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The Imaginarium Advertising Campaign Strategy Kelly Bast, Aly Ruwe, - - PowerPoint PPT Presentation
The Imaginarium Advertising Campaign Strategy Kelly Bast, Aly Ruwe, - - PowerPoint PPT Presentation
The Imaginarium Advertising Campaign Strategy Kelly Bast, Aly Ruwe, Shannon Weeks Our Agency Our Client The Imaginarium Tagline: Antiques, Collectibles & More, Buy - Sell - Trade Three locations: Benson, Midtown and Downtown
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Our Client
The Imaginarium
Tagline: Antiques, Collectibles & More, Buy - Sell - Trade
- Three locations: Benson,
Midtown and Downtown
- Etsy Account
- Three Facebook pages
SLIDE 4 Facebook
SWOT Analysis
Strengths:
- Fun & interesting
atmosphere
- Friendly staff
- New merchandise
daily
- Unique shopping
experience
- Buy, sell and trade
- One-of-a-kind items
- Connect with
audience
Weaknesses:
- Only advertise on
- Three separate
Facebooks
- Posts lack variety and
have bad grammar
- Not consistent
branding
- Owner doesn’t know
tagline
- Not everyone is aware
- f all locations
Opportunities:
- Not a lot of
competition with advertising
- It’s an interesting
business that has the potential to attract more people if marketed correctly
- Can draw interest
from out-of-towners
- Junkstock
Threats:
- The Brass
Armadillo
- Niche Market
- f people shop
for antiques
- Competition in
Benson, Old Market and Midtown
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Target & Secondary Audience
Target Audience:
- 20-years-old (around this age)
- Male and Female
- All ethnicities
- Middle-class
- Every level of Education
- Interested in collectible, non-
specialized items
Secondary Audience:
- 40-year-olds and older
- Male and female
- All ethnicities
- Middle-class to upper-class
- Every level of education
- Looking for specific items to add
to their current collection
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The Big Idea
The Imaginarium is a cool and fun place to shop.We want to portray to our target audience the following:
- The Imaginarium offers a unique shopping experience
- The Imaginarium offers the opportunity for their
customers to buy, trade and sell their items
- Collecting can be a great hobby for any age
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Newspaper Ad
- Omaha World Herald
- Posted on Saturdays
in the Midlands section
- Attract folks looking for
something to do
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Magazine Ad
- Omaha Magazine
- Run: June, July and August
- Summer months attract many
travelers
- Reaching masses through
many forms of advertising will help the magazine ad thrive
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Billboard
- Lamar Billboards
- Run: 7 months on and off
between other advertisments
- Three:
- Along I-80 close to 72nd
- Close to the airport
- Along I-80 between Lincoln
and Omaha
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Direct Mail
- Omaha World Herald
- Mailed: End of May to
catch the local folks before they go on their summer vacations
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Online Ad
- Omaha Magazine
- Run: Slow months of the year
to keep the subscribers thinking about The Imaginarium
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Radio Ad :30 Sec
- Channel 94.1
- Run: Around 5 p.m. to
catch those on their way home from work.
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Story Board
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Social Media Strategy
- Unify all the Facebook
pages into one
- Specify location in
each post
- Engage more with
followers on Facebook
- Ex. Monthly contest
“The Imaginarium’s monthly “How old is it?” is finally here! Can you guess when this antique was made? First person to guess correctly receives a 40% discount on one item in the store. (Discount will be accepted at all locations, excluding clearanced items).”
SLIDE 15 Instagram
- Create Instagram page to promote store sales and
upload pictures of new merchandise
“This weekend only! Stop in today! (all three locations) #theimaginarium#sale.”
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Executive Summary: Our Vision
- To make the target audience want to shop at
The Imaginarium for antiques by advertising that the store is fun, cool and unique.
- We will do this with our print ads, billboard