Download - Method Advertising Presentation
Kyle McCarthy
Gillian Wenzel
Jake Ascoli
Claire Mirsky
Taylor O’Neil
air distribution to the greater world
leaves evaluation of the campaigns health
branches creation to take the company in the right direction
roots connecting with the brand’s core values
soil researching the brand
“Roots Up Approach”
competitor analysis
swot analysisstrengths:
● recognised brand name in the industry● unique products/Packaging● customer loyalty● innovative culture● nontoxic formula● unique natural fragrances
weaknesses: ● high price compared to competitors● more of a niche product● limited and specialized distribution● low brand awareness outside of target
market
opportunities:
● innovation of new products● growth of environmentally kind market● expansion to new stores● almost everyone needs cleaning products● low awareness means a lot of room to improve
threats:
● bad economy● competition● substitute products
goalscommunication In our target demographic of 18-49 women, we will strive to increase comprehension 75% and conviction 50%.
marketing increase sales for all method products by at least 10%. By creating more awareness and a call to action for method through our print and television ads as well as our brand activation tactics.
time frame January 2015 - December 2015
budget 15 million dollars
brand value proposition functional benefits
emotional benefits
self-expressive benefits
. target audience
Mary
38 Years old
Environmental Lawyer
Busy wife and mother
Looking for products that both smell nice and are eco-friendly
Sara
21 years old
Lead healthy lifestyle
Eco-friendly
Enjoys living in a clean environment
campaign strategy
core issue: creating an image separate from Target.
brand promise: cleaning, won’t feel like cleaning.
the story method tells
cleaningcleaning the house is an act of pride
with method it’s not a chore
method is it’s own storysimply by being on your counter
reinvents the ritual of keeping a clean home
magazine advertisements
.
transit advertisement
television (30 seconds)
.
brand activation
food network partnershipuse method products to clean their kitchens on TV and have the products on display during the show
brand activation
free standing inserts & couponuse the FSIs to make the consumer aware of all of the places they can locally purchase method, and create action by including coupons with the FSI to incentivise a purchase.
brand activation
set up stations with product demonstrations and invite people to witness the cleaning power of method.
demonstrate different types of products and different scents
at the end of the demonstration ask the participants what they could see themselves using by asking “what is your method?”
“find your method” demo
media plantarget audience 18-49 yr old women
geographic scope
media strategieseffective reach: 75effective frequency: 5 flighting: spring cleaning & holiday season
west coast east coast
media plan continued...
budget
productiontransit
billboard
tele
visi
on
magazine
media mix
evaluation
evaluation