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DICK's Sporting Goods Social Media Marketing Analysis and Proposal
- 1. Chloe Drescher, Ashlyn Faulkner, Vanessa Gillette, Margaret O’Mara, Helena Wong A SOCIAL MEDIA MARKETING ANALYSIS AND PROPOSAL
- 5. “OUR MISSION is to be recognized by our customers as the #1 sports omni-channel retailer that serves and inspires athletes and outdoor enthusiasts to achieve their personal best through relentless improvement of everything we do” SITUATION OVERVIEW
- 7. PROBLEM #1 Customers feel disconnected from large corporate sporting goods stores. PROBLEM #2 Brands are opening brick-and-mortar retail stores. PROBLEMS
- 8. GOAL #1 Engage local communities/teams by invoking feelings of “hometown sporting goods store.” GOAL #2 Stimulate foot traffic into brick-and-mortar stores by promoting the in-store experience unique to local stores. GOALS
- 9. STRATEGY When the season starts, it starts at Dick’s. As Stephen gets excited for a sports season, he is simultaneously getting excited to make a purchase at Dick’s. “I’M READY FOR THE SEASON TO START”
- 10. Snapchat Nationwide Geofilter Snapchat Discover Takeover Cross-Promote Across Platforms Connect Digital with In-Store Experience PHASE 1 PHASE 2 PHASE 3 PHASE 4 STRATEGY
- 11. Snapchat Nationwide Geofilter PHASE 1 OBJECTIVE: Create a filter that adds value to the user, is appropriate to the target market, and is not overly promoting the brand. STRATEGY
- 12. STRATEGY
- 13. STRATEGY
- 14. STRATEGY
- 15. Snapchat Discover Takeover Snapchat Nationwide Geofilter PHASE 1 PHASE 2 OBJECTIVE: Promote the hyper-local in-store experience by showing snaps of employees promoting local teams and having fun in stores. STRATEGY
- 16. Snapchat Discover Takeover Snapchat Nationwide Geofilter Cross-Promote Across Platforms PHASE 1 PHASE 2 PHASE 3 OBJECTIVE: Cross-promote onto other social platforms by re-posting user-generated content and sponsoring influencers to post their use of the filter. STRATEGY
- 17. OBJECTIVE: Drive foot traffic back into the store by promoting a limited time 10% discount if you show a screenshot of how you used the Geofilter. Snapchat Discover Takeover Snapchat Nationwide Geofilter Cross-Promote Across Platforms Connect Digital with In-Store Experience PHASE 1 PHASE 2 PHASE 3 PHASE 4 STRATEGY
- 19. Cost Breakdown Nationwide Geofilter ~ $100,000 Snapchat Discover “Takeover” ~ $50,000 Influencers Sponsored Posts ~ $2000 Total: ~$152,000 CAMPAIGN BUDGET
- 20. Taco Bell’s Snapchat Success Dick’s Sporting Goods’ Projected Success 224M views Cost 750K .3 cents /view 100M views Cost 100K .001 cents /view POINT OF COMPARISON
- 21. Increased foot traffic in stores ~ 30 million Snapchat users in stores within a month Projected ~ 10 million consumers purchase an item +10 million purchases for $152,000 cost MEASURES OF SUCCESS
- 22. QUESTIONS?