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Village Surf Shoppe A  Case  Study   Written  by  Jodeci  Richards  

Created  for  Dr.  Brian  Parker’s  Media  Planning  class   at  The  Florida  State  University,  Spring  2013.  


Village Surf Shoppe A  Case  Study   Written  by  Jodeci  Richards  


Contents  

Situation  Analysis               Media  Objectives  and  Strategies         Target  Audience  and  Media  Mix       Reach  &  Frequency           Scheduling  &  Timing           Media  Budget             Geography               Sales  Promotion             Appendix              

 

 

 

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 7    8    9    10    11    12  


The Situation Analysis

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Situation  Analysis  

Marketing  Objectives    

 

 

 

 

 

 

 

 

Village  Surf  Shoppe,  established  in  1969,  sells  surfing  accessories  including  surfboards,   beachwear,  and  related  products.  Also  offers  surfing  camps,  rentals,  and  lessons.  It’s  located   in  Garden  City,  South  Carolina  (within  the  Myrtle  Beach  retail  trade  area).  Because  it’s  been   around  for  44  years,  it  is  an  established  name,  however,  Village  Surf  Shoppe  is  looking  to   increase  sales  by  20%  using  a  budget  of  $200,000.  To  properly  allot  this  budget,  it’s   necessary  to  understand  that  the  shop’s  peak  selling  period  is  April  through  September  and   that  sales  decline  considerably  during  the  winter  months  (as  surfing  is  a  seasonal  sport).   Some  marketing  techniques  that  have  been  used  in  the  past  include:   • Word-­‐of-­‐mouth   • Guerilla  marketing   • Personal  selling   • Village  Surf  Shoppe  stickers  and  t-­‐shits  used  for  product  awareness    

Competition  

 

 

 

 

 

 

 

 

 

 

There  are  competitors  on  both  the  local  and  national  level  for  Village  Surf  Shoppe,  which  are   all  located  in  the  South  and  North  Carolina  areas.  Because  the  Village  Surf  Shoppe  is  similar   to  their  competitors  (it’s  locally  owned  and  offers  lessons,  rentals,  clothing,  and   accessories),  which  is  why  they’re  looking  to  expand  into  the  inland  market.  They’re  also   using  similar  tactics,  such  as  Internet  and  social  media  outlets  (Facebook,  Twitter,  Google+,   and  Foursquare).  Its  competitor’s  are:   • Waller  Bear’s  (local)   • Surf  City  and  Eternal  Wave  (local)   • Ron  Jon  Surf  Shop  (national)    

Creative  History    

 

 

 

 

 

 

 

 

 

Village  Surf  Shoppe  rarely  uses  traditional  adverting  methods  and  their  publicity  is  also   limited  to  local  news  outlets  and  national  surf  magazines  has  used  guerilla  marketing  as   their  primary  marketing  vehicle.  To  promote  product  awareness,  they  pass  out  stickers— which  are  often  placed  on  car  bumpers,  skateboards,  schoolbooks,  etc.—and  t-­‐shirts.  The   shop  also  hosts  events,  like  sponsoring  surf  competitions.    

Target  Audience    

 

 

 

 

 

 

 

 

 

Village  Surf  Shoppe’s  main  target  audience  is  men  and  women  ages  18-­‐24  who  lead  active,   adventurous  lifestyles.  These  men  and  women  are  also  avid  serious  surfers  and  hardcore   wave  riders.  They  are  heavy  consumers  of  recorded  music  and  they  spend  considerable   amounts  of  time  on  the  web.  They  have  an  income  of  less  than  $28,000.  Those  who   frequent  the  shop  like  to  hang  out  there,  catch  some  waves,  tell  stories,  and  check  out  new   surfboards.       Tourists  and  a  growing  inland  market  also  comprise  Village’s  target  audience.  The  inland   market  is  will  to  drive  1-­‐3  hours  to  the  ocean  on  a  regular  basis.  Popular  culture’s  coverage   of  surfing  has  likely  aided  the  growing  market  with  TV  programs  like  North  Shore  and  

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Situation  Analysis   Summerland  and  Surf  Girls.  These  programs  have  also  attracted  more  females  to  the  sport   and  more  awareness  in  general.    

Geography    

 

 

 

 

 

 

 

 

 

 

The  shop  is  regional—it’s  located  in  Garden  City,  which  is  within  the  Myrtle  Beach  retail   trade  area.  Village  Surf  Shoppe  is  a  leading  player  in  the  surfing  business  near  South   Carolina’s  Grand  Strand.  While  local  new  outlets  and  national  surf  magazines  have   occasionally  generated  publicity,  guerilla  marketing  holds  potential  in  spot  markets  around   the  South  Carolina  area.     The  inland  market  has  much  potential.  Places  included  in  this  market  are:   • Columbia,  South  Carolina   • Charleston,  South  Carolina   • Charlotte,  North  Carolina    

Timing  

 

 

 

 

 

 

 

 

 

 

 

The  Village  Surf  Shoppe  is  open  from  10AM-­‐6PM.  This  aligns  with  the  fact  that  the  average   surfer  surfs  early  in  the  morning  for  2.5  hours.1  Its  peak  selling  period  is  April  through   September;  sales  decline  considerably  during  the  winter  months.  The  peak  time  for  surfing   occurs  in  mid-­‐summer  through  the  fall,  which  is  also  when  there’s  good  “surf  from   hurricanes  and  from  nor'easter  weather  systems.”2  Because  of  this,  the  campaign  should   launch  before  April  to  generate  awareness  for  Village  Surf  Shoppe.  Launching  before  April   will  potentially  drive  consumers  to  the  store  by  peak  selling  time.     Even  though  it’s  not  during  peak  selling  time,  a  holiday  like  Christmas  can  potentially   influence  product  consumption.    

Media  Mix    

 

 

 

 

 

 

 

 

 

 

Village  Surf  Shoppe  uses  guerilla  marketing  as  its  chief  vehicle,  but  also  it  also  uses  the   Internet  as  a  vehicle.  This  is  a  good  tactic  as  the  target  audience  “spend[s]  considerable  time   on  the  Web”  and  because  “many  surfers  get  information  about  surfing  product  and  weather   conditions  on  the  Internet  and  regularly  network  with  other  surfers  via  e-­‐mail,  blogs,  and   chat  rooms.”3  The  shop  also  has  a  Facebook  page,  which,  in  a  way,  serves  as  its  central  hub.   Based  on  the  existing  tactics  (and  because  the  surf  shop  is  local),  marketing  with  local   advantages  will  work  best  and  the  following  are  the  best  media  methods  to  implement:   • Internet   • Local  TV  spots   • Guerilla   • Local  Magazines   • Event  marketing     • Billboards • Radio     These  methods  will  work  for  a  high  involvement  product  like  surfboards  with  a  simple   message.  Implementing  more  Internet  strategies  will  help  to  increase  Internet  traffic  and,  in   turn,  increase  store  traffic  and  sales.

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Media Objectives and Strategies

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Media  Objectives  and  Strategies  

Target  Audience  &  Media  Mix  Objective  

 

 

 

 

Target  Audience  &  Media  Mix  Strategy    

 

 

 

 

  Village  Surf  Shoppe’s  growing  audience  consists  of  men  and  women  ages  18-­‐24,  who  are   serious,  active,  and  adventurous  people  and  surfers.  This  audience  also  “spend(s)   considerable  time  on  the  Web,”  which  aligns  with  the  fact  that    “many  surfers  get   information  about  surfing  product  and  weather  conditions  on  the  internet  and  regularly   network  with  other  surfers  via  e-­‐mail,  blogs,  and  chat  rooms.”3  Based  on  these  factors,   the  target  audience  and  media  mix  objectives  for  this  campaign  are  to:     Increase  sales  by  20%,  store  traffic  by  30%,  and  awareness  by  40%,  among  South   Carolinian18-­‐24-­‐year-­‐old  surfers  by  reaching  the  market  via  Internet  and  mobile  web   marketing  strategies  and  stronger  event  sponsorships.       4

With  94%  of  18-­‐29-­‐year-­‐olds  using  the  Internet ,  56%  of  all  adults  using  their  cell  phones  to   access  the  Internet5,  and  50%  using  their  cell  phones  to  send  or  receive  email5,  we  felt  that   we  needed  a  strong  Internet  presence.  We  will  re-­‐launch  our  website  March  10,  2013.  The   website  will  include:     • Our  mission,  company  history,  and  location   • A  custom  surfboard  application  that  allows  users  to  create  and  order  their  custom   surfboard  under  our  board  brand,  Perfection  Boards   • Options  for  browsing  and  ordering  non-­‐custom  boards  and  other  merchandise   • Registration  and  sign-­‐up  for  surf  lessons  and  events     When  we  re-­‐launch  the  site,  we’ll  announce  our  “Create-­‐A-­‐Board”  contest,  in  which   participants  will  go  onto  our  website,  use  our  custom  board  application,  and  submit  their   board  design  (that  must  include  our  name,  “Village  Surf  Shoppe”).  We  will  then  pick  our   favorite  and  produce  two  designed  boards—one  to  hang  over  our  entrance  and  another  to   give  the  winner.  The  contest  will  end  May  10th.  The  site  will  be  coupled  with  a  mobile  site   with  basic  tabs  for  board  customization,  shopping,  and  registration  and  sign-­‐up.     We’ll  be  hosting  two  events,  on  June  25th  and  27th,  respectively.     • The  Amateur  Surf  Competition—June  25th  at  the  Village  Surf  Shoppe   o Competitors  will  sign-­‐up  and  ride  a  mechanical  surfboard—whoever  stays  on   longest  will  win  surf  lessons.  The  competition  will  also  be  opened  to  avid   surfers  who  will  be  placed  in  a  different  category  and  receive  different   prizes.   • The  Village  Surf  Competition—June  27th   o Winners  will  receive  $250  in  gift  cards  for  merchandise  from  Village  Surf   Shoppe.  The  competition  will  be  open  to  all  skill  levels.     Competitions  will  be  publicized  using  local  radio  ads,  our  Facebook  page,  and  our  website.

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Media  Objectives  and  Strategies  

Reach  &  Frequency  Objective  

 

 

 

 

 

 

 

Our  goal  is  to  achieve  60%  reach  during  the  re-­‐launch  month  (March)  using  our  Internet   plans  with  an  average  site  frequency  of  3.  Reach  will  range  from  about  55%-­‐80%  during   the  course  of  the  entire  Web  campaign  (March  10th-­‐May  10th).  The  goal  for  the  surf   competitions  is  to  get  15%  of  the  area’s  18-­‐24-­‐year-­‐olds  involved  in  the  amateur   competition  (both  amateur  and  experienced)  and  25%  of  the  area’s  18-­‐24-­‐year-­‐old   experienced  surfers  to  participate  in  the  surf  competition.    

Reach  &  Frequency  Strategy  

 

 

 

 

 

 

 

Over  the  course  of  the  entire  campaign—from  the  site  launch  to  the  last  competition— the  most  site  traffic  will  occur  from  March  to  May  and  in  June.  We’ll  use  our  existing   social  media  platforms—mainly  Facebook—to  drive  traffic  more  towards  the  site.  Come   mid-­‐May,  we’ll  publicize  our  surf  competitions  (and,  in  turn,  our  website)  using  local   radio  spots,  our  website,  and  Facebook.

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Media  Objectives  and  Strategies  

Scheduling  &  Timing  Objective    

 

 

 

 

 

 

The  website  re-­‐launch  will  begin  March  10,  2013.  The  Create-­‐A-­‐Board  contest  will  run   from  March  10th  to  May  10th—the  winner  will  be  announced  on  May  15th.  Local  radio   spots  for  the  competitions  will  begin  on  April  20th.  The  amateur  competition  will  occur   on  June  25th  from  11AM  to  6PM.  The  experienced  competition  will  happen  on  June  27th   from  10AM  to  6PM.    

Scheduling  &  Timing  Strategy  

 

 

 

 

 

 

 

The  Create-­‐A-­‐Board  contest  will  continue  to  run  until  May  to  maintain  website   awareness.  Local  radio  spots  will  sustain  this  continuance  by  driving  those  interested  in   the  surf  competitions  to  the  website.  Radio  ads  will  run  in  the  late  afternoon—4PM—to   11PM,  around  the  time  people  get  off  of  work  and  are  engaging  in  other  activities  for   which  they  might  use  radio  as  “background  noise”.  The  reach  will  dip  in  late  March  and   early  may,  but  by  sustaining  continued  interest,  we  should  still  have  an  adequate  reach.  

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Media  Objectives  and  Strategies  

Media  Budget  Objective  

 

 

 

 

 

 

 

 

Our  $200,000  budget  will  be  spent  in  the  inland  markets,  Columbia,  SC,  Charleston,  SC,   and  Charlotte,  NC.  It  will  also  be  spent  in  within  the  Myrtle  Beach  retail  trade  area.    

Media  Budget  Strategy  

 

 

 

 

 

 

 

 

We’re  allocating  our  budget  based  on:   • Inland  markets   • Local  markets  (the  Myrtle  Beach  retail  trade  area)   • Total  18-­‐24-­‐year-­‐olds  in  each  market     The  $200,000  will  be  allocated  as  follows:   • $50,000  in  web  design  fees  and  domain  fees   • $50,000  in  costs  related  to  competitions  (food,  drinks,  promotional  materials,   announcers,  prizes,  DJs,  and  first  responders)   • $100,000  in  radio  

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Media  Objectives  and  Strategies  

Geography  Objective    

 

 

 

 

 

 

 

 

The  main  inland  markets  target  Columbia,  Charleston,  South  Carolina,  and  Charlotte,   North  Carolina,  for  the  competition  radio  spots  as  well  as  the  Myrtle  Beach  retail  trade   area.    

Geography  Strategy    

 

 

 

 

 

 

 

 

Based  on  Census  data  and  findings  provided  by  Media  Flight  Plan,  we  picked  the   following  markets  based  on  proximity,  emerging  inland  markets,  and  population:   • Columbia,  South  Carolina   • Charleston,  South  Carolina   • Myrtle  Beach,  South  Carolina  and  surrounding  area   • Charlotte,  North  Carolina      

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Media  Objectives  and  Strategies  

Sales  Promotion  Objective    

 

 

 

 

 

 

 

Our  ultimate  goal  is  to  increase  store  traffic  and  awareness  among  South  Carolina’s  18-­‐ 24-­‐year-­‐olds  by  30%  and  40%  respectively  using  the  Internet  and  radio.  Our  Internet   promotion  goal:  reach  8,000  likes  on  Facebook  by  driving  our  audience  to  our  website   and  vice  versa.      

Sales  Promotion  Strategy    

 

 

 

 

 

 

 

The  main  vehicle  for  promotion  is  the  website  and  Create-­‐A-­‐Board  contest  that  should   generate  interest  in  Village  Surf  Shoppe.  To  achieve  this  goal,  we  must  reach  at  least   50%  of  our  current  Facebook  following  to  begin  to  produce  awareness.  To  do  this,  we’ll   promote  our  Create-­‐A-­‐Board  contest  and  invite  people  to  create  custom  boards  using   the  site.  We’ll  also  generally  let  them  know  of  the  new  site  through  status  updates.     To  increase  foot  traffic  in  the  store,  our  main  awareness  generators  will  be  the  surf   competitions.  The  amateur  competition  will  serve  as  a  vehicle  to  generate  web  traffic— as  entrants  must  sign  up  and  register  via  our  site—but  because  the  competition  is  held   at  the  shop,  it  will  drum  up  foot  traffic.  The  experienced  competition  will  be  held  on  the   nearest  beach,  however,  we’ll  be  selling  our  merchandise  during  the  competition  and   the  prizes  are  only  redeemable  at  Village  Surf  Shoppe.  We’ll  include  other  opportunities   for  audience  members  not  participating  in  the  competition  to  win  redeemable  prizes  as   well.

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Appendix     1.  Wagner,  G.  S.,  Chad  Nelsen,  and  Matt  Walker.  A  Socioeconomic  and  Recreational   Profile  of  Surfers  in  the  United  States.  Rep.  Surf-­‐First  and  the  Surfrider   Foundation,  2011.  Web.  Mar.  2013.  <http://www.surfrider.org/images/uploads/   publications/surfrider_report_v13(1).pdf>.     2.  "South  Carolina."  Surfline.com.  Surfline/Wavetrak,  Inc.,  2012.  Web.  Mar.  2013.   <http://www.surfline.com/travel/index.cfm?id=2152>)     3.  Martin,  Dennis  G.,  and  Robert  D.  Coons.  Media  Flight  Plan  6:  A  Strategic  Approach     to  Media  Planning  Theory  and  Practice.  Provo,  UT:  Deer  Creek  Pub.,  2011.  Print.     4.  Brenner,  Joanna.  "Pew  Research  Center's  Internet  &  American  Life  Project."  Pew     Internet:  Mobile.  PEW  INTERNET  &  AMERICAN  LIFE  PROJECT,  31  Jan.  2013.  Web.   Mar.  2013.  <http://pewinternet.org/Commentary/2012/February/Pew-­‐Internet-­‐ Mobile.aspx>.     5.  Duggan,  Maeve,  and  Lee  Rainie.  "Cell  Phone  Activities  2012."  Cell  Phone  Activities.     PEW  INTERNET  &  AMERICAN  LIFE  PROJECT,  25  Nov.  2012.  Web.  Mar.  2013.   <http://pewinternet.org/Reports/2012/Cell-­‐Activities/Main-­‐Findings.aspx>  

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Village Surf Shoppe Case Study