New Product Rollout
Lakin Carlton
Products
• What 3 products will you introduce at the
show?
– Anti-Ant Picnic Plates
– The Smell Pod
– The Very Lonely Person’s Pillow
About Anti-Ant Picnic Plates
• Customer Traits:
•
-Families with
children
-Enjoy the Outdoors
-Scared of insects
What they’ll like about
the product:
- No more pesky
ants crawling all
over their food
- Easy use
- Includes drink
holder
About the Smell Pod
• Customer Traits:
– Young children
– Easily Entertained
– Enjoy smelling weird
things
• What they’ll like
about the product:
-Over 5,000 odors
-Can personalize
smell lists
-Can share smell
lists with others
About the Very Lonely Person’s Pillow
• Customer traits:
– Single
– Lonely
– Likes to cuddle
• What they’ll like
about the product:
-Gives them
something to cuddle
-Makes them feel
loved
-Soft and squishy
rather than hard
Competitor One: Stupid.com
• Strengths:
-Variety of Products
-Cheap Products
-Funny Gag Gifts
• Weaknesses:
-Strictly Online
-Limited to only gag
gifts
-Not a lot of variety
Competitor Two: Spencer’s
• Strengths:
– Stores throughout
the country
– Well known
– In most Malls
• Weaknesses:
-Some vulgar
content
-Targets an older
audience
-Focus is not on
Toys, but a variety
of products
Target Audiences
Internal
Human Resources
Media
The New York Times
GO NYC Magazine
Buyers
Toys R’ Us
The New Yorker
Marketing Team
ToyFare
Toybox
Wal-Mart
Strategic Goal
Increase awareness of Tacky Wacky Toys through use of media outlets, sales
personnel and strategic tactics.
Objective Goals
Buyers
• 75% of buyers
subscribed to
RSS Feed
• 25% of buyers
display an
interest in
placing
products in
their stores
Media
• Use media
outlets to
promote the
TWT brand
Internal
• Make sure
show
employees
know ALL of
the important
selling points
Media
Tacky Wacky
Toys is the new
& fast growing
toy company
everyone wants
to be a part of
Internal
The more sales
& subscriptions
we bring in, the
more you will
get from your
job
TWT Key
Messages
Booth Visitors
Your company
is missing out
on our products
& all of the fun
they bring
Current
Customers
New & exciting
products are on
the way!
Story Opportunities
• Sarah, a 23 year old single office professional, keeps
from being lonely at night by cuddling with her very
lonely person’s pillow.
• The Smell Pod helps 12 year old Jimmy avoid the body
odors that come along with gym class
• The Johnson’s , a fun loving outdoorsy family utilizes
the anti-ant picnic plates to keep from catastrophic
lunches
• The Smell Pod allows Christy, mother of three teenage
boys, to escape the smells of her household and smell
only pleasant smells
• The Very Lonely Person’s Pillow helped 83 year old
widow Elsie cope with the loss of her husband.
Audience: Buyers
• Have each Buyer attend our booth at least twice during the event
• Buyer interest in company
Tactic
Responsibility
Budget
Nap Room with
lonely person
pillow
Show personnel
$100 Cot Rentals,
Lonely Person
pillows provided by
company
Have a “guess that
smell” game
Show personnel
$50 for smelly
supplies, $50 for
covers
Offer free lunch on
our anti-ant picnic
plates
Show personnel
$300 for catering,
Anti-ant plates
provided by
company
Audience: Media
• We want to obtain 3 new news outlets who were not previously monitoring
our company
• An increase on the amount of time the media is focused on our company
Tactic
Responsibility
Budget
News Release on
the event and
mention “sneak
previews” and the
fun events
Communication
Department
$750
Media Alert on
where we are and
what we’re doing
Communication
Department
$500
Interview on talk
show about our
excitement for the
show
President
$1000
Audience: Internal
• 100% awareness of Employees
• Employee participation and excitement
Tactic
Responsibility
Budget
Subscription
Competition
Human Resources
$100
Countdown to the Human Resources
big day
$0
Event
Presentation
Marketing Team, HR,
President
$0
Reminder Emails
President
$0
Timeline: Buyer
Who does what when? Work backward from deadline or forward from start date.
Tactic
Week One
Week Two
Week Three
Week Four
Nap Room with Look into cot
Purchase
Lonely Person
rentals & book covers
Pillow
rental for event
Get Lonely
person pillows
from
production
Make sure all
elements are in
place &
confirm cot
rental
“Guess that
Smell” Game
Plan out which
smells to use
Gather
materials for
creating those
smells
Gather covers
for smelly
products
Make sure all
elements are in
place
Ant Free Lunch
Look into
catering
Book catering
Gather utensils
and anti-ant
plates from
production
Confirm
catering and
make sure all
elements are in
place
Timeline: Media
Who does what when? Work backward from deadline or forward from start date.
Tactic
Week One
Week Two
Week Three
Week Four
News Release
on the event
and mention
“sneak
previews” and
the fun events
Write News
Release and
prepare Media
List
Review News
Release
Send out News
Release
Check for News
release in
Media & be
sure it is
published
Media Alert on Prepare list for
where we are
media alert
and what we’re
doing
Create Media
Alert
Send out
Media Alert
Monitor
response to
media alert
Interview on
talk show
about our
excitement for
the show
Prepare
President for
interview
Confirm
interview &
review with
president
President
interview on
the Today
Show
Schedule
interview on
Today Show
Timeline: Internal
Who does what when? Work backward from deadline or forward from start date.
Tactic
Week One
Subscription
Competition
Week Two
Week Three
Week Four
Discuss prize
Purchase prize
for competition
(no more than
$100)
Announce
Competition to
employees and
show prize
Monitor each
employees
subscription
numbers
Countdown to
the big day
Purchase large
notepad
Design each
page for
countdown
Begin
countdown
Be sure
countdown is
up to date
Event
Presentation
Prepare
PowerPoint
with key points
Review
PowerPoint for
presentation,
add any
changes
Presentation to Post
employees
presentation to
internal
website for
employees to
review
Reminder
Emails
Compose email Have President
review email
None
Send out email
to employees
to promote
excitment
Budget
Expense Item
Price
Target Audience
Cot Rentals for Lonely
Person Pillow
$100
Buyers
“Guess that Smell” game
$100
Buyers
Ant Free Lunch
$300
Buyers
News Release
$750
Media
Media Alert
$500
Media
Interview
$1,000
Media
Subscription Competition
Prize
$100
Internal
TWT Branding
$1,000
Buyers
Event Cost &
Transportation
$3,000
TWT
Employees & Labor
$5,000
TWT
Total:
$12,000
EVALUATION
As a team, we will measure the increase in sales, amount of
subscriptions to our newsletters, and the number of new buyers
investing in our company.
We will prove that our efforts were a success by showing that we
increased the amount of buyers for our company while staying within
our budget.