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Industry Growth Campaign ABIMFI-SEAFESP 2004. Thank you for having us!. June 2004. Our Workshop evolved. The 4 sub-groups formed: Increase sales of cameras, film and services Educate retailers, counter-clerks and consumers Massive institutional campaign Fund raising. Objectives:. - PowerPoint PPT Presentation
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A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Industry Growth
Campaign
ABIMFI-SEAFESP 2004
June 2004
Thank you for having us!
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Our Workshop evolved
The 4 sub-groups formed:
1. Increase sales of cameras, film and services
2. Educate retailers, counter-clerks and consumers
3. Massive institutional campaign4. Fund raising
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Objectives:
Present 4 campaign options:
- 2 Point of Sale only Campaign
- 2 Point of Sale + Media Campaign
Present the required investments and sponsorship quota options.
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Briefing
Category - Photographic products and services in general;
Point of Sale - Photo Specialty stores;
VISA Financial Agent - Facilitates purchases in installments to
the end consumers;
Promotional Material - Institutional and Promotional appeal;
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Target Audience
Retailers and End Consumers
M / F – age 18 to 65
Social Class: B / C / D
Sao Paulo state residents
Remaining Brazilian Regions
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Campaign Duration
2-3 Months - August/September & October 2004
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Campaign Identification/Signature
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Campaign Logo
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
POP material only(for 500 and 1000 stores)
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Banner 1.5X0.90
Poster 0.45X0.65
Display (to hang)
Fliers/ take one
Wobblers
Stickers (window)
Broadside
Point of Purchase material
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Banner
1.50X0.90 m
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Poster
65X45 cm
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Display (to hang)
30 cm
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Fliers / Take one
Top of counter and photo-finishing envelopes
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Wobblers
Cash register / store window
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Window Sticker
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Broadside – Store owner
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
POP + Media(for 500 and 1000 stores)
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
POP + Media Campaign
Media Campaign (Great Sao Paulo area)
Magazine/Newspaper adds – target audience M/F C/D 18 ;
Outdoor Media (outdoors, bus-doors, subway)
Newspaper releases / participating companies newsletters
Trade magazine adds
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Media Plan / 2-3 months / Great S.Paulo
Estimated Media Cost - R$ 300 mil
Jornal da Tarde / Diário de São Paulo / Agora (R$ 100 mil)
High Demand Female Magazines from Editora Abril
(Ana Maria, Viva!, Minha Novela e Ti Ti Ti) (R$ 100 mil)
Outdoor at C/D class roads (R$ 50 mil)
Bus-door (R$ 25 mil)
Subway (R$ 25 mil)
Banners at websites of participating companies and ABIMFI/SEAFESP/VISA websites (R$ no cost)
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Newspaper Add
. Jornal da Tarde / Diário de São Paulo /
Agora
4 column adds x 40 cm 4 color - “rouba página”
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Magazine Add
. Ana Maria, Viva!, Minha Novela e Ti Ti Ti
1 page adds 4 colors
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Magazine Add
. Ana Maria, Viva!, Minha Novela e Ti Ti Ti
1 page adds 4 colors
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Magazine Add
. Ana Maria, Viva!, Minha Novela e Ti Ti Ti
1 page adds 4 colors
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Magazine Add
. Ana Maria, Viva!, Minha Novela e Ti Ti Ti
1 page adds 4 colors
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Magazine Add
. Ana Maria, Viva!, Minha Novela e Ti Ti Ti
1 page adds 4 colors
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Outdoor
. 50 panels / 2 bi-weeks
São Paulo / capital Foco nas áreas de maior fluxo de pessoas do target
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Busdoor
. São Paulo C/D class routes
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Subway / Station Platform
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• Subway / Wagon Posters
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Schedule
April May June July August Sept
. Campaign Creation …______________
. Approval ___8
. Production ______30
. Delivery of POP materials __2
. Broadside / Trade Magazine Adds ____5
. Media (options III and IV) ____…
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Option I - POP only - 500 Stores Costs
R$
• Design and Production POP / Store ________ 160,
(2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers,
4 displays, 1 broadside) X 500 lojas _____________ 80 mil
• Publieditorial / Fhox _______________________ -
• Agency Fee – development and coordination _____ 20 mil
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
R$
• Design and Production POP / Store __________ 120,
(2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers,
4 displays, 1 broadside) X 1.000 lojas _____________ 120 mil
• Publieditorial / Fhox ____________________ ___ -
• Agency Fee – development and coordination _____ 20 mil
Option II - POP only - 1000 Stores Costs
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
R$
• Design and Production POP / Store _ ________ 160,
(2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers,
4 displays, 1 broadside) X 500 lojas ______________ 80 mil
• Publieditorial / Fhox ____________________ ___ -
• Agency Fee – development and coordination _____ 20 mil
• Media Investment __________________________ 300 mil
Option III – POP + Media - 500 Stores Costs
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
R$
• Design and Production POP / Store ____________ 120,
(2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers,
4 displays, 1 broadside) X 1.000 lojas _____________ 120 mil
• Publieditorial / Fhox ________________________ -
• Agency Fee – development and coordination ___ 20 mil
• Media Investment _____________________ 600 mil
Option IV – POP + Media - 1000 Stores Costs
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Budget Options Summary
Option I / II (POP only)
• 500 stores* R$ 100 mil
• 1000 stores R$ 140 mil
Option III / IV (POP + Media)
• 500 stores* R$ 400 mil
• 1000 stores*1 R$ 740 mil
*1 National Coverage* Great São Paulo
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
• PhotoBrazil Recognition Banners
SILVERCategories BRONZE GOLD
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Sponsorship Quotas POP only
Option I (POP only 500)
• Gold Category R$ 20 mil
• Silver Category R$ 8 mil
• Bronze Category R$ 4 mil
Option II (POP only 1000)
• Gold Category R$ 28 mil
• Silver Category R$ 12 mil
• Bronze Category R$ 6 mil
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Option III (POP + Media 500)
• Gold Category R$ 80 mil
• Silver Category R$ 32 mil
• Bronze Category R$ 16 mil,
Option IV (POP + Media 1000)
• Gold Category R$ 150 mil
• Silver Category R$ 60 mil
• Bronze Category R$ 30 mil
Sponsorship Quotas POP + Media
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
Uniqueness:
1. First time ever the Photo Industry gathers in a united effort to
foster industry growth;
2. Give to small retailers the ability to sell in 10X with VISA at
conditions they alone would never have;
3. Create excitement at PhotoBrazil on retailers and trade-show
sales: now, the photo category can also sell in 10X.
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
GOLD
YourLogoHere
• PhotoBrazil Recognition Banners
Category
• Magazine Campaign
In YourBooth
A B I M F I - S E A F E S PA B I M F I - S E A F E S P
THANK YOU!
Be a part of it!
