Your Life. Your Knowledge. Your Nook.

1. Your Life. Your Knowledge. Your Nook. By: Katie Gaskill and Jessica Spenser

2. Research Questions • Who is our target audience? • What will our target audience use this product for/ what do they expect from the product? • When will our target audience use this product? Light use or Heavy use? • Who is our competition? • What advantages and/or disadvantages do we have in comparison to our competition? • What features of this product would make it more appealing to our target audience? • What do consumers think about e-readers? Are they aware of the functions and/or features?

3. Summary of Research Secondary Data: • Highlighted features • LendMe- Lend books to other users for 14 days (Only on the Nook) • Adjustable font size • E-Ink Technology- enhanced readability • Google Android Software (Only on the Nook) • 3-G and Wi-Fi capabilities • Open format support (Only on the Nook) • Up to 10 day battery life • Brand name and in-store experience (Only on the Nook) • Touch-screen keyboard (Only on the Nook) • Over 2 million titles • Main competition: • Kindle- Amazon’s E-reader: In 2009, 65% of the market share for e-readers in the U.S. The Kindle has been around the longest. However, the Kindle has a button keyboard and closed format for reading e-books. Although it also offers the same basic screen and internet technology it lacks the ability to share titles with other Kindle users. The Kindle also doesn’t have brand name recognition with a book store or an actual store since Amazon is based entirely online. • BrandWeek reported on the market for e-readers • Consumers need information on content options, technological functions and the reading experience. • Categories of the target market: The purist, the pragmatist and the educator/student that are excited about new technology. • Purist: Consumer readers a lot of content and are looking for an isolated, indulgent and uninterrupted reading experience. • Pragmatist: Group includes busy commuters, business executives and students. They are looking for convenience, news worthiness and the ability to share and take notes. Primary Data: • Hands on experience with the product • Experiment with functionality • View readability first hand • Personal Interview with Nook owner • Conveyed buying decision • Learned about adaptability and personal usage • Survey • Discovered readability as the number one factor in choosing an e-reader • People were generally unaware of the benefits and features of an e-readerand more specifically the Nook

4. Strategy Statement Who is our target? • Hello, I am Sarah West. I currently work full-time alongside my husband at our chiropractic practice. Our only daughter Lily is growing fast. Now the sleep we lost as new parents is finally coming back. I’ve always considered myself a bit savvy with the latest news and I believe books are still the most valuable source of information. Sometimes I worry I get too busy to pick up a new novel or this week’s newspaper; this makes me think I’ll be left in the dust of the past. I recently heard from a friend there are new devices called e-readers, but I’m not sure what they have to offer me. Where are we now in the mind of this person? • Like I said before, I’ve heard of e-readers, but I’m not sure what they can offer me. I’ve done holiday shopping recently on Amazon, so I did see something about their Kindle. I also was visiting Barnes & Noble and saw what I believe is their version in a display case. As I understand it these products have similar features. I’ve been afraid to explore with either because the technology in all these Apple Ipods and Ipads is a little too overwhelming for me Where is our competition in the mind of this person? • Well, I know I’m not ready to get an IPad or anything that expensive or advanced. I’ve always had good experiences shopping with Amazon, so I would trust a product from them, but I don’t like that I can’t test it first. I would need to try out the Nook at Barnes & Noble to get an idea of how it works. Where would we like to be in the mind of this person? • At first I was skeptical about these e-readers my friend told me about. After visiting the Barnes & Noble store and playing with their new Nook, I was very pleased to see the features included in the product. I didn’t feel overwhelmed by too many gadgets on the Nook, but it did include some great extras. I’d say it was very user-friendly. I could definitely see myself enjoying reading this on a daily basis, plus the price was much more reasonable then most of the others I’d seen.

5. Strategy Statement What is the consumer promise, the “big idea”? • Barnes & Noble’s in-store experience is translated into their e-reader. The format is readable, adaptable, and convenient. Although it is simpler than some other advanced technologies, it promises new opportunities. There are many features that I can appreciate without making things too complicated. What is the supporting evidence? • Barnes & Noble was not first in the market, but from the advertisements I see that they improved on a very basic technology. The screen won’t hurt my eyes and I’ll be able to read it in the sun. This is something I was particularly worried about when I thought it was more like a computer screen. I’ve been going to Barnes & Noble now for years to purchase printed books, as well as all my friends and family. I have always enjoyed my experience at the store and would trust the Barnes & Noble brand the most to ease me into the e-reader technology. What is the tone of voice for the advertising? • Create awareness about the product by highlighting particular features. Maintaining an informative tone, but include literary terms that will peak interest and engage the target audience via benefit positioning with “aha!” moments.

6. Creative Brief • Background: Just over a year ago, Barnes and Nobles released their first e-reader product called the Nook. The product category is still new but increasing in popularity. Consumers know that basic function of the Nook as to read and download book electronically however, they lack knowledge about the other features and benefits of the Nook. Consumers are interested in the product but need additional motivation and knowledge. The Nook does not have top of mind awareness in the e-reader product category, but it does have the Barnes and Nobles brand reputation and ability to test the product in stores. • Role of Advertising: The main problem with the Nook is a lack of awareness for the functions and benefits e-reader product and differentiation between the Nook and its competitors. The advertisements will focus on features of the product that set it apart from its competitors and encourage consumers to seek more information about the product. • Target Audience: The target audience is men and women ages 28 to 65. They are working professions and college graduates with middle to upper class income. These individuals are constantly seeking new information from a variety of sources. They are avid readers who use reading as an escape and to increase their knowledge. They keep up to date with current events and technology. They are early adopters to products and have a “need to know.” However, our target audience is leads busy lives and doesn’t have time to worry about the credibility of the information they are receiving. • Key Message/Big Idea: The Nook enhances a consumer’s ability to receive information in a concise and direct manner without the hassle of more advanced and less focused technology. The Nook enhances the receiving/retaining of information by creating a convenient and adaptable reading experience. The Nook is the most advanced product in the e-reader category with the potential to adapt to future technology. • Support points: • 88 % of individuals surveyed knew what an e-reader was however only 17% chose Barnes and Nobles are the most commonly associate brand name. • 98 % of individuals surveyed were aware that you could download book on an e-reader but were unaware of most other features offered. (Only 60% knew about the WiFi connections and 23 % knew the battery lasted 5-7 days) • The Nook is the only e-reader to offer a loaning feature where users can loan books to other Nook users and select other hand-held devices such as the iPhone. • The Nook is the only e-reader that combines touch screen navigation with an e-ink screen for easier readability. • Tone: The tone of the advertisements focused on enhancing a consumer’s personal reading experience. Since our target market is composed of avid readers, we used common literary quotes and terminology to attract their attention. The visuals conveyed the ease, comfort and quality of their reading experience with the Nook. • Mandatories: • Use the Nook logo • Use Barnes and Noble name/store experience • Website • Tagline