ADVERTISING MEDIA PLAN

APRIL 2017
Megan Bilgri
TABLE OF CONTENTS

Table of Contents
Executive Summary ______________________________________________________________________________________ 1
Company Description ____________________________________________________________________________________ 2
Product Features and Use ________________________________________________________________________________ 3
Product Technology ______________________________________________________________________________________ 5
Product Evaluation _______________________________________________________________________________________ 7
Competitor Evaluation ___________________________________________________________________________________ 9
Competitor Evaluation _________________________________________________________________________________ 10
Marketing Goals ________________________________________________________________________________________ 13
Advertising Plan ________________________________________________________________________________________ 14
Media Recommendations ______________________________________________________________________________ 18
Integrated Media Recommendations _________________________________________________________________ 23
Schedule of Media Recommendations ________________________________________________________________ 24
EXECUTIVE SUMMARY

Executive Summary
Sit Straighter. Stand Taller. Look Better. This is Lumo Lift – a posture coach designed to
improve the entirety of the consumer’s life through small adjustments to their posture.
Lumo Lift was created with the intent to better an individual’s physical appearance while
teaching the consumer to be able to recognize poor bodily habits with or without wearing
the product. Launching in 2014, Lumo Lift quickly gained stature by being named one of
Time Magazine’s best inventions of that year. With that reputation, Lumo Lift has the
potential to become the premiere wearable fitness tracker in the United States in the 2017
fiscal year.

Lumo targets a specific niche: relatively young to middle-aged, active, and working adults.
Lumo Lift focuses on subtle, yet lasting improvements to the working consumer’s life
through posture correction and fitness tracking. It is discrete, yet chic, informative yet
conforming, and technologically advanced to suit the needs of this generation.

Since the company’s introduction in 2011, Lumo Bodytech has made a substantial impact
on the market, while also raising significant funds for company research and product
development. Being a privately-owned and operating company has allowed Lumo to
emphasize research as a priority, however, it has hindered their acquisition of market
share. Working with a budget of $2 million, Lumo Bodytech has the potential to grow in
the next fiscal year. Through a variety of mediums, the ultimate goal is to expand the
overall brand awareness of Lumo Bodytech while specifically promoting Lumo Lift as one
of the top wearable fitness trackers and posture coaches on the market today. An increase
in brand awareness will help Lumo to push past its more well-known competitors and
gain a competitive edge in the marketplace.

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COMPANY DESCRIPTION

Company Description
LUMO BODYTECH, LLC
Lumo Bodytech is a health and wellness company that specializes in optimizing human
potential and encouraging individual empowerment. Founded in 2011 by Stanford
University entrepreneurs Monisha Perkash, Andrew Chang, and Charles Wang, Lumo
Bodytech has quickly become one of the leading providers in human performance
tracking. Lumo is centered on a technology platform that utilizes smart sensors and
original software to address the faults in human biomechanics through the real-time
tracking and correction of body movements. Lumo Lift retails for $79.99 in the U.S.
marketplace. Though privately-owned and operated out of Mountain View, California,
Lumo has recently acquired numerous international sponsors of their products, including
WuXi Healthcare Ventures, Ame Cloud Ventures, and Innovation Endeavors.

Lumo does not just sell a product, they sell a lifestyle enhancement. Lumo Bodytech
prides itself on assisting in human improvement. As such, the company has adequately
positioned themselves to be a leading wellness brand for years to come. Lumo does not
offer products that will cause immediate change, as their competitors do. Rather, Lumo
offers products that are proven to gradually improve the life of the consumer over time.
This is done through physical feedback regarding the user’s behaviors, causing them to
have an increased awareness of their posture tendencies. Lumo allows the consumer to
knowingly make positive lifestyle changes on their own, causing them to feel mindful and
empowered.

Since the launch of Lumo Lift in 2014, Lumo Bodytech has recognized a substantial
increase in both revenue and research funding. A summary of the company’s 2015 Annual
Report shows that their annual total revenue in 2015 was roughly $4.1 million, over a one
million dollar increase from previous years. The annual funds raised for research and
development of further technologies like those used with Lumo Lift topped $16.1 million
in 2015. With the implementation of this advertising media plan, the company will be
positioned for continued rapid expansion both within the United States and
internationally in the years to come.

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PRODUCT FEATURES AND USE

Product Features and Use

PRODUCT FEATURES
Dump your slump, sit tall, and stand proud. Lumo Lift is designed to empower the
consumer, fix their posture, and help them enjoy a better, more confident life. Lumo Lift
was created for discretion, style, and confidence. The product itself is a small, electronic
device designed to promote gradual posture correction through the use of short,
indicative vibrations. The device is clipped underneath an individual’s shirt or blouse with
the help of a magnetic clip, a feature that promotes discretion amongst the leading
competitors. Upon activation, the device utilizes its accredited MotionScience technology
in order to project the current angular status of the spine and compare that to the ideal
posture of that individual. Small vibrations are felt through the product when an
individual slips into a slouched posture, acting as a negative reinforcement for the action.
By utilizing the negative reinforcement of the nuisance of a constant vibration, an
individual has the ability to gradually improve his or her posture over an estimated time
period of fourteen days. In this sense, the individual is subconsciously bettering the
outlook of his or her future lifestyle by making improvements to the core of their
functional self, as well as promoting self-confidence with the addition of a taller, straighter
posture.

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PRODUCT FEATURES AND USE

PRODUCT USE
The primary benefit of using Lumo Lift over a competing product is visualization. The
prolonged use of Lumo Lift for posture correction allows an individual to make positive
alterations to poor posture habits, an improvement that they can see in the mirror or by
looking at their progress on the corresponding smartphone application. The primary
users of the product are classified into two demographics: younger, active individuals and
older, working individuals. Because Lumo is promoting positive lifestyle changes, the
users of Lumo Lift must also be open to the process of change by ridding themselves of
poor bodily habits.

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PRODUCT TECHNOLOGY

Product Technology
DEVELOPMENTAL TECHNOLOGIES
In order to be capable of adjusting a
person’s posture, the device needed to
be able to analyze the angularity of the
spine and upper body in real time.
Whereas competitors often focus on the
lower back for posture correction,
Lumo realized that their Smart Sensor
framework was best suited for
correction through upper-body
movement tracking because it is
capable of measuring a three-
dimensional space on the body. When
the device is activated, the angularity of
the spine as determined by the device is
sent through a posture recognition and analysis module. This allows the device to be
individually molded to the needs of that specific consumer. In this module, the device is
triggered as to what posture points are and are not acceptable, thus allowing the product
to send repetitive vibrations when correction is needed. Additionally, the product comes
with an activity recognition module in which daily movements are recorded and trends
are analyzed. The data from these analyses can then be downloaded onto a smartphone
application that allows the individual to visually see the improvements that they have
made over time.

Lumo offers a free, corresponding smartphone application that conveniently pairs with
their products through wireless Bluetooth synchronization in order to track progress,
count steps, record caloric intakes, and project the steps needed to make long term
positive lifestyle alterations. The application is compatible with devices with IOS 10 or
newer, as well as Android 5.0 devices or newer.

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PRODUCT TECHNOLOGY

TECHNICAL SPECIFICATIONS
Each Lumo Lift sensor is constructed from electroplated thermoset plastic. The unit is
attached with the help of solid aluminum, rare earth magnetic clasps - 0.10 inch width by
0.60 inch length – that are available in ten colors. The sensor weighs approximately 11.50
grams and is approximately 1.75 inches in length, 1.00 inch in depth, and 0.50 inches thin.
Lumo Lift is designed for discretion of use. The sensor operates with the help of a lithium
polymer battery that holds up to five days of life on a single charge. The device can be fully
charged in two hours flat and is optimized for prolonged use. Lumo Lift has 32 megabytes
of flash memory, as well as up to four weeks of local activity storage and lifetime activity
data storage in the cloud. The full Lumo Lift package includes a Lumo Lift sensor, black
aluminum clasp, silver aluminum clasp, white injection-molded strap clip, and a USB
charging dock. Additional clasps and charging docks can be purchased online.

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PRODUCT EVALUATION

Product Evaluation
STRENGTHS
Lumo Bodytech is a relatively new company. Lumo Lift is an extraordinarily advanced
product. The modernization of posture modification that Lumo has achieved has the
potential to raise them to the top of the wearable technology industry. But by having a
platform focused on the needs of the consumer, Lumo has positioned themselves as more
than just a technology company; they are a lifestyle brand.

Lumo has entered the marketplace through one of the largest online shopping platforms:
Amazon. This site allows Lumo Lift to be featured alongside trending products, allowing
consumers to draw comparisons and see the benefits that Lumo has to offer for a much
lesser price.

Lumo Bodytech also has an established social media presence, with active accounts
already running on seven major social media websites. By already having this type of
media presence, the company will be able to save time and money when it comes to
furthering brand awareness and boosting product sales in the next fiscal year.

WEAKNESSES
Although being a newer company may be considered a strength, it is also a downfall
because Lumo Bodytech lacks brand awareness. The brand gains recognition as being an
up and coming wearable technology firm, yet they are still lagging behind more well-
known brands such as Fitbit and Apple when it comes down to proportionating market
share. Other factors that limit Lumo’s share of the wearable technology market include its
limitations to online retailers, as well as the absence of an active marketing campaign.

OPPORTUNITIES
Lumo Lift has an opportunity to come out at the top of the industry leaderboard in 2017
with the help of proper advertising. The wearable technology industry is rapidly
developing and consumers are looking for new ways to track their health progress. There
is a great opportunity to become the leading posture-improvement device due to its
advanced design, discrete appearance, and low price compared to the competition.

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PRODUCT EVALUATION

THREATS
Lumo Bodytech needs to grow as a company in order to surpass the competition. Lumo
Lift is not a complacent product, thus Lumo should not be a complacent company. With
industry-leading competitors having greater access to funding, it is essential that Lumo
expands financially in order to move up in the marketplace.

PRODUCT DIFFERENTIATION
Lumo Lift operates from the perspective of being stylishly discrete. The product comes in
the form of a pin, rather than the typical wristband or brace formats that their
competitors offer. The size and placement of the product on the body appeal to the
consumer because they are made for them and their eyes only. It is extremely evident if an
individual is using a back brace to correct posture, as is the predominance of a wristband
health and activity tracker. This makes Lumo Lift ideal for consumers in a workplace
environment, as the pins seen while wearing the product come in a variety of colors as to
match the consumer’s clothing tendencies.

Lumo Lift is also marketed as a lifestyle enhancer, rather than just a wearable fitness
tracker. Competitors pride themselves just on the fitness aspect of their product lines,
whereas Lumo focuses on the whole picture of the consumer. This type of marketing
appeals to a more diverse demographic of consumers, their physical needs, and their
psychological desires.

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COMPETITOR EVALUATION

Competitor Evaluation
PRIMARY COMPETITION
Although for market purposes Lumo Lift falls under the category of wearable
technologies, for the purposes of brand awareness, the primary competition for Lumo Lift
falls under the category of posture correctors. Evidently, this is an extremely small market
that is mainly focused on chiropractor-backed instruments. As a result, Lumo Lift should
be able to dominate this category due to their use of technology and focus on discretion of
use.

Upright
Upright is a posture product that resembles Lumo Lift visually, yet lags behind
technologically. Where Lumo Lift attaches to a consumer’s upper body in order to analyze
the angular curvature of the spine, Upright attaches to the low back, limiting its potential
for use. Like Lumo Lift, Upright also offers a fourteen-day posture improvement guarantee
with a one-year warranty, however they cannot compete with Lumo on price. Upright sells
for $129.95 on Amazon, making them a direct competitor on the sales floor. Upright has
also attempted to enter the wearable fitness tracker industry by offering health feedback
on their own application, but it is limited to the technological advancement of a
pedometer, whereas Lumo Lift is capable of tracking total exercise, steps walked, miles
run, and calories burned.

SitSmart
Backjoy’s SitSmart is another primary competitor of Lumo Lift in the posture division,
however it lacks the discretion and technological uses altogether. SitSmart resembles a
small plastic seat, and it is to be placed atop the consumer’s normal seat in order to
correct posture. The downfalls of this product include its bulkiness, lack of scientific
reasoning, and inconvenience of the consumer having to carry it to every location. What it
lacks in technological advancements, however, it makes up for with being priced at just
$34.99. While that is significantly lower than the price of Lumo Lift, it appeals to older
individuals whom are less sufficient with technology, and also not in the projected target
market range of Lumo.

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COMPETITOR EVALUATION

Competitor Evaluation
SECONDARY COMPETITION
The secondary competitors for Lumo Lift fall under the wearable technology industry,
with most being simple fitness trackers. Because Lumo Lift is also serving as a self-
empowering posture corrector, the company has an opportunity to take advantage of the
industry by offering more service through one product at the lowest possible price.

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COMPETITOR EVALUATION

Fitbit Flex
Fitbit is the current industry leader in wearable technology. The Fitbit
Flex is one of the cheaper options in Fitbit’s line of fitness trackers,
coming in at a comparable $79.95. This product comes as a wristband
in ten different colors, as compared to the twelve different clip colors
that Lumo offers. The Flex contains technology capable of tracking all-
day activity, daily progress, and sleep cycles. Just as Lumo, the Flex can
also be connected to a phone or tablet application through wireless
Bluetooth synchronization.

Xiaomi Mi Band
The Mi Band is an international competitor, and although the primary
focus of this advertising campaign is the American marketplace, this
product does take up a great deal of the market share. Headquartered
in Beijing, Xiaomi is one of the industry leaders in wearable fitness
trackers because of its use of advanced technology in its products,
comparable to the modules utilized in Lumo Lift. The wristband
tracks activity levels, distance walked, and sleep cycles. However, the
Mi Band requires a manual input of calories burned, whereas Lumo
can calculate that information in accordance with steps taken.

Garmin vivofit 3
The vivofit is a relatively new product in wearable technology and
offers services similar to the Fitbit Flex. This product, also a
wristband, tracks distance traveled and calories burned, as well as
bodily positioning during intense workouts, making it more
comparable to Lumo Lift. Priced at $99.99, it is more expensive than
Lumo Lift and Fitbit, however it also enables the consumer to sync,
save, and share fitness progress – the latter being an aspect Lumo
hopes to expand on.

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COMPETITOR EVALUATION

Apple Misfit Shine 2

This product tops the leaderboard as a result of its maker, Apple. The
Misfit Shine 2 tracks steps taken and activity levels, as well as sleep
quality and duration. The product also sends vibrations to the
consumer if they have been in a stagnant position for too long of a time
period. It is priced at $99.95, making it one of the more expensive
wearable technology products, but still comparable to the price of
Lumo Lift.

Samsung Gear Fit 2

The Samsung Gear Fit 2 offers the assets of a fitness tracker coupled
with GPS locators. The device can be synced to a phone to alert the user
of calls or texts, but does not offer posture correction. It tracks fitness
levels as well as heart rates like Lumo Lift, however it also offers sleep
cycle tracking. Also like Lumo, the product can be customized to fit the
needs of the consumer. At $129.99, this product is priced well-above
Lumo Lift.

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MARKETING GOALS

Marketing Goals
OVERVIEW
The overall marketing goal of Lumo Lift is to increase brand awareness in the short term, and
increase market share in the long term. These goals will be met by steadily saturating local
markets in the beginning of the fiscal year that starts in July 1, 2017, and gradually expanding
the outreach across the United States. Creating brand awareness and obtaining a more profound
market share are two main objectives to be achieved when growing Lumo Bodytech as a whole
company. These must be effectively executed in order to position Lumo Bodytech for future
success.

SHORT TERM GOAL

Overall, Lumo Lift will need a greater outreach to improve overall brand awareness. To grow
brand awareness, the company will take action through several mediums. The first step in this
is to utilize the market demographics in order to effectively get the brand’s purpose across to
potential consumers. The portion of the market that Lumo is focusing on is younger to middle
aged consumers living within the United States. In the early months, the company’s advertising
focus will be relative to their headquarters on the West Coast. As the company steadily
increases brand awareness in that area, the goal is to expand into suburban and urban
Midwestern and East Coast markets. The primary platforms to be used in this expansion will be
social media outlets, as well as online and printed magazine advertisements that will be used
for consecutive months. By using social media outlets such as Facebook, Instagram, and
LinkedIn, Lumo will be best positioned to get their brand name out to the maximum number of
consumers in a cost and time efficient manner.

LONG TERM GOAL

The long term goal is to increase market share by targeting consumers of competing wearable
fitness devices with advertising that specifically demonstrates the advantages of Lumo Lift.
Lumo Lift is unique in that it is a posture corrector coupled with an overall fitness monitor,
allowing the consumer to receive two benefits in one device. Focusing Lumo’s advertisements
around this niche will provide the greatest opportunity for awareness and growth. The plan is to
use 5k sponsorships and additional magazine advertisements to reach this market niche.

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ADVERTISING PLAN

Advertising Plan
THE IDEAL CONSUMER
Lumo Lift is targeted toward a
specific consumer group that has
proven to be most likely to use
the product to its full capabilities.
Lumo caters their product toward
individuals who are actively
pursuing lifestyle improvements,
specifically those who want to
improve their posture, self-
confidence, and overall wellbeing.
The ideal consumer would be a
thirty-five year-old man with a
stable office job, looking for a
simple and discrete way to
improve his lifestyle while still
completing a rigorous work schedule. This man is likely to spend around six hours a day
sitting at a desk, and is relatively active before or after work. A consumer that fits this
criteria would use Lumo Lift to its fullest potential and be satisfied with his purchase.

DEMOGRAPHIC PROFILE
The target market for Lumo Lift is non-gender-specific consumers aged 30-45 who reside
in Midwestern city spaces. These individuals are active and concerned about their lifestyle
behaviors, with a specific interest in posture correction. Consumers are likely to hold desk
jobs where they are slumped at a computer desk for forty hours per week, and their
posture is suffering because of it. These individuals are likely to be either single without
children or married with children, as well as residing in wither a suburban or urban area.
These include market segments such as Executive Suites, Young Digerati with a median
household income of close to $90,000. The target market is mostly made up of individuals
classified as Generation Y, also known as the Millennials, because of the technological
advancement of the product.

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ADVERTISING PLAN

PSYCHOGRAPHIC PROFILE
Consumers in this target market are trendsetters looking to try up and coming wearable
technology products. They are perhaps unsettled with the more well-known fitness
trackers such as Fitbit and vivofit, and are looking for a product with upgraded and added
features, such as a posture correction. Consumers in this target market are relatively
active, participating in amateur running events, like local 5K races or yoga and pilates
classes. The consumers are avid readers of Sports Illustrated, beauty and lifestyle
magazines, or local newsletters, along with CNN, Fox News, and Forbes.com.

Robert, native to Indianapolis, IN, has a
family in the suburbs. He works in the city
at a successful consulting firm. Half of his
workday involves him typing away at his
desk for hours and the other is filled with
board meetings. Every other weekend, he
plays tennis or golf or goes hiking with his
two sons. He loves to grill out with his
family throughout the summer. Robert
discovered Lumo Lift in the Men's Health
magazine and began using it in order to
give himself a more confident, healthier
and appealing appearance. It has helped
him with tracking his fitness as well.
Kristin, the Young Digerti, is 50 years old.
She is a resident of Chicago, IL. She and her
husband Thomas have 3 children in their
mid 20's. Kristin has become increasingly
intrested in health after she and her
husband experienced immense back pain
from years of constant working. She now
runs 5Ks and 10Ks every month and travels
for these events. Lumo Lift has improved
her posture which has improved her back
pain. On top of that, she's winning her
fitness challenges against
Michelle, 35 years old, lives in Kansas
City, MO. She is a 4 year yogi and gym
junkie. She discovered Lumo Lift on
Facebook as a suggested page. She
found that it was cheaper than Fitbit
and included componet (posture
correcction coaching) that she now
heavily uses for meditation, yoga, and
specific gym exercises. She loves Lumo
because it has taken her health to new
heights!

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ADVERTISING PLAN

ADVERTISING OBJECTIVES
The primary goal is to increase brand awareness in the United States. Although
promotions on CNN, Forbes, The New York Times, and Dr. OZ have been key influencers to
our marketplace, Lumo is still lagging behind in the wearable technology industry. With a
budget of $2 million, we are able to expand further from the California headquarters into
Midwestern and Eastern markets. Ultimately, we plan on utilizing a pulsing strategy with
advertisements being featured in the months leading up to Summer, as well as around the
Winter holiday season, as to bring in primary and secondary consumers.

CREATIVE STRATEGY
Interactive Marketing
In order to get prospective consumers involved and experienced with Lumo Lift, Lumo
will have salespersons out at various athletic events around the Midwest. The purpose of
this is to not only improve brand awareness through sponsorship, but to elicit active
feedback from consumers. By having a sales representative at events with a physical
product, they are able to explain the benefits of Lumo Lift, ensure the customers
understand the true value of the product, and directly increase brand awareness.

Direct Marketing
In order to improve the circulation of the brand, direct mail will be used at these events in
the form of flyers and small giveaway items. These items will promote the brand through
visualization of the product and its capabilities, as well as serve as a physical reminder of
the brand name.

Special Events Marketing

In addition to a brand presence at various running events, Lumo will be hosting events at
gyms within their target demographics. These events will serve as premier times for gym-
goers and prospective Lumo Lift users to try out Lumo Lift and provide feedback. Hosting
these events also allows for the salesperson to develop interpersonal customer
relationships with potential consumers, creating hopeful lifelong users. These events will
also feature instructions and info-graphics as to how to properly use Lumo Lift, as well as
explanations as to why this product is more beneficial than the leading competitor.

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ADVERTISING PLAN

EXECUTION OF ADVERTISING OBJECTIVES

Lumo Bodytech aims to position their products as real-time interactive coaching and
health protocols, and our advertisements must follow suit. The vast majority of budgetary
considerations will be attributed to print advertisements and direct sales techniques.
With proper execution, Lumo will be able to place advertisements in both print and online
magazines that have already touted Lumo Lift’s benefits compared to the competition,
thus further expanding brand awareness through these vehicles. Print circulation allows
for a greater viewer base, whereas online advertisements allow for real-time presentation
to the consumer as soon as they enter a website. The timetable of these techniques will be
centered around pulse advertising, as all marketing strategies are intended on being
executed in the time leading up to peak periods of lifestyle improvements, specifically in
the Spring and Winter in the United States. Consistency and frequency of advertising will
be major focuses of this campaign, so consumers are more likely to remember the
qualities of Lumo Lift.

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MEDIA RECOMMENDATIONS

Media Recommendations
OVERVIEW
The objectives for the media recommendations are to increase consumer exposure,
increase traffic awareness, and create product awareness within Lumo’s target market. In
order to achieve these objectives, the online and printed magazine advertisements,
sponsorships at 5k races, and online advertisements will be utilized. A common theme
will be created across all platforms to tie all aspects of the advertising campaign together
to create a cohesive message to promote the message of Lumo Lift: increased health,
wellness, and confidence of the consumer.

MAGAZINES

Sports Illustrated
Sports Illustrated was selected because the readers of Sports Illustrated fit the target
market of Lumo Lift. Sports Illustrated has a rate base of 2,700,000 and a total audience of
18,237,000. The cost of a 4-color, full page advertisement is $417,700. The advertisement
would run in two issues of Sports Illustrated for a total cost of $835,400. The cost per
thousand (CPM) of advertising in Sports Illustrated is $154.70.The advertisement would
run in the May and July issues of the magazine.

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MEDIA RECOMMENDATIONS

Women’s Health
Women’s Health was selected because various competitors also advertise in this
magazine. The women who read Women’s Health fall into the target market Lumo Lift is
trying to reach because they are likely to try new technological trends and are more likely
to be health conscious. Women’s Health has a rate base of 1,500,000 readers. The cost of a
4-color 2nd cover advertisement in the magazine is $272,100. The advertisement would
run in two issues of Women’s Health, for a total cost of $544,200. The CPM of advertising
in Women’s Health is $181.40. The advertisement would run in the March and April issue
of the magazine.

Inc.
Inc. magazine was selected because Inc. has already introduced their readers to Lumo Lift,
where it was named an innovative way to improve posture in July of 2015. The readers of
Inc. are more likely to be influencers within their friend groups and the first to try new
products, which are the kind of people Limo Lift are targeting. The rate base of Inc. is
700,000, with a total audience of 1,400,000. The cost of a 4-color cover 4 advertisement
that would be ran three times is $119,900. The CPM of advertising in Inc. would be
$171.29. The advertisements would run in the April, November, and December/January
issues of the magazine.

Men’s Health
Men’s Health Magazine was selected because of the makeup of their audience. The readers
of Men’s Health identify themselves as tech savvy, being the first of their friends and
colleagues to try out new technology products. Identifying as innovators in technology
makes the readers a good target for Lumo Lift. The advertisement selected for Men’s
Health is a half-page, four color ad that would run in the December issue of the magazine.
The rate base for Men’s Health is 1,800,000, with a total audience of 13,575,000. The cost
of a half-page, four color ad is $154,130. The CPM of advertising in Men’s Health is $85.63.

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MEDIA RECOMMENDATIONS

ONLINE ADVERTISEMENTS
Inc.
Inc. was selected for online advertising because the company has already introduced their
viewers to Lumo Lift, naming it a “great new way to improve your posture” in 2016.
Readers of Inc. are likely to be influences within their friend groups, as well as being the
first to try new products. By advertising on Inc.’s website, Lumo Lift will be able to
provide website viewers with additional information about the product. The
advertisements would appear on Inc.’s website in April during their small business week,
and in November when their gift giving guide is online. One type of ad was selected to
appear on Inc.’s website. The advertisement type that has been selected is a welcome ad
that appears on the page when a viewer first accesses the website. A welcome ad remains
on the page for a limited amount of time before the web visitor is allowed to close the
pop-up and continue onto the site. Selecting this type of advertisement requires the web
visitor to interact with the ad, increasing the likelihood of a user remembering its content
due to the frequency of its occurrence. The rate base of Inc. is 700,000, with a total
audience of 1,400,000. The cost of a 4-color cover 4 advertisement that would be ran
three times is $119,900, for a total cost of $359,700. The CPM of advertising in one issue
of Inc. would be $171.29. The advertisements would run in the April, November, and
December/January issues of the magazine.

Social Media Presence

Lumo will utilize social media outlets to increase brand
awareness of consumers who are frequent internet users. The
plan is to feature an interactive Facebook advertisement that
allow the consumer to adjust an animation’s posture by clicking to
vibrate Lumo Lift. Through this, Lumo will gain the interest and
attention of potential customers. This social media platform also
utilizes cookies to track user information, thus when a user clicks
on a Lumo Lift advertisement, it will register as an interest of that
user, causing the advertisement to pop-up more frequently. These advertisements will be
featured during the months of January, March, May, September, November, and December,
costing a total of $4,839.66. The frequency of these advertisements will ideally trigger a
consumer purchase response during Summer and Winter holiday seasons.

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MEDIA RECOMMENDATIONS

EVENTS – 5K RACES
As a result of Lumo’s target demographic, sponsoring 5K runs/walks would be an ideal
way to capture the attention of the ideal consumer. Sponsoring 5Ks would allow
consumers to interact with the product and see how Lumo Lift works. As a response,
Lumo Lift representatives would be able to demonstrate the product and provide
consumers with additional product details.

Cass Community Health Foundation 5K Walk/Run

Taking place in Kansas City, Missouri on May 6, 2017, the Cass Community Health
Foundation 5K is intended to raise money to go toward lifestyle improvements for
community members. A Platinum level sponsorship at this event costs $500 and includes
Lumo Lift logo on t-shirts, the company name listed in community newspaper
advertisements, and the company name displayed throughout the event-day registration
sight. In addition, Lumo Lift will be featured in the event brochure, on the event website,
and company representatives will be given a company booth on the day of the race. This
booth will also serve as a site for a Lumo Lift giveaway raffle. This booth is intended to
increase customer awareness and satisfaction. A banner with the Lumo Lift and Lumo
Bodytech logos will be displayed in front of the company booth. The banner will be 2’X4’
and printed by Staples on indoor vinyl for $23.99, plus $6.00 for four grommets to be
placed in the banner. This presents a great opportunity to expand into both the
Midwestern and urban marketplaces through an array of mediums, improving Lumo’s
overall brand awareness through frequency of distribution.

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Price Hill Pacer 5K

The 2017 Price Hill Pacer 5K, taking place on June 3, 2017 in Cincinnati, Ohio also
presents an opportunity to expand into the suburban niche. A Corporate level sponsorship
costs $5,000 and includes Lumo Lift’s name on the community website for one month,
logo on the event sponsor banner, logo on event flyers and day of event brochure. This
sponsorship will also include the company name and sponsor level included in a local
press release, as well as a featured logo on race t-shirts. Online advertising is included
with the sponsorship endowment, including social media posts with the link to Lumo’s
website, a monthly newsletter in the months leading up to the race with Lumo’s logo and
sponsorship level. Finally, two verbal sponsorship announcements on the day of the event.
This event will boost company morale and brand awareness in the area, and serves as a
great opportunity to attract potential consumers through various media outlets.

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Integrated Media Recommendations

Lumo hopes that an expanded market base will, in turn, increase their overall website
traffic. By embedding links to their website into every online advertisement, users will be
obligated, either intentionally or unintentionally, to visit Lumo Bodytech’s website. Once
they have entered the site, Lumo Lift is on display for them. This is a simple opportunity to
increase website traffic in a cost-efficient manner.

Additionally, print advertisements as well as direct marketing techniques will feature

business cards with the company logo, product name, and website URL so as to encourage
prospective consumers to look at the website for additional product information and
purchases. This is a call to action of sorts, as the consumer will need to visit the website in
order to get the full technological perspective of how Lumo Lift can make a lasting,
positive impact on their life.

An increase in website traffic means that the consumers are actively remembering Lumo
Lift. If the consumer remembers the brand, they are more likely to develop an affinity for
those products and make purchases, thus increasing Lumo’s market share. These media
recommendations are likely to get consumers educated, involved, and active in Lumo Lift’s
campaign for the next fiscal year.

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SCHEDULE OF MEDIA RECOMMENDATIONS

Schedule of Media Recommendations

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