January-July, 2011
Carroll University
Professor Margret Murphy
Communication 203-Advertising
Alexandra Steele, Jessica Reimer, Laura Pelnar,
Rose Rementer, Grace Barsanti, and Eileen Frautschy
December 2, 2010
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Table of Contents
Title Page…………………………………………………………………………..Page 1
Table of Contents..............................................................................................…...Page 2
Executive Summary………………………………………………………………..Page 3-5
Situation Analysis………………………………………………………………….Page 5-15
Key Strategic Campaign Decisions…………………………………………...…...Page15-17
Creative Execution………………………………………………………………....Page 18-30
Evaluation of Effectiveness………………………………………………………..Page 30-31
Campaign Flowchart……………………………………………………………….Page 32
Budget Summary………………………………………………………………...…Page 33
Appendices………………………………………………………………………....Attached
References………………………………………………………………………….Attached
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Executive Summary

Campaign Objectives
o Increase sales to 600 cars a year sold or more.
o Increase reach (Milwaukee area, Northern Illinois).
o Convince consumers that Honda of Kenosha is the best place around to purchase
their cars.
o Create more customer loyalty.

Campaign Theme / Slogans
o “We’ll Make a Believer Out of You”
o Unexpected uses for popular cars

Major Target Audience
o Primary: Women 25-45 in the Kenosha area
o Secondary: Men 25-45 in the Kenosha area

Media Used
o Radio advertisement
o Billboard advertisements
o Advertisement during movie theater previews
o Gift bags for customers

Includes: pens, key chains, coffee cup, etc. with Honda of Kenosha logo.
o Grocery store cart
o Milwaukee Magazine
o Newspaper advertisement
o Facebook Advertisements
o Promotional Balloons
o Wisconsin Dells Gift Card Give Away

Rationale of Mediums
o Radio advertisement: Large reach but still a local medium, target audiences,
flexible, repetition, people will likely hear it while in their cars.
o Billboard advertisements: People see it while in their cars, directional media, long
life, attention grabbing, long life, situational
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o Advertisement during movie theater previews: Local medium, repetition, costefficient
o Gift bags for customers: Creates brand loyalty, gift bag items have long life
o Grocery store cart: Reaches our target audience, cost-efficient, long life
o Magazine: Loyalty, specific target audiences, reaches Milwaukee area, engages
reader, long life
o Newspaper advertisement: Large medium, local medium, reread, more flexible,
longer messages
o Facebook Advertisements: Social networks are becoming extremely popular in
everyday life, large reach, reaches difficult audiences, cost-efficient, long life
o Promotional Balloons: Creative, places a product with the company’s logo with a
person, cost-efficient
o Wisconsin Dells Gift Card Give Away: Gives people incentive to buy a car from
Honda of Kenosha, family focused

Time Period of Plan
o January 1st-June 1st

Budget Breakdown
o Radio: $8,700 per month
o Billboard: $10,000 per month
o Movie: $550-$700 for 6 months
o Gift bags: $1,200 for 6 months
o Grocery Store Carts: $1,000 per month
o Magazine: $3,400 per month
o Newspaper: $600 per month
o Facebook: $350.00 for 6 months
o Promotional Balloons: $189.00


TOTAL COST FOR 6 MONTH CAMPAGIN: $43,439
Evaluation of Program
o Using new advertising strategies and techniques, (such as promotional events,
movie theater advertisements, and grocery store advertisements) and improving
previous advertisements (radio ad, billboards, and newspaper ads), Runway 6
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advertising has instilled Honda of Kenosha with an advertising campaign that
will undoubtedly increase sales, reach, customer loyalty, and convincing
consumers to purchase cars at the dealership. This is all done with
professionalism and creativity at a cost-efficient manner.
Situation Analysis
Industry/Environmental Backgrounder
In 2009, Honda held a 10.86% market share in the United States (723,375 cars produced
http://www.oica.net/category/production-statistics/), with Ford holding a 15.29%, GM a 19.58%
and Toyota a 16.73% share (among the large automobile makers). There were a total of 10,601
vehicles sold in the U.S. in 2009, 5,456 of which were cars, 5,145 trucks. Production of vehicles
in North America in 2009 was the lowest it has been since 1982 at 8,760,965 in 2009 with a
production change of -34.3% (1982 was 8,693,618). 2009 was one of the worst years in car
industry history with the two largest U.S. manufacturers filing for bankruptcy, GM and Chrysler.
There are approximately 250 million vehicles in operation in the United States in 2010.
Between 2004 and 2006, the industry shifted towards a demand of fuel-efficient vehicles due to
increasing gasoline prices, moving from $2.00 a gallon to $3.00. Because of the increased gas
prices, there has been a trend in promoting smaller, gas efficient vehicles from carmakers.
Gasoline-electric cars have seen a large increase in demand, with Toyota leading in this market
with the Prius. Plug-in electric hybrid cars will also see an increase in demand with vehicles
from Chevrolet (Volt) and Nissan (Leaf). Along with hybrids and electrics, clean diesel engine
cars have become a consumer trend offered by BMW, Volkswagen and Mercedes-Benz.
(http://www.plunkettresearch.com/Industries/AutomobilesTrucks/AutomobileTrends/tabid/89/De
fault.aspx). Honda earned an 86 satisfaction rating in 2008, a 2.4% increase from 2007. The
Honda Accord is one of the best selling cars in the United States, where consumers bought
247,244 between January 1 and July 31, 2008 (http://www.forbes.com/2008/08/18/carsamericans-love-forbeslife-cx_jm_0819cars.html?partner=autos_newsletter).
For the advertising of the auto industry, Internet’s share is expected to grow from 5% in
2007 to 13% in 2011. As for traditional classifieds, shares are expected to decrease from 14% to
10%, and newspapers’ share from 17% to 14% (http://www.marketingcharts.com/television/bigshift-to-online-ad-spend-in-40b-global-auto-ad-market-by-2011-2743/). Advertising for the car
industry is said to rise 16 percent from 2009 to $15.6 billion in 2010
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(http://www.businessweek.com/news/2010-04-16/auto-spending-leads-local-tv-ad-reboundlifting-cbs-profit.html).
Company/Organizational Backgrounder
Honda was founded by Soichiro Honda in October, 1946 (www.Honda.com). Honda of
Kenosha located at 12180 77th Street Bristol, WI services the cities of Kenosha, Racine, Gurnee,
Waukegan, and Milwaukee. They opened on May 12, 2010. They sell a variety of new and preowned Honda vehicles; they also provided customers with a variety of financing options. Honda
of Kenosha also offers a parts and service center, with extended hours to be able to accommodate
the customer’s schedule. Honda of Kenosha’s target market is women between the ages of 35-40
years old, which make up 60% of their customers.
Another major focus of Honda of Kenosha is on customer experience, service, and
satisfaction. The dealership offers business lounge with two computers or Wi-Fi internet and
Starbucks coffee for customers to enjoy. They also have a TV lounge with flat screen TV’s for
your enjoyment. For customers with children Honda of Kenosha offers a children’s play room.
They have continual specials and offers for their customers to get the best possible price
available. Honda of Kenosha also offers weekly advertisements for customers to choose from.
Honda of Kenosha also offers a free shuttle, onsite and online loan approval, free Car Fax report,
sixty day comprehensive warranty, and unlimited car washes. After purchasing a new car, Honda
of Kenosha offers one free year of maintenance of the vehicle. If you purchase a used car you
have five days to return the car is you are unsatisfied with your purchase.
The first U.S Honda plant opened in 1979 and employed 25, 000 workers. In the U.S
Honda has over 367,000 private sector jobs and pays $17 billion in wages and salaries annually.
There are more than 215,000 private sector jobs by Honda dealerships and Honda productrelated retail employment in the U.S. (www.Honda.com)
Honda of Kenosha likes to be very involved within the community. They sponsor
Bradford High School half time shows. They are also a proud advertising sponsor of SHE
Magazine, which is a bi-monthly publication written by and for Southeast Wisconsin women.
Honda of Kenosha offers an exception website that is very easy and user friendly. The
website you are able to view all the Honda specials, new and used car inventory, research and
compare your new vehicle, request a test drive, apply for financing, schedule a service
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appointment, and receive directions to Honda of Kenosha. Along with a website Honda of
Kenosha also has a Facebook, Twitter, Blog, YouTube page, and Flickr.
SWOT Analysis
Strengths:

Location
o Very easy to get to

New Dealership

Building
o Brand new, professional

Community Orientated

1-year maintenance included with purchase of car

Extended working hours
o Separates Honda of Kenosha from competition

Starbucks coffee

Fun Environment in general

Friendly Service

Luxury but affordable

Free car washes

Reliable and safe cars

Children’s play area

Experienced staff

Internet (wi-fi available)

Clean advertising design

New/used cars

Wide selection of cars/products

Logo

Family orientated store
o
Good for small community of Kenosha market

Obtain sales goals since opening back in May of 2010

Fun incentives offered
o
Football autographs, Spongebob
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
Social Media usage
o

Facebook, twitter
Technology based company
o Very hip and now

Professional and easy to use website

No false advertising or game playing
o No hidden fees

Honesty important to company

Top competitor in market

Just as good or better than Honda competition around the area (Wilde Honda-Waukesha)

Large budget for advertising

60 day 200,000 mile warranty for new cars

Complimentary loaner cars and shuttle service when needed
Honda of Kenosha has much strength throughout the business. They have a prime
location that is easy to get to, a very nice building since it is a new dealership, and has extended
working hours to be flexible for customers. They have a wide selection of models, an
experienced and honest staff, and fun, friendly working and service environment. Honda of
Kenosha has many incentives in the store like Starbucks coffee, internet, children’s area, and fun
programs like football autographs and even visits from Spongebob. These types of strengths set
Honda of Kenosha apart from the competition. They also offer free car washes, first year of
maintenance, 60 day 200,000 mile warranty, and complimentary loaner car and shuttle service
for all customers who purchase a new or used car from them. Honda of Kenosha also has a great
website and uses social media to reach the technology based consumer market.
Weaknesses:

New Business

Location
o Very close to competition, Chrysler town

Economy
o Car market declining as a whole
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
New in market
o Not as established as Toyota competition

Bad reputation of not being an American made car (foreign)

Toyota competition sells more cars a month (150 compared to 300)

Lack interest from Men
o More women buy Hondas

Not a lot of advertisement as a whole corporation

No appearance in car sports like NASCAR
o All completion like Chevy, Ford, Dodge, and Toyota all seen in sport

Not a lot of memorable advertising (No Buzz)

Lack of “green” or hybrid cars

Working against the Chrysler dominated town

Uses mainly print advertising (not a lot of variation)
Along with having strengths, Honda of Kenosha has its share of weaknesses. Although
being a new business is a strength it is also a weakness because Honda is not as established in the
market as its competition is. Honda of Kenosha is also located very close to its competition and
has to deal with the fact that Kenosha is a Chrysler town and the town is loyal to that brand.
Honda of Kenosha also has to deal with the negative impact of being a foreign car, but most
Hondas are American made. The advertising Honda of Kenosha does is not very memorable and
does not create a lot of buzz. They need to make their advertising more powerful and expand on
the mediums used. Also Honda of Kenosha has to work against the Chrysler dominated market
of Kenosha.
Opportunities:

More powerful advertising

Use other types of media for advertising

Expand on emphasizing hybrid and “green models”

Emphasize models that are cost effective
o Best bang for buck, best gas mileage

More community involvement
o Reach out to community more, sponsor events
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
Reach out to male market more with sporty models
o Female/family based market right now

Show Chrysler dominated town that Hondas are better

Increase store traffic with more fun incentives

Emphasize store hours and new building

Express store perks like Starbucks coffee, wi-fi, children’s area

Increase car sales in general compared to competition

Emphasize how cars are American made not all foreign

More Advertising in general

Sell more new cars

Portray experienced and fun staff members in advertising

Increase in target market
o More consumers and better ratings

Show how car models are diverse
o Family, women, men... all types of drivers

Establish brand
o Family, luxury but affordable
The main opportunity Honda of Kenosha needs to implement is more advertising. They
need to advertise the incentives and perks their business offers. They need to position themselves
in the market to show they are the best and offer things most of their competition does not offer.
They need to be more powerful and creative with advertising efforts and explore new advertising
mediums besides print. They can also expand on the hybrid models they offer, since people are
really in to the “green” movement and wanting to save on gas mileage.
Threats:

Chrysler loyalty of town

Brand image
o Not as respected as Chrysler

New business
o

Not as established in market
Competition so close
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
Competition sales better

Economy
o People do not buy as much and are looking for best deal
Honda of Kenosha has more weaknesses than it does threats. They just need to ramp up
their advertising efforts and expand on the opportunities they have so their dealership will be the
best. They do have lower sales than their competition, but this could also be because they are a
new business not just because they are not as good as the competition. They also have to deal
with the loyalty to Chrysler Kenosha residents have, but with more powerful advertising they can
persuade people into seeing that Hondas truly are better.
Competitive Review

Key Competitors
o Palmen Motors of Kenosha
o Gordie Boucher Ford of Kenosha
o CarMax of Kenosha

Target Markets
o Palmen Motors and Gordie Boucher target middle class men and women in search
of a high quality car for a reasonable price, much like that of Honda of Kenosha.
o CarMax of Kenosha targets customers in search of buying a used vehicle and
often customers who want to do a trade in.

Marketing Objectives
o Increase sales in both new and used vehicles, increase recognition, and bring in
new customers.

Marketing Strategies
o Focus on marketing a helpful and knowledgeable staff focused on their
customers’ satisfaction
o Good pricing and financing options on quality vehicles.
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1.
2.
Positioning
a.
Palmen Motors positions itself as a one-stop full service dealership.
b.
Gordie Boucher positions itself as the ultimate customer service.
c.
CarMax positions itself as the easy and convenient way to find a car.
Current Advertising
a.
These dealerships offer wide varieties of specials on services, used cars, and new
cars. They advertise on the internet, radio, television, on used car websites, direct
mail, and newspapers
3.
4.
Message Strategies/Themes
a.
Palmen Motors- “We’re one big family here, so make yourself at home!”
b.
Gordie Boucher- “We ride with you every mile!”
c.
CarMax- “The way car buying should be”
Strengths
a.
Palmen Motors individual strengths:
i.
Wide variety of vehicles with 3 different brands- Chrysler, Jeep, and
Dodge
ii.
Large customer base because of Kenosha’s loyalty to Chrysler throughout
the years
b.
c.
CarMax individual strengths:
i.
Wide variety of brands
ii.
Different type of experience
iii.
Good deals with trade ins
iv.
Very well known
Palmen Motors, Gordie Boucher, and CarMax share the following strengths:
i.
Affordability for quality vehicles
ii.
Exceptional customer service
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5.
iii.
Knowledgeable staff who put their customer first
iv.
Good locations
Weaknesses
a.
Palmen Motors may face a challenge with the closing of the Chrysler plant
b.
CarMax offers a different type of experience, while some may like the traditional
car buying experience.
c.
6.
Competing with each other nearby, as well as competing with Honda of Kenosha
Overall Assessment
a.
Honda of Kenosha has several competitors within their area. To increase their
sales and bring customers to Honda of Kenosha instead of Palmen Motors, Gordie
Boucher, or CarMax, they need to have a unique approach to setting themselves
apart from the competition.
Review of Existing/Past Programs
Honda of Kenosha is always actively updating their website and advertisements with new
promotions and sales. They do a good job of communicating to the consumer why Honda of
Kenosha is the right place to purchase their next car.
Honda of Kenosha puts out advertisements in local newspapers as much as possible.
They have advertisements for the biggest sale ever, all cars marked down
(http://sitespecific.dealerskins.com/HondaofKenosha/PDF/pdffile1_12863291086651.pdf ), and
sales on specific cars, the Accord, Civic, and Insight
(http://sitespecific.dealerskins.com/HondaofKenosha/PDF/pdffile1_12895304774731.pdf). On
their website, HondaofKenosha.com, they show all the specials they have on both new
(http://hondaofkenosha.com/new-specials/), and used vehicles (http://hondaofkenosha.com/usedspecials/). They also have a link on their website for leasing specials, the Honda of Kenosha sign
and drive lease special is for the 2011 Honda Accord LX Automatic Sedan it advertises, $0 down
payment, $0 security deposit, $0 first month payment, and $269 per month with 36 month lease.
Another special they offer is a financing special, Certified Honda Accord and Civic Finance
special offers 2.49% financing up to 36 months or 3.49% financing up to 60 months.
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Coupons are offered for those visiting the website through a specials tab
(http://hondaofkenosha.com/coupons/) and pop-up advertisements that appear on the home
screen of the website as soon as you are on it. They have offered $99.95 exterior detail and
$88.88 winterization special which includes, oil change, tire rotation, replace wiper blades,
multi-point inspection, and drain and fill coolant. These ads have a place where you fill out your
full name, email address and phone number so you can get your savings. The coupons offered in
newspapers range from big savings of up to 20% off, to manager’s specials (bonus Honda
goodies and a filter combo).
Honda of Kenosha also advertises through different mediums. On the radio they have
special commercials which you can also listen to at the Honda of Kenosha website
(http://hondaofkenosha.com/marketing). The commercial is one minute long and informs the
listener where the dealership is located and of the specials they are offering and the perks of their
specific dealership. Also on the radio, the dealership announces give away days for the
customers. In Newspapers, the dealership has put in an advertisement thanking the Chicago
Bears and the Green Bay Packers for having their players visit the dealership
(http://sitespecific.dealerskins.com/HondaofKenosha/medialibrary/packers%20and%20bears%20
ad%20kenosha%20news.pdf). They also have an article about the dealership that a journalist
wrote about them (http://sitespecific.dealerskins.com/HondaofKenosha/medialibrary/KEN-201006-11-PGA03.pdf). Appealing to younger buyers, Honda of Kenosha has a page on YouTube
where they include customer testimonials and employees talking about the dealership
(http://www.youtube.com/HondaofKenosha#p/a/u/1/J3ogE2tMdzY). A really significant part of
the dealerships marketing strategy is recording customer’s opinions of their new car and putting
it on the website for viewers to watch.
Some extra specials the dealership offers is, Starbucks Coffee on Site, complementary
Car Rentals, first year of maintenance free, five day return policy on used cars, free washes as
long as you own the car, a play area for the kids, and free Wi-Fi. These extra offers draw in
customers and create a brand loyalty because it shows that the dealership actually cares for the
customer and is not just trying to sell them a car.
Honda of Kenosha started out advertising with only 12 billboards and has since then
grown to a variety of different mediums. Their ideal target market is women between the ages of
25 and 45. The dealerships message strategy is that buying a car does not have to be so hard. In a
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lot of their advertisements they statement “We’ll make a believer out of you!” Their media
strategies are to advertise in local newspapers (but they would like to find a cost-efficient way to
advertise in the Milwaukee area). They don’t want their print ads to be cheesy and cluttered, and
they prefer everything to have blue and white as the main colors, with red as an accent color.
Also, a media strategy they use is to get as many interviews with customers as possible, to put on
their website.
Honda of Kenosha’s objectives are to create an effective campaign, sell more than 600
cars a year, increase reach, create customer loyalty to Honda of Kenosha and show customers
why to not to be loyal to other dealerships.
Strengths of Honda of Kenosha’s advertisements are that they are very consistent with
their focus on helping out their customers. They make sure to let people know that Honda of
Kenosha has a lot more options than any other dealership in the area. There are a lot of different
opportunities to visit Honda of Kenosha when they have professional football players, or even
SpongeBob visit. The dealership offers a lot of different give aways and specials as well.
The weaknesses of Honda of Kenosha’s advertisements are that they need to reach a
larger market on a greater scale. There are not enough opportunities for people to learn about the
dealership and its multiple specials. Also, the dealership needs more consistency with colors and
slogans so that their advertisements stick in people’s minds.
Overall, the dealership is doing a good job advertising to their customers. They only have
a few struggles which can be solved with a greater reach and frequency. Honda of Kenosha has
the potential to be the most advertised and best selling dealership in the area.
Key Strategic Campaign Decisions
Objectives and Strategies
The goal of this campaign is to increase brand awareness of the Honda of Kenosha
dealership in Southeastern Wisconsin and Northeastern Illinois and increase sales by 66% from
150 to 250 car sales per month over the 6 month time period of January 2011 to July 2011.
Informing
In order to increase brand awareness, this advertising campaign will inform the target
market of who Honda of Kenosha is, what they offer, and the advantages of buying a vehicle
from them. By placing billboards in the Milwaukee and Northern Illinois regions, potential
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consumers will be informed of the Honda of Kenosha brand. Movie theater advertisements will
be used in the Milwaukee area to also increase brand awareness. To increase brand awareness in
the local community, there will be an increase in community involvement by sponsoring local
events.
Persuading
An important aspect of this campaign will be to persuade the target audience to buy cars
from Honda of Kenosha and make them the go-to dealership. Emphasizing new state of the art
facilities, luxury yet affordability, unique offerings such as Starbucks coffee and free Wi-Fi, and
unparalleled customer service will differentiate from the competition and show why Honda of
Kenosha is the best place to purchase a new or used car.
Target Audience
It is important with an advertising campaign to focus on a specific target market. The
primary target market that we are trying to reach is women from the ages of 25 through 45
years old that live in the Kenosha, Wisconsin area. The Honda of Kenosha dealership
mentioned that they wanted to focus on this market, so that was an important reason of why
we chose it as our primary target market. It is almost necessary for all American adults to
have a car, women are no exception and they may need cars more than men of the same age.
Women need a reliable car to go to work, drive their children places, go grocery shopping,
and a plethora of other things.
We will be targeting women who live in Kenosha County (such as, Brighton, Paris,
Salem, and Kenosha), Waukesha County (such as, Brookfield, Pewaukee, New Berlin, and
Waukesha, and Racine County (such as, Burlington, Union Grove, and Racine). As
mentioned earlier, we will be targeting women from 25 through 45, who are of middle class
to upper class and all races. The average income of these women would be approximately
$30,000 - $100,000 a year. We are going to be targeting as many different types of women as
possible, from stay at home moms, to the nine to five business women. We will be targeting
women with a wide variety of interests from women who love to vacation to those who
simple love working. All different types of women need cars and we plan on showing them
why they each need a Honda.
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A secondary market we wanted to give attention to is males from the ages of 25 to 45 in
the Kenosha, Wisconsin area, which are middle to upper class. These men would also have
an income of $30,000 - $100,000 a year. We are going to make sure that we do not just target
business men, but men with all different jobs and hobbies. Men also need cars and we plan
on showing them why Honda of Kenosha is the place where they should purchase their cars
and be loyal to.
Positioning and Campaign Theme
Brand Image
Product/Service features:

5 day return policy

1 year maintenance

Free car washes

Extended hours

Safe-reliable cars

Luxury but affordable

Shuttle/loaner cars for clients receiving service

Variety of models (hybrids, new, used)

Benefits/Attributes of store:

New business

Large building

Starbucks coffee

Wi-Fi, children's area

Friendly/honest workers

Flat screen televisions in waiting area

Campaign Theme:

Incorporate these ideals:

Family friendly

Community based

Luxury but affordability

"We'll make a believer out of you"
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Creative Execution
Gift Bags
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Billboards
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Milwaukee Magazine Ad
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Lake County News- Sun Newspaper Ad
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Marcus Theaters
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99.1 WMYX Radio Script
Looking for a new or used Honda? Then stop on by to Honda of Kenosha where all
throughout the month of January, Honda of Kenosha is having a family fun Wisconsin Dells
giveaway. When you purchase a new or used Honda you will be instantly entered for a chance to
win a $500 Dells gift card. So what are you waiting for? Get down to Honda of Kenosha today
located off of I-94 and Highway 50 or visit www.hondaofkenosha.com. Cue in Jingle “we’ll
make a believer out of you Honda of Kenosha.”
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Grocery Store Card
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Facebook Ads
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Media Strategies
We have chosen the following types of media that will be used to build the Honda of
Kenosha brand in the southeastern Wisconsin and northeastern Illinois areas.
Billboards
This out of home advertising form is an effective way to reach many people in
southeastern Wisconsin and northeastern Illinois. When Billboards are passed they are very large
and attention grabbing. When placed alongside roadways and highways, many people will be
exposed to them. Those who drive rely on their cars and may show more interest in a billboard
that showcases a newer vehicle. Because Honda of Kenosha is located conveniently at the
intersection of two popular highways, it will be easier for a potential customer to drive there after
viewing these billboards.
The billboards are designed to not only focus on the car but to also repeat imagery Honda
of Kenosha is associated with such as the blue color, an image of the dealership, and the Honda
of Kenosha logo. Repeating these images helps the audience recall the dealership and allows
them to have images to associate it with. The three billboards are very similar but switch out
different vehicles after a two-month time frame. This will again build repetition of the brand.
By reaching a mass audience in both southeastern Wisconsin and northeastern Illinois,
billboards will help spread the Honda of Kenosha brand to not only the target audience but to
anyone who drives past them, in turn bringing in more potential customers.
Milwaukee Magazine Advertisement
Magazines have a long shelf life and generally have a strong readership following.
Advertisements in magazines can be creative and can showcase high quality graphics and
imagery.
We have chosen to advertise in Milwaukee Magazine because it has a strong female
readership of 63.3%, which fits the Honda target audience, and has a total readership of 225,319
people in the Milwaukee, Ozaukee, Washington, Waukesha and Racine counties based on the
spring 2009 Media Audit which is the largest out of similar Milwaukee based magazines.
Readers also renew at 74%, which is higher than the 60% national average.
We want to reach a large audience in the Milwaukee area to help spread the Honda of
Kenosha brand farther into this area. Using Milwaukee Magazine, the advertisement will reach a
large percentage of the female target audience. The ads are simple and repeat imagery associated
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with Honda of Kenosha. Focusing on some of the dealerships unique offerings such as free
Starbucks Coffee, free Wi-Fi, and free car washes will stick in the minds of potential customers.
The ad also uses the Honda blue and repeats the Honda of Kenosha logo. This magazine ad will
be used to target a specific audience and help build the brand.
Movie Theater Advertisement
Movie theater advertising is a way to advertise locally and promote a company to many
people. According to OTX Research, three out of four moviegoers pay attention to the previews
at the movie theater and 87% of people are receptive to the content they see.
We chose to use this form of advertising over a television commercial because, based on
statistics in 2009; people prefer movie advertisements over TV advertisements two to one and
have a higher concentration rate than the big four television networks. Over half (53%) of
moviegoers are between the ages of 18 and 49, which fits into the Honda target audience.
Based on this data, using a movie theater advertisement will help promote Honda of
Kenosha to a larger audience who is more attentive and may retain more information about the
brand. The ads are shown for approximately ten seconds each at least twice during the pre show.
The ad we have created is very similar to the billboards so they have a sense of consistency.
Incorporating the Honda of Kenosha colors and various imagery such as the logo helps the
dealership brand their company.
Wisconsin Dells Gift Card Giveaway and Radio Advertisement
The Wisconsin Dells gift card giveaway will run through the month of January. Any
customer that purchases a new or used car at Honda of Kenosha from January 1st to the 31st will
automatically be entered in a drawing to win a $500 gift card for the Mt. Olympus Resort in the
Wisconsin Dells. The drawing for the winner would be held on February 1st.
The radio advertisement would run throughout the month of January at 99.1 The Mix in
Milwaukee. We chose this radio station because it reaches the Milwaukee, Racine, Waukesha,
Washington, and Ozaukee counties and has a total of 460,200 listeners. The target audience for
this radio station is women between the ages of 25–54 and the average listener of the station is a
44-year-old professional woman. For Honda of Kenosha, this radio station would be a good fit
because The Mix has a strong female following and 60-65% of Honda buyers are women. The
25-45 age range of Honda buyers also fits into the target age of the radio stations listeners.
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Holding the Wisconsin Dells contest during January would help bring in potential
customers during this slower month. The radio commercial would be aired ten times, Monday
through Friday throughout January during prime time and would promote this giveaway. Radio
has good reach, targets the market, and repeats the message, which in turn allows for recall of the
message.
Lake County News-Sun Newspaper Advertisement
Newspapers have a relatively long shelf life and can be read multiple times. A larger
amount of information can also be put in a newspaper advertisement. The Lake County NewsSun newspaper covers northeastern Illinois and has a daily circulation of 16,528 and a weekend
circulation is 18,130. More than 50% of residents in Lake County are between the ages of 25 and
64, which fits into Honda of Kenosha's target audience age group. Advertising in an Illinois
newspaper will bring brand awareness to this region and bring in more potential customers.
The advertisement we created for the newspaper would be a full-page color ad that uses
the Honda blue and Honda of Kenosha logos and imagery to help brand the company. The goal
of this ad is to stay away from the cluttered dealership newspaper ads so often seen and instead
focuses on a cleaner design to better represent the Honda of Kenosha brand. This newspaper ad
would run from January to June.
Balloons for Bradford Basketball Games
To help build brand loyalty in the local Kenosha area market, a promotional balloon
event will be held during six home Bradford basketball games, three girls and three boys, during
January and February. During these home games, 50 balloons with coupons for discounted oil
changes and free car washes will be placed randomly on 50 cars. The balloons will have the
Honda of Kenosha logo on them and will be blue. This event will show Honda of Kenosha’s
support of local activities and help build the brand image. The idea of this promotion is to bring
in potential customers from the local area.
Grocery Cart Advertising at Copp’s and Pick N Save Stores
Grocery cart advertising offers a unique out of home advertising opportunity. Potential
customers are exposed to 100,000 - 150,000 impressions and it has a reach of 35,000 - 45,000
consumers weekly 2-3 times a week. This allows a large amount of people to see the ads multiple
times.
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The design of the grocery cart advertisements is simple and clean, emphasizing some of
the unique key offerings of Honda of Kenosha while using the Honda blue and logo. We have
decided to use this type of media because it is local yet reaches a large market, exposing the
brand to many people. This advertisement would bring in local customers and customers from
the Milwaukee are who shop at the Copp’s and Pick N Save grocery stores.
Gift Bags
Using gift bags throughout the advertising time period is key to building a strong
relationship with new and existing customers. The bags will contain various Honda of Kenosha
branded promotional items and will be given to people who purchase new or used cars. These
items will be a constant reminder of the dealership and will increase the chances of customer
return in the future.
Facebook Advertisement
The Internet has increasingly become a more popular place to advertise. Because
Facebook reaches over 500 million people and allows for the choice of an audience by location,
age and interests, we can target the Honda of Kenosha target audience. The fastest growing
Facebook demographic is in the 35 and older age range and are made up of 57% females and
43% males, which fits in the Honda target market. These ads are integrated within the Facebook
experience and can be tailored to target people from the ages of 25 to 45 in Kenosha and
anywhere within 50 miles of Kenosha or less. The ads would fun from January 1st though May
1st.
We have chosen to use Facebook ads because they are an interactive way to reach the
target audience of Honda of Kenosha on the Internet. Because the ads can be targeted for a
specific demographic and audience, they will reach the perfect group of people and help build
the dealerships brand.
Evaluation of Effectiveness
In our campaign as a way to measure effectiveness we will look at Honda of Kenosha's
Sales. We will compare when our specific marketing objectives run and compare the objectives
to the number of sales during that time period. An example of how we plan to measure our
campaigns effectiveness is through our radio commercial. We will take the three month period
that radio commercial was aired and compare it to the number of sales during the same three
month period. An increase in sales will be a positive measurement of our campaign objectives,
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and a decrease in sales will be a negative measurement of our campaign objectives. We know
there is no fool proof way to measure effectiveness, especially since sales increases and
decreases can come from many factors other than our campaign such as competition, sales, and
time of year.
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Campaign Flowchart
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Budget Summary
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