Advertising Ashley’s goal in marketing is to strategically market in places where the target audiences are, such as print ads consisting of billboards in the city, subway, bus shelters, wildpostings, Bed Bath & Beyond magazine, and web ads such as landing pages, banner ads, along with social media ads. Ashley’s target audience consists of three personas, the primary being The Pet Lover, who avoids burning candles due to the fear of their pets interfering with the open flame. The secondary is The Independent, consisting of hardworking young adults in careers such as doctors or nurses who are often on call and rushing out of their homes for emergencies. This target group often forgets to blow out their candles as it is the last thing on their mind in the time of an emergency. Lastly, The Hero, consisting of firefighters who have a deep interest in protecting themselves and their community from fire. They are some of the top consumers of fire safety products. The Hero persona and The Independent are constantly on the go, and travel to work each day, so the billboards in the city, subway, bus shelters, wildpostings, Bed Bath & Beyond magazine, and Facebook ads would be geared towards them. The magazine ads, Instagram ads, Pinterest ads, and web based ads are aimed towards The Pet Lover, since they are a younger generation and spend most of their time consuming media online. Marketing is important because it allows for the target audience to see the product in the places they exist in every day. Ashley’s marketing strategy consists of digital drawings depicting situations where Swick would prevent a house fire. “Peace of mind starts here” is the slogan, reiterating that by having this product, one does not have to worry about their candle causing a fire. 35 | Swick
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