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JADDAN BRUHN
Page 1
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
capabilities) based on consumers past shopping activity. The loyalty card program will also be launched as a branded affinity credit card financial product, increasing the Groups volume of consumer and retail transaction data. This direction needs to be support by the ongoing & consistent encouragement of customer membership of the scheme, and a request to scan the card at every transaction, even where the purchase value is below the minimum required to earn points. In recent years Woolworths has experimented with Dick Smith store layouts, instore customer service, branding and product offering; the role of its other wholly owned chain electronics store Tandy; and the role BIG W plays in complimenting vs competing with aspects of Dick Smith. Some of these issues have disappointed long-term loyal customers (the hobbyists). During the last financial year 24 new Dick Smith stores were opened, 19 Dick Smith and 25 Tandy stores were closed, and 40 Tandy stores were rebranded as Dick Smith. There are currently 394 Dick Smith stores (the remaining 22 Tandy stores will either not have their leases renewed, or will gradually be rebranded as Dick Smith by 2012). The in-store changes and relocations, and associated staffing changes, has caused a considerable amount of disruption to customers, generated negative consumer sentiment, and disaffected long-term loyal customers unhappy with the changed focus of the brand, shifts to stocking lower margin products and the elimination of discontinued product lines deemed inconsistent with the stores branding.
Marketing Objectives
Increase sales by 10% during campaign period. Increase average per customer spend by 7% during campaign period.
Advertising Objectives
Increase perception in target audience that Dick Smith is the electrical retailer they recommend to family and friends by 35%. Increase perception in target audience that Dick Smith staff are friendly and authentic by 30%.
Target Audience
Males 25-45, employed, married with children, dwelling in greater suburban Sydney.
Positioned as the store you go to, to find out more about the high-value electrical products you want but may not fully understand, where you can make your purchase safe in the knowledge that the person giving you advice knows what they are talking about. Dick Smith: Talk to the Techxperts.
Competitors
Harvey Norman 160 stores Jaycar Electronics 58 stores Officeworks 128 stores Australia Post 4,462 outlets (though not all in the POST SHOP format) JB Hi-Fi 131 stores
JADDAN BRUHN
Page 2
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Bing Lee (incl Sony Centre concept stores) 43 (NSW and ACT only)
Competitors Advertising
TVC, print (newspaper & magazine), outdoor, online banner ads & store website, social media, radio, electronic direct mail, direct mail, in-store.
Tone / Manner
Friendly, fun, not overly technical or patronising, inviting, reassuring.
Mandatories
Company logo and branding (Dick Smith: Talk to the Techxperts), everyday rewards loyalty card image and website details, web address and social media handle, store locator detail.
Budget
$6,000,000
Timing
Mid September to Mid December 2011
JADDAN BRUHN
Page 3
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
WEAKNESSES
Disruptive store location changes irritate customers Current & future direction as electrical retailer disaffects loyal original customers who want electronics components House brand retail strategy very poorly executed, with uncertain future Consumer confusion over competition with, and then absorption of Tandy Fractured branding No in-store affiliated product financing options
JADDAN BRUHN
Page 4
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
OPPORTUNITIES
Growing consumer interest in complex electrical devices Current and future electrical devices provide potential for value-added products / services (i.e. rebranding & reselling SIM cards, internet services) Growth in development of technologically advanced household electrical devices continually grows supply of new potential product lines Gradual reduction in cost price of technologically advanced devices continues to grow their market appeal
THREATS
Subsidiary of larger retail group may be rebranded, absorbed, sold-off, closed down as and where parent deems it appropriate Competitors have broader diversity of product categories and are less sensitive to fluctuations or changes affecting electrical devices Consumer confidence and economic fluctuations directly impact retail activity All stock is imported, profit margins sensitive to fluctuations in currency exchange rates.
JADDAN BRUHN
Page 5
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Objectives The Media Plan is designed to reach the majority of the target audience with a frequency of at least four times during the campaign period. Utilising the selected media the campaign flight pattern is continuous with bursts of activity at key points during the campaign; familiarising the target with the campaign message and inspiring a call to action as key events during the campaign promotion approach. Varying the media utilised and shaping the communication around the targets media and lifestyle habits, acting on the targets creative instincts and interest in finding out more, reducing wastage and acting to ensure the target is exposed to the campaign message many times over the campaign period is best achieved through the media selected, avoiding heavily pushing the campaign message in traditional media only, which may negatively impact the targets perception of the advertisements focus. Geographic areas to be covered The draw area is metropolitan Sydney. Target audience lives and conducts their life in the greater suburban area of Sydney, with a specific focus on the areas of more notable population density, and areas where there is a greater propensity for households with two or more children, i.e. Western Sydney. When do we talk to them The store retails items that cover purchase cycles of differing lengths. Campaign period coincides with tax-return time, during which households are more likely than at any other time of the year to receive cash lump-sums. To establish a connection with the store & encourage an in-store visit, the target may be effectively reached through morning radio, evening television, and through print advertisements (newspapers). Online banner ads on news/entertainment websites can effective reach the target when they have the time and capacity to browse the online store. Creative requirements Bright and loud to encourage action and generate desire for the products Dick Smith retails, including functioning sequences of electrical appliances, home theatre devices and computer technology.
JADDAN BRUHN
Page 6
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Plan Budget September to December 2011 Dick Smith Electronics SEPT 4-10 Radio NOVA FM (mon-fri breakfast x 6 per day) SEPT 11-17 SEPT 18-24 SEPT 25-1 OCT 2-8 OCT 9-15 OCT 16-22 OCT 23-29 NOV 30-5 NOV 6-12 NOV 13-19 NOV 20-26 NOV 27-3 DEC 4-10 DEC 11-17 DEC 18-24 DEC 25-31 TOTAL
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
9,000. 00
$153,000
Newspaper MX (mon-fri) 1 x Full Page 376mmx262mm per day Online dailytelegraph.co m.au Leaderboard (728x90pixels) weekly
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
49,282
$837,797
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
11,250
$191,250
Sub Total cost per tarp Television Sydney Channel 7 Channel 9 Channel 10 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 100.00 75.00 100.00 2,500.00 2,000.00 2,500.00
$1,182,047
Sub Total
FINAL TOTAL
JADDAN BRUHN
Page 7
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
JADDAN BRUHN
Page 8
Retail Dick Smith Electronics BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Timing - Mid September to Mid December 2011 Mandatories Company logo and branding (Dick Smith: Talk to the Techxperts), everyday rewards loyalty card image and website details, web address and social media handle, store locator detail.
JADDAN BRUHN
Page 9