Marketing Campaign

This campaign’s goal is to make people aware of ghost power and the amount of energy they are unknowingly using, and how power strips are the cure to that problem. With a little knowledge and a slight change in their daily routine, many people can reduce not only the amount of energy they are using, but also diminish the amount of money they are playing for their electricity bill. Beyond the use of power strips, we want to hopefully give people the knowledge on how everything they have plugged into the wall is using energy, even when it’s not in use. Over time, many microwaves and televisions actually consume more electricity during the hours they're not in use than the times you're actually using them to heat up dinner and watch your favorite show (HowStuffWorks: How Vampire Power Works).

Our primary target market for this campaign would be individuals in their teenage years to up to people in their 30’s; however, spreading this knowledge to all age groups would be the ideal market. College students would benefit from this knowledge because many of them use all different products of technology and are constantly charging those products or have some sort of electronic plugged into an outlet. Students’ are also constantly in short of money and trying to find ways to save it. Using power strips and turning that switch off when it’s not in use can definitely reduce the amount of money you are spending on unnecessary energy. Speaking for myself, I find myself too busy or forgetful to remember to unplug all my devices from every outlet, but it’s a lot simpler to do when you have all your chords plugged into one power strip and can easily turn that switch.

This campaign will use rational appeals to engage with individuals to try and get them to reduce the amount of energy they use. I want to target to people’s self interest to get them motivated to change. Because young adults tend to be penny pinchers, I think using financial appeals to educate how this will save them money in the long run will make an impact.

This banner ad (shown above) would be intended to display on commonly viewed websites for our target market, such as Facebook, Yahoo, Google, YouTube, etc. An idea would be to have this banner ad on various electronic stores’ websites so that when people are looking to purchase electronic devices, they can also think about the amount of energy they can be saving from plugging in those devices to a power strip. The overall objective is to get people aware amount their energy consumption and how there are easy, little changes you can do to reduce the amount of energy you use.