Diana Ward assessment item 2 slides

1. Tiny Teddy Spotty Dog
New Campaign
Presented by Diana
Ward
Marketing Assistant

2. Target Market
Use existing target market, which is:
 Primary school children
 Parents of young children
 From low-medium socio-economic suburban areas

3. Source:http://www.picturedrift.com.au/

4. New Campaign Strategy
 Use a personalised sporting event (e.g. cricket) with a
strong health and fitness focus
 Sporting professional as brand/product ambassador
Source: http://www.raffertysresort.com.au/lake-macquarie-
kids-club.html

5. Source:http://www. shopaustraliaonline.com.auSource: http://www.cricketact.com.au

6. Benefits of event marketing
 More than just reaches target market, but CONNECTS
with them
 Gives target market an ‘experience’
 Doesn’t include any marketing ‘clutter’ from other
brands
 Is highly customisable
 A sporting event encourages health and fitness of kids
 Provides opportunities for kids to try product

7. Other brands successfully using event
marketing
Kelloggs Nurti-Grain Nestle-Milo
Source: zimbio.com
Source: http://www.metrokelan.com/

8. Additional methods:
 Leaflet drops
 Point of sale promotion