Hilliard 1

Alyssa Hilliard
Dr. Lana
Final: Creative Brief
Company: Sonic Alert®

Product: Sonic Bomb® with Super Shaker™

Mission Statement: “Sonic Alert® specializes in alert products that are geared for the hearing

impaired and hard to wake. We strive to provide you with high quality, reliable products.” (Sonic

Alert)

Situation Analysis:

Strengths- Adjustable volume, Flashing lights, Powerful bed shaker, Adjustable snooze

and alarm time, 5-level dimmer function, One year warranty, and takes 9v battery.

Weaknesses- A little pricy, Not many people know about it, Might not be effective for

people with sleeping disorders

Opportunities- This product would be good for College students and People in the

workforce because it would help them wake up for classes and/or work. Basically,

anyone who has to wake up at a certain time.

Threats- There are cheaper alarm clocks out there, some people might use their cell

phone to wake them up or some people might not use the product.
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Creative Brief

Target Audience Profile:

Demographics- People in the work force, go to school or college, and people who have

busy lives. Ages 15+.

Psychographics- People of all social classes, life styles, and personality traits.

Geographics- People that live in the United States.

Behavioristics- Solves the routinely problem of waking up.

Communication Objectives:

Brand recognition, increase sales and customers for Sonic Alert®, help customers wake

up on time, and highlight why the Sonic Bomb® with Super Shaker™ alarm clock is

better than other alarm clocks.

Product Features & Benefits:

Dual Alarm- This is a key feature because this clock has more than one alarm it has 3 of

them. It has lights, vibration, and sound.

113 db extra-loud alarm (with adjustable tone & volume control)- This feature of the

alarm clock benefits the customer because it is louder than an ordinary alarm clock so it

will actually wake you up. It is also adjustable so if your roommate or significant other

wants to sleep in it won’t wake them up.

One year warranty- This lets the customer get a free replacement of alarm if it is damaged

but it is only for the 1st year after purchase.

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Powerful bed shaker- This feature is very unique because most alarm clocks don’t shake

the bed and it will wake you up. Also, if you mute the sound on your alarm the bed

shaker can still get you up.

Takes 9v battery- This is convenient because 9v batteries are sold at almost every store.

Built-in red flashing alert lights- This feature also helps you wake up by setting off red

lights, which, normal clocks don’t do.

Adjustable snooze and alarm time- The user can set the snooze time of their choice

between 1-30 minutes. They can also set how long the alarm goes off from 1-59 minutes.

5-level dimmer function- This allows the customer to set the intensity of the flashing

lights.

One year warranty- This lets the customer get a free replacement of alarm if it is damaged

but it is only for the 1st year after purchase.

Positioning of the Product:

One competitor of the Sonic Bomb® with Super Shaker™ is the SmartShaker by iLuv.

They are similar because both vibrate, have many different alarm variations and is good

for people with hearing loss and heavy sleepers. They are different because the

SmartShaker connects to your smart phone by Bluetooth, rechargeable and cheaper than

Sonic Bomb® with Super Shaker™. The advertising message the SmartShaker has been

using is “Connects Wirelessly, Controls Seamlessly” (iLuv).

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Key Consumer Benefit:

The key consumer benefit (KCB) of this alarm is that it is a dual alarm clock with 3

different ways to wake you up. This makes the alarm clock unique because no other

alarm clock has lights, sound, and vibration.

Creative Strategy:

The ad will convince the target to select the clients brand over competitors because it will

be highlighting the fact that the alarm clock has more than one way to wake you up and is

effective. Brand recognition will be met by including the name of the brand in the ad.

Increasing sales and customers for Sonic Alert® will be met by including a promotional

deal. This deal is that the first 200 people that buy the alarm clock can try it out for a

month and if the customer isn’t satisfied with the product they can return it and get a full

refund on their purchase. I made the choice to highlight the KCB in the ad because it is

the most important part about the clock. I also decided to include the brands name in the

ad because it will make it easier to find the product and be remembered. Lastly, I made

the choice to include the promotional deal because it will get people who are on the fence

about the product to try it out and give them a way out if they don’t like it.

Tone:

The ad will be funny but at the same time informative. I am doing the ad like this because

it is easier to remember information if there is humor involved. Since my ad is going to

say that the Sonic Bomb® with Super Shaker™ alarm clock works so good that it can

wake the dead, it will show how the different alarms wakes you up and that it is effective.
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It will also have the promotional deal at the bottom of the ad, while the brand is going to

be displayed at the top.

Support Statement:

The powerful bed shaker is very unique because most alarm clocks don’t shake the bed

and it will wake you up. Also, if you mute the sound on your alarm the bed shaker can

still get you up. The 113 db extra-loud alarm (with adjustable tone & volume control)

benefits the customer because it is louder than an ordinary alarm clock so it will actually

wake you up. It is also adjustable so if your roommate or significant other wants to sleep

in it won’t wake them up. The built-in red flashing alert lights help wake you up by

setting off red lights, which, normal clocks don’t do.

Slogan/Tagline:

The company’s slogan is “Specialized Hearing Solutions”

The ad’s tagline for the product is going to be “The Sonic Bomb® with Super Shaker™

alarm clock. Works so good that it can wake the dead.”

Logo:

Client: Sonic Alert® Product: Sonic Bomb® with Super Shaker™

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Works Cited

Sonic Alert. "Www.sonicalert.com." Amplified Clocks, Phones, Listening Devices, and Signalers
- SonicAlert.com. N.p., 2016. Web. 15 Dec. 2016.
ILuv. "ILuv Creative Technology." ILuv • Mobile Home & Life Automation. ILuv Creative
Technology, 22 Dec. 2015. Web. 15 Dec. 2016.