Executive SummaryBy Ashley Cole“Get That Mattress off the Floor”

Our client creates beautiful Hawaiian, customized bed frames. However, the company is small and the budget for marketing and advertising is even smaller. This is a new product that prides itself on “having what the consumer wants”. After two years of crafting the perfect frames Big Islands Beds is now ready to introduce its signature designs: Asian- style platform bed and Hawaiian Punee.

Competitive AnalysisCriteria Analysis

Big Island Beds Wal-Mart Koehnens Interiors

Yamada Furniture

Promotions None Specials vary None Weekly specials and promos.

Advertising Limited. Only on Craigslist.

Very popular, ads are broad and extensive. Large target market.

Radio AdsNewspaper

Facebook and local newspapers.

Website Unclear, lacking information &

disorganized. Nice pictures of furniture.

General website, untailored.

Well organized and informative site. Great

visual aids.

No website found

Location Farmers Market Convenient Older building Consistent reports of unattractive building.

Described as cluttered.

Furniture Limited selection but authentic and unique.

Only beds.

Not customized or specialized. Extremely

general/common.

Beautiful, custom, full bedroom sets.

Mixed reviews on price versus quality. Full bedroom

sets.

Recognition Limited/local Local & worldwide Local Limited /local

S.W.O.T. Analysis Chart

In comparison to the neighboring competition, it is apparent that Big Island Beds has less strengths and more weaknesses. This is based partially on the recognition of the other companies in the area. Wal-Mart is a well known store and Keohnen’s has been in the area for over 60 years. Big Island Beds will have to expand advertising to match the recognition of its competitors.

0

12

3

4

56

7

89

10

B.I.B. Wal K.M. Y.M.

Strength

Weak

Opport.

Threat

Big Island Beds

Strengths Authentic Unique Customizable Moderately Priced Durable Handcrafted

Weaknesses Limited Budget Only Sells Bed Frames Limited Designs Time Consuming Limited Advertising

Opportunities Diverse Markets Possible Expansion Potential for product

expansion

Threats Other stores offer full

bedroom products. Chain stores has more

brand recognition Many competitors in close

proximity

Wal-MartStrengths

Well Known ChainProduct AvailabilityConvenientEstablished Customer

LoyaltyMarket to a larger

audience

WeaknessesBasic FurnitureAverage Quality

OpportunitiesGain Customers from

name recognition alone

ThreatsCompetitors with better

style/quality furnitureSpecialized furniture

stores

Koehnens FurnitureStrengths

Excellent websiteBroad range of services

and furnitureSupplies many different

furniture brandsAttractive furniture

WeaknessesOutside appearance of

store deters customersReports of bad customer

service

OpportunitiesGreat locationTrendy and local style

furnitureHistorical local clientele

ThreatsNeighboring furniture

stores with similar styles

Market Situation

Objectives and GoalsA key objective for our media strategy is to

market efficiently on a limited budget while building and maintaining relationships that will promote customer loyalty and retention. The target market is the Big Island located in the Hawaii but more specifically, the city of Big Island and surrounding cities. Vacation homebuyers and time-share holders are a perfect market.

Marketing Objectives

Increase consumer awareness of Big Islands Beds and products available.

Establish and build relationships with real estate professionals in the area and neighboring cities.

Build loyalty among current and new customers.

Demonstrate advantages of our product as a smaller company that can provide authentic, durable and unique furniture.

Media Objectives

Create effective Internet and out of home advertising.

Put a heavy concentration on advertising during periods of island vacationing with flyers in local businesses and beaches.

Cold calling advertising to local real estate businesses with product presentations.

Advertising ObjectivesTo reach approximately 10,000 new consumers;

both island residents, real estate agents and vacation home buyers within this fiscal year.

Persuade at least half of the 10,000 exposed consumers to inquire about the products available and its features.

Encourage brand loyalty and word of mouth advertising to at least 15% of the 5,000 that inquire about the product.

Media Strategies

TargetsTarget Audience

Realistically, we believe everyone at some point will be in the market for a bed frame. We would like every campaign to appeal to anyone looking to purchase a bed frame. Therefore we do not want any of our advertising to alienate any potential buyer.

Tourist comes to Hawaii and enjoy the look of hand crafted furniture which is what Big Island Beds provides

TargetsTarget Group

All of the groups listed below will be in the need of durable bed frames at a economical price..

I. Real Estates AgentsII. Vacation HomebuyersIII. Big Island ResidentsIV. College StudentsV. Newly Constructed Apartments and

Condominiums

Media Types SelectedOut-of-home –Big Island Beds is located in a rural community

thus w e have to use grassroots method of reaching the area. Making a presence in the community will be a great marketing strategy. Reaching out to islanders via flyers will be our primary tool.

Word-of-mouth- The product “speaks for it self, therefore it can sell itself.” We are relying on positive feedback from those who have purchased the bed to spread the word to others which will drive business forward.

Internet- The internet is a great way to get BIB into the public

eye on a small budget. There are many websites that advertise specified products, as a result people in the market for a bed will run across an advertisement from Big Island Beds. In addition,

Media Type Not SelectedTelevision- Commercials can be expensive. There are more

hands on techniques that can reach a large audience without spending any money.

Newspaper- As stated by our client, newspapers will not be effective when marketing his product in local communities. The largest newspaper in Hawaii is in Honolulu which is outside of the Big Island.

Radio Advertisements- Both of BIB top competitors use radio as a form of advertising. Therefore, this medium is already saturated with furniture store ads.

Media Tactics

Media VehiclesFlyerA flyer is portable, catchy and a easy to advertise in public areas. Flyers are ideal for handing out in passing traffic and posting in local business. Flyers are informative, and highlights product differentiation.

EBay Buy it Now Posting and Bi-weekly Craigslist PostCraigslist and EBay are online communities and/or marketplace characterized by classified advertisements in a variety of sections where people with vested interest go to buy and sell products and services.

FacebookFacebook will be a great way to market to college buyers. Facebookads appears in newsfeeds based on the search history of the user.

Media VehiclesWebsite

Revamp Big Island Beds.com. The site needs to capture the attention of potential buyers within 3 seconds of them viewing the website. The website will feature different styles of beds, and serve as a connection for other bedroom accessories.

Media ScheduleMay-July = Flight

This is where we intend to reach out to tourist and real estates agents. The summer is a very busy time in Hawaii especially for tourist.

August - September = Flight This is where we intend to reach out to college students and local business. The start of the school is a time where many students will be in the market for furniture.

October-December= Hiatus Flyer distribution will be at a minimum during these months. By the time we believe people interested in buying a bed frame will be familiar with our company and capable of purchasing at their own convenience.

Media ScheduleSpecial media research – tabonline.com (Traffic Audit Bureau) will

be used to measure out-of-home advertising success, Google Analytics will be used to monitor website success. Buyers will also be asked to complete a survey regarding how they discovered Big Island Beds, why they decided to buy, etc.

Photography – All photographs on website, flyers, etc. to be done by a professional photographer

Media PromotionsEmail – send emails to promote beds and websiteDisplay Units – Various Farmers Markets

In addition to a campaign driven by the internet, out-of-home, and word-of-mouth advertising, certain below-the-line advertising promotion would also be appropriate. Setting up live displays of the beds in selected malls/stores would give potential buyers the opportunity to see these hand-crafted, quality bed frames up close.

At the display units, potential buyers provide their email addresses and/or other contact information to receive further information about the bed frames and how to buy. Emails will be sent to promote the bed frames and direct potential buyers to the website.

Media PromotionsCold Calling - Big Island Bed

representatives can enter local real estate businesses, newly constructed apartments and condos. This would be done with a brief synopsis of what Big Bed offers. In addition, a media kit with the stated information should be left with potential clients to help aid in their decision making process.

“Get That Mattress off the Floor”

Frames as low as $250 Customization Available

Big Islands Beds

“Get That Mattress off the Floor”