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BodyBrite Presentation
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- 4. Current Situation • BodyBrite: –Founded in 2011 – Lubbock location opened this year • Services: – Laser Hair Removal – Teeth Whitening – Oxygen & Skin Rejuvenation Facials • Competition: – Medical Spas – Doctors
- 5. Research • Focus Groups •Survey • In-Depth Online Research • Competitive Analysis
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- 7. Research Results • Confusionand misunderstanding – What exactly is a Medical Spa? “A Chiropractor” “An Acupuncturist” “A Rehabilitation Center” – Where can you get laser hair removal, teeth whitening and facials? “A Dermatologist” “At the Dentist”
- 8. Research Results The surveyshowed respondents would consider purchasing: Laser-Hair Removal 43% Skin Rejuvenation 37% Oxygen Facials 22% Teeth Whitening 63% Consideration
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- 10. Challenges • Educating Consumersabout Medical Spas • Building Brand Awareness for BodyBrite
- 11. BodyBrite’s Target Market Stephen,19 TTU Student Rachel, 30 Young Professional Michelle, 42 Working Mom David, 55 Working Professional Bill and Shelley, 68 and 65 Retired Couple
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- 13. Beautiful Moments Campaign “Beautyfor every milestone… and moment in between.”
- 14. Media Placement • Television •Online • Social Media
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- 20. KCBD & KAMC 0 5000 10000 15000 20000 25000 30000 KCBDKAMC KLBK KJTV
- 21. Small Business LeadersClub • 4x 5:30a-11:00a/M-F Daybreak I, II & III, Today Show I & II & III, • 4x 11:00a- 5:00p/M-F Family Feud, Anderson Cooper, Noon News, Days of Our Lives, Inside Edition, America Now, KCBD News at 4, Jeopardy • 4x 5:00p-11:00p/M-Sun 5:00 News, 6:00 News, Wheel of Fortune, NBC Prime Time, 10:00 News, Tonight Show • 4x 11:00p-1:00a/M-Sun Tonight Show, Jimmy Fallon, SNL, Inside Edition Weekend • 4x 7:00a-12:00a/Sat-Sun Saturday/Sunday Today, Meet The Press, Texas Country Reporter, 6:00 News, 10:00 News, SNL, NBC Sports, Weekend Prime • 1x Homepage Wrapper on kcbd.com $1,300 per month
- 22. KCBD Promotions • Countdownto Mother’s Day • Countdown to Christmas • Miss USA Pageant
- 23. KAMC • 56% reportedwatching KAMC on a weekly basis • Help raise reach and frequency • KAMC will choose the promotions
- 24. Online Extended Audience Retargeting 1)Site Retargeting 2) Search Retargeting 3) Keyword Contextual Retargeting Begins at $1,500 each month for 100,000 impressions
- 25. Social Media 1) BuildingFollowers 2) #MyBeautifulMoment Contest 3) Seasonal Discounts and Contests
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- 27. Additional Recommendations • BodyBriteLubbock Website • “Ask the Experts” Promotion
- 28. BodyBrite Beautiful Moments •Positions BodyBrite as an emerging leader • Showcases BodyBrite’s services as affordable, simple and convenient • Enables BodyBrite to reach its marketing goals
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Editor's Notes
- #5 Morgan-
- #6 Kelley- 3 Focus Groups Over 300 surveys Respondents were ages 18-85 Online Reviews Competitive Analysis
- #7 Talk about competition, we visited, current advertising
- #8 Kelley-
- #9 Kelley-
- #10 Kelley- culmination of research
- #11 Morgan
- #12 Morgan- Our research showed the 18-80 was interested in looking better, we saw a great opportunity to market to a wide range of individuals in all Demographics.
- #13 Morgan- We have created a campaign based on our insights from the research to advertise to a broad target audience. We have developed a campaign the we are excited about and we believe that it will be able to…
- #14 Robert- 2 paragraphs in book
- #15 Robert-
- #16 Robert- The best way to implement our strategy is to have 2 commercials running through the year Addresses the first challenge by educating consumers about Medical Spas/treatments In the focus groups people said they would be likely to try these services if they knew more about them and saw the procedure being done. - We recommend using testimonials that not only talk about the great results but the excitement of learning about medical spas services and affordability. - The People who do the testimonials need to be representative of all the demographics young/old male/female/ and different races
- #17 Robert- Rotating along with the educational ad this advertisement really showcases the Beautiful moments campaign and brings it to life Paraphrase last paragraph on page 14
- #18 Robert- When the campaign will run Focus (page 16) When BodyBrite will focus advertising (seasonally) on different services and why
- #19 Robert- short drive times and newspapers aren't being read TV and online makes the most sense
- #20 Morgan
- #21 Morgan
- #22 Morgan
- #23 Morgan- help to boost reach and frequency
- #24 Morgan
- #25 Morgan- highly efficient way to prequalify who sees your ads.
- #26 Chris – talk about each
- #27 Chris
- #28 Chris
- #29 All- Kelley Show- and shows consumers exactly how BB can make a difference in their life Robert Enables- BB will … educating consumers about MS in general and raising brand awareness specifically for BB Morgan Positions- makes bodybrite an emerging leader and an innovative option for all Lubbock-area adults
- #30 Chris