Media Idea
Media Idea: "The road less traveled."
The primary goal of our media idea is to make the consumers associate the drink with their different unique event experiences. This is why we will conduct the official launch during the Vivid event which offers a myriad of travel and entertainment options such as immersive projections and light installations as well as performances from international artists. Our product offers a broad range of flavors that will cater for the different customer preferences all year round. We will work with various event organizers all year round to focus on creating and delivering memorable event experiences. We believe that the goal of associating the drink with memorable experiences will be successful primarily because consumers already perceive the drink as a social drink and would consume it during the big occasions and even during a night out with friends (Marshall & Johnson, 2014). Social relationships are most effective in creating happy experiences.
Even though the consumers associate cider with the warmer seasons, our intent is to launch the drink during the winter months and hence enable the company to influence or break the trend and ensure consumers purchase the drink during this period. For example, we will launch the Cinnful Apple flavor during the upcoming Vivid event and the Sydney film festival. These events present an excellent opportunity to for Angry Orchard to attract more consumers who seek to enhance their fun activities during the different winter events. The long term advantage is that the company will be able to increase its brand awareness, as a result, improve the sales during the low seasons.
Media Choice
Online advertising
Social media provides a cost-effective option of engaging customers on a personal basis. It also offers the ability to customize the Angry Orchard messages. Twitter hashtags will be utilized to effectively engage the customers especially during the different competitions and conversations. The most active participant will receive different gifts including a Cider gift hamper.
Television
The advantage this media is that it creates a combination of audio and visual content that tend to create memorable messages that stick in the memories of the consumers. A TV advertisement placed during prime time tend to attract the attention of large group of audience including friends who are enjoying a television show. We believe the outreach and exposure of this channel can be easily quantified based on the percentage increase in the sales amount.
Exclusive Launch
An exclusive launch of the drink will attract the much-needed media attention and to some extent improve market awareness of the brand (Keller, 2012). To enhance the media attention, the company will run a competition that will offer the participants the opportunity to win VIP and premium tickets to the Vivid event. The completion will be carried out mainly through our social media page where consumers will be asked to describe their most memorable ‘cider’ moments. The most creative responses will win the prices. Offering the VIP tickets will enhance the exclusivity of the drink. Another competition will see some of the consumers earn a treat such as a weekend away to the Thredbo snow park; this is especially attractive for participants who love the mountain environment. Such a promotion will exude and encourage adventure among the consumers.
Out of Home
Out of home advertising will enhance the consumer product awareness especially in the different geographical locations where customers are located. Billboards and other outdoor promotional campaigns offer the company the opportunity to attract a broad range of consumers since they will be placed in strategic positions such as highways and at mall or supermarket entrances.
References
Keller, L. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall.
Marshall, G. & Johnson, M. (2014). Marketing Management. New York: McGraw-Hill.
