Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 31

Tanning and Volleyball: Revitalizing A Lifestyle
Jessica Jones faced a difficult challenge as she took control of the Sun Products, Inc., account. As a relatively new account executive, Jessica knew it was important to establish measurable results when conducting various marketing communication campaigns. Sun Products sells items oriented toward beach-related activities, the most successful of which is the company's line of sunscreen products.
The tanning industry faces a unique set of challenges as a new generation of consumers emerges. First, consumers are now more aware of the dangerous long-term effects of tanning than ever before. These include more wrinkles and vastly increased chances of developing skin cancer in later life. In Australia, where the ozone layer is the most depleted, exposure to the sun is even more hazardous. More important, however, is a potential shift in cultural values regarding appearance.
As the new millennium commences, a certain set of consumers might begin to believe that tanning equals "foolishness"- or at least that a suntan is no longer as "sexy" as it has been for many years. Beach bums and bunnies continue to run counter to this trend. The question remains, however, whether being bronze is a good idea.
One way to counter this problem is by developing new products designed to screen out the sun rather than enhance the sun's tanning properties. Lotions with higher SPF (sun protection factor) values generally sell at higher prices. Higher-quality sunscreens do not wash off in a pool or while swimming. Further, items containing herbal ingredients and new aromas are designed to entice new interest. Products with aloe vera and vitamin E may help reduce the pain of and heal sunburns more quickly. Products that "tan" without exposure to the sun are being developed for those who want the beach look without doing time in the sand.
At the same time, to promote more "traditional" products to college students on spring break and others who still enjoy a deep, dark tan requires careful promotion. Advertisements often stress the "fun" aspects of being outdoors.
Hawaiian Tropics, one of the chief competitors in the tanning industry, has taken a unique approach to the promotion of its products. The company holds an annual contest in which the Tropics team of beach girls is chosen to represent the firm. Contestants are female, beautiful, and have good tans. Those who win the contest tour the country promoting Hawaiian Tropics products and appear on television programs. At individual events held at beaches across the United States and in other locations, free samples of Hawaiian Tropics are given out, along with coupons and other purchase incentives. Giveaways of beach towels and other beach equipment are used to heighten interest in the product at various stores.
Beach Volleyball Magazine notes that it features not a sport, but a lifestyle. The activity has the benefit of being included as part of the Summer Olympics. Some women, such as Misty May- Treanor and Kerri Walsh-Jennings, have recognizable names on the national stage and enjoy immense popularity within the women's volleyball fan base. In addition, there are professional beach volleyball tournaments across the United States each year.

Beach volleyball is a natural tie-in with sun tanning products.
Promotion of women's beach volleyball tends to focus on tans, bikinis, and the sexy, athletic competitors. Many of the marketing materials available online, on posters, and in other places, feature photos of beach volleyball players in skimpy swimsuits. Fans also tend to attend events wearing outfits designed to show off a fit body and a great tan.
Jessica suspects there is a natural tie-in available with beach volleyball, especially on the women's side. Instead of tanning for its own sake, getting a tan while doing something healthy seems like a great appeal. The primary issue is whether the appeal can move beyond volleyball fans to the larger public. The secret would be to find a theme for a tie-in that would appeal to a larger audience.
An entire range of promotional items can be utilized. Items include coupons, premiums and giveaways, contests, samples, bonus packs (with various ranges of SPF values in the same pack), and refunds for higher-priced lotions.
Jessica knows the key is to maintain a consistent message and theme for her company. It must stand out in the crowd of Coppertone, Bain de Soleil, and Hawaiian Tropics. She realizes that to succeed she needs Sun Products' point-of-purchase displays placed prominently in as many places as possible, from drugstores to swimming specialty stores.
1. Is a buzz marketing program possible for Sun Products Why or why not
2. Design a complete lifestyle marketing program for Sun Products based on a tie-in with women's beach volleyball. Include both traditional and nontraditional advertising venues.
3. Name any opportunities you can identify for product placements or brand entertainment for Sun Products.
4. How could Sun Products use guerrilla marketing Describe a possible guerrilla marketing campaign.
5. Is there a potential overlap between the brand community that loves beach volleyball and a brand community for Sun Products Describe the ways that Sun Products' marketing department could build and enhance a connection between the two.