1 / 42

Industry Growth Campaign ABIMFI-SEAFESP 2004

Industry Growth Campaign ABIMFI-SEAFESP 2004. Thank you for having us!. June 2004. Our Workshop evolved. The 4 sub-groups formed: Increase sales of cameras, film and services Educate retailers, counter-clerks and consumers Massive institutional campaign Fund raising. Objectives:.

thiery
Download Presentation

Industry Growth Campaign ABIMFI-SEAFESP 2004

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Industry Growth Campaign ABIMFI-SEAFESP2004 Thank you for having us! June 2004

  2. Our Workshop evolved • The 4 sub-groups formed: • Increase sales of cameras, film and services • Educate retailers, counter-clerks and consumers • Massive institutional campaign • Fund raising

  3. Objectives: • Present 4 campaign options: - 2 Point of Sale only Campaign - 2 Point of Sale + Media Campaign • Present the required investments and sponsorship quota options.

  4. Briefing • Category - Photographic products and services in general; • Point of Sale - Photo Specialty stores; • VISA Financial Agent - Facilitates purchases in installments to the end consumers; • Promotional Material - Institutional and Promotional appeal;

  5. Target Audience • Retailers and End Consumers • M / F – age 18 to 65 • Social Class: B / C / D • Sao Paulo state residents • Remaining Brazilian Regions

  6. Campaign Duration • 2-3 Months - August/September & October 2004

  7. • Campaign Identification/Signature

  8. • Campaign Logo

  9. POP material only (for 500 and 1000 stores)

  10. Point of Purchase material • Banner 1.5X0.90 • Poster 0.45X0.65 • Display (to hang) • Fliers/ take one • Wobblers • Stickers (window) • Broadside

  11. • Banner 1.50X0.90 m

  12. • Poster 65X45 cm

  13. • Display (to hang) 30 cm

  14. • Fliers / Take one Top of counter and photo-finishing envelopes

  15. • Wobblers Cash register / store window

  16. • Window Sticker

  17. • Broadside – Store owner

  18. POP + Media (for 500 and 1000 stores)

  19. POP + Media Campaign • Media Campaign (Great Sao Paulo area) • Magazine/Newspaper adds – target audience M/F C/D 18 ; • Outdoor Media (outdoors, bus-doors, subway) • Newspaper releases / participating companies newsletters • Trade magazine adds

  20. Media Plan / 2-3 months / Great S.Paulo • Estimated Media Cost - R$ 300 mil • Jornal da Tarde / Diário de São Paulo / Agora (R$ 100 mil) • High Demand Female Magazines from Editora Abril (Ana Maria, Viva!, Minha Novela e Ti Ti Ti) (R$ 100 mil) • Outdoor at C/D class roads (R$ 50 mil) • Bus-door (R$ 25 mil) • Subway (R$ 25 mil) • Banners at websites of participating companies and ABIMFI/SEAFESP/VISA websites (R$ no cost)

  21. • Newspaper Add . Jornal da Tarde / Diário de São Paulo / Agora 4 column adds x 40 cm 4 color - “rouba página”

  22. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  23. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  24. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  25. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  26. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  27. • Outdoor .50 panels / 2 bi-weeks São Paulo / capitalFoco nas áreas de maior fluxo de pessoas do target

  28. • Busdoor .São Paulo C/D class routes

  29. • Subway / Station Platform

  30. • Subway / Wagon Posters

  31. Schedule April May June July August Sept .Campaign Creation …______________ . Approval ___8 . Production ______30 . Delivery of POP materials __2 . Broadside / Trade Magazine Adds ____5 . Media (options III and IV) ____…

  32. Option I - POP only - 500 Stores Costs R$ • Design and Production POP / Store ________ 160, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 500 lojas _____________ 80 mil • Publieditorial / Fhox _______________________ - • Agency Fee – development and coordination _____ 20 mil

  33. Option II - POP only - 1000 Stores Costs R$ • Design and Production POP / Store __________ 120, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 1.000 lojas _____________ 120mil • Publieditorial / Fhox ____________________ ___ - • Agency Fee – development and coordination _____ 20 mil

  34. Option III – POP + Media - 500 Stores Costs R$ • Design and Production POP / Store _ ________ 160, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 500 lojas ______________ 80 mil • Publieditorial / Fhox ____________________ ___ - • Agency Fee – development and coordination _____ 20 mil • Media Investment __________________________ 300 mil

  35. Option IV – POP + Media - 1000 Stores Costs R$ • Design and Production POP / Store ____________ 120, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 1.000 lojas _____________ 120mil • Publieditorial / Fhox ________________________ - • Agency Fee – development and coordination ___ 20 mil • Media Investment _____________________ 600 mil

  36. Budget Options Summary Option III / IV (POP + Media) • 500 stores* R$ 400 mil • 1000 stores*1 R$ 740 mil Option I / II (POP only) • 500 stores* R$ 100 mil • 1000 stores R$ 140 mil * GreatSão Paulo *1National Coverage

  37. • PhotoBrazil Recognition Banners CategoriesBRONZE SILVER GOLD

  38. Sponsorship Quotas POP only Option I (POP only 500) • Gold Category R$ 20 mil • Silver Category R$ 8 mil • Bronze Category R$ 4 mil Option II (POP only 1000) • Gold Category R$ 28 mil • Silver Category R$ 12 mil • Bronze Category R$ 6 mil

  39. Sponsorship Quotas POP + Media Option III (POP + Media 500) • Gold Category R$ 80 mil • Silver Category R$ 32 mil • Bronze Category R$ 16 mil, Option IV (POP + Media 1000) • Gold Category R$ 150 mil • Silver Category R$ 60 mil • Bronze Category R$ 30 mil

  40. Uniqueness: • First time ever the Photo Industry gathers in a united effort to foster industry growth; • Give to small retailers the ability to sell in 10X with VISA at conditions they alone would never have; • Create excitement at PhotoBrazil on retailers and trade-show sales: now, the photo category can also sell in 10X.

  41. • Magazine Campaign • PhotoBrazil Recognition Banners In Your Booth Your Logo Here GOLD Category

  42. Be a part of it! THANK YOU!

More Related