Adv 420 final gatorade digital strategy
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MSU ADV 420 Gatorade Digital Strategy
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Adv 420 final gatorade digital strategy
- 1. Gatorade Digital Strategy Michigan State University themed Gatorade College Series Promotion
- 2. Gatorade Gatorade is a fruit-flavored drink targeted toward athletes, designed to supply the body with carbohydrates and to replace fluids and sodium lost during exercise. “Fuel for everyday athletes”
- 3. Target Audience Michigan State University college students, faculty, and the residents of East Lansing Sport beverage drinkers MSU community
- 4. What’s the Big Idea? Focus on mobile strategy, social media, and Internet marketing. Create interactions with Michigan State Fans and customers. Expand MSU popularity. Offer customers an fans the opportunity for a chance to win sweepstake prizes Michigan Stave vs. University of Michigan football game sponsored event
- 5. Customer Interaction Feedback is key to building Gatorade as an official sports drink for all sports Let’s customers know we value their opinions
- 6. Mobile Strategy Gatorade mobile app Monitor users and reviews Offer rewards by tracking check-ins such as pre-game field access and meet and great with head football coaches Discounts to MSU sporting events
- 7. Internet Marketing Focus on Google for SEO Improve Gatorade.com Keywords: -MSU Gatorade -Sports MSU Drink -Spartan Gatorade
- 8. Social Media Strategy Facebook: We will post comments and respond to our customers with any questions Twitter: #WINWITHWITHIN -We will post tweet come game week and alert customers about deals and products. Twitter will increase our college promotion brand awareness Instagram: We want to share/post any photos that our customers post. YouTube: We will develop a MSU Vs. UM hype video leading to the event tailored with the MSU Gatorade sports drink.
- 9. Budget $5,000 every 10 months Mobile strategy: $2,000 Internet marketing:$1,000 Social media: $2,000
- 10. Recap Focus on the digital tactics to improve Gatorade digital campaign Know our customers and reward those who follow Gatorade Build Gatorades college football image www.gatorade.com
Editor's Notes
- Intro: Gatorade is not only is the market leader in the sports drink category, it is the creator of that beverage category. Today, Gatorade is involved in every major sports, This product is sponsored and promoted around every sport events. The product Gatorade, provides sports performance innovations designed to meet the needs of athletes at all competitive levels. This super popular beverage currently holds 46% of the worldwide sports drink market.
- Target Audience: Gatorade's target audience is sport athlete beverage drinkers across the world; we want to target Michigan State college students, faculty, and the residents of East Lansing who drink Gatorade and promote the brand. Moreover, the growing college student population is another reason why we want to also target that market. We want to target the college student market because they live for sports that you can utilize sports drinks like the famous product of Gatorade.
- The big idea for Gatorade’s digital strategy is to put plenty of focus on mobile strategy, social media strategy, and Internet marketing about expanding popularity of the Spartans Brand through creating an official Michigan State University Gatorade sports drink for the community in East Lansing. Creating interactions with sports-themed beverage drinkers before or after drinking Gatorade is extremely important to building our brand. The sports drink industry is a vast market, but really only consists of a handful of competitors such as POWERADE and Vitamin Water, and when a sport fan or athlete is looking to rehydrate they have a limited of variety to choose from when it comes to drinking Gatorade products with the series of products Gatorade offers. The MSU themed Gatorade sports drink want fans, students, and sport beverage drinkers to drink Gatorade as their official sports drink in East Lansing. Our biggest digital tactic that we want to focus on is out-of-home advertisement across MSU. We want to place ads at CATA Stations and billboards and exits highways that direct to campus. This new themed Gatorade will offer consumers and fans the opportunity for a chance to win sweepstake prizes that will include tickets to the Michigan State vs. University of Michigan game in East Lansing plus $200 spending money and pre-game access to the field
- Customer Interaction: Developing an interaction with your customers is key to loyalty and building Gatorade as an official sports drink. We want our customers to know that we value their opinions and comments about any Gatorade product.
- We will utilize the importance of mobile apps as well as Gatorade consumers for our mobile strategy. Our book outlines the importance of your mobile marketing loading quickly as well as displaying crucial information for that targeted audience. (Scott, 2011, p.205). For our consistent Gatorade customers, I want to update our mobile app to run efficiently and handle brand promotion and Gatorade themed events for our customers. We want our loyal customers to stay up date with our Gatorade app and beverage drinker’s demands of this target market. The app has a lot of useful features and can keep people on who are loyal to Gatorade see promotions and sports related news and also include celebrity endorsement by having Michigan State athletes promote the product. In addition to those who download our app we want to reward those users with discounts to MSU sport events football games and prizes such as MSU appeal and tickets. We can monitor the users who download our app or share a review and select viewers who receive perks like pre=game access to the field and meet and greet autograph signings.
- Gatorade already has a good reputation among its users and other Sport drink companies, but we still want to be the #1 sports drink for consumers.. I would like to use Search Engine Advertising to ensure our name pops up upon searching for things like “MSU Gatorade” or “Sports MSU drink”. I believe this will be our most effective measure since our name already has a good reputation and now the consumers of Gatorade will be aware of the increased brand promotion. Using valuable RSS feeds to be posted on the distribution services website will link us to blogs, journalists and individuals. The links will lead the viewers to useful content within our product. The goal is to make the website easily accessible as well with our effective SEO. Our next step is to ensure that the viewers are directed to beneficial landing pages once they find our website via SEO depending on the keywords used.
- Gatorade is listed as the top selling sports drink in the beverage industry in the world. Using Social Media will allow us to convey our message that we care about our customers and will be the quickest and most effective way to communicate with the Gatorade customers. Creating apps on Facebook is free and can be a useful tool in building relationships with our target market. Some apps like “Gatorade,” by Gatorade are a fun and creative way to get the target market involved. A Gatorade app on Facebook could be linked directly to our official Gatorade Facebook page as well as the official Twitter account. To demonstrate our appreciation of our viewers choosing us over other sports, there will be a link directly Gatorade products that http://www.gatorade.com will have direct access to our reviews and have the ability to post on themselves. These actions will get the sports drinkers involved and engaged.
- In order to ensure the success of our digital strategy we will budget around $5,000 every month until our 10th month and in the 11th and 12th month we will up it to $10,000 a month. Of the $50,000 allocated for the first 10 months, $20,000 will be dedicated to the social media aspect of the strategy. $20,000 will be allotted for the mobile strategy and $10,000 will be allocated for our Internet marketing as spreading the word of our increasing Gatorade sports drinks as the most important aspect. That will also include the budget for our Search Engine Advertising and PPC ads. The 11th and 12th month will consist of $11,500 for Social Media, $5,000 for Mobile, and $4,500 for Internet Marketing. I increased in the final two months because that it the point where our company has to see an increase and if we haven’t already, then the last two months are vital.