Advertising MKTG MKTG 4148 December 10, 2013 TEAM MADMEN
Nov 07, 2014
Advertising MKTG MKTG 4148
December 10, 2013
TEAM MADMEN
MEET THE MADMENKatie Yihan
Jason SailaLisa
TEAM MADMEN
Guided Research Questions
What will get millennials ages
18-35 to eat cranberries?
1What values or
attributes would allow 18-35 year olds make cranberries relevant to their lifestyles?
What will make millennials
digitally engage with cranberries?
2 3
RESEARCH
TEAM MADMEN
TEAM MADMEN
IN-DEPTH-INTERVIEWS
2 males3 females
5 participants
4 males3 females
7 participants
FOCUS GROUP SURVEY
53 males72 females
124 respondents
Research
In-Depth-Interviews
"I can't afford going to nice restaurants all of the time, so being creative with my ingredients keeps my cooking more exciting.
“You never know what ingredients or flavors are going to compliment each other until you experiment them.”
“Contrasting flavors is a huge part of what makes food interesting."
TEAM MADMEN
ENRICHER
TEAM MADMEN
Focus Group
ENRICHERPretty
TEAM MADMEN
Focus Group
TEAM MADMEN
Focus GroupENRICHER
Pretty Experimental
TEAM MADMEN
Focus GroupENRICHER
Pretty Experimental
Flavorful
TEAM MADMEN
Focus GroupENRICHER
FUNPretty Experimental
Flavorful
FUNPrettyUNIQUE
TEAM MADMEN
Experimental
Flavorful
Focus GroupENRICHER
Survey Which of the below images do you prefer?
Survey Which of the below images do you prefer?
of respondents preferred the added cranberry60%
Survey
!
“I never really think, what am I hungry for? Definitely cranberries!”
TEAM MADMEN
Top 3 Favorite Fruits
blueberry grape
Survey
strawberry
3rd2nd1st
Survey
84% respondents cook at least weekly
They have full control over every ingredient that goes into meals.
Survey
10%54%
56% upload, search for, and share food photos/recipes on social media at least once a month.
TEAM MADMEN
Key Insights
Millennials like cranberries
when they are used as an
enhancer to other foods.
Millennials like to experiment
with food to make it uniquely theirs.
Females like digitally
engaging with food much more than males do.
Millennials like the trend of
being healthy rather than
actually being healthy.
1 2 3 4
TARGET MARKETS
TEAM MADMEN
PRIMARY TARGET MARKETUnique Yuppies
• 18-25• Boston
• NYC
• Seattle
• Milwaukee
• Washington D.C.
• FemaleHEAVY HALF + HEAVY USERS
PRIMARY TARGET MARKET
EmmaUnique Digital Foodie
Experimental Health Craze
Unique Yuppies
• 18-25• Boston
• NYC
• Seattle
• Milwaukee
• Washington D.C.
• FemaleHEAVY HALF + HEAVY USERS
26-35New York, Boston, Seattle,
Milwaukee, Washington D.C.
Female & Male
Health Cautious BoutiqueValues Time Spent With Others
Refined Cultural Activities
SECONDARY TARGET MARKETSettling Young ProfessionalHEAVY + MEDIUM USERS
Content Seeker & Spreader
Social Media Savvy
Trendsetter Virtually Connected
18-35USA
Female & MaleTERTIARY TARGET MARKETVirtual Mover & ShakersLIGHT + NON USERS
Cranberry is the only berry that enriches your every meal,
adding zest and creativity to your kitchen.
TEAM MADMEN
Cranberry is the only berry that enriches your every meal,
adding zest and creativity to your kitchen.
TEAM MADMEN
• flavor • texture • color
• experimentation • uniqueness
PERCEPTUAL MAP
Bland
Unoriginal
Zest
OriginalPERCEPTUAL MAP
BIG IDEATEAM MADMEN
BIG IDEA
TEAM MADMEN
Cranberries enrich your life.Just add them.
NO MORE PLAIN.
NO MORE PLAIN.
ADD SOMEBLING!
TEAM MADMEN
Feeling that mid-afternoon slump?Drag the cranberries into the snack of your choice for an extra boost!
Banner Ads
TEAM MADMEN
Feeling that mid-afternoon slump?Drag the cranberries into the snack of your choice for an extra boost!
BLING!BLING!
Banner Ads
TEAM MADMEN
Start your day off right! What do you want for breakfast?Drag the cranberries into the meal of your choice for a morning boost!
Banner Ads
TEAM MADMEN
Having a case of the Mondays?Add some sparkle to your day by adding cranberries into the meal of your choice!
Banner Ads
PRIMARY MARKET SECONDARY MARKET
• www.livingsocial.com• www.hellogiggles.com
• www.foodporndaily.com
TEAM MADMEN
Banner Ads
USCranberries.com/recipes
TEAM MADMEN
#mycranberryblingInstagram Contest
TEAM MADMEN
Take a picture of your cranberry dish.
Step 1
#mycranberryblingInstagram Contest
Upload your dish to Instagram. Give it a name & use the hashtag #mycranberrybling. Follow @CranberryCravers on Instagram.
Step 2
#mycranberryblingInstagram Contest
Like CranberryCravers Follow @USCranberries Visit USCranberries.com/contest
For the latest contest updates:
TEAM MADMEN
Step 3
#mycranberryblingInstagram Contest
Get as many likes as possible.
The top 20 contestants with the most photo likes will receive a prize. !
From the 20 contestants, the US Cranberries judges will then decide on one final winner.
TEAM MADMEN
Step 3
#mycranberryblingInstagram Contest
Get as many likes as possible.
The top 20 contestants with the most photo likes will receive a prize. !
From the 20 contestants, the US Cranberries judges will then decide on one final winner.
The Prizes
#mycranberryblingInstagram Contest
Cranberry themed gift baskets
Cooking class with celebrity cooking chef, Jose Andres
Top 20 contestants Grand Prize Winner
He will teach the winner and up to 5 other friends the most exquisite ways to utilize cranberries in a full course meal.
COLLEGE DINING HALLS
COLLEGE DINING HALLS
College Dining Halls1. University of Massachusetts Amherst 2. Northeastern University 3. Boston University 4. Boston College 5. Bridgewater State University 6. University of Massachusetts Lowell 7. University of Massachusetts Boston 8. Excelsior College 9. New York University 10. SUNY University at Buffalo 11. Syracuse University 12. Cornell University 13. Rochester Institute of Technology 14. City University of New York : Hunter College 15. The George Washington University 16. Georgetown University 17. American University 18. George Mason University 19. Virginia Polytechnic Institute and State University 20. Virginia Commonwealth University 21. University of Washington 22. Washington State University 23. Western Washington University 24. Eastern Washington University 25. University of Wisconsin Madison 26. University of Wisconsin Milwaukee
27. Milwaukee Area Technical College 28. Marquette University 29. Madison Area Technical College 30. University of Wisconsin Oshkosh
TEAM MADMEN
TEAM MADMEN
TEAM MADMEN
TEAM MADMEN
YouTube Video
OBJECTIVES
TEAM MADMEN
COMMUNICATION OBJECTIVESIncrease cranberry a w a r e n e s s a n d stimulate desire by project ing zest fu l , original, and unique, image of cranberries a m o n g 8 5 % o f primary market.
Create engagement with cranberry products and increase knowledge of cranberry usages and benefits among 80% of secondary market.
B u i l d c r a n b e r r y r e c o g n i t i o n a n d exposure among 65% of tertiary market.
TEAM MADMEN
PRIMARY MARKET SECONDARY MARKET TERTIARY MARKET
TEAM MADMEN
MARKETING OBJECTIVESPRIMARY MARKET SECONDARY MARKET TERTIARY MARKETIncrease customer base by 40% from Feb-Oct 2014
Raise cranberry sales by 30% from Feb-Oct 2014
Increase Cranberry Marketing Committee website traffic and s o c i a l m e d i a e n g a g e m e n t b y 40% from Feb-Oct 2014
PartnershipsPARTNERS STRATEGY WHAT’S IN IT FOR THEM?
Living SocialCooking class to increase
engagement among secondary target
Expand brand recognition through CMC website and social media
promotional efforts
College DiningHalls
Posters and cranberry dishes to create engagement among primary target
Increase sales for on campus dining, healthy options, and
student satisfaction
Whole FoodsCranberry-centric samplings to increase engagement among
secondary target
Increase brand usage through CMC website and social media
promotional efforts
Music Festivals Booth/partnership to increase awareness and engagement
among tertiary market
Increase entertainment and engagement options with snacks
and interactive activities
Public RelationsInstagram
#mycranberrybling contest
What: press release Where: Twitter, Facebook, Instagram, CMC website
Living Social Cooking Class
What: press release, publicity from living social Where: Twitter, Facebook, Living Social website
Youtube Video !
What: press release Where: Twitter, Facebook, CMC website
College Dining Partnerships
What: press release, publicity from local college Where: Twitter, Facebook, student newspapers, university website
Whole Foods Partnership
What: press release, publicity from Whole Foods Where: Twitter, Facebook, CMC website, Whole Foods website
Music Festival Partnerships
What: press release, publicity from partnering festival (i.e. Sweetlife, Sasquatch) Where: Twitter, Facebook, CMC website, partnering festival website
2014 Feb Mar Apr May Jun July Aug Sept Oct
Banner Ads
Whole Foods
Living Social
College Dining
Instagram Contest
YouTube Video
Media Schedule
Music Festivals
PRIMARY
MARKETS:
SECONDARY
TERTIARY
TEAM MADMEN
ANALYTICS DASHBOARD
TEAM MADMEN
• Digital Banner Ads • College Posters • Main Contest Prize (cooking
class) • Runner Up Contest Prizes (gift
baskets) • Whole Foods Sampling Events • Website • Living Social Cooking Classes !
• TOTAL: !
!
!
$34,000 $1,200 $2,000 !
$1,000 !
$2,000 $3,980 FREE !
$44,180 !
BudgetWITHIN $50,000 WITHIN $100,000
TEAM MADMEN
• Digital Banner Ads • College Posters • Main Contest Prize (cooking
class) • Runner Up Contest Prizes (gift
baskets) • Whole Foods Sampling Events • Website • Living Social Cooking Classes !
• TOTAL: !
!
!
$34,000 $1,200 $2,000 !
$1,000 !
$2,000 $3,980 FREE !
$44,180 !
BudgetWITHIN $50,000 WITHIN $100,000
• Music Festival Interactive Booths • Digital Banner Ads • College Posters • Main Contest Prize (cooking
class) • Runner up Contest Prize (gift
baskets) • Whole Foods Sampling Events • Website • Living Social Cooking Classes !
• TOTAL: !
!
$40,000 $36,000 $10,000 $3,000 !
$2,000 !
$1,000 $3,980 FREE !
$94,980
WHAT WE WILL ACCOMPLISH TACTICS MEASUREMENT
Increase awareness through campaign All creative tactics
•5,000 unique hits on www.uscranberries.com/recipes•10,000 gross impressions on www.uscranberries.com/recipes•5,000 fans on Facebook •1,000 followers on Twitter
Increase engagement through campaign
YouTube video, contests, partnership
events and music festivals, banner ads
•10,000 views on YouTube•2,000 participants in #mycranberrybling Instagram contest•400 participants in Living Social cooking class•500 Whole Foods event participants•5,000 unique banner ad click-throughs
Increase cranberry sales through campaign All creative tactics
• 2,309,770 barrels (5,774,427 barrels sold domestically in 2011) in increased domestic sales
Accountability
TEAM MADMEN
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
WHAT WE’VE DONE
TEAM MADMEN
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
WHAT WE’VE DONE
TEAM MADMEN
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
WHAT WE’VE DONE
TEAM MADMEN
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
WHAT WE’VE DONE
TEAM MADMEN
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
WHAT WE’VE DONE
TEAM MADMEN
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
WHAT WE’VE DONE
TEAM MADMEN
Thank You
TEAM MADMEN