X GOLF NOVI ADVERTISING/IMC PLAN March, 2017 Group C Alexandra Bonello Gabrielle Miller Janelle Mueller Katherine Perras Eastern Michigan University MKTG 369 Advertising Winter 2016 Joseph Radding, Instructor
1
Table of Contents 1. Executive Summary 2. Company Background 3. Marketplace/Competitive Analysis 4. Campaign Objectives 5. Creative Brief 6. Target Customers 7. Unique Value Proposition/The Big Idea 8. B2C Strategy and Tactics 9. B2B, B2T or Distribution Strategy 10. Media Strategy and Plan 11. Online Strategy 12. Public Relations Strategy 13. Integration Plan 14. Evaluation 15. Proposed Marketing Communications/Advertising Creative 16. Financial Projections and Budget 17. References 18. Appendices
1. Executive Summary X-Golf Novi is in the business of virtual golf. X-Golf Novi provides the most accurate and innovative golf simulator experience in the world. Our mother company, XGolf America is fairly new to the United 2
States beginning in California in 2010, from the Korean company DR-TEC Co. Ltd. according to X-Golf Brand (2017). X-Golf Novi has been open since October 15th, 2016. They are a brand-new franchise within the state of Michigan and are looking to expand in the near future. Right now X-Golf Novi has a few competitors in the area which offer golf. The closest direct competitor is 12 miles Northeast of the facility and an outdoor driving range is located 2 miles away which is an indirect competitor. The objectives of this campaign are to open our demographic scope, which are to help bring in more Millennials, couples on date night and women. We would like to increase the amount of foot traffic in XGolf Novi by changing people’s perspectives on indoor golf, creating a new fresh and fun experience, providing a reason to come into the facility. As stated previously, our target customers are Millennials, couples on date night, and women. Our unique value proposition is to emphasize no matter what type of golfer you are, you can still have fun at X-Golf Novi. When you come into X-Golf Novi, you play “VIRTUAL GOLF Your Way” no matter what your skill level is. You are not required to be a serious golfer when you play golf at X-Golf Novi. Our B2C strategy is putting our campaign for the rest of 2017, into place so we can attract our target market during the summer months which is a bit slower compared to the fall and winter. This campaign’s strategy consists of sending messages through 7 different media channels which reaches different demographics, as we strive to increase our scope. Right now, our B2B, B2T, or distribution strategy is not our main focus being a new franchise who has not even been open for a full year. The owners of X-Golf Novi have the rights to the franchise throughout the state Michigan. If other up and coming business owners want to open a franchise, they would have to go through corporate and then partner with the X-Golf Novi business team. Right now the main focus is on potential/existing customers and on team-building events for local businesses and corporations. X-Golf Novi’s Media Plan includes in depth descriptions about how we will be implementing our campaign using the 7 different media channels we are concentrated on. This will include: television ads, banner ads, online streaming ads, newsletters, social media, coupons/discounts and contests. These channels will create more exposure and will possibly lead more consumer traffic into X-Golf Novi. We want to increase awareness while also creating more interest, and reaching all of our target markets at the same time. Our online strategy will include updating our website, and filling it with more useful information for searching consumers. This update will be targeted heavy including more insight about X-Golf Novi and all of the services they provide. Integrating more keywords into this new load of data, will allow for XGolf Novi to increase the amount of traffic to the website, and on search engines. We also plan to purchase Google ads, which will allow for the X-Golf Novi site to pop up first upon search. Outside of Google ads, we will purchase advertisements on social media platforms like Facebook and Instagram. In making ads on these platforms, we will also create active accounts that will be utilized and customized for X-Golf Novi.
3
The PR strategy is based around conveying an enjoyable, fun, and unique golf experience for everyone. This will be targeted especially to Millennials, couples on date night, and women. We will convey how easy and accessible indoor golf is. To exhibit this, our advertisements will include groups of people who are in our target market having fun eating, drinking, and playing golf. This is discussed more in detail for each target market in a later section. Our plan for integrating all marketing communications consists primarily of focusing our advertising and marketing communication to our potential customers. Using different media channels will allow for us to push our message while creating more traffic through our advertising plans, which will hopefully create a pull strategy from the customers as well. We have some strong ideas, that will link, connect, and expose consumers to X-Golf Novi creating a positive word of mouth. The effectiveness of the campaign will be measured and evaluated by the increase in sales from the previous year, website traffic, and insights provided by Social Media and other internet sources. With a total budget of $150,000, we feel as if we can hit all the media channels X-Golf Novi wants to touch on at a total cost of $137,500, which is under budget, and we project a ROMI of 2.25.
2. Company Background X-Golf Novi opened their doors to the public on October 15th, 2016. They are a brand-new franchise within the state of Michigan. X-Golf Novi is located in the Twelve Mile Crossing at Fountain Walk in Novi, Michigan. X-Golf Novi has five XGOLF NEX simulators that have an automatic teeing system which sets them apart from their competition. X-Golf Novi currently has 90 courses to choose from and they are adding more courses continually. They have a full bar including beer, wine, and liquor along with a select food menu. The establishment also provides golf lessons with PGA Professionals along with golf leagues on a weekly basis. X-Golf Novi takes real life golf courses and transforms them in a way so it can be projected on a screen for golfers to play indoors, keeping all the quirks of the real golf course. X-Golf Novi just got preapproved for another loan to open its second location in the Grand Rapids area at the end of 2017 (Perras, 2017).
3. SWOT/ Marketplace/Competitive Analysis Strengths: ● 5 State-of-the-art XGOLF NEX simulators ○ Most accurate gauge of ball direction, spin, and launch angles (Perras, 2017) ● Automatic teeing system ○ Once the tee is set it will automatically adjust to the proper setting every time (Minke, 2017) ● 3D projection screen ● High-speed light sensors and cameras to track the ball ○ more realistic footage ● 90 golf courses to choose from and counting (Perras, 2017) 4
● ● ● ● ●
Lessons with PGA Professionals Golf Leagues Full bar including food Located in a high traffic area Easy online booking (Minke, 2017)
Weaknesses: ● Not well known ○ First one in the state of Michigan ○ Only 6 others in the country (Perras, 2017) ● Not an established brand ● Simulators book up quick (Minke, 2017) ○ not always available to play a full game (18 holes) ● Small food menu ● Golf simulators have a bad reputation of being inaccurate especially when it comes to putting (Perras, 2017) ● People think it is more of a videogame not real golf Opportunities: ● Open facility up to businesses to be rented out for company events ● Hold events that coincide with popular sporting events ● Reconfigure the target market ● Contract with CBS Radio for advertising ● Utilize other media channels ○ TV,Social Media, etc. Threats: ● Heavy competition with competitors ○ On The Dunes in Commerce, MI ○ Play Golf 365 in West Bloomfield, MI ○ Indoor Golf in Fraser, MI ● Competitors offer other activities other than golf to bring in more business ● Top competitor, On the Dunes, is more well known ● Weather ○ Warm and dry weather allows outdoor golf courses to open and draw away business Current Segment: Avid golfers, school age kids who golf on a league, and business professionals. Current Target Group: X-Golf Novi wants to change their target market by expanding demographics to the Millennial generation who are avid gamers, couples on date night, and more women. Positioning: A place to come together, be active and engage, but still have fun.
4. Campaign Objectives
5
Our goal for X-Golf Novi is to open the demographic scope and bring in more Millennials, women, and couples on date night. X-Golf Novi is not currently seeing this market regularly at their facility and would like to expand their foot traffic. We would like to increase the amount of Millennials who are avid gamers from 2% (in 2016) to 8% by informing them about the realistic aspect and accuracy of our simulators and how is compares to golf video games they play at home. Also, we want to help grow the amount of women golfers from 5% (in 2016) to 10% by suggesting they bring ladies night to X-Golf Novi for food, drinks, and fun. Lastly, X-Golf Novi currently has 15% (in 2016) of their sales from couples on date night. We want to expand that number to 23% by changing couples view on the typical date night (Perras, 2017). X-Golf Novi is passionate about their simulators so we want to still keep the focus on them while we introduce the idea of virtual golf to the new target market. Ultimately, we would like to obtain our goal by the end of 2017.
5. Creative Brief Target Audience Profile (You include more detail about this in section 6.)
● ● ● ● ●
Communication Objectives
Product Features, Advantages, and Benefits
Millennial generation who are avid gamers Couples on date nights seeking activity Women executives who need to learn how to play golf in corporate settings Women seeking a fun night with other counterparts Middle class people in the Metro Detroit area and surrounding cities with outgoing and competitive personalities
The communication objective is to make customers aware of an indoor golf simulator option in their area. We also want customers to realize how fun X-Golf Novi is and it is an approachable leisurely activity. Lastly, we want customers to come in and try X-Golf Novi for themselves. • 5 State-of-the-art XGOLF NEX simulators, Automatic teeing system, 3D projection screen, High-speed light sensors and cameras to track the ball. With the most accurate equipment on the market, you ensure a very realistic experience which builds trust. • 90 golf courses to choose from and counting This eliminates any sort of worry when it comes to the game becoming monotonous or boring. • Lessons with PGA Professionals These lessons are a huge benefit to those who are just starting and might be a little nervous about their skill set. They are also beneficial to those who want to improve their traditional golf game. • Golf Leagues Golf leagues create a fun and competitive environment to customers interested in simulator golf. Playing with friends can also elevate some of the nerves that might come with trying something new. 6
• Full bar including food Again creates a fun environment, especially for those who are not avid golfers. • Located in a high traffic area Accessibility is very important for X-Golf Novi as it is a new and more “experimental” company. • Easy online booking Again, being easily accessible online cuts down on any intimidation factor and confusion. Positioning of the Product
Key Consumer Benefit
Constraints
• On The Dunes in Commerce, MI They offer other activities such as volleyball and CrossFit which draws in potential customers from other audiences. They also offer a larger food menu (“On The Dunes”, 2015). • Play Golf 365 in West Bloomfield, MI They also offer virtual golf simulators. Gun ranges/ hunting simulator • Indoor Golf in Fraser, MI A mix of golf simulators and traditional putting greens. They also offer traditional golfing equipment for you to try out and purchase. We also have to consider traditional golf courses and traditional driving ranges as indirect competition (“Play Golf 365”, 2017). The key consumer benefit is learning a new activity they enjoy, as well as, making deeper connections with others through team building activities. • Liquor license - X-Golf Novi has a liquor licence that allows them to sell and serve alcohol. There is an extensive list of rules you have to follow once you obtain a liquor licence. • ServSafe - Similar to the Liquor Licence, X-Golf Novi was required to to get ServSafe Certification and adhere to many rules to make serving food safe for the customer. This has to updated frequently. • X-Golf Novi schedules play times by increments of 30 mins. This can reduce some flexibility when it comes to hours but also keeps the simulator tee times organized and prevent them from overlapping. • X-Golf Novi currently has 5 simulators which limits the amount of people who are able to play at one time. • X-Golf Novi has a decent size space rented, like above, the size of the space limits the amount of people able to play at one time.
Creative Strategy • Social Media - Twitter, Facebook, Instagram, youtube, 7
Snapchat Geofilters. This is the cheapest and easiest way to connect with Millennials. • Online streaming advertisements •TV/Cable - through CBS radio (mother company). This is targeted towards women, as a larger number of women watch daytime TV over men. •Utilize other people locally through direct mail and other media channels. This traditional advertising method will reach a higher number of women than men. Tone Our campaign will be based on providing a fun social experience. As Social Media and technology becomes more prevalent in our lives we seem to lose activities that connect us. X-Golf Novi will provide a way to incorporate technology with making connections and spending quality time with others. Support Statement The second most important USP aspect is learning to play golf/getting better at golf. That might bring people in initially but the experience will secure them as a loyal customer. Slogan or Tagline VIRTUAL GOLF Your Way Logo
6. Target Market/Target Customers Our new target market includes three different types of consumers X-Golf Novi does not currently see in their establishment on a weekly basis; Millennials, couple on date night, and women. X-Golf Novi still wants to keep their main focus on having the most innovative and accurate golf simulator experience, but apply it to a different target market by making it relevant to them personally.
A. Demographic Profile/Target Customers (Millennials) ●
Location: Our test market will be pulled from from a 20 mile radius from our location in Novi, Michigan. Cities like South Lyon, Brighton, Novi, Northville, Livonia, Plymouth, Canton, Farmington Hills, Bloomfield, West Bloomfield, Royal Oak, and Birmingham are within the 20 mile radius we are wanting to pull our new market from. Most of our target market resides in Oakland and Livingston counties. Household incomes there, according to an Overview of the United States, are quite a bit higher than the surrounding counties (2015). Oakland county’s median 8
household income is $65.6k and Livingston county’s median household income is $72.4k. With the golf industry being a huge draw to the greater Detroit area, many of the suburbs are saturated with golf courses already. Keeping our advertising local will help us reach this goal. ● Age/Generation: Millennials: 18 to 32 ● Income: $22,000 to $45,000 ● Gender: Male ● Marital Status: Single or Newly Married (no children) ● Household Size: 1 to 2 ● Occupation/Employment status: First job out of college or part time work ● Language: English ● Education: High school or college degree B. Psychographic Profile of Target Customers ● Activities: Gaming, binge watching shows, connections through social media ● Interests: Enjoying friends, work life balance ● Attitudes: Instant gratification, “me” generation ● Values: Free time, education, recognition on work done
C. Target Customers’ Key Problems: Not enough person to person communication and socialization in a group setting Desires and Needs: Space to meet up and still do what they enjoy (gaming), low cost activity, comfortable atmosphere
D. Detailed Customer Profile including current spending per customer •
Ideal customer: He is a college student who is concentrating on obtaining his degree in graphic design. He will want to be seen as an individual that is as unique as the simulators X-Golf Novi brings to its establishment. He is on top of his game in college and while he plays video games at home. Gaming is his pastime, and the simulators at X-Golf Novi brings gaming to real life. Although he does not have a high paying job now, he most likely will in the future and investing in the future is how to stay on top of the market share.
E. Demographic Profile/Target Customers (Couples on Date Night) ● Location: The location will be the same as the Millennials ● Age/Generation: Generation Y and Millennials: 21-40 ● Income: $35,000 to $70,000 ● Gender: Both male and female ● Marital Status: Single or Married ● Household Size: 2 and up ● Occupation/Employment status: Full time career ● Language: English ● Education: College degree or higher ● Organizational Memberships: Active with their community F. Psychographic Profile of Target Customers ● Activities: Working, volunteering, board officials, ● Interests: Couple activities, relationship building, socializing ● Attitudes: Competitive, fun spirited, enjoys activity ● Values: Family, their relationship, entertainment 9
G. Target Customers’ Key Problems: Night options that are not just a bar setting, no golf experience Desires and Needs: Comfortable place to enjoy eachothers company, no judgement at golf skills, ability to adjust handicaps, food and drink options
H. Detailed Customer Profile including current spending per customer •
Ideal customer: This will be the power couple in their local community. Whether dating or married, other couples look up to them and the decisions they make as an ideal. X-Golf Novi does the same when it comes to the simulator market. This couple loves to be active and engage in competition from time to time. They keep each other on their toes and relish in the fact of time spent together always helps to strengthen their relationship. This couple has an entertainment fund strictly put aside monthly for activities together, and they do not mind spending the money they both work hard for. X-Golf Novi offers food, drinks, and active entertainment to hit every aspect of date night.
I. Demographic Profile/Target Customers (Women) ● Location: The location will be the same as the Millennials ● Age/Generation: Baby Boomers, Generation X, and Generation Y: 30 to 55 ● Income: $50,000 and up ● Gender: Female ● Marital Status: Married ● Household Size: 2 and up ● Occupation/Employment status: Full time career ● Language: English ● Education: College degree or higher ● Organizational Memberships: Active with community and family J. Psychographic Profile of Target Customers ● Activities: Working, volunteering, PTA meetings, board officials ● Interests: Extra curricular activities for children (if they have them), fitness, socialising, competitive ● Attitudes: Identify with career, fun spirited ● Values: Family, entertainment, relationships with friends
K. Target Customers’ Key Problems: No golf experience, place to meet up, Desires and Needs: Comfortability, no judgement at golf skills, ability to adjust handicaps, food and drink options
L. Detailed Customer Profile including current spending per customer •
•
Ideal Customer 1: This women is an executive or entrepreneur. She makes important decisions daily at work and home, and she is a leader in both places just like how X-Golf Novi is the leader in technology for golf simulators. She is the ultimate breadwinner for her family and determines how they spend their money. She is looking for a way to achieve a competitive advantage in the corporate golf games she attends, as well as, learning the official rules of golf. Ideal customer 2: This women is an active stay at home mother. She attends every event her children throw at her with ease whether it is a school PTA meeting or an afterschool activity. She is looking for a fun place with a lively atmosphere to refresh the idea of moms night out. She already knows how to play golf, but some of her friends do not. X-Golf Novi’s simulators have a handicap option to help level out peoples golf ability, so you do 10
not have to be an avid golfer to have fun there. It is a place where there is no judgement.
7. Unique Value Proposition/The Big Idea The Unique Value Proposition for “VIRTUAL GOLF Your Way” emphasizes the fact that no matter what type of golfer you are, you can still have fun with our simulators at X-Golf Novi. A. First, it says that you do not have to be a great golfer to play at our facility. Anyone can come in and have fun no matter what level of golfer they are. It is all about how the customer wants to play. B. Second, the environment is as casual as you want it to be. Come as you are, or dress for an evening out. Our music, great food, and drinks will allow for an exceptional time either way.
8. Business-to-Consumer (B2C) Strategy and Tactics The goal is to increase the demographics of both men and women of all ages. We will be launching a campaign which will run through the end of 2017, that will help us with this increase. Our campaign, “VIRTUAL GOLF Your Way”, will be put in place to send the message that not only progolfers can come to X-Golf Novi, but golfers of all different levels will be welcomed. The golf experience will be truly your way, allowing for a fun and unique experience each time you come through the door. We will advertise on and utilize 7 different media channels including: television advertising through CBS, banner advertising, online music streaming, newsletters, social media, coupons/discounts and contests.
9. Business-to-Business (B2B) and Business-to-Trade Channel (B2T) or Distribution Strategy We, as a company, own the rights to this franchise throughout the state of Michigan. If other business owners want to open an X-Golf location in the state of Michigan, they would have to get franchisee rights from corporate first, then they would have to partner with us and give a up a small portion of revenues as dues. While there are several opportunities for Business-to-Business and Business-to-Trade Channel, we are a company that right now is focusing on customers and companies that are seeking team-building events.
10. Media Strategy and Plan Our plan is to push our campaign to 45% of our target markets by the end of 2017. We are concentrating on three target markets, and focusing on launching in 7 different media channels. We plan to use: ● Television Advertising ● Banner Advertising ● Online Streaming Advertising ● Newsletter ● Social Media ● Coupons/Discounts ● Contests Using these media channels will allow for more exposure, leading into possibly bringing more consumers into X-Golf Novi, and an increase the online traffic. We also want to increase awareness 11
about the company, while also creating more interest. Television Advertising Television advertisements will be aired during primetime television shows during the week, on the weekends, and during specific programs. The commercials will appear on channels targeting our audiences. Commercials will be for Michigan viewers only, therefore falling into local television advertising slots. These will each be aired, and directed towards our demographic. The ads would appear during shows such as: The Walking Dead, Supergirl, Grey’s Anatomy, and American Horror Story. These are all shows that our target market enjoy, and do watch on channels such as CBS, FX and HBO. (Ariens, 2016, para. 1-5). Banner Advertising Banner advertising is done online through banners. We will have banners on popular sites such as YouTube, Instagram, Facebook, Google and other online sites. These banners will link directly to the website with the effort to get our target markets to click the link and view our website, and even book tee times. We will be using a combination of static and animated banner ads. Online Streaming Advertising This type of ad is very similar to banner ads, except we will specifically be having these ads run on music streaming services such as Spotify and Pandora. These ads will link directly to the website, and serve the same purpose as the banner ads. Our slogan, “VIRTUAL GOLF Your Way” will be displayed prominently. Newsletter A private newsletter ONLY for X-Golf Novi members will be created. There will be a unique way for members to access this newsletter off of the X-Golf Novi website, and possibly through a private site such as Facebook. This will be a “premium” feature, and there will be special deals and promotions for those who become apart of this group, and for those who come to X-Golf Novi. This will be an incentive for customers to come into X-Golf Novi, and this will be advertised throughout the establishment. Social Media We will be utilizing both paid and unpaid types of advertising for the social media campaign. In this day and age, using social media is key. We will begin running accounts, encouraging people to come into X-Golf Novi. We will tweet numerous positive things, and give people a glimpse of indoor golf, and just how fun it can be. This social media account will be home for deals, promotions, and contests as well. It will also be an open space for customers to inquire and ask questions about X-Golf Novi. This form of advertising will be more personable for customers, giving them a new perspective. Coupons/Discounts We will run a variety of coupons and discounts. These will include things like, half-off your first time golfing with X-Golf Novi, and others such as, “Buy 60 minutes of tee time, get 30 minutes free” etc. Contests We will run tournaments yearly with the efforts of driving more traffic into X-Golf Novi. Holding contests will hopefully create buzz, which will cause more people to be intrigued and interested. Objectives ● Reach 45% of our target market(s) by the end of 2017. ● Have majority of advertising occurring throughout the summer months, as those are 12
● ● ●
some of the less busy months for X-Golf Novi, while advertising less frequent in colder months. Build the impression that virtual golfing is a fun experience for any and everybody. Over the next 7 months, the launching of the “VIRTUAL GOLF Your Way” through seven different media channels. Use advertising campaign to increase awareness and create interest for X-Golf Novi among the target market(s).
Media Selection
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Television Ads Banner Ads Streaming Ads Newsletters Social Media Coupons/Discounts Contests
11. Online Strategy 1. KeyWords X-Golf, Golf, virtual golf, indoor golf, golf simulator, 3D golf, projector golf, indoor driving range, virtual driving, golf practice, indoor putting, virtual putting, putting simulator, x-ball, x-birdie, golf training, golf novi, golf events, golf party, golf bachelor party, Golf league, golf training, golf trainers, golf lessons, NEX simulators 2. Update website with pictures of the equipment and add descriptions to those pictures using many of the keywords listed above. Every description on the website will be updated making sure these words are used heavily. We will really focus on optimizing our use of the phrase indoor golf, as shown below it is the most popular term searched from the ones provided.
13
Data source: Google Trends (www.google.com/trends).
3. The purchase of google ads will be another strategy. When people search for some of the keywords above, X-Golf Novi will be the first link to show up. They include the phone number and reviews of X-Golf Novi right on the search page. Google owns YouTube as well, and we will produce a 30 second promotional video that goes before other videos. We will also purchase Facebook and Instagram ads, as Instagram is now owned by Facebook. We would specifically purchase ads for people in the metro detroit area. 4. We will create a Twitter, Instagram, Facebook page and YouTube channel for X-Golf Novi. We will create printed media to display at the location encouraging customers to tag our accounts on their Social Media posts. We will also purchase a geofilter for Snapchat, when customers are at the Novi location they will have a special X-Golf Novi filter they can use and share with their friends. As stated above X-Golf Novi will purchase a plethora of ads for Social Media sites.
12. Public Relations Strategy The goal for our Public Relations Strategy is to convey that X-Golf Novi is an enjoyable golf experience for everyone, specifically women, couples, and millennials. We will do this by showing how accessible virtual golf is at X-Golf Novi is. In our advertisements we will show these three demographics at X-Golf Novi. For women and couples we will show women using the equipment and enjoying their time. For Millennials we will show them in a group being social and having fun. We will also promote ladies nights where the price for women to play will be cheaper than men. A negative side effect to focusing on women could leave the women feeling like they are being pandered to. We would prevent this by using a similar style (color scheme,photos, etc.) as the Millennials and couples advertising. 14
13. Integration Plan To reach X-Golf Novi customers, we will be using Social Media, radio ads, television ads, banner advertising, newsletters,coupons/discounts, and contests. Television ads, online streaming ads and banner ads are to direct traffic to our website. This will lead them to book lessons, tee-times, and to learn more about what the company has to offer and how simulators work. Also, to increase awareness about the facility. The newsletter will be for members only after they have visited the facility, which will include discounted rates and coupons via social media to keep them interested. Social Media is our biggest tactic since we are a new start up company. Because X-Golf Novi wants to stay fresh in the customer's’ mind, the plan is to promote yearly contests to continue to have positive word of mouth and more customer attraction. Following these advertising and media channels will drive more traffic, bring more awareness, expand our demographic scope and help the expansion to Mid-Michigan of X-Golf Novi.
14. Evaluation The effectiveness of our campaign through 7 media channels will be measured in a myriad of ways. Television Ads
Television ads are paid advertising that will reach potential clients. This will be measured by the amount of engagements we receive per hour, per the time the advertisements are aired. We will also use Nielsen ratings for their audience measurement systems. This will help us determine how effectively we’ve reached our audience. Combining the amount of engagements on the website with Nielsen ratings will therefore allow us to predict the effectiveness of the ad.
Banner Ads
Banner Ads will help promote our business to reach Millennials on various internet websites and music apps to increase traffic to our website. It will be monitored and tracked via Google Analytics in greater detail.
Streaming Ads
Streaming Ads will help promote our business to reach Millennials on various internet websites and music apps to increase traffic on our website. Using services such as Spotify and Pandora will allow for us to track the number of clicks from advertisements, therefore determining the effectiveness.
Newsletter
Newsletters will have exclusive information and promotions encouraging people to become members and join our X-Golf Novi family. The newsletters effectiveness will be measured through feedback provided by members at the end of 2017. Feedback will be analyzed which will determine if we will continue.
Social Media
On Social Media, the hashtag #VirtualGolfYourWay will be created to track the mentions and usage. To measure and evaluate the 15
effectiveness of our social media efforts we will be using Google Attribution, and insights on sites such as Facebook. Using these outlets will allow for us to track impressions and interactions. Coupons/ Discounts
Coupons/Discounts will be given to ensure the return of customers, and be measured and tracked by the amount of times they are used/applied.
Contests
The effectiveness of each event will be based on the member of people that sign-up and participate within each contest.
15. Proposed Marketing Communications/Advertising Creative Golfing is known for being a predominantly male sport. With the new launching of our campaign “VIRTUAL GOLF Your Way�, will prove that golfing can be enjoyable for any and everyone for all level of golfers. We want to change your perception on golfing in general. Communications will drive people to our website since we are recently new to the Novi area. It will give a brief summary of what exactly X Golf has to offer and invite you to check out the facility. These communications will engage people of all levels, age, and gender to golf virtually the way you imagined, hassle free. From relaxing with friends and family, to enjoying the company of friends, to having team bonding exercises for companies, you are able to experience new advanced tech free golfing.
16. Financial Projections and Budget IMC Activity Business to Consumer Pre campaign awareness research Search Engine Optimization Website Banner Advertising (for one month) Application Banner Advertising (for one month) X-Golf Novi website
Cost $7,000 $6,500 $5,000 $5,000 $12,000 $50,000
Social Media Advertising Facebook Twitter Instagram Online Streaming Advertising
$8,000 Spotify Pandora
Television Advertising
$25,000 Golf Channel CBS
Newsletters Advertising Coupons/Discounts
$8,000 $5,000
16
Contests Prize Money for Contests
$2,000 $4,000
Total
$137,500
Total IMC Campaign ROMI:
Consumer
Budgeted Campaign Spend by Objective
Estimated Campaign Gross Profit by Objective
Estimated Campaign ROMI by Objective
$137,500
$446,960
2.25
Short-term ROMI: $547,900= 3.99 $137,500
17. References Ariens, C. (2016, April 11). Millennials Couldn’t Resist Streaming These 10 TV Shows. Retrieved April 3, 2017, from http://www.adweek.com/tv-video/millennials-couldnt-resist-streaming-these-10-tv-shows-winter170655/ Google Analytics. (2017). Retrieved April 1, 2017, from https://www.google.com/analytics/analytics/#?modal_active=none Google Trends. (2017). Retrieved April 1, 2017, from https://trends.google.com/trends/explore? q=golf%20simulator,indoor%20golf,virtual%20 golf,x%20gol On The Dunes. (2017). Retrieved April 6, 2017, from http://onthedunessports.com/ Overview of the United States. (2015, April 28). Retrieved March 20, 2017, from http://statisticalatlas.com/United-States/Overview Perras, J., & Minke, S. (2017, March & April). About X-Golf Novi [Personal interview]. Play Golf 365. (2017). Retrieved April 6, 2017, from http://www.playgolfallyear.com/ 17
Search Engine Watch and Analytics. (2016). Retrieved April 3, 2017, from https://searchenginewatch.com/category/analytics/ Thielman, S. (2014, March 31). What Women Watch on TV. Retrieved April 5, 2017, from http://www.adweek.com/tv-video/what-women-watch-tv-156621/ X-Golf Brand. (2017). Retrieved April 10, 2017, from http://www.xgolfsimulator.com/ X-Golf Novi General Website. (2017). Retrieved April 1, 2017, from http://www.xgolfnovi.com/
18. Appendices
18
19
20