MKTG229 Week 4b

Exercise: Assume that you are an Account Executive for a digital marketing agency. Consider one of the client situations below. Complete this campaign brief for your client on How would you structure a Mobile campaign.

Roots-Launch new, on-line customizable winter t-shirt to your summer customers

Honda-Invite prospects (from the Toronto auto show) and current owners to demo a new e-CRV. They must register by phoning a 800 line

Nike shoes-Create and send a viral video of a new product to customers who average 20 kms running per week. Encourage them by providing a 10k training and tracking plan

SephoraCommunicate to 18-25 year old females an offer to try a new makeup (skincare) product in store at Shoppers this weekend. You wish to provide a demonstration of the result of 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

Centennial mobile food truck-provide a special offer on a new plant based burger for environment day this Fridayallow for pre-orders and payments and view of the menu.

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.

Objective: What do we want to achieve with this campaign? Remember the SMART criteria?

S	SPECFIC
M	MEASRUABLE
A	ACHIEVABLE
R	RELEVANT
T	TIME SENSITIVE

Strategy- Consider the 4Ps

What is our product or service benefits?

What is our pricing strategy?

What is our promotion strategy?

What is our distribution or where do customers want to try/buy?

Who are our target customers?

PRODUCT OR SERVICE-2 FEATURES AND BENEFITS
PRICING- ANY SPECIFIC DISCOUNT
PROMOTION- WHAT IS OUR MESSAGE
DISTRIBUTION-WHERE WILL OUR CUSTOMERS TAKE ACTION
TARGET CUSTOMER- IE DEMOGRAPHICS, PSYCHO, BEHAVIOR

Mobile Channel-Identify at least TWO for your marketing situation and provide rationale?

SELECT 2/5	PROVIDE RATIONALE

Measurement-

What data can we gather to measure results to our campaign objective? What kpis should we consider?