phonesoap advertising campaign
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Promotional Campaign Project
Jin Ho Kim
PhoneSoap 2.0 is a UV-C light sanitizer that is designed to sanitize cellphones of all
sizes. It is a patented product with a strong competitive advantage within the market. The
product reviews show that it is fairly easy to use and the features built into the product enable for
enhanced selling opportunities. Our situational analysis shows that this product is marketable to
our tech-savvy nation, where smartphone usage is rising consistently. This product is a high-
involvement product since the initial investment of $60 is fairly large for the product. With all of
this in mind, we believe PhoneSoap is a product that every household needs in America, but we
do not believe we can reach that audience quickly enough until another product comes out to
compete. That is why we would like to co-brand and partner with Apple in order to widen our
reach to the general public. We believe that Apple has the reach that we need to make this
product a household item so that everyone can live a cleaner life. Our marketing objectives
include building our brand from the inside out and making us as desirable for such a partnership
as possible to Apple. Our Target Audience is Apple Corporation and the consumers of Apple
products. Since our product already resembles the look and appeal that an Apple consumer has
already come to love, it would be an easy switch over. We are appealing to Apple due to the fact
that it would save them time and money competing against us and developing technology to rival
our already copyrighted technology. The method in which we choose to finally present to Apple
is through demonstrations and pitching the idea for a partnership. Demonstrations are one of the
strongest tools we have at our disposal and it is sure to turn some heads at Apple when we say
this product is patented. We chose to not have a famous figure represent our brand, but instead a
strong passionate brand ambassador from PhoneSoap that is very knowledgeable about the
product as well as charismatic with others. Our creative and media plans to seek apple are to
showcase the dirtiness of cell phones through print ads and YouTube series. The creative
approach that we have taken on is to juxtapose cellphones for inanimate objects that are
associated as filthy and germ ridden through a print ad campaign in Time, People, Forbes,
Wired, and Discover as well as a small YouTube campaign to generate buzz with the consumers
as well as attending trade shows to get potential suppliers. This strategy is targeted at Apple and
the consumers of Apple, as well as our own consumers who would want the product. The details
for this advertisement campaign are further explained as you progress throughout this proposal.
Industry and Company Overview
PhoneSoap 2.0 is a UV Sanitizer, cellphone charger, and audio amplifier for a variety of
smart phones. Two cousins from California, Dan Barnes and Wesley LaPorte, created
PhoneSoap in 2012. The two went to Brigham Young University and were inspired to create this
product when they read an article about how phones were dirtier than public bathrooms. The two
men raised $45,000 from a Kickstarter page and $63,000 from 1,200 financial backers that
believed in their product. Dan and Wesley’s experience as missionaries gave them the
confidence to present their idea on Shark Tank and ended up with a deal with Lori Greiner,
“QVC Queen”, for 10% of the company in exchange for $300,000. PhoneSoap 2.0 has gone on
to be feature in many magazines and was even tested on the Discovery Channel and was proven
to work in killing bacteria (Jones).
In the 5 and a half months leading up to their Shark Tank pitch they made $537,000 in
sales on the PhoneSoap 2.0. The device can be made for $20 and is sold at retail for $59.95
(Bazzle). Dan and Wesley have built in huge margins for the selling of this device. PhoneSoap
has started and truly remained sold via online sales, but Dan and Wesley now have a contract
with Staples to sell in their retail stores. PhoneSoap is also being used on a trial basis in some
hospitals as sanitary devices for doctors and nurses. Dan and Wesley also applied and received 2
patents for the technology and design of PhoneSoap 2.0 to protect their assets.
PhoneSoap’s current target markets are health conscious individuals, medical
professionals, and parents who worry about the germs their children are exposed to. PhoneSoap
2.0 is an extremely competitive product because it is the first of its kind on the market making
their price of $59.95 realistic and reasonable price for the market. Distribution is all online
currently. It is being sold through amazon.com, Staples, and other small tech boutiques on the
web. As for promotion, PhoneSoap is lacking. They are currently only utilizing social media and
interviews with technology magazines. The strongest promotion campaign they have right now
are the YouTube demonstration videos and the Discovery Channel segment that provides hard
facts that PhoneSoap 2.0 actually kills bacteria (PhoneSoap Patents).
PhoneSoap 2.0 is not the only product that Dan and Wesley have put out there. They have
the PhoneSoap XL for tablets, PhoneSoap roller for on the go cleaning with gel, PhoneSoap
patch which is a cleaning pad, PhoneSoap polish which is a thin gel applied to the screen to kill
bacteria and prevent fingerprints and smudges, PhoneSoap locker which stores, charges, and
sanitizes while keeping your technology safe, PhoneSoap lightning cable which is an add on to
the PhoneSoap 2.0 and the GermGuard Phone case which kills bacteria without you activating
anything (“PhoneSoap Products”).
PhoneSoap 2.0 is part of the Communication Equipment industry. This industry has an
annual growth of .8% every 10-15 years and an average revenue of $32.6 billion. There are about
768 companies competing in this industry currently; 34% of those are specified in
communication systems and equipment, which is the specific area PhoneSoap 2.0, falls in
(“Industry at a Glance”). This industry is in the mature stage of its life cycle, meaning its revenue
grows at the same pace as the economy and as companies stabilize. The industry is heavily
regulated and the technology change, revenue volatility, competition level, and barriers of entry
are high as well (“Industry Outlook”). The Communication Equipment industry was slow to
recover after the large decline in consumer spending in 2009 because cell phones and accessories
were some of the first things consumers and companies cut back on. Wi-Fi and Wi-Fi based
technology are the fastest growing trend due to the rapid growth and use of mobile devices.
Other common phone accessory trends are smart mobile technology and external recharging
stations; cases, speakers, etc. (Kwon). PhoneSoap 2.0 has charging capabilities putting it in the
trending category for phone accessories.
Competitive Review and Competitive Advantage
Although PhoneSoap 2.0 may seem to be the only phone cleaner that’s come around, it
actually does have some competitors. The iKlear iPod Cleaning Kit is a clear solution that is
sprayed on the surface of a touchscreen device and wiped down. The iKlear is really just another
cleaning solution but is specifically for phones, containing no alcohol or ammonia. Available on
Amazon for just $15, the iKlear solution has a majority of 5 Star ratings on the Amazon site. The
iKlear also comes with 3 Microfiber polishing cloths for wiping surfaces. Arguably the leading
product in phone cleaning solutions, iKlear’s liquid-based cleaning technique varies greatly from
PhoneSoap’s U.V. technique.
Another PhoneSoap 2.0 competitor is called the Tidy Tag. The Tidy Tag might be hard to
consider a real competitor to PhoneSoap because of just how different the product is. Tidy Tag is
a small keychain that attaches to a phone or keyring that can be used at any time to wipe a screen
clean. The microfibers in the Tidy Tag’s surface (similar to the iKlear rag) allow for the quickest
and easiest clean possible, although the quality of the clean is hard to evaluate. The Tidy Tag is
also a very inexpensive product (coming in at less than $2) differing greatly from PhoneSoap
2.0, making it difficult to put in the same category.
A few more competitors of PhoneSoap 2.0 can be found by phone owners simply around
the house. A popular device-cleaning formula is a 40/60 ratio of alcohol to water, but this
mixture cannot be used to clean screens, only outer phone parts, accessories and keyboards. The
alcohol and other chemicals can damage the screen permanently. Using scotch tape is also an
effective way to remove fingerprints and dirt from a phone screen or from crevices without
having to buy further cleaning tools. All of these techniques help keep a device and its screen
relatively clean, however not to the extent and excellence of the PhoneSoap 2.0.
PhoneSoap 2.0’s main and obvious competitive advantage is its cleaning system. The use
of U.V. light to deep-clean a personal electronic device has never before been utilized and put
into practice before PhoneSoap. By capturing the phone’s entire surface, front and back,
PhoneSoap 2.0’s process is more thorough than any other device-cleaning process out there. The
way that PhoneSoap 2.0 cleans automatically and without user assistance allows for users to do
other things in the time that they would use to manually clean their devices, like playing outside
or eating a meal. It’s ease of operation and thorough cleaning practices are not its only
advantages though: PhoneSoap 2.0 also has the capability of charging a device mid-clean, and
doubles as a speaker for the device’s sound and music. The charging feature is perfect for
smartphone users since they tend to charge them at least once a day. While the user has plugged
his or her phone into the PhoneSoap 2.0, the PhoneSoap can simultaneously clean the device and
be completely cleaned by the time the device is charged. The convenience factor of the cleaning-
while-charging capability is an enormous selling point for PhoneSoap customers and its potential
market. The audio amplifier of the PhoneSoap 2.0 allows for its users to hear any notifications
that their phones may receive while charging/cleaning so that they do not miss anything
potentially important. This feature also allows a PhoneSoap 2.0 user to charge his or her phone at
night in the PhoneSoap machine and not have to worry about missing their alarm in the morning;
PhoneSoap amplifies the device and increases the volume.
At first glance, the PhoneSoap 2.0 looks like a white rectangular square box. However,
the functionality far outweighs this box’s aesthetic appeal. It uses UV technology to clean and
disinfect the surface of any cellular phone, or anything that will fit inside of it. It also acts as a
charging bay and audio amplifier for your cellular device as well.
When you open PhoneSoap 2.0, there are two long bars that look a lot like bulbs on either
side of the device. These bars actually deliver the U.V. light to your phone. There is also an
opening compartment where the phone charger passes through to charge your phone. To make
things even better, there is an area with small oval-shaped holes that act as sound amplifiers for
your phone. This allows you to listen to your music, wake up to your alarm, charge, and clean
your phone. Once you place your device into PhoneSoap 2.0, it only takes about four minutes to
complete the cleaning process. Once the process is complete, a blue light will become visible on
the outside of the PhoneSoap 2.0 indicating that your device is completely clean. This does not
necessarily mean that you need to remove your device however. The PhoneSoap 2.0 is safe
enough to leave your device in for any extended period of time.
The various market segments for PhoneSoap are segmented into the below categories:
These four market segments will help to create our target market. For
geographic, we are not limiting PhoneSoap to a certain location or
region, but rather classifying all smartphone and tablet users worldwide.
According to GO-Gulf, eighty percent of the world’s population has a
mobile phone, there are five billion mobile phones in the world, in
which 1.08 billion are smartphones, and about 94.1 million of those
smartphones are in the U.S. (2012). With this data, our demographic
market will be males and females ages 18-44, specifically those who use
multiple smart phone devices and tablets for business or elsewise. Our
behavioral segmentation will focus on loyal consumers that are ready to
purchase the latest technology and smartphone device accessories.
Specifically, Apple and Android users who are loyal to their brand who
may find our unbiased product a useful new accessory. According to the
Digital Imaging Reporter, “the CE Accessories at Retail report projects
a rise of $13 million, bolstered by tablet and smartphone accessories,
headphones and earbuds, and it raises 2014’s CE accessories sales
projections to $8.5 billion (2014).” This contributes to psychographic segmentation, in which we
would focus on the lifestyle and personality of users. The Digital Imaging Reporter also stated,
“that quality is the most important factor when choosing CE accessories, while need and brand
name also influence consumers’ decisions (2014).” Our users are looking for the latest technical
accessories for their smartphone devices. They want either name brand or an unbiased product of
high quality proven to better their device and accommodate their lifestyle.
Potential Target Audiences and User Profile
Potential target audiences for PhoneSoap are consumers’ ages 18-44 that are tech savvy,
business entailed, and likely to keep up with the latest trends. Actual consumers are iPhone and
Android users who see the amount of germs on their phone and need our product. The people
that would influence consumers into buying our product would be segments on Discovery
channel that have expositions of how PhoneSoap works. If PhoneSoap had the opportunity to
partner with giants such as Apple or Android, they would be able to widen their target market.
As Dan Graziano from BGR states, “’The increasing penetration of smartphones is driving a shift
in accessory design toward smart accessories that drive higher levels of consumer interaction,
product value, and brand recognition,’ says Michael Morgan, senior analyst, devices,
applications & content.” The population of people influenced by this shift is the audience that
would be perfect for PhoneSoap.
PhoneSoap’s quintessential perfect customer is a twenty-five-year-old business
man/woman who is tech savvy and a trendsetter. More than likely working on multiple
smartphone devices, collecting germs on their devices, and needing their devices to be clean and
charged for usage.
Consumer Decision Process
PhoneSoap is a high involvement purchase. The audience will need to be open to viewing
the relations between the germs on their phone and real life situations such as the germs of a
toilet seat. The potential buyers will need reviews, price comparisons, and brand recognition to
really benefit their decision process. Currently there are videos explaining the product and
product need, as well as Amazon reviews. Since this is a high involvement product, it would take
the buyer more time to purchase it due to the risk involved. PhoneSoap is not a typical product; it
is a long-term investment.
Consumers would make decisions based on the Hierarchy of Effects Model or the
Innovation Adoption Model. For the Hierarchy of Effects Model, first they would need to be
aware of our product, it’s benefits, and knowledge of how it works. Then if they like the product
and see it is trending with other buyers, they will feel convicted to purchase it. We could offer
trial runs of PhoneSoap, which may encourage certain tech savvy buyers. If we offer trial runs,
the Innovation Adoption Model will be used. Consumers would be aware of the product, find
interest in it, evaluate the pros and cons, and then purchase it for a trial run.
By marketing PhoneSoap as a necessity for your smartphone device, using positive
celebrity branding along with doctors’ professional stance in health will advocate positive
messaging and reliability amongst consumers. Pacing our messages slowly so the consumer has
time to process how dirty their phone is, and getting brand names to partner with us for
commercials would greatly help launch PhoneSoap to consumers. Our target market wants the
latest trend, cares about their health, and self-cleanliness. They want to put their money into a
product and brand they trust. If we create a culture that PhoneSoap is used by celebrities,
recommended by brand names, and is the next new ultimate necessary accessory for your
smartphone then our reach for consumers will widen like never before.
Communications and Response Process for the Product
We would classify this item as a quadrant 1 item. It is a high involvement and thinking
product. PhoneSoap 2.0 is a product that needs to display information for the customer about
why it is necessary. Information about how dirty your phone is and how it can cause hygienic
problems is a concern for many customers. After hearing the information about the product, you
think about it and then you start to feel like you need the product because of the benefits that
PhoneSoap offers. It is also not a considerably cheap product as well. It’s original retail price on
their website goes for $59.95. On QVC, the product goes for $39, which is much cheaper, but
still a product you will think the cost and benefits for.
The implications are that we need to make sure the information that the phone is the most
bacteria infested, disease ridden object we carry constantly and we need to make sure this
information is available everywhere. Once the facts are stated and people know, they will want a
product that fixes this problem, which will be PhoneSoap 2.0.
We would have to say the Innovation Adoption model is the hierarchy model most
applicable to our product, PhoneSoap 2.0. The reason being, our product is innovative in the
industry of communication equipment. The technology required to make this product work the
way it does is unique. A typical consumer that finds our product will go through the 5 steps laid
out in the Innovation model. They will become aware from the information that we display
before them. The interest of the product is peaked because the product is unique, innovative, and
easy to use. Evaluation on whether the consumer needs the product based on pricing and
availability happens. Ultimately, there is trial of the product to see whether it lives up to the
name and then adoption of the product once they find out it does. This is the model we see from
our consumers and the model that we want.
The stage our target market would be in the affective stage. The information is very easy
to understand and only takes a couple of minutes from the presentations on the PhoneSoap
website. There is interest for our product from the consumer, but they need to evaluate if the
benefits outweigh the costs.
Phonesoap 2.0 Marketing Objectives
Phonesoap is seeking to achieve the following objectives in the next 2 to 5 years:
1. Develop a co-brand relationship with a large reputable technology firm
2. Build “brand integrity” between consumers and a new partnership through co-branding
3. Utilize our co-brand’s distribution channels to distribute Phonesoap into brick and mortar
stores such as Best Buy, Target and Walmart.
4. Market Phonesoap as a premium price product and increase online sales by 3-5% in the
next year while also increasing brick and mortar sales by 60% in the next 2 years with the
help of our co-brand.
5. Send a consistent message with a clear, catchy tagline and increase positive brand
awareness and recognition in the phone accessory industry by 20% in the next 2 years
6. Inform the consumers of the added health values and benefits that Phonesoap offers
versus the competitors
7. Increase Phonesoap market share by 15% in the next two years
Using the information gathered in the situational analysis, our primary target market will
be a big corporation such as Apple, Samsung, etc. Our secondary market is the corporation’s
customers such as Apple consumers, Samsung consumers, etc. As we have discussed, consumers
care about brand integrity; and they are loyal to their brand. In order to increase our sales,
Phonesoap will co-brand with a big corporation such as Apple. We will allow Apple’s logo to be
placed on Phonesoap. This will bring brand loyalty and integrity to our product for our secondary
market. Our secondary market wants what they know they can trust, and that is a brand name. As
for our primary market, we will justify our product to a big corporation by showing the benefits,
current sales, and having a product the corporation does not.
Our primary market is a big corporation, but to reach a big corporation we must be able
to secure their target market. For example: Apple’s consumers. According to Brandon Gaille,
In just 7 years, Apple has dominated with over 60% of the total smartphone industry:
• 54% of consumers who purchase an iPhone say that their last phone was
also an iPhone.
• 1 in 4 people say that they’ve purchased Apple products because their
friends also had an Apple product.
• 2 out of every 5 Mac owners is younger than 34.
• The average Apple target customer will state that they are addicted to
digital devices and use an Apple product to help them maintain a professional or
• Men outnumber women on a 2:1 basis when it comes to purchasing Apple
• The average age of an Apple customer is 35-44.
• 1 in 4 people in the 18-34 ages demographic express a strong interest in
purchasing an Apple product at some point in the next 6 months (2015).
According to the above data, Apple users tend to buy other products based on the fact that it was
an Apple product. It also states, that Apple consumers want the next digital device because of the
image that is associated with the brand. By adding Apple’s logo to Phonesoap, it will
automatically raise awareness of Phonesoap and our other products.
Phonesoap 2.0 Positioning Strategy
Phonesoap’s unique and unopposed phone cleansing technology makes for an excellent
positioning strategy. As discussed in the competitive review and competitive advantage portion,
Phonesoap 2.0’s competition utilizes other means to clean phones and devices. Microfiber wipes,
cleaning solutions, and tape make up this competition but none promise the same deep clean as
Phonesoap 2.0’s technology. Since Phonesoap is a new product, it has yet to figure out a strategy
for getting the word out.
We have chosen to market straight to Apple, meaning the information in our presentation
must be very factual. We seek a strategic alliance with Apple: a relationship that captures both
companies’ strengths for the growth and benefit of both. Our product is breaking ground as the
only tried-and-true, microscopically thorough, multipurpose device cleaner on the market. Since
Apple is one of the world’s most popular brands, we believe Apple customers will trust that, with
Apple’s support and resources, Phonesoap 2.0 is a pristine product. Apple does not offer any
kind of device cleaning solution for dirty phones, and that is exactly Phonesoap’s forte. Co-
branding Phonesoap with Apple is our best option for growing brand awareness while making
large profits. Apple is such a global powerhouse that its product/hardware force will not settle for
sub-par products. Phonesoap 2.0 has been tested by scientists and engineers and has been proven
to effectively kill germs with its deep clean process. With Apple’s abundant resources,
Phonesoap 2.0 could potentially become even more effective.
Phonesoap’s positioning strategy must capture the attention of all device-users (through
Apple) who would like a chance to clean their device properly; it must also fully convince them
that Phonesoap is the best option for that. Phonesoap 2.0 must stress the thoroughness of its UV
light sanitizer. The sanitizer promises to be the only way to clean a phone so effectively, while
being 100% safe. Every other competitive method for phone cleaning holds a potential risk for
phone damage. The cleaning solutions risk getting liquid in the tiny holes and orifices that are
located throughout smartphones and devices. The user must spray either the device directly, or a
rag, and wipe the device strategically so as to avoid every crevice. Damage caused by spills and
exposure to liquids is one of the most common and frustrating ways to lose a device. Everyone
knows the risk that goes along with having liquids near their devices, so choosing a liquid as a
way to clean such a device is commonly avoided. The tape and microfiber wipe ways for
cleaning devices are effective but are not seen as an extremely thorough option. With Phonesoap
2.0, the phone or device is completely encompassed inside the product, ensuring a full surface
cleanse via UV-C light. Phonesoap 2.0 promises the UV-C light cannot damage the device; it
would take hours for the exposure to damage a device, and the Phonesoap 2.0 UV cleanser is
finished and shuts off automatically after 5 minutes.
The thoroughness of the Phonesoap 2.0 UV technology is not the only factor that sets it
apart from its competitors: the Phonesoap 2.0 also comes with the ability to charge the device
that is being cleaned, mid-clean. An incredibly convenient process allowing a person to both
charge and clean his/her phone simultaneously has never been available to the public. Phonesoap
2.0’s light technology is so unique and unheard of that it is capturing and will continue to capture
the public’s attention as it is marketed. There is some skepticism that Phonesoap will have to
overcome when it comes to its customers however: there is no real way to prove the
effectiveness of the Phonesoap cleansing. Besides taking a microscope to your device,
Phonesoap customers must have faith that this product is doing what it promises. There are many
health-conscious device users who look to have their device sanitized, and cleaning options up
until now have been debatably effective.
We must convince Apple (or other large tech companies) that the product will sell. It is
the matchless nature of Phonesoap’s cleaning process has the ability to convince this company
that it will do as promised. Luckily for our marketing team, the device-sanitizing market is
practically untouched with the exception being the few competitive companies mentioned before.
None of which use any type of real technology, unlike our product, to clean devices. Our
positioning of Phonesoap 2.0 must stress the innovation and effectiveness of the UV-C. With a
strong marketing campaign for Phonesoap 2.0, it has the potential to become the one device
cleaner that comes to mind when consumers face the want or need to clean such devices. It is our
goal that it will first captivate the minds of Apple executives and result in a co-branding
campaign of Apple and Phonesoap 2.0. Working together as a team, our two companies can
position Phonesoap as the best and only option for getting a device completely clean again.
Our communication task is to reach our primary target audience through a B2B2C
strategy. We want to be able to reach our primary target market with as much efficiency and
effectiveness as possible.
For the source of our communications, we want a professional liaison that is adept in
product knowledge, financial benefits, and able to convey how this is a profitable venture for
whatever business we want to take on as a partner. Our source must be professionally attired and
very personable. We do not have any sights set on celebrities or spokespeople, but a personality
and a good-looking face. If our source can be knowledgeable about our company and the hard
numbers that show our profitability and potential for growth, we have more than just a pretty
face as our spokesperson. We do not want to take on celebrities because it can be too costly for
the target market we are trying to achieve. It might go into consideration later on down the road,
but for now we want to have someone who is able to bring the same content without costing us a
fortune. The professional attire gives off the sense that they are powerful and has control. It also
gives credibility before they’ve even said a word.
The message we want to convey is that our business is a growing business and that we
have a patent to the technology that enables us to be in the forefront of our industry. With this
message, we want our target market to know that it is a very unique opportunity to partner with
us and it will help both our respective businesses profit. Some options for our message structure
would be using the primacy effect and using a demonstration throughout the meeting. We would
want a rationale appeal with our message because germs and hygiene can easily be broken down
to numbers and statistics that are universally understood. We would also consider an emotional
appeal message where we compare a phonesoap phone to one without our product or using a
With both effects, we can expect a certain outcome. The primacy effect with rationale
will allow businesses to understand how we have a competitive advantage on a statistical and
informational level such as the patent, cleaning 99.9%, features in the product for product
combination, etc. When we bring the emotional appeal to businesses, they will understand just
how dirty their phones are and allows phonesoap to be the light at the end of the tunnel. It will
also show how other products do not come close to how convenient, hands-free, and efficient
The channel we would like to use is either the internet (LinkedIn, Web marketing, Etc.),
advertisements (B2B advertisements), or phone calls in to meetings with businesses to see if a
business opportunity exists. The internet channel approach would include us reaching out to
Apple through messaging on LinkedIn. From there we would set up an appointment/meeting to
discuss and see how the businesses can mesh together and what we can offer to be in partnership
with Apple. The likely effectiveness of this channel use is fairly average. It is hard to say how
they will react from us reaching out to them, but through a professional platform like LinkedIn, it
isn’t outlandish to propose such a thing. Advertisements aimed at businesses knowing our
competitive advantage and statistics would have to be aimed at PhoneSoap working in cahoots
with Apple products to bring a more germ-free phone life. This channel can be effective, but it is
costly for the potential for Apple to see us and consider a partnership. If anything, Apple could
see this as a threat and create a product that does something similar to what PhoneSoap does. The
next channel being a phone call into a meeting with Apple is the most direct we can get. It is
impromptu, but can be effective. The downsides are that they will not see a track record like
what LinkedIn offers so that they can do some research beforehand.
Through all these channels we would probably lean more towards messaging through
LinkedIn for convenience and efficiency sake.
Communications Mix – Vehicles
To reach our target audiences, Apple Corporation and Apple consumers, we would use direct
marketing first. We want to create a business to business. We would approach Apple Corporation
using direct marketing. We would put together a presentation showing the benefits of Phonesoap,
why their consumers deserve to have it, and show our legitimacy and credibility by being
discovery channel proven and showing current sales and research. We would use direct
marketing because for our product, pace is important. Apple would need time to understand our
product fully and see the benefits it has to offer. We would suggest using product demonstrations
in stores such as Apple, Walmart, Target, and BestBuy. This would benefit Apple consumers and
outside consumers as well, by marketing at an internal pace for consumers. This would give
consumers the chance to see how it works and even try it on their own phone! We would have a
black light available so consumers could see the germs on their phone before and after a
Phonesoap cleaning. We would structure our demonstration using recency. Consumers will be
receptive to the idea that their phone is covered in germs causing acne, colds, etc. So we can
demonstrate and use facts before we put our most important information into the demonstration,
such as why they should purchase Phonesoap and pricing information. Using direct marketing,
we will save money on costs. Consumers will see first hand the attractiveness and likability of
the product. They will also see the germs of their own phone under a blacklight during store
demonstrations. This will show the concern behind the product. Once product demonstrations
have been performed in many locations we hope to see an increase of sales because consumers
will recognize Phonesoap as a co-brand with Apple. They will see first hand the effects of
Phonesoap, share with their friends, and want the newest Apple accessory. If our direct
marketing reach is successful, we would then move onto larger vehicles such as commercials.
Communications Mix and Marketing Objectives
The PhoneSoap 2.0 communication mix will enable the company to meet its marketing
objectives. The use of professional social media like Linkedin will connect PhoneSoap 2.0 with
influencers in the large technology firms like Apple, Sony, Samsung etc. From there, we will be
able to ask and understand the decision making process. We are talking to the influencers and
those who could actually make the decision to co-brand with us.
1. Our communication mix will help us build “brand integrity” between our consumers and
our new partnership through co-branding by meeting face-to-face with the technology
companies and eventually partnering with one to successfully develop a unified product
under both the PhoneSoap and the new company’s brand names.
2. Our communication mix allows us to utilize our co-brand’s distribution channels to
distribute Phonesoap into brick and mortar stores such as Best Buy, Target and Walmart
via the demonstrations in the brick and mortar stores that PhoneSoap has not previously
been sold in, helping break into a new market and increase potential sales .
3. By connecting with a high end brand, Apple, our communication mix will allow us to
market Phonesoap as a premium price product, just like Apple’s products are known to
be which will help increase online and brick and mortar sales.
4. By co-branding and utilizing this business opportunity to merge our product with another
known brand name will allow us to send a consistent message with a clear, catchy tagline
and increase positive brand awareness and recognition in the phone accessory industry by
piggybacking off of the already standing persona of Apple as well as bringing our own
personality to the advertising and pitching of the creative marketing for PhoneSoap 2.0.
1. The communication mix will help us convey our message of PhoneSoap being an
innovative company and product, having an impressive sales track record, and
being the first successful product of its kind in the market of phone accessories.
By communicating face-to-face after connecting on the internet we will be able to Inform
the consumers as well as Apple of the added health values and benefits that Phonesoap offers
versus the competitors, explaining why co-branding with us is more profitable and beneficial
By communicating with Apple Inc. and repositioning PhoneSoap 2.0 under their brand
name will help Increase Phonesoap’s market share as well.
Our product is extremely unique. We have the potential to make it stand out and stay around with
the appropriate creative objectives. Our first objective is to raise awareness of how unsanitary
cell phones are by demonstrating this in a creative and humorous way through advertisements
and demonstrations. Another creative objective we have decided on is to stress the thoroughness
of PhoneSoap 2.0’s cleaning process as to create a positive and trusted brand image. The deep-
cleaning UV light patented system that PhoneSoap utilizes is brand new to the market and this
differentiates us very much from our competitors and substitute products. Our objective, to
create a positive brand image, will come once customers, and corporate buyers, see and believe
PhoneSoap does what it promises.
· To raise awareness of how unsanitary cell phones are by demonstrating this in a creative
and humorous way.
· To stress the thoroughness of PhoneSoap 2.0’s cleaning process as to create a positive
and trusted brand image.
Our advertising campaign theme is an informative campaign about phone hygiene. Even
though our target market is to reach Apple and enter a partnership for co-branding, allowing the
general public to receive information and then create a need in the market will raise desirability
Our big idea is to have several advertisements that center around a few characters that will be
used through the advertisement campaign. There will be 4 in total that provide a wide enough
classification for each person. There will be print ads and YouTube advertisements.
The print ad will consist of cartoon caricatures of people with random dirty inanimate
objects that will be used like phones. Since cartoon characters can also be considered more
juvenile and overlooked more easily, we will also have print ads with real people holding these
same objects. This is bound to grab people’s attention and hold a higher retention rate in people’s
minds when they think about phone hygiene. The characters will almost always be male or
female in their mid-20’s to 30’s who are business casual. From time to time, we will show
different demographics just to convey that everyone is affected by this, but it will generally be
the main demographic that uses phones daily.
For our television advertisements, the feel for the advertisements will sort of be like
slices out of a sitcom. This first one will be friends meeting at a coffee shop. The story will
follow our main character, Chad. He will be your average joe male in their mid-20’s that isn’t
extremely wealthy, but well off. He does not have a girlfriend and he loves sports, merriment
with friends, and coffee. Out of his friends, he is the most unhygienic, but all this will change
when he encounters PhoneSoap. As he is walking down the street to go to the coffee shop where
his friends are, a salesman on the sidewalk stops Chad. He is representative for PhoneSoap and
asks Chad quickly if he cleans his phone. Chad, in a hurry, rudely shrugs him off, gives him a
smug look, and scurries off toward the coffee shop. As he is walking, the salesman turns slowly
and a magical sound happens. Chad enters the coffee shop and apologetically sits down with his
friends at the table. He looks up to see his friends on a shoe, a hair wad from the drain, and a
whole toilet seat. The one with the shoe is Jimmy, the hair wad, Karen, and the toilet seat is
Chad is shocked at first and gasps, his friends are surprised. He asks why they have these
objects. They aren’t sure what he’s talking about. He pulls out his phone to pull out a moldy
piece of bread. He gags. Jimmy tries to show him a funny video and puts the shoe towards his
face. He denies while trying to hold in his vomit. The music starts to get more intense until the
next scene where he’s in front of the salesman for PhoneSoap, who takes his bread and gives him
a phone back.
There can be a series of advertisements afterwards that talk do a walkthrough with our
characters of the process that PhoneSoap has. Another ad that talks about features while always
selling the same message of phone hygiene awareness.
The reason why there are multiple characters is so that people are able to familiarize
themselves as well. This enhances recall and memorability. We could also have an advertisement
where someone can mention why no other companies have a product like PhoneSoap to allude to
Apple’s need to gain a product that is like ours.
Through this advertisement campaign, we know that people will not only be interested in
our product, but they will also have a stronger knowledge and need for phone cleaning.
Therefore, when Apple is trying to search for a cost-effective, high percentage germ killing,
hands-free phone cleaner, they will be much more likely to take a partnership with us for co-
branding when we approach them.
Appeal and Style
Product features will be emphasized in our promotions, which will be shown during our
direct marketing campaigns. When Apple Corporation and potential consumers take advantage
of our demonstrations in store, they will benefit by having their own phone cleansed. They will
also see the actual process via a black light showing bacteria on their phone before and after. We
will also show how quickly bacteria spreads by passing two phones, PhoneSoap cleansed and a
non-PhoneSoap cleansed phone, around to different people. By the end of this demonstration, we
can state how one group has a certain percentage higher of getting a certain disease, acne
breakout, etc. This will convey the effectiveness and immediacy for phone hygiene that
PhoneSoap provides. The product features emphasized in the demonstrations will be the cleaning
power PhoneSoap has, the hands-free charging station, and the speed and efficiency PhoneSoap
brings so that you can get back to what you were doing.
We want to be rational, but also keep it humorous to the person or corporation we are
speaking with. By using comparisons during demonstrations and campaigns, we will convince
the consumer or company of how dirty their phones are. Comparing your phone to a toilet seat or
dirty shoe may catch your attention in a humorous way, but is completely rational when you
consider the germs your phone carries. Also, using divergence in our creative strategy will grab
the audience's attention, raise retention, and impact the consumer to action. Using divergence, we
will bring in surprising elements such as elaboration where we explain the extent to which a
consumer's phone carries the amount of germs in comparison to random objects like the bottom
of a shoe, toilet seat, etc. We will add artistic value by using bright colors and attractive images
to relay our message in a humorous way.
The reason we prefer demonstrations to commercial ads, is the pace. This is a new
product that people need to see to believe in order to purchase and share with their friends. Our
execution style involves nothing but the facts, which are delivered through demonstration,
humor, and personal testimonies of consumers volunteering their phones at demonstrations. The
pace is very important and with personal demonstrations, questions can be asked and answered
We believe that this slogan is very quick and to the point. With our product, PhoneSoap
we will be banishing bacteria from your phone and you will have less to worry about in life as a
“Cleaner Phone. Cleaner Life.”
This would be a secondary approach to our campaign where we show a cleaner life after
using our product. This would appeal to consumers for a life that could be.
Objective: To raise awareness of how unsanitary cell phones are by demonstrating this in
a creative and humorous way through advertisements and demonstrations
o Method: Repetition: Through multiple advertisements across print and broadcast,
we will centralize our message on the unsanitary state of cell phones without
Objective: To stress the thoroughness of PhoneSoap 2.0’s cleaning process as to create a
positive and trusted brand image
o Method: Demonstration: Through our demonstrations and statistics shown in print
and broadcast ads, we will convey thoroughly the cleaning process PhoneSoap 2.0
brings to our consumers.
In our advertisement, we will depict cartoon characters and actors speaking on random
known-to-be-dirty objects as if they were cell phones, for example the bottom of a shoe, or a
toilet seat. This helps the audience come to see that our phones and devices are much dirtier than
we suspect, and our ad starts to make them want to find a way to sterilize those devices. Since
we have chosen a few different magazines to place our ad, we will reach a great number of
people. This is something that we will pitch to our partnering tech company with the addition of
that company’s logo, to help them better visualize our co-branding while showing them our main
advertising strategy simultaneously.
We will also achieve our objective to get our customers to trust PhoneSoap 2.0 by
effectively describing and showing the deep-cleaning and microscopic evidence of cleanliness
that it leaves behind. Trade shows will be our best opportunity to prove PhoneSoap 2.0’s
cleaning ability and thoroughness, demonstrating on interested individuals’ devices. We will also
allow them to view their devices before and after their cleaning to show them just how effective
PhoneSoap 2.0 is. We will do this same type of demonstration for company executives who must
have proof of PhoneSoap’s abilities before investing.
The reach of our target audience will be major tech companies that have flagship cellular
phone lines. We are especially looking to reach Apple and Samsung, because they are the biggest
companies that fit this target audience. The frequency in terms of reaching these companies in
our target audience will be just one message sent at first, in order to gain their attention. After
this, our message will be continuous in terms of it being readily available via YouTube as a
video. Once we earn a meeting with these companies, our message will be a pulsing in terms of
demonstrating our product at the various corporate office locations of these companies to their
executives. Geographically, our demonstration messages will be limited to the various corporate
offices of these companies after the initial messages on LinkedIn and YouTube are sent out and
we gain interest and a meeting.
Our target market of business executives is less traditional based on our business-to-
business-to-consumer marketing strategies. That being said, our media strategies will be
unconventional as well. Our primary media outlet will be print, specifically magazines. We
believe it is important to have some kind of media campaign out prior to approaching business
executives for possible partnership. The average age of a magazine reader is 49 years old  and
business executives tend to be on the higher age range due to seniority and work experience. We
felt the best way to reach our target audience as well as generate buzz around our product with
consumers was a print campaign. The ad campaign will consist of cartoon men, women, and
children of different ethnicities and backgrounds appearing to use a phone but instead of a phone
being in their hand something extremely dirty will be present instead. For example, a
businessman holding a dirty shoe instead of a cellphone or a cell phone covered in bacteria (see
appendix for examples). These ads will be used to illustrate how dirty a phone can be and inform
consumers that there is a product out there that can help. As for promotional tools, PhoneSoap
2.0 plans to use a combination of direct marketing with demonstrations and attendance at trade
fairs to capture the attention of the business executives. Trade shows like the Consumer
Electronic Show, DistribuTECH, and Interop Las Vegas that focus on developing technologies
across multiple industries will be our focus since they have the largest reach. Once we have
found a co-brand a social media, YouTube, cartoon series will become our secondary media
platform (see appendix for examples). These videos will entertain and inform consumers of the
benefits of PhoneSoap 2.0. A short web series will help draw in the youthful technology savvy
consumer that the larger technology companies already appeal to.
For our magazine print campaign, the specific vehicles we will advertise in are those, which have
a target market that partially matches or completely matches ours. The following magazines have
similar target markets and we decided would be beneficial to advertise in: TIME, People, Forbes,
Discover, and Wired. Each of these magazines has a wide reach and an online option to reach the
trendier and younger age demographics as well.
TIME magazine will be the main focus of our print ad campaign. Their readership and
our target market overlap more than any other magazine. Wealthy male professionals tend to
read time, which is what most top executives are. TIME also reaches over 16 million men and
women in the United States, which would allow for PhoneSoap 2.0’s name to expand beyond the
limits of niche markets .
People magazine reaches a very different demographic but a necessary one in order for
the PhoneSoap 2.0 name to reach a wider demographic. People’s readership is 70% and 42%
families. Targeting families allows the brand name to be seen over multiple generations, even
those who haven’t recognized the sanitation problem currently. 
Forbes magazine reaches over 11 million people with an average age of 42 years old.
927,000 top managers read Forbes making this magazine most ideal for advertising to business
technology executives. The magazine also reaches a high percentage of affluent, small
companies and business owners .
Discover magazine has 63% of their viewership between the ages of 18 to 49. 65% of their
readers are male. Their readers feel well informed but also claim the magazine is fun to read. A
cartoon advertisement would be a good fit for this type of magazine since it is informative but
Wired magazine has the youngest average age at 39, 41% of their readers are 18-34. 47%
of their readers have the employment stats of professional/managerial meaning they could see
the ad and pass it along to other managers and top management within their company .
Our general approach to scheduling our media throughout the year is depicted below in
the flow chart. We plan to advertise in 5 different magazines and go to 4 trade shows throughout
the year to generate buzz throughout the consumer and professional markets. We plan to run at
least three ads in the print magazines and have decided to attend trade shows at different times of
the year. Upon co-branding with a company we will release bi-weekly webisodes on YouTube
for six month beginning in the spring and ending in the fall to captivate a younger generation as
well (see appendix for example).
Figure 1.1: Bacteria Phone Print Ad
Figure 1.2: Man on Shoe Phone
Figure 1.3: Storyboard for Broadcast Ad 1
Figure 1.4: Storyboard for Broadcast Ad 2
 Magazines: By the Numbers (accessed March 30, 2016); available from
 Time U.S. Audience Profile (accessed March 30-, 2016); available from
 People.com Demographics (accessed March 30, 2016); available from
 Forbes 2015 Media Kit – Print Demographics (accessed March 30, 2016); available
 Discover Media Kit – The Discover Audience (accessed March 30, 2016); available
 Wired Media Kit – Circulation Demographics (accessed March 30, 2016); available
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