Emelia Thibeault Campaign Planning and Management

For this post, I wanted to create the Consumer Decision Journey for a Mercedes customer. This will help my team determine points of receptivity. In other words, we will be able to determine the best times and places to reach out target market. I first took a look at the model we were provided in class as well as Consumer Decision Journeys we have constructed for the past campaigns. Below is an example of the journey from our Hot Table campaign. The first step in the Consumer Decision Journey is a trigger, which causes the consumer to begin looking for a car. I found some research that shows the most common triggers that lead to a consumer purchasing a car. These triggers include: my family members or dependents can use it  need for more space/ larger vehicle  new technology available  can afford to buy/ lease another vehicle improve fuel efficiency  improve reliability  purchase vehicle with better brand/ image For first time buyers, "my famil...

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...