Question

Topic: Advertising/PR

Selling An Alarm Clock To Young People Big Budget

Posted by Carl Crawford on 9/20/2005 at 12:45 PM ET 3538 Points
Hi Guys/Gals

First of all, the budget is HUGE for this question so let your mind free. ( not really a real project but hay think big)

I need some help for my project at uni (I think I have done enough work on KHE not to be put into the DEAD zone that is the Student section)

I have to come up with 3 creative ideas to get young people to buy a Panasonic radio alarm clocks. (all I need is one idea from you guys)

The problem is that a lot of young people don't use any alarm clock, they use there CELL PHONE to wake them up or another device that has an alarm clock as a feature.

They use there mobile phone since it is mobile, easy to use and convenient for them.

From what I have found in my research is that there are not many advertisements for radio alarm clocks, and that Panasonic doesn't have much budget for selling alarm clocks.

I cant really think is a USP for the product, the only ones I have come up with are:

# It is louder than a cellphone

#The cellphone beeps for 30 seconds then stops, then waits ten minutes then beeps for another 30 seconds more, where as a an alarm clock can have the radio or the really annoying sound that just keeps going until you turn it off.

# The alarm clocks are made buy Panasonic so will last a long time.

# One of there models has a cordless phone built in to the base of the clock.

I was reading the latest premium article about using cellphones to get young peoples attention, and had a great thought "why not use the cell phone to get there attention?"

The problem is I cant think of a good idea once I get there attention.

I need something like the heineken ad they had a few years ago which was : "refreshes places other beers cant touch".

The ideas I have come up with a boring, ordinary and wont really TARGET my audience. I am not allowed to make any product modifications (which I thought I could but it turned out I wasn't allowed to and then it screwed up most of my ideas).

Please help. I have to make a presentation in 5 days.

So to summarize:

I need an idea to get people to BUY an alarm clock and LIKE the brand of Panasonic. I need to get them to stop using there cell phones to wake them up or at least use both a cell phone and alarm clock.

The crazier the better.
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RESPONSES

  • Posted by michael on 9/20/2005 at 1:43 PM Member
    Off the top of my head:

    Cellphone: Perfect for Roaming
    Panasonic: Perfect for REM-ing

    Sound sleep: Napasonic
    Sound waking: Panasonic

    "If you're going to throw(smash, hit, pummell) your alarm, make sure it's a Panasonic"

    Cellphone off button: teenie
    Panasonic snooze button: HUGE!

    Best I can do.
    Michael
  • Posted by Nolan on 9/20/2005 at 1:57 PM Accepted
    This might not be very creative, but what about marketing directly to universities with dorms? "We'll give you a great deal on clock radios you can include in the price of the dorm room." Students who get up on time = students who graduate with high marks = University praised for quality education!

    As students start using the clock, hopefully they'll like it and when they move out, take it with them or buy a new one for their new apartment. So it does target students, but indirectly.


    To promote the clock directly to YADs (great ideas, Paul!), what about having some kind of dream sequence ad that goes like this:

    1. Nightmare is happening--young adult girl can't run, she's wearing some ugly slightly revealing nightgown, being chased by some hideous creature in public while no one else notices

    2. Person passes from one room into another, where the lighting changes, music begins to gently swell. There is a beautiful bed here with lots of pillows and a few nicely built men serving breakfast...and

    3. The room dissolves into the dorm. Student wakes up happy, turns off the Panasonic alarm which was playing the same music as the happy dream, and smiles.

    I suppose this is a lot like the "wake up with hot singer" idea, which I like, too (wtg Flash!).


    Another key feature is being able to see the time in the dark. How often are you trying to push some button on your phone to get the screen to light up to see what time of the night your roommate just stumbled into the room?


    One last suggestion--what about including with the alarm clock a CD of hot new music that would be good to wake up to as a promotion? Even if the clock isn't a CD player too, the CD might be a nice incentive that would help entice the buyer!
  • Posted on 9/20/2005 at 3:14 PM Member
    how long does the battery of a cell last on full charge? 3 days at max.
    Imagine you have an exam tomorrow and your cell is almost dead and you can't find the charger and you don't have anyone else to wake you up...what do you do in such a situatuion?

    my take on this would be...you show a troubled guy looking all around for his cell charger and at the same time looking at the battery strength of his mobile, which is alarmingly low. he tries hard but cannot find the charger...then he gets a brain wave and searches for his alarm clock in his closet and is bloody releived to find it.

    you then flash the tagline...(lets assume the name of the clock is XYZee) "...XYZee never sleeps" ( a pickup from citi never sleeps)
  • Posted by mgoodman on 9/20/2005 at 5:23 PM Member
    Create a story about the clock-radio-alarm, and publicize the story (also enclose a booklet that tells the story -- complete with illustrations). Story should appeal to the target audience, and clock-radio-alarm should be the hero of the story ... saves the day, or gets the date, or otherwise is central to success.

    Make it fun, but include all the features, advantages and benefits in the story. If it's well written, targeted at the audience, and fun/campy, the radio will be seen as something that makes sense for the target audience and might even be fun to own/use.

    You're selling a dream, a lifestyle, and a reminder of that fantasy every time the alarm goes off. Almost makes it fun to wake up in the morning.
  • Posted on 9/20/2005 at 5:36 PM Accepted
    Great project!

    Emphasize FUD factors (some already mentioned above):

    > Even if the (cellular) network goes down, Panasonic Alarm Clock won't fail you.

    > Reliability. Same Place. Same Time. Panasonic.
    (meaning it doesn't move so its always there for you.)

    > Easy to read (large letters).

    > Low Maintenance. No monthly fees. No surcharges.


    Or combine into one, e.g.,

    > Loud. Big. Plus Snooze.....better than you mama.


    - RAJ DOSHI -
  • Posted by steven.alker on 9/21/2005 at 6:23 AM Member
    Hi Carl

    Try a one liner:

    “No one ever got mugged for their alarm clock!”

    Steve Alker
    Unimax Solutions
  • Posted by Mushfique Manzoor on 9/21/2005 at 8:32 AM Member
    Hi Carl

    interesting project and so far great ideas!!

    how about the following ideas.....

    1. "Morning Shows The Day" theme. You show a TA person at the end of the day while he is returning to his apt after spending time with friends. then you show what he did prior to that, get a pat on the back for successfully submitting his important papers to a Teacher/boss (whichever applicable), prior to that show that he completes his project and even prior to that he got up on time in the morning (thanks to the Panasonic Alarm clock).

    punchline. Morning Shows the Day, the day started with Panasonic.

    2. a bit old-fashioned idea; "Comparison, Then and Now". in the ad show in "Then" (i mean real past) wife/girlfriend pushing you in the morning and waking you up and you groan and then ultimately get up. in "Now" you get an Alarm (in the voice of your wife/girlfriend) to get up in the morning, thanks to Panasonic even if she has left for work earlier than you.

    Punchline: Reliable like your dear ones.


    hope this helps.

    cheers!!
  • Posted on 9/21/2005 at 5:21 PM Member
    A little twist to the original idea.

    Instead of selling directly to students - consider approaching dormitories or whoever decides about stuff in student's rooms. I believe that in every room there should be an alarm clock.

    Also - consider co-branding Panasonic clocks with university, or student association. Logo of Stanford or Phi-beta-something could make commodity a winner. Such item will have a big sentimental value. Also this (properly executed) could be a great strategy for building customer loyalty for a Panasonics brand in general.

    Two key questions - what could make an alarm - clock a most desirable object? Who can order truckloads of clocks for students?

    Is an alarm clock a good gift for a new student? I believe yes - so target market - are parents of first time students. maybe direct mail approach could help? I do not know, alarm clocks are rather cheap.

    Also you can consider second strategy - add this alarm clock as a "free" gift to second item with higher margin (a calculator, digital camera, pda, whatever). Of course it is not free - its price should be hidden in a margin of higher priced item. The key question here is - is there an item that this clock can sell it faster?

    I saw a case that a man was selling a watch for 5 usd (market price approx 30 usd, real cost 6.50) but only if you buy a set of audio tapes for 20 usd. This was a big winner, a little loss on watch was healthy compensated on set of cassettes.

    I hope you understand :)

    Hope this helps.
  • Posted on 9/21/2005 at 5:37 PM Member
    A little comment - find a product (or several products) which is desirable for large group of students - search for a good selling winner with a good margin.

    Apply strategy "an alarm clock as a "free" gift" and you win...

    :)

    Dariusz
  • Posted by Peter (henna gaijin) on 9/21/2005 at 6:58 PM Member
    I think you missed a USP - the alarm clock is always at home and running. Mobile phones can be lost, in another room (where you can't hear the alarm), or have their batteries run out, so may not be reliable as an alarm clock.

    What does the alarm clock do differently than a cell phone? I would think it would be louder? And being able to see the time when the lights are out may be a benefit to some people. As would access to radio (versus just an alarm). And a snooze button (is that available on a mobile phone?).
  • Posted by Carl Crawford on 9/21/2005 at 11:12 PM Author
    WOW!!!!!!! What can i say but THANK YOU.

    You guys have given me a few ideas (some which i have already thought of but added the somthing extra which i was looking for)

    I will post responces to your indiviual answeres and post examples of the 3 concepts later. As of now i am going into a group meeting and will be trashing out the draft concepts tonight (i have been awake for two days and going to crash quite soon).
  • Posted on 9/22/2005 at 6:29 AM Member
    Great ideas Adame! Very stimulating thread!

    And another idea - are in your target area local radio stations for students?

    Consider a promotional campaign - "Wake up with XXX radio station - we will make your day (or whatever)" - sponsored by Panasonics - radio clocks are avaliable in near campus stores - with preselected XXX station.

    Good luck!
  • Posted by Carl Crawford on 9/22/2005 at 6:54 AM Author
    Ok I have just got back from the meeting and the problem that adame stated came up."what would guarantee that the target will get a PANASONIC Alarm Clock and not another brand?

    That is what i am stuck on.

    To answer your question about the target audience:

    The client wants as to target EVERYONE, but focus on youth. That basically what we were told. (we never actually got to speck to the clientaka another group of students for the project so could couldn't point out that they might want to try and refine it a bit more to make our job easier.)

    So we decided to target students just moving into a flat or away from home. They will be moving out of home away form the family and friends ready to start there learning carrier. When they move into there flat they are will need to buy appliances, desks, sheets, towels, plates, TVs, Computers etc. The basic stuff to set up a flat.

    Also possibly young professionals that have just graduated and are in the work force.

    We plan to start in October when they are thinking about how there where there life is going and what they might do with there.

    They want to have fun, live life to the fullest.

    They are good with technology, and very ad savvy.

    hey mostly have cellphones, and may/may not use an alarm clock to wake up.

    The geographic area is all of New Zealand.

    I like the idea of the wall with the messages within by the people.
  • Posted by Carl Crawford on 9/22/2005 at 10:45 PM Author
    Already been done:

    https://www.hammacher.com/publish/72519.asp

    but thanks anyway

    i like the ideas foe these ones:

    https://news.bbc.co.uk/2/hi/technology/2269144.stm
    https://www.msnbc.msn.com/id/7268066/#storyContinued
    https://www.latestbuy.com.au/puzzle_clock_gadget.html
  • Posted by steven.alker on 9/23/2005 at 6:52 PM Member
    My dear FireFox

    It is clear from Adame’s exposition that the secret is out. New Zealanders are a pan-dimensional race of hyper intelligent beings who can give the appearance of being decent mates and blokey drinking pals whilst waxing lyrical on Einstein, Eisenstein, Elliot and sheep farming and whose only apparent failing is to get a little annoyed at being mistaken for Australians when they are “resting” in Earls Court, London, England.

    They have clearly put you up to doing this marketing exercise as a diversion to hide their plans to conquer the earth or to distract us from noticing that they have already done so.

    Anyone who could make a talented bunch of marketing experts devote 100,000 words to a bloody alarm clock is welcome to world domination in my book.

    And Adame – what have they done to you? Clearly you tried to warn us, but they got to you before you could press “Send”. Don’t worry. I’ll get them to send a doctor as soon as we know who the new minister for health is. On second thoughts, based on your stats, there’s probably one on his way, even as we write.

    Sincerely


    Steve Alker
    Unimax Solutions
  • Posted by steven.alker on 9/23/2005 at 7:51 PM Member
    Mea Culpa

    My intention is not to offend, but if sense of humour failure or loss in translation causes offence, then my apologies are offered. I thought your breakdown was great and I hadn’t intended to precipitate one in you or to your reputation.

    It’s a very English thing to do to stimulate a debate by using tangential humour and I must be careful in its use in an international forum.

    Friends?

    Steve
  • Posted by Carl Crawford on 9/25/2005 at 8:54 AM Author
    I will be awarding points later today, now it is time to sleep as my presentation is in 6 hours and i have been awake for a few days (having the a few power naps along the way).

    I have another assignment coming up (its very different) and will be asking for you guys help later on.

    Thanks again.
  • Posted by Carl Crawford on 9/26/2005 at 9:23 AM Author
    Hi guys, I GOT AN A for my presentation!!!! YESSSSSSSSSSSSSSSSSSSSS!!!!

    Fist of all I would like to thank EVERYONE that gave ideas (we used a lot of them in the presentation).

    I have selected the top 7 people that were the most helpful, so they would get a decent amount of points for all the work.

    I would again like to point out that I found ALL the answers useful in one way or another, and if you didn't get any points this time, I am sure you will next time.

    Any here are some links to the concepts:

    TV ad (this is a stripped down power point presentation) about 7.3mb

    https://homepage.ihug.co.nz/~sweetasman01/AD.ppt

    Here are two magazine ads

    https://homepage.ihug.co.nz/~sweetasman01/concept%201.doc
    https://homepage.ihug.co.nz/~sweetasman01/done.gif

    And the third concept I just drew on the white board during the presentation:

    First of all we start the year off with giving away $10 off vouchers for a Panasonic alarm clock to students via the orientation packs that all new students receive at the beginning of the year from the university.

    We have billboard, flyer, general fun and game that are sponsored by Panasonic. This is where we collect emails, phone numbers, demographic info etc etc.

    Then later in the year (about 3 months) we have the start of the viral campaign, where we get people to send in photos of them wakening up in some strange ways 9with a Panasonic logo and/or alarm clock somewhere in the photo.

    For every photo they send in the get 10 entire into the draw for the final prize and for every person that sends the email to a friend gets one entry. If they person enters a photo then the first person gets 5 entries.

    We set up the web page www.wakeup.co.nz and promote the site with emails, direct mail, billboards etc. The competition is for anyone to enter.

    After a certain amount of time we close the competition and send each person that entered an email and ask them why they use a Panasonic alarm clock, what features they want etc.

    The prize is $100,000 of Panasonic products to be spilt among the top 10 photos. We then use the photos in another

    Once again THANK YOU, the presentation was worth 30% of my mark.
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