Mr. Bubble Pitch

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This is a mock business pitch that I created with my team during my internship at Mullen.

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Mr. Bubble Pitch

  1. 1. forward thinking. brand evolution. Strategic Recommendations for Mr. Bubble Tuesday, August 11, 2009
  2. 2. Introducing Tuesday, August 11, 2009
  3. 3. About Us We are an emerging advertising agency focused on integrating digital and social media into traditional advertising mix. Our goal is to translate the energy of your brand into innovative and arresting ideas that inspire consumers and make you more than just another product on the shelf. Tuesday, August 11, 2009
  4. 4. Meet The Team Your Representatives Tuesday, August 11, 2009
  5. 5. Objectives Tuesday, August 11, 2009
  6. 6. The Objective To increase awareness and preference for the Mr. Bubble brand through the use of social media and viral marketing. Driving brand idea that evolves Mr. Integrated social media campaign Bubble from just another bath that drives sales by creating an product to a trusted, creative online brand experience and solution for a new generation of motivational cause for mothers. mothers. Tuesday, August 11, 2009
  7. 7. We are going to expand Mr. Bubble’s social media presence through moms Tuesday, August 11, 2009
  8. 8. Consumer Insights Tuesday, August 11, 2009
  9. 9. Why Moms? • 82.5 million mothers in the US • They are responsible for $2.1 trillion of US consumer spending • 97% of moms with children 11 and under purchase Children’s Personal Care products Tuesday, August 11, 2009
  10. 10. Millennial Moms • 9 million Millennial Moms in the US • More relaxed attitude towards their kids • Emphasize community • More likely to populate social networking sites Tuesday, August 11, 2009
  11. 11. Introducing the Laid-Back Mom Tuesday, August 11, 2009
  12. 12. The Laid-Back Mom • Demographic • Values • Influencing Factors • Lifestyle • Personality Tuesday, August 11, 2009
  13. 13. The Laid-Back Mom Tuesday, August 11, 2009
  14. 14. Meet Stephanie: The Laid-Back Mom Tuesday, August 11, 2009
  15. 15. Meet Stephanie The Laid-Back Mom Tuesday, August 11, 2009
  16. 16. Talking to the Laid-Back Mom Tuesday, August 11, 2009
  17. 17. The Laid-Back Moms’ Social Media Channels Tuesday, August 11, 2009
  18. 18. Moms and Social Media • 35 million Moms with kids under 18 have regular internet access • 60% converse about brands • 39% search for information to make brand decisions • Blogging • 75% use blogs and forums • 10,000 start a blog each day • Social Networks • 37% of all moms use Facebook • 51% of moms 18-34 use Facebook • 131% growth on Moms Twitter Tuesday, August 11, 2009
  19. 19. Moms, Kids and Mr. Bubble Tuesday, August 11, 2009
  20. 20. How Moms Think About Bubble Bath • Makes hygiene fun • Incentive for kids to bathe • Reduces bath time struggle • Stress-free time with the kids • Creates a memorable moment Tuesday, August 11, 2009
  21. 21. Opportunity for Growth • 13.4% of CPC Sales revenue goes to bath and soap products 15% 85% Mr. Bubble’s Market Share Sales Revenue Earned by Competing Companies Tuesday, August 11, 2009
  22. 22. Why aren’t more moms using Mr. Bubble? • Many brands converse directly with their audience via the Internet • Moms cave to their children’s brand preferences to avoid conflict and stress • Moms wonder if Mr. Bubble is safe for their child Tuesday, August 11, 2009
  23. 23. Overcoming Tensions • Establish a brand presence where the conversations are happening • Reassure moms that Mr. Bubble can capture their children’s interest • Let moms know about the improved safety and health guarantees Tuesday, August 11, 2009
  24. 24. Positioning and Branding Tuesday, August 11, 2009
  25. 25. The Big Idea Mr. Bubble is going to show mom that it’s OK to let her kids be creative and get dirty because she can rely on Mr. Bubble to continue the play-time fun during bath time--which means less stress for her. Tuesday, August 11, 2009
  26. 26. Why is Creativity Important? • Allowing children to express themselves at a young age is an important part of their creative growth • Childhood free-play is a widely recognized as an essential activity for brain development Sources: Parenting.com; Mintel American Parenting Styles October 2005 Tuesday, August 11, 2009
  27. 27. Creativity and Moms Creativity is a Cause that Moms Can Connect With Millennial moms value creativity and Moms want to position their children self expression for excellence Tuesday, August 11, 2009
  28. 28. Be Creative. Get Dirty. Mr. Bubble is here. Tuesday, August 11, 2009
  29. 29. Creative Tuesday, August 11, 2009
  30. 30. Promotional Events Interacting with Mr. Bubble Tuesday, August 11, 2009
  31. 31. Poppin’ for Creativity • National Events • Local Events • A national school and/or local competition encouraging kids to get dirty in the most creative way. • Participants are encouraged to collect donations on behalf of their art program. • Regional winners will receive $10,000 toward their program. • Mr. Bubble, 100 smocks and 100 branded buckets will be sent to registered events • Entry Requirements Tuesday, August 11, 2009
  32. 32. Poppin’ for Creativity Logo Tuesday, August 11, 2009
  33. 33. Tuesday, August 11, 2009
  34. 34. Tuesday, August 11, 2009
  35. 35. “Inspire Creativity” Contest • Moms nominate teachers who encourage creativity in the classroom • Teachers of the Year • 1st place wins $5,000 • 2nd place wins $2,500 • 3rd place wins $1,000 • Requirements • Answer the following question: “Why does your teacher deserve to be this year’s ‘Inspire Creativity’ award recipient” Tuesday, August 11, 2009
  36. 36. Digital Building the Mr. Bubble Web Presence Tuesday, August 11, 2009
  37. 37. The Website • Creative Mission • About Mr. Bubble Products • Poppin’ for Creativity • Advocate for Creativity Award • Raising for Creativity Counter • Links • Social media • Store locations • Download coupons • Purchase merchandise Tuesday, August 11, 2009
  38. 38. Tuesday, August 11, 2009
  39. 39. Tuesday, August 11, 2009
  40. 40. Banner Advertisements • Banner advertisements will promote local and main events on highly targeted mom blogs • Media schedule will be flighting from February through October Tuesday, August 11, 2009
  41. 41. 1 2 3 Banner Advertisement for Mom-Blogs Tuesday, August 11, 2009
  42. 42. Sales Promotion Rewarding the Mr. Bubble Consumer Tuesday, August 11, 2009
  43. 43. Coupons • Purpose: Incentive to interact with Mr. Bubble through social media and drive in-store sales • Will be pushed through MrBubble.com, Facebook and Twitter. Tuesday, August 11, 2009
  44. 44. Coupon Rewarding Purchases Tuesday, August 11, 2009
  45. 45. Social Media Joining the Conversation Tuesday, August 11, 2009
  46. 46. Twitter • Purpose: Inspire real-time conversation around creativity and Mr. Bubble • Twitter Bio: Talk to us about bath time fun and creative activities for your kids. Go to our site for exclusive information on how to get your kids dirty! • Event Bio: How creative is your community? Go to our site to enter your school/town to participate in our Poppin’ 4 creativity contest! Update us @ #Poppin4creativitycity • Hashtags: #Poppin4creativitycity, #MrBubble Tuesday, August 11, 2009
  47. 47. Tuesday, August 11, 2009
  48. 48. Facebook • Purpose: Sharing experiences with the Mr. Bubble brand • Utilized for: • Posing questions about creativity in the classroom/home • Participants can upload pictures to existing albums from Poppin’ For Creativity event • Posting polls for favorite creative activity ideas • Posting sample creative activity ideas • Announcing Winners from contests/ teacher award • Posting coupons weekly Tuesday, August 11, 2009
  49. 49. Tuesday, August 11, 2009
  50. 50. YouTube • Purpose: Share experiences with the Mr. Bubble brand • Participants are required to upload a video to YouTube channel from the event answering the question “Why is my event the most creative?” Tuesday, August 11, 2009
  51. 51. Tuesday, August 11, 2009
  52. 52. Viral Video Tuesday, August 11, 2009
  53. 53. Budget Tuesday, August 11, 2009
  54. 54. Budget Allocation: $200,000 Total Spend: $199,620 $39,820.00 $98,750.00 $55,000.00 Agency Fee Main Event $5,700.00 50 Local Events Continuous Costs Tuesday, August 11, 2009
  55. 55. Timeline Tuesday, August 11, 2009
  56. 56. !"#$%&'$()(*+,,-,,,(./0123 +,=, !"# $%& '"( ")( '"* !+# !+, "+- .%)/ 01/ 45676896:! '2345%674859'34472:;<3=> ,;?2<5%6748=5 @A4=:3B751B7283638C@5"D2BE5"44;F?7G748 H77I<C5&FJJ<75&2=I78= ,;?2<5%67485H3447B=5"44;F?7G748 %9;98<' 'B&FJJ<7K?;G5,2F4?L ';G5&<;M5&2447B5"E= 'B&FJJ<7K?;G5N;=834M5$77 Timeline Tuesday, August 11, 2009
  57. 57. Evaluation Tuesday, August 11, 2009
  58. 58. Metrics for Success: Website • Website (Google Analytics) • Number of page views • Number of unique visitors • Time spent on website • Data on frequency of user visits, top pages, visitor loyalty • Posts and comments monitored manually Tuesday, August 11, 2009
  59. 59. Metrics for Success: Social Media • Social Networks • Number of fans (Facebook fan page) • Number of followers (Twitter) • Number of posts including #poppin4creativitycity • Mom Blogs • Search results for Mr. Bubble on Mom Blogs via Google Blog Search, Technorati Blogpulse and BackType to understand product reputation among the target • Cost per Thousand on Mom Blogs = $1.71 • Cost per Impression on Mom Blogs = .00171 Tuesday, August 11, 2009
  60. 60. The Additional Spend: Allocating $500,000 Tuesday, August 11, 2009
  61. 61. What More Are You Getting? • Upgraded Flash website (additional Web Developer time commitment) • Six additional main events to promote Mr. Bubble • Fifty (50) additional local events to promote Mr. Bubble and the cause • Banner placements on 20 additional targeted mom blogs • iPhone application • SEM/SEO Optimization Tuesday, August 11, 2009
  62. 62. iPhone Application Tuesday, August 11, 2009
  63. 63. Budget Allocation: $500,000 Total Spend: $414,300 $50,000.00 $42,000.00 $199,300.00 $100,000.00 Agency Fee Main Events Local Events $55,000.00 SEM/SEO $48,000.00 Mom Blog Banners iPhone app Tuesday, August 11, 2009
  64. 64. Conclusion and Questions Tuesday, August 11, 2009
  65. 65. Appendix Slide
9: United
States.
US
Census
Bureau.
Facts
for
Features:
Mother’s
Day:
May
8,
2005.
2005.
Web.
 <h7p://www.census.gov/Press‐Release/www/releases/archives/facts _for_features_special_ediFons/004109.html>. Morrissey.
Brian.
"Why
Brands
Love
Mommy
Bloggers,"
Adweek
30
March
2009.
Nielsen
Business
Media,
Inc..
 Web.11
Aug
2009.
<h7p://www.adweek.com/aw/content_display/news/digital/ e3icda4693bce31a5adaaa7b9d254568682>.
 "Children's
Personal
Care
‐
US."
June
2007:
Mintel
Reports.
MetaLib.
Northwestern
University
Library.
Web.11
Aug
 2009.
<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/ oxygen_academic/search_results/show&/display/id=226571>. Slide
10: Ebenkamp.
Becky.
"The
Post‐Soccer
Mom,"
Brandweek
23
Jun
2008.
Nielsen
Business
Media.
Web.11
Aug
2009.
 <h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>. Slide
18: Temkin,
Bruce
D.,
and
Ross
Popoff‐Walker.
"The
Gen
Y
Design
Guide."
3
Dec
2007:
Forrester
Research.MetaLib.
 Northwestern
University
Library.
Web.11
Aug
2009.
<h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html> "Lotame
Learnings."
[Weblog]
Lotame
I.D.
Reports:
Your
Momma
uses
Social
Media
]
02
Nov
2008.
Lotame.
Web. 11
Aug
2009.
<h7p://www.lotame.com/blog/your‐momma‐uses‐social‐media/>. Ebenkamp.
Becky.
"The
Post‐Soccer
Mom,"
Brandweek
23
Jun
2008.
Nielsen
Business
Media.
Web.11
Aug
2009.
 <h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>. Morrissey.
Brian.
"Why
Brands
Love
Mommy
Bloggers,"
Adweek
30
March
2009.
Nielsen
Business
Media,
Inc..
 Web.11
Aug
2009.
<h7p://www.adweek.com/aw/content_display/news/digital/ e3icda4693bce31a5adaaa7b9d254568682>. "MarkeFng
to
Moms
‐
US."
Feb
2009:
Mintel
Reports.
MetaLib.
Northwestern
University
Library.
Web.11
Aug
2009.
 <h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=395061>. Tuesday, August 11, 2009
  66. 66. Appendix--Continued Slide
21: "Children's
Personal
Care
‐
US."
June
2007:
Mintel
Reports.
MetaLib.
Northwestern
University
Library.
Web.11
Aug
 2009.
<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/ oxygen_academic/search_results/show&/display/id=226571>. Slide
22: "Study:
The
most
acFve
brands
in
social
media
increased
revenues
18%
over
the
past
12
months."
 [Weblog
Business
Blogging
Blog]
23
July
2009.
GasPedal.
Web.11
Aug
2009.
<h7p://www.socialmedia.org/blog/ study‐the‐most‐acFve‐brands‐in‐social‐media‐increased‐revenues‐18‐over‐the‐past‐12‐months/>. Slide
26: • ParenFng.com

‐
Can’t
seem
to
find
this
for
some
reason Morrissey.
Brian.
"Why
Brands
Love
Mommy
Bloggers,"
Adweek
30
March
2009.
Nielsen
Business
Media,
Inc..
 Web.11
Aug
2009.
<h7p://www.adweek.com/aw/content_display/news/digital/ e3icda4693bce31a5adaaa7b9d254568682>.
 Slide
27: Temkin,
Bruce
D.,
and
Ross
Popoff‐Walker.
"The
Gen
Y
Design
Guide."
3
Dec
2007:
Forrester
Research.MetaLib.
 Northwestern
University
Library.
Web.11
Aug
2009.
 <h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html> "American
ParenFng
Styles
‐
US."
Oct
2005:
Mintel
Reports.
MetaLib.
Northwestern
University
Library.
Web.11
Aug
 2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_ results/show&/display/id=160983>. Tuesday, August 11, 2009

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