LONE STAR AND
CONNECTIVITY

LOOKING BACK AT A SUCCESSFUL YEAR AND
LOOKING AHEAD AT 2017

BILLBOARDS

PRINT - MAGAZINES

DIGITAL

2016 RECAP

Here are some of examples of work we've done this past year.

LONE STAR

TEXAS HERITAGE FESTIVAL

Another way to engage with the audience is by celebrating with them during one of their favorite times of the year, the Heritage Festival, “Where Texas History comes alive!” With the success that last year’s campaign brought, we would like to create a similar plan. We are hoping to bring radio, print and streaming into the mix to push this event.

STRATEGY + PLANS FOR 2017

OUR STRATEGY

This year’s strategy is wrapped around ensuring that we can create efficiencies and more hyper-targeting of our core demo due to some overall adjustments in the individual market media expenditures.

This may require some adjusting from mass media strategy, which can expand the brand but is less efficient, to more targeted “intender category consumers.”

PLAN A

Out-Of-Home

We plan to incorporate more Out-Of-Home advertising to increase sales. Locations we have in mind include: Dallas, Austin, Houston, San Antonio, Corpus Christi, McAllen and Lubbock.

Radio

We want to continue utilizing the major radio networks in the area to expand and promote Lone Star sales.

We plan to run in Texas Monthly again this year. Texas Monthly continues to be the authority on the Texas scene, covering music, the arts, travel, etc. With a total readership of more than 2.7 million, Texas Monthly delivers the state’s largest and most affluent print audience.

PLAN B

Out-Of-Home

We plan to incorporate more Out-Of-Home advertising to increase sales. Locations we have in mind include: Austin, Dallas, Houston, San Antonio and Corpus Christi.

Digital

This will include Contextual, Data and Retargeting in the Austin, Houston, Dallas and San Antonio areas.

San Antonio

McAllen

Lubbok

Houston

Dallas

Corpus Christi

Austin

OUT-OF-HOME LOCATION IDEAS

PLAN C

Radio

We want to continue utilizing the major radio networks in the area to expand and promote Lone Star sales.

Digital

This will include Contextual, Data and Retargeting in the Austin, Houston, Dallas and San Antonio areas.

DIGITAL CONCEPTS EXPLAINED

PROGRAMMATIC

EVENTIFICATION

VIEWABILITY

BEHAVIORAL VS CONTEXTUAL

PROS AND CONS OF TYPES OF MEDIA

OUT-OF-HOME

PROS

When launched effectively, an outdoor campaign for a brand can be a great way to create mass consumer awareness in the market. Its typically large landscape allows for extremely effective use of strong creative to make an impression in the consumer's mind.

CONS

If not done at scale, with either enough boards to cut through the clutter, or scale as being an iconic board in a market, outdoor can dramatically lose its effectiveness as a medium. Premium boards are usually in higher demand, resulting in a premium cost and longer term contracts.

DIGITAL

PROS

Due to enhanced targeting opportunities, digital campaigns have become one of the most effective ways to reach core-targeted/ "intender" consumers. In addition, both the first and third party data opportunities create the ability to talk to consumers when and where they are most interested in engaging with the brand.

CONS

Digital can be trickier to implement in that the options are expensive and in many cases the creative real estate space you are working with can be fairly small.

RADIO

PROS

Radio can provide market scale while also providing genre targeting options. The use of strong promotion or in-market endorsers can create stronger consumer loyalty.

CONS

Like many other forms of mass media, radio has continued to see market erosion, as well as intense competition from streaming competitors such as Pandora and Spotify.

PROS

Print can be a more cost-effective mass media, which still allows some hypertargeting to those core brand consumers and enthusiasts.

CONS

Continued readership erosion in the print market makes it harder and harder to utilize print as an effective tool. In addition, there aren't strong mechanisms in place to measure the effectiveness of print campaigns and their correlation to direct sales.

OUR RECOMMENDATION

Due to budget constraints, our recommendation for most markets will include a mix of print, streaming radio and digital opportunities. We feel that this will be the most cost-effective way to utilize dollars across multiple mediums, while also taking into account where our core consumers are currently spending most of their time.

NOW, LET'S GO
SELL SOME BEER!

STRATEGY + PLANS FOR 2017

OUR STRATEGY

DIGITAL CONCEPTS EXPLAINED

PROS AND CONS OF TYPES OF MEDIA

OUR RECOMMENDATION

NOW, LET'S GO SELL SOME BEER!

NOW, LET'S GO
SELL SOME BEER!