Susan Wassel | Evolving Your Market & Using New Media to Capture the Women\'s Market

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Presentation from Chicago AMA Marketing to Women Seminar January 27

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Susan Wassel | Evolving Your Market & Using New Media to Capture the Women\'s Market

  1. 2. <ul><li>Marketing to Women: Then </li></ul>
  2. 3. Marketing to Women: Now
  3. 4. Listen
  4. 5. <ul><li>WOMEN ARE ONLINE: </li></ul><ul><li>Shopping/purchasing products </li></ul><ul><li>Reading news </li></ul><ul><li>Connecting with others (social networks) </li></ul><ul><li>Researching products for purchase </li></ul><ul><li>Managing personal business </li></ul><ul><li>Reading feature articles and interviews </li></ul><ul><li>Playing games </li></ul><ul><li>Looking at/reading content (blogs, </li></ul><ul><li>YouTube videos, etc.) </li></ul>
  5. 6. Sharpie evolution <ul><li>1960s Sharpie intro’s rub-a-dub marker </li></ul><ul><li>1970s Sharpie labels food containers, spices, </li></ul><ul><li>freezer bags </li></ul><ul><li>1980s Sharpie labels folders, binders, sticky notes, presentations </li></ul><ul><li>1990s Celebs sign autographs with Sharpie </li></ul><ul><li>School posters, holiday decorations, shoe touch ups, car dings </li></ul><ul><li>Express yourself with Sharpie! </li></ul>
  6. 7. Sharpie woman: Then
  7. 8. And now
  8. 9. Values and Attitudes <ul><ul><li>Cooking, entertaining, going out for dinner, reading, computer games </li></ul></ul><ul><ul><li>Being creative and imaginative is very important </li></ul></ul><ul><ul><li>Curiosity and wanting to explore and learn about new things is important </li></ul></ul><ul><ul><li>Believes in fulfilling obligations to famil y </li></ul></ul><ul><ul><li>Doing things that are new and different </li></ul></ul><ul><ul><li>Having a lot of excitement in her life </li></ul></ul><ul><ul><li>Challenge of something she has never done before </li></ul></ul><ul><ul><li>Being in charge of a group </li></ul></ul><ul><ul><li>Following latest trends and fashions </li></ul></ul>
  9. 10. Online
  10. 11. Sharpie joins the conversation
  11. 12. <ul><li>Integrated Campaign </li></ul><ul><li>TV & Print advertising </li></ul><ul><li>Search and banner ads </li></ul><ul><li>PR </li></ul><ul><li>In-store </li></ul><ul><li>Social Media </li></ul>
  12. 13. Meet the Sharpie Squad
  13. 14. Local media coverage Create and share Get us talked up on their fans’ sites Link back to our site
  14. 15. Fashion Forward…
  15. 16. Sharpie @ Fashion Week <ul><li>Sharpie & fashion a natural fit </li></ul><ul><ul><li>DIY and personalization trends </li></ul></ul><ul><ul><li>are hot </li></ul></ul><ul><ul><li>So is saving money </li></ul></ul><ul><li>Mercedes-Benz Fashion Week </li></ul><ul><ul><li>Largest U.S. gathering of </li></ul></ul><ul><ul><li>top designers </li></ul></ul><ul><ul><li>Over 100,000 attendees </li></ul></ul><ul><ul><ul><li>35,000 Press </li></ul></ul></ul><ul><li>Enlist top-name designer to </li></ul><ul><li>drive interest, engage women </li></ul><ul><ul><li>Betsey Johnson </li></ul></ul>
  16. 17. Print Ad Event – Sharpie Bar Charity Auction/PR Email blast INTEGRATED PLAN Personalized Sharpies
  17. 18. Social Media
  18. 19. <ul><li>Results: </li></ul><ul><li>32MM+ Media Impressions </li></ul><ul><li>Sharpieuncapped.com traffic </li></ul><ul><ul><li>50% increase in daily website traffic over first three days (before SEM increase) </li></ul></ul><ul><li>Facebook Friends </li></ul><ul><ul><li>21% increase in Facebook fans </li></ul></ul><ul><li>12% higher than average open rate on email blast </li></ul>Sharpie @ Fashion Week
  19. 20. Daily views: Oct 10 - Nov 2009 Sharpie Blog Fashion Week
  20. 22. <ul><li>SEM and online PR/WOM key awareness/traffic drivers. In first two months of site launch, traffic surpassed forecast and benchmarks by 20%. </li></ul><ul><li>“ Sharpie community has been an incredible advocate in amplifying efforts and is having a direct impact on traffic to the site.  Tweets, blog mentions and other buzz drove more than 25% of direct traffic over the first two months.  One of our highest trafficked days was exclusively driven through online WOM before our SEM and other efforts kicked in.” DRAFTfcb analytics </li></ul>Social Media Works
  21. 23. The Future <ul><li>More integration between traditional and new media </li></ul><ul><ul><li>Drive offline to online for continued consumer engagement </li></ul></ul><ul><li>Deploy new sharing tools </li></ul><ul><ul><li>KickApps </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Skype/webcast how-to’s </li></ul></ul><ul><ul><li>Viral tools </li></ul></ul><ul><li>Activate more social media </li></ul><ul><li>“ promotions” </li></ul><ul><li>Continue to shine light on amazing </li></ul><ul><li>Sharpie creations and their creators </li></ul><ul><li>Keep it real! </li></ul><ul><ul><li>Stay human, real, connected </li></ul></ul>
  22. 24. Marketing to Women Marketing to Women
  23. 25. Thank you!

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