Lecture 10 - 6 - Word-of-mouth: guerilla marketing Print...

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Session 10 STRATEGY QUIZ REVIEW & CASE DISCUSSION
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Announcements Context Grading 10 free points Fill-in-the-blank = concepts Quiz Data 12:00pm Section: Mean = 84.2, Range = 102 - 57 2:00pm Section: Mean = 80.0, Range = 100 - 47 Schedule
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Quiz Review Write notes in your notebook—NOT on your quiz Need to turn your quiz back in BEFORE we move on to the case If you would like to spend more time looking over your quiz, you may come during office hours.
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Case: Erbert & Gerbert’s – Class Activity Read case On a piece of paper… Situation analysis Company Competitor Customer Environment Communication strategy Target market selection Positioning Communication objectives Budget = $500K Big idea
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Case: Communication Tools: Categories of Tactics In-store atmospherics, packaging, logos, brand & menu item stories
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Unformatted text preview: Word-of-mouth: guerilla marketing Print media: newspaper Sales promotion: coupons Broadcast media: TV spot Internet/web Event marketing Holiday 20 th Anniversary Case: Erbert & Gerberts Case: Erbert & Gerberts Case: Erbert & Gerberts Results Sales Objective Sales outperformed the QSR category Increased system-wide, despite category downturn of 5% 30% of people who saw E&G advertising increased store visits from < once per month 2 3 times/ month Brand building Objective 3 million people interacted with the brand online (Humanflipbook.com, YouTube, Candlecannon.com,VH1,MTV) Holiday store promo increased store traffic by 20% & gift card sales by 50% during season 1.1 million impressions from newsweeklies For next class Read chapter 9...
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

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Lecture 10 - 6 - Word-of-mouth: guerilla marketing Print...

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