The Hug E Gram


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NYU Interactive Marketing ppt presentation to angel developement

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The Hug E Gram

  1. 1. The “Hug E Gram” Send a Hug that lasts
  2. 2. The Product <ul><li>An original way to send a message of love to friends & family living away. </li></ul><ul><li>A unique way to give a hug to someone when you cannot be there. </li></ul>
  3. 3. The Product <ul><li>The Hug-E-Gram consists of two soft plush cotton arms with cartoon hands that are held together. They are stuffed with a polyester fiber to create a soft and cuddly hug giving a heart warming feeling. </li></ul><ul><li>You can add your own voice message to personalize the Hug-E-Gram . </li></ul>
  4. 4. Price <ul><li>29.95 $ </li></ul><ul><li>Available in 2 colors </li></ul><ul><li>Voice message personalization for additional 9.95 $ </li></ul><ul><li>Additional option to send with hand carved wood flowers for 9.95$ </li></ul><ul><li>Shipping USPS Priority anywhere in the US : 10.95$ (delivered in 2 to 3 business days) </li></ul>
  5. 5. Distribution <ul><li>Sold through a dedicated web site : </li></ul><ul><li> </li></ul><ul><li>Sold through sponsorship with charitable causes : 20% of selling price given to charity that recommends the product. </li></ul>
  6. 6. Targeted Consumer <ul><li>Men, Women & Children living away from a loved one </li></ul><ul><li>Individuals wanting to send a unique message for a special occasion : </li></ul><ul><ul><li>Get well </li></ul></ul><ul><ul><li>Birthday </li></ul></ul><ul><ul><li>Appreciation </li></ul></ul><ul><ul><li>Sympathy etc…. </li></ul></ul>
  7. 7. Competitors on the web <ul><li>Hallmark and other e cards / virtual goods web sites </li></ul><ul><li>, and other web sites selling flowers </li></ul><ul><li>Non profit organizations : – sending dolls to children of military service men/women </li></ul>
  8. 8. Other Indirect Competitors <ul><li>Stores selling Soft Toys & Plush Animals </li></ul><ul><li>Stationary Stores </li></ul><ul><li>Florists </li></ul><ul><li>Unique Gift sites </li></ul><ul><li>Affiliates - </li></ul>
  9. 9. SWOT
  10. 10. Marketing Campaign <ul><li>Objectives </li></ul><ul><li>Build product awareness and make “ Hug e Gram” a top of mind product for special occasions (ex: miss you, birthdays, get well…) </li></ul><ul><li>Increase web site traffic and generate sales </li></ul>
  11. 11. Marketing Campaign
  12. 12. Web Advertising <ul><li>2 Channels : </li></ul><ul><ul><li>For profit web sites : 40 000$ </li></ul></ul><ul><ul><li>Non profit organizations – 20% of proceed of the sale given to the association – hosting of ad to be negotiated FOC. </li></ul></ul>
  13. 13. Web Advertising For Profit web sites : 40 000 $ <ul><li>Creative </li></ul><ul><li>Banner with claim “Send a hug that lasts” leading to : </li></ul><ul><ul><ul><li>Rich Media Ad with product demo </li></ul></ul></ul><ul><ul><ul><li>15 “ format – user initiated on click </li></ul></ul></ul><ul><li>Development budget : 10 000 $ </li></ul>
  14. 14. Web Advertising For Profit web sites : 40 000 $ <ul><li>Placement </li></ul><ul><li>Ad Network : </li></ul><ul><li>Channels : Kids & Family, News,Culture & Society </li></ul><ul><li>Targeted web sites : </li></ul><ul><ul><li>Indirect competitors web sites : flowers, toys </li></ul></ul><ul><ul><li>Women online magazines ex : The Oprah </li></ul></ul><ul><ul><li>General information web site ex :,, associated (“how to show you care” - “show grandparents you care”) </li></ul></ul>
  15. 15. Web Advertising Charities and NGO <ul><li>20 Chosen charities and NGO whose members/audience are likely to have interest in the Hug E Gram : </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Support groups : </li></ul></ul><ul><ul><ul><li>www. </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> etc… </li></ul></ul></ul>
  16. 16. Social Media <ul><li>Facebook - </li></ul><ul><li>Twitter - @HugEGram </li></ul><ul><li>LinkedIn - </li></ul>
  17. 17. E Mail
  18. 18. Mobile
  19. 19. Search : 10 000 $ <ul><li>Not a product spontaneously looked for </li></ul><ul><li>BUT </li></ul><ul><li>Some opportunity in bidding on terms of “competitive” products and highly targeted phrases to build awareness </li></ul>
  20. 20. Search : 10 000 $ <ul><li>Bid on “niche” phrases such as : </li></ul><ul><ul><li>send something else/other than flowers </li></ul></ul><ul><ul><li>Original gifts / original gifts idea etc… </li></ul></ul><ul><ul><li>send something special / unique etc…. </li></ul></ul><ul><ul><li>Send someone a hug </li></ul></ul><ul><ul><li>How to show you care / gifts show you care </li></ul></ul><ul><li>Bid on “competitors” terms such as : </li></ul><ul><ul><li>e cards, cards , birthday cards, get well cards, miss you cards </li></ul></ul><ul><ul><li>flowers, send flowers </li></ul></ul><ul><ul><li>hallmark </li></ul></ul>
  21. 21. Expected ROI
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