Post on 01-Jan-2016
transcript
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Management Andrew Gaer Jason Eckenrode (assistant)
Creative John Smith Anne Kim
Data Management Raymond Button
Web Development and Technology Byron McDougle
Where Are We?
Low Profit Margin
2009 Marketing Budget $1.5m
Functional, Interactive Website
Contemporary Designs
Industry Presence
Legacy Low Market Share
Low Mind Share
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objectives
Reestablish brand awareness Reestablish brand dominance Increase revenue by $7m in year one
and $10m in year two. $1.5m + $1.0m 2010 $1.5m + $1.2m 2011
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Strategy
Brand Awarenes
sIn-Store
Gromarazzi
Contests
Events
Brand Dominan
ce
Sales
Increasing Sales
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Target Market
Target Market
Active Surf CultureLegacy CustomersSurf Style Identifyers
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CRM – Process Overview
Customer Data
BaseIn-Store
Gromarazzi
Contests
Events
Com
munica
tions
Social Media
Store
$
Text Messag
e
Hang Tag
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Financial Impact
Gromarazzi Materials / Sponsorship 50 groms $400 $20,000
Gromarazzi Management and Development (creative) $75,000
Major Surf Event Sponsorship $400,000
Top 20 Surfer Sponsorship $150,000
Charitable Donations / Sponsorship $50,000
In Store Displays / Graphics / Art 200 stores $300 $60,000
Event Displays / Graphics / Art 5 sets $1,000 $5,000
Promotional Giveaways 20,000 units* $2 $40,000
Database Managing and Hosting $50,000
Misc. Costs $10,000
Account Management $90,000
Total $950,000
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Financial Impact2010
Exposure (people) 200,000Purchase Rate 22%Average Ticket Amount $86 Anuual Repurchase Rate 32%Average Annual Repurchase Value $232 Total Gross Profit $7,050,560Program Costs $950,000ROI $7.42
2011Exposure (people) 225,000Purchase Rate 28%Average Ticket Amount $92 Anuual Repurchase Rate 34%Average Annual Repurchase Value $280 Total Gross Profit $10,094,400Program Costs $1,200,000ROI $8.41
clean line marketing