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Industry Growth Campaign ABIMFI-SEAFESP 2004

Industry Growth Campaign ABIMFI-SEAFESP 2004. Thank you for having us!. June 2004. Our Workshop evolved. The 4 sub-groups formed: Increase sales of cameras, film and services Educate retailers, counter-clerks and consumers Massive institutional campaign Fund raising. Objectives:.

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Industry Growth Campaign ABIMFI-SEAFESP 2004

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  1. Industry Growth Campaign ABIMFI-SEAFESP2004 Thank you for having us! June 2004

  2. Our Workshop evolved • The 4 sub-groups formed: • Increase sales of cameras, film and services • Educate retailers, counter-clerks and consumers • Massive institutional campaign • Fund raising

  3. Objectives: • Present 4 campaign options: - 2 Point of Sale only Campaign - 2 Point of Sale + Media Campaign • Present the required investments and sponsorship quota options.

  4. Briefing • Category - Photographic products and services in general; • Point of Sale - Photo Specialty stores; • VISA Financial Agent - Facilitates purchases in installments to the end consumers; • Promotional Material - Institutional and Promotional appeal;

  5. Target Audience • Retailers and End Consumers • M / F – age 18 to 65 • Social Class: B / C / D • Sao Paulo state residents • Remaining Brazilian Regions

  6. Campaign Duration • 2-3 Months - August/September & October 2004

  7. • Campaign Identification/Signature

  8. • Campaign Logo

  9. POP material only (for 500 and 1000 stores)

  10. Point of Purchase material • Banner 1.5X0.90 • Poster 0.45X0.65 • Display (to hang) • Fliers/ take one • Wobblers • Stickers (window) • Broadside

  11. • Banner 1.50X0.90 m

  12. • Poster 65X45 cm

  13. • Display (to hang) 30 cm

  14. • Fliers / Take one Top of counter and photo-finishing envelopes

  15. • Wobblers Cash register / store window

  16. • Window Sticker

  17. • Broadside – Store owner

  18. POP + Media (for 500 and 1000 stores)

  19. POP + Media Campaign • Media Campaign (Great Sao Paulo area) • Magazine/Newspaper adds – target audience M/F C/D 18 ; • Outdoor Media (outdoors, bus-doors, subway) • Newspaper releases / participating companies newsletters • Trade magazine adds

  20. Media Plan / 2-3 months / Great S.Paulo • Estimated Media Cost - R$ 300 mil • Jornal da Tarde / Diário de São Paulo / Agora (R$ 100 mil) • High Demand Female Magazines from Editora Abril (Ana Maria, Viva!, Minha Novela e Ti Ti Ti) (R$ 100 mil) • Outdoor at C/D class roads (R$ 50 mil) • Bus-door (R$ 25 mil) • Subway (R$ 25 mil) • Banners at websites of participating companies and ABIMFI/SEAFESP/VISA websites (R$ no cost)

  21. • Newspaper Add . Jornal da Tarde / Diário de São Paulo / Agora 4 column adds x 40 cm 4 color - “rouba página”

  22. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  23. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  24. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  25. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  26. • Magazine Add .Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

  27. • Outdoor .50 panels / 2 bi-weeks São Paulo / capitalFoco nas áreas de maior fluxo de pessoas do target

  28. • Busdoor .São Paulo C/D class routes

  29. • Subway / Station Platform

  30. • Subway / Wagon Posters

  31. Schedule April May June July August Sept .Campaign Creation …______________ . Approval ___8 . Production ______30 . Delivery of POP materials __2 . Broadside / Trade Magazine Adds ____5 . Media (options III and IV) ____…

  32. Option I - POP only - 500 Stores Costs R$ • Design and Production POP / Store ________ 160, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 500 lojas _____________ 80 mil • Publieditorial / Fhox _______________________ - • Agency Fee – development and coordination _____ 20 mil

  33. Option II - POP only - 1000 Stores Costs R$ • Design and Production POP / Store __________ 120, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 1.000 lojas _____________ 120mil • Publieditorial / Fhox ____________________ ___ - • Agency Fee – development and coordination _____ 20 mil

  34. Option III – POP + Media - 500 Stores Costs R$ • Design and Production POP / Store _ ________ 160, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 500 lojas ______________ 80 mil • Publieditorial / Fhox ____________________ ___ - • Agency Fee – development and coordination _____ 20 mil • Media Investment __________________________ 300 mil

  35. Option IV – POP + Media - 1000 Stores Costs R$ • Design and Production POP / Store ____________ 120, (2 banners, 3 posters, 2 wobblers, 3 stickers , 2,000 fliers, 4 displays, 1 broadside) X 1.000 lojas _____________ 120mil • Publieditorial / Fhox ________________________ - • Agency Fee – development and coordination ___ 20 mil • Media Investment _____________________ 600 mil

  36. Budget Options Summary Option III / IV (POP + Media) • 500 stores* R$ 400 mil • 1000 stores*1 R$ 740 mil Option I / II (POP only) • 500 stores* R$ 100 mil • 1000 stores R$ 140 mil * GreatSão Paulo *1National Coverage

  37. • PhotoBrazil Recognition Banners CategoriesBRONZE SILVER GOLD

  38. Sponsorship Quotas POP only Option I (POP only 500) • Gold Category R$ 20 mil • Silver Category R$ 8 mil • Bronze Category R$ 4 mil Option II (POP only 1000) • Gold Category R$ 28 mil • Silver Category R$ 12 mil • Bronze Category R$ 6 mil

  39. Sponsorship Quotas POP + Media Option III (POP + Media 500) • Gold Category R$ 80 mil • Silver Category R$ 32 mil • Bronze Category R$ 16 mil, Option IV (POP + Media 1000) • Gold Category R$ 150 mil • Silver Category R$ 60 mil • Bronze Category R$ 30 mil

  40. Uniqueness: • First time ever the Photo Industry gathers in a united effort to foster industry growth; • Give to small retailers the ability to sell in 10X with VISA at conditions they alone would never have; • Create excitement at PhotoBrazil on retailers and trade-show sales: now, the photo category can also sell in 10X.

  41. • Magazine Campaign • PhotoBrazil Recognition Banners In Your Booth Your Logo Here GOLD Category

  42. Be a part of it! THANK YOU!

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