BRAND AND MARKETING RECOMMENDATIONS Prepared for Jae Son and Steven Sanchez Michael Routh michael.e.routh@gmail.com 310-966-7837

CURRENT SITUATION

BRAND AND MARKETING RECOMMENDATIONS

•  Unique product. •  Sales have grown with minimal investment

in marketing and brand building. •  Positive product reviews. •  Jae Son credibility in category.

BRAND AND MARKETING RECOMMENDATIONS

CONSIDERATIONS

BRAND AND MARKETING RECOMMENDATIONS

•  Marketing budget unknown but assuming we want to run lean with startup mentality in regards to customer acquisition.

•  Competitor with similar product. •  Other players have invested in building brand

and web presence. •  Not selling via other online retailers. •  Competitors releasing more product models,

color options.

BRAND AND MARKETING RECOMMENDATIONS

OBJECTIVES

BRAND AND MARKETING RECOMMENDATIONS

SALES = $10,000,000 OR

1,000,000 UNITS

BRAND AND MARKETING RECOMMENDATIONS

WHAT NOW?

BRAND AND MARKETING RECOMMENDATIONS

•  Define target market and brand positioning. •  Build a strong web presence that establishes

our brand and drives sales. •  Get more visibility for the GoSmart Stylus.

BRAND AND MARKETING RECOMMENDATIONS

TARGET MARKET & BRAND POSITIONING

BRAND AND MARKETING RECOMMENDATIONS

•  Must be agreed upon before we can move forward. Impacts everything from web design, content, messaging, PR, etc.

•  Neither are immediately clear upon landing at .com.

•  Possible direction: Focus on professionals requiring precision instruments. Take the opposite approach to Adonit’s young and creative feel.

BRAND AND MARKETING RECOMMENDATIONS

WEBSITE

BRAND AND MARKETING RECOMMENDATIONS

•  Most important consumer touch point. •  Should be launched prior to undertaking any

increased marketing efforts.

BRAND AND MARKETING RECOMMENDATIONS

WEBSITE OBJECTIVES

BRAND AND MARKETING RECOMMENDATIONS

•  More sales. Primary focus is on converting visitors into buyers.

•  Establish a brand that, through design and content, resonates with our target market.

•  Clearly explains our products key features and what differentiates us from competitors.

•  Build a community around GoSmart.

BRAND AND MARKETING RECOMMENDATIONS

•  Sonos •  X-Doria •  Kult Studio •  Harry’s •  B&O Play •  Dollar Shave Club •  Paper by 53 •  Snipcart •  Adonit •  Arcitc

BRAND AND MARKETING RECOMMENDATIONS

MARKETING

BRAND AND MARKETING RECOMMENDATIONS

•  Spend as little, nothing if possible, on paid media.

•  Heavy up our PR outreach. •  Be nimble and active online. Try / test new

initiatives. Live where our target market lives.

BRAND AND MARKETING RECOMMENDATIONS

•  Get more reviews from relevant outlets with high visibility.

•  Expand reach beyond tech sites.

BRAND AND MARKETING RECOMMENDATIONS

•  Make it to more “best of” lists.

BRAND AND MARKETING RECOMMENDATIONS

•  Heavy focus on holiday gifting season.

BRAND AND MARKETING RECOMMENDATIONS

•  Make sure we show up where consumers search for reviews. YouTube.

•  Reach out to individual reviewers and larger outlets alike.

BRAND AND MARKETING RECOMMENDATIONS

•  Get serious about blogging and content marketing.

•  Create sharable content. – Top 10 lists – Useful articles / tutorials – Pictures

•  Content ideation can be automated via Google Trends and social searching.

BRAND AND MARKETING RECOMMENDATIONS

•  Guest post elsewhere. •  Tech blogs are always looking for new

content. •  Write first, pitch later. •  SEO Value + Direct Leads.

BRAND AND MARKETING RECOMMENDATIONS

•  Market smarter to existing customers and encourage them to spread the word.

•  Incentivize product reviews and referrals.

BRAND AND MARKETING RECOMMENDATIONS

•  Form co-marketing partnerships with like-minded brands.

Follow

On Receive 20% Off

BRAND AND MARKETING RECOMMENDATIONS

•  Jay-Z & Samsung.

BRAND AND MARKETING RECOMMENDATIONS

•  Institutional and professional organization sales.

BRAND AND MARKETING RECOMMENDATIONS