2. Presentation Overview Company Overview Main Issues Campaign
Execution Media Plan 3. Company Overview 1966 Best Buy founded 1983
Opening of the first Best Buy superstore 1989 Stores made brighter
and more fashionable 2001 Best Buy acquires Canadas Future Shop
2003 Best Buy acquires Geek Squad Currently 2900 retail locations
worldwide 4. Geek Squad Overview They can set up, install, and
repair your: Computer Network Car audio, video and navigation
systems Home theatre 5. Competitors Worlds largest online retailer
Worlds second largest technology company Largest retailer in the
world 6. Company Issues Poor Perceptions of Customer Service
Inconsistent and Unappealing Website Showrooming Annual Sales
Dropped by $5 Billion Between 2012-2013! 7. Decline In Customer
Service Removed knowledgeable and professional employees Replaced
them with amateurs Resulted in 5 Billion loss of sales Negative
customers opinions online 8. Whats The Big Idea? Focus on
communicating at Best Buy should be executed as separate campaigns
9. SOLUTION 10. Goals change the consumers negative perceptions
about the brand's customer service pocket effects by increasing
sales by 10% within the next fiscal year. 11. Value Proposition
Unique customer service experience Elicits positive emotions
Professional customer service Utilizing Best Buy employees
expertise and Geek Squad repairs and services 12. Target Market-
Seniors 60+ Not Tech Savvy Rely on professional advice Disposable
Income 13. Target Market- Youth 18-30 Resourceful Busy Life Price
aware 14. Customer Service Professional Product Advice Seniors
Families Geek Squad Installation, Repairs and Services Seniors
Families Youth 15. Customer Service Advertising is a promise! Best
Buy needs to walk the talk Rigorous training process must be
implemented Discontinue employee cut backs 16. Campaign Slogan Best
Buy, Trust The Experts #RedefineHero 17. Video Advertisement #1:
Blue Shirt Game Show Seniors Professional product advice Rational +
Experiential Television Biggest Loser, Dancing With The Stars,
Local News, etc. 18. 1 2 3 4 19. Video Advertisement #2: Geeky
Knight Seniors + Youth Segment Geek Squad Repair Service Rational +
Experiential Television Prime Time Shows such as How I Met Your
Mother *YouTube Commercial 20. 1 2 3 4 21. Redefining the Hero
#RedefineHero 22. Print & Radio Seniors Adapting Geeky Knight
Adapting Blue Shirt Game Show 1. Feasible 2. Effective 3. Focus on
target audience (seniors) 23. Social Media Campaign Take advantage
of triple-screening tendencies of our target audience Meet the Geek
posts #TrusttheExperts #RedefineHero 24. Social Media Campaign Take
advantage of triple-screening Encourage transparency and
interaction and with consumers Advertise benefits of Geek Squad and
customer service Reinforce campaign synergy 25. Facebook Posts help
customers connect to Geek Squad members Emphasizes the benefits of
Best Buy customer service 26. Facebook Allow tracking and
monitoring of consumer responses Reinforces efforts in maintaining
position of the best customer service in the tech world 27. Twitter
Same hashtag as Facebook will encourage campaign synergy Value
Incentives will be offered to customers 28. Twitter Use when
Tweeting about a tech emergency Value Incentives will be offered
Customers 29. Media Plan Bottom Up Approach 3% Net Sales as
Benchmark Total Budget $33 Million Maximum Safety of $11 Million
30. Locations Canada Ontario Qubec British Columbia Alberta 31.
Scheduling 32. TV Budget 33. Social Media 34. Print & Radio 35.
Total Budget 36. Effectiveness two months in 37. Pre-Test Results
believe the ad effectively targets the 18-24 demographic claimed
the ad to be persuasive and would motivate them to use the in-store
service responded that they are already knowledgeable and would not
need any help with finding the products the desire claim that the
advertisement does not make them feel more knowledgeable about the
service offered, and believe the ad, although humorous, not very
effective 38. QUESTIONS?
