Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
The third campaign in the series began in the fall, this time with a “Drop a Jean Size!” theme, giving customers a free pair of jeans in an instant-win sweepstakes when their weight loss goal was achieved. In winter, Special K urged consumers to lose the pounds with a free-in-mail personal training DVD. Throughout the year, coupons were put onto Special K packages. The coupons boosted multiple purchases. Print ads in publications targeting women (fashion and parenting magazines) and TV commercials during programs with high female viewership supported ongoing brand awareness. The integrated campaign worked well: Special K saw growth across all of its product lines, with doubledigit growth for the brand for the year. Special K exceeded its targets for existing products as well as new products. “Integration is the key to consumer engagement,” said Marta Cyhan, Kellogg’s VP-worldwide promotions. “The goal of promotion is to build the brand while motivating consumer interaction.” [1] Raisin’ Awareness: How the CRMB Executed Its Plan Now that we’ve looked at all the elements in turn, let’s put it all together to see the execution of an integrated marketing campaign. We’ll use the example of the California Raisin Marketing Board (CRMB), whose goal is to promote California raisins. Set the Objectives The first step was to set the objectives for the campaign. The target audience was women with children at home. The CRMB began with research, which showed that moms—and adults in general—were aware of health-related issues but felt they were too busy to always eat healthy foods. The CRMB could capitalize on this opportunity to promote raisins as a healthy, easy snack for moms and kids alike. With this objective in mind, the CRMB set three specific goals for the campaign: 1. To create a personality for raisins that would appeal to the target audience 2. To generate excitement among trade partners (food service operators, manufacturers, supermarkets) to offer raisins and raisin-based products 3. To raise awareness and demand for raisins among the target audience The CRMB hired ad agency MeringCarson to design an ad campaign. MeringCarson developed different concepts and then tested these concepts through focus group research. The research revealed that the most effective campaign was one that spoke to the target audience as women, not just mothers. “One campaign in particular featuring serene images of women consuming raisins as a part of their daily lives struck a responsive chord,” said Greg Carson, partner and Creative Director of MeringCarson. Saylor URL: http://www.saylor.org/books Saylor.org 279
“Consumers loved the use of peaceful colors and imagery and the messages of health and empowerment embodied in the ads.” Define and Execute With the concepts and copy strategy complete, CRMB next devised the integrated brand promotion plan, which included print, online, PR, and sweepstakes. The print campaign included ads in women’s magazines as well as trade publications aimed at foodservice, industrial, and retail sectors. The online campaign included the launch ofhttp://www.LoveYourRaisins.com using the same artwork as the print ads and providing additional information (like recipes and nutrition facts) as well as a free newsletter that provides timely seasonal recipes using raisins. Sweepstakes included a back-to-school sweepstakes that consumers can enter at http://www.LoveYourRaisins.com to win a three-night, two-day trip to a major theme park in Florida or California for a family of four. Other sweepstakes included a weekend spa getaway at Miramonte Resort and Spa, along with a free on-the-go bag featuring the advertising artwork and filled with a plush California raisins character, California raisin samples, a compact mirror from the spa, relaxation lotion, and a refrigerator magnet to keep raisins top of mind. The public relations campaign featured Valerie Waters, a celebrity fitness trainer, who acted as a spokesperson for California raisins during her satellite and radio media tour. Each sweepstakes was announced by a press release. Press releases aimed at trade publications discussed the health benefits of raisins and announced industry news such as CRMB’s sponsorship of new raisin pie categories in the American Pie Council’s Crisco National Pie Championships. [2] While registering for the sweepstakes, moms could get a premium such as a free California Raisin lunch bag filled with a California Raisin plush toy; California Raisin snack packs, water bottle, and magnet; and tips from Valerie Waters. In Chapter 13 you will see msnbc.com’s fully integrated and launched campaign. Integrated Campaigns for Small Businesses How does a small business, say one that has less than six figures to spend on an ad campaign, advertise successfully against competitors with $20 million to spend annually? The point is not how much you spend, but how well you spend it on a set of well-coordinated marketing communications. Saylor URL: http://www.saylor.org/books Saylor.org 280
- Page 230 and 231: We are now eight months prior to th
- Page 232 and 233: After studying this section, studen
- Page 234 and 235: Just as people have personalities,
- Page 236 and 237: KEY TAKEAWAY The power of branding
- Page 238 and 239: well. It may also reveal indirect c
- Page 240 and 241: ealistic feel for its market positi
- Page 242 and 243: In contrast, opportunities and thre
- Page 244 and 245: 8.3 Define Where You Want to Go: Se
- Page 246 and 247: You’ll learn more about how these
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- Page 250 and 251: Figure 8.5 Anatomy of a Creative Br
- Page 252 and 253: Figure 8.7 The Communications Brief
- Page 254 and 255: KEY TAKEAWAY This section described
- Page 256 and 257: 2. Is there a Chick-fil-A in your n
- Page 258 and 259: Chapter 9 Choose Your Communication
- Page 260 and 261: direct mail people, whoever else yo
- Page 262 and 263: Campaigns that utilize multiple med
- Page 264 and 265: 9.2 Elements of the Promotional Mix
- Page 266 and 267: team is more relevant and effective
- Page 268 and 269: virtual trade shows that you attend
- Page 270 and 271: newsworthy, such as announcing a ne
- Page 272 and 273: aloud. Salespeople in fashion retai
- Page 274 and 275: drive potential new Sun customers t
- Page 276 and 277: service Loopt, which allows its sub
- Page 278 and 279: Fox: Ads That Can Change Pitch,”
- Page 282 and 283: Pool Resources with Associations an
- Page 284 and 285: 9.4 Exercises TIE IT ALL TOGETHER N
- Page 286 and 287: 1. Assume that you are a proponent
- Page 288 and 289: Chapter 10Plan and Buy Media: SS+K
- Page 290 and 291: 10.1 Traditional Advertising Media
- Page 292 and 293: The print portion of the media plan
- Page 294 and 295: The television plan that The Media
- Page 296 and 297: “advertising abhors a vacuum,”
- Page 298 and 299: Lack of messaging. Although sponsor
- Page 300 and 301: KEY TAKEAWAY Traditional media incl
- Page 302 and 303: 10.2 New Media LEARNING OBJECTIVES
- Page 304 and 305: In order to maximize the effectiven
- Page 306 and 307: presented by Craftsman at Sears,”
- Page 308 and 309: As the tip of the iceberg, MTV rece
- Page 310 and 311: are used to getting from real-world
- Page 312 and 313: where they select the flavor of the
- Page 314 and 315: catch up to Google (which provides
- Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
- Page 318 and 319: 2. Demonstrate how media planning i
- Page 320 and 321: A common place for these negotiatio
- Page 322 and 323: Cost per thousand (CPM) Calculation
- Page 324 and 325: outdoor advertising, online banner
- Page 326 and 327: c. Define and discuss impressions,
- Page 328 and 329: Assume that your advertising agency
The third campaign <strong>in</strong> the series began <strong>in</strong> the fall, this time with a “Drop a Jean Size!” theme, giv<strong>in</strong>g<br />
customers a free pair of jeans <strong>in</strong> an <strong>in</strong>stant-w<strong>in</strong> sweepstakes when their weight loss goal was achieved.<br />
<br />
<br />
In w<strong>in</strong>ter, Special K urged consumers to lose the pounds with a free-<strong>in</strong>-mail personal tra<strong>in</strong><strong>in</strong>g DVD.<br />
Throughout the year, coupons were put onto Special K packages. The coupons boosted multiple<br />
purchases. Pr<strong>in</strong>t ads <strong>in</strong> publications target<strong>in</strong>g women (fashion <strong>and</strong> parent<strong>in</strong>g magaz<strong>in</strong>es) <strong>and</strong> TV<br />
commercials dur<strong>in</strong>g programs with high female viewership supported ongo<strong>in</strong>g br<strong>and</strong> awareness.<br />
The <strong>in</strong>tegrated campaign worked well: Special K saw growth across all of its product l<strong>in</strong>es, with doubledigit<br />
growth for the br<strong>and</strong> for the year. Special K exceeded its targets for exist<strong>in</strong>g products as well as new<br />
products. “Integration is the key to consumer engagement,” said Marta Cyhan, Kellogg’s VP-worldwide<br />
promotions. “The goal of promotion is to build the br<strong>and</strong> while motivat<strong>in</strong>g consumer <strong>in</strong>teraction.” [1]<br />
Rais<strong>in</strong>’ Awareness: How the CRMB Executed Its Plan<br />
Now that we’ve looked at all the elements <strong>in</strong> turn, let’s put it all together to see the execution of an<br />
<strong>in</strong>tegrated market<strong>in</strong>g campaign. We’ll use the example of the California Rais<strong>in</strong> Market<strong>in</strong>g Board (CRMB),<br />
whose goal is to promote California rais<strong>in</strong>s.<br />
Set the Objectives<br />
The first step was to set the objectives for the campaign. The target audience was women with children at<br />
home. The CRMB began with research, which showed that moms—<strong>and</strong> adults <strong>in</strong> general—were aware of<br />
health-related issues but felt they were too busy to always eat healthy foods. The CRMB could capitalize<br />
on this opportunity to promote rais<strong>in</strong>s as a healthy, easy snack for moms <strong>and</strong> kids alike. With this<br />
objective <strong>in</strong> m<strong>in</strong>d, the CRMB set three specific goals for the campaign:<br />
1. To create a personality for rais<strong>in</strong>s that would appeal to the target audience<br />
2. To generate excitement among trade partners (food service operators, manufacturers, supermarkets)<br />
to offer rais<strong>in</strong>s <strong>and</strong> rais<strong>in</strong>-based products<br />
3. To raise awareness <strong>and</strong> dem<strong>and</strong> for rais<strong>in</strong>s among the target audience<br />
The CRMB hired ad agency Mer<strong>in</strong>gCarson to design an ad campaign. Mer<strong>in</strong>gCarson developed different<br />
concepts <strong>and</strong> then tested these concepts through focus group research. The research revealed that the<br />
most effective campaign was one that spoke to the target audience as women, not just mothers. “One<br />
campaign <strong>in</strong> particular featur<strong>in</strong>g serene images of women consum<strong>in</strong>g rais<strong>in</strong>s as a part of their daily lives<br />
struck a responsive chord,” said Greg Carson, partner <strong>and</strong> Creative Director of Mer<strong>in</strong>gCarson.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
279