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Advertising Campaign for Komfort Kitties
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Advertising/Branding/Marketing
THE MAGNIFICENT 7
Large enough to serve,
small enough to care
• Marketing Analysis• Advertising Plans• Creative Strategies• Advertising Executions• Media Plans• Billing and Payment Processing• Integrated Marketing
Communications
75 years of offering our clients these 7 valued services
• Chucks Natural Foods• The Scooter Store• Bed, Bath, and Beyond• The Humane Society• Snow Drift Farms• Sweet Tomatoes• Safety Harbor Resort and Spa
Our satisfied clients include
KOMFORT KITTIESis a small, unique, earth-friendly company offering hand-crafted, whimsical, soothing "Hot/Cold Packs" for a safe, therapeutic experience. Its loving philosophy is based on human respect and environmental consideration.
The hot/cold packs come in several all-natural configurations:
Cats & Kitties, Dogs & PuppiesHearts, Owls, & Specialty items
About our potential client, Komfort Kitties
Would make purr-fect partners
We believe Komfort Kitties and the Magnificent 7
So we’re readyTo build their brand equity
By offering our client the most…
• Mission: Create a brand image that conveys the proper message and builds brand equity
• Objective: Increase market share by highlighting our client’s brand superiority versus its competition
• Strategy: Implement a push-campaign targeting potential distributers, while simultaneously running a pull-campaign targeting consumers
• Tactic: Potential distributers will include specific retail, health, and service centers.
For consumers, specific media vehicles will target primary and secondary audiences
THE M.O.S.T
That conveys the right message.
Advertising Mission: Create a Brand
We love kitties, BUT……..
Some days you have to take the cat off your head
The “Komfort Kitties” brand addresses too narrow a client base
Boo-boo?
He needs a Comfort-Pack
Cold feet?
They need a Comfort-Pack
Aching back?
He needs a Comfort-Pack
Labor to do?
She needs lots of Comfort-Packs
No matter how your audience defines a “comfort” pack
We want them to think:
COMFORT-PACK
Marketing Objective:
Increase Market share over the competition
Electric heating pads
Old fashioned mechanicals
Topical chemicals
The Comfort Packis
Simply Superior
• The all natural heating-pad alternative• Requires no electrical connection• They’re Reusable• Handmade in the U.S.A.• Available in several shapes and sizes• Freezes in one hour• Microwaves in two minutes
Strategy: Two campaigns, Two Strategies.
• Push Campaign: Directed towards potential distributors of Comfort Packs that demonstrates the benefits and rewards of offering an all-natural product to consumers
• Pull Campaign: Directed towards consumers within the primary and secondary target audiences by way of various media vehicles that best represent those markets
Push Campaign Strategy:The benefits of offering Comfort Packs
to your customers
• Increase your profits $$$• Offer consumers a unique product• Participate in Co-Op Advertising• Participate in PR events• Greater exposure for your company• No conflict of interest• Create raving fans (repeat
customers)
Push Campaign Tactic:Potential Distributers and Retailers
• Wellness Centers• Health Spas• Chiropractors• Medical Supply Stores• Fitness Centers• Day Spas• Acupuncture Clinics
Push it, push it good
Pull Campaign Strategy: Know your target,
target your audience
• Primary Target audience:Women, Baby-boomers (born 1946 – 1964)
We believe the brand name, Comfort-Pack will convey the right message to the main target group, women.
• Secondary Target Audience:Men of the same age
We believe the Comfort-Pack will be an attractive alternative to electric heating pads for the aging baby-boomer population.
Pull Campaign Tactic:Advertise in various affordable media vehicles that
target a specific audience
• Tampa Bay Wellness magazine • Tampa Bay Women Newspaper• Twitter• Interactive Website• Facebook• Gulf Coast Family Newspaper• Senior Connection Newspaper
Pull, pull it hard
Evaluate
Finally, using quantitative data our
professional team will evaluate your campaign.
We will find out what worked best, so
your next campaign will be an even greater success.
In the meantime, we encourage you
To Play Often
Play Fair
And when you’ve played
too hard
It’s time for a Comfort-Pack
The End
TEAM MAGNIFICENT 7
Ron AlgoodAlexandra Cymbaluk
Matthew FaubertStacia Finger
Teannah SingletonKrista West