wegmans wpop presentation
DESCRIPTION
Describes the development of a powerful, highly successful advertising and marketing campaign from idea brainstorming to implementation.TRANSCRIPT
12/12/2009 1
Fred Kopp
October 2009
12/12/2009 2
The evolution of a successful ad campaign.
Fred Kopp
The evolution of a successful ad campaign.
Fred Kopp
A Seed of an Idea…A Seed of an Idea…Can Grow a
Garden of Successes!Can Grow a
Garden of Successes!
The Challenge…The Challenge…
• Develop new, instantly-recognizable packaging
• Communicate that the product is of higher quality - better taste
• Differentiate from the previously lesser quality product
• Create awareness on par with national brands
• Determine the right customer demographics to market to
• Communicate effectively and efficiently using the right media
• Communicate good value
• Create future opportunities to market other Wegmans products
• Drive increased sales and profits
• Accomplish this with a limited budget relative to national brands
Successfully market a new Wegmans Soft DrinkSuccessfully market a new Wegmans Soft DrinkSuccessfully market a new Wegmans Soft Drink
Fred Kopp
October 2009
Fred Kopp
October 2009
The Competition…THE NATIONAL BRANDS
PLUS OTHER RETAILERS’ OWN SOFT DRINKS
The Competition…THE NATIONAL BRANDSTHE NATIONAL BRANDS
PLUS OTHER RETAILERSPLUS OTHER RETAILERS’’ OWN SOFT DRINKSOWN SOFT DRINKS
THE JOURNEYBEGINS…
THE THE JOURNEYJOURNEYBEGINSBEGINS……
Fred Kopp
October 2009
TheCreative
Evolution
TheCreative
Evolution
TheCreative
Evolution
TheCreative
EvolutionFred Kopp
October 2009
TheCreative
Evolution
TheCreative
EvolutionFred Kopp
October 2009
TheCreative
Evolution
TheCreative
EvolutionFred Kopp
October 2009
12/12/2009 9
The Idea Explodes!The Idea Explodes!
Fred Kopp
October 2009
12/12/2009 10
WPOP is “Ready for Prime Time”!WPOP is “Ready for Prime Time”!
Fred Kopp
October 2009
The “Teaser” Ad Campaign…
STRATEGICALLY LOCATED BILLBOARDS
The “Teaser” Ad Campaign…
STRATEGICALLY LOCATED BILLBOARDSSTRATEGICALLY LOCATED BILLBOARDSFred Kopp
October 2009
“Teaser” Print Ads…
STRATEGICALLYPLACED NEWSPAPER ADS
“Teaser” Print Ads…
STRATEGICALLYSTRATEGICALLYPLACED NEWSPAPER ADSPLACED NEWSPAPER ADSFred Kopp
October 2009
The Mystery’s Over…
WPOP IS INTRODUCED
The Mystery’s Over…
WPOP IS INTRODUCEDWPOP IS INTRODUCEDFred Kopp
October 2009
The TV Campaign BeginsThe TV Campaign Begins
Fred Kopp
October 2009
Fred Kopp
October 2009
Building Excitement…Building Excitement…
Fred Kopp
October 2009
Maintaining Visibility…Maintaining Visibility…
Fred Kopp
October 2009
Low Price Featuresin Newspaper CircularsLow Price Featuresin Newspaper Circulars
Fred Kopp
October 2009
Employees… Keys to Success!
ENGAGING STORE-LEVEL & COMMUNITY EVENTS
Employees… Keys to Success!
ENGAGING STOREENGAGING STORE--LEVEL LEVEL & COMMUNITY EVENTS& COMMUNITY EVENTS
The “WPOPettes”The “WPOPettes”
Fred Kopp
October 2009
Fred Kopp
October 2009
New Sponsorship Opportunities
THE ROCHESTER RPO“WPOP CONCERT SERIES”
New Sponsorship Opportunities
THE ROCHESTER RPOTHE ROCHESTER RPO““WPOP CONCERT SERIESWPOP CONCERT SERIES””
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The
AD CAMPAIGN
The
AD CAMPAIGN1995 “Telly” Award
Fred Kopp
October 2009
What’s Next?What’s Next?
Buffalo Bill’s QuarterbackJim Kelly
“Shares theFeeling”!
Buffalo Bill’s QuarterbackJim Kelly
“Shares theFeeling”!
Fred Kopp
October 2009
BUILDINGCUSTOMER INTEREST…
CreatingMore Excitement!
BUILDINGBUILDINGCUSTOMER CUSTOMER INTERESTINTEREST……
CreatingMore Excitement!
Fred Kopp
October 2009
A Big Kickoff withthe Buffalo Bills at Rich Stadium!
A Big Kickoff withthe Buffalo Bills at Rich Stadium!
Fred Kopp
October 2009
Computer Animation on the Bill’s Scoreboard!Computer Animation on the Bill’s Scoreboard!
Fred Kopp
October 2009
Fred Kopp
October 2009
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The WPOP Ad CampaignsHelped Increase Business…The WPOP Ad CampaignsHelped Increase Business…
Fred Kopp
October 2009
DRIVING THECREATION OF…
More WPOPVarieties…
DRIVING DRIVING THETHECREATION CREATION OFOF……
More WPOPVarieties…
Fred Kopp
October 2009
Fred Kopp
October 2009
DRIVING THECREATION OF…
More WPOPVarieties…
DRIVING DRIVING THETHECREATION CREATION OFOF……
More WPOPVarieties…
WSnacks Were Developed…
TO COMPLEMENT WPOP SOFT DRINKS
WSnacks Were Developed…
TO COMPLEMENT WPOP SOFT DRINKSTO COMPLEMENT WPOP SOFT DRINKSFred Kopp
October 2009
What strengths were important?What strengths were important?
Ability to Think “Out-of-the-Box”
Excellent “People Skills”
Writing/Literary Skills
Planning & Organizational Skills
Ability to Work as a Team
Ability to Work on Your Own
Time Management Discipline
Presentation Ability
A Drive to Continuously Improve
Acting, Modeling & Voice
A Passion for Excellence
Creativity
Musical Talents
Ability to Manage Others
Math/Accounting Skills
Technical Expertise
Mechanical Expertise
Flexibility
Ability to Deal with Rejection
The Desire to Learn & Experiment
Some examples…Some examples…
What job-types were involved?What job-types were involved?Fred Kopp
October 2009
12/12/2009 32
Thank You!
Fred Kopp
Thank You!
Fred Kopp
A Seed of an Idea…A Seed of an Idea…Can Grow a
Garden of Successes!Can Grow a
Garden of Successes!