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Joe Nowaczewski

Shelby Township, MINorthwood University

Northwood Hockey TeamAdvertising Major

American Advertising Federation

InternshipLearning/Project

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XM RADIOMY DEMOGRAPHIC

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Why?

Secondary MarketThe FutureApproval

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Agenda

Objectives SWOT Analysis Target Profile Primary Research Media Strategy Challenges Recommendations

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SWOT Analysis

Strengths- ProductWeaknesses- EconomyOpportunities- Compatibility

Threats- iPods, AM/FM Radio, and CD’s

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Target Profile: College Students

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Primary Research

Prior Account Strategist Analytics Testing/SurveyMonkey Went Live on 8/5 15 Colleges and Universities 46% Success Rate

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Is Your Car Compatible for XM Radio?

Yes No I'm Not Sure0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%57.80%

26.70%

15.60%

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Where does XM fit in?

40.50%Radio

11.50%XM RADIO

24.50%iPod

23.50%CD

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Why do you believe XM isn’t as successful as they could be?

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

24.00%

2.60%

73.40%

Awareness QualityPrice

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Survey Information

“People don’t know what they want until you show it to them.”

iPod/facebookOpportunitiesAwareness

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What do students think?

“Lack of understanding of product.”

“I've never seen an advertisement that specifically targets my age group and explain why it is better than the alternatives.”

“I have an iPod no need for anything else.”

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Objectives

Communicate with College Students

Increase Product Knowledge

Inform DemographicKeep Trial MembersIncrease Sales

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Media Strategy

Building the XM Relationship

EngagementRelate to Consumer

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Media

Los Angeles, CA Miami, FL Boston, MA Chicago, IL New York, NY Philadelphia, PA Austin, TX Columbus, OH San Antonio, TX Detroit, MI

MTV Social Networks Magazines Welcome Week Football Season THERE IS HOPE!

Where? How and When?

Source: Princeton Review

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Challenges

Primary Research Secondary Research Stubbornness Loyalty

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Recommendations

Advertise DirectlyBecome Apart of Customers

Communicate with College Students

Increase Product Knowledge

Build the XM Radio Relationship

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Questions?

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Appendix

10 QuestionsSurveymonkey97 Students15 Colleges and Universities

46% Success Rate

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Do You Own a Vehicle?

Yes No0

10

20

30

40

50

60

70

80

90

100

87

13

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Have You Ever Heard of XM Radio?

Yes No0

20

40

60

80

100

120

100

0

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Is Your Car Compatible

Yes No I'm Not Sure0

10

20

30

40

50

60

70

57.8

26.715.6

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What Would You Be Willing To Pay?

16.99 12.95 9.990

10

20

30

40

50

60

70

80

90

0

18.2

81.8

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Do You Own an iPod

Yes No0

10

20

30

40

50

60

70

80

90

100

93.5

6.5

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Do You Have a Blackberry?

Yes No0

10

20

30

40

50

60

70

80

90

19.6

80.4

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Listening Preferences While Driving

CD iPod AM/FM Radio XM Radio0

5

10

15

20

25

30

35

40

45

23.5 24.5

40.5

11.5

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Why Do You Believe XM Isn’t As Successful As They Could Be?

Price Quality Awareness0

10

20

30

40

50

60

70

80

73.4

2.6

24

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What Is Your Gender?

Male Female0

5

10

15

20

25

30

35

31

15

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Please Rank The Order Of Importance Of How You Prefer To Listen To Music

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Radio iPod CD Satelitte0

5

10

15

20

25

19

16 16

6

23

1617

9

4

1011

16

0

31

14 Very ImportantImportantNot ImportantNot Relevant