The The TailgaterTailgater

Created by: Created by: Mike, Jerad, Erin,

Mike, Jerad, Erin,

and Shainaand Shaina

Industry Overview: Industry Overview:

Television BroadcastingTelevision Broadcasting• Delivering audiovisual content to the public via over-Delivering audiovisual content to the public via over-

the-air transmission is a 37.3 billion dollar a year the-air transmission is a 37.3 billion dollar a year industry in the USindustry in the US

• 8% of television broadcasting is of the sports segment8% of television broadcasting is of the sports segment

Wireless telecommunicationWireless telecommunication• This industry brings in revenue of 210.2 billion dollars This industry brings in revenue of 210.2 billion dollars

a year in the USa year in the US

Satellite BroadcastingSatellite Broadcasting• Revenue amounts to 5.5 billion dollars annually in the Revenue amounts to 5.5 billion dollars annually in the

US US

Other Satellite NetworksOther Satellite Networks

• Third party companies such as Winegard Third party companies such as Winegard and Vu-Qube, produce portable satellites and Vu-Qube, produce portable satellites that will pick up DirectTV, Bell, as well as that will pick up DirectTV, Bell, as well as Disht Network signalsDisht Network signals

• Satellite TV revenue has grown slightly in Satellite TV revenue has grown slightly in the five years preceding 2012, and is the five years preceding 2012, and is forecasted to grow another 3.8 percent forecasted to grow another 3.8 percent by 2017 by 2017

• DirectTV has 56.5% of the market shareDirectTV has 56.5% of the market share

Product OverviewProduct Overview

Portable satellite antennaPortable satellite antenna• Watch TV anywhere you want in HD/SDWatch TV anywhere you want in HD/SD

• Connects directly to your DISH receiver Connects directly to your DISH receiver with only a coax cablewith only a coax cableo don't need a separate power cord don't need a separate power cord

• Dish service for the Tailgater can be Dish service for the Tailgater can be purchased on a month to month basis, purchased on a month to month basis, instead of a yearly contract, like most instead of a yearly contract, like most satellite providers.satellite providers.

SalesSales

Dish Network:Dish Network:

$14,048,393,000$14,048,393,000

-Annual Ad Spending-Annual Ad Spending

$$371,389,132371,389,132

*Dish Network holds 36.8% of the market share. *Dish Network holds 36.8% of the market share.

Direct TV:Direct TV:

$21,872,000,000$21,872,000,000

-Annual Ad Spending-Annual Ad Spending

$464,000,000$464,000,000

Strengths & Competitive Strengths & Competitive AdvantageAdvantage

- So far, the Tailgater is leading the - So far, the Tailgater is leading the market in portable antennas at market in portable antennas at convenient pricesconvenient prices

- Easy set-up- Easy set-up- Access to the full range of channels - Access to the full range of channels

offered on DISH networkoffered on DISH network- Able to use anywhere; parking lots, - Able to use anywhere; parking lots,

campgrounds, etc.campgrounds, etc.- Can pay month by month- Can pay month by month

WeaknessesWeaknesses

- In July 2012, Dish lost over 10,000 - In July 2012, Dish lost over 10,000 subscriberssubscribers

- Many people don't subscribe to - Many people don't subscribe to satellite TV in this economy, so they satellite TV in this economy, so they wouldn't be interested in the productwouldn't be interested in the product

Brand ImageBrand Image

The Tailgater strives to be the best The Tailgater strives to be the best option in the portable satellite option in the portable satellite market, allowing you and your market, allowing you and your friends to never miss a show friends to never miss a show

In the market the Tailgater is at the In the market the Tailgater is at the best price point for its value in best price point for its value in comparison to its competitors.comparison to its competitors.

The CompetitionThe Competition

Price (just antenna)

Connection to a Network Provider

Month-by-month service subscription

Setup / installation(not including TV)

Tailgater $350 Automatically connects to Dish set up time 10 mins

If already a subscriber you don't need another subscription

COAX cable only

Winegard $449 Must find 1/3 satellite providers set up can take up to 20 mins

only available through Dish

Requires a power cord plus the COAX cable

Vu-Qube $599 Must find 1/3 satellite providers set up can take up to 20 mins

only available through Dish

COAX cable only

Consumer Decision ProcessConsumer Decision Process

Innovation Adoption ModelInnovation Adoption Model• Target market is unaware of our productTarget market is unaware of our product

o we plan to attention to our product through advertising and we plan to attention to our product through advertising and event promotionsevent promotions

• Gain target market interestGain target market interest

o by attending football events and hosting tailgating partiesby attending football events and hosting tailgating parties

• TrialsTrials

o 100 Tailgaters will have the opportunity to go to 4 free 100 Tailgaters will have the opportunity to go to 4 free games as well as have a borrowed Tailgater set (includes games as well as have a borrowed Tailgater set (includes satellite, receiver, and TV)satellite, receiver, and TV)

• PurchasePurchase

o purchases will be made by satisfying their emotion of being purchases will be made by satisfying their emotion of being the "ultimate tailgater" as well as being the most the "ultimate tailgater" as well as being the most affordable and most convenient portable satelliteaffordable and most convenient portable satellite

Marketing

Marketing & & Advertising

Advertising PlanPlan

Marketing ObjectivesMarketing Objectives

- Increase Tailgater sales by 25% in the - Increase Tailgater sales by 25% in the next 2 yearsnext 2 years

• Dish Network has not released any information Dish Network has not released any information regarding sales for this specific productregarding sales for this specific product

- Increase Dish Network's Market Share - Increase Dish Network's Market Share from 36.8% to 40% over the next 5 yearsfrom 36.8% to 40% over the next 5 years

-Increase Ad Spending for the Tailgater by -Increase Ad Spending for the Tailgater by 10% in the next year10% in the next year

Target Audience Target Audience

Gender: MaleGender: MaleAges: 18-34Ages: 18-34

Behavioristic:Behavioristic: • Ample leisure timeAmple leisure time

• Disposable income Disposable income

• Desire for excitement and enthusiasmDesire for excitement and enthusiasm

• Desire to be center of attention as well Desire to be center of attention as well as increase social lifeas increase social life

Positioning StatementPositioning Statement

The Tailgater is the most affordable The Tailgater is the most affordable and convenient way for viewing live and convenient way for viewing live television, anywhere, anytime. The television, anywhere, anytime. The Tailgater takes sports viewing to a Tailgater takes sports viewing to a whole new social level by making any whole new social level by making any sporting event a party for friends and sporting event a party for friends and family .family .

Perceptual MapPerceptual Map

**price includes additional receiver

Cost

Easy0 mins

Hard20 mins

$ 0 $ 1000 Tailgater

Vu-QubeWinegard

Accessibility/Installation

Communication ObjectivesCommunication Objectives

1. Increase consumer awareness through 1. Increase consumer awareness through traditional advertising and social media traditional advertising and social media advertising aimed to connect and engage advertising aimed to connect and engage the target marketthe target market

2. Inspire interest through promotional 2. Inspire interest through promotional advertising and interactive campaigningadvertising and interactive campaigning

3. Use advertising to convey the affordability 3. Use advertising to convey the affordability and social benefits of the Tailgaterand social benefits of the Tailgater

Communications Mix: IMC PlanCommunications Mix: IMC Plan

Interactive MediaInteractive Media - Set-up Facebook, Twitter, and - Set-up Facebook, Twitter, and Instagram pages in addition to posting videos on YouTube Instagram pages in addition to posting videos on YouTube to reach our younger target audience to reach our younger target audience

Traditional Media Traditional Media - Use video ads during game time on - Use video ads during game time on major sports networks and place billboard ads outside major sports networks and place billboard ads outside stadiums to directly reach the young male sports stadiums to directly reach the young male sports enthusiast by conveying affordability, convenience, and enthusiast by conveying affordability, convenience, and social aspectsocial aspect

Promotional Events Promotional Events - We will set up tailgating events at - We will set up tailgating events at football games to show fans what they've been missing in football games to show fans what they've been missing in their own tailgating parties. Contests will be set-up their own tailgating parties. Contests will be set-up through You-Tube for fans showing their tailgating partiesthrough You-Tube for fans showing their tailgating parties

BudgetingBudgetingDISH Spends DISH Spends $371,389,132 annually on $371,389,132 annually on

advertising for the network as a wholeadvertising for the network as a whole

Tailgater receives: 5.4% = $20,000,000Tailgater receives: 5.4% = $20,000,000

Television Ads= $8,000,000Television Ads= $8,000,000

Social Media Marketing = $500,000Social Media Marketing = $500,000

Print Ads = $6,000,000Print Ads = $6,000,000

Billboards = $1,000,000Billboards = $1,000,000

Promotional Products/Giveaways = Promotional Products/Giveaways = $2,500,000$2,500,000

CreativePlan

Creative ObjectivesCreative Objectives

- Increase product awareness within - Increase product awareness within target market of males: ages 18-34target market of males: ages 18-34

- Create brand image of an all-in-one - Create brand image of an all-in-one service targeted to makers and service targeted to makers and experiencers experiencers

- Engage the target market to increase - Engage the target market to increase recall of the brand through recall of the brand through promotional events of productpromotional events of product

Copy PlatformCopy Platform

Slogan: "DON'T MISS IT!”Slogan: "DON'T MISS IT!”

The tagline for our campaign supports the The tagline for our campaign supports the idea that the Tailgater is the product that idea that the Tailgater is the product that sets enthusiasts apart. Without it, they sets enthusiasts apart. Without it, they would be missing out on a social aspect would be missing out on a social aspect of watching the game and it creates a of watching the game and it creates a sense of urgency to buy the product. It sense of urgency to buy the product. It captivates the audience and makes captivates the audience and makes them stop and wonder what they might them stop and wonder what they might be missing out on.be missing out on.

Product FeaturesProduct Features

- The Tailgater is powered through the - The Tailgater is powered through the receiver, eliminating any additional receiver, eliminating any additional wires, as to create simplicity for the user. wires, as to create simplicity for the user.

- Portable, light-weight product, only - Portable, light-weight product, only weighing 10lbsweighing 10lbs

- Built with a weather-resistant cover so it - Built with a weather-resistant cover so it can handle any outdoor weathercan handle any outdoor weather

- By using DISH, you receive HD - By using DISH, you receive HD programming, versus the competitor who programming, versus the competitor who only gives you standard programming. only gives you standard programming.

Advertising AppealAdvertising Appeal

Emotional Appeal: most of the campaign Emotional Appeal: most of the campaign will be driven by an emotional appeal, will be driven by an emotional appeal, focusing on humor and interaction to sell focusing on humor and interaction to sell the product. Appeals to the fun and social the product. Appeals to the fun and social image we want in the consumer's mind image we want in the consumer's mind (75%)(75%)

Rational Appeal: product information Rational Appeal: product information appealing to rational decision making will appealing to rational decision making will be easily available. (25%)be easily available. (25%)

Execution TechniquesExecution Techniques

Slice of life:Slice of life: showing actual tailgates in showing actual tailgates in commercials and how people use it in commercials and how people use it in daily life.daily life.

Imagery:Imagery: embodies the fun and lively embodies the fun and lively atmosphere at a tailgate.atmosphere at a tailgate.

Personality symbol:Personality symbol: "Tom the Tailgater", a "Tom the Tailgater", a formally sad and depressed man who formally sad and depressed man who progresses and shows how the Tailgater progresses and shows how the Tailgater has enhanced his livelihood. has enhanced his livelihood.

* Before and After videos and pictures* Before and After videos and pictures

Methods to Achieve ObjectivesMethods to Achieve Objectives1) Increase product awareness: 1) Increase product awareness: • Through traditional marketing convey affordability, Through traditional marketing convey affordability,

convenience and slice of life; using TV ads, convenience and slice of life; using TV ads, billboards, and print ads, through mass media.billboards, and print ads, through mass media.

• Through social and interactive media using Through social and interactive media using sweepstakes, video contests, and sponsored sweepstakes, video contests, and sponsored tailgates. Word of mouth will be a strong supporter tailgates. Word of mouth will be a strong supporter of increasing product awarenessof increasing product awareness

2) Brand Image: 2) Brand Image: • Making the product relatable and an essential Making the product relatable and an essential

addition, for any sports enthusiast. The face of our addition, for any sports enthusiast. The face of our campaign, "Tom the Tailgater", will promote the fun campaign, "Tom the Tailgater", will promote the fun and social brand image.and social brand image.

Objectives Cont.Objectives Cont.

3) Engage target market: social media 3) Engage target market: social media campaigns and video contests will campaigns and video contests will encourage the target market to encourage the target market to provide feedback and involve provide feedback and involve themselves in the marketing process. themselves in the marketing process.

Tom the TailgaterTom the Tailgater

Our personality symbol of our integrated Our personality symbol of our integrated marketing campaign is Tom. He is a marketing campaign is Tom. He is a lonely sports fan who always watches lonely sports fan who always watches the games by himself and longs for the games by himself and longs for interaction with other sports fans. Once interaction with other sports fans. Once he purchases the Tailgater, he becomes he purchases the Tailgater, he becomes the life of the party and his sports the life of the party and his sports viewing experience changes viewing experience changes dramatically. He now has hundreds of dramatically. He now has hundreds of friends, beautiful girlfriends, and is now friends, beautiful girlfriends, and is now the center of attention. the center of attention.

Print AdsPrint AdsTo be used in magazines, on billboards and featured To be used in magazines, on billboards and featured

on the official Tailgater websiteon the official Tailgater website

We will use strong imagery to show a scene at a We will use strong imagery to show a scene at a tailgatetailgate party such as in the image below, where party such as in the image below, where the Tailgater is the center of the ad surroundedthe Tailgater is the center of the ad surrounded

by a group of fans cheeringby a group of fans cheering and having the "ultimate" and having the "ultimate" sporting experiencesporting experience

These ads will reinforce theThese ads will reinforce the fun, and lively sportingfun, and lively sporting lifestylelifestyle

Magazine AdMagazine Ad

BIllboard Ad

TV AdsTV AdsOur TV advertising will consist of a series of Our TV advertising will consist of a series of

humorous ads focusing on "Tom the Tailgater's" humorous ads focusing on "Tom the Tailgater's" transformation from a lonely hermit to the life of transformation from a lonely hermit to the life of the partythe party

These ads will focus on the "before and after" These ads will focus on the "before and after" lifestyles from using the Tailgaterlifestyles from using the Tailgater

We will use humorous scenarios to engage viewers We will use humorous scenarios to engage viewers will still reinforcing the lifestyle of the "ultimate will still reinforcing the lifestyle of the "ultimate tailgater fan", as well as price and accessibilitytailgater fan", as well as price and accessibility

StoryBoardStoryBoard

YouTube Campaign: Phase 1YouTube Campaign: Phase 1

Our youtube campaign will be a spin-off Our youtube campaign will be a spin-off from our "before and after" TV ads from our "before and after" TV ads featuring Tomfeaturing Tom

These video clips will follow the same These video clips will follow the same format but will be more focused on format but will be more focused on getting to know "Tom"getting to know "Tom"

Videos will also be posted to our Videos will also be posted to our Facebook Page to increase awarenessFacebook Page to increase awareness

YouTube Campaign: Phase 2YouTube Campaign: Phase 2In the second phase viewers will be encouraged In the second phase viewers will be encouraged

to submit their own "before and after" videos to submit their own "before and after" videos to show how they became the ultimate to show how they became the ultimate tailgatertailgater

"Tom" will then pick 5 winners to receive a free "Tom" will then pick 5 winners to receive a free Tailgater and sponsored tailgate at their Tailgater and sponsored tailgate at their favorite team's big gamefavorite team's big game

One winner will be crowned the "ultimate One winner will be crowned the "ultimate tailgater" and receive a customized Ford tailgater" and receive a customized Ford F150 outfitted with a Tailgater and sporting F150 outfitted with a Tailgater and sporting viewing essentialsviewing essentials

Facebook Facebook

We will create a Facebook page aimed to We will create a Facebook page aimed to serve a forum for sports fans to post serve a forum for sports fans to post pictures, videos, stories, and reviews pictures, videos, stories, and reviews from the their use of the Tailgaterfrom the their use of the Tailgater

We will also run sweepstakes and We will also run sweepstakes and promotional events through the page promotional events through the page with prizes ranging from t-shirts to the with prizes ranging from t-shirts to the "Ultimate Tailgater" package"Ultimate Tailgater" package

Tom's Social MediaTom's Social Media"Tom" will use Facebook, "Tom" will use Facebook, Twitter, and Instagram to Twitter, and Instagram to promote his new Tailgaterpromote his new Tailgaterlifestylelifestyle

He will interact with fans He will interact with fans by encouraging them toby encouraging them toposting videos, pictures posting videos, pictures and also tweeting with and also tweeting with HHim,im, live from eventslive from events

These social media These social media outlets will be humorous outlets will be humorous and focused on fan and focused on fan engagementengagement

Live Advertising at EventsLive Advertising at Events

We will have a "party team" headed by We will have a "party team" headed by Tom who will attend popular tailgates Tom who will attend popular tailgates across the country through football across the country through football seasonseason

The team will set up branded trucks The team will set up branded trucks with Tailgaters and music. They will with Tailgaters and music. They will hand out free branded t-shirts and hand out free branded t-shirts and burgers. Our aim is draw fans to the burgers. Our aim is draw fans to the party and experience the Tailgater in party and experience the Tailgater in action.action.

Free ApparellFree Apparell

Media Media

PlanPlan

Media ObjectivesMedia Objectives

• Reach 80% of target market in all Reach 80% of target market in all major cities around the US. major cities around the US.

• Pulsive advertising will be used for Pulsive advertising will be used for all forms of media, most active all forms of media, most active activity will vary based on the peak activity will vary based on the peak of football season.of football season.

• Reach target market between 3-8 Reach target market between 3-8 times a month depending on season.times a month depending on season.

Media StrategyMedia StrategyPrimary Media - Social MediaPrimary Media - Social MediaFacebook, YouTube & Twitter CampaignsFacebook, YouTube & Twitter Campaigns

Secondary Media - Traditional Media (TV Secondary Media - Traditional Media (TV & Print)& Print)

Magazines: Sport's Illustrated, ESPNMagazines: Sport's Illustrated, ESPNTV Channels: ESPN, FOX, CBS, NBCTV Channels: ESPN, FOX, CBS, NBC

Promotional Tools: Events, Contests, Promotional Tools: Events, Contests, GiveawaysGiveaways

RatingsRatings

CostsCosts

Any Questions?Any Questions?

BibliographyBibliography

Dish Network's Tailgater brings you portable satellite TV, Dish Network's Tailgater brings you portable satellite TV, won't cool your beer won't cool your beer http://www.engadget.com/2011/08/30/dish-networks-tailgater-brings-you-portable-satellite-tv-wont/

The Tailgater Takes TV OutsideThe Tailgater Takes TV Outside

http://www.dish.com/technology/tv-outdoors/?http://www.dish.com/technology/tv-outdoors/?WT.srch=1&KBID=5503&WT.mc_id=GSGNTAILGA_2987&gWT.srch=1&KBID=5503&WT.mc_id=GSGNTAILGA_2987&gclid=CPuzldTug7MCFQqe4AodDWYAYg&gclsrc=aw.ds#tailclid=CPuzldTug7MCFQqe4AodDWYAYg&gclsrc=aw.ds#tailgater-product-infogater-product-info

Pay TV US 2011: Mintel ReportPay TV US 2011: Mintel Report

http://academic.mintel.com/display/598785/?http://academic.mintel.com/display/598785/?highlight=true#hit1highlight=true#hit1

Bibliography Cont.Bibliography Cont.Sources: Mintel Reports: Sports Events Marketing – US – February 2008Sources: Mintel Reports: Sports Events Marketing – US – February 2008

http://academic.mintel.com/display/295921/?highlight=true

Marketing to Sports Fans – US – June 2012Marketing to Sports Fans – US – June 2012 http://academic.mintel.com/display/590586/?highlight=true

Remote seats: How sports fans stay connected - US - August 2008Remote seats: How sports fans stay connected - US - August 2008 http://academic.mintel.com/display/391618/?highlight=true#hit1

Prime Ad Costs Stay Steady In Q3Prime Ad Costs Stay Steady In Q3

http://www.adweek.com/news/television/prime-ad-costs-hold-steady-q3-116655

Find The BestFind The Best

http://magazine.findthebest.com/q/2/516/What-is-the-Sports-magazine-Sports-Illustrated-s-circulationhttp://magazine.findthebest.com/q/2/516/What-is-the-Sports-magazine-Sports-Illustrated-s-circulation

Outdoor Advertising Is More Than BillboardsOutdoor Advertising Is More Than Billboards

http://www.myprintresource.com/article/10166813/outdoor-advertising-is-more-than-billboards

The Average CPM Rates Across Different VerticalsThe Average CPM Rates Across Different Verticals

http://www.labnol.org/internet/average-cpm-rates/11315/