Gatorade Presentation

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Final presentation for MSU New Media Drivers License course!

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Gatorade Presentation

  1. 1. GatoradeIs it in you? <br />By: Jaimee Mayfield<br />April 19, 2010<br />New Media Drivers License Course <br /><ul><li>Founded in 1965 by four doctors
  2. 2. Tested on the University of Florida football team who then won their first orange bowl tournament
  3. 3. Used as a thirst quencher and electrolyte replacementduring physical sport activities or exercises</li></li></ul><li>Gatorade <br />Products<br />G-Original <br />G2-Low Calorie <br />G-Powder<br />G2-Powder <br />G-Series Pro <br />Audience <br />Males and Females<br />Athletes<br />Physical/Active Individuals <br />Age: 18 and up<br />
  4. 4. Gatorade <br />Challenges<br />Consumers negative perception toward company due to Tiger Woods behavior (Gatorade Tiger) <br />Low audience reach toward teens and active senior citizens<br />Lack of advertising toward the benefits of the products (ex: illness) <br />Goals <br />To rebrand product image (Gatorade Tiger) <br />Use social media to communicate with consumers to gain a positive perception toward company <br />Reach out to teens and active senior citizens <br />Create advertisements that explain benefits of product<br />
  5. 5. “Monitoring On-line Traffic to Increase Brand Awareness” <br />On-line Strengths<br />Interactive Web Site <br />Celebrity’s Testimonials <br />Facebook fan page<br />YouTube Channel<br />Twitter Account <br />Google for Advertisers <br />Ads targeted toward professional athletes <br />Products and Prices <br />On-line Weakness<br />Lack of:<br />Social Media Policy <br />Company Blog <br />Google for Advertisers <br />Lack of ads targeted toward teens and active senior citizens <br />Purpose of theme: To learn and utilize on-line tools to better monitor brand, increase web and conversation traffic and build on-line relationships with current and expanded audiences.<br />
  6. 6. Blog Name: Gatorade’s Thirst <br />Benefits: Having a blog allows the company to build an authentic relationship with potential and active consumers<br />A blog gives consumers a community to share their thoughts and opinions about Gatorade’s products while communicating with other fans around the world<br />Currently: Fans have created blogs about the company which leaves room for false information to be spread or misunderstood <br />Example: Darren Rovell’s Gatorade Blog <br />Gatorade’s Thirst is an open opportunity to shape consumers perception of the company, tap into their opinions, and increase clientele<br />
  7. 7. Social Media Policy <br />Benefits: A social media policy provides structural guidelines for Gatorade’s internal employees when communicating about or for the company on-line <br />Distinguishes a clear line between personal and professional on-line usage<br />Help control the context of information released from the company <br />Examples of company’s social media policies<br />ESPN<br />Intel<br />US Navy-Web 2.0-Utilizing New Web Tools<br />
  8. 8. Google for Advertisers <br />Google for Advertisers provides free on-line tools that helps one to enhance their business and manage their on-line marketing strategy <br />Gatorade needs to create ads that are targeted toward teens and active senior citizens <br />Create ads that share benefits of Gatorade sports drinks<br />Tools to use: Insight, Creative, Media and Optimization<br />Google AdWords tools <br />Sample Ad: Real Gatorade<br /> From Teens to Active Seniors <br /> Is It In You?<br />www.gatorade.com<br />
  9. 9. Monitor Social Media From Your Finger Tips! <br />Social Mention<br />Google Alerts<br />Twendz <br />
  10. 10. Evaluation of Success <br />Track visits toward social media sites <br />Monitor the content of Gatorade’s mention on-line (weekly) <br />Track Google AdWords CTR toward ads <br />Monitor search engine rankings <br />
  11. 11. Gatorade’s Social Media Budget<br />

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