Question: Tracy has concluded that she needs help with this project. She has decided to hire a consultant to develop the pilot program. If the program in Halifax were successful, it would be expanded and run across Canada. The consultant's recommendation should include the profile of the target consumers, the type of program, the key message(s) to be conveyed, the media mix (if applicable), and the expected results (i.e., the return on investment that should be achieved). She thinks several options are most viable:
- Working to get her products featured in retailers printed or online weekly flyers sent to consumers In-store demonstrations
- Social media program. She was looking for an innovative, powerful, and impactful solution to her problem of getting consumers to find her products in stores' freezers. If the pilot program worked, Tracy knew she would sleep better