Analysis of Project in Real World

 

Slogan: Zuzana Light Workout Videos "It's Time You Bloom Like a Rose" 

“Integration is never an afterthought. Forcing together disparate parts and shoehorning creative doesn't make a campaign ‘integrated.’ Instead, strive for ideas that are integrated at the core and work gracefully together between platforms.”(p.192) 

     This quote from Daniel Stein on pg. 192, makes perfect sense to me on finding the right idea or slogan for the product I am going to be marketing to.  I decided to go with the slogan, "It's Time You Bloom Like a Rose" because there is a large percentage of women out there who are not happy with the way their bodies look. 

     With my slogan it speaks to woman that now with this workout training, they can now bring out their inner beauty to be shown like the beauty of a Rose.  For example if you look at rose bush before it blooms you will just see the green leaves and stems with thorns sticking out.  With care and hard work that rose bush will bloom with the most beautiful roses that any eyes has seen. 

    That is where the story will begin on an adventure to transform that body into the most beautiful creature any eyes have been laid upon.  It's time to build that confidence, to be admired, and to walk like a goddess amongst men.  It's time to bloom like The Rose.

 “Story itself becomes proof of the premise,”(p.193)  When we read a story we want to be a part of that world or be the hero who saves the maiden or be the princess that everyone loves for her kindness and her beauty.  That's what we want our consumer to feel like they are part of our story and together we can grow and bloom like a rose to be beautiful.  That's where the interaction begins and we now have a followers of faithful consumers.

Competitive Analyses

     When we look at our product, we just don't assume that it is the only product out there from it's niche.  In the field of exercise, health, and nutrition, the competition is high and we must think to ourselves, "How is my products and services better than my competition?" “We are given a voice, and we have to be responsible in how we use that voice.”  (p.13)  Our voice can reach many of our new prospects by the use of many different styles of advertizing.  Some of these styles are at no cost and can be very effective if used correctly.  YouTube is one great example to advertise your product and build a following like here:

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   “In focus group after focus group, someone who had never considered the magazine to be ‘for them’ would become engrossed in an article relevant to them. So how do you convert the people who aren't in focus groups"(p. 20)

     

   This quote was amazing because it hits it right on the dot on how am I going to get people to buy my product or become a follower?  This area is where we really have to put on our thinking hats and come up with a creative content.  Mostly we have to focus on what brings us pain and how it makes us feel.  We follow it up by what we can do to make it go away and feel better.  We show the consumer the cure to their problems.

The Big Idea


     Every product to have it launched and be successful has to have a great idea to make it sell and want people to want it.  So how do we achieve that success without failure? We use what Rudyard Kipling used called,
 “Six honest serving men”(p.68) These six honest serving men were the Who?, What?, When?, Why?, and How? By using these six words it helps you determine who will you be marketing to.  Not only will it help you market it but also the question,"is there a market for my product?"  We all know that there is a market for Health and Exercise here in America since we are already known around the world for being overweight.  What we do is target these overweight women and show them how miserable their life is and how sick and tired do they feel by living this way?




     So how do we target these women? we use the,  “sweet spot”(p.68) 
  We give the consumer a little bit of Honey and make them want more.  We show them how beautiful they can look when they workout using our product and the attention that they will be receiving.  Every woman loves attention and our product is the only one that is guaranteed to give them that satisfaction.  Not only do you show them how great it feels to be beautiful, but you tell them.  You tell them that it is their right to look as beautiful as The Rose, that there is no second best when it comes to their beauty.  We tell them that now is the time to get started, now is the time to take the first step.

   Promotion

     Promotion plays a big part in getting our product seen and bought by consumers.  The question is how do we differentiate from our competition and make ours more successful?  The first thing we do is research what the top product selling in our niche is doing and apply that method with a style of our own.  “The difference between bad and good creatives is that they both come up with the same pedestrian solutions, but the bad creative stops there and the good creative keeps working toward a more unique and interesting solution.”(p.21) 
     We all have seen those hamburger commercials on T.V. or online and they all focus on one thing.  The hamburger companies show that their burgers are the best out there and they all show it in their commercials.  The question is how does one know that they are the number one burger place out there?  They get creative with their marketing techniques by not just sticking to one idea but with many ideas and thinking outside the box.   “The loud and repetitive,” “the tasteless innuendo,” “the self-absorbed and self-important.” Now picture the kind of person you would want to get to know. When you make your ads in this way, you are far more likely to create effective and original advertising. (p. 25) 
     Let your promotion scream that this is the only product out there for the consumers!  Nothing can compete with our product and give you the maximum effect you are looking for. You want them to feel like they are a part of the product and the product is there to transform them into the most attractive female in the world!  With the Call To Action, let's bring out their inner beauty and motivate them to take action now.

Creative Content

     The creative content of the product is where we will hook the consumers.  This is the area that will help us position our product as the leader and expert in this field of Health and Fitness. “We felt that the time was right for the brand to not tell people that it made you feel good—but to elicit that feeling,” (p.127)  
Here we begin to brand our product like it's something that the body doesn't want, but needs like water and food.  This product needs to be the drug that will cure this disease that infects our beautiful bodies.  The content that we need to focus on is the pain that we are living in.  How unhappy we are at the conditions we see ourselves in the mirror as it doesn't resemble the beauty inside of us.  That's where this product comes into play by taking you by the hand and guiding you day by day to bloom like a rose and bring out that inner beauty.  So how can online marketing help us in this department?

  “The great subjects of online video are stunts, pranks, violence, gotchas, virtuosity, upsets and transformations." (p.127)  In today's society we are now moving so much faster than in the past.  Technology and media has moved way beyond from the traditional advertising methods of T.V. and Billboards to online media marketing, lead capture generation, list building, and consumer interaction, and branding.  We are no longer limited to a single time spot on T.V. or a certain location on Billboards.  We now have ways to capture consumer information by using lead capture generation where they enter their information to be in our emailing list and keep them up to date on any new products that are coming out or you can show them how they can benefit from their current product.
To make a product sell or to make a big impact we must have some advertizing tests.  Here we will market the product in two different directions and split test them and watch them carefully to see which one works.  From there we will take the one that makes more of a profit and figure out what went wrong with the one that wasn't profiting.  
“There are two important things to know before positioning a brand or product. Consumers see a product as an extension of themselves. Purchasing decisions are often motivated by a desire for self expression.”(p.70)
  Here we see that the product is just not a materialistic item to just purchase and shove to the side. Here we have created an extension to bring out your inner beauty for the world to see and this product is the cure to your happiness.
 “To portray possible ideal futures.” The if-only game “can help you break out of [an] overly constrained view of the product, service, or group, and [it] is a “way of tying values to action.”
    With this product we want to take away all the negativity and create only positive outcomes for our consumer.  We want the consumer to look at the product and only know that is they try it their dreams will come true to bring out the beauty in them like the Rose.