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C R E A T I V E JILL BAKER
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JILL BAKER

ACCOUNT MANAGER

CORTNEY REBER

ACCOUNT MANAGER / DESIGN

BRENNAN MAGNUSSON

ACCOUNT PLANNER

NATHAN MAINS

MEDIA PLANNER

STEVEN MONSON

ART DIRECTOR

BRIANNE HERR

COPYWRITER / EDITOR

SYDNEY BAYLON

SALES PROMOTION/ / CREATIVE

NADIA NAJDAWI

PRODUCTION DIRECTOR / CREATIVE

TABLE OF CONTENTS

EXECUTIVE SUMMARY 1 OBJECTIVES 2 SWOT ANALYSIS 2 STRENGTHS 2 OPPORTUNITIES 2 THREATS 2 WEAKNESSES 2 INDUSTRY ANALYSIS 2 RESEARCH 3 TARGET AUDIENCE 3 POSITIONING STATEMENT 3 BIG IDEA 4 PROMOTIONAL STRATEGY 4 CREATIVE 5 CONCEPTS 5 POINT OF SALE 5 EVENTS 5 COUPONS 6 WEB/ NEW MEDIA 7 MAGAZINE 8 OUTDOOR 9 MEDIA 10 OBJECTIVES 10 STRATEGY 10 PUBLIC RELATIONS 12 CHARITY 12 MEDIA SCHEDULE 13 EVALUATION 15 APPENDIX 15

8 OUTDOOR 9 MEDIA 10 OBJECTIVES 10 STRATEGY 10 PUBLIC RELATIONS 12 CHARITY 12 MEDIA SCHEDULE
8 OUTDOOR 9 MEDIA 10 OBJECTIVES 10 STRATEGY 10 PUBLIC RELATIONS 12 CHARITY 12 MEDIA SCHEDULE

EXECUTIVE SUMMARY

1

EXECUTIVE SUMMARY

Situational Analysis

Kingsford Charcoal is a very well-known brand and not just to the die-hard grill users. It has a strong backing from its parent company, Clorox. Nova’s objectives are to increase brand awareness, obtain and maintain more loyal charcoal grill users, and to remind consumers about the overall advantage of using Kingsford Charcoal.

Research

No campaign can be effective without a strong research backing. Nova Creative began with primary research involving our target all over the United States. Using this information we then used various internet and other secondary sources to solidify our primary research. We utilized all we learned and based our creative ideas from these sources.

Target Audience

Our research led us to a very solid idea of just who and what our target market included. They are males age 25-34. They are married with families. These men work in upper blue-collar jobs and make around $40 grand a year. These men are

a man’s man. They watch sports, hang with the

family, and happen to like a char grilled steak with

a cold beer. With these as our strongest market we named them the “Family Guys.”

as our strongest market we named them the “Family Guys.” Big Idea Positioning Kingsford as necessity

Big Idea

Positioning Kingsford as necessity to any outdoor activity is vital to the success of this campaign. We will thus be using both outdoor and “indoor” advertising. Our advertising takes a Post Modern feel that speaks to the Family Guys. They are ads that create a feeling of both nostalgia and joy. Our main idea is to make them say “It’s Better with Kingsford.”

Creative Strategy

The creative of this campaign is the meat of what makes this campaign effective. Kingsford is already known as the leader in charcoal. We want them to be known as the leader in all the land of grilling. Utilizing strong media such as outdoor billboards, magazines and online banner ads we hope to accomplish this. With a strong online presence and event sponsorships, our Family Guys will make the move to Kingsford. We will also an online contest that will pull them to our online sites.

Media Plan

Creating a national campaign with a mere $5 million wasn’t ideal, but we at Nova knew that we could still create a strong, effective campaign. We plan to distribute our media beginning in May 2010 with a strong presence during the summer grilling season.

Evaluation

We will be evaluating our campaign using the web site, coupons, contest, and sales. Nova Creative realizes the advantage to obtaining and maintaining loyal Kingsford Charcoal users.

OBJECTIVES

/ ANALYSIS

OBJECTIVES

1. Increase brand awareness by increasing traffic to

the www.kingsford.com website by 15%

2. Increase the opinion among charcoal users that

Kingsford will create a better grilling experience

3. Increase sales of Kingsford Charcoal by 5% over

one years time (2010-2011)

S.W.O.T. ANALYSIS

Strengths

Very well known national brand Strong brand awareness Loyal customers Reputation of high quality Strong backing with parent company (Clorox) Better taste is created when using Charcoal Trusted household name Variety of bag size, lighting time, and taste Lower prices than competitors

Weaknesses

No major campaigns since 1998 Heavy weight resting on Kingsford as the primary revenue for The Clorox Company Seasonal Product (Memorial Day – Labor Day) Under stocking in retail stores quickly leads to shortages. Expanding is difficult and takes years to build new plants

Opportunities

Sports are a big interest among the Family Guys. Using baseball, March Madness, or other upcoming events will pull them to Kingsford. Grilling is fun and thus Kingsford is seen as a fun item. Raising prices is an option if done smoothly 30% of all sales of Kingsford come from impulse when people are buying meat, grilling accessories, etc. Partnering with these items can increase sales of Kingsford Charcoal.

Threats

During recessions, people tighten their wallets on fun items and Kingsford is not often seen as a necessity

Bad weather and cold summers put a strain on sales Gas grilling has increased over the past decade taking away sales from charcoal and thus Kingsford Charcoal is seen as less convenient than gas grilling Private labels are increasing in the charcoal market

ANALYSIS

Industry Overview

There are many brands of charcoal. Some of the more popular ones are Royal Oak and store brands such as Western Family or Wal-Mart’s Great Value and Kingsford, which currently holds 80% of the market share. Charcoal as a whole has taken a hit in the recent decade. The use of gas and propane grills has pulled away charcoal business in recent years leaving sales of charcoal lower than previous years. Another factor in the lagging sales has been the lack of advertising. Kingsford needs to improve sales in order to continue to be a contender in the battle against gas and propane grills.

2

Company Profile

Kingsford Charcoal is part of The Clorox Company with Kingsford generating 9% of Clorox’s revenues. Kingsford comes in a variety of bag sizes, flavors, and fire speeds. They are sold in many stores including Wal-Mart, drug stores, and club stores. As such an integral part of The Clorox Company, Kingsford’s revenues are in direct correlation with the success or failure of the company each fiscal quarter.

Brand Evaluation

The brand of Kingsford is easily associated in most people’s minds with charcoal. Although there are other brands, Kingsford is the strongest.

RESEARCH / TARGET

RESEARCH

In order to better represent Kingsford Charcoal, Nova Creative has conducted a survey along with extensive secondary research to ensure that we are targeting the right people, with the right message, in the right places and at the right times. The results from the survey helped to shed light on the habits of grillers across the country and coincided with the secondary research we received from companies such as Mintel and Mediamark.

The Survey

The survey was conducted from January 20th through February 2nd. We received in total 137 responses to the survey from many states throughout the U.S. including Virginia, Maryland, Texas, California, Idaho, Washington and Florida. The responses show that white families with heads of household between the ages of 35-55 and a household income above $75k were most likely to own and use a grill. But this age group was more likely to use propane or other liquid fuels over charcoal. Households that use charcoal are usually young families, where the heads of household are between the ages of 35-45 and have a household income between $25k – 50k.

Secondary Research

Mintel (from the 2007 report on Barbeque Grills) Mintel’s report verified that the primary market is the same as above and shows a similar market for those who use charcoal, citing that as the market ages and reaches its peak income earning years they are likely to “upgrade” to a gas grill, which often is more expensive and comes with more features. Essentially it is cooler to use gas, as well as easier to use. Another contributing factor to grill usage is the presence of more than one person in a household. This was attributed primarily to the time it takes to grill as most grillers were not willing to take the time to grill for only one. Other market indicators show that charcoal grills declined in use for many years until a surge from 2004-2006 when the market for charcoal grew 40%. Mintel’s results show this surge to have occurred due to an increased interest in the taste of meals cooked over charcoal, which, being a wood product, gives a more authentic taste to your food.

a wood product, gives a more authentic taste to your food. Another interesting statistic is that

Another interesting statistic is that Mintel shows a renewed interest in grilling as a whole with 2006 marking the highest number of grill units shipped in history. Part of this may be due to a decrease in the mindset that grilling is the “man’s domain”. Home centers (i.e. Home Depot, Lowes, Ace Hardware, etc.) and mass merchandisers (i.e. Target, Wal-mart, K-mart, etc.) account for almost 70% of all grill dollar sales. Mintel cites that this is partly due to an increased selection and low financing offers using store cards. Mintel’s data also states that the majority of grills are found in the Midwest with 63% of respondents owning a grill, followed by the South at 57%. The West and Northeast are not far behind at 56% and 54%. Mintel also shows that of the respondents that own grills, 55% grill year-round.

TARGET AUDIENCE

As men transition from young bachelors to beginning their own families they are taking the next step forward. They are getting married, moving into a new house, becoming established, and owning a quality barbeque grill. At Nova Creative, we believe that by targeting family men ages 25-34 we will attract life-long charcoal customers before they reach that stage in their lives where purchasing a propane grill becomes an option. Our selected target audience, named the “Family Guys” will include men aged 25-34 moving from one stage of life to another; becoming a father, moving out of their parents home for the first time and becoming independent. Since they are just starting out, they have a lower income ranging from $25K-50K. They are a dad, husband and employee who enjoy a little relaxation and a great grilling experience, and they are the ultimate Family Guys.

POSITIONING

STATEMENT

We will position Kingsford not just as a good choice but the best choice for all occassions because it’s better with Kingsford.

3

BIG IDEA / PROMOTIONAL

BIG IDEA

Through positioning Kingsford Charcoal as the best choice for special occasions, it allows consumers to be outside and enjoy life because charcoal grilling is the key to great times and great memories. We plan to use outdoor advertising as well as promotional events to show how charcoal grilling can be integrated into every lifestyle in a way that is more enjoyable than propane grilling. We plan on using a humorous tone as well as a Post Modern advertising style to create funny and ironic everyday situations where our target audience is placed in less than desirable situations and Kingsford Charcoal saves the day. We believe this strategy will display not only Kingsford, but charcoal in general not just a good choice, but the best choice.

in general not just a good choice, but the best choice. 63 % of those surveyed

63% of those surveyed

own a grill

PROMOTIONAL

STRATEGY

4

Fortunately for Kingsford, its brand name is recognized by consumers as synonymous with the charcoal category. Therefore, our promotional strategy will focus on exposing the brand to new customers with the potential to be life-long grillers and, in turn, life-long customers. We will create strong brand recognition through sales-enticing incentives like on-shelf couponing, printable online coupons, price-package deals, and more effectively placed point-of-sale displays. While most of our concentration will be converting people to charcoal grilling, specifically using Kingsford, the existing customers will not be forgotten. We will maintain the current customer base by reminding them of the Kingsford product and consumer benefits of charcoal grilling. We know that will reassure a passion for firing up the barbeque and having a great time.

Much of the growth potential lies within trade sales promotion. In a perfect world, Kingsford would be there to personally sell each bag of charcoal to customers, ensuring they were choosing the best option in grilling. To light a fire under industry insiders (pun intended), Kingsford should consider the following options: trade allowances as short term monetary incentives to entice retailers to stock up on Kingsford products and push money as extra commission for retail employees to really motivate those stocking the shelves, bagging the charcoal, and unloading the pallets of the product. One thing we plan to initiate are trade contests between retailers within the regions of our target cities. Hopefully, by providing incentives to the retailers, much of the selling will be driven within individual stores one-on- one. To be more specific, we will award $10,000 cash prize or Kingsford credit, in the form of free or discounted merchandise, to the retail seller who had the highest increase of Kingsford Charcoal sales percentage over a designated period of time. Multiply this figure by our 7 target cities and we will budget a total of $70,000 to give as a reward. If a retailer doesn’t carry Kingsford Charcoal, hopefully this will be enough incentive to make them want to in order to win

$10,000.

Half of all charcoal users state [ taste as the reason they use it]

CREATIVE CONCEPTS

CREATIVE

CONCEPTS

The creative pieces for this campaign will focus on ironic and relatable life situations. The tagline, “It’s Better With Kingsford” will be used to show how Kingsford Charcoal was present and made things more enjoyable. The tagline is also malleable because it will change depending on each picture and situation. We believe this will help position Kingsford not as a good choice, but the best choice. In addition to the print advertisements that we plan on creating, we came up with the idea of creating a viral campaign involving the tagline, “It’s Better With Kingsford” to link from the Kingsford website. We will design a blog where users are welcome and invited to post stories, videos and pictures. This user submitted content can be recipes, stories or any other interesting news related to Kingsford. Users could then vote and rate other users content and the person with the highest rating will be awarded a prize from the Kingsford Charcoal Company. To go along with the blog, we thought it would be a good idea to create a viral Youtube.com channel for Kingsford’s, “It’s Better With Kingsford.” Creating youtube.com videos is significantly less expensive than creating full length spots on TV and will be viewed several more times. There will also be a higher level of interaction between Kingsford and its consumers through user- submitted content. Our hope with that will be that it will eventually go viral, just like the blog. Overall, we plan for this campaign to visually strike viewers with pictures and let those pictures do the speaking. The copy will give customers a call to action by allowing them to remember, “It’s Better With Kingsford.”

POINT OF SALE

By putting together colorful, exciting displays for Kingsford products, we hope to catch the eyes of the Family Guys and increase their desire to buy the product. Research indicates that charcoal purchases are more of an impulse buy than a scheduled buy. With this knowledge, we have out together several displays.

FLOOR DECALS

Leading to Kingsford products in stores will be floor decals. These floor decals are charcoal briquettes in different phases from a cold briquette all the way up

to one on fire. The theory behind this idea is playing

a game of “hot and cold” with the Family Guys with

the hot briquettes leading directly to meat freezer displays, Kingsford or KC Masterpiece. These decals will be easy to place and remove from the floor of the company using them.

CAN YOU FEEL IT? THE RIGHT DIRECTION ALMOST YOU’RE THERE ON FIRE!
CAN YOU
FEEL IT?
THE RIGHT
DIRECTION
ALMOST
YOU’RE
THERE
ON FIRE!

EVENTS

STATE FAIR BANNERS

This year’s world renowned annual competition will be held Friday Oct. 1 through Sunday Oct. 3, 2010, which will provide for a variety of advertising and promotional opportunities. The American Royal

Barbecue is the opening event of the American Royal and the season finale for the competitive circuit. Spreading over 20 acres in Kansas City’s historic Stockyards District and with nearly 500 teams competing in four culinary contests, combined with

a barbecue-related trade expo, this two-day food

festival is truly the “World Series of Barbeque.” Memphis, TN is home to the world’s second largest barbeque competition called ‘Memphis in May’. This is a month-long event with music, dancing,

and of course the barbequing. Kingsford is already

a sponsor for this competition with similar types of advertising listed above in the American Royal. Lexington, NC is home to the 27th Annual Barbeque Festival held Oct 23, 2010. With more than 100,000 people in attendance, this will be another great venue to sponsor and emphasize Kingsford Charcoal awareness.

5

MEMPHIS IN MAY It’s better with Kingsford

MEMPHIS IN MAY

It’s better with Kingsford

MEMPHIS IN MAY It’s better with Kingsford

CREATIVE

COUPONS

MEAT, KC MASTERPIECE SAUCE, AND ONLINE

Coupons will be placed on meat packaging and KC Masterpiece offering discounts of those products. There will also be an online coupon available through the website that will print out once for each IP address offering a discount on a bag of charcoal. We will track how many are printed off through using the latest analytics programs to ensure that consumers don’t print off more than one.

Take 50 c OFF any 7lb.* bag of Charcoal Valid through September 30, 2010 *must
Take 50 c
OFF any 7lb.* bag of Charcoal
Valid through September 30, 2010
*must be minimum of 7 lb. bag. one coupon
per customer per visit. coupon must be
presented at time of purchase. limited to
stock on hand. may not be combined with
any other coupon. not valid on prior
purhases.

Save 15%

on Kingsford Charcoal when you buy any KC Masterpiece Sauce

on Kingsford Charcoal when you buy any KC Masterpiece Sauce Valid through September 30, 2010 *one

Valid through September 30, 2010

*one coupon per customer per visit. coupon must be presented at time of purchase. limited to stock on hand. may not be combined with any other coupon. not valid on prior purhases.

at time of purchase. limited to stock on hand. may not be combined with any other
at time of purchase. limited to stock on hand. may not be combined with any other

6

POINT OF SALE Save 15% o any Kingsford purchase Valid through September 30, 2010 *one
POINT OF SALE
Save 15%
o
any
Kingsford
purchase
Valid through September 30, 2010
*one coupon per customer per visit.
coupon must be presented at time of
purchase. limited to stock on hand. may
not be combined with any other coupon.
not valid on prior purhases.

MEAT FREEZER

Placing items that go together in meals in one central location makes it easier for the consumer to visualize the finished product this, increasing their desire to buy more. The point of sale display that we have put together, with this in mind, is a freezer display with the surrounding exposed areas of the freezer resembling a freezer. The meat will then be placed inside since it needs to be chilled. Surrounding the meat freezer, we will place KC Masterpiece and Kingsford Charcoal to be used together. The Clorox Company owns KC Masterpiece as well, so this will be easier to accomplish.

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The contest drew 50 teams in 1979,

80 in 1980, and 180 teams fromnine

states in1981. It has nowgrown to be the largest pork barbeque competitioninthe world.

80 in 1980, and 180 teams fromnine states in1981. It has nowgrown to be the largest

CREATIVE

7

WEB/ NEW MEDIA

FACEBOOK
FACEBOOK

We have chosen to create a Facebook page for Kingsford that will serve as a way to connect with customers and post new and exciting links and information to those who become “fans” of the product. Through the Facebook page we can promote the viral campaign with the youtube.com channel and the Kingsford.com blog site.

TWITTER

Twitter is a new and exciting social networking sites that brings companies or individuals to new levels of interaction with each other. We have chosen to create a Twitter page for Kingsford and through the status updates that comprise Twitter, we will promote the website, new products, exciting news and updates on the companies. One of the great things about Twitter is the celebrities and companies that have created pages that fans can “follow.” Amongst those are celebrities such as Chef Bobby Flay, Guy Fieri, Whole Foods and The Food Network. Through a small monetary compensation, Kingsford can ask these celebrities to tweet once a day and involve something related to the Kingsford Company or charcoal in general and this will bring brand awareness to several thousand people. We have chosen to allot $5000 to the Twitter celebrity sponsorships.

KINGSFORD’S WEBSITE

The Kingsford Charcoal Company already has a pre- existing website. We have created a supplemental blog site to start a viral campaign. On this blog users will be able to submit content that will then be moderated by the Kingsford Company to ensure quality and appropriateness. The content can be anything from recipes to ironic stories involving Kingsford products. The stories and videos will then be rated and ranked by other users and a winner will be chosen by website users and they will receive a prize from Kingsford.

YOUTUBE

In correlation with the blog, we will create a Youtube channel where the videos will all be placed so users will be able to view them easier and rate on them.There is no initial cost to start a Youtube channel and creating videos is significantly cheaper. When we have user-submitted content, that will eliminate any costs, virtually making maintaining the website free.

any costs, virtually making maintaining the website free. Big Texas Brisket Since my family has been
any costs, virtually making maintaining the website free. Big Texas Brisket Since my family has been
Big Texas Brisket Since my family has been a family we have been creating some
Big Texas Brisket
Since my family has been a family we have
been creating some of the tasitiest brisket I
have ever tried. It begins with our rub, worked
into the meat to provide a big bold flavor that
will remind you of texas. The best part of all is
that it is easy, easy to prepare, easy to cook
and easy on the tastebuds. So if you are look-
iinngg ffoorr aa bbaadd aa---- bbrriisskkeett tthhaann ttrryy oouutt tthhiiss rreecciippee
and vote for me to win.
VOTE HERE
646
86
13
Country Ribs
I’ve bee competing in competition since I was
9-years-old. My father and I would go to
county fairs all over Alabama, competing to be
grilling masters. This recipe has won it for us a
few times and I hope y’all enjoy it as much as I
have in my life.
VOTE HERE
1,212
23
4
Beer Can Chicken
Who would of thought that a simple can of
beer can do so much for a chicken. The aroma
permeating the meat makes for a tasty treat.
Here I am letting all of the secrets out of the
bag to ensure you and yours get the best bang
for your buck.
It’s better blogging with

CREATIVE

8

MAGAZINE

CREATIVE 8 MAGAZINE don’t Mmm Neither do we. Kingsford’s Mesquite Charcoal adds flavor you just can’t

don’t Mmm

Neither do we. Kingsford’s Mesquite Charcoal adds flavor you just can’t get from gas grilling.

So make your fiestas a little more festive.

you just love the taste of cayenne and propane?

It’s better with Kingsford.

So make your fiestas a little more festive. you just love the taste of cayenne and
So make your fiestas a little more festive. you just love the taste of cayenne and

CREATIVE

9

MAGAZINE Look at you, married with a wife and kid and own your own home
MAGAZINE
Look at you,
married with a wife and kid
and own your own home with a yard,
you.
It’s better with Kingsford.
OUTDOOR
your own home with a yard, you. It’s better with Kingsford. OUTDOOR For those that prefer

For those that prefer their adventure well-done.

MEDIA OBJECTIVES

MEDIA

OBJECTIVES

PROBLEM

Kingsford Charcoal is the “king” of the charcoal industry, but when it comes to grilling itself, it’s losing shares over the increasingly dominant gas grills. How can Kingsford use the media to push the charcoal category and increase charcoal grilling awareness? Given a campaign budget of $5 million for the 2010 grilling season, we will have to use careful expertise when selecting our media and each specific vehicle.

SOLUTION

We have done extensive research to know who grills, where they live, what they do, and why they do it. This alone has allowed us to narrow in on the Family Guys, and carefully select a variety of media channels that effectively reach those who have already purchased a gas grill, and those that are preparing to make that first grill purchase.

STRATEGY

TIMING

We will apply a pulsing media schedule since Kingsford is a product purchased year round but has an increasing interest and sales volume in the summer months. This is especially true for the DMA’s that experience more winter- like conditions causing a damper to their regular grilling habits. We will launch the campaign heavy up in mid-April and maintain heavy advertising throughout the summer months until after Labor Day in September. Online and outdoor advertising will be the primary medium during the off peak months of November through February. We would suggest re-launching a new or similar campaign again in April or May.

SPOT MARKET CAMPAIGN

We have chosen to use only these spot markets to start out with because of their barbeque traditions and habits. The Family Guys already know how to grill and if they can avoid it they won’t use any type of gas fuel. They are the backbone to Kingsford and old-fashioned barbequing. All you have to do is talk to anyone from one of these cities and they will assure you that they or someone they know can’t live without their barbeque. All we have to do is continue to reinforce the legacy Kingsford has already established and the product will do the rest. By using these spot markets we will be sure to broaden Kingsford Charcoal awareness in these markets and more effectively brand them as the premiere choice of fuel when desiring the best possible taste. In the near future we can launch a similar campaign and branch out into other cities that have a market for high grilling attitudes. Kansas City, MO is the home to the world’s largest barbeque competition; The American Royal.

Besides a prestigious partnership some promotional opportunities would include:

Product display

Program advertisements

Display of banners and signage

The other spot market cities we have selected with high grilling attitudes are found in the big state of Texas. We will focus on most of the biggest cities:

Dallas, San Antonio, Austin, and Houston. With so many big cities close together in Texas, we will be able to increase our frequency through outdoor billboards. Many travel to and from these cities for leisure and work, especially between San Antonio and Austin.

REACH AND FREQUENCY GOALS

Our reach and frequency goals for the heavy months of May through August are 93.5/7.6. For the rest of the year our goal is to have a minimum of 850,000 impressions per month on a variety of barbeque websites, blogs and other high traffic internet sites that the Family Guys visit.

10

MEDIA BREAKDOWN

Internet

Charcoal users are online (quintile I index of 114) and in a variety of places as well as very centrally located niche sites. For our niche market internet sites we will go through a reliable source called BBQads.com which will guarantee at least 50,000 impressions/month on any combination of the top BBQ websites and blogs for only $90/month. That also includes 5 strategically placed banner ads. We will manage the rotation and circulation of ad placement among the following top barbeque websites and blogs:

The World Famous BBQ Forum and its archives.

News About BBB.com

The New BBQ Forum History and Cookbook

The BBQ Blog (the most active BBQ Blog)

BBQ Podcast web page (25 Podcasts interviews with top BBQ people and more on the way)

BBQ Search and the BBQ Search engine with over 350,000 messages from the BBQ Forum

The Kansas City Bar-B-Que Connection

BBQ Pages web site

BBQ Team Name Online Data Base

The BBQ Classified Ads web page Buy, Sell and Trade BBQ Items (The world’s largest barbeque classified)

The BBQ Forum Image Gallery

MEDIA STRATEGY

MEDIA

Other popular sites to be considered in the marketing mix are listed on the media schedule. One site, for example, Ebay.com has a charcoal grill user’s composition of 23.4%. We will operate a CPM campaign because of the existing brand equity and recognition. For sites that will host our coupons we will utilize the cost-per-click model to maximize the dollar. Other online communications will also take place within our public relations and promotional efforts.

11

OUTDOOR Mediamark reports that quintile 1(heavy users) for outdoor has an index number of 118. Outdoor is a great and inexpensive medium to carry Kingsford’s message, especially if the product is an outdoor

use product. Below are listed each of the cities and

a specific breakdown of the costs and locations

of each billboard. Outdoor will receive about $1.4 million of the budget or about 28%. Prices and locations are sourced from lamar.com and clearchannel.com.

Magazines Magazines are a great medium for the Family Guys because they are very specific to their interests and have a high shelf and pass along rate. Mediamark reports that charcoal users are magazine readers in quintile I with an index number of 111. We will use 3-4 magazines to utilize about $1.5 million of our budget. Magazines to be considered are: Outdoor Life, Country living, Field & Stream, American Hunter, Southern Living, and Cooking Light. We will purchase 1/3 to ½ page 4 color ad space inserted 3 times, once every other summer month. By using these very carefully selected niche magazines we will be sure to capture the Family Guys.

Budget Allocation FYI for PR/events We have roughly allotted $200,000 for the 3 competitions and 1 state fair in Dallas. This includes sponsorship and cash prizes, Roughly $50,000 per event. For point-of-sale items and display we have allotted $10,000 for at least 14 separate stores, 2 stores in each of the target cities. If there are more than 2 stores in these target areas that sell Kingsford Charcoal a store that doesn’t sell Kingsford Charcoal but would like to in order to be in the running for the $10,000 reward they can be given point of sale displays if they agree to purchase a predetermined minimum amount of Kingsford Charcoal. Trade promotions we gave $70,000: $10,000 cash prize or Kingsford credit, in the form of free or discounted merchandise, for the top retail seller who increased their sales percentage, 10,000 x 7 cities.

Kansas City, MO

$ 17,500 /month = 25 GRP’s for 5 panels 14’ x 48’ at $2.94 CPM

1. Location: SW/S I-35 .75 MI. N/O MISSION ROAD

2. Location: E/S I-435 .1MI S/O MO RIVER FS

3. Location: W/S I-29 .5 MI W/O WAUKOMIS DRIVE FS

4. Location: W/S I-635 .2MI N/O I-70 FS

5. Location: W/S I-35 .2MI S/O 63RD @ SHAWNEE F/S

Memphis, TN $16,400/month = 25 GRP’s for 17 faces x panels at $2.30 CPM 65.8% reach Dallas, TX $34,000/month = 15 GRP’s for 4 panels at $3.18 CPM Location: I-30 0.2 MI. W/O JIM MILLER RD S/S Location: N CENTRAL EXPWY AT FITZHUGH W/S Location: I-45 .50 MI S/O LAMAR W/S Location: I-35E .2 MI N/O NORTHWEST HWY E/S San Antonio $10,000/month = 25 GRP’s for 2 panels at $1.42 CPM Location: W/S I-10 @ CROSSROADS Location: IH-10-E/S, 500’W/O HILDEBRAND Austin, TX $12,360/month = 3 panels at $3.66 CPM Location: 319 E. BEN WHITE BLVD W/O I-35 Location: PARMER LN-NORTH SIDE, 1 MI E/O MOPAC Location: I-35 N E/S .25 MI N/O RUNDBERG LN Lexington/Greensboro, NC $6,700/month = 3 panels at $3.18 CPM

1 MI E/O MOPAC Location: I-35 N E/S .25 MI N/O RUNDBERG LN Lexington/Greensboro, NC $6,700/month

PUBLIC RELATIONS

PUBLIC RELATIONS

CHARITY

Kingsford + Operation USA = Better Times Kingsford Charcoal not only makes grilled food taste better, but helps make surroundings better too. Across the globe, disaster strikes, sometimes without warning, and can make life extremely difficult for families and individuals.

Operation USA (Culver City, CA) provides disaster relief to communities global and local. They’re usually the first on the ground during or immediately after disasters or conflicts in several South American, Middle East, Asian and Pacific countries. Its reach helped victims of Hurricane Katrina and they continue to run programs in New Orleans. Most recently they’ve provided help to Haiti and Chile.

By donating to Operation USA, Kingsford will be helping in disaster relief, making our world a little better. 5% of the price of every bag of charcoal purchased by consumers will be donated to Operation USA. Kingsford will help consumers recognize their part by including charity information and a graphic on the packaging. Igniting a call to action for the consumers to help when disaster strikes will increase sales of Kingsford Charcoal over other brands.

Kingsford is also currently using other types of sponsorships that will be beneficial to the company if it continues. The following is an excerpt from it’s website about these sponsorships that we feel explains it’s efforts:

“The American Royal is a 501c3 non-profit organization whose mission is to promote agrarian values and to support youth and education through scholarships, educational programs, awards and life-long learning experiences. Sponsors play a vital role in helping them continue to fulfill this mission.”

W I L L
W I L L
D O N A T E 5% OF THIS PURCHASE to Operation USA
D O N A T E
5%
OF THIS PURCHASE
to
Operation USA

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Every year millions of charitable donations never make it to their destination. When you donate to

OperationUSA, youimmediatelystart

to make a difference in the lives of

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W I L L D O N A T E 5% OF THIS PURCHASE to
W I L L
D O N A T E
5%
OF THIS PURCHASE
to
Operation USA

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EVALUATION / APPENDIX

EVALUATION

Every campaign needs to have results to be considered effective. With $5 million for a budget and a peak season lasting only from May through September, we at Nova Creative know that it is crucial to have quick results to prove which pieces of our campaign worked for Kingsford.

The first way we will test effectiveness is by using the website. Kingsford already has a website (kingsford.com) and we are adding a blog to

it (kingsford.com/itsbetter). This website will

have all the latest in analytics and tracking. We will track clicks to the website and watch for correlation with the events and magazine releases. Another way to track our campaign’s success is by using the coupon response to gauge our customer response. We will have coupons on the website, KC Masterpiece Barbeque Sauce, meat, and other products. We will closely monitor the purchase and use of these coupons to determine if our promotions and campaign are successful.

We will also utilize the user-submitted entries to the kingsford.com/itsbetter website to determine

if our online presence is being recognized by

our Family Guys. We are confident that enticing customers with cash prizes and the opportunity to

be featured on a national website will pull Family Guys to Kingsford Charcoal. When all is said and done, Kingsford is still a consumer-based product and the best way to determine directly if our campaign is effective

is to look at sales. We will be looking for a 5%

increase in the sales of Kingsford Charcoal over

a year’s time. If we have achieved that and the

appropriate GRP’s, we will know that we have a productive and thorough campaign.

APPENDIX

Campaign References

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http://bbq.about.com/od/grills/a/aa121298.htm

http://www.chow.com/stories/11087

http://www.slate.com/id/2193873/

History and information of Charcoal

http://www.madehow.com/Volume-4/Charcoal-

Briquette.html

Media http://www.clearchannel.com http://www.lamar.com http://www.mintel.com Mediamark software

Briquette.html Media http://www.clearchannel.com http://www.lamar.com http://www.mintel.com Mediamark software
“Firing up America’s barbeques since the 1920’s … and we’re not burnt out yet.”

“Firing up America’s barbeques since the 1920’s

and we’re not burnt out yet.”

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