PhoneSoap 2.0

Promotional Campaign Project

By:

Casey Rogers

Jin Ho Kim

Rachel Wheeler

Joseph Lindsey

Uriah Edwards

Executive Summary

PhoneSoap 2.0 is a UV-C light sanitizer that is designed to sanitize cellphones of all

sizes. It is a patented product with a strong competitive advantage within the market. The

product reviews show that it is fairly easy to use and the features built into the product enable for

enhanced selling opportunities. Our situational analysis shows that this product is marketable to

our tech-savvy nation, where smartphone usage is rising consistently. This product is a high-

involvement product since the initial investment of $60 is fairly large for the product. With all of

this in mind, we believe PhoneSoap is a product that every household needs in America, but we

do not believe we can reach that audience quickly enough until another product comes out to

compete. That is why we would like to co-brand and partner with Apple in order to widen our

reach to the general public. We believe that Apple has the reach that we need to make this

product a household item so that everyone can live a cleaner life. Our marketing objectives

include building our brand from the inside out and making us as desirable for such a partnership

as possible to Apple. Our Target Audience is Apple Corporation and the consumers of Apple

products. Since our product already resembles the look and appeal that an Apple consumer has

already come to love, it would be an easy switch over. We are appealing to Apple due to the fact

that it would save them time and money competing against us and developing technology to rival

our already copyrighted technology. The method in which we choose to finally present to Apple

is through demonstrations and pitching the idea for a partnership. Demonstrations are one of the

strongest tools we have at our disposal and it is sure to turn some heads at Apple when we say

this product is patented. We chose to not have a famous figure represent our brand, but instead a

strong passionate brand ambassador from PhoneSoap that is very knowledgeable about the

product as well as charismatic with others. Our creative and media plans to seek apple are to

showcase the dirtiness of cell phones through print ads and YouTube series. The creative

approach that we have taken on is to juxtapose cellphones for inanimate objects that are

associated as filthy and germ ridden through a print ad campaign in Time, People, Forbes,

Wired, and Discover as well as a small YouTube campaign to generate buzz with the consumers

as well as attending trade shows to get potential suppliers. This strategy is targeted at Apple and

the consumers of Apple, as well as our own consumers who would want the product. The details

for this advertisement campaign are further explained as you progress throughout this proposal.

Situational Analysis

Industry and Company Overview

PhoneSoap 2.0 is a UV Sanitizer, cellphone charger, and audio amplifier for a variety of

smart phones. Two cousins from California, Dan Barnes and Wesley LaPorte, created

PhoneSoap in 2012. The two went to Brigham Young University and were inspired to create this

product when they read an article about how phones were dirtier than public bathrooms. The two

men raised $45,000 from a Kickstarter page and $63,000 from 1,200 financial backers that

believed in their product. Dan and Wesley’s experience as missionaries gave them the

confidence to present their idea on Shark Tank and ended up with a deal with Lori Greiner,

“QVC Queen”, for 10% of the company in exchange for $300,000. PhoneSoap 2.0 has gone on

to be feature in many magazines and was even tested on the Discovery Channel and was proven

to work in killing bacteria (Jones).

In the 5 and a half months leading up to their Shark Tank pitch they made $537,000 in

sales on the PhoneSoap 2.0. The device can be made for $20 and is sold at retail for $59.95

(Bazzle). Dan and Wesley have built in huge margins for the selling of this device. PhoneSoap

has started and truly remained sold via online sales, but Dan and Wesley now have a contract

with Staples to sell in their retail stores. PhoneSoap is also being used on a trial basis in some

hospitals as sanitary devices for doctors and nurses. Dan and Wesley also applied and received 2

patents for the technology and design of PhoneSoap 2.0 to protect their assets.

PhoneSoap’s current target markets are health conscious individuals, medical

professionals, and parents who worry about the germs their children are exposed to. PhoneSoap

2.0 is an extremely competitive product because it is the first of its kind on the market making

their price of $59.95 realistic and reasonable price for the market. Distribution is all online

currently. It is being sold through amazon.com, Staples, and other small tech boutiques on the

web. As for promotion, PhoneSoap is lacking. They are currently only utilizing social media and

interviews with technology magazines. The strongest promotion campaign they have right now

are the YouTube demonstration videos and the Discovery Channel segment that provides hard

facts that PhoneSoap 2.0 actually kills bacteria (PhoneSoap Patents).

PhoneSoap 2.0 is not the only product that Dan and Wesley have put out there. They have

the PhoneSoap XL for tablets, PhoneSoap roller for on the go cleaning with gel, PhoneSoap

patch which is a cleaning pad, PhoneSoap polish which is a thin gel applied to the screen to kill

bacteria and prevent fingerprints and smudges, PhoneSoap locker which stores, charges, and

sanitizes while keeping your technology safe, PhoneSoap lightning cable which is an add on to

the PhoneSoap 2.0 and the GermGuard Phone case which kills bacteria without you activating

anything (“PhoneSoap Products”).

PhoneSoap 2.0 is part of the Communication Equipment industry. This industry has an

annual growth of .8% every 10-15 years and an average revenue of $32.6 billion. There are about

768 companies competing in this industry currently; 34% of those are specified in

communication systems and equipment, which is the specific area PhoneSoap 2.0, falls in

(“Industry at a Glance”). This industry is in the mature stage of its life cycle, meaning its revenue

grows at the same pace as the economy and as companies stabilize. The industry is heavily

regulated and the technology change, revenue volatility, competition level, and barriers of entry

are high as well (“Industry Outlook”). The Communication Equipment industry was slow to

recover after the large decline in consumer spending in 2009 because cell phones and accessories

were some of the first things consumers and companies cut back on. Wi-Fi and Wi-Fi based

technology are the fastest growing trend due to the rapid growth and use of mobile devices.

Other common phone accessory trends are smart mobile technology and external recharging

stations; cases, speakers, etc. (Kwon). PhoneSoap 2.0 has charging capabilities putting it in the

trending category for phone accessories.

Competitive Review and Competitive Advantage

Although PhoneSoap 2.0 may seem to be the only phone cleaner that’s come around, it

actually does have some competitors. The iKlear iPod Cleaning Kit is a clear solution that is

sprayed on the surface of a touchscreen device and wiped down. The iKlear is really just another

cleaning solution but is specifically for phones, containing no alcohol or ammonia. Available on

Amazon for just $15, the iKlear solution has a majority of 5 Star ratings on the Amazon site. The

iKlear also comes with 3 Microfiber polishing cloths for wiping surfaces. Arguably the leading

product in phone cleaning solutions, iKlear’s liquid-based cleaning technique varies greatly from

PhoneSoap’s U.V. technique.

Another PhoneSoap 2.0 competitor is called the Tidy Tag. The Tidy Tag might be hard to

consider a real competitor to PhoneSoap because of just how different the product is. Tidy Tag is

a small keychain that attaches to a phone or keyring that can be used at any time to wipe a screen

clean. The microfibers in the Tidy Tag’s surface (similar to the iKlear rag) allow for the quickest

and easiest clean possible, although the quality of the clean is hard to evaluate. The Tidy Tag is

also a very inexpensive product (coming in at less than $2) differing greatly from PhoneSoap

2.0, making it difficult to put in the same category.

A few more competitors of PhoneSoap 2.0 can be found by phone owners simply around

the house. A popular device-cleaning formula is a 40/60 ratio of alcohol to water, but this

mixture cannot be used to clean screens, only outer phone parts, accessories and keyboards. The

alcohol and other chemicals can damage the screen permanently. Using scotch tape is also an

effective way to remove fingerprints and dirt from a phone screen or from crevices without

having to buy further cleaning tools. All of these techniques help keep a device and its screen

relatively clean, however not to the extent and excellence of the PhoneSoap 2.0.

PhoneSoap 2.0’s main and obvious competitive advantage is its cleaning system. The use

of U.V. light to deep-clean a personal electronic device has never before been utilized and put

into practice before PhoneSoap. By capturing the phone’s entire surface, front and back,

PhoneSoap 2.0’s process is more thorough than any other device-cleaning process out there. The

way that PhoneSoap 2.0 cleans automatically and without user assistance allows for users to do

other things in the time that they would use to manually clean their devices, like playing outside

or eating a meal. It’s ease of operation and thorough cleaning practices are not its only

advantages though: PhoneSoap 2.0 also has the capability of charging a device mid-clean, and

doubles as a speaker for the device’s sound and music. The charging feature is perfect for

smartphone users since they tend to charge them at least once a day. While the user has plugged

his or her phone into the PhoneSoap 2.0, the PhoneSoap can simultaneously clean the device and

be completely cleaned by the time the device is charged. The convenience factor of the cleaning-

while-charging capability is an enormous selling point for PhoneSoap customers and its potential

market. The audio amplifier of the PhoneSoap 2.0 allows for its users to hear any notifications

that their phones may receive while charging/cleaning so that they do not miss anything

potentially important. This feature also allows a PhoneSoap 2.0 user to charge his or her phone at

night in the PhoneSoap machine and not have to worry about missing their alarm in the morning;

PhoneSoap amplifies the device and increases the volume.

Product Review

At first glance, the PhoneSoap 2.0 looks like a white rectangular square box. However,

the functionality far outweighs this box’s aesthetic appeal. It uses UV technology to clean and

disinfect the surface of any cellular phone, or anything that will fit inside of it. It also acts as a

charging bay and audio amplifier for your cellular device as well.

When you open PhoneSoap 2.0, there are two long bars that look a lot like bulbs on either

side of the device. These bars actually deliver the U.V. light to your phone. There is also an

opening compartment where the phone charger passes through to charge your phone. To make

things even better, there is an area with small oval-shaped holes that act as sound amplifiers for

your phone. This allows you to listen to your music, wake up to your alarm, charge, and clean

your phone. Once you place your device into PhoneSoap 2.0, it only takes about four minutes to

complete the cleaning process. Once the process is complete, a blue light will become visible on

the outside of the PhoneSoap 2.0 indicating that your device is completely clean. This does not

necessarily mean that you need to remove your device however. The PhoneSoap 2.0 is safe

enough to leave your device in for any extended period of time.

Consumer Research

Market Segmentation

The various market segments for PhoneSoap are segmented into the below categories:

These four market segments will help to create our target market. For

geographic, we are not limiting PhoneSoap to a certain location or

region, but rather classifying all smartphone and tablet users worldwide.

According to GO-Gulf, eighty percent of the world’s population has a

mobile phone, there are five billion mobile phones in the world, in

which 1.08 billion are smartphones, and about 94.1 million of those

smartphones are in the U.S. (2012). With this data, our demographic

market will be males and females ages 18-44, specifically those who use

multiple smart phone devices and tablets for business or elsewise. Our

behavioral segmentation will focus on loyal consumers that are ready to

purchase the latest technology and smartphone device accessories.

Specifically, Apple and Android users who are loyal to their brand who

may find our unbiased product a useful new accessory. According to the

Digital Imaging Reporter, “the CE Accessories at Retail report projects

a rise of $13 million, bolstered by tablet and smartphone accessories,

headphones and earbuds, and it raises 2014’s CE accessories sales

projections to $8.5 billion (2014).” This contributes to psychographic segmentation, in which we

would focus on the lifestyle and personality of users. The Digital Imaging Reporter also stated,

“that quality is the most important factor when choosing CE accessories, while need and brand

name also influence consumers’ decisions (2014).” Our users are looking for the latest technical

accessories for their smartphone devices. They want either name brand or an unbiased product of

high quality proven to better their device and accommodate their lifestyle.

Potential Target Audiences and User Profile

Potential target audiences for PhoneSoap are consumers’ ages 18-44 that are tech savvy,

business entailed, and likely to keep up with the latest trends. Actual consumers are iPhone and

Android users who see the amount of germs on their phone and need our product. The people

that would influence consumers into buying our product would be segments on Discovery

channel that have expositions of how PhoneSoap works. If PhoneSoap had the opportunity to

partner with giants such as Apple or Android, they would be able to widen their target market.

As Dan Graziano from BGR states, “’The increasing penetration of smartphones is driving a shift

in accessory design toward smart accessories that drive higher levels of consumer interaction,

product value, and brand recognition,’ says Michael Morgan, senior analyst, devices,

applications & content.” The population of people influenced by this shift is the audience that

would be perfect for PhoneSoap.

PhoneSoap’s quintessential perfect customer is a twenty-five-year-old business

man/woman who is tech savvy and a trendsetter. More than likely working on multiple

smartphone devices, collecting germs on their devices, and needing their devices to be clean and

charged for usage.

Consumer Decision Process

PhoneSoap is a high involvement purchase. The audience will need to be open to viewing

the relations between the germs on their phone and real life situations such as the germs of a

toilet seat. The potential buyers will need reviews, price comparisons, and brand recognition to

really benefit their decision process. Currently there are videos explaining the product and

product need, as well as Amazon reviews. Since this is a high involvement product, it would take

the buyer more time to purchase it due to the risk involved. PhoneSoap is not a typical product; it

is a long-term investment.

Consumers would make decisions based on the Hierarchy of Effects Model or the

Innovation Adoption Model. For the Hierarchy of Effects Model, first they would need to be

aware of our product, it’s benefits, and knowledge of how it works. Then if they like the product

and see it is trending with other buyers, they will feel convicted to purchase it. We could offer

trial runs of PhoneSoap, which may encourage certain tech savvy buyers. If we offer trial runs,

the Innovation Adoption Model will be used. Consumers would be aware of the product, find

interest in it, evaluate the pros and cons, and then purchase it for a trial run.

By marketing PhoneSoap as a necessity for your smartphone device, using positive

celebrity branding along with doctors’ professional stance in health will advocate positive

messaging and reliability amongst consumers. Pacing our messages slowly so the consumer has

time to process how dirty their phone is, and getting brand names to partner with us for

commercials would greatly help launch PhoneSoap to consumers. Our target market wants the

latest trend, cares about their health, and self-cleanliness. They want to put their money into a

product and brand they trust. If we create a culture that PhoneSoap is used by celebrities,

recommended by brand names, and is the next new ultimate necessary accessory for your

smartphone then our reach for consumers will widen like never before.

Communications and Response Process for the Product

We would classify this item as a quadrant 1 item. It is a high involvement and thinking

product. PhoneSoap 2.0 is a product that needs to display information for the customer about

why it is necessary. Information about how dirty your phone is and how it can cause hygienic

problems is a concern for many customers. After hearing the information about the product, you

think about it and then you start to feel like you need the product because of the benefits that

PhoneSoap offers. It is also not a considerably cheap product as well. It’s original retail price on

their website goes for $59.95. On QVC, the product goes for $39, which is much cheaper, but

still a product you will think the cost and benefits for.

The implications are that we need to make sure the information that the phone is the most

bacteria infested, disease ridden object we carry constantly and we need to make sure this

information is available everywhere. Once the facts are stated and people know, they will want a

product that fixes this problem, which will be PhoneSoap 2.0.

We would have to say the Innovation Adoption model is the hierarchy model most

applicable to our product, PhoneSoap 2.0. The reason being, our product is innovative in the

industry of communication equipment. The technology required to make this product work the

way it does is unique. A typical consumer that finds our product will go through the 5 steps laid

out in the Innovation model. They will become aware from the information that we display

before them. The interest of the product is peaked because the product is unique, innovative, and

easy to use. Evaluation on whether the consumer needs the product based on pricing and

availability happens. Ultimately, there is trial of the product to see whether it lives up to the

name and then adoption of the product once they find out it does. This is the model we see from

our consumers and the model that we want.

The stage our target market would be in the affective stage. The information is very easy

to understand and only takes a couple of minutes from the presentations on the PhoneSoap

website. There is interest for our product from the consumer, but they need to evaluate if the

benefits outweigh the costs.

Promotional Campaign

Phonesoap 2.0 Marketing Objectives

Phonesoap is seeking to achieve the following objectives in the next 2 to 5 years:

1. Develop a co-brand relationship with a large reputable technology firm

2. Build “brand integrity” between consumers and a new partnership through co-branding

3. Utilize our co-brand’s distribution channels to distribute Phonesoap into brick and mortar

stores such as Best Buy, Target and Walmart.

4. Market Phonesoap as a premium price product and increase online sales by 3-5% in the

next year while also increasing brick and mortar sales by 60% in the next 2 years with the

help of our co-brand.

5. Send a consistent message with a clear, catchy tagline and increase positive brand

awareness and recognition in the phone accessory industry by 20% in the next 2 years

6. Inform the consumers of the added health values and benefits that Phonesoap offers

versus the competitors

7. Increase Phonesoap market share by 15% in the next two years

Target Audiences

Using the information gathered in the situational analysis, our primary target market will

be a big corporation such as Apple, Samsung, etc. Our secondary market is the corporation’s

customers such as Apple consumers, Samsung consumers, etc. As we have discussed, consumers

care about brand integrity; and they are loyal to their brand. In order to increase our sales,

Phonesoap will co-brand with a big corporation such as Apple. We will allow Apple’s logo to be

placed on Phonesoap. This will bring brand loyalty and integrity to our product for our secondary

market. Our secondary market wants what they know they can trust, and that is a brand name. As

for our primary market, we will justify our product to a big corporation by showing the benefits,

current sales, and having a product the corporation does not.

Our primary market is a big corporation, but to reach a big corporation we must be able

to secure their target market. For example: Apple’s consumers. According to Brandon Gaille,

marketing researcher,

In just 7 years, Apple has dominated with over 60% of the total smartphone industry:

• 54% of consumers who purchase an iPhone say that their last phone was

also an iPhone.

• 1 in 4 people say that they’ve purchased Apple products because their

friends also had an Apple product.

• 2 out of every 5 Mac owners is younger than 34.

• The average Apple target customer will state that they are addicted to

digital devices and use an Apple product to help them maintain a professional or

managerial position.

• Men outnumber women on a 2:1 basis when it comes to purchasing Apple

products.

• The average age of an Apple customer is 35-44.

• 1 in 4 people in the 18-34 ages demographic express a strong interest in

purchasing an Apple product at some point in the next 6 months (2015).

According to the above data, Apple users tend to buy other products based on the fact that it was

an Apple product. It also states, that Apple consumers want the next digital device because of the

image that is associated with the brand. By adding Apple’s logo to Phonesoap, it will

automatically raise awareness of Phonesoap and our other products.

Phonesoap 2.0 Positioning Strategy

Phonesoap’s unique and unopposed phone cleansing technology makes for an excellent

positioning strategy. As discussed in the competitive review and competitive advantage portion,

Phonesoap 2.0’s competition utilizes other means to clean phones and devices. Microfiber wipes,

cleaning solutions, and tape make up this competition but none promise the same deep clean as

Phonesoap 2.0’s technology. Since Phonesoap is a new product, it has yet to figure out a strategy

for getting the word out.

We have chosen to market straight to Apple, meaning the information in our presentation

must be very factual. We seek a strategic alliance with Apple: a relationship that captures both

companies’ strengths for the growth and benefit of both. Our product is breaking ground as the

only tried-and-true, microscopically thorough, multipurpose device cleaner on the market. Since

Apple is one of the world’s most popular brands, we believe Apple customers will trust that, with

Apple’s support and resources, Phonesoap 2.0 is a pristine product. Apple does not offer any

kind of device cleaning solution for dirty phones, and that is exactly Phonesoap’s forte. Co-

branding Phonesoap with Apple is our best option for growing brand awareness while making

large profits. Apple is such a global powerhouse that its product/hardware force will not settle for

sub-par products. Phonesoap 2.0 has been tested by scientists and engineers and has been proven

to effectively kill germs with its deep clean process. With Apple’s abundant resources,

Phonesoap 2.0 could potentially become even more effective.

Phonesoap’s positioning strategy must capture the attention of all device-users (through

Apple) who would like a chance to clean their device properly; it must also fully convince them

that Phonesoap is the best option for that. Phonesoap 2.0 must stress the thoroughness of its UV

light sanitizer. The sanitizer promises to be the only way to clean a phone so effectively, while

being 100% safe. Every other competitive method for phone cleaning holds a potential risk for

phone damage. The cleaning solutions risk getting liquid in the tiny holes and orifices that are

located throughout smartphones and devices. The user must spray either the device directly, or a

rag, and wipe the device strategically so as to avoid every crevice. Damage caused by spills and

exposure to liquids is one of the most common and frustrating ways to lose a device. Everyone

knows the risk that goes along with having liquids near their devices, so choosing a liquid as a

way to clean such a device is commonly avoided. The tape and microfiber wipe ways for

cleaning devices are effective but are not seen as an extremely thorough option. With Phonesoap

2.0, the phone or device is completely encompassed inside the product, ensuring a full surface

cleanse via UV-C light. Phonesoap 2.0 promises the UV-C light cannot damage the device; it

would take hours for the exposure to damage a device, and the Phonesoap 2.0 UV cleanser is

finished and shuts off automatically after 5 minutes.

The thoroughness of the Phonesoap 2.0 UV technology is not the only factor that sets it

apart from its competitors: the Phonesoap 2.0 also comes with the ability to charge the device

that is being cleaned, mid-clean. An incredibly convenient process allowing a person to both

charge and clean his/her phone simultaneously has never been available to the public. Phonesoap

2.0’s light technology is so unique and unheard of that it is capturing and will continue to capture

the public’s attention as it is marketed. There is some skepticism that Phonesoap will have to

overcome when it comes to its customers however: there is no real way to prove the

effectiveness of the Phonesoap cleansing. Besides taking a microscope to your device,

Phonesoap customers must have faith that this product is doing what it promises. There are many

health-conscious device users who look to have their device sanitized, and cleaning options up

until now have been debatably effective.

We must convince Apple (or other large tech companies) that the product will sell. It is

the matchless nature of Phonesoap’s cleaning process has the ability to convince this company

that it will do as promised. Luckily for our marketing team, the device-sanitizing market is

practically untouched with the exception being the few competitive companies mentioned before.

None of which use any type of real technology, unlike our product, to clean devices. Our

positioning of Phonesoap 2.0 must stress the innovation and effectiveness of the UV-C. With a

strong marketing campaign for Phonesoap 2.0, it has the potential to become the one device

cleaner that comes to mind when consumers face the want or need to clean such devices. It is our

goal that it will first captivate the minds of Apple executives and result in a co-branding

campaign of Apple and Phonesoap 2.0. Working together as a team, our two companies can

position Phonesoap as the best and only option for getting a device completely clean again.

Communications Mix

Our communication task is to reach our primary target audience through a B2B2C

strategy. We want to be able to reach our primary target market with as much efficiency and

effectiveness as possible.

For the source of our communications, we want a professional liaison that is adept in

product knowledge, financial benefits, and able to convey how this is a profitable venture for

whatever business we want to take on as a partner. Our source must be professionally attired and

very personable. We do not have any sights set on celebrities or spokespeople, but a personality

and a good-looking face. If our source can be knowledgeable about our company and the hard

numbers that show our profitability and potential for growth, we have more than just a pretty

face as our spokesperson. We do not want to take on celebrities because it can be too costly for

the target market we are trying to achieve. It might go into consideration later on down the road,

but for now we want to have someone who is able to bring the same content without costing us a

fortune. The professional attire gives off the sense that they are powerful and has control. It also

gives credibility before they’ve even said a word.

The message we want to convey is that our business is a growing business and that we

have a patent to the technology that enables us to be in the forefront of our industry. With this

message, we want our target market to know that it is a very unique opportunity to partner with

us and it will help both our respective businesses profit. Some options for our message structure

would be using the primacy effect and using a demonstration throughout the meeting. We would

want a rationale appeal with our message because germs and hygiene can easily be broken down

to numbers and statistics that are universally understood. We would also consider an emotional

appeal message where we compare a phonesoap phone to one without our product or using a

cleaning agent.

With both effects, we can expect a certain outcome. The primacy effect with rationale

will allow businesses to understand how we have a competitive advantage on a statistical and

informational level such as the patent, cleaning 99.9%, features in the product for product

combination, etc. When we bring the emotional appeal to businesses, they will understand just

how dirty their phones are and allows phonesoap to be the light at the end of the tunnel. It will

also show how other products do not come close to how convenient, hands-free, and efficient

PhoneSoap is.

The channel we would like to use is either the internet (LinkedIn, Web marketing, Etc.),

advertisements (B2B advertisements), or phone calls in to meetings with businesses to see if a

business opportunity exists. The internet channel approach would include us reaching out to

Apple through messaging on LinkedIn. From there we would set up an appointment/meeting to

discuss and see how the businesses can mesh together and what we can offer to be in partnership

with Apple. The likely effectiveness of this channel use is fairly average. It is hard to say how

they will react from us reaching out to them, but through a professional platform like LinkedIn, it

isn’t outlandish to propose such a thing. Advertisements aimed at businesses knowing our

competitive advantage and statistics would have to be aimed at PhoneSoap working in cahoots

with Apple products to bring a more germ-free phone life. This channel can be effective, but it is

costly for the potential for Apple to see us and consider a partnership. If anything, Apple could

see this as a threat and create a product that does something similar to what PhoneSoap does. The

next channel being a phone call into a meeting with Apple is the most direct we can get. It is

impromptu, but can be effective. The downsides are that they will not see a track record like

what LinkedIn offers so that they can do some research beforehand.

Through all these channels we would probably lean more towards messaging through

LinkedIn for convenience and efficiency sake.

Communications Mix – Vehicles

To reach our target audiences, Apple Corporation and Apple consumers, we would use direct

marketing first. We want to create a business to business. We would approach Apple Corporation

using direct marketing. We would put together a presentation showing the benefits of Phonesoap,

why their consumers deserve to have it, and show our legitimacy and credibility by being

discovery channel proven and showing current sales and research. We would use direct

marketing because for our product, pace is important. Apple would need time to understand our

product fully and see the benefits it has to offer. We would suggest using product demonstrations

in stores such as Apple, Walmart, Target, and BestBuy. This would benefit Apple consumers and

outside consumers as well, by marketing at an internal pace for consumers. This would give

consumers the chance to see how it works and even try it on their own phone! We would have a

black light available so consumers could see the germs on their phone before and after a

Phonesoap cleaning. We would structure our demonstration using recency. Consumers will be

receptive to the idea that their phone is covered in germs causing acne, colds, etc. So we can

demonstrate and use facts before we put our most important information into the demonstration,

such as why they should purchase Phonesoap and pricing information. Using direct marketing,

we will save money on costs. Consumers will see first hand the attractiveness and likability of

the product. They will also see the germs of their own phone under a blacklight during store

demonstrations. This will show the concern behind the product. Once product demonstrations

have been performed in many locations we hope to see an increase of sales because consumers

will recognize Phonesoap as a co-brand with Apple. They will see first hand the effects of

Phonesoap, share with their friends, and want the newest Apple accessory. If our direct

marketing reach is successful, we would then move onto larger vehicles such as commercials.

Communications Mix and Marketing Objectives

The PhoneSoap 2.0 communication mix will enable the company to meet its marketing

objectives. The use of professional social media like Linkedin will connect PhoneSoap 2.0 with

influencers in the large technology firms like Apple, Sony, Samsung etc. From there, we will be

able to ask and understand the decision making process. We are talking to the influencers and

those who could actually make the decision to co-brand with us.

1. Our communication mix will help us build “brand integrity” between our consumers and

our new partnership through co-branding by meeting face-to-face with the technology

companies and eventually partnering with one to successfully develop a unified product

under both the PhoneSoap and the new company’s brand names.

2. Our communication mix allows us to utilize our co-brand’s distribution channels to

distribute Phonesoap into brick and mortar stores such as Best Buy, Target and Walmart

via the demonstrations in the brick and mortar stores that PhoneSoap has not previously

been sold in, helping break into a new market and increase potential sales .

3. By connecting with a high end brand, Apple, our communication mix will allow us to

market Phonesoap as a premium price product, just like Apple’s products are known to

be which will help increase online and brick and mortar sales.

4. By co-branding and utilizing this business opportunity to merge our product with another

known brand name will allow us to send a consistent message with a clear, catchy tagline

and increase positive brand awareness and recognition in the phone accessory industry by

piggybacking off of the already standing persona of Apple as well as bringing our own

personality to the advertising and pitching of the creative marketing for PhoneSoap 2.0.

1. The communication mix will help us convey our message of PhoneSoap being an

innovative company and product, having an impressive sales track record, and

being the first successful product of its kind in the market of phone accessories.

By communicating face-to-face after connecting on the internet we will be able to Inform

the consumers as well as Apple of the added health values and benefits that Phonesoap offers

versus the competitors, explaining why co-branding with us is more profitable and beneficial

than not.

By communicating with Apple Inc. and repositioning PhoneSoap 2.0 under their brand

name will help Increase Phonesoap’s market share as well.

Creative Plan

Creative Objectives

Our product is extremely unique. We have the potential to make it stand out and stay around with

the appropriate creative objectives. Our first objective is to raise awareness of how unsanitary

cell phones are by demonstrating this in a creative and humorous way through advertisements

and demonstrations. Another creative objective we have decided on is to stress the thoroughness

of PhoneSoap 2.0’s cleaning process as to create a positive and trusted brand image. The deep-

cleaning UV light patented system that PhoneSoap utilizes is brand new to the market and this

differentiates us very much from our competitors and substitute products. Our objective, to

create a positive brand image, will come once customers, and corporate buyers, see and believe

PhoneSoap does what it promises.

· To raise awareness of how unsanitary cell phones are by demonstrating this in a creative

and humorous way.

· To stress the thoroughness of PhoneSoap 2.0’s cleaning process as to create a positive

and trusted brand image.

Creative Strategy

Our advertising campaign theme is an informative campaign about phone hygiene. Even

though our target market is to reach Apple and enter a partnership for co-branding, allowing the

general public to receive information and then create a need in the market will raise desirability

from Apple.

Our big idea is to have several advertisements that center around a few characters that will be

used through the advertisement campaign. There will be 4 in total that provide a wide enough

classification for each person. There will be print ads and YouTube advertisements.

The print ad will consist of cartoon caricatures of people with random dirty inanimate

objects that will be used like phones. Since cartoon characters can also be considered more

juvenile and overlooked more easily, we will also have print ads with real people holding these

same objects. This is bound to grab people’s attention and hold a higher retention rate in people’s

minds when they think about phone hygiene. The characters will almost always be male or

female in their mid-20’s to 30’s who are business casual. From time to time, we will show

different demographics just to convey that everyone is affected by this, but it will generally be

the main demographic that uses phones daily.

For our television advertisements, the feel for the advertisements will sort of be like

slices out of a sitcom. This first one will be friends meeting at a coffee shop. The story will

follow our main character, Chad. He will be your average joe male in their mid-20’s that isn’t

extremely wealthy, but well off. He does not have a girlfriend and he loves sports, merriment

with friends, and coffee. Out of his friends, he is the most unhygienic, but all this will change

when he encounters PhoneSoap. As he is walking down the street to go to the coffee shop where

his friends are, a salesman on the sidewalk stops Chad. He is representative for PhoneSoap and

asks Chad quickly if he cleans his phone. Chad, in a hurry, rudely shrugs him off, gives him a

smug look, and scurries off toward the coffee shop. As he is walking, the salesman turns slowly

and a magical sound happens. Chad enters the coffee shop and apologetically sits down with his

friends at the table. He looks up to see his friends on a shoe, a hair wad from the drain, and a

whole toilet seat. The one with the shoe is Jimmy, the hair wad, Karen, and the toilet seat is

Helen.

Chad is shocked at first and gasps, his friends are surprised. He asks why they have these

objects. They aren’t sure what he’s talking about. He pulls out his phone to pull out a moldy

piece of bread. He gags. Jimmy tries to show him a funny video and puts the shoe towards his

face. He denies while trying to hold in his vomit. The music starts to get more intense until the

next scene where he’s in front of the salesman for PhoneSoap, who takes his bread and gives him

a phone back.

There can be a series of advertisements afterwards that talk do a walkthrough with our

characters of the process that PhoneSoap has. Another ad that talks about features while always

selling the same message of phone hygiene awareness.

The reason why there are multiple characters is so that people are able to familiarize

themselves as well. This enhances recall and memorability. We could also have an advertisement

where someone can mention why no other companies have a product like PhoneSoap to allude to

Apple’s need to gain a product that is like ours.

Through this advertisement campaign, we know that people will not only be interested in

our product, but they will also have a stronger knowledge and need for phone cleaning.

Therefore, when Apple is trying to search for a cost-effective, high percentage germ killing,

hands-free phone cleaner, they will be much more likely to take a partnership with us for co-

branding when we approach them.

Appeal and Style

Product features will be emphasized in our promotions, which will be shown during our

direct marketing campaigns. When Apple Corporation and potential consumers take advantage

of our demonstrations in store, they will benefit by having their own phone cleansed. They will

also see the actual process via a black light showing bacteria on their phone before and after. We

will also show how quickly bacteria spreads by passing two phones, PhoneSoap cleansed and a

non-PhoneSoap cleansed phone, around to different people. By the end of this demonstration, we

can state how one group has a certain percentage higher of getting a certain disease, acne

breakout, etc. This will convey the effectiveness and immediacy for phone hygiene that

PhoneSoap provides. The product features emphasized in the demonstrations will be the cleaning

power PhoneSoap has, the hands-free charging station, and the speed and efficiency PhoneSoap

brings so that you can get back to what you were doing.

We want to be rational, but also keep it humorous to the person or corporation we are

speaking with. By using comparisons during demonstrations and campaigns, we will convince

the consumer or company of how dirty their phones are. Comparing your phone to a toilet seat or

dirty shoe may catch your attention in a humorous way, but is completely rational when you

consider the germs your phone carries. Also, using divergence in our creative strategy will grab

the audience's attention, raise retention, and impact the consumer to action. Using divergence, we

will bring in surprising elements such as elaboration where we explain the extent to which a

consumer's phone carries the amount of germs in comparison to random objects like the bottom

of a shoe, toilet seat, etc. We will add artistic value by using bright colors and attractive images

to relay our message in a humorous way.

The reason we prefer demonstrations to commercial ads, is the pace. This is a new

product that people need to see to believe in order to purchase and share with their friends. Our

execution style involves nothing but the facts, which are delivered through demonstration,

humor, and personal testimonies of consumers volunteering their phones at demonstrations. The

pace is very important and with personal demonstrations, questions can be asked and answered

immediately.

·

Slogan

“Banish Bacteria”.

We believe that this slogan is very quick and to the point. With our product, PhoneSoap

we will be banishing bacteria from your phone and you will have less to worry about in life as a

result.

“Cleaner Phone. Cleaner Life.”

This would be a secondary approach to our campaign where we show a cleaner life after

using our product. This would appeal to consumers for a life that could be.

Objective: To raise awareness of how unsanitary cell phones are by demonstrating this in

a creative and humorous way through advertisements and demonstrations

o Method: Repetition: Through multiple advertisements across print and broadcast,

we will centralize our message on the unsanitary state of cell phones without

PhoneSoap.

Objective: To stress the thoroughness of PhoneSoap 2.0’s cleaning process as to create a

positive and trusted brand image

o Method: Demonstration: Through our demonstrations and statistics shown in print

and broadcast ads, we will convey thoroughly the cleaning process PhoneSoap 2.0

brings to our consumers.

In our advertisement, we will depict cartoon characters and actors speaking on random

known-to-be-dirty objects as if they were cell phones, for example the bottom of a shoe, or a

toilet seat. This helps the audience come to see that our phones and devices are much dirtier than

we suspect, and our ad starts to make them want to find a way to sterilize those devices. Since

we have chosen a few different magazines to place our ad, we will reach a great number of

people. This is something that we will pitch to our partnering tech company with the addition of

that company’s logo, to help them better visualize our co-branding while showing them our main

advertising strategy simultaneously.

We will also achieve our objective to get our customers to trust PhoneSoap 2.0 by

effectively describing and showing the deep-cleaning and microscopic evidence of cleanliness

that it leaves behind. Trade shows will be our best opportunity to prove PhoneSoap 2.0’s

cleaning ability and thoroughness, demonstrating on interested individuals’ devices. We will also

allow them to view their devices before and after their cleaning to show them just how effective

PhoneSoap 2.0 is. We will do this same type of demonstration for company executives who must

have proof of PhoneSoap’s abilities before investing.

Media Plan

Media Objectives

The reach of our target audience will be major tech companies that have flagship cellular

phone lines. We are especially looking to reach Apple and Samsung, because they are the biggest

companies that fit this target audience. The frequency in terms of reaching these companies in

our target audience will be just one message sent at first, in order to gain their attention. After

this, our message will be continuous in terms of it being readily available via YouTube as a

video. Once we earn a meeting with these companies, our message will be a pulsing in terms of

demonstrating our product at the various corporate office locations of these companies to their

executives. Geographically, our demonstration messages will be limited to the various corporate

offices of these companies after the initial messages on LinkedIn and YouTube are sent out and

we gain interest and a meeting.

Media Strategy

Our target market of business executives is less traditional based on our business-to-

business-to-consumer marketing strategies. That being said, our media strategies will be

unconventional as well. Our primary media outlet will be print, specifically magazines. We

believe it is important to have some kind of media campaign out prior to approaching business

executives for possible partnership. The average age of a magazine reader is 49 years old [1] and

business executives tend to be on the higher age range due to seniority and work experience. We

felt the best way to reach our target audience as well as generate buzz around our product with

consumers was a print campaign. The ad campaign will consist of cartoon men, women, and

children of different ethnicities and backgrounds appearing to use a phone but instead of a phone

being in their hand something extremely dirty will be present instead. For example, a

businessman holding a dirty shoe instead of a cellphone or a cell phone covered in bacteria (see

appendix for examples). These ads will be used to illustrate how dirty a phone can be and inform

consumers that there is a product out there that can help. As for promotional tools, PhoneSoap

2.0 plans to use a combination of direct marketing with demonstrations and attendance at trade

fairs to capture the attention of the business executives. Trade shows like the Consumer

Electronic Show, DistribuTECH, and Interop Las Vegas that focus on developing technologies

across multiple industries will be our focus since they have the largest reach. Once we have

found a co-brand a social media, YouTube, cartoon series will become our secondary media

platform (see appendix for examples). These videos will entertain and inform consumers of the

benefits of PhoneSoap 2.0. A short web series will help draw in the youthful technology savvy

consumer that the larger technology companies already appeal to.

For our magazine print campaign, the specific vehicles we will advertise in are those, which have

a target market that partially matches or completely matches ours. The following magazines have

similar target markets and we decided would be beneficial to advertise in: TIME, People, Forbes,

Discover, and Wired. Each of these magazines has a wide reach and an online option to reach the

trendier and younger age demographics as well.

TIME magazine will be the main focus of our print ad campaign. Their readership and

our target market overlap more than any other magazine. Wealthy male professionals tend to

read time, which is what most top executives are. TIME also reaches over 16 million men and

women in the United States, which would allow for PhoneSoap 2.0’s name to expand beyond the

limits of niche markets [2].

People magazine reaches a very different demographic but a necessary one in order for

the PhoneSoap 2.0 name to reach a wider demographic. People’s readership is 70% and 42%

families. Targeting families allows the brand name to be seen over multiple generations, even

those who haven’t recognized the sanitation problem currently. [3]

Forbes magazine reaches over 11 million people with an average age of 42 years old.

927,000 top managers read Forbes making this magazine most ideal for advertising to business

technology executives. The magazine also reaches a high percentage of affluent, small

companies and business owners [4].

Discover magazine has 63% of their viewership between the ages of 18 to 49. 65% of their

readers are male. Their readers feel well informed but also claim the magazine is fun to read. A

cartoon advertisement would be a good fit for this type of magazine since it is informative but

light-hearted [5].

Wired magazine has the youngest average age at 39, 41% of their readers are 18-34. 47%

of their readers have the employment stats of professional/managerial meaning they could see

the ad and pass it along to other managers and top management within their company [6].

Our general approach to scheduling our media throughout the year is depicted below in

the flow chart. We plan to advertise in 5 different magazines and go to 4 trade shows throughout

the year to generate buzz throughout the consumer and professional markets. We plan to run at

least three ads in the print magazines and have decided to attend trade shows at different times of

the year. Upon co-branding with a company we will release bi-weekly webisodes on YouTube

for six month beginning in the spring and ending in the fall to captivate a younger generation as

well (see appendix for example).

Appendix

Figure 1.1: Bacteria Phone Print Ad

Figure 1.2: Man on Shoe Phone

Figure 1.3: Storyboard for Broadcast Ad 1

Figure 1.4: Storyboard for Broadcast Ad 2

References

[1] Magazines: By the Numbers (accessed March 30, 2016); available from

http://www.stateofthemedia.org/2012/magazines-are-hopes-for-tablets-

overdone/magazines-by-the-numbers/

[2] Time U.S. Audience Profile (accessed March 30-, 2016); available from

http://www.timemediakit.com/audience/

[3] People.com Demographics (accessed March 30, 2016); available from

http://www.people.com/people/static/onlinemediakit/audience.html

[4] Forbes 2015 Media Kit – Print Demographics (accessed March 30, 2016); available

from http://www.forbesmedia.com/wp-content/uploads/2015/06/2015-Media-Kit.pdf

[5] Discover Media Kit – The Discover Audience (accessed March 30, 2016); available

from http://discovermagazine.com/~/media/Files/PDF/Advertising/2013/DSC-

MediaGuide2014v5.pdf

[6] Wired Media Kit – Circulation Demographics (accessed March 30, 2016); available

from http://www.condenast.com/brands/wired/media-kit/print

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