Poster Advertising Campaign - Essay Example

Poster Advertising Campaign In determining the direction for the Magners brand poster campaign in GreatBritain, it is important to understand the primary demographic of the target consumer. The primary target group of consumers is the middle-aged, middle class white collar workers who are working to climb the corporate ladder, seeking ever higher positions within the modern marketplace. They are typically quite concerned with appearances and image. They also tend to pride themselves on their ability to recognize quality beverages thanks to a highly refined taste. According to Hugh Archibald, chairman of the National Association of Cider Makers, “drinkers in England have a deep-rooted perception of cider as a rustic ‘alternative’ drink” (cited in C&C, n.d.). In addition, certain promotional techniques that have proven successful in Ireland, like the ‘pint over ice’ concept, in which the image of the cider has been increased by the more sophisticated serving system, will not work in Great Britain because of the tendency of a large number of consumers to prefer purchasing their cider in draught format. Since C&C is working to encourage the perception of the brand as a premium drink and most UK consumers consider cider drinks to be of a provincial quality, it is this that most needs to be addressed. One of the primary concerns of the target demographic is the issue of remaining a part of the ‘cool’ or ‘in’ group. According to a study conducted by Datamonitor, 66 per cent of the respondents “felt it was important or very important to feel personally cool in the way they live their lifestyle and a similar number also placed an equally high emphasis on being seen as cool in the eyes of others” (“Targeting”, 2003). Although this is a concept usually associated with the identity-seeking teenager, the study indicated the need to fit in and be perceived as a cool person extended even into middle age. “These aspirations are equally reflected among older consumers, who are as reluctant to appear middle-aged as young consumers are to be seen as cool” (“Targeting”, 2003). To encourage this idea of cool, it is important to market the brand in a way that is refreshing, high-tech and ecologically conscious, reflecting current market trends. The poster campaign will therefore focus on inciting a thirst in the consumer for the fresh, invigorating, sophisticated flavor of Magners cider as the best possible choice of quality beverage. As buyer behavior for this type of market is generally brand loyalty/routine response or impulse purchases, posters can provide a great deal of impetus when placed near local pubs and stores selling the product. Additionally, posters should be placed on busy stretches of roadway where they can be easily seen from traffic stopped during rush hours and in train and bus stations where parched travelers coming home from a difficult day of work can be reminded of the relaxing qualities of a fine cider such as Magners. Point of sale posters can be equally effective in reminding consumers of the quality and thirst-quenching ability of Magners while they shop, contributing to impulse purchases. The posters used should consist of semi-abstract designs featuring fresh apples, clean water and good fun. People included in the posters should be Matisse-style figural representations to eliminate the perception of a particular age-defined bracket while encouraging the idea of free-flowing movement and energy associated with the cider. The use of a semi-abstract style helps to encourage the idea of Magners as both modern, high-tech, energetic and contemporary despite its traditional beginnings. Using the image of fresh apples, in a basic, generic form, will encourage a mental connection with the healthful qualities of apples, the traditional nature of cider to the country’s history and the environmental concerns that are increasingly becoming the fashionable concern. By presenting them in a generic form, such as outlined figures drawn in free-form varying line widths and bold colors, the apples can also imbue the product with more energy and vitality. Clean water can be represented in the form of drops of cool condensation splashing across the image, wave bursts for people having fun on exotic shores or splashes of color washed across the image surface to indicate fluid unrestraint and energetic fun. For greatest effect, a series of posters should be used that progressively show the stylized people who drink Magners in a variety of enjoyable, activity-oriented social settings. Because the company is one of the sponsors of the London Wasps, one of these scenes should be focused on the sport of rugby, illustrating figures with rugby equipment toasting each other with bottles of Magners presumably following a challenging game. Stylized apples can be depicted in the background detail, emphasizing the importance of the apples in obtaining that distinctive taste while drops of water can be illustrated glistening along the sides of the bottles depicted. Different teams can be represented by portrayed the human figures in different outline colors while the image of the Magners bottle remains photographically realistic, highlighting its difference and bringing it into immediate focus. By focusing the content of the posters on the typical leisure activities of the target demographic – finding Magners on the golf course, in the pub, around the poolside – the message is sent that this is a socially acceptable and pleasurable modern drink for the middle to upper class. At least twelve posters should be used in a monthly rotation, displaying each image for one month each, allowing the campaign to span an entire year. Each poster should focus on a specific seasonal event – the World Cup, the Rugby Championship, etc. The primary effectiveness of these posters will be conveyed on a subconscious aesthetic level, through the use of color, form and shape to communicate energy, youth, vitality, health and good clean fun, however some text will be necessary to ensure that the message is interpreted correctly. To be most effective, as well as to promote the hip, quality image of the product, it would be best to capture some celebrity endorsements for the product, one in keeping with the theme for each theme. “The reason for using celebrities as spokespersons goes back to their huge potential influence. Compared to other endorser types, famous people achieve a higher degree of attention and recall. They increase awareness of a company’s advertising, create positive feelings towards brands and are perceived by consumers as more entertaining” (Solomon, 2002). The inclusion of the celebrity can be as minimalist as the poster design itself, requiring little more than a printed quote from the celebrity regarding his/her enjoyment of Magners when relaxing after a big game. The important aspect of choosing a celebrity endorser, however, is in choosing a celebrity that is believable as a consumer of this product and who can provide a positive image to the brand with little risk of embarrassing brushes with the law or widely publicized unethical behavior. Because little expense will be needed in terms of photography or available models, the majority of the expense in the production of these posters will be in the compensation of celebrity endorsers and in the employment of a quality graphic designer. The consistently changing posters will create a sense of anticipation among the consumer base while the energetic and modern approach will give the product the image of a quality, ‘hip’ kind of drink perfectly suited for the premium drinker’s taste. References Brown, Alex. (1996). “What is Consumer Buying Behavior?” Introduction to Marketing. Newark, DE: University of Delaware. “C&C’s ‘Bulmers’ and ‘Magners’ Brand: The Irish Alcoholic Beverage Company’s Brand Repositioning Strategies.” (n.d.). ICFAI Business School, Case Development Centre. Solomon, Michael R. (2002). Consumer Behavior: Buying, Having, and Being. (5th Ed.). New Jersey: Prentice Hall. “Targeting the Cool Consumer.” (6 June, 2003). Food & Drink Europe. Retrieved 27 May, 2006 from < http://www.foodanddrinkeurope.com/news/ng.asp?id=17624-targeting-the-cool> Read More