Terry Digital Marketing Competition Presentation
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Team Zeitgeist has created a 3 step marketing plan to increase sales and brand awareness for EvoShield sports gear. The plan aims to first attract existing customers through exclusive rewards. Next, it will recruit new customers by leveraging social media and the "snowball effect". Finally, it will build brand loyalty by integrating users and incentivizing referrals. A key part of the plan is launching a new mobile app to engage customers and running marketing campaigns at the College World Series in Omaha, including 3D posters and retailer missions, to create awareness and drive traffic to retailers. The total budget for the plan is approximately $100,000 from May 2014 through June 2014.
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Terry Digital Marketing Competition Presentation
- 1. Team Zeitgeist STEPHEN HESTER, TOM BURCHNELL, BARRY BOOTH, PAULO RODRIGUES
- 3. Objectives Increase Sales Expand EvoShield’s reach Establish EvoShield as a premier sports utility gear brand
- 4. Target Market Elite athletes ages 8-18 playing Travel Ball or High School Baseball Parents of these players Professional & Collegiate athletes
- 5. Customer Insights Players who want to be the best Players who want a competitive edge Players who DON’T want to be injured *29% of youth players who suffer an injury quit their sport Parents with disposable income ***http://espn.go.com/espn/story/_/id/9469252/hidden-demographics- youth-sports-espn-magazine
- 6. Metrics Increase sales during June, July, and August by 20% Increase first-time buyers by 15% Increase social media traffic by 50% Engage 5,000 users with EvoShield Application during the College World Series
- 7. What We Need to Do Attract the Leaders Recruit the Soldiers Build the Army
- 8. Attract the Leaders Focus on the fanatics Players who already use EvoShield gear Already integrated with social media Incentivize these fanatics Exclusive early adopter rewards
- 9. Recruit the Soldiers Leverage social media Promote the application on Twitter, Facebook, etc. Build hype Utilize the “Human Network” Make users want to spread the word Generate a snowballing effect
- 10. The Snowballing Effect 1 5 25 125 600 …and beyond
- 11. Build the Army Integrate users with EvoShield and each other Reward user generated content Incentive referrals (building ‘squads’) Establish brand loyalty Give EvoCoins value Entice repeat customers
- 13. Introducing the EvoShield App Mobile optimized webpage/Application Allows users to build a profile with EvoShield and join the EvoArmy community Allows users to buy products and earn rewards 1 in 2 teens own a smartphone and 3 in 4 teens have access to mobile internet* *http://www.pewinternet.org/files/old-media/Files/Reports/2013/PIP_TeensandTechnology2013.pdf
- 20. Presence at The College World Series Engage Customers Create Awareness Involve Retailers
- 21. Awareness: 3D Posters “Unleash the Warrior Within” 3D Perspective-Shifting Posters Set up around Omaha at retailers, baseball field, and major venues Launchpad to joining the EvoShield application
- 22. Engagement: EvoShield Booths “Can You Break It?” Allows customers to engage with EvoShield products Easy opportunity to sign up for App and other social media platforms
- 23. Involve Retailers: EvoArmy Missions Purpose is to surge growth with the App Point-of-Sale tactic – Retailers win, EvoShield wins Notify EvoArmy members at the CWS of ‘mission protocol’
- 24. Involve Retailers: EvoArmy Missions People • Give EvoArmy growth benchmarks Reward • Rewarded based on mission completion • Increasingly unique, interactive rewards Sales • Brings customers to retailers • Engages customer with gear, empowers buying
- 25. What are Mission Parameters? Day 1 – Recruit 50 Soldiers Day 4 – Recruit 250 Soldiers Day 7 – Recruit 1,000 Soldiers Day 11 – Recruit 5,000 Soldiers
- 26. What are Mission Rewards? EvoShield Swag Discounts Redeemable at Retailers Posters and Memorabilia Meet and Greet
- 27. Online Presence: Google AdWords
- 28. Online Presence: Google AdWords
- 29. Budget Expenditure Cost Total Cost May 2014 Referral Magneto Extension Application Programing (240hrs. @ $100/hr.) EvoShield General Signed Memorabilia $379 $24000 $10000 $379 $24000 $10000 Subtotal $34379 Expenditure Cost Total Cost May 2014 – July 2014 Discount Expense Google AdWords ($156/day) Facebook Sponsored Posts ($667/Month) Twitter Promoted Trends ($750/Month) $16800 $156 (91 days) $667 (3) $750 (3) $16800 $14200 $2001 $2250 Subtotal $35251 Expenditure Cost Total Cost June 2014 Omaha, NE CWS 2015 Ticket Package (3) ShockLog 298 Impact Sensor(5) Training Dummy (5) Lenticular Posters & Stands Custom Gear Design (100) $1500 (3) $2500(5) $200 (5) $7500 $48.5(100) $4500 $12500 $1000 $7500 $4850 Subtotal $30350 Time Period Subtotal May 2014 $34379 June 2014-July 2014 $35251 June 2014, Omaha, NE $30350 Total $99980
- 30. Putting it All Together 3 Step Plan Attract the Leaders Recruit the Soldiers Build the Army Enable the Application Surge growth Integrate users Dominate the CWS Create Awareness Engage the Customers Involve the Retailers Impact the Internet Google AdWords Social Media Traffic Increase Sales and Expand the Brand
- 31. Are There Any Questions?