Post on 20-Jul-2015
Crystal Behrendt Sam LeafBrett Felchner Brian Wielgus
Macro Environment Market Internal Trends Product Competitors Customer Distribution Channels Evaluation of Previous Marketing Initiatives Strengths, Weaknesses, Opportunities, and
Threats
Positives:
Reduction in newspaper advertising
POP advertising increases impulse behavior
Negatives:
Increase in Social Media/Digital advertising
Display screens are becoming more common
The Strive GroupCapabilities: Multi color printing, die cutting, litho mounting, 87”
dedicated currogator, vacuum forming, metal and wood fabrication
Provide their own transportation (Strive Transport Group)
Winner of multiple industry awards
C2 MediaCapabilities: Color copies, digital printing, large format printing, ultra
jet direct, screen printing, laminating, kitting and fulfillment
Has the other Inca Onset printer
Provide their own transportation
Digital document management and ordering system (I-Queue)
Quick Turnaround◦ Mass production with minimal set up time
◦ Central location decreases time and cost of shipping
◦ Online proposal submission ensures quick receipt of customer needs
Communications◦ Sales force is minimal and well connected to client
needs
◦ Multiple inquiry paths among phone, email and fax
◦ One central location ensures that all personnel are in constant communication
Points of Difference
Issues Analysis
Objectives
Strategies
Tactics
Evaluation
Financials
Research
New company that needs to build brand awareness
Communicate the benefits of working with Tempt
Grow account spending and increase customer base
Strengthen client relationships
Grow the company to a total revenue of $10 million dollars in 2010
Increase customer base by 33% in 2010
Track past and potential customers efficiently
Monitor customer satisfaction
Build online presence
Train new sales representatives/intern
Generate additional revenue from current customers
Increase customer awareness
Hire a sales intern
Exhibit at industry tradeshows
Direct marketing campaign
Redesign company’s website
Magazine advertisements
Full time position, 48 weeks a year. 20 hours weekly on telemarketing efforts 10 hours weekly generating
proposals, assisting with general marketing campaigns
10 hours of flexible hours weekly Goals:
Identify new customersProvide customer serviceMaintain CRM databaseExpected yearly expense - $19,200
81% of trade show attendees are in a position to influence purchase decisions◦ Buy
◦ Advise
◦ Approve
◦ Guide
In-Store Marketing ExpoNavy Pier, Chicago - October 5-7, 2010Expenses - $7,800+ (3 people, 3 days)
10’x20’ Booth Package (includes admission for 10) -$5,900Travel costs - $1,000Incidentals - $900
Global Shop TradeshowSands Expo and Convention Center, Las Vegas – March 10-12, 2010Expenses -$4136+ (3 people, 3 days)
10x20’ Booth Space – $761.60Show Admission - $1,125Travel costs - $1,350Incidentals - $900
Flat Screen TelevisionPortfolio
Inca Onset Video
Inca Image Example
Bar Height Table
Display StandDM Piece
Business Cards
Update Images with Tempt Photo
Goal: Keep Tempt as a top of mind supplier.
Showcase Tempt’s capabilities and provide a constant reminder of the brand
$10 in sales for every $1 invested, according to a Direct Marketing Association study last year.
Fold flat, volume based mailerTactile and Visual appealIncorporates a CD-Rom Include Tempt portfolio Inca Onset Video Testimonials from past clients Work Proposal form and timing
Based on an industry quote, expectations are that Tempt can complete this campaignfor less than $2.00 per piece.
Goal: Create a strong web presence that more represents Tempt’s capabilities.
This will be a 6 page website including 2 interactive flash animations.
Home Story Capabilities
Media Clients Contact Us
SEO and Meta tags will be fully incorporated
The total expense is expected to be $2,850
As part of the media buy, we want to negotiate advertising space on their website, inclusion of surveys and list rental.
39%
42%
48%
51%
54%
55%
57%
57%
58%
58%
58%
59%
63%
66%
General business magazine Web sites
Syndicated content feeds published via RSS
Product listings/ads in online directories
Podcasts
Business-to-business blogs
Online forums, communities, or social networks
Specialized business Web sites
Mobile/wireless devices
Vendors’ Web sites
Online videos or rich Internet applications
Email or electronic newsletters
Web portals (e.g. Google)
Industry-specific Web sites
Web-based events
Percentage of decision makers who say their use of digital tactics will
“increase” or “increase significantly” in 2009.
Base: 878 business decision makers
Shopper Marketing Magazine◦ 2 color junior ½ page advertisement quarterly
◦ $2,241 per advertisement
◦ $8,964 yearly expense
18,200 paid subscribers, $0.123 per impression
Target Marketing Magazine◦ 1/3 page black and white advertisement as an
invitation to visit the Tempt booth prior to each trade show
◦ $3,480 per advertisement
◦ $6,960 total expense
A free monthly magazine that includes an industry specific focus each month
This aspect allows us to segment the reader more effectively
Keep same general look
Modify the message of the ad copy
CRM database $1,200
Intern $19,200
In Store Marketing Expo $7,800
Global Shop Tradeshow $4,200
Booth Construction and Design $3,000
Direct Mail Campaign $2,000
Website Redesign $2,850
Shopper Marketing Advertising $8,964
Target Marketing Advertising $6,960
Total Expenditure Year 1 $56,140
Total Expenditure Year 2 $49,124
Year 1
CRM
Intern
Trade Shows
Booth
Construction
Year 2
CRM
Intern
Trade Shows
Booth
Construction