S.M.A.R.T. Objectives.

S.M.A.R.T. Objectives.

These objectives help to ensure a campaign is as successful as possible by meeting specific targets target’s within a certain time scale. It also ensures they will be realistic, measurable and achievable.

Specific-

There will be several specific targets that the promotional campaign will aim to meet:

•         To increase Gillette’s innovative product range.
•       Differentiate the company from the competitiors through the use of technology and innovation.
•      Increase the already strong sense of consumer loyalty within the targeted consumer group.
•       Increase the ‘follow’, ‘like’ and ‘subscribe’ count on social media profile pages.
•        Increase profits through not only the Gillette Pro- Safety case but the current Gillette product range.

Measurable-

These will be measured accordingly, depending on the promotion used:

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•       Adshel- Through the use of QR codes.
•         Billboard- Through the use of specific search terms.
•       Magazines- Through QR codes and issue sales.
•          T.V. Advertisements- Through measuring the viewer count either side of an ad break.
•          iOS7 Game- Through downloads within the Apple App Store.
•          Social Media- Through looking at Likes, Favourites, Shares, Retweets, or Thumbs Up as well as click through rates.
•          Website- Through the use Google analytics which measures click through rates.
•          Mailout- Through the Mail Chimp analytics feature.
•          The sale rates will also be analysed- this will show if the profits target has been reached.

Achievable-

From previous research I have found that Gillette spent £10.7 million pounds on advertising in 2013. I believe this campaign will be achievable due to Gillette’s access to resources through this extensive budget. The promotional campaign will also highlight the current Gillette product range, which also ensures the campaign is cost and time affective.

Realistic-

Gillette will need access to a wide range of resources, including-

•          Design Team.
•          Photographer.
•          Film Advertising Crew.
•          Celebrity Couple.
•          Animation/Game Design Team.
•          Hardware- Computers and Cameras.
•          Software- Photoshop, Illustrator, InDesign and iMovie.

Gillette already have access to this range of resources due to previous advertising campaigns so the majority will be done ‘in-house’- a third party company will be brought in to design the iOS7 game.

Time-

Due to the product being aimed at couple disputes over the misuse of razors the campaign will run for four weeks prior to Valentine’s Day (a consumer holiday which encourages the exchange of gifts within couples)-

•          Building Excitement.
•          Time to consider and purchase the product.
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ft   After this the campaign will run for a further two weeks- allowing time of any excess stock to be sold.

     The campaign will take 3 months to plan and prepare-

•          Photoshoot.
•          Filming.
•          Game Development.
•          Post Production.

This period will run 3 months prior to the launch as to meet with T.V. and print advertising deadlines.

Within 3 months of the launch Gillette will have aimed to increase the company’s profits and social media following by 5%.