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Nmdl final presentation
This document outlines a digital media strategy for a leading hockey equipment and apparel supplier. It recommends using social media platforms like Twitter to spread promotions and build an engaged audience. It also suggests developing a mobile app and YouTube channel to share content with players. Key parts of the strategy include daily posting, hosting contests and exclusive deals, and tracking metrics like app downloads and social media interactions to measure success. The estimated annual budget for the proposed digital efforts, including development, advertising, and social media management, is around $650,000.
Nmdl final presentation
- 1. A Digital MediaStrategy For The World’s Leading Hockey Equipment & Apparel Supplier
- 2. ~Make Hard WorkYour First Goal and Many More Goals Will Follow~ An Understanding Of • Players Desire for Success • Players Sacrifices for Success • Hard Work Required for Success • Commitment Required for Success
- 3. Most hockeyplayers are loyal to one brand Majority of hockey players start hockey as a child When choosing equipment and apparel most parents have little influence on brand selection
- 4. • Use Promoted Tweets and Hashtags to spread the word • Exclusive deals and news for Followers • Host Sweepstakes and Contest for free gear • Post daily to stay fresh in audiences mind
- 5. • Use Cost Per Click To Save & Monitor Reach • Exclusive Deals and News For Friends • Host Surveys, Polls, and Contests For Gear • Post Daily to Stay Relevant • Host Videos of Sponsored Athletes
- 6. • Post tothe blog Bauer’s Barn Daily • Give breaking news and updates with the company and share success stories • Run a YouTube channel with inspirational videos of sponsored athletes • Host online training tips and exercise videos
- 7. • Easily Downloaded For Free • Exclusive Deals and Online Catalog • Mini Game’s Like Air Hockey • Apple Charges Very Little Success Indicator - Online Orders Thru the App - Games Played Daily - Amount of App Downloads
- 8. • Google AdWords Campaign Annual Cost of $146,000 • Average Cost Per Day is between $329 and $402 • Daily Impressions Between 3,100 and 3,900 • Use Traffic Estimator to Choose Words
- 9. • An AnnualEstimated Cost of $650,000 • Estimated $20,000 per month for Social Media • The app will cost $99 a year and 30% of all sales goes to Apple • The app will cost around $300,000 to develop • The Advertising firm cost estimated to be $60,000 • Cost Per Click will save
- 10. • Specific codes for select promotions • App Downloads • Follows, Retweets, Interactions, and Favorites • Friends, Likes, Shares, and Comments • Video Comments and Views • Overall Profits and Revenues
Editor's Notes
- #3 The big idea is to engage players by tapping into a unique understanding of a hockey player’s desire for success and the sacrifices necessary for them to get to the next level. We want players to know that we are there for them, on the ice, on the bench, and alongside them during the off-season. Hockey is arguably one of the toughest sports to master and it takes hard work on and off the ice so by promoting both on and off ice products Bauer shows that it offers everything a hockey player would ever need. Our promotions will aim to show viewers that Bauer is the company that’s going to help them own their skills and make it to that next level.
- #4 The target audience for Bauer is more simplified than others because it is a specific type of company as it is a hockey equipment and apparel provider. The target audience is anyone looking for hockey equipment and/or apparel with the majority being young boys/men. The idea is that hockey is dominated by the male population and most people start playing hockey while still a youth so our advertisements should attract both these young players and also their parents in most cases. It is also known that most players like to stick with a particular brand for their equipment and apparel needs so by attracting the young players and their parents we can hold them as lifetime loyal customers. Others who start hockey at a later age usually don’t have too much knowledge about hockey equipment or the providers and are usually influenced by what their peers might use or know so by targeting the everyday hockey player we also target the smaller segment inadvertently.
- #5 Post exclusive deals on Twitter for our followers. Use Promoted Tweets and Hashtags in our posts to track the following and build a following. Host Sweepstakes and Contests for free gear and other prizes. Respond directly as much as possible to get a closer relationship with the customers.
- #6 Facebook will be used to promote the brand with surveys, polls, and even contests to win free gear or prizes. Post exclusive news on deals and have actual people respond to individuals as much as possible to promote interaction. Show videos from the YouTube channel and post pictures of equipment before release to build hype.
- #7 We will host a blog on the Bauer site to draw more attention thru Google and attract readers called Bauer’s Barn. The blog will host exclusive news and warnings of upcoming release days and sales. It will also feature a weekly success story of Bauer hockey Sponsored Athlete or a current customer who writes in their story to increase interaction. A YouTube channel will be used to advertise Bauer’s Sponsored Athletes using the equipment on and off the ice. It will show them training and working hard, showing their commitment to the game and the pursuit of success. We would also periodically release training tips and exercise videos showing what some experts use to improve hockey skills.
- #8 The App will offer a variety of things for our customers and fans. To draw new customers we will host games like Air Hockey and host live leaderboards for the games. We will also offer a catalog with our products and services and interactive descriptions within the app. The App will be offered for free of charge and will host exclusive deals only obtainable thru the app. The App only costs $99 a year to run on Apple and will only cost around $300,000 initially to develop and create the app. The success of the app will be easily tracked on downloads, orders thru the app, and even games played on the app.
- #9 First we would use the Traffic Estimator on Google AdWords to investigate the proper words to advertise for our target audience. For the important words we can take a higher cost per click but words that will cost more than they will return we will not use. We can even include some competitors that way people searching for say Reebok will also find us and can explore our options.
- #10 Bauer should spend about $48,000 per month on their digital strategy or $576,000 per year with $14,400 a month going towards just social media (based on last year’s revenue of almost $375 million). For my budget I would spend around $20,000 per month on just social media making sure that we are posting often and offering many opportunities for customers to interact with the company directly. In order to save on cost per click I would set my daily cost to $5,000 because even if that’s high daily, you typically won’t spend the maximum amount. Cost Per Click will only charge us for each click meaning we only pay for what we use. The cost of creating an app for Bauer with the features needed would be around $300,000 after everything was said and done. To operate the app Apple charges $99 a year and 30% of each sale made on the app so those numbers will vary based on our sales. I figured that at $150-250/hour the cost to an advertising firm would be around $60,000 to have all work prepared and finished.
- #11 With Bauer already the leader in hockey equipment and apparel sales it would be hard to calculate the effectiveness of my campaign in actual revenues and profits. With this being said the best way to monitor effectiveness of my campaign would be through various promotions held through social media such as a like or share on Facebook or a Retweet on Twitter. We would run specific promotions on various social media sites that only people who follow the simple prompt described (Like, Share, Retweet, Follow, etc.) will get the exclusive deals. To keep track of customers who do not buy online we will use promotions that just require you to bring in a specific code or password to unlock the deal at any of our retailers, that way we can track what promotion method might work best. We can also track the amount of app downloads Bauer gets very easily and the amount of purchases on this app to see if it is actually profitable.