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Proudly presents CHARACTER MARKETING

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The English voice that the gecko uses became another distinguishing factor. ... Ore., who helped create a mysterious bulldog to spice up Mug's soda cans. ... – PowerPoint PPT presentation

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Title: Proudly presents CHARACTER MARKETING


1
Proudly presentsCHARACTERMARKETING
(TYPE YOUR COMPANY HERE)
  • Date TBD

2
MOST COMMON INDUSTRIES
  • Consumer Package Goods
  • Quick Serve Restaurant
  • Insurance
  • Banking/Credit Unions
  • Financials Services
  • Agriculture/Farm
  • Sports Teams
  • (Pro or College)
  • Zoo
  • Pets
  • Healthcare
  • Casino
  • Hotel
  • Government
  • Aviation
  • Energy
  • Fire Safety

3
CUSTOMER APPLICATIONS
  • B2C
  • Brand Identity
  • POS
  • Gift with Purchase
  • Trial Offer
  • Collectable
  • Mascot
  • Cause Promotion
  • Product Packaging
  • Holiday Promotion
  • B2B
  • Trade Show Traffic Builder
  • Brand Identity
  • Direct Mail to Get Appts
  • Safety Program
  • Employee Recognition
  • Sales Recognition
  • Product Packaging
  • Customer Gifts
  • Incentive Trip or Meeting Promotion Theme

4
AMERICAS FAVORITE AD ICONS
  • MM Talking Candies
  • Seatbelt Dummies
  • Mr. Clean
  • Tony the Tiger
  • Michelin Man
  • California Raisins
  • Charlie the Tuna
  • Smokey Bear
  • Mr. Peanut
  • Kool-Aid Pitcher

5
WHO CAN USE CHARACTER MARKETING
  • An established company can use characters to
    expand awareness into new audiences, create
    better and more direct communication with
    existing customers and bring to life aspects of
    their business that their audiences are not yet
    aware of.
  • A new company that is just establishing itself
    can most precisely communication who they are,
    what they do and how they do it through the
    qualities and actions of a character.

6
WHO BUYS PLUSH?
  • Nearly 80 of consumers buy plush to give as a
    gift.
  • A telephone survey among 1,000 U.S. households
    found that about one-fifth of all households
    purchased a plush, stuffed or beanbag toy in the
    past year.
  • Households under 45 years of age are the prime
    market for plush, while households with children
    present are twice as likely to buy plush than
    single person or two-person homes.

7
CONSUMERS CONNECT EMOTIONALLY
  • Effective brand characters can't simply mirror
    the consumer. This cardinal sin is what Altschul
    says caused the downfall of the hip-hop Colonel
    Sanders, who was designed to engage KFC'S
    "street" clientele, and the modernized Betty
    Crocker who was a digital hybrid of multiple
    women who represent the brand's target audience.
  • People "connect emotionally with characters whose
    struggles are familiar to them, not with
    characters who superficially look or act like
    them," says Altschul. A look at long-reining
    beloved characters proves his point Tony the
    Tiger has an oversized ego, the Maytag repairman
    is a lonely perfectionist and Sonny from Cocoa
    Puffs teeters on the brink of insanity.

8
WHY CHARACTER MARKETING?
  • Character Branding is Nothing New
  • For thousands of years, mankind has been branding
    its most deeply held beliefs with characters.
    They were personified in the form of characters
    to make them understandable and to reach the
    greatest number of people. By personifying these
    things it not only puts a face to it, unlike a
    logo, it brings it to life enabling us to have a
    relationship with it. Thats the benefit of
    communicating to an audience with character
    branding. These days you need to go beyond
    advertising, you have to create a relationship
    with your audience. A logo cant do it. If a
    picture is worth a thousand words, the true
    character for your brand is worth millions.

9
CHARACTER MARKETING WILL
  • Create media exposure and excitement,
  • Generate goodwill for the brand,
  • Act as an ambassador for the brand by providing a
    voice for the company's social conscience,
  • Provide a rallying icon for community
    identification (for example, baseball fans doing
    the tomahawk chop),
  • Provide tie-in identification at point-of-sale
    (the mascot boldly featured on packaging,
    in-store merchandising, trucks and T-shirts), and
    sell products.
  • The appeal is normally broad from children, to
    parents, to media

10
BENEFITS OF CHARACTER MARKETING
  • The Advertising Recall FactorGreat performing ad
    campaigns have proven that recall will help the
    ad work even long after it has been seen or
    heard.
  • Our favorite ads with high recall Where's the
    beef? Aflac Duck Yo Quiero Taco Bell Great
    Taste Less Filling Geico Gecko
  • The importance of getting noticedThe average
    person is exposed to more than 3000 ads per day,
    If your ads go unnoticed, then you are simply
    wasting your advertising dollars.

11
WHY PLUSH STORY CAN YOU SPARE SOME TIMESource
The Wall Street Journal, January 26, 2004
  • The average U.S. consumer listens to 20 hours of
    radio/week 19 hours of cable and satellite
    TV/week 15 hours of broadcast TV/week 3
    hours/week of recorded music, newspaper reading
    and Internet surfing and 2 hours/week reading
    magazines and books. People are sleeping less,
    and (no surprise) given the ubiquity of cell
    phones, talking on the phone more. Our cable
    company, Comcast, just added an "On Demand"
    service that offers free downloaded movies and
    shows, whenever you want. All this makes it much
    more difficult and expensive for advertisers to
    reach their target demographics.
  • What's an advertiser to do to attract attention?

12
AFLAC STORY
  • According to Aflac Inc.,
  • The duck has done more for the life and
    disability insurer's brand recognition in less
    than five years than most advertising symbols
    have done for their brand over decades.
  • Launched in January 2000, the national
    advertising campaign featuring the duck quacking,
    "AFLAAAAC," produced a significant increase in
    Aflac's name recognition--from 12 to more than
    90, according to Aflac.
  • Coke Brand has a 95 name recognition
  • Sales grew from a rate of 10 growth per year to
    24 growth per year after introducing the duck

13
GEICO STORY
  • GEICOs website explains the origin of the Gecko.
  • "Because the name 'GEICO' was often
    mispronounced, 'GEICO' became 'gecko,' and a
    quick doodle of a gecko appeared. The agency knew
    how powerful animals are in the world of
    advertising and a full illustration followed. The
    English voice that the gecko uses became another
    distinguishing factor. Even when the gecko
    becomes annoyed with people calling him at home
    on the phone by mistake when they are trying to
    reach GEICO, he always maintains his decorum in a
    very proper English tone."

14
GEICO STORY (continued)
  • The GEICO Gecko has become a force to be reckoned
    with in the advertising world and was voted
    America's favorite advertising icon in 2005. Our
    small green friend has traveled the country
    spreading the good news about GEICO and has
    captivated audiences of all ages.
  • When GEICO started with us, they were getting 1
    or 2 million new customers and now they've had 3
    million new customers last year, they're the
    fastest growing car insurance company, and now I
    don't think it's revealing too much to say they
    spend in the hundreds of millions of
    dollarsbecause it pays like crazy.

15
WHAT OTHERS HAVE DONE
  • PepsiCo wanted to differentiate its Mug Root Beer
    from competing products. It called on David
    Altschul, the co-founder of a small marketing
    firm called Character in Portland, Ore., who
    helped create a mysterious bulldog to spice up
    Mugs soda cans.
  • General Mills decided to reinvigorate Buzz, the
    Honey Nut Cheerios bee. Character was hired to
    give him a makeover.
  • Pepperidge Farm committed to sprucing up its
    Cheddar goldfish icon, the brand experts at
    Character named him Finn, shifted his sunglasses
    to the top of his head, and moved him into a
    colorful community. His school, as seen on TV ads
    launched in January, now includes Gilbert, a shy
    pretzel goldfish Brooke, a smart Parmesan fish
    and a daredevil XTreme, from the Flavor Blasted
    line of Goldfish.

16
ITS ALL AROUND US
  • Most consumers grew up with the characters and
    associate them with their brand. But mascot and
    character marketing experienced a period of
    decline in the 1980s as ad executives and brand
    managers sought other creative and outlandish
    means of promoting their brands. But the mascot
    is back -- and not just on cereal shelves.
  • Sports teams have shown the marketing world that
    mascots and characters are highly effective in
    creating awareness, building loyalty and most
    importantly, selling tickets And the rest of the
    marketing world is taking note. The San Diego
    Chicken made the sports mascot big news. Other
    sports teams have followed suit.

17
WHY PLUSH STORY THE VALUE
  • Most small businesses have never considered the
    value of a character or mascot in their marketing
    effort. But they can be affordable and, if
    applied in the correct fashion, highly effective.
  • While the brand strategy defines the message and
    mission of the brand, which may be a company,
    product or service, and how it should be
    perceived, the brand identity translates the
    strategic vision into a consistent image. A
    tangible concept that can be accessed through the
    brand name, the corporate identity and the verbal
    positioning.
  • Transported by an outstanding corporate design,
    an integrated brand identity system enables
    companies and their products to project their
    level of quality, reliability and value in the
    market in a very influential way.

18
CHARACTER DEVELOPMENT
  • Creating character is not about making stuff up
  • But discovering the story inherent in the brand.
  • A Brand Character or Icon can be properly
  • Developed to have that emotional connection.
  • Heres how
  • Know its story.
  • Know its flaws, vulnerabilities, and sources of
    conflict (preferably self-inflicted).
  • Connect the character to the brand in a deep,
    intrinsic way.
  • Know what human truth is revealed throughout the
    story that audiences can relate to.
  • Know whom the Icon represents and have that
    representation be one of entertainment triumphs
    and failures.

19
CASE STUDY 1of 12 HOTEL TRADE SHOW
  • Objective Engage tradeshow visitors in
    conversations
  • Plan Develop response cards and games that
    change peoples states to a fun environment.
  • Result 100 of all visitors filled out interest
    card and experienced fun atmosphere with resort
    staff. Plush toys used in themes 3 years.
  • Billings 15,000 plus

Toss Your Cookies 8 Gingerbread Man
Seal the Deal 9 Seal
20
CASE STUDY 2 of 12 HEALTH CARE INSURANCE
6" Orange Bear HealthEase
  • Objective Build Brand awareness in community as
    company expands.
  • Plan Attend community health fairs and have
    walk-around mascot play games and hand out toys.

Result Was one of the fastest growing health
organizations in the country. Billings 3yrs
100,000 plus
6" Yellow Staywell Dog
6" Blue Bear WellCare
21
CASE STUDY 3 of 12RETAIL
  • Result 100 of all Bears were sold and product
    sales and also helped sales of T-Shirts.
  • Billings 100,000 plus
  • Objective Increase retail sales in military
    bases.
  • Plan Plush Bears with PT uniform and dog tags
    branded with each unit of military.

22
CASE STUDY 4 of 12 PRODUCT PACKAGING
  • Objective Create a product sample kit for cat
    medicine to increase product trials.
  • Plan Develop plush mouse toy with velcro opening
    to hold sample of medicine.

Result Fulfilling 2,000 samples per
month. Billings 50,000 plus
23
CASE STUDY 5 of 12 EDUCATION
  • Objective Educate New Parents on Child Care
  • Plan Include Frog Lamb Puppets into New Parent
    Packages.

Result Both Puppets placed in 500,000 new parent
packages. Billings 1,000,000 plus
24
CASE STUDY 6 OF 12 HOLIDAY GIFT WITH PURCHASE
Objective Increase sales of a dozen donuts
product during holiday season when sales were
slow due to other treat options consumers buy at
this time of the year Plan Plush Bears were on
the rise for all genders. Offer gift with
purchase for the consumer. The consumer gets the
bear and a donation is made to charity
Result 100 of all Bears were sold and product
sales were up during holiday season Billings
100,000 plus
25
CASE STUDY 7 OF 12 COLLECTIBLE REDEMPTION
Result 100 of all displays were placed and
sales exceeded all expectations Billings
500,000 plus
Objective Get End Isle Display in Key Accounts.
With end isle sales will increase 300. Kids will
ask for more sack product to get the proof of
purchases needed to order the animals Plan
Plush Bears were on the rise for all genders.
Offer gift to store managers as part of the
display for end isle display location in store.
Consumer could get either animal for a reasonable
price.
26
CASE STUDY 8 OF 12 POS END AISLE DISPLAY
Objective Get End Isle Display in Key
Accounts Plan Plush Bears were on the rise for
all genders. Offer gift to store managers as part
of the display for end isle display location in
store
Result 100 of all displays were placed and
sales exceeded all expectations Billings
50,000 plus
27
Case Study 9 of 12BRAND CHARACTER RESTURANT
  • Objective become premier Chicken Quick Serve
    Restaurant
  • Plan Develop Plush Cow Character who cant spell
    lobby to eat more chicken

Result Plush Cow in very happy meal, bowl game,
and company sponsored event. Billings Annual
1,000,000 plus
28
Case Study 10 of 12
Result 132 toys given out in 6 hours 30
prospects registered on website in 1 week 20
Increase in Website Hits in 1 week 140 Increase
in Website Visits in 1 week Billings 19,000 in
60 days
Objective To gain exposure and recognition at
400 attendee tradeshow. Plan Handout teddy
bears with imprinted t-shirt and Interactive
ToyTag with an instant win prize at
registration.
29
Case Study 11 of 12
Result Ship 1,000 puppets per month to U.K., NY,
LV, Australia. Billings Annual 50,000 plus
  • Objective Merchandise famous story character.
  • Plan Sell puppets in retail theatre gift shop.

30
Case Study 12 of 12
  • Objective Fire Department Thank you for Order.
  • Plan Every order of 100 receives a plush fire
    toy.

Result Increased averaged order
amount. Billings Annual 30,000 plus
31
NEXT STEPS
  • Confirm Business Objectives
  • Prepare Proposal
  • Present New Ideas
  • Set-Up Follow-up Meeting
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