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SENSE-cerity
Advertising
Presents

Hang-Ease
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SENSE-cerity Advertising

Matt Shapiro- Media Director

Jessica Smith – Account Executive
Melanie Schron- Account Supervisor
Joshua Skabry – Research Director
Allie Sim- Public Relations Director

David Vogt- Art Director

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SENSE-cerity Advertising
 We strive to be sincere and creative in everything we do.
 Our values as an agency include being…

ü Down to earth

ü Family oriented

ü Genuine

ü Practical

ü Creative

ü Memorable
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SENSE-cerity Advertising
Past and Present Clients
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Why should YOU choose
SENSE-cerity Advertising?
n Client loyalty

n Previously successful advertising campaigns for esteemed

clients

n Our dedication to effectiveness and creativity

n Well respected

n Our knowledge and expertise in reaching the target market

and spreading awareness of the brand and product

n Our agency typically caters to businesses that are looking

for a sincere approach, but we are also open minded to
alternative approaches that utilize our talents and
creativity
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Logo & Tagline

 “Hang-Ease: The Easiest Way to Get Rid of the Bumps in

Your Life!”

n
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Research
Objectives
n To find
n What price point people would purchase this product

n What age group would most likely benefit from this product

n If people are aware that this product exists

n Who is most likely to purchase this product

n What factors would affect the likelihood that someone would

purchase this product

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Research
Methodology

n Conducted a survey from February 9, 2010 to February 16, 2010

n 60 face to face and phone interviews

n Surveys were conducted by selecting participants found in the

demographic of women 35+ that might be interested in the
product

n All sixty of the surveys were completed from the original sixty
participants
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Research
Results
n 65% knew of a similar product
n This tells us we need to differentiate the Hang-Ease
from other products

n Not needing to purchase additional products as well as

durability had the most positive responses

n Quality of product was more important then whether it

was made in the USA or not

n Most were married and 60% had children under 18 in

their household

n Overall 87% had a positive response when asked

whether these factors had an impact on their buying
behavior
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Research Results

Martial Status
Im p o r t a n c e o f F a c t o r s in P u r c h a s e

80

70

60

1 50

2 Percentage 40

3 30

4 20

5 10

0
Single Married Seperated Divorced Widow ed
Type

D u rab ility No New Hangers

50 47 .3 7%

11%
40 31%

30 1
Percentage

1 8 .2 S e ries 1 11%
2
20 1 6.4 3
4
10 5
0 0
0
1 2 3 4 5
40%
Ra nk
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Marketing Plan
Secondary Research


n Adjustable Foam Hangers

n Bumps Be-Gone Flexible Hangers

n Expandable Clothes Hangers

n Other Examples
n XL Hanger, Huggable Hangers, and Plastic Hanger
Shoulder Pad
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Marketing Plan
Primary Research
n Products like Hang-Ease are not well known to consumers

n Price is a huge factor

n Most people surveyed said they would maybe use the

product

n The biggest importance factors to customers are

durability, availability, and not needing to buy new
hangers

n Results also showed that knowing the materials and

product itself was manufactured in the USA would not
increase our customers likelihood to buy or pay more for
this product
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Problems & Opportunities

Problems Opportunities
Market seems limited to This product does not require

college degree bearing people purchase of hangers, research

shows more people would buy
Multiple target markets exist.


this product over another
Market is saturated with
because they do not have to
buy new hangers
similar products. 

Most people said they would
Low awareness
purchase Hang-Ease at $8.95
which is a lower price than
competitors
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Marketing Plan
Objectives
 Advertising

§ To increase recall by 5% by the end of the year.

§ Increase sales by $10,000 in the Western NY area.

 Marketing

§ Increase market share in this category by 2%

§ Inform target audience about features and benefits of

Hang- Ease
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Marketing Plan
Strategies
Advertising


§ We can help increase recall by developing a memorable

advertising campaign.

§ Target advertising campaign to women ages 35+ because

they have the highest potential to purchase this
product.

Marketing


§ Minimize competition by heavily marketing where the

competing products are sold.

§ Inform target audience of product benefits through social

networking.

1.
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Creative Strategy
Positioning Statement
n

n Anyone can use it, but generally the highest interest comes from
women ages 35 and older

n The main benefit of the Hang-ease is that it prevents shoulder

bumps in shirts and prevents clothes from slipping off the hanger

n The fleece of the Hang-ease easily keeps the clothing in place and
its pointed edges prevent unwanted shoulder bumps

n In contrast to other products in this category, the Hang-ease has

the added benefit of being a separate entity from the hanger, the
consumers can just buy a Hang-ease and slip in on their hangers
at home!
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Creative Strategy
Unique Selling Proposition

 Hang-ease is durable and machine washable. It is

also cost efficient because you do not need to buy new
hangers, and effective because it keeps clothes in good
shape with no shoulder bumps
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Creative Strategy
Benefits Customers Seek

n Reasonable price

n Functionality

n Availability of the product

n Durability of product

n Quantity

n Color Choices, 30% surveyed found this important

n Do not have to purchase new additional products

(hangers)
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Creative Strategy
Benefits of the Hang-Ease

n Prevents shirts from forming shoulder bumps

n Prevents garments from slipping off the hanger

n No need for steaming or ironing garments

n Made with fleece that easily stretches to fit differently

shaped hangers

n Inexpensive compared to competitors

n No need to buy new hangers

n Machine Washable
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Copy Strategy

n What is Hang-Ease?

n What is the principle benefit of Hang-Ease ?

n What are the characteristics of Hang-Ease?

n What will be the tone/mood of Hang-Ease advertisements?

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Copy Layout

n Hang-Ease is similar to products on

the market which is why we have
decided to take a unique approach
in communicating our message
with the consumer.
n In our advertising, we have created
the humorous scenario of a fashion-
induced epidemic for which Hang-
Ease is the only cure.
n
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Radio Script
n HANG-EASE
“THE EPIDEMIC “
03/23/10
:60, PAID
FIRST SEGMENT (5 SEC.)
ANNCR (STERN MALE VOICE MORGAN FREEMAN-ESQUE): THE FOLLOWING PUBLIC
SERVICE ANNOUNCEMENT IS BROUGHT TO YOU BY THE AMERICAN FASHION ASSOCIATION
OF AMERICA
SECOND SEGMENT (5 SEC.):
(STRAUSS – SPRACH ZARATHUSTRA)
ANNCR (STERN MALE VOICE): HELLO, WE AT THE AFAA WOULD LIKE TO TAKE A MOMENT
TO SPEAK TO YOU ABOUT AN EPIDEMIC SWEEPING THE NATION; AN UNSPOKEN BUT
HIGHLY NOTICEABLE INDICATION OF FASHION FAUX-PAS. SHOULDER BUMPS. THEY ARE
FOUND ON YOUR SWEATERS, CARDIGANS, SUITS, AND T-SHIRTS. SHOULDER BUMPS ARE
CAUSED BY IRREGULAR, OR NON-PADDED HANGERS IN YOUR CLOSET, AND CAN EASILY
BE TREATED WITH A NEWLY DISCOVERED REMEDY CALLED HANG-EASE. HANG-EASE IS A
FLEECE NON-SLIP HANGER COVERING WHICH CAN BE APPLIED TO ANY STYLE CLOTHES
HANGER IN YOUR CLOSET. TO USE, SIMPLY STRETCH THE HANG-EASE OVER YOUR
HANGER THE LONG WAY, SO THAT IT IS FULLY COVERED. SIDE EFFECTS OF HANG-EASE
USE INCLUDE; SMOOTHER SHOULDERS, GARMENTS MADE BEAUTIFUL, AND A BETTER
ORGANIZED CLOSET SPACE. HANG-EASE CAN BE PURCHASED FOR $8.95 A 10 PACK AT
WALMART, TARGET, AND OTHER MAJOR RETAILORS ACROSS THE NATION. THANK YOU.
THIRD SEGMENT (5 SEC.):
ANNCR (STERN MALE VOICE MORGAN FREEMAN-ESQUE): HANG-EASE: THE EASIEST WAY
TO GET RID OF THE BUMPS IN YOUR LIFE

n
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Copy Layout

nIn accompaniment to our radio

spot, we have created a unique
print ad that plays off of the
humorous fashion-epidemic, and
offers hang-ease as its cure.
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Media Plan
Goals of Media Placement

n Reach our target market 35+ working women with

families

n Possible secondary market 25+

n Raise product awareness

n Increase brand recall

n Increase sales by 5% CY+1

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Media Plan
Media Outlets

n Our advertising focus will be during the seasonal

changes from Winter to Spring, Spring to Summer,
Summer to Fall – when people tend to sift through
their clothing the most

n Radio: WBEN 930 am

n $250 for 60 sec spot

n Print: The 9 Local “Bee Publications”:

n Amherst, Cheektowaga, Clarence, Depew, East Aurora,
Ken-Ton, Lancaster, West Seneca, Orchard Park
n $1000 to advertise in all 9 one time

n Social Media
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Media Plan
Budget
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Media Plan
Strategy/Rationale: Radio
n

n We chose to use radio because of its high

frequency of listeners and its relatively low cost
per impression
n Early morning rush: Highest Volume of listeners
n Radio also allows us to select a radio station that
caters to our target market
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Media Plan
Strategy/Rationale: Print
n While newspaper sales have declined nationally by
over 10%, they have only declined nearly 3% here in
the buffalo market
n The 9 Bee’s have a Circulation of 60,700 and readership of
169,960

n Median income of $60,447

n The “free bee”

n How do we reach those who do not listen to the radio

or read the newspaper?
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Media Plan
Social Networking

 Why Facebook?

n As of 2009 Facebook as over 2 million users in the 35+

category
n Almost 56% of users are female

n 35-54 is the fastest growing demographic with 276%

growth rate in the past 6 months

n 55+ is second with 195 % growth rate

n If we want to reach our secondary market we can with

the 25-34 demographic users are doubling each
month
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Why Facebook?

n This gives us flexibility with accessing our target market and

the option to select age range, gender, marital status,
education, city, state, etc…

n Flexibility in updating/changing information immediately

n Facebook Ads and fan page

n Ads can be purchased per click or impressions

n Allows for easy reach outside of WNY

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Twitter

n We will use twitter in conjunction with our facebook fan

page to keep customers up to date with the latest
promotions and product update
n “One of the fastest growing phenomena on the Internet”
–The New York Times
n “Suddenly, it seems as though all the world’s a-twitter”
-Newsweek

n www.twitter.com/hangease
n www. http://www.facebook.com/pages/Hang-Ease/

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Promotional Strategy


n 15% off coupon

n Business card form with information about the company
n On counters at Laundromats and Dry Cleaners for
customers to take.
n Also available through the Facebook and twitter sites

n Distribute one free Hang-Ease with any Hamper or

Hanger product at select Bed Bath and Beyond
locations in WNY

n During back to school shopping, the first 100

customers in each Bed Bath and Beyond location to
bring in the print ad from the “Bee” will receive a free
Hang-Ease
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If you want to get rid of the

bumps in your life then please
chose the sensible option…
SENSE-cerityAdvertising.

May we have your business?