Nothing Bundt Steals
The objective of this project was to brainstorm an intriguing idea for Nothing Bundt Cakes to increase foot traffic into the Minnetonka location by 25 customers per day. It was necessary to focus on a group of people who care about their community and someone who values cake as well! By doing this, I increased awareness and sales of the retail boutique/gift shops located inside.
SLOGAN:
Nothing Bundt Steals is the result of the slogan's combination of the concept and the name of their store. This concept emphasizes baseball and softball while also taking deals into account when communicating to the intended audience. You regularly steal bases in softball and baseball, so why not "steal" that fantastic deal while you're at it? I came up with this project's motto by combining these two concepts.
AUDIENCE:
The decided target audience was families participating in the baseball/softball community. I focused on this particular audience since Nothing Bundt Cakes prides itself on being involved with its community, and what is more community-based than team sports? Not only did I focus on softball and baseball because of the community, but I knew these young families would develop a liking for the brand because what kid doesn't love cake?
IDEA
Provide incentives at two tournaments in our community including Orioles Opener and Big Willow Saturdays. Four particular incentives include Tini Parties, Storm Our Store in Uniform, Nothing Bundt Home Runs, and a BOGO. These four activities will be brought to life at each tournament amongst teams!
INCENTIVES
TINI PARTIES:
Nothing Bundt Cakes already has a campaign called "10,000 bites" where they try to get 10,000 people to try their cakes. I went off of that campaign by providing a sample pack of "bundtinis" to each team and also advertising for a "tini" party at the same time. After handing the team their sample pack along with this flyer, we will encourage them to have a "tini party" with their team. This meant they could grab a sample pack from our store, like the ones they just received, and bring it to the end-of-season party. It was a sweet treat to add to their parties, and they will be more inclined to purchase a pack after trying it!
STORM OUR STORE IN UNIFORM:
"Storm Our Store In Uniform" is an activity I came up with to get the younger kids excited to participate. After their games or tournaments, they are welcome to stop into Nothing Bundt Cakes wearing their uniform to show off some team spirit! This incentive was a great way to engage our target market and give back to the community by letting the young athletes receive recognition for their hard work. This incentive also ties together other activities provided.
NOTHING BUNDT HOME RUNS:
I created a coupon called "Nothing Bundt Home Runs" to increase foot traffic to a Nothing Bundt Cakes store location. This incentive will not only encourage young athletes to hit very well, but it will also draw more attention to our stores. If an athlete hits a home run over the fence, the team mom or coach will show us the stats book. The stats will show an athlete hit a home run, and they will then receive their coupon for one free "bundtlet". Overall, this incentive gives positive encouragement to the young athletes and the brand.
BOGO
Finally, the main attraction of this campaign is the BOGO offer. This BOGO guarantees an increase in foot traffic into the store among baseball and softball families. As we are handing out sample packs to promote our "Tini Parties," we will include this coupon for families. This coupon works in the way if you buy anything in the store, including stuff from the boutique, you will receive one free bundtlet. I decided on a BOGO since the young athlete will want to go in-store to receive their free bundt cake. To go in-store, the young athlete's family will have to drive them to the store and make a purchase. As a result, the store will see an increase in foot traffic and perhaps even a purchase that would not have been made otherwise.
