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.

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.

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:

   
“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.

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.

Week 7 EOC Marketing Pitch

  The marketing pitch that I will be focusing will be on Working out.  There are many workout videos that anyone can purchase on the store and online.  With today’s life everyone is so busy that they don’t have time to workout for hours in the gym or even 45min. at home let alone.  With ZWOW slogans can be:

·      “Beauty Is Not Skin Deep”

·       “It’s Time You Bloomed Like The Rose”

·      “Your Body Strong But Sexy”

  This program will not only focus on 15min. workouts but also give out valuable information to the consumers.  With all the competition out there I would have to start off with an online lead capture campaign.  With this I can reengage with the existing customers to expose new content or products.  Once the leads have been established, the goal would be to nurture them with more content and events to turn them into customers.  With these leads digital content can be given away.  Like an:

·      EBook- comprehensive guides to different aspects of your business.

·      Webinars- where you can hold a Q&A with guests who will be future clients answering their questions.

·      Consultation- this is when someone wants to have your personal expertise advice.

  The Headline would have to match the promotional Ad source and have it connected to a Call-To-Action (CTA) page where the clients will take action and purchase the product.  When someone clicks on the CTA they have a level of intent that must be matched when they arrive at their destination. For example, if a future prospect clicked on the Ad for personal coaching and it leads them to a page where it sales workout equipment, the Ad has failed in doing it’s job to get that future prospect to buy our product.

Week 6 EOC- Allen Sherman Commercial

This video was used in Allen Sherman's song about Teflon.  Well these 1960's commercial show how Teflon was first introduced in a can of spray that was used for cooking wear or other areas that extreme heat was around.  All you had to do was spray it and start cooking what needed to be cooked and then the clean up was easy without any mess or hard scrubbing. 

         Today Teflon has revolutionized the way it has been used as a spray, now to being actually added to pots and pans to avoid any burning or scrubbing of the pots and pans. 

Week 5 EOC: Super Bow Commercials: Which Was The Best Ad?

http://www.youtube.com/watch?v=ANhmS6QLd5Q

Who is in this video?  The video deals with the Audi car.

What is the Video about?  The video is about a kid going to the prom by himself and his dad lends him the Audi for the night.

Where is this Ad going?  This Ad is showing that once you drive an Audi, you build the courage to achieve any goal you were to afraid of to achieve in the first place.

When does this take place?  This Ad takes place at Home as the kid drives away in the Audi heading to the school prom in the Audi.  As he drives his courage just builds up more and more.

Why does this happen?  This happens because the kid shows no back bone and he seems timid.  Once in the Audi his courage starts building up, he no longer starts doubting himself, confidence starts build up more and more as he gets to the Prom.

How does the video end?  The video ends with the kid walking in to the prom.  Targeting the prom queen and running up to her as he delivers a passionate kiss on her lips.  The prom king gets mad and rushes to her aid.  Next thing we know is the kid is getting back in the Audi with a smile on his face and a black eye.  The look on his face says, "It was worth it!"