Creative Action Plan XM Satellite Radio - Essay Example

Creative Action Plan – XM Satellite Radio Client: XM Satellite Radio Holdings Target: of the target audience. Mobile Commuters. Early adopters of technology. Age 20-45years. Music lovers who appreciate variety. Techno savvy generation “Y”. Middle to upper class social strata. Competitive snapshot: Direct competitors as Sirius and WorldSpace (international competitor). Indirect competition from all providers of traditional AM FM radio, Internet Radio, cable music channels and other GPS mobile services that can offer music.

CDs and MP3 Old thought/New thought: “When on the move, listening to my favorite stations becomes interrupted with coverage limitations. What’s more, the traditional AM /FM stations offer limited variety and high advertising clutter. But now with XM Satellite Radio I can listen to over 100 channels, uninterrupted in every corner of the country with crystal clear digital sound clarity” Competitive advantage: Specifically, what our product does that other brands don’t do as well. Offers technology innovation and program variety in digital sound quality anywhere within the country.

Support: Proof-points that justify claims. Over 100 channels. Digital sound quality of satellite transmissions. Host of awards won for product innovation (2001 Innovation of the Year by Times Magazine, Best Of What’s New Grand Award by popular science etc). Tone: Mood of the communication. Fun and modern. Sophistication in listening entertainment. Added tools: any recommended incentives. Discounts on receiver equipments etc. Incentives and discounts on incremental subscriptions. I.e.

A discount of 10% on original fee rate if signed on for 3 years instead of 1 year. Competitions and surprise branded gifts at trial kiosks. Discounting coupons through direct mailer campaigns targeting early adopters and techno generation Strategy Statement: A one-sentence mission statement that addresses product, customer benefit, target and competition. XM strive to offer a brand new audio entertainment experience to the listeners through unique programming, digital sound clarity, wide choice, low advertising clutter and uninterrupted coverage.