collaborations agency presentation
TRANSCRIPT
Collaborations Agency
Advertising PitchApril 2015
Overview
• Who we are • Hudsons coffee; the consumer • Current marketing strategy • Issues and problems with current strategy • Proposed recommendations • What is in it for you?
Collaborations Agency: Who we are
• Established for over ten years • Clients trust us with their brand equity • Our team is filled with the best in the business• Collaborations is known for putting its clients
needs first
Hudsons coffee: The consumer
• Time poor, ‘on the go’, business professionals• Hudsons stores are strategically placed in high
built up areas • They have the convenience of a chain but the
quality of an independent cafe
Current communication tools
• Forms of communication tools include:
– Digital marketing (Facebook & Instagram)
– Promotional advertising ( loyalty program that has
150,000 members, in-store signage/ posters)
– Outdoor advertising (billboards)
– Media relations (Public relations releases)
– Personal selling channels ( exceptional customer service)
Current marketing strategy: Market Research
• Market research conducted by Hoyne in 2012• Results showed:– Hudsons customer patronage was declining at an
alarming rate – Customers viewed Hudsons as ‘lack lusture and
generic’ (Melbourne design awards, 2012)
Current market strategy: Rebrand & Results
• Hoyne Design rebranded with:– New packaging– New logo – New slogan ‘ a little love, in every drop’
• Melbourne airport was used as pilot store
• ‘After’ market research showed: – Sales doubled in growth – Customer Satisfaction rose to 98%
Current market strategy: Issues
• Successful rebrand not rolled out Australia wide
• Little advertising and promotion of the campaign occurred: – No public relations release – Little outdoor advertising – Insufficient digital media updates
• Current campaign lacks a clear, coherent and strategic marketing campaign
Recommendations
• Roll out the rebrand ‘new look’ nationwide
• Implement a consistent and strategic advertising campaign that promotes the new rebrand and slogan... ‘ a little love in every drop’
• Target coffee drinkers as close to their purchasing decision as possible
How we propose to do this
• The best way to advertise to ‘on the go professionals’ via:
- Transit press advertising, billboard advertising, transport station advertising
- Print advertisements in newspapers and in-flight magazines- Increase in digital marketing (Facebook, Instagram)
• Collaborations Agency to create a Smartphone App, features to include:
– Access to rewards club/ loyalty program – Advertisments of promotional offers of food and beverages – Ordering system ( first of its kind in Australia)
What our campaign could achieve
• Creation of the Smartphone APP will put Hudsons above its competitors
• With a consistent and targeted advertising campaign • Customer patronage would grow • The ‘after’ market research results of 98% customer satisfaction
and double sales growth, would be replicated nationwide
• Collaborations Agency believes your vision of breaking into the international market is possible
Thankyou