SportChek is a national sporting goods retailer with physical stores in Canadian urban centres.
SportChek is a national sporting goods retailer with physical stores in Canadian urban centres. SportChek also has an ecommerce website at www.sportchek.ca. SportChek wants to increase sales of the Diamondback Beltline 700c Hybrid Bike 2021 by 20% in the next year.
The category page for SportChek bikes can be found here. https://www.sportchek.ca/categories/shop-by-sport/…
SportChek’s target market is men and women 18 – 45 who work in the urban areas of Canada. These people prefer to bike to work rather than drive or take public transit. They are looking for an economical, but not cheap, bicycle that is comfortable to ride on paved roads.
For Paid Media Marketing, SportChek has a two-pronged strategy.
1. Increase awareness of SportChek’s Diamondback Beltline 700c Hybrid Bike 2021 amongst potential customers who meet the demographic, geographic, behaviour and psychographic profile of the target market. They plan to use Facebook paid advertising.
2. Increase purchases of SportChek ‘s Diamondback Beltline 700c Hybrid Bike 2021 amongst potential customers who are actively looking for a mid-priced commuter bicycle. SportChek plans to use display ads placed through the Google Ad network.
You have been asked to come up with recommendations for a Paid Social Media campaign and a Display Ad campaign. Write down your responses to each of the tasks below.
Facebook Advertising Tasks
1. Describe the type of Facebook target audience and the targeting parameters you suggest for this campaign. (6 marks)
2. Provide a rationale for your targeting recommendations. (3 marks)
3. What type of Facebook Ad format do you recommend? (3 marks)
4. Provide a rationale for your format recommendations. (3 marks)
5. What would be the headline for your ad? (3 marks)
6. Provide a rationale for your headline recommendation. (2 marks)
Google Ads Tasks
1. Describe the type of Google target audience and the targeting parameters you suggest for this campaign. (6 marks)
2. Provide a rationale for your targeting recommendations. (3 marks)
3. What type of Google Ad format do you recommend? (3 marks)
4. Provide a rationale for your format recommendations. (3 marks)
5. What would be the headline for your ad? (3 marks)
6. Provide a rationale for your headline recommendation. (2 marks)
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