Marketing Olympics in the call center

Today is the presentation of our annual marketing Olympic. Since the theme is about "Revitalizing the business to unlock new markets" we are task to create a new marketing campaign for Krispy Kreme donuts.

Background.
Krispy Kreme donuts is one of the company in United States affected by the crisis. There are news about closing stores or outlet due to less customers.

Another reason of closing some stores is the failed marketing strategy of the company. They tried to compete with cold donuts that is under its competitor Dunkin Donuts, Everyone in US know that Krispy Kreme is a delicious donuts know for its being fresh and hot when during serving.

Target: The target markets are 18-26 known us young student and young professionals. It means bring the product awareness to the schools and business centers like IT parks and Call centers.

Strategy:
Tradional marketing campaign in the schools, malls and public places. This methods entails of using outdoor billboards, indoor billboards, print media like newspaper and magazine.

Online marketing campaign since targeted markets are mostly Internet savvy. It means using latest Filipino SEO strategies in marketing products like the bookmarking, viral marketing, forum and blogging.

For Krispy Kreme, the strategy is to double the ad budget and move aggressively into signing the hottest celebrities for a print, online, and social media networking campaign. Suggested celebrities include David Cook, Nicole Scherzinger, and Megan Fox.

Lure 18-25 year olds into Krispy Kreme stores through fun and exciting events and promos such as: doughnut eating contests, album launchings of celebrity endorsers in select branches, and giving customers rebates.

Print media will include billboards, in-store promotions, posters and magazine ads, while online advertising will include a website revamp and social media networking through social bookmarking sites.

(Visit the Philippines call center for all your BPO requirements. )
Related historical background of the strategies.

In the great depression, two companies; Post and Kellog, reacted differently. Post cut back on expenses to save budgets and prolong business existence until the end of the recession while Kellog doubled its ad budget.

The strategy paid off and by 1933, Kellogg’s gained remarkable market shares do to branding campaign. It become word of mount and establish stable followers.


OUTDOOR ADS

Nicole Billboard

Megan Fox Poster

David Cook Poster

MAGAZINE

Megazine ads with Megan Fox

Magazine Cover Lady with Megan Fox of the Transformer

INDOOR ADVERTISING

Objective: To effectively capture the 18- 25 year old consumer segment.

Brands are built on one clear idea and one simple position in the mind. For Krispy Kreme, it’s being there at the moment the doughnuts came out hot. Their legendary word of mouth is based on people dragging their friends and kids to see the doughnut machine and taste the amazing fresh doughnuts.

Today, in this modern era, Social Media Networking is the best word-of-mouth you can get. Krispy Kreme presently has a website, Twitter account, FaceBook fan page, Friends of Krispy Kreme mailing list.

Online advertising will include a website revamp, social media networking, bookmarking and massive SEO campaign.

The website revamp will include latest widgets life bookmarking buttons and all features related to social media.,