Patagonia's H2No Digital marketing plan
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Patagonia created its own waterproof material called H2No that is equal or superior to Gore-Tex. However, H2No has low brand awareness and market share due to Gore-Tex's head start and marketing dominance. This 1-year digital marketing plan aims to increase H2No awareness by 500% and sales by 200% through banner ads, social media promotion, and producing monthly YouTube videos to establish H2No as a well-known product worldwide. The plan has a $2.6 million budget to be implemented across advertising, marketing, public relations, and social media channels.
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Patagonia's H2No Digital marketing plan
- 1. DIGITAL MARKETING PLAN PATAGONIA’S H2NO Damon Huber
- 2. Patagonia Has over 400 million in annual sales One of the most respected companies in the industry Promotes everything sustainable 1% for the planet Long-lasting products Minimal waste Anti-blackfriday
- 3. H2No Patagonia’s version of Gore-Tex that is equal to or greater than in quality No focus on H2No in Patagonia’s marketing Gore-Tex currently has a monopoly on the waterproof material industry Why? A head start on the market and good marketing.
- 4. Objective (one year) H2No is equal to or greater than Gore-Tex Promote H2No via: Banner ads Facebook Instragram Twitter Youtube Increase product awareness by 500% and sales by 200%
- 5. Budget Marketing division budget is 5 to 10 percent Patagonia’s net estimated net income is 100 Million Using only 2.5% of that gives this campaign a budget of 2.6 million dollars
- 6. Implementing the $$$ Advertising Backcountry………120,000 Evo……………….120,000 Ski Resort Sites…....333,000 Youtube…………..400,000 Reciprocal links…......24,000
- 7. Implementing the $$$ Marketing Public relations/article submission…………..40,000 Twitter………………………………………..18,000 Instagram………………………………….....18,000 Newsletter production………………………..20,000 Email Promotion………………………….......1,2000 Facebook Page………………………………18,000 Youtube Videos…………………………...1,200,000 100,000 a month to produce a video
- 8. Conclusion Using the power of online social media sites H2No will become a well known product worldwide Youtube Facebook Instagram Twitter Newsletters Within one year Post 12 videos Increase awareness by 500% Increase sales by 200%
Editor's Notes
- $120,000.00 $120,000.00 $333,000.00 $400,000.00 $- $24,000.00
- $2,000.00 $3,600.00 $20,000.00 $1,200.00 $18,000.00 $- $1,200,000.00