Bauer Plans Book Writing For Advertising

Tyler Smith

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Executive Summary

Company Analysis

Consumer Analysis

Market Analysis

Brand Analysis

Competitive Analysis

Target Market Profile

Marketing Objectives

Advertising Objectives

Marketing

Communications

Strategy

Advertising Strategy

Creative Strategy

Sales Promotion

Strategy

Public Relations

Strategy

Direct Marketing

Strategy

Campaign Evaluation

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Own the Moment. Simple and elegant phrasing for a sports company, but this

phrase is only thought of as a slogan and not a store. Bauer’s recently opened Own the

Moment stores have almost gone unheard of and unvisited. I am proposing Bauer launch

an advertising campaign to get the new Own the Moment stores off and running. In order

to generate revenue in the store Bauer should look to reach players between the ages of

13-25. By reaching consumers while they watch the NHL and advertising to them online

Bauer can get these stores really thriving. I recommend using the internet, the TV and

video games to reach the young target audience. The whole point of this campaign is to

draw more hockey players to Own the Moment stores and make sure that throughout the

hockey season the stores are busy.

Bauer Hockey Company outfits hockey players with everything they could need

on the ice. Bauer produces ice hockey and roller hockey gear for players of all ages.

Bauer sells its' products all over the world in 9,000 stores and 35 different countries.

Bauer is regarded as one of the best companies in the hockey world and is used by many

players in the NHL and leagues all over the world. Recently Bauer has opened the doors

of its' very own retail stores in hopes to cut out the middleman and bring Bauer products

directly to players. Bauer has strong ties to NHL athletes, which allows them the ability

to use familiar faces to advertise to consumers. The company has recently created new

Own the Moment retail stores that sell only Bauer gear this plans book is going to address

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how to attract consumers to go to the new stores. Bauer needs to get their consumers to

go to the new stores in order to generate profit and cut out other retailers. Bauer is the

first major producer of ice hockey equipment to open its’ own retail store and this creates

a great opportunity for them. Bauer needs to make customers not only aware of these new

stores but also make them compelled to go to them and purchase hockey equipment. Our

goal is to reach the target market through advertising on the Internet, during NHL games

and through the use of video games. Also, using social media we will inform the target

market of events going on at the store in order to interest the target market and draw them

in.

Bauer will always have a place in the hockey world and it doesn't appear hockey

is going anywhere anytime soon. Most hockey consumers turn to look at NHL players to

see what kinds of gear they should buy and sure enough Bauer is plastered all over the

boards of NHL rinks and the pros are wearing the gear too. Bauer produces it's products

to target all age groups including the young players who might just be learning how to

skate. Bauer’s target market is hockey players in between the ages of 13-25, the age of

most high school to college players. This market spends much time on the Internet

reviewing products and often just browsing around. Many young hockey players are

impressionable and rely on what they see the pros using and often turn to that company.

Since, many players wear Bauer gear the brand is doing well. Now, if Bauer can get

consumers interested to going to Bauer stores that will create a great opportunity for

them. Bauer is regarded as one of the best hockey manufacturers simply because they put

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out good quality products. Looking on such websites as Hockeymonkey.com and

PureHockey.com I found reviews of Bauer products are almost all positive with a few

negative ones thrown in. Consumers spend most of their time immersed in the world of

hockey whether that be playing the sport, watching the sport or even playing video games

about the sport. When this target market goes looking for a product to purchase they want

to make sure the product will last at two seasons and hopefully more. In order to reach

this target market advertisements should include pictures of NHLers using Bauer gear

and should also demonstrate how great Bauer products are and why they stand out among

competitors.

Bauer has recently made a huge step in improving their ability to get products to

consumers. Before now Bauer always used other retailers to sell their products since they

have never had their own retail store. But now Bauer Own the Moment stores are opening

across the U.S. and Canada. While products will still be sold through other retailers the

Bauer stores offer limited edition Bauer products and allow consumers to test products

before they buy them. Bauer is also improving their products by finding new ways to

mold and shape sticks. By using a single mold for a stick Bauer is able to eliminate

excess weight and create a lighter but also more durable product. One of the areas Bauer

could improve on is increasing awareness of their new retail stores, by having opening

contests and grand opening weekends and sales Bauer will be able to reach many

consumers and cut out other retailers by selling their products directly to consumers

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Bauer targets a large group of people. Primarily of course they target hockey

players but the ages of these hockey players range from about 4 to 50, they make gear for

children and they also produce products for adults who play in recreational leagues.

While Bauer does direct most of its ads towards high school and college aged players

they will also target younger audiences. Bauer products are sold in more than 9,000

stores and 35 different countries. At the end of the Fiscal Year on 2014 Bauer was the

leading brand in hockey finishing at 54% market share. Bauer has specific brand lines

that go along with a player’s style of play and can assist in making the player better. With

the new opening of the Own the Moment stores there is a huge opportunity for Bauer

since no competitors have retail stores of their own. Bauer’s best two markets are their

lines of sticks and skates, while their helmets also sell well. Bauer needs to get consumers

to purchase their pants and shin guards more often. By creating a store that only sells

Bauer gear consumers who are looking for sticks and skates they will likely not go to

another store for other equipment.

For a long time Bauer has been on top of the hockey world and the brand itself is

almost synonymous with hockey. Millions of players around the world use Bauer

products including those in the NHL. Bauer markets its' product to show that they will

improve the play of an individual who uses them. By offering products that are lighter

and more durable to players it will help them improve their game. While consumers love

Bauer products many don’t like the high price tag that comes with them. To quell this

Bauer has created lower tiered products that are cheaper and still have some aspects of

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the top tier equipment. Before the start of hockey season (around September) Bauer gear

begins to fly off the shelves and continues to sell throughout the hockey season. Bauer

has been dedicated to spending the time to get feedback from their customers and ask

them what kinds of products they would like. For example, last year Bauer introduced the

new line of Nexus products, which is designed for players who are more two-way than

those who simply want speed it offers new CURV technology that helps a player stop on

a dime and change directions. Bauer listens to its’ consumers when they speak and that is

an important aspect in customer service. With the opening of the Own the Moment stores

Bauer gains a leg up on the competition by having a one stop Bauer destination.

While Bauer is the leading brand in hockey it isn't the only company on the ice

companies like Warrior, CCM and Easton are all competing against Bauer. All of these

brands also offer top of the line gear and pending on a players preference are used on the

ice. Bauer’s prices are the same as competitors and if they do differ they don’t differ by

much. Bauer products do receive better reviews online than their competitors because

their products are more durable and often lighter than competitors, which gives players an

edge. Bauer has a huge opportunity with their new Own the Moment stores since no other

brand has a retail store they rely on distributors. Typically when a skater chooses a

hockey company they get all of their gear from the same one, most players are equipped

head to toe in one company which means that if a player prefers a Warrior helmet they

will likely be wearing all Warrior gear. With the advantages Bauer products have over

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competitors Bauer should be able to draw more players into Own the Moment stores and

increase sales.

One of the problems Bauer faces is that there are so many options for hockey gear. There

are so many companies that offer products similar to Bauer although they may not be the

same quality they might be a little cheaper. Another opportunity for Bauer is that they are

one of the first companies to offer gear for specific role players, speed skaters and

shooters often tend to go for the Vapor line of product while those who want to do

everything accurately and more precise choose the Nexus line of gear. Offering in store

trials of these different player-specific gears is an incentive to visit an Own the Moment

store. Another opportunity for Bauer is to use their NHL stars to help sell their products

by having them showcase events at Own the Moment stores this will generate crowds and

get people to the stores. Bauer’s biggest problem is also one of their biggest

opportunities. Their new Own the Moment stores are unique and under advertised. Many

players don’t even know they exist by creating buzz around the stores and creating

awareness Bauer will be able to generate more sales.

Bauer's target market is hockey players from age 13-26. The reason they target

this specific age group is at this age players tend to figure out how good they are and

which products they prefer. While most of these players are also becoming old enough to

work and purchase their own gear. Also, even if the parents are still buying the gear the

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player still has the most input into what gear they are going to use. This target market has

the want/need of hockey equipment that can be met at a Bauer Own the Moment store.

Throughout my research I have spoken to many hockey players and most of them

did not know that Bauer had their own retail store. In order to fix this problem Bauer

needs to create ads that make the target market aware of their stores. By gaining the

attention of the target market Bauer should increase their sales and increase the amount of

people that visit their new stores. Bauer needs to get the word out on their recently

opened retail stores. By getting more people into the Own The Moment stores Bauer can

generate sales.

In order to reach the target market with advertisements about the new stores

Bauer should air them during hockey games and place them on hockey related websites.

Most Internet users are between the ages of 13-26, which fills the target market for

Bauer. Another way to increase awareness of both the stick and the store would be to

incorporate EA's NHL16 video game. By placing advertisements that reward players for

watching them with virtual gifts such as "coins" in the games Hockey Ultimate Team.

These ads will generate interest in the product and will certainly reach the target market

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Bauer is attempting to reach its' target audience of hockey players between the

ages of 16-25 and get them interested into shopping at new Bauer Own The Moment

retail stores. The messages need to be delivered directly to players and on media

platforms that they use often such as TV, Internet and video games.

Bauer will be able to reach the target market using three mediums the Internet,

TV and video game consoles. The reasons for using TV and the Internet are simple

because the target market frequently uses them. I have included video game consoles

because the age of the target market is among the most active video game players and

they will often play games that relate to what they like such as hockey video games.

Dedicating most resources to the TV is important due to the fact that many hockey

players are also hockey fans and will tune in to watch games on TV, also while browsing

the internet advertising on hockey related websites will also hit the target market. All of

these platforms should be used to make sure the maximum target market is reached.

The target audience has remained the same throughout the campaign of 16-25

year old hockey players. This target audience is active on the Internet and also active

nightly watching NHL games often. Also, the target audience can be reached through

video games.

The most emphasis for the ads will be placed on television since most players are

also hockey fans and will be watching NHL games. Then online ads on hockey related

websites and lastly on video games. The television ads will be aired during NHL games

on sporting networks and the online ads will run all day on certain websites.

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Bauer needs to make consumers aware that new Own the Moment stores are open

and ready for business. In order to do this and reach the target market Bauer will

advertise through TV, the Internet and video games. By making the target market more

aware of these new stores Bauer should get new customers.

Consumer Promotions: Upon new product releases in store contests should be

created. Coupons and in store demonstrations of new products. Also include Twitter

contests. Create certain locations where NHL stars that use Bauer would be able to come

and sign Bauer items in store and include a special gift with certain purchases on that

day.

These promotions will be offered mostly during the NHL season and depending

on new product release new contests will be created. About 30% of Bauer's budget will

be allotted to Sales Promotions.

Bauer will continue to showcase their products and the overall quality and

commitment Bauer possesses in their products. By Showcasing the strong personal

communications that can be made with Bauer associates at Own the Moment stores

people will be more likely to visit them.

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Encourage the use of Bauer gear and show the quality customer service that Bauer

offers. Use instructional videos to demonstrate and showcase new products and help find

what products are right for specific customers. Use local mediums to show how the Bauer

brand gives back to its' neighboring communities.

In order to do these things Bauer should allocate around 40% of its' budget to

Public Relations. In order to keep customers satisfied and aware of what Bauer is up to

this will take a large part of the budget. Customer service will be kept up year round,

which also explains the large use of budget.

Bauer needs to convince customers that going to Bauer Own the Moment stores is

worth their time rather than going to regular hockey retailers. Those who are loyal to

Bauer should be convinced to go to the new stores and Bauer should also attract new

customers.

Bauer should use print ads set up in the front of ice rinks across the nation, these

should be filled with the closest Own the Moment store and also include sales and

exclusive deals. Using direct mail to get feedback on campaigns can be beneficial.

Internet surveys of recent Bauer product purchasers and those who visited Own the

Moment stores and those who did not and see how you can make the purchasing

experience better at an Own the Moment store. The use of telemarketing to indicate new

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store openings to Bauer product purchasers will also be used and telemarketing can also

be used to communicate sales and events.

Bauer should allocate 30% of its' budget towards Direct Marketing and evaluate

how successful it was at the end of the year. These strategies will be implemented for a

full year and based on their effectiveness will be kept in the lineup the following year.

In order to find out if this campaign was successful in raising awareness of the new Bauer

Own the Moment stores Bauer will need to find quantitative results. In order to find out

Bauer's reach posttests will be done. Bauer will also be using surveys to make sure their

target market was reached and adjust ads to make them more suitable to the target market

if need be. Using these surveys Bauer will inquire whether or not the ads were

informative and if they made consumers visit the new stores.

The overall goal of this campaign is to use advertisements to draw customers

from the target market into Bauer Own the Moment stores. By generating awareness of

the new stores Bauer should see and increase in not only visits to the store but also sales.

By offering Bauer product directly from the manufacturer Bauer will be able to sell their

own products cheaper and increase their direct profits.