Engage the female consumer in Chicago with Best Buy

Advertising Share of Marketing is Declining
1963: Marketing Spend = $17 Billion
70%
Advertising = $12 Billion
GAINING SHARE
Event Marketing
Premiums/Promotions
P-O-P Displays
Internet (Email, SEM)
Mobile
Social Networking
Sponsorships
Coupons
Specialty Printing
Licensing
Public Relations
Loyalty
Games & Contests
Sweepstakes
Product Sampling
Product Placement
Source: Veronis Suhler
2010: Marketing Spend = $716 Billion
25.5%
Advertising = $183 Billion
2011: Advertising = ?
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Key Philosophies & Insights: The Role of Media Types & Media Mix
Awareness
Mass TV/Radio
Familiarity
Opinion
Contextual Magazines
Consideration
Preference
Internet - Static/Video
(demand)
Shopping
Local Newspapers
Sales (Market Share)
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It’s Not About Media…
…It’s about driving sales,
driving traffic
and
engaging and changing
consumer behavior
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Three Pools of Money
BRAND
MARKETING
ADVERTISING
SALES
5
Research
Know the Flow
• Who are the gatekeepers
• Who screens the ideas
• Who signs the deals
Follow the Money
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•
•
•
•
Sales
Marketing
Digital
Corporate Communications
Event Marketing
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Prospecting
Decision Maker Titles
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•
•
•
•
•
•
•
Owner
VP of Sales / Marketing
EVP Emerging Media
VP Digital
VP of Engagement
VP of Social Media
Event Marketing Manager
National/Regional Sales Manager
•
•
•
•
•
•
•
•
Trade Marketing Manager
Account/Territory/Zone Manager
Brand/Product Manager
Director of Marketing
Business Development Manager
Government Affairs Representative
Branch Manager
Marketing Communications Manager
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An integrated media promotional program from
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Tribune has designed an integrated media program to take the opening of
Best Buy’s new store in the John Hancock Center from Grand to Magnificent:
The promotional program was designed based on Best Buy’s objectives:
•
•
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Engage the female consumer in Chicago with Best Buy
Create market-wide awareness of the new Best Buy John Hancock
Center store
• Highlight product offerings available at this location
Drive traffic during the Best Buy Magnificent Opening week
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Tribune will deliver:
•
Female-centric awareness & traffic-driving promotions
•
•
Promotion and appearance with WGN 720 AM, Kathy & Judy Show
Market-wide awareness & traffic-building promotions
•
•
•
•
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Promotion with WGN-TV and Tech Talk with Mark Suppelsa
Promotion with WGN 720 AM and the Chicago Cubs
Red Eye print campaign and Video Street teams
Chicago Tribune print campaign
Online campaign on all Tribune Chicago media websites
• chicagotribune.com, redeye.com, wgn720.com, wgntv.com
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Campaign Overview
Tribune365 will integrate the power of Tribune’s diverse and dominant audience in
Chicago to create a turn-key promotional program to support Best Buy’s new store opening
in the John Hancock Center.
MEDIA
Utilize all
Tribune365
Chicago
properties
(print, TV,
radio, online,
events)
to produce
Best Buy’s
Magnificent
Opening
Create
awareness
and build
in-store traffic
PRINT
Pre-prints:
General
market,
Hispanic
targeting &
TMC
Innovative ad
units in
Red Eye –
I-Wraps &
I-Notes
ROP
promotional
Schedule of
1/2 page
units.
TV
RADIO
Exclusive
sponsorship of
new feature
in 5:30 & 9:00
News, “Tech
Talk”
with anchor
Mark Suppelsa
Customized
sponsorship &
promotion with
WGN 720 AM
& Cubs
broadcasts
:10 Best Buy
@ John
Hancock
presenting
Billboard, plus
:30
commercials
following
segments
:30 spots
within games
Female
targeted
promotion
within Kathy &
Judy Show
including
schedule of
promo spots &
commercial
units
ONLINE
Rich media
ad unit
schedules
Pre-roll
sponsorship of
video segment
of WGN 720
AM Kathy &
Judy Wii Fit
training,
contest micro
site
EVENTS
WGN-AM
Kathy & Judy
Appearance &
Wii Fit
Contest
Reward Zone
Skybox
Giveaway
OUTDOOR
Red Eye
Video Feet
On the Street
Teams
Wrigley Field
Marquee
Wrigley Field
PA
Announcements
Ad Mail
E-Newsletters
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Engaging the Female Consumer
WGN 720 AM’s Judy and Kathy are girlfriends to all of Chicago!
Their immense popularity with females will be used to drive an on-air and on-site promotion during
Best Buy Magnificent Opening week.
WGN 720 AM will bring this dynamic duo and their crowds of loyal female followers to a
two-hour appearance (with live on-air cut-ins) to the Best Buy in John Hancock Center on
Tuesday, May 19 from 1pm-3pm.
Kathy and Judy will promote their special appearance throughout their morning broadcast from 9-Noon,
then stroll down the Mag Mile to the John Hancock Center to join Tribune supplied fitness trainers for two
hours of fun and Wii Fitness.
“Wii” Love Best Buy!
Where the conversation will flow with Judy and Kathy and their crowd of loyal fans is always fun to
watch. The theme of the day will be getting in shape for summer and will coincide with the May 19th
release of the new interactive EA Sports Wii training module.
Included during the remote will be Kathy & Judy fans trying out the new Wii Fit training modules as well as
drawings to win Wii consoles, Wii Fit training modules, and Wii fit accessories.
And ONE lucky fan in attendance will win a Summer Makeover including all of the Wii products, plus Best
Buy summer must-have products like, personal digital heart monitors, mp3 players, smart phones, etc.
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Engaging the Female Consumer
Wii Love Best Buy!
Timing: May 11 – May 24
Media Support:
May 11- May 24:
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Schedule of 50x :30 spots to run over two weeks
May 4 – 19:
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Inclusion in WGN 720 AM’s Kathy & Judy e-blast news letter promoting
Best Buy Magnificent Opening and their special appearance
Online wgnradio.com:
• Video of Kathy & Judy “practicing” on the Wii Fit
• Promotional video pre-roll
• Link to product page on Best Buy site
• Best Buy Magnificent Opening on Events page
• Customized contest page promoting appearance and Wii love Kathy & Judy
• Cube ad on Kathy and Judy home page for Best Buy during month of May
May 11 -19:
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10x :60 live announcements during the Kathy and Judy show,
• M-F 9a-12n, leading up to grand opening and appearance
10x promotional mentions to promote appearance & contest
Promotional ad units within Chicago Tribune, RedEye and chicagotribune.com
4x Live reports from on-site
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Igniting Chicago Passions
There may be only one thing that Chicagoans love more than the Magnificent Mile…
and that’s Wrigley Field and the Cubs!
WGN 720 AM will bring those passions together in a month long promotion, culminating in a special
event for Reward Zone Members.
Best Buy – Mag Mile to Wrigley
Tribune will unite the passions that Chicagoans and Reward Zone members feel for the Cubs in an
invitation only event, offering experiential prize packages and in-store fun:
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•
REWARD ZONE members will be invited to a private event on Thursday, May 14 and could win
one of 5 pairs of tickets to the Best Buy Magnificent Opening Sky Box to see the Cubs play the
Houston Astros on both Saturday and Sunday. The lucky winners will be driven in magnificent
style from the Best Buy store in the John Hancock Center by limo to Wrigley Field.
MEET a legendary Cubs player who will be on hand at the event to perform the ticket drawing
and sign autographs.
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Engaging the Technology Consumer
Mark Suppelsa is arguably the most popular news anchor in Chicago. With 5 active fan sites on Facebook,
and a waiting list to join his page, Mark connects with Chicago on a very personal level. A lover of new
innovation and gadgets, when Mark talks about technology, Chicago listens.
“Tech Talk” with Mark Suppelsa
Best Buy’s Magnificent Opening at the John Hancock Center can be the first exclusive sponsor of Mark’s
popular feature as it is presented in its original home, the 5:30 News, and as it launches in the 9:00 News
on WGN TV, the week prior to Best Buy’s Magnificent Opening.
The Best Buy’s Exclusive Sponsorship of Tech Talk:
•
Weeks of May 11, 18 and 25:
3x :10 Billboards/week with WGN 5:30 PM News + :30 segment anchored commercial unit
2x :10 Billboards within WGN 9:00 PM News + :30 segment anchored commercial unit
“Tech Talk is presented by Best Buy’s newest store in the John Hancock Center”
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• Three week customized Magnificent Sponsorship:
•15x :10 Billboards
•15x :30 Segment anchored commercials
• This sponsorship opportunity is being offered first and exclusively to Best Buy.
Best Buy will have right of first refusal to renew for the full quarterly sponsorship.
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Driving Commuter Traffic
Eye Note
Virtual Billboards & “Feet on the Street”
Timing: May 16 – May 21
Red Eye:
•
Cover Wrap
•
Inside Cover
Wrap
Four color four page wrap on Friday, May 15 edition, promoting
the Best Buy Magnificent Opening and all of the events during the
coming week. The mass of readers will create a virtual billboard
on all of Chicago’s commuter lines.
Red Eye Video Feet on the Street Teams will walk the Magnificent
Mile highlighting the Best Buy Magnificent Opening in the John
Hancock Center and Best Buy products via Flat Screen panels.
• 3 days of 5 street team pairs
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