Download Rayovac Interactive Marketing Plan

Chelsea Lawliss
Jerad McHenry
POWERFUL,YET HUMBLE.
Table of Contents
Situation Analysis
Objectives and Strategies
Media Tactics
New Media
Summary
Appendix
Bibliography
Situation Analysis
Situation Analysis
Introduction
Rayovac Alkaline batteries are the third largest battery brand in the United States, and they wish to
increase their share in the market, develop more brand awareness, and increase sales. In an effort to
achieve these goals, Rayovac is launching an interactive media plan.1
Industry/ Segment Review | Alkaline Batteries
Alkaline batteries are a multi-billion dollar industry. Available in a variety of sizes, including AA, AAA,
D and 9 volt, alkaline batteries fall into the disposable battery category.1
Rayovac Alkaline Batteries, owned by Spectrum Brands in Madison, Wisconsin, is the third best selling
battery in the United States with about 13 percent of the market share. It trails Duracell and Energizer,
which together make up 70 percent of the alkaline battery market. Duracell and Energizer use reliability
and longevity as unique selling points, but independent research shows that Rayovac performs just as
well as the leading competitive brands.1
Current Consumer Review
According to Simmons data, the current consumers of Rayovac batteries are mothers with children
living at home buy most of the alkaline batteries purchased in the United States. Children, gamers,
electronic device users, and those consumers buying batteries for safety purposes, i.e. fire alarms,
flashlights, etc., are also potential targets for the alkaline battery category.
Situation Analysis
Competitive Review
Rayovac batteries are the #3 battery brand behind Duracell and Energizer. Both aided and unaided
brand awareness of this brand are also low due to a discrepancy in spending capabilities: Duracell
and Energizer outspend Rayovac 5:1.
Although Duracell and Energizer have higher “brand you can trust” and “quality brand” ratings, tests
have proven that all three of the brands last as long in the same device. 1
Current Messaging/ Creative: Rayovac, Energizer, & Duracell
Rayovac: “Powers Your Fun,” “Powers Your Life”
The current creative campaign for Rayovac positions the batteries as the brand
that can power all components of your life, from toys to safety devices, while
emphasizing its low price point in comparison to the other leading brands. The
current commercial features the slogan, “Lasts as Long. & Costs Less!”2
Energizer: “Now that’s Positive Energy”
The Energizer team is currently focusing on the marketing of their Ultimate
Lithium batteries. Their “Now that’s Positive Energy” campaign is promoting
their products as lasting longer with less waste. This campaign also emphasizes
new programs and partnerships that are working toward making the world a
better place.3
Duracell: “Trusted Everywhere” and “Power Those Who Protect Us”
Marketing Review | Rayovac
Position: Emphasizes its lower price point for the same performance as Duracell and Energizer
Promotions:
•
Narration of current commercial reads, “They all perform equally, except at the cash register”
•
Rayovac Fan Fridays: Weekly giveaways on product website for “liking” their page
Product: Packaging carries a label that reads, “ Rayovac. Last as long as Energizer.”
Price: On a per battery basis, Rayovac batteries cost less than Energizer or Duracell2
Duracell’s most recent campaign highlights the battery as the one consumers can
trust, whether for use in everyday items like games and cameras, but also in more
serious situations, like that portrayed in their firefighter commercials. The “Power
Those Who Protect Us” campaign says that Duracell batteries are the ones that
firefighters rely on to run their equipment.4
Situation Analysis
Situation Analysis
Target Audience | Strategic Value Consumer
Strengths
Weaknesses
• Rayovac batteries perform the exact same as
the other two leading battery brands
• Lower budget for advertising expenditures
•
Has the ability to make progress and earn
more of the market share in comparison to
the other established, bigger brands
• Only 50% consumers are aware of Rayovac
on an aided basis, and only 25% can name it
on unaided basis
Threats
• The current recession allows for the success
of value brands
• Because Duracell and Energizer have larger
shares of the alkaline battery market, they
have more money to invest on the 4 P’s
• Rayovac batteries are just as powerful as
Duracell and Energizer, but cost less
The consmer is now employed full time and enjoys a
comfortable household income ranging from $75,000
- $250,000 a year. They are married, with children
and are likely living in the Midwest or in the South.
• Consumers don’t believe that Rayovac performs as well as the leading brands
Opportunities
Our strategic value consumers are current users of
Duracell and Energizer batteries. Duracell and
Energizer consumers are 47% male and 53% female.
The target is Caucasian and generally older, ranging
in age from 30 to 49. The target is educated; 16%
have a Bachelor’s degree and 10% have graduated
with a Master’s degree.
Reasearch indicates that this family has recently made major home improvements. As a growing family,
they have also invested in a new or used car within the past 12 months. Our consumers are happy
with their lives and enjoy sharing that happiness while spending time with their families. They enjoy
camping, playing board games and going to local parks and beaches to enjoy the outdoors.
In regards to their beliefs about shopping and products, this consumer doesn’t mind paying extra for
quality goods. However, they also look for specials and bragains when shopping. The current unstable
economic situation in the United States has forced even the upper-class to look for deals.
Target Audience | Retail Audience
Key Issues to be Addressed
• Consumers need to be convinced of the quality of Rayovac batteries, and that they perform just as
well as the leading competitors.
• Increased awareness of the Rayovac brand needs to be generated
Walmart currently devotes 50 percent of all its battery shelf space to Rayovac. Considering, the price
consciousness of our SVC, maintaining shelf space in America’s largest bargain retail big box store is
important if we are to see sales of Rayovac batteries increase. It would be smart to increase the number
of checkout displays and displays near recreational and household products that use batteries since
batteries are an impulse buy. We want people who are considering purchasing battery powered products
at Walmart to consider Rayovac batteries as well, and more displays near more products will help
consumers choose Rayovac.1
Due to the struggling status of the American economy, we expect Duracell and Energizer consumers
to be shopping at Walmart. By maximizing shelf space and point of sale advertising, we hope to give
Energizer and Duracell consumers the opportunity to act out their battery buying impulses by purchasing
readily available Rayovac batteries.
The choice not to focus our resources on retail outlets like Target, stems from the reality that Energizer
dominates that market. Sears and KMart stores are not as nationally located as WalMart. WalMart is the
retailer that will be able to best further the business objective of this campaign.1
Objectives and Strategies
Business Objective:
Increase sales of Rayovac Alkaline batteries by 2%.
Marketing Objective:
Get users of Duracell and Energizer batteries to try Rayovac Alkaline batteries at least once in the 2012
calendar year.
Marketing Strategies:
• Position Rayovac as the best value and smartest buying decision.
• Promote the idea that all alkaline batteries are created equally, via traditional and interactive media
• Create new product packaging that emphasizes the smart purchasing decision that Rayovac batteries
are.
• Pricing: Develop pricing plan that promotes Rayovac during times when consumers have a tight
budget, i.e. holidays, back-to-school
• Place Rayovac batteries more prominently in electronics section, toy aisle, checkout line for impulse buyers, sporting goods sections
Advertising Objectives
Objectives
& Strategies
• Increase brand engagement with Rayovac online by consumers of competitive brand batteries,
measured by click-throughs, time spent on website, and redemption of coupons offered on Rayovac
website
• Convince users of Duracell and Energizer that Rayovac batteries are of equal quality, lifespan and
power
• Increase awareness of the Rayovac brand by 20% amongst our target
• Generate buzz and increase memorability/awareness of the Rayovac brand using a variety of socail
media platforms
Advertising Strategies
• Make online content more interactive through the introduction of more flash and video features
online
• Stress independent research that shows Rayovac batteries to be as effective as Duracell and
Energizer to prove that Rayovac batteries are reliable and powerful through traditional and
interactive advertising
• Revamp slogans and enhance product packaging
Objectives and Strategies
Advertising Rationale
Rayovac has a history of using big name celebrity promoters, and yet, they have very low aided and
unaided brand awareness compared to Duracell and Energizer, prompting a total revamp of the message
itself. Yet, the theme of core of value will remain in place. The reality of a long recession coupled with
the fact that our consumer wants to save money, but not sacrifice quality or performance makes stressing
Rayovac as powerful of a battery as Duracell and Energizer at a lower cost a worthwhile approach. Our
SVC’s willingness to search for deals asserts that they will respond well to the value and power appeals.
The relatively static nature of Rayovac’s site compared to Duracell and Energizer allows advertising and
coupons to be avoided. Integration of more interactive media will make the messaging less ubiquitous
and more drawing, thus, further communicating Rayovac’s value and increasing brand awareness.
Media Objectives
Target:
Current users of Energizer and Duracell batteries
Geography:
According to Simmons Data, our SVC is most likely to be living in the Midwest and in the South. We
will heavily emphasize the campaign in these regions. However, because our retail target, WalMart, is
located nationally, we will do light national coverage so as not to lose potential audiences.
Objectives and Strategies
Scheduling
Due to our budget, as well as the variability in battery sales throughout the year, we are opting for
a pulsing advertising campaign. Advertising will be most heavy during the months of July, August,
November, December, and January in keeping with our seasonality described above to target back-toschool and holiday shoppers. However, we will keep some form of advertising going throughout the
entire year so as to prevent our SVC from forgetting about us.
Academic electronics and toys are typical items that require alkaline batteries, and considering the age of
our SVC, items they will likely need to purchase for their children. Since batteries are an impulse buy, we
plan to make the advertising the heaviest during the last two weeks of August, first week of September,
last two weeks before Christmas and the week after Christmas to coincide with the times when people
will most likely realize they need batteries. Since batteries are considered an impulse buy, it is expected
that people may be more apt to purchase Rayovac batteries closer to back-to-school or the holidays. Unlike larger ticket items that may require more emotional investment or thought, we expect consumers
to realize they need Rayovac batteries later in the back-to- school and Christmas buying seasons. We
will go heavier on our advertising during the end of the back to school and holiday shopping seasons.
Considering the age of our SVC being prime child rearing years, we expect last minute preparation for
these major annual events to be a great time to use advertising to drive our brand awareness and sales as
our target realizes they need batteries.
Weighting
Twi3er 0% SEO and SEM 0% Online Adver+sing App 0% Facebook 0% Streaming Video 4% Streaming Video 0% Streaming Audio 1% Twi$er 12% Seasonality
Because Rayovac doesn’t have as strong of brand recognition as Duracell and Energizer, it would
be detrimental to the business objective if there were periods of time with no advertising. Based on
this rationale, a year-long national pulsing strategy with regional heavy-up periods from July through
September for the back-to-school sales and October through January for the holiday season will be
used.
App 40% Facebook 25% SEO and SEM 18% Streaming Audio 0% Online Adver+sing 100% Objectives and Strategies
Creative Brief
The Role of Advertising
Convince consumers of Duracell and Energizer batteries that they can get the same performance from
Rayovac, but at a cheaper price
The “Big Idea”
“Same Battery, Different Label”
Tests and research have proven that Rayovac Alkaline batteries perform the same as Duracell and Energizer Alkaline batteries. Our “big idea” emphasizes that all alkaline batteries are created equally. This
idea will help convince consumers that the quality of Rayovac batteries is not compromised for a lower
price.
Key Message
Consumers can have the best of both worlds: power and savings.
Tone and Manner
The tone of Rayovac resonates as powerful, but humble. This battery is for hard working families who
make smart purchasing decisions and are not worried about brand names, but rather want the most for
their dollar. The manner in which this will be achieved is through advertising that focuses on the idea
that what the consumer is buying is not the brand name, but rather the promise of quality performance
and reliability. Ads will not be flashy, but instead feature every day families using the product, with narrative that focuses on the proven performance quality of the battery.
Media Tactics
Media Tactics
Media Tactics
Online Advertising
Online Advertising Targeting
Online advertising is providing consumers with an interactive experience that is not achievable through
traditional media. Online advertising can facilitate engagement with brands and drive traffic back and
forth between online and offline mediums, thus increasing the impression making capabilities of a
brand’s advertising efforts. One of the greatest advantages of the ads placed online is that they have the
ability to reach consumers based not only on their demographics, but also their beliefs, behaviors, and
lifestyles. This is the medium where advertising gets personal.5
Contextual Targeting
Contextual Advertising aims to deliver ads based on the content of the web page that a consumer is
using. For example, we would target our SVC while they were shopping online at bestbuy.com or
toysrus.com during the holiday season, or on weather.com and walmart.com during the back-to-school
and camping seasons.6
Online Advertising Creative Units
Purchase banner ads during the last two weeks before Christmas and last week of December along with
the last two weeks of August and first week of September to coincide with back to school. Ads placed
periodically during most of the year while more heavy in July, August, November, December, and
January, but most heavy closest to Christmas and back to school, as immediate need may stimulate the
impulse buying of batteries.
Flash Ad
Geographic Targeting
Geographic targeting allows for ads to be directed to consumers based on their location, thus providing
them with more local and relevant ads and search results. We will focus on the South and Northeast/
Atlantic Coastal regions where our SVC is most likely to live. Geo-targeting really allows us to narrow
in on our SVC and provide them with relevant information on where they can purchase Rayovac
alkaline batteries.6
Behavioral Targeting
Behavioral Targeting directs ads to consumers based on their specific web behaviors. The tracking of
which kind of sites that our SVC has been visiting lately will allow us to place ads when they are most
relevant. For example, if our target is searching for camping supplies or is making a shopping list for
back to school, Rayovac advertisements would appear so that the consumer would be reminded of
Rayovac when making purchasing decisions.6
Specific Online Advertising Media Buy | Top 10 Best Sites
Ad Description:
The Flash Ad communicates Rayovac’s comparability to Energizer and Duracell. It uses the tagline:
“Same Battery, Different Label,” juxtaposed with two generic, unlabeled batteries marked “A” and “B.”
This ad appeals to the brand consciousness of current Rayovac consumers reinforcing the idea you are
getting the same quality battery for less. The Flash Ad also attracts our SVC, current Energizer and
Duracell consumers, communicating that Rayovac batteries are just as good of a battery. Combining this
message of comparability with price aids in the the marketing strategy to position Rayovac as the best
value and smart buying decision in the alkaline battery category, thus communicating that Duracell and
Energizer consumers should switch to Rayovac.
ExpediaEbay
YahooBest Buy
AmazonAsk
CafemomAOL
BabycenterMSN
Refer to the appendix for the Monthly Costs of Online Ad Buy spreadsheet
These 10 sites were chosen based on the logic that they would reach a large number of people, a
large majority of which have characteristics of our SVC. Specifically, we chose websites that had a
high reach, but also chose several that had high compositions. We also wanted to make sure we had a
range of sites, including ones that focused on online shopping like Best Buy and Amazon, to sites that
provided updates for our news savvy consumer, like Yahoo and MSNBC. The parent geared websites,
Cafemom and Babycenter will reach our SVC during the holiday months as she is baking and doing
crafts with her kids, as well as during the months when they are preparing for school to start. It could be
argued that some of the websites that we chose are extremely large, perhaps negating the effort to reach
a specific demographic; however, we argue that because Duracell and Energizer have such a large share
of the battery market, it would be in Rayovac’s best interests to reach out to those sites at strategic times
of the year in order to make itself known.
Media Tactics
Online Advertising Cost Analysis:
The total cost of the proposed one year online advertising campaign is $103,641,324.00.
*Refer to the Appendix for media flowchart and budget spreadsheet.
Streaming Video | Hulu.com
Hulu is the ninth most visited site in America according to Comscore7 making it
a valuable site in terms of advertising reach which will aid us in our marketing
objective of building brand awareness among Energizer and Duracell users. Hulu
offers advertisers the choice of video or video plus iinteractive banner ads. Hulu
is the leader in the number of video ads and frequency of views. It also has one of the highest ad recall
rates. Users cannot fast forward through ads on Hulu, thus driving exposure which results in building
awareness. This frequency would aid in creating consumer awareness of Rayovac Batteries. Hulu
ultimately is less likely to be used by current consumers over Youtube or basic search sites like AOL,
Google, or Youtube, but in attracting competitors’ consumers the reach of such a popular site will be
useful in challenging Duracell and Energizer’s vast market share.8
Hulu will be best to use in creating recognition of the Rayovac brand among consumers as opposed to
targeting our SVC.
Suggested ad forms include the standard or premium format. Viewer choice ads are too expensive for
a brand like Rayovac that has a lot of bases in ad buying, SEO, and SEM to cover in order to compete
against major competitors in market share and communication of the brand identity.
A premium ad may be a good purchase in that it allows the integration of traditional video with banner
ads. This may expose a user to Rayovac more than the fleeting message of a standard ad. The recall
rate of Hulu video ads with the boost of an integrated banner ad may be a powerful tool in raising
Rayovac brand awareness and ultimately raising sales.
To run a standard or premium ad on Hulu targeted to members of our SVC who use the site would cost
$23,070 at $30 CPM and with a reach of 769,211 people.8
Media Tactics
Streaming Audio | Pandora.com
Pandora is an online radio station that is customizable based on the user’s artist and
song preferences and is supported by advertising7.
Rayovac would benefit from placing ads on Pandora because this website can
target very specifically based on age, gender, location, and genre.9 Also the profile
of the Internet radio user shows that they are “more affluent, more educated, and employed#,” all
characteristics that our SVC skews toward. Quantcast data indicates that Pandora has a high composition
of 130 with our SVC. Combined with the fact that this arena for online advertising is growing ever more
popular and is a space that isn’t cluttered with advertising, our ads really have a chance to stand
out7.
The best advertising package for Rayovac to use would be an “Audio + Companion Display Ad”
combination. The 15 second audio component would still be heard by the user even if they clicked off
the Pandora page during the advertisement and the display ad will have impact as it will not be cluttered
by other ads on the screen. Pandora’s role in our media plan isn’t huge, but will provide reinforcement of
the Rayovac brand during the a heavy-up time, the month of August.
The total cost of running a combo + display ad on Pandora for one month is $6,829. The reach is
525,352 people at $13 CPM.
Media Tactics
Search Engine Marketing (SEM)
SEM, or paid search advertising, accounts for 25% of the clicks made by consumers online. These paidfor ad placements on search engine results pages generate leads of potential consumers to contact, assists
in e-commerce, increases visits and sales on websites, generates increased branding and awareness,
provides information where your product can be found locally and registers your site so people now how
to find you.10
SEM becomes crucial at the Zero Moment of Truth, the moment when consumers consult their laptops,
smart phones, or some other wired device to research more about a product before making a purchasing
decision. During these searches, it is crucial for Rayovac to come up as a top hit in search results so that
potential consumers have information about the brand at their fingertips.10
Rayovac is currently not investing in Search Engine Marketing. Leading the way in SEM in the battery
category are Energizer and Duracell, which are the brands of batteries that our SVC currently buys. The
words most commonly bought by Energizer and Duracell include: “battery,” “batteries,” “AA battery,”
‘rechargeable batteries,” and “batery.” It would be a wise and beneficial decision for Rayovac to invest
monies into SEM to increase awareness among our target group. Rayovac is not appearing in the first
couple of pages of organic search, let alone paid search, so in order to convince users of Duracell and
Energizer that Rayovac batteries are of the same quality and power as the batteries that they already
use, but for a cheaper price, then their website needs to start appearing in line with its competition - not
behind it.
General Keywords
batterybattery careheavy duty batteries
batteriesleaking batteriescoupons for batteries
battery operated
battery disposal
replacement battery
battery couponsbuy batttery
cheap batteriesbattery priceBrand Keywords
battery salesall-purpose batteriesRayovac
battery discounts
batteries for sale
Rayovac batteries
inexpensive batteries
types of batteries
Spectrum brands
long lasting batteryRemington
longest lasting battery
Battery Type
Same battery different label
compare battery brands
aa batteries
Powers your fun
compare battery types
aaa batteries
Powers your life
compare batteries9V batterybattery rayovac
battery power12V batteryBattery Warehouse
cheapest place to buy batteries
C battery
BatteriesPlus
bulk batteriesD batteryWal-Mart batteries
wholesale batteries
alkaline batteries
Target batteries
fire safety
lithium batteries
Best Buy batteries
back to school supplies
rechargeable batteries
Circuit City batteries
battery reviews battery type
Lasts as long and costs less
Media Tactics
PromotionsOffense/Competition
Battery Operated Products
Fan FridayEnergizerbattery operated
Stay Connected Sweepstakes
It keeps going and going
battery operated lights
Rayovac facebook
Now that’s positive energy
flashlight batteries
Rayovac twitter
Energizer Bunny
hearing aid batteries
Rayovac reviewsDuracellwatch batteries
Rayovac coupons
The battery trusted everywhere
camping batteries
Rayovac discounts
Prepare and protect
camping necessities
Rayovac printable coupon
Power those who protect us
battery toy
Rayovac products
best battery
battery operated toy
Rayovac company
best value battery
battery Christmas lights
quality batteriesChristmas batteries
Defensesmoke detector
bad batteries
Misspelledsmoke alarms
worst batteriesbatteryscamera battery
battery acidbaterylaptop battery batteriecar battery
This list of key words was chosen because they encapsulate a wide range of potential terms related to
our product. The list includes words associated with batteries in general, words that resonate with the
Rayovac brand and its competition, as well as products that require batteries to operate. Misspelled
versions of the word ‘battery’ were also included to account for typing mistakes and common spelling
errors.
Based on continued in-depth research using the Google AdWords tool, the following 20 words were
chosen as the top related search terms. Overall, most of the terms we chose were good. However, we
decided that in order to optimize our results, terms that did not receive at least 15,000 hits per month
were not the best choice for Rayovac. Also, the terms that were searched most often were not too
specific, but still related to our products.
Top 20 Search Term and their hits per month11
batteries (6,120,000)
Rayovac (40,500)
Energizer (246,000)
Duracell (201,000)
best battery (135,000)
battery reviews (90,500)
battery power (246,000)
alkaline batteries (33,100)
AA batteries (74,000)
smoke detector (201,000)
battery operated (301,000)
BatteriesPlus (246,000)
battery coupons (49,500)
cheap batteries (27,100)
battery price (90,500)
buy battery (74,000)
Walmart batteries (74,000)
battery operated lights (60,500)
batterie (90,500)
fire safety (201,000)
Media Tactics
SEM (Cont.)
The average CPM for this SEM ad is $0.78 $1.17 with an average of 94 - 115 clicks per
day. The estimated cost per day of this campaign would be approximately $100/day, or
$3,000 per month. In an effort to optimize the
campaign we got rid of the words “fire safety”
and “smoke detector,” words that don’t directly
have to do with batteries, however the number
of clicks went down drastically. We also attempted to rid of the terms for stores, “Walmart batteries” and
“Batteries Plus,” but they did not succeed in resulting in more clicks or a decreased CPM.11
This campaign will run complimentary to our heavy up periods- in conjunction with back-to-school
sales in August, and then to coincide with the holiday-gift-buying season, November through January.
Demographically speaking, this ad will focus in the areas where our SVC is most likely to live, that is
the Midwest and Southern regions of the United States.
Search Engine Optimization (SEO)
Search Engine Optimization is beneficial to companies and their websites because it optimizes natural
search. Research shows that people are more likely to click on the first few links that appear once a
search is conducted. Search algorithms respond well to sites that have strategically included terms in
their content that they know their consumers will use when searching for their products. By including
these keywords that SEM Analysis has identified as important in their content and titles, the Rayovac
website has the potential to raise its place in natural search.12
Content:
Rayovac’s website makes use of generic tabs and sub-tabs in comparison to their major competitors,
Duracell and Energizer. Rayovac’s site links lack appeal for click-through. Energizer and Duracell have
trademark imagery, like their logo and brand mascots, present in flash ads. It is hard to miss their attempts to get consumers to click, whereas Rayovac lacks the same level of enticement.
Site Structure:
The drop-down menus and sub tabs are too dense. For the average skimmer or sampler of Internet
content, the links seem like minutia. Inquiring consumers/potential consumers may give up on learning
about Rayovac.
Clarity:
All information is clearly labeled.
Media Tactics
Inbound links:
The clickstream analysis on Alexa shows a coupon site (coupons.com), Google, and Facebook accounting for the majority of immediate upstream visits. The majority of traffic to the Rayovac website involves two sub-links both clearly identified as Rayovac.13
Design:
Inadequate use of page. Too much static content. Depending on web use habits, site content can easily
be ignored.
Delivery of Aspects in Media Strategy:
Drop downs/ subtabs need to be streamlined and text needs to be revised for creativity to pique the
interest of web users in order to increase click through rate. Making the aforementioned changes along
with adding some animation through flash to draw attention to content will drive return visits and click
through benefiting the Rayovac site by raising its ranking in natural search. Tab, heading and sub-tab
text should be revised to fit the tone of the Rayovac brand.2
Anlaysis of current SEO Strategy | Natural Search Performance
Searches:
•
•
•
•
batteries: third page
bargain battery: no presence
alkaline battery: second page
high performance alkaline batteries: fourth page sees brands with less market share. (Memorex and
Sony: no presence.)
• cheap batteries: no presence
In natural search, Rayovac is associated with the most basic of searches: alkaline batteries and batteries.
This makes sense since Rayovac is the third best selling battery in the United States; however, searches
based on terms related to the price or product comparability to Duracell and Energizer see results for
Rayovac.
Rayovac and Duracell consistently have a higher ranking in natural search. In the short term, sales and
market share will not increase enough to raise Rayovac’s ranking in these basic
searches.
However, the idea that language is not being used to exploit Rayovac’s basic selling points of price and
comparability is upsetting.
To gain more of a search presence and more association with Rayovac brand values and selling points in
natural search, some keywords should either be further used or added to the Rayovac website.
Media Tactics
Proposed Keywords
bargain batter
high performance battery
cheap battery
reliable battery
cost effective battery
efficient battery
comparable battery
low cost alkaline battery
less costly battery
quality battery
discount battery
good battery
powerful battery
best battery
capable battery
better battery
alkaline battery
battery
effective battery
similar battery
These keywords communicate Rayovac battery
values: overall quality, and comparability to Energizer and Duracell. They will hopefully combat the
banality of the current text on Rayovac’s site and increase Rayovac’s rank in natural search.
Landing Page Review
The landing page is consistent. The Rayovac page is rightfully centered on the product that we are trying
to sell.2
Web users see information on Rayovac batteries which will raise awareness of Rayovac alkaline batteries as a product. The landing page needs a revision of content, as mentioned in the SEO suggestions, in
order to pique enough interest to stimulate visitor recall of and interest in Rayovac batteries. Currently,
bounce rate is far exceeding time on site and page views suggesting that web users are not getting the
necessary exposure to Rayovac’s product and brand message, thus, the message of the landing page
needs to be better delivered.12
On a positive note, the Rayovac page offers many choices to investigate the product line and explore
promotions being offered.2
Rayovac currently doesn’t have search ads within the Google search results that lead to their site. They
have consumer product ads that lead to retail sites, but they would benefit from having an ad within the
search results that actually tracks to their web page, like their competitors, Energizer and Duracell, do. 12
New Media
New Media
Application
Applications, or apps, are software that run on handheld devices that have “smart” operational systems.
Apps allow consumers to interact with a brand, as it is a pull medium. Advantages of this medium
include its ability to be extremely localized, as well as personal to what the consumer needs at the
moment. Not only is the app industry huge and growing by 10% every month, most people own
handheld mobile devices.14
An app strategically designed to address a specific need will not only add value to the Rayovac target’s
life, but also keep the Rayovac brand at the forefront of innovative technologies, as our SVC is
technologically savvy.
Rayovac’s Proposed App | “Battery Detective”
To get battery consumers thinking about Rayovac, we will develop an app that utilizes image capturing
technology to assist consumers in making battery purchases and promoting the Rayovac brand. A user
can take a picture of a barcode on a battery powered device. The app will tell the consumer what size
batteries the product uses and how fast it uses up battery life to assist in battery purchases. Advertising
for Rayovac will be imbedded in the app including flash and video ads.
Outside of our own advertising we will seek out advertising from toy, electronic, and outdoors
companies to support the costs of maintaining a successful app. These categories of advertisers are
important to our consumer as they offer products that correlate with our target’s interests and shopping
habits during the back-to-school and holiday seasons.
Principles for a Successful Application15
1. Must be Unique: App maximizes image recognition technology in a way that aids in productivity. It
is in line with the trend of converging traditional and e-commerce.
2. Descriptive App Name: “Battery Detective”- Describe’s how the app investigates what batteries the
product needs and what the batteries’ life expectancies are when used in that particular device.
3.
Develop a polished app icon
4.
Provide a detailed app store description: “Never be without
the right battery again! Use our easy-to-use image recognition app to
determine size, quantity, and price of the batteries needed to power all your
favorite devices.
5.
Explain how app shall function: After clicking the app, one is
prompted to capture the product’s barcode with their phone camera. After
one click, the Battery Detective will tell you the battery type needed, how many are required, and how long the batteries are expected to last!”
Facebook- Paid Advertising
New Media
As a social networking platform with over 800 million active users, Facebook
has become the number one social networking site on the Internet. It is
through this medium that users can share likes and interests, status updates,
upload and share pictures and converse with people within their network.16
Benefits
Benefits of using paid advertising on Facebook include the ability to target your audience by their age,
location and interests. Also, as the largest social media platform, the potential reach of your advertising
message on Facebook is huge. Your targeted ads can also be tested to see what does and doesn’t work.17
In addition to specific targeting tools and a huge reach potential, the Facebook advertising platform also
allows one to track click-through rates of your placed, as well as include a link in the ad that can link the
user directly to the Rayovac website.
Rationale
Using paid advertising on Facebook can really drive traffic to the Rayovac website, while at the same
time providing an opportunity for our target consumer to interact with the brand through a medium that
they trust and share their interests
with. Through the content and picture
components of the paid-for ads,
Rayovac can continue to enforce their
quality and power- characteristics
that the current advertising plan is
really stressing.
Role
The role that paid-for Facebook
advertisements will play in this
campaign will be as a tool that
facilitates convenient online
shoppping, supported by strategic
targeting methods and “friend
suggestions” that Facebook sponsors.
This medium will also be used to
promote our “Same Battery, Different
Label” campaign.
New Media
New Media
Targeting Strategies
In order to best utilize this advertising medium, certain demographics and interests of our target will be
specified to increase the effectiveness of the ads. The target will be defined as following:
• 30-49 years old, males and females; with children; lives in the United States
• Has at least one of the following interests: Food & Dining, Gaming (Console), Gardening, Outdoor Fitness Activities, Traveling, Parents (All), Charity/Causes, Education/Teaching, Environment, Health and Wellbeing, or Home & Garden
Timing
Paid Facebook advertising will be used during the months of August and September and November
througha Januray, in correspondence with our heavy-up strategy for the back-to-school and holiday
seasons.
Cost Breakdown18
• Estimated Reach: 31,778,460 people
• CPM: $0.46 USD per thousand impressions
• Daily Budget: $50.00 USD per day
• Cost of 5 month ad buy:
Facebook- Unpaid Advertising
Unpaid advertising on Facebook can include building a Company
Page, creating and promoting Events and offering services and
products through the Marketplace.19
Benefits
The benefits of these services include the opportunity to start and develop a two-way conversation with
your consumer, manage brand reputation and inform consumers about your company, and promote deals
and events.20
Rationale
The rationale behind using these forms of unpaid Facebook advertising revolve around the concept
of being able to manage the public’s perception of the Rayovac brand, as well as fostering a personal
relationship between the company and its consumers. Also, Facebook allows Rayovac to keep tabs
on the competition and how they are positioning themselves in the public eye and what their current
advertising strategies are.
Role
Unpaid Facebook advertising will not only increase engagement and interaction between the company
and its consumers, but it will also provide opportunities to educate consumers about the higher quality,
but lower price point advantage that Rayovac has over its competition. In addition to Rayovac Facebook
page that will be monitored year-round, we will also take advantage of three other tools available to us
via unpaid Facebook advertising
Tactics
• During the holiday season, we will run a promotional “Like to Win” campaign. Every time a person
likes our Facebook page, they will be sent a 10% off coupon to Toys ‘R Us or Best Buy and a free
pack of AA batteries to have on-hand for the holiday season. The increased traffic online during the
gift-buying season sparks peoples’ desires to want to save.
• During our “slow season” (February- June) we still want to keep our consumers engaged with the
brand. During this time we will run a campaign off of our main Facebook page called, “Save and
Compare!” Our fans will be urged to purchase a pack of Rayovac batteries, as well as a package of
one of our competitor brands, and then use them in similar electronics in their homes. We want consumers to see that the Rayovac battery performs just as well as its competitors. Fans of the page will
be prompted to share their experiences. This campaign is mainly to foster interaction between the
company and its consumers, as well as educate the public about the quality performance of Rayovac
batteries.
• For the back-to-school season, we will create a “Recycle your Batteries” event. The purpose of the
event would be to encourage people to recycle their old batteries properly. Rayovac will offer cash/
product prizes to persons who can recycle the most batteries in their communites. Fans will need to
post their results and proof to the Rayovac website for validation.
Principles for Success20
1. Connect Facebook to all your other media platforms: Provide links/information regarding Rayovac’s Facebook page on banner ads, flash ads, company website, Twitter account and on any other
promotional materials used
2. Communicate like a “real human:” Advise your Facebook manager to approach having conversations with your consumers on a more informal level. Speak “with them” not “at” them.
3. Have a two-way conversation: Make it a priority to respond to consumers comments,- compliments, concerns, and questions on a regular basis. Be sure to prompy conversation by asking interesting and engaging questions.
4. Keep up to date: Updates to the page should be made daily and consistently in order to keep fans
and consumers interested. It it is very important to remain relevant and not go stale.
5. Have contests: Make the effort to sponsor contests that will not only expose the target more to the
product, but spike their interest in the prospect of competition and the potential to earn free Rayovac
products.
Timing
The Rayovac Facebook page will be managed and maintained year-round. The promotional events listed
above will correspond to the media plan’s goals of having heavy up periods during the back-to-school
and holiday time periods. Any contests run will be during periods during the year that Rayovac isn’t doing as much paid advertising, in order to keep the Rayovac brand in the public’s eye.
Cost Breakdown
“Recycle your Batteries:” $100,000 allocated for promotional prizes
Employee salary: $50,000/year
New Media
Twitter- Paid Advertising
Benefits
Twitter is a microblogging websites that allows users to communicate through
“tweets” of 140 characters or less. These messages and updates are quick
and to the point. They allow businesses to communicate directly with their
consumers. Tools like Hootsuite, Analytics, and Tweetdeck allow users to
monitor their conversations and how people are talking about their company/
brand, which in turn provides valuable insight into what the consumers want
and what is popular at the moment.21
Rationale
Paid use of Twitter is useful because cost per impression tactics are an economical mode of advertising
since you only pay when attention is actually garnered. Sponsored tweets and trends allow conversation
and buzz to be created among twitter users who are targeted either on the basis of geography or
interests.22
Role
Paid twitter ads for Rayovac will serve the advertising objectives of Rayovac to increase brand
engagement. Promotions may assist in increasing coupon redemption as discussed in the Objective
and Strategies section. By creating buzz through Twitter, Rayovac can also increase brand awareness
amongst its target.22
Specifically, we plan to use promoted trends to make connections with people through interests and
demographic and psychographic conditions similar to our current consumers and SVC. Through
promoted trends we are trying to interject ourselves into conversations and contexts that make Rayovac
seem both useful and interesting.21
Tactic
We will use promoted tweets to further drive buzz and interest about our brand.
Promoted tweets, or tweets that have been paid for by their company, come up in live newstreams even
if someone does not follow Rayovac. Like normal tweets, they can be favorited, retweeted and replied
to. These tweets appear on the top of search result pages.23
Paid use of Twitter will coincide with our online advertising timing. To drive brand awareness, Rayovac
will use promoted tweets throughout the year, but in order to coincide with the times when our target
consumers are purchasing battery powered products, there will be a heavy uptick in paid Twitter
advertising during the months of August, September, November, December, and January as back to
school and holiday shopping drive the impulse buying of batteries.
The cost of Twitter advertising is charged on a cost per impression basis. Advertising is sold by Twitter
in a tier system. Cost of entry for this medium is $5,000 as that is the lowest per month expenditure
allowed. Cost per engagement for promoted tweets ranges from $0.75 to $2.50.24
Twitter- Unpaid Advertising22
New Media
As an unpaid marketing tool, Twitter is great at creating conversations and relationships. It also allows
the advertiser to have a lot of opportunities to communicate the tone of the brand sparking interest.8
Benefits/Rationale
Rayovac can use Twitter to create buzz through conversation and interaction with followers. The brand’s
tone can be developed in contrast to its competition, Energizer and Duracell. Twitter allows the user to
monitor it’s public image, as well as its relationship to its comsumers.
Tactics
1. In order to track our success in persuading people about the comparability of Rayovac to Energizerand Duracell, we will use Twitter to track the conversations being held about our brand being sure
topromote any positive sentiments offered by our followers.
2. Rayovac will also use Twitter as a microblogging platform to tell our story of low cost reliability.
3. Promotions will reinforce the idea that Rayovac offers low cost, powerful batteries.
4. To further up the status of the Rayovac brand, we will use Twitter to interact with celebrities included in the company’s traditional advertising and PR promotions to better achieve the awareness and
positive regard Duracell and Rayovac have.
Principles for Success and their Application
In executing our Twitter campaign, we intend to diversify our Twitter content in order be interesting
and current. We may choose to talk about products sold by our major retailers that use alkaline
batteries or some of our celebrity spokespeople. In this way, we avoid the banality of constantly talking
about batteries without failing to present information that ultimately points back to the promotions
and value of the Rayovac brand. In this way, we will be tweeting what the audience wants to hear,
thus, generating the kind of interest in our Twitter feed to get people talking about Rayovac.12 The
engagement with celebrities and opinion leaders will further add to perceptions of brand quality and
legitimacy without over doing the hard sale in our advertising. To add ethos to our brand, and thus, be
seen as comparable to Energizer and Duracell, we will seek verification for the Rayovac Twitter page.
We aso suggest that as a company, Rayovac and Spectrum Brands embrace the concept of brand
evangelism. Rayovac batteries by themselves are relatively inconsequential. People who sustain the
brand should work as couriers of both the culture and value of the Rayovac brand adding to the interest
and buzz about Rayovac as well as communicating the unique marketing points of Rayovac. Rayovac
employees would be good candidates to talk about the promotions and culture of the Rayovac brand.
They are familiar with Rayovac promotions and brand values and can easily communicate such concepts
without being too caught up in the corporate message. These real people will be conversational and fun
while knowledgeable of the Rayovac brand.
Timing: Unlike our paid Twitter advertising, our unpaid Twitter content will be consistent throughout
the year. It may be used to reinforce promotions and sales appeals put out in promoted content, but the
number main purposes of the unpaid content are building brand awareness and status.
Cost: It will cost $50,000 to pay someone to manage our Twitter page.
Summary
Media Tactics
This 2012 Media Plan for Rayovac Alkaline batteries is designed to add value to the Rayovac brand
through increased interaction between the brand and its target and throught the integration of different
online advertising platforms. The approaches taken to reach the new SVC, current users of Duracell and
Energizer batteries, were done with the understanding that Rayovac is a powerful, but humble brand. In
order to convert our target to the Rayovac brand, strategic attention was paid toward emphasizing the
equal power and life of the battery in comparison to its competitors. The tactics employed in this plan
take into account that batteries are an impulse buy. Efforts were made to channel spending and various
advertising strategies to reach the SVC when battery powered products are most likely to be purchasdduring the back-to-school and holiday shopping seasons.
Balancing promotions, educational opportunites, and social media based interactions between the brand
and the consumer were three components of the campaign that set it apart from its competition. This
plan reaches the target via banner ads, rich media ads, takeovers, and videos on their favorite websites.
The SVC is also reminded of the Rayovac product via its social media platforms, Facebook and Twitter, as well as through hulu.com and pandora.com. The target will also see an increased presence of the
Rayovac brand via SEM and SEO. These tactics, in conjunction with one another, provide our SVC with
many opportunites to engage with, learn about, and purchase Rayovac batteries.
Summary
By building brand awareness and communicating the quality of Rayovac batteries in new, more targeted
ways, we can ultimately achieve our business and marketing objectives for the year 2012.
Appendix
Online Advertising - Simmons/Quantcast Data Charts
Top 15 Websites Based on Reach
Simmons Choices 3 - 2008
Top Websites Visited in Last 30 Days, Amongst Duracell or Energizer Battery Users
Website Rank
Website Name
Reach (% of Target Visiting
Index
Other Websites to Consider
1.
yahoo.com
29%
109
2.
mapquest.com
28%
116
Online Site Specifics
3..
amazon.com
20%
117
4.
ebay.com
20%
115
5.
youtube.com
16%
109
6.
weather.com
15%
117
7.
msn.com
14%
115
8.
myspace.com
14%
103
9.
bestbuy.com
13%
118
10.
aol.com
11%
106
11.
hotmail.com
10%
106
12.
expedia.com
9%
116
13.
yellowpages.com
8%
116
14.
ask.com
8%
111
15.
espn.com
8%
112
Budget Detail
Media Usage Flowchart
Bibliography
Implications:
By conducting research on Simmons Choices, it was revealed that our SVC, current users of Duracell
and Energizer batteries, are visiting the above sites most frequently. Because batteries are a low involvement purchase it isn’t likely that they will be doing a ton of research on them before making a purchasing decision. Thus, online advertisements will make the most impact if they appear on websites that our
SVC uses most often, especially those websites like amazon.com and bestbuy.com where our consumer
may purchase a product that needs batteries.
Top 15 Websites Based on Composition
Top 15 Websites Based on Composition Index
QuantCast December 2010
Top Websites Visited in Last 30 Days, Amongst our SVC
Simmons Choices 3 - 2008
Top Websites Visited in Last 30 Days, Amongst Duracell or Energizer Battery Users
Website Rank
Website Name
Coverage % (Reach)
1.
Google
75
2.
Youtube
75
Website Rank
Website Name
Composition (horizontal %)
1.
bizrate.com
75%
2.
abc.com
74%
3.
barnesandnoble.com
73%
3.
Facebook
70
4.
webmd.com
73%
4.
ebay
57
5.
bestbuy.com
73%
5.
Yahoo
56
6.
cbs.com
73%
7.
msnbc.com
72%
6.
ask.com
47
8.
circuitcity.com
72%
7.
msn.com
38
9.
mapquest.com
72%
8.
amazon.com
34
10.
ticketmaster.com
72%
9.
live.com
33
11.
weather.com
72%
12.
yellowpages.com
71%
10.
answers.com
32
13.
expedia.com
71%
11.
about.com
25
14.
accuweather.com
71%
12.
Aol.com
24
15.
travelocity.com
71%
13.
walmart.com
22
14.
go.com
19
15.
myspace.com
15
Implications:
Research conducted on Simmons Choices about our SVC indicates that of all the people who visited the
above websites in the past 30 days, the composition number tells what percentage of them use Duracell
or Energizer batteries. The types of websites that have high composition of our SVC seem to be websites
devoted to traveling, the news and weather. By placing advertisements on these types of websites during
our strategic times of the year, we can target our SVC as they looking preparing for camping trips, looking for deals on back-to-school items and also when they are looking at the weather- a common habit
when dressing kids for school and traveling during the winter and over the holidays.
Implications:
Retail and search sites round out the top five based on composition. Ebay and Walmart both appeal to
the bargain centrism of our existing Rayovac and Energizer consumers we are trying to target. Ask and
about.com are search engines aiming to cut down on the clutter of Internet search and quickly deliver
answers for users. This appeals to the no nonsense nature of our SVC.
Top 15 Websites Based on Reach (Coverage %)
Other Websites to Consider
QuantCast December 2010
Top Websites Visited in Last 30 Days, Amongst our SVC
disney.com
According to Simmons data, our SVC is likely to have children and this site is popular among families
with children
Website Rank
Website Name
Coverage % (Reach)
1.
Google
75
2.
Youtube
75
3.
Facebook
70
4.
ebay
57
5.
Yahoo
56
6.
ask.com
47
7.
msn.com
38
Because our SVC is likely to have children, Toys ‘“R” Us is a popular locale for toys,
many of which need batteries!
8.
amazon.com
34
weather.com
9.
live.com
33
Our SVC often checks the weather in preparation for the school day, when making travel plans, etc. According to Simmons, it is a website with an extremely high reach and is often accessed daily.
10.
answers.com
32
11.
about.com
25
12.
Aol.com
24
13.
walmart.com
22
14.
go.com
19
15.
myspace.com
15
Implications:
Sites that are highly ubiquitous among users of the Internet and revolve around basic search, retail, and
social networking make up the top sites in terms of reach for our SVC. This pattern is important because it shows what our SVC uses the Internet for. We know that our advertising buys should be on sites
related to the search, social, and retail activities that our SVC takes part in.
nytimes.com
Simmons data reports that 70% of people who have visited nytimes.com in the last 30 days are users of
Duracell or Energizer batteries
cabela's.com
Research shows that our SVC enjoys camping and spending time with their family. Cabela’s is an outdoors outfitter that provides a lot of the necessary camping supplies and electronics.
toysrus.com
Online Ad Month Insertions
Media Buying Spreadsheet
Media Usage Flowchart
Media Usage Flowchart
Bibliography
1. Pierce, Deb. “Rayovac Alkaline Batteries Client Brief.” J447 Interactive Media Strategies. Sept 2011.
2. www.rayovac.com
3. www.energizer.com
4. www.duracell.com
5. Lecture slides, Week 4a
6. Lecture slides, Week 5: Leigh Godin , Starcom
7. Lecture slides, Week 6: Hulu and Pandora
8. Quantcast
9. Pandora Media Kit
10.Lecture Slides, Week 9a
11.adwords.com
12.Lecture 9: SEM, SEO, and Landing Pages
13.alexa.com
14.Brendemuehl, Abby. “Mobile Apps.” Ppt.
15.“Mobile Apps: A New Horizon. Slide 6. Ppt.
16.Bamberger, Alexandra. “Facebook.” Slide 2. Ppt.
17.Facebook Ads. https://www.facebook.com/advertising/?campaign_id=402047449186&placement=pf
&extra_1=0
18.https://www.facebook.com/advertising/?campaign_id=402047449186&placement=pf&extra_1=0
19.Wolin, Gabby. “Facebook: A Platform for Social Media Marketing. Powerpoint presentation.” Slides 9,
10, 11.
20.Yafet, Elise. “Everything Facebook.” Slide 12. Ppt.
21.Meuser, Ashley. “Twitter.” Slides 3, 6. Ppt.
22.McHenry, Jerad. “Twitter.” Ppt.
23.Renckens, Marie. “Twitter.” Slide 7. Ppt.
24. http://mashable.com/2011/12/06/cost-of-twitter-follower/