Health Bed Pitchsample

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Once upon a time there was a man named

Don Eady, and over the past 15 years he’s

been searching for the perfect ingredients for

health, relaxation and a perfect night’s

sleep… And this is the story of

The Health Bed

Publisher

3 different hats – 3 ways of thinking – 3 ways to success

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Authors4

Account Executive/Media – Vanessa

Creative Director – Matthew

Promotional Director – Andrew

ChaptersPart 1Chapter 1 - Our Mission

Chapter 2 - You

Chapter 3 – Consumer Knowledge

Part 2Chapter 4 – Creative Brief

Chapter 5 – Promotional Brief

Chapter 6 – Media Brief

Part 3Chapter 7 – Road Map

Chapter 8 – Cost & Budget

Chapter 9 – The Happily Ever After

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To raise awareness, generate trial and move 1000 units of the Health Bed from May – December 2008.

Mission6

Client Knowledge

Health Bed is made of 100% all natural, customized to fit 100 lbs to 300lbs.

Wants us to get the right information about sleep habits out there.

Selling directly to his current customers Next Step

Franchising

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Current Customers

Female 40+ 50-60 with body problems

Families Kids with medical issues

Kerrisdale and West Vancouver

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Competitor Knowledge

The Dux Bed Retail outlet on

Granville & 10th

Limited customizability

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“…$8K price tag seemed a bit much.” - gardenerbob Epionions.com on Dux Bed – 2007“…I don't regret my purchase, yet I occasionally question my judgement for spending so much on a bed”- – xlugxmiop Epionions.com on Dux Bed - 2004

http://www.epinions.com/user-gardenerbob

http://www.epinions.com/user-xlugxmiop

5 point plan for Campaign

Go Big Build Brand Awareness Generate Trial Control of Trial Build Sales Force

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Creative Brief11

Objective12

To bring Health Bed into the market by creating brand awareness & preference Position the bed as a healthy and organic

alternative for sleeping compared to other mattresses

Attract new demographics/markets Newlyweds New parents

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Theme Considerations Fairy Tales/Bedtime Stories

Goldilocks and The Three Bears Sleeping Beauty The Princess and The Pea

Health, Health, Health! Body, Mind and Soul

Tone and Style Clean and simple

Create Logo

Creative Strategy13

“This bed is too hard, this bed is too soft, this bed is just right.”

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Fairytales are stories that are read as dreams come true Everyone can relate to childhood memories of

bedtime story time The Health Bed can become apart of these memories

Brand as the Greatest Bedtime story companion of all time

Logo will help with brand recognition

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Rationale14

The Health Bed + Fairytale Themes =

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THE HEALTH BED PHILOSOPHIES

The Health Bed Philosophies

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Promotional Brief

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Areas Considered

Hotels Spas Donating beds etc. to Children’s Hospital Viral & Guerilla Marketing

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Showroom

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Showroom

A showroom at Capilano Mall

Act as a Flagship Store for Franchise

Close proximity to factory

More attractive

Easier access for customers

Area 62 - $3,400.00/month - Next to Ed’s

Linens

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Location in the Mall25

Mall Promotions

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Rationale

Get people to test out the bed

Allow us to tap into families

Purchasing mood

Spread awareness to a large number of

people

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Mall Promotions

Metrotown Center (June 7, 8) and Oakridge Centre (August 30, 31)

Fairy tale themed “The Princess & The Pea Challenge” Draw to Win a King Size Bed Story Time Brochure at events to drive traffic to web-site

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Charity Book Drive

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Rationale

Valuable public relations

Shows you’re a company that cares

Ties into the advertising campaign

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Book Drive

Bring a story book down to all mall promotional events The Health Bed is the greatest bedtime

story companion Charity of choice:

Learning Disabilities Association of Vancouver

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In-Store Cross Promotion

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Rationale

Displays that outline the benefits of the

product

Containing pamphlets

Locations that currently carry Snug Sleep

products

Organic food and health stores

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Rationale

Consumers: Similar buying patterns Similar values Willing to pay more

These stores would be more in favor of promoting such a product

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Locations

Location that sell Snug Sleep products Ed's Linens North Shore Linens Dream Designs Simmons Mattress

Gallery BedCetera

Organic food and health stores Organic Connection Capers Community

Market Sweet Cherubim

Organic & Natural Foods

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Locations36

Shows & Fairs

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Rationale

The healthy minded

Recently married couples

Families

Attract Franchisees

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Vancouver Health Show

Healthy minded people

Willing to pay more for organic and

natural merchandise

May be interested in becoming sales

representatives

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Key Beneficial Feature Seminar/showcase

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Preferred area - 218

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October 25 & 26, 2008

Vancouver Convention & Exhibition

Centre

$990 (add $200 for Prime Corners) + gst

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Grand Wedding Show

Multi cultural event

Couples starting their lives together

Looking for items they will need to start

their lives as a married couple

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Grand Wedding Show

September 13 &

14, 2008

Vancouver

Convention &

Exhibition Centre

$499 + gst

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Baby and Family Fair

Parents looking for what’s best for their

children

Looking for items that can change as the

child grows and changes

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Preferred area 307

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November 1 & 2, 2008

Vancouver Convention & Exhibition

Centre

$1,150 + gst

http://birthwrite.sweethomebirth.com/2006/09/vancouver-baby-family-fair.html

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Media Brief48

The Health Bed’s Media Landscape

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X-Promotions Phone Orders

In-store

Mall Promotions

MagazineNewspaper

Trade Shows

Events

The Vancouver Sun

Advertorial Profile Introduce yourself to the

marketplace Monday’s Edition

Body & Health

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How Many People Read Canadian Living?

Published Monthly Single Issue

4,268,000

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The North Shore News

Connecting to the Community Covers anywhere between Deep Cove and

Horseshoe Bay Great supporters of the community for

organizations, activities and events.

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Calendar – June/July53

June1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1617 18 19 20 21 22 23 24 25 26 27 28 29 30

Metrotown Centre

Oakridge CentreGrand Wedding ShowVancouver Health ShowBaby & Family FairVancouver Sun Ads

North Shore NewsHealth Bed Grand Opening

Canadian Living -BC

July1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Metrotown CentreOakridge CentreGrand Wedding ShowVancouver Health ShowBaby & Family FairVancouver Sun AdsNorth Shore NewsHealth Bed Grand Opening

Canadian Living -BC

Calendar – August/September

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August

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Metrotown CentreOakridge Centre

Grand Wedding ShowVancouver Health ShowBaby & Family FairVancouver Sun AdsNorth Shore News

Health Bed Grand OpeningCanadian Living -BC

September

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Metrotown CentreOakridge CentreGrand Wedding Show

Vancouver Health ShowBaby & Family FairVancouver Sun AdsNorth Shore News

Health Bed Grand OpeningCanadian Living -BC

Calendar – October/ November

55October

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Metrotown CentreOakridge CentreGrand Wedding ShowVancouver Health Show

Baby & Family FairVancouver Sun AdsNorth Shore NewsHealth Bed Grand OpeningCanadian Living -BC

November

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Metrotown CentreOakridge CentreGrand Wedding ShowVancouver Health ShowBaby & Family Fair

Vancouver Sun AdsNorth Shore NewsHealth Bed Grand OpeningCanadian Living -BC

Recap

Branded as the Greatest Bedtime Story Companion

Came up with the Health Bed Philosophy and Logo

Flagship store for Franchise 5 ways to drive trials and awareness 3 strong media outlets

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So with the help of Conceptual Media and their creative, promotional and

media campaign, the Health Bed and Don Eady lived happily ever after…

The End

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Health Bed Pitchsample

Health & Medicine

Transcript of Health Bed Pitchsample