1.2. 1.1 . 1. . 1.1 1 12 . 1 . 3 . 1. 4 . 1. 5 . 1. 6 . 1.7 . 1. 8 . 1. 9 . 1. 10 . 1 . 11 . 1.12. 1. 13. 1. 14. 1. 15. 1.16. . 17. 1. 18. 1.19 MKTG229 Week 4b Exercise: Assume that you are an Account Executive for a digital 1) Objective: What do we want to achieve with this campaign? Remember the SMART criteria? marketing agency. Consider one of the client situations below. S SPECFIC Complete this campaign brief for your client on 'How would you M MEASRUABLE A ACHIEVABLE structure a Mobile campaign.' R RELEVANT TIME SENSITIVE 1) Roots-Launch new, on-line customizable winter t-shirt to your summer customers 2) Honda-Invite prospects (from the Toronto auto show) and current 2) Strategy- Consider the 4P's What is our product or service benefits? owners to demo a new e-CRV. They must register by phoning a What is our pricing strategy? What is our promotion strategy? 800 line What is our distribution or where do customers want to try/buy? Who are our target customers? 3) Nike shoes-Create and send a viral video of a new product to PRODUCT OR SERVICE-2 FEATURES AND BENEFITS customers who average 20 kms running per week. Encourage PRICING- ANY SPECIFIC DISCOUNT them by providing a 10k training and tracking plan PROMOTION- WHAT IS OUR MESSAGE DISTRIBUTION-WHERE WILL OUR 4) Sephora-Communicate to 18-25 year old females an offer to try CUSTOMERS TAKE ACTION a new makeup (skincare) product in store at Shoppers this TARGET CUSTOMER- IE DEMOGRAPHICS, PSYCHO, weekend. You wish to provide a demonstration of the result of BEHAVIOR the new product on each customer. You also want to send a follow up offer in 1 week to all customers who have not initially purchased 5) Centennial mobile food truck-provide a special offer on a new plant based burger for environment day this Friday.allow for pre-orders and payments and view of the menu. 6) Encourage customers for your experiential travel service to download an APP that allows them to form a profile, research, book, pay and track a trip, and track loyalty points. 3) Mobile Channel-Identify at least TWO for your marketing situation and providerationale? SELECT 2/5 PROVIDE RATIONALE 4) Measurement- What data can we gather to measure results to our campaign objective? What kpi's should we consider