Choosing the appropriate media channels to advertise WIND Energy Drink will be critical to its success. Keeping the target audience's lifestyles in mind, as well as the recency theory of advertising, the campaign will be best suited for a continuous advertising schedule with a high reach that touches upon a variety of select media channels that will maximize brand recognition.
Using the schedule below, the selected media will be used to advertise on a continuous basis, with breaks on specific media to avoid over-saturation. In general, however, some form of media will be utilized at all times as WIND builds recognition as a brand.
TV, being a more expensive media channel, will be lighter during months with lower viewership. The television spots will be :30 commercials, aired on highly segmented cable networks such as Adult Swim, current., and Planet Green, and also on Sunday nights during FOX's "Animation Domination". These television networks have the highest viewership of adults with median ages of 20, 34, and 47 who are educated, cultured, adventurous, tech-savvy, and generally the livers, thinkers and doers that comprise the majority of influencers in the target market. Targeting specific groups will have a high reach of the target market, and since the target market consists of very influential, ahead-of-the-curve types, they will then encourage others to buy WIND, supporting the campaign's influence in other media channels.
The same goes for magazines, which will be reserved for use during the summer months when sales will be maximized, with a brief reminder push being used in December and April. The ads will be full-color, full-page ads and will run in PASTE Magazine, Ready Made magazine, and Natural Health magazine, where the target market of young, hip and intelligent members of society will be most receptive to the ad messaging. This segmented approach will maximize the high expenditures required for magazine ads, and have the same effect as television ads- influencing the influencers, for the least possible dollars.
Alternative advertising will be constant, as it is cost-effective, and will again be highly strategic in placement. This category will include sponsored events, product placement, guerilla marketing, buzz marketing generated by other advertising, product ambassadors, and lifestyle marketing. All of these types of marketing will be put in place year round, all generating interest and brand recognition in a memorable way for a very low cost, all while supporting the campaign objectives.
The same goes for interactive/internet advertising, as it will be the backbone of the integrated media plan, with a year-round website and highly targeted campaign. Social media sites, a blog, banner ads, e-mail promotions, consumer-generated content, and videos will all be used to carry the messaging into the hands of educated, tech-savvy, go-getter adults seeking increased energy and a green product.
Direct marketing will be occasional, as not to over-do it and drive away customers with excessive frequency. Specific promotions will be used to increase sales and act as an incentive. It will only be used in alternating months as a minor support to the campaign. This will include coupons and samples sent to targeted customers, and various relevant mail pieces aimed at generating interest in the product.
Outdoor advertising will be used only during Late Spring, Summer, and early Fall, when people will be outdoors. As a product aimed at outdoor enthusiasts, this will be an efficient use of funds for this media channel. Billboards in trendy, urban areas, ads in bus shelters and on bike racks, and commissioned paintings on buildings in trendy, regionally-targeted markets will gain the most exposure in the target market, reaching people who bike to work, ride the bus, and live in areas densely populated by people interested in culture and green living. Since people are out and about more during nicer weather, this channel will not be used during colder months in order to maximize advertising dollars.
For other advertising, this category consists of in-store displays, signage and promotions, as well as incentives and training for stores and distributors. It will be important to educate sales people, and also to encourage their increased sales to retailers with worthwhile incentives. Having eye-catching signage and sale prices/coupons in-store will also maximize sales at the point of purchase.
All media will be used intelligently, with the objective of increasing brand recognition and encouraging sales of WIND. Traditional media will be used, but sparingly and effectively, with a higher focus on internet and alternative marketing that will serve to reach out to the influencers of the target market and in turn trickle-down to the rest of the population.
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