Emelia Thibeault Campaign Planning and Management

As I said in my last post, my team decided to complete the 4 Cs analysis (company, consumer, competition, context) as the first step in our campaign. The brand is extremely important to Mercede's business model and is the main reason people want to purchase their cars. They are ranked within the top 10 interbrand brands meaning their brand has an extremely high value. Another extremely important section is the consumer. In order to get more people to purchase the affordable segment, which is one of the main objectives of the campaign, we must determine a target market. Our team has been working together to determine this target market based on research on Mercedes' brand. I had been tasked with doing consumer research for my team so I looked at the Mosaic segments. I had found four segments that I thought were a good match for our campaign goals based on their descriptions. The characteristics of two segments in particular seemed to make the most sense, so our team decided to...

To get started on this campaign, Dr. Spotts suggested that we make a list of all the research items and topics that we will need to complete our campaign. Research and data to back up our reasoning is very important for this project since the clients are such sticklers about this. Our team created this list and we shared it at the research director meeting (which I sat in for since Rebecca couldn't make it). Dr. Spotts then suggested that we split this into the 4 Cs analysis so that it is easier to split the research between the 5 team members. The entire campaign is extremely brand focuses as Mercedes is a brand focused company. They sell products based on their product attributes and the value of their brand name, which is one of the top 10 brands in the world according to Interbrand. Their company does not use events or sales promotion tactics, which means their brand is extremely important to their overall organization and sales. Another extremely important part of the project ...

Since this week was our final pitch to Six Point Creative, I decided to start my reflection off with some observations about our presentations. The first thing that I noticed was that the other teams did  a better job of creating their actual slides. The colors they used and the visuals on their starting slides made it obvious that they were talking about Hot Table. Both teams included the Hot Table logo on their title slide and one team's presentation was completely red. I thought these were nice touches and something that my team should try to incorporate in the next campaign. If you match the presentation to the branding of the organization, I think it really represents your knowledge of the company's brand. The next thing that I noticed about the presentation was that all the teams had some sort of attention grabbing beginning, which was lacking in the first campaign. In the "D & J Client Pitches" it states "open your talk with something that not only g...

After our meeting with the client this week, our group as well as the other groups received feedback that we were not making enough of an emotional connection to our target market. We were also told that we needed to push our creative ideas to be more risky and outside of the box. I am hoping that making more emotional connections will help my team do this.  The first article I decided to look at again was "23 Types of Advertising Appeals Most Commonly Used by Brands".  As I was reading through the article, I began to pick out appeals that could possibly be used in our campaign. Based on the list I have created, I will talk to me team and determine which appeals have the greatest potential to make an actual emotional connection to the target market. The article is split into two categories of appeals; emotional and rational. "An emotional appeal depends more on feelings and perceptions than logic or reason to provoke action"(Middleton). For this reason, emotional ...

As the Hot Table campaign progresses, my team and I are working on getting as much background research as possible before we create our 3 creative ideas. One of the things that my team in the last campaign received feedback on was that we did not use marketing concepts and theories enough to back up our campaign. For this reason, when professor Spotts gave us the 4Cs to create a foundation for our campaign, I put them into a document and added information/ models and pictures from our required readings to ensure that I used marketing concepts throughout the project. One of the areas that we need to look at is The Elements of Value for Hot Table. I decided to do this for part of my weekly reflection.  I believe that Elements of Value are particularly relevant to this campaign because of the way that consumers look at fast casual dining. Consumers are willing to pay a higher price at fast casual restaurants than they are at fast food restaurants because they believe that the foo...

One of the first articles that I reviewed to begin thinking about the Hot Table campaign is "The Consumer Decision Journey" as well as discussions in "Brand Media Strategy" on the Consumer Pathway. In the last campaign, my team decided which sections of the Consumer Pathway were most important to reach the clients goals. This was very helpful in determining what aspects of the Consumer Decision Journey we should focus on. Using the information gained in the Client Intake Meeting with Hot Table, I determined which areas of the Consumer Pathway were most relevant for this campaign. To make this easier, I put each stage into the context of Hot Table Consumer Pathway (Hot Table) Awareness : What is Hot Table, what does it do for me? Engagement : So this is how Hot Table would serve me. Active Consideration : Which brand (food) should I choose? Purchase : I’ll buy Hot Table. Consumption : Hot Table is just what I wanted. Relationship Building : Hot Ta...