Due to company’s new marketing effort on social media advertising, we are going to cut last year budget in radio advertising. Although it is considerably economical to advertise in radio, we believe that targeting company’s target audience is challenging through this channel. First, the company is selling unique and fashion-forward jeans. Thus to make an influence in our customers’ minds, we believe that visual contact with company’s products and style is necessity. Second, other platforms for listening music are becoming increasingly more popular. For example Youtube is growing at a fast pace and gives an opportunity for the customers to listen their specific favorite songs without advertisements. Third, we are unsure about the radio media spend time among company’s customers. Although radio media spend time among household is relatively high (20%), we do not really know who in the households actually listens to radio. For example statistics can be distorted due to the fact that radio is often listened while driving and the audience is not our target group then. In summary, we are unsure about radio marketing ROI effects and that is why we want to allocate radio marketing budget elsewhere.
Other marketing efforts on traditional media will remain the same. Although advertising in television and magazines is relatively expensive, we believe that reaching our target audience with visual ads can be done effectively. The company will focus targeting advertising spots on most popular programs for teenage girls and magazine print advertising in beauty and fashion magazines. New marketing methods such as online banner advertising and Google search advertising will remain on their planned levels.
New Web 2.0 marketing plan will start by creating this fictional character Sasha who will embody the UnMe