| Marketing stuff... |
[Jun. 1st, 2005|08:52 am] |
Advertising
We have created a packed advertising campiagn, sure to get the attention of our consumers. Our slogan, “The Real Deal.” Has been created to get consumers thinking of Italy, right when they pick up the product. Our packaging will continue to be traditional, with the flag of Italy as a main backdrop for the label, further pushing the idea, that Mama Leoni’s is a true product of Italy. For advertisement of our product, we have choosen a few magazines, and TV stations, which we think will gain attention.
The following magazines were choosen:
Cooking Pleasures
Food and Beverage International
Food and Family and
La Cucina Italiana
We believe these magazines are getting the attention of our target market. The people who buy these magazines are ones who would pay more attention to the advertisement because they are interested in cooking different kinds of food, and trying different products. With the Italian Magazine, it would be perfect to advertise in because the people reading this magazine are looking for Italian recipies and Italian products.
The following TV stations/programs have been choosen, along with the recommened time frame:
Food Nework – at any time
Omni 2 – during Emeril Live
CTV – during daily soap opera’s
These TV Shows/stations have been choosen because the people who would normally watch these shows, are looking for cooking ideas, recipies and good products. With Soap Opera’s, the people watching these channels would normally be stay at home Mom’s, people who are home during the day and probably do a lot of cooking at home, and would pay attention to the commercial.
The following Radio Stations have been choosen:
CHUM FM 104.5
Wave 94.7 FM
These radio stations have been choosen because they are two of the more popular stations within Toronto, and have a large variety of listeners. The age range would be between 20-65, possibly younger or older, which gets the word out to a lot of people. Considering anyone of these age groups would be interested in cooking or cooks a lot for friends and family, we are letting many people know this product exists, and is now avialable for them to buy. These two stations would get out to a large amount of people, with one simple commercial.
In respects to our print ad and commercial, they are made to be similar, so consumers can connect the two easily to the product, and also suit our slogan well. Our commercial is meant to show all the steps in getting the product brewed right in Italy, to bringing the finished product right to the shevles of your own Grocery Store. We’re hoping people will make a strong connection to this commercial, and be atleast interested in trying a product that has come right from Italy. Our slogan, “The Real Deal,” is shown at the end to send the message home, and stick in the consumers mind.
Our print ad is made to follow the same concept. A picture of a normal suburban home, with a box, somewhat tattered and torn, with the Mama Leoni’s logo depicted on it, in large bright letters, sitting infront of the door. The words then are shown across the ad “The Real Deal,” with a short blurb at the bottom to describe the product. This ad is made to grab your attention and make the connection to the commercial. We hope that consumers will realize from the beginning that this is a true product of Italy, and therefore, it is infact the best of pasta products out in the market.
Our radio script is meant to give consumers something to relate too. Relating to the daily needs of a big family, and a mother always wanting to put a delicious meal on the table. We believe that this will grab our target market’s attention, while still bringing in the point that it is a product of Italy. Our slogan is said at the end, and is one of the last things you will hear, which will keep those 3 littles words in your head. Our radio script is as follows:
Woman’s Voice - being a hard working mother of 3 boys, one of the most important thing I need to consider each day is making hardy meals for my family. One of the things my boys like best is rich pasta, with tomata sauce, and when I make it, I need plenty to make sure everyone gets a plate full. So when I buy pasta, I have to make sure it’s a brand I trust, and a taste that’s true. That’s why I choose Mama Leoni’s pasta noodles and sauce for my family. With a traditonal recipie brewed right in Italy, I know it’s a taste my family will love over and over again.[Italian music plays softly in the background] So the next time you want to make your family a true Italian meal, choose Mama Leoni’s and bring the taste of Little Italy, right into your home. Trust me, it’s the Real Deal.
Promotion
To really get the word out about Mama Leoni’s products, our team has created a promotional campaign to grab people’s attention, and get them to purchase the product. We have created a contest, which requires consumers to purchase as many Mama Leoni’s products as possible, for a chance to enter a draw to win a trip for 4 to Italy, all accommodations included. To enter contestants must purchase 8-10 Mama Leoni’s products, and send in all UPC codes to our firm address. The contest will go on for 6 months and from that point on the draw will be held at our firm and the winner will be notified.
The winner will then receive their price, a trip for 4 to Italy for 5 days, where they will be staying in the Hotel Locanda Di Palazzo Cicala, a hotel built on historic land, and occupies the first floor of the historic and newly renovated Palazzo Cicala and is located in Genoa, Italy. During this trip they will also get a chance to travel to the Mama Leoni’s factory, and see how the product is made. The winner will also get $500 Canadian, spending money.
To start our promoting we have created a sample promotion banner, which can be used in advertising for the first few months, to get the word out about the contest. From that point on, we will have a representative go to a few main grocery store chains, were we will be setting up a cardboard display and a taste test, (which we will be holding for about a month in various stores around Ontario) where our representative will hand out small promotional fliers informing consumers about the contest, and giving them a first hand look at tasting the product, as well as getting some background information about it. Our representative will speak to the store managers and also encourage them, to stock Mama Leoni’s products. We hope by having an actual person from our firm with all the information meeting the store and the customers first hand, it will give these people a good amount of knowledge and trust within the product. |
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