BUDGET OUTLINE (sorry guys but the word document on this computer is shitty so i'm uploading it to the wikispace directly)
Interactive Displays
30 total displays (3 per major city (airport, mall, mobile unit), 3 total in maritime for each airport)
$5595/display
30 X $5595 = $177,850 in production cost alone for displays (we still need to figure out rental cost for having displays at locations)
Magazine Ads
Macleans - Full Page (6 issues) -> $35,240 x 6 = 211,440
Outside Back Cov (6) -> $42,280 x 6 = $253,680
Total = $465,120
Backbone - Back Cov (3 issues) -> $14,000 x 3 = $42,000
Full Page (3 issues) -> $11,300 x 3 = $33,900
Total = $75,900
Canadian Business - Full Page (5 issues) -> $17,700 x 5 = $88,500
Back Cov (4 issues) -> $22,050 x 4 = $88,200
Total = $176,700
Total Magazine Ad Cost= $717,720
Billboard Banners
Costs are for 4 weeks (aka 1 month), $5000/mnth
Pulse strategy = 3 months
The Path=> 25,000 (12 panels, 1st month) then 12,500 (6 panels, 2 months) = $50,000
Malls (9 cities, 1 mall each, 2 in Ed [WEM] = 11 malls total) 11 x 3 months = 33, 33 months x $5000 = 165,000
Total = $215,000
Google (in the top 3 of search)
eReader: 90,500/mth searched, assume 4% click rate = 3,620 clicks x $0.70 (CPC) = $2,534 x 6 months = $15,204
que: 450,000/mth, assume 2% click rate = 9,000 clicks x $0.56 (CPC) = $5040 x 6 months = $30,240
Total = $45,444
Trade Shows
$25/sqft x 100 sqft = $2500/show x 3 shows = $7500
Fixed cost of $10,000 to develop displays
Sub Total = $17,500
Round to $20,000 to cover miscellanous fees and salaries
Website Cost
approx. $30, 000
Total Budgetw/out Production Costs
$1,206,014
For our share of market/share of voice, I found this article that highlights some key points for the market share in the US:
—U.S. market share: Amazon comes out with nearly 60 percent of the market; Sony (NYSE: SNE), 35 percent; other device makers (Foxit, Interead, IRex) 5 percent.
—Consumer awareness: Forty percent of US online consumers still say they’ve heard of but haven’t seen an e-Reader. The percentage of those who haven’t heard of an e-Reader dropped from 37 percent in Q209 to 17 percent in Q309. The hype factor—which doesn’t always equal success - is in hyperdrive: Kindle media mentions so far this have nearly doubled over last year, while Sony’s are up 250 percent. http://paidcontent.org/article/419-latest-e-reader-predictions-50-percent-more-optmistic-but-its-all-guess/
So since we're planning on having a stall at a trade show, I found a truss stall that we can set up. I'm still waiting for them to email me back about the quote, so we can use the price quote they give us. This is stall that I picked, as it's simple yet effective. I included graphics in the price quote inquiry http://www.midlanddisplay.com/truss/trussworks_bodega.htm
This site gives us a whole bunch of options for our tradehow stalls, but none of them include graphics, so this would be the most base models we would go with, and would be the minimum we would pay. I thought this would give us a good idea of pricing though. http://expodepot.com/truss-displays-c-467.html?gclid=CPTTiInfl54CFRQpawod3GVYmw
Interactive Displays
30 total displays (3 per major city (airport, mall, mobile unit), 3 total in maritime for each airport)
$5595/display
30 X $5595 = $177,850 in production cost alone for displays (we still need to figure out rental cost for having displays at locations)
Magazine Ads
Macleans - Full Page (6 issues) -> $35,240 x 6 = 211,440
Outside Back Cov (6) -> $42,280 x 6 = $253,680
Total = $465,120
Backbone - Back Cov (3 issues) -> $14,000 x 3 = $42,000
Full Page (3 issues) -> $11,300 x 3 = $33,900
Total = $75,900
Canadian Business - Full Page (5 issues) -> $17,700 x 5 = $88,500
Back Cov (4 issues) -> $22,050 x 4 = $88,200
Total = $176,700
Total Magazine Ad Cost= $717,720
Billboard Banners
Costs are for 4 weeks (aka 1 month), $5000/mnth
Pulse strategy = 3 months
The Path=> 25,000 (12 panels, 1st month) then 12,500 (6 panels, 2 months) = $50,000
Malls (9 cities, 1 mall each, 2 in Ed [WEM] = 11 malls total) 11 x 3 months = 33, 33 months x $5000 = 165,000
Total = $215,000
Google (in the top 3 of search)
eReader: 90,500/mth searched, assume 4% click rate = 3,620 clicks x $0.70 (CPC) = $2,534 x 6 months = $15,204
que: 450,000/mth, assume 2% click rate = 9,000 clicks x $0.56 (CPC) = $5040 x 6 months = $30,240
Total = $45,444
Trade Shows
$25/sqft x 100 sqft = $2500/show x 3 shows = $7500
Fixed cost of $10,000 to develop displays
Sub Total = $17,500
Round to $20,000 to cover miscellanous fees and salaries
Website Cost
approx. $30, 000
Total Budget w/out Production Costs
$1,206,014
For our share of market/share of voice, I found this article that highlights some key points for the market share in the US:
—U.S. market share: Amazon comes out with nearly 60 percent of the market; Sony (NYSE: SNE), 35 percent; other device makers (Foxit, Interead, IRex) 5 percent.
—Consumer awareness: Forty percent of US online consumers still say they’ve heard of but haven’t seen an e-Reader. The percentage of those who haven’t heard of an e-Reader dropped from 37 percent in Q209 to 17 percent in Q309. The hype factor—which doesn’t always equal success - is in hyperdrive: Kindle media mentions so far this have nearly doubled over last year, while Sony’s are up 250 percent.
http://paidcontent.org/article/419-latest-e-reader-predictions-50-percent-more-optmistic-but-its-all-guess/
So since we're planning on having a stall at a trade show, I found a truss stall that we can set up. I'm still waiting for them to email me back about the quote, so we can use the price quote they give us. This is stall that I picked, as it's simple yet effective. I included graphics in the price quote inquiry
http://www.midlanddisplay.com/truss/trussworks_bodega.htm
This site gives us a whole bunch of options for our tradehow stalls, but none of them include graphics, so this would be the most base models we would go with, and would be the minimum we would pay. I thought this would give us a good idea of pricing though.
http://expodepot.com/truss-displays-c-467.html?gclid=CPTTiInfl54CFRQpawod3GVYmw
Interactive Display
http://www.zivelo.com/logosc10.htm
Backbone Readership
http://www.backbonemag.com/Subscribe/Magazine.asp
PDF with prices for advertising in Canadian Business ( p.5)
PDF with prices for advertising in Macleans
Readership http://www.rogerspublishing.ca/portfolio/consumer/macleans/readership.htm
Email from Pattison Outdoor:
Hi Steffen, All these quotes are approximate, mall products are usually quoted out of our head office in Oakville.
All the above quotes are per 4 weeks.
Let me know if you need anything else. Good Luck with you project !! Thanks
Linda
Air Canda info: