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This is a mock business pitch that I created with my team during my internship at Mullen.
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Strategic Recommendations for Mr. Bubble
forward thinking. brand evolution.
Tuesday, August 11, 2009
Introducing
Tuesday, August 11, 2009
About Us
We are an emerging advertising agency focused on integrating digital and
social media into traditional advertising mix. Our goal is to translate the
energy of your brand into innovative and arresting ideas that inspire
consumers and make you more than just another product on the shelf.
Tuesday, August 11, 2009
Meet The Team Your Representatives
Tuesday, August 11, 2009
Objectives
Tuesday, August 11, 2009
The Objective
To increase awareness and preference for the Mr. Bubble brand
through the use of social media and viral marketing.
Driving brand idea that evolves Mr.
Bubble from just another bath
product to a trusted, creative
solution for a new generation of
mothers.
Integrated social media campaign
that drives sales by creating an
online brand experience and
motivational cause for mothers.
Tuesday, August 11, 2009
We are going to expand Mr. Bubble’s social media presence through moms
Tuesday, August 11, 2009
Consumer Insights
Tuesday, August 11, 2009
Why Moms?
• 82.5 million mothers in the US
• They are responsible for $2.1 trillion of US consumer spending
• 97% of moms with children 11 and under purchase Children’s Personal Care products
Tuesday, August 11, 2009
Millennial Moms
• 9 million Millennial Moms in the US
• More relaxed attitude towards their kids
• Emphasize community
• More likely to populate social networking sites
Tuesday, August 11, 2009
Introducing the Laid-Back Mom
Tuesday, August 11, 2009
• Demographic
• Values
• Influencing Factors
• Lifestyle
• Personality
The Laid-Back Mom
Tuesday, August 11, 2009
The Laid-Back Mom
Tuesday, August 11, 2009
Meet Stephanie: The Laid-Back Mom
Tuesday, August 11, 2009
Meet Stephanie The Laid-Back Mom
Tuesday, August 11, 2009
Talking to the Laid-Back Mom
Tuesday, August 11, 2009
The Laid-Back Moms’ Social Media Channels
Tuesday, August 11, 2009
Moms and Social Media
• 35 million Moms with kids under 18 have regular internet access
• 60% converse about brands
• 39% search for information to make brand decisions
• Blogging
• 75% use blogs and forums
• 10,000 start a blog each day
• Social Networks
• 37% of all moms use Facebook
• 51% of moms 18-34 use Facebook
• 131% growth on Moms TwitterTuesday, August 11, 2009
Moms, Kids and Mr. Bubble
Tuesday, August 11, 2009
How Moms Think About Bubble Bath
• Makes hygiene fun
• Incentive for kids to bathe
• Reduces bath time struggle
• Stress-free time with the kids
• Creates a memorable moment
Tuesday, August 11, 2009
Opportunity for Growth
• 13.4% of CPC Sales revenue goes to bath and soap products
85%
15%
Mr. Bubble’s Market ShareSales Revenue Earned by Competing Companies
Tuesday, August 11, 2009
Why aren’t more moms using Mr. Bubble?
• Many brands converse directly with their audience via the Internet
• Moms cave to their children’s brand preferences to avoid conflict and stress
• Moms wonder if Mr. Bubble is safe for their child
Tuesday, August 11, 2009
Overcoming Tensions
• Establish a brand presence where the conversations are happening
• Reassure moms that Mr. Bubble can capture their children’s interest
• Let moms know about the improved safety and health guarantees
Tuesday, August 11, 2009
Positioning and Branding
Tuesday, August 11, 2009
The Big Idea
Mr. Bubble is going to show mom that it’s OK to let her kids be creative and get dirty because she can rely on Mr. Bubble to continue the play-time fun during bath time--which means less stress for her.
Tuesday, August 11, 2009
Why is Creativity Important?
• Allowing children to express themselves at a young age is an important part of their creative growth
• Childhood free-play is a widely recognized as an essential activity for brain development
Sources: Parenting.com; Mintel American Parenting Styles October 2005
Tuesday, August 11, 2009
Creativity and Moms
Creativity is a Cause that Moms Can Connect With
Millennial moms value creativity and
self expression
Moms want to position their children
for excellence
Tuesday, August 11, 2009
Be Creative. Get Dirty. Mr. Bubble is here.
Tuesday, August 11, 2009
Creative
Tuesday, August 11, 2009
Promotional Events
Interacting with Mr. Bubble
Tuesday, August 11, 2009
Poppin’ for Creativity
• National Events
• Local Events
• A national school and/or local competition encouraging kids to get dirty in the most creative way.
• Participants are encouraged to collect donations on behalf of their art program.
• Regional winners will receive $10,000 toward their program.
• Mr. Bubble, 100 smocks and 100 branded buckets will be sent to registered events
• Entry Requirements
Tuesday, August 11, 2009
Poppin’ for Creativity Logo
Tuesday, August 11, 2009
Tuesday, August 11, 2009
Tuesday, August 11, 2009
“Inspire Creativity” Contest
• Moms nominate teachers who encourage creativity in the classroom
• Teachers of the Year
• 1st place wins $5,000
• 2nd place wins $2,500
• 3rd place wins $1,000
• Requirements
• Answer the following question: “Why does your teacher deserve to be this year’s ‘Inspire Creativity’ award recipient”
Tuesday, August 11, 2009
Digital
Building the Mr. Bubble Web Presence
Tuesday, August 11, 2009
The Website
• Creative Mission
• About Mr. Bubble Products
• Poppin’ for Creativity
• Advocate for Creativity Award
• Raising for Creativity Counter
• Links
• Social media
• Store locations
• Download coupons
• Purchase merchandise
Tuesday, August 11, 2009
Tuesday, August 11, 2009
Tuesday, August 11, 2009
Banner Advertisements
• Banner advertisements will promote local and main events on highly targeted mom blogs
• Media schedule will be flighting from February through October
Tuesday, August 11, 2009
Banner Advertisement for Mom-Blogs
1 2 3
Tuesday, August 11, 2009
Sales Promotion
Rewarding the Mr. Bubble Consumer
Tuesday, August 11, 2009
Coupons
• Purpose: Incentive to interact with Mr. Bubble through social media and drive in-store sales
• Will be pushed through MrBubble.com, Facebook and Twitter.
Tuesday, August 11, 2009
Coupon Rewarding Purchases
Tuesday, August 11, 2009
Social Media
Joining the Conversation
Tuesday, August 11, 2009
• Purpose: Inspire real-time conversation around creativity and Mr. Bubble
• Twitter Bio: Talk to us about bath time fun and creative activities for your kids. Go to our site for exclusive information on how to get your kids dirty!
• Event Bio: How creative is your community? Go to our site to enter your school/town to participate in our Poppin’ 4 creativity contest! Update us @ #Poppin4creativitycity
• Hashtags: #Poppin4creativitycity, #MrBubble
Tuesday, August 11, 2009
Tuesday, August 11, 2009
• Purpose: Sharing experiences with the Mr. Bubble brand
• Utilized for:
• Posing questions about creativity in the classroom/home
• Participants can upload pictures to existing albums from Poppin’ For Creativity event
• Posting polls for favorite creative activity ideas
• Posting sample creative activity ideas
• Announcing Winners from contests/ teacher award
• Posting coupons weekly
Tuesday, August 11, 2009
Tuesday, August 11, 2009
YouTube
• Purpose: Share experiences with the Mr. Bubble brand
• Participants are required to upload a video to YouTube channel from the event answering the question “Why is my event the most creative?”
Tuesday, August 11, 2009
Tuesday, August 11, 2009
Viral Video
Tuesday, August 11, 2009
Budget
Tuesday, August 11, 2009
Budget Allocation: $200,000
$39,820.00
$55,000.00
$5,700.00
$98,750.00
Total Spend: $199,620
Agency FeeMain Event50 Local EventsContinuous Costs
Tuesday, August 11, 2009
Timeline
Tuesday, August 11, 2009
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Timeline
Tuesday, August 11, 2009
Evaluation
Tuesday, August 11, 2009
Metrics for Success: Website
• Website (Google Analytics)
• Number of page views
• Number of unique visitors
• Time spent on website
• Data on frequency of user visits, top pages, visitor loyalty
• Posts and comments monitored manually
Tuesday, August 11, 2009
Metrics for Success: Social Media
• Social Networks
• Number of fans (Facebook fan page)
• Number of followers (Twitter)
• Number of posts including #poppin4creativitycity
• Mom Blogs
• Search results for Mr. Bubble on Mom Blogs via Google Blog Search, Technorati Blogpulse and BackType to understand product reputation among the target
• Cost per Thousand on Mom Blogs = $1.71
• Cost per Impression on Mom Blogs = .00171
Tuesday, August 11, 2009
The Additional Spend: Allocating $500,000
Tuesday, August 11, 2009
What More Are You Getting?
• Upgraded Flash website (additional Web Developer time commitment)
• Six additional main events to promote Mr. Bubble
• Fifty (50) additional local events to promote Mr. Bubble and the cause
• Banner placements on 20 additional targeted mom blogs
• iPhone application
• SEM/SEO Optimization
Tuesday, August 11, 2009
iPhone Application
Tuesday, August 11, 2009
Budget Allocation: $500,000
$50,000.00
$42,000.00
$100,000.00
$55,000.00$48,000.00
$199,300.00
Total Spend: $414,300
Agency FeeMain EventsLocal EventsSEM/SEOMom Blog BannersiPhone app
Tuesday, August 11, 2009
Conclusion and Questions
Tuesday, August 11, 2009
Appendix Slide9:
UnitedStates.USCensusBureau.FactsforFeatures:Mother’sDay:May8,2005.2005.Web.<h7p://www.census.gov/Press‐Release/www/releases/archives/facts_for_features_special_ediFons/004109.html>.
Morrissey.Brian."WhyBrandsLoveMommyBloggers,"Adweek30March2009.NielsenBusinessMedia,Inc..Web.11Aug2009.<h7p://www.adweek.com/aw/content_display/news/digital/e3icda4693bce31a5adaaa7b9d254568682>.
"Children'sPersonalCare‐US."June2007:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=226571>.
Slide10:
Ebenkamp.Becky."ThePost‐SoccerMom,"Brandweek23Jun2008.NielsenBusinessMedia.Web.11Aug2009.<h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>.
Slide18:
Temkin,BruceD.,andRossPopoff‐Walker."TheGenYDesignGuide."3Dec2007:ForresterResearch.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html>
"LotameLearnings."[Weblog]LotameI.D.Reports:YourMommausesSocialMedia]02Nov2008.Lotame.Web.11Aug2009.<h7p://www.lotame.com/blog/your‐momma‐uses‐social‐media/>.
Ebenkamp.Becky."ThePost‐SoccerMom,"Brandweek23Jun2008.NielsenBusinessMedia.Web.11Aug2009.<h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>.
Morrissey.Brian."WhyBrandsLoveMommyBloggers,"Adweek30March2009.NielsenBusinessMedia,Inc..Web.11Aug2009.<h7p://www.adweek.com/aw/content_display/news/digital/e3icda4693bce31a5adaaa7b9d254568682>.
"MarkeFngtoMoms‐US."Feb2009:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=395061>.
Tuesday, August 11, 2009
Appendix--Continued
Slide21:
"Children'sPersonalCare‐US."June2007:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=226571>.
Slide22:
"Study:ThemostacFvebrandsinsocialmediaincreasedrevenues18%overthepast12months."[WeblogBusinessBloggingBlog]23July2009.GasPedal.Web.11Aug2009.<h7p://www.socialmedia.org/blog/study‐the‐most‐acFve‐brands‐in‐social‐media‐increased‐revenues‐18‐over‐the‐past‐12‐months/>.
Slide26:• ParenFng.com‐Can’tseemtofindthisforsomereason
Morrissey.Brian."WhyBrandsLoveMommyBloggers,"Adweek30March2009.NielsenBusinessMedia,Inc..Web.11Aug2009.<h7p://www.adweek.com/aw/content_display/news/digital/e3icda4693bce31a5adaaa7b9d254568682>.
Slide27:
Temkin,BruceD.,andRossPopoff‐Walker."TheGenYDesignGuide."3Dec2007:ForresterResearch.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html>
"AmericanParenFngStyles‐US."Oct2005:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=160983>.
Tuesday, August 11, 2009