!Social Media: Facebook: Unofficial: Cheerwine

Twitter: @fakecheerwine

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Instagram: @fakecheerwine

In order to reach a broader and younger market, Cheerwine will take a large step in

promoting through social media. In addition to using Jimmy Fallon’s expansive social

media influence, Cheerwine itself will begin to promote through Facebook, Twitter, and

Instagram. Social media allows for Cheerwine to communicate directly with consumers

and to create a more complete relationship. Creating these relationships in a brand new

market is essential in order to generate interest and brand awareness. Through social

media, Cheerwine can pump out promotional content quickly and with ease. Their content

can also be shared and reach a large diverse audience.

In this campaign, Cheerwine would begin to reach their northern clientele through social

media, as well as more traditional advertising. Their sponsorship with Jimmy Fallon will

go a long way in garnering interest and page views. We would also have social media

driven scavenger hunts, retweets, photo uploads, and photo contests. The scavenger

hunts will have people wander around the bigger cities of the Northeast such as New

York and Boston with prizes such as concert tickets or passes to see Jimmy Fallon. In

order to get better clues, one must continually tweet the hashtags. Likewise, the photo

contests will have people sharing photos of them enjoying Cheerwine in hopes of winning

more prizes. These activities will go a long way in building awareness and equity.

Through these tactics and the urging of Jimmy Fallon we will drive more and more people

to our social media sites. On these sites, consumers and participants can also learn more

information on where to buy Cheerwine, read reviews, and collect special social media

deals.

Strengths of social media advertising include learning the preferences of customers,

gathering intelligence and feedback, building brand equity, and communicating with the

customers. Social media campaigns can also be quick, easy, and inexpensive compared

to advertising that is more traditional. They can also be changed on the fly if mistakes or

other problems arise. Finally, a major strength of social media is that really anyone with

access to the Internet can work it while traditional marketing needs extensive training and

specialized talents.

In Cheerwine’s case, these strengths will prove to be vital in rolling out a successful

Northeastern campaign. By understanding the values and opinions of consumers in a

new market, Cheerwine can begin to understand how to better attract consumers. They

can also reach a large quantity of their younger target audience with quick, direct, and

cheap messages. The online reviews and testaments of consumers will offer an

additional validity to Cheerwine’s taste and peak new consumers’ interest.

The main weakness of social media campaigns is that they are decentralized, meaning

that they do not have a specific target. In traditional media, one can create campaigns to

meet a very specific target audience while all can see online social media campaigns.

This can make it difficult in making a truly effective campaign. The other major drawback

is that social media can be seen as an invasion of privacy. However, we will focus

different posts geared towards our target market and make our campaign extremely

interactive. Instead of feeling like an invasion of privacy, it will feel like a conversation

between customer and company.

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Currently, Cheerwine is being destroyed by their competitors in social media. Cheerwine

has just over 5,600 twitter followers, 136,000 Facebook likes, and no Instagram account.

Coca-Cola, meanwhile, has 2.5 million Twitter followers, almost 91 million Facebook

likes, and 382,000 followers on Instagram. Pepsi has 2.75 million Twitter followers, 34

million Facebook likes, and 55,000 Instagram followers. Finally, Dr. Pepper has almost

38, 000 Twitter followers, 16 million Facebook likes, and 40, 000 Instagram followers

respectively. This puts Cheerwine at a distinct competitive disadvantage.

The efforts that we are proposing would greatly benefit Cheerwine as they would garner

interests. While all of these companies at one time or another have had photo or

tweeting contests, the implementation of Cheerwine’s scavenger hunts put them over

the top. This innovative idea is sure to raise awareness both among consumers and by

the media. Furthermore, the testimonials from friends and trusted sources would go a

long way in gaining brand equity. Cheerwine could also hear directly from the consumer

what they like and dislike about the brand and their marketing campaigns.

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Direct Marketing: Direct Mail

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Another tool that our marketing campaign will utilize is Direct Marketing. Direct

Marketing is a type of interactive marketing with personalized communications between

companies and consumers. We chose to use Direct Mail as the medium for our

campaign. Based on the exercises we did in class, our team believed it would be best

to send a postcard-sized coupon in the mail for a specific call to action.

On the front of the coupon the words, “Get one free bottle. Only if you’re bold enough”

appear. This is sort of like a challenge for our customers. We want them to think, “Yes. I

am bold enough” and take the leap of faith into trying our product. The logo will be at

the top, and a large bottle of Cheerwine will be on the side. A bold, red border appears

at the top and the bottom. Red is the color of energy, strength, and passion. As a

company, Cheerwine is passionate about their product, and wants to communicate that

to their consumers. The back will be home to the mailing address, a QR Code, and a

barcode. It will also have a disclaimer, in order to fully explain our deal. Cheerwine is a

company born in the south. It is important to keep the original roots of the product, so

we have included the phrase “Taste the South.” We also want to hear feedback from

consumers, so logos for our social media sites are a part of the coupon as well.

We want people to go out and try our product. Because awareness is so low, it will pay

off to allow people to try Cheerwine for free in the long run. The coupon will be colorful,

bold, and informative. We included both a QR code as well as a bar code. The QR code

will be used as a way for consumers to find a participating location near them using

their smartphones. With many consumers valuing immediate gratification, it will be

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imperative that we make our product easily accessible. The barcode will be used at

various locations throughout the north, and the coupon will be collected.

The disclaimer will state, “Show this coupon at participating locations for one free bottle

of Cheerwine. Coupon must be surrendered at purchase. Limit of one per customer.

Not redeemable for cash. Please see store associate for more details. Expires 1/1/16.”

As a way to reach our target market in the northeast, we will use spot advertising.

Based on an information database, we will send these coupons to homes in Maine,

New Hampshire, Vermont, Massachusetts, New York, Connecticut, New Jersey,

Delaware, Maryland, Pennsylvania, and Rhode Island. We can build these databases

by using existing computerized lists from brokers.

Direct Mail has many advantages and disadvantages. Some advantages include the

space available to tell a story, less clutter, personalization, and a means to reach

audiences that are otherwise inaccessible. The post-card sized coupon is large enough

to hold all of the information we need it too, without being too crowded. Personalization

is seen through the address line. There, a potential consumer’s name will appear. We

want our target market to feel like they are being rewarded with our coupon. It is

simple, yet bold. The information we receive from the database will help us reach

usually inaccessible customers.

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Some disadvantages include the stigma of “junk mail,” the high cost, and competition from

fax machines and the Internet. When people think of junk mail, they think of trash.

However, our coupon is a reward. To combat this issue, we made our objective very

apparent. The words “Get one Free” are the largest on the page. This will capture the

attention of those who receive our coupon. Even though we will be spending more money

to reach customers directly, we think it will pay off in the long run. Our objective is to make

people aware of our product. Once they try their first bottle, we are confident they will go

back to buy another. Although the Internet and fax machines pose a great threat, nothing

says tradition like direct mail. We understand the importance of sticking to our message of

tradition and uniqueness. Our mailing coupon is a direct testament to that. We also have

included elements of the Internet on our coupon with a call for consumers to “Brag about

us” on social media. We believe we have taken the proper steps to combat the

disadvantages of direct mail.

We do not remember the last time Coke, Pepsi, or Dr. Pepper sent a coupon to our home

directly. Soda companies do not usually utilize direct mail; however there have been some

in the past. Coke once sent direct mail promoting Diet Cherry coke to businesses. They

promise to increase profits for the business owners. Ours, however is much different. We

are focusing on individual customers and have a guaranteed deal. Pepsi sent out a “Live

for Now” campaign that stressed consumer testimonials found on Twitter. They

incorporated their hashtag, #now. This did not offer a specific deal, like ours. There is

nothing a consumer will get out of this piece of direct marketing, except testimonials.

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The only piece of direct mail/ marketing we could find for Dr. Pepper involved

entering a competition online. Once again, the consumer is not guaranteed a benefit,

like with our coupon. These companies do great with interactive TV and the Internet,

which is something we also strive for. However, I also feel as though this will be a

change of pace and something refreshing for a soft drink company. What better way

to spread awareness then to infiltrate homes in the north?

Radio Advertisement: https://www.youtube.com/watch?v=aa-3twtn2sw

One of the media elements that we selected is radio. Radios are in almost 100 percent of

homes and cars, and reach slightly over 93 percent of all people ages 12 and older. These

numbers indicate radio’s effectiveness as a strong medium. Consumers in the north are not

as aware of Cheerwine, and since radio is the second strongest advertising element, we are

confident that radio is a great choice. Our commercial begins with the ever-familiar sound of

a soda can opening and then the bubbling sound of soda pouring. The instrumental version

of “New York, New York” by Frank Sinatra plays in the background as the announcer begins

to speak. At the close of the commercial, the song gradually gets louder and ends with “it’s

up to you, New York, New York!” This added element sends a subconscious message to the

listeners. Besides the obvious, that it is up to them to try Cheerwine; it also gives New

Yorkers the confidence to start the trend of Cheerwine in the northern states. New York is

known for being one of the prominent trend setters in the country, and by having those

words sung by Frank Sentra, gives our target audience (younger generations, 18-34 year

olds) the confidence to make Cheerwine a popular trend. It also connects with northerners

on an emotional level by using such a classic song.

Spot advertising will be used for Cheerwine’s radio commercial. This type of advertising

works best because it is only placed in specific geographic areas within our target

market’s locations. Radio stations that will advertise Cheerwine were selected by the

highest rate of listeners for each state:

Maine: WMEA 90.1 FM and WYNZ 100.9 FM

New Hampshire: WZID 95.7 FM and Hot 107.9 FM

Vermont: WEZF 92.9 FM

Massachusetts: 107.9 FM The Link, JAM’N 94.5 FM

New York: WBMP 92.3 FM, BLI 106.1 FM and Z100 100.3 FM

Connecticut: 106.1 BLI, FM, and STAR 99.9

New Jersey: 100.3 Z100 FM and 92.3 AMP FM

Delaware: 92.5 XTU and WKZP 95.9

Maryland: Hot 99.5 FM, iHeart 107.3 FM and Z 104.3 FM

Rhode Island: Coast 93.3 FM and Pro FM 92.3

Pennsylvania: KISS 96.1 and Q 102.1 FM

The radio time that Cheerwine will advertise on is the “Afternoon Drive,” which is from 3

PM to 7 PM. This is when our target market is getting out of work and school and driving

on their way home. We can achieve the maximum listeners for our specific target market

through this day-part as well as influencing listeners to go pick up some Cheerwine after

a long hard day.

One of the major strengths of the Cheerwine radio ad is its ability to reach segmented

audiences. Each of the previously listed radio station's demographics falls under the same

categories for our target market. Second, Cheerwine’s radio ad is able to reach

prospective customers on a personal and intimate level. People select radio stations that

most resembles their lifestyle and interests, therefore these stations have potential to

increase consumer’s engagement with the Cheerwine ad placed in this medium. Radio

advertisements are also considerably cheaper than other mass media, allowing

Cheerwine to advertise on many selected radio stations. Another important aspect of our

radio commercial is that it is able to transfer images from television advertising. We have

a television commercial with the same general message: spreading awareness to the

north. When listeners hear the radio commercial, our hope is that it will resonate with them

and allow them to recall the television commercial and vice versa.

Our competitors, Coca-Cola and Pepsi, are not as prominent on radio as they used to be.

Back when radios were the only form of entertainment, Coke and Pepsi advertised

frequently. However, now that there are other media platforms, they display their

advertisements on television, print, and social media. Cheerwine has a competitive

advantage against its competitors because Cheerwine is making an effort to be noticed on

all mediums.

Our competitors are also advertising on Pandora, Spotify and iRado –the new form of

“modern radio.” The commercials played on these online radio stations are typically 60

seconds. Our Cheerwine commercial is only 40 seconds, giving our advertisement an

advantage and keeping listeners tuned in.

Although there are many advantages for advertising on the radio, we have been

confronted with some weaknesses as well. Clutter has always been a problem for

radio. There are so many advertisements between songs, that listeners are often

driven to change the channel. We hope that the Cheerwine advertisement becomes a

favorite of the consumers and one that they enjoy listening to. Also, all radio stations

would benefit if they broadcasted their advertisements at the same time. If this were

done, listeners would not change the station, because every other station would have

the advertisements on them as well. This would force listeners to stay tuned to the

ads, giving them only one other option not to listen- turning off the radio.

Another limitation for radio is that it is the only major medium unable to employ

visualizations. However; we overcome that limitation by providing sound effects, such

as the sound of the soda can opening and then the pouring and fizzing of the soda.

Our Cheerwine commercial also uses concrete words to conjure up mental images to

the listener such as, “the soda creates an experience of cheerfulness, which is similar

to the feeling one gets after drinking wine. It’s known to put a smile on everyone’s lips

who gives it a try.”

Cheerwine’s radio commercial is catchy, and different than other radio

advertisement. It informs our target market while also entertaining. Our radio ad is

short, sweet, and easily recognizable upon a consumers second time hearing the

commercial.

Television:

Our campaign addresses the lack of brand awareness for Cheerwine in the northeast.

Compared to Cheerwine’s competitors, other soft drink companies, Cheerwine does not

advertise on television or through other mass-media platforms as prominently. Since

Cheerwine does not already have any television advertisements that we know of, it was

easy to create our own. The source for our campaign will be the Tonight Show host

Jimmy Fallon. He is the perfect fit for the values and audience our company wants to

appeal to. With his captivating personality and his comedic charm, our target audience

will enjoy seeing him in our commercial. Fallon is also based out of New York City, an

area that we are attempting to reach. As an icon in the North, we feel he his the best fit for

our campaign.

The message that will be portrayed in our ad is “Some things should stay in the South,

others shouldn’t. Cheerwine, bold enough for the North.” We believe this message will be

effective in reaching our northern audience because it takes a well-known figure and puts

him in humorous situations. The commercial makes it known that Cheerwine can be

universally accepted and enjoyed. The commercial will have Jimmy Fallon participating in

various, typical, “southern” activities. You will see Fallon attending a country concert in a

large crowd, enjoying the music. He will be seen driving a pickup truck with a cowboy hat

on the open country roads. He will be seen standing in a crowd at a NASCAR race

enjoying the hype of all the race fans. He will be riding a mechanical bull, and trying his

hardest to stay on at a country themed bar. Lastly, he will be wearing a bow tie, dressed

in pastels at an outdoor party.

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The entire time he seems completely out of his element, but always has a Cheerwine.

The commercial ends with him back home in New York City where he states, “Some

things should stay in the South, others shouldn’t. Cheerwine, bold enough for the North.”

The main channels that will be used for our advertisement are: ABC, NBC, and CBS. We

will air the commercial for the hours of 5 p.m. to Midnight, which, is almost in the prime

time range. The reason we chose this timeslot is because our target audience, 18 to 34

year olds, generally watch television during this time and the audience is said to be

largest during this time. We will be using Spot Television Advertising to place our

advertisement to only a select market. This advertising is desirable because we are

trying to reach a certain market.

Television possesses the unique capability to demonstrate a product in use. No other

medium can reach consumers simultaneously through auditory and visual senses.

Viewers can see and hear a product being used, identify with the users, and imagine

themselves using the product. By having Jimmy Fallon trying out all of these “southern’

activities when he is clearly a northerner, it demonstrates that Cheerwine can be

universally accepted and enjoyed. The intrusion value of television is priceless. It allows

companies to engage viewer’s senses, and attract attention even when they would prefer

not to be exposed to an advertisement.

Television’s ability to generate excitement and provide entertainment is obvious and is

very prominent in our commercial. The origin of Cheerwine’s name also relates to

Fallon’s personality. Cheerwine’s name comes from the drink’s burgundy color and the

cheerfulness drinkers experience after that first sip. Similarly, to the feeling one gets after

drinking wine. Fallon has a cheerful, bubbly personality, which is easily relatable to

Cheerwine. The audience will thoroughly enjoy seeing him on their television and will

make them connect to the advertisement. As an advertising medium, television suffers

from several problems. One problem is the erosion of television viewing audiences.

However, we picked primetime because it is still the time with the most views and it will

reach the most amounts of people during that time. Another limitation that television

advertisements suffers from is the rapidly escalating cost. The cost of network television

advertising has more than tripled over the past two decades. Even though costs of

television ads are expensive, it is important to budget money accordingly to have one for

your product. With our campaign, we have been able to utilize the strengths and combat

the weaknesses with our television advertisement for Cheerwine.

Our efforts to promote Cheerwine can give our competitors a run for their money. Even

though Coca-Cola has the “Open Happiness” campaign and Pepsi has “Live for Now,”

we feel “Bold Enough” is going to be a tough competitor. Our television advertisement

pokes fun at the South, but makes it known that everyone can enjoy Cheerwine.

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By having Jimmy Fallon as our source, we are using a well-known and respected

figure to create brand awareness for Cheerwine in the North. Cheerwine is for a more

select target market because it has a more unique flavor. We have a competitive edge

because we have a southern charm, and a small town feel to our product.!

The entirety of our campaign revolves around the “Bold Enough” idea. One of the main

themes of Cheerwine is its southern charm and upbringing. Rather than changing this idea

or the drink itself, we want to accentuate the fact that the soda does is in fact have a bold

enough flavor for the North. Each component of our integrative marketing campaign

encompasses this “Bold Enough” theme in one way or another.

For instance, in television the commercial, Jimmy Fallon speaks the tagline, “Some things

should stay in the South, others shouldn’t. Cheerwine, bold enough for the North.” This also

goes for our Radio Advertisement. The voice is meant to be Jimmy Fallon, and he speaks

the same tagline. In social media, we have started a growing hashtag trend in hopes of

consumers communicating with us. We urge people to Tweet, Instagram, and Facebook

with the #BoldEnough. In our direct marketing campaign, we dare those who received the

coupon to be bold enough to try Cheerwine. In doing so, we have created a cohesive

message that provides a single, simple but effective, idea.

Through the various media vehicles and IMC elements, we believe our “bold enough”

campaign will help us reach the previously stated objectives. Through the social media

campaigns and the sponsorship with Jimmy Fallon, we will absolutely obtain a 50 percent

media following and 100 percent brand awareness in our target audience. The same

message, sent through several distinct channels, along with call-to-actions, should do

wonders in increasing sales and obtaining greater exposure in the northeast.

Conclusion:

In order to figure out costs of implementing our advertising ideas, we first had to figure out

our target market size, which are 18 to 34 year olds living in the Northeastern part of the

United States. We found the size of our market to be 11,880,023 young adults. This

number was obtained through United States census information. The different advertising

campaigns we are running are: direct mail, television, radio, and social media.

To produce our direct mail postcard it will roughly cost $0.90 per mailing and producing

the card, which puts our total cost of direct mailing at roughly $1 million. We will only be

mailing to 10 percent of our target market, a portion of our target market in each state in

the northeast. This campaign is giving away free bottles so therefore we will not be

gaining anything except awareness and possibly future sales.

To air our Jimmy Fallon commercials, many factors create the cost. For one, airing of the

commercial the cost could be anywhere from $200 up to $1,500. We want to use spot

television advertising on the local networks of NBC, CBS, and ABC during the hours of 5

p.m. to midnight. The hours that we chose are not exactly prime time television, which

makes the cost a little less. Other factors that contribute to costs are how we produce the

commercial, how many times it airs, which shows it airs during, and the length of the ad.

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Bonus:

The cost of radio advertisements also varies greatly, the bigger the station the bigger the

cost. We have a contact at 92.5XTU, which is a very big, well known station out of

Philadelphia. After talking to her, we would have to rework our advertisement to fit their

time slots which run 10 seconds, 30 seconds, and 60 seconds. Since our ad is a

recording, it would be cheaper than a live spot. Our average cost would be around $30

dollars per airing, depending on how many times we want it aired each day, it could cost

anywhere to $1,000 a week.

As a start to our social media campaign, we will not be advertising on social media, we will

just have the accounts to create awareness. This might become a cost in the future if we

choose to use Facebook, Twitter, and Instagram as an advertising outlet, but for now it is

no cost to us.

We found that 90 percent of Americans listen to the radio everyday, whether it be music

stations, talk shows, or news stations. This puts our audience projection at roughly 3.76

percent of the 90 percent of listeners. Resulting from our target market being 11,880,023

young adults and a total of 316,100,000 in the entire US.

Our direct mail audience is projected to be about 1,188,002, which is 10 percent of our

entire market. Our distribution strategy is to send out the postcards to 10 percent of our

market, but not evenly distributed throughout the northeast. They will be mailed according

to the population of young adults in each state to make sure that we are reaching enough

of our market in each area of the northeast

!Almost 98 percent of all United States households have at least one television. There are

117,538,000 households in the United States which means about 115,187,240 of them

have a television. Very roughly, our market of young adults fills out 4,477,854 of the

households, but this does not include the young adults that still live with their parents, in a

household that is counted in a different segment of the population. To figure out the

audience projection, one would calculate the number of households tuned to the channel

divided by households using their television.

Unfortunately, none of the information that is available for television is completely

accurate. It is also very difficult to find how many of the young adults had their television

on and was tuned into the specific channels our advertisement was aired on.

Nevertheless, we believe that our audience projection will be a good amount, due to the

fact that NBC and CBS are the top two highest viewed, according to Nielsen, as well as

ABC being in the top ten.