Objectives (these are very very basic, just our outline from when we brainstormed)
-increase product awareness; want to be in the top 5 products that first come to mind when you mention the product= want to increase from 31% to 66%
With product awareness, we want to promote our brand at the same time to increase the awareness of our brand in the product category.
-purchase intent: out of the people that are already aware of the product (since there are already some consumers who are on top of things), what % intend to actually buy the product. Out of those consumers who intend to purchase the e-reader, we want to measure the trial usage-how many of them actually buy it
Here's a different spin, basically saying the same thing.... we can discuss this together
Our objectives are:
1) Awareness: Increase consumer awareness about our product/brand (in our case our brand only offers one product, so product and brand are basically one and the same) by being in the top 5 products that first come to mind when you mention "e-reader" by the end of our 6 month launch
2) Attitudes: Change consumer attitudes about e-readers, specifically our product, by communicating that the Que is not a fringe product for book geeks but something relevant to mainstream business professionals
3) Trial Usage: Encourage consumers to try our product - we want a high initial purchase rate (need better quantitative goal) in our first year
Here's the objectives all written up and made pretty. All we need to do is add the graph that Scott had regarding the consumer awareness
-increase product awareness; want to be in the top 5 products that first come to mind when you mention the product= want to increase from 31% to 66%
With product awareness, we want to promote our brand at the same time to increase the awareness of our brand in the product category.
-purchase intent: out of the people that are already aware of the product (since there are already some consumers who are on top of things), what % intend to actually buy the product. Out of those consumers who intend to purchase the e-reader, we want to measure the trial usage-how many of them actually buy it
Here's a different spin, basically saying the same thing.... we can discuss this together
Our objectives are:
1) Awareness: Increase consumer awareness about our product/brand (in our case our brand only offers one product, so product and brand are basically one and the same) by being in the top 5 products that first come to mind when you mention "e-reader" by the end of our 6 month launch
2) Attitudes: Change consumer attitudes about e-readers, specifically our product, by communicating that the Que is not a fringe product for book geeks but something relevant to mainstream business professionals
3) Trial Usage: Encourage consumers to try our product - we want a high initial purchase rate (need better quantitative goal) in our first year
Here's the objectives all written up and made pretty. All we need to do is add the graph that Scott had regarding the consumer awareness