MAR KETI NG P LAN ! F OR S T EPHEN HAMILTON!
!
Dave Calistro & Ben Smith! December 4th, 2012 
Developing A Marketing Plan! !
Sandra Kumorowski
Table of Contents!
! ! ! !
1.
Executive Summary - Pg. 3!
2.
Market Analysis – Pg. 6!
3.
SWOT & Competitive Analysis – Pg. 8!
4.
Survey & Interview Question – Pg. 9!
5.
Consumer Behavior Analysis – Pg. 10!
6.
Project Proposal - Pg. 11!
7.
Examples of Flyers - Pg. 13!
8.
Timeline & Budget - Pg. 17!
9.
Stephen Hamilton’s Mood Board - Pg. 18!
10.
Current Product Assessment – Pg. 19!
11.
Future Magazine Issue - Pg. 20!
12.
Research Insight – Pg. 21!
13.
Author Bios - Pg. 22!
14.
References - Pg. 23!
15.
Appendix – Pg. 24
All images contained within this document are public images, property of Stephen Hamilton, or otherwise credited.
!
2
1. Executive Summary!
! !
The fondest memories are those shared around the table.
The Situation: !
Food and photography have been an integral part of our lives for a very long time
now. The world we live in is constantly changing, but as life goes on, we continue to thrive off wonderful experiences and memories. Consumers everyday are in search of new ways to spark up their social lives; they need a reason to gossip. Social media such as Facebook are becoming normal ways to share life experiences. The food industry is gaining popularity and exposure in our culture, and photography is a great vehicle used to bring hunger to life. ! !
Traditional means of advertising are beginning to lose steam, and word of mouth
marketing is starting to gain more and more importance in our everyday lives. Grocery stores are common places for people to engage in thought and bring ideas to life back at home. ! The Big Idea: Build Audience for Who’s Hungry !
WORD TRAVELS FAST! More now than ever, people are utilizing vehicles like so-
cial media i.e. Facebook and Twitter to share anything and everything. The BIG IDEA at hand is to create more buzz around Who’s Hungry magazine by incorporating more word of mouth marketing into our strategy. The plan is to target men and women, ages 35-50, who are searching for new and exciting ideas to stir up their kitchen as well as their lives.!
!
!
3
How it Works: We are going to hold events/workshops of Stephan Hamilton’s work at grocery stores like Mariano’s and Whole Foods, in which SH will be present. The events will give brief tour of his work, live photo shoots, and magazine signings. We feel that there is a huge opportunity at these stores because of a key consumer base “foodies” that shop there. We will produce promotional flyers to give out with shoppers’ receipts spreading word about the upcoming events. We also will advertise on social media like Facebook to promote Stephen Hamilton’s brand and any events we have coming up. We will produce 60,000 flyers to distribute for the 12 events. This gives the stores the ability to hand out 357 flyers per day for the two weeks prior to their event. We are planning to schedule two stores every other weekend for the six months in which his new issues come out.! Reinforce the Key Benefits: !
Remember, consumers are constantly searching for new ways to drive attractive con-
versation between friends and family. Warm feelings and emotion generate story and experience. The Who’s Hungry magazine is an interesting take on the world of Food Photography. Food and photography are an integral part of our society, which means to you a presold audience. ! Short Term Strategy: !
To build a large base audience for the Who’s Hungry magazine, which will eventually
produce a more wide spread awareness by direct word of mouth marketing. Word of mouth will bring magazine sales in addition to value for the Stephen Hamilton brand as a whole (Spider Web Effect). The buzz from the events will attract customers, and increase sales for the store. This will draw full time partnerships and sponsorships, which will support the costs of magazine production. ! !
By selling tickets to our event, we will also offset the costs of producing the maga-
zine, and hopefully even turn a profit.
!
4
! Long Term Strategy: !
By gaining more popularity nationally, we expect other companies to show interest in
partnerships with Stephen Hamilton and the Who’s Hungry magazine. Many of these grocery stores are large chains owned by one company so the exposure and success at one store will spread, and open up opportunities at other locations in other markets. The grocery stores that host events will also share an increase in traďŹƒc and social buzz leading up to and following the events. 
!
5
2. Market Analysis!
!
Food photographers seek to strike a chord with something that is a basic human in-
stinct; hunger. It is a primal need, akin to reproduction, and strong imagery is often referred to aptly as “food porn”. Our culture is in love with delicious food, and it shows in our media with the rise of shows such as Top Chef Masters, Chopped, Diners Drive-Ins and Dives and many more. We seek to have a special relationship with our food and there is a growing interest in being more involved in what we eat. Such trends as eating locally grown food, Whole Foods’ meat grading system, which gives buyers and insight into the life of the animals, and Trader Joe’s featured product stories all work to create a more involving process in what we choose to eat.! !
Consumers are trending towards identifying with brands and products based on how
they fit into their worldview. Snobmoddities refers to “The phenomenon of turning everyday products, services and experiences into chic, popular, luxury items, which offer consumers quick status fixes and a bewildering variety to what were once invisible aspects of daily life” (Trendwatching, Food And Beverage Industry Lens Report, 2012). This current trend describes those who prefer to maintain an image of prestige or exclusivity, and now the food industry is engaging with these consumers by offering products with a story, whether it be upmarket corn tortillas made of heritage corn to protect the biodiversity of the native crop in Mexico, or be it Whole Food’s rating scales on their meat to let you know where it comes from.! !
Another trend in the industry is described as the desire to be “Wellthy”. Good health
is now as important to some consumers as having the biggest, newest or shiniest status symbols. Consumers are becoming more aware of the impact of what they eat and drink on their health. This is particularly true with the growing concern around obesity, diabetes, heart disease, and cancer. Consumers are looking for food & beverages that promote good health. Authenticity is a key factor for WELLTHY consumers, with claimed scientific benefits often less appealing than ‘natural’ or ‘organic’ foods & beverages that engage consumers with compelling narratives told by open, honest “human brands” that really care. (Trendwatching, Food And Beverage Industry Lens Report, 2012)
!
6
! Stephen Hamilton’s PEST Analysis !
Political – Chicago may try and follow NYC on limiting beverage sizes to 16 oz. to try
and address obesity issues. As obesity gains a large place in the national spotlight, the stigma around food grows negative, and those in the industry must focus to maintain or create a healthy image for their brand.! !
Economic – While the economy is bouncing back from tough times, the upper class
who enjoys “fine dining” is unaffected, but middle class Americans are finding more money is their pocket for spending on treating themselves to luxuries in life like eating well, and trying new delicious foods. Trends such as the aforementioned Snobmoddities and also trends referred to as Embedded Generosity, which describes Americans who are looking for ways to easily give back through their products, and Generation G, standing for generation generous, indicate that we are seeking more holistic rewards in our food buying behaviors.! !
Social – We are reaching new grounds in our society’s ability to be interconnected and
engaged 24/7. Our culture is much more open to sharing, and telling the stories of our daily lives. Stephen Hamilton has the opportunity to reach those who want his beautiful art to be a part of their narrative. In the US 62% of people trust reviews from friends, family and colleagues, while in the UK it is 51% (Lightspeed Research, March 2011). This shows that we want to engage with our friends and family when it comes to our purchasing decisions.! !
Technological – Smartphone usage at the dinner table is still seen by some traditional-
ists as faux pas, but is an accepted social activity among many others, including Stephen Hamilton. Stephen talked about using his iPhone to instantly capture and share his dining experiences, and then recreate the meals in studio for his blog. This trend can be seen across the social sharing sphere. The social interest in food and dining industry is growing as evidenced by the popularity of recipes on Pinterest and other food specific smartphone apps such as Epicurious and Chef ’s Feed. There is a huge opportunity in social media to grow his brand and engage with food lovers everywhere through these popular social channels.
!
7
3. SWOT & Competitive Analysis!
!
Stephen Hamilton SWOT Analysis Strengths Weaknesses • Established client base.! • Lack of experience in food industry.! • Leading edge technology and capabil• Small relative market share. ities.! • Prime studio location. Opportunities Threats • The food industry is gaining populari• Large and diverse range of competity and exposure in our culture.! tors in the Chicago and nation scene.! • The rising use of social sharing • Economy is slowly recovering, and presents an opportunity for largepeople are still wary of luxury items. scale word-of-mouth sharing.
!
Stephen Hamilton’s Competitive Positioning Map Stephen Hamilton Scott Payne Derek Richmond Brian Wetzstein Offerings Runs a website, Studio Works to promote Food photography two blogs, a virtual photography for causes behind the for advertising, and physical brands such as food industry, packaging, magazine, and Wendy’s, Stouffers, such as the Art for restaurants and client based studio White Castle, Haiti project. editorial purposes. work. Farmland and more. Message “Real life” Light & fresh, Darker imagery, Sweet, savory, approach of Warm & hearty. gritty images, fresh, bold, light, capturing images, “Sexy, light, and more use of black sharp. distinguished intense.” and shadows. lighting and taste appeal. Brand Sto- Stephen Hamilton By using bright, Creating almost His tagline is “it ry seeks to achieve crisp lighting, surreal images makes me hungry” beauty in the simplic- Payne evokes exseems to be a re- and he strives to ity of individual, citement in his im- curring theme in create beautifully delicious elements ages and creates a Derek’s work. styled and creative in a dish. desire for the subwork that evokes ject of his photos. passion and a desire for delicious food. Other notes His website has a Website suffers Brian also cooks section called from a few and bakes, and “Images In Use” usability and updates his blogs which shows his navigation with his creations. current running problems work for clients
!
8
! 4. Survey & Interview Questions:! Interviewee – Kim Baker, Key Account Manager Burke Beverage! • What restaurants do you like and why?! Her favorite restaurants are authentic, and specialize on one select culture. To name a few: Carnivale, Tango Sur, and the Girl and the Goat. ! • Do you prefer home cooking over eating out?! No, but she does enjoy taking on new ideas for her home kitchen. A good way to pick up these ideas is by going out to eat. She has attended wine tastings and food pairings in which she bought cook books from well-known chefs. One in particular that she really likes is a book by the Voltaggio brothers; One brother was on Top Chef.! • Where would you look for a new recipe?! She finds many recipes online, from her parents, and events like the above mentioned.! • Are you an impulse buyer? What do you usually purchase?! Yes, she usually grabs a magazine like People or US Weekly.! • Are you interested in food shows? Which ones?! No, not really. She has caught a few episodes of Iron Chef. She was interested in the one in Chicago. ! • Where do you grocery shop and why?! Kim likes Jewel Osco because of their EDLP and selection/brands. If she is looking for something special or feels like splurging, she will go to Whole Foods. She has heard a lot of buzz about Mariano’s, and would like to check out their location downtown sometime soon.!
Insight gained: Kim welcomes new ideas and innovation. She likes to share her experiences by telling a story. ! We also surveyed a group of over 40 of our friends and family, and found that over two-thirds of them eat out at a restaurant more than four times per month. Here the question was, “How many times per month do you eat at a restaurant?”
25.0% 42.5% 30.0%
! <once
1-3
9 4-7
8+
5. Consumer Behavior Analysis! !
Our plan is to target men and women, ages 35-50, who are searching for new and ex-
citing ideas to stir up their kitchen as well as their lives. ! 1. Consumer Target (Male)! •
‘Alan’- A married with kids, suburban, white collared male who requires detail. !
•
HHI $85-110k!
•
He is social, career focused, and family oriented. !
•
He subscribes to Chicago magazine and is digitally connected.!
•
He likes to travel for work and pleasure. !
•
He appreciates the finer things in life. !
When Alan discovers an interesting read, he desires more, and conducts research. His knowledge based way of thinking kicks in, and creates of sense of gratification. He uses the new, creative information as a means to communicate at work and at home. ! 2. Consumer Target (Female)! •
‘Marie’ – A married, suburban, stay at home mom who enjoys her alone time during the day to get things done around the house. !
!
•
HHI $85-110k!
•
She loves the food, shopping, and travel networks.!
•
She is digitally connected.!
•
She is social, youthful, and stylish. !
•
She enjoys wine and travel. !
•
She grocery shops at Mariano’s and Whole Foods. !
When Marie discovers an interesting read, she is quick to tell her girlfriends. Marie asks herself, “How can I incorporate this into my life?” She enjoys the moments, stories, and emotions that tie into this thought and discussion. !
! ! ! ! !
10
6. Project Proposal
…
Our Ourpurpose:! Purpose: Byreaching reachingout out "Alan By toto “Alan andand Marie” Marie" where couples near where they couples they shop for groceries, shop for groceries and where our message will be received and our they dine out, our message will brand will gain recognition. By offerbe received and our brand will ing these couples fun ways to interact gain recognition. By offering these with Stephen throughwith cookcouples fun Hamilton ways to interact ing and photography shows, they will Stephen Hamilton through have a memorable experienceshows, to share cooking and photography theytheir will friends have a memorable with and grow our experience to share with their brand’s awareness organically.
Whoneeds needstotohear hear Who it:!it: Ouraim aimisistotoreach reach 35-50 year men Our 35-50 years old old couples and women who live upscale lifestyles who live upscale lifestyles and appreciate the and appreciate the finer things in life. finer things in life. They shop at Whole They shop at Whole Foods or Mariano's Foods or Mariano’s and as prefer their and prefer their food fresh as food as fresh as possible. Theytreating enjoy treating thempossible. They enjoy themselves selves fine restaurants a regular basis. to finetorestaurants on aonregular basis. Alanand andMarie Mariefitfitour ourtarget target perfectly Alan perfectly and andplan ourto plan to them reachwill them gain our reach gainwill Stephen Stephen Hamilton crucial awareness, Hamilton crucial awareness, a newfoundand fola newfound following, leading to lowing, and increased brand value. increased brand value.
friends and grow our brand's awareness organically.
!
11
Reaching "Alan & Marie"
Alan andMarie Marie aretoabout head to Whole Alan and head Whole to Foods where they will Foods receive a flyer to their upon checkout tellingparked them about and attached find a flyer on receipt the windshield of their upcoming cooking democooking featuring cooking by car an mentioning upcoming demos demos featuring Stephanie Izard andand displays and signings by Stephen Hamilton. Stephanie Izard displays and signings by Stephen Hamilton.
While visiting Whole Foods, they notice displays by
While visiting Whole Foods, they notice displays by the aisles the entrance advertising Stephanie Izard and advertising Stephen Hamilton and Stephanie Izardâ&#x20AC;&#x2122;s event. FaStephen Hamilton's upcoming event. Familiar with miliar with The Girl & the Goat, they decide to check it out.
The Girl & the Goat, they decide to check it out.
During the event, samples During the event, are given samples areout given and Stephen out and Stephen signs anddisplays signs and displays his for his latest issue his guests. latest issue for guests.
!
Excited about meeting Stephanie andmeeting Stephen, Excited about Stephen and Alan and Alan Marie Stephanie, andinvite Marie invite friends friends withinterests similarto come check it with similar interests tooutcome check with them. it out with them.
Word about about our and and the experiences Word ourbrand brand the surrounding it are spread. experiences surrounding it are spread.
12
Our unique medium will be flyers distributed around high-end grocery stores, advertising special events featuring a cooking demo by a top Chicago chef, and a gallery by Stephen Hamilton.
!
13
!
14
!
15
!
16
8. Timeline and Budget! To offset the $60,000 cost of printing and producing Who’s Hungry Magazine we have come up with the following:! Flyer Cost - 60,000 flyers = $1,802.50! ! 5,000/store, 12 store events. Run promotional hand-outs for 14 days prior to event = 357 flyers/day.! Size – 5.5” x 8.5” Paper – 10 pt. Cardstock Gloss.! We will sell tickets for the events for $40, purchasable in store. ! To break even each store needs to sell an average of 125 tickets per event. ($40 x 125 = $5,000/event x 12 events = $60,000.! Selling an average of only 75 tickets per event will bring in only $36,000, while selling an average of 200 tickets per event will earn $96,000, netting a profit of $36,000.!
Event Itinerary: ! Two events held on Saturdays and Sundays during one weekend every other month at three local grocery stores popular among our target. To coincide with new issue releases, we will be running these events six times during the course of the year, or every two months. There will be two events at different stores for each release. This also increases competition between stores to get more people in the doors, and eventually involved with our brand.! Below is a schedule, showing the month and location of each of the twelve events.
!
17
Like Playboy for foodies
The mood board for Stephen Hamiltonâ&#x20AC;&#x2122;s brand is inspired by his eye for mixing the rustic with clean, contemporary influences. By achieving a warm yet modern feeling, he appeals to not only our sense of nostalgia surrounding food, but also our eye for artistic beauty.!
!
18
10. Current Product Assessment!
!
Stephen Hamilton’s magazine was created as a means to expose his food photography
business to a broader audience. Currently, there is no retail cost structure for this product, but this could change depending on demand in the future. In terms of production, SH is looking for a cheaper way to produce his magazine. The current cost of production is $10,000/issue. !
! !
Stephen Hamilton has done a good job of promoting his magazine. He uses his web-
site and social media resources to keep consumers interactively engaged and in tune with future releases. His magazine is available for free online. Hamilton released the magazine through Issuu, an online magazine publishing service. Because it's electronic, the traditionallooking magazine can include links, embedded video and other interactive features that take it a step beyond other food magazines. !
! !
SH’s current audiences are foodies and his social media followers. His message is to
show the link between his passion for photography and food. Since his brand, Who’s Hungry, is fairly new, I would not imagine it would need any rebranding at this point.
!
19
Image credit to: http://www.drlucys.com/blog/2010/07/07/summer-food-safety/
11. Future Issue! !
For a future issue, we envisioned a summer picnic themed cover, with a theme play-
ing on, “A Basket of Flavors”. Articles will feature tips on how to pack the perfect picnic, and some ideas for refreshing summer cocktails, with input from prominent Chicago bartenders. The corresponding summer event could be held outdoors and sponsored by a local grocer or restaurant, and could feature chefs creating their favorite summer dishes and drinks.
!
20
! 12. Research Insight!
! !
We have discovered in our research that consumers require a certain feeling or emo-
tion when they engage in a product. There is always a â&#x20AC;&#x2DC;situationâ&#x20AC;&#x2122; that a product is pursuing to fulfill. All consumers diďŹ&#x20AC;er in some way, but the majority can be classified in a consumer behavior category. Our target audience has a well-established life that seeks out creativity. They have the time and patience to indulge when the moment arises. Our consumers appreciate that everything tells a story, which in return will invoke a familiar mood or experience. !
!
!
21
13. Author Bio’s!
!
Hello, my name is Dave
Calistro.
I am young, diligent, up and
coming business professional who is career driven. I have a marketing communications background that serves beneficial each and every day. I work for Wirtz Beverage Illinois, an alcoholic beverage distributer. I have been working in the sales department with the company for almost 2 years now, and I plan to keep working my way up the ladder. On my free time, I enjoy social hangouts with friends and family, warm destination vacations, sports, and trying out new restaurants. I am very goal oriented; I like to set difficult, but attainable priorities for myself. I believe if you set your mind right, you can achieve any feat. I guess those are my words to live by. ! !
Eventually, I would like to get my MBA to help bolster my career goals. In the future, I can
see myself holding multiple marketing and sales positions in the industry I am currently working. There are several opportunities out there in various markets to which could be of interest to me. I feel that my love for travel could take me places down the road. ! I can be reached at: Dcali14@Gmail.com!
! Hi, I’m Ben
Smith. My passion for finding creative solutions to a
problem has led me to pursue internships with SapientNitro as a Consumer & Industry Research Team Intern, and with Poggled nightlife company as a Marketing Strategy Intern. Aside from being a valuable asset to these companies, I enjoy my summers with friends and family on the beach, and hanging out with my French Bulldog, Zoey (who snuck her way onto your “Mood Board”). I am excited to graduate from Columbia, and I look forward to getting hands on in the world of marketing soon, hopefully working with diverse clients through a reputable agency.! I can be reached at: Smithbe927@gmail.com
!
22
14. References!
!
“Food And Beverage Industry Lens Report”, Trendwatching, 2012.! “Stephen Hamilton Research” Survey, Self-administered, SurveyMonkey, October 20th through November 20th, 2012.! “US Shoppers Buying Habits” Survey, Lightspeed Research, March 2011.
!
23
! 15. Appendix!
!
Collection of related homework:! 1. ! My favorite beverage or mixed drink would be a Ketel One Oranje vodka and soda water. Now, this is my preferred drink when I go out, not something I drink on a daily basis (Just a FYI).! ! It is Friday night, the weight of the work week is finally off my shoulders, and I couldn’t be more relieved to head out with some friends to enjoy a cocktail. My friend chose a familiar, laid backed lounge called LAX. I arrived around 7pm, and the guys had already sat down at a high top table near the bar. As I approached the table, I could see they had already ordered me a drink. When I took a closer look, I saw the fresh, thinly sliced orange peel garnished over this clear liquid on ice, and realized how accustom I have grown around these guys. ! ! After greeting everyone at the table, I took a sip of my drink, and it brought me back to the first time I had ever tried the wonderful concoction. The smooth, crisp taste was accompanied by a great sense of masculinity.! A decision on my favorite food is a tough choice to make, but I’ll go with the food I consume the most, Pizza!! ! It’s a Wednesday evening, and I just finished up a memorable softball game win. Our team plans to head to the usual spot, Q’s Pizzeria, across the street. As we walk in, the other teams that played before us give us a warm welcome, and ask how we did. The bartender waves us down, and opens a few beers for us. He then asks, if we’ll be eating tonight. I looked at the guys, and looked back at the bartender and said, yes we will be. ! ! Now, every Tuesday and Wednesday is “Buy One, Get One Free” so we knew that it’s always a good decision to come in hungry. We ordered, and shortly after came our two large pies. Nothing gets my appetite more ready, than the piping hot steam coming off of a pizza right out of the oven. Q’s in my opinion has the best pizza around. They make their pizza with the freshest ingredients, and prepare it on a thin, well-done crust. As w e devour the pizza, we reminisce on old times and good memories.!
! !
24
! My favorite drink!
!
This time of year nothing is better than a hot cup of coffee on a brisk fall day. I make mine with a bit of honey and some cream and sugar, and whenever possible I try and pair it with something baked and sweet such as this pumpkin spiced coffee cake bread. The feeling of warmth that comes from within after a sip of hot coffee makes me appreciate the changing weather and look forward to snow, and the winter. I drink my coffee from a Lower Herring Lake mug that reminds me of warm summer days spent vacationing in Michigan on the beach.! My favorite meal! My favorite meal was part of a very memorable experience that took place last March when Top Chef Texas contestant Chuy Valencia came to our apartment and cooked dinner for a group of eight friends. We went to whole foods and went through their seafood department, selecting scallops, sea bass and some fresh shrimp, and headed back home to watch him go to work. Chuy was very open and had us help in the cooking process. It was a blast to see him filet the fish, create sauces and see the meal through the entire process from raw ingredients to a delicious meal. In the end the seafood stew over risotto was a fantastic dinner, but the most memorable part was the whole uniqueness of the experience and how lucky we were to be able to do this with our friends.!
2. !
1. Survey Questions:!
a. Age?! b. Gender?! c. How often do you watch shows that food is the main focus?! d. Where do you grocery shop?! e. How much do you eat out?! f. Do you prefer more pictures or text when reading magazines?! g. Would you rather read an article online or on print?! h. Is food a passion of yours?! i. Is photography of interest to you?! 2. Interview Questions:!
!
25
!
a. What restaurants do you like and why?!
!
b. Do you prefer home cooking over eating out?!
!
c. Where would you look for a new recipe?!
!
d. Are you an impulse buyer? What do you usually purchase?!
!
e. Are you interested in food shows? Which ones?!
!
f. Where do you grocery shop and why?!
3. Poll Question:! !
a. How often does a picture of a restaurant’s food sway your decision to go there?!
4. SWOT:! !
a. S- Marketing, Technology, Capabilities, Real Estate/Location!
!
b. W- Financial position, Market Share?!
!
c. O- Lifestyle trends currently, Economy, Demographic Shifts, Innovation!
!
d. T- Competition, Economy!
5. Two insights I gained from John Donahue’s lecture are:! !
a. Products: Change is inevitable. We must embrace it, and continue to innovate.!
! b. Consumer Profiles or Personas: Selecting a target audience and creating a consumer profile for that audience. Age, Likes/Dislikes, Gender, Marital Status, Education, etc! !
c. 4 P’s!
3. 1. The magazine I used for this homework was Chicago magazine, the November issue. Turning! to page 15, there is an ad for the Trump Hotel Chicago. Two style insights for the SH magazine I! gathered from the ad are:! a. Elegance and beauty can come in many shapes, sizes, and colors.! b. Always ask for a woman’s perspective before finalizing plans.!
! 2. Two ideas from the past to incorporate into the SH strategy are:! a. Guerrilla Marketing: Promote the magazine at food and beverage events, day spas and!
!
26
salons, or any other event it could possibly tie into some way.! b. College or High School workshops: Extracurricular activities involving food photography.! This will promote word of mouth marketing to key audiences such as parents.!
! 3. One unique medium to be added to our Media mix for the plan could be windshield flyers at! grocery stores such as Whole Foods, Dominicks, and Marianos. Another way to advertise for the! magazine would be to do a live book signing at the stores mentioned above. SH could possibly! do a short tour of his work.! 4.â&#x20AC;Š
!
27
!
28