7. Big “Ultimate Goal”
Have athletes, sports fan, and active individuals
associate Gatorade with their favorite athlete/sport.
Use Twitter to get people directly involved with the
campaign and put a positive mindset behind the
Gatorade brand.
8. Performance Indicators
What is Twitter talking about?
Gatorade sales amongst target audience
Google AdWords Clicks and traffic
9. BUDGET
Marketing Agency: $20,000
Maintenance of marketing: $60,000
Google AdWords: $360,000
Twitter Promotion Tool: $120,000
6 Athletes for 1 Hour: $40,000 x 6 = $240,000
Television 1 hour spot: $500,000
Venue for event: $700,000
Total: $2,000,000
Slide 2: Gatorade is a symbol. It is a symbol that people think about when sports, or anything dealing with activeness. This is a symbol we want to push and embed in the users minds
Slide 3: This slide describes the target audience we want to reach. Athletes are the overall target audience, but we also want to reach out to sports fans alike because they associate themselves with the athlete, and will want to drink what they drink. WE want athletes, not only sports but rock climbers, skaters, snowboarders, ect.. All active individuals.
Slide 4: We will be using Twitter’s promotion tool to help get word out about our big Tweet 2 TV event and also to promote our products. We will use Twitter’s search option to see what people are saying in real time as to increase our public relations. This is important because we need to make sure to keep up with people in real time, and not one month later. Google AdWords will be used to increase our SEO. This is a must for any company.
Slide 5: Our “Tweet 2 TV” event is great. The event is a competition, such as a free throw contest, between two athletes of their sport. The three sports were not chosen at random, basketball, football, and baseball are the most popular sports in America. The event, sport type, and competition are set in stone. But, using Twitter, we will let America decide which athletes of these sports they want to see go head to head. We will tell them how to submit their choices, and at the end of the deadline, we will see who is going head to head. If only Jordan were young I guarantee LeBron and him would be a match up for basketball. We will get the word out about this event via twitter promotion tool, and Google AdWords.
Slide 6: This is simply showing some of the possible match ups that are possible with this competition, and how this can really create good talk about Gatorade and what it is doing with this event. This is a great way to get our name out and Trending on Twitter by having people use hashtags involving Gatorade.
Slide 7: This slide is self explanatory.
Slide 8: Our performance indicators are Twitter to see what everyone is talking about, good or bad via Gatorade. Our next is the biggest, that is sales among our target audience. If sales have gone up, we must be doing something right. Lastly is the amount of clicks on our Google AdWords campaign. These are very good indicators dealing with a digital media strategy.
Slide 9: I plan on the setup of the digital strategy to take around 2 working weeks. So we will be paying the marketing agency for 40 hours at 250/hr, which will come out to $20,000. On top of this we will need maintenance of about 2 hours per day, five days a week for six months. This will come out to $60,000 for maintenance. We will have our Google Adwords campaign. The average CPC (Cost-per-Click) is around $0.40 and we will set the max clicks per day to be 5,000. So [(180 days x 5,000 clicks) x $0.40] is $360,000 at a maximum. Lastly the twitter promotion tool costs is approximately $120,000 standard pending on cost-per-follow. For athletes $40,000/hour is the average cost per appearance. TV spot for one hour is typically $500,00 from what I could find. A nice venue for an event like this would be around $700,000.
Slide 10: In summary, the Tweet 2 TT event is our big idea. We will mainly use Twitter for public relations and for getting America involved in our campaign. Lastly, we always want to make sure our target audience is in mind.
