Whenever a company undertakes an advertising project, caution should be taken to avoid botched advertisement campaigns. Proper decisions can only be made if the company has a well laid out plan, has enough resources and has identified the target customers and their needs. Critical success factors for effective advertising and public relations assist the company to make informed choices so as to achieve the objectives of their campaigns.
Critical denotes that these success factors have to be taken seriously because failure to do so may result in poor results. The effectiveness of an advertising effort can always be measured by the results and achievement of the set objectives. To further understand the concept of critical success factors, a case study of the advertisement strategy used by 'Jamba Juice' is used. The paper then proceeds to scrutinize how the critical success factors were employed in this advertisement application.
Jamba Juice Case Study Summary
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Jamba Juice's specialty is the production of juices, blended beverages and snacks. Headquartered in Emeryville, California, the company operates retail outlets and franchises which make a total of 700 outlets in California and 20 other states. The company's objective was to increase the sale of its beverages and attract new customers to test their juice. An advertising campaign was set to start on June 19, 2007 and run up to July 3, 2007 (White, 2008).
Before carrying out their advertisement campaign, the company had perfected a study of the Californian market and concluded that out of every ten people, six people desired to live healthy and they would appreciate natural and nutritious beverages instead of artificial beverages. Further, the company found out that there out of the available blended beverages in the market, few companies offered real fruit varieties (White, 2008).
- Target Jamba Juice intended to increase its store sales by 11% by the end of the campaign.
Jamba Juice's target was the redemption of 100,000 coupons within a 14-day period. The free drink offered was meant to attract more customers into the store and to reward existing customers so that they could create 65% or more repeat visits. Jamba Juice intended that at least 70,000 customers to benefit from the promotion. Since women predominate the Jamba Juice market, the campaign was mostly targeting women and hoped to add a few men into their list of customers (White, 2008).
Approach and Strategy
This was going to be a classic campaign and the strategy to be used was "BOGO" meaning Buy One Get One Free. This was an application of the free gifts campaign which was meant to attract customers to their stores. According to the head of marketing Paul Coletta they intended to attract new customers who were bound to like their juice once they tested it following the promotion (White, 2008). According to White (2008), Jamba Juice decided to do their advertisement purely on internet.
Different banner formats were created and placed in their website as well as other social sites and blogs. The banners invited viewers to click onto a web page where they could print the "BOGO" coupon to redeem their free beverage once they bought one of Jamba Juice's products. Global web alliance was used covering over 950 web sites. The female target market could easily be reached on the Women's Interest Vertical channel through Real Media's 24/7 channel. Outbound emails were also sent to 62,000 Jamba Juice website subscribers (White, 2008).
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