My group and I had to create a campaign proposal for the company of Go Mart a gas company mainly based out of West Virginia. For the past four months we have been working with the marketing director for Go Mart Terry Smith. She gave us a budget to work with of 25000 dollars and if she liked our proposal she would raise it to 50000. My group and I came up with really good ideas a put together a well thought of and smartly put together project. Terry told us her objective on what we needed to do, it was that she wanted to get generation z to increase their foot traffic through the stores. so this is what we came up with.
our target audience was identified by these characteristics.
- Age 18-23yrs
- Full time/Part time student
- Education level (i.e. high school degree, college degree)
- People looking for work, Full time/Part time workers
- Annual Income level
- People who own a vehicle
so with that information on our customer we knew the best way to reach out to this generation was through their phones because every person between that age group is always on their phone. So our media plan to get their attention wasn’t to hard to think of, it was
- An online software where you can select geographical regions by tracking people’s phone when they enter the selected area
- Plan on putting a zone around high schools and college campuses in order to increase impressions on Generation Z to give a better Brand Image for Go-Mart
- Plan on putting a fence around the competitors in town on Speedway and Sheetz
- Rent out a local billboard around West Virginia Wesleyan College on North Locust Street by the Donut Shop
- Billboard will cost $500/month for an 8 second slot that will end up playing a couple 100 times a day
- Billboard should generate more impressions, therefore increasing the potential for in store traffic
- There is a Social Media training convention in Washington D.C.
- Best way to reach younger people is through social media, so being professionally trained to use these outlets would be extremely beneficial
- We suggest that they really pick up their Twitter presence
Back to our budget we spread out the money as best as we could in each of these but we felt that social media needed more funds then the other two but that because thats the number one way to reach out to our target audience.
we had 60% of our budget in social media, 28.8% into geo fencing and 11.2 into our billboard.
I see plenty of adds every single day, from sports adds to restaurant adds and yesterday I payed close attention to all the adds around me and what sorts of adds I saw, and how they were enhanced, written, shown off and etc. I saw probably over 100 adds just in one day. I mainly saw adds on my I phone and computer, with the exception of also seeing them on my television, hearing them on my radio and seeing them around the town.
One add I ended up seeing on my phone through Twitter was a movie trailer for the new movie that just came out on Friday Nov 10th Daddy’s Home 2. it was just a simple task, just to put a short 2 min clip of an upcoming movie on a website, but by just doing that gave them so much free publicity that they barely had to promote it on television. The producers approach towards this was very easy and smart. With citizens today always being on their phone and almost everyone has a twitter account. So, promoting this movie through social media was not a very hard decision
Another add I saw was on my television, obviously you see plenty of adds on television but this one stuck out to me a lot and it was a commercial for the new Call of Duty World War Two. All this commercial was, was a cut scene from the new game and showing off some cinematic gameplay. By just showing that short clip got all gamers in the world super excited and couldn’t wait to be apart of that community, the giant world of the gamer community.
I saw an add while going to the store the other day was a sheetz, add for a buy a sandwich from their made to order menu and you get a free any size drink with that. and I think that was a really smart idea coming from a college student where we only have one place to eat on campus without spending money, so with me seeing this add it Brought me in to pay for more food with feeling like I got a deal with getting that free drink. making me feel better about spending money knowing that I saved more money.
The NFL has had a couple of issues the past couple weeks, and because of these issues television ratings have plummeted. With these ratings going down so fast endorsers are spending less money and time trying to get their advertisements on television commercials in between games. Also with these ratings dropping at unbelievable rates the NFL is losing tons of money from these endorsers and fans.
“During the past month the overall stock market is up more than 2% but shares of companies that broadcast NFL games–Comcast, Walt Disney, Fox, CBS–are all down between 1% to 8%”. The NFL is costing companies that have paid to broadcast their games profit because of this issue going on an will make these companies not want to pay for broadcasting rights for games anymore which implies that the NFL would lose even more money as a company.
The NFLs top broadcasting networks Fox and CBS have been affected the worst out of all the networks. with fox having a 8% drop in ratings and CBS having a 14% in early hours in the day and a 24% drop on late night television. this data coming from the most recent week in NFL games week 6 OCT 15th.
The biggest impact that this is definitely going to have on both the NFL broadcasters and companies is the fact that they are missing out on both the chance to endorse themselves and also they are not getting any kind of attention to help with the proper amount of exposure that they should be receiving. A recent article published in Business Insider talks about how the massive ratings drop will end up costing the NFL broadcasters a minimum of $200 million to pay off the amount of debt that has already been accumulated since the beginning of the season, and that number is only seen to continue to grow as the season continues to go forward.
Many people are trying to piece together everything that is going and and trying to figure out how long this might last for. ESPN is one of the many places that continues to keep updates on the continuous drop in ratings that the NFL is suffering from with each week that goes by. An even more recent articles from Sports Illustrated talks about how ratings have actually dropped from 7% to 7.5%, meaning that each day it only continues to get worse and worse for the NFL network. Hopefully the networks will be able to figure out a solution to this situation before it starts to really negatively affect people such as job loss and the shutting down of network broadcasting.
Being a college student with a business major, I love it when people from the real world with successful businesses come and speak to our class. It gives us what it is really like to be apart of a business, instead of just learning about something you probably won’t even encounter out in the business world. Mike Arbogast, employee of Interaction Media in Morgantown, West Virginia, came and spoke to our class on Monday September 11th and gave us some great advice on how to be successful in not only the business world but in life as well. What I learned from Mr. Arbogast, was how much teamwork is a huge factor in being successful and how you can’t just think about yourself and what you want, you have to look at the big picture and what is the best and most efficiant way to get the project/job done.
To show us how much teamwork is needed he gave us as a class a little experiment to do. He split the class in half and gave all of us a card with a picture on it. The cards had a specific series they were supposed to go in. So us as a class had to get up and put ourselves in order based on the pictures but, the catch was we couldn’t look at any other picture but our own. Both sides ended up getting everything correct. afterwards he discussed how important teamwork is to be able to finish what is best for the company. because with out the company you don’t have a job and your not making money.
Mr. Arbogast also talked about goals, like what your goals should be if you plan on or want to own a business some day. They weren’t complicated goals but they were realistic and attainable goals. Now these shouldn’t just be your goals forever, you should have multiple goals and keep coming up with new ones. But the goals he said were “What do you want your company to look like in 5 years”? ‘How much money to you want to make’? “How many more Customers do you need to reach those goals”? just three simple goals that you need to be just a tiny bit successful.
Meeting Mr. Arbogast was amazing and it taught me so much about business and what to do right and want not to do to be a successful business owner. he Brought energy and realism to our class room which was much needed and taught us more about what really goes on inside a business.
There are specific steps that goes through many consumers minds when buying a product, In fact they have a model for this exact process it is called the Consumer Decision Journey the steps go
- the consumer considers an initial set of brands based on brand perceptions and exposure to recent touch points.
- consumers add or subtract brands as they evaluate what they want.
- ultimately, the consumer selects a brand at the moment or purchase.
- after purchasing a product or service the consumer builds expectations based on experience to inform the next decision journey.
As you can see brands have a huge impact on the choice that consumers make. one little symbol could mean the difference of paying $60 to paying only $20. I know brands have a bigger impact than that because people don’t just want the brand because it feels good or it fits well, They want the brand like Nike or Under Armor because of the popular status they get from wearing it. Me for example I love Nike its my favorite brand and I rarely buy any other one. I like it because not only do they make great sport gear for when I’m playing football but in my opinion they look the best out of all the other sports brands, and thats how most people look at it when purchasing something. Will it get the job done, does it look nice, how long will it last.
Brands and price have a huge impact on wether a person buys a product or doesn’t. Both of them are important factors but in some occasions one will override the other when it comes to the type of customer your dealing with. like for an example of when price may override the brand, iPhone charger cords, if you buy a cord from apple themselves its like $40, but when you go to Walmart and see one from some other brand it might only be $10. I know my self I don’t even own the original one that came with the phone I have one I bought from Walmart and I’ve had it for over a year. But when it comes to clothes I won’t buy anything unless its Nike because I love that brand so much. now no I don’t buy everything Nike sells I would prefer to buy the cheaper Nike stuff like the things on clearance. so in my personal preference I like to buy Nike but I don’t like to spend a fortune.
I think its crazy how many decisions there are when it comes to purchasing a product from what you like, to what you want so spend, to where you want to buy it from and etc. Its amazing to me how some people are willing to spend fortunes on what they want because of their favorite brands rather than just buy the cheaper version of that product and also how much people don’t even bother to worry about brand at all and get the cheapest version of that product as possible.