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STATE

PLAN BOOK

#TeamVerge

Project Manager Denise Dibben PR Manager Emma Clark Media Manager Chris Bowser Research Manager Kelsey Knowlton Art Director Dustin Powell Graphic Designer Kyle Lindenmeyer Interactive Digital Manager Erick Klix Copywriter Patricia Hughes

Table of Contents

Situational Analysis                       5
Market Analysis .................................................................................................................................................. 7 Company Analysis .............................................................................................................................................. 8 Competitor Analysis ........................................................................................................................................... 9 Customer Analysis ............................................................................................................................................ 10 SWOT Analysis ................................................................................................................................................ 12

Strategy                            16 Branding                            18
Logo ................................................................................................................................................................. 19 Website ............................................................................................................................................................. 20 Radio Advertising ............................................................................................................................................. 23 Billboards ......................................................................................................................................................... 24 Print Advertising .............................................................................................................................................. 26 Tagline .............................................................................................................................................................. 17

Social Media                          27
Facebook .......................................................................................................................................................... 28 Twitter .............................................................................................................................................................. 29 Instagram ..........................................................................................................................................................30

Community Involvement                       31
Local Community ............................................................................................................................................ 32

Return on Investment                      35
Media Plan ....................................................................................................................................................... 37

Blog .................................................................................................................................................................. 34

Radio Advertising ............................................................................................................................................. 38 Billboard ........................................................................................................................................................... 39 Newspaper Placements ...................................................................................................................................... 41

Appendix                            42

Market Analysis Company Analysis Competitor Analysis Customer Analysis SWOT Analysis

Situational Analysis

Market Analysis

Market Analysis
While TriState Ford’s home is located in Nodaway County, the long term goal is to branch out to include northwest Missouri, northeast Kansas, southwest Iowa, and southeast Nebraska. The market region population hovers around 1,251,816. The demographics of the 35 mile radius surrounding his business in Maryville, Missouri consists of a population around 67,474, with about 26,466 households. The market profitability of this area is based on a median disposable income of $33,060 and a per capita income of $20,137. The 30 automobile dealers in this area bring in an annual demand, or have a retail potential, of about $90,880,606. Primarily gearing his operations to encompass generations X and Y (which are the generations born from the early 1960’s to the 1990’s); Todd Hill wants to include the college student demographic in his plan but not make it the primary focus. As with many other industries, the demand for newer technology is present, as seen in such features as the “Push Button Start” and built in satellite radios. However, the emphasis on quality and integrity should not be lost while integrating these newer philosophies. 7

Company Analysis

Situational Analysis

Company Analysis
As a company, TriState Ford must be aware of the different distribution channels and how it can affectively market its company. The primary focus should center on maximizing resources already available, while slowing integrating new and advanced resources. TriState Ford serves in Maryville, MO also serves St. Joseph, MO and Clarinda, IA. TriState has a very accessible and personal environment. It gives customers all the information to make a good decision for the buyer and their family. TriState’s employees give its customers a great experience and the most value for their money possible. Customers tend to have a very beneficial experience due to the culture that is presented including the friendly staff, low pressure atmosphere, quiet home feeling, and no-nonsense attitude that refuses to jump through hoops and push bells and whistles on the customer.

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Situational Analysis

Competitor Analysis

Competitor Analysis
Of the four major dealership competitors including Pettijohn Auto, Gary Crossly Ford, Woodhouse, and Woody’s, the biggest threat is Woodhouse due to the owner’s low prices and Blue Book availability. When considering local service centers such as Shell, Delberts, and Shreck, low awareness serves to be the biggest obstacle to overcome as most people don’t view dealerships as a viable option.

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Customer Analysis

Situational Analysis

Customer Analysis
Generation Y (Gen Y) is the largest up and coming market segment. Gen Y’s currently fall between the ages of 19-35. The average income for this segment, nationally, is $37,900. The segment is ethnically diverse, independent and self-reliant. Gen. Y’s have been the first generation to grow up with computers in the household and are therefore tech-savvy. They are social and Internet-heavy, giving them the capability to access a greater breadth of information quickly. As a result of living in a “now” world, Gen. Y demands quick, if not instant, gratification. Generation Y currently accounts for roughly 40% of the car-buying population. They have an increasingly positive view of the automotive industry and can be particularly loyal when it comes to automobile brands. Even so, research shows that 52% of the Gen Y population said a poor experience with a car salesperson or dealer could cause them to never consider that brand of car again. As a result of growing up with technology and the internet, a majority of Gen Y’s would prefer to avoid face-to-face contact with a dealer altogether and would work with them solely over the internet. 10

Situational Analysis Generation X, succeeding the Baby Boomers generally value hard work and very personal communication. Gen. X falls between the ages of 35-55, and make on average $45,498. A company’s reputation and integrity are major concerns in this demographics decision making process. While Gen. Y’s would prefer to have no contact with the dealer, the Generation X audience wants to feel part of the process and interactions are based on them and want a very hands-on approach. Gen. Y’s are statistically more technology savvy, however with the Generation X demographic valuing hard work and productivity, they are very willing to adapt to new technology and information.

Customer Analysis

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SWOT Analysis

Situational Analysis

SWOT Analysis
Creating a SWOT analysis is a commonly used technique in developing or revising a strategy for a business. It is described as a candid evaluation of the opportunities and threats facing a prospective or existing retailer. It helps to describe what status the firm is currently in and in which direction it should be heading. It focuses in on the core internal strengths and weaknesses of the company, along with its environmental opportunities and threats. The ultimate goal for a firm is to create a strategy that maximizes its strengths and opportunities while minimizing its weaknesses and threats. TriState Ford’s strengths are what set it apart from other local dealerships. Those strengths are mainly based around the services it provides. The company offers in-house repair and car maintenance options, rental availability for overnight repairs, financing features available online, convenient test-drive appointments, along with many other available services. TriState Ford’s customer service options are an essential strength that differentiates the company from competitors in the 12

Situational Analysis industry. Its location in Maryville, Missouri also allows for a limited amount of Ford dealership competitors in the closely surrounding area. This creates a stronger sense of loyalty in the customers who use and enjoy Ford products that live in Maryville. Aside from its many strengths, TriState Ford faces a few weakness. It is no surprise that today’s business culture has turned heavily towards technology and the use of social media in marketing strategies. TriState Ford currently lacks in this area. The company has the tools in place to implement an effective social media plan, but the effort has not been strongly focused in this department. A more organized and strategic plan for its media and marketing strategy could help bring the company to its full potential. Another weakness for TriState Ford is its limited market size in the area they are located. While larger cities such as Kansas City and Omaha are only a couple hours away, they are not in immediate contact with the dealership in Maryville.

SWOT Analysis

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SWOT Analysis

Situational Analysis External opportunities for excellence present TriState Ford with chances to improve its business through ideas that have not been fully capitalized by its competitors. A strong push towards technology and quick service has provided chances for advancements in the use of social media, smart phones, and other current technology trends that expand marketing reach and customer satisfaction. TriState Ford has the opportunity to create a new and fresh take on techniques that its competitors might not have capitalized on because of the fast pace rate of change in technology advancements. Threats can adversely affect TriState Ford through either environmental or marketplace factors. Larger cities create various threats towards a competing business that is located in a smaller town. Dealerships that are placed in Omaha or Kansas City, for example, see much more traffic and have the ability to market and sell to a larger audience. These dealerships might have more resources and financial stability to offer better deals and draw in customers through gimmicks or simply through the advantage of shopping for a car while in a big city that has plenty to see and do.

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Strategy Tagline

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Strategy

Strategy

Strategy
Team Verge chose this name for the team due to its nod to social media and the idea that, in advertisement, being on the cutting edge can make all the difference. The strategy of Team Verge is to expand the existing geographic market to a 120- mile radius into the four state area (Missouri, Kansas, Iowa and Nebraska). When considering the audience, the team has chosen to target the price-conscious and technologically adept consumers in Generation Y (ages 25-35) and Generation X (ages 36-55), the largest population segments in the geographic market. Team Verge’s strategy and campaign will be to capitalize on the small town community-feel and customer service that TriState Ford provides. The team plans to focus on website, social media and mobile technology. Social media will be heavily focused on Generation Y, because research has found this generation to be more likely than Generation X to utilize social media to connect build brand loyalty and make decisions. Other 16

Strategy outlets will be more generalized towards both segments, because both generations are increasingly technologically knowledgeable.

Tagline

Tagline
A characteristic both generations value is quality service. Because this is a characteristic exhibited by TriState’s automotive services and customer care, Team Verge has created a tagline highlighting this. Two phrases that are important to focus on in this new tagline are quality service and home. Quality service hits on not only the automotive care customers will be constantly reminded of as they drive their car home, to work or across the nation, but it also refers to the customer care the sales staff of TriState demonstrate through their interactions with customers. Home is another aspect of this suggested tagline that appeals to the values of TriState as well as the two target generations. It is a reference to the customer’s physical residence and the home town feel of Maryville and TriState. With these thoughts in mind Team Verge has come up with a tagline to bring these aspects together. TriState Ford: Quality service to take home. 17

Logo Website Radio Advertising Billboards Print Advertising

Branding

Logo

Logo
The first contact consumers have with a brand is largely visual. The logo is an important aspect of a brand. Team Verge’s goal for branding was to create a professional and recognizable look for the TriState Ford brand.

STATE STATE

Starting with the logo, the design is clean and simple. Following this approach, the logo is built with the mindset that it will be recognizable in any format including full color, two color, 3D, and black and white. This approach was included in other visual elements in print ads, billboards and the website. The Ford blue coupled with the black and white elements of the logo keep the color palette of the brand clean, simple and recognizable. This simple color palette enables TriState to keep a cohesive and strong brand identity throughout its various channels.

STATE

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Website

Branding

Website
In a largely digital age, more consumers are looking to a dealer’s web presence before even visiting the lot. The current website and mobile website for TriState Ford are fairly strong and easy to navigate. The changes proposed are in line with the overall branding concepts suggested for TriState Ford. The creative team recommends some tab consolidation and the incorporation of branding elements such as the logo. Having fewer tabs allows for quicker navigation and user access along with an overall cleaner look. Another tab has been added to include information about TriState’s involvement in the local community as well as an area for a blog to showcase this involvement.

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Branding On the mobile site, the team simplified the user experience and navigation tools. The new home page has only four buttons: Call Dealer, Email TriState, Find Directions, and Car Finder. This allows the user to access the most important information quickly Consistent messaging throughout the website and social outlets keeps the dealership in the audience mind and should point them back to the website itself. Changing the domain from “seetodd.com” to something more concise with the rest of the company will eliminate any confusion in the audience’s mind, with a domain name such as “TriStateMo.com”, which is currently available, the audience will automatically connect the site with the dealership.

Website

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Website

Branding

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Branding

Radio Advertising

Radio Advertising
Traditional media should not be forgotten. Digital and social media must be combined with traditional media in order to better. The Team Verge proposed media plan includes radio, billboard advertisements, and print advertisements. The average American spends 15 hours a week in their car, with 43% of radio listeners remaining on one station. This form of outreach would enable advertisement during the 51 minute average commute. The suggested media plan allows for 170 insertions spread across three stations reaching the Northwest, Kansas City and St. Joseph areas. In addition to the traditional radio advertisements, the media plan includes short advertisements on popular music streaming sites Spotify and Pandora. Pandora currently has forty seven million users and Spotify has roughly eighteen million. These internet spots can be tailored to a geographic area that is in line with TriState’s target market.
Radio Commercial Copy “Life can seem overwhelming at times, but at TriState Ford in Maryville, we make even the most stressful events seem easy. Customer care is a top concern of our sales staff. We listen to what you’re looking for and provide you with the hometown service that is valued at our dealership. At TriState we truly care about our customers and making sure you and your car get the best care possible. Even after a purchase we are here for all of your automotive needs. So let us make car buying easy like it should be. TriState Ford: Quality service to take home.”

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Billboards

Branding

Billboards
Billboard advertisements are a cost effective method that could reach the target market on their daily commute without an on/off option. The recommended plan includes billboard placements on major highways between the major cities in our target market including: 71 highway north of Kansas City, 229 highway to St. Joseph, 80 highway south of Council Bluffs, and I-29 near Rockport.

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Branding

Billboards

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Print Advertising

Branding

Print Advertising
Another popular traditional media outlet is print advertising in local newspapers. The recommended media plan outlines print advertisements in six papers within the target market. These papers include: • • • • • • The Northwest Missourian The Penny Press Clarinda Herald Journal St. Joseph News Press Nebraska City News Press The Savannah Reporter.

The plan focuses on local papers in a smaller geographic market for the initial stage of advertising with the intention of capturing the local market and increasing awareness. With the exception of St. Joseph, Team Verge focused on cities with a population of five to twelve thousand. St. Joseph, MO is included due to its proximity to TriState. After gaining traction in surrounding local markets, a larger push will be made to larger markets such as Kansas City, Omaha and Des Moines. 26

Facebook Twitter Instagram

Facebook

Social Media

Facebook
Social Media outlets should be refocused, allowing for optimal audience reach. Facebook content will include relevant articles for the automotive industry, specifically dealing with Ford and Lincoln, engagement pieces such as “Fan of the Week” posts, car trivia, and information regarding community involvement and philanthropic efforts. There are currently two pages for TriState Ford that will be combined in order to reduce confusion. The plan recommends location-based advertisements on Facebook to direct viewers and potential customers to the Facebook page as well as the webpage.

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Social Media

Twitter

Twitter
The focus for Twitter content should be directing the audience back to the dealership website or blog content, once again highlighting TriState’s community involvement and dedication to quality service. The nature of Twitter is much more concise than Facebook or other social media so the posts must be short and clear about the content it is directing followers to view. Using bit.ly links is recommended when directing viewers to different pages because it allows the business to track how many viewers click through to view content.

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Instagram

Social Media

Instagram
Instagram, the final social media outlet, will showcase pictures of new cars, recent buyers, and any events the business participates in. Since this media is highly visual, the quality of photographs and relevance to the business are both important. Additional staffing would be both efficient and economical given the right hire, such as a new full time hire or a social media intern. A full time media specialist generally runs a salary of between $35-40K a year, and an intern, while in experienced, would be between minimum wage-$10 an hour or in exchange for course credit. The down side of this option is that the interns will be recycled through the company quite readily and training the intern would have to happen at least once a year.

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Local Community Blog

Local Community

Social Media

Local Community
TriState already contributes to the Northwest Missouri State University community and the Maryville community as a whole in the form of sponsorships and donations, but it is time to be a more visual part of the community. In order to capitalize on community service involvement and community support integrating social media and website for voting and community engagement is crucial. Local giveaways nominated by the dealership for an individual, family, or organization as well as participating in various University activities such as such as Homecoming, Family Weekend, and the merchant fair in Advantage week. Every year the school hosts a merchant fair where local vendors can interact with incoming students in the first week of school. Having a TriState booth at this event will increase awareness among incoming students. We suggest providing competitive “Welcome Deals” and other incentives linked to TriState’s services to the students. At this and other recommended events, TriState will have branded promotional items available such as koozies, pens, sunglasses, flash drives etc. with the new 32

Social Media TriState logo. These items are meant to keep the business top-of-mind for consumers at later dates. By participating in events early and maintaining a level of involvement throughout the year, TriState can gain a higher level of awareness within the Northwest community and among incoming students. Northwest involvement is already very strong. The important thing to remember is that advertising this community involvement through web and social outlets is extremely important. Whether homecoming, Family weekend, Advantage week, or merchant fairs during events such as Career day, advertising interaction in different facets is extremely vital. The Maryville community outside the campus should also be recognized. TriState is involved in several philanthropic opportunities, as well as local events. High school events, the FFA Scholarship, and the Camp Quality program are just a few of the ways this is accomplished. However, again, advertising these events is necessary, so the target audience can appreciate what community outreach is happening with the dealership.

Local Community

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Blog

Social Media

Blog
With a yearly budget of $43,100 a year, much of the spending on community involvement is already being applied, but this dedication should be seen by the community in more ways the one. The website redesign has provided a landing spot for a blog; however the content is currently empty. Blogs are an excellent way to post pictures and get feedback from customers and potential customers. 24 percent of Gen X has been found to read blog posts and Gen Y makes up 53 percent of the total online blogging population. Around 75 percent of Gen Y have also created an online profile which allows for blog posts to be commented on and shared, increasing the word of mouth and reach of TriState’s blog. The community tab Team Verge has suggested would also capitalize on this crucial value. The involvement page would allow for previous, returning and potential customers to see how invested TriState is in the Tristate area. This would allow for TriState to be recognized with its involvement that does not provide a platform for visibility.

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Social Media The blog site would do all of what is provided above. This would just be a different way other than social media to view the blog when desired. The events site would be a calendar of all upcoming events TriState is involved in as well as other TriState area events. There is also a request page so community members could ask for donations and event involvement from TriState.

Blog

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Media Plan Radio Advertising Billboard Advertising News Paper Placements Radio Placements

Return on Investment

Media Plan
Media Buy Overview Media Vehicle Radio Kansas City: KMXV-FM St. Joseph: KJO 105.5 Maryville: 97.1 The Ville All Radio Totals/AVG Newspaper Clarinda Herald Journal St. Joe News Press Maryille Penny Press The Savannah Reporter Nebraska City News Press All Newspaper Total/AVG 14 12 12 12 12 62 $15,852.80 $22,839.84 $10,494 $9,000 $12,434.04 $70,620.68 $22.55 $57.68 $54.66 $250.00 $54.54 $87.89 Total/AVG 786 $187,118.68 $23.24 20 50 30 100 $12,360 $9,065 $9,717 $31,142 $1.07 $1.44 $0.82 $1.11 Billboard Highway 71 KC Highway I-29 Rockport Highway 80 Council Bluffs Highway 229 St. Joseph All Billboard Total/AVG 6 6 6 6 24 $24,000 $6,000 $18,630 $24,000 $72,630 $2.63 $4.15 $3.78 $3.53 $3.52 No. of Insertions Total Cost CPM Media Vehicle Internet Spotify.com Pandora.com All Banners Total/AVG 300 300 600 $6,363 $6,363 $12,726 $0.76 $0.13 $0.45 Media Buy Overview No. of Insertions Total Cost CPM

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Return on Investment

Radio Advertising
Websites Cost/1,000 Impressions Total Impressions/ month (000) Total Cost/ month No. of Months Total No. of Impressions (000) Total Cost No. of unique visitors/month (000) CPM

Spotify.com

$7.07

300

$2,121

3

900

$6,363

2778

$0.76

Pandora.com

$7.07

300

$2,121

3

900

$6,363

16576

$0.13

Banners Total/ AVG

$4,242

1800

$12,726

9677

$0.45

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Return on Investment

Billboard Advertising
Billboard Size Period (months) Price Per Unit 18+ Pop CPM Total Cost

Highway 71 (CBS) KC

14 x 48

6

$4,000

1,193,638

$2.63

$24,000

Highway I-29 (Lamar) Rockport

14 x 48

6

$1,000

1,395

$4.15

$6,000

Highway 229 (Lamar) St. Joe

14 x 48

6

$4,000

85,900

$3.53

$24,000

Highway 80 (Lamar) Council Bluff

14 x 48

6

$3,105

45,600

$3.78

$18,630

Total Billboard Cost

$3.52

$72,630

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Return on Investment

Newspaper Placements
Publication Name Day of Week Ad Size (col in.) Cost/Col. Inch Cost/Ad No. of Insertions Total Cost Circulation (000) Pass-along estimate Total Audience (000) CPM

Clarinda Herald Journal St. Joe News Press Maryille Penny Press The Savannah Reporter Nebraska City News Press Newspaper Totals/ AVG

Thursday Monday/ Saturday Tuesday

126

$8.95

$1,127.70

14

$15,852.80

25

2

50

$22.55

36

$52.87

$1,903.32

12

$22,839.84

33

1

33

$57.68

126

$874.50

12

$10,494

16

1

16

$54.66

Sunday

121

$750

12

$9,000

3

1

3

$250

Monday

126

$1,036.17

12

$12,434.04

19

1

19

$54.54

107

$30.91

$5,691.69

62

$70,620.68

96

1.2

121

$87.88

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Return on Investment

Radio Placements
Program Format Daypart Rating Rating (%) Persons 12+ in Market Listeners of Station Cost per point (CPP) Cost per :60 Ad No. of Insertions Total Cost CPM

Kansas City: KMXV-FM St. Joesph: KKJO-FM Maryville-KNI: 97.1-FM All Radio Totals/ AVG

Contemporary Hit

PM

6

6%

1,607,500

96,450

$103

$618

20

$12,360

$1.07

Pop

PM

1.5

1.50%

198,400

2,976

$20.85

$31

75

$2,346

$7.01

Classic Country

AM 3.75 99,426 $61.93

$30 $226.33

75 170

$2,250 $16,956 4.04

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Appendix Market Analysis Altera. (2013). Automotive Industry Trends. Retrieved from Altera: http://www.altera.com/end-markets/auto/ industry/aut-industry.html Kacher, G. (2012, June). Ten Trends That are Steering the Automobile Industry. Retrieved from Automobile Magazine: http://www.automobilemag.com/features/ news/1206_ten_trends_that_are_steering_the_auto_ industrys_future/viewall.html United States Census Bureau. (2012). Retrieved from American Fact Finder: http://factfinder2.census.gov/faces/ nav/jsf/pages/index.xhtml Company Analysis Hill, T. (2013, January 24). Owner. (Knacktive, Interviewer) TriState Ford. (2013). Retrieved from TriState Ford: http://factfinder2.census.gov/faces/nav/jsf/pages/index. xhtml 42

Appendix Competitor Analysis Gary Crossley Ford. (2013). Retrieved from Gary Crossley Ford: http://www.garycrossleyford.com/ PettiJohn Automotive. (2013). Retrieved from PettiJohn: http://www.pettijohnauto.com/ Schreck Motors. (2013). Retrieved from Schreck Motors Online: https://www.schreckmotorsonline.com Woodhouse Automotive. (2013). Retrieved from Woodhouse: https://www.woodhouse.com/home.htm

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Appendix Consumer Analysis Deloitte. (2012, January). Fourth Annual Gen Y Automotive Survey: Executive Summary and Key Findings. Retrieved from Deloitte: https:// www.deloitte.com/assets/Dcom-Global/Local%20 Assets/Documents/Manufacturing/dttl_auto_ GenYSurveyReport_02032012.pdf Radio Advertising Bureau . (2005, January 27). RAB Instant Background Report for Generation X Market. Retrieved from RAB: http://www.rab.com/sales_ meetings/genx.pdf Tuttle, B. (2012, August 9). Will Millennials Change How Cars Are Bought and Sold? Retrieved from Time Business: http://business.time.com/2012/08/09/willmillennials-change-how-cars-are-bought-and-sold/

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Appendix SWOT Analysis Berman, B., & Evans, J. R. (2010). Retail Management: A Strategic Approach (11 ed.). Upper Saddle River, New Jersey, USA : Pearson Education, Inc. Retrieved April 11, 2013 Hill, T. (2013, January 24). Owner. (Knacktive, Interviewer) Primary Research Methods Knacktive. (2013). Knacktive Survey Report. Retrieved from Survey Monkey: http://www.surveymonkey.com

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Appendix Traditional Media Arbitron. (2013). Radio Ratings. Retrieved from Arbitron: http:// www.arbitron.com/radio_stations/home.htm Empson, R. (2012, April 25). 17 Million Users and Tracks Later Leaked Spotify Recruitment Deck Offers Peek at First Sketch of UI. Retrieved from TechCrunch: http://techcrunch.com/2012/04/25/17million-users-and-tracks-later-leaked-spotify-recruitment-deck-offerspeek-at-first-sketch-of-ui/ Gina. (2013, April 4). Newspaper Representative. (C. Bowser, Interviewer) ISSUU. (2013). Clarinda Shenandoah Rate Card. Retrieved from ISSUU: http://issuu.com/nonpareil/docs/clarinda_-_shenandoah_ rate_card?mode=window&backgroundColor=%23222222 Nebraska City News Press. (2013). Publications . Retrieved from NC News Press: http://www.ncnewspress.com/section/publications St. Joseph News Press. (2013). Special Publications. Retrieved from News Press Now: http://www.newspressnow.com/ frame/?h=775&s=www.newspressnow.com/app/special_publications/ issuu.php?f=38c7f501-dc47-4db9-a19c-c71c3a6da24b 46

Appendix Statista. (2013). Active Users of Music Streaming Service Pandora Since 2009. Retrieved from Statista: http:// www.statista.com/statistics/190989/active-users-ofmusic-streaming-service-pandora-since-2009/ Community Involvement Ehrlich, B. (2010, June 4). Look Who’s Blogging. Retrieved from Mashable: http://mashable. com/2010/06/04/look-whos-blogging-stats/ Hit Promotional Products. (2013). Malibu Folding Sunglasses. Retrieved from Hit Promotional Products: http://www.hitpromo.net/product/show/6227 IBM Institute for Business Value. (2011, October). Global Percentage of Generation X Users of Social Sites in 2011. Retrieved from Statista: http://www.statista. com/statistics/188515/global-percentage-of-generation-xusers-of-social-sites-in-2011/ Leed’s. (2013). Jetson Flash Drive. Retrieved from Leed’s World: http://www.leedsworld.com/products/ item/?item=1693-44#.UXb8OqKsiSp 47

Appendix Leed’s. (2013). Phantom Ballpoint. Retrieved from Leed’s World: http://www.leedsworld.com/products/ item/?item=6620-18#.UXb3QaKsiSp Norwood. (2013). Collapsible KOOZIE Can Kooler. Retrieved from Norwood Promotional Products: http://www.norwood.com/product/45081/ Collapsible+KOOZIE%AE+Can+Kooler/

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Appendix

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