woot

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Brock WeaverPatricia DyckStephen StewartGarrett Jackson

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When it comes down to it we really just had too much fun with this project. That’s right, we are openly admitting to enjoying a school project. But hey, we’ll be doing this for realsies one day so we better like it, right? Hopefully you enjoy this little presentación we put together. Maybe you’ll even go wooting after it’s over...

“

”

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I. Executive Summary

“ Have you ever noticed that executive has the same root as execute? Creepy...”

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Woot.com is an online retailer specializing in selling a single product a day at a discounted price. Woot.com also supports a strong community with a sense of humor.

To expand that community, we’ve focused on purchasing me-dia that will most likely hit our target market. Our target is professional males in their late twenties and up. These men spend much of their time on the internet, with a good dosage of traditional media. We’ve crafted a combination of media and a message that we know will best promote Woot.com’s brand: its sense of humor, its products, and its community.

Executive Summary

KEEP IT SHORT, PLEASE.

Let’s Sum It Up!

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II. Background

“We’re taking background check to a new level. The level where you fight Bowser.”

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Situation Analysis

Category and Brand BackgroundWoot.com has carved out its own niche out of the internet retail market. It fits into the category of online budget/discount shopping, but has created a model that removes it from some of the competi-tiveness of the online retail market. It has reinvented web sites like Amazon.com, which have been established as the norm.

Woot.com is an Internet retail company that focuses on selling one discounted product each day. Woot.com loads information and content about one product every day at 11:59PM. The product is removed and replaced by the next product. Woot.com does not show the quantity of the product they have left, which drives customers to a purchase for fear of losing the good deal. The products are varied, but are generally electronics. Woot.com was originally just one main web page and one store-front to sell products, but it has now opened up sister sites such as Woot Shirts, Woot Wine, and Woot Toys. All sister sites follow the Woot.com design and business model.The founding of the company was by electronics wholesaler Matt Rutledge in 2004. The company began as a hobby between Matt, his brother, and one of his friends. They had started a blog called Geek Life and started with an audience of a few thousand people. They would write mostly about new electronics coming on the market and even host links to web sites for deals and product details. This would mold the idea for Woot.com. Matt enjoyed the interaction that he had with the customers and wanted to build the Woot.com web site around this idea. He wanted to keep Woot.com with a blog-like design, and an open interaction with the customers.

ONE MAN’S OVERSTOCK IS ANOTHER MAN’S TREASURE

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Situation Analysis

Matt saw an opportunity for business with Woot.com because product life cycles are so short. Every six to eight months, new merchandise is released for purchase, and the manufacturers have to liquidate the older merchandise. In the electronics market, this cycle is even more volatile with new versions of products being released with the last model still on the shelf. Matt wanted to pursue the segment of the market that spends a great deal of time online searching for good deals. He de-scribed them as young, idealistic, against big corporation, and adamant about consumer rights. Matt decided to create a community for these individuals where they could find a social site for shopping. He decided to collect overstocked product and merchandise from consumer electronic businesses and sell them. Dallas was where they stockpiled all of the purchased products that needed to be liquidated. Woot.com today has four sites, 1.5 million registered members, and sales of $117.4 million.

THAT’S A MOUTHFUL.

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One of the main points of their success is the “tell-it-like-it-is” mentality in the copy featured on the web site and the product descriptions. Woot.com is not afraid to tell you the product is a “putrid shade of green.” Custom-ers will visit Woot.com everyday and even if they don’t purchase the product, they will read the tongue in cheek comments and the heavy sarcasm throughout the site. Woot.com’s web site is also known for the personal way the web site tries to speak to the customers. Instead of a “buy” button, the button says “I want one!” Some of the product descriptions have even resorted to clever paro-dies of songs. The entire web site, including its FAQ sec-tion, is humorously approached and simplistic.

Situation Analysis

LOOK HOW HAPPY HE IS! DON’T YOU WANT TO BE PART OF THAT?

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Situation Analysis

GO AHEAD, LAUGH.

Brand EvaluationWoot.com is a brand with some spunk, color (mostly green) and attitude. If Woot.com were a person, it would be a 30-something year-old male businessman that was sarcastic and liked to crack jokes.

Woot.com has built a good, healthy, fun brand—one that seems to stand out from the rest. A few minutes on the website and you get that feel. It’s a brand that customers enjoy interacting with; it’s just that not too many people are aware of the brand yet.

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Situation Analysis

The ProblemWoot.com, like so many other e-commerce sites, is a relatively new website among millions of other sites online. Woot.com faces a problem of aware-ness. Effective media buying can increase the target’s awareness of Woot.com’s existence and increase traffic to the website.

While Woot fans may be whole-heartedly convert-ed to the beauty that is Woot.com, they have not been preaching it enough. Woot.com hasn’t spent a lot on advertising and spreading the word about their web site.

WOOT? IS THAT SOME KIND OF DISEASE?

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Situation Analysis

SWOTStrengths- Online-accessible anywhere with connection- Online Community- New product everyday- Cheaper Prices- Cheap/consistent shipping prices- Humor – connection and understanding of target- Users return not just to shop but also to participate in the community

Weaknesses- Can’t shop or browse for product- Those with no access to Internet are excluded- No return policy- No customer support- No idea for how long a product will last for in one day- Not an instant access to product that actual stores bring- Limited in amount individual users can purchase- No idea for what is items are coming in the future

Opportunities- Highly focused market- Potential referrals made by online community- Variety of products- Income from both advertisements and products sold- Loyal Customers- Growing E-commerce and the Internet- Social Network users more likely to buy online- Millions of penny-pinching consumers looking for good deals- Capitalizing on the struggling economy

Threats- Competitors- One deal a day sites: WhiskeyMilitia, 1saleaday.com,- Penny auction sites: Dealdash.com- Online Shopping with more browsing capability: Amazon.com- Brick and Mortar Stores: Best Buy, Circuit City- Bad buying experiences and no customer service to help

THAT’S SWOT WITH AN ‘O’ MIND YOU.

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III. Media Objectives

“If our campaign doesn’t complete the objectives, we’ll possibly consider maybe giving you your money back.”

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The Objectives

Media Objectives

1) Within the $20 million budget create a national awareness of Woot.com among the target audience.

2) Promote and create awareness of the unique Woot.com brand personality.

3) Increase Woot.com sales by 7%.

4) Reach 70% of the target market within the beginning 3 months of the campaign by beginning with a heavy launch on all fronts (TV, Radio, Outdoor, Internet, Magazine, and other Non-traditional).

5) Reach another 25% in the following 4 months.

6) After the initial period, sustain awareness through magazine, outdoor, merchandise, and online advertising by reaching 70% of the target market at least ever 2 weeks.

6 SHOULD BE ENOUGH

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IV. Competitor Analysis

“Competitors? Don’t worry, we slipped something in his lemonade.”

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Competitor Analysis

Competitor SWOTWoot.com has some direct competitors--companies offering one-sale-a-day services--and other companies with similar services

Strengths- Using a system that people enjoy and is successful- Offer a service where people can get good deals

Weaknesses- Awareness problems- Customer service issues- Inventory levels- No brick and mortar stores- No focused target market/brand personality

Opportunities- Millions of penny-pinching consumers looking for good deals- Capitalizing on the struggling economy- The growth of the internet

Threats- Similar websites- Companies with better customer service- Companies with brick and mortar stores with tangible products

THEY AIN’T GOT NOTHIN’! YOU HEAR ME? NOTHIN’!

IV. Competitor Analysis

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V. Target Market

“We know them so well, we have earned over 524 restraining orders.”

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V. Target Market

Target Market

A Day In The Life

YEAH... LIKE HE’D HAVE A GIRLFRIEND.

Wake up to radio. Get up for work. Wash up, get dressed, drink a cup of coffee while reading WIRED magazine.

Commute to work. Listen to sports radio and yell at the jerk cutting him off.

Get to work in a San Francisco office building. Get through papers, meetings, phone calls, and sneak the occasional peak at ESPN.com to catch the scores.

Go to lunch with friends across the street. Go by outdoor advertisements. In extra spare time, pick up a magazine.

Continue work. Ew. Drags himself through the rest of the work day.

Commute home, too tired to yell at the guy who just cut him off.

Turns on TV to ESPN. Dresses down and relaxes for a bit. Watches favorite shows for a good chunk of night. Vanquishes a few villains on his video games.

Spends some time with girlfriend out in the city.

5am6am8am

12pm1pm3pm4pm8pm

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Target Market

Measurement Target- 25-54 year-old males

- Management, business, and financial tech- savvy professionals

- Annual income $75,000 - $149,000

- Live in suburban and urban areas across the country

- Own their own home or living space (i.e. no roommates)

- Interested in sporting events, electronics, and the (latest) gadgets

THE DEMOGRAPHIC ONE - I.E. THE BORING ONE

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Hi. My name is Jason Wright. I’m 28 years old, I live in San Francisco and work at an up and coming tech company. I went to college at Cal-Tech. I like to hang out with my buddies on the weekends. We love to party, laugh, and joke around. I like to impress my friends and am usually the one in the group that has the coolest new gadget. I know I’m a nerd, but I’m okay with that.

When it comes to finding these new toys, I’m always searching for the best deal. I usually make sure to get consumer input and read reviews before making a purchase but I’ve been known to buy stuff on the fly sometimes. I spend a lot of free time watching sports TV and surfing the web. I spend a lot of time on Facebook and Twitter, and I enjoy reading blogs and other news sites to stay up on what’s new and what’s in.

Target Market

Planning Target

THE EXCITING ONE!

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VI. Spot DMAs

“Spot was the name of my first dog. He was a great dog. Always so happy. He also had rabies.”

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DMAs

Plan of Attack

1. New York2. Boston3. San Francisco4. Seattle5. Phoenix

HERE IS WHERE ALL THE SUCKERS ARE

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DMAs

AND WE’RE NOT TALKING ABOUT THE BAND

- Nearly 6% of U.S. males 18-34 live here

- About 34% of DMA has a Bachelor degree or higher; 17% have some college

- Highest Concentration of salaries: $35,000-$149,999 (4 subsets)

- Number of white collar workers: 2,345,640

- Purchase of Computer Hardware and Supplies: 1,875,601

Boston

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New York

WE HEART NEW YORK

DMAs

- Just because of sheer numbers NY has a high percentage of males 18-34 (about 18%)

- About 36% of DMA has a Bachelor’s degree or higher; 16% have some college

- Highest Concentration of salaries: $35,000-$149,999 (4 subsets)



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DMAs

San Francisco- About 6% of US males (18-34)


- Highest Concentration of salaries: $35,000- $249,999 (5 subsets)



HEY, I THINK I SEE UNCLE JESSE AND UNCLE JOEY.

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DMAs

Phoenix

SAVE THOSE TREES, THAT LOOKS LIKE UTAH.

- About 5% of US males (18-34)


- Concentration is spread out more, but highest percentage is in the $50,000-$74,999 range at 20%


- Purchase of Computer Hardware and Supplies:2,157,542

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DMAs

Seattle- About 4.5% of US males (18-34)

- About 31% of DMA has a Bachelor’s degree or higher; 26% has some college

- Highest Concentration of salaries: $35,000- $99,999 (3 subsets)



A RARE PHOTO WHEN IT WASN’T RAINING.

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VII. Media Strategies

“We are experienced with media. We watch TV all the time.”

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Media Strategies

The Approach

Scheduling

Specific Geography

We are going to implement an offensive ap-proach with our strategy. Woot has no need to defend anything.

In addition to the 5 DMAs where we’ll heavy-up, we will target all major suburban and urban areas across the United States. Being an online company, Woot has that luxury.

We feel a pulsing strategy best fulfills the needs of woot.com

IT’S A CUTTHROAT BUSINESS & WE’RE GOING FOR THE JUGULAR

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Media Strategies

Strategy Statement

For white-collared geeks who are looking for a chance to interact with their fellow comrades, Woot.com provides a relatable, humorous, online shopping community and the excitement of a daily deal.

WE JUST WANT YOU TO BE HAPPY. THAT AND BUY STUFF.

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VIII. Media Tactics & Media Selection

“This was like choosing between chocolate and chocolate. We picked both.”

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AND THAT’S THAT.

The most difficult aspect of trying to price and buy media for Woot.com is that it offers a very unique service and products. Every day that you get onto Woot.com, you are treated to a new adventurous product.

Because the majority of these products are technology oriented and because our target market is primarily tech-savvy male adults, we based all of our MRI data and research off of Bestbuy shoppers and online shoppers.

We wanted a wide variety of media to reach every part of our target market possible. We decided that most importantly, for an awareness campaign, we needed to have a constant presence, but we wanted to hit our target market harder with our message dur-ing certain parts of the year.

Choosing both traditional and non-traditional, we wanted to sur-prise our target market with creative advertising, yet support the advertising message with advertisements in traditional media.We wanted to reach people that are already media overloaded.

Media Mix

Our Rationale

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Media Mix

Radio

BECAUSE DR. ROBINSON SAID SO...

Woot.com’s target market includes business men who make the daily commute to and from work. Bestbuy.com’s MRI data indicates that their users use the radio during those typical commute times: 6am-10am and 3pm-7pm.

We decided to target specifically ESPN network radio to cover the general love for sports that our target market has. We bought 7 days a week in the morning and 5 days a week in the evening.

M-F 6:00am-10:00am - 2,239,000 of target market and 115 index

M-F 3:00pm-7:00pm -2,021,000 of target market and 120 index

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Media MixTelevision

AHH... THE GLOWING TUBE...

We chose to capitalize on our target market’s love for sports and humor. Bestbuy.com’s MRI data indicated that a large portion of our target market was watching Comedy Central, ESPN, and G4. Our campaign focuses on heavying up during October with Hocky season.

Comedy Central - 135 index and 1,421,000 from target market - Late News/Late Night to capture highest rated shows Daily Show and Colbert Report

ESPN - 122 index and 2,002,000 from target market - Prime Access/Prime Time to capture prime sports watching fans - Football, Hockey, and Tennis highest indexed sports for target market

G4 - 144 index and 382,000 from target market - Fits our target market precisely and Prime Time/ Late News was purchased

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Media Mix

Magazines

HAHA. YOU READ MEN’S FITNESS?

As far as traditional media is concerned for our target audience there are some magazines we know they are still reading consistently.

Our taret market is interested in sports (particularly hockey and tennis) and the financial world. Thus, we have chosen to advertise in the following magazines.

Sports Illustrated - 7 weekly issues, 820,000 Target Market, 148 Index

WIRED - 12 monthly issues, 583,000 Target Market, 149 Index

ESPN - 12 monthly issues, 625,000 Target Market, 156 Index

National Geographic - 5 monthly issues, 924,000 Target Market, 157 Index

Time - 3 special edition issues based on technology topics, 687,000 Target Market, 191 Index

Men’s Fitness - 5 issues, 342,000 Target Market, 151 Index

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BOY, DO THOSE GREENS CLASH

Media Mix

Magazines

We wanted our maga-zines to capture the attitude of Woot.com.

Left: Advertisement gives our target market a taste of what visiting Woot.com is like.

Right: Finding similiari-ties between this man and their own lives, Wooting seems like it woud be the natural course of action.

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Media Mix

Magazines

A MAGAZINE AD, CAUGHT IN THE WILD

Addressing our problem in a tongue in cheek approach was the point of this ad. Since no one really seems to know what Woot.com is or even what the word “woot” means, we can take full comic advantage of that.

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Media Mix

Outdoor

PREGNANT WOMEN LOVE THIS IDEA.

Because our target market consists of young profession-als who have long commutes from their homes to the workplace and live in urban areas, we decided to lever-age the strengths of outdoor advertising in our marketing areas.

We wanted our advertiging to reflect Woot’s unique humor.

Left: Placed at bus stops, this ad allows consumer interac-tions.

Right: Random “Woot! bub-bles” will be placed on out-door monuments.

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Media Mix

Outdoor

BECAUSE GOING TO WORK SHOULD BE A LITTLE MORE EXCITING.

We wanted to capture them in transit too when they are in subways. These posters will line the subway and be animated by the movement of the subway down the tunnels. Every day the new item of the day will be posted, encouraging all consumers to at least take a look at the product on Woot.com.

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Media Mix

Outdoor

Finally, an outfit that’s uglier than you.

You’re mom would wear

something like this.

For this price, you should get

like 10 of these.

I FIND THIS AD OFFENSIVE.

We wanted to also place window ads on famous retailers windows. We calculated the ad space for the Gap, Old Navy, and Banana Republic on their windows. These stickers would be placed up on the exterior windows and poke fun at the outfits. This ties in di-rectly with Woot.com’s tell-it-like-it-is attitude and represents the brand’s sense of humor.

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Media Mix

Press Release

WE AREN’T PR EXPERTS, BUT WE’RE FUNNY.

We want the world to know just how ridiculous Woot.com can be and what better way then sending out a press release?

We’ve written a deeply sarcastic piece about suing anyone who uses the word “woot” without our ex-press permission.

We are unsure about how many people it will reach, because it depends entirely on how many newspa-pers/blogs decide to publish this article. We believe strongly that blogs that are technology focused such as Mashable and Gizmodo would publish this press release and that word would spread on the digital front.

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Media Mix

FOR IMMEDIATE RELEASE

WOOT.com announces $10 Billion lawsuit against the United States PublicON A HIGHER PLANE, Pandora — July 4, 2010 —WOOT.com CEO, Matt Ruteledge, announced his plan to at some point discuss some type of legal action with his friend’s Uncle, who happens to be the second best personal in-jury attorney in the Newark area, regarding the illegal use of the word, “woot” by felonious Americans the world over. The term “Woot” has mysterious origins; allegedly conceived by Frank Sinatra as a code word used by the rat pack, it may have also been the last word uttered by Elvis Presley before falling off his toilet. More modernly it’s become a commonly used word by gamers as an exclamation when he/she has done something impressive. This use of the word is what has the WOOT.com founders, “mad as the dickens.” WOOT.com is a popular online retailer that sales an outdated, refurbished product once a day for a moderate price. “The word ‘Woot’ is ours. You can’t have it,” said Ruteledge. “If you have ever said or even thought the word, I want your money.”

Ruteledge announced that he’s willing to settle out of court if each US citizen pays him $33.33 repeating. “We will accept cash, check, or pirate bullion. Either you pay, or I will be forced to take a nap, and then pursue further ac-tion using my army of consumer goods,” said Ruteledge.Ruteledge later said, “Ever since I came to this country from my Mother, I have dreamed of one day finding a magic steed to ride across the Aurora Borealis, but that didn’t work out, so now I’m suing everyone.” About WOOT.com:WOOT.com was Frankenstein’s second creation, ushering in Web 4.0 in 2004. Besides being a world leader in paper napkin manufacturing, WOOT.com has established itself as “el guapo” of the internet. WOOT.com has aspirations of becoming profitable by 2043.

2043 WON’T COME FAST ENOUGH.

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Media Mix

Internet

BESIDES, CLICKING IS FUN.

Our target market is first and fore-mostly, Internet users. They are among the heaviest users of the Inter-net (Index of 180 under Internet Quin-tile I). Plus, since our product and service can only be accessed through the Internet, the logical choice for our media buying is the Internet. We bought ads for ESPN, Wall Street Journal, Yahoo Sports, Amazon, IMDB, Cnet, BizRate, ZDNet, and Traveloc-ity. We spent the most on Amazon and Cnet and the rest were split evenly.

Visiting Woot.com is only a click away when we advertise on the web. It requires little effort or necessity for recall of the name. This is the most effective and the most measurable advertising we have planned.

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Media Mix

AL GORE APPROVED.

ESPN.com

Wsj.com

Yahoosports.com

Amazon.com

Imdb.com

Cnet.com

BizRate.com

ZDNet.com

Travelocity.com

1,328,000

3,164,000

780,000

1,521,000

658,000

503,000

96,000

187,000

469,000

195,000,000

3,164,000

10,128,000

17,286,000

5,943,000

5,840,000

1,187,000

1,894,000

6,755,000

201

215

228

259

327

255

239

292

205

Total Viewers Target Market Index

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Media Mix

SEOTens of thousands of people are searching each month online for deals and sales. Chances are, thou-sands of those searching haven’t heard of woot.com and are going to click on the first results that come up. Woot can capture a large audience looking for great deals by targeting specific search terms that relate to their target audience.

Woot.com will strategically target 5 keywords that have high traffic volume and the potential to get thousands of new, unique visitors each moth to the web site.

THAT STANDS FOR SEARCH ENGINE MANIPULATION...ER, OPTIMIZATION

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Media Mix

Facebook

WE PROMISE THERE’S A POINT TO THIS ONE

Because Woot.com exists solely as an online entity, it will be important to engage possible customers through emerging social networks. Facebook will be used in this fashion to help grow awareness of Woot.com and encourage customer loy-alty. The one deal every day function of Woot.com, post-ing the new item on Facebook everyday and sending it out to fans will be useful in driving them to the web site. It is more convenient to have Facebook remind you of the new Woot product everyday than having to go to the website.

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Media Mix

Twitter

NOT TWITTERPATED... TOO MUCH OF A STRETCH?

Twitter is also another im-portant social networking media we would like to use to offer exclusive product offers, promotions, and contests. This will allow Woot.com to keep in touch with their fan base as well as announce the deal of the day.

For other promotions that we are doing such as the Sucker cam and the video game Woot placement, Twitter will be an impor-tant way to spread the word.

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Board Game

Media Mix

IF ONLY WE COULD GET IN THE MOVIE NOW...

Woot.com has an interesting market. They are avid board game players and we created a Woot.com tie-in games for a limited time. We would give a limited amount to each board game store within our DMAs and we would have them given out to everyone who buys a board game that day.

Some of the tie-ins would be Clue with the items being products that Woot.com sells or Monopoly with each square being names of different prod-ucts. The games would be laced with different sarcastic comments about the original game and be a free expe-rience with the Woot.com brand.

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Media Mix

Promotional EventsComic Con is an annual comic book conven-tion held in San Diego. The event attracts 125,000 people annually to the expo center.It’s common to have celebrity endorsers at these booths and Chuck Norris is considered a mythological hero among this group.

The convention is a perfect place to find Woot.com’s target market. This is literally the place that we would expect to run into them.

We decided it would be smart to put a booth up for Woot.com within Comic Con. Each day would feature a different product that would highlight how the web site works. Once again, bringing the online shopping world into a real life experience.

CHUCK NORRIS CAN KILL 125,000 PEOPLE ANNUALLY.

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SMS Marketing

Media Mix

WE PROMISE NOT TO BE TOO ANNOYING

We wanted to hit our target market from their third screen in their life.

We would set up strategically placed digital billboards which read:

Text your sarcastic comment to 22354!

The billboard would then display their sarcastic comment next to the product of the day. We would also have their number to send them the product of the day unless they opt out. We would have to have someone filter their comments to make sure they are appropriate.

Text your sarcastic comment to 22354!

SPUTNIK HAS COME BACK TO KILL US ALL!

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Media Mix

Video Games

FINALLY MY ELF SHAMAN LEVEL 53 WILL FIT IN.

Drawing upon the wells of ner-diness that lie within our target market, we have decided to imple-ment “Woot! bubbles” into World of Warcraft.

Woot is gamer terminology for “Wow, loot!” But as it has passed to the net-culture where it has thrived in video game communities it has is used simply as an expres-sion of excitement.

Every time the players in the game type “Woot!” their character will display the bubble. Because of its frequent use, exposure to the Woot.com brand will spread quick-ly.

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Media Mix

Sport Events

USING OTHER PEOPLES’ STUPIDITY TO OUR ADVANTAGE

Sports are an integral part of Woot.com’s target market. That’s why we created “The Sucker Cam.” This is based off of the use of Woot.com’s “Suckers” or those who buy the products from them. We will announce that the first group to get themselves on the camera on television during a professional sporting event with the word “Woot” painted on their chest will be given a $5,000 prize. This will spread excitement and the number of people that will be participating will increase exposure.

Woot Thunderstix will also be given out at sporting events to pro-mote the name recognition and also to add a brand experience. The back of the sticks will read: “Instructions: Really... you need instructions for these?”

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Media Mix

Merchandise

THESE SHIRTS ARE KIND OF LIKE THE NEXT BIG THING.

No company is complete without logo branded swag. We feel like we can create merchandise that our target demographic will use and that match the company personality. Items that can be used in an office environment will especially go a long way in getting Woot.com’s name out into the public. It’s another way that Woot.com’s brand can come off the screen and into the real world.

We will be giving out merchandise online for free, at events, and placed in 300 internet cafes for each DMA.

Bumperstickers will be given out for free at events and cafes. T-shirts offer another way for us

to spread awareness.

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Media Mix

Merchandise

FOR THOSE NOT LIVING THE WORD OF WISDOM.

We believe in coffee... mugs. We think that giving out these mugs is a great move because of their long shelf-life compared to other merchandise and the popularity of their use in places that are target market visits frequently. At the office, at the cafe, at home in front of the computer, they’ll be reminded that they haven’t checked Woot.com yet today.

Because we are sending our merchandise to internet cafes, we thought it would be exciting to include Augmented Reality coasters. Each coaster comes with a AR code stamped on it that when held up to a computer camera, will reveal a 3D image of the product along with a code to get a discounted price. Visi-tors to the cafes will check out the product on each coaster and those that haven’t seen Augmented Reality will give a lot of attention to Woot.com.

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IX. Media Flowchart & Budget

“Our calculators are succesfully broken in now and a few were actually broken.”

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X. Purchase Evaluation

“So this is kind of like our report card. We took the liberty of giving ourselves A’s”

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Purchase Evaluation

WE WORKED SUPER HARD ON THIS PROJECT... SO....

The easiest way for us to recognize the success of the campaign will come from our Internet advertis-ing data. We will know exactly how many ads sent consumers to Woot.com.

The augmented reality coasters will be trackable by how many people use the promotional codes. We can also see how more aware people are by the number of people that search “Woot” over the cam-paign period as well as count the amount of press we get on blogs and the web.

The majority of our campaign is focused on building a brand identity and awareness of Woot.com. We can take a survey of how many people are familiar with Woot.com and then measure that with a survey after the campaign. The survey should take place in the DMAs that we have chosen.

Overall, we will know the success of the campaing by an increase of traffic to Woot.com’s web site.