Wednesday, March 3, 2010

Just a test blog post 4 Ellebanna


Hola Chicka

This is how a blog can be created.

C? Its live on the web now.

An this link lniks to my website for example.

Friday, May 15, 2009

Sample media plan - Media Plan for Fast Fitness


Media Plan for Fast Fitness

Table of contents

1, Background to hypothetical plan

2, Media objectives

3, Competitive analysis

3.1, Budgets

3.2, Media selection

3.3, Timing of media delivery

4, Target audience analysis and recommendation

5, Media habits of the target audience

6, Media selection rationale

6.1, Creative media options

7, Media strategy

8, Flowchart and budget

1, Background to hypothetical plan

Fast Fitness is a personal-training focused company, operating in three locations in Sydney since 2002. It is positioning itself between the large gyms and the personal trainers’ services. Sessions are held in small groups with personalised workout plans, for the average price of $80 for average 3 occasions per week, which is highly competitive with personal trainer’s $80/hr.

FF is hiring an advertising agency to create an effective media plan to support the marketing plan, which objective is to change the market share from 2,12% to 2,52% of its local market. The company has told the agency to assume a total advertising budget of $100000 and asked for a media plan. The account group says the creative department is working on page-four/ color magazine ads, car stickers and a YouTube video and other computer applications.

2, Media objectives

Fast Fitness wishes to advertise all year around, and also to heavy up one month before those months when the sales was lower in the past years (school year beginning month, December, January and February). The goal is to use the present facilities maximum effectively, without the need to purchase new location in the following year.

During the heavy up periods the company wants to reach the 70 percent of target customers an average of 4 times, and 35% 5 or more times. The all year around average reach should be 40% at least once a month in the local target area. Utilize various media which is able to show how simple the exercises are, what a beautiful body shape can be reached, how much weight can be lost in 3 months and how much someone can save in a year compare to attend to personal trainers.

3, Competitive analysis

The aim of this section 3 is to give an overview about the media usage of the competitors in the previous year, so the media planner have the resource and knowledge to come up with the best plan possible to make of the budget what is most effectively supporting the marketing and media objectives.

3.1, Budgets

Exhibit 1 shows how much the main competitors spent last year for advertising in various media.

Exhibit 1.



Competitor Companyes of Fast Fitness

Market shares %

Total annual expenditures $

URCoach

20

800000

Executive Fitness

11

400000

Coaching Pro

6

150000

Individual personal trainers (144 businesses)

60

2000000

3.2, Media selection

The amounts that competitors spent are only part of the story. From exhibit 2 the planner can find out how the competitors used their dollars. The data indicates that most of the money was spent in colour monthly magazines (women 31%, man 16,5%). The last column shows the average % spending in the various media types.

Exhibit 2.







spendings in %



URCoach

Executive Fitness

Coaching Pro

Individual personal trainers (144 businesses)

Average spend %

Men magazines

22

14

0

30

16,5

Women magazines

23

31

40

30

31

TV

10

23

4

10

11,75

Merchandise

11

3

31

10

13,75

Travel competition

5

2

10

0

4,25

Website

14

10

0

10

8,5

Radio show sponsor

5

3

7

0

3,75

Billboards

10

14

8

10

10,5

Total

100

100

100

100

100

3.3, Timing of media delivery

As in the whole business life, timing is critical also for the media planning. The attendance in the gyms usually follows a bit the seasons, regarding that when the weather is cold, people wish to exercise indoor, but when the weather is fine from August to April people tend to choose outdoor sporting activity. The beginning of school year, the times around Christmas and the usual summer holydays has a negative effect on the gym membership numbers also, regarding that everyone has extra spending and less time. Exhibit 3 shows timing of competitors’ spending. Normally it is worth to advertise harder when there is bigger demand, but in case of Fast Fitness next year circumstances, that there is only limited capacity left in the peak times and bigger in the off peaks, the media planner will be requested to focus on the free resources.

4, Target audience analysis and recommendation

Fast Fitness is focusing on the 35-50 age group, both man and woman. Fast fitness thinks that its best prospects are mature people, who have limited income, so they tend to choose cheaper personalised group sessions than more expensive personal trainers, but as they feel overweighted and not confident about themselves and the fitness practice, they still have a demand on personalised exercise plan. More details about target audience in Exhibit 4. , based on surveys by Fast Fitness.

Exhibit 4




Demographics

Geographics

Psischographics

Behaviour

90% between 38-50 years old

80% Sydney

like fit persons

eat chocolate every 2-3 days

56% male

10% Wollongong

like good looking persons

drink 2 beers every 4 days

44% female

10% other <50km

they trust magazine ads most

buy nutrition magazines monthly

average income less than $50000 / year


they trust famous sport stars

buy healthy life magazines monthly

To determine how many these people are, and how many of them are planning to do fitness the next year, the media company working on this media plan had to buy data from the Mediamark Research Inc. Australia. The result for how many 35-50 years old people in Sydney wants to do fitness for at least one month next year is 7% of Sydney’s population.

5, Media habits of the target audience

MRI Australia also tells planners which television programs regular fitness people watch. Exhibit 5 illustrates the concept of media selectivity. Composition represents the percent of the target age group, who wants to have gym membership next year. Although it is only 7% of the total Sydney population, it is much more percent of the viewer’s of the fitness programmes.

Exhibit 5













People who want gym membership next year



Adults nr.


number


%


index

Total adults Sydney


4000000


280000


7


100










Morning Fitness Ten


70000


39200


56


800

Afternoon Fitness Nine


60000


33000


55


786

Fitness world champ


66000


29700


45


643

Fitness Australia


58000


37700


65


929

Australia Fitness Idol


72000


40320


56


800

Biggest Loser


73000


48180


66


943

Fit and Strong


67000


38190


57


814

The media behaviour analysis continues in Exhibit 6 by showing average people’s selectivity to other sports programs on TV with fitness mindset. These analysis show which programs have concentrations of the target audience, and guide the planner in selecting the best media to reach them.

Exhibit 6













People who want gym membership next year



Adults nr.


number


%


index

Total adults Sydney


4000000


280000


7


100










Football games


350000


56000


16


229

Tennis


300000


45000


15


214

F1


330000


46200


14


200

Basketball


290000


37700


13


186

Beach volleybal


360000


43200


12


171

Horse racing


365000


40150


11


157

Surfing


335000


33500


10


143

Same concept applies to “body builders” readership of magazines. Readers of Fitness World are 371% more likely to have at least one month fitness gym membership than the average people from the target age group.

Another important thing beside composition is coverage, which is the percent of the target that reads a magazine. For example we can say that Man Fitness is covers 19,64% of yearly once gym membership holders (55000 readers / 280000 yearly membership holders * 100 = 19,64).

Cost effectiveness is usually evaluated by the Cost Per T(M)housand number, which shows how much does it cost to reach 1000 people of the target audience through a magazine. If an ad cost $2000 in Woman fitness for the Sydney area, and there are 45000 readers who do fitness once a year, than 2000/45000/1000= $44,44.

All data in detail for magazines are shown in Exhibit 7.

Exhibit 7

All numbers and % is valid for the Sydney area only







Audience nr.

Comp %

coverage %

index

cost $

CPM $

Nr of fitness members yearly once

280000

7

100

100










Man Fitness

55000

43

19,64

614

2200

40,00

Woman Fitness

45000

42

16,07

600

2000

44,44

Fitness world

65000

33

23,21

471

2100

32,31

Fit Fitness

20000

60

7,14

857

1800

90,00

Personal Fitness

14000

80

5,00

1143

2341

167,21

Natural Fitness

46000

34

16,43

486

1567

34,07

National Geographics

80000

5

28,57

71

4321

54,01

Life

60000

9

21,43

129

1234

20,57

People

34000

13

12,14

186

1678

49,35

Cars

100000

4

35,71

57

2222

22,22

6, Media selection rationale

For the next year there are tree media vehicles sel ected to deliver the advertising messages.

a) There will be all year round a full A4 colour page bought in the middle of Fitness World Magazine. This magazine was selected for a few reasons. First of all, this magazine is only published in Sydney, and therefore it is tailored as much as possible for the local particularity. Secondly it has the cheapest CPM in the range of the investigated papers, $32,31 / 1000 people of the target audience. The Fit Fitness, Personal Fitness magazines are too expensive, the Man Fitness and Woman Fitness is too selective. Natural Fitness would be highly competitive, but has less target audience readers and last year there were communication problems between the two company’s management.

b) The second selected vehicle is billboard advertising in the neighbourhood of Fast Fitness locations. This vehicle is supposed to support the heavy up advertising periods, as it is easy to schedule in time.

c) The website of the company. This vehicle is selected, because it is directly controlled by the company, can be refreshed daily, has low cost after once it is already running, can contain various multimedia.

6.1, Creative media options

a) Cooperate with Australia Home Made Chocolate Inc. chocolate manufacturer, and introduce the “Crunchi Funchi Fitness Bar” with the following slogan on it – “Our chocolate tastes better than ever, and tells you how many exercises to do to use its energy in a fun way, so you stay as slim and healthy as you were before! To learn more about food and contained energy, visit Fast Fitness. Do fitness as fast as eat a chocolate bar.”

b) Distribute free stickers for cars: “Follow me, I am driving to Fast Fitness – sooner or later : )))”

c) Distribute free glasses and fridge magnets: “I love myself, I mind my health”

7, Media strategy

TV advertisements will not be applied, since they are more difficult to target geographically and they are very expensive.

Target 35-50 years old limited income people, with the demand of personal training, but not personal trainer.

The main page of the website will distribute first of all the value offer with the prices, locations, discounts offered etc. There will be a free sample fitness plan, a request form for a personal fitness plan for some price, and an automated virtual trainer, “who” will always communicate the elements of the personalised training plan, while also showing the correct movements required. Free screensavers, fitness theme e-postcards and desktop backgrounds will be downloadable. Present vouchers advertised for 5% off will be also offered.

Use the Fitness World magazine and the website for the continuous advertising and awareness maintenance, and use the billboard advertising for the heavy up periods.

Details shown in next chapter Exhibit 8.

8, Flowchart and budget

Exhibit 8 summarises the action elements of the media plan.

Exhibit 8















Fast Fitness next year media plan



Jan

Feb

Mar

Apr

Maj

Jun

Jul

Aug

Sep

Okt

Nov

Dec

Cost $















Fitness World














Reach %

65000/(280000/100)=23,21


avg frequency

3


cost $

2100

2100

2100

2100

2100

2100

2100

2100

2100

2100

2100

2100

25200















Website













50000















Billboards














Reach %

13

14






13

14

15

16

14


avg frequency

10

10






10

10

10

10

10


cost $

3500

3500






3500

3500

3500

3500

3500

24500















TOTAL













99700