Individual Media Appraisal Report - Essay Example

? Individual Media Appraisal Report enter the enter the Number 8th April, English Wine WeekUniversity or College Name of Professor Word Count 1. Introduction Romans introduced the British taste buds to wine around two thousand years ago. Wine has become an elegant addition to special events for the English Community. UK alone allows wine lovers to choose from four hundred different wine producers (English Wine Week, 2013). According to Mintel (2012), English wine has augmented in the market in the past few years. Also, UK wine consumers distinguish quality of English wine and think that it has improved. Moreover, purchasing English wines supports the local producers (Mintel, 2012). With the wide range of variety in English wines the producers known as the English Wine Producers (EWP) promote wines with the help of EWW i.e. English Wine Week (English Wine Week, 2013). It is a fact that EWW did not focus on attracting customers at large ground and this resulted in low awareness towards the growth of the industry. Digital marketing and poor idea communique resulted in a major setback to the EWW. The main media campaign objectives are To augment the awareness of EWW among UK consumers To increase the visitors and vineyard owners participation To improve database To improve communication media. 2. Appraisal of the media and schedule to be used for image and awareness media including reach of the target audience For maximum result of media awareness, our budget is divided into Digital Media Awareness and Traditional Media Awareness with a total of ?98,920.20. The breakdown is mentioned below. Traditional Media ?87,862.00 Digital Media ?11,058.20 Total ?98,920.20 The Media Awareness is justified in this section. Awareness Campaign is divided into magazine ads, social media campaign, email awareness marketing and poster media campaign. These are designed to raise awareness and generate direct response. Newspaper advertising is planned to function as a tool to increase awareness in general only. 2.1 Newspaper:   In this project advertising in newspaper is of utmost importance. It will help in raising participation of vineyard owners in the EWW. Also, it will make many people and local bodies aware of the events and importance of English Wine Week. The project plans to advertise a small size of ad space and run it repeatedly in The Sun newspaper. Also ads in the general news section for six weeks before the EWW will help in awareness, interest and participation of both EWP and UK based customers. This will include 5 mono ads SCC (Run of week) and 1 full-page coloured (run of week). The socioeconomic group ABs is more likely to get targeted with this media campaign than C1s. Also, UK vineyard owners will participate more into EWW as they are people of 28+ 45+ age group. These age groups are likely to read daily and weekly newspaper. 2.2 Magazine: Whittaker (2008, pp.75) states that magazine advertisement is an important tool to reach the target audience. The placement of ad and its design has a vital impact on consumers. It can increase and decrease the annual sales and customer interest. In this project magazine ad will be advertised with the Decanter, UK wine magazine for 3 months before the event with 2 months (March & April) full-page colour and 1 month (May) outside of the back cover with colour. This magazine is very popular in UK and it has Facebook and Twitter pages as well. Advertising with this magazine will help in increasing customers and wine producers to actively participate in the EWW. This magazine published different promotional ads like free entry tickets over different wine tasting events which are advertised at platforms like Twitter and Facebook. These are available to customers if they share those ads and tweet about them. Appendix 2.2.1 shows the screenshot of one of the promotions which were displayed online at Decanter.com. The socioeconomic group ABs is more likely to get targeted with this media campaign than C1s but this magazine makes it possible to catch the attention of C1s group by actively participating at social media sites like Facebook and Twitter. Vineyard owners are likely to take notice of the printed magazine ads as well as the cost per magazine can be paid by them and not by young twenties. 2.3 Poster: The placement of posters can be indoor or outdoor. It affects that which audience is targeted by them. In this case we need to target both C1s, ABs, vineyard owners and Londoners. Waitrose is a popular grocery store in the UK. It offers online shopping, walk in shopping, free delivery via calls or online order placement and special offer promotions via email notifications. Waitrose is popular at social networking sites. It launched a promotional tweet at Waitrose which gathered a huge response of people who shops at Waitrose do it because of its elite repute (Waitrose in Twitter backlash, 2013). Appendix 2.3.1 shows different sections from their online grocery store. Appendix 2.3.2 shows their Facebook page. Appendix 2.3.3 shows people who shop at Waitrose are attracted to it because of its royal image. Waitrose poster campaign will help in promotion of the EWW at all the target groups therefore, A special poster campaign with special promotion will be done. This will also include A2 (594 x 420mm) size place at wine shelves for 2 weeks before the EWW (May), 5 to 7 posters will be provided for each of 272 Waitrose branches. One or two email notifications of the poster campaign can be used in between to attract maximum target groups like Abs, C1s, vineyard owners and Londoners. 2.4 Email This is used to deliver the notification for the promotion of EWW to a larger target audience. Emails are used by young generation to aged ones therefore it reaches “instantly” and to a “larger” number of people at a time. It is a substitute to door to door print advertising like leaflet distribution or mailing letters. This saves time, energy and money. People are more likely to click on an email notification than to pay serious attention to leaflets or newsletter. The email notifications can be sent with collaboration with poster, magazine, social media campaign as well. This can be done by paying extra money to Waitrose and Decanter so that they email about EWW as they have a higher user database of Londoners and Champagne/Sparkling wine users. Email will be sent to 1795 existing customers twice a month, 4 times a month in the month before EWW; posters can be sent in email as well to grasp user attention. This will impact ABs, vineyard owners and C1s. 2.5 Social Media Campaign Social networking sites provide platforms for information sharing, video sharing, photo sharing and blogging etc. They are referred to as Web 2.0. These sites generate a lot of revenue for their owners by making it possible to advertise one entity over a larger target audience all over the globe. According to Nielsen/Net Ratings, user-generated content sites constitute 5 out of top 10 fastest growing Web brands (Neilsen, 2006). More than 55% of teens online use social networks, and 48% of them visit SNS daily or more (Lenhart and Madden, 2007). Social networking sites provide a variety of services, such as users' own unique "space," as well as enabling them to share photos and videos, maintain blogs, and encourage group interactions through chat rooms, instant messaging (IM) and e-mail. Some networking sites even offer dating and matchmaking capabilities. These sites influence customer opinions at large. To promote EWW it is necessary to reach out to large number of people in less time therefore the best solution to it is social media advertising. Moreover, it ensures to reach our target audience who are 25 and above in age. It can be used to motivate the vineyard owners and increase their participation in EWW which eventually affects the sales of UK wine producers. According to Pempek, Yermolayeva and Calvert (2009, pp. 227-238.), modern generation uses social networking sites a lot. A study that was discussed by them identified that students 22 and above age, use Facebook and Twitter approximately 30 min throughout the day as part of their daily routine. Moreover, they spend more time observing content on Facebook than actually posting content of their own. This affects the developmental processes by which they acquire cognition, attitudes and behaviors. The thing which controls the likes and dislikes of humans are the family they are brought up in, the schools, mass media, religion and workplace etc. With the help of the communication platform in the form of social networking sites the people with strong tastes with low physical sensitivities or low physiological reaction respond to stimuli in a different way than people with high physiological reactions. Sharing of thoughts and views among different friends leads to sharing of different brands that one thinks is better than the other. This helps in giving boost to economies. In our case, this sharing of thoughts and views enables in establishing awareness about English Wine Week. The socioeconomic groups C1s and Abs are both likely to get targeted with this media campaign. a. Facebook: Facebook page of EWW 2013 has low number of likes of only 15. This shows it is left abandoned with no one replying or putting an effort for awareness. Posters, news alerts, competitions can be launched their distributing free tickets to EWW in order to generate direct response. This will be done by clear exhibition of English Wine Week 2013 date, 2 months Facebook advertising with promotions like win free tickets by guessing wine names etc (4th April to 2nd June 2013), giving incentives to persuade the audiences to recommend the page to their friends. b. Twitter: It is shocking that there is no Twitter EWW page at present. There is only a EWP twitter page. This campaign section would target on establishment of Twitter page for EWW, 2 months Twitter advertising (4th April to 2nd June 2013), promotion with Hashtag, persuasion of audience to increase followers to participate in EWW by giving free tickets, promotions and vouchers. Appendix 2.5.1 shows EWW Facebook page with only 52 likes and EWP Twitter page 3. Spreadsheet to tabular representation of the budget and the schedule to achieve reach of target audience. Activity Volume Cost of Promotion Calculation Total Cost Response Rate No. of new customers Newspaper ads (Run the ads on the Sun for 4 weeks, one each in the first two months, and 2 in the month of EWW) 1,380,916 Production cost: ?5,000 Advertising cost: 3 weeks: mono SCC 1 week: mono full page  ?40,000 ?5000 x3 = ?15,000 ?40,000 x 1 = ?40,000 ?15000 + ?40000 =?55,000 ?55,000 0.1 138,091 Poster campaign Corporation with Waitrose supermarket (282 branches across UK, 30 small Waitrose convenience stores, run the campaign for 2 weeks in the month of EWW) 12,480,000 (customers a week) *2= 24,960,000 5 posters in each branches X 312 branches = 1560 posters Poster size A2(594 x 420mm) Quantity: 2000 Printing cost: ?327 (A local printer, 2013) Artwork: ?1000 Quantity of form: 10,000 x ?0.05=?500 Pasting cost = 2000 ?327 + ?1000 + ?500 +?2000 = ?3827 ?3827 0.01 249,600 Facebook ads 2 months advertising at Facebook 433,750 Run Facebook ads for 2months with `the ?0.4CPM, to achieve around 433,750 website visits per day. 0.4*60*433.750=?10410 ?10,410 0.05 21,687 Twitter ads 2 months advertising at Twitter 433,750 Same as Facebook 0.4*60*433.750=?10410 ?10,410 0.05 21,687 Email marketing Hiring email service company with the monthly plan to reach 2000 customers (4 emails 3 month April- June) 18,929 Production cost: ?5,000 Email plan: ?19.40/month x 3 months = ?58.20 (iContact, 2013) ?5,000 + ?58.20 = ?5,058.20 ?5,058.20 0.5 9,464 Magazine ads 3 months advertising in Decanter wine magazine + email notification to 2000+ customers before EWW event 425,000 March and April: Full page with colour ?3,730/month May: Outside back cover with colour ?6000/month (Decanter, 2013) 2000+ customer email notification = ?755 2 months x ?3,730 = ?7,460 1 month back cover = ?6,000 2000+ customer email notification = ?755 ?14,215.00 0.1 42,500 Total ?98,920.20 483,029 Tabular representation of the schedule March April May June Time Total Cost Newspaper Ads Half Page Ad full month Half Page Ad full month Full Page Ad full month Full Day ?55,000 Magazine Ads Full page with colour Full page with colour Outside back cover with colour 2000+ customer email notification 3 months Ads+ Last month email notification ?14,215.00 Poster Campaign 5 posters in each branch and stores x 312 places = 1560 posters Last two weeks ?3827 Email Marketing monthly plan to reach 2000 customers monthly plan to reach 2000 customers X monthly plan to reach 2000 customers 3 months ?5,058.20 Social Media Campaign Run Facebook/ Twiter ads for 433,750 website visits per day. Run Facebook/ Twiter ads for 433,750 website visits per day. Run Facebook/ Twiter ads for 433,750 website visits per day. 4th April to 2nd June 2013 ?10,410*2=?20,820 4. Appraisal of the media to be used for direct response activity Awareness Campaign is divided into the following four sections for generation of direct response. Direct Response Activity Distribution This section justifies the division of these four sections for direct response generation from primary and secondary target audience. Budget of ?98,865.2 is used for campaigns designed for direct response activities. 4.1 Magazine Advertisement The magazine chosen for advertisement publication is Decanter. Magazine ads in Decanter for 3 months before the event In March and April full-page coloured ad will be published In May, the back cover with coloured ad will be published This magazine is fashionable, up to date and read by many in UK. Furthermore it has Facebook and Twitter pages which actively make its users to connect with the new launches etc. the campaign in this magazine will generate a huge direct response by attracting the ABs group more than the C1s. Vineyard owners take notice of this printed magazine ads because this is a also known as the bible or encyclopedia of wine. According to Decanter launches (2013), the users of this magazine both printed and online increased to 1.7 million in the year 2011. In the year 2013 the users of this magazine are 425,000. This means that the wine users, the vineyard owners and the Abs, C1s and ABC demographic groups will be highly affected by these magazine advertisements. 4.2 Poster Media Campaign The poster campaign is done at Waitrose stores. These are highly popular UK grocery stores. They are the royal choice and hence the choice of affluent people. Promotion of EWW at these stores both online and retail outlets will grasp the attention of a high number of people. These will include the ABs group, vineyard owners and Londoners. The poster campaign of EWW will be displayed at 282 branches across UK, 30 small Waitrose stores. This campaign will be run for two weeks in the month of EWW. According to Waitrose takes on the world article published in The Telegraph (2013) one outlet of this store records 40,000 walk in customers a week. Envisaging posters displayed at one outlet making its impact over 40,000 customers which makes 30+282*40,000= 12,480,000 customers a week. If the poster campaign is noticed by so many people in a week then it targets the ABs, Londoners and vineyard owners at large with some of the C1s group getting influenced by it as well. This number clearly justifies the use of this poster campaign as a tool for direct response generator. 4.3 Social Media Campaign Social media campaign is run at two platforms Facebook and Twitter for awareness of EWW. A study identified that people use Facebook and Twitter approximately 30 min throughout the day as part of their daily routine; Smartphone users check Facebook 14 times a day. However, 60,000 users quit Facebook from UK because they are more inclined towards Twitter and overall they have lost interest from the social networking websites (Is Britain bored of Facebook? 2013). Appendix 4.3.1 shows the loss of Facebook interest of UK users alone. EWW is not promoted through Facebook and Twitter actively in the past. Introduction of new promotions, sales and vouchers etc will definitely help in achievement of the target audience attention. 4.4 Email Marketing Email marketing is done by hiring email Service Company with the monthly plan to reach 2000 customers; this is further strengthened by giving payment to Decanter for 2000 + customer email notification. Hence, the ABs, vineyard owners, Londoners and C1s will be highly attracted to the EWW. This will generate direct response to EWW awareness and participation. 5. Use of a spreadsheet or table to summarize the budget for direct response and schedule of activity. Activity Volume Cost of Promotion Calculation Total Cost Response Rate No. of new customers Poster campaign with Waitrose 24,960,000 5 posters in each branches X 312 branches = 1560 posters Poster size A2(594 x 420mm) Quantity: 2000 Printing cost: ?327 (A local printer, 2013) Artwork: ?1000 Quantity of form: 10,000 x ?0.05=?500 Pasting cost = 2000 ?327 + ?1000 + ?500 +?2000 = ?3827 ?3827 0.01 249,600 Facebook ads 433,750 Run Facebook ads for 2months 0.4*60*433.750=?10410 ?10,410 0.05 21,687 Twitter ads 433,750 Same as Facebook 0.4*60*433.750=?10410 ?10,410 0.05 21,687 Email marketing 18,929 Production cost and Email plan ?5,000 + ?58.20 = ?5,058.20 ?5,058.20 0.5 9,464 Magazine ads 425,000 March and April: Full page May: Outside back cover with colour Customer email notification 2 months x ?3,730 = ?7,460 1 month back cover = ?6,000 2000+ customer email notification = ?755 ?14,215.00 0.1 42,500 Total ?43,920.20 483,029 Appendix 2.2.1: Magazine advertising on Social Media (decanter.com, 2013) Appendix 2.3.1: Different sections from Waitrose online grocery store (Waitrose - Online Grocery Shopping, 2013) Appendix 2.3.2: Waitrose Facebook page (Waitrose, 2013) Appendix 2.3.3: TWITTER: People who shop at Waitrose are attracted to it because of its royal image (Waitrose in Twitter backlash, 2013). Appendix 2.5.1: EWW Facebook page with only 52 likes and EWP Twitter page Appendix 4.3.1: Shows the loss of Facebook interest of UK users alone (Is Britain bored of Facebook? 2013). 6. References English Wine Week. 2013. English Wine Week. [ONLINE] Available at: http://www.national-awareness-days.com/english-wine-week.html. [Accessed 05 April 2013]. Mintel. 2013. Grape Expectations - just 26% of Brits think boxed wine is inferior to bottled | Mintel. [ONLINE] Available at: http://www.mintel.com/press-centre/press-releases/932/grape-expectations-just-26-of-brits-think-boxed-wine-is-inferior-to-bottled. [Accessed 05 April 2013]. Neilsen. 2006. User-Generated Content Drives Half of U.S. Top 10 Fastest Growing Web Brands, According to Nielsen.NetRatings. [ONLINE] Available at http://www.nielsen-netratings.com/pr/PR_060810.PDF [Accessed 04 April 2013]. decanter.com. 2013. decanter.com. [ONLINE] Available at: http://www.decanter.com/magazine/contact. [Accessed 05 April 2013]. Lenhart, A., and Madden, M. 2007. "Social Networking Websites and Teens: An Overview," Pew Internet & American Life Project. [ONLINE] Available at http://www.pewinternet.org/PPF/r/198/report_display.asp [Accessed 04 April 2013]. Pempek, T., A., Yermolayeva, Y., A., Calvert, S., L. 2009. College students' social networking experiences on Facebook. Journal of Applied Developmental Psychology, Vol. 30 (3). Whittaker, J. 2008. Magazine Production, Media Skills. Routledge. Is Britain bored of Facebook? 2013. Is Britain bored of Facebook? 600,000 users QUIT social network in December | Mail Online. [ONLINE] Available at: http://www.dailymail.co.uk/sciencetech/article-2262183/Is-Britain-bored-Facebook-600-000-users-QUIT-social-network-December.html. [Accessed 06 April 2013]. Waitrose in Twitter backlash. 2013. Waitrose in Twitter backlash: 'I shop at Waitrose because... I don't like being surrounded by poor people' | Mail Online. [ONLINE] Available at: http://www.dailymail.co.uk/news/article-2205975/Waitrose-Twitter-backlash-I-shop-Waitrose--I-dont-like-surrounded-poor-people.html. [Accessed 06 April 2013]. Waitrose - Online Grocery Shopping. 2013. Waitrose - Online Grocery Shopping | Free Delivery | Recipes | Wine | Party Food. [ONLINE] Available at: http://www.waitrose.com/. [Accessed 06 April 2013]. Waitrose. 2013. [ONLINE] Available at: https://www.facebook.com/Waitrose. [Accessed 06 April 2013]. Decanter launches. 2013. Decanter launches on iPhone as brand reaches record digital audience | decanter.com. [ONLINE] Available at: http://www.decanter.com/news/wine-news/530790/decanter-launches-on-iphone-as-brand-reaches-record-digital-audience. [Accessed 06 April 2013]. Waitrose takes on the world - Telegraph. 2013. Waitrose takes on the world - Telegraph. [ONLINE] Available at: http://www.telegraph.co.uk/finance/7896314/Waitrose-takes-on-the-world.html. [Accessed 06 April 2013]. Read More