through this creative and brave marketing approach.creative and brave marketing approach.

Because they use real people and not models, it Because they use real people and not models, it is easy for people to relate with.is easy for people to relate with.

WeaknessesWeaknesses

With the campaign, Dove should emphasize the With the campaign, Dove should emphasize the goodness of their products and how they make goodness of their products and how they make you feel better.you feel better.

Dove doesn’t promote their products as they Dove doesn’t promote their products as they should. It seems like they are only focusing on should. It seems like they are only focusing on the real beauty aspect.the real beauty aspect.

Women who buy products to become more Women who buy products to become more attractive look for more attractive models within attractive look for more attractive models within the advertising also known as the lifestyle the advertising also known as the lifestyle appeal.appeal.

WeaknessesWeaknesses

Against competitors, Against competitors, they stand out they stand out company wise, but company wise, but not product wise.not product wise.

Dove’s website does Dove’s website does not include prices of not include prices of products and you are products and you are unable to order unable to order products online. products online.

Recommended Recommended CampaignCampaign

Market Segment Market Segment

Focusing on Junior Focusing on Junior High students because High students because this age group seems this age group seems to be the most to be the most influential ages, that is influential ages, that is 12-15 years old.12-15 years old.

We also recognize that We also recognize that children and teenagers children and teenagers influence their parent’s influence their parent’s buying decisions.buying decisions.

Marketing RecommendationsMarketing Recommendations Incorporate their products Incorporate their products

within their advertising within their advertising (more product (more product involvement).involvement).

Use colors such as pink Use colors such as pink and blue to appeal to the and blue to appeal to the target market.target market.

Pre-teen and teen models, Pre-teen and teen models, so young girls will be able so young girls will be able to better identify with them.to better identify with them.

Promotional IdeasPromotional Ideas Create more direct Create more direct

marketing through a marketing through a brochure.brochure.

Go to schools, promote Go to schools, promote self esteem fund and self esteem fund and inform girls they can sign inform girls they can sign up for free promotions up for free promotions thru the website.thru the website.

Presentations at schools Presentations at schools would include personal would include personal stories of self-esteem stories of self-esteem directed towards junior directed towards junior high girls.high girls.

Media SelectionMedia Selection

Advertising through Advertising through billboards, the Dove billboards, the Dove Club, magazines, etc.Club, magazines, etc.

Focus mostly on teen Focus mostly on teen magazines, since this magazines, since this is where our target is where our target market will see them.market will see them.

A new web page A new web page especially for Dove especially for Dove Club members.Club members.

WebsiteWebsite

A website will be directed towards the Dove Club A website will be directed towards the Dove Club members.members.

Features of the website:Features of the website: Self-esteem counselingSelf-esteem counseling Online chatting among Dove Club membersOnline chatting among Dove Club members New product informationNew product information Upcoming eventsUpcoming events Video/ commercial updatesVideo/ commercial updates

Dove Club Website

School PresentationSchool Presentation

The impact of computers on models...it's not REAL beauty

What retouching can do Workshops with girls to make them feel beautifulWorkshops with girls to make them feel beautiful Having girls compliment on what they think is Having girls compliment on what they think is

beautiful about one another much like the beautiful about one another much like the website blog will dowebsite blog will do

A contest will also be held during the A contest will also be held during the presentation where a gift basket will be awarded presentation where a gift basket will be awarded with Dove products and information on self-with Dove products and information on self-esteemesteem

Self Esteem MonthSelf Esteem Month

September will be September will be the official month of the official month of self-esteem. self-esteem.

Our motto is a new Our motto is a new year is a good time year is a good time for change.for change.

Dove related events Dove related events will take place will take place through out through out September.September.

Direct MailDirect Mail A brochure will be mailed through the Halifax A brochure will be mailed through the Halifax

Regional Municipality targeting the parents of Regional Municipality targeting the parents of young girlsyoung girls

The brochure is similar to an invitation and it will The brochure is similar to an invitation and it will invite the parents and girls to the Dove Party invite the parents and girls to the Dove Party hosted at local Shopper’s Drug Mart within their hosted at local Shopper’s Drug Mart within their areaarea

It will provide directions and information about It will provide directions and information about the campaign we have createdthe campaign we have created

Direct Mail cont’d…Direct Mail cont’d…

There is also no response necessary, so it is not There is also no response necessary, so it is not a hassle to reply. Instead you can either just a hassle to reply. Instead you can either just attend the event or simply go to the website to attend the event or simply go to the website to find out more information.find out more information.

We will be notify customers through addressed We will be notify customers through addressed ad mail as our list will be generated from the ad mail as our list will be generated from the website after people enter their personal website after people enter their personal information.information.

Direct Mail BrochureDirect Mail Brochure

Billboards/AdsBillboards/Ads

Billboards and advertisements will be directed Billboards and advertisements will be directed towards teenage girls. towards teenage girls.

Billboards will be placed at Metro Transit bus Billboards will be placed at Metro Transit bus stops where the girls can see them as they pass stops where the girls can see them as they pass by. Adults will also be exposed to them and can by. Adults will also be exposed to them and can pass the message along to their daughters, pass the message along to their daughters, nieces, grand-daughters, etc.nieces, grand-daughters, etc.

Advertisements will be placed in common Advertisements will be placed in common magazines that teenage girls frequently read magazines that teenage girls frequently read such as Seventeen, Teen and Girl’s Life.such as Seventeen, Teen and Girl’s Life.

Billboards/AdsBillboards/Ads

Advertising will take place in August and Advertising will take place in August and September, so we can promote self-September, so we can promote self-esteem month and the events within it.esteem month and the events within it.

We will use horizontal billboards placed on We will use horizontal billboards placed on busy streets of the city where they will be busy streets of the city where they will be easily spotted.easily spotted.

Examples of BillboardsExamples of Billboards

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Cont’dCont’d



Examples of Magazine AdsExamples of Magazine Ads



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Dove ClubDove Club

The Dove Club is part of The Dove Club is part of the website we have the website we have created. It gives girl’s a created. It gives girl’s a chance to go online and chance to go online and write positive things write positive things about other girls and the about other girls and the way they look. way they look.

They can sign up for They can sign up for Dove Parties online, Dove Parties online, which is the event that which is the event that will be hosted hosted at will be hosted hosted at Shopper’s Drug Mart.Shopper’s Drug Mart.

Dove ClubDove Club

A chance to model for Dove’s campaign A chance to model for Dove’s campaign (which will help to increase self-esteem (which will help to increase self-esteem among young girls).among young girls).

Free samples of their products Free samples of their products A t-shirt promoting real beauty for every A t-shirt promoting real beauty for every

girl who is part of the clubgirl who is part of the club Newsletters with inspiring stories of self-Newsletters with inspiring stories of self-

esteemesteem Coupons and promotionsCoupons and promotions

The Dove PartyThe Dove Party Dove parties are a chance for young girls and Dove parties are a chance for young girls and

women coming together to celebrate beauty.women coming together to celebrate beauty. There would be free refreshments available, There would be free refreshments available,

games to be played, and the chance to get to games to be played, and the chance to get to know other club members.know other club members.

Free makeover would be available thru Free makeover would be available thru Shopper’s Drug Mart (co-operative advertising).Shopper’s Drug Mart (co-operative advertising).

Dove club will allow you to go online and chat Dove club will allow you to go online and chat with other members.with other members.

Dove PartyDove Party

Being part of Dove Being part of Dove club you will also be club you will also be able to receive expert able to receive expert beauty advice beauty advice whenever.whenever.

Names will be Names will be entered for various entered for various contests, etc.contests, etc.

Dove T-shirtsDove T-shirts

T-shirts would also be available in light yellow and T-shirts would also be available in light yellow and white.white.

Anticipated ResponseAnticipated Response

Dove Anticipated Response

Lifetime Value of New Customers (Dove Campaign)

0.00

10000.00

20000.00

30000.00

40000.00

50000.00

60000.00

0 10 20 30 40 50

Years

Va

lue

Lifetime Value ofNew Customers(Dove Campaign)

# of studentsA.J . Smeltzer J unior High 386Armbrae Academy 117Astral Drive J unior High 628Bedford J unior High 407Caledonia J unior High 392Clayton Park J unior High 294Cornwallis J unior High 237Cunard J unior High 245Eastern Passage Education Centre J unior High 543Ellenvale J unior High 415Eric Graves Memorial J unior High 262Fairview J unior High 442Five Bridges J unior High 494Gaetz Brook J unior High 565Georges P. Vanier J unior High 438Gorsebrook J unior High 244Graham Creighton J unior High 467Harold T. Barrett J unior High 172Herring Cove J unior High 293Highland Park J unior High 179J ohn Martin J unior High 237Leslie Thomas J unior High 345Prince Arthur J unior High 475Sackville Heights J unior High 645Sir Robert Borden J unior High 318St. Agnes J unior High 274

Total students in J unior High 9514/2 (50% being female) 4757

estimated response rate (0.02) 95.14

How we determined out target market

Financial AnalysisFinancial Analysis

T- shirts for Dove Campaign: T- shirts for Dove Campaign:

-1000 t-shirts at $6.99 each-1000 t-shirts at $6.99 each $6,990 $6,990 Advertisements in magazines:Advertisements in magazines:

-Seventeen Magazine, full page -Seventeen Magazine, full page $21, 980 $21, 980

-Girl’s Life Magazine, full page, -Girl’s Life Magazine, full page, $19, 536 $19, 536

-CosmoGIRL! Magazine -CosmoGIRL! Magazine $20,000 $20,000 Horizontal Billboard, 12 faces, 2 months, 50 GRP --> Horizontal Billboard, 12 faces, 2 months, 50 GRP -->

$22,800$22,800 Transit Advertising, 8 locations, 2 months --> $15,252Transit Advertising, 8 locations, 2 months --> $15,252

Printing costs for brochuresPrinting costs for brochures $1,702 $1,702(3 pages, 2 colours, 10,000 copies)(3 pages, 2 colours, 10,000 copies)

Website prices would be free through Website prices would be free through bravenet.com which allows:bravenet.com which allows:

- - 5 5 HHosted osted DDomainsomains--1.5GB 1.5GB BBandwidthandwidth--50MB Disk Space50MB Disk Space--Easy Website BuildersEasy Website Builders

--FTP Account FTP Account

Financial AnalysisFinancial Analysis

Expenses for CampaignExpenses for Campaign

Cost of campaignT- shirts 6,990$ Billboard ads 22,800$ Bus stop ads 15,252$ Printing 1,702$ Mailout 518$ Magazine ads 61,516$ Total costs 108,778$

ReferencesReferences (2005). (2005). 2007 Advertising Rates2007 Advertising Rates. Retrieved March 1, . Retrieved March 1,

2007, from http://www.girlslife.com/filea 2007, from http://www.girlslife.com/filea dmin/templates/girlslife/Files/GL2007AdvertisingRat dmin/templates/girlslife/Files/GL2007AdvertisingRat es.pdf.es.pdf.

(2007). (2007). Custom T-shirts. Custom T-shirts. Retrieved February 20, Retrieved February 20, 2007, from http://www.printfection.com 2007, from http://www.printfection.com /customer/./customer/.

(2007). Shopper’s Drug Mart- Beauty. Retrieved (2007). Shopper’s Drug Mart- Beauty. Retrieved February 12, 2007, from http://www.shopper February 12, 2007, from http://www.shopper sdrugmart.ca /english/beauty/index.html.sdrugmart.ca /english/beauty/index.html.

Seventeen Advertising Rates. Seventeen Advertising Rates. Retrieved from March 1, Retrieved from March 1, 2007, from 2007, from http://www.seventeen.co.za/docs/17http://www.seventeen.co.za/docs/17 RATECARD.pdfRATECARD.pdf

References cont’d…References cont’d… Rebecca TraisterRebecca Traister. (2005). . (2005). "Real beauty" -- or "Real beauty" -- or reallysmart reallysmart

marketing?marketing? Retrieved February Retrieved February 14, 2007, from 14, 2007, from http://archive.salon.comhttp://archive.salon.com/mwt/feature/2005/07/22/dove/index_np.html/mwt/feature/2005/07/22/dove/index_np.html..

(2006). (2006). You Tube:You Tube: Dove-Campaign for Real Dove-Campaign for Real BeautyBeauty. . Retreived February 26, 2007, from Retreived February 26, 2007, from http://youtube.com/watch?v=RADYaTvTGts.http://youtube.com/watch?v=RADYaTvTGts.

(2006). (2006). You Tube: Dove Real Beauty Workshop You Tube: Dove Real Beauty Workshop for for Girls. Girls. Retrieved February 26, 2007 from Retrieved February 26, 2007 from http://youtube.com/watch?v=L_aDpmfAzxI.http://youtube.com/watch?v=L_aDpmfAzxI.

(2006). (2006). Enrollment, Staffing and Pupil/Teacher Ratio (PTR) Enrollment, Staffing and Pupil/Teacher Ratio (PTR) Report 2006-200. Retrieved February 26, Report 2006-200. Retrieved February 26, 2007 from2007 from http://www.hrsb.ns.ca/files/Downloads/ http://www.hrsb.ns.ca/files/Downloads/ pdf/reports/2006-pdf/reports/2006-2007/nov/06-10-986.pdf.2007/nov/06-10-986.pdf.

References cont’d..References cont’d.. Words and PicturesWords and Pictures. Retrieved February 14, 2007 from . Retrieved February 14, 2007 from

http://www.wordpix.ca/.http://www.wordpix.ca/. (2007). (2007). FreeFoto.com-Free Pictures. FreeFoto.com-Free Pictures. Retrieved March 1, Retrieved March 1,

2007 from 2007 from http://www.freefoto.com/index.jsp.http://www.freefoto.com/index.jsp. (2007). (2007). Archive: People.Archive: People. Retrieved February 19, 2007 Retrieved February 19, 2007

from http://www.morguefile.com/archive/index. from http://www.morguefile.com/archive/index. php?php?display=1169&MORGUEFILE=hdjoed6ugv display=1169&MORGUEFILE=hdjoed6ugv unkmpnnipd718v56.unkmpnnipd718v56.

(2007). (2007). Market with Direct MailMarket with Direct Mail. Retrieved March 2, 2007 . Retrieved March 2, 2007 from http://www.canadapost.ca/business/prodservfrom http://www.canadapost.ca/business/prodservmdm/default-e.asp.mdm/default-e.asp.

(2006). (2006). Why the campaign for real beauty?Why the campaign for real beauty? Retrieved Retrieved February 1, 2007 from http://www.campaignforrFebruary 1, 2007 from http://www.campaignforrealbeauty.com/supports.asp?ealbeauty.com/supports.asp?id=94&length=short&section=campaign&src=InsideCamid=94&length=short&section=campaign&src=InsideCampaign_whythecampaign_whythecam pain.pain.

Direct Marketing Dove Project Presentation

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