RePower Paid Media Approach Advertising will support RePower’s overall sales and growth efforts, driving visibility for the brand overall and amplifying favorable stories and positive mentions. The following offers a starting approach, and will be evolved with clarity on critical parameters such as budget, geographic priorities within priority states, etc. First, before creating broad outreach, RePower should first ensure that it is sufficiently reaching its low-hanging fruit – consumers who are actively searching for products that are similar to its own. The goal for this portion of the outreach will be to move consumers into the purchase cycle, ideally collecting such information as address, email address and other relevant PII (Personally …show more content…
The goal for this portion of the outreach is to lay groundwork for the brand awareness and build familiarity. Importantly, the campaign will be designed to test-and-learn, so that rollout efforts may invest the greatest portion of spending where RePower gets the best return. Each campaign element will be measured and evaluated by its ability to drive engaged users to the website and/or to facilitate purchase: Proposed plan elements include: • Digital media will lay the foundation for outreach, since it is highly measurable and can easily drive users to the website for additional education. Plus, over one-third of homeowners start their home improvement projects online (according to a recent report published by eMarketer). All ads can run nationally (as affordable) or can be geo-targeted to the states, markets and even zipcodes of priority interest. • Radio (nationally or locally), support the digital outreach, generating broad reach and much-needed frequency (repetition is for message recognition and recall). • Print ads (regionally and locally) will tell RePower’s story in more detail, and support it’s education efforts. Recommended Tactics