Mr. Spriggy Cupcake and the cupcake crew have targeted the Austin, Texas cupcake lovers. Mr. Spriggy and his crew have placed a junior sized billboard right by one of Austin’s well know cupcake stores, Hey Cupcake! This placement reaches consumers who are interested in cupcakes while they are thinking about cupcakes.
I thought, “That is such great competitive advertising,” when I first saw the billboard; but after a little research I realized that Mr. Spriggy is not a cupcake store it’s actually an expansion of Hay Cupcake! The cupcake store has expanded, by using cupcake inspired characters to sell merchandise. Mr. Spriggy and his crew are the inspiration of the merchandise, and five percent of the profits go to national and local charities that the cupcake characters sponsor.
This placement is ideal, to reach the target market. Austin families who have the discretionary income to purchase 3 dollar cupcakes are likely to purchase merchandise from the website knowing that the money goes to a good cause. Children are likely to visit the website multiple times to see their favorite characters preform.
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