Final Presentation: IMC Plan Overview Outline Background - - PowerPoint PPT Presentation

Final Presentation: IMC Plan Overview

Marketing 420: Final IMC Plan

Outline

• Background Information
• Media Plan
• Measurement
• Budget

Background

• Beauty Subscription Service
• Target Market
• Competition

SWOT

Summary of Media Brief

Media Plan: BeYOUtiful

Build-A-Box Beauty Con Nominate A Bride Television Spot and Transit Get- A- Box, Give- A- Box

MAY FEB SEPT JULY S E P T

• April-May 2018
• February-April 2018
• May-August 2018
• September-

November 2018

• September-

December 2018

Media Flow Chart

Media Reach and Frequency

• Beauty Con

○

• approx. 6,000 people*= 40% estimated audience of 15,000 people

○ YouTube Vloggers, Social Media, and Website Promotion

• Build- A- Box, Nominate A Bride, and Get- A- Box, Give- A- Box

○

• approx. 250,000 people**= 40% estimated from total customer base or

reachable current audience ○ Build- A- Box: Guerilla Marketing, with following social media and website promotion ○ Nominate A Bride and Get/ Give- A- Box: Social media, website promotion, special video story

• TV Spots

○

• approx. 2.52 M people= Project Runway’s average audience per episode

○ Average GRP= .78 (Nielsen rating) x 10 (frequency of 10 pulses)= 7.8 ○ Cost per- thousand= 252,000,000 viewers/ 1,000= 252,000/ $25,000***= $10.08 per 1,000 impressions ○ Cost per-point= 25,000/ 7.8 = approx. $3,205 per point

• Transit Ads

○

• approx. 2,000- 8,000 impressions**** in one day for 2-Sheet Ad

○

• approx. 2,000- 6,000 impressions in one day for Horizontal Ad

○ WOM and Outside Advertising

Beauty Con

*number estimated from Beauty Con attendance trends **number estimated from Birchbox social media accounts and total estimated Birchbox subscriptions ***cost per ad pulse on Lifetime’s Project Runway, number estimated from Adage.com ****numbers estimated from bluelinemedia.com

Support Media

Transit advertising

• Major subway stations

○ Inside cars ○ Station and platform posters

• Advantages

○ Exposure ○ Cost ○ Segmentation

• Disadvantages

○ Always moving ○ Fleeting

Guerrilla marketing

• Build-A-Box Pop-Up Shop

○ Generate buzz marketing ○ Viral influences ○ Not announced - surprise ○ Free media coverage

Internet/Interactive

• Platforms

○ Facebook ○ Twitter ○ Instagram ○ YouTube ○ Snapchat

• Advantages

○ Traffic ○ Exposure ○ Discuss, feed-back, communicate/connect

• Disadvantages

○ Clutter ○ No privacy ○ Potential deception ○ Discouraging

• Goals

○ Increase awareness ○ Influence desire/loyalty ○ Encourage trial ○ Facilitate purchase

Sales Promotion

• Consumer-Oriented Promotions

○ Samples, Loyalty Programs and Event Marketing ○ Offer various coupons and opportunities to gain new customer base while retaining the current

• Trade-Oriented Promotions

○ Contests and dealer incentives (partnerships with other cosmetic brands) ○ Cooperative Advertising ■ Vertical Cooperative Advertising- BuzzFeed, YouTube

• Plan to further our Sales Promotions

○ Create more opportunities to build relationships with potential customers

Press Release from Birchbox

Social Media Marketing Campaign featuring Real Customers

Public Relations

• Emphasis on our corporate social

responsibility initiatives

○ Get-A-Box Give-A-Box, Nominate a Bride, Cancer walks, etc.

• How we plan to implement our PR

○ Community involvement and social networks and blogs

• BeYOUtiful Campaign

○ Not selling our product, but an idea similar to the Dove For Real Beauty Campaign ■ Corporate Advertising: Image Advertising and Advocacy Marketing ■ Cause-related marketing- Breast Cancer Foundation and supporting

• ur veterans

■ Event sponsorships- BeautyCon, Project Runway; Image Advertising

Measuring & Evaluating

TV & Transit Ads

• When?

○ Pretest ■ Focus Groups ■ Consumer Juries ■ Portfolio Tests ○ Posttest ■ Recognition Tests ■ Recall Tests

• Where?

○ Lab Tests

Measuring & Evaluating

Beauty-Con Booth Tests

• What are we testing?

○ Eye Tracking Tests ■ Possible website designs ■ Possible product designs

• Why?

○ Help us design websites/products better so they catch customers’ eyes

Get-A-Box, Give-A-Box & Nominate-A-Bride

• What are we testing?

○ Before and after number of new subscribers

Measuring & Evaluating

Build-A-Box Pop-Up Store Testing

• When?

○ Pretests ■ Eye Tracking technology worn in artificial stores

• Where

○ Lab Tests

• Why?

○ Help us find optimal design for pop-up stores

Budget Description

Beautycon

Media Sponsorships Bloggers (15) Free VIP pass (15x$500) = $7500 Free 1 year sub. (15x$120) = $1800 Totes $8 x 17K to 17.5K people = $140K Large Booth $5000

Beautycon Total: $155,000

Budget Description

Nominate a Bride

Bride Makeover: $300 Bridesmaids (7) Makeover: 7 x $150 = $1050 Honeymoon: $6000

Nominate a Bride Total: $8,000

Budget Description

Get-a-Box, Give-a-Box

20/30 sec. TV spot: $100k ~1 mill. viewers Buzz Marketing BB website Social media Box Costs $10/box bought Estimated 15k boxes to donate 15k x $10 = $150,000

Give-a-Box, Give-a-Box Total: $250,000

Budget Description

TV & Transit Ads

Television Pulse $480,000 Transit Subway Terminal/Subway Car Ads $101,000

TV & Transit Ad Total: $581,000

Budget Description

Build-A-Box Pop-Up Store

30 Locations 1st 250 people Box Cost: $30 30 x 250 X $30 = $225,000

Build-A-Box Pop-Up Store Total: $225,000

Budget Summary

Total projected budget:

Beautycon (May): $155,000 Nominate a Bride (July): $8,000 Get-A-Box Give-A-Box (Oct-Dec) : $250,000 TV/Transit Ads (Sept-Nov) & All Other Media : $598,400 Build-A-Box (March-April): $225,000

BeYOUtiful Campaign Budget: $1,236,400

Conclusion

• Current situation
• Emphasis on individuality
• BeYOUtiful campaign
• Budget

Questions?

Thank You