THE NEXT TOP FIRM
WEEK 2: UNDERSTANDING CLIENTS WANTS & NEEDS
TODAY'S MISSION & LESSON INSTRUCTIONS
Suggested Time for Activity: 3 minutes
2:10 - 2:13
Today you will begin working on the first part of your marketing plan. Marketing is about identifying customers' needs and wants. So the marketing plan is the overall plan for how you will make your client's product a want or need for a specific group of people. Marketing plans include an analysis of your client's business, their products and services, and their customers, an advertising campaign, and a budget. In today's activities, you will complete the analysis of your company, their products, and services, their customers.
First, read Today's Mission. Then, you will each get a client folder. Make sure your advertising firm's name and partners names are all correct. You will keep all your work in this folder. The folder has a Graphic Organizer called, Nelms Pharmacy - Developing a Market Plan. You will use this to begin developing a marketing plan for Nelms Pharmacy. For each activity below, you will complete one page of the organizer. There is a time suggestion for each activity. Try to finish each activity within the time suggestion. If you don't finish this lesson by the end of class, you will have to do it at home on paper. You can glue it down in the organizer when you return. THE FOLDERS MAY NOT GO HOME. THEY MUST STAY IN THE STEM LAB!
First, read Today's Mission. Then, you will each get a client folder. Make sure your advertising firm's name and partners names are all correct. You will keep all your work in this folder. The folder has a Graphic Organizer called, Nelms Pharmacy - Developing a Market Plan. You will use this to begin developing a marketing plan for Nelms Pharmacy. For each activity below, you will complete one page of the organizer. There is a time suggestion for each activity. Try to finish each activity within the time suggestion. If you don't finish this lesson by the end of class, you will have to do it at home on paper. You can glue it down in the organizer when you return. THE FOLDERS MAY NOT GO HOME. THEY MUST STAY IN THE STEM LAB!
Today's Mission
|
By the end of the lesson, you will be able to answer these questions.
|
ACTIVITY 1: RESEARCH YOUR CLIENT
Suggested Time for Activity: 17 minutes
2:13 - 2:30
In this Next Top Firm Adventure, you will be competing to win the advertising rights for Nelms Pharmacy. In the real advertising business, companies, like Nelms Pharmacy, will listen to marketing plans and view advertising campaigns from different firms. Then, they pick the advertising firm they like best to handle all of their marketing and advertising. So your goal is to create a marketing plan and advertising campaign that reflects Nelms Pharmacy's ideals and values, gets their company noticed, and best sells their products and services.
This first thing you must do to create a marketing plan is a company analysis. A company analysis requires you to research and interview your client. In this activity, you will research your client. Click on the Nelms Pharmacy icon below. Look at all the pages on their website and answer the questions on page 1 of the graphic organizer.
This first thing you must do to create a marketing plan is a company analysis. A company analysis requires you to research and interview your client. In this activity, you will research your client. Click on the Nelms Pharmacy icon below. Look at all the pages on their website and answer the questions on page 1 of the graphic organizer.
|
|
ACTIVITY 2: IDENTIFYING YOUR CLIENTS' TARGET AUDIENCE
Suggested Time for Activity: 10 minutes
2:30 - 2:40
In this second activity, you will begin your customer analysis by learning how to identify the target audience for your client. Read about target audiences below and watch the videos. Then, complete page 2 of the graphic organizer.
TARGET AUDIENCES
An advertising target or target audience, is the group of people that you will try to attract to your clients' business with your advertising campaign. Advertising firms identify two types of target audiences.
Targeting People Most Likely to Buy the Product
Advertising companies with clients that are new business owners usually try to identify the target audience as the people who would be most interested in their product. This is how advertisers help new business owners start making money.
Watch the two videos below and read the information under each one.
Targeting People Most Likely to Buy the Product
Advertising companies with clients that are new business owners usually try to identify the target audience as the people who would be most interested in their product. This is how advertisers help new business owners start making money.
Watch the two videos below and read the information under each one.
|
Companies like Baby Alive know that some gender rolls exist as a part of nature. It is natural for little girls to want to be mothers one day. So, this Baby Alive commercial targets young girls by showing girls having fun playing with their Baby Alive dolls.
|
Dodge Ram knows that there are several different groups who need a truck for their lifestyle or job. One group of people who typically buy trucks are farmers. Dodge knew this so they made this commercial that appealed to farmers.
|
Targeting People Who Would Not Typically Buy the Product
After a business is established and is making money, they want to make more money or increase their profits. So, their advertising firms will identify groups of people who do not typically use the product. Then, they will begin designing ad campaigns that make the product seem more desirable to the groups that would not typically buy the product.
After a business is established and is making money, they want to make more money or increase their profits. So, their advertising firms will identify groups of people who do not typically use the product. Then, they will begin designing ad campaigns that make the product seem more desirable to the groups that would not typically buy the product.
Watch the two videos below and read the information under each one.
|
TARGETING AN AGE GROUP OF PEOPLE
Most of the time, exotic vacation ads are depicted by young adults, because they are in the prime of their life. They tend to be in shape and participate in more adventurous activities. They usually book vacations using a computer online or phone apps. Older people, do not usually book adventurous vacations because they may not physically be able to or they may fear that it is too dangerous. When they do book vacations, many older people use travel agents because they are not as comfortable booking online as they are with an actual person.
Airbnb recognized this and instead of advertising to young adults who already used their app, they decided to make it seem appealing to older people to encourage them to use the app. If older people start using the Airbnb app, Airbnb will make more money than they did when they only targeted their app to young adults. |
TARGETING GENDER GROUPS
For a long time our society practiced gender roles. Girls were interested in homemaking and the arts. Boys were interested in academics and sports. So, athletic clothing and equipment ads typically targeted men.
Nike realized the world was changing and capitalized on it. They knew that women were playing sports. So, in this ad they appeal to women. They show the world that women are tough and can play sports, so they are in need of athletic clothing and equipment. |
Complete page 2 of your graphic organizer. After looking at Nelms Pharmacy's website, what is their most obvious target audience? Can you identify what group needs to be the target to expand Nelms Pharmacy's profits?
ACTIVITY 3: ADVERTISING TECHNIQUES
Suggested Time for Activity: 10 minutes
2:40 - 2:50
In this third activity, you will continue your client's customer analysis by identifying advertising techniques that would attract Nelms Pharmacy's target audience. You might have noticed in the advertising videos above that advertisers use strategies or techniques in their ads to attract specific groups of people. With your partners, read the slideshow below to learn about all the different types of advertising techniques. Then, complete page 3 of your graphic organizer.
|
|
|
ACTIVITY 4: INTERVIEWING YOUR CLIENT
Suggested Time for Activity: 4 minutes
2:50 - 2:54
An important part of your client analysis is doing an interview with your client. Next week, the owners of Nelms Pharmacy will come in so that you can interview them. You want to have your interview questions ready before the interview. I have started a list of questions that you need to know to develop an adequate marking plan and ad campaign on page 4 of the graphic organizer. Together with your partners, add any questions you would like to ask to help you design the best marketing plan and ad campaign to page 5 of the graphic organizer.
|
|
MISSION ACCOMPLISHED
Suggested Time for Activity: 1 minutes
2:54 - 2:55
Congratulations!
|
|