8. TARGET: INSIGHTS Active lifestyle Influenced by friends Brand aware but not included to try Never had a ball fitting Concerned with price and quality Sports enthusiast Researches extensively before purchase Driven to improve himself Doesn’t care what the pros play Adapters to innovation Once hits that one sweet shot, he’s hooked
14. CREATIVE STRATEGY STRATEGY = SHOWING, NOT TELLING 70% of Bridgestone Ball-Fitting Challengers gain an average of 12 yards. BIG IDEA: THE 12 YARD DIFFERENCE
We’ve been challenged to increase Bridgestone Golf’s market share by 4%
There's only a small portion of the market left for newer golf brands.
Show competitive array of ads that all look the same and say the same thing. When looking at golf brands, we found a sea of sameness. All promise they're better, faster, and stronger and all are competing for the same target market of 45+ avid golfers
Bridgestone has measurable results of how you can be better, faster stronger.
We did conduct research among the proposed target and found they are very brand loyal consumers (shaving cream, tennis shoes, beer, telephone company). It will be harder to capture this audience and convince them to switch brands to gain the 4% market share. So we decided to reach a new target audience.
These are the faces of your new target market: YAGs. Otherwise known as “Young Avid Golfers.” 25-50yrs old Focused on improving lifestyle from career to family to personal and social interests, etc Sports enthusiasts—either participate in or watch sports and constantly check sports news and scores Smart shopper—research heavily before a majority of purchases Play golf 1-3x/month and play mostly at public golf clubs Started playing golf at a young age 5-13 Purchase golf ball packs on the weekend at sporting good stores Mainly concerned with price and quality when purchasing golf balls
In a survey we conducted among YAGs we found out these insights: 87% never had a ball fitting Often or always use facebook, internet, tv, and phone apps Do most of their research online but friend recommendations are the most influential 57% aren’t concerned with what the pros play 90% are brand aware of Bridgestone Golf but less than half have tried it Of those that have tried it, they did so because the product was placed in front of them (either by a friend recommending or found it on a golf course) or did heavy research online and found value in the quality of the ball for its price point TV alone won’t convince them to try a new ball This target adapts and embraces innovation with results. Their acceptance of technology, internet, and smartphones has cultivated the growth of new products Competitive in nature. Once he hits that one amazing shot, it keeps him coming back 40+ demo won’t be forgotten, and our media tactics will reach this audience
There are currently 5.5 million YAGs. To gain 4% market increase we need $35.7 million increase in sales and gain 1.1 million new customers (20% of YAGs)
Innovative thinking is the heart of Bridgestone. Their appetite for growth developed a new product category in golf balls. Measurable Results + Innovative Market = 4% increase in mkt. share
Camden’s Script: Before we dive into the creative, I want to give you the overall media strategy that we implemented with our campaign. Now that Aileen has laid out our target lets give him a face, here we have Adam, who is a YAG, he is 31 years old, and thrives off success. Adam is the perfect candidate to benefit from Bridgestone’s balls, but how will we get our message in front of him? We have created two categories that affect Adam’s purchasing decisions and actions, which are Exposures and Influencers. I will start with exposure, Based on focus groups discussions with our target and surveys responses we realized that we’d need to start this campaign with a broad reach approach to increase awareness among our target market because not everyone knew about Bridgestone golf, secondly, once reaching the target we’d need to use attention getting messaging then to keep the audience captivated and resonate with the brand, and lastly to directly reach Adam and other YAGs with targeted vehicles Now, being exposed to advertising isn’t the only thing that will affect Adams purchasing decisions, therefore we need to take into consideration the “Influencers” in Adam’s life, which consist of friends and family, club pros or even store associates, and lastly one to one marketing, which we will give a better explanation one getting to the promotions sections.
Camden’s Script: Quickly, I want to show that we were able to stretch our campaign throughout the calendar year with strategically placing media elements throughout the golf season, we will dive into these elements once getting to the creative executions, however Katharine will speak to the budget breakdown…
Bridgestone already has a smart message: don’t just play what the pros play, but to play what fits your game. In a world where everything is customizable, the insight that you should also customize your golf game aligns very closely with our YAG’s mentality. Instead of just saying “faster goes farther” or “better, faster, stronger,” Bridgestone has the stats to back it up. 70% of people who participated in a Ball Fitting Challenge gained an average of 12 yards off their drive. 12 yards. That’s a big deal, especially in golf. If you sunk a 36 foot putt, you’d be ecstatic. Bridgestone is results you can see – so our strategy is to show, not tell. Whether that’s painting a picture in someone’s mind with words or experiences, our campaign illustrates the 12 yard difference. How long is it, really? What does 12 yards look like? What does 12 yards feel like? taste like? sound like?
View TV spot in folder TV spot will be a bookend (15s before and after a normal 30s spot) to show that you what 12 yards looks and sounds like. We have allocated 1 million dollars to XM 146 satellite radio, the PGA Tour Network to reach our target, with XM listeners spending on average 30 hours a week on XM radio, the PGA Tour Networks serves as a great way to reach YAGs while getting their golf news, tournament scores, and player highlights and tour details.
Website skin layered over bridgestone.com All ads/collateral drives here. The site auto-scrolls to simulate 12 yards, while feeding the user interesting facts, this ends in a Video aimed to drive home the 12 yards concept. End of Video, the modal closes and the user is on bridgestone.com
When talking with YAGs they found intrusive banners a turn off but we can’t neglect the fact that they spend most of their time online and do a lot of their research online. Interactive banners will be simple with an immediate pay off to gain interest. These will be placed on ESPN.com and Golf.com because of context fit and YAGs are over 100% more likely than the average male to have visted ESPN.com and 91% more likely to have looked up sports news, events, and scores. View swf file in folder
Co-branded sponsorship of an existing golf app (Golf Shots—currently the #1 golf app). Get the user to Interact with the Brand Partnering with one of the leading Golf iPhone apps is a way for Bridgestone to enter the market without a full fledged financial commitment. Bridgestone will provide a “high-powered” name Also, Bridgestone will begin by targeting it’s Boom Club members Eventual integration to social media outlets, ie facebook and twitter
50 pages in a magazine is equivalent to 12 yards. 1/3 page ad placements will be placed 50 pages apart to show the 12 Yard Difference
Elevator Moving Sidewalk Limo Crosswalk Decal in Aisles
Elevator Moving Sidewalk Limo Crosswalk Decal in Aisles
YAGs are always striving to be better outside of golf. Partnering with Home Depot speaks to the home improvement guys. Kiosks will be placed at the end of the red carpet in stores. Plus, promos for the best 12 backyards to showcase home owners’ lawns and giving away bridgestone golf balls and clubs to winners.
Host a ball fitting at local driving ranges to entice consumers to come out and participate in the Bridgestone ball fitting. For every yard gained with a Bridgestone golf ball, Bridgestone will donate $1 to the Prostate Cancer Foundation. We will partner with local radio stations to spread awareness about the philanthropic fundraiser.
am up with 10+ baseball teams in major cities to have in-game promotions dealing with hitting a golf ball over the fence they win a new set of golf clubs and a set of balls
Fred Couples’ new ride or can be used for promo events and ball fitting tour
Other potential sponsorships at Sporting Events Sponsorship with the MVP as the “Difference Maker” Sponsor Basketball games during bonus time (2 foul shots = 12 yards) Sponsor Soccer PK (1PK = 12 Yards) Sponsor Football Chains/Markers for the 12yd difference Sponsor first 12 rows at sporting events—Bridgestone makes you 12 seats closer
What are the perks of having a well-rounded social media strategy? Increase brand equity by building long-term relationships versus short-term Generate feedback on how consumers view the brand, potentially could create data which might be helpful for future product development Increase interaction with the brand Increase consumer base What to do with Bridgestone's current FB Page: Make it easy to find your brand (Bridgestone Golf vs. bridgestonegolf--tried searching "bridgestone golf" on FB and an unofficial organization came up rather than the official fan page because FB only recognizes it as one word) Make Fans and make them come back for more: enticing users to upload photos of how they interact with the brand, and create fan appreciation (difference maker of the week is based on golf, community involvement, or personal achievement)
Highlight campaign specific content in fun, informative and simple ways (12 yard difference tab) Practice Transparency and sharing content everyday (responding to wall postings, etc) Start and continue conversations and initiatives (create conversation around Range for Change, Bridgestone Difference, ball fittings, and fan experiences) Tone is candid and open rather than salesman-like. Again, users are here for a conversation, and Bridgestone is their ally who helps them have a better game. Offer Exclusive Content through FB: Entice users to become fans by providing a complimentary pack of BSG golf balls when they go to a ball-fitting tour. This will place the product in front of them and encourage them to try it How to we measure social success? number of fans (sad that we barely have 2,000 fans) #times profile is revisited quality of conversations and feedback how long they interact with "Your Game" and other interactive tools incorporated Click through to website, twitter, and 12yarddifference.com
Offer Exclusive Content through FB “Your Game” features tools, tips, and golfing information specific to their zip code. This is an interactive tool dedicated to how Bridgestone can help your game, not just with adding 12 yards but the whole golfing experience wherever you are (weather, tips, course reviews, ball fittings, insights on product development) Now that we’ve discussed how to continue conversation with your market, we’d like to continue the conversation with you about your thoughts on what we’ve discussed so far.
