Nutcase Moto - Conor & the Nuts - Final Book

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Nutcase stands for self-expression, individualism, and love of craft. The brand, as it stands, is not product-centric, it’s people-centric. Because nutcase cares more about interacting with consumers than just selling to them, they have built a culture of inclusiveness and community through individual expression.

Problem: The scootering community have never heard of Nutcase, therefore we needed to build a voice for the new moto line that would speak genuinely with them.

Objective: Position Nutcase Moto as a brand that understands, represents, and is a part of the scootering community alternative culture.

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Nutcase Moto - Conor & the Nuts - Final Book

  1. 1. Client: Nutcase Moto Team: Conor and the Nuts 1
  2. 2. 2 Table of Contents Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-7 Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8-9 Pen Portrait . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Creative Brief . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Executions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-18 Media Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19-20 Conor and the Nuts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
  3. 3. Forward Nutcase stands for self-expression, individualism, and love of craft. The brand, as it stands, is not product-centric, it’s people-centric. Because nutcase cares more about interacting with consumers than just selling to them, they have built a culture of inclusiveness and community through individual expression. American moto riders are an underappreciated market that has been quietly growing since the 1960s. This market has never been targeted directly by larger helmet brands, and as a result, their style has evolved 3
  4. 4. Current Market When assessing the current american moped/scooter market we found that three major cultures exist: 1. Transportation orientated riders bought their scooters with a goal of saving money and practical riding. They are most heavily concerned with safety and practicality. Style may factor into their judgement, but it will always be secondary to safety. 2. Fad riders buy scooters because they look cool. This audience is very style driven and often mimics european aesthetics. We believe that they are a small demographic that is prone to losing interest in riding, and eventually on social media and are not often seen on the streets. 3. Alternative who’s style immigrated to America during the “British Invasion.” They typically split into two crowds: metal and plastic riders. The metal scooter riders are usually older (however the metal style also draws younger riders) and largely leaders of the alternative aesthetic, combining mod’s scooters . welcome in the metal circles, however they not often credited as leading cultural development. 4
  5. 5. 5 Primary Audience Alternative riders are by far the largest stateside demographic. They consider their scooter clubs to be more like brotherhoods, and because of long-term, sustainable, investment for the Nutcase brand. Their appreciation of individual style and detachment from the safety argument (made by most helmet companies) produces an opportunity for Nutcase to genuinely connect with an otherwise isolationist market. Online, the alternative rider culture is held intact by local web forums. Alternative riders do not purchase their scooters, parts, or equipment in stores, they will use stories to demo helmets they may want to buy, but largely view the internet as a resource to locate rare scooter parts and cheap deals on gear.
  6. 6. 6 Situation Analysis Direct Competition DaVida Made in England, DaVida produces the highest quality luxury open face their “open face helmets capture the spirit of motorcycling: adventure and freedom”. We consider DaVida to be our biggest competitor, as their products feature safety as well as visual appeal. The price range of their motorcycle helmets are: US$289.00 - US$387.60 (Currency converted from Euro). It is important to note that these are expensive helmets that don’t directly target our audience. These are great helmets, but they do not hold the values that Nutcase Moto will communicate. MOMO headquartered in Monza, Italy. The brand is well known by our target audience not only because it is an Italian brand but also because it follows the European design standards. As well as motorcycle and ski helmets, MOMO also designs for clothing, watches, pens, bags, shoes and eyewear. This brand does not represent our target audience, but its biggest strength is the fact that they communicate their products using “the safety argument,” and their traditional style is iconic. The price range of their motorcycle helmets are: US$163.19 - US$285.59 (Currency converted from Euro).
  7. 7. 7 Situation Analysis SDesign Funky Unique Self expression Distinctive Function Shape Customer Engagement Social Media User Generated Content Brand Loyalty Trust Worthy Price Inclusiveness Meets Audiences Expectations Follows European Style Visually Focused Products W Style Too Crazy Only One Shape Safety Adequacy Niche Market Constrained Monotonous New Company Targeting Old School Audience OSocial Media Instagram Youtube Forums Tumblr Niche Market Small Markets can be Targeted Directly Easy to Reach Personal Connection Women Might like the style Endorsements Gain Validation Our Target Audience Appreciates Visually Focused Products TTechnology One Shape of Helmet Limited Features Safety Competitors Target Audience Doesn’t like Helmets Audience Rejection Negative Reputation Audience Needs Safety for Active Life Pictures of Broken Helmets Online Fail to Start Brand Loss of Money Rejection from Current Customers Can’t Communicate Safety
  8. 8. 8 Primary Research For our primary research we conducted interviews with scooter store owners and members of various scooter clubs. Through these individuals group that we interviewed were two employees at a shop in downtown Eugene called Wheel Works. Some of our insights from this interview are -Knowledge about the purchasing processes of a moto helmet -The most important values while purchasing a moto helmet are (1) Price, (2) Safety, (3) Comfort (4) Style -The “price” consideration is easily put down by the store vendors -General knowledge about the scooter industry Another major contributor to our research was a local Eugene resident named Lee. Lee has been riding scooters for over 30 years. Some of the insights we gained from this interview are - A deep knowledge of the scooter alternative culture and its history -The subculture is broken down into the Metal generation, Plastic generation, and Fad culutre. -These riders do not like wearing helmets Research
  9. 9. 9 Primary Research We participated in a the Top Dead Scooter Club’s local event and, through the use of observational methodologies, we had the chance to identify key factors that enforced our theories and met our hypothetical expectations. It is important to cite that we had limitations to approach subjects since none -Our audience is divided by Metal Generation, Plastic Generation, and Fad culture. -These groups are not excluding of each other. -Scooter riders that are Metal or Plastic welcome anyone who has a scooter. Secondary Research The purpose of our secondary research was to provide insights on how the motorcycle and scooter market functions. An industry report of motorcycle dealers *Used for overall market standpoint *Economics of the industry *How does this information impact our product? Information about the state of the scooter industry *Use for overall market standing *How the state of the economy will impact our product Columbia Sportswear sales report *Information about the market *How are sales for these kinds of products Reasearch
  10. 10. 10 Audience Meet Bjorn Some may say he has a bit of a Peter Pan complex. While he never had kids refer to him as their cool uncle. With his extra time, Bjorn began searching for a project to work on. He was initially interested in cars and motorcycles, but felt they required too much heavy lifting and money. Then he discovered scooters. Scooters were something fun and new, and he could get his hands dirty fast. Not being very tech savvy he started researching information about scooter repairs and discovered a forum run by the local scooter club. Through these forums Bjorn became an active member of his scooter subculture is a - versation never dies, because they can all share an interest in riding. Bjorn can be friends with anyone who has a scooter.
  11. 11. 11 Creative Brief Creative Brief s - ports, and are introducing a new moto line. Problem The scootering community have never heard of Nutcase, therefore we need - nity. Objective Position Nutcase Moto as a brand that understands, represents, and is a part of the scootering community alternative culture. Promise We will complement your passion and enhance your experience. Single Most Important Thought Complement your craft, communicate your passion, and ride for fun.
  12. 12. 12 Dress for the Occasion
  13. 13. 13 Love it or Leave it Nutcase Moto is still a part of the Nutcase brand, but the alternative -fast in their support of companies that they identify with, but if Nutcase is unable to relate and speak in their language, there is no use targeting these people.
  14. 14. 14 Brand Launch The Maiden Voyage: Alternative scooter culture revolves around riding personal activity. However, wrenching becomes social online, where scooter riders will share their projects on forums and gush over vicariously shared creativity. Key insight: Physically riding togeather is a form of bonding for strangers in scooter culture.
  15. 15. 15 Cultural Partnership Exquisite Corpse: Along the maiden voyage, Nutcase will start a project up parts and build out own custom scooter. Symbolically tying Nutcase to each club, and taking a piece of their culture with us. Key insight: If you own a scooter, you’re part of the family.
  16. 16. 16 Sharing the Story Traditional Media: sharing to forums and facebook.
  17. 17. 17 Leading the Culture Nutcase Leadership in Media: Scooter forums are strictly local, and coordination through multiple social media. By aggregating this content, Nutcase can connect the alternative riders to each other, proving their worth to the community, and providing a format for both riders and Nutcase to share content. Key Insight: The most popular scooter social medium is web forums. Key Insight: The most popular forum pages are personal automotive projects. Key Insight: Scooter riders love to connect with each other, and use scooters to do so.
  18. 18. 18 Futurama Mobile Forums: Nutcase online expands into smartphones.
  19. 19. Scooter Across America Miles Traveled: 7,895 50 Days 45 mph average riding average gallon of gas: $3.56 Start Ride: July 15, 2014 End Ride: September 2, 2014 Cities in order: PDX SF LA AUSTIN NASHVILLE DC NYC BOSTON COLUMBUS CHICAGO DENVER SEATTLE PDX 19 Media Plan
  20. 20. Media Plan Budget: Total is $20,000 $1,000 - Bike $4,000 - Bike Parts $1,000 - Gas $70 - Helmet $1,500 - Rider Stipend Total: $15,000 Associated Costs: $1,000 - Application $2,000 - Website TOTAL COST: $20,070 Return Party: $2,000 Launch party for products Imagine him literally pulling up at 7:00 pm as the party is starting 20 Media Plan
  21. 21. Lexy Rollinger Account Executive Media Planner Daniel Caldas Strategist Conor Mcgough Strategist Creative Cameron Twombly Creative 21 Conor and the Nuts

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