bumps and bundles
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1 | P a g e
2012 Marketing Plan
Written, prepared and presented by
Stevi M. Buglewicz
2 | P a g e
Table of Contents
Situation Analysis………………………………………………………………..…3
Research…………………………………………………………………………...3-4
Surveys…………………………………………………………………….20-22
Goals…………………………………………………………………………………5
Target Audience………………………………………………………………….....5-6
Big Idea………………………………………………………………………………7
Position……………………………………………………………………………….7
Strategy……………………………………………………………………………….7
Appeals………………………………………………………………………..7
Ads: visual, audio, feeling…………………………………………………….8
Placement…………………………………………………………………………...9-10
Campaigns…………………………………………………………………………..10-18
Outdoor……………………………………………………………………….10
Sidewalk Ad…………………………………………………………………..11
Direct Mailers……………………………………………………………….12-13
Online ……………………………………………………………………….14-15
Social Media…………………………………………………….……14
Website……………………………………………………………….15
Print Ads……………………………………………………………………...16-17
TV Script………………………………………………………………………18
Radio Script……………………………………………………………………18
Presentation Prezi………………………………………………………………29
3 | P a g e
Situation Analysis
Product: Bumps and Bundles Maternity and Kids Consignment is a store that buys and sells
gently worn, near new condition high-end kids and maternity clothing and equipment, such as
strollers, diaper bags, toys and other name brand kids and maternity items.
Strengths (Internal Elements)
Variety of items
Attractive layout
Large space
Well-stocked
High quality products
High-end name brand items
Only Bumps and Bundles in Colorado
Weaknesses (Internal Elements)
No reputation
Hardly any print advertising
Barely any online advertising
No media advertising
Only 1 staff member-owner does all
work
Website mostly under construction,
does not follow branding
Very little online traffic and no online
consistency
Opportunities (External Elements)
Near college with wealthy student
population
Located in wealthier family-friendly
town
Only high-end consignment store in
town
Only high-end consignment store
dedicated to kids and maternity in
Golden and surrounding cities
Consignment stores are eco-friendly
Low cost items are attractive during
harsh economic circumstances
Buys items as well, which is also
attractive in a harsh economy
Threats (External Elements)
Bumps and Bundles is a pediatrician
practice in California. Bundles and
Bumps is a pregnancy photography
company in Arizona. Both show in
keyword search online.
Abundance of thrift stores,
consignment stores and kid's item
stores as well as maternity stores in
Denver and surrounding cities
Research
Secondary Research
According to owner observations, many customers are fashionable, young moms that are in town
with their new husbands or long-time boyfriends attending the School of Mines. Grandmas are
also common customers and they tend to be higher income, retirement fund grandmothers.
Fathers are not as common in the store, but have shown themselves to be the higher paying
customers when they do come in either by themselves or with their wives and families. These
fathers are normally upper middle class, local men.
4 | P a g e
Bumps and Bundles is a new business, so there is not much in the way of secondary research for
this particular store, but other consignment stores not far from Golden, CO have had some loyal
followers. Thrift stores that also sell used clothing and kids and maternity items are very popular
in Denver and surrounding areas, such as Golden. Websites like TheThriftShopper.com and
Yelp.com show that there is an active thrift store shopper community because people can find
high-end items for lower prices than retail and outlet stores. Also, people feel they are being
more environmentally caring when they shop at thrift and consignment stores. Another type of
shopper, the scavenger, also prefers consignment and thrift stores because they can find items
that are no longer sold in chain stores, so they feel they have found a unique item.
Mommy Blogs, such as youngmoms.com, focus on money-saving tips and tricks. These include
coupons and specific websites. They also mention that many young moms feel they are being
stereotyped as not being very good moms because they can't afford nice things for their child and
they don't know as much about children. So, this shows that young moms would like to break
that stereotype because they do want high-quality products for their children and they want to
show they care just as much for their children and they are just as good at being mothers as older,
more financially stable mothers.
Primary Research
Two surveys have been sent out: one to potential customers and one to current customers. The
first is a surveymonkey.com multiple answer survey asking parents to describe how they buy and
decide to buy their children's items. This survey helps to find out how people decide to purchase
from certain stores, how often they decide to purchase items for their children and why they are
buying children's items. This survey was taken by young mothers living in Denver, Littleton and
Englewood in Colorado. Most look to spend as little as possible for their child's clothing by
receiving gifts, using hand-me-downs and shopping sales and thrift stores. They do not have a
loyalty to just one brand, but do shop frequently. This group of young mothers seems like they
would be largely influenced by the low price aspect of Bumps and Bundles and would be
attracted by coupons and sales within the store.
The second survey is for current customers in order to find out how they heard about Bumps and
Bundles and to see which demographic is shopping there currently. This is given to customers
during checkout and can be continually used during the marketing process to see if there is an
increase in customers coming in based on internet ads or other types of advertisements.
According to this survey, the customer base is currently made up of females buying for their own
child while some are buying for their grandchild. Currently, customers are only finding out about
Bumps and Bundles by driving by and word of mouth from other customers. Most are new
customers that live in Golden, Colorado. Based on these results, Bumps and Bundles is reaching
its target market of mothers and will benefit from marketing in Golden, but needs to market to
surrounding areas in order to expand its customer base to mothers outside of Golden.
5 | P a g e
Goals and Objectives
This campaign will increase awareness of Bumps and Bundles as a kids and maternity store,
increase in-store sales, introduce sales, coupons and special events and change customer's minds
that name brand items are too expensive for their budget.
Internet: Twitter and Facebook followers will increase by at least 15 followers each per quarter
and the website will attract at least 15 more views every quarter.
Print ads: Flyers and sidewalk ads reach residents of Golden and immediate surrounding areas
for people that normally shop in and around Golden. The increased awareness from these ads
will be measured solely by surveys given to customers by staff at the time of purchase, which
should show a 10% increase in the number of customers that were made aware of Bumps and
Bundles by print ads.
TV/Radio ads: TV and radio advertisements reach a local area as well as further cities, such as
Denver, Englewood, Aurora, Parker and Highlands Ranch, which all have significant suburban
populations. The increased awareness from these ads will be measured solely by surveys given to
customers by staff at the time of purchase, which should show a 10% increase in the number of
customers that were made aware of Bumps and Bundles by TV and radio ads.
Val-pak and direct mailers include coupons to increase awareness as well as sales. Increased
awareness brought on by these ads will be measured by the amount of coupons used. There
should be a minimum of 10 coupons used every quarter to support the extended use of coupon
advertising.
The combination of direct mail/coupons, social media/internet, print and TV/radio ads should
result in a sales increase of 25% each quarter.
Target Audience
The target audience contains these characteristics:
First or second time mother
The first time mother does not have hand-me-downs for their child from any
previous children and does not have maternity clothes from a previous pregnancy.
By reaching this audience, staff can appear knowledgeable and friendly in order
to create a loyal customer out of this first time mom so she feels comfortable
returning for any future purchases for her first child and any future children.
Many first time mothers may be excited, but also confused and have many
questions, so by appearing as a knowledgeable, well put together store, these
could be return customers. First time mothers also invite many friends and family
members to baby showers and can recommend Bumps and Bundles as high-end,
low-price store for their child.
6 | P a g e
Second time mothers may not have hand-me-downs if their second child is a
different gender than their first. Also, all pregnancies are different and they may
need to purchase different maternity clothes due to different weight gain or a
different type of pregnancy (multiple children versus single-child pregnancy the
first time).
Young mother (age 18-29)
The young mother demographic is conscious of fashion trends and pays attention
to looking stylish during pregnancy and assuring their child also has "cute" and
fashionable clothing and items. However, they may not have as much money as
older moms that have had more time to save up for their pregnancy and child. So,
they can be relieved to find a store with brand name, high-end items sold at a
lower price than buying directly from the brand's store.
This age demographic does most research online and has one or more social
media profiles. They are an easier target to market to freely through online ads
and offers.
Upper middle class
The high-income, rich demographic can order online or shop at high-end retail
stores and spend time at malls and boutiques to buy brand names directly. They
may also be loyal to certain brands and want to buy direct in support of those
brands which include: Calvin Klein, Ralph Lauren, Gymboree and other brands
that are featured in their own stores and not inexpensive retail outlets such as
Wal-mart or Target.
Mothers in the upper middle class demographic have luxury money, but not as
much as the high-income demographic. They are aware of name brand items, but
do not have the income to be loyal to just one brand or buy direct. A consignment
store sells name brand items at a lower price than direct stores. So, mothers can
still purchase high-end clothing without spending necessity money.
Environmentally and socially conscious
Consignment clothing stores are more environmentally friendly than direct stores
and boutiques because they recycle items rather than throw out dyed, hardly used
items. Not only can you purchase these items, but items that are not purchased go
to benefit the Tall Pines Indian Reservation in Kansas. So, Bumps and Bundles
caters to the values of recycling and charity.
Residents of Golden and as far as Denver (approximately 15 miles)
There are plenty of thrift stores, consignment stores, children's stores and
maternity stores in Denver and the surrounding areas, but only Bumps and
Bundles can promise high-end, brand name clothing and items specifically for
babies and maternity at a low price. Bumps and Bundles does not have an online
store and does not currently have plans to start one, so the customer base is
physical, in-store sale from local residents.
7 | P a g e
Big Idea
The Back-Up
The campaign plays off the idea that little babies create big messes and, therefore, require
replacement items and the "back-up" outfit. The back-up outfit is the outfit that every mom
carries in their diaper bag for when their baby covers their clothes in food or liquid.
Advertisements use this idea to say that moms can afford to carry around name brand clothing as
their back-up outfit, so it doesn't look like they are dressing their baby in their second choice
outfit after they make a mess of the first one. Ads will also focus on broken toys and stained
items such as carriers and blankets to promote name brand baby equipment mothers will need to
purchase as a replacement for their previously ruined items.
Position
Bumps and Bundles Maternity and Kids Consignment sells high-quality, high-end name brand
products that all mothers and mothers-to-be can afford even if they don't have the money to
purchase name brand products directly from the retailers, while also being a green alternative to
buying direct because baby and maternity items are being recycled when you sell to or buy from
Bumps and Bundles.
Strategy
Appeals
Humorous: most ads will rely on humor to illicit a positive emotional response with the
Bumps and Bundles brand. Humorous ads will trigger future memories when shoppers
think about where to buy maternity and children's items.
Emotional: body copy and TV ads must focus on using humor to illicit a positive
emotional appeal, but also stir loving and caring emotions in viewers. These emotions
will remind viewers to buy high-quality items for their child or as a gift for another's
child to show that they care enough to buy quality and name brand products.
Ads
Visual
Each advertisement features one or more baby posing in common infant poses.
Photographs show babies smiling at the camera or covered in food or liquid. They will
also feature high-end items for young children. These ads will use bright colors for the
pictures and bright lighting, while the words of the ads will match with the logo: mainly
black and white with a splash of yellow, martini green and/or pink for bright color.
Audio
8 | P a g e
Music is light, cheerful and soothing in the background to create a sense of joy and
comfort. Voice is smooth, slow and female to speak to a maternal audience.
Feeling
The feel of the ads is high-energy, positive, cheerful and family-oriented. They will
portray the brand as a family friendly, high-quality consignment store that caters to all
baby and mommy needs. The goal is to remind families and their friends about baby
needs during pregnancy and the beginning months of childhood, while also making them
smile and feel a sense of remembrance and joy at common baby activities and
personalities.
9 | P a g e
Placement
Online Advertisements Mommy blogs
ads submitted each
month to be on each
monthly blog
Specifically mom blogs that
cater to young moms (defined
as mothers in their teens and
twenties). These mothers are
looking for a way to buy
inexpensive products, but still
show they are trendy and can
provide nice items for
themselves and their child.
pay for ad once per
month per Facebook
guidelines
Facebook ads target audiences
based on their status updates
and page likes, so new moms
that track their pregnancies
and update their friends on
their new children/family will
see ads for Bumps and
Bundles.
Review sites Google review, Citysearch and
Yelp.com categorize stores
based on keyword searches, so
creating a positive outlook on
review sites will attract
customers already looking for
products that Bumps and
Bundles sells.
TV Advertisements Times
Ad featured during the
day, starting at 10 AM
until primetime to
reach the stay-at-home
and home from work
audience
Commercial played on
specific Colorado channels to
reach a local audience.
Channels include 2, 4, 6, 7, 9,
20 and 31 to reach Denver and
surrounding areas.
Radio Advertisements Times
Played from 5 AM
until 9 PM to reach the
stay-at-home and home
from work audience
Commercial played on FM
stations to attract a local
audience. Specific stations:
106.7, 93.3, 95.7, 107.5, 91.1,
100.3 and 97.3 to attract their
younger demographic.
Local placements Colleges
ads distributed the 1st
of each month to
attract newly
discovered pregnancies
School of Mines, University
of Denver and Auraria
Campus will reach out to
young moms who are on
campus as students or visiting
the dads that are students.
10 | P a g e
Poster and flyer ads are best
placed here as a quick way to
grab attention and give
location information. Bumps
and Bundles is only a few
blocks away from School of
Mines and 15 miles from
Denver.
Golden Tribune
ad in May issue to
attract summer
shoppers at the
beginning of summer
Ad space in the local Golden
Tribune will attract the whole
Golden community, which
includes moms, but also
grandparents, other family
members and family friends
by showing there is a local
store that can handle their
baby and baby gift needs.
General Advertising Valpak
submission completed
at end of each season
to move new items at
the beginning of each
next season
Valpak provides coupons in
paper mailers to Golden and
surrounding areas. It also
provides coupons online that
show in all search engines
based on keyword searches.
Outdoor Campaign
This campaign will grab the attention of people walking around town, so they are made aware of
Bumps and Bundles' location in order to purchase products from the store.
People out walking are normally shopping or participating in other leisure time activities and
walking across this advertisement will remind them of things they need to pick up for their baby
or a friend or family member's baby. It can also catch the attention of pregnant women out
walking and let them know there is a store close by that can provide maternity clothes and baby
products.
Ads feature a different mess, such as a spill, broken toy or stain on each sidewalk square leading
up to the message that babies make messes and educating that Bumps and Bundles can provide
new products when old ones become messy or broken, which leads to a colorful ad with location
and website information.
11 | P a g e
12 | P a g e
Direct Mailers
The advertisement is a disposable, thin plastic green bib with spots on it to make it look like it
already has spills scattered all over. It can be used as soon as it is removed from the envelope and
unfolded.
The second page to the mailer contains additional store and website information as well as a
coupon to encourage customers to purchase in-store products.
13 | P a g e
Check out our websites for exclusive promotion information:
http://babygogreeninc.com/
http://www.facebook.com/pages/Bumps-Bundles-Maternity-Kids-Consignment-Boutique/
http://www.bumps-and-bundles.com
Name brand items, not name brand prices!
So, you and your loved one can look your best, no matter what
the mess.
At Bumps and Bundles, we know what being a mom is like, from
the first smile to the never ending amount of spills, stains and
broken toys. So, whether you're buying for the first time or
shopping for replacements, come see our friendly staff for all your
baby needs.
We also know being a mom is busy enough as it is and that's why
we are here for you 7 days per week. If we don't have what you're
looking for on the day you come in, our owner will make it her
personal mission to find it for you,
just ask!
Bumps and Bundles is also proud to be the exclusive retailer for
Baby Go Green products for fashion forward, eco-friendly families.
14 | P a g e
Online advertising
Social Media
http://www.facebook.com/pages/Bumps-Bundles-Maternity-Kids-Consignment-Boutique
www.twitter.com/BumpsAndBundles or @BumpsAndBundles
Both Facebook and Twitter accounts update followers on current promotions and sales
going on in the store. When no sales, friendly updates will remind customers about the
already low prices. Accounts will also update customers when new shipments arrive if
they are big shipments or popular items.
www.yelp.com/BumpsAndBundles
Yelp will be frequently checked to verify reviews are positive and encourage customers
that are looking for maternity, kids and consignment stores in the area.
Facebook, Twitter and Yelp followers will be offered exclusive, limited time deals at least twice
per year, once at the end of fall and once at the end of spring in order to increase customer sales
on new products.
15 | P a g e
Website
Home What We
Buy About
Special
Offers Hours Location
Contact
Us
Meet
Riley
Home Page
Products listed
under the About
tab
Sub-tabs
Baby
Clothing
Photos
Baby
Equipment
Photos
Maternity
Clothes
Photos
16 | P a g e
Print Ads
17 | P a g e
18 | P a g e
TV Script
Music 2 seconds. Face it. Our little ones make big ones. Since you can't fit a washer and dryer
into their diaper bag, you'll need the next best thing: the back-up outfit. Thanks to Bumps and
Bundles Maternity and Kids Consignment, you can buy name brand clothing without paying
name brand prices, so even the back-up outfit can show your favorite label. Bumps and Bundles
in Golden, Colorado: brand name items that every mom can afford. Even if it is just for back-up.
http://screencast.com/t/kQVx9anho
Radio Script
(Baby voice) Pasghetti sauce! Grape juice! Booberries! (Adult female voice) If you're a mother,
you can already see the stains on your child's clothes, toys, chair and places that still surprise
you, but now, thanks to Bumps and Bundles Maternity and Kids Consignment, you don't have to
spend a fortune on your favorite name brand items for your child, so their big messes don't cost
you big money. Bumps and Bundles in Golden, CO: brand name items that every mom can
afford. (Baby voice trailing off) Cereal! Apple juice! Milk!
http://screencast.com/t/c6QWT0CDdhHe
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Presentation
http://prezi.com/xuw4jo4cifbv/ad-class-presentation/
20 | P a g e
1. Where do you purchase your child's
clothing?
Online Shopping
Gifts
Loyal to one store/brand
Store closest to where you live
Mostly thrift stores
Mostly hand-me-downs
Other (please specify)
2. What is your favorite place to buy kid's
items and maternity clothing?
Don't Have One
Other (please specify)
3. Would you be willing to buy previously-
worn clothes in good/near-new condition
because they are less expensive than new
clothes at most chain stores?
Yes
No
Other (please specify)
4. How do you decide where to buy your
child's and your maternity items?
Coupons
Sales
Online Ads
Friend and family recommendations
Loyalty to one brand/store
Drive-bys
TV ads
Other (please specify)
5. Do you actively look for sales and/or
coupons on your child and/or maternity
items?
Always
Usually
Sometimes
Never
6. How often do you find yourself
purchasing clothing items for your child?
Almost daily
Few times per week
Whenever I realize I need something
Whenever they grow out of their current clothes
Other (please specify)
Question 1
online: 2
gifts: 5
one store loyalty: 1
Question 2
Target: 3
Old Navy: 3
Gymboree: 2
21 | P a g e
thrift stores: 3
Hand-me-downs: 5
Other: 2=consignment stores 2=store
with good sales
Gap: 1
Bumps and Bundles: 1
Motherhood Maternity: 1
Carter's: 1
Babies 'R' Us: 1
No favorite: 5
Question 3
Yes: 12
No: 2 (one specified as not if it's a gift
for someone, would for own kid)
Question 4
Drive-bys: 7
Online: 1
Coupons: 4
Recommendations: 4
Loyalty to one brand: 1
TV ads: 1
Sales: 7
Other: 1=magazine ads, 1=price
comparison, 2=store loyalty to more
than one store
Question 5
Always: 3
Usually: 3
Sometimes: 6
Never: 3
Question 6
Almost Daily: 0
Few times per week: 2
Whenever I need something: 9
Whenever they outgrow: 2
Other: 1=whenever there is a great sale,
1=buy as gifts for kids
Circle answer or place an X next your chosen answer Are you? Male____ Female____
Is this your first time at Bumps and Bundles? Yes___ No___
How did you hear about Bumps and Bundles? Internet___ Another Customer___ Just Driving By___ Other, please specify______________________________________
Where do you live? In Golden_____ Near Golden____ Over 30 miles from Golden______ Who are you buying for? Your child_____ Your grandchild____ A gift for someone else____ Thank you for taking time for this quick survey! This will help us with special promotions and
deals for our customers in the future. Have a great day!
Question 1
Male: 0
Female: 16
Question 2
Yes: 4
No: 12
Question 3 Question 4
22 | P a g e
Another Customer: 6
Drive-bys: 6
Internet: 1
Other: 3 = mailers
In Golden: 14
Near Golden: 1
30+ miles from Golden: 1
Question 5
Child: 11
Grandchild: 4
Gift for someone else: 0
Selling clothes: 1
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