Design and develop an integrated marketing communication plan

BOUNCE FITNESS’S MARKETING TEAM REPORT

Instructions to Learner:

1. For Bounce Fitness’s Pre-Workout Powder 100G:

a. Select and analyse any of the two (2) media consumption habits of the primary marketing

media for your product’s audience.

b. Then, analyse the remaining two (2) media consumption habits of the supplementary

marketing media for product’s audience.

2. For Bounce Fitness’s 10 pack of 30-minute Personal Training Sessions:

a. Select and analyse any of the two (2) media consumption habits of the primary marketing

media for your service’s audience.

b. Then, analyse the remaining two (2) media consumption habits of the supplementary

marketing media for service’s audience.

The Bounce Fitness Marketing Team gave you a report on the media consumption of their target

audience for their latest marketing strategy. Results for this media consumption survey are based on

telephone interviews conducted by the Bounce Fitness Marketing Team, among a national sample of

100 male and female adults, aged 18-50 years-old, who are living within CBD areas. These respondents

recognise the need to have physical activity in their lives, and they have incorporated some form of

an exercise program in their weekly routine.

The respondents spend more than 11 hours a day on average consuming media in some form. This is

about two-thirds of their waking time. For this report, the Bounce Fitness’s Marketing Team focused

on four media vehicles that they always rely on for their marketing campaigns:

1) Billboards and Posters

▪ The target audience spends an average of 45 minutes on their way to work, and about one

hour on their way home.

▪ These include billboards and posters that are traditionally printed and digital.

▪ The target audience agrees that they are still relevant and paint a very interesting picture into

their minds and psyche. They admit that they still have an impact on them when it comes to

making a purchase.

▪ The team found out that 80% of the target audience look at billboards and 40% report looking

at an outdoor ad most of the time they pass one.

▪ 70% of them said they have immediately visited a business because of an outdoor ad message.

 2) Online Communities

▪ The most popular platform for this target audience is Facebook with 75% of them using it

daily.

▪ Australia is in the top quintile globally across all measure with 90% internet usage, 70% of the

population are active social media users with mobile penetration at the 75% mark.

▪ Most of them have heard about a product or service from their online friends or an online

review.

▪ 70% have searched online for a product or service, with 50% of them having actually made a

purchase online.

▪ They rely on social media as a customer service platform since they want answers quickly and

in real-time.

 3) Direct Mail

▪ This target audience receives direct mail as a complement to the electronic messages they

receive.

▪ They admit that they usually just throw away advertisements they receive without even

looking at its content.

▪ Only 10% of them consider checking their mailbox as a ritual. These are respondents older

than 40 years-old.

▪ Only 15% of them consider receiving mail as a good break through the digital noise which

allows its content to resonate.

▪ 20% of them admit that this method is less cluttered since they receive fewer messages here

from their social circles.

 4) Email Marketing

You could also use the database your client has to send out emails and generate more contacts as

well.

▪ 70% of the target audience will not make a purchase if they are dealing with an unsecured

email.

▪ 90% of them admit to skimming, even automatically deleting, their emails if it is an

advertisement.

▪ 50% of the respondents check their email on a regular basis.

▪ They agree that as the number of images in an email increases, the clickthrough rate of it

decreases.

▪ Only 10% of them prefer rich text emails.

Media Consumption

This statistic shows the respondents’ average amount of hours spent on daily media use.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

BILLBOARDS AND POSTERS

ONLINE COMMUNITIES

DIRECT MAIL

EMAIL MARKETING