Media buying assignment 2 no frills PDF

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Target market and ideas for the grocery shop promotion...

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Running head: Media Buying Assignment 1

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No Frills is a Canadian chain of deep discount supermarkets owned by Loblaw Companies Limited. The same company owns Zehr's. The main distinctive feature of No Frills is low price, but therefore, the variety & shop experience is a bit weaker. That is why the shop's primary target is low to mid-income females from 25 to 64 years old. The No Frills' ideology was represented in the "get the frill out of their bill" campaign from 2017. It outlined that people pay higher for those fancy in-store musicians, chalkboard artists, and items stacked like pyramids. "[The campaign] comes back to our DNA," says Mary MacIsaac, vice-president of marketing, a discount division at Loblaw Companies. "No Frills is about 'we said it, we meant it.' We are about no frills, and it's celebrating that in a no frills, simple, fun tone." ("No Frills tells shoppers to get the frill out of their bill | Canadian Grocer", 2020) Our campaign for No Frills will ideally represent their positioning - great prices, the same value. "Feel the difference" is the campaign's slogan reflecting that No Frills stores can tangibly improve consumers' shopping experiences. «Feel the difference» campaign is designed to show the potential customers that No Frills cares about them and aims to help them make groceries more affordable. We will use multiple types of content distributed through various channels, including video ads, testimonials, and Facebook Ads. First of all, we will create a video ad representing the main idea of the campaign. Video ads are easy to share among the platforms; it is an opportunity to tell a lot of information in a short period. Moreover, video advertising has the highest emotional impact on the audience; therefore, it is most likely to gain their attention and be memorable. According to statistics, approximately 1/3 of customers decide to buy a product, use the service or visit the store after

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watching a video campaign about it. ("Video Advertising: 4 Trends, 9 Advantages | Streng", 2020) In our video, we want to show that No Frills allows their shoppers to buy significantly more items while spending the amount of money as they would in a different store. The video will portray two customers. Customer #1 will be shopping in No Frills, while customer #2 will be doing so in another grocery store. Two videos will be playing side to side and show the price difference on the tags for each item the characters put in their cars. While they are walking around the store, the viewers will see how the number of products in #1 customer's shopping car is getting bigger than the customer's #2, whose car stays nearly empty. Later in the video, the screen shows the characters coming up to the cashier, as the store employee tells them the total price of their purchase, which is the same for both. In the final scene, the shopper #2 leaves the store with a small food bag, while customer #1 is carrying several large bags. He is panting and is visibly struggling to hold the bags, as they are quite heavy. The slogan in the and of the video appears on the screen: «No Frills. Feel The Difference» The video will be distributed through all of company's channels, such as social media, website and YouTube. This video differentiates No Frills from their competitors, including Zehr's, in a fun, memorable way and, therefore, will be highly effective. The campaign will also include other promotional & entertainment pieces distributed through a branded YouTube channel. There will be eight videos where the invited host chef cook restaurant-quality dishes from the products bought in No Frills. Each episode will consist of two main parts. The first one is grocery shopping; the accent here is made at low prices at No Frills. While putting each item in the shopping car, its price in No Frills and Zehr's will appear on the screen. So that viewers can compare how much the pasta/tiramisu/Ceaser salad etc. will cost them while shopping in two different groceries. The second main part is cooking; the videos will

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include a lot of secret cooking tips to add maximum value to the content. As the campaign is targeting low to mid-income women, such content will work well. Also, the campaign includes testimonials. It includes blog reviews, recommendations, comments under social media posts. They are usually written by celebrities or influencers in a specific industry, but other people can also contribute their opinions through testimonials. This type of content can also be called word-of-mouth marketing and is vital. According to the Nielson report, 74% of customers tend to trust online reviews written by other customers more than marketers themselves and identify word of mouth is the number one influencer in their purchasing decisions. (Warren, 2020) We have decided to use social media comments on the No Frills Facebook page as a testimonial for our campaign. As much as celebrities can shape the audience's opinions, people tend to trust other customers more. 32% of the survey respondents said that they are more likely to visit a store after reading a positive comment on social media, while only 17% gave their preference to endorsement advertising. In addition to that, social media has an excellent performance in encouraging communication between users. Posts and comments are easy to share, while marketers can track the level of engagement by viewing how many responses and reactions a specific comment has got. We will encourage customers to leave their comments by placing a post on our Facebook page in which we will offer them to share their experience in our stores and receive a 2$ discount on their next purchase. The system will automatically send a code to the user who has commented on the post, and they will be able to access the discount by showing this code at the cashier. This promotion will expire a month after the launch, therefore, becoming a hot-offer and driving a higher volume of testimonials.

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Testimonials will help No Frills achieve their objective by creating the social media buzz, gaining the target audience's trust, and potentially shifting their loyalty from the company's competitors. The campaign will also include social media advertising, namely Facebook ads. We have chosen this platform because it perfectly suites the required demographics. 72.2% of Canadian Facebook users are from 25 to 64 years old due to Statista. ("Canada Facebook users by age 2020 | Statista", 2020) What is more, Facebook has a very detailed targeting tool, including geotargeting, so targeting people within a 3-mile radius of each store can be implemented. The ad will include a photo collage of two people - one standing with one bag near Zehr's and the other standing near No Frills with many pockets and a much happier look. The slogan "Feel the difference at the same price" is at the top of the visual, with "at the same price" being written in smaller letters. The Facebook ad will also include a text part. The suggested text: "Oatmeal for breakfast is cool. But avocado toast with salmon and brie cheese is cooler. Meat steak for dinner is cooler than instant noodles. Agreed? Sure. And if we say that fancy food can cost as much as a poor student's meals. Do you believe it? At No Frills, it does. Where you shop DOES matter. Because at No Frills, you only pay for food, not for background music or pyramid-shaped fruits. If you don't want to pay for frills, No Frills is for you. Therefore, with the same budget, you can afford not just more food but also cooler food. Buy more. Buy cooler. Feel the difference." So, the "Feel the difference" campaign ideally reflects No Frills' core advantage - low prices. Our main creative piece is a video ad that will be distributed through all the social media

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channels, YouTube, and No Frills' website. As successful campaigns are not only promotional but also educational or entertaining, we will also create cooking lessons for YouTube. Testimonials will build more trust towards the brand, and the way we engage people to leave comments will create social media buzz. At the same time, Facebook ads allow high-quality geotargeting. "Feel the difference" campaign will not only attack Zehr's and create social media buzz but also gain trust towards No Frills and drive the sales.

REFERENCES No Frills tells shoppers to get the frill out of their bill | Canadian Grocer. (2020). Retrieved 19 October 2020, from https://www.canadiangrocer.com/top-stories/no-frills-tells-shoppers-to-getthe-frill-out-of-their-bill-72665 Video Advertising: 4 Trends, 9 Advantages | Streng. (2020). Retrieved 19 October 2020, from https://strengagency.com/video-advertising-4-trends-9-advantages/

MEDIA BUYING ASSIGNMENT 1 Warren, M. (2020). Word of Mouth Marketing in 2020: Effective Strategies + Examples. Retrieved 19 October 2020, from https://www.bigcommerce.com/blog/word-of-mouthmarketing/#word-of-mouth-marketing-statistics Canada Facebook users by age 2020 | Statista. (2020). Retrieved 19 October 2020, from https://www.statista.com/statistics/863754/facebook-user-share-in-canada-by-age/

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