Tiber River app? Yup you betcha.
The Theme: Treat Yourself
The launch will be all about treating yourself. Tiber River would have promotional contests going on at the time of the launch for people to win gift certificates to Tiber River. We would have a sidewalk spa day in front of the Academy location that would have nail studios set out in the sun. You can come by and “treat yourself”. Also involved would be treats and snacks, to go with the trend. Planning for a summer launch, would have good summer treats like sorbet that goes with the colour scheme of the store and flavours that make you think relaxing. For example, Pina colada, sangria, and margarita. The Treat Yourself theme will give new clients a look into what Tiber River Naturals has to offer, and shows to people who are already customers why they should continue to go to Tiber River.
- An experience with Tiber River should always make you feel pampered
- Tiber River values their customers- with events and promotions
- Tiber River is all about convenience for the customer- with creating this app you have the convenience of buying products, and booking appointments right from your phone
To reach the target audience we would use traditional ads on specific radio and television stations in the city. We would run ads during morning television on channels such as CTV. At this hour we expect many stay-at-home moms to be watching. This is a big part of our clientele, and by having these women see the ads we want them to share it with their friends, neighbours and even daughters. We would also advertise on local radio stations such as Virgin 103.1 where we expect young women to be listening and would play ads during drive times when people are in their cars eagerly listening. We would also puts ads in local publications, and give promotional pamphlets to local restaurants in and around both locations to help spread the word about the launch. We want one large billboard to be put on Academy near the Academy Road location that shows someone treating themselves laying on an island in the sun. We want this ad to pull people in and encourage people to visit Tiber River.
We will send out pitch releases to local television stations who have segments that would be a good place to feature Tiber River’s new app. We will invite ladies at the television station to come down for a free treatment and get the opportunity to see the new app first hand. We plan to use our social media accounts (Instagram, Twitter) to do some promotional advertising. We will have a contest on both platforms where people will tweet and Instagram pictures with the has tag #treatyourself showing their favourite way to treat themselves. I would also like to go around to festivals and summer events handing out small samples of the Tiber River products. There will be a small slip attached to the product with a blurb about the launch of the app.
On the launch day of the app. We will have a first 25 people that download the app and make a purchase at Tiber River receive a free pedicure. We believe this incentive will push our target audience to want to use the app. Also when using the app on launch day you get an automatic 10 per cent off your first product, and incentive to get people to either by a treatment or product on that day.
The budget will for the promotion of the “Treat Yourself” app launch campaign will be approximately $5,000. We estimate that our highest cost will come from buying out ad space on a billboard. We think that the rest of the efforts in having the sidewalk spa day, with goodies included will also be a large chunk of the budget.
To take a look at my full prototype for the app check out this link: