ALTI's Apprentice Boardroom Report For 2/4/05 (Episode #3)

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Allan's 2
Why Danny Failed
running time 1:43


Fantasy 
Game Analysis
Strategies for Episode Four
running time 3:54
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Past Issues
Episode # 1 
(Burger King)
Episode # 2
(Hotel Renovation)
Episode # 3
(Nescafe Promo)
Episode # 4
(Dove Commercial)
Episode # 5
(Business on Wheels)
Episode # 6
(PlayStation Graffiti)
Episode # 7
(Mini-Golf)
Episode # 8
(AIDs Celeb Auction)
Episode # 9
(recap - no news)
Episode # 10
(Home Depot Clinic)
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Apprentice Task Lesson: Free iPods or Free Coffee?
Promotions Perform Better with a Theme

You've got a budget to conduct a promotional campaign. The objective is to create buzz, increase product awareness, and foster a positive brand experience. In this weeks episode of The Apprentice, Donald Trump asked his 2 teams to create a promotional campaign for Nescafe, a brand of coffee products created by $100 billion dollar mega corporation Nestle. 

Any successful promotional campaign begins with defining the objective, identifying a target audience and planning the method of distribution. In this case, both teams were given an objective, and the task of running a promotional "event" largely dictated the distribution plan. 

The critical steps remaining are to develop a central theme to the promotion and create a message that supports the theme and resonates with the target audience. Team Net Worth out performed Magna on the final steps with its seasonally appropriate "voting" theme. I think the theme was exceptionally good, given that taping for the show probably occurred around election time this past November and traded heavily on patriotic emotions endearing the brand to a very broad target market.    

Lastly, the choice of offering a $10,000 prize may have provided the "wow" factor that free iPods were just not capable of pulling and further threatened to dilute the brand with brand confusion. I can see how people might wonder if it was an iPod promotion with free coffee or a coffee promotion with free iPods.

When not on reality shows, and time permitting, I suggest doing some very basic market research to test various themes, messages and promotional hooks to determine where best to direct resources. Marketing promotions doesn't have to be a crap shoot, and don't let anyone tell you it has to be when there are many affordable way to tilt the odds in your favor. 

Team Net Worth also deserves commendation for its skillful management of the task via Angie.  When faced with such a task, it is wise to devote intense resources on a brainstorming session to quickly identify the promotional theme and incentive. Brainstorming , (and having to sell the team on a particular theme) is a good team building exercise that gets the team motivated, and passionate about pursuing a common goal.

When developing your next promotion, remember to do the following:

  1. Define your objective

  2. Identify your target audience

  3. Plan your method of distribution

  4. Develop a theme and accompanying "hook"

  5. Create a message that supports the theme

  6. If appropriate, select a best-fit promotional product as the message vehicle

Shameless Plug: 
Would you like your promotions to measurably influence sales?
  

ALTI Consulting and our team of specialists can help you to execute promotional campaigns that deliver measurable results for your bottom line.  Give us a call, or shoot us an e-mail, at (206) 984-9560 or .


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