Media Plan Book

Page 1

steinhafels

leather furniture

2010

media plan 1


steinhafels | leather furniture

the team scottbednar katehaller michaelmcdonald bridgetnapleton michaelo’sullivan sarahseidler takelyaweathers maggiewilson

2


media plan | 2009

table of contents target market

swot analysis

4 5 5 6 6 6 6 7 8 8

12 12 13 13

current approach demographics psychographics needs / benefits of market product usage product positioning attitudes consumer profile purchasing process market size estimates

competitive analysis 10 10 10 11

colders porter’s of racine american ashley

strengths weaknesses opportunities threats

media strategy 15 16 16 16

media objectives market strategy budget allocation media tactics

flow chart 21

budget charts 22

works cited

23

3


steinhafels | leather furniture

target market current approach In order to reach their target markets, Steinhafels employs two general strategies that vary in methods but have the same goal in reaching their consumers. The first is the mass-market approach, which aims to sell to a broad market. For Steinhafels, this market consists of women ages 25-54. To reach such an extensive market, Steinhafels looks for media vehicles that reach a large audience. Television is one method they utilize for the amount of viewers it can reach. More specifically, Steinhafels focuses on local news and occasionally, live sports. These two types of programs have proven to be areas that most viewers do not DVR, which means they are not skipping over commercials. A second method is placing ads in local newspapers. The second approach is more segmented, which aims to selectively target one niche market. Steinhafels focuses on building the one-on-one relationship with their customers. One way they do this is through direct mail. Their direct mail is targeted at two types of consumers—their returning customers and people who have recently moved into zip codes that Steinhafels targets. Email is another method that concentrates on the niche market of returning customers, and it is also behaviorally targeted through lifestyles.

4


media plan | 2009

demographics On average, the most common shopper for Steinhafels Furniture Gallery is a female ranging from the age of 35-54. She is typically married and has 0-2 children. In addition, she is college educated and has a household income of $75,000-$150,000. She and/or husband are usually working in a management, business or a financial operations occupation. (Simmons Marketing Research).

women 35–54 married

psychographics Our target consumer is an upper-middle class, married

is often displayed in a living room where friends may

woman who has owned her own house for years and

gather, but it is also extremely practical. This woman is

most likely is looking to take the next step in remodeling

still of childbearing age, so it is also important to her that

her home. She and her husband have saved their

the furniture she purchases is safe, easy to clean and

money, and their attitudes and beliefs have matured to

durable. She has a true American mentality, believing

reflect more wealthy and refined consumers. According

that she and her husband have worked hard and saved

to Simmons Data, wealthy affluent professional couples

money and believe that because of their hard work they

with children are 114% more likely to purchase living

deserve to reward themselves with high quality goods

room furniture priced over $1000. She has always

and services. Another important factor that contributes

valued quality and functionality; however, she now values

to her behavior is the fact that she is married. Although

extreme quality and the perceived status that goes

we are targeting her, we must understand that she cares

along with nicely refurnishing one’s home. In today’s

deeply for her husband, and they collaborate throughout

economy, she will not invest in something that is a status

the purchase process to make the decision. Although

symbol alone. Quality, durability and value are extremely

her husband may be the one to make the final purchase,

important (Consumers Get Frugal, 2009). To her, leather

his intention is to provide his wife with the beginnings of

upholstery items are a perfect example of this type of

the dream home they can finally begin to afford. > > >

functional status symbol. It is an expensive item that

5


steinhafels | leather furniture

psychographics (cont’d) When it comes to service and information acquisition, she expects quick, clear and thorough information. Most likely, she is comfortable with technology and frequently investigates large purchases online before entering a store. She also expects salespeople to be well informed to answer her educated questions efficiently. It is important that the value and features are communicated quickly to ensure the worth of this purchase (Consumers Get Frugal, 2009). She values the appearance of her home and improving it, however she is busy and would like her in-store experience to be quick and to the point.

needs / benefits of market Value is of great importance to the target customer. If

they have a large warehouse means that purchases

she does find the products to be worth the money that

are available to be brought home the same day,

she is investing, the chance of her making a purchase

unlike competitors, who can take weeks to deliver

decreases. When looking for value, Steinhafels

their products. Also, the Steinhafels staff focuses on

customers are looking for the particular benefits of

furniture only, distinct from other companies who may

leather upholstery such as durability, competitive

also sell electronics and appliances.

pricing and comfort. Some benefits customers are seeking in leather upholstery are that it is easy to clean, non-allergenic and aesthetically pleasing.

product usage

attitudes The target market’s attitude toward Steinhafels products are divided into two sub-categories: those who are younger (28-late 30s) and those in the older

Leather upholstery is being utilized in many ways. The

(40s+) range. The younger end of the spectrum

main use of these products is for a place to sit and

believes that Steinhafels is a store that their parents

relax comfortably. The products are used in a variety

and older relatives used to shop at and is considered

of settings—from office/business use to personal,

“outdated”. There is the common belief that only “older

domestic use.

people” shop there, and that the items presented in the store will not appeal to the kinds of things they

product positioning For adults over the age of 28, Steinhafels is a faster, more knowledgeable and more attentive alternative for purchasing leather furniture in comparison to their competitors. They have styles for every taste at reasonable prices that are ready to be delivered by their own delivery crew, unlike their competitors who contract to third parties for delivery. The fact that

6

are interested in. This specific audience is looking for something fresh and new. In their minds, Steinhafels is more on the ‘’higher end’’ of furniture buying and they avoid coming to the store because they do not feel as though anything inside will benefit them stylistically or financially. It is their “parent’s store.” Regarding the general product category, the economic recession has played a major part in consumers


media plan | 2009

purchasing habits for furniture. The furniture industry has been suffering ever since the economic downturn in 2007. This has made people more conservative with their money. They are more apt to purchase low-end furniture, sometimes sacrificing quality for the sake of saving money. Consumers are seeking the balance between a product from a trusted company that will provide them with quality merchandise at a reasonable price, and one where they will continue to receive quality service post-purchase.

consumer profile Serena Davis is a 44 year old woman who is married, has a 12-year old daughter, and lives in Whitefish Bay, Wisconsin. She graduated from the University of Wisconsin – Madison with a degree in Marketing and Finance. Both she and her husband, Mike, have steady and high incomes, putting them in a wealthy, affluent demographic category. They are still living in the first house they purchased together, but are looking to remodel. They both have worked hard for years and believe they now deserve the reward of high quality home furnishings. Serena has always been conservative with her money but now that she has been saving for a while, she is ready to indulge in some products that reflect a higher social status. She always has her Blackberry on her and is consistently available via electronic communication. Therefore, she values quick, thorough, and clear information when investigating purchases. However, she is a social person and likes to have face to face contact with salespeople. Serena and Mike both work in Milwaukee and like to go into the city for social purposes. The frequently attend shows at the theatres downtown and also go out for nice dinners. In general, Serena is a strong motivated woman who is looking to make a considerable investment in home furnishings that reflect status, quality, and style.

7


steinhafels | leather furniture

purchasing process

be the one doing the research while the male may

Before the target market makes a purchase decision, it

make the final decision with regard to how well the

is most likely that she will discuss all of the options with

furniture will fit into their home. Other influences on the

her significant other. Generally speaking, in the typical

purchase may be the age and income of the family

mature family, the male makes the final decisions and

purchasing the furniture, friends and family and possibly

purchases the leather furniture. However, he usually

a decorator.

brings his wife along. According to a study done by Lowe’s, “women influence 80% of the buying decisions in home improvement” (Furniture World). Buying leather furniture is not a short-term decision. Because leather furniture has a longer life than fabric furniture, it can be considered as more of an investment. The buyers need to narrow down their decision by considering things such as size, color and style. These decisions

market size estimates Our target market consists of married women between the ages of 35 and 54 in the state of Wisconsin. The U.S. Census Bureau estimates this population to be approximately 568,245 (0.1% margin of error) (2005– 2007 American Community Survey 3-Year Estimates).

are based on taste and the function the consumer is

According to the U.S. Census Bureau’s Interim

looking for. Since leather furniture is an investment, a

Projections for 2000–2030, the population of women,

significant amount of research typically happens before

ages 35-54, in the state of Wisconsin shows a

the purchase takes place.

decrease from 800,043 in 2000 to 765,912 in 2020,

A study states that 89% of consumers do some type of research before heading to the stores to purchase furniture (Furniture World). Many buyers will then make visits to different stores to compare brands and styles. The amount of research that goes into buying leather furniture makes it an extended decision-making process, not an impulse buy. The woman will usually

8

rising back up to 787,108 in 2030. Assuming the marriage rate of this group remains at 68.7%, market size will decrease from the aforementioned estimate of 568,245 to 526,182 in 2020, and 540,743 in 2030 (fig. 1). Marketing strategy over that time may need to reflect a greater span in the target age group to maintain or increase sales.


media plan | 2009

figure 1

u.s. census bureau data 600,000

590,000

580,000

550,000

568,245

560,000

540,743

540,000

530,000

526,182

520,000

510,000

2030

2020

500,000 2000

Married Women 35–54 in Wisconsin

570,000

Year

9


steinhafels | leather furniture

competitive analysis

porter’s of racine • colders colder’s furniture, electronics and appliances Colder’s was founded in 1942 with sales coming out of the back of a truck. Today, it is a family owned company with four store locations. They are following in the trend of mega stores with their newest in Grafton that boasts a water fall and massive floor space. Their main consumers come from Southeastern Wisconsin and the outlying areas surrounding it. Colder’s is currently using their “Half back, Full back, something more” advertising to gain market share. Colder’s offer only allows for customers to spend the money saved on something more in their own store. Because Colder’s carries products from a variety of categories, their selection of leather upholstery items are very limited. They only carry four brands (Lane, Natuzzi, Flexsteel, and England).

porters of racine Porters of Racine was founded in 1857. It is a family owned, high end furniture retailer located in Racine, Wisconsin. The bulk of the target market is between Chicago and Milwaukee, but they attract buyers

10

nationwide. They have done some re-merchandising to boost sales, but are not “ratcheting down”. The company is known for not being willing to lower prices by sacrificing quality. The store motto or slogan is “Furniture of Distinction since 1857.” “One of the most unique furniture shopping experiences in the nation”, Porter’s has been selling fine, high-end furniture for over 150 years. They are one of only a few high-end furniture retailers still in existence in southeast Wisconsin. Porters offers over 200 furniture vendors including some of the top names in the industry, including Stickley, Henredon, Theodore Alexander, Baker, Bausman, Councill, Durham, and many others. Price points can be significantly higher than their competitors for certain items, including a Frank Lloyd Wright replica sofa that sells for over $15,000.

american furniture Founded in 1954, American has a built a reputation for exceptional customer service, selection, and price earning numerous awards as an outstanding retailer of furniture, consumer electronics and appliances. American’s corporate headquarters is based in Madison, Wisconsin and currently has fifteen retail stores in


media plan | 2009

american • ashley Wisconsin, Illinois, Iowa, Missouri and Michigan.

Ashley Furniture is headquartered in Arcadia,

By offering a selection of products such as appliances

Wisconsin. They have over 380 stores located in the

and furniture—products which may not always be sold

United States, Canada, Mexico, Central America and

at the same location, American opens up the door to a

Japan. Ashley manufactures its products in the United

more convenient shopping experience.

States but also gets many designs and components of

American has a number of additional services that they

their designs from countries all over the world.

utilize to further distinguish themselves in the market.

Ashley prides themselves on their customer satisfaction

They have a patented “Price Check” system, which

and their immense number of furniture options,

is a computerized system that automatically adjusts

claiming to have something for everybody. Ashley has

American’s prices to be the low price based on detailed

nine HomeStores located in Wisconsin, including one in

competitive shopping information. To back up their

Madison, one in Kenosha and one in Franklin.

Price Check system, American also offers a 110% price

The company designs all of the furniture, builds it,

guarantee. If a consumer finds the same product they

and ships it. Ashley Furniture is dedicated to doing

bought for a lower price at another store within thirty

their part in helping to create a better earth. They use

days after the receipt of purchase, they can bring in

100% recycled wood in most of their furniture. They

proof of the lower price and American will refund them

use water-based finishes, which helps to reduce air

the difference plus an additional 10%.

emissions. They recycle a huge amount of wood, metal, paper, plastic, cardboard and Styrofoam.

ashley furniture Ashley Furniture Company was founded in 1945 in Chicago, Illinois. Today, Ashley is the largest home furniture manufacturing company in the world and the #1 selling furniture brand in North America. The Ashley Furniture Company consists of the HomeStores, Ashley

They also have helped restore over 87 acres of wetlands, and they distribute more than 25,000 trees in observance of Arbor Day. The Ashley Furniture Showroom has over 165 different leather chairs and sofas; all ranging in different styles and colors.

Casegoods, Ashley Upholstery and Millennium.

11


steinhafels | leather furniture

swot analysis strengths • High level of customer service from sales associates, to repair services and delivery • Don’t use distribution centers, therefore greater in-stock inventory • Next day, free delivery • Wider variety of leather brands and choices in general • Sells only furniture, which makes them furniture experts • Well established • Reputable • Online support is very thorough-out of warrant services, can track purchase • Always dealing with a Steinhafels representative because they don’t outsource labor and delivery

weaknesses • Promotional weakness because they cannot offer bundle deals and savings with electronics or appliances • Not a venue for one-stop home furnishing shopping • Fewer locations • Smaller customer base because it is only customers in Wisconsin looking for furniture • Anxiety can be created with overwhelming amount of choices • High price points perceived as out of reach for some consumers • Clutter on webpage making it hard for consumers that are not internet savvy to navigate 12


media plan | 2009

opportunities • Ability to grasp wider range of consumers because they have the full spectrum of products within the category • Customers are able to see all products in-store • When most other competitors have diversified their offerings into electronics and appliances, Steinhafels can claim expert status in leather upholstery and throughout the furniture category • Capitalize more on customer service and the services they provide such as next- day delivery, repair services and out-of-warranty repairs • Steinhafels offers same level of high-end quality for reasonable prices • Have the opportunity to provide consumers with new image of the store

threats • All home furnishing sales have been dropping due to the poor housing market and weak economy • Competitors are beginning to match their customer service and other services • The in-store purchasing opportunities of competitors allows them to offer package deals with electronics and appliances • Perception that the quality of their merchandise may not be as good as it used to be or is getting worse

13


steinhafels | leather furniture

figure 2

furniture today “get smart quick guide”

14.9%

14%

12%

11%

12.5%

10%

9.6%

9%

8%

8.4%

Projected Change in Furniture and Bedding Sales 2008–2013

13%

15.0%

15%

7%

6%

U.S. Region

14

West

South

Midwest

Northeast

U.S.

5%


media plan | 2009

media strategy media objectives While furniture store sales have experienced a decline from approximately $60 million in 2007 to a projected $52.8 million in 2009, U.S. furniture and bedding sales are still projected to increase by 12.5% from 2008–2013 (Fig. 2: Get Smart Quick Guide). The Midwest region, specifically, is expected to increase by 9.6% over that same span (Get Smart Quick Guide). Based on these statistics, we are choosing an aggressive media objective to increase leather sales by 10% from July 2010–June 2011. We feel confident choosing this number based on the anticipated increase, as well as the high performance of leather motion sofas, and leather stationary sofas. These products rank second and third respectively on the list of Best Selling Price Points (Get Smart Quick Guide, September 2008). According to the Cisco Visual Networking Index, global IP traffic will quintuple from 2008–2013. It also suggests that IP traffic in North America will experience a compound annual growth rate (CAGR) increase of 39% during that span. This, in turn, creates a tremendous opportunity for growth in Steinhafels website traffic. We are proposing a robust 35% increase in Steinhafels website traffic from July 2010– June 2011. We decided to withhold 4% from the 39% CAGR to compensate for not having an online purchasing component. With the anticipated increases in leather sales and internet traffic, we are proposing a 25% increase in store traffic. By taking appropriate measures with advertising and internet awareness, we believe this to be a real and attainable objective. Leather furniture is set apart by its luxurious, textural feel, and as such all advertising should be executed to encourage an in-store experience. These objectives are geared towards increasing Steinhafels market share of leather furniture sales. With the current market share leaders sliding with the current housing market and economy in general, we believe there is real opportunity for Steinhafels to make significant advances in this segment.

15


steinhafels | leather furniture

market strategy After removing 20% for creative execution and 10% for contingency, we have chosen to implement our media strategy with a total budget of $112,500. Based on this number, we will focus on the Milwaukee and Madison markets and the outlying areas. This is an effective strategy because it allows us to reach the most people in areas where the majority of stores are located. We will allocate 70% of our budget (a total of $78,750) to the Milwaukee area and 30% of our budget (a total of $33,750) to the Madison area. We feel that the Milwaukee area covers many of media outlets surrounding several of the Steinhafels locations.

budget allocation In Milwaukee, we will allocate 32% of the budget to print, 18% to radio, 31% to outdoor, 10% to direct mail and 9% to online. In Madison, we will allocate 47% of the budget to print, 22% to radio, 22% to direct mail and 9% to online. We will reach the most of our target audience through newspaper and other forms of media in the Milwaukee and Madison areas. We plan to use the bulk of the budget in newspaper to reach our audience by creating frequent inserts as outlined in the flow chart on pages 20 and 21.

Thanksgiving and Black Friday following Thanksgiving. In the February and March period of heavier sales, we have the option of promoting President’s Day weekend as well as a tax refund option ahead of time. According the 2007 Monthly Retail and Food Service Sales from the United States Census Data, the highest percentage of monthly furniture sales occurs in August. November has the third highest sales percentage. March has the second highest amount of sales, which is the reasoning behind the February and March campaign. Newspaper: We plan to advertise in newspapers during the third week

media tactics In order to maintain awareness among the target audience, our strategy is to pulse throughout the year within a continuous strategy, as to gain continuity in our campaign. We want Steinhafels to be on the forefront as much as possible. All of the different mediums will have varying schedules to keep a variety based on the busiest times of the year and special events occurring throughout the year. While we will be pulsing throughout the year, we are proposing a giveaway promotion prior to the Super Bowl via direct mail, as well as radio spots leading into December holidays and Father’s Day. In the higher sales period from July to November, we have the option to promote Independence Day, Labor Day, Veteran’s Day,

16

of each month to coincide with pay periods of our target customers. The exceptions will be December, January, and June when radio, outdoor, and direct mail take over. People will be more confident, and therefore more likely, to make purchases after receiving a paycheck. Studies show that most people do their shopping on Saturday and Sunday. Forty-seven percent of adults say they prefer to shop on Saturday and 23% of adults choose Sunday. Advertisements on Thursday and Friday will get them ready for their weekend shopping. We will have a special focus on Sundays in the newspaper medium. Sunday newspaper inserts will be executed throughout the advertising schedule due to larger readership. According to MORI research, 87% of


August

July

June

May

April

March

December

November

October

September

Month

February

January

Furniture Sales

media plan | 2009

figure 3

15%

14%

9

8.8

8.6

8.4

8.2

8

7.8

7.6

7.4

17


steinhafels | leather furniture

newspaper readers say they look at inserts.

Newspaper is also a medium that can be targeted to any

Our recommendation is for newspaper to be the primary

geographic area we want to speak to. Since almost every

media vehicle that will be used throughout our campaign.

community has its own newspaper, we will not only be

Newspaper offers numerous benefits in the audience it

able to target the Milwaukee and Madison areas where

reaches and the options it offers.

Steinhafels’ stores are located, but specific surrounding

The main reason for our choice of newspaper is the

suburbs and communities of Milwaukee.

amount and kind of audience it reaches. Studies

Consumers also place great value in newspaper as an

show that 48% of adults read a newspaper on an

effective shopping guide. It is one of the top places they

average weekday with that percentage jumping to 54%

go to find sales and bargains. In fact, 68% of consumers

readership among adults on an average Sunday.

said that ads in newspapers provided them with

In addition, 54% of daily newspaper readership is people with an income of $75,000 or more and Sunday readership increases to 61% of people with the same

useful bargain information on any big-ticket household furnishing in the last 12-months as compared to 46% for television, 39% for radio and 26% for internet.

income level. This higher range of income means that

Another reason to use newspaper as one of the main

many people reading the newspaper also have a higher

drivers in our media mix is the multiple options it offers

level of buying power increasing the likelihood that not

when it comes to avenues for where and how to place

only would they be more interested, but also have the

advertisements. Multiple sections of the newspaper

ability to buy our product. In addition, it generally means

will allow Steinhafels to reach many different segments

that newspaper is reaching consumers with higher levels

of people. It is a way to attract the greatest number of

of education and more job security.

different readers simultaneously. Newspapers offer the

Newspapers are bought by all segments of the population. Therefore, while we are targeting middle-aged women and men with higher incomes, newspaper will still be able to capture a more diverse audience that is not directly being targeted, but would still be interested in Steinhafels and their leather-upholstery products.

18

option of a continuous schedule, which can help build reach over time as well schedules that can reinforce Steinhafels key selling seasons including holidays. Steinhafels will also have the option to complement a regular newspaper buy with Sunday magazines, freestanding inserts or ads on the newspapers’ website.


media plan | 2009

Finally, newspapers have the benefit of immediacy. Ads can be placed at the beginning of the week and the advertiser can get results before the week is over. In addition, short deadlines and lead times will allow Steinhafels to respond to always changing market conditions or take advantage of unexpected opportunities. When it comes to the wide range of media sources that consumers use in their daily lives, we recognize that newspaper offers universal audience coverage with the option of geo-targeting our ads to specific communities or targeting out ads to specific sections our audience reads. Newspapers can reach consumers and shoppers every day and provide them with useful advertising information when they’re in the market for a broad range of products and services. Finally, newspaper delivers on the

demographic segments that we see as the strongest

Radio:

prospects for Steinhafel’s leather upholstery products

Another media that we would like to take advantage of

and that is why using newspaper will only add value to

is that of radio. As our target audience is largely based

our Steinhafels campaign.

on those who are commuters, it is wise to reach them

For our specific campaign recommendations, we

in areas in which they would spend a lot of their time:

propose to run ads on the third Sunday for 9 months of

their vehicles. We chose two adult comtemporary

the year (see flow chart). The frequency of newspaper

radio stations that we felt matched up to the times and

ads will take precedence over bigger ad sizes in order

interests of our target: WMYX FM 99.1 in Milwaukee

to generate returns more efficiently. In other words,

and WMGN FM 98.1 in Madison. We’d run our

we would suggest running at a higher frequency over

advertisements during the morning drive day part (AMD:

larger ad sizes.

6am–10am) and they would run in November/ December

We are recommending the frequency of a minimum of

and May/ June to coincide with holidays like Christmas

one week per month in order to maximize exposure

and a Father’s Day promotion to give away a leather sofa.

for Steinhafels, and to ensure that they will stay in the

Outdoor:

forefront of consumers’ minds for furniture shopping, but

It is also critical that we employ a form of outdoor

to also prevent over-saturation of the market.

advertising, such as billboards, in the Milwaukee market

The ads will also run on Sundays of those weeks

only. Again, our target is largely based on commuters,

because we want to reach our audience before the next

and Milwaukee has a larger base of commuters, and

weekend, which is when a majority of consumers go out

greater traffic in general entering the city. The ads will run

shopping. Sundays are also the highest readership of

from late December into January as well as May when

newspapers during the week.

newspaper ads taper off. This strategy will help to keep

In addition, we will supplement these ads during holidays

the Steinhafels brand in consumers’ minds.

and big sales with ads in Sunday magazines or free

Direct Mail and Online:

standing inserts. The priority will be to focus ads in the

Finally, two media outlets that we feel should be

Milwaukee community papers to target suburb regions,

included in our plan are that of direct mail and online

as well as the Wisconsin State Journal in Madison.

19


steinhafels | leather furniture

media. Using Steinhafel’s personal consumer database, we will run a direct mail campaign in January to help to fill the gap when we are not running newspaper or online ads. This will allow us to target our consumers in the home and provide men and women with the opportunity to collaborate on the purchase decision privately. Secondly, this will allow us to use direct mail to advertise our Super Bowl promotion. For our online advertising component, we will use online newspaper sites to reach consumers that spend a significant amount of time online, and to take advantage of print/online packages. We would like the Steinhafels online site to have a greater impact on their customers and the overall demographic of customers. Knowing that shoppers

flow chart 2010

2010-2011 Monday

Print

July

04

11

18

25

01

08

August 15

22

29

September

05

12

19

26

03

October

10

17

24

31

November

07

14

21

28

05

December 12

19

26

02

January

09

16

23

30

Febr

06

13

Newspaper Milwaukee Community NOW Papers All 7 Zones 2,827

2,827

2,827

2,827

2,827

Madison Wisconsin State Journal 1,787

1,787

$4,614.00

Total

1,787

$4,614.00

1,787

$4,614.00

1,787

$4,614.00

$4,614.00

$0.00

$0.00

$4,61

$0.00

$0.

Radio :30 Commercials Milwaukee WMYX FM 99.1

### ### ### ###

Madison WMGN FM 98.1

### ### ### ###

Store Location Remotes Waukesha Location Talent and Tech Fees

###

Leather Upholstery Giveaway

Madison Location Talent and Tech Fees

###

Leather Upholstery Giveaway

Total

$0.00

$0.00

$0.00

$0.00

$1,952.77

$7,858.31

$0.00

$0.00

$0.00

$0.00

$0.00

$2,200.00

Outdoor Clear Channel 30 Sheet 2200 2200 2200 2200 2200 2200

Total

$11,000.00

$0.

Direct Mail Direct Mail Postcard Milwaukee and Madison Zipcodes ####

$0.00

Total

$0.00

$0.00

$0.00

$0.00

$0.00

$15,000.00

$0.

Online Online News Sites

###

###

###

###

###

###

E-mail Blast

Working Media Grand Total Budget

20

Total

$1,125.00

$1,125.00

$1,125.00

$1,125.00

$1,125.00

$0.00

$0.00

$1,12

Total

$5,739.00

$5,739.00

$5,739.00

$5,739.00

$7,691.77

$10,058.31

$26,000.00

$5,73


media plan | 2009

are looking more and more to the web, we think that advancing this aspect of the Steinhafels advertising arsenal is a very worthwhile objective. Overall, both direct mail advertising and online support will complement our overall advertising approach, and provide key aspects to support the more major portions of our budget. Additional Promotion: An additional promotion we are suggesting is for Steinhafels to donate money to Heifer International (an organization that allows donors to purchase livestock for

2011

November 14

21

28

05

December 12

19

26

02

January

09

16

23

30

February

06

13

20

27

March

06

13

20

27

April

03

10

17

24

01

08

May 15

22

29

05

June

12

19

26

2010-11 Total Net $$

Milwaukee Madison $25,443.00 2,827

2,827

2,827

2,827

2,827

1,787

1,787

1,787

1,787

1,787

Print

#REF!

61%

Radio Outdoor Direct Mail

#REF! #REF! #REF! #REF!

24% 0% 29% 115%

7500

$16,083.00

$4,614.00

$0.00

$0.00

$4,614.00

$4,614.00

$4,614.00

$4,614.00

$0.00

### ### ### ###

### ### ### ###

### ### ### ###

### ### ### ###

###

###

37%

$11,222.16

$4,400.00

$2,000.00

###

$1,000.00

$2,000.00

###

### ###

$1,952.77

$41,526.00

$7,858.31

$0.00

$0.00

$0.00

$0.00

$3,905.54

$7,905.54

$1,000.00

$21,622.16

19%

$24,200.00 2200 2200 2200 2200 2200 2200

$0.00

$2,200.00

2200 2200 2200 2200 2200

$11,000.00

$0.00

$0.00

$0.00

$11,000.00

$0.00

$24,200.00

22% 2200 2200

$15,000.00

###### $550.00

1402.77 550

####

$0.00

$0.00

$15,000.00

$0.00

###

#

$0.00

###

$0.00

$0.00

$0.00

$15,000.00

13%

$10,125.00

###

### $0.00

$1,125.00

$0.00

$0.00

$1,125.00

$1,125.00

$1,125.00

$1,125.00

$0.00

$7,691.77

$10,058.31

$26,000.00

$5,739.00

$5,739.00

$5,739.00

$20,644.54

$7,905.54

$10,125.00

9%

$112,473.16 $112,500.00 $26.84

Milwaukee #####

70%

Overall Print Radio Outdoor Direct Mai Online

Milwaukee

Madison ### 30%

Madison

37%

32%

47%

19%

18%

22%

22%

31%

0%

13%

10%

22%

9%

9%

9%

7087.5 3037.5

21


steinhafels | leather furniture

food and labor to families in under-developed countries) with each purchase of leather furniture. The higher the purchase, the larger the donation. As an example, a donation of $20 will provide a family with a flock of chicks, and $500 will provide a family with a heifer (www.heifer.org). Since leather furniture is made using animal products, this would be a perfect example of creating “symphony” by propagating a natural cycle. It will also provide consumers, as well as Steinhafels, with an opportunity to feel good about the purchase experience. •••

budget breakdown 100%

100%

Milwaukee vs. Madison

70%

Overall Media

Direct Mail

9% Online

13%

22%

47%

9% Online

Direct Mail

Outdoor

0%

22%

22% Radio

0% Print

9% Online

10% Direct Mail

Outdoor

Radio

Madison Media

50%

31%

18%

32% Print

0%

Outdoor

Print

Madison

Milwaukee

Milwaukee Media

50%

Radio

0%

0%

22

19%

30%

37%

50%

50%


media plan | 2009

works cited • http://www.associatedcontent.com/article/44901/buying_guide_to_leather_ furniture_pg3.html?cat=30 • http://www.furninfo.com/absolutenm/templates/Article_Retailing. asp?articleid=3753&zoneid=7 • Memorandum Report to the Village of Menomonee Falls from Gruen Gruen + Associates, November 2006 • (Title: The Demand for Retail Space in Menomonee Falls and Recommended Strategic Goals andActions) • Myron, Monique Reece, and Pamela Larson Truax. “Product’s Positioning Vital to Getting Noticed.” Denver Business Journal.08 Nov. 1996. Web. 11 Oct. 2009. • Quantcast Audience Profile of Steinhafels.com • http://factfinder.census.gov/servlet/SAFFPopulation?_event=Search&_name=&_ state=04000US55&Submit.x=17&Submit.y=9&_county=&_cityTown=&_zip=&_ sse=on&_lang=en&pctxt=fph • http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html • News Audiences Increasingly Politicized - http://people-press.org/ report/?pageid=834 • “Get Smart Quick Guide 2008” - FurnitureToday.com - http://www. researchtodayonline.com/data/FTResearchPage/ResearchPage.htm

23


thank you!

24


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