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International Advertising Campaign

Cross Cultural Promotions Inc. International Advertising Campaign. CCP. May 19, 2011. Agenda. US Objectives Creative Ad Placement Budget Evaluation China Target Market Creative Ad Placement Budget Evaluation. Marketing Objectives. From June 2011 – May 2012 Increase total sales

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International Advertising Campaign

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  1. Cross Cultural Promotions Inc. International Advertising Campaign CCP May 19, 2011

  2. Agenda US • Objectives • Creative • Ad Placement • Budget • Evaluation China • Target Market • Creative • Ad Placement • Budget • Evaluation

  3. Marketing Objectives From June 2011 – May 2012 • Increase total sales • US by 15% 265k cases (Tito Beveridge, Owner) • China to 75k • Increase brand awareness within target market(Young Affluents) • US to 20% • China to 10% • Increase distribution in US and China • US by 15% to 76 distributors (www.titosvodka.com) • China to 10 distributors CCP

  4. Filmed Ads

  5. Storyboard for YouTube US Ad #1 Tito’s, so good you can taste it.

  6. Storyboard for YouTube US Ad #2 Tito’s, it’s more of a sipping vodka

  7. Print Ads

  8. US Ad #1 – Accessories Not Needed Accessories Not Included Needed Tito's... It's not for everyone

  9. US Ad #2 – Save the Juice for the Kids VODKA Save the Juice for the Kids Tito's... It's not for everyone

  10. Social Media

  11. facebook Viral App Who Do You Want to Toast Today? MUST BE 21 TO SIGN UP Choose any friend or group that you feel deserves a Toast

  12. How the Tito’s Toast facebook App Works A Tito's Toast Do you know someone that deserves a toast? If so, click on this link so you can send a Tito’s Toast to show your appreciation. Goes to You! Thanks Rick for a great semester of Learning!!!

  13. Public Relations

  14. Tito’s US Tasting Event – Just Add Ice • Location – Chilled Warehouse • Time – Summer • Tickets – Website / Facebook • Details: • Ice glasses • Vodka samples – 3 drink max • 1 admittance ticket per person • 2,000 attendees max • Objectives: • Mobilize base • Raise awareness • Footage for future marketing

  15. Promotion Calendar

  16. Promotional Calendar Timeline

  17. Budgeting

  18. Budget Tito’s 2010 Sales - $60.7 million US Budget 5% of Sales = $3 million China Budget 5% of Sales = $3 million

  19. Evaluation

  20. Campaign Evaluation Distribution / Target Consumer: • Monitor total number of distributors and penetration on a quarterly basis • Survey retail establishments to see if their customers inquired about Tito’s in non-partnering stores • Tito’s peel off sticker for consumers to provide their comments (online or business reply) • Monitor brand awareness through consumer surveys utilizing an outside company

  21. Online Marketing: Total number of “likes” on facebook To be measured after ad placements and events How many “Toasts” were received Total users who signed up – make adjustments YouTube views For commercials and event footage Monitor if bloggers are posting links Campaign Evaluation (con’t)

  22. Chinese Campaign

  23. Target Market We have choosen15 major cities as our target market. Haerbin Dalian Wuhan, ChangSha, Chengdu, Chongqin, Tianjing, Nanjing Beijing ShangHai Hongkong Macao GuangZhou ShenZheng Hangzhou MKT 222

  24. Packaging Appearance Tito’s US Tito’s China MKT 222

  25. Ad Placement Magazine TV Online Ads Social Media MKT 222

  26. Print Ads

  27. Print Ad MKT 222

  28. Public Relations

  29. Public Relations Sponsored Activities Launch national wide Tito’s Hot Dancing Night Vodka Tasting Event MKT 222

  30. Social Media

  31. Renren Strategy MKT 222

  32. Non-Traditional Tactics Nontraditional tactics 1Combine QR Code into sweepstake activities QR=Quick Response 2. Bus and bus stop signage 3. Street Banners Take out your phone and try MKT 222

  33. Promotion Calendar

  34. Promotion Calendar Timeline MKT 222

  35. Budgeting

  36. Brief Budget TOTAL BUDGET : 2, 900,000 MKT 222

  37. Evaluation

  38. Campaign Evaluation - China • Sales • Conduct marketing research • On-line research • Paper research • Tracking the using of QR • Google URL Shortener • Track the social media • how many views and visits on Renren, Youku, Tudou • The quantity of comments to see the involvement of social media MKT 222

  39. Thank You

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