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Barney's Men's and Ladies' Wear

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Manitoba/Ontario Prezi

on 20 March 2017

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Transcript of Barney's Men's and Ladies' Wear

What's Your Message?
Market Research

There are 8,091 households in Portage la Prairie and the RM assuming 1.5 persons per household over age 18 = 12,136 people

Average spend on clothing for males (aged over 4) is $675.00 per year

Average spend on clothing for woman (aged over 4) is $1,079.00 per year

Average spend per person is $877.00
Marketing Plan
Marketing Strategy
MIX 96 can help you reach these customers!



Increase Marketshare = Increased Profits For You
Increase Top-of-Mind Awareness for the "Right Now" Customer
Emphasize message of service, trust and value
Be Known as a "Go-To place to update your wardrope"
Tell Consumers Why They Should Choose Barney's instead of Competition
Consistency + Frequency + Message = Marketshare
Why Radio?
$886,939.00
per month

How To Advertise?

April 2017 - March 2018
8:00AM Weather Sponsorship
1 x 10 second commercial liner
Airing daily, Monday - Saturday


Quarterly Sales Promotion - 4 x 1 week (Grad, Summer Clearance, Black Friday, Winter Clearance, )
3 x 30 second commercials
Airing daily, between 6am-6pm, Monday - Friday

Kitson's Service Station

30 Second Commercial
1 of 4
Kitson's Service Station

30 Second Commercial
2 of 4
Kitson's Service Station

10 Second Liner
3 of 4
Kitson's Service Station

10 Second Weather Liner
4 of 4
How Barney's Can...
Create top-of-mind awareness
Build store traffic
Generate new customers
S.W.O.T.
Loyal, long-term customer base
Personalized customer service
Special orders available to customers
In-store seamstress for alterations
Relationship with customers
Tux rentals available for special occasions
Weaknesses
Opportunities
Threats
Strengths
Top-of-mind awareness
New industry in Portage bringing in new employment and potential customers
Increase customer base with increased Top-of-mind awareness
Re-enforce that Barney's Men's and Ladies' Wear offers a large selection of quality clothing
Grow the female 25-50 year old customer base
Aging customer base
12,136
adults
in Portage la Prairie and the RM
$204,678.00
per week
$10,643,272.00
Per Year
Advertising
We are trying to exploit the
market that already exists,
and direct customers to your
place of business.
We are not trying to create a market for your product.
Advertising
It is what you do when you can't see someone in person.
Advertising
Why Advertise?
Due to circumstances beyond your control, you’ll lose 20 to 25 % of your current customers due to changing demographics, increased competition, geographical moves, changes in income, marital status, new products, career moves, divorces, births, and a long list of other market conditions.
When products and prices are perceived to be the same or similar everywhere, the image and reputation you create with your advertising can be the tie-breaker that helps consumers choose you over your competition.
If you could afford it, you would have a professional sales person tell your story to every prospect in your market. Advertising was invented as a more cost effective way of telling your story to hundreds or thousands of people you could not afford to reach in person with your sales force.
Radio can reach and influence consumers who may be predisposed to other businesses. Consumers who are loyal to competitors may not take time to read about you online or in print, but can be influenced as they go about their daily activities. The old expression “we have eye lids, but not ear lids” means we can skip over printed, or online messages, or other passive media messages but can absorb intrusive radio messages without consciously engaging.
The internet has made it fast and easy to search for the facts details and prices about your offerings. But more often than not buyer decisions are made emotionally and only justified logically with research and facts after that emotional story has won their hearts. Radio’s human voice, story telling, and humour can inspire consumers to search for your facts and details online.
While channel clutter fragmentation and a growing list of online and mobile media cannibalize the reach of most channels, radio’s reach has remained constant, reaching 91% of consumers every week. No other media has a reach that high.
Success Stories
Fort McMurray
Donation Drive
Local Woman Steps
Up To Help Fire Victim
CFRY Helps Annual
Kettle Campaign
ROK 50/50 for Kids
Final Draw
Marketing Summary
Mix 96.5FM can help you reach your target market!
Increased Marketshare & Top-of-Mind Awareness = Increased Profits for you!
Consistency + Frequency + Message = Marketshare
Frequency
Consistency
Your Market is Changing
Advertising Can Differentiate You
Advertising is Cost Effective
Radio Is Intrusive
Radio Can Tell Your Story
Radio’s Reach is Constant
Summary
With MIX 96.5FM YOU will be...
Be Known
Before
You're Needed!
Connected with our
audience
Connected with our
community
Connected with your
customers
Full transcript