THE NEXT TOP FIRM
WEEK 2: UNDERSTANDING CLIENTS WANTS & NEEDS
TODAY'S MISSION
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By the end of the lesson, you will be able to answer these questions.
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ACTIVITY 1: UNDERSTANDING YOUR ASSIGNMENT
Suggested time for Activity 1: 5 Minutes
Read, What Is the Difference in a Marketing Plan and an Advertising Campaign and Instructions for Today's Assignment below. Try not to spend more than 5 minutes on Activity 1.
WHAT IS THE DIFFERENCE IN A MARKETING PLAN AND AN ADVERTISING CAMPAIGN
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 a company analysis, a product analysis, a customer analysis, an advertising campaign, and a budget.
A Company Analysis:
A Product Analysis:
A Customer Analysis:
An Advertising Campaign Includes:
A Budget:
So, an Advertising Campaign is part of a marketing plan. It is the way in which you will get people to notice your client's brand and desire your client's products.
A Company Analysis:
- Includes the name of your client's company
- Describes the type of business your client has
- Outlines your clients ideals, values, and goals
A Product Analysis:
- Names your client's brand and describes their products and services
- Include the prices of your client's products and services and an explanation for setting those prices
A Customer Analysis:
- Determines your client's target audience for advertising
- Identifies a marketing theme that will appeal to your client's target audience
- Outlines advertising strategies and explains how these strategies will attract your client's target audience
- Names the advertising platforms that will be seen by most of your client's target audience
An Advertising Campaign Includes:
- Targeted locations and platforms for advertising
- Brand recognition designs like logos, slogans, and business cards
- Product promotions using your client's customer analysis like: sales, limited time only services, and promotional products
- Printed media designs using your client's customer analysis like: posters, banners, billboards, brochures, and magazine ads
- Digital media designs using your client's customer analysis like: social media ads, web ads, digital billboards, and game and app ads
- Broadcast media using your client's customer analysis like: t.v. commercials, podcast ads, radio ads, and Youtube ads
A Budget:
- A list of all the costs involved in a marketing plan
So, an Advertising Campaign is part of a marketing plan. It is the way in which you will get people to notice your client's brand and desire your client's products.
INSTRUCTIONS FOR TODAY'S LESSON
Today you will research your potential client, Nelms Pharmacy. You will learn about advertising targets, advertising techniques, marketing plans, and interviewing clients. Each group will get a folder with marketing plan organizers inside. You will use this to begin developing a marketing plan for Nelms Pharmacy. Follow along in the lesson. After each step below, you will fill in a page of the organizer. There is a time suggestion for each activity. If you don't finish in that time, 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!
MARKETING PLAN STEP 1: RESEARCH YOUR CLIENT
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 advertising campaigns from different firms. Then, they pick the one they like best to create a marketing plan and handle all of their advertising. So your ultimate goal is to create the best marketing plan that meets their wants and needs. This first thing you must do to create a marketing plan is to do research on your client.
Click on the Nelms Pharmacy icon below. Look at all the pages on their website and answer the questions on the front of the graphic organizer below. You will have 10 minutes to complete this activity.
Click on the Nelms Pharmacy icon below. Look at all the pages on their website and answer the questions on the front of the graphic organizer below. You will have 10 minutes to complete this activity.
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IDENTIFYING YOUR CLIENTS' TARGET AUDIENCE
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.
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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.
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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.
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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.
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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. |
ACTIVITY
Turn the graphic organizer page over and complete this 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?
ADVERTISING TECHNIQUES
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.
With your partners, read the slideshow below to learn about all the different types of advertising techniques.
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NOVEMBER 15
- Research your client
- Write interview questions
- Learn advertising techniques
- Learn about marketing plans
- Create brainstorm of ad techniques and market plan
NOVEMBER 29
- Interview the owners of Nelms Pharmacy
- Develop a marketing strategy
- Select ad techniques you intend to use
DECEMBER 6
- Design a logo
- Use the Logo to design a business card
DECEMBER 13 & JANUARY 10
- Create a slogan
- Use the slogan to create a billboard display
- Use the slogan or logo to create a promotional product
JANUARY 17 & JANUARY 24
- Design a brochure using the logo and slogan
JANUARY 31 & FEBRUARY 6
- Create a commercial
FEBRUARY 14 & FEBRUARY 21
- Create a budget for your marketing plan
- Write your sales pitch
- Create your sales pitch presentation
FEBRUARY 28
- Practice Presentation
- Partner Evaluations
MARCH 7
Judgement Day
- Judgement Day is the day when you will deliver your advertising campaign portfolios and sales pitch presentations to your potential client, Nelms Pharmacy. Each group will have 10 minutes to present. When all the firms have presented, the business owners will be left alone to deliberate. The owners of Nelms Pharmacy will give their decision to Mrs. Smith and the winners will be announced at 4th and 5th Grade End of the Year Awards Day.
EXPECTATIONS
Let's go over this presentation to learn about the procedures and expectations of this experience.
- Take the class seriously. You will present on Judgement Day whether you are prepared or not.
- Bring your charged Chromebook to every class.
- Come in each week ready to go.
- Stay on task and meet the weekly goals in the timeline.
- Stay seated at your firm's work table unless you are told to move around the room.
- Finish any work you do not complete at home.
- Its a good idea to work quietly with your team so other firms do not steal your ideas!
PARTNERSHIPS
Let's go over this presentation to learn about business partnerships.
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You are now going to choose your business partners. Find two other people you want to be your partners. Each firm will have three partners. Then choose a work table. There is paper on the table. Exchange phone numbers so you can discuss your campaign outside of class. You will use your email in this class to communicate with each other as well. Your school email is your [email protected].
FIRM NAMES
Now that you have partners, you need to decide on a name for your firm. Remember, you want it to sound professional, but be memorable or catchy. You can use your initials, words that describe your firm's values, or make up a name. If you get stumped, try this business name generator.
Click here for the Business Name Generator
Click here for the Business Name Generator
Once your team has decided on a name, fill out the form below.
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HOW DO ADVERTISERS CREATE ADVERTISING CAMPAIGNS?
After your firm finishes filling out the form, please watch the slideshow below together about how advertisers create advertising campaigns. This will explain how you will develop your advertising campaign.
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MISSION ACCOMPLISHED
Congratulations!
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