EXECUTIVE SUMMARY In a saturated antiperspirant/deodorant market, men’s products are continuing to grow at a 64% rate.* The men most frequently using these products happen to be young adults.** This market moves from morning coffee to drinks at the club in what seems like a second. Their fluctuating lifestyles leave an untapped opportunity for investors in antiperspirant/deodorant. These men are some of the most successful multitaskers in the market and utilize a growing number of communication channels including smart phones and social media. Sex-sells tactics and over-the-top humor dominate the deodorant market for them. This gives these men little variety and pre-conceived ideas of what they should be, making them perfect candidates for a new desire. This desire is flexibility of choice.
• DUAL: Two scents on one stick to fit an eclectic lifestyle. • PERSONABLE: Communicates to men who respond to subtle wit without giving into the hype. • QUALITY: Performance, safe ingredients, and a reduced carbon footprint. The following pages recommend strategies Im(ad)gine has created to market this innovative product. The Creative Vision: There’s More Than One Side to Your Story.
Young men let Im(ad)gine know that scent was the most important factor in the deodorant they purchase. They wanted “nothing obnoxious,” with scents ranging from “woodsy” to “Ireland.” Like a typical guy, they don’t know exactly what they want, but they know these things are a big deal for them.
Im(ad)gine provides an integrated marketing solution that penetrates the various communication channels our market is exposed to. Everything was designed to reinforce the brand lifestyle and get consumers involved on the go. Our goal is to generate a proactive relationship. This relationship will thrive by communicating through social media. After all, there’s more than one side to every story.
Im(ad)gine Agency has taken this research and formed a solution for entering the deodorant market that will provide rewards for Energizer as a company, shareholders, consumers, and the environment. This product is positioned as being:
This exciting idea successfully addresses Energizer’s needs for a new product entering a well-established market. It takes into account existing men’s brands and provides non-identifying consumers with what they want most: flexibility of choice.
* MRI Reporter ** Packaged Facts
3
RESEARCH OBJECTIVES AND METHOD: 1 Find out mens’ priorities when purchasing deodorant 2 Find out mens’ preferred scents 3 Discover an untapped, yet promising market EXAMINE: Im(ad)gine initially analyzed a combination of marketing books (notably Emotional Branding by Marc Gobe,) online statistical databases such as MRI, and existing deodorant rankings to find an open market for the leading consumer. Im(ad)gine discovered that antiperspirant/deodorant products have a 90% usage rate in the U.S. alone. Opportunity surfaced after discovering a recent 64% increase in men’s products. Within this category, the highest usage rate was between the ages of 18-34. ASK: Im(ad)gine’s next step was to seek out these men through their most popular method of communication... social media. Individual surveys were distributed through Facebook allowing Im(ad)gine to discover what brands men use, what they prioritize when purchasing an antiperspirant/deodorant, what they want to smell like, and where they shop. ASSIMILATE: On occasion, Im(ad)gine adopted the lifestyle of today’s young men. We began by reading their preferred websites and magazines including GQ, Maxim, and Sports Illustrated. Through this research Im(ad)gine discovered an eclectic, creative male with a very different personality than those represented by leading brands (i.e. Axe, Old Spice). The potential in this market prompted Im(ad)gine to investigate further. The next step was visiting hip retail locations where said men would typically shop. Through this experience Im(ad)gine learned about their aesthetic preferences, spending habits, and social behavior. A noticeable sustainability theme is often integrated into the stores they shop at including Urban Outfitters and Patagonia. Im(ad)gine looked into this trend, and found that natural deodorants have proven to be recession proof... another great opportunity. We continued to evaluate our competitors to make sure we were on the right track.
4
H:80% OF OUR TARGETAAUDIENCE PERIOD OF OUR H FREQUENCY: MINIMUMFOUR-WEEK OF 10.8 IMPRESSIONS WIL
WEEK PERIOD OF OUR HIG
WHAT MEN FIND IMPORTANT: CREATIVE & REACH OUR TARGE ENCY: A MINIMUM OF 10.8 IMPRESSIONS WILL ECLECTIC WEEK PERIOD OF OUR HIGH- ADVERTISING MON -SELF-CONDUCTED SURVEY
GEOGRAPHIC: CREATE A NATIONAL CAMPAIGN WIT OF OUR TARGET AUDIENCE FOUR-WEEK PERIOD OUR HIGH- ADVER THE UNITED STATES, INOFTERMS OF APHIC: CREATEREACH:80% A NATIONAL CAMPAIGN WITH AN ADDITIONAL EM
THE UNITED STATES, IN TERMS OF THE HIGHEST POPUL SCENT
PROTECTION FREQUENCY: A MINIMUM OF 10.8 IMPRESSIONS WILL REACH OUR TARGET AUDIENCE SOLID VS. GEL CREATIVE & NO RESIDUE WEEK PERIOD OF OUR HIGH- ADVERTISING MONTHS.
-SEL
SCHEDULING: ADVERTISING WILL RUN CONSISTEN GEOGRAPHIC: CREATE A NATIONAL CAMPAIGN WITH AN ADDITIONAL EMPHASIS IN U LING: ADVERTISING WILL RUN CONSISTENTLY THROUGHOUT TH THE UNITED STATES, IN TERMS OF THE HIGHEST POPULATED AREAS PHASIS DURING THE INTRODUCTION BRAND
ECLECTIC
PHASIS DURING THE INTRODUCTION AND SALES PROMO SCHEDULING: ADVERTISING WILL RUN CONSISTENTLY THROUGHOUT THE YEAR WITH CREATIVE & PHASIS DURING THE INTRODUCTION AND SALES PROMOTION PERIOD IVE & WHAT MEN WANT TO SMELL LIKE: CREATIVE & ECLECTIC ECTIC -SELF-CONDUCTED SURVEY
ECLECTIC
5 -SELF-CONDUCTED SURVEY
COMPETITIVE ANALYSIS WHAT WORKS: Im(ad)gine found that our eclectic guy-next door had nowhere to fit into the antiperspirant/deodorant market. We did however discover that the most recently successful personal care campaigns tended to focus on perception versus product attributes. For men, the most memorable ads revolved around Old Spice’s dizzying “The Man Your Man Could Smell Like,” and Axe’s over the top “Boom Chicka Wa Wa.” It was noticed that brands focusing on perception tended to target younger audiences. This move has generated tremendous success especially for Old Spice, bringing its sales up 107% in a year.* Perhaps our prompted target had potential to be the face of a new brand personality. The current top selling men’s brands (in order,) include**: 1 Axe 2 Old Spice 3 Right Guard 4 Speed Sticks 5 Degree Right Guard, Speed Stick, and Degree follow a more traditional method of pinning out product attributes and marketing them. This tried and true method has established loyalty among older generations who have grown up with dependable products. However, in today’s over-saturated market, young audiences look for products that become part of their identity. Another brand with growing popularity is all-natural Tom’s of Maine. As mentioned in Im(ad)gine’s research, natural brands are recession-proof in today’s economy***. This is because antipersiprant/deodorant is a low-involvment purchase with sales relying on brand loyalty. “Green” brands are viewed by the public as having better ingredients and a greater overall payoff.
6
* Ad Week ** Bazillion *** GCI Magazine
FOCUS ON PERCEPTION: AXE
TARGETS MEN BETWEEN 15-30 CHICK MAGNET PERSONA OCCASIONAL MANLY-MAN PERSONA EXAGGERATED SEX-SELLS HUMOR
OLD SPICE
ORIGINALLY TARGETED MEN AGES 40-60 GROWING POPULAR WITH MEN IN 20’S AND 30’S MANLY-MAN PERSONA EXAGGERATED SLAP-STICK HUMOR
FOCUS ON ATTRIBUTES: RIGHT GUARD
ACTIVE PROTECTION ATHLETIC LIFESTYLE
SPEED STICK
AFFORDABLE PERFORMANCE GLIDING APPLICATION NO RESIDUE
DEGREE
PROTECTION UNDER STRESS
SPECIAL “ADRENALINE” SERIES OCCASIONAL ATHLETIC LIFESTYLE
CONCLUSION: Most brands directly target athletic types with need for high performance. Top competitors Old Spice and Axe push “manliness” and humor. Dove’s new Men + Care also emphasizes manhood through finding comfort in life’s experiences. Im(ad)gine recognizes that the men’s personal care industry, as diverse as it appears, is narrow minded. It needs a fresh idea that opens the door for young men who don’t necessarily identify as athletic, manly men, or chick magnets.
7
TARGET MARKET
The target audience for this campaign is males 20-34 segmented according to generations Y and X. Men ages 20-29 represent generation Y, with a living income of $35,000-$65,000 a year. They live extremely fast-paced lives and are fashion-forward. They are master multitaskers who can easily adapt to their ever-changing environment. This allows them to easily take advantage of new social and professional opportunities that come their way. They are fun, interactive, and tend to live in urban areas. Males age 30-34 represent generation X. They are creative, witty, ambitious, independent, classy, social, busy and involved. They are avid trendsetters known in their social circles as “the trendy chameleon.� They are imaginative, environmentally concerned, energetic, and spirited. Above all, they value trust and honesty.* Im(ad)gine truly believes we have found the perfect market for a new product. Statistics show that young men have become more obsessed with their appearance than previous generations.* This is thanks to movies, television, and even advertising. They are also the leading consumer in today’s deodorant market. Their psychographic behavior and generational characteristics even correlate to our projected brand voice.
8
*Emotional Branding
POSITIONING
Im(ad)gine understands the lifestyle of young men transitioning into the professional world. They are adventurous, eclectic, and ready to take on life’s new challenges. To prepare these men for anything, so they can handle anything, Im(ad)gine visions a deodorant that provides versatility. This product is designed to remain one of the few constants in young men’s busy lives.
*Emotional Branding
Im(ad)gine takes into consideration this generation’s concern for the environment. We also realize that they perceive safe, eco-friendly ingredients to be better quality.* We have therefore arranged for green product ingredients featuring moderate strength and recyclable packaging.
Im(ad)gine provides a distinct concept designed for men who are modest and quirky, not aggressive and overpowering. Tailored to this audience, subtle wit in place of exaggerated humor creates a unique relationship between the user and the product identity. Im(ad)gine presents a brand that fits the needs of men who reject raunchy, exaggerated images. These men are classy, stylish, funny, and down-to-earth.
9
THE BIG IDEA
THERE’S MORE THAN ONE SIDE TO YOUR STORY
CREATIVE
OBJECTIVE: Im(ad)gine’s objectives are to introduce FLUX’s double-sided concept to the market, create brand awareness, and generate a pro-active relationship with consumers. STRATEGY: Im(ad)gine’s strategy is to provide creative with stylish graphics and subtle quirk that manages to stay classy. It strives to let young men know it was created with their lifestyles in mind. PLAN: Flux’s defining characteristics of versatility and duality play an important role in its branding. Through Im(ad)gine’s understanding of the target market, each aspect of the campaign will be customized to reflect distinctive product experiences A juxtaposition of surroundings in each creative execution will remind the viewer of the truth in the campaigns tagline “There’s More Than One Side To Your Story.” To further highlight the connection to duality, a double-sided theme encourages viewers to fully appreciate the creative. Illustrations inspired by the packaging infographics help reinforce brand identity. These will be blended with fashion photography to highlight the target audiences’ hip lifestyle and aesthetic preferences.
12
COPY
TAGLINE: THERE’S MORE THAN ONE SIDE TO YOUR STORY. This tagline encompasses the fluctuating aspects of our target market lifestyle and provides a subtle hint towards product attributes. The tagline utilizes the word “your” to keep FLUX personable. This caters to consumers as individuals, not a mass market. COPY TONE: Along with our tagline, the brand personality is enhanced with stories that coincide with each scent. FLUX will break through competition by using subtle wit in copy versus exaggerated humor. Each story showcases one of our target audience’s many sides.
13
PACKAGING FRONT SOLUTION: FLUX is a truly unique addition to the men’s antiperspirant/deodorant market. To design its packaging, Im(ad)gine took into account 67% of the surveyed men who believe scent is most important when making a purchasing decision. We combined this consideration with the fact that today’s young men have an eclectic lifestyle. The product ended up being a unique, double-sided stick; the first of its kind to enter the major market. It features two scents on opposite sides of the packaging for the user to enjoy. Primary data showed us that 78% of men were willing to switch deodorants for a new scent. FLUX’s selling point has therefore become a stick featuring two scents for two occasions. SUSTAINABILITY: FLUX is environmentally friendly and health conscious; two things our target audience appreciates when making purchasing decisions. FLUX’s eco-friendly features are reflected in the label’s neutral colored background. It upholds Energizer’s green initiatives by being printed on recycled paper with a slight grainy texture. FLUX’s packaging is made from polypropylene, a thermoplastic polymer made from 60% recycled material. Using polypropylene means more plastic is eliminated from public waste*. After use, this package is 100% recyclable. Use of sustainable packaging compliments FLUX’s healthier ingredients. All of FLUX’s scents utilize zinc ricinoleate, a non-aluminum ingredient that kills the bacteria found in sweat. This is a healthy choice for consumers because research has shown a correlation between aluminum ingredients and cancer.* FLUX as an overall product plans to reduce Energizer’s carbon footprint and uphold it’s progression as a company. AESTHETICS: The packaging aesthetics are designed to reflect our audience’s eclectic lifestyle. This is achieved by featuring trendy, patterned info graphics on color-coded caps. Together, these features direct users to the appropriate scent. Either side of the deodorant can be displayed as the top or base. This gives both scents equal opportunity to stand out on store shelves. FLUX’s bold logo will also stand out as it covers the length of the packaging. This allows for brand recognition and effortless promotion.
14
*Greener Package *GP Magazine
FLUX features three bars, each with “Whiffs of” two opposing scents:
• RUGGED/SUAVE Inspired by the great outdoors and stylish city
• FRESH/YOU Designed for instant refreshment or to work unscented alongside cologne or a man’s natural scent
• DAY/NIGHT Inspired by lazy, leisure-filled days and exciting nightlife
15
PACKAGING BACK
FLUX doesn’t just carry a personality in its appearance. The back of its packaging has quirky, complementing stories. Each blurb is the back label’s main focus, but there is still necessity for essential information.
16
*See stories highlighted on page 18-20.
The majority of this information is featured on a peel-off sticker, making all the consumer (and government,) needs to know easy and accessible. Color-coded adjustment wheels can also be found on the back of the packaging.
17
PACKAGING COPY
18
19
20
DISTRIBUTION
FLUX will be entering a competitive market. Therefore, reaching our audience through wide distribution will be most effective. During the product launch, FLUX will be available at major retail stores such as Target, Trader Joe’s, CVS, and Walgreens. Our self-conducted survey told us young men are more likely to shop for deodorant where general goods are sold versus specialty locations. Starting out in large retail stores will provide us with a wide starting reach. As the yearlong campaign progresses, FLUX will become available in smaller boutiques and health stores. This will help promote the brand’s green image, recyclable packaging, and healthy ingredients.
21
POINT OF PURCHASE
Deodorant is a low-involvement purchase, meaning that users don’t usually put a lot of thought or effort into choosing a brand. When purchasing deodorant, consumers may look up information to find a product to suit their bodily needs, but will generally choose due to word of mouth or in-store displays. Since FLUX is a new product, it needs a large display that will familiarize men with the brand. These shelves will be used at large retailers to display the product and help it stand out from competition. They will also promote duality with color-coded shelves that equally display both sides of a particular scent.
22
PRINT MAGAZINE DESIGN: The most important theme in our campaign’s overall design is the concept of duality. FLUX’s print ads are a perfect visual example. Im(ad)gine placed coinciding focus on the layout of the ads and the functionality of the package. The ads utilize scenes from a custom Im(ad) gine photo shoot. The model was a perfect representation our audience and his environment(s) were inspired by the assimilation portion of our research. He was shot in different surroundings with similar poses in order to fit the themes paired in each ad. The juxtaposition represented is reflected in the tagline “There’s More Than One Side To Your Story.” To further highlight connection to the product, these images face opposite directions, much like the scents on the packaging. This unique layout is designed to draw attention to the ads, encouraging viewers to interact with them. AESTHETICS: The patterned illustrations featured on the packaging are integrated into each ad’s backdrop to help unify FLUX’s visual identity. They also add creative flair, which makes the ads appear trendier. The logo and packaging are placed in the center of each ad to also build awareness.
FRESH/YOU SINGLE PAGE AD
23
DAY/NIGHT SINGLE PAGE AD
24
RUGGED/SUAVE SINGLE PAGE AD
Two page spreads will be featured in magazines during FLUX’s initial launch. This allows the target audience to build brand recognizability. In addition to containing similar visuals to the single page ads, there is also room for quirky copy to explain the product
25
Im(ad)gine also planned for the use of sidebar print ads. These thin advertisements are placed on the outside edge of each page. This allows one ad to be split among a spread with an article in-between. This is perfect for FLUX because each page will contain a scent flipped to fit the brand concept.
26
ONLINE
Web banners will appear on 25 sites we feel complement the lifestyle and interests of our demographic. These banners contain the same concept and design of our print ads. They emphasize duality by continuously playing as a Flash animation.
27
TELEVISION SUMMARY: The television spot is meant to illustrate the fluctuating environment of our target audience, and demonstrate how FLUX provides the versatility to handle obstacles of everyday life. The spot follows a young man moves through his day. He continuously adjusts to his environment as it shifts and presents new challenges. These revolve around the man changing clothes and applying FLUX in order to accommodate specific situations. For example, to get ready for the work day, he must change into appropriate attire. After a girl makes him knock over his coffee, he changes into new clothes once again. When he goes out to a concert after work, he must dawn the appropriate attire as well. Flux deodorant is applied during these alterations to keep the man confident and prepared as he steps back into his eclectic lifestyle.
28
COMMERCIAL AESTHETICS: The rational behind repeated modification is to highlight change throughout the spot. There is also attention paid to shots containing exposed armpits in order to bring viewers back to the deodorant. These shots show the application of FLUX allowing the man to keep calm and collected despite the day’s events. The main concept behind this spot is that although the man’s clothes and environment is changing, he always remains himself. It will be shot in a combination of time lapse and stop motion to illustrate this. These techniques will keep the man in the same position as he walks while the environment around him changes. Stylish animation inspired by FLUX packaging and print illustrations will be integrated with these live-action shots. Text effects similar to those in comic books will complement FLUX’S quirky voice. AUDIO: The song “Chop and Change” by The Black Keys will play over the :30 spot. This musical choice fits in with the upbeat, indie sound our target audience listens to the most. The word “change’ is repeated in the chorus to reiterate the modifications that our target audience makes throughout his day. A narrator will speak over the instrumentals to underline the story. FLUX’s tagline, “There’s more than one side to your story” appears at the bottom of the screen after the narrator concludes.
TELEVISION
A wise man once said "don’t make excuses, make adjustments."
Some adjustments you can’t control. Others you can.
Nevertheless, it is these adjustments that creates a story. What’s yours?
29
PROMOTIONS OBJECTIVE: The chief objectives of FLUX’s promotional campaign are to: • Spread awareness of a new, dual-sided antiperspirant/deodorant to young men • Highlight the quirky, hip image of FLUX • Increase trial, use, and switching from competing men’s deodorant brands
STRATEGY: FLUX will be sponsoring an exclusive concert to attract our desired demographic and familiarize them with it’s brand personality. This event will be complemented with a series of sales promotion items and free samples distributed throughout the night. PLAN: The Arms Up Concert
30
PROMOTIONS CONCERT SCHEDULE: May 14: San Jose June 18: Houston May 21: San Antonio June 25: Dallas May 28: San Diego July 2: Chicago June 4: Los Angeles July 9: Philadelphia June 11: Phoenix July 16: New York
EDWARD SHARPE AND THE MAGNETIC ZEROES
THE STROKES
PASSION PIT THE EVENT: The Arms Up concert, sponsored by FLUX, will tour to our ten focus cities across the US during May, June, and July of our product launch. FLUX will be partnering with three trendy, alternative artists- The Strokes, Edward Sharpe and the Magnetic Zeros, and Passion Pit- to perform at each concert exclusively for fans with tickets from the Find your FLUX scavenger hunt. These three bands reflect the eccentric, fashionable persona we wish to portray while providing an array of musical sounds for varying musical tastes. Large promotional banners and displays will be used to feature the deodorant at the concert. Food and drink will be available at each concert venue in hopes of providing a fun, fashionable experience that can then be associated with the FLUX name.
31
PROMOTIONS FREE SAMPLES: Concerts are one of the few environments when you can jump up and down with your arms in the air next to a bunch of people who could be smelling your B.O. Needless to say, Arms Up will get free samples of FLUX antiperspirant/deodorant directly into the hands of the audeince. Hip, male promoters will socialize with guests and distribute the bars throughout the concert. Some will be stationed at the entrance to the concert, while others will mingle in the crowds between shows. By the end of the night, no concert attendee should be leaving empty handed! PROMOTIONAL GIVEAWAYS: In addition to samples, FLUX will release a series of promotional items to highlight the unique “duality” of our product, and personality driving it. These items will be available at the entrance to the concert, tossed into the crowd, and distributed through promoters as the night unfolds. They include: •Double-sided FLUX Sharpies for band autographs •Reversible FLUX t-shirts to collect autographs on •Refillable “green” water bottles to keep fans hydrated •FLUX Rubiks Cubes to keep fans entertained during breaks After the event, these items will also be available for purchase on the FLUX website.
32
ONLINE PROMOTIONS
To encourage online interaction with our product, FLUX will use Twitter and Facebook as promotional tools and public relation platforms. These outlets are where young men spend a good amount of their time online. We will use them to provide an easy, quick way for men to obtain coupons and free samples. Online coupons can be “unlocked” by pressing the “Like” button on our Facebook page, or entering coupon codes revealed through Twitter. This allows FLUX to become involved and committed to our consumers instead of maintaining distant buying relationships.
33
VIRAL
OBJECTIVE: The chief objective of the “Find Your FLUX� viral campaign is to capture the interest and attention our audience. It will be used to position our product as innovative and playful, increase Twitter, Facebook, and website participation, and gather user information that can later be used for evaluative purposes.
STRATEGY: Im(ad)gine developed a scavenger hunt called Find Your FLUX, that intends to spread virally. Flux stickers will be hidden in urban areas so that participants can snap and upload photos to win big. Various prizes including entrance to the Arms Up concert will be available. New stickers will be released throughout the hunt up until the day of the concert.
PLAN: FLUX stickers will be placed in touring cities on anything from trashcans to picnic tables. Radio, print, and online ads will then be used to inform mass audiences about the event and challenge them to find hidden stickers. Once a sticker is found, the first 25 to take a picture of its QR code and send it to the FLUX website will win.
34
Smart phones have the ability to read QR codes and directly link to a landing page. This is where they can upload photos and input their information. If a participant doesn’t have a smart phone they can later participate on a PC. This is also a way Im(ad)gine can track our active fans and evaluate the campaign.
VIRAL
35
VIRAL
Facebook and Twitter will be utilized to inform fans of Find Your FLUX locations. They will also release updates when more stickers are hidden. Ideally, fans will get their friends involved and everyone will begin following FLUX on Facebook and Twitter. If all goes well, the campaign’s appeal will create enough buzz to stir up viral advertising for FLUX. Instead of Im(ad)gine pushing FLUX at our consumer, they will be pulled into searching for it themselves!
36
PROMOTIONAL ADVERTISING
FLUX will work alongside Youtube, VEVO, and Hulu to display Find Your FLUX ads. Custom backdrops will link to keywords, artists, and tv shows that are popular among our demographic. When these searches are conducted, an Arms Up backdrop will frame the resulting video. This allows Im(ad)gine to close in on our demographic rather than advertise to the masses. In addition, our radio spot will be played on Pandora, which is available both online and through external devices (i.e. smart phones).
FLUX will also work with Apple to feature an Arms Up banner on the iTunes homepage. This will be implemented during summer near the time of the concert. It will feature links to each of the featured artists’ pages so that fans can explore their music. These ads all link back to FLUX’s website and encourage viewers to learn more through its Twitter and Facebook.
Print, internet, and radio will be used to spread awareness for both the Arms Up concert and Find Your FLUX scavenger hunt. These ads will appear on the same websites that run our product ads during the summer months of our campaign. Youtube, VEVO, Hulu, and iTunes will also run promotional material during these months. Radio spots will appear on alternative, indie, and top 40 stations as well as on Pandora Online Radio.
37
PROMOTIONAL ADVERTISING
MUSIC: “MOTH’S WINGS” BY PASSION PIT From subways to skyscrapers, bedrooms to boardrooms- there’s many sides to your story. When things get hectic, sometimes your radio is the only thing that gets you through the day. Take those tunes to reality with Arms Up, an exclusive concert brought to you by FLUX deodorant. Kick back with The Strokes, Edward Sharpe & The Magnetic Zeros, and Passion Pit as they rock across the country to a city near you! MUSIC: “HOME” BY EDWARD SHARPE AND THE MAGNETIC ZEROS
Radio will not be used for product advertising. Instead, Im(ad)gine plans to introduce listeners to Find Your FLUX and Arms Up. We will inform our consumers about these fun campaigns instead of annoyingly pushing products. Once the consumer gains enough awareness, they will discover opportunity to investigate further on our website, Facebook, and Twitter. This :60 spot is split into 3 sections indicated by 3 songs playing in the background. Each features an Arms Up headliner, giving listeners a snippet of what to expect at the event.
38
Want in without losing next month’s rent? Find your FLUX and we’ll find you a spot! Flux has hidden stickers across the nation and is posting clues for fans to find. Buses, streets, parks, trashcans…. you never know where a sticker may show up! Find your FLUX, send a picture of its code, and win T-shirts, front row seats, or even VIP access to the show! MUSIC: “SOMEDAY” BY THE STROKES So tap into your sense of adventure instead of your savings account! Enter your zipcode on the website to start the hunt in your closest participating city. Some are easy, some are hard, but FLUXs Twitter and Facebook is ready to keep you guessing with hints and updates as more stickers are released! For details visit flux.com or find us on Facebook and Twitter! Stop searching for couch change and start searching for your FLUX today! TAGLINE: FLUX- there’s more than one side to your story.
PUBLIC RELATIONS OBJECTIVE: The chief objective of FLUX’s Public Relations is to build trust, buying loyalties, and consumer enthusiasm about the FLUX product through effective communication tools that reflect the trendy personality of our target demographic. STRATEGY: Web-based social media outlets will be used to connect, inform, and identify with the FLUX audience. These platforms are highly effective, efficient, and relevant to our target’s lifestyle. PLAN: FLUX will have a very active and responsive Twitter and Facebook sites. These channels are where consumers can ask questions, comment on our campaign, and share their insights about FLUX’s unique product and trendy image. Teams of hired social media experts will be in charge of these outlets while emphasizing the witty voice that is integrated throughout the campaign. These are places where our fans can use their consumer voice and be heard by our company. Using social media as our PR representative also opens the opportunity to invite our target audience to actively participate with FLUX. Twitter and Facebook are our demographic’s dominant means of communication and expression- it is essential that we become part of this conversation in a positive and fashionable manner.
39
wWEBSITE
40
Im(ad)gine has created an interactive and informative website to appeal to our target demographic. It’s goal is to spread awareness of the brand into the marketplace. Its homepage directs viewers to FLUX products, information, scent descriptions, purchasing information, social media links, as well as Arms Up and “Find Your FLUX” elements.
MEDIA OBJECTIVES BUDGET: Media objectives will be achieved within a budget of $43.1 million. REACH: During a 12 month advertising period, a minimum of 80% of our target audience will be reached in each four-week period of our high-advertising months. A high reach is required because deodorant use is practically universal among 95% of all US adults. Im(ad)gine plans to establish widespread awareness and trial as soon as possible.
GEOGRAPHIC: Im(ad)gine created a national campaign with emphasis on highly populated urban areas of the United States. These ten locations include New York, Chicago, Philadelphia, Dallas, Houston, San Antonio, Phoenix, San Jose, Los Angeles, and San Diego. SCHEDULING: Advertising will run consistently throughout the year with increased emphasis during the introduction and summer (sales promotion,) periods.
FREQUENCY: A minimum of 10.8 impressions will reach our target audience in each four-week period of our high-advertising months. An extremely high level of frequency is required in order to break through mass clutter in general and in the deodorant market.
41
MEDIA STRATEGY Spot television, internet, and magazines will be used to achieve our media goals.
REACH AND FREQUENCY: Broadcast spot television will be used to gain reach in targeted areas. We will use a large spot television campaign to build reach and frequency among our target market. Television is the largest medium to reach the broadest audience. Magazines will be used to increase frequency in the target markets. According to MRI research statistics from the last 3 years, men between the ages of 25-29 read magazines more than newspapers. A large percentage of these men are also heavier magazine readers than television watchers. Internet will be used to increase reach with FLUX’s target market. It has the highest index for our target audience out of all mediums including magazines and television (142 compared to an average of 100). Men ages 30-34 are the heaviest internet users in this category.
42
GEOGRAPHIC: We will achieve our geographic goal by implementing national online and print campaigns with an emphasis on television (top 10 ADIs in the top ten urban areas). SCHEDULING: Advertising will be heaviest during the product launch. This starts during the second quarter and lasts for three months. Advertising efforts will then shift focus toward our high sales period. The campaign will end with a light push during the first quarter of 2012. Magazine and Internet advertising will stay consistent throughout the campaign. BUDGET: We will utilize the majority of our budget toward media. This will reasonably allocate funds to effectively maintain maximum value per dollar.
MEDIA PLAN: PRINT Magazine coverage will be national, with the exception of Sports Illustrated, which will be distributed on eastern and western regions of the U.S. Im(ad)gine selected 7 magazines: Spin, Details, GQ, Men’s Fitness, Rolling Stone, Sports Illustrated, and Maxim. These magazines were selected because of the high percentage of composition our target represents in readership for each. In April, the first month of the campaign, we will have a cover advertisement on all selected magazines. We will run one page, full-color advertisements each four-week period after the launch for the next 11 periods. This equates to 12 total insertions per magazine, or 84 total insertions for the campaign year. In total, our magazine budget is $11,462,000. Total cost per thousand is $97.15. We will set aside approximately $500,000 for various two-page and side-bar ads that will run randomly throughout the campaign.
Sports Illustrated Rolling Stone Men's Fitness GQ Details Spin Maxim
Circulation Coverage Composition Cover Rate 3,200,000 * * N/A 1,400,000 58% 60% $217,600 1,800,000 * * $81,000 800,000 72% 54% $167,000 470,659 69% 49% $83,000 461,000 61% 40% $70,000 2,500,000 77% 50% N/A
43
MEDIA PLAN: TELEVISION We are focusing our television campaign on the Top 10 ADIs to target our urban market. These ten locations include New York, Chicago, Philadelphia, Dallas, Houston, San Antonio, Phoenix, San Jose, Los Angeles, and San Diego. Advertising efforts will be focused on the launch and subsequent high sales periods of two four-week periods at a time. These periods include August, September, November, and December. The launch ends in June, which prepares the consumer for the summer months. August and September are the hottest summer months when most schools begin. November and December are holiday months, marking another high sales period. This will lead us into the end of the campaign with a light push in February and March. July, October, and January are low-sales periods, so eliminating television advertising during these four-week periods will reduce costs. Spot television will utilize a mix of prime time, late fringe, and early news. Reach and frequency objectives for the first quarter will change to 69% reach and 7.2 in frequency each four-week period. Based on annual trends, this time of year has lower sales periods. Therefore the campaign will focus on keeping consumers aware of our market presence. The large amount of television advertising has been chosen for 3 reasons: • 1.4% of total male viewers are ages 22-24 who are heavy viewers. Of our demographic, this is 10%. • 5% of total male viewers are ages 22-24 who are light viewers. Of our demographic, this is 35%. This means we will use a higher frequency of ads to reach this group. • 5.4% of total male viewers are ages 25-29 who are heavy viewers. Of our demographic, this is 13%. • 10.6% of total male viewers are ages 25-29 who are light viewers. Of our demographic, this is 26%. This means we will use a higher frequency of ads to reach this group. • 6.9% of total male viewers are ages 30-34 who are heavy viewers. Of our demographic, this is 17%. • 9.3% of total male viewers are ages 30-34 who are moderate viewers. Of our demographic, this is 23%. This means we will use a higher frequency of ads to reach this group. The broadcast channels we selected to reach our audience air shows such as The Office, How I Met Your Mother, Family Guy, Saturday Night Live, The Colbert Report and NBC Sunday Night Football.
44
MEDIA PLAN: TELEVISION 2nd Qtr
Standard Cost per GRP 7247 3404 2377
Index 1.03 108 0.98
GRPs-mo 400 100 200 700
Cost $3,000,000 $376,600 $465,900 $3,842,500/mo $12 mil/qtr
3rd Qtr (Aug, Sept) Standard Cost per GRP Primetime 7247 Early News 3404 Late Fringe 2377 Total
Index 0.91 0.95 0.9
GRPs-mo 300 0 300 600
Cost $2,308,170 $0 $748,755 $3,056,925/mo $6 mil/qtr
4th Qtr (Nov, Dec) Standard Cost per GRP Primetime 7247 Early News 3404 Late Fringe 2377 Total
Index 1 1 1
GRPs-mo 400 0 200 600
Cost $2,898,800 $0 $475,400 $3,374,200/mo $6.75 mil/qtr
1st Qtr (Feb, Mar) Standard Cost per GRP Primetime 7247 Early News 3404 Late Fringe 2377 Total
Index 0.78 0.75 0.81
GRPs-mo 250 0 150 400
Cost $1,413,165 $0 $288,805 $1,701,970/mo $3.4 mil/qtr
Primetime Early News Late Fringe Total
This graph shows the methodology for television cost throughout the 12 month campaign.
45
MEDIA PLAN: INTERNET Im(ad)gine has chosen the top 27 websites most viewed by our target audience. Various banner ads, website take overs and 30-second spots will be featured on these sites. Video sites including Hulu and YouTube will contain spots, while the other 25 sites will contain take overs and banner ads. Im(ad)gine set aside $4,000,000 for streaming. This leaves us room to buy out consecutive spots on sites like Hulu. The total amount for banner ads is $2.3 million. This will be allocated as $10,000 per four-week advertising period for the four magazine websites. $12,000 per four-week period will be set aside for every other website. This will allow an ad on all sites every other four-week period aside from the launch. The launch will consecutively run ads for the first three four-week periods in the 2nd quarter (April, May, June).
46
Website
Period of Placement Placement
Hulu
8 months
Streaming
$2,000,000
Youtube
8 months
Streaming
$2,000,000
Gizmodo
8 months
Banner
$96,000
IMDb
8 months
Banner
$96,000
Rottentomatoes
8 months
Banner
$96,000
Ticketmaster
8 months
Banner
$96,000
8 months
Banner
$96,000
8 months
Banner
$96,000
LinkdIn
8 months
Banner
$96,000
8 months
Banner
$96,000
8 months
Banner
$96,000
Blogger
8 months
Banner
$96,000
Yahoo
8 months
Banner
$96,000
MSN
8 months
Banner
$96,000
Live
8 months
Banner
$96,000
AskMen
8 months
Banner
$96,000
EbaumsWorld
8 months
Banner
$96,000
Dig
8 months
Banner
$96,000
Engadget
8 months
Banner
$96,000
Fark
8 months
Banner
$96,000
Pogo
8 months
Banner
$96,000
Pandora
8 months
Banner
$96,000
Last.fm
8 months
Banner
$96,000
RollingStone
8 months
Banner
$80,000
Men'sFitness
8 months
Banner
$80,000
Maxim
8 months
Banner
$80,000
GQ
8 months
Banner
$80,000 $6,336,000
MEDIA PLAN: SCHEDULE Media Magazines
April
May
June
July
August
September
October
November
December
January
February
March
Total
Sports Illustrated Rolling Stone Men's Fitness GQ Details Spin Maxim
$11,462,000
Television
$28,150,000
Internet
$6,336,000
30 second spots
Hulu Youtube Gizmodo IMDb Rottentomatoes Ticketmaster Facebook Twitter LinkdIn Xing Google Blogger Yahoo MSN Live AskMen EbaumsWorld Dig Engadget Fark Pogo Pandora Last.fm RollingStone Men'sFitness Maxim GQ
$45,948,000
47
BUDGET The FLUX campaign will be executed within a given budget of $80 million. It will be allocated based on the following outline.
48
EVALUATION Im(ad)gine will evaluate the success of FLUX’s debut by modifying communication techniques as needed. This will help us apply appropriate changes in future FLUX campaigns. We will obtain a measurable level of evaluation with surveys, statistics, and consumer feedback. Throughout the campaign, there will be opportunities to immediately evaluate our success. These include measuring attendance at the Arms Up concert and online participation during the Find Your FLUX viral campaign. Information gathered from the Find Your FLUX viral campaign will help us close in on our target market. It will therefore become easier for Im(ad)gine to conduct surveys, recall tests, and conduct focus groups after the campaign’s end. We will utilize statistical measurement tools such as Google Analytics to monitor traffic and activity among our website and social media networks. We will enter the social media groundswell by hiring a company to set up a closed social network strictly for Energizer Holdings, Im(ad)gine Agency, and the FLUX brand. This network will monitor our target market’s insights, gauge their brand awareness and loyalty, and evaluate changes that need to be made. This is a great way to conduct research without the restraints and biases of surveys and focus groups.
49
CONCLUSION
Energizer Holdings has remained a long standing household name by providing quality products to their consumers. However, when most people think of Energizer, they probably don’t recall their successful personal care division. Energizer has yet to create a brand positioned for a specific niche market’s psychological and tangible desires. Im(ad)gine Agency can provide a solution for Energizer to become a household name in the saturated deodorant market. Young adults are brand loyal and fashion savvy, among other things deodorants don’t usually imply. They are a growing market who want quality products with a personality that will help define them. FLUX provides the duality to fit this audience’s lifestyle, a personable relationship to build brand loyalty, and quality to uphold Energizer’s corporate initiatives. We’ve shown you our research, methodology, and innovation through creation. We have defined a market ready for a brand that identifies with them and caters to their wants and needs. Im(ad)gine Agency recognizes that in this fluctuating world, everyone has more than one side to their story. Im(ad)gine is prepared to provide Energizer with a way to become a constant in their consumers fluctuating lives.
50
We are proud of the work we have presented in this campaign strategy. We put our heads together to create ideas, and overcome challenges. We have in turn created a uniquely valuable and capable campaign for a new product. We would like to thank the following people for helping us achieve cohesive work we are all proud to be a part of. THANK YOU :
Ray Roschmann
Eric Chimenti
Daryl Menese - Model
Sarah Lee - Photographer
51