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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.
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.
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.
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
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
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