Old Spice Market Strategies

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  • 1. Old Spice Different Scents for Different Gents
  • 2. _ Smell the opportunities...
  • 3. The Plan Interactive Point of Sale Social Networks Mobile Promotions Marketing Mobile/ Blog Smartphone
  • 4. _ Social Networks Unique Visitors** 92.2 Million August 2009 64.2 Million 20.8 Million Myspace http://www.chicagotribune.com/business/chi-biz-twitter-graphic-oct07,0,1689342.graphic
  • 5. _ Twitter Make new connections Drive website traffic Communicate with consumers Promote relative, creative content People are talking, we should listen.
  • 6. _ Twitter: The possibilities Southwest Airlines Starbucks Comcast Best Buy 800000 600000 400000 200000 0 2007
  • 7. _ Twitter: Why? Rebroadcast important information across Builds the strength of relationships. all media platforms. The authenticity of a brand is easily ABM: Always be marketing accessible. Link sharing - drive people to brands drive People follow those who are good communication to a product, drive traffic information sources: you can be that through relative, creative content. source R/GA: Growing Your Brand on Twitter: Strategies and Tactics from the Trenches
  • 8. Direct Competitors Not on Twitter Target Market are Heavy Twitter Users Lot Of Room To Grow: Only 151 Followers Twitter Will Grow Exponentially Over the Next 2 Years _ Can you smell the opportunity yet...?
  • 9. _ Facebook Goals Increase Content Increase Communication Increase Entertainment Increase Interaction Increase Information Increase Followers Increase Enjoyment
  • 10. Web Based Promotion to Increase Followers The “Woody Effect.” TGI Fridays: Hired a brand ambassador “Woody” Offered a free burger to fans Gained 987,288 fans in less than 30 days _ Can you smell the opportunity yet...?
  • 11. The Plan Interactive Point of Sale Social Networks Mobile Promotions Marketing Mobile/ Blog Smartphone
  • 12. _ Point of Sale The need to be different in an “oh-so-similar” society An Interactive Experience _ Touchscreen Display Allows users to interact with brand Matches customer needs to product Educates consumer on product line Provides a fun shopping experience
  • 13. _ Point of Sale The need to be different in an “oh-so-similar” society The Semacode What is it? Look at it as a new barcode. Allows brand interaction between product and consumer. When snapped with a smart phone camera, the product “comes alive.”
  • 14. _ The Semacode How Will Old Spice Utilize the Semacode? At point of purchase Consumer will snap barcode Product will begin to interact Take you to a mobile website Download a Youtube video Download a virtual coupon
  • 15. _ Augmented Reality Lego Got Things Started... Old Spice Smells it... See what finished product would look like. At point of purchase Consumer will put product near display Product will begin to interact Show you which “gent” the product is for ~ Old Spice Everclear: Shows a man dressed up Old Spice Limewire: Shows the “minitar man” Old Spice High Performance: A weightlifter
  • 16. The Plan Interactive Point of Sale Social Networks Mobile Promotions Marketing Mobile/ Blog Smartphone
  • 17. _ Interactive Attention, Education, Entertainment, Communication, Action Example: Me Swaggerize Michael Buffa Before Upload your picture Swaggerize or de- swaggerize yourself Image would match up with image in the data bank, and choose a new one accordingly Provide links to share
  • 18. _ Case Study (Milk Yourself) Insert Your Picture to Make a Got Milk Ad Share through Twitter, Facebook, and Myspace
  • 19. _ Interactive Why Not Spice Yourself? Make Your Own Ad
  • 20. _ Interactive Attention, Education, Entertainment, Communication, Action Old Spice: Which Gent Are You??? An online quiz that asks funny questions Answer: The Meathead to determine what type of gent you are Example: What type of books do you like? A. Romance B. Thriller C. I Don’t Read How often do you lift weights? A. Sometimes B. Often C. Never
  • 21. The Plan Interactive Point of Sale Social Networks Mobile Promotions Marketing Mobile/ Blog Smartphone
  • 22. _ Mobile Marketing The Man Corner Concerts Events Beaches
  • 23. The Plan Interactive Point of Sale Social Networks Mobile Promotions Marketing Mobile/ Blog Smartphone
  • 24. _ Blog Relative, creative content Pictures from mobile tour Information resources for target For example: Sports news NOT A WEBSITE Grooming Tips Relates to product but isn’t a direct endorsement Dating tips Job Hunting Skills
  • 25. The Plan Interactive Point of Sale Social Networks Mobile Promotions Marketing Mobile/ Blog Smartphone
  • 26. _ Mobile/Smartphone Cell phones will outnumber computers 3-1 in 2010 The smartphone will become #1 way consumers access the web in 2010. 40% of non-smart phone owners intend to purchase one within the next year Internet Access Bluetooth Everywhere Technology Mobile Marketing Case Study http://www.moosylvania.com/insights.aspx
  • 27. _ Bluetooth Content delivered directly to phone when in “bluetooth zone.” Walk into movie theater - a new movie trailer delivered to your phone Walk past a bar, asks “Do you need a bud? Sends mobile coupon Walk down personal care aisle, downloads Old Spice commercial
  • 28. _ Mobile Website Must have a mobile version of website. Delivers point of purchase information Possible iPhone App with content, coupons, and promotions
  • 29. The Plan Interactive Point of Sale Social Networks Mobile Promotions Marketing Mobile/ Blog Smartphone
  • 30. _ Promotions Finding Mr. Spice - A search for a face behind the brand Users will answer questions and submit a video. Users will attempt to get votes through social networks. Winner will get 100,000 dollars and an Old Spice Endorsement Smaller prizes given to top 5 Everyone who submits will get a free product
  • 31. Smell the opportunity...