Johnny's TV Brand Campaign

About

Johnny’s TV was started in 1948 by John Fazendin. Today, his son David owns the company with his business partner Tom Syverson. In 1966 they moved into their current location in downtown Stillwater, MN. The company primarily sells and services television sets. They also sell a variety of electronics including home theaters, security cameras, speakers, and phones. Johnny’s TV also rents DVDs and VHS tapes. They can also help customers transfer videos from VHS tapes, 8-mmtapes, and Digital 8 tapes to DVDs so families can preserve their home videos. Johnny’s is one of the last electronic stores to offer service calls to customer homes. They are also one of the last family-owned movie rental stores.

Redesign Goals

The goal of the redesign is to create a stronger online presence for Johnny’s TV and use it to attract new customers. As well as showcasing the company values to boost customer loyalty. People enjoy buying from brands that they connect with emotionally, or that they feel have good or similar values. So by emphasizing the values of Johnny’s TV: Family, Great service, and Nostalgia, people will have stronger emotional connections to the brand, helping them become more loyal customers and more likely to recommend the brand to a friend. Another goal with the redesign is to emphasize that this is one of the last family-owned movie rental stores, and the products of this company can help draw other families closer together. Families can rent movies to watch together, or they can buy a home theater system that Johnny’s TV sets up in their home so the families can bond over movie nights. I would also like to highlight the customer reviews that discuss the great service of the owners and employees. Furthermore, with the design I would like to play into the history of the brand, and evoke a sense of nostalgia in people. The redesign of the company website will address these specific pain points:
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-         There is no ‘About’ section to share the company story, and create a human connection           to the brand
-         The website highlights what the company does, but not the why behind it
-         It would be nice to have the website display some of the DVD titles available for rent,           so new customers can browse online

Promotional Event

Johnny’s TV could sponsor a family movie night in the park event. This would be an event to get families in the local community involved and to use it as a chance to advertise the company name. One of the main goals of the redesign is to emphasize the value of family, and how families can enjoy the services of the company. This would hopefully become a yearly event.
The set up would involve a white screen hooked up to posts to project the movie onto. Also necessary would be a large projector, and multiple speakers set up throughout the grassy area. The event would start at sunset and would run similar to drive-in movie theaters. Families could bring their own chairs and blankets to sit on. Snacks, such as popcorn and drinks, would be provided for families to purchase before and during the movie. This would require purchasing the snacks and having volunteers to run the snack booth.
Advertisements will primarily be put out on social media to promote the movie night event, specifically on Facebook. Johnny’s TV is a member of the Greater Stillwater Chamber of Commerce. The created Facebook advertisement can be posted to the Chamber of Commerce Facebook page, as well as the Discover Stillwater page. The post can also be posted on various Stillwater community Facebook pages, which have tens of thousands of followers. Another advertisement format would be yard signs that can be posted downtown near where the event will be hosted. Between these forms of advertising, local community members should hear about the event, as well as a few tourists who are in town the night of the event.