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Scrub DaddyGianina MartinAbby McDowellNoel AndersenRena Haralambopoulos
®
Aaron Krause, founder and CEO�Shark Tank, Season 4�Wanted $100k for 10% of the company�Partnered with Lori Greiner – $200k for 20% of companyQVC (day after episode aired) sold out in 6 minutes�Company’s profit went from $100k to $18M since episode aired (2012)
Company Overview
Strengths
● Flex Texture technology ● Partnered with Lori Greiner● Versatility of product
� Scotch Brite & O-Cel-O (3M)● Strong social media presence (817, 439 likes on Facebook/
2,497 Twitter followers)● Partnership with Christian Siriano to create sponge designs● 58.7% market share
Mr. Clean Magic Eraser (P&G)● Brand recognition (“Mr. Clean”, brand mark)● Strong social media presence (995,000 likes on Facebook/
6,105 Twitter followers)
What Our Competition Is Doing Well
Goal
�To make Scrub Daddy the number ONE sponge in US households
�Increase presence in sponge market by 20%
Objective
Target Audience“Modern” parents Ages 35- 45 (Gen X)
● Well- educated● Family- oriented● Multi-taskers ● Social media savvy (Facebook, Twitter, &
Instagram)● Rely on internet to do product research
�
Strategies
● �Send parent bloggers pitch letter, ekit, & sample to create buzz among target audience
● �Revamp social media to increase audience engagement
● Align with a celebrity to increase brand exposure
● Plan pop-up event to educate audience
Scrub Daddies & Scrub Mommies
● �Send to Dad or Alive ○ Daddy blogger○ 18k Facebook Likes○ 15.8k Twitter Followers○ 3 younger kids
● Send to Thrifty Nifty Mommy ○ Mommy blogger○ 69k Facebook Likes○ 32.3k Twitter Followers○ PR friendly
Flat Stanley Who?
● Make Scrub Daddy your next travel buddy
● #ScrubAroundTheWorld
● Twitter contest○ Top 10 are chosen○ Most retweeted photo
will win 14 daytrip to Halkidiki, Greece
“Modern” Families Meet Julie Bowen
● Actress on Emmy Award-winning comedy Modern Family
● Plays perfectionist Claire Dunphy ● Relatable, working mom of 3 children
under the age of 10● Web film showcasing versatility of Scrub
Daddy○ Cleaning anything and everything
including kitchen, car, and jokingly children
Scrub-Man Invasion● Pop-up event locations:● Millennium Park, Chicago ● Washington Square Park, New York● Fisherman’s Wharf, San Francisco
● Host events and games for families○ Jumbo projection of Scrub Daddy (version of Pac-Man)○ Caricatures○ Local food trucks○ Give away free shirts
Scrub-Man Invasion
How We Know Scrub Daddy Will Be #1● Google Analytics for Twitter contest● Comments and responses to bloggers● Attendance numbers for pop- up events● Number of views/ shares on web film
Timeline
Contact Julie Bowen for Web Film -April
#ScrubAroundTheWorldTwitter competitionJuly 1st to Mid-August
July 2015
Scrub-Man Invasion Pop-upSan Fran- 3rd Weekend April
Scrub-Man Invasion Pop-upChicago- 1st Weekend June
Scrub-Man Invasion Pop-upNew york- Last Weekend August
August 2015
Julie Bowen web film- September
September 2015
October 2015
Contact Mommy and Daddy Bloggers-October
Thank you!#SDlovesComm210