gosmart
TRANSCRIPT
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BRAND AND MARKETING RECOMMENDATIONS Prepared for Jae Son and Steven Sanchez Michael Routh [email protected] 310-966-7837
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CURRENT SITUATION
BRAND AND MARKETING RECOMMENDATIONS
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• 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
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CONSIDERATIONS
BRAND AND MARKETING RECOMMENDATIONS
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• 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
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OBJECTIVES
BRAND AND MARKETING RECOMMENDATIONS
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SALES = $10,000,000 OR
1,000,000 UNITS
BRAND AND MARKETING RECOMMENDATIONS
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WHAT NOW?
BRAND AND MARKETING RECOMMENDATIONS
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• 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
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TARGET MARKET & BRAND POSITIONING
BRAND AND MARKETING RECOMMENDATIONS
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• 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
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WEBSITE
BRAND AND MARKETING RECOMMENDATIONS
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• Most important consumer touch point. • Should be launched prior to undertaking any
increased marketing efforts.
BRAND AND MARKETING RECOMMENDATIONS
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WEBSITE OBJECTIVES
BRAND AND MARKETING RECOMMENDATIONS
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• 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
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• Sonos • X-Doria • Kult Studio • Harry’s • B&O Play • Dollar Shave Club • Paper by 53 • Snipcart • Adonit • Arcitc
BRAND AND MARKETING RECOMMENDATIONS
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MARKETING
BRAND AND MARKETING RECOMMENDATIONS
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• 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
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• Get more reviews from relevant outlets with high visibility.
• Expand reach beyond tech sites.
BRAND AND MARKETING RECOMMENDATIONS
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• Make it to more “best of” lists.
BRAND AND MARKETING RECOMMENDATIONS
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• Heavy focus on holiday gifting season.
BRAND AND MARKETING RECOMMENDATIONS
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• Make sure we show up where consumers search for reviews. YouTube.
• Reach out to individual reviewers and larger outlets alike.
BRAND AND MARKETING RECOMMENDATIONS
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• 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
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• Guest post elsewhere. • Tech blogs are always looking for new
content. • Write first, pitch later. • SEO Value + Direct Leads.
BRAND AND MARKETING RECOMMENDATIONS
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• Market smarter to existing customers and encourage them to spread the word.
• Incentivize product reviews and referrals.
BRAND AND MARKETING RECOMMENDATIONS
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• Form co-marketing partnerships with like-minded brands.
Follow
On Receive 20% Off
BRAND AND MARKETING RECOMMENDATIONS
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• Jay-Z & Samsung.
BRAND AND MARKETING RECOMMENDATIONS
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• Institutional and professional organization sales.
BRAND AND MARKETING RECOMMENDATIONS