fitkid's marketing promotion strategy
TRANSCRIPT
Fit Kids ClubPresented By Team Digby:
Sam Saalfeld, Eddie Douangmala, Jeni Meekma, Alanna Fuggiti,
Monika Sankpal
Introduction
FitKids is a children's health program that is part of the Lindenhurst Health and Fitness Center.
The objective is to increase awareness and bookings of their birthday party and painting party packages
Key Points
The following elements will be applied to our promotional campaign
Promotional Mix
Audience Contact Tools
Market Segmentation
Consumer Decision Making
Models of Response and Cognitive Response
Objectives for Promotional Elements
Budget Setting
Fig 1.2 Elements of the Promotional Mix
The Promotional Mix
Advertising DirectMarketing
PersonalSelling
Publicity/Public
Relations
SalesPromotion
Digital/Internet
Marketing
Fig 1.2Elements of the Promotional Mix
Advertising: Newspaper
Direct Marketing: Mailings with coupons to current members with child's name printed on
Digital/ Internet Marketing: On website, Facebook, discounts for mentioning the service, newsletters
Sales Promotion: Money Mailers, coupons offering discounts for parties and referrals
Publicity/Public Relations: Brochures at children's fairs (also expand to include painting parties)
Personal Selling: System that keeps track of member's birthdays coming up; Address the upcoming birthday to parents as they come in to use the facility and offer our services
Fig 7.6Objectives for Various Promotional Elements
Advertising
Objective: Increase awareness and bookings of FitKids birthday parties.
Audience: Members and non-members of the fitness center. Moms that live in the area with kids ages 4-16.
Tools/media: Direct mail, social media, coupons/referrals
Sales Promotions
Objective: Highlight benefits of FitKids parties while offering 10% off for first-timers and 5% for a referral
Audience: Mostly non-members. Households in the NE Illinois area with kids ages 4-16.
Tools/media: Printed media, email
Fig 7.6Continued
Direct Mail
Objectives: Increase awareness of FitKids parties.
Audience: Households in NE Illinois with kids ages 4-16. Primary target is the kids residing in the area
Tools/media: Printed and mailed birthday party "invite" addressed to the kid(s) in the home, but has information addressed to the parents
Internet
Objectives: Giving a "face" to the FitKids party program and generate awareness to non-members.
Audience: Existing "friends" on Facebook, Twitter followers, Instagram followers.
Tools/media: Sharing photos of events on various social media.
Approximation Sequence Shaping Procedure
Induce product trial
Induce purchase with little financial obligation
Induce purchase with moderate financial obligation
Induce purchase with full financial obligation
Free samples distributed; large discount coupon
Discount coupon prompts purchase with little cost; coupon good for small discount on next purchase
enclosed
Small discount coupon prompts purchase with moderate cost
Purchase occurs without coupon assistance
Fig 4.8 Application of Shaping Procedures
Introduce initial trial of painting party at no cost
Immediate sign up for next party; offer 25% off
Immediate sign up after second party; offer 10% off
Purchase occurs without coupon
Fig 4.8Application of Shaping Procedures(Painting Parties: Approximation Sequence)
Fig 4.8Application of Shaping Procedures(Birthday Parties: Shaping Procedure)
Introduce large discount coupon with certain % off first party—Prompts purchase with lower cost
Smaller coupon for a second party prompts purchase with moderate cost
More parties purchased without coupon assistance based on positive experience with previous parties
Fig 4.1Basic Model for Consumer Decision Making
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Evaluation
Motivation
Perception
Attitude Formation
Integration
Learning
Application of 4.1 Consumer Decision Making
Problem Recognition: Consumer realizes they need a space to host a birthday party for their childInformation Search: Online search, word of mouthAlternative Evaluation: Parent compares all optionsPurchase Decision: Location, price, themesPost-purchase Evaluation: Parent is happy with their decision of choosing the FitKids Club to host their birthday party!
Motivation: Need for a birthday party option for childPerception: Pays more attention to advertisementsAttitude Formation: Develop beliefs that influence buying behaviorIntegration: All beliefs and perceptions influence partyLearning: Through actions, after experience
Fig 1.5Audience Contact Tools
Broadcast Media
Target Audience
Out of Home Media
Print MediaPublic
Relations/ Publicity
Digital, Social Media, Mobile
Direct Marketing
Sales Promotion
Personal Selling
Point of Purchase
Word of Mouth
Events & Sponsorships
Product Placement
Application of the IMC Audience Contact Tools
• Direct Marketing: Mail offers and newsletters directly to residence
• Sales Promotion: Include coupons• Events & Sponsorships: Promote birthday
parties and painting parties• Word of Mouth: Parents can tell each
other about planning events through the FitKids club
• Print Media: Newsletters and Brochures • Digital: Send emails including newsletter,
advertise on social media
Fig 2.4Bases for Market Segmentation
Main Dimension Segmentation Vari. Typical Breakdown
Customer Characteristics
Geographic Region Northern Illinois (North Chicago, Waukegan, Lake Forest)
Area Size 100,000+
Density Urban, Suburban
Demographic Gender Male or Female
Age 12 years old or younger
Race African American, Asian, Hispanic, White etc
Life Stage Infants –Youth
Psychographic Personality Playful, energetic
Buying Situations
Outlet Type In-Store Department/Specialty
Benefits Sought Service Features Safe, Fun and Friendly Environment
Usage Usage Rate Light - Medium
User Status First Time and Regular
Fig 2.4 Bases for Market Segmentation(Cont.)
Capture those interested, unaware or past purchasers
Provide the experience kids want to come back.
Unaware and interested customers –reach out and provide them with necessary details of our multiple different party options.
Fig 7.12 Top Down Vs Bottoms-Up
Top-Down Budgeting
Top management sets the spending limit
Promotion budget set to stay within spending limit
Fig 7.12 Top Down Vs Bottoms Up (Cont)
Allocations of budget
With a pre-determined budget we must carefully allocate the correct amount to promoting our services
Do not exceed the amount limit
Focus on value and quality
Spread awareness of our promotions to potential customers
Have an increase in submissions of parties to increase budget and have more promotion to encourage past users to come back and new ones join in
Fig 5.7 A Model of Cognitive Response
Exposure to Advertisement
Product/Message Thoughts
Source-orientated thoughts
Ad execution thoughts
Brand Attitudes
Attitude Toward the Advertisement
Purchase Intention
Cognitive ResponsesPurchase
IntentAttitudes
Fig 5.7 A Model of Cognitive Response
Goal is to determine the consumer's cognitive processing
This aids in discovering customers reasoning behind their purchase
Three Key Catagories
Product/Message thoughts have two types of responses: thoughts, counter arguments(disbelief), support arguments (reaffirms claim)
Source orientated thoughts, are cognitive responses directed at the source of communication. Two types of responses: Source derogation (negative thoughts) or source bolsters (favorable thoughts)
Ad-execution thoughts are thoughts about ad itself (favorable or unfavorable)
We are interested in determining advertising effectiveness
Learn best methods to target potential Fitkid's customers
Fig 5.3Models of Response Process
Stages AIDA Model Hierarchy of effects model
Innovation adaption model
Information processing model
Cognitive Stage Attention Awarness
Knowledge
Awareness Presentation
Attention
Comprehension
Affective Stage Interest
Desire
Liking
Preference
Conviction
Interest
Evaluation
Yielding
Retention
Behavioral Stage Action Purchase Trail
Adoption Behavior
Models
Fig 5.3 Models of the Response
Helps to understand the process a consumer may go through as they go through the various stages (Cognitive, Affective, and Behavioral)
AIDA Model selected
A=Attention or awareness-attract the attention of the consumer
I=Interest- Raise customer interest
D=Desire -Convince customers that they want and desire the product or service and that it will satisfy their needs.
A=Action-customers take action
In Summary
By using the various elements and tools of advertising and promotions we plan to increase awareness of Fitkids
We have some pretty big things for our little guests in store
Prediction: Word of mouth, as well as sales promotions through shaping procedures, direct mail, and digital media will be most beneficial
So what arrrrrrr ye waiting for? Book your kids' party today!