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Table of Contents
Executive Summary……………………………………………………………………………. 3-4 Situation Analysis……………………………………………………………………………….. 5-29
Industry Info…………………………………………………………………………….. 5-10 Client Background……………………………………………………………………. 11-12 Problem………………………………………………………………………………..... 13
Target Market………………………………………………………………………….. 14-23 Competition……………………………………………………………………………. 24-29
Objectives……………………………………………………………………………………….. 30 Strategies………………………………………………………………………………………... 31-38 Creative Strategy……………………………………………………………………... 31-33
Media Strategy………………………………………………………………………… 34-38 TV………………………………………………………………………………... 34
Magazine……………………………………………………………………… 34-35 OOH…………………………………………………………………………….. 35
Radio…………………………………………………………………………… 35-36 Internet/ Digital………………………………………………………………. 36-37 Online Streaming…………………………………………………………….. 37-38
Event Marketing……………………………………………………………… 38 Tactics………………………………………………………………………………………….... 39-70
TV………………………………………………………………………………………… 39-42 Magazine………………………………………………………………………………. 43-44
OOH…………………………………………………………………………………….. 45-49 Billboards……………………………………………………………………… 45-46 Mall Advertising……………………………………………………………... 47-49
Radio…………………………………………………………………………………... 50-52 Digital………………………………………………………………………………….... 53-62
Instagram……………………………………………………………………… 53-56 Adwords……………………………………………………………………….. 57-58
Facebook……………………………………………………………………… 59
YouTube……………………………………………………………………….. 60 Snapchat……………………………………………………………………… 61-62
Online Streaming……………………………………………………………………... 63 Spotify…………………………………………………………………………... 63
Sirius……………………………………………………………………………… 63 Event Marketing………………………………………………………………………... 64-68
Brewery Tour Events…………………………………………………………… 64-66
Promotional Items ………………………………………………………….. 67-68 Budget……………………………………………………………………………………………. 69-70
Control and Implementation………………………………………………………………… 71-72 Conclusion……………………………………………………………………………………..... 73
Appendix……………………………………………………………………………………….... 74-79 Bibliography …………………………………………………………………………………….. 80-93
Executive Summary
3
EXECUTIVE SUMMARY
Petcube Bites is an interactive Wi-Fi pet treat camera that allows pet
owners to watch, talk, play, and treat 24/7. Petcube Bites have the ability to
remotely dispense treats to your pet at varying distances up to six feet. Petcube
Bites also includes a built-in container that holds up to 2 pounds of treats at a
time and has an automatic treat reorder system.
What we are aiming to drive home with our target audiences is the idea
that Petcube helps you to stay connected with your most important (furry) loved
ones. The Petcube brand is committed to making this connection between pet
owners and their furry friends at any hour of the day because there is such a
thing as pet fear of missing out (FOMO). The fear of missing out can occur
through their pet running, playing, eating, or even sleeping around the house all
day. In reality, the consumer now can be in on the action. Petcube’s products
simply help brighten our consumer’s day by having the ability to see their pet
and feel like they are with them in real time.
Our main objectives for the campaign is to overall increase Petcube’s
communication to their target audiences. This will be accomplished through our
campaign in hand increasing brand awareness, making it the most prominent
brand in the pet industry, and increasing recognition and recall of the
campaign tagline. These specific objectives will help improve Petcube’s
communication with their audiences which will better translate their purpose
and commitment to their customers.
Our campaign reinforces the theme of connection through connection
nodes. These nodes meet from point to point forming an interconnected
network. This network connects the consumer, their pet, and their family and
friends, and essentially the most important people in their lives. We live in a world
of staying connected with our family and friends online, but we believe we
should be just as connected with our pets as well. This visual element is
reinforced throughout our campaign to highlight the level of importance
Petcube places on keeping pet owners and their pets connected.
Executive Summary
4
Our campaign showcases the theme of connection in a variety of
different areas. We comprehensively researched our target audiences and
where they frequented most in their daily lives, seven days a week. We were
able to find that a majority of their time is spent online, watching TV, listening to
music, driving, and spending quality time with family and friends. We keep our
tactics consistent by incorporating our key creative visual, the connection
nodes, into each advertisement. In addition, we showcase the Petcube mobile
application and Petcube Bites product in several advertisements. We believe
this reinforces the idea that Petcube understands the importance of staying
connected with your pet all day.
Our agency decided to target three different demographics. Our primary
target market consists of young, college graduated females ages 25-34. These
women are city dwellers with a college education, digitally savvy, and are
always on the go. This target market is perfect for our campaign because we
want to showcase how Petcube Bites Treat Camera allows pet parents to stay
connected with their pets on the go. Our secondary target market includes
married couples ages 34-54 with children. This demographic consists of highly
educated homeowners who live in suburban areas and have comfortable
spending power. Our tertiary target market is comprised of social media
influencers who have a large follower base and the ability to advertise Petcube
Bites through their social media presence.
The budget that was set for our agency was $8,000,000. When setting
aside 10% of the budget for production we were allowed to spend a total of
$7,200,000 on advertising. In our budget, we used television, magazine, out of
home, local radio, digital advertising, and online streaming for our mediums.
Along with the different mediums, our agency will be hosting events at local
breweries from our target market geographic locations.
Situation Analysis
5
INDUSTRY INFORMATION
Pets:
The United States citizens have always welcomed domesticated pets and
companion animals into their homes for generations, and adoptions continue to
rise in households across America. Looking back only 56.0% of American
households owned a pet in 1988, in comparison to 68.0% of households in 2017
(Macke, 2017). Pet adoptions in the United States have fluctuated in the past
five years, but it is estimated more households than ever before now own pets.
The pet population experienced major growth in 2012 and 2013 until it declined
by 4.4% and 4.5% in 2014 and 2015 (Macke, 2017). It wasn’t until 2016 that there
was an exponential increase that continued into 2017, due to increased wages
and income levels (First Research, 2017). It is estimated that 80 million homes in
the United States have at least one pet in them (First Research, 2017).
It is estimated that there are 180 million pets in North America according
to the National Pet Owners Survey from the American Pet Products Association
and this number is only growing (APPA, 2017). As we look to the pet population
in the future, it is forecasted in the next 5 years to 2022 to grow at an annualized
rate of 4.1% (APPA, 2017). This is interesting as it exceeds the overall growth in
the pet population just from 2012-2017, as shown in Figure 1 (APPA, 2017).
Figure 1: U.S. Number of Pets (APPA, 2017)
Webcams:
Situation Analysis
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The first webcam was made in 1991 from Cambridge University with the
sole purpose to check their coffee levels without having to get up (Boulton,
2014). The first commercial webcam was then introduced to the market
QuickCam in 1994 available only on Apple computers (Boulton, 2014). From this
point on webcams would continue to revolutionize the way we use the internet,
computers, and smart devices. Webcams can be used through different
services like video chat, video games, social media, home surveillance, business
surveillance, conference calls, and more. As there are more advances made
online, webcams continue to remain an integral part of the web-browsing
experience rising with products like Google Glass and immersive video cameras.
Home Surveillance:
Home surveillance and video security systems have been used by
households, offices, businesses, and more since the mid 19th century. The smart
homes market is one that is continuing to grow with advances made in
technology. The market is estimated to increase by 14.8% from 2016-2022
(Wood, 2016). Ownership of these smart home devices in United States homes
are estimated in the millions to rise from 9.3% in 2017 to 26.7% in 2022 (Forrester
Research, 2017)
In the consumer electronics category, there is a high demand by
homeowners for home surveillance web cameras. It is estimated that roughly 66
million homes in the United States that have web cameras installed as of 2017
(Fraunhofer, 2017). It is believed that HD and immersive video is a key driver for
smart home security, being able to provide additional benefits including real-
time security video of their children, elderly, and pets (Box, 2016). These benefits
give homeowners peace of mind when being away from the home at work,
running errands, or even traveling. In 2015 the State of the Smart Home Report
found that 65% of consumers rated a home monitoring camera as one of their
most wanted smart home device (Box, 2016).
Pet Technology:
Situation Analysis
7
The pet technology industry has been experiencing a sudden increase in
startup companies releasing innovative “pet tech” products, tapping into the
lucrative pet care market. Some pet tech products include smart toys, activity
monitor, pet food/treat/water dispenser, LED ball, interactive ball thrower, and
pet apps. Pet technology is becoming one of increasing products featured in
pet stores, experiencing a boost in both traffic and revenues. Pet stores have
recognized this trend are starting to devote more floor space to featuring the
popular and pricey products (First Research, 2017).
Advances in pet technology are specifically being made to monitor your
pet easily and give owners peace of mind. Mobile device applications are
allowing pet owners monitor pre-health habits including playtime and nutritional
intake (First Research, 2017). They also have options for owners to set up built-in
calendar alerts, to provide routine care. This specific market will be anticipating
much-continued innovation in the next several years.
The first idea of a pet treat cam came about in 2011 by founders of Petzi
Treat Cam, David Clark and Simon Milner, who both had a love for technology
and their pets (Tilus, 2015). The idea then turned into research and development
which led them to be fully funded by crowdsourcing website Indiegogo. In 2013,
the Petzi Treat Cam became the first pet technology camera of its kind. Petzi
includes features like an app available on your smartphone or tablet, 2-way
audio and video, multi-mounting options, treat dispenser, and capturing pets in
photos and videos to share online (Tilus, 2015).
Pet Supplies:
Pet supplies is a rapidly growing market amongst Americans in 2015
spending over $14 billion and expected to grow by 20% in the next five years
(Macke, 2017). Supplies for pets vary from crates, collars, GPS collars, toys,
clothing, leashes, vitamins, supplements and more. Pet supplies account for 35%
of sales in pet stores, which primarily targeted toward cats and dogs (US Census
Bureau, n.d.). There are a variety of different products and services offered to
pet owners both in stores and online, shown in Figure 2 (IBISWorld, n.d.). Although
pet food is the largest segment of the industry, pet supplies follow making up
39% of the total industry revenue (IBISWorld, n.d.). It was very interesting also to
find within the pet supplies segment specifically into pet food, pet treats are the
fastest growing products within that category (Macke, 2017). The success of the
industry is credited the number of pets Americans own and due to the industry
Situation Analysis
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selling a variety of different products and channels including supermarkets, pet
stores, wholesale clubs, dollar stores, and online.
Pet humanization is growing phenomenon in the United States that is
driving growth at the premium end of the pet market. It is the idea that pet
owners consider themselves to be “pet parents”, with their pets being a part of
their family and sometimes even considered to be children (First Research,
2017). Pet owners in hand, are now seeking to have more functionality in their
pet goods since they are considered to be a part of the family (Macke, 2017)
This shift in perspective allows for new opportunities for pet supplies and services
in years to come. This related to the pet industry is a unique market that is
appealing emotions through consumers. Pet owners tend to spend the same
amount or more on their pets even if it means giving up personal luxuries (First
Research, 2017).
Figure 2: Pet Products & Services Segmentation (IBISWorld, n.d.)
Economic Activity:
Situation Analysis
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In the United States the companion animal market is a steadily growing
niche, in 2017 it was estimated industry expenditures was $69.36 billion dollar
(APPA, 2017). As you can see from Figure 3, the pet industry of expenditures has
been experiencing growth since 2013 with an estimated $13.64 billion dollar
increase in 2017. Americans have had pets in their households for generations,
but due to the gradual economic recovery since the 2008 financial recession,
individuals have more time and money in hand increasing pet adoption (APPA,
2017). The main driver of demand for pet products is accredited to the increase
in pet ownership. This market is unique compared to any other when focusing on
their economic growth because the pet industry has been resilient in the past
tough economic climates (Macke, 2017).
The pet industry (NAICS 45391) is comprised of retailing pets, pet foods,
and pet supplies (US Census Bureau, 2012). A majority of animals are factored
into each segment and includes dogs, cats, birds, fishes, small mammals, and
reptiles. The pet and pet supply industry includes roughly 7,500 stores including
major companies like PetSmart, Petco, Pet Supplies Plus, Petland, and more
(Business Wire, 2006). This industry is also highly fragmented, with the 50 largest
companies holding 60% of sales (Business Wire, 2006).
Figure 3: Total U.S. Pet Industry Expenditures (APPA, 2017)
Industry Codes:
Situation Analysis
10
Relevant industry codes that apply to our market includes.
812910 Pet Care (except Veterinary) Services
453910 Pet and Pet Supplies Stores
334310 Audio and Video Equipment Manufacturing
238210 Electrical Contractors and Other Wiring Installation Contractors
561621 Security Systems Services (except Locksmiths)
541512 Computer Systems Design Services
541514 Computer systems design and related services (except video game
design and development)
519130 Internet Publishing and Broadcasting and Web Search Portals
453910 Pet and Pet Supplies Stores
423410 Photographic Equipment and Supplies Merchant Wholesalers
414430 Photographic equipment and supplies merchant wholesalers
454110 Electronic shopping and mail-order houses
454111 Electronic Shopping
CLIENT BACKGROUND
Situation Analysis
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Our client, Pet Cube, is a company dedicated to assisting to the lives of
pets and their owners through technology (“Petcube Empowers Pets”,
2017). Petcube allows pet owners to interact with Wi-Fi through a pet camera
with 24/7 access; that gives pet owners the ability to watch, talk, and even play
games such as laser tag with their pets through their cellular device (PR
Newswire, 2016). Petcube gives pet owners peace of mind that their pet is safe
and sound at home without them. This compact interactive video camera,
allows pet owners to monitor bad behavior, assist with training, and keeping up
the connection with their pets. Petcube also allows you to set your profile to
public so that friends and other pet lovers can share their love of their pet with
their friends.
Petcube was founded in 2012 and is headquartered in San Francisco,
California. The petcube team consists of the three founders including, Mr.
Yaroslav Azhnyuk, Mr. Andrey Klen, Mr. Alex Neskin, and Mr. Christopher
Madeiras. The three of them split up the work by holding the positions of Chief
Executive Officer, Creative Director, and Chief Technology Officer. They also
have Mr. Christopher Madeiras working under them as Senior Vice President of
Worldwide Sales (Krasnikov, 2017). All originating from Ukraine, these three men
set out to achieve their goal of helping pet owners communicate better with
their pets by creating Petcube. Petcube products are available in 18 countries
and are available to purchase in 5,000 retail locations including; Best Buy, Bed
Bath & Beyond, Petco, Macy's, Costco, and Target (“About Petcube
Company”, n.d.).
Petcube Bites is another popular item that Petcube offers. This product has
the ability to remotely throw treats at your pet at varying distances up to six feet.
Petcube Bites also includes a built-in container that holds up to 2 pounds of
treats at a time and has an automatic treat reorder system (Etherington, 2017).
Petcube Bites are also available on Amazon and Best Buy.
Petcube has recently released a new feature that allows your pet to call
you through the Petcube camera. When your pet appears in the camera, a
video recording will automatically start and alert the pet owner through the
app. Owners are able to accept the notification as if it were a normal call and
even have the option to choose to save the clip to their phone to view later (PR
Newswire, 2018). Owners will be able to preview the selfie clip and accept the
video call request from their pet. They can choose to save the clip to their
Situation Analysis
12
phone's camera roll, or view it later via the Petcube App timeline (“Petcube
Enters the Year”, 2018).
Petcube is currently listed for $179 on their website but is available on
Amazon for $145. This 4 x 4 x 4 inch gadget, consists of aluminum casing, front
glass, wide angle camera, 2 motors, low intensity laser, microphone and
speakers, circuit board, notification LED, and mini-USB port. The device is
plugged into the wall with mini-USB power adapter and connected to your
home Wi-Fi (“Petcube, Stay Closer”, n.d.). This product also includes 1080p HD
video, 138˚wide-angle view, night vision, 3x digital zoom, and two-way audio (PR
Newswire, 2016). Consumers have the option to buy a Petcube for either a cat
or dog and there are different designs offered for each. The Petcube camera
comes in three unique colors such as; Carbon Black, Rose Gold, and Matte
Silver. This device is also compatible with the Amazon Alexa and offers a free
trial-based plan for pet owners to get a feel for the product and decide if they
want to continue using it. Petcube also offers a 45-day money back guarantee
(“About Petcube Company”, n.d.).
Petcube announced they had raised $10 million in a series of funding from
investors. This new funding was used on the expansion of new product
development, marketing, and sales distribution in North America and
international markets (“Petcube Raises $10 Million”, 2017). Petcube has also won
several awards including, the Golden kitty award: first place for the prestigious
“WTF Product category” (Product Hunt, 2018).
PROBLEM
Petcube is a relatively new brand that is lacking brand awareness
amongst consumers due to being a part of a relatively new niche market in the
Situation Analysis
13
pet industry. Petcube brand is not receiving the necessary recognition amongst
consumers to understand what exactly they are selling. The brand itself is lacking
communication to their audiences that would effectively translate what their
brand means to audiences and how it could help them in their day to day lives.
According to our primary research, 52.8% of pet owners don’t know what
a pet treat camera is, and 90% of pet owners have never heard of PetCube
(Appendix A and B). We believe this is a major issue because PetCube has been
around for six years and still cannot communicate to audiences their purpose for
their products. The brand is lacking media exposure on a variety of different
channels including TV and the internet. With the unfamiliarity of the Petcube
brand, consumers are hesitant to use their spending power on a product that
they did not know existed.
We also believe that there is a lack of knowledge for this product industry.
The word “pet camera” is not a word that is differential in the pet industry.
Petcube is most frequently described in terms of how similar they are to their
competitors. Being able to differentiate from the competitors will help to
increase the brand awareness for Petcube. Our agency will find the right
balance between proper exposure throughout the consumer journey and have
a clearly defined brand purpose that creates loyal supporters of the brand.
TARGET MARKETS
Petcube Bites is an interactive pet camera that allows pet owners to
connect with their pet while they are away from home. When determining our
target markets, our agency decided upon three fundamental attributes that are
Situation Analysis
14
apparent throughout all markets: dog owners, always on the go, and tech-
savvy.
According to our research, dogs and cats are the two most common
types of pets. We also found that pet owners are most likely to own dogs than
any other animal. A Mintel Report on America’s Pet Owners says that there are
53 million households with dogs and 31 million households with cats. Over the
past years, the number of households with cats has stayed at a relatively steady
rate with only 4% growth in the past decade. However, the number of
households with dogs has increased by 19% over the past ten years. (Macke,
2017). According to the U.S. Pet Ownership Statistics by the American Veterinary
Medical Association, 36.5% of households own a dog, while 30.4% of households
own a cat (“U.S. Pet Ownership Statistics”, n.d.). In 2017, 89.7 million dogs lived in
households in the United States (APPA, n.d). Due to the size of the increasing
dog owner population, our agency found this research efficient enough to
focus our campaign on dog owners.
Our agency also found it relevant to target consumers who are always
on-the-go. Pet owners who work all day or have other daily responsibilities may
feel guilty and anxious about leaving their pets at home. According to a Rover
Trends Report, 82% of dog owners worry about their pet when they’re away.
Additionally, 88% of dog owners have done something to make sure their dog
doesn’t get lonely when they’re away, such as buying special toys or treats,
keeping the tv on, or getting another pet to keep company (“Rover Trends
Report”, 2016). We believe Petcube Bites would give worried dog owners peace
of mind throughout their busy days.
Petcube’s product industry relies on digital technology to make the
product work. Our product is compatible with Android and iOS devices, has the
ability to live stream video to FaceBook, and the product is ultimately controlled
through the Petcube application (PR Newswire, 2017). Due to the product being
completely digital, we believe the consumers who will eventually purchase
Petcube Bites have to be tech-savvy in order to effectively use the product.
Primary Target Market:
As our primary target market for Petcube, our agency chose young,
college graduated females ages 25-34 that live in cities. Pet ownership
continues to be popular with Americans, with more than 72 million households
Situation Analysis
15
(about 58% of all households in the United States) having at least one pet at
home (Macke, 2017). Being a pet owner requires many expenses to properly
caring and treating your pet accurately. Household income is a key driver of pet
ownership, with 29% of those with a household income less than $50,000 owning
a pet, compared to 71% of those with a household income of $50,000 or more
(Macke, 2017). These working professionals are dedicating their time to their
careers in order to be financially stable for their life and future.
According to the 2017-2018 APPA National Pet Owners Survey Debut,
Generation Y (ages 20-35) is currently the largest pet owner segment with 35%
owning pets, 38% owning dogs, and 35% owning cats. (APPA National Pet
Owners Survey, 2017) Our agency believes this evidence is substantial enough to
support our reasoning for primarily targeting ages 25-34.
Millennials may be a group of pet owners that will further propel the pet market.
According to Wakefield Research, 69% of millennials are likely to use technology
to keep track of their pets (ABI/Inform, 2017). Apps are allowing owners to
monitor pet health habits, nutritional intake, and playtime. Built-in calendars alert
owners to routine care provided by pet care services companies. More
millennials and others are embracing the latest innovations in technology
related to caring for their pets, including pet cams and automated feeders. The
spending power of the millennial generation and their love for animals will steer
the pet industry, specifically those who provide boarding, pet sitting, and travel
products.
Our agency chose young, college graduated females ages 25-34 as our
target market because these demographics are the main segments for today’s
pet owners and they are ultimately the customers who will buy our product.
IBISWorld Industry Analyst Anya Cohen notes that "rises in per capita disposable
income and consumer spending have allowed shoppers to splurge on price-
premium goods for their furry friends, which has driven revenue growth." (Cohen,
2016). Growth in pet food, supplies, and pet care spending is expected to
Situation Analysis
16
accelerate, as pet owners are willing to spend on higher-quality food and invest
in veterinary services, thanks in part to pet health insurance and veterinarian
loyalty programs.
Among these groups of pet owners, parents, and caretakers, pet owners
are the largest of these groups having a particular motivation for installing
indoor cameras. (Hulkower, 2017) One in six adults owning a pet, worry about
leaving at home alone. (Hulkower, 2017) These pet owners may invest in indoor
cameras to feel more comfortable about the well-being of their pets while they
are home alone. An additional perk of the installing an indoor camera would be
the enjoyment of seeing pets’ daily activities from afar. For our agency, this is a
key theme that plays well in our advertising to show how Petcube allows you to
see and interact with your pets while you are on the go. Pet owners are stressing
with anxiety with the concern of their pet’s safety. Our Petcube device will
provide a positive reason to invest in one.
Psychographic Target Market Segmentation based off Experian Mosaic USA
Group and Segment Descriptions (Experian, 2016):
• Single city dweller
• Highly educated- bachelor’s degree or higher
• Eager to spend
• Balances work and leisure pursuits
• Digitally savvy
• Always on the go
Situation Analysis
17
• Management and professional employment levels
• Early adopters
• Quick to check out the latest movies, nightclubs, and technologies
• Households containing disposable income
• “Trendy” consumers
• Ambitious
Target Market Segments chosen from the Experian Mosaic USA Group and
Segment Descriptions (Experian, 2016):
• O51: Digital Dependents- “Generation X and Y singles who live digital-
driven, urban lifestyles. Household age: 25-30, single adults, eager to
spend money, digitally savvy.”
• G24: Status Seeking Singles- “Younger, cutting edge singles living in mid-
scale metro areas balancing work and leisure lifestyles. Ages 31-35, single
city dweller, highly educated, upwardly mobile, professionals, estimated
income $50,000-74,999.”
• G25: Urban Edge- “Younger, up-and-coming singles living big city lifestyles
located within top MSA markets. Ages 25-30, highly educated, ambitious,
house renters, estimated income $100,000-124,999.”
Secondary Target Market:
For our secondary target market our agency chose married couples ages
35-54 with children, who also own a house in suburban areas. According to
DemographicsNow Simmons Pet Related Summary Report, the average age of
all pet owners is 37.8; which 68.3% of them own a house along with an average
income of $81,217 (DemographicsNow, 2017). These working professionals who
make roughly around $75,000-99,999 per year, are extremely busy and always
having to take care of their children. For our agency’s secondary target market,
Situation Analysis
18
we focused in on the advantages of pet ownership such as companionship and
loyalty to pet owner families.
Unsurprisingly, parents are much more likely than non-parents to seek out
pets that are good with kids. 59% of households have at least one pet and
owners are willing to spend on keeping pets healthy. (Macke, 2017) 41% would
be willing to pay for pet insurance if they had extra money to spend. (Macke,
2017) Even though parents are more likely to own pets, the pets in their
household may play a role to the other family members. In general, pet owners
show a lot of positivity toward their pets: 66% say their pet is treated like a
member of the family, 58% say their pet makes their house feel like a home, and
57% say their pet improves their quality of life (Macke, 2017). This suggests that
parents are more discerning when it comes to pet acquisition, which may mean
that they spend more time researching pets before making a purchase.
Psychographic Target Market Segmentation based off Experian Mosaic USA
Group and Segment Descriptions (Experian, 2016):
• Upper-middle class lifestyles
• Suburb living
• Comfortable spending
• Highly educated- bachelor’s degree or higher
• Above average in technology usage
• Outdoor leisure
• Always on the go
Situation Analysis
19
• Movie-goers
• Households containing disposable income
Target Market Segments chosen from the Experian Mosaic USA Group and
Segment Descriptions (Experian, 2016):
• D15: Sports Utility Families- “Upscale, households of middle-aged couples
with school-aged children living active family lifestyles in outlying suburbs.
Ages 36-45, household size of 5+ persons, estimated household income of
$100,000-124,999, children ages 10-12, suburb living, comfortable
spending, outdoor leisure.”
• A04: Picture Perfect Families- “Established families on the go, living in
wealthy suburbs. Ages 46-50, household size of 5+ persons, estimated
household income of $175,000-199,999, educated, movie-goers, PTA
members.”
• A05: Couples with Clout: “Socially-active mobile couples living life to the
fullest in affluent neighborhoods. Ages 36-45, children ages 13-18,
estimated household income of $175,000-199,999, highly educated.”
Tertiary Target Market:
Organizations have begun to frequently turn to social media as a way to
increase awareness and spark attention for the company. Finding creative ways
to inspire action or rewarding charitable actions is an effective way to get
people rethinking in the digital age. Influencers on social media use the main
sites which include Facebook, Twitter, Instagram, and YouTube. Through these
websites, influencers can help to persuade, influence, or guide individuals to do
something or learn something in their life. Social media users are particularly
hungry for information, with 63% of frequent social network users agree that the
Situation Analysis
20
internet has increased their desire to learn or search for information (Harland,
2014).
Other influencers through social media, such as Manny the Frenchie,
present how interactive pets are with humans. There are the many pet
influencers on social media who show off all of the adventurous selfies, creative
captions, and funny costumes that come along with owning a pet. People have
this perception that pets generate warm, happy, fuzzy feelings. The pet
influencers of social media are starting to gain attention because they make
people genuinely happy, and people want to feel satisfied with humor.
The time commitment and hassle of owning and raising a pet are major
factors of pet ownership. Amazon, in particular, has a new service that can
simplify ownership and potentially convert non-owners into prospective pet
parents. “Beginner Pet Bundle” service is promising to help new pet owners
avoid unnecessary spending and stress with a convenient one-stop shopping
experience (Moling, 2017). Amazon’s Beginner Pet Bundle service suggests
highly rated pet products available on Amazon in a number of essential
categories which include beds, collars, leashes, food, grooming tools, kennels,
and toys, among other products. The beginner pet bundle is a great starter
guide for pet owners because these products come highly rated along with
consumer reviews to talk about the products that are being used the most.
Characteristics of Target
Markets:
How it applies to Petcube:
Primary: Trendy, tech savvy,
working millennials that are
early adopters
Willing to invest in a “new and cool”
product that assists in daily life worries
regarding pets
Secondary: Busy families
always on the go
Families care about their pets and want to
ensure they are happy and safe when they
are not home
Situation Analysis
21
Tertiary: Blog/Social Media
Influencers
Aware of the product and could spread
promotional word-of-mouth communication
to other potential consumers
Geography:
Our agency decided our target market demographic locations based on
the top states with the most dog owners. Once we found those states, we
narrowed it down to the most populated city/county. We are using this
information for both our primary and secondary target markets. Our primary
target market consists of cities, and our secondary target market consists of
suburbs for those cities, which is where the county information comes from (“U.S.
States with the Most”, 2015).
Selected Cities:
According to the United States Pet Ownership & Demographics Sourcebook by
the American Veterinary Medical Association, the most populated cities for dog
owners are (“U.S. States with the Most”, 2015):
• Albuquerque, New Mexico (Bernalillo County)
o Zip Codes: 87101, 87102, 87103, 87104, 87105, 87106, 87107, 87108,
87109, 87110, 87111, 87112, 87113, 87114, 87116, 87119, 87120, 87121,
87122, 87123, 87125, 87131, 87153, 87154, 87158, 87176, 87181, 87187,
87190, 87191, 87192, 87193, 87194, 87196, 87197, 87198, 87199
Situation Analysis
22
• Little Rock, Arkansas (Pulaski County)
o Zip Codes: 72002, 72103, 72201, 72202, 72203, 72204, 72205, 72206,
72207, 72209, 72210, 72211, 72212, 72214, 72215, 72217, 72219, 72221,
72222, 72223, 72225, 72227, 72231, 72255, 72260, 72295
• Louisville, Kentucky (Jefferson County)
o Zip Codes: 40202, 40203, 40204, 40205, 40206, 40207, 40208, 40209,
40210, 40211, 40212, 40213, 40214, 40215, 40216, 40217, 40218, 40219,
40220, 40222, 40223, 40228, 40229, 40241, 40242, 40243, 40245, 40258,
40272, 40291, 40293, 40299
Situation Analysis
23
• Nashville, Tennessee (Davidson County)
o Zip Codes: 37011, 37013, 37015, 37024, 37027, 37072, 37076, 37080,
37086, 37115, 37116, 37122, 37135, 37138, 37143, 37189, 37201, 37202,
37203, 37204, 37205, 37206, 37207, 37208, 37210, 37211, 37212, 37213,
37213, 37214, 37215, 37216, 37217, 37218, 37219, 37220, 37221, 37222,
37224, 37227, 37228, 37229, 37230, 37232, 37234, 37235, 37236, 37238,
37240, 37241, 37242, 37243, 37244, 37246, 37250
COMPETITION
Primary Competitors:
Furbo – $179
www.shopus.furbo.com - Taiwan
“Stay connected with your pup 24/7!”
Situation Analysis
24
The Furbo Dog Camera is our #1 primary competitor. Based out of Taiwan,
this company has shown aggressive growth the past two years. The planning for
this product started in 2014 when the pet-tech industry was just beginning to
bloom. The following 2 years of R&D and testing lead to a product launch in
April 2016. At this time, Furbo was the most successful pet-tech crowd-funded
campaign to date, with raised funds totaling well over $500,000 (“Furbo Dog
Camera Brand Story”, n.d.).
The Furbo is a feature-packed product, even among its wide range of
competitors. It was the first pet camera to include treat-toss capabilities, as well
as notifications to the owner whenever the dog is barking or howling (Furbo,
2017). Among the pet-tech industry, Furbo is the market share leader in sales
(Furbo, 2017). In addition, there are over 200,000 followers on Social Media,
indicating that the brand has a tight grip on the market (“Furbo” [Instagram],
n.d.)(“Furbo Dog Camera” [Facebook], n.d.). As this new industry has begun to
gain traction, it has caught the eye of big companies around the world, who
want their own niche in the share of this market growth. On September of 2017,
Furbo announced a partnership with Amazon’s Alexa, integrating Alexa Skill into
the software of the product. This enables users to easily schedule treat times for
their dogs, with commands such as, “Alexa, ask Furbo to toss treats every 30
seconds for 5 minutes” (Furbo, 2017). On Amazon.com Furbo ranks #4 in “Pet
Supplies > Dogs > Cameras and Monitors” and #30 in “Electronics > Security and
Surveillance” (“Furbo Dog Camera” [Amazon], n.d.).
With the $50 price premium that Furbo has over PetCube, it begs the
question, what do you get for the extra money? Feature-wise, the only thing
Furbo has that PetCube does not is bark alerts. Aside from that, everything
about the competing devices is relatively similar, including the 1-year warranty
and Amazon.com affiliation. Ratings for both products on Amazon exceed 1000
customer reviews, both of which average 4 stars.
Petzila (Petzi) – $120
www.petzi.com - San Jose, California
“Making a happier world, one pet at a time”
The idea of a pet treat camera was first conceptualized by Simon Miller
and Dave Clark of Silicon Valley in 2011. Petzila spent the following two years in
the R&D and testing phase, as well as funding. By September 2013, the
Situation Analysis
25
Indiegogo crowdfunding campaign had raised over $130 thousand dollars,
more than doubling the goal set out by the founders (Clark, 2013). The launch of
this product was met with great optimism. Being one of the first gadgets of its
kind, the Petzi Treat Cam opened up a world of opportunities in the pet sector of
IoT technology.
The Petzi device offers many of the standard features in common with
PetCube and Furbo, however, given the extremely fast-changing nature of
technology, certain features are outdated in the Petzi. For instance, the camera
is only capable of 720p recording while relatively newer devices enjoy full HD
1080p (Sinclair, 2017). The Petzi also has only one-way audio, so while you can
talk to your pet through the app, you cannot expect to hear any distressful
barking or meowing in return. Other disadvantages with Petzi is that it cannot
record video, and there have been reports of serious lag between the real-time
and video viewed on the app (Sinclair, 2017). Another big issue is that the
device requires an iOS smartphone in order to set up, so while the app works
with Android users, they cannot do the initial setup on the device without an
iPhone (“Petzi Treat Cam” [Amazon], n.d.).
Despite feature underperformance amongst its competitors, Petzi
maintains a following of over 114,000 people on Facebook and Instagram and a
4-star Amazon rating (“Petzi” [Instagram], n.d.) (“Petzila” [Facebook], n.d). Other
strengths are the brand’s performance on Amazon Launchpad, which was used
to help launch the product in 2013. On Amazon.com Petzi ranks #80 in “in
Amazon Launchpad > House > Tools & Home Improvement” and #291 in
“Amazon Launchpad > House > Pet Supplies” (“Petzi Treat Cam” [Amazon],
n.d). This pet-cam also has a one-year warranty (“Warranty PDF” [Pezi], n.d.).
With less advanced features, one can only assume that the 4-star Amazon rating
is a product of great customer service and first mover advantage.
PetChatz – $349.99
www.petchatz.com - Burnsville, Minnesota
“Love. All Day."
This product was launched in 2014 by its parent company Anser
Innovation, which is a team of experienced entrepreneurs and engineers who
specialize in IoT technology. The group of talented individuals was able to raise
funds of over $2.5 million for the test launch version of PetChatz. After the initial
Situation Analysis
26
run of 1500 units was complete, the company had gathered enough insight to
launch its mainstay product: PetChatz HD. Having been packed with innovative
features and made here in America, this pet camera is at the pricier end of the
competition (Schaust, 2016).
The PetChatz HD has more features than any other pet camera on the
market. In addition to all those features discussed in previous sections, this
innovation has added pet friendly aromatherapy, email alerts, an LCD display so
that your dog can see you, DOGTV streaming television service, as well as a $99
option called PawCall, which enables the pet to call its owner on the phone if
they want to beg for a treat or chat (“Digital Pet Daycare”, 2018). The PetChatz
is truly the best competitive product on the market, but it comes at a steep
premium.
Although it is the superior product on the market, the $350 PetChatz HD
serves a smaller segment. With just over 50,000 followers on social media, the
high-tech gadget has relatively low brand recognition (“Petchatz” [Instagram],
n.d.) (Facebook) (“PetChatz” [Twitter], 2018). Not everybody looking for a pet
treat camera can afford the premium features, and not everybody needs it
either. Amazon.com ratings are equal with PetCube and other competitors at a
customer-rated 4 stars. PetChatz is also #48 in “Pet Supplies > Dogs > Cameras &
Monitors” and #1780 in “Electronics > Camera & Photo” (“PetChatz HD”
[Amazon], n.d.).
Situation Analysis
27
Figure 4: Feature Table (Appendix C)
Figure 5: Competitive Position (Appendix C)
Situation Analysis
28
Secondary Competitors:
Home surveillance is not a new concept. People have been protecting
their assets with cameras for nearly a century. With advancements in
technology, the benefits and prevalence of surveillance equipment have grown
significantly. Economies of scale have driven prices down and the quality up,
which means that some consumers with a need to monitor their pets may find
this option highly attractive. To put it in perspective, the UOKOO wireless security
camera is sold on Amazon and includes advanced features such as wireless
connection, 2-way audio, night vision, notifications, and even motion detection.
These features are all in common with the Petcube, and at a fraction of the
price. In fact, at an online price of $32.99 you could buy six UOKOO cameras for
the price of one Petcube, and still have money left over (“Wireless Security
Camera” [Amazon], n.d).
Another more traditional method of pet protection would be a crate or
cage. This is common among puppies, who have a relatively high probability of
chewing up a couch. Crates also serve a purpose for adult pets as a kind of
“home” that can be comforting and help them remain calm. Although this
method is not fun, it can sometimes be highly beneficial for both owner and pet.
A quick search on Amazon or Google reveals that even a large crate can
be obtained for under $50. This may not be the most fun method of keeping
track of your fur baby, but it is certainly cheap and effective. Pet sitting is
another option for people who worry about their fur babies when they are not
together. Pet sitters are in high supply and can easily be found online. The
average price in most US cities is $15-$20/hr, with some sitters even offering
background checks and hefty insurance policies (“Petsitter.com”, n.d.). This
method is probably best for your pet, who is likely to get more walks and more
affection than normal on these days. For the owner though, it can be pricey.
$20 an hour adds up quick, and it still doesn’t provide the kind of fun interaction
that some pet owner’s desire.
Pet treat-cameras are just as much for the owner as they are for the pet.
All of the secondary competition is lacking in one major area: that the owner
Situation Analysis
29
does not get to interact with the pet throughout the day. That is the true benefit
of Petcube and other treat cams like it. Among all the treat-cam primary
competitors, Petcube Bites is the second most expensive, with the most features
excluding PetChatz. Petcube has the second highest market share, at an
estimated 22% of the total pet-camera market. Petcube also has the second
most social media followers, coming in at 215k total follows on Facebook,
Instagram, and Twitter, just 15k fewer than the nearest competitor, Furbo Dog
Camera.
Objectives
30
OBJECTIVES
1. To increase brand awareness of Petcube amongst 25-54 year olds from
10% to 20% from July 1, 2018 to June 30, 2019.
2. To make Petcube the prominent brand in the pet camera industry
increasing market share amongst competitors from 22% in July 1, 2018 to
28% in June 30, 2019.
3. To increase recognition and recall of campaign tagline amongst
consumers from 0% to 30% from July 1, 2018 to June 30, 2019.
Strategies
31
CREATIVE STRATEGIES
Theme:
Our agency realizes that our target markets may have feelings of guilt
and sadness for leaving their pet at home all day while they are busy with daily
life responsibilities. For our campaign, we wanted to emphasize that the
Petcube Bites device can assist them in staying connected with their pets and
connect with their pets socially, by sharing with friends and family. The theme for
this campaign is surrounded by the idea of connection, showing that it is
important to be connected to the ones you love. This connection is strong
whether you are together or a part and this is want we want to convey
throughout our campaign. This will be demonstrated through a consistent
portrayal of connection throughout our advertisements, by the handheld phone
displaying the live streamed and through connection nodes represented in all of
the advertisements. Our agency also chose the highlight the color yellow to be
represented throughout the entirety of our campaign. Not only is the color
yellow one of Petcube’s signature colors, but it is also known to represent
happiness, positivity, and stimulate communication (Bourn, 2016). All of the
feelings and effects that the color yellow has on consumers are what we want
to be associated with Petcube.
Our key creative visual for this campaign is the connection nodes.
Throughout our advertisements, there will be pet owners on their phones or pets
hanging out at home and they will be connected by the connection nodes. This
communicates the idea that we are all part of an interconnected network, that
even when we are a part we are still connected to each other. We believe this
creative visual expresses that the consumer has the ability to connect with their
pet no matter what they are doing or where their daily responsibilities takes
them.
Tagline:
Strategies
32
The tagline we chose for this campaign is “Connect with Your Pet All Day”.
We believe it highlights our theme of connection and speaks to the consumer
about the benefits of the Petcube device. Through this tagline, consumers and
viewers will understand that the Petcube is supporting their daily responsibilities
and is supplying a product that will allow them, friends, and family, to continue
fostering a relationship with their pets.
Focus:
For our campaign, our agency decided to focus on the possible
experiences a pet owner could face while using the Petcube Bites product. We
strive to showcase the ease of connecting with their pets through their mobile
device wherever they are amidst their busy schedules during the week.
Throughout the advertisements, pet owners will be shown using the Petcube
device in relatable scenarios like being at work, gym, shopping and more. We
believe that our focus, combined with our theme and tagline will strengthen our
campaign and accomplish our objectives.
Font:
Strategies
33
• Norwester Regular Text
• Monserrat Regular Text
• Century Gothic Regular Text
Color Scheme:
• Yellow (Color Code: ffeb78)
• Black (Color Code: 363636)
• White (Color Code: ffffff)
MEDIA STRATEGY
Strategies
34
Television:
Our agency believes that television advertising is one of the most
effective mediums because of its reach. According to the Nielsen Company,
there are 119.6 million televisions owned in the United States during the 2017-
2018 television season. The percentage of total US homes that receive television
signals for cable, broadcast, or satellite service is 96.5% (Nielsen, 2017). Another
Nielsen study shows that in 2017, the older millennial age group of 24-35 year
olds watch 18 hours and 23 minutes of television per week. Generation X,
consisting of ages 35-49 years old, watch 26 hours and 59 minutes of television
per week (State of Traditional TV Viewing, 2017). According to The Global TV
Group, television is proven to reach approximately 70% of a country’s
population in a day, 90% during a week, and nearly everyone during a month.
In 2017, GFK found that 62% of consumers cited TV as the strongest driver of their
awareness about a product or service (GFK, 2017).
Television advertising is believed to be the most effective advertising
medium to many researchers and professionals. Television advertising is effective
for this campaign because we believe it won’t only reach our target market, but
it will also reach a large demographic, satisfying our brand awareness objective.
We believe all of our chosen target markets will be affected by this medium.
Magazine:
Magazines have been an important way to reach the public for over 250
years. This is due to the major benefit magazines have on businesses and their
ability to display higher quality images than either direct mail or newspaper
(Sherman, 2017).
Advertising in a specialist magazine will reach our target audiences
quickly and easily. Consumers tend to read magazines at their leisure and keep
them for longer, giving an advertisement multiple chances to attract attention
(Sherman, 2017). Our specific target audiences will resonate with magazine ads
because they are reading Cosmopolitan, which has content related to fashion,
beauty, relationships, and gift ideas. We specifically related to their “gift ideas”
section of the magazine, because Petcube Bites would be an ideal gift item for
your best friend who’s a crazy pet mom.
Magazines tend to stay in the same places for a long period of time,
circulating through a wide variety of audiences. For example, one magazine
Strategies
35
could be left in a doctor’s office and can generate repeat exposure for a
brand. Office waiting rooms typically save magazines because they give visitors
and patients something to do while they are waiting for their appointment. In
addition, an advertisement placed one day will continue to reach people
months from then, which can’t be said for all other media channels (Bruce,
2015).
Out of Home:
Most consumers are not aware that pet treat cameras even exist.
According to our surveys, 53% of consumers have never heard of a pet treat
camera and 90% of consumers have no idea what Petcube has to offer
(Appendix A, B). This is why our first primary objective is to increase brand
awareness, because if people know that this kind of product exists then they
have a much higher chance of purchasing a Petcube camera. Out of Home is
a great form of advertising to use in order to increase awareness for our brand
and for our product. Most people spend 4 seconds or less looking at Out of
Home advertisements, this means that the message must be extremely concise
and to the point (“Measuring Billboard Effectiveness”, n.d.). With Petcube,
creating that instant impression should be relatively simple.
The average U.S. driver spends more than 18 hours a week in a car,
usually driving to and from work or around town. Of those drivers, 71% report that
they often look at outdoor ads as they are passing them. Additionally, more
than two-thirds of billboard viewers make shopping decisions while they are
driving and one-third report making a decision to stop and shop on their way
home. 31 % of travelers between the ages of 25-54 years old notice billboards
“most of the time”, and 10% notice billboards “every time” (Williams, 2009).
Radio Broadcasting:
The radio broadcasting industry has battled to maintain its relevance and
audience due to competition from online streaming. Public radio networks
consist of companies primarily engaged in creating original radio programming
and then transmitting that programming to their affiliated stations or subscribers.
According to the United States Federal Communications Commission, there are
approximately 11,358 public commercial radio stations in the United States
(Federal Communication Commission, 2016). Nielsen audio calculated that
117.9 million people aged 25 to 54, use the radio weekly in the month of March
2017 (MarketingCharts, 2017).
Strategies
36
However, radio has maintained its audience reach and has slowly
increased ad revenue. In 2016, radio station revenue in the United States was
$14.1 billion dollars (BIA/Kelsey, 2016). According to the Nielsen Audio, men
aged 25-54 years old listened to the radio for 911 minutes, or 15 hours and 18
minutes, while women aged 25-54 years old listened to the radio for 776 minutes,
or 12 hours and 53 minutes, during an average week in December 2016 (Nielsen
Audio, 2016). Radio broadcasting stations are still relevant today because of the
accuracy of information being broadcasted out to the people who are listening
to a radio station. Listeners enjoy original radio programming, rather than
listening to the same news.
Internet Digital:
Mobile marketers know that the primary response from consumers to
mobile ads is avoidance. Marketers are aiming for ads that are recallable and
recognizable in the fleeting moment when ads are spotted by a user and
removed by the user. Among the listed statements regarding mobile ads, the
most common responses are either an effort to get the ads off the screen, at
42%, or to ignore them, at 33% (Hulkower, 2017). Consistent with data points seen
in purchasing, 25-34 year olds are also the most likely age group to respond to
mobile ads by investigating the new products they have seen (Hulkower, 2017).
Growth in spending on social media is a driving force for digital ad sales
as a whole. Social advertising carried the majority of sales for the first time in
2016, propelled by successful efforts of leaders such as Facebook and Twitter to
embrace mobile, as well as increasing revenue from newer social services such
as Pinterest and Snapchat (Hulkower, 2017).
Ad buyers are selecting which media to use on the basis of reaching the
target markets. The decision should likely be made on the basis of cost and on
the ability of each platform to target the buyer’s desired demographic targets.
Given that 42% of internet users reported going online for more information after
they see something interesting on TV, many consumers are first being inspired by
traditional entertainment and then going online to get a deeper understanding
of what they saw (Harland, 2014). Considering that online services are more
likely to be able to provide accuracy in audience targeting, these service buys
will provide a better value when targeting specific demographics.
Strategies
37
Desktop remains the primary platform for browsing and streaming video
among large sections of the adult population. From April 2015 to January 2017,
the share of online adults streaming video on a desktop was at 61%, while 45%
streamed the video on their phone (Hulkower, 2017). Two-thirds of online adults
see a digital ad daily, more than half see a mobile ad daily, and 45% see a
social ad daily (Hulkower, 2017). Online users are constantly seeing and hearing
ads while they are browsing the internet. This is a key factor for our primary
target market who are more prone to watching and paying attention to the
mobile ad. Focusing our creative aspects in mobile ads to target our primary
target market will help prevent the loss on the share of viewers engaged in
learning about our new Petcube product.
Online Streaming:
With the ability of digital streaming services to reach large portions of
populations, advertisers are looking to capitalize on this market. In the United
States, digital radio ad revenue amounted to over one billion dollars in 2015,
which was less than five percent of total radio advertising revenue generated
that year (Nielsen, 2017). Nevertheless, the figures are likely to grow in the near
future, as the number of monthly digital radio listeners is expected to continue to
increase (Nielsen, 2017). Online radio streaming is progressing throughout the
United States because of the ability to stream all types of music to all online
users. According to Scarborough Research data, 65.85 million Americans used
such services monthly in 2017, on average tuning in for 14 hours 39 minutes every
week (Nielsen, 2017). Forecasts suggest that 55.8 percent of the entire U.S.
population and as much as 68.4 percent of the U.S. internet users will have
become online radio users by 2018 (Nielsen, 2017).
The use of streaming services appears to be breathing down the neck of
traditional sources of music. Mintel’s survey found that 45% of listeners used a
service on their phone (Hulkower, 2016). Along with 65% of adults surveyed using
at least one format for listening to Internet-based music streams (Hulkower,
2016). Relatively new services have propelled growth of internet and satellite-
based radio programs among consumers. These are some of the many online
streaming services which include YouTube, Spotify, Pandora, Apple Music, Tidal,
Amazon Prime Music, iHeartRadio, SoundCloud, Google Play Music, Slacker,
and TuneIn (Adaso, 2017). The use of internet-based music services is closing in
on traditional means of listening to music. With a clear distinction in how young
users use their phones to access everything, this suggests that over the next
Strategies
38
decade streaming services will become the dominant means of listening to
music.
Event Marketing:
Event marketing consists of local, regional, or national events,
sponsorships, trade shows, or conference. The goal of event marketing is to have
your audience leave being able to associate your brand name with the positive
aspects of the event (Arnold, 1996). Events offer a great way to bring the brand
to life to audiences and offer an experience to consumers. It allows them to
match a face with a brand, thus creating a positive impression of the event and
the brand. This experience will be informed and infused with a consistent
message that aligns with our campaign objectives. Brand awareness is a prime
factor for companies employing event marketing initiatives (Bond, 2004).
This strategy would be effective for our campaign because it’s low cost
and also will generate brand awareness in local communities. This will be
accomplished through utilizing networking within each community, thus being
able to have positive word-of-mouth regarding our brand and product. Events
bring communities together and that is our goal with bringing Petcube events
into different communities across America, to connect with pet owners and their
furry friends.
Tactics
39
TACTICS
Television:
Our agency has chosen to run Petcube television commercials on ABC’s
The Bachelor and The Bachelorette. Our commercial will be featured in season
23 of The Bachelor and season 14 of The Bachelorette. We decided to do one
30-second spot per week for the 24 weeks that the show is airing. We chose The
Bachelor/Bachelorette because we believe it reaches to our target market
demographic. This show has a viewership demographic of ages 18-49, satisfying
our target markets. The Bachelorette alone had 8.4 million viewers and a 2.5
rating among the 18-49 demographic (Berg, 2016). According to Nielsen ratings,
the latest season finale of The Bachelor also generated 1.2 million interactions
via Facebook and Twitter. Not only are viewers tuning in, but they are
generating conversation over its contents (Main, 2017).
In the off-season of The Bachelor/Bachelorette (September, October,
November, December, and April) our agency decided to run television
commercials on local news stations in our target market locations. Our agency
decided it is important to also put a focus on the main cities we are targeting in
order to truly gain their awareness of Petcube Bites. Because The Bachelor has a
low number of episodes in the months of March and May, we will be advertising
on The Bachelor/Bachelorette and the local news stations during those months.
According to Nielsen, local news has a higher reach for ages 18+ and ages 25-
54 than any other news segment (Nielsen, 2017). We will run two spots per week
in all four of our locations, for four weeks of all months that we are not
advertising on The Bachelor/Bachelorette. Once per week, our advertisement
will run during the morning news daypart (5-8:59 A.M.) on Sunday’s, and once
per week, it will run during the prime news daypart (8-10:59 P.M.) on Monday’s.
Our agency chose Sunday and Monday because our research concluded that
consumers spend 16.28% of their total revenue on Mondays, and 14.89% of their
total revenue on Sundays, which are the highest two percentage days of the
week (Zhang, 2017). Because The Bachelor/Bachelorette premieres on ABC, we
decided to advertise on NBC-affiliate news stations to gain a different
viewership and produce more brand awareness.
NBC- affiliate news stations:
Tactics
40
• Albuquerque, New Mexico: KOB 4
• Little Rock, Arkansas: KARK
• Louisville, Kentucky: WAVE
• Nashville, Tennessee: WSMV-HD
Our budget has allocated $3,870,354 for television commercial
advertisements. $3,071,838 is dedicated to advertising on ABC’s The
Bachelor/Bachelorette, and $240,000 is dedicated to advertising on NBC-
affiliate news stations in according to our four target market cities. The average
cost for a local 30-second spot advertisement is $200-1500 (Aland, 2017). Since
this is a big difference, we chose the most expensive price of $1500 per
advertisement to put into our media plan. We will be running 30-second spots on
local news stations twice a week for four weeks in all four of our target market
locations ($1,500 x 2 x 4 x 4 = $48,000 per month). Our advertisements for The
Bachelor/Bachelorette costs $139,629 per 30-second spot (Poggi, 2017). We
based our monthly spending costs on the number of episodes per month from
the last season.
For our commercial, we will be running through different scenarios that we
think is relatable to our target markets’ utilizing the PetCube Bites product. We
will set the tone of our commercial with the first scene, opening with a blank
screen and a hand with the PetCube application open, live-streaming a dog
playing from home, surrounded by the words “Connect with Your Pet Wherever
You Go”. Our advertisement will then take the viewer into a series of different
locations relatable to our target markets, such as a workplace environment, a
concert, a brewery, shopping with friends, working out at the gym, and traveling
in a car, all with the same hand and PetCube app live-stream. Our last scene
shows our actress finally arriving home with her dog jumping up on her, and with
peace of mind that her dog has been content all day. Throughout the
commercial, we will be playing the chorus of Count on Me by Bruno Mars. We
believe this song accurately conveys our advertisement’s message because our
target is counting on the PetCube App to help her connect with her pet all day
and provide peace of mind throughout the day that her pet is content.
Tactics
41
ADVERTISER: Petcube
AGENCY: Y-GENCY
PRODUCT: PetCube Bites
VIDEO
TITLE: “Connect With PetCube”
FORMAT: Slice-of-
Life/Convenience/Resonance
LENGTH: 30 seconds
AUDIO
1. WHITE SCREEN WITH TEXT “CONNECT WITH
YOUR PET WHEREVER YOU GO”, WOMAN’S
HAND HOLDING PHONE WITH PETCUBE APP
OPEN
1. SOUND: COUNT ON ME - BRUNO MARS
2. CUT TO OFFICE/WORK SCENERY,
HOLDING THE PHONE WITH PETCUBE APP OPEN
2.
3. CUT TO CONCERT SCENERY, HOLDING
THE PHONE WITH PETCUBE APP OPEN
3.
4. CUT TO BREWERY SCENERY WITH FRIENDS,
HOLDING THE PHONE WITH PETCUBE APP OPEN
4.
5. CUT TO SHOPPING WITH FRIENDS SCENERY,
HOLDING THE PHONE WITH PETCUBE APP
OPEN
5.
6. CUT TO GYM SCENERY, HOLDING THE
PHONE WITH PETCUBE APP OPEN
6.
7. CUT TO ROAD TRIP/TRAVELLING IN CAR
WITH SPOUSE, HOLDING THE PHONE WITH PETCUBE
APP OPEN
8. SCENERY OF WOMEN COMING UP WITH
PETCUBE DEVICE AND DOG IN VISION
7.
8. ANNOUNCER: Wherever life takes you,
connect with your pet all day with
PetCube.
Tactics
42
Tactics
43
Magazine:
Our agency has decided to select magazines as a medium, specifically
to run a full-page color ad in Cosmopolitan. The ad will run five times a year in
the months of October, November, December, March, and May. We wanted to
especially focus on the months leading up to the holiday season to increase
brand awareness during the busy buying season. Cosmopolitan also is consistent
with our Snapchat Ad, which will play in the Snapchat Discover Cosmopolitan
section.
The headline of the magazine advertisement will read, “Connect with
Your Pet All Day”, which is also our campaign tagline. The advertisement will
feature various dogs, all being connected with a pet owner in the middle of a
connection node network. This advertisement is producing the effect of staying
connected with your pet wherever you may be. With these creative visuals, it
gives the viewer an understanding of that Petcube Bites allows them to feel
connected to their most important (furry) loved ones.
Cosmopolitan Magazine is an international fashion magazine, targeted
toward women ages 18-50 years old with a reach of 32.23 million people (“The
Editors”, 2018). Cosmopolitan Magazine is the tenth most popular magazine in
the United States (MPA, 2018). Each advertisement will cost $335,200.00,
bringing the total of magazine advertisement cost to $1,676,000.00. The live/non-
bleed dimensions of the ad will be 7.5 inches x 10.375 inches (“Fun Fearless
Female.” n.d.).
Magazine Full Page:
Tactics
44
Billboard (OOH):
Tactics
45
One effective tactic that we plan to use in hopes of increasing brand
awareness is billboards, specifically in high traffic areas within our target cities.
Although we may drive some consumers to stores using this method of
advertising, our main goal is to create awareness. We will do this by providing a
very simple message; that you can now virtually interact with your dog. We will
accomplish this by allocating the majority of the billboard for a graphic that
shows a dog’s face on an iPhone, being held by a human hand. This will give
the impression that someone is communicating with their dog in a way that is
reminiscent of Facetime. Next to this graphic will be a small Petcube device, the
copy (which will include the brand logo), as well as a shortened version of our
tagline. This design will create awareness of product features and drive traffic to
the website.
Our agency plans to purchase two full-sized billboards per target city, with
an estimated cost of $4750 per spot per month and a total monthly budget of
$38,000 (Siemasko, 2013). These locations will be located near major
expressways that contain heavy rush-hour traffic, thus causing an impression on
consumers driving to and from work.
Billboard Dimensions 14’ x 48’
Billboard Locations:
• Albuquerque, New Mexico
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46
• Little Rock, Arkansas
• Louisville, Kentucky
• Nashville, Tennessee
Mall Ad Panels & Sky Banners (OOH):
Tactics
47
U.S. mall shoppers have totaled over 200 million per quarter for the past
ten years. This figure is growing by almost 1 million per year, indicating that the
U.S. shopping center is not a dying industry, as so many publishers have claimed
(“People who shopped…”, 2017). This is why we have chosen mall advertising as
a portion of this campaign in 4 locally targeted cities across the U.S.
Our agency has decided to target the most popular shopping center
locations in each of our 4 targeted cities. The objective of this out of home
advertising is not only to gain awareness of the Petcube brand and its products
but to also drive customers to stores that offer Petcube products within the
shopping center.
Below is a list of shopping centers in which we plan to advertise the Petcube
brand, as well as the store(s) that carries Petcube within each location:
• Coronado Center, Albuquerque (Best Buy)
• McCain Mall, Little Rock (Best Buy)
• Mall St. Matthews, Louisville (Best Buy)
• The Mall at Green Hills, Nashville (Macy’s)
The advertisements we have chosen are consistent with the rest of our
campaign. The graphics include the Petcube logo as well as the name of the
brand. The headline consists of our campaign tagline, “Connect with your pet
all day”. A secondary header reads, “Find Petcube today at local retailers” with
the logo of the chosen retailer within the shopping center prominently featured.
We also plan to include a seasonal theme from November 22, 2018, until
January 3, 2019. According to surveys done by the National Retail Federation in
2017, consumers say they will spend $967.13 during the holiday time period from
November to December. Overall holiday spending in the U.S. during this time
period in 2017 was over $675 billion, a 4% increase from last year. With an
average growth of 3.3% over the past 10 years, we can expect holiday
spending in 2018 to be at an estimated cost of $700 billion (“Holiday
Headquarters”, 2014).
The graphics and copy for our holiday seasonal mall signage will be similar
to that of the year-round campaign but will have a white and light blue color
scheme. Throughout the duration of the campaign, there will be two backlit
Tactics
48
diorama ads and two hanging banner ads per location. Backlit dioramas cost
approximately $1600 per month and banner ads are around $1500 per month
(“Mall Advertising”, n.d.). The total cost per month for all four locations is $24,800.
Mall Signage:
Holiday Mall Signage:
Tactics
49
Radio Broadcasting:
Tactics
50
There are a number of reasons why radio is doing well and will prosper in
the new media environment. Radio is primarily about content, not the
equipment it is broadcast through. Whether listeners tune in via Wi-Fi system, car
radio, or a mobile phone, radio provides fresh entertainment for a content-
hungry new media environment (Finlayson, 2006).
Our agency chose the following radio station from our geographic target
market demographic location:
• Louisville, KY
o WDJX 99.7
• Albuquerque, NM
o KMGA 99.5
• Little Rock, AK
o KHKN 94.9
• Nashville, TN
o WNRQ 105.9
The weekly radio reach in the United States stood at 91 percent of the
population in 2016 (Nielsen Audio, 2016). Our agency decided to create a 30-
second and a 15-second radio advertisement that will play through our local
stations. An announcer will be speaking with the song “The Dog Days Are Over”
instrumental by Florence and The Machine playing in the background. We
believe it is important to broadcast locally to target our primary and secondary
target markets while they are on the road or near a radio device.
Our radio advertisement will air locally three times per day on Monday
through Friday in the morning, midday and afternoon, and will air twice on
Saturday and Sunday. The cost per week of our advertisement through our
chosen local stations cost, on average, $3,000 per week (Brueski, 2009). By airing
in all four of our geographic areas, the total cost per month comes to be
$48,000.
15-Second Radio Script
Local Spot:
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51
Advertiser: Team 6 Title: Where Life Takes You
Agency: Y-GENCY Format: Dialogue
Product: Petcube Bites Treat Camera Length: 15 seconds
Script
SFX: SOUND: DOG DAYS ARE OVER INSTRUMENTAL BY
FLORENCE AND THE MACHINE
ANNOUNCER: Wherever life takes you, connect with your pet all day
with Petcube bites treat camera. Satisfying pet
parents who endure busy lives and are always on the
go. Have the assurance of seeing your pet safe at
home. Petcube Bites treat camera, connect with your
pet all day.
30-Second Radio Script
Local Spot:
Tactics
52
Advertiser: Team 6 Title: Connect with Your Pet All Day
Agency: Y-GENCY Format: Dialogue
Product: Petcube Bites Treat Camera Length: 30 seconds
Script
SFX: SOUND: DOG DAYS ARE OVER INSTRUMENTAL BY
FLORENCE AND THE MACHINE
ANNOUNCER: Connect with your pet all day. Petcube Bites treat
camera allows pet parents to see, talk, play, and
treat your pet while you are away from home.
Petcube Bites treat camera is an all-in-one Wi-Fi pet
camera with built-in treat dispenser that lets you train
and reward your pet remotely. Satisfying pet parents
who endure busy lives and are always on the go.
Have the assurance of seeing your pet safe at home.
Wherever life takes you, connect with your pet all day
with Petcube.
Instagram (Internet/Digital):
Our primary and secondary markets are digital natives who are always on
social media platforms in order to be connected with family and friends.
Tactics
53
Instagram users consist of 55% being 18-29 years old and 28% being 30-49 years
old, fitting our target markets (Parker, 2016). In addition, 38% of Instagram users
live in urban areas (Parker, 2016). Due to these demographics, we found this
opportunity to be fitting to our target audiences.
We selected three brand influencers from different markets to attract our
audiences. The first brand influencer is the lead from ABC’s The Bachelorette
season 11, Kaitlyn Bristowe. Kaitlyn is an avid podcast host, blogger, and brand
influencer on social media who shares about the ins and outs of her personal
life, including her loveable Golden doodle named Tucker who has his own
Instagram account. Having Kaitlyn as a brand influencer will be consistent with
our TV commercials airing on both ABC’s The Bachelor and Bachelorette. The
next brand influencer would be Amy Schumer (@amyschumer), a stand-up
comedian and actress, who identifies as a “crazy dog mom” of two poodles
named Tati and Gus (Pomranz, 2017). She has a major following on social media
and the media with her professional and personal life, where she shares the
adventures and downtime with Tati and Gus. The last brand influencer will be
Manny the Frenchie (@manny_the_frenchie), who is the world’s most followed
Bulldog on Instagram. He has worked with Animal Planet and has his own brand
merchandise. All of our brand influencers will create content with their adorable
pets, along with a caption talking about Petcube Bites including a personal
promo code. Each brand influencer will create a total of 2 posts on a bi-monthly
basis. Once a brand influencer has made 2 posts, we will select new influencers
to expand our reach in the pet community.
These brand influencers have loyal fans who love their work. Whether it be
their TV shows, stand-up acts, or adorable pictures of pets, they are hardworking
and loyal to their fans. Fans follow these accounts to see what Tucker, Tati, Gus,
and Manny are doing with their famous pet parents. These fans especially have
established credibility and trust associated with these influencers, because they
consider them to be their best friends due to the fact that they are so
connected online.
Brand Influencers:
@kaitlynbristowe: $2,477.00
@amyschumer: $10,055.00
@manny_the_frenchie: $1,678.00
Tactics
54
Kaitlyn’s Instagram Post:
Amy’s Instagram Post:
Tactics
55
Manny’s Instagram Post:
Tactics
56
Adwords (Internet/Digital):
One tactic we plan to incorporate into our digital strategy is Google
Adwords. The tools we are using within the Adwords platform is Search Engine
Tactics
57
Optimization and Google Display Network. These tools will assist with the
recognition and presence of Petcube brand and products on online search
engines and direct more consumer traffic to the Petcube website.
There are 246 million Google users in the U.S., which accounts for almost
76% of the total population (Gordon, n.d.). Of that 246 million, 68% own
household pets, representing a total of 167 million pet owners on Google (Facts
Statistics, n.d.). According to our surveys, 62% of pet owners would use a pet
treat camera, meaning that the market potential for Petcube on Google is over
103 million consumers (Appendix A, B).
SEO:
We are focusing on SEO in hopes of generating more Petcube brand
recognition on Google’s search engine and to drive more traffic to the website.
When our posting is searched, the higher up on the list we are, the more likely
we are to serve impressions to potential Petcube customers. Petcube is currently
the seventh result on Google when searching “pet treat camera”. In order to
achieve our second communication objective, we must ensure that Petcube is
within the top two search results for related queries. The main targeting method
for this tool will be the optimization of keywords and content within the search
results for related searches. Bidding on certain keywords and phrases is crucial to
the success of an SEO campaign.
Our brand’s keywords and phrase will include the following:
+pet, +dog, +cat, +treat, +camera, +petcube, +furbo, +petchatz,
+pawbo, +cube, +home, +surveillance, +webcam, “pet treat camera”,
“pet camera”, “connect”, “pet connect”, “connect with”, “connect with
your pet all day”, “bites”, “play”, [petcube], [petcube bites], [petcube
play], [connect with your pet], [pet treat camera].
The post that displays on the search engine when these keywords are
triggered will briefly explain the product and will use the Petcube home page as
the linked landing page when the posting is clicked on. The budget for clicks
related to these keywords will be bid competitively, with bids not exceeding $6
CPC. Budgets will be adjusted to create more focus in the four target cities. Our
Tactics
58
goal is to have a CTR at or above 4%, which is double the average clickthrough
rate for the technology industry (Irvine, 2018). Our budget for this portion of the
Adwords campaign is $2000 per month.
GDN:
Google Display Network is also an integral part of the Petcube Adwords
campaign. Our agency will use this tool to display banner ads based on
interests, topics, and keywords. Among these are the keywords already stated
above, as well as interests including dogs, cats, household pets, pet training,
and geographic location, with a focus on the four targeted cities in our
campaign. The average CPC for GDN within the e-commerce industry is $0.45
and the average clickthrough rate is .59%. Due to these statistics, we hope to
keep our budget somewhere within the $0.50 range with a CTR of around 1%
(Irvine, 2018). With a $2000 monthly budget for GDN advertising, we can deliver
4000 clicks to the Petcube website per month.
SEO Search Result:
Facebook (Internet/Digital):
Consumer research shows that social media has become an important
tool for new discoveries. 94% of consumers are social media users,
demonstrating that it’s an area that can’t be ignored (Kelter, 2016). Facebook’s
advertisement system provides ways to target geographic locations, personal
Tactics
59
interests, characteristics, and behavior, including activity on other internet
services and even in physical stores (Metz, 2017). Facebook takes the lead for
daily usage in social media networking websites with 66% of networkers
reporting that they visit the site daily (Harland, 2014).
Facebook runs digital advertising pricing in cost per thousand impressions
or cost per click. Our agency decided to use domain and video advertisements
on Facebook in cost per thousand impressions. These types of advertisements
will help create brand awareness for our Petcube product. Internet users on
Facebook will be able to see and hear our advertisements being played on their
news feed. Facebook advertising costs $7.19 per thousand impressions. Our
agency would like to achieve a reach of 500,000 impressions for each month.
Facebook Sponsored Post:
YouTube (Internet/Digital):
Advertising on YouTube is more measurable than TV advertising because
you are able to track the video’s success by utilizing clicks. Through YouTube
analytics, you have the ability to ask your customer service representatives to
find out where the consumer has heard of the product, along with seeing when
someone stopped viewing your YouTube advertisement, or even continued to
Tactics
60
watch the advertisement. In comparison to other social media channels,
YouTube’s users tend to spend more time on the platform. This is great for a small
business looking to drive more attention to their ads. On mobile specifically,
YouTube reports the average session time is more than 40 minutes (Birkbeck,
2017). YouTube is also commonly used for music streaming, making it the most
commonly used service by a wide margin (Hulkover, 2016).
This tactic pertains to our primary and secondary audiences because we
are targeting tech-savvy consumers who are on the internet often. Both targets
know what YouTube is, and/or spends a considerable amount of time on this
website. The YouTube advertisements vary from banner to pre-roll ads, each
being a recall back to Petcube in the consumer’s mind. The pre-roll ad will be
consistent with our TV ad (refer to TV storyboard, page 38-39). The advertisement
itself sends a message to our audience that you can stay connected all day no
matter where you are while providing the link to the Petcube website. Through
this connection, we are creating engaging call-to-action advertisements that
will entice the viewer to click on the link provided in the advertisement to learn
more information.
YouTube ads are relatively cheap, due to the fact that you are only
paying a few cents per view. You are not charged for a view unless the viewer
watches 30 seconds of the video, or completes watching the video as a whole.
It costs $2.70 CPM for 5-30 seconds of ad time, which is very low (Michaud,
2015). For our campaign specifically, our goal is to reach 600,000 impressions per
month.
YouTube Banner Ad:
Snapchat (Internet/Digital):
Snapchat offers “Snap Ads”, which are full-screen advertisements that
can take the form of stop-motion video, motion graphic, live, slideshow,
cinemagraph, gif, or still image (Snapchat, n.d.). The advertisement is 3-10
seconds long and has audio by default, also allowing for a link to be accessed if
the viewer swipes up. This type of advertisement is useful for our target
audiences because they are tech-savvy and always have their phones with
Tactics
61
them wherever they go. This advertisement would be ideal for our targets
because of 50% of new users downloading the app are over the age of 25 years
old (MediaKix, 2017). Due to the number of users in our target adopting the
application, our agency will create engaging call-to-action ads that will spark
curiosity to swipe up and learn more information.
The Snap Ad will play in between Snapchat Discover section of
Cosmopolitan, Refinery 29, and People. Through this medium, our campaign
shows consistency by also having print advertisements in Cosmopolitan
magazine. Therefore, we will have print and digital alternatives to reach our
audiences. The advertisement itself would send the message to our audience
that the consumer can stay connected all day no matter where they are. The
advertisement consists of a woman, centered in the middle of the screen,
connected by connection nodes to bubbles of her dog doing different tricks,
sleeping, and speaking to her. All of these bubbles will be animated featuring
the cute furry friends. The background will transition between different relatable
every-day locations, such as where the woman works, hanging out with friends,
going shopping, etc.
Snapchat Ad:
Tactics
62
Online Streaming:
Considering that online services are more likely to be able to provide
accuracy in audience targeting, internet radio service buys will provide a better
value than traditional radio buys. Heading into 2016, SiriusXM carried 24.3 million
Tactics
63
self-paying customers. (Hulkower, 2016) Spotify carried 39 million subscribers
globally in September 2016. (Hulkower, 2016) These large markets of consumers
that we can reach will be listening to their choice of streaming service and hear
our agency ads through these online streaming services. Listeners will be listening
to our agency’s 30 second and 15 second about Petcube (refer to Radio Script,
page 49-50). Therefore, it is beneficial to advertise our Petcube product through
Spotify and Sirius XM streaming services to reach large audiences of our primary
and secondary target markets and increase brand awareness.
Using Sirius XM and Spotify will assist in reaching a large number of
impressions and increase Petcube awareness. When setting a budget for Sirius
XM, our research concludes that with a cost per thousand impressions at $5 and
a budget of $20,000 for the campaign year, we will have the ability to reach 4
million consumers (Carter, 2016). With Spotify, we must spend the minimum limit
of $25,000 to advertise for a year (Carter, 2016).
Brewery Tour (Event Marketing):
Events will be a strategic and versatile tactic to reach our target
audiences on a local level in Albuquerque NM, Nashville TN, Louisville KY, and
Little Rock AR. The Petcube Brewery Tour will travel around to 4 locations to
connect with pet owners in the community. Each event will be at “Yappy Hour”
Tactics
64
from 5:00 p.m.-7:00 p.m. at each brewery location. The tour will be visiting Dialog
Brewery, Jackalope Brewing Company, Good Wood Brewing Company, and
Blue Canoe Brewing Co. According to Dialog Brewery, the cost of renting out
each brewery for an event on a weekend night is $250.
At the event, we will have Petcube representatives connecting with pet
owners through organic conversation, telling them about Petcube Bites and it’s
features and benefits. In addition to this, our representatives will give out pet
collars, and koozies to the first five-hundred guests so the pet owner and furry
friend have a gift to take home. We will promote this event through each
brewery's established network, on Facebook by creating Facebook Events, and
emailing and posting promotional flyers to local businesses. We also will be
promoting this event through our Facebook page by creating Facebook events.
In addition to pet owners, we also would like to invite employees and volunteers
of local animal shelters to bond with the pet community and learn more about
what Petcube offers to owners.
Event Locations:
• Dialog Brewery - Albuquerque, NM
1501 1st St NW, Albuquerque, NM 87102
505-227-1887 | Sam ErBonno
• Jackalope Brewing Company - Nashville, TN
701 8th Ave S, Nashville, TN 37203
615-873-4313 | [email protected]
• Good Wood Brewing Company - Louisville, KY
636 E Main St, Louisville, KY 40202
502-584-BREW | [email protected]
• Blue Canoe Brewing Co. - Little Rock, AR
1637 E. Fifteenth Street, Little Rock, AR 72202
501-492-9378
Event Dates:
• Dialog Brewery - Albuquerque, NM
o Friday August 26, 2018
• Jackalope Brewing Company - Nashville, TN
o Friday September 7, 2018
• Good Wood Brewing Company - Louisville, KY
Tactics
65
o Friday October 19, 2018
• Blue Canoe Brewing Co. - Little Rock, AR
o Friday November 16, 2018
Brewery Tour Flyer:
Brewery Tour Event Flyer:
Tactics
66
Facebook Event Page:
Promotional Items (Event Marketing):
Tactics
67
At the Petcube Brewery Tour we will be handing out free Petcube
promotional items for both pet owners and pets to enjoy. Guests attending the
event will receive a complimentary Petcube koozie that has the Petcube logo,
campaign tagline, and holds 12-16 ounces of a can, longneck, or water bottle.
Our agency would order 500 koozies for each brewery event, which would
come out to be $250.00 through bulk ordering (Discount Mugs, n.d.). This
promotional product is relevant for our target audiences because they enjoy
being social and enjoying drinks together when going out on the town.
In addition to a koozie, pet owners’ furry friends will get a Petcube
polyester yellow collar that fits small or large dogs. We would order 500 collars for
each brewery event, which would come out to be $595.00 through bulk
ordering (Identity Links, n.d.). This will be nice for owners to use because it is
always nice to switch out collars ever so often. Our agency selected the color
yellow for both promotional items because it is associated with resonating
feelings of happiness, positivity, and stimulate communication (Bourn, 2016). This
will also be a great opportunity for brand exposure in our target market’s local
communities when going out on the town for drinks with friends or walking the
dog around the block.
Petcube Koozie:
Tactics
68
Petcube Pet Collar:
Budget
69
BUDGET
Our Petcube campaign will be going from July 2018 to June 2019. The
campaign budget that was set for our agency is $8,000,000. Our agency plans
to spend $7,999,734 of the total budget. Our budget includes costs for both
national mediums and local mediums.
Budget
70
Control & Implementation
71
CONTROL AND IMPLEMENTATION
With a media budget of $666,666.00 per month, it is extremely important
that our agency can determine which strategies are working and which ones
need to change. In order to guarantee that our client’s money is being spent
wisely, we will be testing the effectiveness of every aspect of the campaign
continuously. Monitoring of our media execution will be done using various tools
and techniques to ensure that objectives are being met in the most effective
way possible.
To be able to determine if our campaign is successful, consumer
researchers will conduct four post surveys consisting of questions that relate to
our objectives. The surveys will be conducted quarterly, in the months of
September, December, March, and June. Our agency believes conducting
quarterly surveys will help us determine if our tactics are effectively
accomplishing our objectives. We will conduct these surveys via random sample
to truly test if our tactics were successful. Our post-survey consists of questions
relating to our target market, Petcube’s competition, Petcube’s brand, and
Petcube’s product/industry in order to evaluate if our tactics and objectives
were beneficial to our client. All results will be compared to our primary research
pre-campaign surveys located in Appendix A and B. Our post-survey can be
reviewed in Appendix D.
Special attention will be given to our digital tactics in the form of online
marketing tools. A digital analysis will be conducted continuously and
incrementally to determine the true cost difference among alternatives. This will
ensure that our efforts and budgets are being allocated in the most efficient
ways to result in the highest effectivity of every client dollar spent. The following
tools will be used to analyze Petcube’s online position:
Google Analytics provides useful data about website traffic. In order to
accomplish Objective 2 (help Petcube become the most prominent brand),
there must be a steady and uninhibited flow of traffic to the Petcube website.
By analyzing website traffic we can determine the sensitivity of different
keywords and phrases, and learn which content is most useful to consumers.
Keywords and website content can be altered based on the reaction of users.
Control & Implementation
72
Google Search Console is another tool that we plan to use continuously.
This will be used to optimize visibility of the Petcube brand on the Google search
engine and Display networks. In order to increase recognition and recall of the
campaign tagline among our target market (Objective 3), it is important that
our GDN banner ads appear in relevant locations on the web. This will be done
using the supplied data involving crawl rate and index status so that keywords
can be altered so as to optimize the visibility of online advertisements to our
target market.
Another digital tool that will be useful in analyzing the effectivity of the
digital campaign is MOZ. This is a tool that marketers use routinely to determine
which keywords are best to spend money on. A site audit will be conducted
monthly to analyze which content is getting the most favorable traffic, and how
effective the navigation and flow of the website is for the consumer. MOZ is also
effective in determining the SEO effectiveness of Petcube on the web. It is
important for Objective 1 (increase brand awareness) that our clients brand
remains within the top two search results for related queries. The tool supplies
important data regarding search engine position. This data will be used to fine-
tune keywords and content in order to improve the ranking of the client website.
It is of great importance that we gather as much data as possible to
determine which tactics are effective and which are not. Every dollar spent on
our Petcube campaign is a testament to the trust that our client has in the ability
of our firm to deliver real and measurable results. The best way we can do right
by our client and ensure future business with them is to provide metrics that show
why and how our campaign was money well spent
Conclusion
73
CONCLUSION
By receiving the fortuity of creating an integrated marketing campaign
for Petcube, Y-GENCY has put tremendous thought into the driving successors of
this plan. We are confident that our wide variety of chosen tactics will
accomplish the objectives originally established. Our campaign achieves the
consumer education of the ultimate Petcube Bites device and pet treat
camera benefit-- preserving a connection with your pet no matter where you
are. In addition to this, we have created a strong key creative visual that can
expand past our campaign, being the connection nodes. This differentiates the
purpose of Petcube over our competitors because it highlights our priority to
keep the consumer, their pets, and their loved ones always connected.
We believe Y-GENCY is ultimately connected to Petcube because of our
collaborative creativity displayed in our advertisements, purpose-driven
campaign, and commitment to making Petcube the most prominent brand in
the pet industry. At the end of the day, we want our consumers to know that our
priority is to keep pet owners and their most important (furry) loved ones
connected, and to know that Petcube Bites helps “connect with your pet all
day”.
Appendix
74
APPENDIX A
Survey 1: 100 Respondents
This survey was posted on Facebook by all 5 group executives at Y-GENCY
1. What is your Gender?
2. What is your age?
3. What is your marital status
4. Do you have children?
5. What type of pet do you own?
Appendix
75
6. How many pets do you own?
7. Have you heard of a pet camera?
8. Have you heard of Petcube?
9. Would you use an HD pet camera that allows you to see, talk, play and
treat while you’re away?
10. What is your preferred communication method?
Appendix
76
APPENDIX B
Survey 2: 80 Respondents
1. What is your gender?
2. How old are you?
3. What is your marital status?
4. Do you have children?
5. What type of pet do you own?
Appendix
77
6. How many pets do you own?
7. Have you heard of a pet treat camera?
8. Would you use a pet camera that allows you to see, talk, play, and give
treats to your pet while you’re away?
9. Have you heard of Petcube?
10. Which best describes your living situation?
Appendix
78
APPENDIX C
Feature Table and Competitive Position Data
Feature Research:
The research for the Feature Table within the “Competitive Position”
section is primary research that was done in-house by Y-GENCY. The data was
collected from the websites of Petcube and its competitors. The following
websites are where the feature information was gathered:
• www.petcube.com
• www.shopus.furbo.com
• www.petzi.com
• www.petchatz.com
Competitive Position:
There are four main data categories that were gathered for the
Competitive Position table in the “Competitive Position” section, as follows:
Price, Market Share, Followers, Reviews. The gathering of this information was
done in-house by Y-GENCY. Below is a summary describing how data in each
category was gathered:
• Price: Pricing for Petcube and its competitors was found on Amazon.com.
Each product was searched and the corresponding price was then noted
under the Price heading.
• Market Share: The market share information was calculated by comparing
the number of reviews for Petcube and its competitors on Amazon.com.
We added these numbers together and divided each respective
competitor’s reviews with the total number of reviews to get a
percentage of pet treat camera reviews relative to the whole industry.
Brand 1 Market Share Estimate = (number of reviews for brand 1) / (sum of
industry reviews)
This percentage was used as a representation of market share. Although
the method is not exact, it gave us an idea of the main competitors
without having access to any sales or revenue data.
• Followers: Followers for each brand was calculated by taking the sum of
each brands followers on multiple social media sites. The sites included in
data collection were Facebook.com, Instagram.com, and Twitter.com.
• Reviews: The information from this heading came from customer reviews
on Amazon.com.
APPENDIX D
Appendix
79
Survey 3: Post-Campaign
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