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McCann Worldgroup
1
2
Joe Nowaczewski
Shelby Township, MINorthwood University
Northwood Hockey TeamAdvertising Major
American Advertising Federation
InternshipLearning/Project
McCann Worldgroup
McCann Worldgroup 3
XM RADIOMY DEMOGRAPHIC
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Why?
Secondary MarketThe FutureApproval
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Agenda
Objectives SWOT Analysis Target Profile Primary Research Media Strategy Challenges Recommendations
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SWOT Analysis
Strengths- ProductWeaknesses- EconomyOpportunities- Compatibility
Threats- iPods, AM/FM Radio, and CD’s
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Target Profile: College Students
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Primary Research
Prior Account Strategist Analytics Testing/SurveyMonkey Went Live on 8/5 15 Colleges and Universities 46% Success Rate
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Is Your Car Compatible for XM Radio?
Yes No I'm Not Sure0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%57.80%
26.70%
15.60%
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Where does XM fit in?
40.50%Radio
11.50%XM RADIO
24.50%iPod
23.50%CD
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Why do you believe XM isn’t as successful as they could be?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
24.00%
2.60%
73.40%
Awareness QualityPrice
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Survey Information
“People don’t know what they want until you show it to them.”
iPod/facebookOpportunitiesAwareness
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What do students think?
“Lack of understanding of product.”
“I've never seen an advertisement that specifically targets my age group and explain why it is better than the alternatives.”
“I have an iPod no need for anything else.”
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Objectives
Communicate with College Students
Increase Product Knowledge
Inform DemographicKeep Trial MembersIncrease Sales
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Media Strategy
Building the XM Relationship
EngagementRelate to Consumer
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Media
Los Angeles, CA Miami, FL Boston, MA Chicago, IL New York, NY Philadelphia, PA Austin, TX Columbus, OH San Antonio, TX Detroit, MI
MTV Social Networks Magazines Welcome Week Football Season THERE IS HOPE!
Where? How and When?
Source: Princeton Review
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Challenges
Primary Research Secondary Research Stubbornness Loyalty
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Recommendations
Advertise DirectlyBecome Apart of Customers
Communicate with College Students
Increase Product Knowledge
Build the XM Radio Relationship
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Questions?
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Appendix
10 QuestionsSurveymonkey97 Students15 Colleges and Universities
46% Success Rate
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Do You Own a Vehicle?
Yes No0
10
20
30
40
50
60
70
80
90
100
87
13
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Have You Ever Heard of XM Radio?
Yes No0
20
40
60
80
100
120
100
0
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Is Your Car Compatible
Yes No I'm Not Sure0
10
20
30
40
50
60
70
57.8
26.715.6
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What Would You Be Willing To Pay?
16.99 12.95 9.990
10
20
30
40
50
60
70
80
90
0
18.2
81.8
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Do You Own an iPod
Yes No0
10
20
30
40
50
60
70
80
90
100
93.5
6.5
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Do You Have a Blackberry?
Yes No0
10
20
30
40
50
60
70
80
90
19.6
80.4
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Listening Preferences While Driving
CD iPod AM/FM Radio XM Radio0
5
10
15
20
25
30
35
40
45
23.5 24.5
40.5
11.5
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Why Do You Believe XM Isn’t As Successful As They Could Be?
Price Quality Awareness0
10
20
30
40
50
60
70
80
73.4
2.6
24
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What Is Your Gender?
Male Female0
5
10
15
20
25
30
35
31
15
37
Please Rank The Order Of Importance Of How You Prefer To Listen To Music
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Radio iPod CD Satelitte0
5
10
15
20
25
19
16 16
6
23
1617
9
4
1011
16
0
31
14 Very ImportantImportantNot ImportantNot Relevant