advertising campaign project
TRANSCRIPT
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Advertising CampaignVictoria Pursell
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● cold-shortening, homeopathic, zinc lozenges and other products
● cuts the duration of a common cold almost in half
● backed by multiple double blind, placebo-controlled clinical studies
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SWOT Analysis
Strengths:
● Unique product
● Scientific research to back up claims
● Fills a need that will most likely always exist
Weaknesses:
● Not everyone is a fan of homeopathic methods
Opportunities:
● Potential to expand product reach
● Variety of products results in various, large target markets
Threats:
● Since research is public, there is a chance that comparable products may soon be released from
competitors
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Market Research
● working men and women who are too busy to be slowed down by the side effects
of a common cold
● nearly 120 million busy, American men and women working full time
● average American reports getting two to three colds a year, lasting somewhere
between seven to ten days each
● could be feeling down and out up to thirty days every year
● large market out there that could benefit from the cold shortening affects of Cold-
EEZE lozenges
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Current Campaign
● Communicates that Cold-EEZE products help you feel better
● No explanation of uniqueness of products
● No real correlation between campaign and target market
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Proposed Campaign
● Use “exclusivity” as motivation
● Rational versus irrational approach based off intelligence
● Based around a creative character
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Price:
● $4.99 to $9.99 depending on the
product
Product:
● Cold-EEZE Lozenges, QuickMelts,
Oral Spray, Children’s Cold-EEZE,
Allergy Relief
Promotion
● Television Commercial: November
2016
● Direct Mail Campaign:
January/February 2017
● Point-of-Purchase Display:
January/February 2017
● Social Media Account: April/May
2017
Place
● In most local grocery stores and
pharmacies
● In the customer's hand via direct
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Creative Character
● Dr. Clive Emerson Lozenge, C.E. for short
● Has a PhD in Homeopathic Medicine
● Wrote his thesis on “Cold Shortening Studies”
● More than qualified to inform our target market about Cold-EEZE products
● His slogan is, “Cold-EEZE: the smartest way to combat your common cold.”
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Television Commercial
● television commercial will be released in early November to introduce Dr. C.E.
Lozenge as the creative character of the Cold-EEZE brand
● November is smack in the middle of cold season
● November is the beginning of the Holiday Season
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Direct Mail Campaign
● Sent out in January
● Best month for direct mail, still mainly cold season, due to things such as New
Year’s resolutions people are generally more likely to try something new
● Saturation mailing
● Consist of a Dr. C.E. Lozenge magnet, smaller packages containing sample
lozenges, and a half off coupon for any Cold-EEZE product
● If Cold-EEZE product sales increase in the first store, more saturation mailings
can be done throughout the duration of January and February
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Point-of-Purchase Display
● Go hand and hand with the direct mail promotions
● Customers wanting to use the coupon received in
direct mail package
● Cold-EEZE products need to be easy to find
● Need to implement point of purchase displays in
saturation mailing stores
● Will also take place throughout January and
February
● Aisle end where Cold-EEZE products are normally
displayed
● Flush with Cold-EEZE products, display panels on
either side and on top featuring Dr. C.E. Lozenge
● Address the clinical studies, the cold shortening
power of zinc, and slogan, “the smartest way to
combat your common cold.”
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Twitter Account
● Social media has become a popular trend in advertising
● Over four billion dollars worth of advertisements are on social media every year
● April-May after our target market has grown semi-familiar with Dr. C.E. Lozenge
● Current “Cold-EEZE” twitter account has just over 4,000 followers
● Many other creative characters such as the Aflac Duck, the Geico Gecko, Flo from
Progressive, Mr. Clean, and Tony the Tiger have their own Twitter accounts
● In a some cases, the characters have more followers than their brand accounts.
The Aflac Duck has 69.5 thousand followers whereas the Aflac account only has
24.3 thousand.
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Advertising CampaignVictoria Pursell