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
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
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
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
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
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 |