2013 INTEGRATED CAMPAIGN
TABLE OF CONTENTS 0 3 / / AGENCY PROFILE 04 // CAMPAIGN S COPE 05 // EXECUTIVE SUMMARY 0 7 / / ANALYZE 2 1 / / STRATEGY 34 // FLIGHT ONE 38 / / FLIGHT TWO 42 // FLIGHT THREE 46 / / FLIGHT FOUR 48 // CONTINUOUS 5 9 / / APPENDIX 6 1 / / CALL TO ACTION
2
East 2 West (E2W) is a full-service advertising agency bred and raised at The University of Texas at Austin. In the spring of 2013, a group of six of the school’s greatest minds came together to build a wellrounded team consisting of research, creative and media experts. We are innovators. We are bold. We are not afraid to tell our clients what they need to be successful. We believe in incorporating honesty, humility, and fun in our work and in our everyday lives.
OLGA RANGEL MACKENZIE NEEL RACHEL PORTER
Above all, our team is passionate about this industry. We love creating truly effective campaigns that will help your business reach its full potential.
HAILEY HARBOUR
They say everything is bigger in Texas. We assure you this includes our knowledge of the industry and the consumers we are reaching out to.
KACIE HEIL
E2W can’t wait to begin this partnership with you. We know you will be pleased with the results and have fun along the way. Giddy Up!
BAYLEE LEDBETTER
3
CAMPAIGN SCOPE From May to December 2013, Guns & Oil (G&O) aims to spread awareness in the Austin and Houston communities. A budget of $124,750 will be allocated across multiple non-traditional media platforms in order to attract new consumers and develop brand loyalty over time. An effective creative strategy will portray G&O’s resolute set of values to a carefully selected target market in order to reach the company’s goal to be sold in 350 bars by the end of 2013.
4
EXECUTIVE SUMMARY This plan book presents East to West’s (E2W) recommended campaign for Guns & Oil’s (G&O) launch in the Austin market and expansion to the Houston market. This local, fully integrated marketing campaign targets males 21-34. The campaign runs from May 5, 2013, to December 31, 2013, and seeks to establish brand recognition for G&O while building a strong presence in these markets. Furthermore, it seeks to gain share of voice in the competitive beer market. The overall marketing objective of the campaign is to inform the Austin and Houston markets of the G&O brand and product, while building loyalty through meaningful relationships with the consumers online and in-person. This will be achieved primarily by garnering new business from competitors. All of E2W’s recommendations are based upon thorough primary and secondary research. Primary research methods include thirty in-depth interviews, 150 Qualtrics survey results and multiple bar observations. Secondary methods include research online, utilizing the Mintel database, social media platforms and national beer research publications. The media plan distributes the $124,750 budget as follows: 8.62% wearable, 20.62% outdoor, 32.62% sales promotion, 4.69% Point of Sales Supplies, 11.48% events and 18.50% online. This media plan leaves us with a 3.84% contingency. In return, G&O will receive nearly 12 million impressions across the Austin and Houston markets. For each 1,000 impressions, about $0.10 will be spent.
5
6
ANALYZE 7
BREAKDOWN BRAND ANALYSIS • The products are a Lager and Amber Beer • The price at retail is five dollars on draft • Austin/Houston are the places where the beer will be sold in-bar and retail. • The current slogan is “Beer for the Bold” • The brand represents a modern old-west cowboy • We believe we are the best domestic in the South • Guns and Oil is full of passion and risk • Guns and Oil challenges the norm of all other domestics
PRODUCT ANALYSIS • Our product, Texas Lager, is essentially Texan with a twist. • Explosively refreshing with a crisp and clean taste • “Black Gold Bock” is an amber beer with hoppy bitterness • Begins with beer on draft, sold by pint in bars • Eventually moves to retail sales, by bottle and cans • The packaging will be black glass bottles and gunmetal gray cans • Priced within Domestic Beer range ($4-6 on draft)
8
9
10
11
RESEARCH insights Primary research was conducted through over 30 in-depth interviews, by surveying 150+ beer consumers, and observing bar drinking habits at 3 different bars. The following insights and themes were consistent throughout the various research methods: • Beer drinkers tend to subconsciously face their labels outwards for others to see; they take pride in their beer brand. • Recommendations from bartenders and friends are a main driver of new beer purchases. • The average beer drinker tends to have a premium beer as well as a typical day-to-day beer. • Beer specials and point of purchase advertising tend to heavily influence on-site purchase decisions. • Men tend to like humor, explosions, girls, cars and guns to be associated with their beer. • The target tends to most often drink at parties, home, tailgates and the bar scene.
Based on Mintel’s 2011 Report Beer: The Consumer and Mintel’s 2012 Beer- US report, East to West has identified the key insights stated below. These insights into males 21-34 were critical in the development of East to West’s plan. • Consumers aged 21-34 drink the most beer and dominate all beverage alcohol categories. • Sales are being driven by consumers’ thirst for rich, unique flavors and products that are not mass produced. • Beer’s wide availability and comparatively low price are two factors that contribute to the popularity among the market. • Drinking occasions for beer typically center on social occasions and sports games, particularly with the kick-off of football season. • The Hispanic market is continuing to grow as they account for 13.8% of individuals aged 21+ and exhibit slightly higher-than-average incidence of beer drinking. Their brand preferences are mainly due to their levels of acculturation. • The target market loves to try new things and are most likely to purchase beer with special flavors. • For new beer brands to become competitive, it is imperative to market towards growing segments of the population – such as Hispanics and Millenials that are becoming of legal drinking age. 12
Image 1.1
WORD CLOUDS
Using our primary research exclusively from males 21-34, East to West created the following word clouds in order to identify patterns and trends among the target market. The bigger words represent more frequent responses. East to West used the analysis of these word clouds to discover critical insights that were not readily apparent. The first word cloud (1.1) answers the following question from our Qualtrics survey: What is your favorite beer? What qualities do you like about this beer?
Image 1.2
To construct the second word cloud (1.2), we showed members of the target market the Guns & Oil website and asked for the first three words that came to their mind. 13
RESEARCH competition
14
19.1%
said SHINER was their beer of choice • “It’s original, Texas and tasty; I like local beers.” • “I like Shiner because of the many great tasting varieties at a low price.” • “I like that it’s a rich, full and dark beer that is refreshing and has a good foam head when poured on tap.”
8.5%
said BLUE MOON was their beer of choice • “I like Blue Moon since it comes with oranges.” • “It’s a sexy and relaxing beer.” • “It’s very flavorful and refreshing.” • “I can drink alot of blue moon, the taste never gets tiring.”
8.5%
said DOS EQUIS was their beer of choice • “I love their commercials because they’re funny and clever; I hate ads that focus on how cold the beer is. Aren’t they all supposed to be cold?” • “I enjoy this beer because of its simplicity in taste and easiness to drink.” • “I like the taste and it’s what my family and friends drink.”
6.4%
said FIREMANS #4 was their beer of choice • “I prefer Firemans #4 because it’s local, smooth and not too hoppy.” • “It’s light, crisp and has a hint of citrus; I like earthy beers.” • “I choose beers based on their ability to complement the food I’m eating and Firemans #4 does just that.”
4.3%
said BUD LIGHT was their beer of choice • “This tends to be what I drink because it’s available at the parties I attend.” • “I often buy beer based on price because my reason for drinking beer is generally not for taste, but rather to get a buzz/party.” • “Cheap, available and keeps things simple.”
RESEARCH swot examination STRENGTHS • • • • •
Valuable contacts in Austin community Eager investors Positive reactions to product at initial tastings Majority of beer drinkers are male Current geographic expansion plans parallel the target demographics • Branding is bold, unique and innovative • Brand is memorable • Positive attitudes towards the G&O brand
WEAKNESSES • • • • • • • • •
Company is in early stages Limited brand awareness Limited to one product (Lager) in early stages Fewer contacts in Houston; slower entrance rate into bars Limited to in-bar sales; missed opportunity for brand loyalty While the product seeks to be positioned as a domestic, the Austin market is well-known for its craft beer market Target market falsely associates G&O (name and packaging) with dark beers The brand name associates with Texan ideals Brewery is not local (yet)
OPPORTUNITIES • • • • • • • • • •
UT Austin inspires sports camaraderie throughout Austin Football season provides opportunity for brand loyalty Target market hasn’t chosen preferred beer Millennial’s are more likely to discuss beer consumption with peers Beer sales forecasted to increase in terms of retail through 2017 Austin as a location: music, growth, economy Consumers began to try new beers more frequently in 2011 Tourists visiting the Circuit of the Americas are looking for “The American Experience” and would be attracted to G&O’s branding Beer holds the largest share of alcoholic beverage market Target market admits to being influenced by peer recommendations about beer
THREATS • Branding is risky and bold • Strong and established competition • Overall beer consumption in US decreased between 2006 and 2011 (Mintel) • Strict regulations and advertising guidelines in alcohol industry • Target market tends to associate G&O with politics • Saturation of beer’s launching in Austin, TX • Target’s loyalty to traditional, established brands • Well established partnerships create barriers to bar and event entry
15
RESEARCH SWOT ANALYSIS STRENGTHS:
WEAKNESSES:
Guns & Oil Brewing Company (G&O) is a fresh, bold brand that stands as unparalleled within the beer industry. While many unique brand names exist, G&O is the first of its kind to drill into the middle ground between domestic and craft among its beer peers, with the potential for large success. In addition to the brand’s ability to attract a large base of consumers, the packaging and name are also memorable and will lead to strong brand recall. This provides the means for G&O to establish brand loyalty using innovative advertising techniques with minimal focus on traditional media due to its ability to stand alone above the competition.
As a company in its early form, G&O will likely face many unforeseen obstacles within the first few years. Within the early stages, G&O has very limited brand awareness as well as limited access within bars, restaurants and the like. In order to build a successful platform, it will be pertinent that G&O generate mass hype leading up to the launch with which the company can lock and load for explosion into the market.
Perhaps G&O’s greatest strength lies in its predictions of positive reactions upon launch within the target market. Both the brand’s research and E2W’s analysis indicate that the target group holds positive attitudes towards the brand’s name and character. This will be essential in determining the beer’s success with initially gaining first-time consumers and yet further, establishing repeat purchases. The G&O brand strongly resonates with the male population, representing the majority of adults who drink beer on a frequent basis. This provides an armory of opportunities for the brand to take advantage of. Its bold and brash nature aligns with that of the cowboy character of the target audience. Lastly, G&O has a strong, powerful network of supporters that will play a key role in its early success. Both eager investors and bar owners within Austin and beyond have expressed an active interest in the brand/ product in order to ensure that the beer’s launch is effective. As a small startup company, this quality is extremely valuable, allowing G&O to enter the industry with a bang. 16
G&O is limited to the Texas Lager product for entry into the Austin market. Although the Black Gold Bock is ready to launch in the near future, many consumers prefer the option of selecting from a variety of flavors. Additionally, the brand consists of primarily in-bar tap sales. While this will rope in many G&O supporters, it does not provide the consumer with the opportunity to purchase for home consumption, potentially harming the brand’s ability to garner long-term loyalty. Lastly, the research conducted by E2W indicates that the target market often falsely associates G&O’s name and packaging with a dark beer. G&O must creatively portray the Texas Lager taste through its advertising techniques in order to avoid eliminating consumers that do not drink dark beer and are unable to distinguish the difference based on branding alone.
OPPORTUNITIES:
THREATS:
G&O has selected Austin as its initial point of entry, providing numerous opportunities for the brand as it launches. Burnt orange blood and Longhorn pride runs deep in the heart of the Austin community. The strong camaraderie fostered among its football fans creates the unique opportunity to gain mass exposure among the target group.
A few threats inevitably loom over G&O as it enters the early stages of its product launch. The multi-billion dollar beer industry is heavily saturated with local, national and global competitors that have steered the industry with leading sales for decades. G&O must quickly and effectively differentiate itself from these crafts and domestics so as to not ‘get the boot’ from the Austin market.
The games are a prime location for G&O to build brand loyalty, as those who have been exposed will be searching for their next opportunity of a sip of the liquid bold. Additionally, sporting events involve another Austin tradition of tailgating at which the presence of mass quantities of beer is essential in order to be considered a success. G&O has the opportunity to sponsor these University tailgates, targeting their secondary market with ease and perfection. Austin is also beneficial to G&O’s launch because of its wide variety of events, concerts, bars, etc. that attract both local and global entertainment seekers. The target market is an opportunity in itself for multiple reasons. E2W’s research revealed that these young males are still on the hunt for their brand champion, aiming for that bulls-eye. Additionally, this demographic (the Millennial generation) is more likely to discuss beer consumption and preferences with their peers, as well as provide recommendations based on their own experience. Our research indicates that the target admits to being influenced by peer recommendations when choosing a beer at a bar or grocery store. This provides G&O with the opportunity to gain market share through word of mouth marketing as well as effectively use brand ambassadors as a marketing tool to generate buzz about the product.
Another threat the company faces lies in its bold and risky branding. Although also seen as a strength for G&O, its brash character could risk losing a portion of the target market whose perceptions do not align with that of the company’s ideals. It was often shown in primary research that the brand name tended to steer the target towards an association with controversial political topics. Furthermore, the Texas Alcoholic Beverage Commission has legal business regulations and advertising guidelines that heavily restrict creative and innovative action in the state. A barrier also exists when entering into partnerships with bars and entertainment events in Texas that have long established relationships with the beer of competitors. In recent years, overall beer consumption and sales have decreased in the nation, posing a threat for new to market entries.
17
RESEARCH target cities
18
AUSTIN, TEXAS Launch City Nestled in the heart of the Texas Hill Country, Austin is home to a diverse mix of residents that vow to keep Austin weird. As of the 2011 Census, Austin’s population was 795,378 with 50.6% of residents being male and a median resident age of 29.6 years. The median household income was $50,132, which was higher than the median for the state of Texas. The Austin-American Statesman is Austin’s daily newspaper and The Austin Chronicle is published weekly. Known as the “Live Music Capital of the World,” Austin hosts several major events throughout the year, with the largest being Austin City Limits and South by Southwest. Austinites are tech-savvy and have a passion for trying new things and maintaining an active lifestyle. The primary target lives proximate to the bars and restaurants that Guns & Oil will be served in. This includes neighborhoods such as Downtown, Bouldin Creek, Clarksville and North Loop. Guns & Oil’s secondary market primarily resides in areas proximate to The University of Texas.
Houston, the nation’s fourth largest metropolitan area, has recently seen an increase in young professionals due to the economic condition of the city. As of the 2011 US Census, Houston had a population of 2.1 million with 50.2% of residents being male and a median resident age of 32.1 years. The median household income was $42,945, which was lower than the median for the state of Texas. Houstonians are proud of their professional sports teams and pack the stadiums at Texans, Dynamo, Rockets and Astros games. The Houston Chronicle is the major daily news publication for the city. Guns & Oil’s primary target market predominantly resides in Midtown, The Heights and Upper Kirby. Just southwest of downtown Houston, Midtown is a “mixed-use” district that offers a wide selection of bars and restaurants. The area is 59.6% male, with a significant portion in the 25-34 age range. The Heights is a more trendy, eclectic neighborhood that has a strong emphasis on arts and entertainment as well as a passion for trying new things. Located near Rice University, Upper Kirby is an upscale neighborhood home to many retail operations as well as restaurants and bars. The secondary market primarily resides in areas proximate to Rice University and frequents restaurants and bars in Rice Village as well as Upper Kirby.
HOUSTON, TEXAS Expansion City
19
20
STRATEGY 21
TARGET PRIMARY The primary target consists of single young professionals ages 25-34 in Houston and Austin, both prime areas for the active and outdoor lovers at heart. In Austin, these men typically frequent West 6th, while in Houston they are often found in Upper Kirby and Midtown. While the Austin bar scene is filled with Longhorn fans, Houston is known for it’s large presence of Texas A&M graduates. This group has been found to consume the largest amount of beer and contains the highest number of smart phones, with the Iphone being the key player. They enjoy trendy dining spots and have a knack for traveling the world to see where life will take them next. These cowboys are the industry leaders; apt to try new things while also leading others to believe in the products they place their trust in. They do not typically engage with beer companies through social media and let personal recommendations weigh heavily on their beer purchases. They are looking for a beer with bold flavor that complements their character.
THE URBAN COWBOY Bachelor #1: John Age: 26 Current City: Austin, TX Career: Graphic Design Artist; Industry leader The Sporty Side: Tennis; Cycling; Golf Music Genre: Alternative Artisan; Austin Indie Media: Austin American Statesman; Austin 360; Austin Man Magazine; Austin Fit Magazine Favorite ATX Events: SXSW; Austin Reggae Festival; Austin Sunshine Festival; Austin City Limits
22
r some flavo s a h t a h t r I like a bee is really important to an c to it, taste it to be something I me. I want k all night. in r d ly s u o continu
“
�
Passions: Fishing; Photography; Traveling the World; Socializing with friends Favorite ATX Restaurants: Salty Sow; Hillside Farmacy; Contigo; Blue Dahlia Bistro Ideal Relaxation Moment: Enjoying a Dos Equis and taking in the rays on a tropical island. For the Cowgirls: The date will begin with a lunch prepared by yours truly, a hint of guitar serenading and spending the day outdoors together. This hunk will end the evening in a Black Lapel custom suit, charming you over drinks at a bar on West 6th Street.
23
TARGET SECONDARY The secondary target consists of Junior and Senior male college students and recent male graduate students ages 21-24 in the Houston and Austin area. These young men are typically found either on 6th street in Austin or in Rice Village in Houston. They are die hard college sports fans and tend to either attend tailgates or meet up at a bar to watch the highlight game with friends. Bars tend to see the beer flow heavy for football, baseball and basketball games. These colts are highly involved leaders in student organizations across campus and are continually seeking new ways to develop their own identity. Staple restaurants and cheap eats tend to be a common theme as well as becoming immersed in the Austin music and entertainment scene. They tend to let whatever is available at parties or bar beer specials influence their decision as their stomachs tend to be larger than their wallets. This group is the second largest beer consumer category and is very willing to taste and become a lifetime advocate for whatever delicious beer life throws at them. May the best (and bold) beer win!
MODERN DAY COLT Bachelor #2: Caleb Age: 21 Current City: Austin, TX Career: Senior at The University of Texas; Air Force The Sporty Side: Running; Weight-Lifting; Hunting Music Genre: Texas Country, Traditional Country Media: Austin Fit Magazine; Huffington Post; The Daily Texan; The Chive Favorite ATX Events: UT football games; Undie Run; Tough Mudder; Lone Star Jam
24
Favorite Uniquely Austin Restaurants: Franklin’s BBQ; Magnolia’s Café; Food Truck browsing; Hopdoddys Ideal Relaxation moment: Sipping on a Shiner and throwing BBQ on the grill out at the lake. For the Cowgirls: This stud will start the evening out right in a pearl snap or Polo and Wranglers, a pair of boots and dinner at a nice steakhouse. Then it’s time to hit the dance floor for a night of drinks and two stepping at a country western bar.
“
I like a enjoy w beer that I can it someth h my friends; in me and g that represe who I nts am.
”
25
OBJECTIVES MEDIA OBJECTIVES • • • • • • •
Inform ATX (and eventually Houston) of the G&O brand, product and purchase sites Establish successful means for consumers to be motivated to try G&O Drive consumers to bars carrying the beer Successfully launch brand in new bars by means of promotional efforts Host 3 official brand events for G&O enthusiasts to attend 1,000 App downloads by December 2013 Gain 2000 “Likes” on Facebook and 500 followers on Twitter by end of campaign
ADVERTISING OBJECTIVES • • • •
26
To achieve 40% awareness of the G&O name amongst the Target To increase top-of-mind awareness from 0% to 10% To increase knowledge of G&O as a beer offered from 0% to 20% To increase perception of G&O as a quality, affordable and supplemental beer
G&O WILL BREAK INTO THE AUSTIN AND HOUSTON MARKETS THROUGH THE USE OF VARIOUS SPECIAL EVENTS AND GUERILLA MARKETING TECHNIQUES.BY AVOIDING TRADITIONAL MEDIA PLATFORMS (E.G. TELEVISION, RADIO, PRINT), THE CAMPAIGN WILL BE ABLE TO MAXIMIZE REACH OF THE TARGET MARKET WITHIN THE PROVIDED BUDGET. A HEAVY PORTION WILL THEREFORE BE ALLOCATED TO THE BEGINNING OF THE CAMPAIGN AS G&O BEGINS TO SPREAD AWARENESS. MIDWAY THROUGH THE CAMPAIGN TERM, THE OBJECTIVE WILL SHIFT TO INSPIRING BRAND LOYALTY THROUGH THE USE OF RETAIL SALES AND WIDESPREAD AVAILABILITY WITHIN BARS. THE FIFTH FLIGHT CONSISTS OF CONTINUOUS MEDIA (E.G. SOCIAL MEDIA, PROMOTIONAL ITEMS, ONLINE PRESENCE) USED TO FURTHER ENGAGE THE CONSUMER WITH THE BRAND. OVERALL, THE CHOSEN MEDIA OUTLETS ARE WELL PREPARED TO REACH THE TARGET AT A TIME THAT WILL PROMPT CONSUMERS TO TRY THE G&O PRODUCT, GAINING MOMENTUM AND BECOMING THE PREFERRED BEER AMONG THE DEMOGRAPHIC.
- MEDIA VISION
27
BIG IDEA CREATIVE BRIEF what are we advertising? Guns and Oil Brewing Company
why are we advertising?
To launch the G&O brand in Austin, TX and Houston, TX. Build awareness and establish enthusiasts for the beer.
who are we talking to?
Males, ages 21-34, living in the downtown areas of Austin and Houston, moderate disposable income.
what do they currently think?
They are unaware of the Guns and Oil brand. They have no preconcieved notions of the brand. They are willing to try new beers with incentive. They support local brands, especially “Texas” themed. They tend to have a preference between the commonly known domestic beers of Bud Light, Miller Lite, and Coors Light. They are big proponents of familiarity, price, and humor.
what do we want them to think?
We want them to believe that G&O is a good-tasting domestic. It is affordable, unique, and honest. The brand voice is bold and brash.
single most important thing
G&O is the first truly flavorful domestic beer.
why should they believe it?
Preliminary taste test prove the target market holds a positive attitude towards the product. Target values taste when choosing premium beer. Offers middle-ground bold flavoring, falling between target’s beer of choice
28
NO BULLSH*T
The beer industry is filled with exaggeration, glitz and gimmicks. G&O is here to defy the typical, staying true to its name and embracing the target’s character. Everything G&O brings from the product to its marketing is bold, real and true to self; simply put: NO BULLSH*T.
29
TIMELINE MAY 2013-DECEMBER 2013 Flight One: May 5th-May 27th
Flight Two: May 28th-August 30th
Continuous
Be
er
Ar
G&
O
riv
al:
ex
pe
cte
dM
ay 1
5th
tap
Be ha
nd
les
off ere
di
n5
0b
ar s
by J
uly
30
20
13
gin t an o es d o tab the lish r r re eta lat ile ion r s sh by ip Au wit gu h H st EB
Flight Three: August 31st- September 30th
Flight Four: October 1st- December 31st
G&
O
G&
O
off ere
di
La
off ere
di
nm
ajo
rr
eta
ile
r(
HE
B) un by c h 50 G Oc pa &O tob r ti in er cip to ati H ng ou ba sto rs n by ma Oc r ke tob t w er ith 20 ov 13 er
no ve r
10
0b
ar s
by D
ec
em
be
r in
Ho
ust
on
31
32
ANALYZE EXECUTION 33
FLIGHT ONE COWBOY ‘UP may
5
This flight is designed to generate buzz and excitement about the G&O product launch. The majority of this flight relies on the distribution of promotional items, both in bars and on the street. At the end of the flight G&O will host a Memorial Day party at The Stage on Sixth featuring live music, beer sampling and a charity component. These tools will be used to inspire curiosity among the target market in order to begin word of mouth marketing before launch period.
CINCO DE MAYO As one of the biggest alcohol consumption holidays of the year, Cinco de Mayo is the perfect opportunity to reach the market as they are thinking about beer. G&O employees and volunteers will visit popular hangout spots for the holiday and distribute pre-existing promotional items in order to generate buzz about the brand’s launch. These items will include a card insert announcing G&O’s launch into the Austin market. E2W recommends Austin’s Old Pecan Street Festival and Rainey Street as appropriate venues for this tool based on the locations’ heavy activity during the holiday weekend. Image 1.1
34
may
27
MEMORIAL DAY WEEKEND Our agency’s research also confirms that the target market tends to consume alcohol on holiday weekends or time off of work. Thus, Memorial Day weekend is the perfect time to gain momentum for the product. The weekend will primarily include a G&O party at The Stage on Sixth downtown highlighting the Ben Baxter Band. Additionally, G&O will reveal its philanthropic aspects with a profit share in which the attendees will have the option to contribute $5 to Charity Water in order to receive a novelty G&O shot glass (see Continous Flight) with a sample of the beer. The beer company will keep 20% of all contributions in order to supplement the cost. An attention-grabbing airplane banner will also be used during this weekend in order to reach the target market at Lake Austin. Pricing is based on two hours of flight-time. Finally, G&O will reach those in the downtown area through Austin’s pedicab drivers. The drivers will be sporting branded shirts and their cabs will be flying branded flags throughout the weekend in exchange for three kegs at their next company party. Using pedicabs provides a more narrow targeting towards those downtown, as most are used for shorter distances within the downtown area where G&O is located. Pedicab drivers also encourage more direct interaction with the target. Image 1.2
35
BRAND AMBASSADORS The final portion of this flight will be used to develop and train a savvy “street team� in Austin. We found that 55% of our primary target market and 54% of our secondary target market agree that they drink the same brand of beers as their friends14. This team will be used to spread the word about G&O on the weekends to distribute product samples, and tell consumers the bars in which they can purchase the product. Pricing is based on 20 salespeople to work eight hours each week and two 4-hour training sessions. This branding technique was chosen based on research suggesting word of mouth awareness is perceived as more trustworthy and honest.
FLIGHT ONE BUDGET FLIGHT ONE: Memorial Day Event Airplane Banner Pedicab Drivers Pedicab Flags Brand Ambassadors Total
36
Flight Flight One One Dollars 4525 1200 218 300 4160 10403
GI 300 200000 2500 2500 64000 269300
Memorial Memorial Day Event Day Event Airplane Banner Airplane Banner Pedicab Drivers Pedicab Drivers Pedicab Flags Pedicab Flags Brand Ambassadors Brand Ambassadors
37
FLIGHT TWO CHOOSE YOUR WEAPON may
27
This portion of the campaign occurs immediately after the end of Flight 1 and lasts until the end of August. This summer flight is intended to gain mass exposure and build brand awareness quickly, therefore, requiring the largest portion of the overall budget. The majority of this flight consists of live events and sample distribution, although interactive tools such as social media contests will be used to engage the target market and plant the seed for long-term brand loyalty.
AVETT BROTHERS CONCERT E2W’s primary research indicates that the target market frequently listens to country music and 40% are highly likely to attend concerts12. Therefore, the Avett Brothers’ concert on Friday, May 31st is the perfect opportunity to set-up a booth outside the Circuit of the Americas to distribute samples, sell merchandise and ultimately gain brand exposure to a very specific demographic.
JUNE
2
ONLINE CONTEST This week-long Facebook contest will ask G&O followers and their friends to take a picture with an item of G&O merchandise, including but not limited to the beer itself, in order to be entered in a drawing to win a keg of the Texas Lager beer. This online contest will provide a way of increasing user interaction with the brand and steering web-traffic9.
JUNE
9
BULLSH*T CONTEST In order to personify the campaign’s “Big Idea,” G&O will host a Bullshit Card Game Tournament on a Sunday afternoon at Cain & Abel’s or another outdoor venue. The winner will receive a free pint of G&O and a T-Shirt. This event will be promoted through social media, the participating bar’s event calendar, the G&O mobile app and word of mouth. It is important to note that this event is intended for repeated monthly use should the company choose to do so.
38
JULY
4
FOURTH OF JULY PARTY Both of the target markets admit to being extremely likely to spend their 2013 Independence Day on the lake, drinking beer. In order to get them to drink G&O, the brand will host a 4-hour barge party on Lake Austin for up to 100 people. The party will feature catered food, music and beer. Invitations will be distributed through social media, the G&O App (see “Continuous”), the company’s main website and word of mouth. E2W recommends a $25 admission charge in order to help pay for the party.
AUGUST
15
KEITH URBAN CONCERT E2W’s primary research indicates the target market frequently listens to country music and 40% are highly likely to attend concerts12. Therefore, Keith Urbans’ concert on Thursday, August 15th is the perfect opportunity to set-up a booth outside the Circuit of the Americas to distribute samples, sell merchandise and ultimately gain brand exposure to a very specific demographic.
OFFICE HAPPY HOUR Our agency’s primary research indicates the primary target market, young urban professionals, visit restaurants/bars near their offices for lunch and Happy Hour frequently. Therefore, E2W recommends that G&O distributes promotional items to the following venues based on their proximity to Facebook, GSD&M and Silicon Laboratories: Star Bar, The Tavern and J Blacks.
39
BIKINIS SPORTS BAR The waitresses at Bikini’s Sports Bar & Grille in Austin will wear G&O-branded bikini tops on specified dates while working at the restaurant. They will also help encourage the consumers to purchase G&O beer. Primary research indicated that our target market responds to beers associated with women. Pricing is based on 15 custom bikini tops to be distributed to the waitresses (Image 2.1).
PANDORA ADVERTISEMENTS Since 72% of consumers listen to Pandora over AM/FM radio13 we chose this tool as a representative of one of the only instances of semi-traditional media in our campaign. This tool will feature take-over ads and bottom-screen banners. The pricing is based on a $2,000 monthly “cap” depending on frequency of exposure. Pandora provides more narrowing of the target through means of zip codes and music preferences. Image 2.1
40
Image 2.2
FLIGHT TWO BUDGET FLIGHT TWO Avett Brothers Concert Online Facebook Contest Fourth of July Party Bullshit Tournament Pandora Ads Bikinis Sports Bar Office Lunch/Happy Hour* Brand Ambassadors Keith Urban Total
Dollars 7500 75 3420 35 6000 750 0 6400 7500 31680
GI 10000 1000 100 50 375000 3600 6000 128000 10000 533750
Flight Two Avett Brothers Concert Online Facebook Contest Fourth of July Party Bullshit Tournament Pandora Ads
41
FLIGHT THREE LOCK AND LOAD
Flight 3 is designed to inspire repeat purchases and build top-of-mind awareness within the target market through the use of The University of Texas at Austin football season and other events in Austin beginning in September 2013. Relationships with large retailers, such as HEB, will also kick-off during this portion of the campaign. Through various guerilla marketing techniques, the G&O brand will be seen throughout the city with high frequency.
TAILGATE SPONSORSHIPS Guns and Oil should be involved in the tailgating scene at Longhorn homefield games as tailgating is a popular pastime both targets participate in. The brand should sponsor the Texas Iron Spikes, a spirit organization at The University of Texas, and Kappa Sigma, a popular university fraternity. Iron Spikes hold their tailgates in the Bob Bullock parking lot and Kappa Sigma’s is in a high traffic area near the South entrance of the field. They have also agreed to frequently mention the beer’s name when asked by guests/attendees. Key games to optimize awareness (through use of the branding ambassadors) of the G&O brand includes: Ole Miss, Kansas State and Oklahoma State University.
LONGHORN PHOTO OPPORTUNITY Another exciting photo opportunity will occur as G&O “hires” a live longhorn steer to be stationed near UT football watching parties around Austin. Pricing is based on two hours of picture taking. The amount of impressions are exponential as people visit the G&O facebook page to retrieve their pictures. This will drive traffic to the page, increasing exposure for the G&O brand.
SPEEDO PHOTO OPPORTUNITY An energetic, charismatic man will wear a G&O branded speedo while roaming popular Austin events in order to provide a viral photo opportunity for the attendees. Pricing is based on six days at ACL 2013, four UT game days during tailgating hours and four Friday nights downtown at East Sixth Street. This guerilla marketing effort will resonate with the target market as it is both bold and entertaining. We believe that transposing the famous “naked cowboy” from NYC would create buzz and foster conversation.
42
Image 3.1
BILLBOARD Although billboards are a more traditional form of media, statistics show that nearly 80% of consumers are gone from home the majority of the day, due to increased mobility in America10. Football season also sees increase auto traffic. Therefore, G&O will purchase four billboards near downtown Austin for a period of four weeks. Image 3.2
43
Image 3.3
Image 3.4
44
FLIGHT THREE BUDGET FLIGHT THREE Billboard Tailgate Sponsorship Speedo Guy Longhorn Photo Op Total
Dollars 24000 720 1060 500 26280
GI 3000000 700 8500 1000 3010200
Flight Three Flight Three
Billboard Billboard Tailgate Sponsorship Tailgate Sponsorship Speedo Guy Speedo Guy LonghornLonghorn Photo Op Photo Op
45
FLIGHT FOUR ON THE SHOOT OCTOBER
5
Just as Flight 2 aimed to introduce G&O to the Austin market, this flight utilizes events and other guerilla marketing techniques to build brand awareness in Houston. In order to work within the budget, many of the Austin launch tools will be repeated using Houston venues, vendors, etc.
HOUSTON LAUNCH PARTY A Houston Launch party will take place during the first weekend in October and will be structured similarly to the Austin launch in Flight 2. The event will be held at Jackson’s Watering Hole in Montrose(contingent on G&O’s ability to get the product into this venue). Jackson’s Watering Hole is a favorite of area residents and young professionals due to its casual atmosphere, wide selection of beers and friendly staff. The party will feature the Charity Water donation opportunity and the venue’s famous karaoke!
PUB FICTION AGGIE VIEWING PARTIES Pub Fiction in Midtown is frequented by young professionals that are “veteran partygoers16.” During football season, Pub Fiction frequently hosts Texas A&M football watching parties, roping in recent graduates and young professionals. G&O will use this opportunity to distribute promotional items and product samples in order to gain exposure within this market. Additionally, the “Speedo Man” photo opportunity will take place during the LSU game on Saturday, November 23rd (and can be hired for more games should the company choose to do so).
46
OFFICE HAPPY HOUR Just as the Austin professionals admit to visiting bars for Happy Hour and lunch with coworkers, the Houston target market will also be exposed to the G&O brand during simliar opportunities. The following venues are recommended based on their proximity to large companies: Treebeards, Sherlocks Pub & Grille, Benjys, Hay Merchant, Little Woodrows, Black Finns and The Grove.
SPEEDO GUY A new “Speedo Guy” will be hired in Houston to provide photo opportunities at the area’s popular events. This technique will be innovative and attention-grabbing as the Houston market will not have been exposed to this tool previously. Pricing is based on one Dynamo soccer game and one Houston Texans game. Tailgating is a popular activity for both of these events and provides an opportunity for mass exposure.
BRAND AMBASSADORS A new “Street Team” of ten sales people will be hired and trained for this market. Pricing is based on eight-hour weeks (each) for a total of four weeks and two fourhour training sessions. E2W recommends placing these ambassadors in Midtown and Rice Village as these two areas are the most pedestrian friendly for the primary and secondary markets, respectively.
PANDORA ADVERTISEMENTS The same Pandora ads from Flight 2 will be used on the main screen’s of Houston Pandora users for up to a cap of $2,000 for the month.
47
FLIGHT FOUR BUDGET FLIGHT FOUR Pandora Ads Office Lunch/Happy Hour* Pub Fiction Tailgates* Houston Launch Party Speedo Guy Brand Ambassadors Total
Dollars 6000 0 0 5125 192 3680 14997
GI 375000 6000 600 300 5000 16000 402900
Flight Four Flight Four Pandora Ads Pandora Ads Office Lunch/Happy Office Lunch/Happy Hour* Hour* Pub Fiction Tailgates* Pub Fiction Tailgates* Houston Launch Party Houston Launch Party Speedo Guy Speedo Guy
48
49
CONTINUOUS KICKIN UP A ROW
This flight is essential to the success of the overall campaign, as a large portion of the budget will be allocated towards promotional items, a strong online presence and other tools that are designed for implementation even after the campaign ends. This flight both inspires word of mouth through novelty items and a well-trained “street team” and establishes a relationship with the target market through social media and a mobile app.
PROMO NOVELTY The promotional items are distributed throughout the majority of the campaign and will, therefore, require a large portion of the overall budget. These will be for two main purposes: To place the G&O name in the consumers’ homes and to distribute as incentives for contests, event attendance, etc. Pricing is based on 300 bar mats, 10,000 coasters, 12,000 shotgun shell shot glasses and 1,000 T-Shirts. Item 5.1
50
Item 5.2
Item 5.3
Item 5.4
BAR GAMES E2W’s primary research indicates that the target market is likely to participate in both indoor and outdoor games, while spending time in the bars around Austin. Therefore, G&O will create branded cornhole games and dart boards to be placed within the popular bars on Rainey Street and other locations. Pricing is based on four bars with three sets each for cornhole and ten dart boards. Item 5.5
Item 5.6
51
SOCIAL MEDIA E2W’s primary research indicates that the target market is likely to participate in both Facebook is used by majority of our target17 and G&O would benefit by engaging with the market through this medium. By reaching the target where they spend time daily, we can begin to build brand awareness, as well as promote our events and product location. Facebook’s ad program provides the opportunity for targeted messaging, as you can narrow the audience reached by demographics, interests, and conversation. Promoted posts allow specific G&O posts to be seen by members of the target that are not already fans of the page. The budget allocated $3,500 toward facebook ads (which are optimized for impressions) and $1000 to be spent on promoted posts. We believe spending should be skewed towards the beginning of the campaign to build a solid foundation of facebook fans. Twitter proved itself to be a popular tool for beer conversation on the internet, by accounting for 69% of total mentions9. G&O will benefit by using Twitter to keep their followers up-to-date about the brand, its events, and provide entertainment. The budget allocates $3500 to Twitter promoted posts which exposes G&O to users that follow similar accounts or are located in a particular geographic area. To further engage the target on Facebook and Twitter E2W recommends the following tactics: • Drinking Stories: In this free portion of the campaign, a staff member will comb through Twitter and Facebook every Sunday in order to find the target’s posts about “last night,” “the weekend,” or “drinking stories.” He/she will then respond with witty, informative, and thoughtful comments to promote G&O. Facebook fans will also have the opportunity to submit their stories directly to the G&O page. The G&O team will select one drinking story each week to feature on the company’s own social media platforms. This tool is a cost-effective (free!) way to reach the target at an optimal time as well as further establish a relationship with the consumer. • Viral “No Bullsh*t: One of the most common trends of 2013 is the “Internet Meme” in which a humorous picture with overlying text is spread throughout the web virally. A “No Bullshit” meme will be distributed online in hopes of becoming a viral sensation through social media “shares”.
52
Image 5.7
Image 5.8
G&O IPHONE/ANDROID APP E2W’s secondary research demonstrates that mobile apps drive purchases and build brand communities based on interaction with the target market(8). Therefore, G&O will create an official mobile application, including the following features in the form of “tabs”: • Map of bars selling G&O (powered through Google Maps) • Frequent Drinkers Rewards Program • G&O’s Facebook/Twitter feeds • G&O Calendar of Events The app will be promoted through our brand ambassadors, social media and other online mediums. Pricing is based on initial design and service for content updates and maintenance throughout the campaign.
53
Image 3.3
Image 3.3
54
CONTINUOUS BUDGET CONTINUOUS Cornhole Games Bar Mats Coasters Shot Glasses T-Shirts iPhone/Android App Drinking Stories Dart Boards Meme Facebook Ads Facebook Promoted Posts Promoted Tweets Total
Dollars 1200 3000 2150 8550 10000 3000 0 700 0 3500 1000 3500 36600
Continuous
GI 96000 240000 50000 60000 100000 1000 20000 50000 20000 6250000 300000 515000 7702000
Cornhole Games Bar Mats Coasters Shot Glasses T-Shirts iPhone/Android App Drunk Stories Dart Boards
55
OVERVIEW FLOW CHART/BUDGET 1 2 Flight May Month Week 1 2 3 4 Outdoor Sales Promotion & Items Events Paid Online Free Online & Mobile Total Mo. Amount Total Mo. GI's
22,478 1,242,050
1
2 June 2 3
4
13,335 1,219,950
1
2 July 2 3
4
10,245 1,091,050
2 3 August S 1 2 3 4 1
14,325 1,100,950
Budget TotalTotal Budget Total Budget FLIGHT ONE: 10403 Flight One 31680 Flight Two 26280 Flight Three 14997 Flight Four 36600 Continuous 4790 Contingency Recommendations 124750 Total
56
Edit PDF so far Cussing Page Finish budget/flowchart
% OF BUDGET 8% 26% 21% 12& 29% 4% 100%
Flight One Flight One Flight Two Flight Two Flight Three Flight Three Flight Four Flight Four Continuous Continuous Contingency Contingency
3
0
3 4
3 September 1 2 3 4
3 October 1 2 3 4
3&4 November 1 2 3 4
30,855 3,972,950
15,572 1,111,050
6,575 1,090,350
4 December Total Amount Total GI's Per Medium 1 2 3 4 Per Medium $25,718 3,205,000 $56,842 8,537,000 $14,325 2,450 $23,075 7,817,000 $0 41,000 6,575 1,089,750
TotalTotal Budget Budget FLIGHT ONE: Wearable Outdoor Sales Promotion POS Supplies Events Online Contingency Total
Total Budget 10,750 25718 40242 5850 14325 23075 4790 12475000
% OF BUDGET 8.62% 20.62% 32.26% 4.69% 11.48% 18.50% 3.84% 100.00%
Wearable Wearable Outdoor Outdoor Sales Promotion Sales Promotion POS Supplies POS Supplies Events
Events
Online
Online
Contingency Contingency
57
58
APPENDIX 59
RECOMMENDATIONS JANUARY-DECEMBER 2014
60
SXSW
EXTREME SPORTS
VENUES
The G&O brand will benefit greatly from taking part in the South By Southwest 2014 Festival in Austin. E2W advises hosting a lounge party, pedicab sponsorship and street ambassadors interacting with SXSW attendees. This is the highest revenue producing event for the city’s economy, with an annual impact of over $190 million(15). Additionally, hundreds of thousands of people from across the country participate. Participation in this festival leads to the possibility of national exposure for G&O, as the events are covered by respectable sources such as the New York Times, NPR, and CNN.
This increasingly popular sporting event includes unique physical challenges designed to test one’s mental and physical endurance and strength. The most well-known races include Tough Mudder, Warrior Dash and Spartan Race, all perfect opportunities for G&O to increase exposure. E2W advises a partnership with one of the above through providing beer at the post-race parties and placing the G&O logo on promotional items such as T-shirts, their website and banners located throughout the course. This future partnership is ideal as the character of both G&O as well as the race partner and the participants it attracts align perfectly. The races are held internationally, leading to prime opportunities to target new markets with future G&O growth and expansion.
The following venues are recommended for G&O product insertion based on E2W’s primary and secondary research. We believe these are the optimal locations to reach the target market and, ultimately, increase product sales. Austin: Little Woodrow’s (Turtle Racing!), TopGolf, Pete’s Dueling Piano Bar, J Blacks, Red’s Porch, Upper Deck, Bangers Houston: House of Blues, Lucky Strike, Proof, OTC, Royal Oak, Little Woodrows, Celtic Gardens, TopGolf
CALL TO ACTION Strategically planned marketing efforts, targeted to young professionals, will allow G&O to establish a significant presence in Austin and Houston. This campaign will propel your brand to the next step in which the Texas Lager will be sold in new areas (i.e. retail) and new geographic markets. E2W is confident that this plan will achieve your objectives while upholding the bold and unique values G&O stands for. With that said, let’s get brewing. East to West kenzieneel@gmail.com (210) 912-5892 61
SOURCES 1. www.coastersforless.com (Coasters) 2. www.branders.com (Shot Gun Shotglasses) 3. http://www.houstondynamo.com/tickets (Dynamo ticket sales) 4. http://www.houstontexans.com/ (Texans tickets) 5. www.aggieathletics.com (Aggie football schedule) 6. http://www.aclfestival.com/tickets/ (ACL passes) 7. www.lamar.com/ (Billboard prices) 8. Mintel: Marketing to college students US July 2011 9. Mintel: Attitude to Internet and New Media Marketing US Oct 2010 10. http://www.clearchanneloutdoor.com/assets/downloads/media_kits/cco_houston.pdf 11. http://www.oldpecanstreetfestival.com/about/ 12. Scarbrough release two 2012 13. http://www.pandora.com/static/ads/media-kit/TheChangingLandscapeOfRadio.pdf 14. Beer: The Consumer US 2011 15. www.sxsw.com 16. http://www.pubfiction.com/ 17. Mintel: Living Online US July 2012 18. http://kontikifunboat.com/
62
63