Portable Pocket Printer Advertising Campaign...
Transcript of Portable Pocket Printer Advertising Campaign...
ZUtA Portable Pocket Printer
Advertising Campaign Proposal
Industry Background
“Printing plays a significant role in the U.S. and worldwide economies.
| Prints
| Profits
| Growth
Analysis | Strengths:
{ Convenient
{ Lightweight
{ Wireless connectivity
{ Easy-to-use interface
{ Supported by Quick Start funding
{ Winner of many awards
Analysis
| Weaknesses:
{ Slower than standard printers
{ No color printing option available
{ No proven track record
{ Battery life vs Charging time
Analysis
| Opportunities:
{ Mobile is Global
{ First to market
{ Market growth
{ Demand for instant gratification
Analysis
$0 $200 $400 $600 $800
Auto
Music
Online Ads
Video Games
Industry Net Worth (In Billions of Dollars)
$640 Billion
Analysis
| Threats:
{ Incompatible operating systems
{ More recognized companies producing similar competing products
So Why are We Here?
| Create brand/product awareness
| Increase sales
| Establish market share
Big Idea
Convenience
Compatibility
Efficiency
“It’s time your printer catches up with the modern world”
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
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
Desktop vs Mobile Users
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
Media Plan
Audience
Channels
Vehicles
Channels
| Television
{ #1 source of ad exposure
{ Demonstrative
| Internet
{ Mobile exposure
{ Demonstrative
| Magazine
{ Qualitative & descriptive
Television Vehicles
| Comedy Central, Adult Swim, HBO
{ Highest runtime among college students
| CNN, MSNBC, CBS, CNBC
{ Most popular programs for businesspeople
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
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
Unused Media
| Radio
{ Short, simple, audio only
| Newspaper/Email
{ Unpopular or disregarded by target market
| Billboards
{ Not until brand recognition is reached
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
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
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
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
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.”
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
Print Ad
Print Ad
Print Ad
Summary
| Target audience
| Media Choices
| BIG IDEA
| Continuity devices
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