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Brand Style Guidelines © Winmark Corporation - All Rights Reserved 605 Highway 169 N, Suite 400, Minneapolis, MN 55441 Table of Contents Brand Style Guidelines ........................................................................................................................................4 How to Use This Guide....................................................................................................................................4 Section 1: Company Overview ................................................................................................................... 5 Company Description (History) ......................................................................................................................5 Positioning Statement.....................................................................................................................................5 Core Message ........................................................................................................................................... 5 Core Values............................................................................................................................................... 6 Target Audience .............................................................................................................................................. 6 Primary Target Market ......................................................................................................................... 6 Secondary Market.......................................................................................................................................6 Psychographic Definition .......................................................................................................................... 6 Primary Market..................................................................................................................................... 6 Model Customers ................................................................................................................................. 7 Secondary Market.......................................................................................................................................7 Store Team ............................................................................................................................................... 7 Section 2: Brand Overview and Definitions................................................................................................8 What is a Brand?....................................................................................................................................... 8 What is not a Brand? ................................................................................................................................ 8 Brand Promise .......................................................................................................................................... 8 Brand Identity ............................................................................................................................................ 9 Brand Experience ....................................................................................................................................... 9 Our Store Atmosphere.......................................................................................................................... 9 Our Buy Process ........................................................................................................................................10 Brand Image ........................................................................................................................................... 10 Section 3: Voice and Look ........................................................................................................................ 11 Tone and Manner..........................................................................................................................................11 Copy Attributes .............................................................................................................................................11 DO’S.................................................................................................................................................... 11 ©2014 Winmark Corporation 1 Table of Contents DON’TS .......................................................................................................................................................12 Image Attributes ..................................................................................................................................... 12 Section 4: Logo Usage.............................................................................................................................. 13 The Mark .......................................................................................................................................................13 Use only approved Music Go Round logos............................................................................................... 13 Horizontal Logos ...................................................................................................................................... 14 Stacked Logos .......................................................................................................................................... 15 Logo File Types ....................................................................................................................................... 16 .JPEG FILES .......................................................................................................................................... 16 .PNG FILES .................................................................................................................................................16 .PDF FILES ..................................................................................................................................................16 .AI FILES & .EPS FILES ...................................................................................................................... 16 Protecting the Mark ......................................................................................................................................16 Retired Logos .......................................................................................................................................... 17 Approved Tag Lines .......................................................................................................................................17 Area of Non-Interference........................................................................................................................ 18 Minimum Size ......................................................................................................................................... 18 Section 5: Typography ............................................................................................................................. 19 Fonts ..............................................................................................................................................................19 Section 6: Color Palette ........................................................................................................................... 20 Pantone colors ........................................................................................................................................ 20 In-Store Paint Colors ............................................................................................................................... 20 Section 7: Store Signage .......................................................................................................................... 21 Store Exterior/Pylon ............................................................................................................................... 21 Window Treatment ................................................................................................................................ 22 Logo Decals and Striping ..................................................................................................................... 22 Franchise Disclaimer/Store hours ........................................................................................................... 22 In-Store Signage ...................................................................................................................................... 23 Section 8: Customer Communications .....................................................................................................24 Buy Policy ……………………………………… ..................................................................................................... 24 Print Advertising ..................................................................................................................................... 24 ©2014 Winmark Corporation 2 Table of Contents Broadcast................................................................................................................................................ 25 Radio ..............................................................................................................................................................26 Local Store Marketing .............................................................................................................................26 Direct Mail .....................................................................................................................................................27 Public Relations ...................................................................................................................................... 27 Cinema/Movie Theater .......................................................................................................................... 27 Billboard .........................................................................................................................................................27 Section 9: Digital Marketing.. .................................................................................................................. 28 Website ........................................................................................................................................................... 28 Digital Advertising ................................................................................................................................... 28 Email Marketing… ................................................................................................................................... 29 Social Media…….… ................................................................................................................................... 30 Facebook Ads ....................................................................................................................................... 31 Twitter …….….… .................................................................................................................................... 31 Instagram ….… ...................................................................................................................................... 32 Section 10: Corporate Identity ..................................................................................................................... 33 Letterhead…… ......................................................................................................................................... 33 Business Cards ......................................................................................................................................... 33 Email Signatures ...................................................................................................................................... 33 Merchandise Bags ................................................................................................................................... 34 Logo Wear Promotional Items…................................................................................................................... 34 Section 11: Vendor Identity Usage ................................................................................................................34 Trademark Brand Representation........................................................................................................... 35 Section 12: Media Buying Guide ................................................................................................................ 36 Marketing the Music Go Round Brand...................................................................................................... 36 Category Focus ................................................................................................................................................ 36 Our Message – We Buy! ............................................................................................................................. 36 Electronic Media ....................................................................................................................................... 36 Broadcast/Cable ........................................................................................................................................... 36 Radio ............................................................................................................................................................ 37 ©2014 Winmark Corporation 3 Brand Style Guidelines Brand Style Guidelines How to Use This Guide The purpose of these Brand Guidelines is to define guidelines for the representation of the Music Go Round® brand for use on the web, print, and electronic media. There are specific style standards that must be followed when operating within the brand. Every touch-point with the customer – from email marketing, electronic media, in-store signage, store atmosphere, print ads, flyers and website – represent our company and creates an impression in the mind of our customer. All Music Go Round marketing and advertising components created corporately will follow these guidelines. Every marketing and advertising piece created by franchisees must also follow these guidelines and be sent to corporate for evaluation and consideration prior to its use. Each piece of marketing material created has the potential to be a positive or negative influence on the brand. This is an ever-evolving document meant to guide you through the creative process. If you have questions or suggestions about the compliance of your marketing materials to these guidelines, please do not hesitate to contact the Music Go Round marketing manager. ©2014 Winmark Corporation 4 Section 1: Company Overview Section 1: Company Overview Company Description – History In the fall of 1986, a retail company called Hi Tech Consignments® was formed in Minneapolis. Its mission was to buy, sell, trade and consign used and new musical instruments and equipment. Its market priority was the development of strong customer and community relationships that would in time grow into a large, loyal customer base. In 1993, Winmark Corporation® purchased the franchise rights to Hi Tech Consignments and began franchising the concept as Music Go Round®. Because Music Go Round has more used inventory than any other retailer in our industry, we consider ourselves the world’s largest used musical instrument retailer. PositioningStatement The positioning statement tells how Music Go Round differentiates itself from other music retailers. Our position is as follows: Music Go Round will consistently provide unequalled value by buying, selling and trading used and new musical instruments and equipment and delivering exceptional customer service in a fun and exciting environment. This statement should be kept in the forefront of our minds. It communicates and defines to our customer who we are, what we are all about, and how we work. Core Message Our customers are our vendors. They are vital to the success of our brand; we want and need them to believe in us. Our concept is buy, sell and trade. Our passion is used musical instruments and equipment. Our core message is value. We are able to provide our customers value through: Paying “on the spot” for used musical instruments and equipment. Providing additional value with used price points…the customer gets more for their money when they buy it used! Carrying a wide and ever-changing selection of gear. ©2014 Winmark Corporation 5 Section 1: Company Overview Core Values Ultra High Value – We must always clearly convey that we buy our customers’ used gear, and because of this they are able to get great prices on really cool musical instruments and accessories. Quality Used Merchandise – We focus on buying modern as well as vintage product that is in great working condition. We need to test and re-test the products we buy and sell to our customers to ensure the product provides the value expected for the price our customers pay. Atmosphere – We offer a fun place to shop with energetic music, a cool atmosphere with creative displays, great gear, and functionally merchandised product, so our customers can actually try the product before they buy it. Staff – Our employees are our customers – musicians with “people” skills! They understand customers’ needs and wants, both from a gear and value standpoint. They buy cool gear every day. They’re knowledgeable on cutting edge technology as well as funky “vintage” product. Target Audience Primary Market Males 18-44 years old Marketing and advertising pieces speak to this demographic Secondary Market Mothers 35-55 years old Mainly school band category PsychographicDefinition Primary Market Age 18-44 year old male o Musical talent of all levels and abilities o Has a strong personal attachment to the instrument that they are selling o Your year-round connection for used gear o Your best year-round advertising target o Constantly turning over new & used gear They may have family with school aged children. They may have more disposable income for “big-boy toys.” Trade-in/trade-up always on their mind. They can be a seasonal focus for advertising revolving around school band and holidays. ALWAYS advertise to our target demographic! ©2014 Winmark Corporation 6 Section 1: Company Overview Model Customers Beginner Musicians o 14-24 years old o Turning over gear as skill level rises o “Guitar Hero” generation o Parents a factor in purchasing the instrument o Expects knowledgeable staff to help them purchase the right product o This customer buys and sells to us Weekend Warriors o o o o Age 35-45 Recreationally making music Reconnecting with their love of playing music After many years of not playing an instrument is now purchasing new gear and also has a lot of old gear that could be traded in Secondary Market Age 35-55 year old female o NOT an advertising demographic o Usually shopping for someone else o Value driven o Appreciates clean and well organized stores o Little to no knowledge about the products that we sell Store Team Stores need to hire individuals that are capable of representing the brand in a positive way. At Music Go Round®, we define customer service as interaction and communication with all customers. Our employees fulfill this requirement by delivering these customer service goals: Ensure the customers’ satisfaction with their shopping or selling experiences to help build customer loyalty. How the store staff interacts with the customer is critical to the business. o The quality and amount of service received may determine whether or not a customer will return to the store. Educate the customer about our point of difference. o “We buy, sell and trade used musical instruments and gear.” Provide operational efficiency. o Our inventory is purchased directly from our customers, and the key to our success is the buy process. o Buying is the most important aspect of Music Go Round; it must receive the most attention and respect. Provide product information to all customers. Due to our unique point of difference, interaction and communication with our customers are vital. Music Go Round depends on its customers to sell inventory to the store and for the sales of that product. o ©2014 Winmark Corporation 7 Section 2: Brand Overview and Definitions Section 2: Brand Overview and Definitions What is a Brand? A “Brand” is a trademark or distinctive name to identify product. It is what identifies us in the mind of the customer: a logo, words, sentences or combination of these. It is everything a customer hears, sees, thinks, and feels about Music Go Round®. What is not a Brand? A brand is not a logo, nor is it a product or just the visual elements of a company. A logo without an ad or message behind it is not branding. To simply place a logo on a sign without training the customer base or sales associate what it means is not branding. Brand Promise A brand is a promise to a customer that is both tangible and intangible. Tangible = can be seen or touched such as a logo, colors, all visual elements. Intangible = what is felt such as emotions, values, personality, atmosphere, smell, positioning. The tangible and intangible work together to create the brand promise. This is the brand consistency that the customer comes to expect from us through our use of such things like gift cards, electronic media, print messaging, and customer service. For example, if we suggest to customers that we buy all day every day, then we must deliver. Fulfilling our promise is what develops a loyal customer base. Our Brand Promise: Music Go Round will provide the best value to our customers by purchasing and selling the highest quality used products and passing the savings on to them. Our business will be done in a fun and exciting atmosphere where customer service is our top priority. ©2014 Winmark Corporation 8 Section 2: Brand Overview and Definitions Brand Identity Our logo, fonts, ad templates, colors, and written words identify our brand. When seen or heard these elements stand for Music Go Round®. If consistent, which they always should be, these elements create instant recognition and additional touch points to identify our brand. Our logo on a flyer insert should be easily identifiable as Music Go Round. When referring to Music Go Round audibly or visually, never attempt to abbreviate or shorten the name. Do not use the following: o MGR o Music Go Common examples of misuse may include: o o o Answering the phone Emails Conversations with vendors, customers, LSM partnerships Brand Experience Our goal is for the customer to have the same positive experience in all of our Music Go Round stores. From the customer’s standpoint, what do we want them to think and feel when they enter our stores? What do we want to come to their mind when they think of Music Go Round? Our Store Atmosphere A friendly environment to buy, sell and trade your used equipment An exciting musical atmosphere that appeals to both of your demographics Music that spans all customer tastes Well-organized merchandise that is visually appealing to the customer – easy to find what they want Great selection, condition and quality of used merchandise Inviting store atmosphere Customer – centric and attentive sales associates Clean, dust-free gear ©2014 Winmark Corporation 9 Section 2: Brand Overview and Definitions Our Buy Process: An easy to understand buy policy that is consistent from day to day No appointment necessary Pay $$$ on the spot “Painless” process – quick and easy Respectful treatment for customers’ item(s) that you do not accept Make the experience satisfying to the customer Well documented Brand Image Every decision, whether made by Winmark or a store, represents the brand. For example, it is our goal to be consistent across all stores with our return policy, e-commerce practices, and use of the gift card program. Consistency in our buy process which includes buying all day every day, paying for product on the spot, and with no appointment necessary is also a brand expectation. We strive to deliver a great assortment of product – predominantly used – in musical instruments, amplifiers, pro sound equipment and accessories. Last but not least, providing the customer with the right impression: excellent store atmosphere, clean environment, fresh smell, current/appropriate music, good customer service, and limited hand written signs simplifies an inviting environment for all customers The customer’s impression of our image is vital to the success of the brand. ©2014 Winmark Corporation 10 Section 3: Voice and Look Section 3: Voice and Look Tone and Manner Tone and manner are emotion. It is not so much what is said but how it is said through words and visuals. Consider the following: Be brief – Do not attempt to communicate everything; if you do, the message you are trying to convey will be lost. Communicate the key points of difference. For example: o o We pay you on the spot We buy, sell and trade quality used and new musical instruments and gear. o We buy used gear all day, every day! Be intelligent, professional and concise. Refer to brand personality. For Example: o Pre-Holiday – “Sell us your gear for holiday cash” o Post-Holiday – “Get what you really wanted this holiday” o Gift Card – “The perfect gift for any musician” Refrain from using terms with negative connotations o o o o o Wrong Not Store Credit Minimal Not Buying Copy Attributes DO’s: The first letter of each word is capitalized when you have a headline. In a letter or document, the register trademark ® is used on the first use of Music Go Round® on each page; it is unnecessary to use, again, thereafter on that page. The register trademark® should appear in the upper right corner of the logo in a “superscript” font size. Use Music Go Round (no abbreviations) with all communications such as to vendors, customers, community partners. When using brand names in copy, use them only to describe the actual brands’ product and include the appropriate registered trademark. (e.g. Fender® Stratocaster®). ©2014 Winmark Corporation 11 Section 3: Voice and Look DON’Ts: Never state Music Go Round® in all caps, for example, “MUSIC GO ROUND.” Never make a negative statement about a customer or any of the items. Minimize use of the word “sale.” We offer value every day. o A “sale” is referred to as an “event” at Music Go Round. Never use MGR as an abbreviation with external communications i.e. vendors, printers, radio, phone greeting, etc. Actual brand logos are not allowed in any form: print, website, email, signage, etc., unless you have authorization to use the logo. Never use a licensed trademark or registered brand to represent a product that is similar but not the same brand. For example “Cort Stratocaster.” Never use the logo within a sentence or headline. For example: Come to musical instruments and gear. where we buy, sell and trade previously loved Never use the logo without a registered trademark in the upper right corner. Image Attributes When choosing photos, pay attention to the details within the images: Age of talent – fits within target audience Settings of photography – avoid gear with obvious brand logo – i.e. Fender® or Gibson® Group photos – include ethnic diversity whenever possible Does the image fit the placement? Is the photo correct for the viewer? In-store photos must meet current store design standards ©2014 Winmark Corporation 12 Section 4: Logo Usage Section 4: Logo Usage The Mark The logo has been specifically designed for Music Go Round® to reflect the brand and must never be altered or distorted in any way. The mark is a central component of the brand and must be implemented consistently across all applications. The logo is a reflection of the Music Go Round brand. Please notify Winmark of any inappropriate use of this mark by any vendor or store location. Use Only Approved Music Go Round Logos * Notice that the following logos have a registered ® trademark in the upper right corner of the logo. “Shadow Logo” White on Black Primary use embroidery White on Black Text only ©2014 Winmark Corporation “Shadow Logo” Black on White Primary use embroidery Black on White Text only 13 Section 4: Logo Usage Horizontal Logos The horizontal logo is the preferred logo choice for Music Go Round®. This logo format should be used at all times unless space restrictions require a narrower treatment. The horizontal logo is available in three versions: horizontal black, yellow and white with headstock, including a black and white ‘burst’ outline version. All logos have the registered mark ® in the upper right corner of the logo. Any logos with the registered mark ® in any other location are retired logos and should not be used. Horizontal Black This logo can be used in any print or electronic application that is produced in color or black white. Horizontal Yellow This logo is optimal for colored applications, where yellow will stand out such as with darker backgrounds. Horizontal White This logo is best for black and white productions. It should be used any time that the logo is going to be used on a dark or contrasting background. The jpeg file shows the logo on a black background and can be used as a stationary header. The png file is a transparent file and will allow you to place the white logo on a colored background of your choice. Horizontal Black and White Burst Space permitting, the outline burst version may be used following the same guidelines for colored and black and white application described above. ©2014 Winmark Corporation 14 Section 4: Logo Usage Stacked Logos The stacked logo should only be used in situations where space restrictions do not allow use of the horizontal logo. The stacked logo is available in three versions: stacked black, yellow and white. Notice that the logo has the registered ® trademark in the upper right corner of the “d” in "Round.” Any stacked logo with the register ® trademark in any other location is retired and should not be used. Stacked Black This logo can be used in any print or electronic application that is produced in color or black white. Stacked Yellow This logo is optimal for colored applications, where yellow will stand out such as with darker backgrounds. Stacked White This logo is best for black and white productions. It should be used any time that the logo is going to be used on a dark or contrasting background. The jpeg file shows the logo on a black background and can be used as a stationary header. The png file is a transparent file and will allow you to place the white logo on a colored background of your choice. ©2014 Winmark Corporation 15 Section 4: Logo Usage Logo File Types All approved logos are available for download from the Extranet in five file formats: .jpeg, .png, .pdf, .ai, and .eps. These file types should satisfy most printing and production needs. Other file types are available if needed by individual request to the marketing department. JPG Files A JPEG is an image file that can be used in any word document or web application where a high resolution image is not required. This is the file type most commonly used by franchisees. PNG Files A PNG (portable network graphic) file is a graphic file best suited for digital and the website where a high resolution image is not required. This file is optimal in the case where a transparent background is desired. PDF Files A PDF (portable document format) file is used for representing two-dimensional documents in a device-independent and display resolution-independent fixed-layout document format. It is a file both for viewing and printing when rendered in high quality. AI and EPS Files AI & EPS files are high-resolution files used in printing and logo wear. You will not be able to view these files unless you have Adobe Illustrator, Adobe Photoshop, Quark or other production software. Most printers, publishers and graphic artists will require this file for production. Protecting the Mark Never attempt to re-create or modify the Music Go Round® mark in any way. Do not use retired logos (listed below). Do not change the Music Go Round typeface. Do not change the colors of the font or the background. Do not show the logo at an angle or a slant. Do not change the location of the recycling symbol. Do not use the recycling symbol within a sentence, word or headline. ©2014 Winmark Corporation 16 Section 4: Logo Usage Do not animate the logo in any way. Do not attach any graphics to the logo (see Area of Non-Interference). Retired Logos The following logos have been retired and should not be used under any circumstance: Any logo without the recycle ‘o’. Any logo with a ‘colored burst’. Any logo where Music Go Round appears in a “bouncing” font. Any logo with graphics that interfere with the logo. Any logo with a gray scale background. Any logo with a background in a color other than black or white. Approved Tag Lines Used guitars, drums and more! Your ultimate used guitar resource! World’s largest used musical instrument retailer! Right gear, Right price, Right here! ©2014 Winmark Corporation 17 Section 4: Logo Usage Sell us your gear; we’ll treat you right! Reuse. Recycle. Rock.® Your ultimate used gear resource For musicians at all stages Area of Non-Interface To most viewers, the logo is Music Go Round®, but it is really the mark and space around it. So the mark can be seen without distraction or competition, nothing is allowed in its protected space. A minimum amount of clear space should surround the logo, separating it from other elements such as headlines, text, imagery, or the outside edge of the document. This area of non-interference preserves the legibility and visual impact of the logo. Images should never be locked onto the logo. Minimum Size The logo should never be portrayed less than 2 inches long. ©2014 Winmark Corporation 18 Section 5: Typography Section 5: Typography Fonts Typography is a key element to the Music Go Round® look. The standard typographic system for Music Go Round consists of the font Eras Bold ITC. If the primary fonts are not available, use Arial, which is a standard font available on most computers. PREFERRED: Eras Bold ITC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ALTERNATE: Arial Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 EscalidoGothico abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Please note that type should always contrast well with the background to ensure readability. For example, if your background is dark, the type should be light enough to be visible. ©2014 Winmark Corporation 19 Section 6: Color Palette Section 6: Color Palette Pantone Colors In-Store Paint Colors For interior paint, slat wall, and color schemes, refer to the Brand Standards Handbook. ©2014 Winmark Corporation 20 Section 7: Store Signage Section 7: Store Signage Façade/Pylon Music Go Round® is a federally trademarked logo, and the registered vinyl colors must be used. The standard exterior signage is either: Black “text” sign with headstock design Black “text” sign with additional text “bullet” and headstock design On occasion, specific community’s building regulations may require specific design elements that differ from our standard criteria. In this situation, the Director of Training, prior to implementation, must approve the new sign criteria. In addition, keep in mind the following: Franchisees must use one of Winmark’s preferred vendors. Viewing distance – All signs must be legible at the desired distance and sized accordingly. Restrictions – Signage must comply with any applicable code restrictions and be placed where it will pose no safety hazard to pedestrians. Any change in design or colors serves to weaken the mark and is a major cause of concern to Winmark, franchisor and owner of the Plato’s Closet trademark. Winmark must approve all exterior signs. ©2014 Winmark Corporation 21 Section 7: Store Signage WindowTreatment Specifications for window treatments include a decal in ALL windows and doors with an alternating message between windowpanes: Decals must be in excellent condition free from fading, scrapes and discoloration. Franchise Disclaimer/Store Hours A franchise disclaimer decal must be displayed in all stores in the lower window panel to the right or left of the front door. This statement indicates that all stores are individually owned and operated. Store hours are to be displayed at eye level either to the left or right of the front door. An OPEN sign is part of the standard build out kit from Designed Environments. ©2014 Winmark Corporation 22 Section 7: Store Signage In-Store Signage Signage makes an immediate first impression to our customer. Music Go Round® has a non-negotiable in-store sign kit that provides all necessary communications to the customer, along with colors and graphics to enhance the entire visual presentation of the store. Please keep in mind that too many signs can be as bad as too few. Specific placement instructions are located on the Extranet and on the TeamMHC website. All in-store signage can be ordered through the TeamMHC website at http://www.teammhc.com/clients/log-on.php For a list of the current in-store sign kits (i.e. core, clearance, gift card, lifestyle and statement) refer to the MHC website. If the kits do not appear on their website, they have been retired. All retired signs which should be destroyed, thrown away and no longer used. ©2014 Winmark Corporation 23 Section 8: Customer Communication Section 8: Customer Communication Buy Policy The Buy Policy is one of the primary pieces of communication for the brand. It is used predominantly with the in-store explanation of the buy process. Available in Full Color The Buy Policy has editable sections, which allow for customization by each store. Pdf files can be modified and saved by upgrading your Adobe Reader to the most current version. A link can be found on the Extranet. The editable sections include: o Back Side o Brand Names o Store Information o Store Hours o Website The Buy Policy is located on TeamMHC, as well as on the Extranet under Advertising and Marketing/Local Store Marketing. Print Advertising Print advertising is done in local publications, community newspapers or trade magazines. Follow these guidelines when creating a print advertisement: Graphics should be age appropriate representing our core demographic. Do not use clip art in print ads. A full library of lifestyle graphics is available on the Extranet under Marketing/Images Gallery. Follow copy instructions from Section 3: Voice and Look and Section 4: Logo Usage Messages should be clear and concise. o Stick to your main two points. o If you get too wordy your message or point will be lost. When creating your own print ads: o Ads should always be anchored with the logo on the lower portion. Any brand names used in ads must follow the guidelines stated in Section 3: Voice and Look. Sample print ads are located on the Extranet under Marketing/Print Advertising. o ©2014 Winmark Corporation 24 Section 8: Customer Communication Broadcast and Cable The Music Go Round® library of television commercials is available to order through the website portal in various formats: DVD available upon request. The number after the name of the spot is the iscii code. This number matches the code on the end slate of the commercial. Always refer to the name of the commercial and the iscii code to ensure placement of the correct spot. Commercials can be ordered with or without tags from the website portal. If your media station is doing the tagging, they need to follow the examples below. All end slate tagging on commercials should be in Arial or Helvetica font in black. Refer to the following examples of approved end slates: Evergreen Run Shopping Center South Windsor 90 Buckland Rd. 860-648-2145 2 Metro Locations 2131 Zeier Rd Madison , WI 608-241-9759 ©2014 Winmark Corporation 2131 Zeier Rd Madison , WI 608-241-9759 Now Open to Buy Evergreen Run Shopping Center South Windsor 90 Buckland Rd. 860-648-2145 musicgoround.com Visit Our 10 Dallas/Ft. Worth Metro Locations musicgoround.com 25 Section 8: Customer Communication Radio Radio Production Instructions: o o o o o Produced spots and music bed options are available for download at the same portal link as television spots. A variety of scripts are available on the Extranet under Advertising and Marketing/Radio. Spots are to be produced by the local stations using the voice cast recommendations located on the script. The background music is available in :15, :30 and :60 second versions. Script modifications – Email all modified scripts to the Style Encore marketing manager for approval prior to use to ensure all brand standards are met Recommended Tagging Instructions: o o o o o o Single store – Music Go Round® located on Street Address in the blank shopping center. Two stores – Music Go Round in City at Address and City at Address Multi-store market – Music Go Round has 4 Metro locations: City, City, City, and City. Visit them online at musicgoround.com. Now Open – Now Open in City at Address Now Buying – Now Open to Buy in City at Address. Depending on the time allotted for tagging, you may be able to add additional information such as in the blank shopping center or at the corner of blank and blank. Local Store Marketing Local store marketing should be an integral part of your marketing efforts. Aside from being cost effective, local store marketing is an additional layer to your marketing plan that helps build sales, inventory, and the brand through another customer touch point. Everything from flyers, customer loyalty, clearance events and in-store clinics contribute to your local store marketing efforts. Be mindful of additional opportunities that may be available in your community. Local Store marketing information and programs can be found on the Extranet under Local Store Marketing. ©2014 Winmark Corporation 26 Section 8: Customer Communication Direct Mail Direct mail has proven itself to be a useful marketing tool. When executing a Direct Mail campaign: Research a printing vendor to use and make sure to: o Select and customize the card. o Supply customer list. Have a purpose to your campaign. Define your customer list to reflect your campaign…i.e. don’t send a “Rocktoberfest” Direct Mail card to your band parents. Plan ahead…Allow 2-3 weeks from your order placement for the campaign to land in your customers hands. Plan further ahead…Have your cards land with your customers 1-2 weeks BEFORE your offer begins. Public Relations Additional public relations in the form of TV coverage or print media can be very beneficial to an individual franchisee or market. Proper use of the Music Go Round® brand name and logo, correct use of women brand/store names, appropriate use of Music Go Round and Winmark store counts as well as figures/statistics are critical in making certain information is credible, valid and properly quoted. Prior to going to print or being interviewed, contact your marketing manager for approval and recommendations to ensure all brand guidelines are followed. Cinema/MovieTheater This form of advertising has been effective only when using our 15 or 30 second commercials and not static slides. Budget should not be allocated to this medium unless other mediums are fully utilized first. Billboard Billboard advertising is dependent on drive-by traffic. Because of this, there is no way to truly target our immediate demographic. The cost of billboard advertising is also a strong deterrent as the majority of your marketing dollars will be spent on media where you are able to target the 18-44 year old male. ©2014 Winmark Corporation 27 Section 9: Digital Marketing Section 9: Digital Marketing FranchiseeWebsite Winmark has established a program for franchisees to create their own website using an approved template. Features of the website program include: Addition of email addresses (optional) Customizable pages o Home o About Us o Community Links o Lessons and Repairs o Cash for Gear o New Gear o Promotions o Most Wanted o Jobs Domain name o Approved format www.musicgoroundStoreName.com To purchase a website, sign-up at http://portal.treefort.com/ Detailed information regarding the franchisee website set-up can be found on the Extranet under Advertising and Marketing/Website. Refer to the Internet Code of Conduct for franchisee website policies. Digital Advertising Digital ads come in a variety of sizes and styles. Many banners for online advertising (i.e. Facebook Ads) can be found on the Extranet under Marketing/Online Advertising. Some examples are: Facebook ads Facebook cover images Google+ images 500x500 – Pandora banners 600x100 – commonly used for a Constant Contact footer 600x200 – commonly used for a Constant Contact banner o This size also works nicely on top of any page on a store website 728x90 (horizontal) – Used for online ads 300x250 – Used for online ads 160x600 (vertical) – Used for online ads ©2014 Winmark Corporation 28 Section 9: Digital Marketing Email Marketing Our email program through Constant Contact® allows the flexibility to modify corporately produced email campaigns and the ability to create your own. When creating your own emails, follow the guidelines previously stated in Sections 3-4 on Voice and Look and Logo usage. All emails should contain the most current Music Go Round® logo. For your protection, we have included some standard disclaimers to follow. RECOMMENDED DISCLAIMERS: Spend More Save More o Spend $50* get $10 off o *before tax Clearance Sale o Offer valid on clearance items only and may not be used in conjunction with any other discount, sale item, offer or benefit. Cannot be applied to any prior purchase or gift cards. Valid only at store(s) listed below. o Offer valid on clearance items only. Cannot be applied to prior purchases. Valid only at store(s) listed below. o As a member of our email club print this email and bring it in to receive discounts 1 hour before the general public. Include expiration date if applicable o Offer valid through June 20th, 20XX Trade up promotion o Print this email and bring it in to receive an additional 10% on any product traded in toward any purchase Special Promotion o Selected Items o Discount applied to lesser of 2 items o On items of equal or lesser value Refer to Internet Code of Conduct for policies and clarification of Internet relate issues. ©2014 Winmark Corporation 29 Section 9: Digital Marketing Social Media A social media site simply allows people to socialize online. From the business perspective, it may be a way of communicating a specific message to your customers. Sites such as Facebook®, Twitter®, Instagram® and Pinterest® are considered some of the more common social media sites. Facebook At this time stores cannot have individual Facebook pages for their stores (per the Internet Code of Conduct and franchise agreement) without prior approval from Winmark. Facebook participation requests can be made to the marketing manager. Stores choosing to request a page must meet the following criteria: Submit an annual marketing plan via his/her media buyer or advertising vendors that meets the minimum requirement of advertising budget expenses per their franchise agreement. Participate in an advertising co-operative (if applicable). Maintain a Music Go Round® website with current, store specific content Utilize Winmark established email marketing program, sending out a minimum of one email per month. In addition, the following activities are required: The page is monitored daily for negative comments. The site must show growth of fan base. Business content only is posted at least two to three times a week, i.e. no personal status updates, (reference the Internet Code of Conduct for more information). Winmark will create all Facebook accounts for the approved store and be given admin rights of the store’s social network account(s) with the right to disable the account upon any violation. Social media platforms, used properly, provide us with a great opportunity to market our brand and learn more about our consumers and our industry. Understanding the proper way to communicate via this medium is the key to its success; not understanding can be the downfall. Additional information can be found on the Extranet under Marketing/Online Advertising. ©2014 Winmark Corporation 30 Section 9: Digital Marketing Facebook Ads Stores can place ads on Facebook® as a way of promoting their location and sending potential customers to their store websites. Advertising on Facebook can be narrowed down to target a specific age group, sex, and radius around a store location all while keeping the cost fairly minimal with a pay per click or per impression options. Messages within ads you have placed can be changed at any time pending approval/activation from Facebook. The wait time on this is usually only a few hours when placing changes Monday through Friday; weekend updates may take longer. In order to advertise on Facebook, a store will need the following: A Music Go Round® website – The ultimate goal of your Facebook advertising efforts is to drive traffic your store website. Therefore, it is important to keep that information current and up to date. A personal Facebook account – The only authorized brand Facebook sites are the U.S. and Canadian national fan sites. Allocate your advertising dollars accordingly. Before starting you should decide how much money you want to spend per month on Facebook advertising. Instructions for placing a Facebook ad, images for use when placing ads and text recommendations are located on the Extranet under Marketing/Online Advertising. Twitter Twitter® is a free micro-blogging platform, which simply means that it’s a way for anyone to broadcast short messages to a group of followers. Followers can receive messages on their computer or mobile phone. Retail businesses use Twitter to inform customers of special events, announce promotions, broadcast store information such as hours, most wanted items, and inventory needs, and to communicate with customers to build repeat business. Twitter is not the most effective forum for advertising to our demographic; however, there are specific instructions for setting up a Twitter account for your store on the Extranet under Marketing/Online Advertising. ©2014 Winmark Corporation 31 Section 9: Digital Marketing Instagram Instagram® is a fun and quirky way to share your business with customers through a series of pictures. Snap a photo with your mobile phone and choose a filter to transform the image into a memory to keep around forever. Instagram was built to allow people to experience moments through pictures as they happen. You can share the photos via Flickr®, Facebook® and Twitter®. As with our other social media outlets, i.e. Pinterest®, Instagram presents some interesting issues regarding trademarks. Per our guidelines, whenever showing a brand on an item, it is important to use the ‘gently used’ phrase in your description. In addition, it is our recommendation that you do not copy and paste any actual brand logos from websites and use them on your Instagram site. It is important to refer to your Brand Style Guidelines as well as the Internet Code of Conduct to ensure the store is not posting images or trademarks that would cause them to be in violation of Brand Standards. ©2014 Winmark Corporation 32 Section 10: Corporate Identity Section 10: Corporate Identity Letterhead Using the Music Go Round® letterhead, available through TeamMHC, or as a Microsoft Word template, is highly recommended in all outside communication with vendors, customers, and business partners. Usage builds brand identity and establishes a degree of professionalism. When using blank envelopes or shipping labels, include the Music Go Round logo. Business Cards Every store should have business cards printed and accessible to customers and employees. Business cards are available through TeamMHC or can be ordered locally in various quantities; the business card template is located on the Extranet under Marketing/Local Store Marketing. If producing cards locally, use the following format: Logo Name Position (ie. Owner, Store Manager etc.) Store Address Store phone and fax numbers Website and email address Email Signatures Consistency in email signatures is necessary when corresponding with vendors or customers. Use the following format when creating your email signature: Name (bolded) Title Music Go Round (space) T:telephone # F: fax # E: email address Reuse. Recycle. Rock.® musicgoround.com ©2014 Winmark Corporation John Doe Owner Music Go Round T: 123.456.7890 F: 123.456.7890 E: [email protected] Reuse. Recycle. Rock.® musicgoroundStoreName.com 33 Section 10: Corporate Identity Merchandise Bags All stores are required to use the standard Music Go Round® bag. Bags are available in Small and Large sizes Bags are Grey with Black Music Go Round Logo. Available through Designed Environments o 240MGR-911 – Small merchandise bag o 240MGR-1923 – Large merchandise bag Logo Wear and Promotional Items Music Go Round logo wear is available through the TeamMHC website at http://www.teammhc.com/clients/log-on.php Recommended placement of the logo is on the upper left chest of the shirt. Stores may also create their own logo wear locally using a digitized logo image. Stores are required to use Music Go Round approved logos when creating logo wear locally. Promotional shirts are a great idea for in-store events, gift card promotions and busy times of the year (to make employees stand out). ©2014 Winmark Corporation 34 Section 11: Vendor Identity Usage Section 11: Vendor Identity Usage Trademark Brand Representation Music Go Round® stores carry a wide variety of nationally recognized brands (i.e. Fender®, Gibson®, Marshall® etc). To eliminate any misrepresentation of these brands, Music Go Round® stores must follow these guidelines: The word “used” must be used prior to mentioning and in the same phrase as any brand names of used inventory. If you are unsure of its proper placement contact the marketing manager. All brands must be represented in all lower case (i.e. fender) or all upper case letters (GIBSON) and in a generic typeface font (Arial) when used for in-store signage, electronic media (TV), print ads and the Buy Policy. Actual brand logos CANNOT be represented (by downloading the logo from the brand website) in any fashion on print ads, signage, website, or otherwise unless you are an authorized dealer and are allowed to use a brand’s identifying marks (such as a logo) for marketing purposes. In instances where we carry new product and are authorized dealers, you are allowed to display the vendor’s logo and provided signage. Refer to the Extranet under Operations/Brand Standards for full details. ©2014 Winmark Corporation 35 Section 12: Media Buying Guide Section 12: Media Buying Guide Marketing the Music Go Round Brand A brand is a perception in the mind of the consumer about what to expect. There are a lot of choices out there. There are a lot of choices out there, but our best success will come from advertising our point of difference! A brand helps simplify these choices. Marketing is crucial for growing store sales and expanding the brand as a whole. Category Focus Our Message: We Buy! This is our competitive difference Drives business into the store Majority of our marketing materials focus on the buy message Electronic Media Broadcast/Cable Benefits o o o Sells the concept and builds store traffic for retailers Creates most “lasting” impressions to build brand identity and image Visual representation that attracts target audience o Reinforces our “non-resale” stereotype – store visual o In-store spots important for new markets/stores Recommended o Cable Television o “Male demographic package” VH1, TBS, FX, TNT, MTV, USA, Spike TV, Cartoon Network, ESPN o We recommend a combination of 3 to 5 cable stations that target our demographic. Network Television o o o ©2014 Winmark Corporation Secondary Stations CW – formerly WB UPN Ad placement during syndicated runs of: • The Simpsons • Family Guy 36 Section 12: Media Buying Guide Radio Benefits o o o Best use as a call to action i.e. Grand Opening, In-Store Event, Clearance or Weekend Promotion Can create awareness to targeted audience and has good promotional value Secondary marketing layer to television Recommended o Classic and Hard Rock/Alternative Radio Stations Secondary – College or small signal independent stations o Evening, weekends mid-day (after 12p), Late night, Local music show sponsorships (if available) o 20’s aggressive Male radio personality reading a script o Scripts created by stations based on your specific promotions o Music bed available from the Extranet o Added value options when using a media buyer ©2014 Winmark Corporation Ticket giveaways Customized promotions No charge Live broadcast 37