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Marketing Objectives
Advertising Objectives
Toys “R” US was founded in 1948 by Charles Lazarus in Washington, D.C. It began as a furniture retailer, but slowly shifted its focus to baby toys. The final shift to toys for all children occurred due to a high volume of requests. Under the Toys “R” US umbrella there is also Kids “R” Us, known as a children’s clothing retailer as well as Babies “R” Us which is a baby product retailer.
Toys "R" US is well-known toy store around the globe. Our campaign targets single-parents in Michigan with an intention to increase overall sales and mainly generate an interaction between parent and the child. We implemented traditional advertising because our target market is less likely to have an internet access compared to dual households.
Our advertising objective is to raise awareness of Toys “R” Us, emphasize the range and choice of products, and introduce the benefits of parent to child interaction of new products. We want our customers to develop favorable attitudes towards particular products (Barbie, Star Wars, Lego items) which can support the sales force we are trying to reach.
Our primary target is to market to single parents among the ages of 20-35 with an intention of increasing in sales revenue by 7.4% in all Michigan stores. We want to increase active customer purchasing in store at least twice per quarter during our campaign and maximize during the 4th quarter, which can then lead to increase in return visits and website traffic.
Target Audience
SWOT
Mission Statement
At Toys“R”Us®, we love kids! Since the company’s founding more than 65 years ago, kids have been central to who we are and what we do. We approach our business operations with responsibility and integrity, understanding the trust parents place in us to do the right thing and act as a reliable partner as they navigate the various stages of parenthood.
Our target audience are single-parents. Our campaign will be divided into two segments, “single dad” and “single mom” for each segments we will develop proper advertising and find a proper placement. Star Wars will sponsor “single dad” products, with the goal of increasing father - son interaction.
Our target market is ages 20 - 35 with the intent of the father having Star Wars childhood experience due to the year of Star Wars beginning. Barbie will sponsor “single mom” products with same intention to increase interaction between the mom and her daughter. Our target market is ages 20 - 35 with the intent of the mother having Barbie childhood experience due to the year Barbie was introduced. Brand influencer is the child. Brand purchaser is the parent and the goal is for both to use the product. For alternative, we chose Lego products, that can be both targeted to girls and boys
Family Fun magazine
Parents magazine
PEOPLE Magazine
This magazine cover all the latest news on culture,
fashion and lifestyle. This magazine reaches around 3,527,541 people monthly, and we saw it
as an opportunity to reach our target as well as to
possibly attract other customers.
We will advertise on the regular Peoples Magazine, for four months, we will do a 1/2 page for the cost of $233,500.
Parents magazine helps mom and dads navigate every aspect of parenthood from pregnancy through the school years. They mention the latest news and recommendations on kids’ health, safety, nutrition, behavior and much more. It essentially gives parents the tools to raise healthy and happy children. This magazine has an audience of 13,400,000 with median age of 30. In Michigan we there’s a paid subscription of 70,662.
We will be running 4 ads per month for the price of $124,000 each, form September to December. The magazine has an estimate of reaching 2,200,000 people per month.
This magazine is written for parents with children aged 3 to 12, and focuses on family cooking, vacations, gifts, holidays, crafts and learning. It has a total audience of 4,418,00 and parents with age from 23-34 represent more than 69%.
More than 63% of the audience is employed and have a median household income of $67,000. When using this medium we will be able to reach more than 2,100,000 people in Michigan. We will be running 4 half-colored ad for the price of $129,900 each from September to December
This magazine has the ability to convey an image consistent with our brand which is fun and family engaging
Our mediums are Radio, Outdoor Advertising and magazines. There are two channels for radio, WFDF-AM - Radio Disney and FM 90.1 - Keys for Kids Radio due to high frequency of children listeners. Outdoor advertising will include transit and bus stop benches, where bus top benches will point to the direction of the nearest Toys”R” Us store for gaining more in store traffic. There are three magazines Family Fun, Parents and People where we will buy space to advertise for single parents.
Our advertising will be based on geographical region, Michigan. We decided to implement traditional advertising because as research shown, single-headed households (male-headed 35.7% & female-headed 30.0%) are less likely to have an access to internet, compared to dual-parent households where the percentage is ~ doubled (60.6%).
Benches
Transit
Public transit is widely used in major cities throughout Michigan. Detroit's public buses alone run on 54 different routes serving 6,000 bus stops. We will display our ads on buses in Detroit, Lansing, Ann Arbor, and Grand Rapids. Detroit and Lansing will get 50 each, while Ann Arbor and Grand Rapids will only get 25 each. Based on average population of all four cities we estimate that these outdoor transit ads will reach close to 110,000 people per month we run the ads.
We specifically decided to combine transit and bench advertising to create an effective advertising strategy, so called, double exposure that will create better retention rate among our consumers. Once person sees our ad on the transit, it might be more likely forgotten, implementing bench advertising in our tactics will give a consumer second chance to refresh his/hers memory, therefore second exposure will make this campaign successful. Street Furniture enables advertising that connects with consumers on an intimate, face-to-face level, which will create more emotions toward our products.
Based on transit information, there are 6,000 bus stops where we assumed half will provide benches - that leaves us with 3,000. Out of that we covered 25 bus stops with benches in systematic matter. One ad per (an amount) sq. Lansing we will implement the same strategy of 25 bus stops. Ann Arbor, Grand Rapids will only have 10 each. According to United States Census Bureau of 2010, 7% of kids living in Detroit, out of that we hope to gain 50% of the 7% kids living in Detroit to notice our ad.
Keys for Kids has been around for 75 years satisfying parents and their children. This is a radio station that parents can turn on for them and their children in the morning before school or church. We chose to advertise in the mornings during the weekdays. We hope to reach around 100,000 people in the state of Michigan with this advertising campaign through this radio station.
While parents drive their children to school, they listen to Radio Disney to entertain the children. Based on MDE Fast Facts (2014-2015) there are about 600,000 children in K-5 grade. Our estimated reach is 300,000 children(half of 600,000 because some kids might take a school bus). Our ad will airing in morning, mid afternoon (when kids are returning home), early evening (some kids may listen to radio instead of TV).
References
Reaching 60% of the target audience, young single parents within the ages of 20-35; a minimum of 2 times a week in each advertising period from September to December and maximize when sales are in their peaks (December), the target will be reached via radio, print, and out-of-home advertising.
Toys “R” US main competitors are Walmart, ToysrUs, and Target. BIGresearch Consumer Intentions & Actions Data shows, single/never married consumers tend to purchase toy related products at Target and their annual total income of household is between $50,000 to $74,999. The average age is 25-34, which is right on track with our target market.
Our second biggest competitor is Walmart where single, never married consumers tend to have same income at age of 45-54 (22.2%), which is older than our target but it is still relevant because second age group is 25 - 34 (21.3%) and that is not that big of difference. Others include Amazon.com, Inc. because of increasing number of consumers purchasing products online, it is relevant to our competition as well.
http://advantage.marketline.com.proxy1.cl.msu.edu/Product?pid=E07857C1-BCAF-48B6-8716-34C0569D04B8&view=Overview
http://weeklyad.toysrus.com/ToysRUs/Entry/Locations/
http://weeklyad.babiesrus.com/BabiesRUs/Entry/Locations/
http://www.vault.com/company-profiles/retail/toys-r-us,-inc/company-overview.aspx
http://www.toysrusinc.com/about-us/vision-values/
http://www.forbes.com/sites/prospernow/2011/12/20/battle-grounds-among-toy-retailers-breaking-down-the-consumer-demographics/
http://www.toysrusinc.com/about-us/vision-values/
https://en.wikipedia.org/wiki/Toys_%22R%22_Us#Company_history
http://www.toysrusinc.com/about-us/
http://www.lse.ac.uk/media@lse/research/EMTEL/Conference/papers/RussoClark.pdf
http://adage.com/article/news/advertising-market-singles-stigma/146376/
http://www.statista.com/statistics/298870/toys-r-us-ad-spending-usa
http://www.meredith.com/mediakit/familyfun/audience.html
http://www.bluelinemedia.com/bench-advertising#rates