Consumer insight Our research was based on purchases of gifts, either in holiday season or for special occasions. We found that 70% of consumers are searching online (especially from their smart phones) for the “perfect gift” and later either buy it online or at a retailer location. The most common cons to this method were that the consumer left the cart when they saw the shipping cost or timing. Furthermore, as of 2014, the gifts most people want to receive are either gift cards or money. Meaning most people don’t want to get a gift that has been chosen for them. They would rather have the opportunity to choose for the giver.
Target Profile Name: Emile Gutenberg Gender: Female Age: 22 Status: Single Occupation: Law student Education: Bachelor’s Degree Personal car: Citroen C4 Picasso 2013 Smartphone: iPhone 5s Shopping habits: Likes to review items before buying them in store or online
Benefit analysis Main benefit: There is no better gift to give than the power of doing anything you know your love ones want or anything that they want to be done for them.
- Little competition. - Affordability. - Wide target audience. - Online based. - Brings emotional value to consumer. - Transparency. - Environmentally responsible design, production and material sourcing.
- Product value might not be as high in some consumer mind, compare to other brand products that they would chose as gifts. -The Product is most lucrative only during popular gift giving seasons.
- New to consumers - challenge to take brand to the consumer.
- Brand shows point of view regarding monetary value vs. emotional value. - Online and social media activity of target audience is increasing, improving the potential to bring the brand to them. - Brand stands out from the brand competitors (emotional value is far greater)
Brand Positioning Statement To males and females between the ages of 15- 55 in the US. Token is the Brand of perfect gifts that gives consumers the perfect solution when it comes to finding a present for their loved ones because Token believes that the best gift a person could give is being able to spend time with another. The brand personality is sincere, exciting and sophisticated.
What are we advertising? Token's coupon product, a customizeable gift that promotes giving loving favors, guilty pleasures or relief of daily responsibilities.
Whom are we talking to? Male and female, ages 15- 55 in the US that want to give the “perfect gift” to their love ones and likes to buys online for gifts.
What is the objective? Increase unique web traffic by 50%, raise social media engagement, increase awareness by 60% and sales by 20% by the end of first campaign in mid-2015.
Where is the advertising running? Social media, viral videos, online banners, magazines, posters, buss.
What is the single most important thing to say? The most important thing to say is that if you have trouble thinking of a present to give your love ones, with Token you can give them what they really want. Some examples would be: free time for themselves, an activity that they would otherwise regularly ask your permission to do, or you doing something special for them without any conditions.
What are the supporting rational and emotional reasons to believe and buy? There is no better gift to give than the power of doing anything you know your love ones want or anything that they want to be done for them.