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Advertising Campaign

The concept of our Advertising Campaign will be explained in 3 paragaphs: Target group desciption per phase In this paragraph we will explain on which subgroup well be focussing. Specific advertising actions What activities will take place, what is the estimated effect. The media planning GANNT-chart will be available in the appendixes Estimation of costs In this paragraph we made an estimation of the costs of these advertising expressions.

Target Group Description per phase


To market our expierence centre troughout the whole dogowner population we focus our marketing expressions on different core groups within the whole popululation (households with at least one dog).

Pre-opening (Phase -a)


3 months prior to opening Everyone, even non dogowners. In this phase we want to create a buzz. People will have to tell eachoter about the expierence centre to come. These actions have to generate free media exposure for the experience centre. So many people will know about its existence. The people who will get very exited about the experience centre will be the innovators/early adopters in the Rogers innovation adoption curve. Further on reffered to as the upperclass dogowners

First phase (Phase A)


The first 6 months after opening Our core target group consists of dog owners who want only the best for their dogs and dont care to spend a little extra money for good dogfood and care. These dogowners live in the proximity of amsterdam as our expierience centre will be posissioned here. This group will be the early majority in the Rogers innovation adoption curve. Further refered to asthe loyal pedigree costumers.

Second Phase (Phase B)


6 months till the end of the first year after opening In this phase our core target group will be people wo usually wouldnt buy pedigree or go to a petsalon. In this phase we will have to market our experience centre as a daytrip, to spend some qualitytime with you and your dog. This group will be the late majority in the Rogers innovation adoption curve. Further on this group will be reffered to as the dog owners

Third Phase (phase C)


After the first year of opening After one year the marketing expressions will span across the two subgroups. And will be less present because we have a small group of recurring guests. And people will tell eachother about their personal experience at our centre. Any new aquired guests/costumers will belong to the laggards group in the Rogers innovation adoption curve, and wil be refered to as such. (Valuebasedmanagement.net, 2012)

Specific advertising actions


In this paragraph a few advertising ideas are explained, the corresponding mediaplanning will be available as apendix 1

Pre-opening (phase -a)


3 months prior to opening in this phase we dont want to give everything away about our experience we well express some actions without letting the people know that its a marketing act for the pedigree centre. But people will remember these action and will link them later to our experience centre. Dirty dog/clean dog campaign At first all over the center of Amsterdam pictures of dirty dogs will appear for 2 weeks. And in several daily papers. After these two weeks, all the posters will be swapped for posters with happy and groomed dogs exclaiming their exitement. These new poster will be visible for three more weeks. The poster will be placed behind windows of any builing, residentials, business properties, shops, empty lots. People provinding these spaces will be givven a small cooperation fee. With this act the target group will search on the internet whose behind this campaign, and want to find out what it all means.they will be on the lookout for a explanaition of this advertising campaing Below is a first draft of the dirty dog poster:

Dog-wash To link peoples memories of the dirty dog/clean dog campaign to pedigree, we will place a mobile dogwash at several crowded squares and places as; de Dam, museumplein, westerpark, vondelpark en de nieuwmarkt. Here bypassing pleople can get their dog washed for free and get a free sample of dog shampoo. The stand will carry the Pedigree logo, and free dog snacks will be handed out to bypassers. Along with a opening soon flyer about our experience center. To link this act to the previous dirty dog campaign the poster of the clean dogs will be visible at the stand. The effect of the mobile dog-wash will affect the vision and thought of the visitors on pedigree as a brand. They will see pedigree as a brand that takes care for their dogs. These visitors will be curious about the soon opening experience center. Below is a picture for illustration.

First phase (phase A)


The first 6 months after opening Flyering Throughout the first month after opening, people on rollerblades wil hand out flyers in het vondelpark, to people walking their dog. When they hand out the flyer they will explain why people should visit the experience center. When a possible guest/costumer shows intrest in the center they will be handed a discount voucher for that day, givving them 50% off the treatment and 15% off any article from the shop. After this month the flyers will still be handen out only the discount coupons will disappear. The effect of this campaign will be some spontanious visitors, who will be overwhelmed by our experience. Elderly people campaign After one week, we will invite an elderly home to come visit the experience center with some dogs from a shelter, generating free local publicity.

Facebook photo sharing When visitors of the experience center had a picture taken by our photographer, the can email this photo directly to their own e-mailadress and share the picture on facebook, on the free emailed photo and the shared one on facebook will carry the pedigree palace logo. Letting the friends of the doglover in question know about their visit.

Second Phase (Phase B)


6 months till the end of the first year after opening flyering the flyering action will be less intensive, and be limited to non peak days, when we struggle to meet our daily targets. The flyering will be done by staffmembers. We might aswell throw in the discount coupons when its neccesairy. To generate some some extra turnover. mobile dog wash the pedigree mobile dog-wash will travel troughout the country visiting different dogshows and convensions. The treatment wil not be for free as it was in phase a, but will be slighty under the price of the treatment at the pedigree center. The mobile dog wash can also be rented by companies, along with a photographer if desired. This will create some extra exposure in the core of our target group. Training sessions Every month special training and expert Q&A sessions will be held, for a small entrance fee people can join these sessions. Generating extra income, visitors and turnover.

Third Phase (Phase C)


After the first year of opening flyering the flyering action will be less intensive, and be limited to non peak days, when we struggle to meet our daily targets. We might aswell throw in the discount coupons when its neccesairy. To generate some some extra turnover. mobile dog wash the pedigree mobile dog-wash will travel troughout the country visiting different dogshows and convensions. The treatment wil not be for free as it was in phase a, but will be slighty under the price of the treatment at the pedigree center. The mobile dog wash can also be rented by companies, along with a photographer if desired. This will create some extra exposure in the core of our target group.

Training sessions Every month special training and expert Q&A sessions will be held, for a small entrance fee people can join these sessions. Generating extra income, visitors and turnover.

Estimation of costs
Pre-opening (phase -a)
3 months prior to opening Dirty dog/clean dog campaign Design for 8 different posters 1200 Printing 200 A1-posters 530 cooperation fee locations(50 euro) 2500 (50 locations) Total 4230 (Posterdesign.nl, N.D.), (Idrukker.nl, N.D.) Dog-wash Buying the dog wash trailer Clearance sqaures and parks Promoters and washers 5 days, 3 promoters, 3 washers 30 p/h Total

30.000* 10.000* 7.200* 40.000*

* means rough estimations, no references found.

First phase (phase A)


The first 6 months after opening Flyering Design flyer 150 Printing 5.000 A5 flyers 120 3 Promoters (10 days, 25p/h) 6000* Totaal 6270* (Posterdesign.nl, N.D.), (Idrukker.nl, N.D.) * means rough estimations, no references found. Elderly people campaign Transportation of the elderly 125 Catering 320 Total 445 (Diks Autoverhuur, N.D.) (peperwortel traiteur catering, N.D.) Facebook photo sharing none

Second Phase (Phase B)


6 months till the end of the first year after opening flyering Design new flyers Printing 5.000 flyers Total mobile dog wash transportation costs 3 washers 8hours/30 euro p/h exl. Incomes Total 150 120 270 1000* 19.440* 20.440* 6000

Training sessions Hiring the expert (est. 1000 p/d)

Third Phase (Phase C)


After the first year of opening flyering Design new flyers Printing 5.000 flyers Total mobile dog wash transportation costs 3 washers 8hours/30 euro p/h exl. Incomes Total 150 120 270 1000* 19.440* 20.440* 6000

Training sessions Hiring the expert (est. 1000 p/d)

Bibliography
Valuebasedmanagement.net. (2012, 04 17). Methods rogers innovation adoption curve. Opgeroepen op 06 03, 2012, van valuebasedmanagement.net: http://www.valuebasedmanagement.net/methods_rogers_innovation_adoption_ curve.html Diks Autoverhuur. (N.D.). persoonbusjes. Opgeroepen op 06 03, 2012, van www.diks.nl: http://www.diks.net/pb-ex.html# Idrukker.nl. (N.D.). poster drukken ter promotie. Opgeroepen op 06 03, 2012, van www.idrukker.nl: http://www.idrukker.nl/posters-drukken-ter-promotie.html peperwortel traiteur catering. (N.D.). catering. Opgeroepen op 06 03, 2012, van www.peperwortel.nl: http://www.peperwortel.nl/catering.htm Posterdesign.nl. (N.D.). prijzen. Opgeroepen op 06 01, 2012, van www.posterdesign.nl: posterdesign.nl

Dates Start 01-01-13 01-01-13 15-01-13 20-02-13 01-04-13 01-04-13 07-04-13 01-04-13 01-10-13 01-10-13 01-10-13 01-10-13 01-04-14 01-04-14 01-04-14 01-04-14 End 01-04-13 14-01-13 05-02-13 20-03-13 01-10-13 01-05-13 14-04-13 01-04-14 01-04-14 01-04-14 01-04-14 01-04-14 01-10-14 01-04-14 01-04-14 01-04-14

Weeknumbers Start 1 1 3 8 14 14 15 14 40 40 40 40 68 68 68 68 End 14 3 6 12 40 18 16 14 14 14 14 14 40 40 40 40 Amount of weeks 13 2 3 4 26 4 1 52 26 26 26 26 108 108 108 108

Phase -a Dirty dog campaign clean dog campaign dogwash -a Phase A flyering elderly people action facebook photo sharing Phase B flyering mobile dog wash training sessions Phase C flyering mobile dog wash Training sessions