?Broaden MBT product appeal without alienating core audience

Project:

PresidioClassic sneaker / Everyday walking

$94

Sandals, Clogs, Shoes, BootsSimple & comfortable

$120

All#productsWalking#shoes$135#8#$459

Addic;on#WalkerFitness#walking

$100

0 1000000 2000000 3000000 4000000 5000000 6000000

SumofCABLETVDOLS

SumofNETWORKTVDOLS

SumofSPOTTVDOLS

SumofNATLNEWSPDOLS

SumofNEWSPAPERSDOLS

SumofHISPANICNEWSPDOLS

SumofSUNDAYMAGSDOLS

SumofMAGAZINESDOLS

SumofLOCALMAGSDOLS

SumofHISPANICMAGSDOLS

SumofB‐TO‐BDOLS

SumofNATLSPOTRADIODOLS

SumofLOCALRADIODOLS

SumofOUTDOORDOLS

SumofUSINTERNETDOLS

Total Media Mix (Jan. 07 - Dec. 08)

Mephisto

MBT

Keen

Dansko

Brooks

Source: TNS/Stradegy

Competitors’ Media Spend

Source: TNS/Stradegy

Trainers

Athletic

Orthopedic

Comfort

type

of s

hoe

target

““

-Source: The Times Magazine

These shoes can work like a personal mini-gym.

““

-Source: The Times Magazine

These shoes can work like a personal mini-gym.

Ages 25-54$75,000+ HHI

“I play sports every chance I get.”

Average Age: 41HHI: $75,000Highly EducatedMarriedReally, really into exercise

The Fitness Fanatic

Fitness Fanaticscare about their body

• Their friends’ personal health guru

• Participate in a wide variety of sports

• Eat well

•Exercise ALL the time...

Fitness Fanaticscare about their body

• Their friends’ personal health guru

• Participate in a wide variety of sports

• Eat well

•Exercise ALL the time...

50% more likely

82% more likely

75%

160% more likely

They wish they couldwork out more

Why they would buy MBT?

They place more importance on time vs. money

It fits into their multi-tasking lifestyle

They say they are too busy to take care of themselves

Will pay anything when it comes to their health

MBT: a way for the Fitness Fanatic to

work out even when they aren’t.

Media Consumption?

Above Average Quintiles:

Outdoor, Magazine, & Internet

Increase awareness/education among athletes to 40%

Increase consideration among athletes by 15%

awaren

ess

considera+

on

Reach the audience when they're working out

awareness

Reach them when they are looking for training methods

Reach the audience when they're gearing up for training

considera+on

considera+on

Frequency = 6Reach = 72%

GRPs = 432

MiamiLA

San FranciscoDC

MinneapolisSeattle

Runner’s World Men’s Health

MagazinesSelf Women’s HealthShape

Hulu Runner’s World Men’s Health

Women’s Health Weather ChannelSelf

& AdWords

Mobile

Outdoor

““

...it’s hard not to notice an adyou have to sit on.

-Source: TIME Magazine, July 2001

Boston Marathon

Impressions

Adjusted Impressions(according to target

composition of 11.94%)

Cost GRPs

Adjusted GRPs(according to target

composition of 11.94%)

Print

Online/Search

Mobile

Outdoor

TOTAL

194,679,000 23,244,673 $4,132,800 763 91

532,129,638 63,536,279 $4,150,200 2,068 247

151,824,960 18,127,900 $500,000 596 71

603,354,900 72,040,575 $3,392,033 76 76 (already adjusted locally)

1,481,988,498 176,949,427 $12,175,033 3,503 485

GRPs: 485 > 432