5.3 Consumer Media Plan
Our primary objective is to create awareness. To do so, frequency will be
important but reach is another important aspect. The goal is to create a top-of-mind awareness for Noodles & Company but first we need to get into the evoked set in the minds of consumers through repetitive advertising. We will also want to reach a larger audience and this will be accomplished by placing media buys on a wide variety of vehicles.
The Internet will be a large vehicle throughout this campaign. Noodles &
Company will increase their already strong presence online. They will further develop contests online such as a YouTube video contest where consumers can directly integrate themselves in the brand. Also, new technologies such as mobile applications, Facebook, and Twitter will also take a stronger presence with this market. While advertising online can be seen as cluttered, or invasive, cyberbait will help change this perspective by offering financial incentives such as discounts and specials. Also, an eblast will be sent to each consumer on their birthday to offer them a free meal at Noodles & Company to continue building brand salience for the consumer market.
The next medium that will be used is direct mail. The direct mail will be
geotargeted to our consumer market and the ads will contain a promotional offer to make the direct mail element effective. The mailer will be in the shape of the Noodles & Company logo to help it stand out against the clutter. This medium wouldn’t be sent out as often due to consumers getting overwhelmed with direct mail offers. Instead one ad will be sent out per quarter to increase reach and frequency with the consumer market.
Noodles and Company will run in a couple of different print publications to help
build brand salience with the consumer market. For families, local magazines will be chosen that focuses on health and family. Local newspapers will also run ads for Noodles & Company once a quarter offering a promotion in the Sunday paper. Another medium that will be used is college newspapers. While national newspapers do not get 53