Final Project Overview

My group partnered with Tudor’s Biscuit World to put on a marketing campaign.  We were asked to focus on a specific event being held this coming spring.  Tudor’s is doing a four-wheeler give-away sponsored by Mountain Dew.  We were given an extensive budget. The projected advertising costs absorbed most of that, while still allotting for travel costs and additional expenses. This giveaway entails consumers to fill out a form and bring it into Tudors to be entered into the event. This brief our problem and how we will respond to it.  brief Our biggest priority for this campaign was to raise awareness to not only our current demographic but also to a new one that includes a younger age.  Because this is a first-time event, promotions set in the right places at the right time is really important.  Our chosen touchpoints include television and social media as our most important, along with newspaper and billboards. media consumption of a week

In order for Tudor’s to reach its goal of successful migration into other states: Virginia, Kentucky, and Ohio, it’s important to increase brand awareness.  Being a “mom and pop” style restaurant, it faces many similar competitors in the industry; however, Tudor’s also has a drive-thru option and affordable prices that separates it from many others.  A major barrier for Tudor’s is their technology and minimized media usage, which is necessary to reach a younger demographic. On the other hand, Tudor’s is known for their fresh, homestyle, original and homemade menu items.  By focusing on brand awareness and active visitation, Tudor’s will reach more desired consumers.

The current target audience for Tudor’s Biscuit World is mainly an older demographic with low to average household income.  By becoming more active on social media, using additional media outlets and partnering with such dominant companies in their markets, Tudor’s will achieve brand awareness throughout this campaign.  Becoming more active on social media by showcasing upcoming events, such as the four-wheeler giveaway, will allow it to reach a younger more technologically advanced audience.  Finally, using the submitted registration cards, Tudor’s will have an extensive audience to directly market in the future.  Overall, the giveaway solves the problems Tudor’s Biscuit World has recognized, and will ultimately help them expand their location and increase brand awareness.  Start your day the homemade way and enter into Tudor’s four-wheeler giveaway!

Advertisements

10,000 Ads Per Day

Today Americans and most people in other 1st world countries are pounded with advertisements.  I’m not talking about just the everyday commercials one sees while watching TV, but a tsunami of advertisements placed ever so casually in front of your eyes.  These ads range from print, brand labels on clothing and stickers, ads on your social media pages and your phone.  Over the years the number of ads we witness each day has increased my almost triple, check out this chart made by “Media Dynamics” (https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/).  Daily Media and Ad Exposure
Digital Marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 advertisements each day.” (Marshall, 2015,http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/ )
Along with most people, I really thought that think number was just a little much.   So I decided to dedicate one entire day to test it myself.  When I woke up this morning I grabbed my iPhone, shut off my alarm and proceeded to check my social media pages (yes I realized that it is terrible that this is the first thing I did in the morning.)  As I laid in bed scrolling through my Instagram I encountered a total of 127 ads in front of me.  These were some ads aimed at me through the “cookies system” while others were very indirect, such as “Love your Melon” hats or “Pelican” kayaks.  These were simply people just wearing or using these items and posting pictures in them.   What an awesome and free form of advertising for companies.  I then switched through Twitter and Facebook both presenting, even more, advertisments to my day.  I watched commercials, clicked on links of appealing brands,  saw more pictures of people free advertising and listened to videos about different companies and what they had to offer.  Overall,  just while laying in bed this morning, scrolling through social media (for the first time today) I witnessed a total of 408 advertisements.   Assuming that I will definitely check all of my social media outlets at least 15 more times in the next 24 hours I will (on average based on my findings first thing this morning) have experienced 6,120 advertisements just on social media, in one day.   There are “2.80 billion global social media users”  in 2017, if my situation is the average,  the total advertisement exposure for all social media users is basically uncountable, and this is just for one day.  (Hainlia, 2017, https://www.dreamgrow.com/21-social-media-marketing-statistics/)
As my day continued I got dressed in my “American Eagle” jeans “University Tees” shirt and “Sperry” boots, while eyeing 22 other brands in my closet.  I turned on my “Keurig” made some “Nescafe” coffee and put it into my “Yeti” to-go cup (all exposing me to brand labels).  I walked outside to my “Subaru”  put my “LL-Bean” bookbag on the passenger seat and chomped into my “Poptart” (all also exposing me to brand labels).  At this point, I have already been burnt out on counting ads, because I had reached another 307, but I continued on.  I saw billboards, ate brands of food,  filled my car up at Sheetz (in which overwhelmed me with a number of brand labels slapped on every chip bag, water, and magazine in the store.)  By this time I had officially seen/heard 17 ads for Toyota.  “Media Dynamics President Edward Papazian says it’s “very common to see the same ad repeated on the same channel every half hour or more, often on a given day, and certain shows are vastly oversaturated with redundant ads.” He suggests spreading out the buys, so the ads can appear on a less frequent basis per viewer reached.”  (Sullivan, 2017, https://www.mediapost.com/publications/article/292938/)  *cough cough @Toyota*.   This encouraged me to never buy a Toyota and was my first acknowledged experience of “advertisement burnout”.
I continued my day at Wesleyan being exposed to 1,468 ads by 4:00 pm.  I went to my internship at the Tourism Bureau for the next 4 hours getting exposed to another 975 advertisements by  8:00 and am currently being exposed to even more ads on my laptop as I research for this particular blog post.  blog post
Concluding with today’s trial I was exposed to an approximate total of 9,029 advertisements.  These were the ones I acknowledged, so I’m sure the 10,000 statistic is insanely accurate.  I did experience ad burn out, some brands specifically taunted me all day, others popped up much less.  My results were not expected, I truly belived that the 10,000 number had to be absolutly way too much.  My favorite ad of the day was one I experienced while scrolling through Instagram…
I thought this was extremely hilarious, considering my love for sharks and the Cookies system picking up on a number of times that I search for them.  The advertisement industry is truly amazing and absolutely massive.

The Affect of NFL Ratings

In light of the recent political stance that many NFL teams and players have chosen to make, television ratings for the games have dropped significantly.   In just the first two weeks, “the NFL saw a 4% drop from 2016’s week two in live and same-day average viewers of Sunday games, and a 14% drop in viewers for Monday Night Football, according to UBS. ”  (Lynch 2017)  “This season, the cost of a 30-second commercial will range from $300,000 to $700,000, depending on which time slot is being bought into, according to John Ourand of Sports Business Daily.” (via SI.com).  However as ratings continue to drop, so will the cost and desire for these advertisements during NFL games.   Because the NFL games used to be such an effective and sought after platform for advertisers to get their brands to the public, they will also be losing money by not having the ability to reach such a broad and diverse audience at one time any longer.   In fact, it is expected that TV partners will lose close to 200 million if this declining trend continues.  (Ozanian 2017) Major companies also fear negative publicity due openly choosing to advertise during this very controversial movement.

Related image

By any measure, the NFL is the most successful sports league in history.  Along with that, it is also the most-watched television program in history. (McFarlane, 2017)  This is the most detrimental part of this entire current political movement.  The NFL is almost entirely funded based on their television ratings and what advertisers are willing to pay to have their brand showcased during the majority of these games.  In February televisions’ largest, most expensive event is going to showcase: the Superbowl.  Surprisingly, in the past three years, Superbowl ratings have already started dropping.  (James, 2017)  super bowl views A great concern for the NFL is that these ratings will continue on their declining track, while also being even more negatively affected by the current political stances.  If ratings continue to decline up until the Superbowl, advertisements will not be as impactful during this showing as years before.  The Superbowl is the most sought-after advertising venue of all time.  Companys pay every year up to 5 million dollars for just 30 seconds of time to showcase their commercials.  Some people watch the Superbowl just for its commercials.

The overall question that the NFL is facing is “are these political stances really worth it?”  Americans have always been very passionate about football, but you know what Americans are even more passionate about?… America and they have responded very negatively to the recent movements made by the NFL and their players.  Will the NFL hold strong on their current political stance, or go back to simply just playing football?  This will determine whether the ratings will go back up, how much advertisers are willing to pay and the overall funding of the NFL.

 

 

 

 

Lynch, J. (2017, September 20). If the NFL’s ratings troubles continue, it could cost TV networks $200 million or more. Retrieved October 17, 2017, from http://www.businessinsider.com/nfl-ratings-troubles-could-cost-tv-network-partners-big-time-2017-9

Ozanian, M. (2017, September 26). NFL Broadcasting Stocks Slump As Protests Rise And TV Ratings Fall. Retrieved October 17, 2017, from https://www.forbes.com/sites/mikeozanian/2017/09/23/nfl-broadcasting-stocks-slump-as-protests-rise-and-tv-ratings-slump/#4293b7ef4eec

McFarlane, G. (2017, June 07). Retrieved October 17, 2017, from http://www.investopedia.com/articles/personal-finance/062515/how-nfl-makes-money.asp

Battaglio, S., & James, M. (2017, February 06). Super Bowl’s TV ratings slip for the second straight year. Retrieved October 17, 2017, from http://www.latimes.com/business/hollywood/la-fi-ct-super-bowl-ratings-20170206-story.html

Gaines, C. (2016, September 07). It will cost up to $700,000 to air a 30-second commercial during the NFL regular season. Retrieved October 17, 2017, from http://www.businessinsider.com/nfl-regular-season-ad-cost-2016-9

Mike Arbogast Presentation

As a marketer, you must first understand that your job is not about you.  It is about what you can do to benefit your company.  Marketers are problem solvers.  Everyone comes from a unique circumstance.  However,  the ultimate goal that a client wants their marketer to obtain is a way to solve their problem.  How can they make more money? How can they bring in more customers in less of an amount of time?  What can you do to make them stress just a little less?

During this presentation, there was an activity that took place, in which made us all work together to solve an ultimate problem.  This activity taught us the importance of communication, paying attention to small details, learning how to view different perspectives, and ultimately teamwork.  This information and these lessons that we learned during this activity are going to help immensely when it comes to actually working in our teams in the upcoming future. We will be more knowledgeable and able to deal with our client and be able to provide the answers to the platforms and problems that they need to be solved.

I learned how important it was to do everything in your power to build a trust system between you and your client.  This will ensure proper, clear, and successful communication when it comes to the tasks at hand. This includes the client’s   goals, motives, and struggles, so you can better succeed in your duties as a marketer.   It is also very important to be accessible on both ends at all times.  Keep each other updated on how things are progressing, so that all ends are informed as to what has been done and what is in the plans to be done.

When working in a team it is important to know each team members capabilities, strengths, and weaknesses.   This will help create a successful process; where large tasks are broken up into pieces to be completed in a timely and prosperous manner.  Mike Arbogast’s team had this process:

  1. Intake and Discovery Meeting
  2. Blueprint
  3. Web
  4. Content
  5. Design
  6. Video
  7. Social
  8. Integrated Everything
  9. Milestones
  10. Launch
  11. Gather data & analytics

Just one person would not be able to do this entire process better than an entire team full of different skills and strengths in different areas would.  Time is always of the essence and that why it’s so important to not only have a great team but also know what everyone has to offer.

Group of Multiethnic People Studying About Teamwork

The Consumer Decision Journey

the consumer decision journey

As a marketer, it is important to know your way around the specifics of the consumer.  From learning the latest trends all the way up to loyalty programs, coming up with marketing strategies is a process.  One of the most important things to understand when it comes to marketing to your consumers is the Consumer Decision Journey.  This journey starts by introducing your brand to consumers and developing a consideration mechanism for the buyers.  Next, in this process, the marketer must then understand that the consumer is actively evaluating your brand.  This is important to know so that the marketer can hit the consumer with the right information at the right time.  Furthermore, in this process, the consumer ultimately decides whether he/she wants to select your brand, which is also known as the moment of purchase.  Lastly, after the consumer purchases a product within your brand, they must decide whether and why to continue staying loyal to the markers specific brand.  This is the time when loyalty programs come into the picture.

Personally, I find the very first step in this process of initially catching your consumers eyes the most interesting.  I love the idea of making a brand interesting and eye catching enough to get a buyer to move further into the decision making process.  This is also the most important step in the consumer decision-making process because if your brand doesn’t initially interest the consumers, there is no hope for any possible purchase.  This is also the most important time for media planning.

Creating advertisements and media campaigns to capture the consumer’s interest and keep it is very important.  Today there are many creative tools and ideas used as a tactic to doing so.  Social media campaigns are a big hit, especially when an idea goes viral.  These campaigns are a way to reach a huge audience in a small amount of time this is great for the first step in the decision-making journey, and also the loyalty loop.  Media can be used to show the interesting and unique things your brand offers and continues to offer over time.  In a world that is transforming to be an electronic and online dependent society,  online media campaigns are most effective.

Over time, the world has changed from relying on simply visual campaigns to using a specific movement as an addition to what makes your brand great.  Such as, the company “Pura Vida” advertising that they will donate 20% of all profits to different charitable causes.  Check it out at https://www.puravidabracelets.com/.

pura vida

This kind of marketing not only gives the consumer an initiative to buy your product but also offers the marketer unique gateways to eye catching and influential advertising.

Overall the consumer decision-making process is important for the marketer to understand.  So they know specifics as to when and how to hit their consumers with the most influential type of advertising. Along with planning ahead to further keep the loyalty of the consumer. There is much more to marketing than just advertising, understanding the thought process of the consumer is the top priority to getting your brand known and purchased.