Media Objective

• To increase reach and frequency across the United States with a national magazine media strategy

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• To attract potential customers to Sub-Zero and Wolf showrooms with a geographically placed local television strategy to increase consideration

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• To funnel our audience to the brand website through a digital strategy with Facebook and Pinterest targeting to increase engagement

Demographics & Psychographics

• Base: Women 45+, HHI 150K+, home value $500K+, NW $750K+
• Broader: Women 35+, HHI $150K+
• In-Market: home value $500K+, plans to build a new home or remodel kitchen in the next 12 months
• Prioritize affluence over age

• Search engine users seeking more info relevant to our category/products/brands
• Prospects that have shown consideration through prior, relevant site engagement/actions
• These consumers believe kitchen plays an important role in their family life, so they want to make sure they get their kitchen right.
• The target audience of often stay at home women are information seekers who seek this product category as highly valued over a long period of time.
• Attitudes include being family oriented and often preparing home cooked meals that can only be kept fresh by the Sub-Zero and Wolf brand.
• Concerned with a healthy lifestyle and holding physical appearance as an important attribute.

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Rationale for Selection

• Women 45+ with a high household income simply have the means that will lead to an actual purchase.
• Women are the decision makers and hold a high level of influence in the household.
• This target audience of women 45+ are the most likely to share information with their friends as opposed to men.
• Older women trust and rely on their friends more than younger women who are constantly cluttered with information.
• Women are 55% more likely to share personal photos and videos presents great opportunity for the Sub-Zero and Wolf brand.

Regional Statistics

• Crosstab with Women 35-54 and purchasing habits by region

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• MRI shows New England, Pacific and Southeast have the highest indices for women who are decision makers purchasing large kitchen & cooking appliances

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• New England: Boston, MA and Hartford, CT

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• Pacific regions: Emphasizing the San Francisco DMA which has a high HHI

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• Southeast regions: Wealthy areas in Florida such as Ft. Lauderdale which has a high amount of vacation homes built

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New Home Construction Statistics

• Privately owned houses began construction at the highest rates in October, February and July in 2016.
• Northeast region houses are being designed and built in the 2nd and 3rd quarters.
• The most expensive homes built are in New England, where the median sales price of new single-family homes started in 2013 reached $400,000.
• Homes in the Pacific division are second most expensive with the median sale price reaching $355,000.
• Those willing to spend big on their homes are willing to invest in high end appliances.
• This means the seasonal strategy should be targeting consumers in the month before these allotted times to promote and increase Sub-Zero and Wolf consideration.

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Magazines with national coverage:

• We plan to engage our audience with selections found effective from MRI+ in order to increase overall reach and frequency with Sub-Zero and Wolf brand messages.

Geographical television spots:

• We plan to bring our audience to local Sub-Zero and Wolf showrooms through placing brand messages in regional areas shown to spend the most on home appliances.
• Cable television as well as a news network will be utilized.

Digital strategy:

• We plan to engage our audience through the shareability factor of Facebook due to trustworthiness of messages.
• We will use Pinterest due to it’s capability of future purchase planning.

National Magazine Selection

Wine Spectator

• MRI Index: 384
• Total Paid Subscriptions: 314,986
• Total Circulation: 390,832
• Frequency: 15 times per year
• 3.5 million monthly page views and 1 million monthly visits (their website)
• Women Median HHI: $107,102
• Majority consists of paid subscribers so they are highly engaged
• 72% enjoy cooking for family and friends
• Important for wine refrigeration products
• MRI Spring 2015 showed an extremely high Readers per copy of 7.67
• Net Worth 1MM + 44%

National Magazine Selection

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Elle Decor

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• MRI Index: 354
• Total Paid Subscriptions: 495,702
• Total Circulation: 558,283
• Frequency: 10 times per year
• Rate Base: 550,000
• Paid & Verified Digital circulation: 31,170
• 88.7% Women, median age 47.8
• IPSOS Media HHI: $150K

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• 47% of design professional readers live in six states that make up ELLE DECOR’s major market edition
• California 18% and Florida 8% (Two of the states in our geographical strategy)

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• One in Five subscribers are design professionals
• 18% are design professionals
• 80% of those design professional readers are highly satisfied with the content and homes featured in elle decor

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• 4 in 5 of design professional readers engage with Elle Decor social media, significantly more likely to connect on multiple platforms.

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National Magazine Selection

Cooking Light

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• MRI Index: 351
• Total Paid Subscriptions: 1,643,766
• Total Circulation: 1,793,587
• Frequency: 11 times a year
• Rate Base: 1,775,000
• 85% Women, median age 53
• Median HHI: $90,128 (CookingLight.com)
• More likely than average online user to provide frequent advice on Home Decorating/Interior Design (Index: 170)

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National Magazine Selection

Martha Stewart Living

• MRI Index: 308
• Total Paid Subscriptions: 1,999,554
• Total Circulation: 2,119,341
• Frequency: 10 times per year
• Rate Base: 2,050,000
• Readership: 8,360,000

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DIRECT BUYING POWER

• 68% made a direct purchase in the past year
• 61% took action as a result of reading an ad

Local Television Media Selection (Pacific)

San Francisco DMA

• HGTV index with women 35-54, HHI 150K+ is 201
• Five highest California counties per capita income are in this designated market area
• Two of the top 25 wealthiest counties in the United States are included
• #6 television market in U.S.
• Reach: 2,518,900
• Cable HH Penetration: 64%

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Local Television Media Selection (New England)

New England Cable News

• New England’s only 24 Hours news network.
• Reaches 3.8 million homes throughout Boston and all six New England states.
• 2 million New Englanders watch a week
• Substantial online presence: 7.8 million unique users and 35 thousand social media followers.
• We will buy airtime to bring our audience to their local showroom.
• Stay at home moms watch news in the morning and noon slots, so that is where we will advertise.

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Local Television Media Selection (Southeast)

• Big Bang Theory (Rating 3.9 A35-64) MRI index with women 35-54, HHI $150K+ is 128.
• 2 Broke Girls (Rating 2.5 A35-64) is 131.
• These are the programs we will buy spots in.
• Leader in delivering consumers with disposable income and spending power, adults 35-64.
• Dominates 5AM 6AM, 12N
• “Big Spenders” with “Big Disposable Incomes”
• Ft. Lauderdale medium HHI: $82,563

CBS4 South Florida

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Digital

Women tend to share information more than men, and Sub-Zero Wolf relies on the passing of relevant product benefits between people who trust one another.

Statistics from Meredith

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• Devices used to access the internet - 74% laptop and 67% smartphone
• Women are most likely to share “funny things” and “personal photos and videos”
• 69% of women agreed the internet gives them ideas for new brands/products to try and 81% agreed it is a good source for learning
• When it comes to social media used at least once per week by women, Facebook still dominates with 83%
• We are looking to increase the shareability of Sub-Zero Wolf’s online content

Digital - Facebook

Shareability and trustworthiness within our audience’s favorite social media platform makes Facebook an effective purchase

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• 1.1 BILLION DAILY USERS
• 25% of all facebook referrals come from Facebook
• 40 mins average time spent on Facebook per day by Americans
• People share 1.3 million pieces of content on Facebook every minute

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Digital - Facebook

Source: Facebook commissioned Nielsen to conduct a global analysis of 173 BrandEffect studies

• The difference in impact between 3 seconds of an ad watched and 10 seconds is extremely important.
• An entertaining “Like Story” shows to have a very effective CTR
• The best way to reach our audience is through material they enjoy.
• Meaningful brand stories or sponsorship with a popular Facebook page (similar to Dr. Pepper with Tastemade) to create content could dramatically increase recall and awareness of the Sub-Zero and Wolf brand.

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Digital - Pinterest

The personal collection and attention to visuals makes Pinterest a unique media buy with a CTR of 1.1%

Pinterest data

• 85% of Pinterest users are female
• 67% under the age of 40
• More than 150 million Pinners, 54% of women aged 34-55 are on Pinterest
• 35% of them have HHI $100K+
• ⅔ of content saved comes from businesses
• 83% of pinners prefer to follow their favorite brand or store
• 87% of Pinners have purchased a product because of Pinterest
• 93% of Pinners have used Pinterest to plan a future purchase
• Second only to Facebook in referral traffic with 5%
• Users spend less time consuming traditional media
• 67% of Pinners consult their pins on their mobile device while in stores
• 75% of pins saved comes from businesses

Digital - Pinterest

Source:whiteglovesocialmedia.com

• Pinterest is exponentially higher in purchase planning usage than other social media sites.
• Due to the beauty of the products, Sub Zero Wolf can present attractive photos of designs to funnel our audience to seek further information.
• Earned media is effective due to cost efficiency and trustworthiness.
• Brand loyalty and awareness will increase with a media spend to raise brand presence on Pinterest.
• Key platform used by women when designing their homes

Budget Strategy

National Magazine:

• Our budget strategy with magazines centers around our seasonal strategy.
• Due to the expense of year long continuous runs, we plan to allocate the 24.8% (of total) magazine budget toward messages during January, June and September. Each of these months precede the top 3 months in which privately owned homes are built.
• We plan to spend the most on Martha Stewart Living due to its high circulation among our audience. The second highest spend will be Wine Spectator with a year long cover run due to its MRI index and affordability.

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Cooking Light:

• 4-Color 2nd cover: 193,100 x 3 ti = $579,300

Wine Spectator:

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• (Exclude March, September, December)

4-Color 2nd cover: 52,332 x 12 ti = $627,984

Martha Stewart Living:

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• 4-Color 1 Page, 2nd Cover: 269,100 x 3 ti = $807,300

Elle Decor:

• 4-Color 4th cover: 155,915 x 3 ti = $467,745

Budget Strategy

Local Television:

• With 45.2% of the total budget, we will run spots on geographically selected television stations.
• We will run spots according to our seasonal strategy except for the San Francisco DMA.
• 50% of our TV budget will go towards HGTV in the San Francisco DMA due to cable penetration and HHI with a continuous run.
• 30% will go towards the Southeast region of CBS4 Florida due to the “Big Spenders” demographic characteristics.
• 20% will go to NECN to reach our audience members who watch news frequently.

Digital:

• We plan to have a digital spend of $3 million between Pinterest & Facebook.
• With year long continuous runs on each site, $1.5 million will be split to run engagement campaigns.
• Facebook will utilize CPCs which retail has an average of $0.31, along with a $1 million post promotion spend.
• We will promote on Pinterest with an $800,000 promotion spend and will focus on CPEs along with CPCs.

Budget Allocation

Flowchart

National Magazines

• We intend on maximizing reach and frequency across our target audience to increase brand awareness by placing messages in vehicles discovered through MRI indices to be most consumed by women 45+ with a HHI $150K.
• By running ads according to our seasonal strategy, we will grab the attention of our audience as they are beginning the design process of their dream home.

Local Television

• With a large amount of purchases in regionally selected television DMA’s to increase impressions and exposure, we plan on raising consideration among our audience by encouraging them to visit a nearby showroom.

Digital

• Through the promotion of sponsored page posts such as “Like Stories” on Facebook, we plan on funneling our audience to the brand website through enjoyable branded content.
• Dr. Pepper’s recent partnership with Tastemade is an example.
• We will focus on reach and impressions but the main goal is to maximize engagement through Pinterest by targeting potential consumers with promoted pins.

Source: Adweek, data from Meredith

Source: SRDS