The purpose of this report was to create a creative campaign idea for GWS Motorsport to attract more audiences as well as to increase awareness of the company. Hence, an evaluation of creative strategies theory will apply to the campaign in order to support the raw ideas. The report will show all the achievable innovative approaches that may increase the effectiveness and efficiencies of the campaign. On top of that, one of the strategy approaches has been selected for the GWS Motorsport campaign as part of the creative strategy. This report also aims to give an understanding of the campaign objectives, appropriate strategy for the outcome, the messages that what is this campaign about to pass on and to create the characteristic for GWS Motorsport race team. Hence, a clutter of consumers requires a creative approach to segment them by using marketing mix strategy. As a result, positioning exist in the market to avoid tight competition in the same industry. (Chitty, 2005)
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1.2. Scope
While understanding GWS Personnel Motorsport, the team does not bring in any profit however they do exercised some business strategies to at least cover its costs because running a race team cost a lot of money. Therefore, the main revenue streams included sponsorship, driver leasing and for those potential revenue streams were from the hot laps, driver sessions/training, VIP tickets and guest appearances. (O’Donnel, n.d)
1.3. Method
The information used in this report was gathered by using the sources from GWS Personnel Motorsport official website, GWS presentation power point slides, a series of email with the marketing consultant, Nik O’Donnell and the textbook. Therefore, the second edition of Integrated Marketing Communications textbook was one of the main references that provided the information of creative strategies theory that were applied to this report.
1.4. Company’s Background
GWS Personnel Motorsport is a team that puts together by Allan Shephard and Peter O’Donnell and mainly sponsored by GWS Personnel itself. Additionally, GWS Personnel is a regional based recruitment company that was established in the early 90’s. There are other sponsors too such as the Shire Conveyancer, Spinifex Australia, and Evocities. Peter O’Donnell has always been passionate about motorsport racing which is the reason behind the team he formed. The GWS Personnel Motorsport as known as the Australian Manufacturers Champions formed a wide range of production cars such as the Europe and Japanese cars were used on the race track. (GWS Motorsport, 2011)
2. Findings
2.1. Creative Strategies Theory
In this day and age, many business companies have implemented more creative strategies that use to draw consumer attention and provoke them to purchase a product or a service. As a general rule, these creative strategies are based on the targeted market demographic, psychographic, geographical and behavioral. Advertisers often use catchy jingles to capture consumer interest therefore such creative strategy may promote publicity and public relations with them. Based on Table A, the creative strategies are divided into three categories and they are the functional orientation, symbolic/experiential orientation, and category-dominance orientation.
FUNCTIONAL ORIENTATION
SYMBOLIC/EXPERIENTIAL ORIENTATION
CATEGORY-DOMINANCE ORIENTATION
Unique Selling Proposition
Brand Image
Generic
Resonance
Pre-emptive
Emotional
Table A: Alternative styles of creative advertising. (Chitty, 2005)
In order to understand the intensity of each different type of advertising strategy, Table B below shows the three group levels starting with weak, middle-strength and strong.
WEAK STRATEGIES
MIDDLE-STRENGTH STRATEGIES
STRONG STRATEGIES
Generic
Unique Selling Proposition
Resonance
Pre-emptive
Brand Image
Emotional
Table B: The intensity of each creative advertising strategy.
Basically all these creative strategies are found in television, radio, billboards, newspapers and magazines. In the early 1940s, which was the beginning of advertisement and therefore strategies were created starting with the two weakest strategies like the generic and pre-emptive strategies. (Peter, 1990)
A generic strategy is that a company uses a product category to create demand for its own promotion. For example, a diamond company uses their slogan as “A diamond is forever” to mainly promote their diamonds and jewelers rather than focus on promoting its own brand. However, the diamond company’s market share may decline because it was promoting its competitors’ diamond as well. A pre-emptive strategy can enhance the strength of the brand by adding attributes to the product category before other brands. For instance, Mount Franklin mineral water claimed that their water is pure and natural that comes from sustainable water sources. According to Peter, advertisers most likely use such strategy in a product or service categories where there are only small competition among brands. (Peter, 1990)
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Middle-strength strategy such as unique selling proposition (USP) basically refers to something special about the product. In other words, when a product from a new brand enters the existing market, the strategy actually helps to differentiate the product from its competitors in the same category. For instance, Head and Shoulders came out as a shampoo for dry and flaky scalps. Consumers may think that it is just another normal shampoo if they did not have an USP on the brand. However, USP strategy advertising may not last in the long run because other same category product brands will use the same uniqueness and at the end it will result the end product not so unique. Brand image strategy could be considered the common way to advertise by using celebrity endorsement. It actually gives the brand a personality for example Tiger Wood uses Nike product in every appearance and commercials. (Peter, 1990)
The strongest strategy goes with resonance advertising because it make people feel that they needed the product or services. To be precise, it is demanding in the market. Therefore, if a campaign manages to identify the target market need, then the resonance will be achieved. (Peter, 1990)
2.2. Creative Concept
2.2.1. Primary And Secondary Target Audiences
A target market is a targeted group of consumers at which companies wish to aim at because they are the group of people who might purchase the products or services. Therefore, a target market can be segmented by demographics, geography, buying behaviors, lifestyle, and personality traits hence, a primary and a secondary target market will be identified as a result. (Preiss, n.d.)
Chart A: Comparison between audiences at sports events from year 2005 to 2006 and year 2009 to 2010. (Australian Bureau of Statistics, 2010)
Chart B: Audiences attending sports by sex. (Australian Bureau of Statistics, 2010)
Primary target market is a main cluster of consumers that companies wish to target at because the consumers really need the products or services. Therefore, they are the potential customers who GWS Motorsport should really pay attention at since they can generate most of the revenue from them. According to Chart B statistic, motor sports was the third most attended sporting event which gives an approximately 10 percent of spectators (1.5 million audiences) at the age of 18 years and above. They attended motor sports at least twice in a year since 2002. On the other hand, Male attendance was always more than the females. The Aussies spectators were divided by several occupations such as students, tradespersons, related workers, intermediate production and transport workers. (Australian Bureau of Statistics, 2010)
Secondary target market is a contrast of primary target market. Basically they are those customers that may not really interest in the products or services. However, they can be a great potential to like the products or services which depends on how they are influence by someone else. In most cases, secondary target market has different behavior and characteristics than the primary target. (Australian Bureau of Statistics, 2010) Therefore, GWS Motorsport has been using social group website like Facebook as a stepping stone. Hence, it is strongly recommended to emphasize in online advertising as this part really covers the majority of computer users. Also, using the word-of-mouth strategy to spread the interest of one to another is all matters in this secondary target market. That included of creating awareness to those who are new and those who have not got the chance to know.
2.2.2. Objectives
Objectives are the general rule of all and the most important part to be clearly understood. The goal from this marketing communication campaign is to link people’s interest to GWS Motorsport. Apart of that it is to show the spirit and excitement of motorsports and to bring out the characteristic for everyone to like this type of sports trend especially to the new and existing audience. The relationship between this campaign and the awareness is the number one priority and it will accelerate GWS Motorsport awareness towards the whole Australia. It definitely takes some time to achieve the stages that is aimed but eventually it will reach there with the supports of this campaign. Promoting GWS Motorsport team must consider of the cost giving a time frame to gain back the return. Therefore Facebook can act as a great channel for updated future races and events. However, GWS Motorsport must always keep a consistency updates for their fans and to use that channel as a close communication with them. More videos will be uploaded on YouTube for viewers to get clearer picture of what is the event about. One of the objectives is to achieve a trademark of car racing using different sorts of car. In the long run, GWS Motorsport will look forward in international market before it succeeds in the domestic market. Hence how these objectives are met can only be assessed by post campaign research that the team may and should choose to conduct to ensure further growth in awareness and fan base.
2.2.3. Strategic Approach
Creative strategies consist of a few important elements such as visual aspect, sound, motion and feeling to capture consumers’ attention. Also, it helps consumers to educate themselves on the message they received from the advertisement as well as the campaign. Therefore, it is very important to choose the right creative strategy since the important elements will initially positioned in the consumer’s mind.
According to Table B above, resonance strategy is consider the strongest creative strategy and this will be applied to the campaign respectively. The outcome most likely will have all the audiences and fans feel satisfy and happy about GWS race team. The concept of resonance strategy that will be applied to this campaign is simple. It is suggested that GWS Motorsport should take this campaign as an opportunity to show what they have got to the people. In other words, the campaign will be launch as big as possible to take full advantage for the team to increase awareness to the public. Therefore, social media like YouTube, Tweeter and Facebook are really easy to draw viewer’s attention due to the arousing curiosity of the motion and visual aspect. Outdoor advertisement could use billboards to draw drivers’ attention or to make them feel the resonance of speed. To create such experience to the audience is essential because GWS Motorsport will earn audiences commitment to the sport. Such commitment is the resonance impact that will always help GWS Motorsport to grow. Take Sydney gay and lesbian Mardi Gras for example. It is a fact that most of the people in Australia would know about the event. Additionally, primary target market is the gay and lesbian community and the secondary target market are the rest of the straight community. This resonance creative approach is to make GWS Motorsport team demanding in Australia. The reason of its demanding is because audiences experienced the best race track, a different type of feeling compare to others motor sports event. People get closer with the team which leads to different experience again.
2.2.4. Message Content
Message content simply means the core message that is to send to the people. Therefore, with the title of the campaign name “SpeedCraft” along with a slogan that goes with “Speed is just the beginning!”
2.2.5. Style
SpeedCraft associates with the color of speed that is red colour and with the fun and extreme tone. This has to base on the characteristic of car racing which also synchronize with the audiences’ interest.
3. Conclusion
As a conclusion, the resonance strategy approach should assist SpeedCraft to gather more fans and audiences. Besides, internet will definitely spread the campaign to the secondary target market as well as increase the awareness of primary target audiences. SpeedCraft can be a recognized campaign to the public just like the same principal as Mardi Gras parade. It is about the community that interest in this type of sport and in an inside experience of running a race. Nevertheless, the different level of advertising strategies is important to understand before choosing it in the highly developed media of today. On top of that, the internet community is massive enough to get peoples’ attention. Audiences and fans commitment come from the feeling of resonance of motor sport and that can be actively communicate to understand their needs. Therefore, outdoor advertising should be effective which a clear meaning of what GWS Motorsport has to establish. The clear message is most effective when it reflects the ends of the creative advertising approach by showing the passion and excitement of car racing which will properly give a good reputation of GWS Motorsport team.
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