Part Three: Marketing Plan

May 7, 2012

Our target audience is men and women who are of age to drive. This is because the majority of our products are for cars which people do not own until they attain a license. Also because people who are of age to drive generally have more responsibility and can handle their own money, allowing themselves to buy items to enhance their traveling needs. Our products are not very cheap, so the social classes that we will target are upper-middle class and upper class. These are the people who do anything they can to live in luxury, therefore they are the perfect people to market to. Ethnicity does not play a role in our marketing plan because it is not a product that would only appeal to a certain race. 

Magazines:

The two magazines we would run advertisements in are Motor Trend and Sky Mall. Motor Trend is a magazine that a lot of people who are interested in improving their cars have subscriptions to. It has a lot of the "latest and greatest" things to happen in the automotive world so our product will get a lot of positive attention if we were to run an advertisement here. With Sky Mall, people that travel will read it and realize how uncomfortable they are sitting in their non-Dream Boat seats. If our product had a feature in this magazine, it would get a lot of attention from travelers who are in our targeted demographic area because they are in the air, not in the car. Also, with Sky Mall,  people who know about the magazine can shop on their website and buy our seats and accessories with ease.  

TV Programs:

We could run commercials during programs such as Keeping Up With the Kardashians and The Masters golf tournament. A show like the Kardashians makes people want to live a luxurious life. People who watch this show look up to the Kardashians and want to be like them in as many ways as they can. If during this show a commercial for a way to make simple travel more appealing came on, people would flock to the product thinking that Kourtney, Kim, and Khloe have the same things in their cars. The Masters golf tournament is a tradition of excellence in this country. Golf itself is known as a prestigious and respected sport that many people in the upper classes watch and play in their spare time. These are the exact people that not only want luxury in their lives, but expect it as well. A commercial for luxury travel needs would spark their interest for that reason alone and they would not think twice about buying.

Product Placements:

One good show for product placement is Modern Family. We would place the product within the actual plot of the story, preferably having Phil buy it without Claire's approval. This would grab people's attention through the humor of the show and the fact that she would start by hating it and end up not being able to drive without it. It would make the viewer wonder about if Dream Boat seats are actually as great as they are portraying them on the screen and give them a motive to buy them. Another show we would utilize product placement in is Desperate Housewives. The women in this show are the definition of loaded and privileged and they do nothing without taking it to the next level. Many people that watch this show do not live like this but fantasize about it. They would take a simple fix to get them a little closer to their ultimate fantasy. 

Celebrities:

The celebrities who we would use to endorse our product are Will Smith and Beyonce. These two people are very wealthy and successful but they also seem to be grounded and down to earth. They can promote our product as not only an item of iconic status, but also readily available and a "smart" buy. 

Unique Way to Promote:

A very good way for us to promote our product would be a line of eye-catching billboards. These would grab any driver's attention and make them realize how uncomfortable and boring their stock car seats are. With a website, a phone number, and a store location on the billboard, people would have easy access to the products. Billboards grab attention because while drivers are in their cars, they need things to keep their interest so that they don't doze off and drive off the road.