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Thursday, December 13, 2012
Wednesday, December 12, 2012
Ad Campaign for Runtastic
Table of
Contents
Executive Summary…………………………………………………………………...………………..4
Overview……………………………………………………………………………………………………..5
Situational Analysis….……………………………………….…………………………………………6
Historical Analysis………………………………………………………..……………………6
Market Analysis…………………………………………………………………………………6
Competition………………………………………………………………………………………7
Objective…………………………………………………………………………………………………….9
Product Name and URL……………………………………………………………………………….10
Target Audience………………………………………………………………………………………..11
Creative Brief…………………………………………………………………………………..………….14
Product……………………………………………………………………………………………15
Background……………………………………………………………………………………..15
Objective………………………………………………………………………………………….15
Audience………………………………………………………………………………………..15
Message…………………………………………………………………………………………..16
Key
Insight……………………………………………………………………………………..16
Medium…………………………………………………………………………………………….16
Value
Proposition…………………………………………………………………………….20
Creative Brief: Key Ideas…………………………………………………………………….21
Media Plan………………………………………………………………………………………………….23
Promotion
Plan/IBP………………………………………………………………………….23
Media Mix………………………………………………………………………………………..26
Gantt Chart……………………………………………………………………………………..27
Google Ad Words/Facebook
Plan………………………………………………………28
Conclusion……………………………………………………………………………………………..….29
References………………………………………………………………………………………………….30
Ad Example………………………………………………………………………………………………..……..31
Web/Internet
Ad…………………………………………………………………….……………….31
Sales Promotion………………………………………………………………………………………..32
Traditional/Magazine
Ad……………………………………………………………………..……..33
Guerrilla
Marketing…………………………………………………………………………………..34
Executive
Summary
Runtastic/Runtastic PRO is one of the
newest apps in the world of Smartphones. They’re currently trying to raise
awareness for their product, which features a wide variety of functions that
many competitors don’t offer. We believe that Runtastic could advertise itself
as an app that best appeals to serious runners, those that run 100 or more
times a year. This group has long-term growth potential and really has no
budget for running products at this point in their lives. By advertising the
wide variety of functions and benefits the app offers, we believe that
Runtastic can create a demand in serious runners who are looking to improve
their running times and boost their self-esteem. This advertisement plan is
built on the key insight that this app is “The personal coach for the serious
runner.” This plan includes numerous tactics that will
increase awareness of Runtastic to the target market through traditional media,
internet/social media, sales promotion, event sponsorship/promotion, and
guerilla marketing.
Let the race begin!
Overview
The Runtastic and Runtastic PRO apps were
created with the idea that runners would be able to use their Smartphones to
accurately measure all the necessary data to optimize their workout results.
The app in theory would give runners the opportunity to take their training to
the next level, therefore improving both their fitness levels and running
times. There are enough functions and features built into the app that it seems
if the users have their own personal coach with them at all times. Runtastic
will launch a national campaign to reach and promote this message to all the
runners out there who are ready to take the next step.
Situational
Analysis
Historical Analysis-
Runtastic
is based off technology developed for a thesis project by four Austrian
students called mSports, which focused on using GPS technology available on Smartphones,
such as the Apple iPhone and Google Android phone, to track race positions for
sailboats and racecars (Runtastic and Runtastic PRO in-depth review, 2012).
Since then the company has created a wide variety of apps that help athletes of
all levels train in sports such as mountain biking, road biking, winter sports,
and hiking. These apps are available to be downloaded on iPhone, Android,
Blackberry, and Windows 7(Runtastic and Runtastic PRO in-depth review, 2012).
Runtastic just released their state of the art running app, which has so far
has received positive reviews.
Market Analysis-
The recreation sport of running has
rapidly developed into a growing economical force. Although still considered a
niche market, since many people find the idea of running for fun appalling,
running has seen considerable growth in numbers and popularity. According to a
nationally conducted Sporting Goods Manufacturers Association
(SGMA) survey, the amount of people who ran at least once in 2011 numbered
50,061,000 which represented a 7.3 percent increase from the previous year (Running
USA, 2012). People who ran over 100 times a year, the segmented target audience
of this advertisement plan, numbered 19,008,000 for a growth of 9.3 percent (Running
USA, 2012).
In
accordance with their growing numbers, runners are frequently spending more and
more money on running and fitness related products. According to another SMG
report, runners spent $8.5 billion on running related products in 2007 (National runner demographics, 2011). If we use the 2011 running population, each
person who went for a run at some point in the year spent an average of $169.
Other sales statistics represent the willingness of the running population to
spend money on their sport. According to the same report, $2 billon is spent on
running footwear, 30 percent of runners buy four or more shoes each year (National
runner demographics, 2011). Roughly $125 billion was spent on health-related
goods and services (National runner demographics, 2011).
Competition-
As
mentioned in the market analysis section, the running market is a fast growing
and very lucrative field, with over $8.5 billion spent on running products in
2007. A lot of competitors have jumped into the fray, offering different
products that would appeal to runners. Other fitness, health related goods,
training techniques, and health recreation sports are out there which could act
as competition threats with the target audience.
Indirect-
The
health and fitness industry is as large and profitable as ever. There are a
wide variety of recreation sports activities out there that our target audience
could decide to focus on. Sports such as biking, hiking, climbing, swimming,
and winter sports could serve as competitors, It’s ironic that the Runtastic
company offers apps for all these activities.
Other
Indirect forms of competition come from different training techniques. Many
runners may prefer to run freely and without the help of other products. Some
training techniques make it difficult to run with a phone strapped to your arm.
Others may prefer to use the help of a group, such as a running team, club, or
even coach to oversee their training. There are other running products that
don’t involve the use of a Smartphone app. Some GPS watches, such as Garmin
Forerunners, offer runners many of the advantages that an app would, albeit
streamlined and strapped to your wrist.
Another
indirect competitor comes from inactivity, due to injury or being lazy and
deciding not to run.
Direct-
The
direct competition would come from other running apps. So far there are two
primary running apps outside of Runtastic: Runkeeper and Nike+. Runkeeper is
widely regarded as the first running app while Nike+ is the name brand. They
both offer GPS tracking and the ability to share your training results on
social networking sites. Nike+ has become known for their community feel,
despite the large amount of users. Although both apps have a lot of features,
Runtastic by far offers the most amount of functions and advantages.
The
focus of this advertisement plan is to position Runtastic as the app for
serious competitive runners who run 100 times or more throughout the year; the
best word to define the intended position is premier. This would be
accomplished by advertising Runtastic’s immense collection of features, thereby
differentiating it from Runkeeper and Nike+ which are geared towards casual
runners.
Objective
Runtastic
wants to let runners know that their running app is the premier and most
comprehensive running app on the market. Therefore the main objective is to
position Runtastic as the main running app for serious runners. This would be
accomplished by communicating to the target audience the wide variety of
diverse functions. A quarter through 2013, we want to be advertising Runtastic
on at least three mediums with plans for two more set in place. Since the
Runtastic app is fairly new, we want to increase the overall awareness of
Runtastic by 60 percent by January 2014. We want to see web traffic increase on
the Runtastic website, www.runruntastic.com by 50 percent half way through the
year. Since one of the tactics that we will be using involves a sale promotion
of a free month trial of Runtastic PRO, we established a sales objective of
increasing the frequency of Runtastic PRO purchases.
Communication Objectives- We want runners to know that Runtastic is the
premier and most extensive running app for serious runners. Through our ad tactics, we want to increase
the awareness of Runtastic and its benefits, position it as a first-rate
product, and overall focus on the key insight that Runtastic is the personal
coach for the serious runner.
Product Name
and URL
Runtastic/Runtastic PRO
http://www.runruntastic.com
The original URL for the Runtastic company is
www.runtastic.com, which links to the company’s homepage that features
information on their other apps. There
is also blog about the product that shares a similar URL. The URL was changed
in an effort to differentiate Runtastic’s newest app and help eliminate
confusion from Runtastic’s blog site.
Target Audience
Demographics- We are primarily targeting runners between the
ages of 21-35 years old, who are college grads, Caucasian, live in/just outside
of main urban areas, make over $50,000 a year, own Smartphone’s, run at least
100 times or more in a year.
Geographic- Although this group can be found all over the
United States, we will primarily focus on suburban-urban areas; placing
particular emphasis on the cities of Boston, Chicago, Dallas, Houston, Los
Angeles, New York, Orlando, Philadelphia, and San Francisco. These cities were chosen
based on favorable year-long weather (people are most likely to run between the
months of March-early November), proximity to large races, and the amount of
running clubs located in the state. For example, according to SRDS, San
Francisco is the largest DMA in terms of frequency of exercise, has year-long
warm weather, and has several large races put on within or near city limits.
Although Boston is located in colder weather, the state of Massachusetts has
the sixth most registered running clubs (Running
club statistics by state) (behind California, Texas, Florida, New York,
and Pennsylvania) and is home to the iconic Boston Marathon.
Psychographics- This isn’t the target market’s first rodeo as
they’ve run numerous races before in the past ranging from fun runs to Ultra
marathons. They’ve been out in the real world for quite sometime now and have
jobs at companies where they could see themselves working there for a long
time; many are beginning to move up the corporate ladder. They are married, yet
have not settled down and started a family. Because of this, they have a lot of
time on their hands in which they like to fill with social commitments, and
focusing on their main hobby of running. They enjoy being fit, yet especially
like running due to its competitive yet relaxed nature. They are likely part of
a local running club in which they commit a large portion of their free time
to. Because they like running so much, they define themselves by their fitness
levels and race performances so much so that it has a direct correlation to
their self-esteem and confidence levels. Runners like having a high confidence
and self-esteem because it makes them feel happy. Because they are very
passionate about their hobby, and have some money to spend now that they’ve begun
to settle into career jobs, they have no problem spending money to travel to
large races or purchase running products that they feel can improve their
performance.
Target Audience Example
I am a 28 year old male who works a comfortable
$60,000 job within the city. I’ve worked at my job for a year now and I feel
like I’m close to a promotion. I’m a member of a local running club which is
where I met my wife; we’ve started talking about potentially having kids soon.
In the meantime I enjoy the free-time that I have, in which I spend a large
chunk of it with running. I love running, it makes me feel healthy and relaxed
while bringing out my competitive nature. I’ve ran 5K’s, 10K’s, and a
Half-Marathon. I’ve traveled with my running club to races throughout the
nation including the Atlanta Peachtree Road Race and the Las Vegas Rock ‘n’
Roll Half Marathon. I’m about to start training for my first marathon, and I’m
desperate to find training regiments and products that will help me train for
the race.
How We Choose the Target Audience
Our target market has to have Smartphones in
able to take advantage of Runtastic, therefore we had to determine, who exactly
has Smartphones?
|
By
looking at the above chart, we can see that ages 25-34 are the most likely
demographic to have a Smartphone. Ages 18-24 and people ages 35-44 who make
over $100,000 are also very likely to have a Smartphone; however this
advertising plan is going to largely be based off the strength of the 25-34
demographic along with some help from the older half of the 18-24 group. This
is in part due to the fact that this age group is more likely to have the
time/effort to focus on running while still having the money/resources to
purchase running products. They’re at the age where work or family won’t be
cutting into the time or energy that they can put toward running. They also are
likely to have better fitness levels. Also, according to a survey done by the
Sporting Goods Manufacturers Association, the average age of male runners is
estimated at 27-31 while female runners are at 23-26 (National runner
demographics, 2011). The people between the ages of 35-44 who make over
$100,000 might be a good secondary market to target, however.
As
mentioned in the market analysis, According to the SGMA survey, the amount
of people who ran at least once in 2011 numbered 50,061,000 which represented a
7.3 percent increase from the previous year. People who ran over 100 times a year,
the segmented target audience of this advertisement plan, numbered 19,008,000
for a growth of 9.3 percent. In accordance with their growing numbers, runners
are frequently spending more and more money on running and fitness related
products. According to another SMG report, runners spent $8.5 billion on
running related products in 2007. If we apply those numbers to the 2011 running
population, this equates to each person who went for a run at some point in the
year, spent an average of $169. Therefore if Runtastic focus solely on
positioning itself towards serious runners, they could reach a pretty
significant niche market that has a pool of 19 million people who most likely
have Smartphones, most likely running, and are at a point in their lives where
they are not worried about the cost of a product if they think it could help
with their running performance. Well let Runkeeper and Nike+ battle it out for
the fitness runner market.
Creative Brief
Creative Brief-
Client:
Runtastic
Product:
Runtastic/
Runtastic PRO/Runtastic GPS Pulse is the specific product that we are trying to
sell Runtastic app offers a self coaching experience; it allows you to workout
via running, and also monitors the effectiveness and efficiency of your
workouts
Background: Based off of technology developed for a senior
thesis, Runtastic is a recently released running app that although has received
positive reviews, is not as well known as some of the other popular running
apps. This advertisement plan was created with the intention of increasing
product awareness by stressing to the target market that Runtastic is the
personal coach for the serious runner. We want Runtastic to have a nationwide
awareness especially around major cities in the U.S. that have favorable running
weather, large running events, and a lot of local running clubs.
Objective: To communicate
to runners the wide variety and diverse features that the Runtastic app offers.
We want consumers to get the impression that the Runtastic app is the personal
coach for the serious runner. Hopefully this would position Runtastic as the
premier running app for serious runners and lead to a 60 percent increase in
awareness by January 2014.
The Audience- This ad campaign will be primarily aimed at runners
who are between the ages of 21-35 years old, who are college grads, Caucasian,
live in/just outside of main urban areas, make over $50,000 a year, own Smartphones,
and run at least 100 times or more in a year.
This
target audience has the time, money, and the passion to really focus their
efforts on training. Because they like running, cost isn’t really much of a
concern to them, and are willing to try new products.
A
potential secondary market could come in the form of 35-44 year olds that make
over $100k a year. Other possible secondary markets include “fitness runner”
people who run on occasion but nowhere near the amount as the serous runner.
The Message: “The Runtastic app offers such a wide variety of
functions and features, allowing for the most efficient and analytical
training, that it seems as if the runner has a personal coach, every step of
the way”
Key Insight: “The
personal coach for the serious runner.”
The Medium: We will use the following mediums: Internet
websites, blog sites, magazines, large races, and TV.
The
target market is unique in that they don’t get information on running products
from TV. Their aren’t really any TV shows, or programs that really appeal to
the target market. Most of the time they buy products based off positive
reviews spread by word of mouth or featured in magazines. This advertisement
plan isn’t going to totally ignore TV, however as some of the more popular
running events will be shown on major networks such as the track events during
the Summer Olympics or the World Track & Field Championships in August, and
the Ironman World Championship in October.
We will
focus on Internet because that is the primary area where the target market
shops and hear about running products. We choose some popular websites that receive
a substantial amount of page views.
We will
focus in blog sites/forums primarily because they consist of a large community
of the target audience that talk about, and review new running products/races.
This is the primary avenue where positive word of mouth originates. We chose
several popular blogs/forums that receive a high amount of unique page views.
We will
focus on magazines that cater specifically to the niche market. The magazines
would be a great medium to utilize in order to advertise Runtastic. This is in
part due to the fact that magazines are where many runners go to find reviews
about new products, running market trends, training techniques, and up-coming
races. We chose several magazines that are favorably reviewed and have a decent
amount of subscribers.
The
final medium is races. Each race is essentially a large gathering of runners
from all over the US, featuring many running clubs and members of the target
audience. They represent a great opportunity in order to initiate positive real
life interaction, and establish visual imagery and association. We choose
specifically to advertise at the ten largest race events that have attendance
numbers ranging between 55-30,000 runners (Largest races).
Below is
a specific list of each medium we intend to advertise on:
Internet:
·
Athlinks.com
·
Competitor.com
·
Coolrunning.com
·
IAAF.org
·
imATHLETE.com
·
LetsRun.com
·
MapMyRun.com
·
Marathonguide.com
·
Milesplit.com
·
RRCA.org
·
Runnersweb.com
·
Runnersworld.com
·
RunningintheUSA.com
Blogs/Forums:
·
Run Infinity (most unique monthly page views)
·
Complete Running blog (number 1 in ultimate
rank)
·
Runblogger
·
iRunFar.com
·
Running and Rambling
·
Run Infinity
·
Brandons Marathon
·
Run Bulldog Run
Magazines:
·
Club Running (RRCA)
·
Competitor
·
Fitness Magazine
·
Local running club publication
·
Marathon and Beyond
·
Men's Health
·
Muscle & Fitness
·
National Masters News
·
Runner's World
·
Running Journal
·
Running Times
·
Shape
·
Sports Illustrated
·
Track & Field News
·
Trail Runner
Races: (Largest
races).
·
Peachtree Road Race 10K Atlanta, GA… 55,077 attendees
·
Lilac Bloomsday Run 12K Spokane, WA…51,303 attendees
·
Dick's Sporting Goods Bolder BOULDER 10K
Boulder, CO…49,213 attendees
·
ING New York City Marathon…47,133 attendees
·
Zazzle Bay to Breakers 12K San Francisco, CA…43,954 attendees
·
Bank of America Chicago Marathon Chicago, IL…35,755 attendees
·
Cooper River Bridge Run 10K Charleston, SC…34,789 attendees
·
Ukrop's Monument Avenue 10K
Richmond, VA…33,365 attendes
·
Zappos.com Rock 'n' Roll Las Vegas
Half-Marathon…33,257 attendees
·
Bank of America Shamrock Shuffle 8K Chicago, IL…32,442 attendees
TV
·
Summer Olympics…NBC
·
World Track & Field Championships…NBC
·
Ironman World Championships…NBC
Value Proposition: Benefits
Functional- Some of
the features on Runtastic include real time and built in GPS that monitor
progress, time, distance, speed, pace, calories, altitude. It also features
Personal workout diary and metrics, Weekly, monthly and yearly statistics,
graphs, Performance analysis with lap times, integrated iPod function, Accurate
calculation of elevation gain and loss! Sexy voices that give feedback about
different statistics (distance, speed, pace among others) and a cheering
feature. It’s also the only running app that allows you to receive calls and
talk on your phone while you run.
Runtastic PRO features: Voice feedback during
a workout, audio feedback for each mile or kilometer, Live tracking, Power
song, personalized cheering, Interval training and coaching, Heart rate
support, split tables, weather, estimated sunrise/sunset times, geotagging, and
a landscape mode.
Emotional- The
target audience has such a hobby for running that their overall fitness levels
and running times have a direct correlation to their self-esteem. Runtastic
allows for runners to improve their fitness and running times, therefore
increasing their confidence and overall happiness. The target audience loves
the potential that it offers. Runners have the opportunity to achieve whatever
level of fitness they decide. It will
become less of a hassle to train as Runtastic will make running easier and more
convenient.
Creative Brief Key Ideas-
The main
take away from the creative brief is that it has established the key insight,
core message, and the main benefits offered to the consumer. The key insight of
Runtastic is that it is the personal coach for the serious runner. The message
that we want to send across is that “The
Runtastic app offers such a wide variety of functions and features, allowing
for the most efficient and analytical training, that it seems as if the runner
has a personal coach, every step of the way.” This would be accomplished by
promoting the wide variety of Runtastic benefits, differentiating themselves
from competitors by positioning itself as the premier and extensive running app
on the market. If successfully positioned, this product would be a must get for
any serious runner, which is so focused on running that their fitness levels
and times have a direct correlation to their self esteem. Runtastic would
hopefully improve their times therefore improving their self-esteem which would
then make the target audience feel happier and more confident.
Media Plan-
Promotion Plan & IBP
-
Traditional media- Runtastic would use traditional media for their
print advertisements in magazines and when they create television
advertisements.
-
We decided to focus on advertising through the
magazine medium due to the fact that there are a lot of magazines that cater to
our niche market. They are also the location where many runners go to find
reviews about new products, running market trends, training techniques, and
up-coming races. Essentially we would place an ad in these magazines that
specifically lists many of the features that Runtastic offers (See Ad Examples
section). This would not only spark the idea of readers to download Runtastic
and try it, but it would help establish our intended message that this is a
premier product with lots of benefits and is intended for serious runners. The
reader would then have a visual association with our core message.
-
Earlier in this plan, it was mentioned that
television factored the least into our media mix than any other medium; this
doesn’t mean that TV still wouldn’t have any use. Due to the target audience’s
interest in running, and the overall lack of television programs about it, the
most likely television events that the target audience would tune-in for would
be the television broadcasts of the Summer Olympic Games, World Track &
Field Championships in August, and the Ironman World Championship in October.
All three of these events take place on NBC/NBC Universal. We would purchase
some on air advertisement space talking about Runtastic and its benefits. This
might light a fire under the target audience to take their training to the next
level, and begin using Runtastic.
Digital media- Social Media plays a very important role in our
advertisement plan as it is the medium where the majority of our target market
gets together and talks about new products and whether they are good or not. In
most cases, word-of-mouth advertising originates here. We will use Web banner/advertisements
on websites and blogs/forums along with a virtual web video series.
-
These web banner/ advertisements would be
displayed prominently on websites and blogs.
As mentioned the target audience likes to shop online on websites while
also interacting with their community of runners, They generally will review
the latest running trends and make recommendations on products. We feel that
this would be an opportunity to place ads up that raise awareness of our core
message while also providing a link to the www.runruntastic.com website. Due to
the nature of web advertisements, cookies could be placed with people who click
on our ads, thereby tracking them, and gaining a better idea of which websites
they like to visit.
-
With the nature of blogs, there is also an
opportunity to work out a partnership with a site that would allow for us to
put on a web video series. The series would run from December to February, and
follow a runner who is training for a big race using the Runtastic app. This
would be a great way for members of the target market to gain an understanding
of how Runtastic works, and the benefits that it offers.
Event
promotion/sponsorship- By
sponsoring one of the top ten attended running races, we believe that Runtastic
could receive the opportunity to promote awareness of their running app to
crowds ranging from 30-55,000 people. Runtastic could take advantage of these
races by becoming a name sponsor, setting up display booths, or even through Guerilla
Marketing.
-
The most efficient way to increase name/product
awareness is sponsoring one of the two largest running races. Although costly,
you would be able to reach the greatest amount of people and probably
drastically increase the amount of traffic that the website receives. The
target market is most likely going to be in attendance for at least one of
these events, therefore their awareness of Runtastic would increase
dramatically.
-
An alternative to sponsoring a race would be to
set up a display booth at one of these large events, which would give Runtastic
the opportunity to have direct contact with the target audience. These display
booths could talk about each benefit that Runtastic offers, how it’s a premier
product, and could also have several interactive demonstrations.
Guerilla
Marketing- In addition to event sponsorship/promotion, a
great advertising tactic to do at large running events would be to do a little
Guerilla Marketing. One such tactic could be strategically placing a good deal
of runners, ranging in skill, through the field. These runners would have on
sleek looking running shirts that say “Runtastic Difference” on the front. On
the back it would say “…Maybe you should’ve used Runtastic.” It would then have
the runruntastic website listed underneath. This would be a great idea because
it would turn heads, especially during the race. Upon being passed by one of
our runners, a runner would almost have to read the back of the shirt. This may
get them interested about what Runtastic is, or get them to think “if I train
with Runtastic, maybe I could run like him/her next race.”
Sales promotion- Runtastic would offer a promotion offering a
free 30 day trial of Runtastic PRO.
-
Essentially an ad/voucher promoting the
promotion would be printed in magazines, and published on websites/blogs.
Information about how to receive the promotion will be available on the back of
the ad, or if you click on it. The idea of this tactic is to entice people to
try the product. Once people begin using the app, they hopefully will realize
all the benefits and functions that it has, which will lead to a positive
experience, and the decision to permanently purchase the service.
Media Mix-
The media mix is mainly
focusing on advertising on internet websites, blogs/forums, magazines, at large
running events, and on TV. Another vehicle Runtastic would use is sponsoring large
events, creating specialized sales promotions, and spread through word of mouth
on a national basis.
Media
Geography-Runners who run 100+ times a year are located throughout the nation;
however, due to the large number of running clubs and races that take place, we
will focus primarily on large urban areas, in particular the cities of Boston,
Chicago, Dallas, Houston, Los Angeles, New York, Orlando, Philadelphia, and San
Francisco. Weather was also taken into consideration.
Seasonality- This Gantt chart below shows
when each advertising method would be used.
Web advertisements
and free trial sale promotions will go on throughout the entire year. Although
our main focus is advertising between the months of March-early November,
members of our target audience are likely running year round, so it’s necessary
to have an advertising footprint online year round.
Other
mediums are running for a limited time, which have been selected after careful analysis.
The idea behind the video web series was that it could be about someone using
Runtastic in order to train for an upcoming event. Therefore we decided that
the feature would be running from December to February, as the subject of the
video would be training for one of the large main running events, which begin
in April. Print ads will run in the magazines during the prime running season.
Any tactic that had to do with a race is being put on during the month that the
actual race occurs. All ten of the largest races are covered in this Gantt
chart, however the most important emphasis will be placed during the months of
April and May, as the majority of the large races are put on during those two
months. TV advertisements will obviously run during the programs that we intend
to advertise on, which take place in August and October.
Google Adwords/Facebook Plan-
With the popularity of
Google and Facebook, it is important that we have plans in place in order to utilize
these large mediums.
For
Google, we want to have rights staked to any of the following key adwords:
running, running products, running product, apps, app, running apps, running
app, Smartphones, GPS, running shoes, running blog, running blogs, running
club, running clubs, marathon training, running training, 5k training, 10K
training, half-marathon training, fitness apps, fitness app. We believe that
these key words will be effective in reaching the target audience because they
are simple, all within two words. They also have relevant variations and are
specific to areas that would appeal to the target audience; these are likely
things that they will Google based off of their demo and psychographics.
We also
want our advertising reach to extend into Facebook. Our campaign will use the
basic format of the internet ad (see ad examples section) except that it will
be altered to appear as a Facebook ad, although the image itself will not
change. The title of the ad simply will be Runtastic PRO and the body will say
the message of “Runtastic: The running app so advanced, it’s like having your
own personal coach.” When you click on the ad, it will link you back to our
website www.runruntastic.com. We will then have the ad be segmented so that it
only appears on people’s pages who: Like running, liked any of the 10 races
that we will sponsor, are between the ages of 21-35, live in anyone of our
target sites/or states that target city is located in. We will run the ad
between March-early November.
Advertising
Plan Conclusion
Runtastic
is a brand new, updated app that is trying to both increase its overall
awareness while also differentiating itself from competitors. By targeting
runners who run 100 or more times a year, we believe that we can position
Runtastic as the premier running app that is so advanced it’s the personal
coach for the serious runner. By targeting serious runners, Runtastic can not
only differentiate itself from their main competitors in Runkeeper and Nike+,
but establish a positive relationship with a niche, yet lucrative market. If Runtastic used this ad plan, we can help
raise awareness and strategically position the product by creating advertising
tactics in the mediums that the target market is most likely going to use. We will use a variety of diverse tactics
including traditional and social media, sales promotion, event sponsorship, and
guerilla marketing in the mediums of internet, blogs/forums, magazines, races,
and TV. We believe that we have
established a creative, yet specialized, advertising plan that’s the best way
to reach a unique niche market with long-term potential.
Thank you for the opportunity to let us create
an advertising campaign for your company.
References:
National runner demographics. (2011).
Retrieved December 2, 2012,
from http://www.trackshack.com/services/sponsor-demographics.shtml
Running club statistics by state. Retrieved December 2, 2012, from http://www.runningintheusa.com/Club/Statistics.aspx
Running
USA. (2012, July 15). Running USA: State of the sport part
II: Running Industry Report. Retrieved
from http://www.runningusa.org/2012
-state-of-sport-part-2?returnTo=annual
-reports
Runtastic and Runtastic PRO in-depth
review. (2012, July 24). Retrieved December 2,
2012, from http://fitnesselectronicsblog.com/2012/07/24/runtastic-and-runtastic-pro-in-depth -review/
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